Postpartum Hemorrhage free essay sample

Hence, different creators have recommended that PPH ought to be determined to have any measure of blood misfortune that compromises the hemodynamic steadiness of the lady. The analysis of PPH is generally held for pregnancies that have advanced past 20 weeks’ incubation. Conveyances at under 20 weeks’ gestational age are unconstrained premature births. Draining identified with unconstrained premature birth may share etiologies and the board for all intents and purpose with those for PPH. The study of disease transmission - Frequency United States and industrialized nations The recurrence of PPH is identified with the administration of the third phase of work. This is the period from the finished conveyance of the child until the finished conveyance of the placenta. Information from a few sources, including a few huge randomized preliminaries acted in industrialized nations, show that the pervasiveness pace of PPH of in excess of 500 mL is around 5% when dynamic administration is utilized versus 13% when hopeful administration is utilized. We will compose a custom article test on Baby blues Hemorrhage or on the other hand any comparative subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page The predominance pace of PPH of in excess of 1000 mL is around 1% when dynamic administration is utilized versus 3% when hopeful administration is utilized. [7, 8] See eMedicine article Management of the Third Stage of Labor. Creating nations The expanded recurrence of PPH in the creating scene is almost certain reflected by the rates given above for hopeful administration on account of the absence of boundless accessibility of drugs utilized in the dynamic administration of the third stage. [2] A number of elements additionally add to significantly less great results of PPH in creating nations. The first is an absence of experienced parental figures who may have the option to effectively oversee PPH on the off chance that it happened. Moreover, similar medications utilized for prophylaxis against PPH in dynamic administration of the third stage are likewise the essential operators in the treatment of PPH. Absence of blood transfusion administrations, sedative administrations, and working capacities additionally assumes a job. At last, the recently referenced comorbidities are all the more normally saw in creating nations and consolidate to diminish a womans resistance of blood misfortune. Etiology PPH has numerous possible causes, however the most well-known, by a wide edge, is uterine atony, ie, disappointment of the uterus to contract and withdraw following conveyance of the child. PPH in a past pregnancy is a significant hazard factor and each exertion ought to be made to decide its seriousness and cause. In an ongoing andomized preliminary in the United States, birthweight, work acceptance and enlargement, chorioamnionitis, magnesium sulfate use, and past PPH were all decidedly connected with expanded danger of PPH. [9] An as of late distributed, huge populace based investigation upheld these discoveries with critical hazard factors, recognized utilizing a multivariable examinatio n, being: held placenta (OR 3. 5, 95% CI 2. 1-5. 8), inability to advance during the second phase of work (OR 3. 4, 95% CI 2. 4-4. 7), placenta accreta (OR 3. 3, 95% CI 1. 7-6. 4), gashes (OR 2. 4, 95% CI 2. 0-2. 8), instrumental conveyance (OR 2. 3, 95% CI 1. 6-3. ), huge for gestational age (LGA) infant (OR 1. 9, 95% CI 1. 6-2. 4), hypertensive issue (OR 1. 7, 95%CI 1. 2-2. 1), enlistment of work (OR 1. 4, 95%CI 1. 1-1. 7) and growth of work with oxytocin (OR 1. 4, 95% CI 1. 2-1. 7). [10] PPH is additionally connected with stoutness. In an examination by Blomberg, the danger of atonic uterine discharge quickly expanded with expanding BMI; in ladies with a BMI more than 40, the hazard was 5. 2% with ordinary conveyance and 13. 6% with instrumental conveyance. [11] As a method of recollecting the reasons for PPH, a few sources have recommended utilizing the â€Å"4 T’ s† as a memory helper: tone, tissue, injury, and apoplexy. 12] - Tone Uterine atony and disappoint ment of constriction and withdrawal of myometrial muscle strands can prompt quick and serious discharge and hypovolemic stun. Overdistension of the uterus, either outright or relative, is a significant hazard factor for atony. Overdistension of the uterus can be brought about by multifetal incubation, fetal macrosomia, polyhydramnios, or fetal variation from the norm (eg, serious hydrocephalus); an uterine auxiliary irregularity; or an inability to convey the placenta or distension with blood previously or after placental conveyance. Poor myometrial withdrawal can result from weakness because of delayed work or quick commanding work, particularly whenever animated. It can likewise result from the hindrance of withdrawals by medications, for example, halogenated sedative specialists, nitrates, nonsteroidal calming drugs, magnesium sulfate, beta-sympathomimetics, and nifedipine. Different causes incorporate placental implantation site in the lower uterine fragment, bacterial poisons (eg, chorioamnionitis, endomyometritis, septicemia), hypoxia because of hypoperfusion or Couvelaire uterus in abruptio placentae, and hypothermia ue to enormous revival or delayed uterine exteriorization. Late information recommend that excellent multiparity isn't a free hazard factor for PPH. - Tissue Uterine compression and withdrawal prompts separation and removal of the placenta. Complete separation and ejection of the placenta licenses proceeded with withdrawal and ideal impediment of veins. Maintenance of a bit of the placenta is increasingly normal if the placenta has created with a succenturiate or frill flap. Following conveyance of the placenta and when negligible draining is available, the placenta ought to be examined for proof of fetal vessels flowing to the placental edge and suddenly finishing at a tear in the films. Such a finding proposes a held succenturiate projection. The placenta is bound to be held at extraordinary preterm incubations (particularly lt; 24 wk), and huge draining can happen. This ought to be a thought in all conveyances at early incubations, regardless of whether they are unconstrained or incited. Ongoing preliminaries propose that the utilization of misoprostol for second trimester end of pregnancy prompts a stamped decrease in the pace of held placenta when contrasted with methods utilizing the intrauterine instillation of prostaglandin or hypertonic saline. [13] One such preliminary revealed paces of held placenta requiring Damp;C of 3. 4% with oral misoprostol contrasted with 22. 4% utilizing intra-amniotic prostaglandin (p=0. 002). [14] Failure of complete partition of the placenta happens in placenta accreta and its variations. In this condition, the placenta has attacked past the ordinary cleavage plane and is strangely disciple. Huge seeping from the territory where typical connection (and now separation) has happened may stamp fractional accreta. Complete accreta in which the whole surface of the placenta is unusually joined, or increasingly serious attack (placenta increta or percreta), may not at first reason extreme dying, yet it might create as progressively forceful endeavors are made to evacuate the placenta. This condition should be viewed as conceivable at whatever point the placenta is embedded over a past uterine scar, particularly whenever related with placenta previa. All patients with placenta previa ought to be educated regarding the danger of extreme PPH, including the conceivable requirement for transfusion and hysterectomy. At last, held blood may cause uterine distension and forestall powerful withdrawal. - Trauma Damage to the genital tract may happen unexpectedly or through controls used to convey the child. Cesarean conveyance brings about double the normal blood loss of vaginal conveyance. Cuts in the ineffectively contractile lower fragment recuperate well however are progressively dependent on stitching, vasospasm, and thickening for hemostasis. Uterine crack is generally basic in patients with past cesarean conveyance scars. Routine transvaginal palpation of such scars is did not suggest anymore. Any uterus that has experienced a methodology bringing about an aggregate or thick incomplete interruption of the uterine divider ought to be considered in danger for crack in a future pregnancy. This exhortation incorporates fibroidectomy; uteroplasty for intrinsic irregularity; cornual or cervical ectopic resection; and aperture of the uterus during dilatation, curettage, biopsy, hysteroscopy, laparoscopy, or intrauterine prophylactic gadget situation. Injury may happen following drawn out or lively work, particularly if the patient has relative or supreme cephalopelvic imbalance and the uterus has been animated with oxytocin or prostaglandins. Utilizing intrauterine weight checking may decrease this hazard. Injury likewise may happen following extrauterine or intrauterine control of the hatchling. The most elevated hazard is presumably connected with inward form and extraction of a subsequent twin; be that as it may, uterine crack may likewise happen optional to outer rendition. At last, injury may result optional to endeavors to evacuate a held placenta physically or with instrumentation. The uterus ought to consistently be controlled with a hand on the midsection during any such method. An intraumbilical vein saline/oxytocin or saline/misoprostol infusion may decrease the requirement for progressively obtrusive evacuation methods. [7] Cervical slash is most ordinarily connected with forceps conveyance, and the cervix ought to be examined following every single such conveyance. Helped vaginal conveyance (forceps or vacuum) ought to never be endeavored without the cervix being completely widened. Cervical gash may happen precipitously. In these cases, moms have regularly been not able to oppose weighing down before full cervical dilatation. Once in a while, manual investigation or instrumentation of the uterus may bring about cervical harm. Rarely, the cervix is deliberately chiseled at the 2-and additionally 10-o’clock positions to encourage conveyance of an entangled fetal head during a breech conveyance (Duhrssen entry point). Vaginal sidewall cut is additionally most normally connected with usable vaginal conveyance, however it might happen immediately, particularly

Manual Website Constructor Free Essays

The pursuit box permits finding certain website pages by deciding the inquiry area (search In the language adaptation set or In all the forms). Search box Search parameters 4. Principle menu The primary menu comprises of five focuses: Web-pages. We will compose a custom exposition test on Manual Website Constructor or then again any comparable theme just for you Request Now Utilize this point for altering and expelling the pages of the subsidiary site. Include Page. In this segment you can make another site page, fill it with certain substance in the effectively reasonable board (the board empowers you to include joins, handle the content, transfer pictures and so forth ). You can likewise incorporate the accompanying digestion for another site page: title, watchwords, depiction. Alter Menu. In this area the structure of the site menu can be changed. It serves to include/tilted/expel the menu focuses. Oversee Templates. This area permits dealing with the site formats (the piece of the site page involving side and base menu just as headings). Besides, here you can include/evacuate connections to/run the side menu on boot sides run the content and furthermore change Copyright Design. With the assistance of this area you can pick any plan expounded by our group and change the text style. 4. 1 Web-pages For a website page to be reflected in a specific language, it is important to choose the language. 4. 1. Evacuate site page In request to erase a website page, if it's not too much trouble press the catch. 4. 1. 2 Edit Page 4. 1. 2. 1 Edit website page content In request to move to a page altering mode, you have to tap the relating button. When you did it, you will see the window of website page altering. Altering a page is encouraged by the altering instruments. Expel the substance Save Page design layouts Preview Crop Paste as plain content Copy Paste from Word Print Full content inquiry Undo Redo Insert Checkbook Insert Irradiation Insert content field Insert Select Insert Image Button Insert concealed field Replace content Remove group Mark all Insert structure Spell check Insert Text zone Insert button Page break Insert image Insert SMS e Bold Italics Underline Crossed textual style Subscript Superscript Billeted list Increase space Decrease space Quotation marks Centered Left-legitimized condensed Insert interface Insert picture Insert streak Insert table Insert even line Show obstructs altering window/down Right-supported Remove connect Insert stay Text shading Fill shading Numbered list Text style Text position Diva holder Font size 4. 1. 2. Alter metadata While altering a page, metadata (title, watchwords, portrayal) can be input. Press the Modify catch to spare the progressions you made. 4. 2 Add Page This window contains the previously mentioned board of altering a page, the field for entering the document name and that for picking its language variant. 4. 3 Edit Menu In this area you have to pick a language rendition of the menu being altered. 4. 3. 1 Add new component 1) Choose the area tot the menu which you intend to promotion ad vertisement connect to 2) Choose the favored degree of the connection. ) Enter the name of the connection (at the very least 3 images). 4) Enter the connection (Latin letters as it were). 5) Press the Add catch to incorporate the new connect to the menu. 4. 3. 2 Edit/evacuate component In request to erase a specific component, you have to press the Remove button. For altering a menu component after all the essential adjustments were made to the comparing fields of the component (name and connection) press the Change button. 4. 4 Manage Templates The menu of the segment comprises of three focuses: 4. 4. Include Link With the assistance of this segment you can include a connection in the left or right menu of the primary site layout. 4. 4. 2 Delete Link In request to expel a connection from the principle format you have to pick the layout field (left or right menu), layouts in which you might want to make evacuation and afterward Reese the Show joins button. After you made all the pre viously mentioned strides there will seem a rundown of connections of the layouts picked. For evacuating a specific connection, if you don't mind tick the checkbook comparing to this specific connection and press the Delete joins from Main Templates 4. . 3 Change Copyright Changing Copyright requires picking template(s) from the rundown, entering another one in the comparing space and tapping the Change Copyright button. 4. 5 Design The menu of this area contains two focuses: 4. 5. 1 Edit default configuration In request to change the web architecture one of the gave layouts is to be picked ND proper catch to be clicked. You can zoom the structure examples to have a progressively exhaustive look on them by tapping on the comparing picture. Rundown the zoomed designs by tapping the bolt showing up at moving the mouse pointer in the lower right/left corner of the screen. 452 Edit detail ton In this segment you can change default textual style and its size. To do it, pick the relating esteems and snap the Edit default textual style button. 5. FAQ 5. 1 How to put a picture? So as to put a picture on a site page, you have to visit the Web-pages segment, pick a favored language and begin altering the page (see Edit website page content segment). Spot the mouse pointer in the region where you might want to embed a picture. Discover the Insert picture choice on the toolbar of website page altering. You can either transfer it or enter a connect to it. So as to put a picture utilizing the connection, visit the Image data area. Enter the connection to the picture In the URL field, you can likewise include the content which will be shown if there should arise an occurrence of the picture being inaccessible in the Alternative Text space. The picture will be appeared in the Preview field. You can likewise set the accompanying picture parameters: Width Height Boded †confining of he picture (1 Hospice †flat dispersing Peace †vertical dividing Align Click the k catch to put a picture. So as to transfer a picture from your PC, if it's not too much trouble visit the Upload area, press the Browse button, pick the picture to be transferred and press the Send it to the Server button. When the picture is transferred to the server, the Image Info segment will open. Press the k button. 5. 2 How to put a connection? So as to put a connection on a specific site page, it would be ideal if you visit the Web-pages segment. Pick the favored language and ignore to altering it (see Edit page content). Spot the mouse pointer in the territory where you might want to put a connection. Pick Insert interface alternative on the toolbar. Pick a connection type in the Link type field. URL †a connect to the Internet source Link to the grapple in the content †a connection inside the weapon E-Mail †a connect to the email Choose a connection convention in the Protocol field, enter the connection in the URL opening †press the k catch to put it. 5. 3 How to put a picture with a connection? So as to put a picture with a connection on a specific site page, follow the means spoke to in point 5. 1 preceding squeezing the k button. Visit the Link segment and enter the connection to the URL field; you can pick the strategy for opening the connection in the Target field. Step by step instructions to refer to Manual Website Constructor, Papers

Nitro

Nitro INTRODUCTIONMartin: Hi, today we are in San Francisco with Nitro and Sam. Sam, who are you and what do you do?Sam: Sam Chandler, Im the founder and CEO here at Nitro.Martin: What did you do before you started this company?Sam: Before this company other companies. Ive been doing this a long time now, it feels like, 16+ years. Started my first company when I was 16 and still in high school in Tasmania, Australia, which is a long way from San Francisco, but, anyway. My second company I started in Melbourne in Australia a few years after that, when I moved from Tasmania to mainland Australia to go to University. And then we founded Nitro in 2005. My first company was a web services company, my second company was an email marketing startup, and here we are with a document productivity company.Martin: And what is the link between those three startups? Because most startup founders I talk to are having some kind of theme, some people like communities, some people like maybe SaaS. What is t he link between your three startups?Sam: I think people would be the first one. So, I brought across from my second startup to Nitro my technical co-founder and one thing thats kind of being a constant across that company and this company is that we try and build a team that wants to work together for the long run. So, people would be the constant theme, if not the specific technology. From a technology or product point of view, the same thing about Nitro applies to our previous company, which is were trying to make it easier for businesses to do business. So, the email marketing company was all about giving much rich and more powerful email marketing tools to marketing teams, and with Nitro were trying to make it easier for businesses to work with documents.BUSINESS MODELMartin: How did you identify the problem that Nitro is trying to solve?Sam: We observed, the founding team observed in 2004 that most businesses were working with documents very inefficiently. And they werent using digital documents to their fullest potential or they werent using digital documents at all. So, big part of our mission has been helping businesses transition from paper to digital and then to transition to more and more powerful ways of working with digital, or working with electronic documents. So, when we founded Nitro in 2005, we actually started by releasing what was at the time the first alternative to Adobe Acrobat on the desktop. Today we are the leading alternative to Adobe Acrobat, nine years later. And thats a big step out from working in very inefficient paperwork flows, for example. When it comes to kind of a next generation, or the next chapter for Nitro, its actually about smart documents in the browser or on mobile. So, were taking that original idea of trying to make businesses more productive with the things that they typically do with documents every day, and were just bringing the solution forward into a new era, one in which we work, increasingly on mobile devi ces and in a web browser.Martin: And can you briefly describe the process for big corporation or maybe SME, and how your product fits in into this?Sam: We have two key products. We have Nitro Pro, which is the Adobe Acrobat alternative and we have nearly 500.000 businesses worldwide running on Nitro, more than half the Fortune 500. And Nitro Pro is sold every single month into nearly 200 countries worldwide. So, Nitro Pro is a very established, mature product with significant adoption across the world in businesses of all sizes. Youll typically find Nitro Pro deployed as part of the standard operating equipment inside of a team of department or across the organization. So, we find most often that Nitro Pro is bundled with Microsoft Office, so if youre looking at what your classic knowledge worker toolkit on the desktop includes, it usually includes Microsoft Office and it should include Nitro Pro. Our second product is Nitro Cloud, which is all about document sharing and collaborati on in the browser and on mobile. When you look at how Nitro Cloud is deployed, we are starting mainly with a SMB, or mid market focused with Nitro Cloud, so most of our customers have 10s or 100s of users, and theyre using Nitro Clouds for some of the things that they used to use PDF for. Instead of using Nitro Pro to stamp a signature, for example, to a PDF document, theyre actually using Nitro Cloud to initiate and capture any signing workflow. But we do more than that, we do collaboration things as well. So, when you look at the kind of the double deployment inside of lot of our customers, theyre using Nitro Pro on the desktop for all their first generation document sharing and collaboration needs, and then Nitro Cloud for their second generation document sharing and collaboration needs.Martin: And how do you acquire those customers? Are you only acquiring them directly or do you use some kind of distribution of partnerships? I could imagine as you said, if youve got most of the time bundling them with Microsoft products, entering into distribution partnership with Microsoft or somebody who is selling a lot of Microsoft products?Sam: We do actually do have such a partnership. We signed a deal with Lenovo a couple of years ago, and today we are pre-loaded on Lenovo machines worldwide. So, the vast majority of Lenovo machines in most of the major countries that Lenovo operates in, we are preloaded, Nitro Pro is preloaded as the default PDF solution.Martin: And Nitro Pro is for free or is it divided into free and paid version?Sam: Both. So, we have, in the case of Lenovo partnership, all Lenovo customers get a fully functional 30 day trial at Nitro Pro, after which time it goes to free mode. So, the free mode actually has a bunch of features, its still very useful. You can still create PDFs, you can still do basic annotations, you can still stamp a signature, many of the things that we would want to offer for free. But, once that trial period has expired, if y ou need features beyond what we offer for free, than you would simply upgrade and convert to a paid user.Martin: A lot of startups, from my perspective, should start partnering with distributional partners. What would be your advice for them to just find the right partners and then convince them that they should partner with you?Sam: Even though partnerships can be great, they can be hard. I think in the early days what most startups struggle with is the credibility that is required to land very big and important partnerships. If youre a startup thats six months old and, you, guys are in a room, the chances of you closing a multimillion dollar deal with a very big, Fortune 500 company or something like that, are very slim. If we had tried to close the deal with Lenovo many years ago we wouldnt have had a chance. I think partnerships work when youve got enough scale and credibility, enough of a reputation and brand and the market, that you can offer something very interesting to a bi g partner. And those kinds of big partnerships can be quite transformational. But at the same time, you want to be careful with partnerships. Its very tempting for some small companies to go out there and lend big partnerships, but you can imagine a situation where a small company lends a very big partnership and all of a sudden, that partnership becomes most of its revenue, and so the company is at risk of not having a business anymore if it loses just one partnership. So, weve been quite careful over the years. We never wanted to have really significant partnerships until we felt we were at scale, where we could take them on board and they would only represent a small percentage of our revenue. I think the strategy, when I think about the distribution that I would recommend to most software startups its the strategy that we pursue for the last, certainly since 2008, which is freemium. I think freemium is a wonderful model, I think its applicable in all different kinds of software businesses. There are some where it doesnt work, if youre selling very high value, enterprise great solutions with very long sales cycles, and very big dollar value deals, freemium perhaps isnt the way to go. But, for everything else, for small business to the mid market, even someone in the enterprise space, freemium actually works really, really well.CORPORATE STRATEGYMartin: Sam, lets talk about corporate strategy. What has been you market entry strategy? When you launched the product, did you just offered everything for free or did you use some kind of online marketing or did you use some other platforms, or how did you get the first 50.000 downloads of your Nitro PDF?Sam: We actually started, for the first two years, we werent freemium. And we tried more conventional methods of advertising. We tried all the stuff that, if youve done it before, you realized that it doesnt work like traditional advertising, buying advertising, buying print, buying banners. We had some success ear ly on with SEO, search engine optimization, so we were getting quite a bit of organic traffic just because we were the first alternative to Adobe Acrobat. So, when people searched for Adobe Acrobat alternative, they found us. We were quite strong from an organic point of view, SEO point of view, we did SEM, of course, early on. And that actually, experience with SEO really informed of few, about the value in freemium, we realized that if we can get quite a lot traffic, and therefore prospects through having the right kind of content, imagine how much more popular we could be if we gave certain features and functionality away for free. And that was a real light bulb moment for us, and we generated significantly more traffic under a freemium model than we were able to generate with content.Martin: You started with this kind of freemium model. How easy was it to convert those free members to paying members?Sam: You get better at that over time. I think good freemium businesses are the result of, and I say this quite a bit to our team, a thousand optimizations. Very few freemium businesses hit the market and then have conversion rates that really amaze people. You start somewhere, and then you tweak, and you tweak, and you tweak, and you tweak and eventually it looks ok. We started of being essentially exclusively an online company, where we actually got to millions of dollars in revenue, between 5 and 10 million dollars in revenue before we ever had sales people. So, we were selling entirely online, we were an e-commerce platform, and it was a very successful and actually extremely high margin way to sell, of course. It doesnt really require any human interaction. But, there was a limit at how big you can get, I think, with that model, in certain markets, not everywhere. Some markets can go quite big with zero touch. But we, a few years in, made the decision that we would also create an inside sales team. So, we worked very hard at optimizing the funnel, for our online customers and prospects, and when it comes to those who want a deployment of Nitro Pro or Nitro Cloud that is team sized or department sized, or wall to wall, in a company, those customers come inside sales team. So we have inside sales team here in San Francisco, we have one in Dublin, servicing European market, we have one in Australia, as well, serving Australia and New Zealand.Martin: I would assume that you would serve or sell to SMEs online and to big corporation via inside sales. Is this assumption correct or not?Sam: It is, absolutely. We sell very efficiently to SMEs, worldwide, both online and through our sales team. Clearly, for our bigger accounts thats more of a consultative sales process, when the deal size is, would typically be often 10 or 20 times the size of the average SME sale.Martin: You have a lot off international offices for your company and you are sitting here in San Francisco. How do you manage those teams over there? From a whole company perspectiv e.Sam: Its actually really tough. San Francisco on the Bay Area is a very competitive place and the talent market is here, I would say, the most competitive anywhere on Earth, certainly right now. That might even flow but right now and for the perceivable future, this is a really tough place to build and sustain teams. Its obviously a very expensive place to do that. But theres a reason for that, its the innovation capital of the world and all those good things. When you scale, you probably want to have additional locations to scale into and weve been lucky in that we were Australian company initially, so we always had kind of a global view of the world. We had engineering in Central Europe from day 1; we have an operation in Russia, as well. Weve got this distributed team and that gives us some flexibility now as were getting bigger and bigger, were 160 people today and well probably grow to over 250 in the next 12 months. And so, when we look at how we scale, we look at scaling in all these locations because it makes sense. Some are higher cost, some are lower cost, some bring certain skill set, some bring other skill set, and so you want to kind of take a very global view, I think, if youre building a global company, and thats really important. But managing global teams is hard. You have to spend the time and the money, because it isnt free, to make it work. You want to have people rotating between the offices as often as it makes sense. You want to spend money on very fancy video conference systems that you see here, with multiple cameras and surround sound audio, and big presentation screens and all those things, and you want to install expensive video conferencing solution, so you can make everyone feel a bit closer together. I would say that we have not, weve not always been good or successful at that, and, so that the office were sitting in is a new expression, we recently took the rest of this floor and this is only a couple of weeks old. We made a po int with our new all-hands area, of having very expensive, wonderful video conferencing solutions in place, throughout this new space, because we want to bring those other offices closer.MARKET DEVELOPMENTMartin: Lets talk about market development. You talked about this smart document movement. Can you a little bit elaborate the shifting from the old status to the new status and where your company would fit in all this ecosystem?Sam: Sure. Its a really topical thing for us. We spend a lot of time thinking about and with Nitro Cloud just starting to take off now, we only released it last year, in beta, and were kind of about to launch the product formally. And were super excited about that. Our basic view of the world, the easiest way to describe, is that, for the last 20 or 30 years, weve been sharing documents the same way. Particularly when it comes to what we would call heavy weight sharing. Heavy weight sharing is when youre sharing outside the four walls of your organization, t ypically, maybe internally as well. But this is sharing thats workflow driven, sharing where there are security concerns or permission concerns around what the recipients can do with that content. These are sharing scenarios where you might want to get something signed. These are sharing scenarios where you might want to have an order trail. In these scenarios, whats really interesting is that there are few companies that are sharing in what we would call the smart way, which is on smart platforms like Nitro Cloud; and there are lots of companies who are not. And what that means is that their business workflows and processes are far more inefficient than those companies that are doing it the more modern way. And so, when we look at the world, we talk about kind of the last 20 or 30 years being first generation document sharing, which is PDF, what weve done, which is great, but we actually think theres a better way to sit alongside PDF and we call that smart documents. Our first chap ter on the first generation of document sharing really was PDFs attached to emails. Youre sharing a sales proposal with a customer, you share via email. You get some feedback back, you might send that for signature, they print it out and sign it and then they scan it and then they email it back and none of this is stored in one central place, they dont have version control, its a bit of a nightmare. So, we were trying to solve that problem with Nitro Pro in one era, and now were trying to solve that with the combination of Nitro Pro and Nitro Cloud in this new era. Our view is that were still sharing documents like its 1999. If you think about it, most of us is still attaching PDFs to emails, most of the time when we do this heavy weight sharing. We want to change that and we thing that sharing documents on a smart platform like Nitro Cloud makes a lot of sense. That would include sending a document, having document analytics around when you share something, so how its viewed, what is done to the document after its been shared, the ability to turn features on and off, to lock it down, to secure content, to open back up again, all this kinds of things are possible on a smart documents platform. We think that the world is increasingly going this way, and its motivated by or driven by a number of things. Like the first, kind of obvious thing it that were now doing more and more productivity on our mobile devices and in our web browsers. So, being able to work with documents in those environments is really key. Its also really difficult to do. To make some of these formats that have huge legacies, like PDF, work in these new environments. So, we solve for that. And another reasons that its a really big deal increasingly, I think, is that people want to have access to the documents that they work on and the solutions that they might need to integrate with wherever they are. Its become more than an ecosystem world, where you cant really have just unconnected applica tions that exist in a vacuum, you have to have applications and solutions that all your employees use, that are connected to all the other systems that they use, whether its Salesforce, or Google docs, or whatever.Martin: When you started, how did you analyze the market before deciding that you want to enter it? And, if you analyzed it, how did you estimate the market size and whether it makes sense for you to enter this market?Sam: Ive got kind of two views on market sizing. I believe its either worthwhile, or I believe its a complete waste of time. In market, when youre going after unknown opportunity, it makes sense. So, when we looked at the Nitro Pro market opportunity, we looked at the size of the Acrobat market and back then, in 2004-2005 it was in the 600 million dollar a year range.Martin: Worldwide?Sam: Worldwide, correct. And we said look, thats a big market, we think we can get a chunk of it, and we were able to size it quite realistically. When it comes to our Nitro Clo ud opportunity, we believe its in the 10s of billions of dollars, and how you size it, even putting together a number of different existing markets, so forecast markets, is one way to kind of sum it up. We consider to take office productivity and then we can sort of do online collaboration, we can do enterprise content management, we can do e-signing, and kind of put them all together and come up with some total number. But, even that doesnt really do the total market opportunity justice, because what you do when you create new solutions that have no precedence, is you create new markets that are not yet being sized. So, I think if you compare our Nitro Pro and Nitro Cloud businesses, one has quite a defined, kind of billion dollar a year market opportunity today, thats about the size of the desktop PDF editing market and collaboration document sharing market today, about a billion a year, and if you look at Nitro Cloud opportunity, its actually in the 10s of billions, as a rough es timate.ADVICE TO ENTREPRENEURS In San Francisco (CA), we meet the founder and CEO of Nitro, Sam Chandler. He shares his story how he came up with the idea and founded his company, how the current business model works, as well as Sam provides some advice for young entrepreneurs.The transcript of the interview is provided below.INTRODUCTIONMartin: Hi, today we are in San Francisco with Nitro and Sam. Sam, who are you and what do you do?Sam: Sam Chandler, Im the founder and CEO here at Nitro.Martin: What did you do before you started this company?Sam: Before this company other companies. Ive been doing this a long time now, it feels like, 16+ years. Started my first company when I was 16 and still in high school in Tasmania, Australia, which is a long way from San Francisco, but, anyway. My second company I started in Melbourne in Australia a few years after that, when I moved from Tasmania to mainland Australia to go to University. And then we founded Nitro in 2005. My first company was a web services company, my s econd company was an email marketing startup, and here we are with a document productivity company.Martin: And what is the link between those three startups? Because most startup founders I talk to are having some kind of theme, some people like communities, some people like maybe SaaS. What is the link between your three startups?Sam: I think people would be the first one. So, I brought across from my second startup to Nitro my technical co-founder and one thing thats kind of being a constant across that company and this company is that we try and build a team that wants to work together for the long run. So, people would be the constant theme, if not the specific technology. From a technology or product point of view, the same thing about Nitro applies to our previous company, which is were trying to make it easier for businesses to do business. So, the email marketing company was all about giving much rich and more powerful email marketing tools to marketing teams, and with Nitro were trying to make it easier for businesses to work with documents.BUSINESS MODELMartin: How did you identify the problem that Nitro is trying to solve?Sam: We observed, the founding team observed in 2004 that most businesses were working with documents very inefficiently. And they werent using digital documents to their fullest potential or they werent using digital documents at all. So, big part of our mission has been helping businesses transition from paper to digital and then to transition to more and more powerful ways of working with digital, or working with electronic documents. So, when we founded Nitro in 2005, we actually started by releasing what was at the time the first alternative to Adobe Acrobat on the desktop. Today we are the leading alternative to Adobe Acrobat, nine years later. And thats a big step out from working in very inefficient paperwork flows, for example. When it comes to kind of a next generation, or the next chapter for Nitro, its actually about sm art documents in the browser or on mobile. So, were taking that original idea of trying to make businesses more productive with the things that they typically do with documents every day, and were just bringing the solution forward into a new era, one in which we work, increasingly on mobile devices and in a web browser.Martin: And can you briefly describe the process for big corporation or maybe SME, and how your product fits in into this?Sam: We have two key products. We have Nitro Pro, which is the Adobe Acrobat alternative and we have nearly 500.000 businesses worldwide running on Nitro, more than half the Fortune 500. And Nitro Pro is sold every single month into nearly 200 countries worldwide. So, Nitro Pro is a very established, mature product with significant adoption across the world in businesses of all sizes. Youll typically find Nitro Pro deployed as part of the standard operating equipment inside of a team of department or across the organization. So, we find most often that Nitro Pro is bundled with Microsoft Office, so if youre looking at what your classic knowledge worker toolkit on the desktop includes, it usually includes Microsoft Office and it should include Nitro Pro. Our second product is Nitro Cloud, which is all about document sharing and collaboration in the browser and on mobile. When you look at how Nitro Cloud is deployed, we are starting mainly with a SMB, or mid market focused with Nitro Cloud, so most of our customers have 10s or 100s of users, and theyre using Nitro Clouds for some of the things that they used to use PDF for. Instead of using Nitro Pro to stamp a signature, for example, to a PDF document, theyre actually using Nitro Cloud to initiate and capture any signing workflow. But we do more than that, we do collaboration things as well. So, when you look at the kind of the double deployment inside of lot of our customers, theyre using Nitro Pro on the desktop for all their first generation document sharing and collaborat ion needs, and then Nitro Cloud for their second generation document sharing and collaboration needs.Martin: And how do you acquire those customers? Are you only acquiring them directly or do you use some kind of distribution of partnerships? I could imagine as you said, if youve got most of the time bundling them with Microsoft products, entering into distribution partnership with Microsoft or somebody who is selling a lot of Microsoft products?Sam: We do actually do have such a partnership. We signed a deal with Lenovo a couple of years ago, and today we are pre-loaded on Lenovo machines worldwide. So, the vast majority of Lenovo machines in most of the major countries that Lenovo operates in, we are preloaded, Nitro Pro is preloaded as the default PDF solution.Martin: And Nitro Pro is for free or is it divided into free and paid version?Sam: Both. So, we have, in the case of Lenovo partnership, all Lenovo customers get a fully functional 30 day trial at Nitro Pro, after which tim e it goes to free mode. So, the free mode actually has a bunch of features, its still very useful. You can still create PDFs, you can still do basic annotations, you can still stamp a signature, many of the things that we would want to offer for free. But, once that trial period has expired, if you need features beyond what we offer for free, than you would simply upgrade and convert to a paid user.Martin: A lot of startups, from my perspective, should start partnering with distributional partners. What would be your advice for them to just find the right partners and then convince them that they should partner with you?Sam: Even though partnerships can be great, they can be hard. I think in the early days what most startups struggle with is the credibility that is required to land very big and important partnerships. If youre a startup thats six months old and, you, guys are in a room, the chances of you closing a multimillion dollar deal with a very big, Fortune 500 company or som ething like that, are very slim. If we had tried to close the deal with Lenovo many years ago we wouldnt have had a chance. I think partnerships work when youve got enough scale and credibility, enough of a reputation and brand and the market, that you can offer something very interesting to a big partner. And those kinds of big partnerships can be quite transformational. But at the same time, you want to be careful with partnerships. Its very tempting for some small companies to go out there and lend big partnerships, but you can imagine a situation where a small company lends a very big partnership and all of a sudden, that partnership becomes most of its revenue, and so the company is at risk of not having a business anymore if it loses just one partnership. So, weve been quite careful over the years. We never wanted to have really significant partnerships until we felt we were at scale, where we could take them on board and they would only represent a small percentage of our rev enue. I think the strategy, when I think about the distribution that I would recommend to most software startups its the strategy that we pursue for the last, certainly since 2008, which is freemium. I think freemium is a wonderful model, I think its applicable in all different kinds of software businesses. There are some where it doesnt work, if youre selling very high value, enterprise great solutions with very long sales cycles, and very big dollar value deals, freemium perhaps isnt the way to go. But, for everything else, for small business to the mid market, even someone in the enterprise space, freemium actually works really, really well.CORPORATE STRATEGYMartin: Sam, lets talk about corporate strategy. What has been you market entry strategy? When you launched the product, did you just offered everything for free or did you use some kind of online marketing or did you use some other platforms, or how did you get the first 50.000 downloads of your Nitro PDF?Sam: We actually st arted, for the first two years, we werent freemium. And we tried more conventional methods of advertising. We tried all the stuff that, if youve done it before, you realized that it doesnt work like traditional advertising, buying advertising, buying print, buying banners. We had some success early on with SEO, search engine optimization, so we were getting quite a bit of organic traffic just because we were the first alternative to Adobe Acrobat. So, when people searched for Adobe Acrobat alternative, they found us. We were quite strong from an organic point of view, SEO point of view, we did SEM, of course, early on. And that actually, experience with SEO really informed of few, about the value in freemium, we realized that if we can get quite a lot traffic, and therefore prospects through having the right kind of content, imagine how much more popular we could be if we gave certain features and functionality away for free. And that was a real light bulb moment for us, and we gene rated significantly more traffic under a freemium model than we were able to generate with content.Martin: You started with this kind of freemium model. How easy was it to convert those free members to paying members?Sam: You get better at that over time. I think good freemium businesses are the result of, and I say this quite a bit to our team, a thousand optimizations. Very few freemium businesses hit the market and then have conversion rates that really amaze people. You start somewhere, and then you tweak, and you tweak, and you tweak, and you tweak and eventually it looks ok. We started of being essentially exclusively an online company, where we actually got to millions of dollars in revenue, between 5 and 10 million dollars in revenue before we ever had sales people. So, we were selling entirely online, we were an e-commerce platform, and it was a very successful and actually extremely high margin way to sell, of course. It doesnt really require any human interaction. But, th ere was a limit at how big you can get, I think, with that model, in certain markets, not everywhere. Some markets can go quite big with zero touch. But we, a few years in, made the decision that we would also create an inside sales team. So, we worked very hard at optimizing the funnel, for our online customers and prospects, and when it comes to those who want a deployment of Nitro Pro or Nitro Cloud that is team sized or department sized, or wall to wall, in a company, those customers come inside sales team. So we have inside sales team here in San Francisco, we have one in Dublin, servicing European market, we have one in Australia, as well, serving Australia and New Zealand.Martin: I would assume that you would serve or sell to SMEs online and to big corporation via inside sales. Is this assumption correct or not?Sam: It is, absolutely. We sell very efficiently to SMEs, worldwide, both online and through our sales team. Clearly, for our bigger accounts thats more of a consultat ive sales process, when the deal size is, would typically be often 10 or 20 times the size of the average SME sale.Martin: You have a lot off international offices for your company and you are sitting here in San Francisco. How do you manage those teams over there? From a whole company perspective.Sam: Its actually really tough. San Francisco on the Bay Area is a very competitive place and the talent market is here, I would say, the most competitive anywhere on Earth, certainly right now. That might even flow but right now and for the perceivable future, this is a really tough place to build and sustain teams. Its obviously a very expensive place to do that. But theres a reason for that, its the innovation capital of the world and all those good things. When you scale, you probably want to have additional locations to scale into and weve been lucky in that we were Australian company initially, so we always had kind of a global view of the world. We had engineering in Central Europe from day 1; we have an operation in Russia, as well. Weve got this distributed team and that gives us some flexibility now as were getting bigger and bigger, were 160 people today and well probably grow to over 250 in the next 12 months. And so, when we look at how we scale, we look at scaling in all these locations because it makes sense. Some are higher cost, some are lower cost, some bring certain skill set, some bring other skill set, and so you want to kind of take a very global view, I think, if youre building a global company, and thats really important. But managing global teams is hard. You have to spend the time and the money, because it isnt free, to make it work. You want to have people rotating between the offices as often as it makes sense. You want to spend money on very fancy video conference systems that you see here, with multiple cameras and surround sound audio, and big presentation screens and all those things, and you want to install expensive video conferencin g solution, so you can make everyone feel a bit closer together. I would say that we have not, weve not always been good or successful at that, and, so that the office were sitting in is a new expression, we recently took the rest of this floor and this is only a couple of weeks old. We made a point with our new all-hands area, of having very expensive, wonderful video conferencing solutions in place, throughout this new space, because we want to bring those other offices closer.MARKET DEVELOPMENTMartin: Lets talk about market development. You talked about this smart document movement. Can you a little bit elaborate the shifting from the old status to the new status and where your company would fit in all this ecosystem?Sam: Sure. Its a really topical thing for us. We spend a lot of time thinking about and with Nitro Cloud just starting to take off now, we only released it last year, in beta, and were kind of about to launch the product formally. And were super excited about that. O ur basic view of the world, the easiest way to describe, is that, for the last 20 or 30 years, weve been sharing documents the same way. Particularly when it comes to what we would call heavy weight sharing. Heavy weight sharing is when youre sharing outside the four walls of your organization, typically, maybe internally as well. But this is sharing thats workflow driven, sharing where there are security concerns or permission concerns around what the recipients can do with that content. These are sharing scenarios where you might want to get something signed. These are sharing scenarios where you might want to have an order trail. In these scenarios, whats really interesting is that there are few companies that are sharing in what we would call the smart way, which is on smart platforms like Nitro Cloud; and there are lots of companies who are not. And what that means is that their business workflows and processes are far more inefficient than those companies that are doing it the more modern way. And so, when we look at the world, we talk about kind of the last 20 or 30 years being first generation document sharing, which is PDF, what weve done, which is great, but we actually think theres a better way to sit alongside PDF and we call that smart documents. Our first chapter on the first generation of document sharing really was PDFs attached to emails. Youre sharing a sales proposal with a customer, you share via email. You get some feedback back, you might send that for signature, they print it out and sign it and then they scan it and then they email it back and none of this is stored in one central place, they dont have version control, its a bit of a nightmare. So, we were trying to solve that problem with Nitro Pro in one era, and now were trying to solve that with the combination of Nitro Pro and Nitro Cloud in this new era. Our view is that were still sharing documents like its 1999. If you think about it, most of us is still attaching PDFs to emails , most of the time when we do this heavy weight sharing. We want to change that and we thing that sharing documents on a smart platform like Nitro Cloud makes a lot of sense. That would include sending a document, having document analytics around when you share something, so how its viewed, what is done to the document after its been shared, the ability to turn features on and off, to lock it down, to secure content, to open back up again, all this kinds of things are possible on a smart documents platform. We think that the world is increasingly going this way, and its motivated by or driven by a number of things. Like the first, kind of obvious thing it that were now doing more and more productivity on our mobile devices and in our web browsers. So, being able to work with documents in those environments is really key. Its also really difficult to do. To make some of these formats that have huge legacies, like PDF, work in these new environments. So, we solve for that. And another reasons that its a really big deal increasingly, I think, is that people want to have access to the documents that they work on and the solutions that they might need to integrate with wherever they are. Its become more than an ecosystem world, where you cant really have just unconnected applications that exist in a vacuum, you have to have applications and solutions that all your employees use, that are connected to all the other systems that they use, whether its Salesforce, or Google docs, or whatever.Martin: When you started, how did you analyze the market before deciding that you want to enter it? And, if you analyzed it, how did you estimate the market size and whether it makes sense for you to enter this market?Sam: Ive got kind of two views on market sizing. I believe its either worthwhile, or I believe its a complete waste of time. In market, when youre going after unknown opportunity, it makes sense. So, when we looked at the Nitro Pro market opportunity, we looked at the size of the Acrobat market and back then, in 2004-2005 it was in the 600 million dollar a year range.Martin: Worldwide?Sam: Worldwide, correct. And we said look, thats a big market, we think we can get a chunk of it, and we were able to size it quite realistically. When it comes to our Nitro Cloud opportunity, we believe its in the 10s of billions of dollars, and how you size it, even putting together a number of different existing markets, so forecast markets, is one way to kind of sum it up. We consider to take office productivity and then we can sort of do online collaboration, we can do enterprise content management, we can do e-signing, and kind of put them all together and come up with some total number. But, even that doesnt really do the total market opportunity justice, because what you do when you create new solutions that have no precedence, is you create new markets that are not yet being sized. So, I think if you compare our Nitro Pro and Nitro Cloud businesses, one ha s quite a defined, kind of billion dollar a year market opportunity today, thats about the size of the desktop PDF editing market and collaboration document sharing market today, about a billion a year, and if you look at Nitro Cloud opportunity, its actually in the 10s of billions, as a rough estimate.ADVICE TO ENTREPRENEURSMartin: Sam, we always try to share some knowledge and advice with our readers and you have a very interesting story to tell, also about bootstrapping and raising money, from my perspective. What type of advice can you give first time entrepreneurs for how long to bootstrap and when to make the decision to raise some external money?Sam: Its a good question, and theres no right or wrong answer. We chose to bootstrap or raise very little money for a long time. So, here we are, nine years in and profitable with 160 people, without disclosing revenue, that what people can roughly figure it out, its in the tens of millions. We got here with a total of 6.5 million of venture invested. Now, thats something that were proud of, but it is the hard way to build the business. It takes longer, its harder, you live very much on the edge, for most of that time, because the only way you can grow is with cash flow and so, every single month youre spending effectively every incremental dollar on growth. Of course, in that scenario, if you ever have a bad month or a bad quarter, than youre toast. So, the thing about bootstrapping is you have to be uber-disciplined. You just got to run a very tight ship, you got to have your hands on the controls and youve got to be watching cash, youve got to be watching the market, youve got to be very in touch with every part of the business. Because if you lose concentration for the moment, than you might lose the whole thing. I think, for us, bootstrapping was probably a good decision, given where we came from, we started the company in Melbourne, Australia, the venture capital markets down there were not very big at tha t time, theyre still not very big today, and so we didnt really had many options. We were partly forced to do it and we partly chose to do it. I think now, I cant really talk about it, but we are probably very close to having some big news around our funding situation. And our view, at this time, is different to our view nine years ago when we began, and even five years ago. And its really driven by market opportunity. I think the simplest way to consider whether or not you need venture capital is do you have a massive market opportunity right in front of you, that is at such a scale that you need a decent balance sheet to go after before that opportunity is gone. In our case, we looked at this second generation document sharing opportunity, and we think its in the 10s of billions, we think its worth potentially raising a bunch of money to go after that. And I think for most entrepreneurs there is a point at which you are thinking about raising money, and if you have enough traction to demonstrate and you can connect that with big market opportunity, I think you should seriously consider it. It will really accelerate your execution, it will enable you to hire rapidly, it will enable you to go after big market opportunities that you might have otherwise have to wait year to attack. I think for most entrepreneurs today, you compare to when we started Nitro, its a very rich capitally ecosystem. So you dont have to decide to raise a lot of money soon, thats the great thing, you can basically choose to kind of bootstrap it for 3 or 6 months and try and prove out the idea with your founding team, go and raise the small amount of seed money to give you 12 months of runway, to kind of prove out that experiments even further and maybe get them really prototyped and in the market and get some beta customers. Then, if you think youve got a big market opportunity and you think you need to move fast, I would probably recommend raising money if you can. If I was to go and d o another startup again today, I think that Ill probably follow that more traditional model, acknowledging that it is a model that has become more the norm, particularly in the last 5 or 6 years.Martin: You said that, on the one end side, you have to find a pretty big market, understood, how we can do this. On the other end side, you say if the window of opportunity is closing very soon and those market meaning that a lot of people are trying to get a chunk of this big market. How do you define that? How long the window of opportunity will be open? Theres some gut feeling, definitely, but whether its one year, or three, or five years makes total difference.Sam: I think theres a few considerations there. I think theres, in every market it comes down to having a few leading players. You can establish dominant positions in a number of different ways, and its all about your go-to market strategy, sitting alongside your product strategy. So, if youve got the best product, if youve got th e biggest brand, if youve got the best distribution strategy, those three things are really the three killer things to have. Very few businesses have all three of them. Even some leading players in categories were all familiar with may have one of two of those things, not all three. I think for entrepreneurs, you should think about your unique product differentiation, what is it about your product that is genuinely differentiated and sustainably differentiated. Whats something you think youre going to be good at for a long time. I think you need to look at the brand and try and figure out if theres a branding opportunity in that space to own, a part of a category in your buyers mind. Then, I think you can look at distribution as well, because there are a lot of companies that have got maybe one of the first two things but maybe distribution piece isnt nailed. For us, we kind of think about the market opportunity in terms of, when we look at the competitive environment, all the space s that were to or near or whatever, do we think that there are brand and product and distribution opportunities still out there for us in the next few years, and then we try and size them, even if thats just in very broad terms, even if its as broad as saying 10s of billions of dollars, and then, if we figure that we can build a competitive, sustainable differentiation, across product and brand and distribution, in the markets we want to go after, thats what were going to do.Martin: At what point in time should a startup think about creating market enter barriers?Sam: You mean market enter barriers forMartin: So that fewer competitors come to the space and they can earn more margins.Sam: I think every business is trying to do that. Like, at the end of the day, as a great new book by Peter Thiel, Im not sure if youve read it, called Zero to One, and in it he talks about kind of the inherent tension between sort of markets and capitalism. He talks about how monopolies can potentially be wonderful things, because you can throw off lots of cash and you can use that cash to innovate. The unfortunate reality is that very few companies have monopoly-like characteristics. You are kind of fighting competition all the time. I think every company should look to focus and double down on the things that are genuinely believes will make a difference. And those things do create the barriers. These days its very hard to lock out distribution, although you can try. Its very hard to have a faultless, flawless brand, but you can try. Probably the main area where you can develop true monopolistic competitive differentiation, heres couple of key areas I can think of, mainly around:Number 1 product, like if you take Google as an example, they just have fast, superior search product thing in the market. Thats why they dominate as they do.Another area of kind of key differentiation might be around distribution strategy, something that can be really contained.There are these opportuni ties for businesses as they scale, I think for most early stage businesses, the chances of you creating genuine barriers to entry early on are pretty slim. As you scale, though, probably another really key competitive advantage thats monopolistic but you can sustain is the network effect. If you can get a good network effect going than youre in really good shape.Martin: Sam, in terms of recruiting, what advice would you give a first time entrepreneur?Sam: This is probably, I think the single most important topic for entrepreneurs, and, unfortunately, its also one that cant really be tought. Its a discipline that you will have to learn your way through, because pattern recognition and learning from your mistakes only comes trough experience. So, at the end of the day, if youve interviewed thousands of people and hired 100s of thousands of people you are probably going to get more of your hires right than somebody who has hired less than that. But there are some things that you can do , irrespective of how many times youve done it before, to give you a better shot of success. My first major piece of advice would be to be extremely disciplined about your process. So, as an example, we hired, I think we hired about 60 people last year, we would have had over 6.000 applicants, I think actually it may have had been closer to 7.000 applicants at the top of that funnel to get those 60 hires. So, were hiring only 1% of the total. And we run a really rigorous process to interview every Nitronal. So, to get in the door at Nitro, is a multi-step challenging process. And I think my advice is be extremely disciplined about that, establish a process, stick to it, allow no shortcuts. The only time you ever compromise on a process, you will come to regret it, I think in every single occasion we can think of where weve elected to take a shortcut, it has come back to bite us. So, have that process, have candidates prove to you that they can do what it is youre hiring them to do. That can take many forms. It can be a paid programming exercise, if youre hiring an engineer, it could be them white boarding something, if its an executive have them do a presentation, I think thats really, really critical. Weve learnt that the hard way over the years. People can talk a good game but might not actually be able to do what they say. So, have the candidate do something is a big tip I would give. Have as many people involved in hiring process as makes sense. Empower your whole team to have a view in hiring process, in other words, even if that person is, if the candidate, for example is not on the same team as that person of whom youre asking for an opinion, that persons opinion should matter and they should know that it matters. Cultural fit is critical. I think you should be hiring people who you want to work with. We sort of call it the beer test here, as we are Australian and we like beer. And youre German so you like beer as well, so you could also have the beer t est. But basically, if somebody is the kind of guy of girl you would want to have a beer with, they’re probably going to be a decent addition to the team. Thats assuming, of course, that they meet the criteria that youve established for the skills and experience components of the role. But we spend a lot of time and energy on making sure our process is tight, were very disciplined, we have the right hiring comities in place, we have a dedicated talent function, and its the only way that youll be able to bring great talent in the door.Once youve done all that, probably my last piece of advice would be, if youre really serious about winning in the long run, than the most important thing is the culture that will produce sustained success. So, if you take Nitro as an example, we had our first chapter, and were moving into the second chapter. We have a culture that allows us to kind of move from one thing onto the next thing, and onto the next thing, and onto the next thing. I think ev ery company should strive to have a culture that is able to evolve, as the companys needs evolve. So, creating a great place to work is really important. We are very big on what we call that Nitro culture and our values and, obviously those things up on the wall, around the office, and we really hold people to them. And if you can create environment where people will be successful, whether youre selling software or selling cars, it gives the business enormous flexibility. And I think thats our competitive differentiation. We will be successful over the next decade like weve been over the first decade if were lucky enough to be successful because this team and this culture is really strong.Martin: Great. Thank you very much, Sam, for your time. And like Sam said in this recruiting part, dont talk, just do. Now its your time to start your company. Thanks.Sam: Thank you.

The Death Penalty Is Unconstitutional - 1758 Words

1. What year and in what case did the US Supreme Court decide that the administration of the death penalty was unconstitutional? Provide a compelling statement form the opinion in this case. 1972, Furman v. Georgia. The opinion said, â€Å"[t]he Court holds that the imposition and carrying out of the death penalty in these cases constitute cruel and unusual punishment in violation of the Eighth and Fourteenth Amendments.† 2. Highlight three procedural facts related to the death penalty outlined by Bedau in the second essay. The Supreme Court ruled that the mandatory death penalty was unconstitutional in 1976. By the 1950s, it was not uncommon for both state and federal appellate courts to review a defendant’s capital conviction. In recent†¦show more content†¦In other words, the government should minimize suffering. Therefore, the Minimum Invasion argument would stand against the use death penalty. Opponents of this argument claim that sometimes things are not equal and the criminal may deserve more than a minimal punishment, deserving, in fact, the death penalty. 8. Provide an argument for retribution and one against (citing the essayist for each side from the text). Louis P. Pojman provides an argument for retribution as he states, â€Å"The moral justification of punishment is not vengeance, but desert. Vengeance signifies inflicting harm on the offender out of anger because of what he has done. Retribution is the rationally supported theory that the criminal deserves a punishment fitting the gravity of his crime† (p. 57). Therefore, retribution is not based on hatred for the criminal, but is the belief that the criminal deserves to be punished in proportion to his crime, whether or not the victim or anyone else desires it. Retribution, as explained by Louis Pojman, supports the death penalty as it proposes that those who have taken a life deserve to lose their own life. Hugo Adam Bedau provides an argument against retribution as he states, â€Å"Retribution does not yield a coherent and comprehensive system of punishment† (p. 42). Beau argues that the principle by itself does not provide a defense for the death penalty; it is fully satisfied by a lesserShow MoreRelatedCapital Punishment Of The United States961 Words   |  4 Pagescrimes are subject to facing the death penalty. Pickens shares, â€Å"Capital crimes are considered to be treason or terrorist attacks against the government, crimes against property when life is threatened, and crimes against a person that may include murder, assault, and robbery.† Dating back to 1608, the execution of George Kendall is believed to be one of the first recorded cases of capital punishment in the United States (Pickens). Kendall was sentenced to death for aiding the Spanish, which wasRead MoreThe Death Penalty And The Supreme Court1747 Words   |  7 PagesThe Death Penalty and the Suprem e Court The death penalty is a controversial topic that has been brought to the United States Supreme Court many times. According to the Oxford dictionary, the death penalty is the punishment of execution, administered to someone legally convicted of a capital crime . Usually the death penalty is administered for murder, attempted murder, or intent to kill. It started off being administered by hanging, but then evolved to the electric chair and is now administeredRead MoreThe Death Penalty Should Not Be Legal1740 Words   |  7 PagesThe death penalty is a controversial topic that has been brought to the United States Supreme Court many times. According to the Oxford dictionary, the death penalty is the punishment of execution, administered to someone legally convicted of a capital crime . Usually the death penalty is administered for murder, attempted murder, or intent to kill. It started off being administered by hanging, but then evolved to the electric chair and is now administered thro ugh lethal injection. From 1940 to 2014Read MoreSocietyS Impact Pertaining To Juveniles And Death Penalty.1448 Words   |  6 PagesSociety s Impact Pertaining to Juveniles and Death Penalty The juvenile death penalty and in turn the death penalty are a much-debated topic. Society has conflicting views on the two topics, and these views have impacted the laws concerning the death penalty and juvenile death penalty. Eventually, societal views have made changes to both issues over time. The Death Penalty The death penalty is â€Å"death as a punishment given by court of law for very serious crimes. It is also referred to as capitalRead MoreDebate on the Death Penalty in America1482 Words   |  6 Pagesthat Simmons was guilty of first degree murder and he was sentenced to death. Later court decision concluded that because he was a minor when he committed the murder he could not be justly given the death penalty. The final sentence was life in prison with no bail and no parole. (Bessler, 12-16 ) The excerpt above is from the book, Cruel and Unusual. It later states in this book that if Simmons had received the death penalty then that would have violated his eighth and fourteenth amendment rightsRead MoreConstitutionality of the Death Penalty1485 Words   |  6 Pageswas that Simmons was guilty of first degree murder and was sentenced to death. Later court decisions decided that because he was a minor when he committed the murder he could not be justly put to death. In the cas e the final sentence was life in prison with no bail and no parole. (Bessler, 12-16 ) The excerpt above is from the book Cruel and Unusual. It later states in this book that if Simmons had received the death penalty then that would have violated his eighth and fourteenth amendment rightsRead MoreCapital Punishment Should Be Banned1515 Words   |  7 Pagesduring the famous Salem Witch Trials. These days the use of the death penalty has become an anachronism. In recent times has capital punishment become a place for argument to those supporting and those opposing the death penalty. Capital punishment should be federally banned for its inconsistencies in proving to be a deterrent to crime for targeting people of color and for being unconstitutional. It has been thought that the death penalty would inevitably discourage people from committing feloniousRead MoreCapital Punishment Research Paper1425 Words   |  6 Pagesjustice system is a complicated area of government; not all states enforce the death penalty, because criminal punishment is a subject left for the states to decide (Banner, 2002). There are multiple methods of execution available to enforce the death penalty; different states enforce different methods, even multiple methods (Death Penalty Information Center, 2010). There are some people that argue the death penalty is a form of cruel and unusual punishment and should be prohibited by the constitutionRead MoreEssay about 8th Amendment1153 Words   |  5 PagesThe Eighth Amendment The 8th Amendment to the Constitution of the United States prohibits cruel and unusual punishment, as well as the setting of excessive bail or the imposition of excessive fines. However, it has also been deemed unconstitutional by the Supreme Court of the United States (according to the Eighth Amendment)to inflict physical damage on students in a school environment for the purpose of discipline in most circumstances. The 8th Amendment stipulates that bail shall notRead MoreEssay about The Eighth Amendment1138 Words   |  5 PagesThe 8th Amendment to the Constitution of the United States prohibits cruel and unusual punishment, as well as the setting of excessive bail or the imposition of excessive fines. However, it has also been deemed unconstitutional by the Supreme Court of the United States (according to the Eighth Amendment)to inflict physical damage on students in a school environment for the purpose of discipline in most circumstances. nbsp;nbsp;nbsp;nbsp;nbsp;The 8th Amendment stipulates

The Effects of Alcoholism During Pregnancy Essay - 1097 Words

The Effects of Alcoholism During Pregnancy The hazardous dangers of alcoholism during pregnancy have been known for decades. However, even with the vast information given to pregnant mothers, with labeled warnings on every alcoholic beverage, pregnant women still continue to pick up the bottle of alcohol, continuing their journey to the destruction of their bodies and the road of dangers for the unborn child. Perhaps every person who has little to no knowledge in health care, are still able to comprehend and recognize the consequences of alcoholism during pregnancy. Although many women are aware that heavy drinking during pregnancy can cause birth defects, many do not realize that moderate-or†¦show more content†¦Take a child who has been born, then goes through the pain of having an abusive parent. If the parents are exposed to the authorities, they will go to jail and lose the rights to the child, and with proper counseling and therapy, the child will live a normal life. Yet, if the child is unborn, the mother can do whatever she would like, even if it means harming the baby, and the authorities can do nothing. When the baby is born, the child might have irreparable brain damage or some physical defect and would not be able to live a normal life for the rest of its life. The abuse that the unborn child goes through is the same as if it was born, but the severity is much greater and nothing can be done. To me, this is child abuse of the worst kind. An unborn child is getting abused with drugs, alcohol, or whatever the mother may be ingesting, and the child is unable to defend itself. If the child was born, it could call someone for help, but an unborn child cannot speak and therefore needs someone to speak for it in case of any danger that might come to it. The alcoholism during pregnancy epidemic-crisis is real. Drinking alcohol during pregnancy can cause physical and mental birth defects. Each year, more thanShow MoreRelatedThe Disorder Of Fetal Alcohol Syndrome1018 Words   |  5 Pagesneither eat any unclean thing(Bible-Judges 13:7).It has been known throughout history that the effects of alcohol use in pregnancy can be detrimental to the health and safety of the unborn child. Alcohol is now considered a teratogen. A teratogen is any substance that causes harm to an unborn child. It was not labeled as such until the late part of the 1900 s.The consumption of alcohol during pregnancy has been named as one of the most preventable causes of birth defects in the United States(BaileyRead MoreAdverse Effect Of Alcohol Consumption1321 Words   |  6 PagesThe Adverse Effect of Alcohol Consumption In Whiting S. Albert’s article â€Å"Alcohol Use Is Harmful† he stated that alcohol is a chemical that contains hydrogen and carbon. Whiting stated further that the active ingredient of alcohol is ethyl alcohol, which is also known as ethanol. Alcohol is one of the few things that human being consume that do not need digestion. Alcohol appears the bloodstream immediately, thus, its intoxicating effects are felt instantly (1). â€Å"High levels of mortality, morbidityRead MoreEssay on Alcoholism1274 Words   |  6 Pages What is Alcoholism? nbsp;nbsp;nbsp;nbsp;nbsp;The definition of alcoholism can be described as a chronic illness, which is marked by uncontrolled consumption of alcoholic beverages that interferes with physical or mental health, and social, family or occupational responsibilities. This dependence on alcohol has only been diagnosed as a medical disorder recently in the medical field. Like many other diseases, it has a predictable course and is influenced environmentally and sometimes geneticallyRead MoreThe Effects Of Alcohol Abuse During Pregnancy1552 Words   |  7 PagesIntroduction The Council on Recovery, plans to address the issue of alcohol abuse during pregnancy in Harris county, TX with behavioral and cognitive-based education interventions. According to the CDC, pregnant women with the highest prevalence of any alcohol use were those that are 35-44 years of age, college graduates, or not married with lifetime-care costs estimated at over $2 million. The CDC also reports the state of Texas has 45% of any alcohol use among women aged 18-44 and 14.8% of theRead MoreAlcoholism Is Not A Lifestyle Choice For Alcoholics1047 Words   |  5 PagesAlcoholism is not a lifestyle choice for alcoholics. It is a disease, like cancer, where intervention, treatment, and follow up are needed to recover. As with cancer, remission and a cure cannot be guaranteed. Alcohol causes a wide range of negative effects in the lives of alcoholics and those who know and love them. One drink of alcohol is considered 5 ounces of wine, 12 ounces of beer, or 1.5 ounces of 80 proof distilled spirits such as vodka or whiskey (Schmitt). â€Å"If you are a man under age 65Read MoreFetal Alcohol Syndrome And Its Effects1712 Words   |  7 Pages Fetal Alcohol Syndrome and its Effects On a Child’s Cognitive Development Dane D. Hrencher Kansas State University Fetal Alcohol Syndrome and its Effects On a Child’s Cognitive Development Alcohol is known as one the most dangerous teratogens. Every time a pregnant woman drinks, she allows alcohol to enter her blood stream and make its way into the placenta. Unlike the mother, the fetus is unable to break down alcohol that makes the blood alcohol level of the fetus the same orRead MoreAlcohol Abuse Within Native American Societies Essay1303 Words   |  6 Pageslife and the reasons perhaps why they choose to live as such. I will then illustrate the consequences it has for an entire family, should they remain a whole entity. Next we will look at the effects drugs and alcohol on younger generations and what ages are getting involved today. After I will show the effects of following generations, whether the children of such addict choose to continue the abuse or if they decide they want better for themselves and their own children. Lastly who is responsibleRead MoreCauses and Effects of Alcohol Abuse955 Words   |  4 PagesApril 22, 2013 English 101 Alcoholism is the excessive and usually uncontrollable use of alcoholic drinks. There are many symptoms, complications, treatments and ways of prevention for alcoholism. Certain groups of people may be at a greater risk than others for several different reasons. There are numerous factors in why people may become addicted. Usually, a variety of factors contribute to the development of alcoholism. Social factors such as the influence of peers, familyRead MoreThe Effects Of Alcohol And What It Affects Your Body1036 Words   |  5 Pages I. Introduction A. This paper will mostly talk about Alcoholism. B. It will tell about the effects of alcohol and what it does to others. C. It will explain the dangers of drinking and what the outcome will be. D. This paper will also talk about drunk driving and what the outcome of that will be. II. Body One A. A fairly large amount of people will go out and have a drink with a buddy, coworker, boyfriend, girlfriend, whoever, after a long day. B. They may have a drink or two, but it only takesRead MoreDrug Addiction And Behavioral Or Process Addictions1666 Words   |  7 Pagesalcohol. Alcohol addiction is also known as alcoholism or alcohol dependence and it is an illness. When a person suffers from alcoholism they are classified as alcoholics. Alcoholism is a disease classified by being addicted to alcoholic beverages, It is the repeated excessive use of alcohol and it can decrease the ability to operate socially and vocally. Alcoholism is one of the most common forms of addiction. Millions of people are dependent on alcohol. Alcoholism can happen from many different factors

Binge Drinking In the UK Free Essays

History of binge drinking in the UK can be traced to several years back and nobody can tell exactly when it started. The Stone Age group thinks that fermenting of alcohol began twelve thousand years ago, during the Neolithic period, and there is no any idea if straws were used. The people of UK never got on to Thevinum until the Romans brought wine that was diluted with water. We will write a custom essay sample on Binge Drinking In the UK or any similar topic only for you Order Now Romans in Britain influenced drinking. The Roman emperors who ruled from AD37 to AD69 were drunkards, despite the fact they were not allowed to drink while in the power stool. The Romans brought about a culture where wine was consumed along with food and children consumed diluted wine . Beer was used as a carbohydrate food in early years. In medieval England there were three fermentations with the strongest one for men, then women and weakest for monks and children. Monks brewed the best quality to be used in Eucharist. In 1736 parliament wanted to pass a law to regulate gin but people rioted and instead production increased. During World War 1 the government was concerned about the female soldiers who drank alcohol while fighting, thereby it introduced laws reducing beer’s strength and by the end of the war consumption had reduced, but at the moment it is on the rise. The culture of binge drinking in the UK does exist and it involves drinking intentionally to become intoxicated. The rate of consumption of Alcohol in UK per capita has risen in the last decade. People in UK not only drink beer but also spirits. The culture of binge drinking in UK is a daily norm associated with fat incomes whereby alcohol consumption is a common part of everyday life activity characterised by low rates of abstinence and easy availability of alcohol. Binge drinking is higher in UK than in France. The culture of drinking in UK is different from other European nations which have binge drinkers doing it slowly in the evening, while in the UK it is done rapidly hence drunkenness. In the UK binge drinking culture has unique features whereby in a social context you find large groups of about eight to twelve going out with partners with a purpose of getting drunk together. The binge drinking culture is a problem that costs the country billions of money each year. Binge drinking has both positive and negative effects. Beer is a drug like any other drug like cocaine or heroin . Binge drinking makes one to increase his self- confidence, one becomes relaxed. An average consumption of alcohol increases one’s sex drive (libido). On the other hand drinking can cause changes in people’s lives and behaviour. Alcohol cause illness and health problems, it can cause brain cell damage and the brain can not judge well, events will not be coordinated well in the brain and at older age one will lose memory. When one takes alcohol, it is directly absorbed to bloodstream and makes every organ vulnerable to diseases like cancer. Drinking though known not to be illegal, has massive social costs than illegal drugs . Binge drinking makes one easily confused and one becomes emotional. Over drinking puts one at a risk of losing consciousness and it increases the chances on one causing an accident if driving under the influence of alcohol. Drinking increase ones risk of becoming a victim of heart attack and one feels nauseous. With alcohol consumption, self control becomes a problem, with depression. Binge drinkers risk liver damage and cirrhosis. Students who binge drink are likely to fall behind in class work and are likely to plagiarise their work for submission. Binge drinking causes death, injuries and increased cases of sexual assault. Fighting at drinking places and place of resident will be on the rise . Youths are increasingly becoming binge drinkers. Children start binge drinking at an early age before teenage age. There is widespread binge drinking acts among the teenagers and pre-teens, with parents either ignoring or accepting such acts. In Europe, a youth apart from students drinking is not welcome but in UK it is welcome and youths massively drink. Youths have social pressure to get drunk in order to fit a certain socially group, especially during a night out. Youths at any moment they get money they link one another and go out for intoxication. France has taken a step and it is struggling to combat youths from consuming alcohol. In conclusion, binge drinking is a real problem rather than an illusion, which need to be combated in the UK. Binge drinking has a long history in the UK, the culture of drinking is luring youths each day, who do not take into consideration or who ignore the severe consequences of binge drinking. The government of UK is experiencing a rise in binge drinking by the youths. This has become a problematic issue to the government of UK in curbing the drinking culture. Bibliography: Family Training Program. Family training program for Alcohol misuse 2009. Accessed at,http://www. alcoholconcern. org. uk/files/20090429_190115_Flyer%20A5. pdf Gossop M. Living with Drugs, Ashgate Publishing, 2007. Vallely P. 2,000 Years of Binge Drinking, 2005. Accessed at, http://www. independent. co. uk/news/uk/this-britain/2000-years-of-binge-drinking- 516009. html How to cite Binge Drinking In the UK, Papers Binge drinking in the UK Free Essays We see drunken people almost everyday; whether it is on the news, in our local pub, walking down the street, or possibly even that one colleague at work who’s having a hard time. We’ve all heard the stories on the news about Britain’s problems with alcohol, whether its minors being inebriated, students binge drinking, or those of us who are simply alcoholics. And what are our great leaders doing to help prevent this? What is always their answer when this topic is raised in parliament? ‘Let us raise the minimum legal age for buying and consuming alcohol to 21. We will write a custom essay sample on Binge drinking in the UK or any similar topic only for you Order Now ’ However I propose something radically different. Let us lower it. Aside from the obvious reasons – such as being able to get married at 16 but being unable to have a celebratory drink at your own wedding – there are many valid reasons to lower the age limit. Most of us know the story of Adam and Eve being thrown out of The Garden of Eden because Eve ate one of the Apples from the tree of wisdom after God told them specifically not to eat from that tree but they could eat anything else they wished to eat. This is probably the best known version of the â€Å"Forbidden Fruits† theory – also where the name originated from. There has been many psychological studies to prove and determine how, when and why the â€Å"Forbidden Fruits† theory works the way it does. If you say to your child â€Å"here is a chocolate bar, but you can’t eat it† all the child will think about is that chocolate bar and eating it. It is exactly the same with youths and alcohol, making them want to drink underage. – and this is where the problem begins for every drinker. Simply because the youths know they can not and should not drink they will do everything possible get their hands on alcohol as often as they can. However if we lower the minimum age of consumption, therefore making alcohol more accessible to youths, the number of youths with alcohol problems will decrease significantly. In countries such as Italy and France where drinking a moderate amount of alcohol with the evening meal is the norm, they have significantly less alcohol related health issues than we do. Children are allowed a sip of wine or a slurp of beer because it’s a social activity. Children, and therefore teenagers, see alcohol and its function differently. They have no concept of going out â€Å"to get drunk†. There is also the problem that, just like sex, alcohol is everywhere. There is at least one pub on every corner, every shop has an alcohol section – often near the checkout, alcohol in television shows and movies, advertisements for alcohol itself, empty tin cans and bottles lying in the streets – often smashed, inebriated people walking home, it becomes drilled into our brains to drink. To someone who is attempting not to drink, it is very hard and they will almost certainly give in due to constant reminders ‘taunting’ them. I believe we should join our brothers and sisters in the European Union. Austria, Belgium, Bosnia, Germany, Italy, Luxembourg, Portugal, the Netherlands and Switzerland all have minimum ages of 16 for buying and consumption. Meanwhile Cyprus has a minimum age of 17 and in Albania, Greece, Macedonia, Montenegro, Poland, Romania and Sweden there is no minimum age. While countries in the EU do tend to drink more, the number of alcohol related problems is significantly less than in other countries. In America 57% of the adult population admit to drinking too much. When it comes to minors drinking in America only 9% of the drinkers aged 12 -14 did not binge drink – and it only gets worse! 6% of 15-17 year olds do not binge drink and a shocking 4% of 18-20 years olds (bearing in mind that the minimum age for buying and consuming alcohol in America is 21.) However in Spain only 5% of the population has an alcohol related problem. Why? They too start drinking in their early teens – just like us Britons – although the difference is they are encouraged to not only drink with friends but with family too. Finally, in Italy the quickest way to lose your friend’s and neighbors’ respect is to get drunk in public. Drinking on the streets is considered disrespectful. I feel we need a shift in the way we think about alcohol and the restrictions on it and this needs to be government led, by lowering the age limit for buying alcohol. If children grew up knowing what wine, beer etc tasted like, the mysticism behind it has been removed, and therefore the impulse to go out and get drunk. By lowering, not raising, the age limit there will be an almost instant change in the number of people abusing alcohol, especially in the younger generations. How to cite Binge drinking in the UK, Papers

Product Advancement Trend

Relevant consumption trends The onset of mobile technology has transformed the way of life of the modern day society. Every person out there wants to communicate. A cell phone is a convenient way to communicate due to its portability as well as cost. The information age has demanded more than just communication in the strict sense.Advertising We will write a custom essay sample on Product Advancement Trend specifically for you for only $16.05 $11/page Learn More The consumer wants an opportunity to derive entertainment information access as well as the actual communication itself. The mobile phone companies have adapted to this demand by developing products that meet the average requirements in a satisfactory manner. The cell phone cuts across all the market demands and therefore offers the customer the benefit of a single gadget with several applications. The cell phone market has been typically subdivided into two main segments. The first is the high e nd segment that comprises of business persons and the professional class. These customers are the most influential in as far as price is concerned since they have a high level of loyalty to the product as long as they develop a sense of trust for such a product. The second segment is the low end consumer class that is made of the blue collar as well as the personal end users. The preferences of these customers greatly depend on the individual’s behavior and preference. However the actual purchase is mostly affected by the financial implication of the product purchased. The high end customers are more likely to purchase the more expensive versions of the black berry that have more features that assist them in their daily professional encounters. Their spending may be motivated by either necessity or actual availability of finances. They are therefore more product-specific. For instance the professionals are more likely to go for a cell phone that has an operating system that w ill allow them undertake the duties that they would otherwise have waited to get to a computer in order to access such features. The general average annual spending among the first segment is higher than that of the second. Customers from both segments have an opportunity to access these products from the certified dealers in selected selling points such as malls and supermarkets. There are also numerous specialized dealers who deal in electronic sale that offer the black berry based products. Customers have the option of also purchasing the product online from the various websites such as E-bay. Online sale has gained credence due to its flexibility convenience and speed as compared to over the counter sale. The products are available on these sites with varying charges depending on the prevailing rates. The most recent statistics suggest that the customers buy more at the end of the month and before festivities. The levels of sales were also very low during cold seasons as most of the customers were indoors.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The preference has been the purchase through online dealers who deliver the product after a given period of time. The percentage of people who ordered the product specifically as a present amounted to 20% of the general consumer base. With these customers the probability of purchasing this product again is quite slim. This would be because they were not actually getting the phone for someone else. They could either be creating an impression on the person or recommending the product. The other percentage either went through the actual product acquisition model that involves gathering information, evaluation of the product, purchase and post purchase procedures. The market is affected by various variables and there can be no specific conclusive explanation of the current or future trend in the consumer’s behav ior. On average however the loyalty of the consumer was motivated by advertisement and word from friends and alternative sources of information. The black berry has been in the black berry phone specifically the touch 9800 mobile is a market leader that has been created to serve the interests of the consumer form both ends. The all too familiar receptiveness of the device to new applications and the removal of old ones give it a dignified prominence in the specialty. The black berry company has made several efforts over the years to ensure that their products subscribe to the demands of the modern day consumer. The product has an inbuilt operating system that supports most document formats (Alba and Hutchinson 2000, p 123). The core proposition of the brand is to ensure that the customer receives quality. The substance of the brand slogan suggests that the product inspires brings together the essential features of the phone to guarantee the user maximum utility. A review of the pro duct has disclosed the salient features that continuously make the product a market leader (Naercio 2003, pp130-135). The shape provides a sense of class that is supplemented by the feel of the touch screen that would otherwise be in traditional landscape shape. The keyboard slides from below the screen to allow the user the convenience of reducing and condensing the size of the phone to fit a smaller space and to fit the grasp of the palm. The screen has an onscreen keyboard that allows the consumer who does not want to use the keyboard to operate the phone. The message writer also has an inbuilt spell checker that allows the user to correct the messages I case they make a mistake. The messaging service also has a predictor service that reduces the time taken typing in the words in the message. It also bars a 12-key alphanumeric keyboard, that allows for the SureType option, which creates a provision for the option of two letters per key.Advertising We will write a custom essa y sample on Product Advancement Trend specifically for you for only $16.05 $11/page Learn More For convenience the phone offers up to ten different ways of performing of performing one task from the basic text message writing to checking of emails. The phone can be likened to the iphone in as far as the touch screen devises is concerned. However the blackberry 9800 is the antithesis of the complexity of the iphone technology as it provides an unchanging home screen icon selection and an extremely basic user interface button setup that is very easy to understand (Alba and Hutchinson 2000, p 123) The continuous use of this product allows the consumer to adjust phones accessibility options within and around the phone to fit the prescriptions and requirements that they find fit. The phone offers a sense of maturity for those users who would rather prefer a complicated interface that is best understood by them. This means that the phone provides a sense of pride among peers who may not be able to use the phones features effectively (Naercio 2003, pp130-135). The brand positioning statement centers on inspiration of the consumer. The product does more than that by securing a complicated safe house of information. The user can zoom in and out of browser pages with the pinch of the finger for better visibility and flexibility in the navigation of the phone. The phone also comes with the company’s latest operating system software the black Berry 6 OS that has numerous improvements for flexibility and convenience. Criticism may have it that the products resolution is much lower than that of the rival touch screen technologies such as the Samsung galaxy s and the iphone 4. The resolution has been supplemented by the slide manual keyboard and the high zoom potential and magnification Marketing Strategy recommendations Need Recognition The product brand is quite new in the market since it is among the latest inventions and improvements of th e black berry technology and has little awareness in its development. The competitor technologies have gained a lot of ground in as far as consumer awareness and therefore leave a great marketing gap. The recommended strategic approach will be one that incorporates aggressive marketing processes embedded in a marketing campaign that will ensure that the existing customer’s are reminded of the existence of the product. As for the new customers the campaign will create a good background that will convince the consumers of the superiority of the production the market. The campaign will utilize all avenues of access to customers such as Facebook,Twitter and YouTube by creating a commanding presence in both in visual and audio reviews and advertisements(Alba and Hutchinson 2000, p 123). The campaign will also incorporate the assistance of the various media houses through promotions that will allow the listeners to acquire a sample of the product. The campaign will also maintain a high level of presence in print media in journals and daily newspapers across the world market.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Information Search The products evaluation information will be highly accessible from the output social network sources that will create a database for the effectiveness of the marketing campaign. The comments that will be received on the social networks such as Twitter and Facebook will be used to evaluate the brand strategy as well as the future market campaign. The information available fro these reactions as to the negative and positive aspects of the products will be used to reengineer the products outlook to suit the tastes and preferences in as far as color and shape is concerned. (Dipak and Naufel 1999, pp131-137) The reactions of the retailers and distributors will also be taken into account. The online sales reactions on the product as well as the reactions of those who acquire the product over the counter will also be taken into consideration in the formulation of future strategies. Evaluation Inadvertently the consumer is going to weigh the opportunity cost of forgoing t he other competitor products such as the Samsung galaxies or the iphone 4. Such a consumer will be looking to acquire a product that allows them to use the touch screen technology in the most flexible way. The blackberry 9800 will have an unmatched advantage over all these products because of the additional features that accrue to the phone that are availed by the additional keyboard that allows more convenience and flexibility. As it is the product has a very affordable price quotation that is not likely to change even as the effects of the recession continues to take its toll on the economies around the world (Naercio 2003,pp130-135). For the first few years the product will maintain a stable price that will only vary depending on the mode that the consumer chooses in the purchase since each sales channels has different cost implications. Once the product gains enough market confidence the company will then transfer the prevailing market condition implications to the consumers. Th e consumer will also be thinking of the resolution of the phone as opposed to the competitors provisions of the same feature. They will however be impressed by the flexibility of the product as far as magnification is concerned. The product will supplements the need for a high resolution with the resolution potential that is inbuilt in the product. The product also has a much lesser price compared to the competitor products and will therefore take advantage of the economic recession conditions by stabilizing its price to allow the consumer to acquire it. (Dipak and Naufel 1999, pp131-137) Purchase The product will be mostly marketed among the young generation. This implies that the main clientele will fall within the age bracket of between 18 and 40 years. There is a very high likelihood that two thirds of these individuals have access to the internet or are at least aware of the online modes of purchase. The marketing strategy will therefore ensure that each online selling point ha s a stock of this product. The online stores will also offer a discount for every two phones that are purchased in one go. The products will also be available in the various phone sale points that have worldwide coverage. Examples of these stores within the UK include the UK Car phone Warehouse, dial a phone and mobiles .co.uk. These are known to offer satisfactory services in as far as the delivery of goods is concerned. The product marketing strategy will also partner with the relevant marketing partners in the various countries to facilitate the availability of this product to the customer at affordable prices. The initial price of the product has been  £414.99. This has been quite high for the low end consumer. On the other hand it would be quite hard to maintain a lower price in the face of the prevailing economic conditions. This price however will be reduced by up to  £7 to create a promotion price of  £407 that will be used as a mechanism of attracting customers. The e vidence from the existing market trends indicate that personalized sales and marketing promotion attempts were more effective than all other methods of advertising. The customer is more likely to purchase a product after such a product has been explained to them on a person to person basis. Those who accessed the retail selling points from the online sellers required to be convinced by sales representatives in order to acquire the product. (Dipak and Naufel 1999, pp131-137) Post Purchase The consumer upon acquiring the product did not bother to send feedback. This was the case especially with off the counter sales. However those who acquire the product from an online source were keen enough to leave a comment or two concerning the effectiveness of the product and the areas that were in need of improvement. The product has a year’s warranty and therefore the response from the consumers who returned product that had few defects were contented with the corrections made. The thir d member of the group upon acquiring the products and sending them to his aunt discovered that one of them had a mechanical problem. Upon returning the product the product was satisfactorily repaired (Alba and Hutchinson 2000, p 123). Conclusion The existing variables have a positive and negative effect on the marketing mix adopted for the delivery of this product to the market. As it were the price has a great bearing on the demand of the product. If it is too high then the low end consumers have little chance at acquiring the product. On the other hand if the product is priced lower than the competitor’s prices the market impression is that the product is of an inferior quality and should not be taken seriously. The product in seeks to venture into an already saturated market that is flooded with similar counterfeit cheap products. It is therefore important that the consumer understands the value that comes with the new product. The product however will take advantage of th e already established brand name black berry to maintain a high profile for the consumer who wishes to acquire the product in future. The pricing strategy that will be used to review the products price takes into consideration the prevailing market situation and gives credence to the consumer’s interest. This ensures that the consumers strain in the harsh economic times is supplemented adequately and in a proper and timely manner. References Alba, J. W., and Wesley, H. (2000) Knowledge Calibration: What Consumer Know and What They Think They Know. Journal of Consumer Research, 27, p123 Dipak, J.C., and Vilcassim, N. J. (1999) Pricing Patterns of Cellular Phones and Phonecalls: A Segment-Level Analysis. Market science, 45(2) p131-137 Naercio, M. (2003) Is the Consumer Sector Competitive in the U.K.? A Test Using Household-Level Demand Elasticities and Firm-Level Price Equations. Journal of Business Economic Statistics, 23(3) pp130-135A This essay on Product Advancement Trend was written and submitted by user Mohammed Stark to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.