Supply Demand Curve In The Airline Industry Tourism Essay Essay Example

Supply Demand Curve In The Airline Industry Tourism Essay Essay Example Supply Demand Curve In The Airline Industry Tourism Essay Paper Supply Demand Curve In The Airline Industry Tourism Essay Paper Airline industry provides us air transit that improves our lives by shortening the clip it takes us to make a finish and besides present goods. Airline industry undergoes oligopoly market, where merely a few Sellerss that provide similar merchandises or services but differentiated in the stigmatization and the publicity method. Basically, there are four chief classs in the air hose industry, which is international, national, regional, and lading. International flights supply services between states ; both national and regional flights are domestic flights within a state, but regional flights have shorter distance comparison to national flights ; lading is chiefly for the usage of conveyance goods. In this assignment, we are traveling to briefly explicate the determiners and the alterations in market status that affect the demand and supply of the air hose industry. There are few determiners that will do a alteration in the supply demand curve in the air hose industry. Determinants on demand curve. The first determiner is income. When a state experiences a growing in the economic system, the mean income of citizens will increase. In this instance, air ticket plays a function as a normal good, this is because an addition in the income will take to an addition in the demand of air ticket purchased, one illustration is households might go more frequently as they are in good economic status. The 2nd determiner is monetary values of related goods, where a alteration in monetary value of a good might impact the demand of the other good. In the air hose industry, the monetary value of fuel has a direct influence to the demand of air ticket. When the monetary value of fuel additions, air hose industry has to increase the monetary value of air ticket to keep its gross. Therefore, the fuel monetary value and the demand of air ticket have a relationship of complements, where addition in the fuel monetary value leads to a lessening in the demand for air ticket. However, in some particular instances particularly during a diminution in the economic system, the air hose industry will non raise the monetary value of air tickets because the clients would frighten off. Therefore, the demand of air tickets is besides rather dependent to the status of economic system. The 3rd determiner is figure of purchasers. The more the purchasers in the air hose industry, the demand of air ticket will be higher. When a publicity is held by the industry air hoses, there will be more purchasers on the purchase of air ticket. This is because the air tickets usually sell at a lower monetary value to pull more clients particularly during a not-so-peak season. Therefore, the demand or air tickets will increase and the air hose industry will derive more net incomes even though the air tickets are selling at a lower monetary value. The last determiner is outlook on future income and future monetary value, which means the anticipation of consumers on how much they will gain and the value of a good in the hereafter. For illustration, if the economic system has a positive development, where people expect a higher income in the hereafter, they might travel for a holiday and switch the demand curve of air ticket to the right. However, if they realize there will be an addition in monetary value of air ticket in the hereafter likely due to top out season, they will take to buy now so later and do the demand curve to switch to the right. For the other variable like gustatory sensations that can impact demand curve, we will disregard it because it is based on personal behaviour and is unsure to the air hose industry. Determinants on supply curve. The first determiner is input monetary values. When the cost of bring forthing goods additions, the supply will diminish. In air hose industry, one of the chief input monetary values is the fuel monetary value. As other variables are changeless, when the monetary value of fuel additions, the figure of flight per twenty-four hours will diminish to cut down the cost of air hose industry. The 2nd determiner is engineering. A better engineering can switch the supply curve to the right. Technology promotion plays a really of import function in air hose industry. Airline industry is seeking their best to seek for better engineering in fuel preservation. Besides, they besides work with airframe and engine maker in planing the constituents of aircraft to cut down the fuel ingestion of each flight. Therefore, with the betterment of engineering, air hoses can supply more flight so before utilizing the same sum of fuel. The 3rd determiner is weather. As this is air transit, weather frequently becomes a large issue to the air hose industry. A heavy snow during winter, or a bad pollution, frequently disrupts the takeoff and landing of aircraft. Unfortunately, conditions is non control by worlds, the air hose industry merely can make their best in supplying complete and safety installations to protect their users. Although bad conditions does non last really long, it does convey some consequence on flight for short periods. The last determiner is outlook on future monetary value. When a house expects there is a rise of monetary value in future, they will provide less today until the monetary value of the merchandise addition. In the air hose industry, when they expect the monetary value of air ticket to lift in the coming extremum season that brings higher net incomes, they will cut down or keep the figure of flights now. Therefore, when comparing the figure of flights for two periods, the supply for now can said to be less comparison to future. Since air hose industry undergoes the oligopoly market, the determiner of figure of Sellerss will be excluded. Other variables like revenue enhancements and subsidies will besides be excluded as they are non unsure. Decision As we can see from above, air hose industry has to concern many determiners that can impact the air hoses demand and supply. Besides, they have to detect carefully on the alterations in market status and take immediate action if there is any unexpected issue. Harmonizing to the Air Transport Association ( ATA ) , labour is the largest disbursals of the air hose industry, followed by fuel cost. Other variables like conditions and engineering besides have to set good attending to guarantee the safety and gross of the air hose industry. The survey of economic sciences may assist the air hose industry when doing a determination and better pick by supplying cognition on the efficiency usage of resources.

Using German Participles as Adjectives and Adverbs

Using German Participles as Adjectives and Adverbs As in English, the past participle of a German verb may be used as an adjective or adverb. In English,  stolen  is the past participle of the verb  to steal. The word  stolen  can be used as an adjective, as in: â€Å"Thats a  stolen  car.† Similarly, in German the past participle  gestohlen  (fromstehlen, to steal) can also be used as an adjective: â€Å"Das ist ein  gestohlenes  Auto.† The only significant difference between the ways that English and German use the past participle as an adjective is the fact that, unlike English adjectives, German adjectives must have an appropriate ending if they precede a noun. (Notice the -es  ending in the example above. More about adjective endings in  Lesson 5  and  Adjective Endings.) Of course, it also helps if you know the correct past participle forms to use. A past participle such as  interessiert  (interested) can also be used as an adverb: â€Å"Wir saheninteressiert  zu.† (â€Å"We watched  interestedly/with interest.†) Present Participles Unlike its English equivalent, the present participle in German is used almost exclusively as an adjective or adverb. For other uses, German present participles are usually replaced by nominalized verbs (verbs used as nouns) -   das Lesen  (reading),  das Schwimmen  (swimming) - to function like English gerunds, for instance. In English, the present participle has an -ingending. In German the present participle ends in -end:  weinend  (crying),  pfeifend  (whistling),schlafend  (sleeping). In German, â€Å"a  sleeping  child† is â€Å"ein  schlafendes  Kind.† As with any adjective in German, the ending must fit the grammatical context, in this case an -es  ending (neuter/das). Many present participle adjective phrases in German are translated with a relative clause or an appositive phrase in English. For example, â€Å"Der  schnell vorbeifahrende  Zug machte großen Lrm,† would be, â€Å"The train, which was  quickly passing by, made a tremendous noise,† rather than the literal, â€Å"The quickly passing by train...† When used as adverbs, German present participles are treated like any other adverb, and the English translation usually places the adverb or adverbial phrase at the end: â€Å"Er kam  pfeifend  ins Zimmer.† â€Å"He came into the room  whistling.† Present participles are used more often in writing than in spoken German. Youll run across them a lot when reading books, magazines, or newspapers.

The development of Virtual Communities is influenced more by theories, Essay

The development of Virtual Communities is influenced more by theories, business models and social factors rather than by technology. True or false - Essay Example It is a fact that these technological regimes will keep on ruling the roost and continue to make changes which will in essence influence the different theories, business models and social factors and not the other way round. A lot of these changes and developments are dependent on the technological undertakings more than anything else and quite rightly so. [Renninger & Schumar, 2005] Internet has become a common name in households of today and imperatively its uses have increased drastically. It has become a major commercial as well as a consumer track for public leading them towards the electronic information resources available. A person would rather prefer to visit a web portal online than going to a nearby store to inquire about the merchandise products of his choice or interest. This invention is no more a plot for researchers to communicate and exchange information within their own selves, but also seeks access from the innumerous chunks of available data online or from the ever-accessible super computers placed at offshore sites. With the addition of newer innovations like Internet 2 and Abilene in the same field the competition to grasp the ‘cash cow’ state in business markets, technically speaking, has risen beyond any preset levels. Thus technology has a very direct and long lasting effect on the way data is being transferred amongst users worldwide, no matter whatever capacity this data has come about. Technology has had its say within the related contexts as Internet has made its mark over a period of time and the results are ostensible in front of one and all. The urge to move ahead is there and will continue to increase in the near future. In the past, the transactions and the business carried out with the Internet was just a new way for the commoner to access all the information he may so have wanted whilst sitting in his lounge room. But of late, this comfort has become a necessity without which the business

Social Networking Crisis Communication Assignment - 1

Social Networking Crisis Communication - Assignment Example In order to determine the most efficient medium of communication researchers conducted several case studies across the world. The first instance was carried out on a gun shooting incident in Virginia Tech. During this case study, the researchers conducted online monitoring of the newsfeeds from the affected institution. The online monitoring began one hour after the shooting. The participants of this research study lacked knowledge that their activities and posts were under study. In addition, the researchers went back and conducted interviews five days after the shooting incident. In Colorado’s case, the researchers created an informative and detailed timeline of the communication. The timeline was divided into two sections that are the official communication and unofficial communication. Under the formal communication part, the researchers had columns for university website and emails. On the other hand, under the informal communication sector, the researchers had two column s for Facebook and Flickr photos. In another case, study Southern California. The researchers monitored the posts and relevant messages from the fire crisis that rocked two counties that are Santa Barbara and San Diego. The researchers followed the local news websites and the online social media such as Facebook, Craigslist, and Flickr Photos. In addition, researchers conducted surveys and interviews in the affected areas ten days after the incidence. Furthermore, in the case of the earthquake in China, researchers monitored the social media news a minute after the incident. They keenly followed the posts on China most famous social site that is Tianya forum- a site with over 20 million users in China.

Nation and Imperialism Essay Example for Free

Nation and Imperialism Essay Imperialism was a very effective form of empowerment over weaker nations for early Britain and other European countries. They dominated and fought over whole continents and countries, arguing over who had conquered more land. There were many reasons why the European’s wanted to imperialize unindustrialized nations such as natural resources. This also made a big impact on said nations, positive and negative. Going on that state of mind, the long term effects of imperialism showed for decades after it really being assumed not an imperialistic state anymore. Some of the reasons the Europeans’ sought out to imperialism is because of social Darwinism, raw materials and natural resources, and prestige. Social Darwinism, the theory of survival of the fittest, was their justification for conquering weaker countries, if the country could fend off invaders then it shall be considered conquered. Raw materials and natural resources were of big importance to the Europeans. Diamonds and other precious assets that could not be found in Europe were found in the countries and could be used for trade, making the economy better. Prestige was also a major influence for imperialistic Europe. If one country had more than another then that country had to conquer more. It was all like a big game to the Europeans, until the natives of the country fought back. Then it was all a strategically thought out counter attack. The impact this made on the conquered was quite noticeable and apparent; both good and bad. A positive effect is the Europeans built them roads, canals, and railways. Showed them the telegraph, newspaper, established schools for them, gave them the blessing of their civilization, and overall made them economized. They were part of modern culture after this occurred. There were new crops; tools and farming methods, which helped increase food production. These changes meant less death to smaller colonies, and overall improve the state of living. A negative effect is the people of the dominated nations were put to work as cheap labor. They had no freedom, had to do what the mother country said since it has so much towering power over them, they were exploited and were taken advantage of. As a result, there were long term effects. The most obvious one would be the formation of nationalism. Imperialism essentially created nationalism. People of different countries under imperialism were  united because of single governmental system, one national language, development of roads, rails, common defense systems, and an unified education system; thus, making people more aware of their identity and rights; eventually leading to independence of their governing countries. The era of imperialism gave birth to new modern world. Aside from their own languages, people of different nations under imperialism also learned the language of the imperialists and started go to diverse places and establishing new links through learning and education of their conquerors. So in conclusion, imperialism had many advantages and disadvantages making it very successful for all involved. The Europeans had reasons and means to imperialize nations, made impacts, and then long term effects which in turn made each country either thrive or perish. The other nations gained economic, social, and political wealth.

Classification of Beer :: Classification Essays Beer Alcohol Essays

Classification of Beer What's more refreshing on a hot summer day than a nice cold beer? Or how about drinking a nice cold one with some buddies after work at a local bar, sound nice doesn?t it? Beer has been around for many years and will probably be around for many more. A beer is any variety of alcoholic beverages produced by the fermentation of starchy material derived from grains or other plant sources. The production of beer and some other alcoholic beverages is often called brewing. Most every culture has there own tradition and the own take on beer, thus producing many different styles and variations. Simply put, a beer style is a label given to a beer that describes its overall character and often times its origin. It's a name badge that has been achieved over many centuries of brewing, trial and error, marketing, and consumer acceptance. There are many different types of beer, each of which is said to belong to a particular style. A beer's style is a label that describes the overall flavour and often the origin of a beer, according to a system that has evolved by trial and error over many centuries. According to the type of yeast that is used in the beer's fermentation process, most beer styles fall into one of two large families: ale or lager. Beers that blend the characteristics of ales and lagers are referred to as hybrids. An ale is any beer that is brewed using only top-fermenting yeasts, and typically at higher temperatures than lager yeast. Because ale yeasts cannot fully ferment some sugars, they produce esters in addition to alcohol, and the result is a more flavourful beer with a slightly "flowery" or "fruity" aroma resembling but not limited to apple, pear, pineapple, grass, hay, plum or prune. Stylistic differences among ales are more varied than those found among lagers, and many ale styles are difficult to categorize. Top-fermented beers, particularly popular in the British Isles, include barley wine, bitter, pale ale, porter, and stout. Stylistic differences among top-fermented beers are decidedly more varied than those found among bottom-fermented beers and many beer styles are difficult to categorize. California Common beer, for example, is produced using a lager yeast at ale temperatures. Wheat beers are often produced using an ale yeast and then lagered, sometimes with a lager yeast. Lam bics employ wild yeasts and bacteria, naturally-occurring in the Payottenland region of Belgium.

Coffee Shop Essay

â€Å"Closing Time† has the meaning set out in section 1. 3; â€Å"Contract† means a formal written contract between the City and a Preferred Proponent to undertake the Services, the preferred form of which is attached as Schedule B; â€Å"Evaluation Team† means the team appointed by the City; â€Å"Information Meeting† has the meaning set out in section 1. 4; â€Å"Preferred Proponent(s)† means the Proponent(s) selected by the Evaluation Team to enter into negotiations for a Contract; â€Å"Proponent† means an entity that submits a Proposal; â€Å"Proposal† means a proposal submitted in response to this RFP; â€Å"RFP† means this Request for Proposals; â€Å"Services† has the meaning set out in Schedule A; â€Å"Site† means the place or places where the Services are to be performed; and â€Å"Statement of Departures† means Schedule C-1 to the form of Proposal attached as Schedule C. Instructions To Proponents 2 Closing Time and Address for Proposal Delivery Proposals must be received by the office of the: Kam Grewal, BBA, CMA Acting Purchasing & AP Manager Address:6645 – 148 Street Surrey, BC V3S 3C7 on or before the following date and time (the â€Å"Closing Time†): Time: 3:00 pm local time Date: Monday, July 5, 2010. Submissions by fax [or email] will not be accepted. There will be no extension to the Closing Time for the submission of proposals. 3 Information Meeting An information meeting may be hosted by the City Representative to discuss the City’s requirements under this RFP (the â€Å"Information Meeting†). While attendance is at the discretion of Proponents, Proponents who do not attend will be deemed to have attended the Information Meeting and to have received all of the information given at the Information Meeting. At the time of issuance of this RFP a meeting has not been scheduled. 4 Number of Copies. Proponents should submit the original plus 5 hard copies (6 in total) of their Proposals. 5 Late Proposals Proposals received after the Closing Time will not be accepted or considered. Delays caused by any delivery, courier or mail service(s) will not be grounds for an extension of the Closing Time. 7 Amendments to Proposals Proposals may be revised by written amendment, delivered to the location set out above, at any time before the Closing Time but not after. An amendment must be signed by an authorized signatory of the Proponent in the same manner as provided by section 2. 3. Fax amendments are permitted, but such fax may show only the change to the proposal price(s) and in no event disclose the actual proposal price(s). A Proponent bears all risk that the City’s fax equipment functions properly so as to facilitate timely delivery of any fax amendment. 8 Inquiries All inquiries related to this RFP should be directed in writing to the person named below (the â€Å"City Representative†). Information obtained from any person or source other than the City Representative may not be relied upon. Kam Grewal, BBA, CMA Acting Purchasing & AP Manager. Address:City of Surrey – Purchasing 6645 – 148 Street Surrey, BC V3S 3C7 Phone: 604-590-7274 Fax:604-599-0956 Email:purchasing@surrey. ca Inquiries should be made no later than 7 days before Closing Time. The City reserves the right not to respond to inquiries made within 7 days of the Closing Time. Inquiries and responses will be recorded and may be distributed to all Proponents at the discretion of the City. Proponents finding discrepancies or omissions in the Contract or RFP, or having doubts as to the meaning or intent of any provision, should immediately notify the City Representative. If the City determines that an amendment is required to this RFP, the City Representative will issue an addendum in accordance with section 1. 9. No oral conversation will affect or modify the terms of this RFP or may be relied upon by any Proponent. 9 Addenda If the City determines that an amendment is required to this RFP, the City will post a written addendum on the City website at www. surrey. ca (the â€Å"City Website†) and upon posting will be deemed to form part of this RFP. Upon submitting a Proposal, Proponents will be deemed to have received notice of all addenda that are posted on the City Website. 10 Examination of Contract Documents and Site Proponents will be deemed to have carefully examined the RFP, including all attached Schedules, the Contract and the Site (as applicable) prior to preparing and submitting a Proposal with respect to any and all facts which may influence a Proposal. 11 Opening of Proposals The City intends to open Proposals in private but reserves the right to open Proposals in public at its sole discretion. 12 Status Inquiries All inquiries related to the status of this RFP, including whether or not a Contract has been awarded, should be directed to the City Website and not to the City Representative. Proposal Submission FORM AND contents 2 Package Proposals should be in a sealed package, marked on the outside with the Proponent’s name, title of the Project and reference number. 3 Form of Proposal Proponents should complete the form of Proposal attached as Schedule C, including Schedules C-1 to C-4. Proponents are encouraged to respond to the items listed in Schedules C-1 to C-4 in the order listed. Proponents are encouraged to use the forms provided and attach additional pages as necessary. 4 Signature. The legal name of the person or firm submitting the Proposal should be inserted in Schedule C. The Proposal should be signed by a person authorized to sign on behalf of the Proponent. 1 If the Proponent is a corporation then the full name of the corporation should be included, together with the names of authorized signatories. The Proposal should be executed by all of the authorized signatories or by one or more of them provided that a copy of the corporate resolution authorizing those persons to execute the Proposal on behalf of the corporation is submitted. 2 If the Proponent is a partnership or joint venture then the name of the partnership or joint venture and the name of each partner or joint venturer should be included, and each partner or joint venturer should sign personally (or, if one or more person(s) have signing authority for the partnership or joint venture, the partnership or joint venture should provide evidence to the satisfaction of the City that the person(s) signing have signing authority for the partnership or joint venture). If a partner or joint venturer is a corporation then such corporation should sign as indicated in subsection (a) above. 3 If the Proponent is an individual, including a sole proprietorship, the name of the individual should be included. evaluation and Selection 2 Evaluation Team The evaluation of Proposals will be undertaken on behalf of the City by the Evaluation Team. The Evaluation Team may consult with others including City staff members, third party consultants and references, as the Evaluation Team may in its discretion decide is required. The Evaluation Team will give a written recommendation for the selection of a Preferred Proponent or Preferred Proponents to the City. 3 Evaluation Criteria The Evaluation Team will compare and evaluate all Proposals to determine the Proponent’s strength and ability to provide the Services in order to determine the Proposal which is most advantageous to the City, using the following criteria: 1 Experience, Reputation and Resources The Evaluation Team will consider the Proponent’s responses to items in C-2 of Schedule  C including supplementary information. 3 Technical The Evaluation Team will consider the Proponent’s responses to items (i) to (vii) in C-3 of Schedule  C. 5 Financial The Evaluation Team will consider the Proponent’s response to C-4 of Schedule  C. (d)Statement of Departures The Evaluation Team will consider the Proponent’s response to C-1 of Schedule  C. The Evaluation Team will not be limited to the criteria referred to above, and the Evaluation Team may consider other criteria that the team identifies as relevant during the evaluation process. The Evaluation Team may apply the evaluation criteria on a comparative basis, evaluating the Proposals by comparing one Proponent’s Proposal to another Proponent’s Proposal. All criteria considered will be applied evenly and fairly to all Proposals. 4 Discrepancies in Proponent’s Financial Proposal If there are any obvious discrepancies, errors or omissions in C-4 of a Proposal (Proponent’s Financial Proposal), then the City shall be entitled to make obvious corrections, but only if, and to the extent, the corrections are apparent from the Proposal as submitted, and in particular: (a)if there is a discrepancy between a unit price and the extended total, then the unit prices shall be deemed to be correct, and corresponding corrections will be made to the extended totals; (b)if a unit price has been given but the corresponding extended total has been omitted, then the extended total will be calculated from the unit price and the estimated quantity; (c)if an extended total has been given but the corresponding unit price has been omitted, then the unit price will be calculated from the extended total and the estimated quantity. 6 Litigation In addition to any other provision of this RFP, the City may, in its absolute discretion, reject a Proposal if the Proponent, or any officer or director of the Proponent submitting the Proposal, is or has been engaged directly or indirectly in a legal action against the City, its elected or appointed officers, representatives or employees in relation to any matter. In determining whether or not to reject a Proposal under this section, the City will consider whether the litigation is likely to affect the Proponent’s ability to work with the City, its consultants and representatives and whether the City’s experience with the Proponent indicates that there is a risk the City will incur increased staff and legal costs in the administration of the Contract if it is awarded to the Proponent. 8 Additional Information. The Evaluation Team may, at its discretion, request clarifications or additional information from a Proponent with respect to any Proposal, and the Evaluation Team may make such requests only to selected Proponents. The Evaluation Team may consider such clarifications or additional information in evaluating a Proposal. 10 Interviews The Evaluation Team may, at its discretion, may invite some or all of the Proponents to appear before the Evaluation Team to provide clarifications of their Proposals. In such event, the Evaluation Team will be entitled to consider the answers received in evaluating Proposals. 12 Multiple Preferred Proponents and Changes to the Proponent Team The City reserves the right and discretion to divide up the Services, either by scope, geographic area, or other basis as the City may decide, and to select one or more Preferred Proponents to enter into discussions with the City for one or more Contracts to perform a portion or portions of the Services. If the City exercises its discretion to divide up the Services, the City will do so reasonably having regard for the RFP and the basis of Proposals. Likewise, the City reserves the right to ask for changes in the member/s comprising the Proponent Team as it deems beneficial to the overall composition of the Team and without any obligation to justify its preference. In addition to any other provision of this RFP, Proposals may be evaluated on the basis of advantages and disadvantages to the City that might result or be achieved from the City dividing up the Services and entering into one or more Contracts with one or more Proponents. NOT APPLICABLE 14 Negotiation of Contract and Award If the City selects a Preferred Proponent, then it may: (a)enter into a Contract with the Preferred Proponent; or (b)enter into discussions with the Preferred Proponent to clarify any outstanding issues and attempt to finalize the terms of the Contract, including financial terms. If discussions are successful, the City and the Preferred Proponent will finalize the Contract; or. (c)if at any time the City reasonably forms the opinion that a mutually acceptable agreement is not likely to be reached within a reasonable time, give the Preferred Proponent written notice to terminate discussions, in which event the City may then either open discussions with another Proponent or terminate this RFP and retain or obtain the Services in some other manner. General Conditions 2 No City Obligation. This RFP is not a tender and does not commit the City in any way to select a Preferred Proponent, or to proceed to negotiations for a Contract, or to award any Contract, and the City reserves the complete right to at any time reject all Proposals, and to terminate this RFP process. 4 Proponent’s Expenses Proponents are solely responsible for their own expenses in preparing, and submitting Proposals, and for any meetings, negotiations or discussions with the City or its representatives and consultants, relating to or arising from this RFP. The City and its representatives, agents, consultants and advisors will not be liable to any Proponent for any claims, whether for costs, expenses, losses or damages, or loss of anticipated profits, or for any other matter whatsoever, incurred by the Proponent in preparing and submitting a Proposal, or participating in negotiations for a Contract, or other activity related to or arising out of this RFP. 6 No Contract By submitting a Proposal and participating in the process as outlined in this RFP, Proponents expressly agree that no contract of any kind is formed under, or arises from, this RFP, prior to the signing of a formal written Contract. 7 Conflict of Interest A Proponent shall disclose in its Proposal any actual or potential conflicts of interest and existing business relationships it may have with the City, its elected or appointed officials or employees. The City may rely on such disclosure. 8 Solicitation of Council Members and City Staff. Proponents and their agents will not contact any member of the City Council or City staff with respect to this RFP, other than the City Representative named in section  1. 8, at any time prior to the award of a contract or the termination of this RFP. 10 Confidentiality All submissions become the property of the City and will not be returned to the Proponent. All submissions will be held in confidence by the City unless otherwise required by law. Proponents should be aware the City is a â€Å"public body† defined by and subject to the Freedom of Information and Protection of Privacy Act of British Columbia. Schedule A. SERVICES 1. GENERAL This RFP is inviting potential Proponents to submit Proposals to act as the tenant and sole vendor for a proposed coffee shop (the â€Å"Coffee Shop†) at the Surrey City Centre Library (the â€Å"Library†), currently being constructed at 10350 University Drive, Surrey, BC. The successful Proponent will be responsible for the managing and daily service of the Coffee Shop located on the ground floor of the Library. There will be an opportunity for the successful Proponent to provide catering for meetings and other similar functions, although it is not mandatory for the client to use the Coffee Shop for catering. 2. BACKGROUND As part of the Surrey City Centre plan review and update, the Surrey City Council has approved the construction of a new 5-level library. While the project is currently in the design phase, construction has commenced due to the fast track nature of the project. Currently excavation is complete on the basement and the ground floor slab and reinforcement is being set. It will be poured by Friday June 18, 2010. The Library is conveniently located near bus loops, transit and SkyTrain. The Library will eventually become part of a plaza where community celebrations will take place. Once completed it will be Surrey’s largest library at 75,000 square feet. The City’s new Library will be a unique state of the art environmentally friendly landmark that provides access to the broadest range of information, learning opportunities, and diverse cultural experiences. The new Library will be: The centrepiece for Surrey’s City Centre; adorned in architectural excellence for the 21st century, the library will contribute to the vitality of the city and put Surrey in a class with other great cities. A foundation for the City’s future success by boosting economic and cultural activity and attracting visitors from all parts of the country. A source of pride and a great public space, where the community gathers to celebrate, reflect, connect and share information, knowledge and culture. 3. PROJECT GOAL The goal of this project is to identify a coffee and related food services operator for the Library. 4. THE COFFEE SHOP An exciting opportunity exists on the ground floor to operate a commercial Coffee Shop. The Coffee Shop is located in a high traffic area, between the two main entrances, elevators and new book display. The licence awarded to the successful Proponent would also include a seating area where customers can sit. The consumption of food within the Library itself is allowed. There are several meeting rooms and a large room which can host community events, along with teen areas, study areas, children’s areas and much more. It is also expected that the Library will be utilised by SFU students on a constant basis. 5. LIBRARY HOURS Library opening hours are: Monday to Friday9:30am – 9:00pm Saturday10:00am – 5:00pm Sunday 1:00pm – 5:00pm 6. 2009 PEDESTRIAN TRAFFIC The following figures represent the estimated visits at all the public library branches for 2009. |BRANCH |VISITORS | |Cloverdale | 163,605 | |Fleetwood | 262,717 | |Guildford | 582,361 | |Newton | 357,045 | |Ocean Park | 193,167 | |Port Kells | 7,410 | |Semiahmoo | 305,162 | |Strawberry Hill | 357,166 | |Whalley | 276,406 | It is estimated that traffic for the Library will mirror that of the Whalley branch, and is expected to increase due to the development taking place in the area. 7. EXPECTATIONS OF THE SUCCESSFUL PROPONENT The City would require the successful Proponent to offer a variety of food and beverage choices that include healthy and nutritious options for all customers, many of whom are school-aged children. The Surrey Public Library Board has approved the policy (policy 3. 8 Healthy Food Options) that the Library provides a healthy food option for programs, special events and contests. No alcohol is to be allowed. There is to be no food smell generation if preparation is required and there is to be no electric grinding (e. g. coffee beans) on the Coffee Shop floor due to noise levels. All grinding can be done in the storage room, manually or prior to Library opening hours. Loading of stock for the Coffee Shop can be done via the west entrance of the ground floor or via the elevators from the underground parkade. Persons meeting in the conference rooms are permitted to cater from external companies although there is the opportunity for the successful Proponent to cater these functions if prior arrangements are made between the two parties. The opening date for the Coffee Shop is yet to be determined, however, it is expected to be up and running by early Summer of 2011. The Coffee Shop is expected to be operational during Library opening hours. Opening times for the Coffee Shop are to be from the Library’s opening time to half an hour prior to the Library’s closing. The successful Proponent would be able to enter the building half an hour prior to the Library’s opening time. The successful Proponent is to supply any equipment needed for the Coffee Shop to function including, but not limited to, coffee machines, refrigerator, signage, counter cooler case, etc. All business licences and food permits are the responsibility of the Proponent. 8. SUCCESSFUL PROPONENT’S WORK RESPONSIBILITIES a) Should there be any structural changes which have been reviewed and approved by the City prior to the execution of such changes, the tenant is to supply all tenant improvement plans signed and sealed by professional engineers or architects to be approved by the City. b) The tenant is to provide evidence of insurance for the City`s approval as specified in the License Agreement (refer to Schedule B – License Agreement). c) The tenant is expected to supply all equipment needed to sufficiently run the coffee shop including, but not limited to, coffee machines and espresso equipment, undercounter refrigerators, shelving in the storage room, display cooler case, paper towel dispenser, milk cooler, microwave, cash register and trash bins. 9. COLD DRINK BEVERAGES The City has an agreement with The Pepsi Bottling Group (Canada), Co. (â€Å"Pepsi†), for the exclusive supply of cold drink beverages for all City facilities, including the Library. Therefore, the successful Proponent is to work directly with Pepsi for the supply of cold drink beverages, including: †¢ Carbonated soft drinks †¢ Teas other than fresh brewed †¢ Juices. †¢ Juice-based products †¢ Lemonade †¢ Isotonics †¢ Sports drinks †¢ Energy drinks †¢ Bottled water Excluded Beverages: †¢ Milk †¢ Flavoured milk †¢ Cold coffee †¢ Branded or unbranded fresh brewed coffee or tea †¢ Hot chocolate †¢ Unbranded fresh squeezed juices †¢ Smoothies and milkshakes The agreement with Pepsi is to expire in 2011. 10. SNACK FOODS The City has an agreement with Ryan Company Ltd. (â€Å"Ryan Vending†), for the exclusive supply of a healthier snack foods program and vending services for all City facilities, including the Library. Therefore, the successful Proponent is to work directly with Ryan Vending for the supply of snack foods. 11. CITY’ RESPONSIBILITIES The City is to complete the Licence Area, as set out in Schedule B, in a good and workmanlike manner, at the City’s cost, using new materials and to the following extent: a) Interior wall taped and sanded drywall to code, painted white; b) Ceiling is to be painted concrete; c) The floor will be finished with a rubber covering; d) Counter tops on the horizontal front counter is to be a white laminate; e) The vertical section of the counters shall be an East Coast maple; f) The counter at the back of the shop floor containing the sink, and the backsplash, is to be white Corian; g) There will be an apple ply edging where the vertical edge of the counters meets the horizontal at the front counter; h) There is to be recessed lighting fixtures above the back counter, surface mounted fixture on painted concrete ceiling to light signage and menu and pendant fixtures at the front counter; i) All signage, including Menu board, must be approved by the City and the design team (Bing Thom Architects). The preferred signage for the Coffee Shop is electric flat screens, however, the design team is open to ideas regarding electronic signage from Proponents. This will have no impact on the evaluation of the Proponent’ Proposal; j) The City will provide the main sink and handwash sink located in the back counter; k) A 25mm domestic hot and cold water line with backflow preventor will be installed for refrigerator and coffee machine; and l) A 20mm domestic hot and cold water pipe and a 40mm sanitary drain will be installed for each of the two (2) sinks. term The Proponent will provide the Services set out in this Schedule  A and A-1 for a term not to exceed five years (including renewal) commencing in the early Summer of 2011 (the â€Å"Term†). A. The Licensor is the owner of those lands and premises located at 10350 University Blvd within the City of Surrey, Province of British Columbia, and more particularly known and described as: Parcel Identifier: 028-179-951 Parcel 1 Section 27 Block 5 N Range 2 West New Westminster District Plan BCP44240 (the â€Å"Lands†) on which is located theCity Centre Library. B. The Licensee wishes to obtain from the Licensor a licence to use those portions of the building located on the Lands as follows: 1. Area A Concession and Storage Room (â€Å"Licence Area A†) which area is approximately 141. 9 sq. ft. and shown on the plan attached hereto as Schedule â€Å"A†; and 2. Area B Seating Area (â€Å"Licence Area B†) as shown on the plan attached hereto as Schedule â€Å"A† (collectively the â€Å"Licence Area†) C. The Licensee intends to use the Licence Area for the retail sale of coffee, tea, and other products as outlined in this Licence. D. Licence Area A shall be for the exclusive use of the Licensee, and Licence Area  B shall be for the non-exclusive use of the Licensee. NOW THEREFORE in consideration of the sum of ONE DOLLAR paid by each of the parties to each other and other good and valuable consideration (the receipt and sufficiency of which each party hereby acknowledges) the parties hereby covenant and agree as follows: 1. In this License the parties agree that: (a)†Additional Rental† means the moneys payable hereunder, together with all other sums of money, whether or not designated as Additional Rental, to be paid by the Licensee whether to the Licensor or otherwise under this License save and except Minimum Rental and Percentage Rental; (b)†Commencement Date of Term† means ______________, 2011; (c)†Gross Revenue† means the entire amount of the sales price, whether wholesale or retail, for cash, credit, or otherwise of all sales of merchandise and services, and all other receipts and receivables whatsoever of all business conducted at, in, upon, or from the Licence Area, including, without limiting the generality of the foregoing, receipts and receivables in respect of any sale effected by the Licensee using any computer. Electronic, telephone, internet, or like system, where the Product is sent via the Licence Area or by the Licensee directly to a consumer, orders taken at or received at the Licence Area, although such orders may be filled elsewhere by the Licensee, deposits not refunded to customers, the selling price of gift certificates, charges to customers in the nature of interest or carrying or financing charges, sums, and credits received, and settlement of claims for loss of or damage to goods. No deductions shall be allowed for uncollected or uncollectible credit accounts. There shall not be included in Gross Revenue: (i)any sums shown separately from the price and collected and paid out for any direct retail sales tax imposed by any duly constituted governmental authority; (ii)the exchange of goods and merchandise between the stores of the Licensee, if any, where such exchange of goods or merchandise is made solely for the convenient operation of the business of the Licensee and not for the purpose of consummating a sale which has previously been made or agreed to be made at, in, from, or upon the Licence Area or for the purpose of depriving the Licensor of the benefit of a sale which otherwise would be made at, in, from, or upon the Licence Area; (iii)the Licensee’s original cost of returns to suppliers or to manufacturers; (iv)the amount of merchandise sold when such merchandise is thereafter returned by the purchaser and accepted by the Licensee, and a complete credit is given to the purchaser; and (v)the selling price of gift or merchandise certificates or coupons sold other than from the Licence Area, provided that such gift or merchandise certificates or coupons shall be included in the calculation of Gross Revenue at the time of their redemption. (vi)Each sale upon an installment or credit basis shall be treated as a sale for the full price in the month in which that sale is made regardless of the time when the Licensee receives payment, whether full or partial, from its customer; (d)†Lands† means as hereinbefore defined in recital A; (e)†Licence Year† means a 12-month period commencing with the first day of January in one calendar year and ending on the last day of December of that year, providing that the first Licence Year shall commence on the Commencement Date of Term and end on the last day of December next following and the last Licence Year shall end on the last day of the Term and commence on the first day of January preceding that date; (f)†Licence Area† means Licence Area A and Licence Area B; (g)†Licence Area A† means those portions of the building located on the Lands shown highlighted in pink and marked as Area A. Concession and Area A Storage room, which area is approximately 141. 9 sq. ft. ; (h)†Licence Area B† means those portions of the building located on the Lands shown highlighted in yellow and marked as Area B. Seating Area; (i)†Minimum Rental† means the minimum annual rental reserved hereunder payable by the Licensee; (j)†Product† means coffee, tea, soft drinks, juices, pastries, sandwiches and related items as specified in the menu attached as Schedule â€Å"C† which menu may be amended from time to time with the agreement of the Licensor and the Licensee; (k)†Percentage Rental† means the percentage rental reserved hereunder and payable by the Licensee; (l)†Real Property Taxes† means all taxes, rates and assessments, whether general or specially levied or assessed for municipal, school, general or any other purposes by any lawful government authority payable by the Landlord in respect of the Demised Premises and shall include any other taxes payable by the Landlord which in the future are levied in lieu of or in addition to such taxes, rates and assessments the whole as finally determined for each calendar year as a result of assessment, appeal or judicial review, and shall include any legal fees, or appraisers fees incurred by the Landlord in respect of such final determination. (m)†Rental† means Additional Rental, Percentage Rental, if any, and Minimum Rental; and (n)†Term† means _______ (__) years commencing on the Commencement Date of the Term and ending on the _____ day of ________, 20__. 2. The Licensor hereby grants to the Licensee a licence to occupy and use Licence Area A on an exclusive basis and Licence Area B on a non-exclusive basis commencing on the Commencement Date of Term for Term unless sooner terminated as hereinafter provided. 3. To use Licence Area for the retail sale of the Products and to use Licence Area B to provide a seating area for the benefit of visitors to and staff of the City Centre Library and for no other purpose during the Term. 4. The Licensor covenants and agrees to pay to the Licensor, in lawful money of Canada, on the days and at the times hereinafter specified, Rental which shall include the aggregate of the sums required to be paid: (a)Minimum Rental and Percentage Rental: The Tenant shall pay the greater of: (i). Minimum Rental of $________ per month commencing on the Commencement Date of Term and the 1st day of each and every month thereafter throughout the Term; or (ii)the Percentage Rental which shall be ___% of Gross Revenue per Licence Year; (b)Additional Rental Any sums, costs, expenses or other amounts from time to time due and payable by the Tenant to the Landlord or to any third persons under the provisions of this Licence, including, without limitation, all amounts payable under Section 4. 3 and Article 5 and all amounts payable by the Tenant by way of indemnity, whether expressed in this Licence to be Basic Rent or Additional Rent or not shall be treated and deemed to be Rent and the Landlord shall have all remedies for the collection of such sums, costs, expenses or other amounts, when in arrears, as are available to the Landlord for collection of Rent in arrears. The Licensee shall also pay for: (i)the removal of garbage generated by the Licencee to the main garbage receptacle, cleaning of spills and pick up of litter in Licence Area B, and any other like service rendered to the Licence Area for the benefit of the Licensee and paid by the Licensor. (ii)the amount of Real Property Taxes applicable to the Licence Area in every Licence Year during the Term or any renewal thereof as and when prescribed by the Landlord.

Hy Dairies, Inc. Essay

Analysis Rochelle Beauport an assistant brand manager for HY Dairies and is one of the few women of color in brand marketing management. She played a prominent role in increasing the organization’s sales volume, and market share by improving sagging sales of their popular gourmet ice cream. This achievement did not go by un-noticed; Rochelle’s boss, Syd Gilman the vice president of marketing promptly offered Rochelle a promotion to a lateral position of market research coordinator. Syd justified assigning the role of market research coordinator to Rochelle because it gives her broader experience, and access to high profile work, which would enhance her career. Syd took the same path to the office of vice president of marketing; Rochelle thought this promotion was a demotion in â€Å"job status† and not a route to top management, and an implied assumption of racial inequality. Syd obviously overestimated Rochelle’s belief of moving to market research coordinator wou ld be the same as his, and now Syd’s false â€Å"consensus effect† has threatened Rochelle’s values and dedication to HY Dairies. Concept Complexity Complexity is the distinct role or identity that people perceive about themselves; to this point Syd did not see himself as stereotyping Rochelle because he did not view the promotion as a negative but rather a preparation for her future with the company. The lack of communication in this case study shows everyone has their perception of things and if you do not open the lines to effective communication you can cause issues within the organization. Self Concept Self-concept has a more varied effect on behavior and performance; Rochelle  defined herself as a person who overcomes challenges, specifically her role controlling a product that directly affected HY Dairies’ profitability. This â€Å"opportunity† resonated as a restriction in career growth and not an advance in her career in brand management. Ms. Beauport views this new job that could hurt her career. Without clarity on the position from Syd, Rochelle now examines her self-concept and defines herself as a â€Å"black woman with no future in brand management.† Recommendations Syd and HY Dairies must be aware of perceptual biases, and to do that, HY Dairies must know that it exists. In Syd’s and Rochelle’s situation, it is obvious that diversity awareness a necessary requirement. This process if implemented, attempts to minimize discrimination, this makes employees aware of systemic discrimination. Awareness of perceptual biases reduces biases by making employees more mindful of their thoughts and actions. HY Dairies should also minimize perceptual biases by increasing self-awareness; from this insight, employers have an enhanced understanding of biases in their decisions and behavior. If Syd used self-awareness when considering offering the promotion to Rochelle, he would have displayed authentic leadership and able to explain to Rochelle his vision of her in the role of market research coordinator. Discussion Questions Apply your knowledge of stereotyping and social identity:  Within this case study both stereotyping and social identity came into play. The employee identified herself as a minority, feeling as if the job offer was a negative due to her skin color and gender. The employee further felt she was being stereotyped for being a woman due to the lack of communication from the vice president. If the vice president took the time to explain the reasons for the new job offer and where he saw his employee’s future, it could have eliminated the feelings his employee felt. What other perceptual errors are apparent in this case study: Perceptual errors that are apparent in this case study is the employee felt she was being discriminated against due to an experience at her previous employer. She made the assumption that the job offer was a negative when in fact it was a positive. Another perceptual error was the vice president felt he communicated the promotion  well to the employee, when in fact he was very vague in the job offer. He could have explained the reasons behind the promotion, further explaining his previous position and his future goals for her within the organization. What can organizations do to minimize misperception in these types of situations: In order to minimize misperception in stereotyping situations an organization must implement effective communication throughout the organization. Implementing programs such as diversity training for all employees, with additional training for supervisors to learn ways to maintain fair employment practices where employees feel comfortable. It is important that all employees are held accountable and if anyone, regardless of position, violates a policy that there are consequences to ensure employees have faith in the organization and its leadership.

Shades of African-American Womens Experiences in Novels and Film-Beloved versus The Color Purple essays

Shades of African-American Womens Experiences in Novels and Film-Beloved versus The Color Purple essays Both Alice Walkers novel The Color Purple and Toni Morrisons tale of Beloved chronicle stories of African-American womens experiences of triumph and suffering over oppression and discrimination. But while Walker and Morrison share a common literary heritage in the tradition of African-American womens writing, their works deviate substantially, in the fictions narrative constructs, literary devices, and in the works cultural and critical receptions after publication. Walkers novel was embraced as a popular feminist classic because of its account of Celie, a physically and sexually abused young woman, who found liberation through her relationship with Shug Avery, a feisty gin-joint singer. Morrisons novel about a mother who was haunted by the ghost of the child she killed rather than allow it to return to slavery became a literary classic and received the Pulitzer Prize for fiction. Beloved is now widely read in high schools and colleges across the nation. In fact, one reviewer not ed that the introduction to the paperback edition of Beloved proclaimed that he could not imagine American literature without it [Beloved]!" (Taylor, 1998) In an ironic twist of literary fate, although Alice Walkers novel of Black life in the South during the Depression was less critically well received in its initial form, it became a popular and well-respected movie, directed in 1984 by Stephen Spielberg. In contrast, Morrisons great novel on film of the pre and antebellum period in American history was judged to be an artistic and critical failure, as well as a failure with audiences, despite the original novels greatness. Even the best reviews of the 1998 film of Morrisons novel viewed it more as an interesting failure than the cinematic triumph its makers hoped it would become. Part of this difference in critical and popular reception may have to do with the nature of...

How to Craft Marketing Copy That Wins Over Your Dream Audience

How to Craft Marketing Copy That Wins Over Your Dream Audience It’s every business owner’s dream to work with their ideal customers. But most of the time, we’re stuck working with clients who are either a wrong fit or difficult to work with. Being able to attract your dream audience can make an amazing difference in how you work. It not only makes you more motivated but it’s also a healthy way to run your business. With that said, part of attracting the kind of people you want to work with lies in your marketing copy. When people go to your site, the first thing they’ll read about you is your message. When you convey the wrong things, you might receive interest from people who often don’t end up as customers or just aren’t a good fit for you. That’s why it’s important to be conscious in what you communicate so you get targeted business prospects that love what you do and whom you’d enjoy working with! Improve your copywriting with these free templates!Get Your Free Copywriting Templates Getting to Know Your Ideal Customers A crucial part of establishing the right message lies in who your ideal customers are. Never just assume who your likely audience is. You need to do some sort of market and competitor research  so you don’t have to go through numerous trial and errors. Don’t waste your time doing guesswork when it comes to your message. Follow the steps outlined below to make sure your message resonates with your dream clients! Discover and Understand Who Your Dream Audience Is One of the secrets of winning over your ideal customers is all about getting clear on the type of people best suited to you. That’s why finding who your best and true customers  starts with what you like. The best person to work with is someone who won’t just pay you handsomely (although that would be awesome as well), he or she should be a joy to work with as well. Once you know who exactly to look for, everything else just falls into place. But first, you have to start by being clear on who your dream audience is. This could either be a company or person you’ve worked with in the past, or even a fictitious persona you’ve just drawn up. Start by asking yourself: what kind of people do you (or would) enjoy working with? List out a number of traits or look back at past clients who you liked. Let me give you an example of one of my dream client profiles: My first deal client is a small to medium-size company looking to grow their sales. My person of contact wields a significant amount of decision-making weight. He (or she) can decide on copy matters without having to consult with a reviewing panel. He’s not afraid to try new things and knows what he’s looking for, which he makes sure to communicate clearly to me. Moreover, he values me as a crucial member of the team so my rates aren’t an issue. He knows the value of my work and frequently contacts me for any project he might need help in. Once he sees the results of the past projects, he continues to send work my way. The more detailed your customer profile is, the better. More than just adding a significant amount of details, you can also create more than one ideal customer profile. You can develop an ideal client profile similar to the above with just three steps. Here’s how: 1. Define yourself first to establish the attributes that make them ideal. If you know who you are as a person, you’ll most likely know the type of person you’d love to work with. Start with the usual key traits that show up whenever you’re working with a client or interacting with customers and base off from that. For instance, if you’re the independent type when working, you might prefer someone who lets you do your thing and won’t micromanage you. If you’re the kind of person who likes being heard, include in your customer profile that they need to be open to feedback and suggestions. If you have a non-negotiable stance on your rates, you can include that he or she is the type who won’t lowball your rates. 2. Define your customers’ basic details. Now that you’ve established the part about what makes them your dream customers, it’s time to determine the other details. You can start with the following details: Company size Industry Location (local or anywhere) Work role Online hangout places above are just some factors you can consider to start with. Feel free to add more if you think a detail is relevant enough to be included. 3. Don’t be afraid to delve deeper. The last step is the most crucial of all. You need to get to know them deeply to have an effective message they’d want to read. Get familiar with their needs and wants to make sure your message speaks to their innermost desires, needs, and problems. 6 questions to ask customers to improve your sales.You can ask the following  questions to start with: What do they like? What does he or she value the most when it comes to choosing someone to work with? What are their struggles? What are their most prominent beliefs and opinions? What do they aspire in their life and business? What keeps them interested? These are just a few questions to help you imagine who your likely ideal audience is. Once you have a distinct image of the kind of customer you want to attract, writing a message that speaks to them becomes much more manageable. You can also add other psychographic details such as education level, personality type, fave blogs, and political affiliation, among others. Including most of the above will definitely allow you to build a complete picture of who your ideal customer is. Once you have that, crafting a message that speaks to your target market will be a much easier task! Determine What Their Pain Points Are Now that you have a complete overview of your ideal customer, it’s time to zero in on their pain points. This is a particularly important part because crafting the kind of marketing copy that attracts is your dream audience is all about knowing their problems and needs. However, it’s important that you don’t make any assumptions about your audience during this process or your message won’t likely resonate with them. That’s why you should start by asking the right questions. Use focused and open-ended questions that will allow you to learn more about your prospects and their struggles. For example, if your target is small business owners looking to expand, you may ask them questions like: What has stopped you from growing your business so far? Why? What aspect of your business has taken the most time and money? Why? What’s your number one complaint about running your business? Why do you think it’s happening? If you noticed, the above questions sought to pinpoint a particular issue first and then the reasoning why that problem occurred or keeps on happening. This line of questioning allows you to get to the root of the problem and gain much deeper insights on how you can help them solve that particular issue. Another method you can do is to analyze how they interact online. Should you have limited or no chance to survey your ideal customers, you can look at the places they hang out on online such as social media  and forums. Some things you may want to look at are: What do they frequently ask about or discuss with others? What kind of information are they consuming? Are they frequent readers of marketing blogs or news sites? What can you glean from their online behavior? Do they spend more time on social media than any other platform? Why could this be so? The key here is to keep asking and asking until you get to the crux of their behavior. Maybe they’re on social media so much because they’re invested in the personal lives of others or are managing their business pages. You can then note the info down and see later on if it’s something you can use in your message. Whether you choose to engage with your ideal customers directly or analyze them from a distance- the important thing is to listen. Listening well will allow you to peel back the layers of their persona and what they’re struggling with. If you’re able to do that, you’ll be able to glean valuable customer insight that will allow you to speak to their inner desires and concerns. But don’t just resort to using your knowledge of your customers’ pain points to twist the knife and aggravate their pain. A more sustainable and non-icky route is to use it so you’ll know how to position yourself as the solution. Once you know what makes them tick, you’ll know the exact things they’re experiencing and would want to avoid. You can then use the information so you can figure out which pain points you can then help solve. From there, you can also figure out which desires you need to fulfill or fears of theirs you can help overcome which can be the basis of your business offer. Position Your Offer as the Answer to Their Pain Points This takes us to the next step which is to position your offer as the solution to their problems. You have to be able to convey how you can provide value in their lives and how you can help solve any of their particular pain points. You can include any of the following to position your offer: Name your target audience. It’s important that it’s clear to your ideal customers that your business is geared toward them. You can do this by naming them directly or characterizing them in your message. Here’s a great example by Lever: In their message, they make it clear that their target audience mainly consists of recruiters and hiring managers. Show them that you understand them. This is where your research comes in. Mention a specific issue they’re likely still struggling with and include that in your message. This conveys that you know them and are intimately familiar with what they’re facing. Toggl (image below) does this by including the line â€Å"Where did the time go?† For many of us, it’s easy to lose track of time and wonder how you spent it all along. The brand aptly addresses the said concern with the headline they used in their homepage. State your key benefit. For this part, make sure you include the most compelling reason why they should do business with you. Buffer does this below by stating that they can help you save time when it comes to managing your social media. Provide a context on how you can help them. To make your message more powerful, it’s not enough to mention a specific benefit. Take it a step further and provide an instance when your product or service can be valuable. This makes it easier for them to understand how your offer  fits in with their needs or problems. Shopify does this by stating that you can use their platform â€Å"whether you sell online, on social media, in store, or out of the truck of your car...† It makes it easier for Shopify’s visitors to self-select whether the platform is suitable for them or not. Add your most compelling differentiator. It’s not enough to offer them the solutions they need, you also have to let them know what makes you different from your competitors. You can do this by mentioning a USP that fulfills a specific problem your core audience.Dreamland does this perfectly by stating that they’re â€Å"The only brand with the rights to use the patented Miracoilâ„ ¢ springs - the world's most advanced spring system to date.† Once most or all of the above are in place, you’ve now made a solid positioning that will grab the attention of your ideal customers! Here's how to craft copy that your audience will connect withCrafting Copy That Your Audience Can Connect With Now that you’ve got their attention, it’s time to craft your marketing copy in a way that your audience can resonate with. No matter how well you’ve positioned yourself, it won’t mean a thing if you can’t properly translate that into your message. That’s something you can accomplish through the below tips. Create the Perfect Hook Through Social Listening Leading with the right hook allows you to build on the interest of your prospects and encourage them to read more about your message. To craft the kind of hook that will win over your audience, it has to first speak to what they’re going through- specifically their wants and fears. You’ll know what those are by doing social listening research  that involves: Tracking mentions of your brand or business on social media (e.g. Facebook, Twitter) Checking out review sites on what customers are saying about your products or services (e.g. Amazon, Yelp) Analyzing your online metrics to see if there are any patterns or trends you should take advantage or steer clear of (e.g. increased traffic from Instagram, backlinks from bad sites) Doing the above can clue you in on the conversation that’s going in on their heads and what kind of words they’re using. The key here is to use the same words in your message so they can resonate with what you’re trying to convey. For example, if the primary concern of your ideal customers is self-improvement, use words that would tie in with that concept. Using words like success, purpose, transform, achievement,  and their variations to hook your target prospects is an effective way to cater to their deepest desires and needs. You might craft your hook like this: Transform your life and finally achieve the business success you’ve always wanted! Let me help you become more confident and proactive in building a business that aligns with your life’s purpose. Craft Boredom-Free Messages That Stick to Mind If you haven’t noticed, today’s web readers get bored fast. And bored people hop on to the next thing that will catch their attention. So once you catch your ideal customers’ attention, you need to be able to keep it with a boredom-free marketing copy that will stick to their mind even after they’ve finished checking you out. One of the ways you can do that is by writing conversationally. Why? Because people won’t be able to connect with your brand or business if you’re always talking jargon or doing a lot of â€Å"business speak.† That’s why it’s important to craft your marketing copy like how you talk. Use â€Å"you† a lot and don’t make the mistake of only talking about yourself or your business. Just like in real life, no one likes people or businesses that are always full of themselves. Your message should be about them and what they could get from you. Another way to keep your readers from being bored is to avoid marketing buzzwords. Using marketing drivel doesn’t add any value to your message and will only serve to make you sound hollow. Moreover, it makes you sound like everybody else which is the surest way to be thrown into the â€Å"businesses no one really remembers† category. The key thing to remember here is to just make sure your brand sounds real. If your brand is a reflection of yourself, incorporate parts of yourself that you want to show. Maybe you have a straightforward, no-BS approach way of communication, then make sure it’s evident in your copy. One particular example of a business that does this well is Firebox. It’s a fun, humorous brand that likes incorporating amusing takes on gift-giving. Check out their latest homepage copy: They tweaked their site’s headline in light of the Christmas season to let people know (cheekily) that the holidays is really all about the gifts. You don’t always have to use humor to make your message interesting. Just do most, if not all, of the above tips and you can make your brand appear more accessible and easier to connect to! Sell Without Using Hype Hype-based selling is all about using exaggerated tactics to fire up readers so they would be more compelled to buy. Although it’s common to see this type of tactic used on today’s marketing copy, it can easily backfire since you’re trading your credibility for short-term returns. It’s much better to go for a method that’s much more viable to use for the long run because it’ll help build loyalty toward your brand. A good example of a hyped up claim is, â€Å"If You Know How to Write, You Can Be a Published Book Author in 2 Weeks – Guaranteed!† As a writer myself, I know that it takes more than just knowing how to write to be a published book author. You have to have specific knowledge of what you’re writing about and be able to self-publish and market it or get a publishing outfit to help you distribute your book. More than just that, it would take more than two weeks to publish a book. The only way that kind of claim would be valid is if they’re churning out ready-made books for people to publish. This type of implausible claims can only appeal to those who are impatient for results and such people would likely drop you the second you fail to live up to your claims. If you’re looking for long-term customers who will stick with you, that isn’t just the way to go. Even without hype, you can write powerfully persuasive marketing copy  by tailoring your message to resonate with your ideal customers’ needs and wants. Because at the end of the day, conveying your value is still what seals the deal. Write With Specificity Including specific details in your message is another remarkable way to increase your credibility. It’s not only more believable but it also positions you as a knowledgeable source when it comes to that topic. Sharing specific data means you did your due diligence in advance so you can provide your prospects the right information to aid in their buying decision. Rev does this by sharing a statistic on their ad that they can tie in with their services. While in their caption, they provide a specific turnaround time (24 hours), their accuracy rate (99%), and their price per minute ($1). This goes beyond your standard spiels like â€Å"quick service† and â€Å"accurate work.† After all, people will have different definitions of what fast or accurate is so it’s better to be specific on the exact meanings of your claims. You can also apply the concept of specificity when it comes to your benefits. Just choose one specific benefit that has the most advantage for your target market. This helps your message to immediately resonate with them. TransferWise uses this method to  make  their home page’s web copy more compelling. They start out by stating how much exactly do banks typically charge when sending money (up to 5% in hidden costs) and that they’re actually â€Å"8x cheaper,† which means more savings for its users. By using the above tactics, your target prospects will be going, â€Å"This is for me!† in their heads long before they’re finished reading what you have to say! Converting Your Best Prospects to Lifelong Customers Now that you’ve managed to grab their attention and attract them to your brand, it’s time to convert them as lifelong customers. Once you’ve got good people looking at you, it only makes sense to have them on your team- for good (or as long as possible). Overcome Barriers to Purchase Most people don’t just buy on a whim. If it’s an especially big purchase, you can bet that your customers will likely take their sweet time thinking about whether to buy it or not. Converting your target prospects  into actual paying customers means you have to be able to pre-empt any concerns they may have about buying from you. A good way to do this is to reframe the cost of your offering especially if the product or service you’re offering is expensive. Cast your pricing in a different light by positioning the cost as an investment for them. Let them know that they’d only need to pay a high fee once and that they’ll be able to reap the returns repeatedly in the future. Or you can also break down the total cost to a much more digestible amount. For instance, if you’re offering a $30 monthly membership course, let them know that they’ll get to learn from your expertise for just $1 a day or for less than the cost of one Starbucks coffee. Whatever paints a better picture for your audience. Another way to make the buying process easier is to offer different price tiers  such as the one below: This is because not all costs can be reframed. That’s why in such cases, it’s better to just have a variety of pricing points that your audience can choose from. Lastly, take away the risks of buying from you. Offer a free trial or a money-back guarantee for a specific period of time. Using the above tips will definitely ensure a much smoother buying process to help your prospects become your lifelong customers. Get People to Act on Your Message with a Strong Call-to-Action  Copy What’s a superbly crafted message if it doesn’t compel your target audience to act? Now that all the other elements are in place, the next logical step is to move them toward a specific action. For that, you’ll need a call-to-action or CTA to end your message. Compelling calls-to-action prompts your prospects into engaging with your brand or website in some way. And for that you’ll need two things: a compelling button copy and a striking visual presentation.  Here’s an amazing example by HubSpot: In the above example, they ditched the standard â€Å"Sign Up† and â€Å"Free Trial† CTA copy for a more benefit-oriented one: †Convert More Visitors.† Moreover, they made sure the CTA button popped out by using the color green to contrast with the orange background.

Britta Riede Harrison Essay Example | Topics and Well Written Essays - 500 words

Britta Riede Harrison - Essay Example These social techniques include driving, analytical, amiable and expressive. The four social styles the leader should know fall into three dimensions; responsiveness, versatility, assertiveness. Assertiveness is gauged from one’s tendencies to tell or ask in interacting with others. The â€Å"ask† tendency is more reserved whereas the â€Å"tell† tendency is more outgoing. Responsiveness is a perception of one by others as to whether he displays control in situations or shows his feelings and emotions. In this dimension, one can be more emoting or more controlling. Responsiveness can be expressed verbally based on the tone, subjects being discussed and the descriptions given, and non-verbally based on gestures, body postures and facial expressions. When fitted into these three dimensions, definite traits manifest in the 4 social forms. Knowing these traits is crucial for anyone in a leadership position. For instance, as he can understand himself and his subordinates better and possibly predict their reactions when faced with different situations. He is also able to assess his own character intelligently and make necessary adjustments. Analytical style is characterised by seriousness, exaction, indecision and manifestation of logic. Driving style is characterised by one being independent, formal, practical and dominating. Amiable style is characterised by dependability; supportive, pliable and openness and expressive style is characterised by animation, impulsive, being forceful and opinionated. Identifying ones social style is very critical in dealing with tension as a leader. You get to know how others perceive you, how to go about tension and other’s back-up styles and to talk about other’s tension but not one’s own in conversations. It is true that some tension is needed for optimum productivity, but too much tension lowers productivity and so does too little tension. Relationships go down in the