By Ebony Chappel

Many people have a love or hate relationship with multi-level/network marketing (MLM). For some, enticed by that attention-grabbing first introduction, it is the equivalent of the dream boat significant other they’ve always dreamed of, attractive and full of promise – a path to independence, wealth and prosperity.

For others, burned by the sting of rejection from disinterested prospects or worse, financially burdened due to a chain of unfortunate events, it is nothing more than a well-dressed fallacy. Is MLM a honeymoon or a nightmare? Move beyond the stereotypes and consider the facts. MLM is a business model in which a distributor network is needed to build the business. Usually such businesses are also multilevel marketing in nature in that payouts occur at more than one level.

According to the Direct Selling Association, a national trade association of the leading firms that manufacture and distribute goods and services sold directly to consumers, the industry is experiencing tremendous growth globally. Numbers from 2013 show revenue of $178.5 billion. Jodi Holmes, 36, said as an already established hair salon and wellness spa owner, MLM made sense to her. “I have always thought outside the box, I knew I would have to work in the corporate world for some time but that was never my passion,” she said. “I always saw myself doing more than just clocking in and doing the nine to five thing. I always wanted to be my own boss.”

Although Holmes enjoyed the freedom of working for herself the past eight years, she realized balancing the long hours behind the stylist chair and the demands of a music career left her with little time for family life. A chance meeting resulted in her being introduced to what she describes as a “life-changing opportunity.”

“It was very interesting, I ran into an old friend of mine I hadn’t seen in a long time and she wanted to share some things that had changed in her life,” said Holmes. “She seemed very excited about it so I set aside some time to see what she wanted to share with me.” Following that conversation, Holmes attended a live demonstration led by leaders of the company her friend represented. She was able to get information and ask questions before signing up. “It was awesome to me,” she said. “It showed me how to maximize what I was already doing as an entrepreneur. It made sense.”

The concept was a company that sells discounted travel offerings to members using a format similar to a wholesale retailer like Sam’s Club or Costco. For a monthly fee, members are able to purchase international excursions, resort stays and cruise packages at a fraction of the original retail price.

If members choose to come aboard as sales representatives, they are able to also earn residual income based on their own sales of the product as well as those acquired by team members they recruit to join them. This business model is similar in other MLM companies such as Amway, 5LINX and USANA. The hierarchy structure and heavy focus on recruitment are two things that made Nicholas Brown of Fort Wayne feel uneasy.

“I went to meetings with other companies and it wasn’t for me but when I ran across the business I’m currently involved with, the guy gave me the whole presentation and in all honesty I was still leery,” he said. “I analyzed a lot of different opportunities, there are a lot out there and they all offer the same type of situation; high earning potential, the freedom of working for yourself. This company offers the same type of deal,” said Brown. “This company, they want you to sell insurance and financial services but there is lots of pressure to recruit more people. I started as a representative, but you can move up to regional vice-president and there are hundreds of regional vice-presidents.”

Brown, who began his first business as a teenager selling hats and other goods, said his fears were eased a bit due to the product he is selling. The business Brown represents requires its recruits to become licensed insurance agents, a requirement he said made him feel more comfortable. “This particular industry, insurance and financial services, it has to have some type of legitimacy.”

Although Holmes had no feelings of apprehension or regret following her choice to join the world of network marketing she urges others to do their research thoroughly before deciding to pursue this particular path.

“I don’t understand why people get that idea,” she said referring to the Ponzi scheme comparisons. “There was no way for me to misinterpret anything that I learned from the very first presentation I went to.” She added that contrary to the belief of some, multilevel marketing is not a path to overnight success or a get rich quick scheme. “You have to definitely know what you’re getting into,” she said.

By Manon Bullock

When Indianapolis- based entrepreneur Karlisha Russell created The Good Hustle Project under the umbrella of her business, Bridges to Freedom LLC, she wanted to establish a unique, memorable brand that captured the attention of the youth.

With a big idea and a small budget, she was able to build an effective marketing plan with a few simple tools. First, she began with the right name. “I wanted a name that clearly conveys the work we were doing and was also easy for customers to remember,” she said.

The Good Hustle Project was the right choice for her urban youth entrepreneurship education program, which teaches inner city youth to rely on their talents and hard work as a bridge out of poverty.

Next, she chose a logo that was cool, urban and youthful. To help get the word out about her project, she utilized free services provided by Constant Contact, an online resource that helps small businesses grow by providing free marketing campaigns using emails, surveys and newsletters.

She hired local design firm, Design Crate to build her website and also used social media platforms like Facebook and Twitter to build an online audience. Next, Russell received a grant from SmallBox, an Indianapolis-based full service creative agency that offers marketing, branding and culture consulting to a variety of industries. “Cultured power marketing” is the phrase that defines the agency’s method of operation. “It is marketing from the inside out,” explains Chief Culture officer Sara McGuyer.

For Smallbox, brand building is about creating a people centered culture where employees are part of a team who feel connected with the company’s core values. Those who work within an organization are respected as being the best ambassadors for the organization’s brand.

Not surprisingly, when a business organization consults with Smallbox, they receive consultation that involves foundational layering that first fleshes out the organization’s mission and values. Once the key message is established, Smallbox helps to project that message through visual branding like logo and website design. Because Smallbox is enthusiastic about their culture-centered revolutionary way of marketing, they are willing to lend a hand to organizations large and small.

“We love small businesses and entrepreneurs,” McGuyer stated. Russell can attest to the need for small businesses like hers to have a memorable brand. She praises social media for its ability to take your product or service right where people are, but also recognizes the importance of having traditional marketing to assist interested customers.

This is where tools like a clean and quality built website, a logo, and a branded email address become priceless. Russell further explains that a website, where viewers go to view all of the information about your business, is similar to a storefront. “Most consumers will come in contact through your brand before they come in contact with you, so your brand must be memorable,” she said.

IMBM wants you to join our team as a freelancer

The Indiana Minority Business Magazine, the state’s leading publication that focuses on business, lifestyle, and diversity is searching for freelance writers for its upcoming issue. The quarterly publication is most effective in reaching diverse populations and those interested in the importance of diversity. There is information for everyone from the small business owner, to the large corporation and even the young professional who’s just embarking on their professional career.

Potential freelancers should have strong writing and verbal communications skills. We prefer our freelancers to reside within the State of Indiana, however some assignments do not require research done within the state. Freelancers may be assigned lead profile stories or given other assignments from sections of our magazine such as Hoosier Marketplace, Startup, Skill Set or others. Payment is based upon word count and writers are paid once the magazine is published.

If interested, please send an email to newsroom manager, Victoria Davis at victoriad@Indianapolisrecorder.com introducing yourself and submit a resume along with writing samples. We look forward to hearing from you.

IMBM wants you to join our team as a blogger

The Indiana Minority Business Magazine is searching for two online bloggers for our website, indianaminoritybusinessmagazine.com. Bloggers will contribute one blog post per week, which will be market on the publication’s social media platforms. Bloggers should be well versed in the business industry and have an interest in minority businesses in the state.

This position is unpaid, however, bloggers will have their work published weekly online and possibly receive letters of recommendation upon request.

If interested, please send an email to newsroom manager, Victoria Davis at victoriad@Indianapolisrecorder.com introducing yourself and submit a resume along with writing samples. We look forward to hearing from you.