CONFERENCE CALL KIC BOARD MEETING
SEPTERMBER 21, 2004

CALL TO ORDER
The conference call meeting was called to order at 6:30 PM EDT by President Angelo Sodano

OFFICERS AND BOARD OF DIRECTORS
President: Angelo Sodano….. ……….Allkart International
VP/Secretary: Darrell Sitarz….Kart Marketing Group, Inc.
Treasurer: Charlie Pistorio………….Grand Products, Inc.
Tom Johnson…………….……..Oakland Valley Race Park
Randy Kugler……………..……World Karting Association
Dave Larson…………… International Racing Association
Tom Patronite……………………. Azusa Engineering, Inc.
Executive Director: Bob White

Newsletter Editorial Staff
Darrell Sitarz
Bob White 

PRESENT
Note: All board members were present
Angelo Sodano, President
Darrell Sitarz, VP/Secretary
Bob White, Executive Director/Treasurer
Tom Johnson
Randy Kugler
Dave Larson
Tom Patronite
Charlie Pistorio
Note: Brad Sellers and Charlie Sox have resigned their position due to business commitments.

MINUTES
It was agreed that the reading of the May 26 minutes be waived due to the fact that everyone had already seen them.

FINANCIAL REPORT
The financial report was presented by Bob White, Executive Director
(A copy is on file with the Executive Director)

Motion to accept financial report made by Dave Larson, seconded by Tom Johnson.
Motion passed unanimously.
MEMBERSHIP
Bob White reported there are 2 new KIC members. Bob also reported that this year we have had 8 new members, but have lost 18.

There was a lengthy discussion and questions: What do they want KIC to do?
Apparently business ethics and customer service tops the list, although the board is not sure what can be done.

It was suggested that KIC decide on a Code of Ethics. Darrell reminded the group that we have already done that and that it is shown on our membership brochure.

During the discussion, in an attempt to boost membership, it was suggest that perhaps KIC rate businesses somewhat like the Better Business Bureau, perhaps ABC or a star system. After further discussion, Darrel made a motion,
seconded by Charlie Pistorio that KIC indeed form a business rating system. This motion pass unanimously.

It was also suggested that each board member e-mail 5 rating suggestions to Bob. These ideas will then be compiled and e-mailed to all the board for selection.

It was also suggested that a Press Release be sent regarding the program, as soon as possible. Darrell said that he would send a PR.

NEW BOARD MEMBERS
It was mentioned that we need to select two new board members. The next to in line are John Nuttall and Chris Villeral, both at present not members. Bob said he would contact both of them. However, during the meeting, Dave Larson contact Nuttall and said that he would join in order to serve.

BYLAWS
Angelo said that he felt that the bylaws need to be changed/amended and that we need to review sections of the bylaws. Angelo said that he would e-mail the bylaws to the board. This project was tabled by Angelo until review can be completed.

50TH ANNIVERSARY
Darrell mentioned that the 50th Anniversary of the sport was coming in 2006 and that KIC needs to be pro-active in the celebration. He suggested the following:
US Postage Stamp featuring Karting
National Karting Day
National Karting Awareness Program including a National Kart Week
50th Anniversary Banquet

WEBSITE
It was reported that the website has been updated, but still need additional changes. Darrell said that he would have the home page news changed so it is more up to date.

KART EXPO SHOW ACTIVITIES
There was a lengthy discussion regarding the following activities planned for Kart Expo in February.
A. 4-Cycle Tech Seminar
B. ICC Tech Seminar – Scott Evans
C. Track Management Workshop – Tom Johnson and John Nuttall

There was also a discussion regarding “Certification” by attending a KIC tech seminar. Can it be done? Randy Kugler mentioned that WKA now has SFI Certification for their tech seminars.

TRACK RATING SYSTEM
It as also brought to the board’s attention that since we’re seriously considering a Business Rating System to gain membership, why not include tracks as well. It was agreed that this is a good idea and that the board should e-mail Bob 5 ideas on how to rate tracks, too.

SUMMIT MEETING
It was agreed that the Annual Summit Conference be again held at Kart Expo, again with a Sunday AM breakfast.

BOOTH AT KART EXPO
Due to the change in its membership acquisition methodology, it was suggested that KIC have a booth at Kart Expo. Darrell said he would donate a booth for the organization.

MEMBERSHIP BROCHURE
Darrell suggested that we re-design the KIC membership brochure as it is outdated. He will look at the brochure and report to the board.

MEMBERSHIP WAS AGAIN REVISITED
It was noted that we have 54 members, but need 93 to break even financially.

NEXT MEETING
We agreed that we should have another conference call meeting before the end of the year.
The next formal board meeting will take place on Kart Expo weekend in February.

ADJOURNMENT
The meeting was adjourned at 8:35 PM EDT by unanimous vote.

Submitted by Darrell Sitarz, Secretary

KIC MISSION STATEMENT
The Karting Industry council is a non-profit trade organization comprised of karting leaders to:

Provide leadership within the kart racing industry
Create programs to increase public awareness of the sport
Be of service to the sports’ sanctioning bodies to promote the industry
Emphasize programs, activities and information to achieve high quality standards and business ethics within the industry
Provide training programs and business resources for its members

KIC’S CODE OF ETHICS
To promote a cordial business relationship between the consumer and the industry
To avoid conflicts of interest in my business whenever possible
To provide the customer with as much information as possible, to provide for the proper use of the products purchased and have a sense of personal obligation to each customer
To ship products within a timely manner and resolve claims promptly
To develop proper business guidelines
To support products sold with a sense of personal obligation
To promote KIC whenever possible

TEN MARKETING MISTAKES SMALL BUSINESSES MAKE
By Meir Liraz

How do you judge the effectiveness of your small business marketing efforts? Easy…does it produce results? Great looking ads, fancy logos and flashy web sites are worthless if they don’t bring business to your door. This list of 10 common marketing mistakes can help you produce better results.

1. Not Having a Clearly Defined Unique Selling Proposition (USP).
Do you want to fit in or stand out? In order to thrive in today’s cluttered marketplace, every business owner must be able to clearly articulate an answer to the question, “Why should someone do business with you rather than your competitor?” “What makes you unique? Your answer to these questions constitutes your Unique Selling Proposition. Do you offer 24-hour, 7 day a week service? Do you offer the lowest price? Do you offer a no risk guarantee? A strong USP helps you to stand out in a crowded field.

2. Selling Features Rather than Benefits.
Someone once said, “No one ever bought a drill bit. Millions of people have bought a hole” People don’t buy features, they buy benefits. They are tuned into Radio Station W.I.I.F.M. (What’s in it for me?) Tell them clearly how the features of your product/service will help them, make their life easier, etc.

3. Not using headlines in print advertisements.
You have at most a couple of seconds to grab someone’s attention when they read a newspaper, magazine etc. Using an attention-grabbing headline ensures that the reader will continue to read the rest of the advertisement. The headline is an ad for the ad. Take a look at some newspaper ads. Which ones attract your attention? You will probably find they have utilized an effective headline.

4. Not testing headlines, price points, packages, pitches, everything.
How do you know what ad, what price, what offer most appeals to customers? By putting them to a vote. Test everything. Rather than running one newspaper ad for three weeks, why not run three different ads for three weeks and measure which draws better? Rather than putting all your advertising into newspaper, why not split between newspaper and direct mail and measure the results? Why not price your products/services at different points and see which sells more? Is cheaper always better? Not necessarily. Each situation is unique. One price may outperform another for a myriad of reasons. Your job is not to know why, but to find what works. Test, test, test.

5. Making it difficult to do business with you.
Are your sales staff knowledgeable about your products? Does someone answer your phone promptly and in a friendly manner? Can people find your phone number, location? Can customers find things easily in your store? Put yourselves in your customer’s shoes. Don’t make them work-they won’t. I’ve seen a web site that undoubtedly cost the company thousands of dollars and NOWHERE could I find a phone number or email address. Your customer has better things to do than struggle to do business with you.

6. Not finding out what your customer’s needs are.
What is the first step in filling your customer’s needs? Discovering what they are. What’s most important to them? Don’t even try to guess. You may think price is most important when what they really want is fast service. You may believe fast service is what they want when what they desperately want is a friendly, personal touch. How do you find out? People won’t tell you unless you ask. So ask.

7. Not maintaining an up to date customer database.
Your customer list is pure gold. Rather than always working to bring new customers in the door, why not take advantage of the good will you have already built with your existing clientele? Experiment with extending special offers to your customer base. Ask for referrals. Send them a card on their birthday. Call and ask what they most enjoyed about doing business with you (or what they disliked doing business with you). You worked hard to develop these relationships. Recognize their value and work hard to “re-delight” them.

8. Not eliminating the risk.
What stops a customer from buying from you? Are they unsure that your offer is worth their hard-earned money? Make it easy to decide to buy from you. How can you reduce their risk? If you are in a service business, let them try your service at no cost. If you are a lawyer or consultant offer them a free consultation. Offer them a money-back, no questions asked guarantee on any product they buy. Why not? Are you afraid people will take advantage of you? Give it a try for a month. You may be very pleasantly surprised. Not confident in your product or service? Then go to work on improving your service.

9. Not educating your customers
Don’t just claim that your service is better. Explain why. Is your staff better trained? Do you utilize a technology that increases service turnaround or quality? Don’t expect people to just take your word for things. Quality, Service and Value mean nothing. Everyone claims to offer these. Make these claims real for the customer by offering credible explanations why they should do business with you.

10. Not knowing what works, and sticking with it.
Do you know which ads are effective? What media pulls best? What offer gets the best reaction? By testing (see above) you will. When you find something that works, don’t change it until you find something that works better. Just because you’re sick if an ad/offer isn’t a good enough reason to change it. You can supplement with other ads and offers. If it works, keep it.

ABOUT THE AUTHOR: Meir Liraz, is president of BizMove.com (http://www.bizmove.com/), a free informational web site for entrepreneurs and small business owners that provides free guides and tips for starting, growing and managing a small business. Visit the site at: http://www.bizmove.com.