Venture Capitalism in the Dot Com Boom Years.

By Jason Kays

During the mid-1990's, San Jose, Seattle, Cambridge and Dallas comprised the nation's top tech centers. Growth in the economy's Information Technology sector had largely driven the record numbers seen on Wall Street -- both on the Dow Jones and NASDAQ. This honeymoon period between the financial markets and innovators, while short lived at five years, was marked with unprecedented growth and investor returns. There was a Wild West, gold rush mentality behind much of the haphazard, impromptu pairing of venture capitalists, angel investors and product developers. The rush to queue up for the newfound VC largess resulted in a temerarious abridgement of the checks and balances typically integral to bringing new hardware or software to market. Often times outside engineers were not called upon to audit work. Accountants and transactional attorneys were not involved as extensively in the drafting and review of business plans -- if there was a business plan.

This resulted in the syndrome coined, "cocktail napkin to boardroom mentality", whereby a widget concept loosely fleshed out over pints at the corner bar was signed off on in a boardroom meeting of decision makers the following week, foregoing the vetting process to assess product, demand or market plan viability. The absence of traditional checks and balances attracted every manner of confidence man to the New Economy. Ponzi schemes and opportunists had free reign. It was the 21rst Century equivalent of the traveling snake oil salesman, but here charlatans permeated every facet of the industry, from product development to IPO's and the infamous penny stocks that landed the amoral financial genius Michael Milken in prison.

If the con man was one who had the unique social skills to speak both the language of the developer and the financier, he was positioned to do an inordinate amount of damage. Most engineers attempt to distance themselves from the "suits" and business end of the enterprise, just as most VC's rely on consultants for product analysis and IP valuation. VC's aren't particularly interested in what transpires in think tanks or the lab, so long as the finished product bears resemblance to the one sketched out over that pint.

Greed is one constant in human nature. So long as that is the case, there will always be opportunists to exploit that human condition.

Jason M. Kays is a published author, jazz musician and intellectual property attorney. He has had extensive hands on experience debunking con men. Please visit his site at http://www.virtualvice.net

Article Source: http://EzineArticles.com/?expert=Jason_Kays

The Recession and Market Research.

By Gareth Schweitzer

Executive Summary

Much has been both said and written about the decline in consumer spending during the recession; much less is said about the opportunity that lies in a highly disrupted marketplace. While it's true that customers are more knowledgeable (and often skeptical) than ever, this recession has done what generations of marketers have tried and failed to accomplish - opening consumers' minds to new brands and new options.

A new consumer tracking study "The Changing American Consumer" demonstrates an increasing willingness to try new products even as spending declines; it's our belief this indicates tremendous opportunity to position brands to steal considerable market share in the next year, allowing for tremendous growth once the recession ends. Using research to understanding the touchpoints that appeal to this "new consumer mindset" is vital in positioning your brand for future success.

The State of the Consumer Market

As the markets crash, people panic. We believe that panic creates an "inverse bubble" -one that has precisely the opposite effect of the recent tech or real estate bubbles. Instead of artificially driving profits and prices up, the inverse bubble artificially pushes them down. But as with any other bubble, it will "pop" -and how your brand is positioned when it bursts is vital. A few questions every company needs to ask themselves:

• Did reactive pricing decisions damage the brand?

• Will you have taken advantage of disrupted purchase behaviors to win new customers?

• Do you understand what changes are temporary, and which are permanent?

• How are customer mindsets continuing to evolve?

The Opportunity: don't believe an opportunity exists during these dark economic times? A few data points should convince you:

• People Are Reconsidering: Nearly half (48%) of Americans report considering brands they haven't considered before.

• People Are Noticing: 44% of Americans report paying more attention to advertisements than they used to.

• People's Mindsets Are Changing: While eventually the recession will end and purchase attitudes will settle, some attitudes may stay; 56% of Americans see the recession as an opportunity to start living a less materialistic life.

Necessity of Market Research

New "Brand Bonding"

For many brands, this is a chance of a lifetime to grab market share - media is cheap and minds are open. In order to ensure that you are part of this new "brand bonding," market research is needed to understand precisely how the new consumer mindsets affect your brand and your category specifically, and the new communications strategy you'll need to reach them. While price is important, it doesn't -and can't -define most brands over the long term.

Relevant Studies to Consider

While the best use of research and correct methodology is highly individualized for each brand, a few studies every marketer should consider:

• Key Assumptions and Mindset Test: Every brand works off key internal assumptions about your customer. Many of those no longer hold true. Are the attributes you base your communications on still relevant? Is a different approach to similar services needed?

• Concept Tests: As more people consider your brand, it's crucial to understand how new products and services could make your brand appealing to a broader audience. What can be developed to grab as much new share as possible without alienating core consumers?

• Communications Testing: With people paying more attention than ever to communications and media available at discounted rates, now is the time to test and then invest. Whether conducting ad or communications testing, developing new stated claims or other stats that can be pitched to the media, or coming up with the precise positioning and words that appeal to a wider audience, research is a fundamental building block that ensures your media spend will be effective.

• Ethnographies and Qualitative Deep Dives: Mini ethnographies or qualitative deep dives are an excellent way to move beyond the functional and uncover emotional touchpoints that can set your brand apart. How do consumers talk about and think about your brand? How has this changed? What needs are going unmet and how can your brand capitalize on this?

Gareth Schweitzer is the Founding Partner of Kelton Research. Kelton Research is a full service market research company with offices in Los Angeles and New York, and is America's fastest growing market research firm.

Article Source: http://EzineArticles.com/?expert=Gareth_Schweitzer

Advertise Your Daycare With Flyers and Postcards

By Sienna Brown

One great way of advertising your daycare business is through the use of flyers and postcards. Below we examine some of the elements of good flyer design and consider how a childcare center could go about distributing these kinds of promotions.

Flyers and postcards are a cheap and effective way of getting word out about your business. If you make them yourself at home on your PC with MS Word or by using some of the free online templates that are available you only have to consider printing costs. For a more professional design or to print postcards you will need to use the services of a design professional and a commercial printer.

Daycare Business Flyer and Postcard Design

1) Focus on headlines that draw readers into reading your entire message. Don't be the one that gets thrown straight in the trash.

2) Include a strong call to action to try and get prospects to call you right away.

3) Postcards and flyers should set out information in a clear and organized way. If it looks too cluttered consider using the reverse side for some of the less important details.

4) Double check spelling and details to make sure that they are correct and that you have included everything that a prospective parent would expect to find. You don't have to include the prices of your daycare services though.

5) Test a variety of messages and formats to see which ones get a better response.

6) Marketers think that people prefer postcards these days as they are smaller and can be easily filed away for future reference. If you do go with flyers consider attaching a business card to them to give prospects something smaller to hang on to.

7) Seek inspiration from what other service businesses in your area are doing. Borrow ideas from other industries rather from other daycare services.

Distribution

1) If you have a mailing list then you can post a flyer to everyone on your database. Aside from this method the next best approach for mass distribution is door to door. Be sure to check with your local post office to make sure that you are in compliance with any local ordinances.

2) Once your daycare has opened for business ask mothers to pass on your flyers to other families that they know that have young children.

3) Think about the places where mothers of preschoolers are likely to hang out and try to get your flyers or postcards posted on the walls and notice boards of these businesses and organizations.

4) Team up with other businesses that also target families with children in your area and do a promotion featuring several businesses at once.

Flyers and promotional postcards are still an effective advertising medium for small businesses across the country so don't listen to those who will tell you that this method is no longer effective. Test it and see for yourself.

You only need a response rate of one or two per 1000 flyers or postcards to make this method cost effective for your daycare business so definitely give it a go and see if it works well as a method of bringing targeted leads into your childcare center.

For more ideas on how to advertise a daycare business and to compare some of the top 'start a daycare' guides and startup kits visit -
http://www.StartaDaycareService.com

Article Source: http://EzineArticles.com/?expert=Sienna_Brown

Rhyming Advertising Slogans

By Susan Purcell

"Don't be vague, ask for Haig" (a brand of Scotch whisky). "Don't just book it, Thomas Cook it" (Thomas Cook is a travel company). "Nothing sucks like an Electrolux" (vacuum cleaner). Those advertising slogans have endured, and one of the reasons that they are so memorable is that they rhyme.

After all, we use rhymes to help children learn: "One, two, buckle my shoe, Three, four, knock at the door." We know that children will want to sing along, and to repeat the rhyme because it's fun. As a result, they remember numbers much more easily.

A study carried out by two psychologists from Lafayette College a few years ago found that adults, too, respond well to rhymes. The researchers read out two short phrases that were identical in meaning, but one of them rhymed and the other didn't. The phrases included "Woes unite foes" and "Woes unite enemies" and "What sobriety conceals, alcohol reveals" and "What sobriety conceals, alcohol unmasks." Respondents judged the rhyming aphorism to be more accurate than the non-rhyming version (even though both versions meant the same thing).

The psychologists concluded that the ease with which people are able to process information plays a large role in their ability to trust that information. The mind accepts rhyming phrases more quickly and thus we feel more comfortable with them. We certainly remember rhymes, even those we learned years ago. When you are unsure how to spell a word you may say to yourself "I before E except after C." When you wonder what the weather will be like tomorrow, you might recite "Red sky at night, shepherds' delight; Red sky in the morning, sailors' warning."

If you haven't yet chosen a business strapline or advertising slogan, it might be worth checking in a rhyming dictionary (you'll find several online). It's not the spelling of the word that matters, but the sound, as in 'vague' and 'Haig', 'sucks' and 'lux' above. The stress of the word is important too; 'widget' and 'forget' don't rhyme because the first syllable is stressed in 'widget', while it's the second syllable of 'forget' that carries the stress. Don't forget to take account of the pronunciation of your customers when choosing a strapline or slogan. To paraphrase Fred Astaire, it just doesn't work when "You say tom-ah-to, and they say tom-eh-to."

For more free information on words in business and brand names, please go to Susan Purcell's site, http://winningnames.co.uk/

Article Source: http://EzineArticles.com/?expert=Susan_Purcell

Ideas For Memorable Reception Furniture

By Gino Hitshopi

There is definitely a great requirement for reception furniture to look as impressive as possible in any commercial environment. First impressions really do count, so it's worth a given firm investing in this aspect of their corporate presentation. Just think, if you were coming into an office for the very first time, with the intention of doing business with the people who work inside. If you are confronted with a nasty old desk that may have been installed in the winter of 1977 - what does that say about your company?

This may be an exaggerated example, but the reality is that commerce is really all about presentation; investing in quality reception furniture might well affect the success or failure of your firm. If a business associate thinks your company doesn't even spend money on modern reception furniture, they may jump to the idea that you are a short term focused firm.

But it isn't enough to simply purchase the first set of reception furniture you clap eyes on in the reception furniture retailer. Perhaps you need to consider how this furniture will combine with the surroundings of your pre-existing reception area. Will a brand new black leather couch really fit in with that green carpet?

And of course, it's not just the way this kind of furniture appears; a chair or sofa must be nice and comfy for those who are waiting in your reception area. It is possible to have both comfort and looks when selecting reception furniture - so make sure you go and get it!

It is also commonplace to place some sort of table next to reception seating - so your visitors can put their bag on the table too. It may also offer a comforting barrier if another person is sat opposite.

In terms of the main reception desk - the focal point of any reception furniture arrangement - there are a range of suitable designs that might give the right impression to clients and potential staff alike. Glass desk surfaces look very modern, and are likely to look pretty advanced for years to come. They have the drawback of getting sweaty finger marks smeared on them easily - so the receptionist needs to keep it clean.

There are a many reception interior possibilities available, and selecting the most suitable one for your firm can really make a big difference to the overall presentation of your firm - so select wisely!

Gino Hitshopi is highly experienced in the realm of reception furniture, having worked in the interior decoration industry for many years. For more information please visit: http://www.triangleinteriors.co.uk/reception-furniture.html

Article Source: http://EzineArticles.com/?expert=Gino_Hitshopi

Why Cleanliness is Important to the Catering Industry

By Gino Hitshopi

Having worked in the catering industry I found that some of simplest and smallest things count for a great deal of time and labour when on duty serving a large party. These little tasks are usually in the form of a dishwasher or using glass washers. Very often people would never understand the importance of having a mechanism or device that could do the job in no time at all. Glass washers are especially beneficial for most busy bars or restaurants when they are running low on clean glasses for various beverages and cocktails.

The last thing any customer would want to see is a dirty of stained glass to drink from, which would undoubtedly put them off from coming back to the vicinity. Cleanliness is the most important thing to remember when serving people their food. Imagine walking into a restaurant and being served a glass of wine with lipstick mark around the rim, would you drink from it? Most people would not and will complain about the standard of this service.

The above scenario will be detrimental to the business and of course leave a bitter taste in the customer's mouth, in that they may never return to your services. Simple things like keeping the glass cleaned and washed at all times makes a big difference. Having the right equipment to produce the right result in maintenance of cutlery and a high standard of cleanliness, enables a smooth running of the catering service and prevents any customers from waiting.

As well as using commercial glass washers, one can also benefit from using large industrial commercial dishwashers, designed to wash dishes multiple times and in quick successions. These are also designed to prevent the dishes from chipping or fading. Sometimes equipment like these are absolutely necessary for running a busy bar or restaurant because very often the place run short of stock. Some establishments may face breakages or a shortness of glasses which would need to be replaced and would then require a backup plan.

Keeping the equipment in good working condition is also integral to using them. They can often breakdown, which on a busy Saturday night will be problematic. Unless the option to appoint a member of staff to wash glasses and dishes all night is something that you are willing to risk doing, then keeping tabs and monitoring your glass washers or dishwasher is a must to keeping up with the smooth running of ions operation. Especially in catering industries where they have been hired to wait on people at a wedding, this may add extra pressure on the agency to get every last detail right. Nothing can go wrong and there most certainly not be any mistakes in the serving of food.

Once any damage or etchings have been on glass or an expensive piece of crockery, there is no way of turning back time and removing the markings. This would need to be replaced, further spending more money and creating much more expenditure.

Gino Hitshopi has worked in the catering industry and in a bar that needed glass washers to keep all glasses cleaned and stocked up ready for a busy night. For more in the latest catering equipment visit http://www.ascotwholesale.co.uk/bar_equipment/glasswashers/cid_3/

Article Source: http://EzineArticles.com/?expert=Gino_Hitshopi

Elements of a Professional Looking Custom Folder

By Colleen Davis

Want to make custom folders that look like they were made by professionals? Well then, we have the best tips for you on how to make your folder printing look like they were made by the experts. We will share with you the usual elements of a professional looking custom folder and how you can apply them to your own. So try and read on below and learn.

Proper use of color - Color choice is an important aspect in folder printing. Most professionals will use simple colors for their custom folders, while a typical amateur will choose vibrantly loud ones. So take a mental note of this when you do choose the dominant color of your custom folders. Try to keep off on the bright yellows, blues, greens or pinks. Especially for corporate custom folders, light pastel colors or neutral colors like white, or gray will usually work. Never use anything too dramatic as well like black or red unless it is actually needed for the project. As long as you keep the color simple your custom folder should look very professional.

Professional looking images - Beyond color, we go to images. All professional custom folders will usually use very high resolution images for their designs. This keeps the images very clear and without any hint of pixels. Moreover, the images must usually done with taste. Run of the mill clip-arts will not do. You have to use professional photographs that have good lighting effects and color balance. As long as your images look crisp and clear with a hint of a guiding style, you should be able to pull off that professional looking custom folder easily.

Functional and Aesthetic designs - Also, all professional folders will always aim for a functional and aesthetic design. A good balance of both is the key to a successful custom folder. All the design elements as well as slits and pockets must be in their proper places while other layout components should be placed around them to make the design look beautiful. Never sacrifice one for the other, so that you can have a more professional looking folder at the end.

High grade folder paper - Finally, one big secret that all professional folders have is their professional high grade paper. That shiny-shimmery look that professional folders usually have comes from the special coatings in their folder paper. People like the elegance and subtle beauty of it that is why all professionals use to for impact. You can try this out on your own folder printing as well to ensure that it looks professional.

That should cover most of the basic elements in professional folder printing. Use this on your own custom folders and you may be able to see them in a more professional looking light. Good Luck!

For more information, you can visit this page on custom folders

Article Source: http://EzineArticles.com/?expert=Colleen_Davis