{"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<div class=\"img-left\">\n<div><img loading=\"lazy\" decoding=\"async\" alt=\"audra herman-vc.jpg\" src=\"https:\/\/www.saratoga.com\/saratogabusinessjournal\/wp-content\/uploads\/sites\/48\/2015\/10\/audra20herman-vc.jpg\" width=\"150\" height=\"231\" class=\"alignleft\">\n<\/div>\n<div class=\"img-caption\">\u00c2\u00a92015 Saratoga Photographer.com Audra Herman is marketplace director for New York States of Mind LLC\n<\/div>\n<\/div>\n<p>BY MAUREEN WERTHER<\/p>\n<p>Audra Herman humorously describes herself<br \/>\nas having a &#8220;long and storied life.&#8221;<br \/>\nLike most entrepreneurial types, her journey<br \/>\nhas been neither straight and narrow nor routine.<\/p>\n<p>Born and raised in Manhattan, Herman<br \/>\nnow resides in Saratoga Springs, where she acts<br \/>\nas marketplace director for New York States of<br \/>\nMind LLC (NYSOM), an innovative and artfully<br \/>\nproduced digital magazine and online marketplace<br \/>\ndevoted solely to New York state-based<br \/>\nmakers of goods and services.<\/p>\n<p>Initially acting as NYSOM&#8217;s strategic new<br \/>\nbusiness consultant, Herman drew upon her<br \/>\ndiverse background and experience, first in<br \/>\nfashion and retail, followed by careers in fundraising,<br \/>\nreal estate project management, and<br \/>\nmore recently as executive director of the New<br \/>\nYork state Executive Mansion, where she was<br \/>\nin charge of the &#8220;greening&#8221; of the Governor&#8217;s<br \/>\nMansion.<\/p>\n<p>Herman credits her abilities to forecast<br \/>\ntrends, analyze market data, and develop<br \/>\n&#8220;ground-up business planning, including operational<br \/>\nfunctions, best practices, and product<br \/>\nmarketing&#8221; to skill sets she has developed,<br \/>\nhoned, and added to throughout her career.<\/p>\n<p>She sees entrepreneurship as a set of talents<br \/>\nand characteristics that enable a person to create<br \/>\nan idea, product, or service and nurture its<br \/>\ndevelopment as it grows, evolves, and responds<br \/>\nto the needs of the marketplace and the business<br \/>\nenvironment.<\/p>\n<p>One key characteristic is fluidity. Herman<br \/>\ndescribed this trait as a person&#8217;s ability to be<br \/>\nopen to new business ideas.<br \/>\n&#8220;You can start out with one business plan<br \/>\nor idea and it doesn&#8217;t always come out the way<br \/>\nyou&#8217;d originally imagined it,&#8221; she said. &#8220;As you<br \/>\nmeet new people, they bring their own set of<br \/>\nideas and concepts to the mix. Fluidity is the<br \/>\nability to flow with those changes and welcome<br \/>\nnew ideas that come along the way.&#8221;<\/p>\n<p>She also sees fluidity as not being afraid to<br \/>\nchange course or switch gears, as well as the<br \/>\nability to transfer skill sets and utilize them<br \/>\neffectively across business platforms. She has<br \/>\ndemonstrated these traits throughout her own<br \/>\ncareer, and cites her fashion and retail experience<br \/>\nas an example.<\/p>\n<p>After opening her own retail store in<br \/>\nManhattan while her children were growing<br \/>\nup, Herman later used the skills she learned<br \/>\nin merchandising, marketing, and advertising in her role as development officer at the<br \/>\nChildren&#8217;s Museum. During her tenure there,<br \/>\nshe increased the revenue from the museum&#8217;s<br \/>\nincome streams and used her entrepreneurial<br \/>\nskill sets as an effective fundraiser.<\/p>\n<p>Collaboration and partnership are two<br \/>\nother hallmarks of Herman&#8217;s entrepreneurial<br \/>\nendeavors. In her current role, she travels across<br \/>\nthe state, identifying other entrepreneurs and<br \/>\nbringing them together with others who can<br \/>\nhelp promote and grow their businesses in<br \/>\nways that they may not have been able to on<br \/>\ntheir own.<\/p>\n<p>The NYSOM website, www.newyorkstatesofmind.com provides a &#8220;platform for makers<br \/>\nacross the state to have a venue for their goods,&#8221;<br \/>\nsaid Herman. The digital magazine is one component<br \/>\nof that collaboration and, coupled with<br \/>\nthe online marketplace, &#8220;New York Makers,&#8221;<br \/>\nputs makers&#8217; goods and stories into cyberspace.<\/p>\n<p>Two local examples of &#8220;makers&#8221; who are<br \/>\nbenefiting from partnership with Herman and<br \/>\nNYSOM are Sundaes Best in Saratoga Springs,<br \/>\nmakers of small-batch chocolate sauce and fritelli<br \/>\n&amp; LOCKWOOD, makers of handwoven textiles<br \/>\nlocated in Saratoga&#8217;s historic Arts District.<\/p>\n<p>Another key component of entrepreneurship<br \/>\nis &#8220;understanding how to incorporate<br \/>\nand involve the broader community and work<br \/>\ntoward what works for both the business and<br \/>\nthe community itself,&#8221; said Herman.<\/p>\n<p>A good example of this is the upcoming<br \/>\n&#8220;Chef en Pointe,&#8221; a benefit for the National<br \/>\nDance Museum&#8217;s School of the Arts, to be held<br \/>\nNov. 6 at the museum. Herman has been instrumental<br \/>\nin putting it together. Drawing upon her<br \/>\nrelationships with local and regional entrepreneurs,<br \/>\nthe food and spirits will be provided by<br \/>\nCatskill Provisions and Finger Lakes Distilling.<\/p>\n<p>Local chefs and bartenders will also be<br \/>\non hand to offer small plates and cocktail<br \/>\npairings. By merging the interests of the community<br \/>\nwith the interests of local businesses<br \/>\nand entrepreneurs, everyone benefits from<br \/>\nthe collaboration.<\/p>\n","protected":false},"excerpt":{"rendered":"<p> \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 &#8220;long and storied life.&#8221; Like most entrepreneurial types, her journey has been neither straight&#8230;<\/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":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Audra Herman Gained Experience, Skills On Her Way To Marketplace Director For NYSOM - 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