WRITING SAMPLES: JANE KAISER

As a trained journalist, I have been provided with the tools necessary to research and write about

almost any topic. My skills are demonstrated in the diversity of the writing samples provided

below.

MONEY’S EDGE: I wrote original posts for Money’s Edge, a financial news blog. I was

responsible for selecting and researching all topics, as well as writing a 500-750 word post.

Most posts were developed in a day and took from one-and-a-half to three hours to complete.

CAN BANKS SURVIVE THE FINTECH REVOLUTION?

While FinTech’s perceived goal is to improve the accuracy, efficiency and security of

financial services, some experts say such innovation may cause so much disruption that the

banking industry may not survive.

Efma and Infosys Finacle’s seventh annual report on Innovation in Retail Banking

reports that banks believe the threat of industry disruption is growing, with 72 percent of those

surveyed saying the threat is high or very high.

The study suggests that companies trying to launch banks, or attack the core markets of

established players, are currently the greatest threat. But 41 percent of survey respondents also

rated the threat from FinTech as high or very high. It was predicted, however, that it will take

some time for startups to disrupt the entire industry.

Others, however, are already sounding the alarm.

A recent Goldman Sachs report estimated that $4.7 trillion in traditional financial

services are at risk of being displaced by FinTech. The report cited new solutions in funding,

wealth management, and payments as the greatest threats.

Earlier this year, Jamie Dimon, chairman, president and chief executive officer of

JPMorgan Chase, told his shareholders, “Silicon Valley is coming. There are hundreds of

startups with a lot of brains and money working on various alternatives to traditional banking.

The ones you read about most are in the lending business, whereby the firms can lend to

individuals and small businesses very quickly and – these entities believe – effectively by using

Big Data to enhance credit underwriting.”

He added, “They are very good at reducing the ‘pain points’ in that they can make loans

in minutes, which might take banks weeks. We are going to work hard to make our services as

seamless and competitive as theirs. And we also are completely comfortable with partnering

where it makes sense.”

Indeed, investment in FinTech may be the key to survival. “Small FinTech startups can

move much faster than big banks, and stay on the cutting edge of what a new generation of

digitally-focused investors want,” says Stephanie Yang in Digital Investor.

Hardeep Walia, co-founder of Motif Investing, told Digital Investor that banks will see a

“drastically different client base in the next several years.” Partnering with startups will allow

banks to gain insight into the next model of investing. Those technologies will be disruptive,

Walia said, but smart firms will partner with companies that are the most disruptive.

Motif Investing is backed by Goldman Sachs and JPMorgan Chase. Goldman Sachs is

also a big investor in payment technology, including Square, Bluefin Payments, Revolution

Trust, and Billtrust. In addition, they are pouring money into big data, including startups such as

Dataminr (social media data analysis) and Kensho Technologies (financial data engineering). JP

Morgan has invested in Square, Prosper, and CAN Capital.

The greatest obstacle for banks may be the American regulatory system. Dimon said,

“New competitors always will be emerging – and that is even truer today because of new

technologies and large changes in regulations. The combination of these factors will have a lot

of people looking to compete with banks because they have fewer capital and regulatory

constraints and fewer legacy systems.”

He suggested that is creating an uneven playing field.

Bryan Stolle, in an article in Forbes, agrees. “Generally speaking, regulation can put a

damper on growth and capital available for innovation. Regulations are usually created to

control and protect, to slow things down. In a perverse way, regulation has actually caused a

huge acceleration in FinTech innovation, only not so much to the benefit of the incumbents.”

“Regulation has slowed and hampered the large financial services firms who are the

focus of regulation, and in many categories such as small business credit, consumer finance, and

payments, regulation has closed off huge previously-served markets,” Stolle concluded. “And

no large market is going to go unserved for long. It has thrown open the door to huge markets

for fast, nimble, tech-first startups.”

In a recent podcast, “Money Talks: The FinTech Edge,” the staff of the Economist

addressed the question of whether Silicon Valley will bring down the banks. Or as one

participant asked, will banks become “toast?”

No, said one commentator. Regulation may now be hampering the industry. But 10

years down the road, regulations on such matters as deposit insurance and remittances may

actually protect and ensure banking’s survival.

ARE WE LOSING THE ‘CROWD’ IN EQUITY CROWDFUNDING?

While crowdfunding has enabled many start-ups and entrepreneurs to get their ventures

off the ground, lurking in the background may be big investors hoping to push out the crowd.

Crowdfunding allows entrepreneurs to raise funds by collecting contributions from a

large number of people via the Internet. The research firm, massolution, reports that in 2014,

the crowdfunding market grew 167 percent, and worldwide, crowdfunding platforms raised

$16.2 billion. In North America, the market grew 145 percent to $9.46 billion.

Crowdfunding falls into four categories: donations, lending, rewards-based, and equity-

based. In addition to charitable endeavors, crowdfunding has been used to raise funds for a

plethora of consumer products, such as state-of-the-art watches, virtual reality headphones, and

3-D printers, as well as software that monitors and analyzes big data.

The 2012 Jumpstart Our Business Startups (JOBS) Act, which authorized equity

crowdfunding, permits an individual to invest in shares in a private company. Until recently, the

Securities and Exchange Commission (SEC) limited investment to “accredited investors.” Under

those rules, industry experts say, less than 5 percent of American households qualified for equity

crowdfunding investment.

New SEC rules may open that market up to an additional 58 million American

households. They not only increase how much a company can raise, from $5 to $50 million, they

also allow non-accredited investors to invest up to 10 percent of income or net worth annually.

“This is where equity crowdfunding really comes into its own,” reports Alex Feldman, in

New York International. “Though it has been around for several years, these new regulations

will really allow equity crowdfunding to take off. Much like traditional crowdfunding, equity

crowdfunding allows for the raising of money online from individuals; however, instead of a

rewards system—where a product or service is offered in exchange for the funding—equity

crowdfunding offers investors shares of ownership of the company.”

While the focus of equity crowdfunding may appear to be on mom-and-pop investors,

however, corporate investors are also permitted to participate.

Crowd101 blogger Joseph Hogue says, “Benefits to the larger economy aside, making an

equity crowdfunding investment in a company offers strategic benefits to other companies.

Buying an equity crowdfunding stake in a supplier to your company can help lock-in a contract

for goods or position for a take-over in the future.”

He adds, “Investments in other companies within the supply chain; whether suppliers,

buyers or start-ups with new technology relevant to a product are common in the business world

and will be just as common in equity crowdfunding investments.”

But isn’t pooling money from many small investors to fund big things the concept behind

crowdfunding? What is the potential impact of large, corporate investors?

According to the Barry James, of Crowdfund Insider, “Arguably this [concept] is being

increasingly eroded in the case of lending and equity, where ‘big money’ and institutions are

coming in to provide big funds and call the shots again.... So in the case of some platforms and

other organisations this is actively misleading and in some others a grey area.”

“Since crowdfunding became sexy all sorts of things have had a crack at adopting the

label as ‘sheep’s clothing’ but if it’s not the crowd doing the funding, and so making the

decisions, then it may be a good thing, it may even qualify as Alt-Finance of some sort, but it

doesn’t fit the term crowdfunding,” James says. “Words can only be stretched so far without a

clear consensus, otherwise they lose their meaning altogether….”

“For many of us disintermediation, and the democratization of money and finance that it

brings with it, is a powerful new good, a benefit to people and the world,” he says. “A much-

needed levelling of the playing field.”

OPEN APIS DRIVE FINTECH INNOVATION

Fintech innovation is being driven by open application programming interfaces (API),

and that’s the way it should be, says the chief technology officer for Thomson Reuters

In an article in Markets Media, Philip Brittan explains, “An API is the infrastructure that

developers use to build applications to access content and other services. In the 21st century, they

define how individuals communicate with each other and, by extension, do business.”

In the past, he says, APIs were closed and provided exclusive benefits only to those who

“knew how to use them.” But, Brittan argues, open APIs enable more innovation than a closed

infrastructure and can serve as the platform for developers to build on. “[M]aking them open

enables more people to produce more innovations than they would if they worked alone or from

scratch,” he says.

“Traditionally, APIs were treated like a secret handshake – only individuals privy to the

information knew how the API worked and what its benefits were,” Brittan says. “But APIs are

now becoming simpler and more flexible – and more open. This openness is the white space

where innovation is happening in today’s FinTech industry, because it allows firms of all sizes

and developers with different levels of knowledge to work together to create new products and

services.”

The Application Programming Interface Academy (APIA) appears to agree. “An open

API publisher is usually seeking to leverage the ever-growing community of free-agent

application developers,” it says on its website, http://www.apiacademy.co. “This will allow the

organization to stimulate development of innovative applications that add value to its core

business, without investing directly in development efforts—it simultaneously increases the

production of new ideas and decreases development costs.”

Adds the APIA, “Open API publishers need to engage developers and make sure those

developers are successful. . .[T]he key goals should be to increase the quantity and quality of

API usage.”

However, the APIA adds, opening an API does increase security risks, for example,

exposure to hackers. It is also difficult to control the end user experience, as well as maintain the

corporate branding experience.

Brittan says businesses are realizing the focus needs to be given to innovation in order to

evolve services and remain competitive. “Having an open API permits multiple firms to work

together, allowing far closer collaboration,” he said. “An open API structure allows both clients

and developers to build on top of the API and make applications that suit their specific business

needs. An open API provides a common platform for all of its users, except it has the breadth

and depth of content needed to create original software that third parties can then use to build on

even more.”

Directories of APIs currently open to the public are available from multiple sources on

the Internet.

I also ghostwrite blogs. Usually, I am assigned a topic, and am then required to research and

write an article or blog. This was written for an educational consultant.

PICK YOUR TARGET AND AIM: EFFECTIVE COMMUNICATIONS

Some school communications programs throw tax dollars out the window. Not

intentionally, perhaps, but that money is wasted nonetheless.

Those programs are failing to effectively target key audiences.

Identifying who needs to hear your message is only part of the communications process.

You must also ensure that they receive and understand your message. That means embracing

learning styles, and developing strategies that target each.

According to the Bepko Learning Center at Indiana University, there are three basic

learning styles:

Visual: Learning is best accomplished by using objects that can be viewed, such as

graphs, charts, pictures, or words. Learning occurs in a closed environment without

distractions. Information that provides a big picture, and then focuses on details, works

best. Bright colors and large numbers also enhance the learning experience. Experts say

about 65 percent of all people are visual learners.

Auditory: Information is retained through hearing and speaking. Often auditory

learners prefer to be told information, rather than reading it. Repeating information may

also be important. This type of learner benefits from group settings, where information

can be read out loud, discussed, and repeated in several different ways. Music enhances

the learning experience. Experts say about 30 percent of all people are auditory learners.

Kinesthetic: For this group, information is best learned through demonstrations,

experiments, and field work. Learners benefit from an explanation of how something is

done, accompanied by an actual demonstration. They also learn more effectively if

engaged in physical activity while information is conveyed, for example, standing rather

than sitting. Most kinesthetic learners are also visual or auditory learners. But those skills

are enhanced by the physical activity.

Any information distributed by a school district must account for these learning styles or

communications efforts will be wasted. Say, for example, your district wants to implement a

school safety hotline, where anyone can report an incident that may have an impact on student

safety (vandalism, weapons, bullying). A school board committee creates a formal program,

establishes procedures, and selects a slogan and phone number. It determines four key messages

must be communicated: The purpose of the hotline, the type of information desired, how to

report information, and a guarantee of confidentiality.

To ensure a broad reach, the group:

1. Creates a brochure and 60-second music video about the hotline. That appeals to

students, the primary target audience. (Visual and auditory.)

2. Launches the hotline at school assemblies, pep rallies, and sports events. It also

flashes the phone number on scoreboards during breaks in those activities. Students and parents

are also provided with brightly colored bookmarks, magnets, or stickers bearing the hotline

number. (Visual, auditory, and kinesthetic.)

3. Posts the video on social media, and plays it over the school public announcement

systems. It also pulls still shots from the video for posters, and posts them in school cafeterias,

gyms, on buses, and in public gathering spots, such as fast food restaurants. (Visual, auditory,

and kinesthetic.)

4. Prepares a written announcement for parents. The announcement is included in school

newsletters, on blogs, websites, and in email communications. (Visual.)

5. Utilizes civic communications vehicles to publicize the hotline, such as community

meetings, websites, and newsletters. (Visual, auditory, and kinesthetic.)

6. After six months, measures community awareness of the program, and retargets key

audiences if necessary.

A communication strategy is not effective until every single member of the target

audience has heard your message. Embracing and planning for differing learning styles is the

key.

Some clients hand me an article and request that I prepare a completely original article on

that topic. These are several researched and written for a healthcare consultant.

INSTANT NOODLES A HEALTH RISK?

Instant noodles may be quick fix for noon-time or mid-afternoon hunger, but a salad or

piece of fruit is most definitely a safer option.

According to the World Instant Noodles Association, Americans consume an estimated

4,280 billion instant noodle products a year. In 2014, more than 102.7 billion instant noodle cups

or packages were consumed worldwide. But a recent study by Baylor Research Institute

concludes that instant noodles, smack full of all sorts of preservatives, may increase the risk for

cardiometabolic syndrome.

According to the Mayo Clinic, cardiometabolic syndrome is “a cluster of conditions —

including high blood pressure, high blood sugar levels, high triglyceride levels, low high-density

lipoprotein cholesterol levels and excess body fat around your waist — which occur together.”

Three or more of these conditions leads to metabolic syndrome. The risk of diabetes or

cardiovascular disease is greatly increased.

The Baylor study used a pill-sized camera to determine the impact of instant noodles on

the stomach and digestive tract. Chief investigator Hyun Joon Shin, MD, a clinical cardiology

fellow at Baylor University Medical Center and a nutrition epidemiology doctoral student at the

Harvard School of Public Health, reported that after two hours, the instant noodles remained

intact in the GI tract, resulting in “prolonged exposure to the toxic preservative called tertiary-

butyl hydroquinone (TBHQ) and other additives, like MSG.”

Researchers believe TBHQ adversely affects the liver, results in biochemical and cellular

mutations, and affects the female reproduction system.

Dr. Shin concluded that eating instant noodles two or more times a week could be

associated with cardiometabolic syndrome. Women were most at risk, and Dr. Shin attributed

that to biological difference between the sexes, such as sex hormones and difference in

metabolism.

In particular, Dr. Shin found men and women react differently to a chemical called

bisphenol A (BPA). BPA is commonly used to package instant noodles polystyrene foam

containers, and researchers say it interferes with the way hormones send messages through the

body.

Dr. Shin said the study increases understanding about the foods people eat. "This research

is significant since many people are consuming instant noodles without knowing possible health

risks," he said. "My hope is that this study can lay a foundation for future research about the

health effects of instant noodle consumption."

The study's health implications could be substantial, particularly if it leads to people

choosing healthier foods, he added.

The Baylor study focused on South Korea, the seventh highest per-capita consumer of

instant noodles in the world. In recent years, there has been a significant increase in heart disease

and obesity among that population. Studies found those changes could lead to increased

mortality due to cardiovascular disease, as well as increased health care costs.

The World Instant Noodle Association reports instant noodles are most popular in China,

Indonesia, Japan, India, and Vietnam.

"While instant noodle intake is greater in Asian communities, the association between

instant noodle consumption and metabolic syndrome has not been widely studied," Dr. Shin said.

"I decided to investigate in order to uncover more distinct connections."

According to the World Instant Noodles Association, Chicken Ramen, invented in 1958,

was the world’s first instant noodle product. Instant noodles were first produced in a cup in 1971.

SIMPLE STRATEGIES FOR DEALING WITH ALLERGIES

You may be sneezing for a reason.

According to the American College of Allergy, Asthma, and Immunology (ACAAI),

exposure to pollen, dust, animal dander, mold, food, insect stings, and latex can trigger an

allergic response, such as sneezing, coughing, a stuffed or runny nose, itchy eyes, and a sore

throat.

The ACAAI adds, “For some people, allergies can also trigger symptoms of asthma. In

the most serious cases, a life-threatening reaction called anaphylaxis can occur.”

Allergies occur when your body encounters something it considers a foreign entity. That

triggers your immune system to release an antibody called immunoglobulin E (IgE). When IgE

attaches to mast cells, which control inflammation in the body, it is considered a foreign invader.

In response, the mast cells release chemical inhibitors, including histamine, leukotrienes, and

prostaglandins. Those trigger the symptoms associated with allergies.

A food allergy may trigger “leaky gut syndrome,” which allows undigested food, bacteria

and metabolic wastes to escape into the bloodstream. That creates digestive disturbances or

triggers inflammatory bowel diseases, such as Crohn's, celiac disease, or ulcerative colitis.

According to the ACAAI, food allergies rarely cause a nasal allergic response.

Nasal allergies affect approximately 50 million people in the United States, or 30 percent

of all adults and 40 percent of children, the ACAAI reports. In the past year, 16.9 million adults

and 6.7 million children were diagnosed with hay fever.

The ACAAI also says, “Allergic diseases, which include asthma, are the fifth most

prevalent chronic diseases in all ages, and the third most common in children.” An estimated 8.3

million American children have respiratory allergies and 9.5 million more suffer from skin

allergies. Food allergies in children are also on the rise, affecting nearly 6 million children.

Medications that contain decongestants and antihistamines are the most common

treatment for nasal allergies. Corticosteroids may also be used to treat inflammation in the nose.

Immunotherapy or allergy shots are often used to treat allergies related to grass pollens, house

dust mites and bee venom. Food allergies are managed by diet, in particular avoidance of foods

that create a digestive response.

Alternative medicine may also successfully treat allergy symptoms. A 2013 study by

ABC News offered these options:

o Neti pots: The treatment involves rinsing the nasal cavity with a saline solution,

flushing out allergens and loosening mucus.

o Saline spray: Prepackaged saline nasal sprays function much like Neti pots, but

deliver saline solution a bit more gently and evenly, making them easier to use.

o Local honey: The theory is eating honey produced by bees locally can help

relieve allergies. The bees transfer pollen from flower blossoms to honey, so if a

little honey is eaten each day, a person should gradually become inoculated

against the irritating effects of pollen. However, no scientific evidence is available

to support this theory.

o HEPA air filters: High-efficiency particulate air (HEPA) filters ease symptoms

by trapping allergens and other airborne irritants, such as pet dander and dust.

o Herbs and supplements: Spirulina, eyebright, and goldenseal have

been studied for allergy relief. But the plant extract butterbur, which is thought to

reduce airway inflammation, has been found to provide the best results.

o Showering: A steaming hot shower can soothe sinuses and clear nasal passages.

A quick rinse after being outdoors remove allergens from the skin and hair, and

prevents them from spreading to clothes, furniture, pillowcases, and other

surfaces.

o Steam: Simply inhaling steam can flush out mucus and moisten dry nasal

passages.

o Eucalyptus oil: The strong, piney aroma of eucalyptus oil can supercharge steam

inhalation, helping to open your sinuses and nasal passages further. Some studies

suggest it also has anti-inflammatory and antibacterial properties.

o Spicy foods: Chili peppers, wasabi, Dijon mustard, fresh garlic, and horseradish

in food are claimed to have sinus-clearing properties.

o Tea: The steam from a hot cup of tea may open your nasal passages. In addition,

the menthol in peppermint tea seems to work as a decongestant and expectorant,

meaning it can break up mucus, and clear the nose and throat.

Diet and nutrition, and acupuncture have also been used to manage allergies.

I have also written blogs on communications, marketing and healthy eating. A post written

for my marketing blog follows:

TOP 10 WAYS TO WASTE THOSE MARKETING DOLLARS

Every day, some company throws its marketing dollars out of the window. Not intentionally,

of course. But wasting those dollars nonetheless.

Perhaps the company doesn’t understand marketing. Maybe it has no coordinated marketing

effort, resulting in a laissez faire attitude (whoever grabs the marketing cash first gets to spend

it). Sometimes, a business is poorly managed and the marketing department is simply out of

control.

Whatever the reason, these businesses provide some good examples of what not to do when

marketing. How do they waste marketing dollars?

Operating without a marketing plan. If your company does not have a strategic business

development plan, chances are, it is wasting marketing dollars. An effective marketing

plan flows from one activity to the next, building momentum toward an ultimate goal. It

focuses on the target and is not distracted by the millions of opportunities available to

waste marketing dollars (charity events, golf outings, sponsorship ads, etc.). Yet, it is

flexible enough to incorporate new tactics or take advantage of new opportunities that

will enhance the overall marketing effort.

Creating a marketing plan or implementing a marketing program without conducting

research. If you don’t know where you are going, how are you going to get there? At

the foundation of any effective strategic marketing plan is research. For example, a

business may want to enhance its image and create a stronger identity in a certain

marketplace. That requires a full understanding of your current image in that

marketplace. A market study will reveal what factors affect the decision to use a business

in a targeted market, and answer questions such as what competitors are doing better or

more poorly, and what marketing strategies will be most effective.

Ignoring a marketing plan. Some companies have great marketing plans. They simply

don’t follow them. Activities are not evaluated in terms of how they fit into the plan, but

rather whether they are fun or will provide access to celebrities. Exceptions and

exemptions will limit the effectiveness of a marketing plan: suddenly, the company is no

longer moving forward proactively. They are reacting. Knee-jerk marketing has no

lasting, cumulative effect. Only a focused effort will accomplish your business

development goals.

Failing to seek buy-in from the people the plan affects. The purpose of a marketing

plan is to ensure that everyone is singing from the same songbook. Once a written plan is

created, it must be communicated to all staff to gain their cooperation and support.

Ignoring customer retention. A significant focus of any marketing program should be

customer retention. Not only is it important that customers feel appreciated, it is also

crucial that they are satisfied with your services or products. Vehicles such as surveys

and follow-up interviews are essential to gauging customer attitudes. Even if negative

information is elicited from an interview, wouldn’t you rather have a chance to correct

the problem before you lose the customer?

Ignoring existing customers as a source of additional business. Marketing experts say

it costs 10 times more to develop a new customer than to generate additional business

from an existing one. Therefore, it is more cost-effective to focus marketing dollars on

building strong, positive customer relationships. Call them on a regular basis, even if you

aren’t working with them at the moment. Take them to dinner or a ball game. Find out

what their favorite activity is and share it with them. Adhere to the multiple relationship

theory: the more relationships a customer develops within a company, the less likely

they are to take their business elsewhere.

Failing to focus on target markets. Marketing strategies should target specific

audiences. If your business is trying to increase its base of health care clients, investing

significant advertising dollars in real estate publications would be inappropriate. A more

effective strategy might be to create relationships with health care executives, through

trade groups, social activities or a direct mail program. Every marketing dollar spent

should have a designated purpose and further business development goals. Activities that

fail to support those goals should not be pursued.

Indulging in design excess. Some businesses spend a lot of money on a wide variety of

marketing materials. They are slick. They are four-color. They look expensive.

Unfortunately, when the materials are put side by side, there is no indication that they

come from the same company. A consistent graphic design on all marketing materials

creates an image. It provides a recognition factor. Consistency builds awareness.

Inconsistency creates confusion. All factors in a corporate identity—typeface, type size,

color(s), placement and graphic elements—need to be monitored to ensure the integrity

and consistent application of the design.

Putting all marketing dollars into “one basket.” There is a basic concept in education:

Every child learns in a different way. Some children learn best by reading, others are

more inclined to learn through role playing or video presentations. Still others learn

through one-on-one tutoring. Those learning patterns continue into adulthood. That

means companies must employ a variety of strategies and tactics to reach a targeted

audience. Reliance on only one tactic, such as advertising, will reach only a small

portion of a target market. A variety of tactics not only reaches a greater proportion of a

market, it tends to reinforce key messages on multiple occasions.

Failing to evaluate the effectiveness of marketing activities. If a marketing activity isn’t

working, it’s time to try something else. Unfortunately, some businesses repeat the same

activity year after year, without bothering to determine whether the activity is achieving

the desired results. After an activity has concluded, or has been underway for a period of

time, two types of measurement should be undertaken. The first is a determination of

whether stated objectives have been accomplished. Since objectives are designed to be

measurable, i.e. “To increase the company’s base of health care clients from five to 15 by

the end of the Year 2000,” it is quite simple to determine whether they have been

accomplished. Secondly, return on investment should be evaluated. This is both a

tangible and an intangible cost-benefit analysis. For example, if an activity costs $20,000

to execute, but it has resulted in only $2,000 in business, there has been little tangible

benefit. That might be an indication that a change in strategies and tactics is necessary.

However, if the same activity has resulted in significant goodwill among prospects,

positive media attention and introductions to a number of potentially lucrative referral

sources, the intangible or unmeasurable aspects of the activity might significantly

outweigh the costs.