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Jason Normandale

fSpace Talks – Marie Wong

By | events, fSpace, fSpace Talks, Profiles | No Comments

Marie Wong was the latest to share what she does at a recent fSpace Talks event. Marie is a lawyer and trade mark attorney who specializes in intellectual property (IP) and works from fSpace one day a week. Marie is a Principal of Wrays, a specialist IP practice that provides advice and assistance in all areas of IP protection and branding strategy, with offices across Australia.

While Marie focuses on brand protection (incorporating trade marks, copyright, domain names, branding & e-commerce), she works closely with her other IP colleagues at Wrays who specialize in the filing and enforcement of registered designs and patents across scientific fields such as engineering, computing, chemistry and life sciences. The focus of Wrays and Marie’s practice as an IP lawyer is supporting creativity and innovation.

Marie described IP as the intangible property of the mind which gives rise to a tangible and valuable product or outcome for society.

Marie provided an overview of the different types of IP that all businesses – large or small – deal with every day. Marie provided an example of today’s smartphones, which are protected by: over 1000 patents, including for their semiconductors, batteries and screens; copyright protecting the artwork and software code; design rights to protect aesthetics; and, of course, trade marks – the brand names, logos and other distinctive signs (including shape marks) by which products such as the “iPhone” are differentiated.

Whilst copyright (protecting the expression of words, software code and artistic form) is an unregistered right, which is automatically granted, and has a ‘long life’ protection (typically 70 years after the death of the author), other rights – such as registered design and patent rights – need to be applied for (usually before any commercial use or disclosure) and last only 10 to 20 years from the date the design/patent was registered.

Trade marks, the area in which Marie works most, can be registered or unregistered and have a potentially unlimited lifespan. Marie works with a variety of clients from a range of different industries to identify and protect their core brands, and regularly assists clients with trade mark audits, searching and clearance (for proposed brand names, logos and taglines), and trade mark filing and enforcement, both locally and overseas. She also helps her clients prevent cybersquatting by watching and protecting new domain names and extensions, and filing complaints when necessary.

One client is another member from fSpace who is a graphic designer. Marie has worked with the designer and her client to ensure that a proposed new brand identity was available for registration as a domain name and trade mark, and to secure registered trade mark protection for the new brand name. Marie regularly works with creative agencies to identify legal issues in the use and roll-out of creative and marketing collateral, including websites and digital marketing.

Marie also noted her own experience with seeking registration of a trade mark for “Roaming Kitchen”, a side-project that Marie and fellow fSpace member, Kim-Vu Salamonsen, have been working on to promote a “unique pop-up kitchen, roaming
through different rooms, flavours and musical delights in sunny Perth,
Western Australia”, based in Fremantle. The trade mark encountered difficulties to registration because the name of the restaurant, Roaming Kitchen, was deemed to be a common term or descriptor and therefore ineligible for trademark protection. Marie described the process of preparing submissions and gathering evidence of use, in the role of the “client”, to try and get this trade mark across the line.

Thanks to Marie for giving us a glimpse into the world of IP and the protections that go with it. Anyone wanting advice on IP is welcome to contact Marie at marie.wong@wrays.com.au.

fSpace Talks – Troy Gerwien

By | City of Fremantle, community, events, fSpace Talks | No Comments

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Troy was the latest to present at our fSpace Talks series, but he took his presentation in a different direction.

Troy is an IT consultant, software developer and web developer. He’s worked in and consulted for a variety of businesses, NGOs, as well as in the health & education sectors. Troy recently started his own company, Structable, but instead chose to focus his talk on some interesting volunteer work he’s involved in.

CoderDojo is a grass-roots charitable organization that was created to provide free mentoring to children aged 7-17 on how to code software. CoderDojo was founded in 2011 by a teenager, James Whelton. In 2010, young James enjoyed 5 minutes of fame for successfully hacking an iPod he’d won.

Just a few years after opening the first CoderDojo, there are now over 1000 locations spread across 63 countries. CoderDojo has a goal of 1500 locations teaching coding to 100,000 children.

Each Dojo club operates independently and while there are some structures, there are no curriculums or strict frameworks. Kids can (and are encouraged to) create whatever they want, including games, apps, music, and websites.

Troy volunteers at the Fremantle Dojo and he shared how he applies the fundamentals to coding (steps, loops & decisions) in helping kids learn how to code. Troy showed that unlike the typical black screen with all the lines that professional coders live in, CoderDojos use Scratch – a visual and intuitive coding program created by some very smart people at MIT.

Some good reasons for kids to learn coding include:

  • It helps opens doors
  • Much like our smartphones, technology is becoming simpler
  • It provides an endlessly creative outlet
  • It promotes systematic thinking
  • Lots of kids love it

Another good reason is the surprising prediction that by the year 2025, roughly 50% of all jobs are likely to be obsolete. Creative thinking and the ability to break down steps to work out options and processes will be critical skills as new jobs emerge.

Troy showed us that coding with Scratch is much like playing with Lego – you can select options, move things around and create a lot of different things.

With our input, Troy created a basic spaceship game from a blank screen in about 10 minutes. As he would with a kid at the Fremantle Dojo, he described each step in creating the game as he used the intuitive drag-and-drop blocks the Scratch programming tool provides.

Visit coderdojo.com for more information or visit the Fremantle Dojo, which meets every Wednesday from 3:30 pm to 5:00 pm at the Fremantle City Library. Anyone interested in becoming a mentor or enrolling a child can stop by during these hours.

Thanks Troy for the presentation!

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fSpace + Loop

By | community, fSpace, Special Offer | No Comments

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fSpace is pleased to announce a partnership with Loop!

Loop is a cool group of people who are linking coworking spaces around the world. Loop offers monthly plans that lets its members work at over 90 (and counting) coworking spaces for free or discounted rates.

fSpace members receive a free membership to Loop.

For more info, check out Loop at https://loop.space/

fSpace 3rd Birthday

100 Days of 50% Off!

By | Internet, Special Offer, Startups | No Comments

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To celebrate our new crazy fast 100 x 100 mbps fibre optic internet connection, fSpace is offering a crazy 100 day promotion. For 100 days, all new plans are half-price for the first month!

This is a perfect offer for anyone looking to escape a home office that might be overrun with friends & family or anyone looking to take a swing at a new year’s resolution to start that new business.

While the price is 50% off, you still get 100% of everything. Best of all, new members get the opportunity to join our fabulous community of inspiring entrepreneurs, freelancers and professionals.

Check out http://fspace.me/special/ for more details.

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Internet Upgrade!!

By | fSpace, Internet | No Comments

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fSpace is pleased to announce an upgrade in our internet connection – and it’s more than just a change in the monthly plan! We’ve upgraded from the ubiquitous WA copper connection to a fibre optic cable connection.

fSpace now has a 100 x 100 mbps connection – download and upload, 100 mbps each.

Our members are  : )

If you need some serious internet speed and a cool place to work amongst some cool people, come check us out!

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fSpace Talks – Thunderclap Creative

By | Event, fSpace Talks | No Comments

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Thanks to Matty McMullen for sharing what he (Creative Director) and Jake Brown (Managing Director) are up to with the small but brilliant branding and advertising agency, Thunderclap Creative.

Matty has been working in creative design for almost 10 years. His journey began with the intention of becoming a graphic designer but quickly found his passion for creativity was better satisfied with concept design and illustration as these offered more opportunity explore shape, colour and story design.

Even with his first job as an illustrator, Matty was focused on telling the story with his designs and illustrations. He experimented with a blend of narrative and different styles of illustration, something creative directors struggled to accept as they could not slot him into one category. Instead of producing the same predictable work, Matty would craft unique creations for each project.

The global financial crisis was a turning point in Matty’s career, his position as an illustrator was made redundant. Some visa technicalities forced him to postpone further education in the USA and instead led him on an inspirational journey through Europe. Matty spent months as an autodidactic as he explored colours, shapes, light and composition in museums and galleries throughout Europe. It was during this exploration that two Monet and Rembrandt pieces made him realize the importance of the emotional impact of art rather than the academic theory – a lesson he continues to incorporate in his work with Thunderclap clients.

Jake Brown, Managing Director is based in London, UK where he oversees marketing, sales and strategy for Thunderclap. Jake also offers his expertise in these areas to Thunderclap clients, helping frame and execute project deliverables.

Thunderclap self-describes itself as a “duo of experienced brand agitators and advertising misfits who keep it small but dream big.” With years of experience in some of the biggest brand agencies, Jake and Matty decided to strip away all the layers that typically come with large agencies and start a small one. They like to foster unique relationships with their clients. Keeping their team small so the people who get briefed on the project are the same people who work on it. This results in a cleaner process, faster delivery, more creative and – most importantly – more exceptional results.

Matty shared a few slides that listed some incredible clients and remarkable projects, events and campaigns he worked on prior to forming Thunderclap, including: top international brands across several industries, world famous international chefs and even a former US President. But as rewarding as those experiences are, Thunderclap must create its very own. So all these amazing clients, campaigns, stories, and creative they have created throughout their careers are not referenced on their website.

However, even in its first year, Thunderclap is making a name for itself. Matty shared their philosophy and strategic approach to branding through a campaign they delivered earlier this year.

WILD MINDED was a 5-week, 360-degree digital branding and awareness campaign for the Billy Blue College of Design, an institute that offers design degrees. While it’s impossible to summarize the core elements of a world-class creative project in just a few paragraphs, a few highlights that are also staples of their approach include:

  • Extensive research (understanding the audience)
  • Leading design and creative (original concepts, core messaging)
  • Strategic layout with tactical delivery
  • Testing and refining in real time (e.g. gathering insights through eye tracking and adjusting the copy to increase reading of the messaging)

The campaign was a huge success, smashing all benchmarks and resulting in 24 enrolments (5-year program, $60,000) in just 4 weeks. The campaign was continued by the client and will be running again in 2017 as WILD MINDED 2.0. It was also nominated for a Brand Impact Award, an international design competition held in London, UK.

Visit thunderclapcreative.com for more information about Thunderclap, including a presentation and case study of the WILD MINDED campaign.

Thanks again Matty for sharing Thuderclap’s cool and inspiring approach to creative.

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fSpace Talks – Bilanz Bookkeeping

By | Event, fSpace Talks | No Comments

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Annelise Mauritz ventured back into fSpace to update us on her bookkeeping business, Bilanz. Annelise started her business working from fSpace earlier this year and has already added an employee with plans to hire 1-2 more staff in early 2017.

Blianz offers several bookkeeping services including BAS & IAS filings, bank reconciliation, full accounts management and cash flow forecasting.

Annelise reminded us that bookkeepers are not accountants and that most businesses require both. In addition to taking care of many often frustrating and time consuming tasks, bookkeepers can offer advice to ensure that businesses are running as smoothly and efficiently as possible. They can also ensure a business bookkeeping system and all the processes that go into it are set up correctly. This prevents any headaches and time wasted to dig into records to fix mistakes that could have been prevented.

Annelise works with most accounting packages but has a particular preference for Xero. She can also advise on the more than 100 add-ons available to bookkeeping/accounting software – add-ons that can help save time and money.

While she is not a payroll or tax specialist, she knows enough to spot opportunities and offer advice on areas such as tax codes that a business owner might miss. With more complicated accounting structures or situations, she recommends getting expert advice to avoid potential penalties and fines. She also recommends all businesses have a quarterly review with their bookkeeper.

Thanks Annelise and best wishes for your continued success!

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fSpace Talks – Nano Solutions

By | Event, fSpace Talks | No Comments

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Petr Cervenka & Saulo Onze were the latest to present their business, Nano Solutions, to fSpace. Both Petr & Saulo have a passion for technology and innovation and they combine these passions as they solve business problems with web and mobile technology.

With a master’s degree in project management, Saulo also specializes in quality control. Petr, a former chef, now calls himself the ‘geek’ as he brings a background in systems administration and software engineering.

Nano Solutions focuses on developing customer relationships, communication and quality assurances as they create systems that solve problems for their clients. Services include cloud computing (moving systems to cloud platforms) and applications through software development. They also offer maintenance services on applications and systems.

As one would expect from a couple of tech gurus, they use a lot of cool software, including some of their own creation. All is used to improve efficiency and communication with the customer, such as their paperless system to approve and monitor projects. They also use detailed development and process software to help clarify and confirm expectations with customers. All these systems support their focus of ensuring the projects they work on result in a business value and return for their customers.

Nano Solutions is also strictly committed to quality control. In addition to software and peer review on new code development, they apply extensive testing throughout the development process. They even have bug-detection software that alerts of any problems.

A major project over the past 18 months is Beachsafe, a website (and soon to be app) that combines weather reports, tide & hazard information, and beach patrol schedules that enables people to make the best choice on which beach to visit. www.beachsafe.org.au

Always looking for new technology challenges, side projects include building a small satellite that will be launched into space and exploring virtual reality products.

Check out www.nanosolutions.io for more information. Thanks Petr & Saulo!

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fSpace Talks – Outcrop Consulting

By | Event, fSpace Talks | No Comments

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Thanks to eternally groovy Ward Scarff for dusting off his presentation skills and sharing a little about the journey that has taken him into his current role of owner of Outcrop Consulting, a company that specialises in Learning Management Systems (LMS).

Ward spent much of his career as a Human Resources Generalist until 1994 when he changed paths to focus purely on learning and development. This coincided with his then employer’s adoption of a wide area network in Australia. As the modern Internet was in its infancy in the mid-1990s, ‘on-line’ learning largely took place in learning centres – rooms with PCs & laptops lined up with courses on CDs (kids, ask your parents what those were).

When his employer needed to provide uniform training to about 17,000 learners in 2004, Ward became the senior administrator on this LMS.

Nearly everyone has encountered an LMS of some sort, be it to learn the policies or procedures of an employer, complete compliance training, or simply industry specific training. These programs often save time and money through reduced travel and are of particular interest to larger organisations that have reportable compliance training requirements, remote employees or high staff turnover.

Outcrop Consulting originated in 2014 after some relaxing and adventurous times up north in the Kimberley region of WA. Named after a rock formation at the end of his street in Kununurra, Outcrop Consulting helps clients select and implement an LMS from the more than 700 available worldwide. However, the true value comes from Ward’s expertise in support and developing the learning content that maximises the efficiency, effectiveness and inherent value of the LMS.

In addition to state government and large insurance companies, Outcrop Consulting has also collaborated with fSpace’s very own AdHippo. Ward is currently focusing on the franchise industry as a target market.

Visit www.outcropconsulting.com for more info. Thanks again Ward!

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