{"id":18025,"date":"2015-10-07T12:30:41","date_gmt":"2015-10-07T16:30:41","guid":{"rendered":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2015\/10\/audra-herman-gained-experience-skills-on-her-way-to-marketplace-director-for-nysom.html"},"modified":"2015-10-07T12:30:41","modified_gmt":"2015-10-07T16:30:41","slug":"audra-herman-gained-experience-skills-on-her-way-to-marketplace-director-for-nysom","status":"publish","type":"post","link":"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2015\/10\/audra-herman-gained-experience-skills-on-her-way-to-marketplace-director-for-nysom\/","title":{"rendered":"Audra Herman Gained Experience, Skills On Her Way To Marketplace Director For NYSOM"},"content":{"rendered":"\n
\n
\"audra\n<\/div>\n
\u00c2\u00a92015 Saratoga Photographer.com Audra Herman is marketplace director for New York States of Mind LLC\n<\/div>\n<\/div>\n

BY MAUREEN WERTHER<\/p>\n

Audra Herman humorously describes herself
\nas having a “long and storied life.”
\nLike most entrepreneurial types, her journey
\nhas been neither straight and narrow nor routine.<\/p>\n

Born and raised in Manhattan, Herman
\nnow resides in Saratoga Springs, where she acts
\nas marketplace director for New York States of
\nMind LLC (NYSOM), an innovative and artfully
\nproduced digital magazine and online marketplace
\ndevoted solely to New York state-based
\nmakers of goods and services.<\/p>\n

Initially acting as NYSOM’s strategic new
\nbusiness consultant, Herman drew upon her
\ndiverse background and experience, first in
\nfashion and retail, followed by careers in fundraising,
\nreal estate project management, and
\nmore recently as executive director of the New
\nYork state Executive Mansion, where she was
\nin charge of the “greening” of the Governor’s
\nMansion.<\/p>\n

Herman credits her abilities to forecast
\ntrends, analyze market data, and develop
\n“ground-up business planning, including operational
\nfunctions, best practices, and product
\nmarketing” to skill sets she has developed,
\nhoned, and added to throughout her career.<\/p>\n

She sees entrepreneurship as a set of talents
\nand characteristics that enable a person to create
\nan idea, product, or service and nurture its
\ndevelopment as it grows, evolves, and responds
\nto the needs of the marketplace and the business
\nenvironment.<\/p>\n

One key characteristic is fluidity. Herman
\ndescribed this trait as a person’s ability to be
\nopen to new business ideas.
\n“You can start out with one business plan
\nor idea and it doesn’t always come out the way
\nyou’d originally imagined it,” she said. “As you
\nmeet new people, they bring their own set of
\nideas and concepts to the mix. Fluidity is the
\nability to flow with those changes and welcome
\nnew ideas that come along the way.”<\/p>\n

She also sees fluidity as not being afraid to
\nchange course or switch gears, as well as the
\nability to transfer skill sets and utilize them
\neffectively across business platforms. She has
\ndemonstrated these traits throughout her own
\ncareer, and cites her fashion and retail experience
\nas an example.<\/p>\n

After opening her own retail store in
\nManhattan while her children were growing
\nup, Herman later used the skills she learned
\nin merchandising, marketing, and advertising in her role as development officer at the
\nChildren’s Museum. During her tenure there,
\nshe increased the revenue from the museum’s
\nincome streams and used her entrepreneurial
\nskill sets as an effective fundraiser.<\/p>\n

Collaboration and partnership are two
\nother hallmarks of Herman’s entrepreneurial
\nendeavors. In her current role, she travels across
\nthe state, identifying other entrepreneurs and
\nbringing them together with others who can
\nhelp promote and grow their businesses in
\nways that they may not have been able to on
\ntheir own.<\/p>\n

The NYSOM website, www.newyorkstatesofmind.com provides a “platform for makers
\nacross the state to have a venue for their goods,”
\nsaid Herman. The digital magazine is one component
\nof that collaboration and, coupled with
\nthe online marketplace, “New York Makers,”
\nputs makers’ goods and stories into cyberspace.<\/p>\n

Two local examples of “makers” who are
\nbenefiting from partnership with Herman and
\nNYSOM are Sundaes Best in Saratoga Springs,
\nmakers of small-batch chocolate sauce and fritelli
\n& LOCKWOOD, makers of handwoven textiles
\nlocated in Saratoga’s historic Arts District.<\/p>\n

Another key component of entrepreneurship
\nis “understanding how to incorporate
\nand involve the broader community and work
\ntoward what works for both the business and
\nthe community itself,” said Herman.<\/p>\n

A good example of this is the upcoming
\n“Chef en Pointe,” a benefit for the National
\nDance Museum’s School of the Arts, to be held
\nNov. 6 at the museum. Herman has been instrumental
\nin putting it together. Drawing upon her
\nrelationships with local and regional entrepreneurs,
\nthe food and spirits will be provided by
\nCatskill Provisions and Finger Lakes Distilling.<\/p>\n

Local chefs and bartenders will also be
\non hand to offer small plates and cocktail
\npairings. By merging the interests of the community
\nwith the interests of local businesses
\nand entrepreneurs, everyone benefits from
\nthe collaboration.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a92015 Saratoga Photographer.com Audra Herman is marketplace director for New York States of Mind LLCBY MAUREEN WERTHER Audra Herman humorously describes herself as having a “long and storied life.” Like most entrepreneurial types, her journey has been neither straight…<\/p>\n","protected":false},"author":121,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[57,115],"class_list":["post-18025","post","type-post","status-publish","format-standard","hentry","category-business-news","tag-business-news","tag-saratoga-springs"],"yoast_head":"\r\nAudra Herman Gained Experience, Skills On Her Way To Marketplace Director For NYSOM - Saratoga Business Journal<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/2015\/10\/audra-herman-gained-experience-skills-on-her-way-to-marketplace-director-for-nysom\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Audra Herman Gained Experience, Skills On Her Way To Marketplace Director For NYSOM - Saratoga Business Journal\" \/>\r\n<meta property=\"og:description\" content=\"\u00a92015 Saratoga Photographer.com Audra Herman is marketplace director for New York States of Mind LLCBY MAUREEN WERTHER Audra Herman humorously describes herself as having a "long and storied life." 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