Cincinnati, OH – August 12, 2004 – Starting and running
a small business is inherently risky, with some experts estimating
that up to 90 percent of small businesses fail. The reason, according
to first time author and successful entrepreneur Brad Forsythe,
is because of the dichotomy between passion and reality. Forsythe
canned his expertise in the new book “Bulletproof Your Business,” and
has turned to the expertise of Justice & Young to bring the
book to the masses.
“Most folks get into business because it is their passion,
but all too quickly they find the realities of actually running
a business
may have little to do with why they started the business in the
first place,” Forsythe said. “For the first time, small
business owners and entrepreneurs do not have to be afraid to take
risks in pursuit of their passion. The real issue is not risk itself,
but rather how well risk is managed. Risk and opportunity are linked
commodities for small businesses, but entrepreneurs must be able
to take risks safely – so they can concentrate on innovation
and growth.”
Forsythe spent twenty years searching for a risk management guide
for his small business. Failing to find it, he decided to create
and publish strategy, tactics and tools designed specifically to
work in companies with less than 500 employees. He is passionate
about getting his message out to entrepreneurs and small business
executives, and said he believes the best way to do that is with
an aggressive public relations campaign.
According to Justice & Young vice president Rodger Roeser,
the campaign entails a series of national publicity initiatives,
endorsements and book reviews. The publicity and reviews will be
further leveraged as part of the proprietary Justice & Young
leverage marketing program – Drip™. Forsythe will also embark
on a regional speaking tour and be part of a national eMarketing
program. Justice & Young is also creating his website.
“Small businesses struggle to get ahead and avoid the pitfalls
that keep a successful business from focusing on its core competencies,” Roeser
explained. “Brad has written a truly amazing resource book
that allows small businesses to mitigate their risks when dealing
with clients, suppliers and employees, and provide practical tools
that address these issues before they become big problems. The
book has already allowed Justice & Young to embrace opportunity
by proactively managing risks.”
Brad Forsythe is certified from the Harvard Business School in
small business strategic finance and is a 1975 honors graduate
from Augsburg College in Minneapolis, completing his bachelor’s
degree in communications. Forsythe began his career as an incentive
travel manager and later moved to group sales manager within the
hospitality division of American Airlines. In 1981, he co-founded
Frequency Marketing and served as its executive vice president
overseeing legal, human resources and risk management. In 2003,
Forsythe founded Best Practice Advisors, LLC., and teaches the
professional practice of risk management for companies with less
than 500 employees. He released his debut book, Bulletproof
Your Business – Cutting Risk for Small Business Owners and Managers,
in 2004.
Justice & Young is an award winning, full service integrated
marketing firm headquartered in Cincinnati, Ohio. The firm combines
strategic marketing, advertising, eCommerce and public relations
to uphold its mission of partnering with clients to provide full
circle marketing - compelling communication that drive core objectives.
Clients include Graeter's Ice Cream, AcuPOLL, Appearance Plus,
The Plastic Surgery Group, Cadence, Secure Product Creations, Shadowbox
Cabaret, Vesta Executive Housing, The Center for Humanitarian Relief,
Habitat For Humanity, and others. Founded in 1997, Justice & Young
combines the power and experience of a business communications
company with performance management to create a client focused
firm that is Just Right – the right people, the right size,
and the right expertise. More information can be accessed at www.jypublicrelations.com or by calling 513.388.4706.
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