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Wooledge promoted to Napa Farmers Market manager

The Napa Farmers Market board of directors promoted Cara Mae Wooledge to Napa Farmers Market manager. Wooledge had been interim manager since last December.

A graduate of UCLA’s School of Public Health with a master’s degree in Community Health Science, Wooledge was previously a health education specialist with the Napa County Health and Human Services Agency Public Health Division. She joined the Napa Farmers Market as assistant manager and education director in March 2018.

Napa County medical society announces honors, officers

The Napa County Medical Society (NCMS) and Solano County Medical Society recently honored the two organizations’ new officers and several Napa and Solano county physicians.

The 2018 Napa County Medical Society honorees were James Knister, M.D., for lifetime achievement, David Stanley, M.D., for Professor Emeritus and Paul Kivela, M.D. for Physician of the Year.

The evening also featured the installation of 2019 NCMS President Christopher Schultz, M.D.


Baker joins Hawk and Horse Vineyards

Jerry M. Baker of St. Helena has been named vice president, sales and marketing at Hawk and Horse Vineyards.

“I am honored to be a part of the Hawk and Horse Vineyards team,” Baker said.

Baker has been a prominent senior executive in the wine industry for several decades, said a news release. He has served in senior sales and marketing roles for Ladera Vineyards, White Oak Vineyards, Grgich Hills Cellars, Trefethen and Chateau Montelena.


The Internet Marketer
Janet Peischel's The Internet Marketer: How a Napa Valley business doubled revenue

Sometimes we forget how effective case studies can be.

Rather than just telling your audience what you do, this is an opportunity to actually demonstrate your ability to effect change, to showcase your expertise, to document how you’ve successfully helped your clients increase sales.

Case study

In the original article, we took a look at how one small Napa Valley business owner used two simple online tools to significantly increase his revenue.

Now more than a year later, those same two online tools have actually doubled his revenue, month-over-month.

Bill Ryan has lived in St. Helena for more than 40 years.

He retired years ago after a long, successful career in sales and marketing management positions at Beringer.

Bill’s a busy guy. An avid fisherman, he writes a weekly fishing report for The Napa Valley Register and a monthly column for “The St. Helena Star.”

Bill also has a little mobile notary business. When we met, I wondered why a marketing guy’s only form of advertising was a pathetic bumper sticker that said “Notary.”

Increase visibility

A simple website would be easy and inexpensive to develop.

It would dramatically increase his visibility for prospective new clients—especially visitors to Napa Valley who might need to notarize documents while they’re here.

I eventually wore Bill down. We collaborated on content, scheduled a photo shoot, identified and uploaded images, purchased and set up a domain and launched St. Helena Notary on the Go within just a few weeks.

Next up: Leveraging the power of Yelp

When I asked Bill why he wasn’t on Yelp, he didn’t really have an answer.

His is the kind of business for which Yelp can be effective, so we created a Yelp page and uploaded a few images.

Yelp won’t work without reviews, so Bill began asking his clients for reviews. For some, he follows up with an email, thanking them for their business — this is Relationship Building 101, and it’s been extremely successful for Bill.

The results: Business has doubled month/month

Bill’s client list includes a fair number of regular corporate clients, lots of old friends and neighbors.

Increasingly, however, he’s getting calls from people around the country—New York, Washington. D.C., Portland, Dallas and Los Angeles.

They’re either on their way to Napa Valley or already here and need to have documents notarized. They find him through Google or Yelp and love his 5-star reviews.

A simple website and a Yelp page are doing

their jobs

These very fundamental online assets are responsible for Bill’s dramatic month/month revenue growth at an extremely modest cost.

Case studies

Including an actual client in a case study provides validity, but if there are privacy issues, don’t. But do provide details.

Show how you helped a client solve problems, increase revenue, streamline operations, open up new marketing channels.

Questions about incorporating case studies into your marketing plan? Give me a call.

J.L. Sousa, Register 

James Yeager steps onto the front porch of his home for some fresh air while recovering from a November collision with a car while riding his motorcycle. He has already had five surgeries, with more planned. 

Real Estate in the Napa Valley
Burt Polson's Real Estate in the Napa Valley: Considering proforma "pixie dust"

You will find several opinions regarding a proforma financial report for an investment property. Some descriptions used may be “working magic,” “pie in the sky” and “using a bit of pixie dust,” to coin a few terms.

With accurate research, a proforma statement can be a valuable tool an investor can use in determining the viability of an investment.

What is proforma?

Proforma is a method applied to a financial analysis that can draw focus to a specific figure of current or future projections. A “method” is a loosely used term, as some would consider this manipulation.

You will find a proforma analysis widely used when analyzing investment real estate. There are several types of metrics used over a five- or 10-year period. For example, internal rate of return (IRR), net present value, and many more.

One could consider the five- or 10-year projection of an investment property’s income and expenses to be a proforma analysis.

When should

a proforma be used?

Speaking from experience, I use a proforma analysis to fill in the “holes” of an underperforming investment. The property may not be doing as well as expected for several reasons.

We commonly call these types of investments “opportunistic,” meaning the property may need rehabilitation and a new tenant or have high vacancies and high expenses.

The proforma report shows what the financial picture could be in the future with certain improvements, new tenants secured, and costs brought under control.

Real-life example

I am representing a mixed-use property in Vallejo for sale at $800,000. It contains two small retail storefronts, three apartments and a 3,800-square-feet warehouse.

Our example has only two studio apartments rented, and the storefront units need approximately $100,000 in improvements.

The income an investment property creates is used to determine its value; however, there is value in the land and improvements.

The best way to value the investment is with a proforma evaluation. Using a conservative and comparable market rent for all the vacancies, as well as an assumption of expenses at market value, can be derived.

Next, the cost to improve and repair the property to bring it up to standards is factored in to come to a market price.

Several other metrics can be used to confirm the price against other similar investments such as the capitalization (CAP) rate, price per square foot, internal rate of return (IRR) and different ratios.

After analyzing the data, the investment came back with a gross operating income of $78,785 and operating expenses of $26,597 a year.

The difference represents the net operation income and equates to a CAP rate of 6.5 percent and an IRR of 11.7 percent.

The good part is that I underestimated the rent income and over-estimated the expenses, so actual returns could be better.

There may be some instances where a proforma financial analysis you find is only magical pixie dust, but the well-informed investor that has a relationship with an experienced commercial broker can see right through the magic.

Chipotle touts fresh food in new, documentary-style ads

NEWPORT BEACH — Chipotle is teaming up with Oscar-winning documentary filmmaker Errol Morris for a series of ads touting its fresh ingredients.

The digital and television spots show employees making guacamole, grilling chicken and chopping green peppers while Morris chats with them from behind the camera. Some ads will also feature the farmers who supply Chipotle’s ingredients.

Newport Beach-based Chipotle is tapping into a transparency trend. Nielsen data shows growing market share for simpler, cleaner ingredient labels in food, cosmetics and even pet food.

The ads could also help improve the chain’s reputation after multiple food poisoning outbreaks. The most recent one sickened more than 600 people last summer.

Chipotle said traffic was down slightly last year at its established stores. Overall revenue was up, partly because of higher prices.

Chipotle has 2,500 restaurants in North America and Europe, including two in Napa.

Bob McClenahan photo 

Cara Mae Wooledge