Berry Blog

Mitt is an honest man.

2012-01-24T18:46:00.000-06:00

Honestly, Mitt's sub 15% tax rate is not an indication of his morals. Even if past tax filings reveal he only paid 9% in some years I don't see how he can be criticized for following or even possibly exploiting the tax laws. We all try to squeeze out ever penny of the tax code in our own legal favor. Most likely Mitt has not conducted himself any differently than any one of us would if we made $42 million a year. What troubles me about Mitt is the current tax law matches his tax policies. He likes it the way it is.

Mitt has openly, and truthfully stated his plans to reduce the tax burden of the 1% even further. In that way he and other billionaires in American may continue to reduce the tax rate percentage for those who are wealthy enough to live off their investments. Mitt and others have claimed to level the tax playing field is class warfare. He claims to revoke President Bush's tax rates is to cause a divide in our nation. There is no disputing the Bush Tax rates favor the rich. Whether he knew what he was doing, or it was simply a failed theory, is a matter of discussion.

Regardless, it's clear the policy made it easier for the rich to get richer and the middle class to become poor. This is a failed policy and one that should be changed, not taken up a notch. Take a peek at this chart, which shows how in 1928 the top 1% were 892 % more wealthy than the rest of the nation. Then came the great depression. The number declined over the years following the great depression to where in 1980 the top 1% took home an average of 5.4 million a year, less than 1/5th of the 29.6 million average income in 2006. At this point the Bush tax cuts propelled the wealthy to 976 times that of the rest of the nation. During the time period of the late 60s through the late 70s is when we saw large growth in the number of middle class who purchased homes and could afford to send their children to college.

Mitt said in an interview that his plan for the housing market would be to allow the foreclosures to follow their usual process. Investors (the rich) will then purchase the properties, fix them up and provide rental housing for those who need (now poor) a house to rent. Is it just me, or does that reek of pushing the wealth further up the latter? Are we OK with renting? Are you OK with some in our country profiting from the poor economical conditions the very tax code empowered them to build from. Mitt isn't lying when he says our country is at a cross road and there are some who want to start a class war. It's his policies and those we are still living with that are causing the war. Mitt honestly believes the rich have earned their wealth while others need to shut up and pay their taxes like good little peasants.

I am a small business owner

2012-01-12T09:02:00.003-06:00

The first thing one must do is face the music, be honest, accept who you are and what you stand for, and own up to your part in everything you do. So I am owning up to the fact that I own my own business. When I started my business I was gainfully employed with 19 years of service behind me. Ironically I have now passed the 19 year mark of being my own boss. You might think I have the world by the tail, but rarely do I wake up and feel as if I do.

Don't get me wrong, I wouldn't have it any other way. The struggle isn't whether one should be self employed. It's how to be self employed and still have a life and keep your health. There ought to be enough profit to employ others to assist in carrying the workload. That's a win-win-win. I am not worked to death beyond the start up phase, the company employs citizens which is good for them and our country.

The past 12 years I have felt like a gerbil on a treadmill. No matter how hard I work there is very little monetary worth to show for it. Where did the premise that if you worked hard there would be monetary reward go to with it? When did we stop valuing small businesses and care more about shareholders. When did society start celebrating success only by the money in your portfolio versus the money you put into the economy. Better yet contributing to the local economy?

I purposely said monetary reward or worth, because my business has and does provide personal worth and reward. If it didn't, I wouldn't have had a reason to stick it out through these dismal times. What bothers me is to have witnessed the decline of the economy, and with it everything I had worked so hard to create. With every job sent overseas, every tax hike and law change I feel a punch to the gut. The worst is knowing the pain is not inflicted from foreign enemies, but from those who proclaim they have our interest at heart.

Ringing it up with bling

2011-07-05T09:05:00.008-05:00

When Stitches Magazine interviewed me for the 2010 Power List I was asked if I had any predictions for the industry. I stated,“I also see some new techniques as far as multimedia, including combinations of rhinestone embroidery that are progressing.”

At the 2011 Decorated Apparel Expo's I lectured on the use of rhinestones and what this can do for your company's revenue. My own experience has been that with the addition of rhinestone apparel to our offering the cash register is making a ringing sound more often than if we relied on embroidery. The addition of rhinestones to a screen print product is the difference between you and the printer down the street.

What I couldn't have predicted back in 2010 is that Strawberry Stitch Co. would become CAMS automatic rhinestone transfer machine channel partner with ColDesi out of Tampa Florida. This is an exciting announcement and opportunity for ColDesi, Strawberry Stitch Co., and consumers. This move will tie together many parts into a single power effort.

The consumer benefits from a sales channel capable of demonstrating how this machine generates revenue, and how to create fabulous rhinestone designs with software you may already own. As with all products Strawberry Stitch Co. sells, we are developing a training program for the CAMS machines to go with the sale of each machine and of course we'll provide the same level of support we have for Wilcom over the years.

By combining the best software in the industry with the best equipment I am excited for what the future will bring and what Strawberry Stitch Co. will be able to offer you. Most of all, I will be able to offer you confidence in your purchasing decisions. I wouldn't put my name on the CAMS line of rhinestone machines if they weren't the best machine available. If you have any questions, please feel free to call toll free, 888-991-0707 or email me directly at Tom@StrawberryStitch.com.

It's the little things that make it all worth while

2011-06-07T09:39:00.002-05:00

I've been in the decorated apparel business for the past 19 years leaving a lot of opportunity to see my work in public. While Strawberry Stitch Co. has been the designers behind the scenes for many big name companies, one of my favorites was when we did the official embroidery for the Papal visit in 1999. Every once in a while we will do something that seems run of the mill until I surprisingly bump into it in the public eye. There is a sense of thrill that flows through your body and the inevitable words, "We did that!" as if our own staff is surprised of what we had accomplished.

This happened today when I arrived at work and my assistant said, "I saw the Stihl jacket we did on TV last night." Yes, we were told the rush jacket had to be in Cape Girardeau Missouri for a commercial shoot. Yes, we were told it would air on TV.

What we didn't know is this would be Stihl's largest, most comprehensive national sales event in its history. It wasn't on the top of our minds, I had written it off because we've done hundreds of designs since then. I jumped on YouTube and sure enough one of the first frames of the commercial is a motorcycle rider wearing the leather jacket we decorated. From the design concept, to applique cutting, to the actual stitching of the design applied to the jacket. I recall when the jacket was dropped off, us moving it out of our way as it took up counter space, and then the approval of the customer when the jacket was eventually complete and picked up.

When I Googled the commercial I also found behind the scene photos of the commercial shoot, but nothing really of our work there. This event was a welcome surprise that confirms what we do matters. Even if we had not been able to see the commercial, the truth of it all is that decorators all over create designs. Decorators dress up apparel and interior accessories each and every day so the world is a prettier place, or to add that needed touch to an ad campaign, or to communicate a message of one kind or another. The message may be, "Welcome to my home", "We're the best Beer", or "I have style."

We have worked on hundreds of designs since the Stihl jacket. The airing of the commercial reminds me that while we may have gone on in life to new assignments and creative projects, our work continues to be part of other's everyday life. Viewers watching TV, or I bet that jacket is being worn by someone somewhere. Maybe it's hanging in their office or display room. I have no idea where it is, but I bet it is valued for the prize that it is.

California Dreamin

2011-05-29T11:20:00.006-05:00

Recently there has been much attention given to the application of Section 2671(b) of California’s labor code and most importantly how it is being applied to decorators in the Golden State. I have been reading with interest the comments posted on Stitchwork and other online discussion areas. I wish to commend Stitches Magazine for bringing this topic to light. More awareness to business topics that effect our industry are needed.

At first I read the article and felt the same rush of adrenaline I believe many others may have. After some time to think the matter over, the citizen side of me kicked in. I began to mentally explore the fiscal responsible views and I wondered if there was a bigger picture to this subject.

Excerpt from Digitizing 201 - Type chapter

2011-05-27T18:59:00.001-05:00

Legibility research has been published as far back as the nineteenth century. The ability to create legible type remains a concern for today’s typeface designers. Because they do not take embroidery into consideration poses a predicament for those of us in the embroidery industry struggling to create legible type from modern typefaces.

Research on type legibility continues today focusing on typefaces for those with visual impairment, typefaces for road signs and other conditions where legibility may be safety related.

Commonly accepted findings of legibility research partially include;

State of the Industry interview with Stitches Magazine

2011-05-25T21:52:00.001-05:00

Earlier this month I was interviewed by Stitches Magazine. I thought I would share the podcast from this interview so you could hear my thoughts instead of reading them. I hope you gain something useful from the piece. Click here to listen in.

Digitizing 201 update

2011-05-15T17:43:00.001-05:00

I would like to personally thank you for your patience over this past year. I know this past year has tried every one's patience and you have gone up and beyond what I could have expected.

This past Friday, Friday the 13th no less, marked one year since my son in law was killed in a terrible auto accident leaving my daughter and two grandchildren, along with the rest of my family, in complete shock. It was the day of my daughters 9th anniversary and the day before my grandson's 8th birthday. I would describe my state as one of being numb beyond words, speechless and distracted.

Thank goodness for Superglue

2011-04-07T10:12:00.000-05:00

A drummer since age ten, I like to drum to music (often loud music) when I am being creative such as designing or writing. For those patiently waiting on the completion of my next book Digitizing 201 you should know today I was drumming so hard the eraser flew off my pencil.

I was writing some great stuff and then "fling" went the rubber tip to my writing/drum stick. Nothing superglue couldn't fix and I was right back to drumming along while I write.

Wilcom TrueSizer e2 is now available for download

2011-03-09T10:16:00.000-06:00

Wilcom is pleased to announce the general availability of Wilcom TrueSizer e2. This release makes Wilcom Truesizer e2 available with support for e2 and earlier (.Emb) file formats.

Wilcom TrueSizer is a universal file conversion tool offering full compatibility between industrial and domestic embroidery file formats, as well as full design scalability. It allows you to view, modify, read and convert, and output high quality embroidery through its easy-to-use commands and tools.

Is QR code a fad, game, or a sign of the future?

2011-03-08T22:45:00.007-06:00

Do you know what this QR code says?

At this past week's Decorated Apparel Expo I gave a presentation on "Expanding Retail Sales". In this presentation I offered ways to use technology to present new decoration ideas to a larger audience on a more frequent basis using modern networking vehicles. The four major areas I covered were;

Web sites (informational, interactive and eCommerce)
eMail marketing campaigns
Blogs
Social networking

I didn't mention QR codes honestly because I had only recently begun to see them in printed material and wasn't exactly sure how to use them. With a little nudge from a techno-geek friend of mine and some research of my own I unlocked "the secret" to what exactly a QR code is.

Social Media Revolution

2011-03-05T09:19:00.005-06:00

This was shared with me and I wish to pass it on. It moves pretty quickly so you may wish to watch it several times or pause it to read and ponder the facts. Compare it to your habits and what you are conducting your business. It may very well spark some ideas that could spring board your business in a positive direction.

Get on the wave or drown

2011-03-04T20:44:00.002-06:00

When I started the Embroidery Design School Forum two years ago many jumped on the opportunity to join. Others were slow to embrace the "social media" feel of the community compared to the traditional email lists they and I have participated in since the early 90s.

The community has now past the 900 member mark, yet I still realize some of the members turn to email lists to post a question than to seek assistance on the EDS Forum. I'm puzzled by this since the forum has so much more to offer than an email list does.

Who is a member and who is reading is visible for all to see.
Capable of pictures and video
Members may easily attach files to their posts
Pictures are simple to include with the explanations
Each member has their own page to list who they are, what services they offer giving a true community feel where members may seek outsource arrangements
And best of all your email is not packed with messages you have little interest in

When I ask members why they post to an email list instead of the forum the majority say they like the simplicity of an email list, or they are familiar with how email lists work. Some have asked if I would consider offering an email list instead of the web-based community. Ironically the forum does have a digest option if members prefer that style.

Have a Toe Tapping Monday!

2011-02-21T14:47:00.000-06:00

Think Green - St. Patrick's that is

2011-02-20T22:14:00.001-06:00

If you haven't been thinking about St. Patrick's Day yet, you should be. This is a great holiday with swarms of customers, Irish or not, purchasing St. Pat's apparel.

To do list;

Garments to purchase
Designs to be used (Embroidery, print, rhinestones)
Store signage
Marketing piece
Website themes

Dongles set us free

2011-02-15T01:21:00.001-06:00

Years ago Wilcom security was accomplished through a Trysoft card. This was a ISA card that was installed in your computer. The Trysoft took up an often needed ISA slot on your computer that could have been used for another peripheral and laptops didn't allow the installation of external cards.

In those days the software could only be used on a desktop computer which restricted mobility. The Trysoft didn't have a way to install on a laptop, so this meant the software couldn't be used on anything but a desktop computer. Not only couldn't I take my system on the road to a customer's location or trade show, but I couldn't even take it home with me. Oh yea, I couldn't take it to another office. No, in those days we were tethered to the single desktop we elected to install the Trysoft into.

The first mobile hard-lock keys were serial connections. While the serial dongles had some drawbacks, which includes the introduction of codes if my minds serves me well, they provided such flexibility that they were well worth putting up with. With all freedoms comes responsibility. Once the hardlock keys were no longer screwed into an ISA slot inside a desktop computer, they were not only free to move about, they were also free to be damaged and lost.

Since version 9 the hard-lock keys are accomplished through USB style keys.This was a major advancement in user flexibility making the key easily transferred from computer to computer no matter what the style computer, whether a desktop, laptop or MAC. The key is so small it can be neatly tucked in a purse (not that I have one) or slip between the crack in a car seat.

A few years ago I received a small Hershey Kiss tin for Valentines Day. It's just large enough that I can't lose it, just strong enough it won't crush easily, just precious enough I won't forget where I placed it. I am diligent to take the key from the computer and place it immediately into the tin. The tin always goes in the same slot in my laptop bag. In this way I have the flexibility of a small convenient hardlock key when I am using it, and the increased security and control when I have removed it from my computer.

Why do we need codes?

2011-02-12T22:59:00.003-06:00

I understand the codes can seem like a thorn in your side, but trust me it's for our own good. Most shipping arrangements transfer ownership of the goods when they leave the shippers location. If something goes wrong, it's left between us and the shipping company to resolve. I bet you know how well that process goes.

If the dongles were shipped live, and yours didn't arrive, your $5,000 - $15,000 asset would be out there somewhere floating around in shipping land. You would have to wait until the shipping company located it or you could cough up another $5-$15,000 to have a second system shipped ASAP.

Dongles are shipped "dead" so if the dongle doesn't arrive as planned, Wilcom doesn't have to play tough guy. They can ship a replacement system knowing the first system is not usable since whoever has it doesn't have the codes to activate it.

Makes sense doesn't it?

Where are those pesky codes?

2011-02-11T08:30:00.007-06:00

With all the Wilcom installations going on there are many calls and emails concerning the correct process to follow for the installation of both the software (shipped via UPS) and the security codes (emailed from pes@wilcom.com).

Two days ago I provided the ground work for the installations, listing the three items required before one should start the installation process. If you missed that writing scroll back to "Don't jump the gun." It's worth the time to read ( I hope most of my writing are) so that you don't "jump the gun."

I want to commend Wilcom America for the job they are doing shipping the boxes and emailing the security codes. The staff at Wilcom America works quietly behind the scenes and is doing a great job to support each shipment! There has yet to be a situation where the codes were not emailed to the email address on record. Make sure we have the email address you wish the codes to be sent to and that you check your SPAM and JUNK folders. If you have any questions you should contact your dealer first.

One more nugget of information. The brain drain process where the installation draws the old information from the previous dongle and activates the new dongle only has to be accomplished one time. After your initial installation that requires both dongles, you will then restart Wilcom. At this point you will install the new set of codes. You are then ready to use the software and the previous dongle is unusable.

Subsequent installations on a second or third computer will not require the previous dongle or the installation of the codes. At this point your dongle is live and you will simply conduct a "new installation" as the update has already been completed.

If you are very new to dongles and security codes you may wish to purchase our Wilcom 1.3 video which covers security more indepth and includes a few other topics.

Flock-n-Stone

2011-02-10T09:30:00.004-06:00

After the post the other day I received several emails asking how exactly are stones applied and what is the process to combining flock and rhinestones. Today I'll provide a little insight to this extremely simple process.

First I began in Wilcom from the graphic side. Using the text tool I created the letters MBU. I also created the placement for my rhinestones using the ellipse tool. I went back over to the embroidery mode to use the BLING! tool to create the rhinestone portion of the design. My last step in Wilcom was to use the Multi-decoration export feature to create both the .ai file for my Bling, and the .plt for cutting the flock. These two files are created at the same time using this new feature.

How you cut your flock or create your stone transfers will be based on your equipment. I used my Ioline 300 to cut the flock from the .plt file created in Wilcom.

The rhinestone sheets were made using a CAM machine. Do not forget you can outsource the flock cutting and stone sheet process if needed. Don't think for a second that you have to have expensive equipment to create this process.

The flock is applied to the headbands (see image 1) and once they have cooled the plastic carrier is removed.

The stone sheets are then applied to the headbands ( see image 2) again using the same heat press. After the head bands have cooled you may remove the clear carrier and your job is complete.

The end result is nice enough even ET's girlfriend wanted to wear one. These 15 headbands are for the Missouri Baptist University cheer squad who is going to nationals.

I hope this overview of the process helped some understand better how easily this product may be created.

Don't jump the gun

2011-02-09T11:42:00.002-06:00

Wilcom is now shipping the NEW elements2 release to those who have placed their orders. I love working with the new version and I know you will too. It's a very exciting time and I know many of you are champing at the bit to get your shipment.

I wanted to remind you the installation requires three vital parts and you will not want to begin the installation process until all three parts are in your hands.

Your existing functional dongle.
The new media box with the new dongle, installation CD and installation guide. This will arrive via UPS.
Your new security codes. This will be emailed from Wilcom. Look for an email from PES@Wilcom.com. These emails often find themselves in JUNK and SPAM folders. Be sure to look there before calling support. This file is essential to the installation.

One last bit of advice. I don't suggest beginning the installation process after noon on Friday. Technical support is only available on weekdays. In the event you require special assistance it is best to make the request during normal business hours.

If you have any issues with your installation do not hesitate to call.
Toll free to SSC is 888-991-0707, Wilcom support is 1-770-409-9503.

What is your embroidery design software costing you?

2011-02-08T09:34:00.001-06:00

There are many aspects to running a business and often the various aspects require a constant stream of money. There are fixed cost such as rent/mortgage, some utilities, equipment/software and insurance. There are variable cost such as materials, utilities and payroll.

In each of these categories there are items which simply support the business without a direct return on the investment. Others have a direct return on the investment and most often these are the revenue generating expenses such as equipment and software. If they didn't provide a ROI there wouldn't be any reason to purchase them. That's how capital investments in a business should be viewed. First, will it drive revenue, or will it just be an expense? If it will drive revenue, how much will it drive? What we are looking for here are two basic tests. How long will it take to obtain a return on our investment (ROI) and exactly what is its earning potential.

These two test help determine if we should make the investment, and what priority the purchase should hold against other potential investments. Opting for the investments with the highest ROI will allow a business to invest in other areas, while a poor choice may drag out the ROI period making the other investment ideas either mute or untimely.

Depending on its intended use, design software can either be viewed as merely a part of current production processes with little potential for driving revenue of its own. Enhancements to the software may streamline a task or two, but will the cost of the new version clear demonstrate its ability to pay back its cost and then some is questionable. When this is the situation it may be better to reserve the capital for something else, baring other considerations.

On the other hand the software may include new features that introduces a new market and the ability to easily produce new products. In this case a business plan should be able to justify the ROI without too much issue. When this is the case a plan should be drawn up and executed. The old saying "You can't afford not to" comes to mind.

When I hear others speak about the cost to update their software I have to wonder if they have a poor brand of software or are they simply not using the software in a manner that will excite customers and drive revenue. This may be a harsh statement, but every once in a while we all ( self included ) need a little fire under our pants to get us going. We may need training to use our software more intelligently or creatively use our software in a more creative manner. The challenge of the day is to determine what is your embroidery software costing you?

Muti-media means Multi-profits

2011-02-07T13:11:00.002-06:00

Years ago when I first began to create multi-media designs they were complex designs combining screen-print and embroidery. These were the type designs that turned heads and made many wonder "how did they do that?"

The odd thing about these design is they were not very retail friendly. While they made people's eyes pop out, it rarely made the dinero in their pocket pop out.

Above is an example of a simple multi-media design combining flock, which some consider an old decoration method, with rhinestones.

While this may seem boring to some, and trust me I know it doesn't come close to pushing the creative meter, the truth is this very simple multi-media design packs tremendous profit power. This design placed on the front of a scoop neck shirt can sell for $25, while your cost of all materials (Bella shirt, flock and stones) is under $8.

In the case of a headband, our total cost is under $2.50, while our retail price is $12.00. No, this idea won't win any design awards, but minutes after creating my first prototype I walked into our retail area. A customer who was dropping off items to be monogrammed bought 11 headbands on the spot.

Turbo charge your sales by using your multi-decoration software to its fullest?

How much Wilcom do you need?

2011-02-04T09:36:00.000-06:00

In these tight economic times it's important to be wise with your decisions. This is especially true with your purchasing decisions as a few bad choices can cost you thousands of dollars. While it may seem smart to hold off on all purchases, and certainly I have had to do that several times in the past few years, other times I have applied the principle that I had to spend money to make money.

In an effort to remain competitive and attractive to the buying public I invested in areas I felt would make a difference. Other times I have looked at a given situation and determined it wouldn't make enough, if any, difference and it was not a wise choice to spend my few dollars in that area.

I hold this view when I speak to potential buyers of our products as well. I know full well I don't want to sell them something they can't use or that will strap them financially so in the long run they will not survive. I am simply not "in it" for the short score, but believe in building long standing business relationships.

When discussing big ticket items such as purchasing Wilcom I listen to the needs of my customers. I asked questions to better understand how they use Wilcom and what Wilcom has to offer they may not be aware of or taking advantage of. In some cases the customer already has what they need, but aren't taking advantage of it. This is a knowledge issue that is easily resolved with some training. Other times it is a software issue that is easily resolved with an update or upgrade purchase.

Acting as a guidance counselor I ask many questions to get to the heart of how their business uses Wilcom. This will allow me to place them in a system that will meet their needs without over or under buying. There is a way for you to do this yourself. I suggest you print out this document that compares the different Wilcom products. Using two highlighter colors go through the list of features and highlight the items you need in one color and the features you would like to have in the second color. Try to be honest with yourself and not let your emotions guide your decisions. You are seeking the truth about what you need. It's very important as you conduct this exercise that you do not look at the product categories or they may shape your thoughts.

When you are finished you will have a better idea as to what product fits your current needs and what product should be on your wish list.

When is it a good time to update? part cinco

2011-02-02T17:00:00.004-06:00

When I look at software updates such as your digitizing program I see it from four points of view. That of a consumer, a instructor, a support person and a salesperson. I am able to clearly dissect the topic from these different views because I fall into each of these categories. I don't allow my view as a salesperson to muddy my vision of the other three.

Consumer interest

A program that keeps me competitive with my competition.
A program that is stable and aids in my need to make a living.
A program that allows my creative ideas to become reality.
A program that holds its value.
A program that meets my current needs.
A program that meets my future needs for growth.

Instructor interest

A program that functions as described. Isn't frustrating and discouraging.
A program that follows mainstream logic.
A program that excites the students to learn more.
A program that exceeds the skill level of 60% of the students so there is always a challenge to keep students interested, and progressing in their skills.

Technician interest

A program running on an operating system it was designed for.
An installation that followed documented installation methods.
A program that was well tested prior to public dissemination.
A program with thorough documentation that is well organized and search-able.

Salesperson interest

A program that meets the needs of my customers.
A program that meets the needs of my customers as they grow.
A program who's ROI is easy to achieve.
A program that holds its value.
A program that leads the industry in sound technology.
A program that is affordable to update.
The ability for customers to pay for their purchase over a period of time.

Use this check list as a report card on the software you invest in. Not only your initial investment, but the cost to keep your software up to date. Don't overlook the time you put into learning to use your software or the energy required to change if you feel the need to. Is the software you have or considering meet your needs? If it does, then you have made a good choice. If it doesn't, then what is it costing you to continue using it?

Classes continued as scheduled

2011-02-02T00:07:00.000-06:00

The weather in the Midwest posed a threat to class these last two days however it would seem my finger crossing exercises paid off.

Snow doesn't concern me too much, but the projection of ice is what got my attention. Ice brings down cable and electrical lines and without power or cable we would have been sunk.

I appreciate every one's cooperation and patience. Luckily everything went just fine.

This is a picture of Strawberry Stitch Co. as I was leaving after the late class. I think the bear in the window was suggesting I was crazy. It was really nothing, silly old bear.