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1
Pres
ente
d by
:
Subs
idis
ed b
y:Sp
onso
red
by:
2
Our
firs
t tas
k...
Our
firs
t tas
k...
App
oint
men
t of a
tim
eA
ppoi
ntm
ent o
f a ti
me --
keep
erke
eper
3
TOPI
CS C
OV
ERED
TOPI
CS C
OV
ERED
DA
Y 1
DA
Y 2
DA
Y 3
•
• •
•
BU
SIN
ES
SP
LA
NN
ING
•
• •
•
NE
TW
OR
KIN
GW
OR
KS
HO
P -
OU
TC
OM
ES
• • •
• A
NIM
AL
NU
TR
ITIO
N #
1
•
• •
•
BU
SIN
ES
SD
IAG
NO
SIS
•
• •
•
FIN
AN
CE
#2
• • •
• A
NIM
AL
NU
TR
ITIO
N #
2
•
• •
•
MA
RK
ET
ING
#1
• • •
• P
EO
PL
E I
N Y
OU
RB
US
INE
SS
•
• •
•
ST
RA
TE
GIC
PL
AN
NIN
G
•
• •
•
NE
TW
OR
KIN
G•
•
•
•
LE
AD
ING
YO
UR
BU
SIN
ES
S
• • •
• F
INA
NC
E #
1
•
• •
•
MA
RK
ET
ING
#2
•
• •
•
NE
TW
OR
KIN
GW
OR
KS
HO
P
4
BUSI
NES
S PL
AN
NIN
GBU
SIN
ESS
PLA
NN
ING
An
Intr
oduc
tion
An
Intr
oduc
tion
❖❖Th
e N
eed
for P
lann
ing
Whe
n O
pera
ting
Th
e N
eed
for P
lann
ing
Whe
n O
pera
ting
a
Smal
l Bus
ines
sa
Smal
l Bus
ines
s❖❖
Wha
t Is
A B
usin
ess
Plan
?W
hat I
s A
Bus
ines
s Pl
an?
❖❖U
sing
a B
usin
ess
Plan
Effe
ctiv
ely
Usi
ng a
Bus
ines
s Pl
an E
ffect
ivel
y
5
Gov
ernm
ent R
esea
rch
findi
ngs
Gov
ernm
ent R
esea
rch
findi
ngs
over
man
y ye
ars s
how
s tha
t the
chan
ces o
f ov
er m
any
year
s sho
ws t
hat t
he ch
ance
s of
succ
ess a
re d
ram
atic
ally
influ
ence
d by
:su
cces
s are
dra
mat
ical
ly in
fluen
ced
by:
❖❖A
quir
eA
quir
ere
alis
tic p
ract
ical
atti
tude
s ab
out y
our a
bilit
y,
real
istic
pra
ctic
al a
ttitu
des
abou
t you
r abi
lity,
pr
oduc
t and
ser
vice
prod
uct a
nd s
ervi
ce❖❖
Aqu
ire
Aqu
ire
a go
od m
ix s
kills
(hum
an, p
hysi
cal,
busi
ness
)a
good
mix
ski
lls (h
uman
, phy
sica
l, bu
sine
ss)
❖❖Pr
oper
form
al p
lann
ing.
.. on
pap
erPr
oper
form
al p
lann
ing.
.. on
pap
er❖❖
Regu
lar r
eRe
gula
r re --
chec
ks: d
irec
tion,
goa
ls, e
cono
mic
s,
chec
ks: d
irec
tion,
goa
ls, e
cono
mic
s,
pers
onal
sat
isfa
ctio
npe
rson
al s
atis
fact
ion
❖❖Fi
ndin
g an
d us
ing
a w
ell o
rgan
ised
supp
ort s
truc
ture
Fi
ndin
g an
d us
ing
a w
ell o
rgan
ised
supp
ort s
truc
ture
to
hel
p w
ith m
anag
emen
t & m
arke
ting
to h
elp
with
man
agem
ent &
mar
ketin
g❖❖
Regu
lar c
onsu
ltatio
n: 3
+ p
rofe
ssio
nal a
dvis
ers
Regu
lar c
onsu
ltatio
n: 3
+ p
rofe
ssio
nal a
dvis
ers
❖❖Tr
aini
ng: i
mpr
ove
your
ski
lls a
reas
whe
re y
ou la
ckTr
aini
ng: i
mpr
ove
your
ski
lls a
reas
whe
re y
ou la
ck
6
““ Onl
y on
e in
five
bus
ines
s pe
ople
O
nly
one
in fi
ve b
usin
ess
peop
le
take
tim
e ou
t to
revi
ew th
eir
take
tim
e ou
t to
revi
ew th
eir
past
per
form
ance
spa
st p
erfo
rman
ces ””
❖❖St
ep b
ack
Step
bac
k❖❖
Take
a lo
ok a
t the
Ta
ke a
look
at t
he ““
big
pict
ure
big
pict
ure ””
❖❖W
ork
as p
assi
onat
ely
on y
our o
wn
Wor
k as
pas
sion
atel
y on
you
r ow
n bu
sine
ss a
s yo
u do
on
the
prod
uct o
r bu
sine
ss a
s yo
u do
on
the
prod
uct o
r se
rvic
e yo
u pr
ovid
ese
rvic
e yo
u pr
ovid
e❖❖
Impr
ovin
g m
anag
emen
t ski
lls a
nd
Impr
ovin
g m
anag
emen
t ski
lls a
nd
busi
ness
com
petit
iven
ess
ultim
atel
y bu
sine
ss c
ompe
titiv
enes
s ul
timat
ely
impr
oves
you
r bot
tom
line
impr
oves
you
r bot
tom
line
Bru
ce D
avid
son
7
Dev
elopi
ng th
e Bus
ines
s Pla
nD
evelo
ping
the B
usin
ess P
lan
8
THE
BUSI
NES
S D
IAG
NO
STIC
THE
BUSI
NES
S D
IAG
NO
STIC
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
Iden
tific
atio
n of
"whe
re a
bus
ines
s is
at"
Id
entif
icat
ion
of "w
here
a b
usin
ess
is a
t" --
THE
NO
W.
THE
NO
W.
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To p
rovi
de a
n as
sess
men
t of a
bus
ines
s in
term
s of
To
pro
vide
an
asse
ssm
ent o
f a b
usin
ess
in te
rms
of
over
all e
ffect
iven
ess
and
iden
tific
atio
n of
pro
blem
ov
eral
l effe
ctiv
enes
s an
d id
entif
icat
ion
of p
robl
em
area
s.ar
eas.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Ass
ists
an
ente
rpri
se to
exa
min
e it'
s m
arke
t pos
ition
, A
ssis
ts a
n en
terp
rise
to e
xam
ine
it's
mar
ket p
ositi
on,
busi
ness
pot
entia
l, bu
sine
ss o
ppor
tuni
ties,
iden
tify
its
busi
ness
pot
entia
l, bu
sine
ss o
ppor
tuni
ties,
iden
tify
its
need
s an
d pr
iori
tise
area
s fo
r cha
nge.
ne
eds
and
prio
ritis
e ar
eas
for c
hang
e.
◆◆Ex
ploi
tatio
n of
sust
aina
ble c
ompe
titiv
e adv
anta
ge(s
).Ex
ploi
tatio
n of
sust
aina
ble c
ompe
titiv
e adv
anta
ge(s
).
9
THE
MA
RKET
ING
PLA
NTH
E M
ARK
ETIN
G P
LAN
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
Ana
lysi
s of
a b
usin
ess
Ana
lysi
s of
a b
usin
ess ’’
s ex
istin
g an
d po
tent
ial m
arke
tss
exis
ting
and
pote
ntia
l mar
kets
◆◆A
pla
n de
taili
ng h
ow th
ese m
arke
ts m
ight
be b
est e
xplo
ited
A p
lan
deta
iling
how
thes
e mar
kets
mig
ht b
e bes
t exp
loite
d -- T
HE
FUTU
RE.
THE
FUTU
RE.
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To p
rovi
de a
focu
s To
pro
vide
a fo
cus
◆◆Th
e fiv
e Th
e fiv
e ““PP ’’
s of M
arke
ting
(Pro
duct
, Pla
ce, P
rice,
Prom
otio
n, a
nd P
eopl
e)
s of M
arke
ting
(Pro
duct
, Pla
ce, P
rice,
Prom
otio
n, a
nd P
eopl
e)
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Ensu
res
the
prof
itabl
e ex
ploi
tatio
n of
mar
kets
, En
sure
s th
e pr
ofita
ble
expl
oita
tion
of m
arke
ts,
––Re
duce
s th
e ri
sk o
f an
ente
rpri
se fo
r new
pro
duct
s or
Re
duce
s th
e ri
sk o
f an
ente
rpri
se fo
r new
pro
duct
s or
se
rvic
es.
serv
ices
.
10
THE
FIN
AN
CIA
L PL
AN
THE
FIN
AN
CIA
L PL
AN
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
An
anal
ysis
of a
n en
terp
rise
An
anal
ysis
of a
n en
terp
rise
’’ s c
urre
nt fi
nanc
ial s
tatu
s:s
curr
ent f
inan
cial
sta
tus:
◆◆Ba
lanc
e She
et; P
rofit
& L
oss;
Cash
Flo
w B
udge
tBa
lanc
e She
et; P
rofit
& L
oss;
Cash
Flo
w B
udge
t––
May
invo
lve
Fina
ncia
l Eng
inee
ring
or C
orpo
rate
rest
ruct
urin
gM
ay in
volv
e Fi
nanc
ial E
ngin
eeri
ng o
r Cor
pora
te re
stru
ctur
ing
❖❖W
HA
T A
RE
THE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE
THE
AIM
S &
OBJ
ECTI
VES
?––
Ass
essm
ent o
f sho
rt, m
ediu
m, l
ong
term
pro
ject
ed p
erfo
rman
ceA
sses
smen
t of s
hort
, med
ium
, lon
g te
rm p
roje
cted
per
form
ance
––To
max
imis
e a
shar
ehol
ders
or b
usin
ess o
wne
rTo
max
imis
e a
shar
ehol
ders
or b
usin
ess o
wne
r ’’s w
ealth
.s w
ealth
.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Mee
ts re
quir
emen
ts o
f ban
kers
, bus
ines
s ow
ners
, inv
esto
rs, o
ther
Mee
ts re
quir
emen
ts o
f ban
kers
, bus
ines
s ow
ners
, inv
esto
rs, o
ther
ss––
A b
asis
for d
evel
opin
g or
gani
satio
nal p
erfo
rman
ce m
easu
res
A b
asis
for d
evel
opin
g or
gani
satio
nal p
erfo
rman
ce m
easu
res
––A
ll st
rate
gies
mus
t eve
ntua
lly b
e ex
pres
sed
in th
e Fi
nanc
ial P
laA
ll st
rate
gies
mus
t eve
ntua
lly b
e ex
pres
sed
in th
e Fi
nanc
ial P
lan.n.
––Th
e C
ash
Flow
: Th
e C
ash
Flow
: spe
cifie
s lik
ely re
turn
s and
expe
nditu
res
spec
ifies
like
ly re
turn
s and
expe
nditu
res
◆◆H
elps d
eter
min
e whe
ther
to p
roce
ed w
ith n
ew P
rojec
t or c
arry
on
Help
s det
erm
ine w
heth
er to
pro
ceed
with
new
Pro
ject o
r car
ry o
n ex
istin
g en
terp
rise
exist
ing
ente
rpri
se◆◆
Iden
tifies
Cap
ital e
xpen
ditu
re a
nd w
orki
ng ca
pita
l req
uire
men
tsId
entif
ies C
apita
l exp
endi
ture
and
wor
king
capi
tal r
equi
rem
ents
11
THE
STRA
TEG
IC P
LAN
THE
STRA
TEG
IC P
LAN
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
Iden
tific
atio
n of
"whe
re a
bus
ines
s is
goi
ng"
Iden
tific
atio
n of
"whe
re a
bus
ines
s is
goi
ng" --
THE
THE
WH
ERE
or T
HE
FUTU
RE.
WH
ERE
or T
HE
FUTU
RE.
◆◆th
e driv
ing
forc
e beh
ind
com
petit
ive w
orkp
lace
chan
ge).
the d
rivin
g fo
rce b
ehin
d co
mpe
titiv
e wor
kpla
ce ch
ange
).
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To e
nsur
e th
e de
velo
pmen
t of a
str
ateg
ic fo
cus
To e
nsur
e th
e de
velo
pmen
t of a
str
ateg
ic fo
cus
◆◆a
stra
tegi
c pla
n of
act
ion
for t
he re
alisa
tion
of it
s mar
ket a
nda
stra
tegi
c pla
n of
act
ion
for t
he re
alisa
tion
of it
s mar
ket a
ndot
her
othe
r op
port
uniti
es.
oppo
rtun
ities
.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Resu
lts in
impr
ovem
ents
to a
n en
terp
rise
Resu
lts in
impr
ovem
ents
to a
n en
terp
rise
◆◆ou
tline
d in
a p
lan
of a
ctio
n.ou
tline
d in
a p
lan
of a
ctio
n.
12
THE
BUSI
NES
S PL
AN
THE
BUSI
NES
S PL
AN
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
Iden
tific
atio
n of
how
a b
usin
ess "
will
get
whe
re it
Iden
tific
atio
n of
how
a b
usin
ess "
will
get
whe
re it
’’ s g
oing
" s g
oing
" -- T
HE
HO
W, W
HER
E an
d TH
E FU
TURE
THE
HO
W, W
HER
E an
d TH
E FU
TURE
◆◆Co
ntai
ns th
e Str
ateg
ic P
lan
and
the M
arke
ting
Plan
; oth
er P
lans
Cont
ains
the S
trat
egic
Pla
n an
d th
e Mar
ketin
g Pl
an; o
ther
Pla
ns
❖❖W
HA
T A
RE
THE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE
THE
AIM
S &
OBJ
ECTI
VES
?––
To e
nsur
e de
velo
pmen
t of a
stra
tegi
c &
mar
ket d
rive
n To
ens
ure
deve
lopm
ent o
f a st
rate
gic
& m
arke
t dri
ven
focu
sfo
cus
◆◆a
stra
tegi
c pla
n of
act
ion
for t
he re
alisa
tion
of it
s opp
ortu
nit
a st
rate
gic p
lan
of a
ctio
n fo
r the
real
isatio
n of
its o
ppor
tuni
t ies
ies◆◆
how
the m
arke
t will
be e
xplo
ited
how
the m
arke
t will
be e
xplo
ited
-- det
ails
reso
urce
s req
uire
d de
tails
reso
urce
s req
uire
d
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Resu
lts in
impr
ovem
ents
to a
n en
terp
rise
effe
cted
thro
ugh
Resu
lts in
impr
ovem
ents
to a
n en
terp
rise
effe
cted
thro
ugh
a ch
ange
pro
cess
, out
lined
in a
pla
n of
act
ion
a ch
ange
pro
cess
, out
lined
in a
pla
n of
act
ion
––U
ltim
ate
outc
ome:
incr
ease
d pr
ofita
bilit
yU
ltim
ate
outc
ome:
incr
ease
d pr
ofita
bilit
y
13
OTH
ER P
LAN
SO
THER
PLA
NS
❖❖O
PER
ATI
ON
S PL
AN
OPE
RA
TIO
NS
PLA
N❖❖
PEO
PLE
/ OR
GA
NIS
ATI
ON
PLA
NPE
OPL
E / O
RG
AN
ISA
TIO
N P
LAN
❖❖O
THER
PLA
NS
OTH
ER P
LAN
S––
CO
RPO
RA
TE IM
AG
E D
ESIG
NC
ORP
OR
ATE
IMA
GE
DES
IGN
––C
ORP
OR
ATE
CO
MM
UN
ICA
TIO
NS
PLA
NC
ORP
OR
ATE
CO
MM
UN
ICA
TIO
NS
PLA
N––
SPEC
IFIC
SK
ILLS
TRA
ININ
GSP
ECIF
IC S
KIL
LS T
RAIN
ING
14
A W
ord
from
Rid
ley o
n...
A W
ord
from
Rid
ley o
n...
AC
CR
EDIT
ATI
ON
AC
CR
EDIT
ATI
ON
ARID
LEY
GRI
R
OD
UC
TSP
Hig
h P
erfo
rman
ce A
nim
al N
utri
tion
.
15
The P
REM
IUM
RID
LEY
The P
REM
IUM
RID
LEY
MER
CHA
NT
MER
CHA
NT
16
The P
REM
IUM
RID
LEY
The P
REM
IUM
RID
LEY
MER
CHA
NT
(Sto
re si
gnag
e)M
ERCH
AN
T (S
tore
sign
age)
17
BUSI
NES
S D
IAG
NO
SIS
BUSI
NES
S D
IAG
NO
SIS
❖❖R
evie
w o
f the
Bus
ines
s D
iagn
osti
c R
evie
w o
f the
Bus
ines
s D
iagn
osti
c Pa
kPa
k ™™-- i
nter
pret
ing
the
resu
lts
inte
rpre
ting
the
resu
lts
❖❖D
evel
opin
g st
rate
gies
for b
usin
ess
Dev
elop
ing
stra
tegi
es fo
r bus
ines
s im
prov
emen
tim
prov
emen
t
18
The B
usin
ess D
iagn
ostic
Pak
The B
usin
ess D
iagn
ostic
Pak
™™
❖❖Th
e Th
e Bu
sine
ss
Busi
ness
D
iagn
ostic
Pak
Dia
gnos
tic P
ak™™
is
is
a co
mm
erci
ally
a
com
mer
cial
ly
avai
labl
e,
avai
labl
e, ““
dodo-- itit
--yo
urse
lfyo
urse
lf ””ch
ecku
pch
ecku
pon
the
heal
th o
f on
the
heal
th o
f yo
ur b
usin
ess.
your
bus
ines
s.
19
Com
plet
ion
of th
e Bus
ines
s Co
mpl
etio
n of
the B
usin
ess
Dia
gnos
tic P
akD
iagn
ostic
Pak
™™❖❖
high
light
s pr
oble
m a
reas
high
light
s pr
oble
m a
reas
❖❖de
term
ines
de
term
ines
““th
e he
alth
of y
our b
usin
ess
the
heal
th o
f you
r bus
ines
s ””❖❖
pinp
oint
s str
engt
hs; i
dent
ifies
are
as fo
r pi
npoi
nts s
tren
gths
; ide
ntifi
es a
reas
for
impr
ovem
ent
impr
ovem
ent
❖❖tr
ansf
er o
f ski
llstr
ansf
er o
f ski
lls❖❖
prov
ides
the
mea
ns fo
r obj
ectiv
ely
mon
itori
ng
prov
ides
the
mea
ns fo
r obj
ectiv
ely
mon
itori
ng
your
ow
n pr
ogre
ssyo
ur o
wn
prog
ress
––pu
t in
plac
e bu
sine
ss im
prov
emen
t pro
gram
s.pu
t in
plac
e bu
sine
ss im
prov
emen
t pro
gram
s.❖❖
iden
tifie
s pro
blem
s or c
halle
nges
iden
tifie
s pro
blem
s or c
halle
nges
❖❖m
ore
effe
ctiv
e st
rate
gic
plan
ning
exe
rcis
em
ore
effe
ctiv
e st
rate
gic
plan
ning
exe
rcis
e
20
How
did
H
ow d
id ““
Poor
Pet
ePo
or P
ete ””
fare
?fa
re?
❖❖Fa
irFa
ir
❖❖U
nacc
epta
ble
Una
ccep
tabl
e
❖❖U
nacc
epta
ble
Una
ccep
tabl
e
❖❖Po
or /
Bor
derl
ine
Poor
/ B
orde
rlin
e
❖❖Po
or /
Bor
derl
ine
Poor
/ B
orde
rlin
e
❖❖So
und
Soun
d
❖❖Po
or /
Bor
derl
ine
Poor
/ B
orde
rlin
e
STR
ATE
GY
MA
NA
GEM
ENT
OPE
RA
TIO
NS
PEO
PLE
MA
RK
ETIN
G
FIN
AN
CE
OV
ERA
LL
21
MA
RK
ETIN
G #
1M
AR
KET
ING
#1
❖❖Th
e fiv
e Th
e fiv
e ““ PP
’’ ss””
of M
arke
ting
of M
arke
ting
❖❖Be
ing
Inno
vati
ve w
ith
Mar
keti
ngBe
ing
Inno
vati
ve w
ith
Mar
keti
ng❖❖
Hav
ing
the
righ
t pro
duct
s at
the
righ
t H
avin
g th
e ri
ght p
rodu
cts
at th
e ri
ght
plac
e at
the
righ
t tim
e.pl
ace
at th
e ri
ght t
ime.
❖❖Pr
omot
ing
your
Bus
ines
sPr
omot
ing
your
Bus
ines
s
22
THE
FIV
E TH
E FI
VE
““ PP’’ ss
””O
F M
ARK
ETIN
GO
F M
ARK
ETIN
G
❖❖PP R
OD
UC
TRO
DU
CT
❖❖PP R
ICE
RIC
E❖❖
PP LA
CE
LAC
E❖❖
PP RO
MO
TIO
NRO
MO
TIO
N❖❖
PP EO
PLE
EOPL
E
5
23
PRO
DU
CTPR
OD
UCT
❖❖A
re p
rodu
cts a
nd /
or s
ervi
ces
Are
pro
duct
s and
/ o
r ser
vice
s––
appr
opri
ate
appr
opri
ate
––su
ffici
ently
mee
ting
clie
nt n
eeds
? su
ffici
ently
mee
ting
clie
nt n
eeds
? ❖❖
Is th
e pr
oduc
t / se
rvic
e ra
nge
Is th
e pr
oduc
t / se
rvic
e ra
nge
––tr
ying
to b
e tr
ying
to b
e ““ a
ll th
ings
to a
ll pe
ople
all t
hing
s to
all
peop
le””
––no
t suf
ficie
ntly
focu
sed?
not s
uffic
ient
ly fo
cuse
d?❖❖
Are
ther
e ad
ditio
nal o
ppor
tuni
ties f
or n
ew o
r A
re th
ere
addi
tiona
l opp
ortu
nitie
s for
new
or
impr
oved
pro
duct
s?im
prov
ed p
rodu
cts?
❖❖Im
plic
atio
ns (i
f any
) for
R a
nd D
act
iviti
es: t
he
Impl
icat
ions
(if a
ny) f
or R
and
D a
ctiv
ities
: the
de
velo
pmen
t of n
ew p
rodu
cts a
nd se
rvic
es?
deve
lopm
ent o
f new
pro
duct
s and
serv
ices
?
24
PRIC
EPR
ICE
❖❖A
re p
rodu
cts
/ se
rvic
es a
vaila
ble
at th
e ri
ght p
rice
?A
re p
rodu
cts
/ se
rvic
es a
vaila
ble
at th
e ri
ght p
rice
?❖❖
Cou
ld h
ighe
r C
ould
hig
her
““ mar
km
ark --
upup’’ ss
””be
ach
ieve
d, o
r has
the
be a
chie
ved,
or h
as th
e or
gani
satio
n pr
iced
itse
lf ou
t of t
he m
arke
t?
orga
nisa
tion
pric
ed it
self
out o
f the
mar
ket?
❖❖
Wha
t sys
tem
s ar
e in
pla
ce to
mon
itor c
ompe
titor
s W
hat s
yste
ms
are
in p
lace
to m
onito
r com
petit
ors
pric
es?
pric
es?
❖❖Is
the
orga
nisa
tion
able
/ c
apab
le o
f mea
suri
ng g
ross
Is
the
orga
nisa
tion
able
/ c
apab
le o
f mea
suri
ng g
ross
m
argi
ns fo
r ind
ivid
ual p
rodu
cts /
serv
ices
, or f
or th
e m
argi
ns fo
r ind
ivid
ual p
rodu
cts /
serv
ices
, or f
or th
e or
gani
satio
n as
a w
hole
?or
gani
satio
n as
a w
hole
?❖❖
Is th
ere
a ne
ed fo
r act
ivity
bas
ed c
ostin
gs?
Is th
ere
a ne
ed fo
r act
ivity
bas
ed c
ostin
gs?
❖❖W
hat s
uppo
rt s
yste
ms
/ m
anag
emen
t sys
tem
s dr
ive
the
Wha
t sup
port
sys
tem
s /
man
agem
ent s
yste
ms
driv
e th
e pr
icin
g st
ruct
ure(
s) o
f the
org
anis
atio
n?pr
icin
g st
ruct
ure(
s) o
f the
org
anis
atio
n?
25
Ano
ther
wor
d on
pric
ing.
..A
noth
er w
ord
on p
ricin
g...
❖❖Yo
u ca
n Yo
u ca
n ha
ve a
ny
have
any
tw
o!tw
o!
Fas
t
Goo
dC
heap
26
PLA
CEPL
ACE
❖❖Is
the
orga
nisa
tion
wel
l Is
the
orga
nisa
tion
wel
l do
mic
iled
for p
rodu
ct /
do
mic
iled
for p
rodu
ct /
se
rvic
e de
liver
y?
serv
ice
deliv
ery?
❖❖
Are
furt
her d
istr
ibut
ion
Are
furt
her d
istr
ibut
ion
outle
ts n
eces
sary
, or s
houl
d ou
tlets
nec
essa
ry, o
r sho
uld
they
be
cont
ract
ed?
they
be
cont
ract
ed?
❖❖Is
reIs
re-- lo
catio
n an
opt
ion?
loca
tion
an o
ptio
n?
27
PRO
MO
TIO
NPR
OM
OTI
ON
❖❖W
hat p
rom
otio
nal a
ctiv
ities
is
Wha
t pro
mot
iona
l act
iviti
es is
th
e or
gani
satio
n in
volv
ed in
the
orga
nisa
tion
invo
lved
in––
are
they
app
ropr
iate
?ar
e th
ey a
ppro
pria
te?
––ar
e th
ey w
ell t
arge
ted?
are
they
wel
l tar
gete
d?❖❖
Cou
ld p
rom
otio
n be
mor
e C
ould
pro
mot
ion
be m
ore
effe
ctiv
e?
effe
ctiv
e?
❖❖H
as th
e or
gani
satio
n th
e ri
ght
Has
the
orga
nisa
tion
the
righ
t pr
ofile
in th
e ey
es o
f the
targ
et
prof
ile in
the
eyes
of t
he ta
rget
m
arke
t?m
arke
t?
28
PEO
PLE
PEO
PLE
❖❖A
re h
uman
reso
urce
s suf
ficie
nt a
nd
Are
hum
an re
sour
ces s
uffic
ient
and
ap
prop
riat
e fo
r the
real
isat
ion
of th
e ap
prop
riat
e fo
r the
real
isat
ion
of th
e or
gani
satio
nor
gani
satio
n ’’s m
arke
t and
oth
er o
ppor
tuni
ties?
s mar
ket a
nd o
ther
opp
ortu
nitie
s?❖❖
Are
they
the
righ
t peo
ple
for p
rodu
ct /
serv
ice
Are
they
the
righ
t peo
ple
for p
rodu
ct /
serv
ice
deliv
ery,
and
adm
inis
trat
ion?
deliv
ery,
and
adm
inis
trat
ion?
❖❖A
re th
e sa
les f
orce
wel
l tra
ined
and
suffi
cien
tly
Are
the
sale
s for
ce w
ell t
rain
ed a
nd su
ffici
ently
ac
quai
nted
with
val
ueac
quai
nted
with
val
ue-- a
ddin
g an
d ot
her
addi
ng a
nd o
ther
op
port
uniti
es to
max
imis
e in
com
e to
the
oppo
rtun
ities
to m
axim
ise
inco
me
to th
e bu
sine
ss?
busi
ness
?
29
❖❖Th
e m
ore
cons
umer
s ca
n Th
e m
ore
cons
umer
s ca
n em
path
ise
with
a s
ales
pers
on, t
he
empa
this
e w
ith a
sal
espe
rson
, the
m
ore
read
ily th
ey w
ill b
uy
mor
e re
adily
they
will
buy
pr
oduc
ts a
nd s
ervi
ces
advo
cate
d pr
oduc
ts a
nd s
ervi
ces
advo
cate
d by
the
sale
sper
son
by th
e sa
lesp
erso
n❖❖
Empa
thy
is th
e fa
ctor
mos
t Em
path
y is
the
fact
or m
ost
clos
ely
asso
ciat
ed w
ith p
oten
tial
clos
ely
asso
ciat
ed w
ith p
oten
tial
for c
hang
efo
r cha
nge
❖❖Th
e gr
eate
r the
deg
ree
of
The
grea
ter t
he d
egre
e of
un
cert
aint
y ab
out a
situ
atio
n, th
e un
cert
aint
y ab
out a
situ
atio
n, th
e m
ore
likel
y a
cons
umer
will
see
k m
ore
likel
y a
cons
umer
will
see
k ad
vice
from
sal
es p
erso
nnel
advi
ce fr
om s
ales
per
sonn
el
IMPA
CT O
F TH
E SA
LES
IMPA
CT O
F TH
E SA
LES
PERS
ON
PERS
ON
30
PRO
MO
TIO
N S
TRA
TEG
Y &
DES
IGN
PRO
MO
TIO
N S
TRA
TEG
Y &
DES
IGN
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
Form
ulat
ion
of th
ose
stra
tegi
es w
hich
will
bes
t pro
mot
e a
Form
ulat
ion
of th
ose
stra
tegi
es w
hich
will
bes
t pro
mot
e a
com
pany
com
pany
’’ s p
rodu
ct, b
usin
ess o
r ser
vice
s pro
duct
, bus
ines
s or s
ervi
ce❖❖
WH
AT
ARE
TH
E A
IMS
& O
BJEC
TIV
ES?
WH
AT
ARE
TH
E A
IMS
& O
BJEC
TIV
ES?
––To
des
ign
the
mos
t opt
imal
way
in w
hich
a p
rodu
ct o
r To
des
ign
the
mos
t opt
imal
way
in w
hich
a p
rodu
ct o
r se
rvic
e of
a b
usin
ess
can
be p
rom
oted
serv
ice
of a
bus
ines
s ca
n be
pro
mot
ed◆◆
e.g. d
ispla
ys, e
xhib
ition
s, se
min
ars,
broc
hure
s, co
upon
pro
mot
ioe.g
. disp
lays
, exh
ibiti
ons,
sem
inar
s, br
ochu
res,
coup
on p
rom
otio
ns,
ns,
barg
ain
pack
s, sa
mpl
ing
barg
ain
pack
s, sa
mpl
ing
““ giv
e aw
ays
give
aw
ays ””
etc.
etc.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Ensu
res
a bu
sine
ss, p
rodu
ct o
r ser
vice
is g
iven
the
Ensu
res
a bu
sine
ss, p
rodu
ct o
r ser
vice
is g
iven
the
max
imum
exp
osur
em
axim
um e
xpos
ure
◆◆lik
ely to
resu
lt in
the h
ighe
st re
war
ds co
nstr
aine
d by
the a
vail
likely
to re
sult
in th
e hig
hest
rew
ards
cons
trai
ned
by th
e ava
il abl
e ab
le re
sour
ces.
reso
urce
s.
31
Mar
ket
Mar
ket
Rese
arch
...Re
sear
ch...
❖❖Be
car
eful
of
Be c
aref
ul o
f st
atis
tics
stat
istic
s❖❖
Be s
ure
wha
t it i
s Be
sur
e w
hat i
t is
real
ly te
lling
you
!re
ally
telli
ng y
ou!
32
The t
echn
ical
ly b
est p
rodu
cts
The t
echn
ical
ly b
est p
rodu
cts
don
don ’’
t alw
ays w
in! C
onsid
er...
t alw
ays w
in! C
onsid
er...
❖❖Be
ta v
s. V
HS
vide
osBe
ta v
s. V
HS
vide
os❖❖
Mac
Mac
’’ s v
s. P
.C.
s vs
. P.C
. ’’ ss❖❖
DO
S co
mpu
ter o
pera
ting
syst
ems
vs. a
ll D
OS
com
pute
r ope
ratin
g sy
stem
s vs
. all
the
rest
the
rest
❖❖C
oca
Col
a vs
. all
the
rest
Coc
a C
ola
vs. a
ll th
e re
st
Eve
n th
e m
ost s
ophi
stic
ated
com
pani
es
have
lear
nt th
is th
e ha
rd w
ay
33
Som
e gro
und
rules
for m
ore
Som
e gro
und
rules
for m
ore
effec
tive m
arke
ting:
effec
tive m
arke
ting:
❖❖C
ON
SUM
ER B
EHA
VIO
UR
CO
NSU
MER
BEH
AV
IOU
R❖❖
AG
E, L
OC
ATI
ON
& E
THN
ICIT
YA
GE,
LO
CA
TIO
N &
ETH
NIC
ITY
❖❖SE
XSE
X❖❖
PERC
EPTI
ON
S, S
OC
IAL
CLA
SSPE
RCEP
TIO
NS,
SO
CIA
L C
LASS
❖❖SA
VIN
GSA
VIN
G❖❖
HU
MO
UR
& M
ESSA
GE
STRU
CTU
RE
HU
MO
UR
& M
ESSA
GE
STRU
CTU
RE
❖❖BR
AN
DIN
G, R
ISK
& C
OM
PETI
TIO
NBR
AN
DIN
G, R
ISK
& C
OM
PETI
TIO
N❖❖
SOC
IAL
RISK
SOC
IAL
RISK
❖❖IM
PAC
T O
F M
ASS
MED
IAIM
PAC
T O
F M
ASS
MED
IA❖❖
IMPA
CT
OF
THE
SALE
S PE
RSO
NIM
PAC
T O
F TH
E SA
LES
PER
SON
34
CON
SUM
ER B
EHA
VIO
UR
CON
SUM
ER B
EHA
VIO
UR
❖❖C
onsu
mer
s pr
oces
s in
form
atio
n in
two
Con
sum
ers
proc
ess
info
rmat
ion
in tw
o w
ays:
way
s:
RIG
HT
SID
E
RIG
HT
SID
E
of b
rain
: of
bra
in:
pict
ures
and
pi
ctur
es a
nd
audi
tory
audi
tory
LE
FT S
IDE
of
LE
FT S
IDE
of
brai
n:
brai
n: w
ritte
n w
ritte
n m
ater
ial
mat
eria
l
35
Adv
ertis
ing
Adv
ertis
ing
usin
g th
e us
ing
the
conc
ept o
f bra
in
conc
ept o
f bra
in
spec
ialis
atio
nsp
ecia
lisat
ion
36
CON
SUM
ER B
EHA
VIO
UR
CON
SUM
ER B
EHA
VIO
UR
❖❖C
onsu
mer
s re
ly m
ore
on v
isua
l C
onsu
mer
s re
ly m
ore
on v
isua
l in
form
atio
n af
ter e
xten
ded
peri
od o
f in
form
atio
n af
ter e
xten
ded
peri
od o
f re
petit
ion
repe
titio
n❖❖
Impu
lse
buyi
ng re
sults
from
vis
ual
Impu
lse
buyi
ng re
sults
from
vis
ual
info
rmat
ion,
rath
er th
an w
ritte
nin
form
atio
n, ra
ther
than
wri
tten
❖❖C
olou
r affe
cts
cons
umer
s m
oods
and
C
olou
r affe
cts
cons
umer
s m
oods
and
in
fluen
ces
thei
r buy
ing
beha
viou
rin
fluen
ces
thei
r buy
ing
beha
viou
r❖❖
Ligh
t sou
rces
in a
sto
re a
ffect
pro
duct
Li
ght s
ourc
es in
a s
tore
affe
ct p
rodu
ct
perc
eptio
n an
d bu
ying
dec
isio
nspe
rcep
tion
and
buyi
ng d
ecis
ions
37
CON
SUM
ER B
EHA
VIO
UR
CON
SUM
ER B
EHA
VIO
UR
cont
inue
d...
cont
inue
d...
❖❖La
ck o
f abi
lity
to to
uch
a pr
oduc
t may
La
ck o
f abi
lity
to to
uch
a pr
oduc
t may
ha
ve n
egat
ive
effe
cts
on c
onsu
mer
sha
ve n
egat
ive
effe
cts
on c
onsu
mer
s❖❖
Unp
leas
ant s
mel
ls in
crea
se a
neg
ativ
e U
nple
asan
t sm
ells
incr
ease
a n
egat
ive
eval
uatio
n of
a p
rodu
ct
eval
uatio
n of
a p
rodu
ct --
and
visa
ver
sa.
and
visa
ver
sa.
❖❖Th
e hi
gher
the
fam
iliar
ity /
pre
fere
nce
The
high
er th
e fa
mili
arity
/ p
refe
renc
e w
ith m
usic
list
ened
to, t
he m
ore
likel
y w
ith m
usic
list
ened
to, t
he m
ore
likel
y th
ere
will
be
a po
sitiv
e re
actio
nth
ere
will
be
a po
sitiv
e re
actio
n
38
Trut
h...
Trut
h...
if yo
u ar
e to
ld
if yo
u ar
e to
ld
som
ethi
ng
som
ethi
ng
ofte
n en
ough
of
ten
enou
gh
you
will
sta
rt
you
will
sta
rt
to b
elie
ve it
to b
elie
ve it
39
Cons
umer
Co
nsum
er
beha
viou
rbe
havi
our
Con
sum
ers
rely
C
onsu
mer
s re
ly
mor
e on
vis
ual
mor
e on
vis
ual
info
rmat
ion
info
rmat
ion
afte
r ext
ende
d af
ter e
xten
ded
peri
od o
f pe
riod
of
repe
titio
nre
petit
ion
40
SEX
SEX
❖❖Th
ere
have
bee
n dr
amat
ic in
crea
ses
in th
e Th
ere
have
bee
n dr
amat
ic in
crea
ses
in th
e nu
mbe
r of h
igh
inco
me
wom
en in
the
num
ber o
f hig
h in
com
e w
omen
in th
e la
bour
forc
ela
bour
forc
e❖❖
Wom
en h
ave
been
incr
easi
ngly
mar
ryin
g W
omen
hav
e be
en in
crea
sing
ly m
arry
ing
late
r and
hav
ing
child
ren
late
r la
ter a
nd h
avin
g ch
ildre
n la
ter
-- the
gap
th
e ga
p be
twee
n th
e tw
o is
als
o in
crea
sing
betw
een
the
two
is a
lso
incr
easi
ng❖❖
Join
t dec
isio
nJo
int d
ecis
ion --
mak
ing
is m
ore
likel
y as
the
mak
ing
is m
ore
likel
y as
the
impo
rtan
ce o
f the
pur
chas
e in
crea
ses
impo
rtan
ce o
f the
pur
chas
e in
crea
ses
41
The c
hang
ing
The c
hang
ing
resp
onse
to th
e re
spon
se to
the
need
s of
need
s of
wom
en...
wom
en...
high
inco
me
high
inco
me
wom
en in
the
wom
en in
the
labo
ur fo
rce
labo
ur fo
rce
42
Adv
ertis
emen
t A
dver
tisem
ent
show
ing
show
ing
chan
ging
fam
ily
chan
ging
fam
ily
stru
ctur
est
ruct
ure
43
Use
of h
umou
r...
Use
of h
umou
r...
Als
o re
flect
s a
Als
o re
flect
s a
gene
ral b
elie
f ge
nera
l bel
ief
that
per
sona
lity
that
per
sona
lity
is re
late
d to
is
rela
ted
to
cons
umer
co
nsum
er
beha
viou
rbe
havi
our
44
Chan
ging
Ch
angi
ng
bran
ds...
bran
ds...
The
larg
er th
e Th
e la
rger
the
num
ber o
f bra
nds
num
ber o
f bra
nds
in a
pro
duct
cla
ss,
in a
pro
duct
cla
ss,
the
low
er th
e th
e lo
wer
the
perc
eive
d pe
rcei
ved
inhe
rent
risk
inhe
rent
risk
45
Busin
ess
Busin
ess
Dev
elopm
ent &
D
evelo
pmen
t &
Mar
ketin
g Pl
anni
ng
Mar
ketin
g Pl
anni
ng
Gui
deG
uide
❖❖is
ess
entia
lly
is e
ssen
tially
de
sign
ed to
hel
p de
sign
ed to
hel
p yo
u de
velo
p a
you
deve
lop
a M
arke
ting
Plan
Mar
ketin
g Pl
an❖❖
Repl
aces
the
Repl
aces
the
““ Key
K
ey
Cus
tom
er
Cus
tom
er
Plan
ner
Plan
ner ””
ARID
LEY
GR
I R
OD
UC
TSP
Hig
h P
erfo
rman
ce A
nim
al N
utri
tion.
46
Busin
ess D
evelo
pmen
t &
Busin
ess D
evelo
pmen
t &
Mar
ketin
g Pl
anni
ng G
uide
Mar
ketin
g Pl
anni
ng G
uide
❖❖D
esig
ned
to b
e co
mpl
eted
seq
uent
ially
Des
igne
d to
be
com
plet
ed s
eque
ntia
lly❖❖
Prep
ared
esp
ecia
lly fo
r use
by
accr
edite
d Pr
epar
ed e
spec
ially
for u
se b
y ac
cred
ited
Prem
ium
Rid
ley
Mer
chan
ts, p
rovi
ded
as
Prem
ium
Rid
ley
Mer
chan
ts, p
rovi
ded
as
part
of t
he
part
of t
he ““
Man
agin
g fo
r Suc
cess
Man
agin
g fo
r Suc
cess
””an
d an
d ““ M
ovin
g O
n!M
ovin
g O
n!””
Wor
ksho
p Se
ries
Wor
ksho
p Se
ries
❖❖En
list t
he s
ervi
ces
of o
ther
per
sons
who
En
list t
he s
ervi
ces
of o
ther
per
sons
who
kn
ow s
omet
hing
abo
ut y
our b
usin
ess
know
som
ethi
ng a
bout
you
r bus
ines
s❖❖
Use
you
r Rid
ley
Agr
iPro
duct
s U
se y
our R
idle
y A
griP
rodu
cts
repr
esen
tativ
e w
here
pos
sibl
ere
pres
enta
tive
whe
re p
ossi
ble
47
SWO
T A
naly
sisSW
OT
Ana
lysis
(p. 4
)(p
. 4)
❖❖SW
OT
anal
ysis
has
alr
eady
bee
n co
nduc
ted
thro
ugh
SWO
T an
alys
is h
as a
lrea
dy b
een
cond
ucte
d th
roug
h co
mpl
etio
n of
the
Busi
ness
Dia
gnos
tic P
akco
mpl
etio
n of
the
Busi
ness
Dia
gnos
tic P
ak™™
❖❖By
refe
rrin
g to
the
outc
omes
con
tain
ed o
n pa
ges 3
8 By
refe
rrin
g to
the
outc
omes
con
tain
ed o
n pa
ges 3
8 to
40
of th
e Pa
k, y
ou w
ill b
e ab
le to
com
plet
e th
e fir
st
to 4
0 of
the
Pak,
you
will
be
able
to c
ompl
ete
the
first
ta
ble
tabl
e❖❖
Issu
e:
Issu
e: th
ese
are
the
maj
or is
sues
affe
ctin
g ea
ch
thes
e ar
e th
e m
ajor
issu
es a
ffect
ing
each
m
odul
e's
outc
ome
mod
ule'
s ou
tcom
e❖❖
Stra
tegi
c O
bjec
tive
Stra
tegi
c O
bjec
tive
: dev
elop
a
: dev
elop
a ““
stra
tegi
c ob
ject
ive
stra
tegi
c ob
ject
ive ””
to
to
deal
with
eac
h is
sue
deal
with
eac
h is
sue
––It
is n
ot a
n ac
tion
plan
. It i
s a m
easu
rabl
e st
atem
ent o
f It
is n
ot a
n ac
tion
plan
. It i
s a m
easu
rabl
e st
atem
ent o
f ““ w
here
you
wan
t to
bew
here
you
wan
t to
be””
48
Situ
atio
n A
naly
sis
Situ
atio
n A
naly
sis (p
.5,6
)(p
.5,6
)
❖❖Th
is a
naly
sis
assi
sts
in d
evel
opin
g a
com
para
tive
This
ana
lysi
s as
sist
s in
dev
elop
ing
a co
mpa
rativ
e an
alys
is o
f the
mar
ket i
n w
hich
you
ope
rate
(sal
es
anal
ysis
of t
he m
arke
t in
whi
ch y
ou o
pera
te (s
ales
vo
lum
e an
d m
arke
t sha
re)
volu
me
and
mar
ket s
hare
)❖❖
Will
det
erm
ine
how
effe
ctiv
e yo
u ar
e in
mar
ketin
g W
ill d
eter
min
e ho
w e
ffect
ive
you
are
in m
arke
ting
to th
e re
gion
in w
hich
you
are
bas
ed.
to th
e re
gion
in w
hich
you
are
bas
ed.
❖❖To
arr
ive
at y
our e
stim
ated
mar
ket s
hare
To a
rriv
e at
you
r est
imat
ed m
arke
t sha
re––
On
Page
6, e
stim
ate
sale
s vo
lum
es fo
r eac
h of
the
On
Page
6, e
stim
ate
sale
s vo
lum
es fo
r eac
h of
the
prio
ritis
ed m
arke
t seg
men
ts y
ou h
ave
iden
tifie
dpr
iori
tised
mar
ket s
egm
ents
you
hav
e id
entif
ied
––ad
d th
e ba
lanc
e of
est
imat
ed s
ales
vol
umes
,ad
d th
e ba
lanc
e of
est
imat
ed s
ales
vol
umes
,––
com
pare
the
resu
lt to
you
r cur
rent
sal
es le
vels
com
pare
the
resu
lt to
you
r cur
rent
sal
es le
vels
This
will
hel
p yo
u in
bet
ter t
arge
ting
you
r mar
ket g
aps
This
will
hel
p yo
u in
bet
ter t
arge
ting
you
r mar
ket g
aps
49
Mar
ketin
g St
rate
gy O
verv
iew
Mar
ketin
g St
rate
gy O
verv
iew (p
. 7)
(p. 7
)““ W
here
the b
usin
ess i
s goi
ngW
here
the b
usin
ess i
s goi
ng””
❖❖C
ompa
ny V
isio
nC
ompa
ny V
isio
n––
Whe
re d
o w
e w
ant t
o be
in 1
2 m
onth
s or
long
er?
Whe
re d
o w
e w
ant t
o be
in 1
2 m
onth
s or
long
er?
❖❖M
issi
on S
tate
men
tM
issi
on S
tate
men
t––
Wha
t our
goa
ls a
re in
ord
er to
real
ise
our v
isio
n.
Wha
t our
goa
ls a
re in
ord
er to
real
ise
our v
isio
n.
––C
onsi
der t
he o
utco
mes
of y
our S
WO
T an
alys
is.
Con
side
r the
out
com
es o
f you
r SW
OT
anal
ysis
.❖❖
Ove
rall
Mar
ketin
g St
rate
gyO
vera
ll M
arke
ting
Stra
tegy
––D
escr
ibes
how
the
busi
ness
will
pre
sent
itse
lf to
the
Des
crib
es h
ow th
e bu
sine
ss w
ill p
rese
nt it
self
to th
e m
arke
t.m
arke
t.––
Whe
re is
our
mar
ketin
g fo
cus
/ ta
rget
?W
here
is o
ur m
arke
ting
focu
s /
targ
et?
50
Sales
& P
rom
otio
n O
ptio
nsSa
les &
Pro
mot
ion
Opt
ions
(p.8
)(p
.8)
❖❖A
few
idea
s of
thin
gs y
ou m
ight
A
few
idea
s of
thin
gs y
ou m
ight
co
nsid
er to
enc
oura
ge s
ales
gro
wth
and
co
nsid
er to
enc
oura
ge s
ales
gro
wth
and
de
velo
pmen
tde
velo
pmen
t
51
Plan
ned
Prom
otio
nal A
ctiv
ities
Plan
ned
Prom
otio
nal A
ctiv
ities
(p. 9
)(p
. 9)
❖❖C
ompl
ete
deta
ils fo
r pla
nned
C
ompl
ete
deta
ils fo
r pla
nned
Pr
omot
iona
l Act
iviti
es, t
akin
g in
to
Prom
otio
nal A
ctiv
ities
, tak
ing
into
ac
coun
t all
the
fore
goin
gac
coun
t all
the
fore
goin
g
52
Stra
tegi
c Act
ion
Plan
sSt
rate
gic A
ctio
n Pl
ans (
p. 1
0)(p
. 10)
❖❖Ea
ch o
f the
act
ion
plan
s MU
ST b
eEa
ch o
f the
act
ion
plan
s MU
ST b
e––
spec
ific
spec
ific
––tim
etim
e --bo
und
boun
d––
mea
sura
ble
mea
sura
ble
––re
alis
tical
ly a
chie
vabl
ere
alis
tical
ly a
chie
vabl
e––
reso
urce
allo
cate
dre
sour
ce a
lloca
ted
❖❖To
com
plet
e, re
fer t
o ea
ch o
f the
Str
ateg
ies
To c
ompl
ete,
refe
r to
each
of t
he S
trat
egie
s id
entif
ied
in th
e id
entif
ied
in th
e ““ S
WO
T A
naly
sis
SWO
T A
naly
sis ””
sect
ion
sect
ion
❖❖yo
u w
ill n
eed
to d
evel
op a
num
ber a
ctio
n pl
ans
you
will
nee
d to
dev
elop
a n
umbe
r act
ion
plan
s fo
r eac
h St
rate
gyfo
r eac
h St
rate
gy
53
Sales
Tar
gets
Sa
les T
arge
ts (p
. 11)
(p. 1
1)
❖❖C
ompl
ete
taki
ng in
to a
ccou
nt a
ll th
e C
ompl
ete
taki
ng in
to a
ccou
nt a
ll th
e fo
rego
ing
fore
goin
g❖❖
Shar
e th
is in
form
atio
n w
ith y
our
Shar
e th
is in
form
atio
n w
ith y
our
supp
lier
supp
lier
54
Mon
itorin
g &
Eva
luat
ion
Mon
itorin
g &
Eva
luat
ion
(p.1
2)(p
.12)
❖❖Yo
u ne
ed to
be
able
to m
easu
re a
nd
You
need
to b
e ab
le to
mea
sure
and
m
onito
r per
form
ance
to d
eter
min
e if
mon
itor p
erfo
rman
ce to
det
erm
ine
if yo
u ar
e on
targ
etyo
u ar
e on
targ
et❖❖
You
may
nee
d to
reYo
u m
ay n
eed
to re
-- thi
nk /
adj
ust y
our
thin
k /
adju
st y
our
stra
tegi
es o
r act
ion
plan
s if
they
are
not
st
rate
gies
or a
ctio
n pl
ans
if th
ey a
re n
ot
wor
king
wor
king
55
Maj
or A
ctiv
ities
Pla
nner
M
ajor
Act
iviti
es P
lann
er (p
. 13)
(p. 1
3)
❖❖O
ptio
nal
Opt
iona
l❖❖
Prov
ides
an
over
view
of m
ajor
Pr
ovid
es a
n ov
ervi
ew o
f maj
or
mar
ketin
g an
d ot
her r
elat
ed a
ctiv
ities
mar
ketin
g an
d ot
her r
elat
ed a
ctiv
ities
56
““ BLA
CK G
OLD
GEN
ETIC
SBL
ACK
GO
LD G
ENET
ICS ””
... V
ideo
pre
sent
atio
n...
Vid
eo p
rese
ntat
ion
57
MA
RKET
ING
EX
ERCI
SEM
ARK
ETIN
G E
XER
CISE
““ BLA
CK G
OLD
GEN
ETIC
SBL
ACK
GO
LD G
ENET
ICS ””
❖❖W
hat i
s th
e C
ompa
ny s
ellin
g?W
hat i
s th
e C
ompa
ny s
ellin
g?❖❖
Who
are
the
Cus
tom
ers?
Who
are
the
Cus
tom
ers?
❖❖H
ow a
re th
e C
usto
mer
s N
eeds
bei
ng m
et?
How
are
the
Cus
tom
ers
Nee
ds b
eing
met
?❖❖
Con
side
r pos
itive
& n
egat
ive
aspe
cts
of:
Con
side
r pos
itive
& n
egat
ive
aspe
cts
of:
––PR
OD
UC
TPR
OD
UC
T––
PRIC
EPR
ICE
––PL
AC
EPL
AC
E––
PRO
MO
TIO
NPR
OM
OTI
ON
––PE
OPL
EPE
OPL
E
58
NET
WO
RK
ING
NET
WO
RK
ING
❖❖W
hat i
s a
Busi
ness
Net
wor
kW
hat i
s a
Busi
ness
Net
wor
k❖❖
Adv
anta
ges
and
disa
dvan
tage
s of
A
dvan
tage
s an
d di
sadv
anta
ges
of
netw
orki
ngne
twor
king
59
Typi
cal p
robl
ems w
ith
Typi
cal p
robl
ems w
ith ““
SME
SME ’’
ss ””
❖❖La
ck o
f acc
ess t
o in
tern
al sp
ecia
lists
Lack
of a
cces
s to
inte
rnal
spec
ialis
ts❖❖
Lim
ited
acce
ss to
fund
sLi
mite
d ac
cess
to fu
nds
❖❖Re
lativ
ely
smal
l mar
ket s
hare
Rela
tivel
y sm
all m
arke
t sha
re❖❖
““ Per
sona
lised
Pers
onal
ised
””m
anag
emen
t str
uctu
re, r
athe
r m
anag
emen
t str
uctu
re, r
athe
r th
an th
roug
h a
form
al s
truc
ture
than
thro
ugh
a fo
rmal
str
uctu
re❖❖
Inab
ility
to p
rovi
de a
com
preh
ensi
ve ra
nge
of
Inab
ility
to p
rovi
de a
com
preh
ensi
ve ra
nge
of
prod
ucts
or p
rodu
ct m
ixpr
oduc
ts o
r pro
duct
mix
❖❖O
ften
subs
ervi
ent t
o th
e la
rger
mar
ket p
laye
rs
Ofte
n su
bser
vien
t to
the
larg
er m
arke
t pla
yers
(n
o pr
icin
g or
supp
ly c
ontr
ol)
(no
pric
ing
or su
pply
con
trol
)
60
Why
Net
wor
k?W
hy N
etw
ork?
❖❖"N
etw
orki
ng is
all
abou
t doi
ng th
ings
"N
etw
orki
ng is
all
abou
t doi
ng th
ings
to
geth
er th
at a
re n
ot p
ossi
ble,
pra
ctic
al,
toge
ther
that
are
not
pos
sibl
e, p
ract
ical
, or
eco
nom
ic to
do
by y
ours
elf
or e
cono
mic
to d
o by
you
rsel
f --le
adin
g le
adin
g to
fina
ncia
l, bu
sine
ss a
nd s
ocia
l to
fina
ncia
l, bu
sine
ss a
nd s
ocia
l ad
vant
ages
to m
embe
rs".
adva
ntag
es to
mem
bers
".
Gar
y G
arne
r, 19
94G
ary
Gar
ner,
1994
61
The
The
Net
wor
kN
etw
ork
solu
tion
for S
ME
solu
tion
for S
ME ’’
ss
❖❖Po
oled
fund
sPo
oled
fund
s❖❖
Shar
ed ri
sks
Shar
ed ri
sks
❖❖Po
oled
ski
llsPo
oled
ski
lls❖❖
Inde
pend
ence
mai
ntai
ned
Inde
pend
ence
mai
ntai
ned
62
Aus
Indu
stry
Net
wor
king
Sur
vey
Aus
Indu
stry
Net
wor
king
Sur
vey
-- key
find
ings
:ke
y fin
ding
s:Fa
ctor
s inh
ibiti
ng in
volv
emen
tFa
ctor
s inh
ibiti
ng in
volv
emen
t❖❖
Dis
clos
ure
of in
form
atio
nD
iscl
osur
e of
info
rmat
ion
71%
71%
❖❖D
esir
e fo
r ind
epen
denc
eD
esir
e fo
r ind
epen
denc
e67
%67
%❖❖
Dis
Dis
-- tru
st o
f oth
er c
ompa
nies
trus
t of o
ther
com
pani
es56
%56
%❖❖
Unc
erta
inty
U
ncer
tain
ty a
s to
how
net
wor
ks w
ill a
ssis
t bus
ines
sas
to h
ow n
etw
orks
will
ass
ist b
usin
ess
57%
57%
❖❖La
ck o
f sui
tabl
e pa
rtne
rsLa
ck o
f sui
tabl
e pa
rtne
rs56
%56
%❖❖
Incr
ease
d ri
sk to
the
com
pany
Incr
ease
d ri
sk to
the
com
pany
51%
51%
❖❖U
ncer
tain
ty a
bout
initi
atio
n an
d op
erat
ion
Unc
erta
inty
abo
ut in
itiat
ion
and
oper
atio
n44
%44
%❖❖
Fina
ncia
l res
ourc
esFi
nanc
ial r
esou
rces
33%
33%
❖❖La
ck o
f per
sona
l con
tact
sLa
ck o
f per
sona
l con
tact
s31
%31
%❖❖
Size
of b
usin
ess
Size
of b
usin
ess
27%
27%
❖❖D
ista
nce
from
sui
tabl
e pa
rtne
rsD
ista
nce
from
sui
tabl
e pa
rtne
rs20
%20
%
63
CoCo-- o
pera
tion
is a
mea
ns...
oper
atio
n is
a m
eans
...
... n
ot a
goa
l in
itse
lf...
not
a g
oal i
n it
self
Whe
re a
re y
ouW
here
are
you
goin
g?go
ing?
... a
nd o
ff th
ey w
ent t
oget
her
I’m n
ot s
ure!
Then
it d
oesn
’tm
atte
r whe
reyo
u’re
goi
ng!!
64
Poss
ible
Net
wor
k Fu
nctio
nsPo
ssib
le N
etw
ork
Func
tions
❖❖IN
FORM
ATI
ON
INFO
RMA
TIO
N❖❖
INTE
RNA
L TR
AD
ING
INTE
RNA
L TR
AD
ING
❖❖SE
RVIC
ESSE
RVIC
ES❖❖
MA
RKET
ING
MA
RKET
ING
❖❖PR
OD
UC
TIO
NPR
OD
UC
TIO
N
65
““ GR
OW
TH T
HR
OU
GH
G
RO
WTH
TH
RO
UG
H
NET
WO
RK
ING
NET
WO
RK
ING
””...
an
Aus
Indu
stry
Vid
eo...
an
Aus
Indu
stry
Vid
eo
66
Form
s of N
etw
ork
Busin
ess
Form
s of N
etw
ork
Busin
ess
Stru
ctur
esSt
ruct
ures
❖❖C
orpo
ratio
nC
orpo
ratio
n❖❖
Co
Co --
oper
ativ
eop
erat
ive
❖❖Pa
rtne
rshi
pPa
rtne
rshi
p❖❖
Join
t Ven
ture
Join
t Ven
ture
❖❖Tr
ust
Trus
t❖❖
Inco
rpor
ated
Ass
ocia
tion
Inco
rpor
ated
Ass
ocia
tion
❖❖N
o st
ruct
ure
No
stru
ctur
e
67
Adv
anta
ges o
f Net
wor
king
...
Adv
anta
ges o
f Net
wor
king
...
❖❖Ea
rn $
Earn
$❖❖
Lear
n fr
om e
ach
othe
r and
sha
re
Lear
n fr
om e
ach
othe
r and
sha
re
know
ledg
ekn
owle
dge
❖❖Jo
int r
esea
rch,
mar
ketin
g, d
evel
opm
ent
Join
t res
earc
h, m
arke
ting,
dev
elop
men
t❖❖
Cos
t sha
ring
; mar
ket i
nves
tigat
ion,
C
ost s
hari
ng; m
arke
t inv
estig
atio
n,
prod
uctio
n, re
sear
ch, Q
ualit
y A
ssur
ance
prod
uctio
n, re
sear
ch, Q
ualit
y A
ssur
ance
❖❖St
reng
then
neg
otia
tion
/ pu
rcha
sing
Stre
ngth
en n
egot
iatio
n /
purc
hasi
ng❖❖
Econ
omie
s of
sca
leEc
onom
ies
of s
cale
68
Disa
dvan
tage
s of n
etw
orki
ngD
isadv
anta
ges o
f net
wor
king
❖❖Sh
ared
exp
ertis
e ...
risk
sSh
ared
exp
ertis
e ...
risk
s❖❖
Repu
tatio
n de
pend
s on
oth
ers
... ri
skRe
puta
tion
depe
nds
on o
ther
s ...
risk
❖❖D
rain
of m
anag
emen
t tim
eD
rain
of m
anag
emen
t tim
e❖❖
Can
be
finan
cial
ly b
indi
ngC
an b
e fin
anci
ally
bin
ding
❖❖C
an re
sult
in in
crea
sed
depe
nden
ceC
an re
sult
in in
crea
sed
depe
nden
ce❖❖
Mig
ht re
duce
man
agem
ent c
ontr
olM
ight
redu
ce m
anag
emen
t con
trol
❖❖C
once
rn o
ver a
dmin
istr
atio
n (fi
nanc
ial /
C
once
rn o
ver a
dmin
istr
atio
n (fi
nanc
ial /
le
gal)
lega
l)
69
Succ
ess f
acto
rs fo
r Net
wor
ks...
Succ
ess f
acto
rs fo
r Net
wor
ks...
❖❖C
OM
MER
CIA
L FO
CU
SC
OM
MER
CIA
L FO
CU
S❖❖
““ KIC
K S
OM
E G
OA
LSK
ICK
SO
ME
GO
ALS
””IN
TH
E SH
ORT
TER
MIN
TH
E SH
ORT
TER
M❖❖
GRO
UP
OW
NER
SHIP
GRO
UP
OW
NER
SHIP
❖❖C
OM
MIT
TED
MEM
BERS
CO
MM
ITTE
D M
EMBE
RS❖❖
CO
MM
ON
GO
ALS
CO
MM
ON
GO
ALS
❖❖M
EMBE
RS N
OT
DIR
ECT
CO
MPE
TITO
RSM
EMBE
RS N
OT
DIR
ECT
CO
MPE
TITO
RS❖❖
IND
EPEN
DEN
T FA
CIL
ITA
TIO
NIN
DEP
END
ENT
FAC
ILIT
ATI
ON
❖❖D
EVEL
OPM
ENT
OF
TRU
ST
DEV
ELO
PMEN
T O
F TR
UST
❖❖
CLE
ARL
Y D
EFIN
ED S
TRA
TEG
IC O
BJEC
TIV
ESC
LEA
RLY
DEF
INED
STR
ATE
GIC
OBJ
ECTI
VES
❖❖G
OV
ERN
MEN
T A
SSIS
TAN
CE
GO
VER
NM
ENT
ASS
ISTA
NC
E
70
Reas
ons f
or fa
ilure
Reas
ons f
or fa
ilure
❖❖Bu
sine
ss o
ppor
tuni
ties
not s
hare
dBu
sine
ss o
ppor
tuni
ties
not s
hare
d❖❖
Lack
of c
omm
itmen
t to
Gro
up e
ffort
Lack
of c
omm
itmen
t to
Gro
up e
ffort
❖❖N
etw
ork
mem
bers
mov
ing
into
N
etw
ork
mem
bers
mov
ing
into
co
mpe
titio
n w
ith o
ne a
noth
erco
mpe
titio
n w
ith o
ne a
noth
er❖❖
Poor
str
ateg
ic p
lann
ing
Poor
str
ateg
ic p
lann
ing
❖❖Po
or fa
cilit
atio
nPo
or fa
cilit
atio
n
71
The N
etw
ork
Brok
erTh
e Net
wor
k Br
oker
❖❖Id
entif
ies
netw
ork
oppo
rtun
ities
Iden
tifie
s ne
twor
k op
port
uniti
es❖❖
Get
s th
e pa
rtie
s to
geth
erG
ets
the
part
ies
toge
ther
❖❖Id
entif
ies
coId
entif
ies
co-- o
pera
tion
area
s, n
ew
oper
atio
n ar
eas,
new
pa
rtic
ipan
ts, n
ew m
arke
t opp
ortu
nitie
spa
rtic
ipan
ts, n
ew m
arke
t opp
ortu
nitie
s❖❖
May
act
as F
acili
tato
rM
ay a
ct a
s Fac
ilita
tor
❖❖C
ondu
cts
feas
ibili
ty s
tudy
; dev
elop
s C
ondu
cts
feas
ibili
ty s
tudy
; dev
elop
s Bu
sine
ss P
lan.
Busi
ness
Pla
n.
72
NET
WO
RKS:
NET
WO
RKS:
““ Per
sona
lPe
rson
al””
Exam
ples
Exam
ples
73
Aus
Indu
stry
Net
wor
king
Sur
vey
Aus
Indu
stry
Net
wor
king
Sur
vey
-- key
find
ings
:ke
y fin
ding
s:
Maj
or d
owns
trea
m b
enefi
ts...
Maj
or d
owns
trea
m b
enefi
ts...
❖❖Pr
ofits
Prof
its❖❖
Sust
aina
ble
grow
thSu
stai
nabl
e gr
owth
❖❖Im
prov
ed q
ualit
y of
pro
duct
sIm
prov
ed q
ualit
y of
pro
duct
s❖❖
Oth
er B
enef
itsO
ther
Ben
efits
❖❖Jo
intly
sol
ving
pro
blem
s (7
2%)
Join
tly s
olvi
ng p
robl
ems
(72%
)––
Shar
ing
of p
lant
, equ
ipm
ent,
skill
s and
Sh
arin
g of
pla
nt, e
quip
men
t, sk
ills a
nd
mar
ketin
g kn
owle
dge
(56%
)m
arke
ting
know
ledg
e (5
6%)
––D
evel
opin
g cl
oser
link
ages
with
buy
ers a
nd
Dev
elop
ing
clos
er li
nkag
es w
ith b
uyer
s and
su
pplie
rs (6
8%)
supp
liers
(68%
)
74
FIN
AN
CE
#1FI
NA
NC
E #1
❖❖In
com
e / C
ost A
naly
sis
Inco
me
/ Cos
t Ana
lysi
s❖❖
Prof
it &
Los
s St
atem
ents
Prof
it &
Los
s St
atem
ents
❖❖Ba
lanc
e Sh
eets
Bala
nce
Shee
ts❖❖
Dev
elop
ing
a C
ash
Flow
Pro
ject
ion
Dev
elop
ing
a C
ash
Flow
Pro
ject
ion
75
Abo
ut h
alf t
he p
eopl
e who
star
t a
Abo
ut h
alf t
he p
eopl
e who
star
t a
busin
ess d
onbu
sines
s don
’’ t la
st v
ery
long
...t l
ast v
ery
long
...❖❖
They
bor
row
too
muc
h m
oney
They
bor
row
too
muc
h m
oney
❖❖Th
ey u
sual
ly la
ck p
lann
ing
and
a go
od
They
usu
ally
lack
pla
nnin
g an
d a
good
m
ix o
f man
agem
ent s
kills
mix
of m
anag
emen
t ski
lls❖❖
They
usu
ally
hav
e th
e re
quir
ed JO
B or
Th
ey u
sual
ly h
ave
the
requ
ired
JOB
or
TEC
HN
ICA
L sk
ills
TEC
HN
ICA
L sk
ills
THER
E IS
NO
SU
CH
TH
ING
AS
A
THER
E IS
NO
SU
CH
TH
ING
AS
A
RIS
KR
ISK
-- FR
EE B
USI
NES
SFR
EE B
USI
NES
S
76
Key
Fin
anci
al R
atio
sK
ey F
inan
cial
Rat
ios
❖❖PR
OFI
TABI
LITY
PRO
FITA
BILI
TY––
(1) O
pera
ting
Prof
it Be
fore
Tax
/Sal
es (%
)(1
) Ope
ratin
g Pr
ofit
Befo
re T
ax/S
ales
(%)
––(2
) Ope
ratin
g Pr
ofit
Afte
r Tax
/Sha
reho
lder
s Fu
nds
(%)
(2) O
pera
ting
Prof
it A
fter T
ax/S
hare
hold
ers
Fund
s (%
)❖❖
CA
PITA
L ST
RU
CTU
RE
AN
D D
EBT
SER
VIC
EC
API
TAL
STR
UC
TUR
E A
ND
DEB
T SE
RV
ICE
––(3
) Ret
aine
d Ea
rnin
gs/T
otal
Ass
ets
(%)
(3) R
etai
ned
Earn
ings
/Tot
al A
sset
s (%
)––
(4) I
nter
est C
over
(tim
es)
(4) I
nter
est C
over
(tim
es)
––(5
) Gro
ss C
ash
Flow
/ T
otal
Fin
anci
al D
ebt (
%)
(5) G
ross
Cas
h Fl
ow /
Tot
al F
inan
cial
Deb
t (%
)––
(6) S
urpl
us/T
otal
Tan
gibl
e A
sset
s (%
)(6
) Sur
plus
/Tot
al T
angi
ble
Ass
ets
(%)
––(7
) Sho
rt T
erm
Deb
t / T
otal
Fin
anci
al D
ebt
(%)
(7) S
hort
Ter
m D
ebt /
Tot
al F
inan
cial
Deb
t (%
)❖❖
WO
RK
ING
CA
PITA
L M
AN
AG
WO
RK
ING
CA
PITA
L M
AN
AG
’’ MT
/ LIQ
UID
ITY
MT
/ LIQ
UID
ITY
––(8
) Cur
rent
Rat
io (
%)
(8) C
urre
nt R
atio
(%
)––
(9) D
ays
Rece
ivab
les
(Day
s)(9
) Day
s Re
ceiv
able
s (D
ays)
––(1
0) D
ays
Inve
ntor
y (D
ays)
(10)
Day
s In
vent
ory
(Day
s)
77
PRO
FITA
BILI
TYPR
OFI
TABI
LITY
(1) O
pera
ting
Pro
fit B
efor
e Ta
x/Sa
les
(%)
(1) O
pera
ting
Pro
fit B
efor
e Ta
x/Sa
les
(%)
❖❖A
bas
ic m
easu
re o
f the
com
pany
's A
bas
ic m
easu
re o
f the
com
pany
's pr
ofita
bilit
ypr
ofita
bilit
y❖❖
Whe
n an
alys
ed o
ver a
num
ber o
f yea
rs
Whe
n an
alys
ed o
ver a
num
ber o
f yea
rs
give
s a
mea
sure
of t
he c
ompa
ny's
give
s a
mea
sure
of t
he c
ompa
ny's
abili
ty to
com
man
d an
ade
quat
e pr
ofit
abili
ty to
com
man
d an
ade
quat
e pr
ofit
mar
gin
and
to c
ontr
ol o
pera
ting
cost
s.m
argi
n an
d to
con
trol
ope
ratin
g co
sts.
❖❖Th
e sa
les
figur
e in
clud
es
The
sale
s fig
ure
incl
udes
sal
essa
lesre
venu
e re
venu
e on
lyon
ly
78
PRO
FITA
BILI
TYPR
OFI
TABI
LITY
(2) O
pera
ting
Pro
fit A
fter
Tax
/Sha
reho
lder
s Fu
nds
(%)
(2) O
pera
ting
Pro
fit A
fter
Tax
/Sha
reho
lder
s Fu
nds
(%)
❖❖Th
e m
ost w
idel
y us
ed m
easu
re o
f co
rpor
ate
The
mos
t wid
ely
used
mea
sure
of
corp
orat
e pe
rfor
man
cepe
rfor
man
ce❖❖
Indi
cate
s th
e co
mpa
ny's
abili
ty to
giv
e an
In
dica
tes
the
com
pany
's ab
ility
to g
ive
an
adeq
uate
retu
rn to
sha
reho
lder
sad
equa
te re
turn
to s
hare
hold
ers
❖❖Pr
ovid
es a
gen
eral
ly a
ccep
ted
benc
hmar
k Pr
ovid
es a
gen
eral
ly a
ccep
ted
benc
hmar
k fo
r per
form
ance
(e.g
. re
turn
s in
exc
ess
of
for p
erfo
rman
ce (e
.g.
retu
rns
in e
xces
s of
15
% c
onsi
dere
d ve
ry a
ttrac
tive)
15%
con
side
red
very
attr
activ
e)❖❖
Prof
it fig
ure
used
is a
fter d
educ
ting
tax
but
Prof
it fig
ure
used
is a
fter d
educ
ting
tax
but
befo
re d
educ
ting
extr
aord
inar
y ite
ms.
befo
re d
educ
ting
extr
aord
inar
y ite
ms.
79
CAPI
TAL
STRU
CTU
RE A
ND
DEB
T SE
RVIC
ECA
PITA
L ST
RUCT
URE
AN
D D
EBT
SERV
ICE
(3) R
etai
ned
Earn
ings
/Tot
al A
sset
s (%
)(3
) Ret
aine
d Ea
rnin
gs/T
otal
Ass
ets
(%)
❖❖M
easu
res
the
leve
l of p
rofit
s pl
ough
ed b
ack
into
M
easu
res
the
leve
l of p
rofit
s pl
ough
ed b
ack
into
th
e bu
sine
ss e
ach
finan
cial
per
iod.
the
busi
ness
eac
h fin
anci
al p
erio
d.❖❖
Inve
stor
s and
fina
ncie
rs g
ener
ally
like
to se
e In
vest
ors a
nd fi
nanc
iers
gen
eral
ly li
ke to
see
som
e of
the
prof
its p
loug
hed
back
into
the
so
me
of th
e pr
ofits
plo
ughe
d ba
ck in
to t
he
busi
ness
to
assi
st in
fund
ing
futu
re g
row
th.
busi
ness
to
assi
st in
fund
ing
futu
re g
row
th.
❖❖Su
cces
sful
and
wel
l man
aged
com
pani
es u
sual
ly
Succ
essf
ul a
nd w
ell m
anag
ed c
ompa
nies
usu
ally
re
tain
pro
fits e
quiv
alen
t to
at le
ast 2
% o
f tot
al
reta
in p
rofit
s equ
ival
ent t
o at
leas
t 2%
of t
otal
as
sets
.as
sets
.❖❖
Com
pani
es w
hose
ann
ual r
etai
ned
earn
ings
are
C
ompa
nies
who
se a
nnua
l ret
aine
d ea
rnin
gs a
re
cons
iste
ntly
bel
ow th
is fi
gure
or w
hich
fluc
tuat
e co
nsis
tent
ly b
elow
this
figu
re o
r whi
ch fl
uctu
ate
eith
er si
de re
pres
ent a
hig
her r
isk
eith
er si
de re
pres
ent a
hig
her r
isk
80
CAPI
TAL
STRU
CTU
RE A
ND
DEB
T SE
RVIC
ECA
PITA
L ST
RUCT
URE
AN
D D
EBT
SERV
ICE
(4) I
nter
est C
over
(tim
es)
(4) I
nter
est C
over
(tim
es)
❖❖A
ver
y im
port
ant
ratio
bec
ause
it re
veal
s A
ver
y im
port
ant
ratio
bec
ause
it re
veal
s th
e co
mpa
ny's
abili
ty to
ser
vice
inte
rest
and
th
e co
mpa
ny's
abili
ty to
ser
vice
inte
rest
and
ot
her f
inan
cing
obl
igat
ions
from
pro
fits
othe
r fin
anci
ng o
blig
atio
ns fr
om p
rofit
s❖❖
Giv
es a
qui
ck in
dica
tion
of w
hat v
aria
tion
in
Giv
es a
qui
ck in
dica
tion
of w
hat v
aria
tion
in
prof
its o
r int
eres
t exp
ense
can
be
sust
aine
d pr
ofits
or i
nter
est e
xpen
se c
an b
e su
stai
ned
befo
re d
ebt s
ervi
ce is
thre
aten
ed.
befo
re d
ebt s
ervi
ce is
thre
aten
ed.
Earn
ings
bef
ore
inte
rest
and
tax
Earn
ings
bef
ore
inte
rest
and
tax
Inte
rest
Cov
er =
In
tere
st C
over
=
------
------
------
------
------
------
------
------
------
-----
------
------
------
------
------
------
------
------
-----
Inte
rest
exp
ense
s +
othe
r fin
anci
ng e
xpen
ses
Inte
rest
exp
ense
s +
othe
r fin
anci
ng e
xpen
ses
81
CAPI
TAL
STRU
CTU
RE A
ND
DEB
T SE
RVIC
ECA
PITA
L ST
RUCT
URE
AN
D D
EBT
SERV
ICE
(5) G
ross
Cas
h Fl
ow /
Tota
l Fin
anci
al D
ebt (
%)
(5) G
ross
Cas
h Fl
ow /
Tota
l Fin
anci
al D
ebt (
%)
❖❖A
ver
y im
port
ant r
atio
bec
ause
it s
how
s th
e co
mpa
ny'
A v
ery
impo
rtan
t rat
io b
ecau
se it
sho
ws
the
com
pany
' ab
ility
to s
ervi
ce it
s to
tal f
inan
cial
deb
t obl
igat
ions
abili
ty to
ser
vice
its
tota
l fin
anci
al d
ebt o
blig
atio
ns❖❖
Als
o gi
ves
a qu
ick
indi
catio
n of
the
pote
ntia
l pay
back
A
lso
give
s a
quic
k in
dica
tion
of th
e po
tent
ial p
ayba
ck
term
bas
ed o
n a
com
pany
's pr
esen
t cas
h flo
w p
ositi
on.
term
bas
ed o
n a
com
pany
's pr
esen
t cas
h flo
w p
ositi
on.
❖❖Be
tter m
anag
ed c
ompa
nies
con
sist
ently
ach
ieve
a ra
tio
Bette
r man
aged
com
pani
es c
onsi
sten
tly a
chie
ve a
ratio
of
15%
or m
ore
of 1
5% o
r mor
e -- i
.e.
they
hav
e th
e th
eore
tical
pot
entia
l i.e
. th
ey h
ave
the
theo
retic
al p
oten
tial
to re
pay
all d
ebt w
ithin
7 y
ears
to re
pay
all d
ebt w
ithin
7 y
ears
Gro
ss C
ash
Flo
w =
Ear
ned
for
ordi
nary
(i.e
. O
PAT
+
extr
aord
inar
y it
ems
-m
inor
ity in
tere
sts
-pr
ef.
divi
dend
s) +
dep
reci
atio
n &
ext
raor
dina
ry lo
sses
.
Tot
al F
inan
cial
Deb
t =
Tot
al L
iabi
litie
s m
inus
tra
de a
nd s
undr
y cr
edito
rs
and
prov
isio
ns
82
CAPI
TAL
STRU
CTU
RE A
ND
DEB
T SE
RVIC
ECA
PITA
L ST
RUCT
URE
AN
D D
EBT
SERV
ICE
(6) S
urpl
us/T
otal
Tan
gibl
e A
sset
s (%
)(6
) Sur
plus
/Tot
al T
angi
ble
Ass
ets
(%)
❖❖Th
e ba
sic
The
basi
c ““ g
eari
ngge
arin
g ””ra
tiora
tio❖❖
Show
s th
e pr
opor
tion
of t
otal
tang
ible
Sh
ows
the
prop
ortio
n o
f tot
al ta
ngib
le
asse
ts f
inan
ced
by th
e sh
areh
olde
rsas
sets
fin
ance
d by
the
shar
ehol
ders
❖❖D
esig
ned
to re
veal
an
over
Des
igne
d to
reve
al a
n ov
er-- r
elia
nce
on
relia
nce
on
exte
rnal
sou
rces
of f
unds
exte
rnal
sou
rces
of f
unds
❖❖A
lso
indi
cate
s w
hat l
evel
of d
imin
utio
n A
lso
indi
cate
s w
hat l
evel
of d
imin
utio
n ca
n be
suffe
red
in a
sset
val
ues
befo
re
can
be su
ffere
d in
ass
et v
alue
s be
fore
cr
edito
rs a
nd le
nder
s w
ould
be
expo
sed
to
cred
itors
and
lend
ers
wou
ld b
e ex
pose
d to
lo
sses
in a
liqu
idat
ion.
loss
es in
a li
quid
atio
n.
83
CAPI
TAL
STRU
CTU
RE A
ND
DEB
T SE
RVIC
ECA
PITA
L ST
RUCT
URE
AN
D D
EBT
SERV
ICE
(7) S
hort
Ter
m D
ebt /
Tot
al F
inan
cial
Deb
t (%
)(7
) Sho
rt T
erm
Deb
t / T
otal
Fin
anci
al D
ebt
(%)
❖❖O
ne im
port
ant a
spec
t of t
he c
apita
l str
uctu
re is
O
ne im
port
ant a
spec
t of t
he c
apita
l str
uctu
re is
th
e ex
tent
to w
hich
a c
ompa
ny is
relia
nt o
n sh
ort
the
exte
nt to
whi
ch a
com
pany
is re
liant
on
shor
t te
rm d
ebt p
artic
ular
ly w
here
it is
bei
ng u
sed
to
term
deb
t par
ticul
arly
whe
re it
is b
eing
use
d to
fu
nd p
erm
anen
t req
uire
men
tsfu
nd p
erm
anen
t req
uire
men
ts❖❖
An
over
An
over
-- rel
ianc
e on
shor
t ter
m d
ebt c
an re
veal
re
lianc
e on
shor
t ter
m d
ebt c
an re
veal
po
or fi
nanc
ial m
anag
emen
t or
a ge
nera
l po
or fi
nanc
ial m
anag
emen
t or
a ge
nera
l un
will
ingn
ess o
f len
ders
to m
ake
long
er te
rm
unw
illin
gnes
s of l
ende
rs to
mak
e lo
nger
term
co
mm
itmen
ts to
the
com
pany
.co
mm
itmen
ts to
the
com
pany
.❖❖
““ Tot
al fi
nanc
ial d
ebt
Tota
l fin
anci
al d
ebt ””
equa
ls to
tal l
iabi
litie
s eq
uals
tota
l lia
bilit
ies
min
us tr
ade
and
sund
ry c
redi
tors
and
pro
visi
ons
min
us tr
ade
and
sund
ry c
redi
tors
and
pro
visi
ons
84
WO
RKIN
G C
API
TAL
MA
NA
GW
ORK
ING
CA
PITA
L M
AN
AG
’’ T /
LIQ
UID
ITY
T / L
IQU
IDIT
Y(8
) Cur
rent
Rat
io (
%)
(8) C
urre
nt R
atio
(%
)
❖❖Th
e cu
rren
t rat
io is
a lo
ng e
stab
lishe
d m
easu
re o
f Th
e cu
rren
t rat
io is
a lo
ng e
stab
lishe
d m
easu
re o
f th
e co
mpa
ny's
abili
ty to
mee
t its
sho
rt te
rm
the
com
pany
's ab
ility
to m
eet i
ts s
hort
term
ob
ligat
ions
oblig
atio
ns❖❖
Base
d on
the
conc
ept t
hat c
urre
nt a
sset
s (la
rgel
y Ba
sed
on th
e co
ncep
t tha
t cur
rent
ass
ets
(larg
ely
debt
ors
and
stoc
k) c
an b
e us
ed to
liqu
idat
e sh
ort
debt
ors
and
stoc
k) c
an b
e us
ed to
liqu
idat
e sh
ort
term
liab
ilitie
s as
they
fall
due.
te
rm li
abili
ties
as th
ey fa
ll du
e.
❖❖Th
e ra
tio d
oes h
ighl
ight
cha
nges
in th
e liq
uidi
ty
The
ratio
doe
s hig
hlig
ht c
hang
es in
the
liqui
dity
st
ruct
ure
over
tim
e, w
hich
may
be
perf
ectly
st
ruct
ure
over
tim
e, w
hich
may
be
perf
ectly
ju
stifi
ed, b
ut sh
ould
be
addr
esse
d.ju
stifi
ed, b
ut sh
ould
be
addr
esse
d.C
urr
ent
Ass
ets
Cur
rent
Rat
io =
----
----
----
----
----
----
Cur
rent
Lia
bilit
ies
85
WO
RKIN
G C
API
TAL
MA
NA
GW
ORK
ING
CA
PITA
L M
AN
AG
’’ T /
LIQ
UID
ITY
T / L
IQU
IDIT
Y(9
) Day
s R
ecei
vabl
es (
Day
s)(9
) Day
s R
ecei
vabl
es (
Day
s)
❖❖M
easu
res
the
effe
ctiv
enes
s of
man
agem
ent i
n M
easu
res
the
effe
ctiv
enes
s of
man
agem
ent i
n co
llect
ing
trad
e de
btor
s and
in m
inim
isin
g co
llect
ing
trad
e de
btor
s and
in m
inim
isin
g in
vest
men
t in
trad
e de
btor
sin
vest
men
t in
trad
e de
btor
s❖❖
The
aver
age
num
ber o
f day
s re
ceiv
able
s sh
ould
Th
e av
erag
e nu
mbe
r of d
ays
rece
ivab
les
shou
ld
refle
ct th
e se
lling
term
s bei
ng o
ffere
d by
the
refle
ct th
e se
lling
term
s bei
ng o
ffere
d by
the
com
pany
, allo
win
g fo
r cas
h sa
les
com
pany
, allo
win
g fo
r cas
h sa
les
Tra
de
Deb
tors
Day
s R
ecei
vabl
es =
----
----
----
----
----
---
(Sal
es /
365
)
86
WO
RKIN
G C
API
TAL
MA
NA
GW
ORK
ING
CA
PITA
L M
AN
AG
’’ T /
LIQ
UID
ITY
T / L
IQU
IDIT
Y(1
0) D
ays
Inve
ntor
y (D
ays)
(10)
Day
s In
vent
ory
(Day
s)
❖❖M
easu
res
the
effe
ctiv
enes
s of
the
Mea
sure
s th
e ef
fect
iven
ess
of th
e co
mpa
ny in
turn
ing
over
sto
ck q
uick
ly,
com
pany
in tu
rnin
g ov
er s
tock
qui
ckly
, m
inim
isin
g in
vest
men
t in
stoc
k an
d m
inim
isin
g in
vest
men
t in
stoc
k an
d re
duci
ng th
e ri
sk o
f obs
olet
e st
ock.
redu
cing
the
risk
of o
bsol
ete
stoc
k.
Stoc
kD
ays
Inve
ntor
y =
----
----
----
----
Sale
s / 3
65
87
Busin
ess V
alua
tion
Busin
ess V
alua
tion
Calc
ulat
ion
of G
oodw
illCa
lcul
atio
n of
Goo
dwill
❖❖G
oodw
ill is
the
theo
retic
al v
alue
of
Goo
dwill
is th
e th
eore
tical
val
ue o
f ““ n
onnon --
tang
ible
ass
ets
tang
ible
ass
ets ””
atta
ched
to a
at
tach
ed to
a
busi
ness
busi
ness
❖❖It
mig
ht e
xist
bec
ause
of:
It m
ight
exi
st b
ecau
se o
f:––
Acc
ount
ing
Acc
ount
ing
-- you
r tra
dem
arks
, pat
ents
, yo
ur tr
adem
arks
, pat
ents
, ta
xatio
n po
sitio
n, o
r ta
xatio
n po
sitio
n, o
r ––
Oth
er
Oth
er --
e.g.
you
r ow
n bu
sine
ss
e.g.
you
r ow
n bu
sine
ss
deve
lopm
ent s
kills
, per
sona
lity
(may
not
de
velo
pmen
t ski
lls, p
erso
nalit
y (m
ay n
ot
be
be ““
tran
sfer
rabl
etr
ansf
erra
ble ””
))
88
❖❖W
hy is
Net
Pro
fit B
efor
e Ta
x so
W
hy is
Net
Pro
fit B
efor
e Ta
x so
im
port
ant w
hen
selli
ng a
bus
ines
s?im
port
ant w
hen
selli
ng a
bus
ines
s?❖❖
Ans
wer
:A
nsw
er:
––it
can
indi
cate
a h
igh
or lo
w le
vel o
f it
can
indi
cate
a h
igh
or lo
w le
vel o
f go
odw
ill, a
nd th
eref
ore
a pr
emiu
m o
r go
odw
ill, a
nd th
eref
ore
a pr
emiu
m o
r di
scou
nt a
pplie
d by
a
disc
ount
app
lied
by a
““pr
uden
tpr
uden
t ””in
vest
orin
vest
or
Busin
ess V
alua
tion
Busin
ess V
alua
tion
Calc
ulat
ion
of G
oodw
illCa
lcul
atio
n of
Goo
dwill
89
Ass
um
e N
et P
rofi
t B
efo
re T
ax, "
adju
sted
"$6
0,00
0
An
Inve
stm
ent
assu
min
g a
2.00
%re
turn
in
dica
tes
a va
lue
of
$3,0
00,0
004.
00%
$1,5
00,0
006.
00%
$1,0
00,0
008.
00%
$750
,000
10.0
0%$6
00,0
0012
.00%
$500
,000
14.0
0%$4
28,5
7116
.00%
$375
,000
18.0
0%$3
33,3
3320
.00%
$300
,000
Busin
ess V
alua
tion
Busin
ess V
alua
tion
Calc
ulat
ion
of G
oodw
illCa
lcul
atio
n of
Goo
dwill
If a
“ca
pita
lisat
ion
rate
”of
10%
was
see
n as
re
ason
able
, the
val
ue o
f the
bus
ines
s w
ould
be
ass
esse
d @
$60
0,00
0.
90
Land
Land
$ 15
0,00
0$
150,
000
Plan
tPl
ant
100,
000
100,
000
Build
ings
Build
ings
150,
000
150,
000
Mac
hine
ry &
Equ
ipm
ent
Mac
hine
ry &
Equ
ipm
ent
80,0
0080
,000
Tota
lTo
tal
$ 48
0,00
0$
480,
000
Sale
Pri
ceSa
le P
rice
$ 60
0,00
0$
600,
000
Goo
dwill
is th
eref
ore
Goo
dwill
is th
eref
ore
$ 12
0,00
0$
120,
000
Busin
ess V
alua
tion
Busin
ess V
alua
tion
Calc
ulat
ion
of G
oodw
illCa
lcul
atio
n of
Goo
dwill
91
Case
Stu
dy: P
oor P
ete
Case
Stu
dy: P
oor P
ete ’’
s Put
rid
s Put
rid
Prod
uce P
ty L
tdPr
oduc
e Pty
Ltd
❖❖Ba
lanc
e Sh
eet &
Fin
anci
al R
atio
Ba
lanc
e Sh
eet &
Fin
anci
al R
atio
A
naly
sis
Ana
lysi
s❖❖
Prof
it &
Los
sPr
ofit
& L
oss
❖❖Ba
lanc
e Sh
eet
Bala
nce
Shee
t❖❖
Deb
tors
Deb
tors
❖❖C
redi
tors
Cre
dito
rs
92
MA
RK
ETIN
G #
2M
AR
KET
ING
#2
❖❖M
erch
andi
sing
Mer
chan
disi
ng❖❖
Prov
idin
g ef
fect
ive
disp
lays
Prov
idin
g ef
fect
ive
disp
lays
❖❖Po
int o
f Sal
e St
rate
gies
Poin
t of S
ale
Stra
tegi
es❖❖
Han
dlin
g In
vent
ory
(will
be
cove
red
in
Han
dlin
g In
vent
ory
(will
be
cove
red
in
the
Fina
nce
mod
ules
)th
e Fi
nanc
e m
odul
es)
93
MER
CHA
ND
ISIN
GM
ERCH
AN
DIS
ING
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
The
desi
gn o
f pro
mot
iona
l mer
chan
dise
item
s (e
.g.
The
desi
gn o
f pro
mot
iona
l mer
chan
dise
item
s (e
.g.
T Sh
irts
, pen
s, c
aps,
etc
.)T
Shir
ts, p
ens,
cap
s, e
tc.)
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To p
rodu
ce it
ems
likel
y to
pro
mot
e th
e id
entit
y of
To
pro
duce
item
s lik
ely
to p
rom
ote
the
iden
tity
of
a bu
sine
ss.
a bu
sine
ss.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Ass
ists
in d
evel
opin
g aw
aren
ess
of a
pro
duct
, A
ssis
ts in
dev
elop
ing
awar
enes
s of
a p
rodu
ct,
busi
ness
or s
ervi
ce, o
ften
utili
sing
cor
pora
te im
age
busi
ness
or s
ervi
ce, o
ften
utili
sing
cor
pora
te im
age
desi
gn.
desi
gn.
94
Corp
orat
e Im
age D
esig
nCo
rpor
ate I
mag
e Des
ign
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
The
desi
gn o
f int
erna
l or e
xter
nal i
mag
e of
a C
ompa
ny,
The
desi
gn o
f int
erna
l or e
xter
nal i
mag
e of
a C
ompa
ny,
usua
lly in
corp
orat
ing
a lo
go o
r sym
bol.
usua
lly in
corp
orat
ing
a lo
go o
r sym
bol.
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To p
rovi
de p
rote
ctio
n to
the
spec
ific
and
uniq
ue id
entit
y To
pro
vide
pro
tect
ion
to th
e sp
ecifi
c an
d un
ique
iden
tity
of a
pro
duct
or s
ervi
ce o
ffere
d by
a b
usin
ess.
of a
pro
duct
or s
ervi
ce o
ffere
d by
a b
usin
ess.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Ensu
res
a pr
oduc
t, se
rvic
e or
bus
ines
s is
eas
ily
Ensu
res
a pr
oduc
t, se
rvic
e or
bus
ines
s is
eas
ily
reco
gnis
able
by
the
mar
ket o
r pot
entia
l mar
ket.
reco
gnis
able
by
the
mar
ket o
r pot
entia
l mar
ket.
◆◆co
nfer
s a fa
vour
able
impr
essio
n w
hich
serv
es to
pro
mot
e the
pos
ico
nfer
s a fa
vour
able
impr
essio
n w
hich
serv
es to
pro
mot
e the
pos
i tive
tiv
e as
pect
s of t
he p
rodu
ct, b
usin
ess o
r ser
vice
aspe
cts o
f the
pro
duct
, bus
ines
s or s
ervi
ce◆◆
avoi
ds a
ny su
gges
tion
of u
nplea
sant
asp
ects
avoi
ds a
ny su
gges
tion
of u
nplea
sant
asp
ects
95
AD
VER
TISI
NG
DES
IGN
AD
VER
TISI
NG
DES
IGN
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
The
iden
tific
atio
n of
str
ateg
ies,
and
des
ign
of
The
iden
tific
atio
n of
str
ateg
ies,
and
des
ign
of
repr
esen
tatio
n, o
n el
ectr
onic
and
oth
er m
edia
.re
pres
enta
tion,
on
elec
tron
ic a
nd o
ther
med
ia.
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To p
rovi
de th
e m
ost c
ost e
ffect
ive
and
crea
tive
To p
rovi
de th
e m
ost c
ost e
ffect
ive
and
crea
tive
repr
esen
tatio
n on
the
prin
t med
ia, a
s w
ell a
s te
levi
sion
, re
pres
enta
tion
on th
e pr
int m
edia
, as
wel
l as
tele
visi
on,
cine
ma
and
radi
o.ci
nem
a an
d ra
dio.
❖❖W
HY
DO
IT?
WH
Y D
O IT
?––
Ensu
res
a bu
sine
ss, p
rodu
ct o
r ser
vice
is g
iven
the
Ensu
res
a bu
sine
ss, p
rodu
ct o
r ser
vice
is g
iven
the
max
imum
exp
osur
e, m
ost l
ikel
y to
resu
lt in
a p
ositi
ve
max
imum
exp
osur
e, m
ost l
ikel
y to
resu
lt in
a p
ositi
ve
imag
e be
ing
rece
ived
(and
resp
onde
d to
) by
the
mar
ket /
im
age
bein
g re
ceiv
ed (a
nd re
spon
ded
to) b
y th
e m
arke
t /
pote
ntia
l mar
ket.
pote
ntia
l mar
ket.
96
POIN
T O
F SA
LE S
TRA
TEG
IES
&
POIN
T O
F SA
LE S
TRA
TEG
IES
&
STO
RE D
ISPL
AYS
STO
RE D
ISPL
AYS
❖❖A
rran
gem
ent o
f mer
chan
dise
Arr
ange
men
t of m
erch
andi
se❖❖
Isle
wid
thIs
le w
idth
❖❖Li
ghtin
gLi
ghtin
g❖❖
Pric
e Ta
ggin
gPr
ice
Tagg
ing
❖❖InIn
-- sto
re p
rom
otio
nsst
ore
prom
otio
ns––
the
need
to p
lan
the
need
to p
lan
––ho
w o
ften?
how
ofte
n?––
whe
re?
whe
re?
––in
volv
emen
t of s
uppl
iers
invo
lvem
ent o
f sup
plie
rs
97
POIN
T O
F SA
LE S
TRA
TEG
IES
&
POIN
T O
F SA
LE S
TRA
TEG
IES
&
STO
RE D
ISPL
AYS
STO
RE D
ISPL
AYS
❖❖A
rran
gem
ent o
f mer
chan
dise
Arr
ange
men
t of m
erch
andi
se❖❖
Isle
wid
thIs
le w
idth
❖❖Li
ghtin
gLi
ghtin
g❖❖
Pric
e Ta
ggin
gPr
ice
Tagg
ing
❖❖InIn
-- sto
re p
rom
otio
nsst
ore
prom
otio
ns––
the
need
to p
lan
the
need
to p
lan
––ho
w o
ften?
how
ofte
n?––
whe
re?
whe
re?
––in
volv
emen
t of s
uppl
iers
invo
lvem
ent o
f sup
plie
rs
98
Prod
ucts
and
Pro
mot
ion
Prod
ucts
and
Pro
mot
ion
❖❖C
hoos
ing
prod
ucts
that
will
app
eal t
o th
e ta
rget
C
hoos
ing
prod
ucts
that
will
app
eal t
o th
e ta
rget
gr
oup
grou
p❖❖
Cre
atin
g ar
twor
k w
hich
con
veys
the
cam
paig
n C
reat
ing
artw
ork
whi
ch c
onve
ys th
e ca
mpa
ign
mes
sage
and
will
repr
oduc
e w
ell o
n th
e ch
osen
m
essa
ge a
nd w
ill re
prod
uce
wel
l on
the
chos
en
prod
uct
prod
uct
❖❖InIn
corp
orat
ing
corp
orat
ing
a di
stri
butio
n pl
an in
the
prom
otio
na
dist
ribu
tion
plan
in th
e pr
omot
ion
––W
ho is
goi
ng to
rece
ive
the
item
?W
ho is
goi
ng to
rece
ive
the
item
?––
How
will
they
rece
ive
the
item
?H
ow w
ill th
ey re
ceiv
e th
e ite
m?
❖❖In
vitin
g th
e re
cipi
ent t
o re
spon
d, th
en b
uild
ing
a In
vitin
g th
e re
cipi
ent t
o re
spon
d, th
en b
uild
ing
a da
taba
seda
taba
se
99
Prom
otio
nal p
rodu
cts
Prom
otio
nal p
rodu
cts
❖❖ac
hiev
es a
hig
hac
hiev
es a
hig
hta
rget
able
targ
etab
leau
dien
ce w
ith m
inim
al
audi
ence
with
min
imal
w
asta
gew
asta
ge❖❖
achi
eves
ext
ensi
ve re
ach
prom
otio
nal p
rodu
cts
can
be
achi
eves
ext
ensi
ve re
ach
prom
otio
nal p
rodu
cts
can
be
plac
ed a
nd s
een
in m
any
spot
s no
t acc
essi
ble
by o
ther
pl
aced
and
see
n in
man
y sp
ots
not a
cces
sibl
e by
oth
er
med
ium
s, e
.g. i
n th
e ho
me,
offi
ce, c
ar o
r poc
ket
med
ium
s, e
.g. i
n th
e ho
me,
offi
ce, c
ar o
r poc
ket
❖❖pr
omot
iona
l pro
duct
s ha
ve w
arm
th: i
t is
the
only
form
of
prom
otio
nal p
rodu
cts
have
war
mth
: it i
s th
e on
ly fo
rm o
f ad
vert
isin
g yo
ur c
usto
mer
s w
ill th
ank
you
for
adve
rtis
ing
your
cus
tom
ers
will
than
k yo
u fo
r❖❖
they
cre
ate
good
will
and
are
rem
embe
red
long
afte
r all
they
cre
ate
good
will
and
are
rem
embe
red
long
afte
r all
othe
r for
ms
of a
dver
tisin
g ar
e fo
rgot
ten
othe
r for
ms
of a
dver
tisin
g ar
e fo
rgot
ten
❖❖Th
eref
ore
the
cost
per
exp
osur
e di
min
ishe
s ov
er ti
me
Ther
efor
e th
e co
st p
er e
xpos
ure
dim
inis
hes
over
tim
e
10
0
Adv
ertis
ing
Adv
ertis
ing
❖❖Th
e m
arke
t seg
men
t at w
hich
the
The
mar
ket s
egm
ent a
t whi
ch th
e ad
vert
isin
g is
to b
e di
rect
edad
vert
isin
g is
to b
e di
rect
ed❖❖
The
exte
nt o
f adv
ertis
ing
nece
ssar
y to
Th
e ex
tent
of a
dver
tisin
g ne
cess
ary
to
cove
r tha
t mar
ket a
dequ
atel
yco
ver t
hat m
arke
t ade
quat
ely
❖❖Th
e w
eigh
t of a
dver
tisin
g ne
eded
to p
ut
The
wei
ght o
f adv
ertis
ing
need
ed to
put
ov
er th
e m
essa
ge e
ffect
ivel
yov
er th
e m
essa
ge e
ffect
ivel
y
10
1
Type
s of M
edia
adv
ertis
ing
Type
s of M
edia
adv
ertis
ing
❖❖Pr
ess
adve
rtis
ing
Pres
s ad
vert
isin
g❖❖
Radi
o an
d te
levi
sion
adv
ertis
ing
Radi
o an
d te
levi
sion
adv
ertis
ing
❖❖Po
ster
adv
ertis
ing
Post
er a
dver
tisin
g❖❖
Dir
ect m
ail a
dver
tisin
gD
irec
t mai
l adv
ertis
ing
❖❖H
andb
ill a
dver
tisin
gH
andb
ill a
dver
tisin
g❖❖
Cin
ema
adve
rtis
ing
Cin
ema
adve
rtis
ing
❖❖Sh
op D
ispl
ay a
dver
tisin
gSh
op D
ispl
ay a
dver
tisin
g❖❖
Mis
cella
neou
s A
dver
tisin
g m
edia
M
isce
llane
ous
Adv
ertis
ing
med
ia
10
2
Bran
ding
Bran
ding
❖❖A
war
enes
s of
the
exis
tenc
e of
the
bran
dA
war
enes
s of
the
exis
tenc
e of
the
bran
d❖❖
Reco
gniti
on o
f the
bra
nd in
reta
il ou
tlets
Reco
gniti
on o
f the
bra
nd in
reta
il ou
tlets
❖❖Pe
rsua
sion
to tr
y th
e br
and
by m
akin
g a
Pers
uasi
on to
try
the
bran
d by
mak
ing
a pu
rcha
sepu
rcha
se❖❖
Rete
ntio
n of
loya
lty to
the
bran
d by
Re
tent
ion
of lo
yalty
to th
e br
and
by
mak
ing
repe
ated
pur
chas
es in
the
futu
rem
akin
g re
peat
ed p
urch
ases
in th
e fu
ture
10
3
The P
REM
IUM
RID
LEY
The P
REM
IUM
RID
LEY
MER
CHA
NT
(Sto
re si
gnag
e)M
ERCH
AN
T (S
tore
sign
age)
How
it c
an b
enef
it yo
u!
10
4
Baa
Baa --
Bran
d Sh
eep
Bran
dBr
and
Shee
p Br
and
... V
ideo
Pre
sent
atio
n...
Vid
eo P
rese
ntat
ion
(Aus
tral
ian
App
licat
ion
Tech
nolo
gy)
(Aus
tral
ian
App
licat
ion
Tech
nolo
gy)
10
5
MA
RKET
ING
PLA
NN
ING
M
ARK
ETIN
G P
LAN
NIN
G
EXER
CISE
EXER
CISE
Baa
Baa --
Bran
d Sh
eep
Bran
dBr
and
Shee
p Br
and
❖❖PR
OM
OTI
ON
IDEA
S?PR
OM
OTI
ON
IDEA
S?❖❖
PEO
PLE
IDEA
S?PE
OPL
E ID
EAS?
❖❖H
ow w
ould
you
mer
chan
dise
/ m
arke
t H
ow w
ould
you
mer
chan
dise
/ m
arke
t th
is p
rodu
ct in
you
r sto
re?
this
pro
duct
in y
our s
tore
?
10
6
Clea
n Fo
od P
rese
ntat
ion
Clea
n Fo
od P
rese
ntat
ion
... V
ideo
... V
ideo
(Dep
artm
ent o
f pri
mar
y In
dust
ry)
(Dep
artm
ent o
f pri
mar
y In
dust
ry)
10
7
MA
RKET
PLA
NN
ING
M
ARK
ET P
LAN
NIN
G
EXER
CISE
EXER
CISE
Clea
n Fo
od fr
om A
ustr
alia
Clea
n Fo
od fr
om A
ustr
alia
❖❖H
ow d
id th
e M
OJO
/ D
PI e
stab
lish
wha
t H
ow d
id th
e M
OJO
/ D
PI e
stab
lish
wha
t m
ight
wor
k in
Tai
wan
?m
ight
wor
k in
Tai
wan
?❖❖
Wha
t is
the
sign
ifica
nce
of a
W
hat i
s th
e si
gnifi
canc
e of
a ““
focu
s fo
cus
grou
pgr
oup ””
??❖❖
Wha
t wer
e th
e co
nsis
tent
/ c
onst
ant
Wha
t wer
e th
e co
nsis
tent
/ c
onst
ant
them
es p
rese
nt in
the
cam
paig
n?th
emes
pre
sent
in th
e ca
mpa
ign?
❖❖W
ho d
o yo
u th
ink
mig
ht h
ave
bene
fited
W
ho d
o yo
u th
ink
mig
ht h
ave
bene
fited
fr
om th
e ca
mpa
ign?
from
the
cam
paig
n?
10
8
NET
WO
RK
ING
N
ETW
OR
KIN
G
WO
RK
SHO
PW
OR
KSH
OP
❖❖le
tle
t ’’ s ti
e do
wn
som
e s
tie d
own
som
e
AC
TIO
N P
LAN
S A
CTI
ON
PLA
NS
resu
lting
from
the
prev
ious
Net
wor
king
re
sulti
ng fr
om th
e pr
evio
us N
etw
orki
ng
Sess
ion!
Sess
ion!
10
9
Net
wor
king
N
etw
orki
ng --
““ Som
e pos
sible
issue
s...
Som
e pos
sible
issue
s... ””
❖❖A
cces
s to
mar
ket r
esea
rch
Acc
ess
to m
arke
t res
earc
h❖❖
Mor
e re
gula
r fee
dbac
k re
pro
duct
line
sM
ore
regu
lar f
eedb
ack
re p
rodu
ct li
nes
❖❖Te
stim
onia
ls /
refe
rral
s Te
stim
onia
ls /
refe
rral
s -- d
irec
t mai
ldi
rect
mai
l❖❖
Con
duct
join
t adv
ertis
ing
Con
duct
join
t adv
ertis
ing
❖❖Bu
ying
adv
anta
ges
over
Nur
seri
esBu
ying
adv
anta
ges
over
Nur
seri
es❖❖
Supe
rior
exp
osur
e as
a G
roup
Supe
rior
exp
osur
e as
a G
roup
❖❖M
ore
/ so
phis
ticat
ed a
dver
tisin
g w
ith R
idle
yM
ore
/ so
phis
ticat
ed a
dver
tisin
g w
ith R
idle
y❖❖
Staf
f edu
catio
nSt
aff e
duca
tion
❖❖Bu
ying
pow
erBu
ying
pow
er❖❖
Mar
ketin
g pl
an
Mar
ketin
g pl
an --
in c
onju
nctio
n w
ith R
idle
y st
aff.
in c
onju
nctio
n w
ith R
idle
y st
aff.
11
0
Net
wor
king
N
etw
orki
ng --
““ Agr
eed
Act
ion
Plan
sA
gree
d A
ctio
n Pl
ans ””
from
pre
viou
s wor
ksho
ps...
from
pre
viou
s wor
ksho
ps...
❖❖1.
Res
elle
rs to
be
prov
ided
with
a q
uart
erly
mar
ket r
esea
rch
rep
1. R
esel
lers
to b
e pr
ovid
ed w
ith a
qua
rter
ly m
arke
t res
earc
h re
p ortort
❖❖2.
Com
preh
ensi
ve P
rodu
ct M
anua
l to
be p
rovi
ded
to re
selle
rs2.
Com
preh
ensi
ve P
rodu
ct M
anua
l to
be p
rovi
ded
to re
selle
rs❖❖
3. R
esel
lers
to b
e pr
ovid
ed w
ith te
stim
onia
ls3.
Res
elle
rs to
be
prov
ided
with
test
imon
ials
❖❖4.
Res
elle
rs to
dev
elop
thei
r ow
n in
divi
dual
mar
ketin
g pl
ans
4. R
esel
lers
to d
evel
op th
eir o
wn
indi
vidu
al m
arke
ting
plan
s❖❖
5. R
esel
lers
to m
ake
avai
labl
e pa
rts
of th
eir m
arke
ting
plan
s to
5. R
esel
lers
to m
ake
avai
labl
e pa
rts
of th
eir m
arke
ting
plan
s to
Ridl
eyRi
dley
❖❖6.
Res
elle
rs to
pro
vide
Rid
ley
with
thei
r ide
as o
n jo
int m
arke
ti6.
Res
elle
rs to
pro
vide
Rid
ley
with
thei
r ide
as o
n jo
int m
arke
ti ngng
❖❖7.
Sta
ff tr
aini
ng to
be
cond
ucte
d at
regi
onal
loca
tions
7.
Sta
ff tr
aini
ng to
be
cond
ucte
d at
regi
onal
loca
tions
““inin
-- sto
rest
ore ””
❖❖8.
Ope
n da
y to
be
held
for P
ilot p
rogr
am p
artic
ipan
ts b
y Ri
dley
8.
Ope
n da
y to
be
held
for P
ilot p
rogr
am p
artic
ipan
ts b
y Ri
dley
at at
a re
gion
al m
ill lo
catio
na
regi
onal
mill
loca
tion
❖❖9.
Res
elle
rs is
sue
a st
rong
sta
tem
ent t
o Ri
dley
man
agem
ent r
e 9.
Res
elle
rs is
sue
a st
rong
sta
tem
ent t
o Ri
dley
man
agem
ent r
e pr
oduc
t qua
lity
/ co
nsis
tenc
ypr
oduc
t qua
lity
/ co
nsis
tenc
y
11
1
Pres
ente
d by
:
Subs
idis
ed b
y:Sp
onso
red
by:
DA
Y 2
DA
Y 2
DA
Y 2
DA
Y 2
11
2
NET
WO
RK
ING
WO
RK
SHO
P:N
ETW
OR
KIN
G W
OR
KSH
OP:
Out
com
es...
Out
com
es...
❖❖le
tle
t ’’ s re
view
the
s re
view
the
AC
TIO
N P
LAN
S A
CTI
ON
PLA
NS
resu
lting
from
the
prev
ious
Net
wor
king
re
sulti
ng fr
om th
e pr
evio
us N
etw
orki
ng
Wor
ksho
p Se
ssio
n!W
orks
hop
Sess
ion!
11
3
FIN
AN
CE
#2FI
NA
NC
E #2
❖❖C
orpo
rate
Str
uctu
ring
Cor
pora
te S
truc
turi
ng❖❖
Rel
atio
nshi
ps w
ith
Inve
stor
s / B
anke
rs /
Rel
atio
nshi
ps w
ith
Inve
stor
s / B
anke
rs /
Cre
dito
rs: F
inan
cing
You
r Bus
ines
sC
redi
tors
: Fin
anci
ng Y
our B
usin
ess
❖❖R
elat
ions
hips
wit
h D
ebto
rs: C
olle
ctin
g R
elat
ions
hips
wit
h D
ebto
rs: C
olle
ctin
g Yo
ur D
ebts
Your
Deb
ts❖❖
Gro
ss M
argi
n A
naly
sis
Gro
ss M
argi
n A
naly
sis
❖❖Br
eak
Even
Ana
lysi
sBr
eak
Even
Ana
lysi
s❖❖
Benc
hBe
nch --
mar
king
mar
king
11
4
FIN
AN
CIN
G Y
OU
R BU
SIN
ESS
FIN
AN
CIN
G Y
OU
R BU
SIN
ESS
Shor
t Ter
m F
inan
ceSh
ort T
erm
Fin
ance
❖❖Tr
ade
Cre
dit
Trad
e C
redi
t❖❖
Bank
Ove
rdra
ftBa
nk O
verd
raft
❖❖Fu
lly D
raw
n A
dvan
ces
Fully
Dra
wn
Adv
ance
s❖❖
Bills
of E
xcha
nge
(e.g
. Bi
lls o
f Exc
hang
e (e
.g.
Com
mer
cial
Bill
Dis
coun
t C
omm
erci
al B
ill D
isco
unt
faci
lity)
faci
lity)
❖❖Sh
ort t
erm
mor
tgag
esSh
ort t
erm
mor
tgag
es❖❖
Shor
t Ter
m M
oney
Mar
ket
Shor
t Ter
m M
oney
Mar
ket
❖❖In
ter
Inte
r --co
mpa
ny M
arke
tco
mpa
ny M
arke
t❖❖
Ope
ratin
g Le
ase
Ope
ratin
g Le
ase
❖❖Fi
nanc
e Le
ases
Fina
nce
Leas
es❖❖
Inve
ntor
y Lo
ans
Inve
ntor
y Lo
ans
11
5
FIN
AN
CIN
G Y
OU
R BU
SIN
ESS
FIN
AN
CIN
G Y
OU
R BU
SIN
ESS
Long
Ter
m F
inan
ceLo
ng T
erm
Fin
ance
❖❖Eq
uity
Equi
ty❖❖
Deb
t (te
chni
cally
, one
yea
r D
ebt (
tech
nica
lly, o
ne y
ear
term
plu
s)te
rm p
lus)
❖❖H
ybri
dsH
ybri
ds
11
6
COLL
ECTI
NG
YO
UR
DEB
TSCO
LLEC
TIN
G Y
OU
R D
EBTS
““ The
re a
re s
ome
cust
omer
s yo
u ca
nTh
ere
are
som
e cu
stom
ers
you
can ’’
t t af
ford
to h
ave
affo
rd to
hav
e ””❖❖
Gra
nt c
redi
t to
thos
e cu
stom
ers w
ho
Gra
nt c
redi
t to
thos
e cu
stom
ers w
ho
are
likel
y to
pay
are
likel
y to
pay
❖❖If
the
cust
omer
has
cea
sed
to p
ay
If th
e cu
stom
er h
as c
ease
d to
pay
m
oney
, he
has a
lso
ceas
ed to
be
a m
oney
, he
has a
lso
ceas
ed to
be
a cu
stom
ercu
stom
er❖❖
Such
a c
usto
mer
may
wel
l be
deal
ing
Such
a c
usto
mer
may
wel
l be
deal
ing
som
ewhe
re e
lse
som
ewhe
re e
lse
❖❖G
ettin
g m
oney
from
such
peo
ple
can
Get
ting
mon
ey fr
om su
ch p
eopl
e ca
n be
ver
y di
fficu
ltbe
ver
y di
fficu
lt
11
7
❖❖O
ffer t
erm
s whe
re a
com
mer
cial
/
Offe
r ter
ms w
here
a c
omm
erci
al /
m
arke
ting
adva
ntag
em
arke
ting
adva
ntag
e❖❖
Cha
se u
p de
bts
on a
regu
lar b
asis
Cha
se u
p de
bts
on a
regu
lar b
asis
❖❖K
now
who
ow
es y
ou m
oney
, how
K
now
who
ow
es y
ou m
oney
, how
m
uch
/ ho
w lo
ngm
uch
/ ho
w lo
ng❖❖
Get
on
the
phon
e fo
r lat
e pa
yers
Get
on
the
phon
e fo
r lat
e pa
yers
❖❖Be
nic
e ab
out i
t. Fi
nd o
ut if
they
are
Be
nic
e ab
out i
t. Fi
nd o
ut if
they
are
in
trou
ble.
in
trou
ble.
❖❖
Expl
ain
your
ow
n ca
sh fl
ow
Expl
ain
your
ow
n ca
sh fl
ow
prob
lem
spr
oble
ms
COLL
ECTI
NG
YO
UR
DEB
TSCO
LLEC
TIN
G Y
OU
R D
EBTS
DO
:D
O:
11
8
❖❖Se
nd p
olite
rem
inde
rs (i
nitia
lly)
Send
pol
ite re
min
ders
(ini
tially
)❖❖
Send
Se
nd ““
war
ning
sw
arni
ngs ””
if th
e po
lite
rem
inde
r fai
lsif
the
polit
e re
min
der f
ails
❖❖C
omm
ence
lega
l act
ion
if th
e w
arni
ngs
fail
Com
men
ce le
gal a
ctio
n if
the
war
ning
s fa
il -- u
sual
ly
usua
lly
at 3
mon
ths.
at 3
mon
ths.
❖❖St
art b
ankr
uptc
y pr
ocee
ding
s fo
r deb
ts o
ver $
1,50
0St
art b
ankr
uptc
y pr
ocee
ding
s fo
r deb
ts o
ver $
1,50
0––
join
t act
ion
can
be ta
ken
with
oth
er c
redi
tors
join
t act
ion
can
be ta
ken
with
oth
er c
redi
tors
❖❖O
ffer d
isco
unts
for p
rom
pt p
aym
ent (
less
than
O
ffer d
isco
unts
for p
rom
pt p
aym
ent (
less
than
ov
erdr
aft)
over
draf
t)❖❖
Har
den
your
hea
rt a
nd b
e to
ugh
whe
n al
l rea
sona
ble
Har
den
your
hea
rt a
nd b
e to
ugh
whe
n al
l rea
sona
ble
atte
mpt
s ha
ve fa
iled
atte
mpt
s ha
ve fa
iled
-- and
be
effic
ient
(cou
rt a
ctio
n an
d be
effi
cien
t (co
urt a
ctio
n ca
n ta
ke y
ears
)ca
n ta
ke y
ears
)❖❖
Be c
ompa
ssio
nate
whe
re g
enui
ne tr
adin
g di
fficu
lties
Be
com
pass
iona
te w
here
gen
uine
trad
ing
diffi
culti
es
occu
r and
pro
spec
ts a
re a
sses
sed
as s
ound
occu
r and
pro
spec
ts a
re a
sses
sed
as s
ound
CO
LL
EC
TIN
G Y
OU
R D
EB
TS
DO
:C
OL
LE
CT
ING
YO
UR
DE
BT
SC
OL
LE
CT
ING
YO
UR
DE
BT
SD
O:
DO
:
11
9
COLL
ECTI
NG
YO
UR
DEB
TSCO
LLEC
TIN
G Y
OU
R D
EBTS
DO
ND
ON
’’ T:T:
❖❖O
ffer c
redi
t ter
ms
unle
ss y
ou n
eed
to /
hav
e to
Offe
r cre
dit t
erm
s un
less
you
nee
d to
/ h
ave
to❖❖
Use
fact
orin
g un
less
you
hav
e to
Use
fact
orin
g un
less
you
hav
e to
––yo
ur im
age
can
suffe
r sin
ce y
ou lo
se c
usto
mer
yo
ur im
age
can
suffe
r sin
ce y
ou lo
se c
usto
mer
co
ntac
tco
ntac
t❖❖
Atte
mpt
to c
harg
e A
ttem
pt to
cha
rge
““ int
eres
tin
tere
st””
––a a
““ boo
kkee
ping
Fee
book
keep
ing
Fee ””
may
be
a go
od a
ltern
ativ
em
ay b
e a
good
alte
rnat
ive
❖❖Pr
omis
e to
take
act
ion
unle
ss y
ou re
ally
mea
n Pr
omis
e to
take
act
ion
unle
ss y
ou re
ally
mea
n it.
Be
hone
st.
it. B
e ho
nest
.
12
0
❖❖Be
som
eone
els
eBe
som
eone
els
e ’’s
bank
ers
bank
er❖❖
Avo
id fo
llow
Avo
id fo
llow
-- upup
❖❖G
et a
ngry
G
et a
ngry
--ev
er!
ever
!❖❖
Be u
ncle
ar o
r vag
ue: y
ou m
ust o
btai
n Be
unc
lear
or v
ague
: you
mus
t obt
ain
com
mitm
ent
com
mitm
ent
❖❖U
se
Use
““th
reat
enin
gth
reat
enin
g ””im
polit
e la
ngua
ge: b
ut
impo
lite
lang
uage
: but
th
e th
e ““ t
one
tone
””sh
ould
be
unsh
ould
be
un-- m
ista
kabl
e.m
ista
kabl
e.
COLL
ECTI
NG
YO
UR
DEB
TSCO
LLEC
TIN
G Y
OU
R D
EBTS
DO
ND
ON
’’ T:T:
12
1
THE
DEB
T CO
LLEC
TIO
N L
ETTE
RTH
E D
EBT
COLL
ECTI
ON
LET
TER
COM
PON
ENTS
OF
THE
DEB
T CO
MPO
NEN
TS O
F TH
E D
EBT
COLL
ECTI
ON
LET
TER
COLL
ECTI
ON
LET
TER
➊➊A
sta
tem
ent o
f the
am
ount
due
, dat
es o
f A
sta
tem
ent o
f the
am
ount
due
, dat
es o
f ea
rlie
r let
ters
, etc
.ea
rlie
r let
ters
, etc
.➋➋
An
argu
men
t of w
hy th
e de
btor
shou
ld
An
argu
men
t of w
hy th
e de
btor
shou
ld
pay
pay
➌➌A
mot
ivat
ion
to s
tir th
e de
btor
to a
ctio
nA
mot
ivat
ion
to s
tir th
e de
btor
to a
ctio
n
12
2
ENTE
RPRI
SE A
NA
LYSI
SEN
TERP
RISE
AN
ALY
SIS
A B
rief S
umm
ary
A B
rief S
umm
ary
❖❖W
HA
T IS
IT?
WH
AT
IS IT
?––
An
asse
ssm
ent o
f the
like
ly p
rofit
abili
ty o
f a s
peci
fic
An
asse
ssm
ent o
f the
like
ly p
rofit
abili
ty o
f a s
peci
fic
ente
rpri
se, o
ften
com
pare
d to
oth
er a
ltern
ate
ente
rpri
ses.
ente
rpri
se, o
ften
com
pare
d to
oth
er a
ltern
ate
ente
rpri
ses.
❖❖W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?W
HA
T A
RE T
HE
AIM
S &
OBJ
ECTI
VES
?––
To p
rovi
de m
anag
emen
t with
a d
ecis
ion
To p
rovi
de m
anag
emen
t with
a d
ecis
ion --
mak
ing
tool
mak
ing
tool
––en
able
s an
app
reci
atio
n of
the
degr
ee o
f ris
k an
d un
cert
aint
y en
able
s an
app
reci
atio
n of
the
degr
ee o
f ris
k an
d un
cert
aint
y ❖❖
WH
Y D
O IT
?W
HY
DO
IT?
––A
ssis
ts m
anag
emen
t in
deci
ding
whe
ther
or n
ot to
mai
ntai
n A
ssis
ts m
anag
emen
t in
deci
ding
whe
ther
or n
ot to
mai
ntai
n th
eir p
rese
nce
in, o
r ent
er in
to a
new
, ent
erpr
ise
(may
incl
ude
thei
r pre
senc
e in
, or e
nter
into
a n
ew, e
nter
pris
e (m
ay in
clud
e a
spec
ific
prod
uct o
r ser
vice
). a
spec
ific
prod
uct o
r ser
vice
). ◆◆
Typi
cally
, Ty
pica
lly, g
ross
mar
gins
are
est
ablis
hed
for a
n en
terp
rise
gros
s m
argi
ns a
re e
stab
lishe
d fo
r an
ente
rpri
se, , a
nd co
mpa
red
and
com
pare
d ag
ains
t oth
er p
ossib
le sc
enar
ios o
r alte
rnat
e ent
erpr
ises.
agai
nst o
ther
pos
sible
scen
ario
s or a
ltern
ate e
nter
prise
s.◆◆
Mor
e sop
hist
icate
d m
odell
ing,
e.g.
L.P
Mor
e sop
hist
icate
d m
odell
ing,
e.g.
L.P
’’ s, m
ay b
e req
uire
ds,
may
be r
equi
red
12
3
PEO
PLE
IN Y
OU
R
PEO
PLE
IN Y
OU
R
BUSI
NES
SBU
SIN
ESS
❖❖R
ecru
itin
g an
d K
eepi
ng th
e R
ight
R
ecru
itin
g an
d K
eepi
ng th
e R
ight
Pe
ople
in Y
our B
usin
ess
Peop
le in
You
r Bus
ines
s❖❖
Inte
rnal
Com
mun
icat
ion
Inte
rnal
Com
mun
icat
ion
❖❖Ex
tern
al C
omm
unic
atio
nEx
tern
al C
omm
unic
atio
n❖❖
Han
dlin
g C
usto
mer
com
plai
nts
Han
dlin
g C
usto
mer
com
plai
nts
❖❖W
ork
rede
sign
and
inno
vati
onW
ork
rede
sign
and
inno
vati
on
12
4
Staf
f man
agem
ent m
odel
Staf
f man
agem
ent m
odel
1. N
eeds
ana
lysi
s1.
Nee
ds a
naly
sis
7. C
ouns
elin
g an
d di
scip
line
7. C
ouns
elin
g an
d di
scip
line
2. A
dver
tisin
g2.
Adv
ertis
ing
6. D
evel
opm
ent a
nd tr
aini
ng6.
Dev
elop
men
t and
trai
ning
3. In
terv
iew
pro
cess
3. In
terv
iew
pro
cess
5. R
evie
w p
roce
ss5.
Rev
iew
pro
cess
4. E
mpl
oym
ent a
nd in
duct
ion
4. E
mpl
oym
ent a
nd in
duct
ion
12
5
1. N
eeds
Ana
lysis
1. N
eeds
Ana
lysis
Iden
tify
Iden
tify
❖❖th
e jo
b tit
leth
e jo
b tit
le❖❖
whe
re th
e jo
b fit
s w
ithin
the
busi
ness
w
here
the
job
fits
with
in th
e bu
sine
ss
stru
ctur
est
ruct
ure
❖❖de
term
ine
the
purp
ose
of th
e jo
bde
term
ine
the
purp
ose
of th
e jo
b❖❖
defin
e th
e lim
its o
f aut
hori
tyde
fine
the
limits
of a
utho
rity
❖❖de
term
ine
the
limits
of a
utho
rity
dete
rmin
e th
e lim
its o
f aut
hori
ty❖❖
dete
rmin
e th
e ta
sks
whi
ch m
ake
up th
e du
ties
dete
rmin
e th
e ta
sks
whi
ch m
ake
up th
e du
ties
❖❖de
term
ine
the
hum
an q
ualit
ies r
equi
red
dete
rmin
e th
e hu
man
qua
litie
s req
uire
d
12
6
2. A
dver
tisin
g2.
Adv
ertis
ing
Con
side
r:C
onsi
der:
❖❖w
here
to a
dver
tise
whe
re to
adv
ertis
e❖❖
job
plac
emen
t age
ncie
sjo
b pl
acem
ent a
genc
ies
❖❖pr
epar
atio
npr
epar
atio
n
12
7
2. A
dver
tisin
g2.
Adv
ertis
ing
The
Adv
erti
sem
ent:
The
Adv
erti
sem
ent:
❖❖Jo
b Ti
tleJo
b Ti
tle❖❖
Spec
ific
dutie
s to
be
Spec
ific
dutie
s to
be
perf
orm
edpe
rfor
med
❖❖K
now
ledg
e, sk
ills,
K
now
ledg
e, sk
ills,
ab
ility
abili
ty
❖❖ad
ditio
nal s
kills
that
ad
ditio
nal s
kills
that
w
ould
be
wou
ld b
e ad
vant
ageo
usad
vant
ageo
us❖❖
trav
el re
quir
ed
trav
el re
quir
ed --
how
muc
hho
w m
uch
❖❖lo
catio
n, h
ours
, ful
l lo
catio
n, h
ours
, ful
l tim
e, p
art t
ime,
etc
.tim
e, p
art t
ime,
etc
.
12
8
3. In
terv
iewin
g3.
Inte
rview
ing
❖❖fir
st p
oint
of c
onta
ctfir
st p
oint
of c
onta
ct––
tele
phon
e or
wri
tten
appl
icat
ion
tele
phon
e or
wri
tten
appl
icat
ion
◆◆pr
epar
e te
leph
one
ques
tionn
aire
prep
are
tele
phon
e qu
estio
nnai
re
❖❖an
alys
e re
sum
esan
alys
e re
sum
es❖❖
plan
inte
rvie
w s
ched
ule
and
inte
rvie
w
plan
inte
rvie
w s
ched
ule
and
inte
rvie
w
proc
ess
proc
ess
❖❖se
lect
the
best
per
son
sele
ct th
e be
st p
erso
n
12
9
3. In
terv
iewin
g3.
Inte
rview
ing
Obs
tacl
es in
the
inte
rvie
wO
bsta
cles
in th
e in
terv
iew
❖❖to
o m
uch
talk
ing
too
muc
h ta
lkin
g❖❖
givi
ng a
way
the
answ
ers
givi
ng a
way
the
answ
ers
❖❖la
ck o
f kno
wle
dge
lack
of k
now
ledg
e❖❖
judg
ing
too
quic
kly
judg
ing
too
quic
kly
❖❖un
favo
urab
le re
actio
nsun
favo
urab
le re
actio
ns❖❖
lack
of p
repa
ratio
nla
ck o
f pre
para
tion
13
0
3. In
terv
iewin
g3.
Inte
rview
ing
Post
inte
rvie
w s
teps
:Po
st in
terv
iew
ste
ps:
❖❖ev
alua
te th
e ap
plic
ants
eval
uate
the
appl
ican
ts❖❖
deci
de w
ho to
em
ploy
(ref
er to
cri
teri
a)de
cide
who
to e
mpl
oy (r
efer
to c
rite
ria)
❖❖fo
llow
follo
w-- u
p w
ith s
ucce
ssfu
l app
lican
tup
with
suc
cess
ful a
pplic
ant
❖❖co
ntac
t all
appl
ican
tsco
ntac
t all
appl
ican
ts
13
1
4. E
mpl
oym
ent a
nd in
duct
ion
4. E
mpl
oym
ent a
nd in
duct
ion
❖❖St
aff f
ileSt
aff f
ile❖❖
Indu
ctio
n ch
eckl
ist
Indu
ctio
n ch
eckl
ist
13
2
5. R
eview
pro
cess
5. R
eview
pro
cess
❖❖ob
ject
ives
obje
ctiv
es❖❖
role
sro
les
❖❖m
anag
emen
t pre
para
tion
man
agem
ent p
repa
ratio
n❖❖
cond
uctin
g th
e re
view
cond
uctin
g th
e re
view
❖❖go
al s
ettin
ggo
al s
ettin
g
13
3
5. R
eview
pro
cess
5. R
eview
pro
cess
The
feed
back
pro
cess
:Th
e fe
edba
ck p
roce
ss:
Obs
erva
tion A
sses
smen
t
Con
sequ
ence
s
Dev
elop
men
tan
dIm
prov
emen
t
13
4
5. R
eview
pro
cess
5. R
eview
pro
cess
Goa
l set
ting
:G
oal s
etti
ng:
❖❖w
ill o
r ski
llw
ill o
r ski
ll❖❖
spec
ific
spec
ific
❖❖m
easu
rabl
em
easu
rabl
e
❖❖ac
hiev
able
achi
evab
le❖❖
real
istic
real
istic
❖❖tim
e fr
ame
time
fram
e
13
5
6. D
evelo
pmen
t and
trai
ning
6. D
evelo
pmen
t and
trai
ning
Impr
ovin
g pe
rfor
man
ceIm
prov
ing
perf
orm
ance
❖❖cl
arify
exp
ecta
tions
clar
ify e
xpec
tatio
ns❖❖
revi
ewre
view
––sk
ill (k
now
ledg
e, a
bilit
y, te
chni
cal)
skill
(kno
wle
dge,
abi
lity,
tech
nica
l)––
effo
rt (m
otiv
atio
n to
get
the
job
done
)ef
fort
(mot
ivat
ion
to g
et th
e jo
b do
ne)
––ex
tern
al fa
ctor
s (fin
anci
al)
exte
rnal
fact
ors (
finan
cial
)❖❖
dete
rmin
e so
urce
of t
he p
robl
emde
term
ine
sour
ce o
f the
pro
blem
❖❖im
plem
ent i
mpr
ovem
ent s
trat
egy
impl
emen
t im
prov
emen
t str
ateg
y
13
6
6. D
evelo
pmen
t and
trai
ning
6. D
evelo
pmen
t and
trai
ning
Staf
f mot
ivat
ion
Staf
f mot
ivat
ion
❖❖br
ing
out t
he b
est i
n br
ing
out t
he b
est i
n pe
ople
peop
le❖❖
prov
ide
cons
truc
tive
prov
ide
cons
truc
tive
feed
back
feed
back
❖❖de
velo
p ex
celle
nt
deve
lop
exce
llent
lis
teni
ng sk
ills
liste
ning
skill
s❖❖
find
out w
hat
find
out w
hat
ener
gise
s st
aff
ener
gise
s st
aff
13
7
6. D
evelo
pmen
t and
trai
ning
6. D
evelo
pmen
t and
trai
ning
The P
aret
o Pr
inci
ple:
The P
aret
o Pr
inci
ple:
The
The
““ tri
vial
tr
ivia
l m
any
man
y ””si
tuat
ions
si
tuat
ions
or
pro
blem
sor
pro
blem
s
The
The
““ vita
l few
vita
l few
””si
tuat
ions
or
situ
atio
ns o
r pr
oble
ms
prob
lem
s
20%
of t
he
20%
of t
he
resu
ltsre
sults
80%
of t
he
80%
of t
he
resu
ltsre
sults
80%
of t
ime
80%
of t
ime
expe
nded
expe
nded
20%
of t
ime
20%
of t
ime
expe
nded
expe
nded
Prod
uces
Prod
uces
13
8
6. D
evelo
pmen
t and
trai
ning
6. D
evelo
pmen
t and
trai
ning
The P
aret
o Pr
inci
ple:
The P
aret
o Pr
inci
ple:
❖❖lis
t you
r key
task
slis
t you
r key
task
s❖❖
iden
tify
the
vita
l few
(20%
) tha
t bri
ng
iden
tify
the
vita
l few
(20%
) tha
t bri
ng
the
mos
t res
ults
the
mos
t res
ults
❖❖gi
ve m
ost o
f you
r tim
e to
the
vita
l few
. gi
ve m
ost o
f you
r tim
e to
the
vita
l few
. Tr
y to
del
egat
e th
e tr
ivia
l man
y. Ju
st
Try
to d
eleg
ate
the
triv
ial m
any.
Just
ch
eck
that
they
get
don
e by
the
chec
k th
at th
ey g
et d
one
by th
e sc
hedu
le.
sche
dule
.
13
9
7. C
ouns
eling
and
disc
iplin
e7.
Cou
nseli
ng a
nd d
iscip
line
❖❖em
ploy
ee ri
ghts
empl
oyee
righ
ts❖❖
polic
ies a
nd
polic
ies a
nd
proc
edur
espr
oced
ures
❖❖pr
actic
e ru
les
prac
tice
rule
s❖❖
disc
iplin
ary
actio
ndi
scip
linar
y ac
tion
❖❖do
cum
enta
tion
docu
men
tatio
n
❖❖di
scip
line
inte
rvie
wdi
scip
line
inte
rvie
w❖❖
prog
ress
ive
prog
ress
ive
disc
iplin
edi
scip
line
❖❖co
rrec
tion
or
corr
ectio
n or
di
smis
sal
dism
issa
l❖❖
appe
alin
gap
peal
ing
❖❖le
gal a
spec
tsle
gal a
spec
ts
14
0
7. C
ouns
eling
and
disc
iplin
e7.
Cou
nseli
ng a
nd d
iscip
line
Disc
iplin
ary
issue
s:D
iscip
linar
y iss
ues:
❖❖at
tend
ance
atte
ndan
ce––
tard
ines
sta
rdin
ess
––le
avin
g w
ithou
t le
avin
g w
ithou
t pe
rmis
sion
perm
issi
on––
abse
ntee
ism
abse
ntee
ism
❖❖ho
nest
yho
nest
y––
thef
tth
eft
––ly
ing
lyin
g
❖❖pe
rfor
man
ce (r
elat
ed
perf
orm
ance
(rel
ated
to
job
desc
ript
ion)
to jo
b de
scri
ptio
n)––
mee
ting
dead
lines
mee
ting
dead
lines
––co
mpl
etin
g w
ork
com
plet
ing
wor
k❖❖
beha
viou
rbe
havi
our
––la
ngua
gela
ngua
ge––
non
com
plia
nce
to
non
com
plia
nce
to
wor
kpla
ce h
ealth
and
w
orkp
lace
hea
lth a
nd
safe
ty re
quir
emen
tssa
fety
requ
irem
ents
14
1
Team
wor
kTe
amw
ork
❖❖C
lear
role
s an
d sp
ecifi
c ob
ject
ives
Cle
ar ro
les
and
spec
ific
obje
ctiv
es❖❖
Mut
ual s
uppo
rtM
utua
l sup
port
❖❖Le
arni
ng fr
om m
ista
kes
Lear
ning
from
mis
take
s❖❖
Shar
ed le
ader
ship
Shar
ed le
ader
ship
14
2
Stag
es o
f tea
m d
evelo
pmen
tSt
ages
of t
eam
dev
elopm
ent
❖❖Fo
rmin
gFo
rmin
g❖❖
Stor
min
gSt
orm
ing
❖❖N
orm
ing
Nor
min
g❖❖
Perf
orm
ing
Perf
orm
ing
14
3
Conf
lict
Conf
lict
❖❖Po
sitiv
ePo
sitiv
e––
mis
unde
rsta
ndin
gs w
ill b
e cl
arifi
edm
isun
ders
tand
ings
will
be
clar
ified
––op
en a
nd o
ngoi
ng c
omm
unic
atio
ns w
ill b
e op
en a
nd o
ngoi
ng c
omm
unic
atio
ns w
ill b
e en
cour
aged
enco
urag
ed––
the
abili
ty to
sen
se p
robl
ems
will
be
impr
oved
the
abili
ty to
sen
se p
robl
ems
will
be
impr
oved
––jo
b sa
tisfa
ctio
n w
ill in
crea
sejo
b sa
tisfa
ctio
n w
ill in
crea
se❖❖
Neg
ativ
eN
egat
ive
––in
divi
dual
s w
ill g
row
to d
istr
uct e
ach
othe
rin
divi
dual
s w
ill g
row
to d
istr
uct e
ach
othe
r––
com
men
ts a
re ta
ken
as p
erso
nal a
ttack
sco
mm
ents
are
take
n as
per
sona
l atta
cks
––th
e ex
chan
ge o
f tho
ught
s, fe
elin
gs a
nd
the
exch
ange
of t
houg
hts,
feel
ings
and
in
form
atio
n w
ill b
e re
stri
cted
info
rmat
ion
will
be
rest
rict
ed
14
4
Ass
ertiv
enes
s vs A
ggre
ssiv
enes
sA
sser
tiven
ess v
s Agg
ress
iven
ess
Ass
ertio
n(fl
ow)
Agg
ress
ion
(figh
t)N
on-a
sser
tion
(flig
ht)
14
5
Gro
undr
ules
for c
omm
unic
atio
n G
roun
drul
es fo
r com
mun
icat
ion
at w
ork
at w
ork
❖❖Be
ope
n an
d ho
nest
with
oth
erBe
ope
n an
d ho
nest
with
oth
er❖❖
Ever
yone
has
an
equa
l rig
ht to
hav
e a
Ever
yone
has
an
equa
l rig
ht to
hav
e a
say
and
be h
eard
say
and
be h
eard
❖❖Ev
eryo
ne w
ill li
sten
to e
ach
othe
r Ev
eryo
ne w
ill li
sten
to e
ach
othe
r w
ithou
t arg
uing
exa
mpl
es o
f spe
cific
with
out a
rgui
ng e
xam
ples
of s
peci
fic
14
6
Cust
omer
rese
arch
Cust
omer
rese
arch
❖❖96
% o
f dis
satis
fied
cust
omer
s go
qui
etly
96
% o
f dis
satis
fied
cust
omer
s go
qui
etly
aw
ay, (
91%
nev
er c
ome
back
)aw
ay, (
91%
nev
er c
ome
back
)❖❖
Why
cus
tom
ers
quit:
Why
cus
tom
ers
quit:
––3%
mov
e aw
ay3%
mov
e aw
ay––
5% d
evel
op o
ther
frie
ndsh
ips
5% d
evel
op o
ther
frie
ndsh
ips
––9%
leav
e fo
r com
petit
ive
reas
ons
9% le
ave
for c
ompe
titiv
e re
ason
s––
14%
are
dis
satis
fied
with
the
prod
uct
14%
are
dis
satis
fied
with
the
prod
uct
––68
% q
uit b
ecau
se o
f an
attit
ude
of in
diffe
renc
e68
% q
uit b
ecau
se o
f an
attit
ude
of in
diffe
renc
e
14
7
Mor
e Cus
tom
er R
esea
rch
Mor
e Cus
tom
er R
esea
rch
❖❖D
issa
tisfie
d cu
stom
er w
ill te
ll 8
Dis
satis
fied
cust
omer
will
tell
8 -- 1
0 pe
ople
abo
ut
10 p
eopl
e ab
out
the
prob
lem
: 1 in
5 w
ill te
ll 20
peo
ple.
the
prob
lem
: 1 in
5 w
ill te
ll 20
peo
ple.
❖❖7
out o
f 10
com
plai
ning
cus
tom
ers
will
do
7 ou
t of 1
0 co
mpl
aini
ng c
usto
mer
s w
ill d
o bu
sine
ss w
ith y
ou a
gain
if y
ou re
solv
e th
e bu
sine
ss w
ith y
ou a
gain
if y
ou re
solv
e th
e co
mpl
aint
in th
eir f
avou
r. If
you
reso
lve
it on
the
com
plai
nt in
thei
r fav
our.
If yo
u re
solv
e it
on th
e sp
ot, 9
5% w
ill d
o bu
sine
ss w
ith y
ou a
gain
. On
spot
, 95%
will
do
busi
ness
with
you
aga
in. O
n av
erag
e, a
sat
isfie
d co
mpl
aine
r will
tell
5 pe
ople
.av
erag
e, a
sat
isfie
d co
mpl
aine
r will
tell
5 pe
ople
.❖❖
Ave
rage
bus
ines
s spe
nds 6
tim
es m
ore
to a
ttrac
t A
vera
ge b
usin
ess s
pend
s 6 ti
mes
mor
e to
attr
act
new
cus
tom
ers t
han
it do
es to
kee
p ol
d on
es.
new
cus
tom
ers t
han
it do
es to
kee
p ol
d on
es.
Cus
tom
er lo
yalty
is w
orth
10
times
the
pric
e of
a
Cus
tom
er lo
yalty
is w
orth
10
times
the
pric
e of
a
sing
le p
urch
ase.
sing
le p
urch
ase.
14
8
Top
4 cu
stom
er n
eeds
Top
4 cu
stom
er n
eeds
❖❖va
lue
for m
oney
valu
e fo
r mon
ey❖❖
solu
tions
for t
heir
pro
blem
sso
lutio
ns fo
r the
ir p
robl
ems
❖❖co
ncer
n fo
r the
ir n
eeds
conc
ern
for t
heir
nee
ds❖❖
answ
ers
to th
eir q
uest
ions
answ
ers
to th
eir q
uest
ions
14
9
A m
omen
t of t
ruth
A m
omen
t of t
ruth
Any
epi
sode
in w
hich
the
Any
epi
sode
in w
hich
the
cust
omer
com
es in
to c
onta
ct
cust
omer
com
es in
to c
onta
ct
with
any
asp
ect o
f the
bus
ines
s w
ith a
ny a
spec
t of t
he b
usin
ess
and
gets
an
impr
essi
on o
f the
an
d ge
ts a
n im
pres
sion
of t
he
qual
ity o
f its
ser
vice
.qu
ality
of i
ts s
ervi
ce.
15
0
Brea
kthr
ough
Ser
vice
Rec
over
y Br
eakt
hrou
gh S
ervi
ce R
ecov
ery
❖❖El
icit
cust
omer
com
plai
nts
Elic
it cu
stom
er c
ompl
aint
s❖❖
Ana
lyse
ser
vice
failu
re p
oint
sA
naly
se s
ervi
ce fa
ilure
poi
nts
❖❖D
esig
n ap
prop
riat
e re
spon
ses
Des
ign
appr
opri
ate
resp
onse
s❖❖
Ass
ign
peop
le w
ith a
ppro
pria
te s
kills
Ass
ign
peop
le w
ith a
ppro
pria
te s
kills
15
1
Prin
cipl
es o
f Han
dlin
g Pr
inci
ples
of H
andl
ing
Com
plai
nts
Com
plai
nts
❖❖Yo
ur a
ttitu
de is
mos
t im
port
ant:
Seek
Yo
ur a
ttitu
de is
mos
t im
port
ant:
Seek
ou
t and
wel
com
e co
mpl
aint
sou
t and
wel
com
e co
mpl
aint
s❖❖
Take
eve
ry c
ompl
aint
ser
ious
lyTa
ke e
very
com
plai
nt s
erio
usly
❖❖Se
t goa
ls fo
r res
olvi
ng c
ompl
aint
sSe
t goa
ls fo
r res
olvi
ng c
ompl
aint
s❖❖
Lear
n an
d ge
t bet
ter f
rom
com
plai
nts
Lear
n an
d ge
t bet
ter f
rom
com
plai
nts
❖❖Re
spon
sive
ness
Resp
onsi
vene
ss
15
2
Com
plai
nts H
andl
ing
Syst
emCo
mpl
aint
s Han
dlin
g Sy
stem
❖❖C
omm
itmen
tC
omm
itmen
t❖❖
Vis
ibili
tyV
isib
ility
❖❖A
cces
sA
cces
s❖❖
Ass
ista
nce
Ass
ista
nce
15
3
LEA
DIN
G Y
OU
R
LEA
DIN
G Y
OU
R
BUSI
NES
SBU
SIN
ESS
❖❖D
evel
opin
g th
e R
ight
Cul
ture
for Y
our
Dev
elop
ing
the
Rig
ht C
ultu
re fo
r You
r Bu
sine
ss.
Busi
ness
.❖❖
Bein
g an
Effe
ctiv
e Le
ader
and
Mot
ivat
ion
Bein
g an
Effe
ctiv
e Le
ader
and
Mot
ivat
ion
❖❖Te
amw
ork
Team
wor
k❖❖
Han
dlin
g em
ploy
ee c
ompl
aint
sH
andl
ing
empl
oyee
com
plai
nts
❖❖Q
ualit
y A
ssur
ance
Qua
lity
Ass
uran
ce❖❖
Succ
essi
on P
lann
ing
Succ
essi
on P
lann
ing
15
4
Serv
ice g
ener
ally
Serv
ice g
ener
ally
❖❖se
rvic
e ha
s an
eco
nom
ic im
pact
serv
ice
has
an e
cono
mic
impa
ct❖❖
serv
ice
impr
ovem
ent s
tart
s at
the
top
serv
ice
impr
ovem
ent s
tart
s at
the
top
❖❖yo
ur e
mpl
oyee
s ar
e yo
ur fi
rst m
arke
t; yo
ur e
mpl
oyee
s ar
e yo
ur fi
rst m
arke
t; yo
u ha
ve to
sel
l the
m o
n th
e se
rvic
e yo
u ha
ve to
sel
l the
m o
n th
e se
rvic
e id
ea o
r the
y w
onid
ea o
r the
y w
on’’ t
sell
it to
you
r t s
ell i
t to
your
cu
stom
ers
cust
omer
s❖❖
syst
ems
are
ofte
n th
e en
emie
s of
ser
vice
syst
ems
are
ofte
n th
e en
emie
s of
ser
vice
15
5
Brea
kthr
ough
serv
ice p
hilo
soph
yBr
eakt
hrou
gh se
rvic
e phi
loso
phy
Brea
kthr
ough
ser
vice
is a
tota
l Br
eakt
hrou
gh s
ervi
ce is
a to
tal
orga
nisa
tiona
l app
roac
h th
at
orga
nisa
tiona
l app
roac
h th
at
mak
es q
ualit
y of
ser
vice
, as
mak
es q
ualit
y of
ser
vice
, as
perc
eive
d by
the
cust
omer
, the
pe
rcei
ved
by th
e cu
stom
er, t
he
num
ber o
ne d
rivi
ng fo
rce
for t
he
num
ber o
ne d
rivi
ng fo
rce
for t
he
oper
atio
n of
thei
r bus
ines
s.op
erat
ion
of th
eir b
usin
ess.
15
6
Dim
ensio
ns o
f lea
ders
hip
Dim
ensio
ns o
f lea
ders
hip
Dre
amer
Lead
er-M
anag
er
Vic
timD
oer
IMPL
EMEN
TATI
ON
V I S I O N
15
7
Man
agem
ent
Lea
ders
hip
• Pla
nnin
g &
Bud
geti
ng• E
stab
lish
ing
Dir
ecti
on
• Org
anis
ing
& S
taff
ing
• Ali
gnin
g P
eopl
e
• Con
trol
ling
& P
robl
em-
Sol
ving
• Mot
ivat
ing
& I
nspi
ring
15
8
Pers
onal
Lea
ders
hip
Plan
Pers
onal
Lea
ders
hip
Plan
Pers
onal
Attr
ibut
esPe
rson
al A
ttrib
utes
Wha
t are
you
r maj
orst
reng
ths a
s a le
ader
?W
hat a
re y
our m
ajor
wea
knes
ses?
15
9
Pres
ente
d by
:
Subs
idis
ed b
y:Sp
onso
red
by:
DA
Y 3
DA
Y 3
DA
Y 3
DA
Y 3
16
0
AN
IMA
L N
UTR
ITIO
NA
NIM
AL
NU
TRIT
ION
❖❖Th
e di
gest
ion
syst
ems
of m
ajor
Th
e di
gest
ion
syst
ems
of m
ajor
do
mes
tica
ted
anim
als
(ove
rvie
w)
dom
esti
cate
d an
imal
s (o
verv
iew
)❖❖
The
dige
stio
n, a
bsor
ptio
n an
d Th
e di
gest
ion,
abs
orpt
ion
and
utili
sati
on o
f foo
d co
nsti
tuen
tsut
ilisa
tion
of f
ood
cons
titu
ents
❖❖A
naly
sis
and
dige
stib
ility
of f
eed
stuf
fsA
naly
sis
and
dige
stib
ility
of f
eed
stuf
fs❖❖
The
Nut
riti
ve V
alue
of F
eed
and
The
Nut
riti
ve V
alue
of F
eed
and
Scie
ntifi
c R
atio
ning
Scie
ntifi
c R
atio
ning
16
1
Avi
cultu
reA
vicu
lture
16
2
Bud
geri
gars
Can
arie
s
Fin
ches
:Nat
ive
Aus
tral
ian:
eg. Z
ebra
Fin
ch, B
iche
no F
inch
, Gou
ldia
n F
inch
For
eign
:eg
. Spi
ce F
inch
, Ben
gale
se F
inch
, Cor
don
Ble
u
F
inch
Par
rots
Smal
l Par
rots
- N
ativ
e A
ustr
alia
n:eg
. Neo
phem
as, C
ocka
teil
Smal
l Par
rots
- F
orei
gn:
eg. K
akar
ikis
, Plu
m H
eade
d
Lar
ge P
arro
ts -
Nat
ive
Aus
tral
ian:
eg. C
ocka
too
Lar
ge P
arro
ts -
For
eign
:eg
. Mac
aw, A
fric
an G
rey
The
kee
ping
of
bird
s (a
vicu
ltur
e) is
an
extr
emel
y po
pula
r pa
st-t
ime
in A
ustr
alia
and
is a
hob
by s
uita
ble
for
peop
le
of a
ll ag
es a
nd b
ackg
roun
ds.
Bir
d ke
eper
s (a
vicu
ltur
ists
) ra
nge
from
peo
ple
who
hav
e on
e bu
dger
igar
as
a pe
t or
com
pani
on t
hrou
gh t
o de
dica
ted
bree
ders
and
exh
ibit
ors
of a
par
ticu
lar
bird
to
bree
ders
who
kee
p a
larg
e va
riet
y of
dif
fere
nt b
irds
and
pr
oduc
e la
rge
num
ber
for
prof
it.
Aus
tral
ia is
for
tuna
te in
tha
t it
has
a la
rge
popu
lati
on o
f w
ild b
irds
and
man
y fo
reig
n bi
rds
have
bee
n im
port
ed t
o w
iden
the
arr
ay o
f ca
ge b
irds
ava
ilabl
e to
the
Aus
tral
ian
bird
-ke
eper
. The
mos
t co
mm
on g
roup
s of
bir
ds k
ept
in
Aus
tral
ian
avai
ries
are
list
ed o
n th
e fo
llow
ing
slid
es :
16
3
Bud
geri
gars
Can
arie
s
Fin
ches
:N
ativ
e A
ustr
alia
neg
. Z
ebra
Fin
ch, B
iche
no F
inch
, Gou
ldia
n F
inch
For
eign
eg. S
pice
Fin
ch, B
enga
lese
Fin
ch, C
ordo
n B
leu
Fin
ch
Par
rots
:Sm
all P
arro
ts -
Nat
ive
Aus
tral
ian
eg.
Neo
phem
as, C
ocka
tiel
Smal
l Par
rots
-F
orei
gneg
. K
akar
ikis
, Plu
m H
eade
d
Lar
ge P
arro
tseg
. G
alah
s, K
ing
Par
rots
& S
ulph
ur C
rest
ed C
ocka
toos
Lar
ge P
arro
ts -
For
eign
eg. M
acaw
, Afr
ican
Gre
y
16
4
Pig
eons
:R
acin
g P
igeo
ns
Show
Pig
eons
Gam
e
Bir
ds :
Qua
il -
Nat
ive
Aus
tral
ian
eg.
Kin
g Q
uail,
But
ton
Qua
il
Qua
il -
For
eign
eg.
Japa
nese
Qua
il, B
ob W
hite
Qua
il
Phe
asan
ts, P
artr
idge
s
16
5
It is
impo
rtan
t th
at o
ur r
epre
sent
ativ
es a
ppre
ciat
e th
e va
lue
of c
aged
bir
ds a
nd d
o no
t di
scou
nt t
heir
si
gnif
ican
ce o
r im
port
ance
. F
or e
xam
ple,
a
budg
erig
ar k
ept
as a
com
pani
on c
an b
e a
trea
sure
d pe
t lik
e a
dog
or c
at, a
nd t
heir
impo
rtan
ce s
houl
d no
t be
und
eres
tim
ated
.
In o
ther
inst
ance
s, s
uch
as w
ith
exhi
bito
rs a
nd
bree
ders
, the
ani
mal
may
not
be
kept
as
a co
mpa
nion
, bu
t it
may
be
of c
onsi
dera
ble
fina
ncia
l wor
th.
(Aus
tral
ian
exhi
bito
rs o
ften
pay
in e
xces
s of
$50
0 fo
r on
e to
p bu
dger
igar
, and
rar
e fo
reig
n pa
rrot
s ro
utin
ely
fetc
h $2
5 00
0 pe
r br
eedi
ng p
air.
16
6
CA
GE
D B
IRD
N
UT
RIT
ION
, HE
AL
TH
, A
ND
MA
NA
GE
ME
NT
CA
GE
D B
IRD
N
UT
RIT
ION
, HE
AL
TH
, A
ND
MA
NA
GE
ME
NT
16
7
CA
GE
D B
IRD
NU
TR
ITIO
N
In t
he w
ild, b
irds
can
sel
ect
a w
ide
arra
y of
fo
odst
uffs
incl
udin
g dr
y se
eds,
gre
en s
eeds
, in
sect
s an
d m
iner
als.
Onc
e bi
rds
are
cage
d in
an
avia
ry, t
heir
abi
lity
to s
elec
t a
vari
ed
diet
is d
imin
ishe
d an
d it
is t
he b
irdk
eepe
r's
resp
onsi
bilit
y to
ens
ure
that
the
ir b
irds
re
ceiv
e an
ade
quat
e, b
alan
ced
diet
. Su
ch a
di
et is
nec
essa
ry f
or m
aint
enan
ce, b
ody
grow
th, d
evel
opm
ent,
rep
rodu
ctio
n an
d he
alth
.
16
8
Com
pone
nts
of a
Die
t
A c
aged
bir
d's
diet
mus
t pr
ovid
e :
EN
ER
GY
, PR
OT
EIN
, MIN
ER
AL
S,
VIT
AM
INS
AN
D W
AT
ER
EN
ER
GY
is
der
ived
fro
m c
arbo
hydr
ates
and
fat
sco
ntai
ned
in s
eeds
. It
is e
ssen
tial
for
gro
wth
and
deve
lopm
ent.
A d
iet
high
in e
nerg
y w
ill r
esul
t in
exce
ss e
nerg
y be
ing
depo
site
d as
fat
, whi
le a
die
t in
suff
icie
nt in
ene
rgy
will
res
ult
in t
he b
ird
brea
king
dow
n it
s bo
dy e
nerg
y st
ores
and
losi
ngw
eigh
t
16
9
PR
OT
EIN
is
the
sou
rce
of a
min
o ac
ids
whi
ch a
re
used
as
build
ing
bloc
ks f
or m
uscl
e, b
lood
and
ski
n.
MIN
ER
AL
Sar
e cl
assi
fied
as
maj
or m
iner
als
ie.
thos
e w
hich
are
req
uire
d by
the
bod
y in
rel
ativ
ely
larg
e am
ount
s su
ch a
s ca
lciu
m, p
hosp
horu
s, s
odiu
m,
pota
ssiu
m, m
agne
sium
and
sul
pher
. T
here
are
als
o tr
ace
min
eral
s ie
. th
ose
whi
ch a
re r
equi
red
in t
he
body
in o
nly
very
sm
all q
uant
itie
s, s
uch
as c
oppe
r,
coba
lt, i
odin
e, z
inc
and
sele
nium
.
17
0
VIT
AM
INS
are
subs
tanc
es w
hich
are
nec
essa
ry
for
oper
atio
n of
enz
ymes
in t
he b
ody.
The
vit
amin
s a
re b
road
ly c
lass
ifie
d in
to t
he f
at s
olub
le v
itam
ins
(A, D
3, a
nd E
) an
d th
e w
ater
sol
uble
vit
amin
s (B
gro
up a
nd C
)
WA
TE
R is
ess
enti
al f
or b
irds
in t
he p
roce
sses
of
dige
stio
n an
d ex
cret
ion.
Mos
t bi
rds
have
bec
ome
adap
ted
to c
onse
rve
wat
er e
spec
ially
the
Aus
tral
ian
nati
ves
whi
ch a
re la
rgel
y de
sert
dw
elle
rs.
The
y sh
ould
how
ever
be
prov
ided
wit
h C
LE
AN
, FR
ESH
, C
OO
L W
AT
ER
tha
t is
RE
AD
ILY
AV
AIL
AB
LE
. W
ater
dis
hes
shou
ld b
e cl
eane
d da
ily.
17
1
Foo
dstu
ffs
Com
mon
ly U
sed
SEE
DS
are
the
mos
t co
mm
on f
oods
tuff
s fe
d to
cag
ed
bird
s. T
here
are
a w
ide
vari
ety
of s
eeds
ava
ilabl
e to
be
fed
to b
irds
and
the
y va
ry w
idel
y in
nut
riti
onal
co
mpo
siti
on.
An
exam
ple
of t
his
is :
SE
ED
MO
IST
UR
EP
RO
TE
INF
AT
CA
RB
OH
YD
RA
TE
S
Pa
nic
um
12.8
11.0
3.0
55.0
Wh
ite
Fre
nch
Mil
let
12.5
12.0
4.0
60.0
Jap
an
ese
Mil
let
11.5
12.5
5.0
62.0
Ca
na
ry S
ee
d11
.515
.05.
558
.0R
ap
e S
ee
d8.
020
.045
.018
.0L
inse
ed
8.0
18.0
39.0
20.0
Nig
er
8.0
19.0
37.0
19.0
17
2
The
com
mon
pra
ctic
e is
to
feed
a b
lend
of
seed
s th
at
prov
ides
a w
ide
rang
e of
see
d ty
pes.
Thi
s en
sure
sth
at t
he d
iet
is n
utri
tion
ally
bal
ance
d an
d it
als
o al
low
s th
e bi
rds
to s
elec
t th
e se
eds
that
the
y pr
efer
.
Som
e bi
rd k
eepe
rs p
refe
r to
ble
nd t
he f
orm
ulat
ions
usin
g pl
ain
seed
s. T
he G
olde
n C
ob r
ange
of
qual
ity
plai
n se
eds
is id
eally
sui
ted
for
thes
e fa
ncie
rs.
Oth
erbi
rd k
eepe
rs p
refe
r to
fee
d a
stan
dard
com
mer
cial
blen
d of
see
ds.
The
Gol
den
Cob
Pre
miu
m r
ange
of
bird
seed
ble
nds
have
bee
n fo
rmul
ated
in c
onju
ncti
onw
ith
prom
inen
t an
d su
cces
sful
bre
eder
s an
d av
icul
turi
sts
to e
nsur
e th
at o
ur m
ixes
pro
vide
a t
opqu
alit
y di
et.
17
3
SEE
DS
can
also
be
fed
as S
PR
OU
TE
D S
EE
D w
hich
mak
es t
he s
eeds
mor
e re
adily
dig
esti
ble
and
impr
oves
the
vita
min
leve
ls, o
r SE
ED
HE
AD
S w
hich
can
be
colle
cted
in m
ost
area
s. T
he s
eed
head
s of
nat
ive
gras
san
d in
trod
uced
gra
sses
are
ric
h in
min
eral
s
Alt
houg
h se
eds
form
the
dom
inan
t co
mpo
nent
of
a bi
rds
diet
, the
y ca
n be
def
icie
nt in
vit
amin
s an
d m
iner
als
and
othe
r fe
edst
uffs
sho
uld
be f
ed t
o ca
ged
bird
s to
ens
ure
that
the
die
t is
nut
riti
onal
ly b
alan
ced.
GR
EE
NS
are
impo
rtan
t an
d sh
ould
be
fed
regu
larl
y.C
hick
wee
d, g
roun
dsel
, she
pher
ds p
urse
, thi
stle
, co
mfr
ey a
nd s
ilver
beet
are
all
relis
hed
by b
irds
, and
inad
diti
on f
o pr
ovid
ing
nutr
itio
n w
ill b
e se
en a
s a
trea
tan
d pr
ovid
e va
riet
y to
rel
ieve
bor
edom
.
17
4
GO
LD
EN
CO
B
BIR
DSE
ED
PR
OD
UC
T R
AN
GE
GO
LD
EN
CO
B
BIR
DSE
ED
PR
OD
UC
T R
AN
GE
17
5
BR
EE
DE
RS
PR
EM
IUM
QU
AL
ITY
MIX
ES
Pre
miu
m B
udge
riga
r M
ix15
kg a
nd 4
0kg
Pre
miu
m C
anar
y M
ix15
kg a
nd 4
0kg
Pre
miu
m S
mal
l Par
rot
Mix
15kg
and
40k
gP
rem
ium
Par
rot
Mix
15kg
and
40k
gP
rem
ium
Fin
ch M
ix15
kg a
nd 4
0kg
Pre
miu
m B
reed
er P
igeo
n40
kgP
rem
ium
Rac
ing
Pig
eon
40kg
BR
EE
DE
RS
PR
EM
IUM
QU
AL
ITY
MIX
ES
Pla
in C
anar
y40
kgH
ulle
d O
ats
50kg
Pan
icum
40kg
Whi
te F
renc
h M
illet
40kg
Japa
nese
Mill
et40
kgG
rey
Sunf
low
er30
kgB
lack
Sun
flow
er30
kgL
inse
ed50
kg
17
6
OT
HE
R M
IXE
SG
olde
n C
ob B
udgi
e M
ix (
wit
h gr
it, i
odin
e an
d vi
tam
ins)
Gol
den
Cob
Bes
t C
anar
y M
ixG
olde
n C
ob S
mal
l Par
rot
Gol
den
Cob
Par
rot
Gol
den
Cob
Sm
all W
ild B
ird
Gol
den
Cob
Wild
Bir
d
SPE
CIA
L I
TE
MS
Gol
den
Cob
She
ll G
rit
Gol
den
Cob
Mill
et S
pray
sG
olde
n C
ob S
mal
l Wild
Bir
d B
lock
Gol
den
Cob
Lar
ge W
ild B
ird
Blo
ckG
olde
n C
ob H
oney
Tw
eets
Gol
den
Cob
Pro
Sys
tem
Min
eral
Mix
ture
17
7
FE
AT
UR
ES
All
Gol
den
Cob
bir
dsee
d m
ixes
are
met
icul
ousl
y cl
eane
d an
d te
sted
to
ensu
re f
inis
hed
prod
uct
is o
f hi
ghes
t qu
alit
y.
All
Gol
den
Cob
bir
dsee
d m
ixes
are
PR
EM
IUM
QU
AL
ITY
an
d B
AL
AN
CE
D F
OR
MU
LA
TIO
N.
All
Gol
den
Cob
bir
dsee
d m
ixes
are
use
d an
d re
com
men
ded
by p
rom
inen
t an
d su
cces
sful
bre
eder
s.
Gol
den
Cob
is A
ustr
alia
's n
umbe
r on
e br
and
"FIL
LE
D T
HE
BIL
L S
INC
E 1
895"
17
8
BE
NE
FIT
S
Hig
h qu
alit
y cl
ean
mix
es e
nsur
e M
INIM
AL
WA
STA
GE
.
Hig
h qu
alit
y cl
ean
mix
es r
esul
ts in
RE
DU
CE
D I
NC
IDE
NC
EO
F R
ESP
IRA
TO
RY
IN
FE
CT
ION
S th
at o
ccur
on
dust
y se
ed m
ixes
.
A p
rove
n an
d co
nsis
tent
per
form
ing
bran
d na
me.
PR
EM
IUM
QU
AL
ITY
MIX
ES
ensu
re t
hat
perf
orm
ance
isop
tim
al
PR
OD
UC
T B
AC
KE
D B
Y U
NC
ON
DIT
ION
AL
MO
NE
Y
BA
CK
GU
AR
AN
TE
E.
17
9
STR
ESS
AN
D N
UT
RIT
ION
Stre
ss o
f an
y ki
nd in
crea
ses
mai
nten
ance
req
uire
men
ts.
Stre
ss is
aff
ecte
d by
:
TE
MP
ER
AM
EN
TE
XC
ITE
ME
NT
PR
ESE
NC
E O
F S
TR
AN
GE
RS
FA
TIG
UE
NU
MB
ER
OF
BIR
DS
TO
GE
TH
ER
CH
AN
GIN
G C
AG
ES
OR
AV
IAR
IES
PR
EV
IOU
S T
RA
ININ
GP
RE
VIO
US
NU
TR
ITIO
NA
GE
MA
NA
GE
ME
NT
18
0
NU
TR
ITIO
NA
L R
EP
RO
DU
CT
IVE
FA
ILU
RE
Res
earc
h in
dica
tes
that
the
rea
l cau
se o
f re
prod
ucti
ve f
ailu
reis
a d
efic
ienc
y of
:E
NE
RG
YP
RO
TE
INM
INE
RA
LS
VIT
AM
INS
Com
mon
nut
riti
onal
cau
sees
of
repr
oduc
tive
fai
lure
:
OV
ER
FE
ED
ING
OR
UN
DE
R F
EE
DIN
GL
OW
EN
ER
GY
LO
W P
RO
TE
INL
OW
PH
OSP
HO
RO
US
(QU
AN
TIT
Y)
DE
FIC
IEN
CY
OF
IO
DIN
E
VIT
AM
IN A
(D
EF
OR
ME
D)
18
1
OE
SO
PH
AG
US
CR
OP
PA
NC
RE
AS
PR
OV
EN
TR
ICU
LU
S
GIZ
ZA
RD
CL
OA
CA
CL
OA
CA
L B
UR
SA
SU
PR
AD
UO
DE
NA
LL
OO
P
DU
OD
EN
AL
LO
OP
18
2
AV
IAN
GA
STR
IC D
IGE
STIO
NG
astr
ic d
iges
tion
is c
arri
ed o
ut in
tw
o se
para
te a
nd
dist
inct
org
ans
:P
RO
VE
NT
ICU
LU
SG
IZZ
AR
DP
RO
VE
NT
ICU
LU
S -
Smal
l org
an -
Inge
sted
fee
d pa
sses
rap
idly
thr
ough
it -
Its
mai
n fu
ncti
on is
tha
t of
gas
tric
flu
id s
ecre
tion
-F
luid
s co
ntai
n P
epsi
n an
d H
ydro
chlo
ric
acid
-V
ery
littl
e ch
urni
ng a
nd m
ixin
g oc
curs
in t
his
orga
n
GIZ
ZA
RD
-F
unct
ion
is t
o m
ix a
nd g
rind
the
see
d. T
he p
roce
ssis
cal
led
"Mas
ticat
ion"
-F
luid
s se
cret
ed b
y th
e pr
oven
ticu
lus
are
mix
ed
duri
ng g
rind
ing
-G
rit
shou
ld b
e av
aila
ble
to in
crea
se t
he d
iges
tibi
lity
ofse
eds
wit
h a
min
imal
am
ount
of
proc
essi
ng
18
3
EN
ER
GY
-C
arbo
hydr
ates
and
Fat
s
-E
nerg
y is
req
uire
d fo
r al
l lif
e pr
oces
ses
: -
Act
ion
of t
he h
eart
-M
aint
enan
ce o
f bl
ood
pres
sure
and
mus
cle
tone
-T
rans
mis
sion
of
nerv
e im
puls
es -
Pro
tein
and
Fat
syn
thes
is -
Pro
duct
ion
of e
ggs
-D
efic
ienc
y of
Ene
rgy
is m
anif
este
d by
: -
Slow
or
stun
ted
grow
th -
Bod
y ti
ssue
loss
es -
L
ower
ed p
rodu
ctio
n of
egg
s
-C
arbo
hydr
ates
are
the
pri
me
ener
gy s
ourc
e as
the
y ar
e m
ore
easi
ly a
bsor
bed
and
tran
sfor
med
into
bod
y fa
t.
18
4
CA
RB
OH
YD
RA
TE
S
-T
he c
hief
res
erve
foo
d st
ored
in s
eeds
-U
sed
as a
sou
rce
of h
eat
and
ener
gy
-E
xces
s ca
rboh
ydra
tes
are
stor
ed in
the
bo
dy a
s fa
t
-P
rovi
des
gluc
ose
in t
he b
lood
, whi
ch is
co
nsta
ntly
rep
leni
shed
by
chan
ging
the
G
lyco
gen
of t
he li
ver
back
to
gluc
ose,
serv
es a
s th
e ch
ief
sour
ce o
f fu
el w
hich
to
mai
ntai
n th
e bo
dy t
empe
ratu
re a
nd t
ofu
rnis
h en
ergy
nee
ded
for
all b
ody
proc
esse
s
18
5
FA
TS
-F
unct
ion
like
carb
ohyd
rate
s as
sou
rce
ofhe
at a
nd e
nerg
y an
d fo
r th
e fo
rmat
ion
offa
t.
-D
ue t
o a
larg
er p
ropo
rtio
n of
car
bon
and
hydr
ogen
fat
s lib
erat
e tw
o an
d a
quar
ter
tim
es m
ore
heat
tha
n ca
rboh
ydra
tes
whe
ndi
gest
ed.
18
6
PR
OT
EIN
S
-E
ssen
tial
to
the
form
atio
n an
d co
mpo
siti
on o
f ea
ch li
ving
cel
l.
-P
rote
in is
larg
ely
conc
entr
ated
in p
lant
sin
see
ds a
nd le
aves
-P
rote
ins
are
prim
ary
cons
titu
ents
of
man
y st
ruct
ural
and
pro
tect
ive
tiss
ues
such
as
: -
Bon
es -
Lig
amen
ts -
Sk
in -
Fea
ther
s -
Soft
Tis
sues
-
Org
ans
-M
uscl
es
18
7
MIN
ER
AL
S
The
gen
eral
fun
ctio
ns o
f M
iner
als
are
:
1.
Giv
e ri
gidi
ty a
nd s
tren
gth
to t
he s
kele
tal
stru
ctur
e 2
.Se
rve
as c
onst
itue
nts
of p
rote
in 3
.A
ctiv
ate
enzy
me
syst
ems
4.
Con
trol
flu
id b
alan
ce 5
.R
egul
ate
acid
-bas
e ba
lanc
e 6
.A
ssis
t in
mus
cle
and
nerv
e fu
ncti
ons
7.
Com
bine
in m
iner
al-v
itam
in r
elat
ions
hip
18
8
MIN
ER
AL
S -
SUM
MA
RY
OF
FU
NC
TIO
N Sa
lt (
Na
Cl)
- I
mpr
oves
ape
tite
- P
rom
otes
gro
wth
- H
elps
reg
ulat
e bo
dy P
H-
Ess
enti
al f
or h
ydro
chlo
ric
acid
f
orm
atio
n in
the
sto
mac
h
Cal
cium
(C
a)-
Bon
e fo
rmat
ion
- E
ggsh
ell f
orm
atio
n-
Blo
od c
lott
ing
- M
aint
aini
ng h
eart
fun
ctio
n
Pho
spho
rus
(P)
- B
one
form
atio
n-
Met
abol
ism
of
carb
ohyd
rate
s
and
fat
s-
Com
pone
nt o
f al
l liv
ing
cells
- M
aint
enan
ce o
f bo
dy P
H-
Cal
cium
tra
nspo
rt a
nd e
gg f
orm
atio
n
18
9
MIN
ER
AL
S -
SUM
MA
RY
OF
FU
NC
TIO
N M
agne
sium
(M
g)-
Ess
enti
al f
or n
orm
al s
kele
tal
d
evel
opm
ent
- C
onst
itue
nt o
f bo
ne-
Enz
yme
acti
vato
r
Pot
assi
um (
K)
- M
uscl
e ac
tivi
ty-
Inf
luen
ces
carb
ohyd
rate
m
etab
olis
m
Iodi
ne (
I)-
Mai
nten
ance
of
thry
roid
gla
nd
whi
ch c
ontr
ols
body
met
abol
ism
a
nd h
eat
prod
ucti
on
19
0
Protien %
Fat %
Fibre %
Calcium %
Phosphorus %
Potassium %
Magnesium %
Sodium %
CA
NA
RY
SE
ED
15.3
4.0
6.2
0.42
0.35
3.64
NIL
NIL
JAP
AN
ES
E M
ILL
ET
11.5
5.7
9.3
0.51
0.32
2.4
NIL
NIL
PA
NIC
UM
13.2
2.1
9.0
0.54
0.2
3.61
0.38
NIL
WH
ITE
FR
EN
CH
MIL
LE
T13
.24.
08.
00.
050.
28N
IL0.
160.
04
OA
TS
13.6
5.6
12.2
0.06
0.33
0.39
0.12
0.16
CHLORINE %
SULPHUR %
COBALT *
COPPER *
IRON %
MANGANESE *
ZINC *
IODINE *
CA
NA
RY
SE
ED
NIL
NIL
NIL
NIL
NIL
NIL
NIL
NIL
JAP
AN
ES
E M
ILL
ET
NIL
NIL
NIL
NIL
NIL
NIL
NIL
NIL
PA
NIC
UM
NIL
NIL
NIL
NIL
NIL
NIL
NIL
NIL
WH
ITE
FR
EN
CH
MIL
LE
T0.
140.
130.
4421
.80.
006
29.3
13.9
NIL
OA
TS
0.11
0.21
0.57
5.8
0.00
837
.036
.60.
99
19
1
VIT
AM
INS
Req
uire
d fo
r no
rmal
gro
wth
, pro
duct
ion,
rep
rodu
ctio
nan
d/or
hea
lth.
VIT
AM
INS
- SU
MM
AR
Y O
F F
UN
CT
ION
S
Vit
amin
A-
Ess
enti
al f
or n
orm
al m
aint
enan
ce o
f
eye
tis
sues
, res
pira
tory
, dig
esti
ve,
r
epro
duct
ive,
ner
ve a
nd u
rina
ry
s
yste
ms
Vit
amin
D3
- A
ssis
ts u
tilis
atio
n of
cal
cium
and
pho
spho
rus
Vit
amin
E-
Ant
ioxi
dant
19
2
VIT
AM
INS
- SU
MM
AR
Y O
F F
UN
CT
ION
S
Vit
amin
K-
Blo
od c
lott
ing
Vit
amin
B12
- E
ssen
tial
for
nor
mal
gro
wth
and
rep
rodu
ctio
n
Vit
amin
B1
- P
rom
otes
app
etit
e an
d gr
owth
- R
equi
red
for
norm
al c
arbo
hydr
ates
m
etab
olis
m
19
3
Poul
try
Nut
ritio
n
Poul
try
Nut
ritio
n
& M
anag
emen
t&
Man
agem
ent
19
4
Will
be c
over
ing:
Will
be c
over
ing:
❖❖La
yers
Laye
rs❖❖
Broi
lers
Broi
lers
19
5
Layi
ng H
ens
Layi
ng H
ens
❖❖C
omm
erci
al h
ens a
re u
sual
ly a
C
omm
erci
al h
ens a
re u
sual
ly a
cr
oss
betw
een
seve
ral b
reed
s.
cros
s be
twee
n se
vera
l bre
eds.
U
sual
ly L
egho
rn (w
hite
), U
sual
ly L
egho
rn (w
hite
), A
ustr
alor
p (b
lack
), N
ew
Aus
tral
orp
(bla
ck),
New
H
amps
hire
(red
)H
amps
hire
(red
)❖❖
Oth
ers :
Pur
ebre
d st
rain
s, b
anta
ms
Oth
ers :
Pur
ebre
d st
rain
s, b
anta
ms
19
6
Rear
ing
Layi
ng H
ens
Rear
ing
Layi
ng H
ens
❖❖Th
e ba
sic
aim
it to
get
them
to
The
basi
c ai
m it
to g
et th
em to
la
ying
at r
ound
18
layi
ng a
t rou
nd 1
8 --24
wee
ks o
f age
.24
wee
ks o
f age
.❖❖
The
sam
e pr
inci
ples
app
ly to
eve
ry
The
sam
e pr
inci
ples
app
ly to
eve
ry
bree
d an
d to
any
bir
ds b
eing
rear
ed
bree
d an
d to
any
bir
ds b
eing
rear
ed
as b
reed
ers.
as b
reed
ers.
19
7
Chic
kens
0Ch
icke
ns 0
-- 6 W
eeks
6 W
eeks
Man
agem
ent
Man
agem
ent
Broo
ding
Broo
ding
..Tem
pera
ture
35
degr
ees
..Tem
pera
ture
35
degr
ees
.. D
ecre
ase
to 2
0deg
at 3
wee
ks..
Dec
reas
e to
20d
eg a
t 3 w
eeks
.. Si
mpl
e br
oode
r ker
b tin
+ li
ght
.. Si
mpl
e br
oode
r ker
b tin
+ li
ght
.. W
ood
shav
ings
on
floor
.. W
ood
shav
ings
on
floor
.. W
ater
er, c
lean
dai
ly..
Wat
erer
, cle
an d
aily
.. N
ewsp
aper
+ F
eed
3 da
ys..
New
spap
er +
Fee
d 3
days
.. Fl
at fo
od tr
ay w
ith w
ire
on to
p..
Flat
food
tray
with
wir
e on
top
.. W
atch
wha
t chi
cks
do..
Wat
ch w
hat c
hick
s do
.. Su
rrou
nds
to k
eep
near
hea
t..
Surr
ound
s to
kee
p ne
ar h
eat
.. A
void
dra
ught
s..
Avo
id d
raug
hts
19
8
Chic
kens
0
Chic
kens
0 --
6 W
eeks
6 W
eeks
Nut
ritio
n &
Dise
ase
Nut
ritio
n &
Dise
ase
Nut
ritio
nN
utri
tion
* Nee
d 20
% P
rote
in d
iet
* Nee
d 20
% P
rote
in d
iet
* Hig
her C
alci
um, P
hosp
horu
s,
* Hig
her C
alci
um, P
hosp
horu
s,
Vita
min
s &
Min
eral
sV
itam
ins
& M
iner
als
* Gro
win
g qu
ickl
y* G
row
ing
quic
kly
* Wan
t to
grow
eve
nly
* Wan
t to
grow
eve
nly
* Don
* Don
’’ t fe
ed b
roile
r fee
dt f
eed
broi
ler f
eed
* Cru
mbl
es b
est..
.no
segr
egat
ion
* Cru
mbl
es b
est..
.no
segr
egat
ion
Dis
ease
Dis
ease
* Coc
cidi
osis
...m
ore
late
r* C
occi
dios
is...
mor
e la
ter
Feed
Fe
ed : :
20%
Bar
asto
c C
hick
Sta
rter
(Med
icat
ed)
20%
Bar
asto
c C
hick
Sta
rter
(Med
icat
ed)
19
9
Pulle
ts 6
Pu
llets
6 --
18 W
eeks
18 W
eeks
Man
agem
ent,
Nut
ritio
n &
Dise
ase
Man
agem
ent,
Nut
ritio
n &
Dise
ase
❖❖Pu
t fee
d in
to se
lf fe
eder
Pu
t fee
d in
to se
lf fe
eder
--fr
ee c
hoic
efr
ee c
hoic
e❖❖
Wat
er in
a fo
ntW
ater
in a
font
❖❖K
eep
litte
r dry
Kee
p lit
ter d
ry❖❖
Con
sum
e 90
gm
/day
ove
r thi
s pe
riod
Con
sum
e 90
gm
/day
ove
r thi
s pe
riod
❖❖V
ices
V
ices
--Fe
athe
r pic
king
can
be
a pr
oble
mFe
athe
r pic
king
can
be
a pr
oble
m❖❖
Dis
ease
s D
isea
ses
-- Coc
cidi
osis
Coc
cidi
osis
❖❖Sw
itch
to L
ayer
feed
afte
r thi
s pe
riod
...no
Sw
itch
to L
ayer
feed
afte
r thi
s pe
riod
...no
ea
rlie
rea
rlie
r
20
0
Layi
ng H
ens
Layi
ng H
ens
-- Man
agem
ent
Man
agem
ent
** S
elf F
eede
rs th
e be
st**
Sel
f Fee
ders
the
best
** W
ater
sto
p fr
om g
ettin
g m
uddy
roun
d ar
ea**
Wat
er s
top
from
get
ting
mud
dy ro
und
area
** H
ave
grit
avai
labl
e**
Hav
e gr
it av
aila
ble
** S
hellg
rit v
s ro
ck**
She
llgri
t vs
rock
** T
able
scr
aps/
gras
s im
pact
** T
able
scr
aps/
gras
s im
pact
** H
ousi
ng**
Hou
sing
-- Per
ches
Perc
hes
-- Nes
t Box
es
Nes
t Box
es --
Eggs
2Xd
ayEg
gs 2
Xday
-- Dry
she
d be
st e
sp. i
n ra
inD
ry s
hed
best
esp
. in
rain
-- Spa
ce .3
sq.m
etre
or 4
sq.
feet
Spac
e .3
sq.m
etre
or 4
sq.
feet
-- Fac
e N
orth
to g
et s
unFa
ce N
orth
to g
et s
un**
Vic
es
** V
ices
--Eg
g ea
ting,
Fea
ther
pec
king
Egg
eatin
g, F
eath
er p
ecki
ng**
Dis
ease
s **
Dis
ease
s -- C
occi
dios
isC
occi
dios
is
20
1
Layi
ng H
ens
Layi
ng H
ens
-- Nut
ritio
nN
utrit
ion
❖❖Fe
eds
Fe
eds
––
Pelle
ts v
s m
eals
Pelle
ts v
s m
eals
––Pr
otei
n 15
%, C
alci
um >
3.3
%Pr
otei
n 15
%, C
alci
um >
3.3
%––
Gol
den
Yolk
Sta
ndar
d Ba
ckya
rd L
ayer
Gol
den
Yolk
Sta
ndar
d Ba
ckya
rd L
ayer
––Be
ttala
y C
omm
erci
al la
yer
Betta
lay
Com
mer
cial
laye
r––
Gra
in M
ix
Gra
in M
ix --
Gra
in o
nly,
not
com
plet
eG
rain
onl
y, n
ot c
ompl
ete
––Fe
ed in
take
s >1
30g/
bird
/day
Feed
inta
kes
>130
g/bi
rd/d
ay◆◆
Dep
ends
on
bree
d/si
ze/h
eat/f
eed
ener
gyD
epen
ds o
n br
eed/
size
/hea
t/fee
d en
ergy
20
2
Egg
Qua
lity
Egg
Qua
lity
❖❖Yo
lk C
olou
rYo
lk C
olou
r––
Pigm
ents
Pigm
ents
◆◆N
atur
al ..
Car
oten
e fr
om G
rass
/Cor
n/ot
hers
Nat
ural
..C
arot
ene
from
Gra
ss/C
orn/
othe
rs◆◆
Man
ufac
ture
d M
anuf
actu
red
-- Roc
he e
tcRo
che
etc
––R
idle
y Fe
ed
Rid
ley
Feed
––
Poor
Col
our
Poor
Col
our
◆◆Lo
w in
take
s of
pig
men
tsLo
w in
take
s of
pig
men
ts◆◆
Hea
t str
ess
can
be a
pro
blem
Hea
t str
ess
can
be a
pro
blem
◆◆In
crea
se g
reen
s, c
an ta
ke a
few
day
s to
In
crea
se g
reen
s, c
an ta
ke a
few
day
s to
re
spon
d. L
ucer
ne m
eal i
n w
ater
can
be
resp
ond.
Luc
erne
mea
l in
wat
er c
an b
e us
eful
.us
eful
.
20
3
Egg
Qua
lity
(con
t)Eg
g Q
ualit
y (c
ont)
❖❖Sh
ell Q
ualit
ySh
ell Q
ualit
y––
Poor
she
ll is
usu
ally
lack
of C
alci
umPo
or s
hell
is u
sual
ly la
ck o
f Cal
cium
◆◆C
heck
no
mor
e th
an 2
0% s
crap
s in
the
diet
Che
ck n
o m
ore
than
20%
scr
aps
in th
e di
et◆◆
Shou
ld h
ave
acce
ss to
She
llgri
tSh
ould
hav
e ac
cess
to S
hellg
rit
––O
ther
cau
ses
Oth
er c
ause
s◆◆
Age
of b
irds
Age
of b
irds
◆◆D
isea
ses
Dis
ease
s
20
4
Egg
Qua
lity
(con
t)Eg
g Q
ualit
y (c
ont)
❖❖Bl
oody
She
llsBl
oody
She
lls––
Rupt
ure
of s
mal
l blo
od v
esse
l dur
ing
Rupt
ure
of s
mal
l blo
od v
esse
l dur
ing
layi
ngla
ying
––U
sual
ly n
ot a
pro
blem
for f
ollo
win
g eg
gsU
sual
ly n
ot a
pro
blem
for f
ollo
win
g eg
gs––
Can
indi
cate
a c
anni
balis
m p
robl
emC
an in
dica
te a
can
niba
lism
pro
blem
❖❖Bl
ood
Spot
sBl
ood
Spot
s––
Rupt
ure
of b
lood
ves
sels
pri
or to
ovu
latio
nRu
ptur
e of
blo
od v
esse
ls p
rior
to o
vula
tion
––C
ause
s str
ess,
toxi
ns, s
ound
, inf
ectio
nsC
ause
s str
ess,
toxi
ns, s
ound
, inf
ectio
ns––
Nor
mal
leve
l 2N
orm
al le
vel 2
-- 4%
>10
% re
al p
robl
em4%
>10
% re
al p
robl
em––
Mor
e w
hen
pulle
ts c
omin
g in
to la
yM
ore
whe
n pu
llets
com
ing
into
lay
20
5
Egg
Qua
lity
(con
t)Eg
g Q
ualit
y (c
ont)
❖❖Fr
eshn
ess
Fres
hnes
s––
Mea
sure
s by
the
heig
ht o
f the
thic
k w
hite
Mea
sure
s by
the
heig
ht o
f the
thic
k w
hite
––U
nit o
f mea
sure
is th
e H
augh
uni
tU
nit o
f mea
sure
is th
e H
augh
uni
t––
Effe
cted
pri
mar
ily b
y he
atEf
fect
ed p
rim
arily
by
heat
◆◆C
olle
ct 2
tim
es/d
ayC
olle
ct 2
tim
es/d
ay◆◆
Stor
e in
refr
iger
ator
Stor
e in
refr
iger
ator
❖❖Sh
ell C
olou
rSh
ell C
olou
r––
Influ
ence
d pr
imar
ily b
y br
eed
Influ
ence
d pr
imar
ily b
y br
eed
◆◆W
hite
/Tin
ted.
..Whi
te L
egho
rn a
nd it
s cr
osse
sW
hite
/Tin
ted.
..Whi
te L
egho
rn a
nd it
s cr
osse
s◆◆
Brow
n....
New
Ham
pshi
re, R
hode
Isla
nd R
ed,
Brow
n....
New
Ham
pshi
re, R
hode
Isla
nd R
ed,
Aus
tral
orp
and
othe
r bla
ck b
reed
sA
ustr
alor
p an
d ot
her b
lack
bre
eds
◆◆C
olou
r les
s in
tens
e w
ith a
geC
olou
r les
s in
tens
e w
ith a
ge
20
6
Oth
er P
robl
ems
Oth
er P
robl
ems
❖❖V
ices
Vic
es––
Feat
her P
ecki
ngFe
athe
r Pec
king
◆◆U
sual
ly ta
rget
new
blo
od fi
lled
tail
feat
hers
.U
sual
ly ta
rget
new
blo
od fi
lled
tail
feat
hers
.◆◆
Ofte
n st
arts
with
you
ng c
hick
s O
ften
star
ts w
ith y
oung
chi
cks
◆◆O
nce
star
ted
ofte
n di
fficu
lt to
sto
pO
nce
star
ted
ofte
n di
fficu
lt to
sto
p◆◆
Cro
wdi
ng/s
tres
s m
ajor
cau
ses
Cro
wdi
ng/s
tres
s m
ajor
cau
ses
◆◆C
an tr
y us
ing
nast
y ta
stin
g co
mpo
unds
Can
try
usin
g na
sty
tast
ing
com
poun
ds◆◆
If al
l els
e fa
ils g
et ri
d of
offe
nder
sIf
all e
lse
fails
get
rid
of o
ffend
ers
––V
ent P
ecki
ng/C
anni
balis
mV
ent P
ecki
ng/C
anni
balis
m◆◆
Ofte
n st
arts
with
bir
ds p
rone
to p
rola
pses
Ofte
n st
arts
with
bir
ds p
rone
to p
rola
pses
◆◆Tr
y na
sty
tast
ing
com
poun
dsTr
y na
sty
tast
ing
com
poun
ds◆◆
get r
id o
f offe
nder
sge
t rid
of o
ffend
ers
20
7
Oth
er P
robl
ems (
cont
)O
ther
Pro
blem
s (co
nt)
❖❖V
ices
(con
t)V
ices
(con
t)––
Egg
Eatin
gEg
g Ea
ting
◆◆ge
t rid
of o
ffend
ers
get r
id o
f offe
nder
s
❖❖M
oulti
ngM
oulti
ng––
Usu
ally
occ
urs l
ate
sum
mer
eac
h ye
arU
sual
ly o
ccur
s lat
e su
mm
er e
ach
year
––St
op la
ying
Stop
layi
ng––
Can
occ
ur if
feed
rest
rict
ed o
r dis
ease
Can
occ
ur if
feed
rest
rict
ed o
r dis
ease
––C
omm
erci
ally
do
it to
impr
ove
prod
uctio
nC
omm
erci
ally
do
it to
impr
ove
prod
uctio
n
20
8
Oth
er P
robl
ems (
cont
)O
ther
Pro
blem
s (co
nt)
❖❖G
oing
Off
Lay
Goi
ng O
ff L
ay––
Com
mer
cial
ly k
eep
for o
ne y
ear
Com
mer
cial
ly k
eep
for o
ne y
ear
––Bi
rds
drop
egg
num
bers
by
70%
/yea
rBi
rds
drop
egg
num
bers
by
70%
/yea
r––
Com
mer
cial
bre
eds
lay
mor
e >2
80/y
ear
Com
mer
cial
bre
eds
lay
mor
e >2
80/y
ear
––H
ome
bred
may
onl
y la
y Sp
ring
to
Hom
e br
ed m
ay o
nly
lay
Spri
ng to
A
utum
nA
utum
n––
Ass
ocia
ted
with
:A
ssoc
iate
d w
ith:
◆◆N
ot e
noug
h fe
edN
ot e
noug
h fe
ed◆◆
Stre
ssSt
ress
◆◆Po
or H
ousi
ng in
win
ter
Poor
Hou
sing
in w
inte
r◆◆
Dis
ease
Dis
ease
◆◆Br
oody
Hen
sBr
oody
Hen
s
20
9
Dise
ases
Dise
ases
❖❖C
occi
dios
isC
occi
dios
is––
Two
type
s Cae
cal &
Inte
stin
alTw
o ty
pes C
aeca
l & In
test
inal
––C
hick
ens
Chi
cken
s◆◆
Usu
ally
Cae
cal
Usu
ally
Cae
cal
◆◆In
par
t con
trol
led
by c
occi
dios
tats
in fe
edIn
par
t con
trol
led
by c
occi
dios
tats
in fe
ed◆◆
prop
er m
anag
emen
t VIP
prop
er m
anag
emen
t VIP
◆◆K
eep
litte
r dry
, avo
id w
et a
rea
roun
d dr
inke
rsK
eep
litte
r dry
, avo
id w
et a
rea
roun
d dr
inke
rs◆◆
Sym
ptom
sSy
mpt
oms
––Ru
ffled
feat
hers
Ruffl
ed fe
athe
rs––
Pale
dro
opy
head
sPa
le d
roop
y he
ads
––C
lose
d ey
esC
lose
d ey
es––
Bloo
dy D
ropp
ings
Bloo
dy D
ropp
ings
21
0
Dise
ases
(con
t)D
iseas
es (c
ont)
❖❖C
occi
dios
is (c
ont)
Coc
cidi
osis
(con
t)––
Adu
lt H
ens
Adu
lt H
ens
◆◆Bu
ild u
p an
imm
unity
Build
up
an im
mun
ity◆◆
Can
occ
ur in
wet
yar
ds o
ften
follo
win
g co
ntin
ued
Can
occ
ur in
wet
yar
ds o
ften
follo
win
g co
ntin
ued
rain
.ra
in.
◆◆U
sual
ly in
test
inal
coc
cidi
osis
Usu
ally
inte
stin
al c
occi
dios
is◆◆
Sym
ptom
sSy
mpt
oms
––W
astin
g Ill
ness
Was
ting
Illne
ss––
Bird
s go
Bi
rds
go ““
Ligh
tLi
ght ””
––Sh
runk
en c
ombs
and
wat
tles
Shru
nken
com
bs a
nd w
attle
s––
Whi
tish
soili
ng a
roun
d th
e ve
nt a
nd fe
athe
rsW
hitis
h so
iling
aro
und
the
vent
and
feat
hers
21
1
Dise
ases
(con
t)D
iseas
es (c
ont)
❖❖W
orm
sW
orm
s––
Sign
sSi
gns
◆◆W
astin
gW
astin
g◆◆
Redu
ced
egg
prod
uctio
nRe
duce
d eg
g pr
oduc
tion
––C
an b
uild
up
an im
mun
ityC
an b
uild
up
an im
mun
ity––
Rout
ing
dosi
ng a
dvis
able
Rout
ing
dosi
ng a
dvis
able
21
2
Bree
ding
Chi
cken
sBr
eedi
ng C
hick
ens
❖❖Fe
edFe
ed––
Betta
lay
Pelle
tsBe
ttala
y Pe
llets
◆◆H
as v
itam
ins
and
min
eral
s at
hig
h le
vels
for f
ertil
ityH
as v
itam
ins
and
min
eral
s at
hig
h le
vels
for f
ertil
ity◆◆
Will
lay
bette
r qua
lity
eggs
Will
lay
bette
r qua
lity
eggs
––A
cces
s to
gre
en fe
ed u
sefu
lA
cces
s to
gre
en fe
ed u
sefu
l❖❖
Eggs
Eggs
––Se
lect
with
goo
d qu
ality
shel
lsSe
lect
with
goo
d qu
ality
shel
ls––
Kee
p co
ol, l
ess
than
a w
eek
old
Kee
p co
ol, l
ess
than
a w
eek
old
❖❖Br
oody
hen
Broo
dy h
en––
Sepa
rate
nes
t/co
opSe
para
te n
est/
coop
21
3
Broi
ler C
hick
ens
Broi
ler C
hick
ens
❖❖Fe
eds
Feed
s––
Bara
stoc
Bro
iler S
tart
er
Bara
stoc
Bro
iler S
tart
er
◆◆00 --
3 W
eeks
3 W
eeks
◆◆U
se a
ppro
x. 1
kg/c
hick
enU
se a
ppro
x. 1
kg/c
hick
en
––Ba
rast
oc B
roile
r Fin
ishe
rBa
rast
oc B
roile
r Fin
ishe
r◆◆
3 w
eeks
onw
ards
3 w
eeks
onw
ards
◆◆U
se a
bout
3.5
kg
to g
et to
8 w
eeks
Use
abo
ut 3
.5 k
g to
get
to 8
wee
ks
––Fe
atur
esFe
atur
es◆◆
Hig
h pr
otei
n an
d en
ergy
for f
ast g
row
thH
igh
prot
ein
and
ener
gy fo
r fas
t gro
wth
◆◆Q
ualit
y vi
tam
in a
nd tr
ace
min
eral
sup
plem
ent
Qua
lity
vita
min
and
trac
e m
iner
al s
uppl
emen
t◆◆
Coc
cidi
osta
t inc
lude
dC
occi
dios
tat i
nclu
ded
21
4
Broi
ler C
hick
ens (
cont
)Br
oiler
Chi
cken
s (co
nt)
❖❖M
anag
emen
tM
anag
emen
t––
Sim
ilar t
o la
yer c
hick
ens t
o st
art o
ffSi
mila
r to
laye
r chi
cken
s to
star
t off
––Fe
ed s
houl
d be
ad
lib a
t all
times
Feed
sho
uld
be a
d lib
at a
ll tim
es––
For b
est r
esul
ts re
ar in
a w
arm
dry
she
dFo
r bes
t res
ults
rear
in a
war
m d
ry s
hed
21
5
Calf
Rear
ing
Calf
Rear
ing
21
6
Basi
c Pr
inci
ples
Basi
c Pr
inci
ples
❖❖C
aref
ul C
alf S
elec
tion
Car
eful
Cal
f Sel
ectio
n––
Frie
sian
s 45
Frie
sian
s 45 --
50kg
50kg
––Je
rsey
38
Jers
ey 3
8 --43
kg43
kg––
Hea
lthy,
live
ly, r
educ
e tr
ansp
ort s
tres
sH
ealth
y, li
vely
, red
uce
tran
spor
t str
ess
❖❖A
dequ
ate
Rear
ing
Faci
litie
sA
dequ
ate
Rear
ing
Faci
litie
s––
Prot
ectio
n fr
om E
lem
ents
Prot
ectio
n fr
om E
lem
ents
––G
ood
Hyg
iene
Goo
d H
ygie
ne––
Com
fort
able
pen
des
ign
& st
ocki
ng
Com
fort
able
pen
des
ign
& st
ocki
ng
dens
ities
dens
ities
21
7
Basi
c Pr
inci
ples
(con
t)Ba
sic
Prin
cipl
es (c
ont)
❖❖Su
ffici
ent C
olos
trum
Inta
keSu
ffici
ent C
olos
trum
Inta
ke––
Con
tain
s ant
ibod
ies
Con
tain
s ant
ibod
ies
––H
elp
prev
ent i
nfec
tion
Hel
p pr
even
t inf
ectio
n––
can
be fr
ozen
can
be fr
ozen
––hi
gh in
pro
tein
, ene
rgy,
vita
min
s &
high
in p
rote
in, e
nerg
y, v
itam
ins &
m
iner
als
min
eral
s––
4litr
es, 6
hou
rs a
fter b
irth
4litr
es, 6
hou
rs a
fter b
irth
––O
lder
cow
s col
ostr
um b
est
Old
er c
ows c
olos
trum
bes
t❖❖
Wel
l des
igne
d fe
edin
g pr
ogra
mm
eW
ell d
esig
ned
feed
ing
prog
ram
me
❖❖T.
L.C
.T.
L.C
.
21
8
Why
Ear
ly W
eani
ng?
Why
Ear
ly W
eani
ng?
❖❖W
eane
d ca
lves
are
eas
ier t
o m
anag
eW
eane
d ca
lves
are
eas
ier t
o m
anag
e❖❖
Feed
ene
rgy
in m
ilk is
4X
dear
er th
an th
at in
Fe
ed e
nerg
y in
milk
is 4
X de
arer
than
that
in
pelle
ts a
nd 2
0Xm
ore
than
pas
ture
pelle
ts a
nd 2
0Xm
ore
than
pas
ture
❖❖Ea
rly
wea
n le
ss so
phis
ticat
ed h
ousi
ngEa
rly
wea
n le
ss so
phis
ticat
ed h
ousi
ng❖❖
Liqu
id fe
ed d
oes n
ot p
rom
ote
rum
en
Liqu
id fe
ed d
oes n
ot p
rom
ote
rum
en
deve
lopm
ent
deve
lopm
ent
❖❖Li
quid
feed
ing
cost
ly w
ith re
spec
t to
time
and
Liqu
id fe
edin
g co
stly
with
resp
ect t
o tim
e an
d ef
fort
effo
rt
21
9
Succ
essfu
l Ear
ly W
eani
ng
Succ
essfu
l Ear
ly W
eani
ng
requ
ires:
requ
ires:
❖❖A
mpl
e co
ol c
lean
wat
erA
mpl
e co
ol c
lean
wat
er❖❖
Pelle
ted
calf
feed
from
day
4, a
d lib
Pelle
ted
calf
feed
from
day
4, a
d lib
❖❖Ro
ugha
ge, b
arle
y st
raw
reco
mm
ende
d Ro
ugha
ge, b
arle
y st
raw
reco
mm
ende
d fr
o a
fro
a ““ s
crat
chsc
ratc
h ””fa
ctor
to s
timul
ate
fact
or to
stim
ulat
e ru
men
dev
elop
men
tru
men
dev
elop
men
t❖❖
Cal
ves
shou
ld b
e tw
ice
thei
r bir
th
Cal
ves
shou
ld b
e tw
ice
thei
r bir
th
wei
ght a
t wea
ning
and
eat
ing
0.75
kg
wei
ght a
t wea
ning
and
eat
ing
0.75
kg
pelle
ts/d
ay. I
ntak
es w
ill in
crea
se a
fter
pelle
ts/d
ay. I
ntak
es w
ill in
crea
se a
fter
wea
ning
.w
eani
ng.
22
0
Impo
rtan
t to
Max
imise
Foo
d in
take
by:
Impo
rtan
t to
Max
imise
Foo
d in
take
by:
❖❖K
eep
pelle
ts a
nd ro
ugha
ge fr
esh
at a
ll tim
esK
eep
pelle
ts a
nd ro
ugha
ge fr
esh
at a
ll tim
es❖❖
To in
trod
uce
them
to p
elle
ts a
dd a
few
to th
e To
intr
oduc
e th
em to
pel
lets
add
a fe
w to
the
botto
m o
f the
milk
buc
ket o
r fro
m y
our h
and
botto
m o
f the
milk
buc
ket o
r fro
m y
our h
and
till t
hey
star
t to
eat.
till t
hey
star
t to
eat.
❖❖Li
mit
the
amou
nt o
f milk
fed.
Onc
e a
day
is
Lim
it th
e am
ount
of m
ilk fe
d. O
nce
a da
y is
pr
efer
able
pref
erab
le❖❖
Stra
w is
bet
ter t
han
hay.
pas
ture
afte
r 10
Stra
w is
bet
ter t
han
hay.
pas
ture
afte
r 10 --
12
12
wee
ksw
eeks
❖❖Tr
ough
s cle
an a
nd p
ositi
on to
avo
id fa
eces
Tr
ough
s cle
an a
nd p
ositi
on to
avo
id fa
eces
an
d ur
ine
and
urin
e
22
1
Rid
ley
Agr
iPro
duct
s C
alf F
eedi
ng R
ange
Rid
ley
Agr
iPro
duct
s C
alf F
eedi
ng R
ange
❖❖Ba
rast
oc C
alf M
ilk R
epla
cer
Bara
stoc
Cal
f Milk
Rep
lace
r❖❖
21%
bab
y C
alf F
eed
21%
bab
y C
alf F
eed
❖❖18
% C
alf R
eare
r Pel
lets
18%
Cal
f Rea
rer P
elle
ts❖❖
15%
Hei
fer D
evel
oper
Pel
lets
15%
Hei
fer D
evel
oper
Pel
lets
❖❖Pr
emax
Cal
f Boo
ster
Prem
ax C
alf B
oost
er
22
2
Early
Wea
ning
Pro
gram
me
Early
Wea
ning
Pro
gram
me
❖❖D
ay 1
Day
1-- 3
: Col
ostr
um o
nly
3: C
olos
trum
onl
y❖❖
Day
4D
ay 4
-- 7: 3
00g
per 2
litr
es o
nce
daily
7: 3
00g
per 2
litr
es o
nce
daily
**❖❖
Day
8D
ay 8
-- 14:
350
g pe
r 2 li
tres
onc
e da
ily14
: 350
g pe
r 2 li
tres
onc
e da
ily**
❖❖D
ay 1
5D
ay 1
5 --21
: 450
g pe
r 2.5
litr
es21
: 450
g pe
r 2.5
litr
es**
❖❖D
ay 2
2D
ay 2
2 --33
: 500
g pe
r 2.5
litr
es33
: 500
g pe
r 2.5
litr
es**
❖❖D
ay 3
4D
ay 3
4 --35
: 250
g pe
r 1.5
litr
es35
: 250
g pe
r 1.5
litr
es**
❖❖D
ay 3
6 on
war
ds: n
ilD
ay 3
6 on
war
ds: n
il**
* 21%
Bab
y C
alf a
nd S
traw
ad
lib* 2
1% B
aby
Cal
f and
Str
aw a
d lib
22
3
HO
RSE
NU
TRIT
ION
HO
RSE
NU
TRIT
ION
REC
REA
TIO
NA
L H
ORS
ESRE
CRE
ATI
ON
AL
HO
RSES
22
4
HO
RSE
NU
TRIT
ION
HO
RSE
NU
TRIT
ION
❖❖D
IGES
TIV
E SY
STEM
DIG
ESTI
VE
SYST
EM❖❖
NU
TRIE
NT
REQ
UIR
EMEN
TS O
F N
UTR
IEN
T RE
QU
IREM
ENTS
OF
HO
RSES
HO
RSES
❖❖N
UTR
ITIO
NA
L V
ALU
E O
F N
UTR
ITIO
NA
L V
ALU
E O
F FE
EDST
UFF
SFE
EDST
UFF
S❖❖
REC
OM
MEN
DA
TIO
NS
FOR
REC
OM
MEN
DA
TIO
NS
FOR
FEED
ING
FEED
ING
❖❖FE
EDIN
G H
INTS
FEED
ING
HIN
TS
22
5
DIG
ESTI
VE
SYST
EMD
IGES
TIV
E SY
STEM
❖❖A
HO
RSES
DIG
ESTI
VE
SYST
EM IS
A
HO
RSES
DIG
ESTI
VE
SYST
EM IS
U
NIQ
UE
UN
IQU
E––
HIN
DG
UT
FERM
ENTE
RSH
IND
GU
T FE
RMEN
TERS
––N
ON
RU
MIN
AN
T H
ERBI
VO
RES
NO
N R
UM
INA
NT
HER
BIV
ORE
S
❖❖TW
O F
UN
CTI
ON
AL
PART
STW
O F
UN
CTI
ON
AL
PART
S––
FORE
GU
TFO
REG
UT
––H
IND
GU
TH
IND
GU
T
22
6
DIG
ESTI
VE
SYST
EMD
IGES
TIV
E SY
STEM
❖❖FO
REG
UT:
FORE
GU
T:––
STO
MA
CH
STO
MA
CH
––SM
ALL
INTE
STIN
ESM
ALL
INTE
STIN
E◆◆
PRO
TEIN
PRO
TEIN
◆◆FA
TFA
T◆◆
VIT
AM
INS
VIT
AM
INS
◆◆M
INER
ALS
MIN
ERA
LS◆◆
SOM
E SO
LUBL
E SO
ME
SOLU
BLE
CA
RBO
HYD
RA
TES
CA
RBO
HYD
RA
TES
❖❖H
IND
GU
T:H
IND
GU
T:––
CA
ECU
MC
AEC
UM
––C
OLO
NC
OLO
N◆◆
FIBR
EFI
BRE
◆◆SO
ME
SOLU
BLE
SOM
E SO
LUBL
E C
AR
BOH
YDR
ATE
SC
AR
BOH
YDR
ATE
S
22
7
EQU
INE
DIG
ESTI
VE S
YSTE
MEQ
UIN
E D
IGES
TIVE
SYS
TEM
22
8
FUN
CTIO
NA
L H
ORS
E FU
NCT
ION
AL
HO
RSE
DIG
ESTI
ON
DIG
ESTI
ON
❖❖SM
ALL
STO
MA
CH
SIZ
ESM
ALL
STO
MA
CH
SIZ
E❖❖
FAST
RA
TE O
F PA
SSA
GE
FRO
M S
TOM
AC
H
FAST
RA
TE O
F PA
SSA
GE
FRO
M S
TOM
AC
H
TO L
AR
GE
INTE
STIN
ETO
LA
RG
E IN
TEST
INE
❖❖EN
ZYM
ES
F
ERM
ENTA
TIO
NEN
ZYM
ES
F
ERM
ENTA
TIO
N❖❖
SOLU
BLE
SUG
AR
S &
HIG
H Q
UA
LITY
SO
LUBL
E SU
GA
RS
& H
IGH
QU
ALI
TY
PRO
TEIN
AV
AIL
ABL
E D
IREC
TLY
PRO
TEIN
AV
AIL
ABL
E D
IREC
TLY
❖❖H
IGH
ABS
OR
PTIO
N O
F G
LUC
OSE
AN
D
HIG
H A
BSO
RPT
ION
OF
GLU
CO
SE A
ND
A
MIN
O A
CID
SA
MIN
O A
CID
S❖❖
MIC
RO
BIA
L C
ELLS
IN L
AR
GE
INTE
STIN
E M
ICR
OBI
AL
CEL
LS IN
LA
RG
E IN
TEST
INE
CO
NTR
IBU
TE L
ITTL
E PR
OTE
INC
ON
TRIB
UTE
LIT
TLE
PRO
TEIN
22
9
WH
AT
IT A
LL M
EAN
SW
HA
T IT
ALL
MEA
NS
❖❖D
IGES
TIV
E TR
AC
T H
AS
DIG
ESTI
VE
TRA
CT
HA
S EV
OLV
ED F
OR
CO
NTI
NU
AL
EVO
LVED
FO
R C
ON
TIN
UA
L IN
TAK
E O
F H
IGH
FIB
RE F
EED
INTA
KE
OF
HIG
H F
IBRE
FEE
D
❖❖N
OT
SUIT
ED T
O L
ARG
E M
EALS
N
OT
SUIT
ED T
O L
ARG
E M
EALS
O
F C
ON
CEN
TRA
TED
FEE
DO
F C
ON
CEN
TRA
TED
FEE
D
23
0
WH
Y N
OT
LARG
E M
EALS
?W
HY
NO
T LA
RGE
MEA
LS?
❖❖LA
RGE
MEA
LS O
F H
IGH
STA
RCH
GRA
INLA
RGE
MEA
LS O
F H
IGH
STA
RCH
GRA
IN––
HA
LF T
HE
STA
RC
H D
IGES
TED
IN F
ORE
GU
TH
ALF
TH
E ST
AR
CH
DIG
ESTE
D IN
FO
REG
UT
––H
ALF
TH
E ST
AR
CH
PA
SSES
INTO
HIN
DG
UT
HA
LF T
HE
STA
RC
H P
ASS
ES IN
TO H
IND
GU
T❖❖
STA
RCH
IN T
HE
HIN
DG
UT
STA
RCH
IN T
HE
HIN
DG
UT
––LA
CTI
C A
CID
LAC
TIC
AC
IDLO
WER
S pH
LOW
ERS
pH––
RELE
ASE
OF
END
OTO
XIN
SRE
LEA
SE O
F EN
DO
TOXI
NS
––C
OLI
CC
OLI
C––
CO
LITI
SC
OLI
TIS
––LA
MIN
ITIS
LAM
INIT
IS
23
1
STRA
TEG
IES
TO M
INIM
ISE
STRA
TEG
IES
TO M
INIM
ISE
DIG
ESTI
VE
UPS
ETS
DIG
ESTI
VE
UPS
ETS
❖❖H
IGH
FIB
RE D
IETS
HIG
H F
IBRE
DIE
TS
❖❖IN
TRO
DU
CE
GRA
IN R
ATI
ON
S IN
TRO
DU
CE
GRA
IN R
ATI
ON
S SL
OW
LYSL
OW
LY
❖❖FE
ED F
REQ
UEN
T SM
ALL
MEA
LS <
FE
ED F
REQ
UEN
T SM
ALL
MEA
LS <
2.
5kg
2.5k
g
❖❖FE
ED B
Y W
EIG
HT
AN
D N
OT
FEED
BY
WEI
GH
T A
ND
NO
T V
OLU
ME
VO
LUM
E
23
2
NU
TRIE
NT
REQ
UIR
EMEN
TS
NU
TRIE
NT
REQ
UIR
EMEN
TS
OF
HO
RSES
OF
HO
RSES
❖❖EN
ERG
YEN
ERG
Y
❖❖PR
OTE
INPR
OTE
IN
❖❖M
INER
ALS
MIN
ERA
LS
❖❖V
ITA
MIN
SV
ITA
MIN
S
❖❖W
ATE
RW
ATE
R
❖❖(B
ALA
NC
E!!)
(BA
LAN
CE!
!)
23
3
ENER
GY
ENER
GY
❖❖EN
ERG
Y RE
QU
IRED
FO
R:EN
ERG
Y RE
QU
IRED
FO
R:––
MA
INTE
NA
NC
EM
AIN
TEN
AN
CE
––G
ROW
THG
ROW
TH––
PREG
NA
NC
YPR
EGN
AN
CY
––LA
CTA
TIO
NLA
CTA
TIO
N––
WO
RKW
ORK
❖❖EN
ERG
Y C
AN
BE
DER
IVED
FRO
M:
ENER
GY
CA
N B
E D
ERIV
ED F
ROM
:––
CA
RBO
HYD
RATE
SC
ARB
OH
YDRA
TES
◆◆SU
GA
RS
SUG
AR
S◆◆
STA
RC
HES
(GR
AIN
S)ST
AR
CH
ES (G
RA
INS)
◆◆FI
BRE
(HA
Y A
ND
CH
AFF
)FI
BRE
(HA
Y A
ND
CH
AFF
)
––PR
OTE
INS
PRO
TEIN
S––
FATS
FATS
23
4
PRO
TEIN
PRO
TEIN
❖❖BU
ILD
S N
EW T
ISSU
EBU
ILD
S N
EW T
ISSU
E❖❖
REPA
IRS
WO
RN O
UT
OR
DA
MA
GED
TIS
SUE
REPA
IRS
WO
RN O
UT
OR
DA
MA
GED
TIS
SUE
❖❖PR
OTE
IN C
AN
BE
DER
IVED
FRO
M:
PRO
TEIN
CA
N B
E D
ERIV
ED F
ROM
:––
GR
AZI
NG
GR
AZI
NG
◆◆LU
CER
NE
LUC
ERN
E◆◆
CLO
VER
CLO
VER
◆◆M
EDIC
SM
EDIC
S◆◆
GR
ASS
ESG
RA
SSES
––SU
PPLE
MEN
TSU
PPLE
MEN
T◆◆
VEG
ETA
BLE
PRO
TEIN
MEA
LSV
EGET
ABL
E PR
OTE
IN M
EALS
◆◆LE
GU
MES
LEG
UM
ES
❖❖ES
SEN
TIA
L A
MIN
O A
CID
SES
SEN
TIA
L A
MIN
O A
CID
S❖❖
NO
N E
SSEN
TIA
L A
MIN
O A
CID
SN
ON
ESS
ENTI
AL
AM
INO
AC
IDS
23
5
MIN
ERA
LSM
INER
ALS
❖❖M
AJO
R M
AJO
R M
INER
ALS
MIN
ERA
LS––
CA
LCIU
MC
ALC
IUM
––PH
OSP
HO
RU
SPH
OSP
HO
RU
S––
MA
GN
ESIU
MM
AG
NES
IUM
––SO
DIU
MSO
DIU
M––
SULP
HU
RSU
LPH
UR
❖❖TR
AC
E TR
AC
E M
INER
ALS
MIN
ERA
LS––
CO
PPER
CO
PPER
––C
OBA
LTC
OBA
LT––
IOD
INE
IOD
INE
––IR
ON
IRO
N––
MA
NG
AN
ESE
MA
NG
AN
ESE
––SE
LEN
IUM
SELE
NIU
M––
ZIN
CZI
NC
23
6
VIT
AM
INS
VIT
AM
INS
❖❖N
EED
ED T
O B
E PR
OV
IDED
IN T
HE
DIE
TN
EED
ED T
O B
E PR
OV
IDED
IN T
HE
DIE
T––
VIT
AM
IN A
VIT
AM
IN A
––V
ITA
MIN
DV
ITA
MIN
D––
VIT
AM
IN E
VIT
AM
IN E
❖❖N
OT
NEE
DED
TO
BE
PRO
VID
ED IN
TH
E N
OT
NEE
DED
TO
BE
PRO
VID
ED IN
TH
E D
IET
DIE
T––
VIT
AM
IN B
Gro
upV
ITA
MIN
B G
roup
––V
ITA
MIN
KV
ITA
MIN
K––
VIT
AM
IN C
VIT
AM
IN C
23
7
WA
TER
WA
TER
❖❖FR
ESH
, CLE
AN
, CO
OL
AN
D
FRES
H, C
LEA
N, C
OO
L A
ND
A
VA
ILA
BLE
AV
AIL
ABL
E
❖❖SW
EAT
OU
TPU
TSW
EAT
OU
TPU
T––
10 L
ITRE
S PE
R D
AY
10 L
ITRE
S PE
R D
AY
-- LIG
HT
TRA
ININ
GLI
GH
T TR
AIN
ING
––30
LIT
RES
PER
DA
Y 30
LIT
RES
PER
DA
Y -- P
OLO
CR
OSS
EPO
LOC
RO
SSE
––60
+ LI
TRES
PER
DA
Y 60
+ LI
TRES
PER
DA
Y -- E
ND
URA
NC
EEN
DU
RAN
CE
❖❖EL
ECTR
OLY
TES
ELEC
TRO
LYTE
S
23
8
NU
TRIE
NT
REQ
UIR
EMEN
TS
NU
TRIE
NT
REQ
UIR
EMEN
TS
OF
MA
TURE
O
F M
ATU
RE H
ORS
ESH
ORS
ES
EN
ER
GY
MJD
E/k
gP
RO
TE
IN%
CA
LC
IUM
%P
HO
SP
H%
Mai
nte
nan
ce7.
57.
20.
210.
15
Lig
ht
Wo
rk9.
28.
80.
270.
19
Med
ium
Wo
rk10
.09.
40.
280.
22
Hea
vy W
ork
10.7
10.3
0.31
0.23
Not
e: A
ll fig
ures
are
on
a dr
y m
atte
r ba
sis.
Fig
ures
are
inte
nded
as
a gu
ide
only
.
23
9
ENER
GY
AN
D P
RO
TEIN
EN
ERG
Y A
ND
PR
OTE
IN
REQ
UIR
EMEN
TS O
F M
ATU
RE
HO
RSE
SR
EQU
IREM
ENTS
OF
MA
TUR
E H
OR
SES
024681012
Mai
nt
Lig
ht
Med
ium
Hea
vy
EN
ER
GY
MJD
E/k
gP
RO
TE
IN %
LEV
EL
OF
PE
RF
OR
MA
NC
E
24
0
CA
LCIU
M A
ND
PH
OSP
HO
RU
S C
ALC
IUM
AN
D P
HO
SPH
OR
US
REQ
UIR
EMEN
TS O
F M
ATU
RE
HO
RSE
SR
EQU
IREM
ENTS
OF
MA
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E H
OR
SES
0
0.050.
1
0.150.
2
0.250.
3
0.35
Mai
nt
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ht
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ium
Hea
vy
CA
LC
IUM
%P
HO
SP
H %
LEV
EL
OF
PE
RF
OR
MA
NC
E
24
1
NU
TRIE
NT
AN
ALY
SES
OF
FEED
STU
FFS
NU
TRIE
NT
AN
ALY
SES
OF
FEED
STU
FFS
EN
ER
GY
MJD
E/k
gPR
OT
EIN
%C
AL
CIU
M%
PHO
SPH
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BR
E
Cor
n15
.58
0.05
0.27
2.2
Bar
ley
13.8
100.
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345.
0
Oat
s12
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0.08
0.34
14.0
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low
er M
eal
11.7
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9413
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k B
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13.1
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4
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11.5
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erne
Hay
9.2
171.
100.
2525
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ay7.
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35.0
Imp
Past
ure
Gre
en10
.014
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0.18
20.0
Imp
Past
ure
Dry
7.5
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220.
1430
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Nat
ive
Past
ure
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en8.
012
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Nat
ive
Past
ure
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5.0
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200.
1240
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n11
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10.0
Mol
asse
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0.75
0.10
0.0
Veg
etab
le O
il33
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0.00
0.00
0.0
24
2
ENER
GY A
ND
PRO
TEIN LEVELS IN
EN
ERG
Y AN
D PR
OTEIN
LEVELS IN
FEEDSTU
FFSFEED
STUFFS
0 5 10 15 20 25 30 35 40 45
Corn
Barley
Oats
Soybean Meal
Sunflower Meal
Tick Beans
Sunflower Seeds
Lucerne Hay
Cereal Hay
Imp Pasture Green
Imp Pasture Dry
Native Pasture Green
Native Pasture Dry
Bran
Molasses
Vegetable Oil
EN
ER
GY
MJD
E/kg
PR
OT
EIN
%
24
3
CA
LCIU
M A
ND
PHO
SPHO
RU
S LEVELS C
ALC
IUM
AN
D PH
OSPH
OR
US LEVELS
IN FEED
STUFFS
IN FEED
STUFFS
0
0.2
0.4
0.6
0.8 1
1.2
Corn
Barley
Oats
Soybean Meal
Sunflower Meal
Tick Beans
Sunflower Seeds
Lucerne Hay
Cereal Hay
Imp Pasture Green
Imp Pasture Dry
Native Pasture Green
Native Pasture Dry
Bran
Molasses
Vegetable Oil
CA
LC
IUM
%P
HO
S %
24
4
CHA
NG
ES IN
PR
OTE
IN C
ON
TEN
T O
F CH
AN
GES
IN P
RO
TEIN
CO
NTE
NT
OF
AN
AN
NU
AL
GR
ASS
WIT
H T
IME
AN
AN
NU
AL
GR
ASS
WIT
H T
IME
24
5
CH
AN
GES
IN N
UTR
ITIO
NA
L VA
LUE
OF
AN
C
HA
NG
ES IN
NU
TRIT
ION
AL
VALU
E O
F A
N
AN
NU
AL
GR
ASS
WIT
H M
ATU
RIT
YA
NN
UA
L G
RA
SS W
ITH
MA
TUR
ITY
24
6
RECO
MM
END
ATI
ON
S FO
R RE
COM
MEN
DA
TIO
NS
FOR
FEED
ING
FEED
ING
❖❖BE
FORE
YO
U S
TART
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FORE
YO
U S
TART
:––
KN
OW
OR
AC
CU
RATE
LY E
STIM
ATE
TH
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NO
W O
R A
CC
URA
TELY
EST
IMA
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HE
WEI
GH
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F YO
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HO
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WEI
GH
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F YO
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HO
RSE
––K
NO
W W
EIG
HTS
OF
VO
LUM
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F FE
EDS
KN
OW
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GH
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F V
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OF
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S
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AR
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LLY
MO
NIT
OR
THE
HO
RSE
AN
D
CA
REF
ULL
Y M
ON
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R TH
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OR
SE A
ND
C
ON
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ION
SC
ORE
CO
ND
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N S
CO
RE
24
7
ARE
AS
OF
FAT
DEP
OSI
TIO
NA
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S O
F FA
T D
EPO
SITI
ON
24
8
WH
Y W
EIG
H F
EED
S?W
HY
WEI
GH
FEE
DS?
EN
ER
GY
MJD
E/k
gD
EN
SIT
Ygr
ams/
litre
EN
ER
GY
MJD
E/li
tre
VO
LUM
E O
FF
EE
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ITH
EQ
UA
L E
NE
RG
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L O
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l Cha
ff7.
515
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155.
440
Luce
rne
Cha
ff8.
512
51.
056.
000
Whe
at B
ran
10.5
250
2.65
2.35
0
Mol
asse
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300
14.9
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420
Whe
at P
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101.
220
Oat
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06.
251.
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Cot
tons
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Mea
l13
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100.
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ley
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13.8
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100.
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Soy
bean
Mea
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09.
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Cor
n (C
rack
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15.0
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flow
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17.5
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Cor
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il36
.688
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5
24
9
WH
Y W
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S?W
HY
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FEE
DS?
0123456
Cereal Chaff
Wheat Bran
Wheat Pollard
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Corn Oil
VO
LU
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ED
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AL
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RECR
EATI
ON
AL
HO
RSES
RECR
EATI
ON
AL
HO
RSES
❖❖FO
LLO
W B
ASI
C P
RIN
CIP
LES
OF:
FOLL
OW
BA
SIC
PRI
NC
IPLE
S O
F:––
HIG
H R
OU
GH
AG
E D
IET
HIG
H R
OU
GH
AG
E D
IET
––C
ON
TRO
LLED
GRA
IN IN
TAK
EC
ON
TRO
LLED
GRA
IN IN
TAK
E
––SU
PPLE
MEN
TATI
ON
WIT
H S
ALT
, SU
PPLE
MEN
TATI
ON
WIT
H S
ALT
, C
ALC
IUM
, TR
AC
E M
INER
ALS
AN
D
CA
LCIU
M, T
RA
CE
MIN
ERA
LS A
ND
V
ITA
MIN
SV
ITA
MIN
S
25
1
SHO
W H
AC
KS,
DR
ESSA
GE
& P
ON
Y C
LUB
MO
UN
TSSH
OW
HA
CK
S, D
RES
SAG
E &
PO
NY
CLU
B M
OU
NTS
AIM
: C
ondi
tion
Wit
hout
Fiz
zA
IM:
Con
diti
on W
itho
ut F
izz
❖❖G
OO
D Q
UA
LITY
RO
UG
HA
GE
GO
OD
QU
ALI
TY R
OU
GH
AG
E❖❖
MIN
IMA
L EN
ERG
Y FR
OM
STA
RC
HM
INIM
AL
ENER
GY
FRO
M S
TAR
CH
❖❖PR
OC
ESSE
D G
RA
INS
PRO
CES
SED
GR
AIN
S––
STEA
M F
LAK
ED B
AR
LEY
STEA
M F
LAK
ED B
AR
LEY
––R
ICE
POLL
AR
DR
ICE
POLL
AR
D––
WH
EAT
BRA
N A
ND
PO
LLA
RD
WH
EAT
BRA
N A
ND
PO
LLA
RD
––R
EMEM
BER
TH
E BA
LAN
CE
REM
EMBE
R T
HE
BALA
NC
E
❖❖PR
EPA
RED
FEE
DS
PREP
AR
ED F
EED
S––
SUPA
STO
K C
ALM
PER
FOR
MER
SUPA
STO
K C
ALM
PER
FOR
MER
––BA
RA
STO
C G
OLD
MED
AL
PON
YBA
RA
STO
C G
OLD
MED
AL
PON
Y––
BAR
AST
OC
SO
VER
EIG
N H
OR
SEBA
RA
STO
C S
OV
EREI
GN
HO
RSE
––SU
PAST
OK
PO
NY
CLU
B M
IXSU
PAST
OK
PO
NY
CLU
B M
IX
❖❖V
EGET
ABL
E O
ILV
EGET
ABL
E O
IL––
CO
AT
GLO
SSC
OA
T G
LOSS
––C
ALM
EN
ERG
YC
ALM
EN
ERG
Y––
RED
UC
ES D
UST
AN
D S
IFTI
NG
RED
UC
ES D
UST
AN
D S
IFTI
NG
25
2
END
URA
NCE
, TRA
IL H
ORS
ES
END
URA
NCE
, TRA
IL H
ORS
ES
STO
CKW
ORK
STO
CKW
ORK
AIM
: En
ergy
for I
ncre
ased
Wor
kA
IM:
Ener
gy fo
r Inc
reas
ed W
ork
❖❖H
IGH
QU
ALI
TY R
OU
GH
AG
EH
IGH
QU
ALI
TY R
OU
GH
AG
E❖❖
MIN
IMA
L EN
ERG
Y FR
OM
STA
RC
HM
INIM
AL
ENER
GY
FRO
M S
TAR
CH
––1.
5 TO
2.5
kg
PER
DA
Y1.
5 TO
2.5
kg
PER
DA
Y
❖❖PR
OC
ESSE
D G
RA
INS
PRO
CES
SED
GR
AIN
S❖❖
PREP
AR
ED F
EED
SPR
EPA
RED
FEE
DS
––BA
RA
STO
C W
INN
ERBA
RA
STO
C W
INN
ER––
SUPA
STO
K W
OR
K H
OR
SE M
IXSU
PAST
OK
WO
RK
HO
RSE
MIX
––ST
ABL
E M
AST
ER E
NER
GIS
EST
ABL
E M
AST
ER E
NER
GIS
E––
STA
BLEM
AST
ER E
NER
GIS
E PL
US
STA
BLEM
AST
ER E
NER
GIS
E PL
US
❖❖V
EGET
ABL
E O
ILV
EGET
ABL
E O
IL❖❖
ELEC
TRO
LYTE
SEL
ECTR
OLY
TES
25
3
ENER
GY
DEM
AN
DS
OF
WO
RKEN
ERG
Y D
EMA
ND
S O
F W
ORK
25
4
FEED
ING
HIN
TSFE
EDIN
G H
INTS
❖❖TH
E FE
EDER
IS A
S IM
POR
TAN
T A
S TH
E FE
EDTH
E FE
EDER
IS A
S IM
POR
TAN
T A
S TH
E FE
ED
❖❖H
OR
SES
AR
E IN
DIV
IDU
ALS
H
OR
SES
AR
E IN
DIV
IDU
ALS
--LI
KES
AN
D
LIK
ES A
ND
D
ISLI
KES
DIS
LIK
ES
❖❖U
SE Q
UA
LITY
FEE
DS
USE
QU
ALI
TY F
EED
S -- N
O W
EED
S, D
UST
OR
N
O W
EED
S, D
UST
OR
M
OU
LDS
MO
ULD
S
❖❖FE
ED H
OR
SE A
CC
OR
DIN
G T
O N
EED
SFE
ED H
OR
SE A
CC
OR
DIN
G T
O N
EED
S
❖❖FE
ED S
MA
LL M
EALS
OFT
EN A
ND
AT
REG
ULA
R
FEED
SM
ALL
MEA
LS O
FTEN
AN
D A
T R
EGU
LAR
TI
MES
TIM
ES
❖❖D
ON
DO
N’’ T
CH
AN
GE
DIE
TS S
UD
DEN
LYT
CH
AN
GE
DIE
TS S
UD
DEN
LY
❖❖O
BSER
VE
DU
NG
FO
R C
HA
NG
ESO
BSER
VE
DU
NG
FO
R C
HA
NG
ES
25
5
FEED
ING
HIN
TSFE
EDIN
G H
INTS
❖❖A
RT,
SC
IEN
CE
AN
D M
YTH
SA
RT,
SC
IEN
CE
AN
D M
YTH
S
❖❖A
5kg
MIN
ERA
L BL
OC
K IN
A F
EED
BIN
WIL
L A
5kg
MIN
ERA
L BL
OC
K IN
A F
EED
BIN
WIL
L SL
OW
DO
WN
FA
ST E
ATE
RS
SLO
W D
OW
N F
AST
EA
TER
S
❖❖D
ON
DO
N’’ T
NEG
LEC
T M
INER
AL
REQ
UIR
EMEN
TS
T N
EGLE
CT
MIN
ERA
L R
EQU
IREM
ENTS
ES
PEC
IALL
Y IN
SPE
LLED
HO
RSE
SES
PEC
IALL
Y IN
SPE
LLED
HO
RSE
S
❖❖R
EGU
LAR
LY R
EVIE
W F
EED
PR
OG
RA
MM
E R
EGU
LAR
LY R
EVIE
W F
EED
PR
OG
RA
MM
E -- S
EEK
SE
EK
AD
VIC
EA
DV
ICE
❖❖A
IM F
OR
SIM
PLE,
EC
ON
OM
IC P
RO
GR
AM
ME
AIM
FO
R S
IMPL
E, E
CO
NO
MIC
PR
OG
RA
MM
E
❖❖FO
LLO
W H
EALT
H P
RO
GR
AM
ME
FOLL
OW
HEA
LTH
PR
OG
RA
MM
E––
VA
CC
INES
, WO
RM
S, E
XER
CIS
E, T
EETH
VA
CC
INES
, WO
RM
S, E
XER
CIS
E, T
EETH
❖❖R
EDU
CE
GR
AIN
LEV
ELS
ON
TH
E N
IGH
T BE
FOR
E R
EDU
CE
GR
AIN
LEV
ELS
ON
TH
E N
IGH
T BE
FOR
E A
ND
ON
TH
E D
AYS
OF
RES
TA
ND
ON
TH
E D
AYS
OF
RES
T
25
6
EXPE
CTED
FEE
D C
ON
SUM
PTIO
N B
Y EX
PECT
ED F
EED
CO
NSU
MPT
ION
BY
HO
RSES
(% b
ody
weig
ht)
HO
RSES
(% b
ody
weig
ht)
For
age
Con
cent
rate
Tot
al
Mat
ure
hors
es
Mai
nten
ance
1.5-
2.0
0-0.
51.
5-2.
0
Mar
es, l
ate
gest
atio
n1.
0-1.
50.
5-1.
01.
5-2.
0
Mar
es, e
aly
lact
atio
n1.
0-2.
01.
0-2.
02.
0-3.
0
Mar
es, l
ate
lact
atio
n1.
0-2.
00.
5-1.
52.
0-2.
5
Wor
king
hor
ses
Ligh
t wor
k1.
0-2.
00.
5-1.
01.
5-2.
5
Mod
erat
e w
ork
1.0-
2.0
0.75
-1.5
1.75
-2.5
Inte
nse
wor
k0.
75-1
.51.
0-2.
02.
0-3.
0
You
ng h
orse
s
Nur
sing
foal
, 3 m
onth
s0
1.0-
2.0
2.5-
3.5
Wea
ning
foal
, 6 m
onth
s0.
5-1.
01.
5-3.
02.
0-3.
5
Yea
rling
foal
, 12
mon
ths
1.0-
1.5
1.0-
2.0
2.0-
3.0
Long
yea
rling
, 18
mth
s1.
0-1.
51.
0-1.
52.
0-2.
5
Tw
o ye
ar o
ld (
24 m
ths)
1.0-
1.5
1.0-
1.5
1.75
-2.5
a Air-
dry
feed
(ab
out 9
0% D
M).
25
7
STR
ATE
GIC
PLA
NN
ING
STR
ATE
GIC
PLA
NN
ING
❖❖O
verv
iew
of S
trat
egic
Man
agem
ent P
lann
ing
Ove
rvie
w o
f Str
ateg
ic M
anag
emen
t Pla
nnin
g❖❖
Rec
ogni
sing
You
r Com
peti
tive
Adv
anta
ges
and
Rec
ogni
sing
You
r Com
peti
tive
Adv
anta
ges
and
Usi
ng T
hem
Usi
ng T
hem
❖❖C
ondu
ctin
g a
SWO
T an
alys
isC
ondu
ctin
g a
SWO
T an
alys
is❖❖
Sett
ing
Prio
riti
es; D
evel
opin
g go
als
/ obj
ecti
ves
Sett
ing
Prio
riti
es; D
evel
opin
g go
als
/ obj
ecti
ves
and
acti
on p
lans
to a
chie
ve re
sult
san
d ac
tion
pla
ns to
ach
ieve
resu
lts
❖❖In
tegr
atin
g th
e St
rate
gy in
to a
Bus
ines
s Pl
anIn
tegr
atin
g th
e St
rate
gy in
to a
Bus
ines
s Pl
an❖❖ ❖
Rea
lisin
g th
e Vi
sion
for Y
our B
usin
ess
Rea
lisin
g th
e Vi
sion
for Y
our B
usin
ess
Rea
lisin
g th
e Vi
sion
for Y
our B
usin
ess
25
8
Stra
tegi
c Pla
n St
rate
gic P
lan
-- Ste
p 1
Step
1
25
9
Stra
tegi
c Pla
n St
rate
gic P
lan
-- Ste
p 2
Step
2
26
0
Stra
tegi
c Pla
n St
rate
gic P
lan
-- Ste
p 3
Step
3
26
1
Dev
elopm
ent o
f the
Str
ateg
ic P
lan
Dev
elopm
ent o
f the
Str
ateg
ic P
lan
26
2
Dev
elop
a St
rate
gic P
lan
for
Dev
elop
a St
rate
gic P
lan
for
““ Poo
r Pet
ePo
or P
ete ””
❖❖SW
OT
Ana
lysi
sSW
OT
Ana
lysi
s❖❖
Prio
ritis
e SW
OTS
Prio
ritis
e SW
OTS
❖❖D
evel
op S
trat
egic
D
evel
op S
trat
egic
O
bjec
tives
Obj
ectiv
es❖❖
Dev
elop
Act
ion
Dev
elop
Act
ion
Plan
sPl
ans
26
3
Acc
elera
ted
Inte
rnal
Cha
nge
Acc
elera
ted
Inte
rnal
Cha
nge
Prog
ram
Pr
ogra
m (A
usIn
dust
ry /
DTS
BI)
(Aus
Indu
stry
/ D
TSBI
)❖❖
assi
sts
elig
ible
firm
s to
em
ploy
a P
roje
ct O
ffic
er to
as
sist
s el
igib
le fi
rms
to e
mpl
oy a
Pro
ject
Off
icer
to
driv
e a
spec
ific
cha
nge
proc
ess
iden
tifie
d in
the
driv
e a
spec
ific
cha
nge
proc
ess
iden
tifie
d in
the
orga
nisa
tion
orga
nisa
tion ’’
s Bu
sine
ss P
lan
s Bu
sine
ss P
lan
❖❖A
ssis
tanc
e is
ava
ilabl
e fo
r pro
ject
impl
emen
tatio
n:A
ssis
tanc
e is
ava
ilabl
e fo
r pro
ject
impl
emen
tatio
n:––
Hum
an R
esou
rces
(H
uman
Res
ourc
es ( ““
peop
lepe
ople
””re
late
d ac
tiviti
es)
rela
ted
activ
ities
)––
Proc
esse
s (e.
g. im
prov
e in
tern
al b
usin
ess
proc
esse
s)Pr
oces
ses (
e.g.
impr
ove
inte
rnal
bus
ines
s pr
oces
ses)
––Te
chno
logy
(e.g
. im
plem
enta
tion
of M
anag
emen
t Te
chno
logy
(e.g
. im
plem
enta
tion
of M
anag
emen
t In
form
atio
n Sy
stem
s, o
r Act
ivity
Bas
ed C
ostin
g Sy
stem
s)In
form
atio
n Sy
stem
s, o
r Act
ivity
Bas
ed C
ostin
g Sy
stem
s)❖❖
Dol
lar f
or d
olla
r ass
ista
nce
is a
vaila
ble
up to
$30
,000
.D
olla
r for
dol
lar a
ssis
tanc
e is
ava
ilabl
e up
to $
30,0
00.
––El
igib
ility
El
igib
ility
--fir
ms
havi
ng a
turn
over
of a
t lea
st $
2.5m
or
firm
s ha
ving
a tu
rnov
er o
f at l
east
$2.
5m o
r m
inim
um 1
0 em
ploy
ees.
min
imum
10
empl
oyee
s.
26
4
““ The
Pat
h to
Suc
cess
The P
ath
to S
ucce
ss””
... a
n A
usIn
dust
ry V
ideo
... a
n A
usIn
dust
ry V
ideo
(Ver
sion
A)
(Ver
sion
A)
26
5
Cong
ratu
latio
ns!..
.Co
ngra
tula
tions
!...
Aw
ard
of C
ertif
icat
esA
war
d of
Cer
tific
ates
26
6
Pres
ente
d by
:
SUCCESS
MANAGIN
GFOR
The
Nex
tSte
p...
