Wednesday, August 17, 2016

My Book

If this blog has helped you, please support my new book:  "Dillen Smith: The Knighthood" at Amazon.com.  Here is the link to my new book.

You can read my book for free for a limited time from August 20 to August 24, 2016.  Please leave a review at Amazon.com if you read it free.  The reviews would really help my book.  Thank You so much!
Here are some excerpts of the book:

The Knighthood of Dillen
By G.C. Sheys


Chapter 1.  The Dream

So far Dillen Smith’s thirteen years of existence could be described largely as uneventful, even boring.  His daily routine consisted of going to school and coming home.  No wild parties.  No date nights.
His idea of fun was playing with his pets in the yard.
On the outside, Dillen looked like a typical thirteen-year-old. He was tall about 5’8” and lanky.  Everyday, he felt like he was growing although that could not be true because his height remained the same.  He acted a bit clumsy and awkward.  The awkwardness he attributed to his growing hormones.
His dark brown, short hair made him looked younger than thirteen years   He enjoyed playing ball games and computer games, just like any teen  But for the most part, he preferred to be alone and play with his pets- a ferret named Syber and a Guinea pig named Blossom.
His parents – Chris and Linda Smith – were supportive of his endeavors, which basically consisted of nothing since computer games and pet sitting (two of his favorite activities) were not exactly great accomplishments.
But his mom, Linda, always encouraged him to do something phenomenal. She told him to think outside the box.  Be his best self.  Conquer the mountains – whatever that meant.
Linda Smith grew up to be the family beauty.  She was used to being the center of everyone's attention. It was at thirteen, after all, that Linda started joining beauty pageants.  In her youth, she ruled the catwalk.  With her statuesque and thin frame, she caught the eyes of numerous talent scouts. She was a crowned beauty at a young age.  You could say that she was a social success.
Unfortunately, Dillen did not follow in Linda’s footsteps.  Nor did he inherit her social graces.  He was more like his dad – socially awkward and shy.
At forty-five, Linda still had her looks.  She was tall, slim and sported a wavy blonde hair.  Her hair used to be dark brown but she dyed it blonde.  She was a homemaker.  She had not worked since the day she got married.  She found working on top of doing the household chores too stressful.  And when she had Dillen, the more the chores stressed her.
Fortunately, her husband, Chris was moneyed.  Chris was the same age as Linda.  He did not grow up rich.  But he was a computer genius.  He could read and write computer languages like they were plain English.  He got paid huge money for his skills. That enabled him to give his family a comfortable lifestyle.
Chris and Linda met when Chris was tapped by the pageant committee to do some computer works for them.  The pageant needed a computer to be set up on stage to provide the backdrop for the gown and swimsuit competition. Chris, being a popular programmer, was the natural choice for the job.
Chris liked Linda from the get-go.  They had been inseparable ever since.
It was an odd pairing – a computer geek and a pageant winner.  People said they had nothing in common.  That their marriage would last, at most, a year.  But it had been fourteen years and their marriage was still going strong.
Dillen was proud of his parents. But his mom did not seem to reciprocate his feelings. Linda may not say much but Dillen could sense her disapproval of his reticent lifestyle.   She thought he should be a go-getter surrounded by real people not pets.  Her expectations on how Dillen should live his life clashed with his.

It was at his mom’s constant prodding to be somebody at the social scene that Dillen found himself imagining to be a knight, a hero or even an actor to make up for his feelings of inadequacy.  He wanted to be a knight because there was something dramatic about being one. Maybe because they ride a horse through the sunset.
A hero was, of course, hailed by everyone.  He thought it might be cool to be so admired.  Or maybe, he could be a famous actor adored by many.
Any one but himself because he thought he fell short of his mom’s grand expectations.
Dillen sighed.  If he could just do one spectacular thing, maybe his mom would be proud of him.  Sadly, he was just an ordinary boy.  Spectacular things did not happen to ordinary boys like him.
Dillen's introversion made Linda worried. And she had no qualms talking about it to her husband.

Dillen accidentally overheard his parents talked about him one day, as they watched television in the living room.  They didn't realize that he could hear them when he opened his bedroom door on the second floor.  

"Do you think our son has health problems we are not aware of?" His mom asked. 

"He's perfect. There's nothing wrong with our boy,”  his dad, Chris, assured his mom. 

Linda seemed unsatisfied with Chris’ answer, "it’s not what the teachers said.  They said he’s aloof, withdrawn, and unsociable.  He does not talk to people, just pets.”
“I don't see anything wrong with that.”
“Shy people do not reach their fullest potential.  That's what's wrong with that,” she lamented.
Unlike Linda, Chris could not see what the big deal was.  Shy or not, Dillen was perfect the way he was. Besides, he didn't want a son who was a social butterfly. "Maybe he's just an introvert,” he muttered a reply.

"He needs to get out of his shell.  In this case, get out of his room and hang out with boys or girls his age,” Linda said.
 "He'll outgrow this stage.  You'll see,” Chris said.  Chris had been an introvert all his life.  He turned out good despite being shy and withdrawn.  He had no doubt Dillen would too.


"I hope so." His mom said. She seemed to stifle a sob. 

"Why are you crying?”  Chris asked.  He thought his wife overreacted.

“I'm just worried for our son. He is our only son, you know.”

“There. There.  Don't worry about it.  He will turn out fine.  Everything will be alright,” he heard his dad said.

“We should have bought him those toy robots instead of letting him get pets.  Now, he's talking to the ferret and Guinea pig like they're real people.” Then as an afterthought, Linda asked, “Maybe we should get rid of those pets?" 

"The pets are his friends. Getting rid of them might make him depressed. Is that what you want?" 

"It might force him out of his shell.”
“That's not the way to do it.  It might make him rebellious.  Give him time. I'm sure Dillen will come around.”
Linda sighed. “I just hope this phase will be over soon." 

"It will be.  It will be,”  he heard his dad said repeatedly as if he too tried to convince himself to stay positive. 

When Dillen came out of his room, he pretended not to have heard the conversation between his parents.  He felt bad that he made them worry.  But he felt happy being himself. He could not be anyone but himself.   He did not see any problem with being an introvert either.

"Do you want to invite your friends for a sleepover?"  His mom asked when she saw him.   

'What friend?' Dillen thought.  “Not this time mom.  Maybe later,”  Dillen would say no each time. 




Despite Linda’s misgivings about his introversion, Dillen loved his uncomplicated life.  He lived simply.  No dramas. No adventures. No surprises.  He preferred it that way.
Well, it was mostly like that until, one day, he experienced something out of the ordinary. Dillen's peaceful existence, all of a sudden, went topsy-turvy.  He didn't realize it then but that day heralded a new beginning.  A world of adventure unknowingly opened up to him. In hindsight, he should have paid attention to the clues.  But he was too preoccupied with his troubles to notice them.
It all began with a weird dream. The first time he dreamt it, he thought he had gone crazy.  The details were a bit fuzzy since he had a hard time recalling them but he could remember a voice waking him up in the middle of the night.
“Dillen, wake up! Wake up!” a man’s voice could be heard pleading him.  He had been sleeping comfortably in his bed for several hours when the voice woke him up.
Dillen did not welcome this intrusion.  He hated to be woken up from deep slumber.  One of the most precious things he treasured in life was his sleep.  A man, especially a growing one, needed his sleep.  But the stranger seemed in need of help. He could not ignore a person in need no matter how much his body screamed for sleep.
He forced himself to wake up, if only to please the stranger.  He struggled to open his eyes. At first, he felt disoriented.  He couldn't remember where he was.  It was dark.  The only light he saw was from a distant street light.  It took several seconds to get used to the darkness. Then, it dawned on him that he was in his bedroom.
Dillen could see the man stood at the center of his room.  But the vision was not so clear.  Largely, because he was still sleepy and the room was dim.
He felt scared but sleepiness overtook the fear.  Also, he was curious to see the person who woke him up.  He wondered what the man was doing in his room.  He could not be a thief.  A thief would not wake up a homeowner.  But he could be wrong.  “Who are you?” Dillen mustered the courage to ask.
He could see that the man was dressed in metal gear from head to toe.  He looked like one of those horse-riding Knights from the Medieval.  His face was not covered by the metal gear. Dillen could see parts of his face illuminated by the street light, enough to give him an idea of how he looked like.
“I'm a knight.  I come from the past.  We need you Dillen.  Please help us,” the man pleaded.
 Dillen could hear the urgency in his voice.
“But I am not from the past.  I'm right here in the present,” he mumbled an incoherent reply. The drowsiness made him sound more like a drunk.  He struggled to keep his eyes open. But all his body wanted to do was fall back to sleep.  The bed just felt so inviting and comfy.
“You can go back to the past, Dillen.  You have the means to do so. All you have to do is accept the offer.  Please help us.”  With that, the voice faded away and the man vanished.
Dillen did not have a chance to ask questions.  He wa fast asleep.  But seconds later, he stirred wide awake.  He could not recall exactly what had transpired but he could remember seeing a man in his room just a minute ago. Instead, he found himself staring blankly at the wall.
‘Did he just dream all that…again?’ he wondered.
He had dreamt the same dream for ten nights in a row now. He did not know the guy. He had no idea why the man kept showing up in his dream.
At first, he shrugged it off as just an ordinary dream.  Maybe, it was a way for his tired body to cope.  But this had went on for far too long for him to ignore.  Besides, it was creepy!  The man did not seem evil but he did not welcome the intrusion night after night.
Dillen was resolved to put a stop to this dream.  He needed to act on it.  Fortunately, the next day was a Saturday.  There were no classes. He could talk to his mom about the recurring dream. Perhaps, she could help him.
He glanced at the clock on the side table.  It was ten minutes to two in the morning.  Too early to get up.  Dillen went back to sleep. He was dead to the world in no time.


The next day, he talked to his mom about the recurring dream that kept him awake at night.
 “The guy looks like someone from the olden times, he wakes me up in the middle of my sleep every night.  He has done this for ten nights in a row now,” he complained.
 “Does he look familiar to you?” his mom asked.
“No, I never saw him before.”
“That sounds creepy! Does he scare you?”
“Actually no.  He seemed like a nice person.”
“What did he say to you?”
“He wants me to go back to the past to help him.”
“The past? It is not possible to go back to the past. It does not make sense at all. Well, dreams don't make sense after all.”
“I wonder what the dream meant?”
“Next time, why won't you ask him how you could go back to the past and help him? Maybe that will answer your question on its meaning.”
“I get so groggy, I often forget what to ask.”
“Maybe your subconscious mind is telling you something. Or, the message holds some clues to your past life or your future.”
“What clues?”
“I don't know son.”
“I have no idea what the dream meant. I just want it to stop.”
“We should go see a therapist next week. He will have much better idea on how to interpret your dream.”
“Will the dream stop if I see a therapist?”
“Maybe so.  At least, the therapist can tell you how to.”
“Okay.”
“If it makes you feel any better, I will go check on you several times tonight.  Maybe if you have company, he won't show up.”
Dillen nodded.  “Maybe so.  I just hope he won't show up tonight. It's freaking me out.”
“If he will, call me.”
“I will. Thanks mom.”
“Anything for you, son.  Don't worry about it.  It's just a dream.  If he meant to harm you, he would have done so ten days ago. We'll figure out a way to make it stop.”
Dillen heaved a sigh of relief.  Indeed, if he was a bad person, he would have harmed him since day one. “Thanks mom.”
“Why won't you set the table?  Lunch will be served soon.” Linda said, “ and oh, before I forget, could you please bring this green bean casserole and pecan pie to our neighbor, Mr. Ridley?  He loves green beans and the pie  I'm sure he will love both dishes.”
Mr. Bach Ridley was their seventy-nine year old, widower neighbor who lived alone in his house.  Dillen's mom would sometimes give him food. Perhaps, to cheer him up because he seemed so solitary. They had been neighbors since Dillen could remember. 

Mr. Ridley often saw Dillen when he would leave for school. Or, when he got home from school.  The old man had a habit of sitting by the porch each afternoon until the sun sets.  He did not talk a lot. He liked to be by himself, much like Dillen. Mr. Ridley would wave his hand at him every time he walked past his house. That was largely the extent of their interaction. Despite Mr. Ridley’s aloofness, Dillen grew fond of him. 
Being next door neighbors, Mr.  Ridley was invited to every single one of Smiths' Thanksgiving and Christmas parties.  If he could not show up for some reason like an illness, Linda would ask Dillen to bring him some food.
During Thanksgiving, Dillen would bring a huge slice of turkey, mashed potatoes and gravy, corn, meatloaf, cheesecake and his favorite, sweet yams.  On Christmas, he would get a slice of ham, cornbread, potato salad, baked beans and chocolate cake.
Dillen remembered the dishes he brought because he helped prepare those foods. Also, they prepared the same foods year after year for each occasion.  Which was a good thing because he only ate some of those dishes on those occasions.  It made him look forward to those days.

Dillen went to Mr. Ridley's house and knocked on the door.  He brought the casserole and pie with him.
“Who is it?”  Mr. Ridley asked.
“It's Dillen! Mom asks me to bring you some food.”
“Come in Dillen.”
When Dillen stepped inside the house, he saw Mr. Ridley sitting on the dining table, all by himself.  He had a loaf of bread, a stick of melting butter and a cup of dark coffee on the table in front of him.  “You're just in time for my lunch,” Mr. Ridley said.
Lunch didn't seem much for Mr. Ridley.  Dillen was glad he brought him some real food.  The old man needed proper nourishment especially at his age.
Dillen laid the food on the table. “Mom knows you love green beans.”  The bean casserole was in a small, rectangle-shaped, disposable silver serving dish.  The pecan pie was in a small, round-shaped, disposable silver dish. It was a lot of food for one person. Mr. Ridley would probably eat the food for a day or two.
“And you bring pecan pie too.  This is one of my favorites.”  Mr. Ridley declared.  “These are a lot of food son.  Please tell your mom thank you.  I truly appreciate her generosity.  And thank you too for bringing the food to me.”
“No problem at all. Mom loves to cook and share her food to you.”
“She's a good woman. She looks after me like I'm her dad.”
“She does look up to you like a father.  And we are happy to help.  You need all the help you can get.”
“Do you have grandparents?”  Mr. Ridley asked.
“I do but they live so far away. I barely see them except on special occasions.”
“I won't mind if you call me grandpa.  And it does get hard around here since I'm alone.” Mr. Ridley said as he glanced at the bread and coffee on the table. “I meant to cook something for lunch but my gout bothers me.”
“Don't you have children or grandchildren?”
“I do.  But, like you, they live far from me.  They have their own families now too. They're too busy to come and see me.”
“If you need help Mr. Ridley, you can always count on me.”
“Nah, it's ok. I can manage.  I'll be fine.”
“I don't want you to think that you're a bother.  You will never be a bother. I'll be glad to help.”
“Thank you Dillen.  You're a good boy, son. Your parents are lucky to have you.”
“Thank you for the compliment.  I'd better get going now.  Mom will serve lunch soon.”
“Thank you Dillen.”
“You're welcome.” As Dillen turned to go, he accidentally brushed off one of the framed pictures on top of Mr. Ridley's table.  The picture frame fell to the floor.
“Oops.  I didn't mean to do that.  I'm sorry.  I'm so clumsy,” Dillen apologized.
Good thing the picture frame did not break.
Dillen stooped down to pick it up.  When he looked at the picture on the frame, he had the surprise of his life.  His heart skipped a beat.  The man on the picture was the same man who appeared in his dreams for ten nights now!  What were the odds that he would find him in Mr. Ridley's house?
“Mr. Ridley, can I ask you something?” Dillen asked as he picked up the framed picture and stood up.
“Yes of course.  What is it?”
“This man in the picture.  Do you know who he is?”
“He is my friend.  Someone I know from the past. Why do you ask?”
“He appears in my dream for ten nights in a row now. Could you please tell me his name? Maybe it will help solve the mystery.
“His name is Artos.  I haven't seen him for years.  I was fifteen years old when I last saw him.  I kept that picture as a souvenir.”
“Do you know where I can find him? Or, at least, contact him?”
“No. The last time I saw him I was in Boston at that time. I never talked to him after that.”
“Is there a way that you can contact him?”
“No.  I can't.”
“Do you know his last name? I can search his contact details online.”
“Unfortunately, I don't know his last name.”
Dillen sighed.  All he got was a name.  There were so many Artos all over the world.  How would he find him? “I've been wondering about this dream and the guy.  I don't know what to make of it,” he confessed.
“What do you see in your dream?”
“This guy is asking me for help.  He said he's from the past.  Whatever does that mean?”
“He could be in trouble. And, he literally needs your help.  That could be a possibility.”
“But how can I help him? I don't even know who or where he is.”
“He will manifest in due time.”
“Do you think so?”
“He will. Just be patient,” Mr. Ridley seemed so confident.
“I hope so.”
“Let me know if you dream of him again tonight.”
“I will.” Dillen replied, “I’d better get going.  Mom is waiting for me.”

During lunch, his mom asked him questions but Dillen's mind was on the picture. Artos – the guy’s name.  He thought of the name over and over. He needed to find out more about this guy.
“Are you alright son?” Linda asked.
“Yes just wondering about my dream.”
“Just let me know if he shows up again tonight.”
“I will.”
After lunch, Dillen headed to his room.  He used his tablet to search for “Artos”online.  The search produced numerous results.  He clicked on the images to see if they resembled the man in his dreams.
The search was not successful. Dillen did another search.  This time he keyed in the words “Artos knight” mainly because the man looked like a knight.  The search results showed images of various men.  He kept searching through the images until he stumbled on a knight who looked similar to Mr. Ridley's friend, Artos.
The result showed an image of a knight who looked like the man in his dream.  According to the search results, the man was the great grandson of King Arthur of the Knights of the Round Table.  What made it so surprising was his birthdate.  He was born in the 1800’s.  That would make him more than three centuries old!  It could not possibly be the same Artos whom Mr. Ridley befriended.  Or, the one who appeared in his dreams. He could not be three hundred years old.
Dillen got confused more than ever.  Why would a three hundred-year-old man pay him a visit?
He could not find immediate answers to his questions.  Perhaps, his dream meant nothing.  Maybe, if he would forget about it, the guy would not come back.

That night, the dream that Dillen dreaded didn't recur.  Surprisingly, the next day on a Sunday night, he didn't dream of Artos too. He happily reported to his mom that the dreams stopped. He also told Mr. Ridley on Monday, before he left for school, that the dream didn't recur.
“Good for you.” Mr. Ridley said.
“I think talking about the dream helps put a stop to it. I'm glad it's over. I got scared seeing the same dream again and again.”
“It could be a sign Dillen.”
“A sign?”
“Of something bigger.  That you're meant to do something big in the future.”
“What could that be?”
“I think we will find out soon enough.”
Mr. Ridley's words puzzled Dillen.  But he didn't give much thought to them as he needed to hurry for school.

Wednesday, August 1, 2012

How Markus Frind Build an Online Empire in PlentyofFish.com


Markus Frind started the renowned free online dating site PlentyofFish.com. In 2006, he earned an estimated $10,000 a day from Adsense. Currently, PlentyofFish is reported to have 45 million visitors and 1.1 billion pageviews monthly earning Frind approximately $5 to 10 million annually.

So how did Markus Frind achieve this seemingly impossible feat? For would-be online entrepreneurs, Markus delineates 17 doable steps that could help spur business. These are:

1. Timing is Everything – Knowing what the market needs and addressing it promptly is crucial. Growth of an online business is often spurred by being the first-mover. For instance, Lavalife used to be the only dating site in Canada and this contributes to the fast increase in membership sign-ups.

2. The Power of ‘Free’ Business Model – free sites always attract a lot of attention. When PlentyofFish came online, it was the only free dating site which was instrumental for its massive success later.

3. Forming a team is Not Necessary – When starting an online business, it is not necessary to hire employees immediately. This is because almost all work, except for few technical issues, can be automated.

4. Offline Marketing is Not Necessary - Offline promo is only good when there is a huge customer base. However, if you are just starting and want to attract more members to your site, offline promo is not needed.

5. Success is Not Based on One Thing – There is no single, surefire formula for success. Success happens due to an amalgamation of factors. One cannot just copy a popular website like Google and be successful. Success is due to having the right idea that address people’s needs at the right time.

6. Uptime is Equally Important to Innovation – Redesigning the site is good. Having a consistent uptime however is just as important as the skill in redesigning a website because as the site grows, more and more users will be coming to it and it is necessary that it stays up so as not to drive potential users away.

7. Make Unique Sites - create sites that no one else has made. Sites may have low number of visitors but if they have high EPC or earnings per click, they will make more money

8. Good Work Ethics – whenever you find yourself running out of ideas just force yourself to type words. Later, working would become a habit.

9. Function over Form – the value of the site and its functions are more important than its design. Site should be useful to the reader. Ads should not be too obvious. Improvements should be introduced.

10. Think of ways to monetize your site before building it. See the potential ways to earn money first like Adsense, affiliate marketing and others.

11. Don’t be discourage. If you drive traffic to your site, it can have good earning potentials for you. Just persevere even if you are only earning a few cents per month. As the site grows, so do its pageviews.

12. Learn what is necessary. Pick out new things even from your competitors and do things better than them.

13. Monetize Your Site. There are other money-making ventures other than adsense. When you generate traffic, it is good to look at other options in order to earn higher.

14. Know the Limits of Your Business. Do not try to adopt business models that do not fit into your current one. For instance, turning your site into a paid one instead of being a free dating site. This could confuse users. Also, aiming to expand to an already saturated market.

15. Always have a goal. A goal will inspire you to work harder. This will also deter you from being complacent.

16. Success does not fall on your lap. Planning alone will not make a business a success. There is no substitute for hard work.

17. Costs vs Profits – knowing how much you need to spend will enable you to determine how much sales you need in order for the business to become profitable. For sites with at least 100,000 unique visitors per day, operational costs in the form of hardware and software could would be necessary. If the costs run to 2-3 cents per unique visitor then advertising is enough. If you incur a cost of 10 cents per unique visitor then selling a product or service would be a good idea.

How to Think and Grow Rich : Qualities Needed to Attain Wealth

Man’s quest for wealth and financial freedom has always been the center of struggles and aspirations. The need for financial security goes beyond mere luxury. It is in consonance with our instinct for survival. Being able to afford the basic necessities – food, clothing and shelter – gives us the freedom to aspire for greater things in life.

In the search for wealth, man has tapped into inner resources to reach their goals. One important way to become rich is to tap mental prowess. The mind offers an unlimited resource for success. We can employ the mind to attain financial success.

Think and succeed. That is the formula in a nutshell. What it entails though is nothing but simple. Learning how to think and grow rich through mental efforts require discipline, persistence and a lot of faith.

Faith is at the heart of this whole exercise. Belief serves as the foundation or building blocks with which to create the wealth. Without faith, it will be hard to manifest the desires or persist in going after the goal.

Faith means knowing for certain what one doesn’t really know for sure. It is relying on instincts or intuition. The reality is first formed in the mind before it will be actualized. It does not require proof. Reality may paint a different picture but faith does not allow it to mar its aspirations.

Imagination is an important mental tool on learning how to think and grow rich. Having a definite goal in mind complete with the littlest details will surely aid our efforts geared towards the right direction.

Persistence is another key on learning how to think and grow rich. Sometimes goals take a long time to accomplish. There will be obstacles along the way. Not only that, the path to success is littered with failures. Most people find it easier to just give up the fight and accept defeat.

Persistence, though, helps us to prod on despite the difficulties ahead. Some takes years to master a craft. Others take a few days. The degree of success is measured by how long we travel and how much we overcome to get to the destination. The most difficult feat often gets the most accolades.

Discipline is the binding force that unites these traits to utilize them to a common goal. Without discipline it will be hard to persist, to use the imagination and to have faith. Discipline enables one to focus on the tasks at hand with the end in mind.

Basic Marketing Processes in an Entrepreneurship: Rewards of an Entrepreneurship

According to Kyle (2006) the basic marketing processes in an entrepreneurship are:

1). Analyzing the customers and the business environment in order to

2) identify key opportunities to better and more profitably meet customer needs,

3) figuring out how to act on those opportunities, and then

4) implementing your plan.

Analyzing customers and business environment means identifying your target market, knowing their buying patterns and other pertinent information and also knowing the competition since they form part of business environment.

Identify key opportunities to meet customer needs. Once the market is identified, know the needs that the company can cater to.

Figure out how to act on opportunities is finding ways to explore and exploit these opportunities and translate them into profits.

Implementing the plan means carrying out or executing the plan in the course of doing business.

Rewards of an Entrepreneurship

Running a business is truly rewarding and interesting career. For one, you learn so many things in running and managing a business. At the start of a business endeavor, it is common to see the owner involve in all aspects of business operation from marketing to accounting. The knowledge one gains from this experience is truly invaluable.

Running a business also helps a person to acquire or enhance good qualities such as hard work, ability to deal with people, resourcefulness, leadership, patience and many other desirable traits.

Business will also expose one to several people and business organizations. In the course of running a business, social interaction is always a necessity. Meeting people from all walks of life and becoming acquainted with various corporations are but a few of the privileges one enjoys as a businessman.

Being a business person truly makes one well-rounded. It will expose you to a number of challenges and opportunities. Everyday you get to handle different situations. There is no dull moment in business.

Marketing Strategies of Friday's: The Legacy of Casual Dining Experience

T.G.I. Friday's which is often referred to as "Friday's" is an American restaurant chain which focuses on casual dining. To date, they have more than 500 restaurants worldwide. The company forms part of the Carlson Companies.

Its name is derived from the expression "TGIF" ("thank goodness [or "thank god"] it's Friday"). Its trademark appearance is red-striped canopies, brass railings, Tiffany lamps, and antique décors. The following are the marketing strategies used by TGIF :

Smaller Portions

TGI Friday's smaller portions promo at a much cheaper price in restaurants started in 2007. Now, they currently hold the title 'Leadership Role in Portion Control' as they introduced three new entrees and mini desserts. "Right Portion, Right Price" menu currently numbers eleven entrees which are priced from $5.99 to $9.99.

Guests also have the option to partake of smaller portions of desserts with Mini Dessert Shots, a selection of two shots from the following flavors: Rocky Road, Chocolate Raspberry, Peanut Butter Cup, Chocolate Chip Mint and Orange Cream. TGI Friday's intends to make 'Right Portion, Right Price' a permanent addition to the menu and the entree choices are growing.

A year after it introduced smaller portions to its menu, the less food strategy generates more customers and bigger profits for TGI Friday's. In 2007, the casual dining sector experienced difficulties attracting customers.

The entire casual-dining industry pegged the decrease of guests to around 2.8 percent but TGI Friday's number of customers grew by 1.4 percent compared to 2006 figures of same period. Knapp Track, the casual dining index, revealed that TGI Friday's have outdone the competition in casual-dining industry.

Employee Empowerment

In the service industry, suggestions for improvements in quality in hospitality operations always zero-in on the use of empowerment as a strategy for the management of employees.

Analysis should be made to determine if the employer initiatives intended to empower employees are initiatives which are merely labeled as empowerment or are actually empowering. To determine this, empowerment is observable in the way an employee develops a sense of personal efficacy.

TGI Fridays is an organization that offers service to customers that is characterized as "mass customization". The successful service encounter in TGI Friday's restaurant enables the employees to provide customers with advice and counseling in their choices of meals and providing a personalized service performance.

To attain this, employees are managed through a group of approaches which are give "empowerment through involvement". This means the development of personal efficacy and customer engagement in service performance, but to a limited degree focused on the carrying out of their roles.

Marketing Efforts

TGI Friday's national marketing efforts were able to greatly increase sales and penetrate new markets. Continued spot radio in select markets, outdoor advertisement, print placement and national and local promotions -- T.G.I. Friday's restaurants gained coast-to-coast exposure through network television. T.G.I. Friday's restaurants run national television advertising.

Applicable Business Strategies for TGIF

TGI Friday's being a pioneer in the casual-dining industry, it is fortunate to establish a large base of clientele who are loyal patrons to the company. It is important therefore to develop this brand name, trademark and strong client base. It is recommended that TGI Friday's business strategies should include:

a). continuously capitalizing on the brand-name recognition and goodwill associated with T.G.I. Friday's restaurants;

b). expanding the Company's restaurant operations through the development of additional T.G.I. Friday's restaurants in its existing development territories and through the development of new restaurant concepts and the acquisition of restaurants operating under other restaurant concepts; and

c) increasing its profitability by continuing to enhance the dining experience of its guests and improving operating efficiency. Industry leadership, innovation and standard of excellence define T.G.I. Friday's experience. The legacy of a fun experience and fantastic food and drink, T.G.I. Friday's restaurants provide an environment where families and individuals experience fun-filled, casual dining experience.

Tuesday, July 31, 2012

Dealing with Cross-Cultural Factors in International Marketing: Three Main Approaches to International Marketing

The three main approaches to dealing with cross-cultural factors in international marketing that could be applied to the marketing of a product/service combination are the following:

Hofstede's Dimensions. Geert Hofstede, a Dutch researcher, conducted an interview on a large number of IBM executives in various countries, and the results revealed that cultural differences tended to center around four key dimensions:

* Individualism vs. collectivism: This aspect answers the question: to what extent do people believe in individual responsibility and reward rather than having these measures aimed at the larger group? Contrary to the usual thinking, Japan actually is not as collective as it may as it ranks in the middle of this dimension, while Indonesia and West Africa rank toward the collectivistic side. The U.S., Britain, and the Netherlands rate toward individualism.

* Power distance: To determine power distance, one should ask: To what extent is there a strong separation of individuals based on rank? Power distance seems particularly higher in Arab countries and some Latin American ones, while it is more modest in Northern Europe and the U.S.

* Masculinity vs. femininity involves a somewhat more vague concept. "Masculine" values involve competition and "conquering" nature by means such as large construction projects, while "feminine" values involve harmony and environmental protection. Japan is one of the more masculine countries, while the Netherlands rank relatively low. The U.S. is close to the middle, slightly toward the masculine side.

* Uncertainty avoidance involves the extent to which a "structured" situation with clear rules is preferred to a more ambiguous one; in general, countries with lower uncertainty avoidance tend to be more tolerant of risk. Japan ranks very high. Few countries are very low in any absolute sense, but relatively speaking, Britain and Hong Kong are lower, and the U.S. is in the lower range of the distribution.

One problem with Hofstede's original work was it did not address the fifth dimension of long term vs. short term orientation whichhas been proposed. A concrete example of long-term vs. short-term is in the U.S., managers like to see quick results, while Japanese managers are known for take a long term view, often accepting long periods before profitability is obtained.

Edward T. Hall's High vs. low context cultures: In some cultures, "what you see is what you get"-the speaker is expected to make his or her points clear and limit ambiguity. This is the case in the U.S.-if you have something on your mind, you are expected to say it directly, subject to some reasonable standards of diplomacy.

In Japan, in contrast, facial expressions and what is not said may be an important clue to understanding a speaker's meaning. Thus, it may be very difficult for Japanese speakers to understand another's written communication. The nature of languages may exacerbate this phenomenon-while the German language is very precise, Chinese lacks many grammatical features, and the meaning of words may be somewhat less precise. English ranks somewhere in the middle of this continuum.

Ethnocentrism and the self-reference criterion. The self-reference criterion refers to the tendency of individuals, often unconsciously, to use the standards of one's own culture to evaluate others. For example, Americans may perceive more traditional societies to be "backward" and "unmotivated" because they fail to adopt new technologies or social customs, seeking instead to preserve traditional values. In the 1960s, a supposedly well read American psychology professor referred to India's culture of "sick" because, despite severe food shortages, the Hindu religion did not allow the eating of cows.

The psychologist expressed disgust that the cows were allowed to roam free in villages, although it turns out that they provided valuable functions by offering milk and fertilizing fields. Ethnocentrism is the tendency to view one's culture to be superior to others. The important thing here is to consider how these biases may come in the way in dealing with members of other cultures.

Marketing Strategies of Virgin Group: SWOT Analysis

Virgin Group's brand manual says "Our people come first." Virgin realizes the importance of employees in the success of the company. They develop loyalty from their own employees in order to build their reputation.

Environmental and Organizational Strategic Issues

Virgin Group finds new ways to lead the airline industry on environmental issues. The airline's brand new fleet is one of the most fuel and carbon efficient fleets being operated in the world.

The Virgin Group has also plan to reinvest all profits from Virgin-transport related businesses to renewable fuels research and other "green" initiatives that combat climate change. Virgin's current environmental initiatives include: a fleet and flight path analysis program to collect and analyze fuel burn data; operational programs that reduce carbon emissions; employee-focused green incentive efforts; and use of green guidelines in various procurement and operations decisions.

On 9 February 2007, Richard Branson, the owner, announced a new Global science and technology prize-The Virgin Earth Challenge. This is done to encourage technological advancements that will promote sustainability and welfare of mankind.

The Virgin Earth Challenge will award $25 million to the individual or group who are able to demonstrate a commercially viable design which will result in the net removal of anthropogenic, atmospheric greenhouse gases each year for at least ten years without countervailing harmful effects.

The basic condition is the removal must have long term effects and contribute materially to the stability of the Earth's climate. Virgin's environmental and organizational strategies maybe branded as 'maverick' a bit radical even weird at times but are effective.

Their thrust to take into consideration sustainability in their business decisions is truly noble and remarkable. The company should continue in their commitment to engage investors, environmental groups and employees efforts toward the protection and promotion of environment.

SWOT Analysis

Strengths The Virgin Group's strength is a strong brand name. The main advantage for this group is that they are experienced in two different kinds of distribution - in stationary trade and in mail ordering. The group is far less integrated than other big groups which make them more flexible compared to others.

The Virgin Group has a strong brand name which is strongly associated with its billionaire-owner Richard Branson. Branson's experience is multiple particularly in introducing new products in a competitive marketing environment. It has high budget or investment which can pay for quality labor, services or products.

Weaknesses

The irony is that Virgin's strong brand name is also its weakness. This is because Virgin's image used to be that of a rebel and always taking the consumer's side. With the introduction of Virgin Trains and Virgin Credit Card, the image seems diluted now. Consumers are confused as to its identification now. It was also known to be a brand for young people. But with the introduction of Virgin Cars and Virgin Atlantic, the image has changed now.

Virgin's expansion and mixture of different businesses seem to produce image problems to the company. With its services and products ranging from trans-Atlantic flights, records, cola, lingerie, electricity, trains, concerts, holidays and mobile phones, the brand message seems to grow confusing.

Opportunities

Opportunities exist for Virgin in new markets such as in Australia. The Virgin airline can still make headlines as it competes with other established airlines and creates impact in its lower pricing.

Threats

Virgin is not a leading brand in any of its business. In its flights, electricity, music, cola and other ventures Virgin was never the market leader. It maybe internationally recognized but some of its products are not.

Virgin doesn't introduce new innovations. What it usually does is create a product similar to an existing product and sell it at a lesser price or offer a variation to it. Virgin merely follows others but never blaze the trails so to speak. Virgin maybe a strong business but it is not a strong brand.

A strong brand is not brought about a strong business but by a strong name and identity or something which only the brand can offer. This is not so with Virgin Group.