Comstock's magazine 0119 - January 2019 - Page 65

SPECIAL PROMOTIONAL SECTION The conversations can take place in-store or on the phone, but the goal is to find out how customers think and feel about the brand of the company. From there, the businesses can probe which aspects they love, which aspects they don’t, and why they feel the way they do. TECHNOLOGY It seems like every day sees the advent of a new gadget or gizmo, lauded as essential for business success in the modern age. According to SacTech CEO and cofounder George Usi, cloud-based operational tools like Teamwork, Monday, Trello or Basecamp can drive revenue. “You have to be very meticulous that if you are looking at [cloud- based tools], that you are checking in with your technologist,” Usi says. “You don’t want to invest in the new things that technologists then have to work around.” As businesses tap into technology for their needs, including marketing and brand- ing efforts, it becomes increasingly import- ant to turn to IT specialists to get the job done in a way that is in sync with the rest of the company’s capabilities. Whether or not a company has in-house IT may impact the cloud-based services they want to implement based on what op- erational needs they have, and they will want to ensure the product is truly in line with the organization’s goals. Usi advises checking in with the IT department and having an open line of communication to ensure the job is done correctly. LEGAL A huge mistake many businesses make is in not retaining legal counsel until they are in the thick of a problem. Just ask J. Scott Alexander, managing partner with Murphy Austin Adams Schoenfeld in Sacramento. “Exercising the maximum amount of pre- vention is worth more of a pound of the cure. Sit down and think about how to use legal counsel to help you avoid certain lia- bility exposure and plan around that,” Al- exander says. Business owners should reach out to their employment attorney to inquire about new laws taking effect this January that are particular to their line of business. Alexander says that meetings with legal counsel can as- sist the evaluation of contracts to ascertain if there are provisions a business needs for more protection and if any California state law requirements need to be included. n Lillie Apostolos lives in Sacramento, where she writes about fresh produce, arts, culture and the local economy. She enjoys hiking the Sierra Nevada, reading and amateur gardening. To contact her, email lillieapostolos@gmail.com. Follow her @LillieApostolos PREPARING OUR CLIENTS FOR A PROSPEROUS 2019! A boutique CPA firm serving the complex needs of Construction and Real Estate industries in the Greater Capital Region For a Free Consultation and Insights on the New Tax Codes to Benefit your Business, Call Angie Papendick 916.400.0022 | 950 Glenn Drive, Suite 125, Folsom, CA 95630 | www.apcpagroup.com January 2019 | comstocksmag.com 65