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The Business Magazine Dedicated to SME’s in The Mid-Westocusmef

Issue 1 Sept/Oct 2010 Monthly Issue €3.50

plusAIB: APPLYING FOR FINANCE

EUROPEAN INVENTOR OF THE YEARAPPs FOR YOUR BUSINESS

PUBLIC RELATIONS ADVICECHINA: WHY SME’S SHOULD NOT BE AFRAID

SME’s

GrEEn ShootS?can we produce the

1ST ISSUE

FREE

relationship with your accountant?

are you having a

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stand out from the crowd

how toMarketing

recruiting

in a recession

Recruitment

focusmewww.focusme.ie

2Volume1 Issue1 Sept /Oct 2010

AIB Support

Ireland Needs Business Start Ups

By John Doyle, SME Relationship Manager

When the first “census” of SME’s was conducted in 1992 by the Government sponsored task force on small business it was estimated that there were 160,000 small businesses in the country at that time.

Although we are still a couple of years away from the 20th anniversary of that report the importance of small businesses to Ireland is as critical now as it was back then. The estimated 280,000 SME’s currently in existence account for 40% of total private sector workforce across the country.

We need business start-ups and entrepreneurs for many reasons.

Firstly, they create meaningful, and much need employment in towns and villages across Ireland, particularly in parts of the county where employment prospects would otherwise be poor.

Start-up companies are pioneers of innovation, new ideas and new products which ultimately add to the positivity of Ireland Inc. and will help us with the export agenda in the years ahead.

Entrepreneurs who drive these start-up businesses foster “A can do attitude”, and make things happen. They support and collaborate with each other and act as role models for the next generation of job seeking youngsters.

Apart from the social, business and economic dividends associated with start ups, they are also important sources of new revenue streams for the Government in terms of taxes and VAT etc.AIB have also fully allocated the initial EUR 100 million European Investment Bank (EIB) SME Loan Fund and over 1,100 SMEs are benefiting from this fund and investing in their business. The AIB EIB Loan Fund increased to €250m from the 10 August. This increased EIB funding allows us to continue to offer the broadest range of lending options to SME customers.

Everyday I notice the important role that AIB bank can play in supporting economic recovery. We are opening approximately 1,000 new business accounts every month. We offer a full range of products and services for Business Start-ups. For Start-up companies with high potential prospects we provide seed capital funding through the AIB Seed Capital Fund. Start-up businesses are very important to us. We in AIB are committed to supporting, encouraging and nurturing entrepreneurs who are in the early stages of business to achieve success in the longer term.

John Doyle is an SME Relationship Manager based in AIB, Bank Place, Ennis.Details of AIB offerings are available on www.aib.ie/business and in AIB Ennis they welcome enquiries from all entrepreneurs that would like to discuss their business proposition with them. We are ready to support new start-ups, including those in emerging markets.

Editorial

From the Editor Focusme is a new monthly magazine dedicated to small business in the Mid West region. We believe that we will be a voice for SMEs in the region and promote new innovations, designs and ideas to the business community. Our aim is to become the vanguard publication for the Mid-west region and offer representation for the continuously overlooked and undervalued SME sector. For our first issue we’re promoting the idea that the future of the economy can rest in the hands of the small businesses. We have features on Marketing, Finance, Recruitment and PR. We will have advice from top experts on a range of subjects to help your business.The nominees and winner of the European Inventor of the year is finalised and we scrutinise the SME category. In Focus World we look at how China may not be such a huge threat to small businesses. Our thanks to all our contributors to the magazine and we would like to invite articles from our readers that will contribute in a meaningful way. You too can encourage and promote business development in the region and we hope you learn something new.

Kehlan KirwanEditor, Focusme

Editor: Kehlan Kirwan

Artwork and Design: Print2Post, Shannon,Co. Clare

Printed In Ireland by: KPS Color Print Ltd., Co. Mayo © Focusme MagazineUnit 6 Ballycasey Business Park,Shannon, Co. Clare

Tel: (+353) 061- 719838

E-mail: focusme@mail.com

The Business Magazine Dedicated to SME’s in The Mid-Westocusmef

We are always on the look out for companies doing something different, something outside the box. That’s where you come in because we are a proud supporter of SMEs. Every month we are looking for companies to feature in the magazine Free of Charge. Yes that’s right; it won’t cost you a cent! We know how tight financial margins can be for a small business, so we’re not going to charge you for the privilege of being in a magazine designed to help you.

So if you’re a company that is thinking outside the box, being innovative or doing something different, you’re the company we want to hear from. So simply go to our website www.focusme.ie and download our question form. Send it back to us and we’ll try and put you In The Spotlight.Space is limited per month so get in there fast.

After all - “We’re not Just A Magazine, We’re A Community”.

YOURcompany

infocus

“If you have built castles in the air, your work need not be lost; that is where they should be. Now put foundations

Henry David Thoreau

Inspirational Thought

Focusme magazine will not accept responsibility for loss or damage to any person or company as a result of acting or refraining from acting as a result of the information contained in this magazine. Professional advice should always be sought before acting on any matter referred to in this magazine.

3 Volume1 Issue1 Sept /Oct 2010

under them.”

contentspage

6

FinanceAre You Having Relationship With Your Accountant?8

Recruiting In A RecessionFinding the right person in a sea of skilled workers10

Demystifying PRGetting yourself in the Media Spotlight14

Corruption, Pollution and PowerInside the Real China

Marketing In A RecessionStand out from the Crowd16

Also in this IssueAll the latest News and Information making the Headlines across the country.

Create an App for your business and make yourself more accessible to your customers

The Top 10: Businesses to start - a look at the best ideas being done this year.

A.I.B. BankWhy We Need SMEs

Creating An Entreprenuerial SpiritBy Michael Carmody, President, IT TraleeCompany Focus

Defining a New Age of MarketingUMobilize, Co. Limerick24

Cover StoryCan SMEs be the Green Shoots?

EducationCreating an Entrepreneurial Culture18

Company FocusFrom Local to GlobalConnemara Smokehouse, Co. Galway

20

?PRPRPRPRPRPRPRPRPR PRPR

PRPRPRPR

PR

PR

16

6

14

18

8

24

20 10

focusme

5Volume1 Issue1 Sept /Oct 20104 Volume1 Issue1 Sept /Oct 2010

contentspage

6

FinanceAre You Having Relationship With Your Accountant?8

Recruiting In A RecessionFinding the right person in a sea of skilled workers10

Demystifying PRGetting yourself in the Media Spotlight14

Corruption, Pollution and PowerInside the Real China

Marketing In A RecessionStand out from the Crowd16

Also in this IssueAll the latest News and Information making the Headlines across the country.

Create an App for your business and make yourself more accessible to your customers

The Top 10: Businesses to start - a look at the best ideas being done this year.

A.I.B. BankWhy We Need SMEs

Creating An Entreprenuerial SpiritBy Michael Carmody, President, IT TraleeCompany Focus

Defining a New Age of MarketingUMobilize, Co. Limerick24

Cover StoryCan SMEs be the Green Shoots?

EducationCreating an Entrepreneurial Culture18

Company FocusFrom Local to GlobalConnemara Smokehouse, Co. Galway

20

?PRPRPRPRPRPRPRPRPR PRPR

PRPRPRPR

PR

PR

16

6

14

18

8

24

20 10

focusme

5Volume1 Issue1 Sept /Oct 20104 Volume1 Issue1 Sept /Oct 2010

A Bright Future Beckons for SME’s

Cover Storyfocusme

www.focusme.ie

“Our ability to suckle off the teat of foreign investment has cost us dearly in the past year. With big companies moving their operations to Poland, China and India we have to find better more reliable ways to keep jobs in Ireland”.

7Volume1 Issue1 Sept /Oct 2010

Cover Story

“Now more than ever SMEs should become the vanguard of the new economic landscape and become the big businesses of the future. SMEs will maintain and progress the Irish economy. ” When the recession hit, it hit hard and fast. No company

was spared and no quarter was given to anybody who could not hit profit or financial targets quick enough. Now you can't turn sideways without hearing of job losses and companies closing down. But there is light at the end of the tunnel for SMEs, not only in the Mid-West but in the entire Country. Now more than ever, SMEs should become the vanguard of the new economic landscape and plan to be the big businesses of the future. This is what will maintain and progress the Irish economy. Our ability to suckle off the teat of foreign investment has cost us dearly in the past year. With big companies moving their operations to Poland, China and India we have to find better more reliable ways to keep jobs in Ireland. Foreign investment will always be key to our economy, but it should never again become the only major string to our bow. In a recent poll Ireland stood head and shoulders above its European counterparts in terms of individual geniuses. We have the intelligence; we just need to find our faith in it. In the past year the attitude towards SMEs has changed dramatically. The realisation that investment now could lead to more jobs and bigger contributions to the economy, has awoken the slumbering giant that is national investment, but still needs to go a long way before prizing open the wallets of the government. The Irish government has always approached foreign

investment with great eagerness, now its time to do the same for SMEs in the country.

Our ability to support indigenous industry will be the key to pulling out of the recession and future growth. To do this we need to identify key sectors such as technology, biopharmaceutical and green energy to work towards and promote the ideas of business start-ups to graduates. It was recently announced that, between 2000 and 2008, €255bn was pumped into the economy, two thirds of which was spent on housing and new property. This meant that there was around €85bn available for investment into key public institutions (i.e. healthcare, roads, policing etc), leaving very little available for proper investment into cash starved SMEs. There was also less of a desire to take a risk in investing at the ground floor of a business. In the past six months we’ve witnessed a major attitude change within the business sector in Ireland. Professionals used to be content holding on to steady jobs and unwilling to gamble it all for an exciting new idea. The fervour for people willing to start their own business in recent months has rocketed, but will the government get itself out of the foreign investment mind-set and provide much needed care and attention to SMEs?

We now need proper investment in SMEs in order to turn our economy around. The small businesses of today can easily become the big employers of the future, providing jobs and creating ideas to bring their company global. Now is the time to take advantage of the recession by honing the talents of SME's and providing them with support and funding. However the statistics don’t read well for us or for the government. In two years, on average, five firms a day have closed thier doors forever with no response from the government, while 38,000 businesses are at serious risk of failure by the end of this year.

Less than fifty percent of the money ‘set aside’ to lend to small business has been given out. Not to mention the €631m to get to grips with employment, health and safety and company law regulations. In a recent SFA survey, for one in ten businesses, red tape was a priority above rents and cross- border trading.

We know there are great ideas and businesses out there, but it means nothing if we don’t get the backing from financial instituions and government bodies. Small business has been ravaged by

the recession and faith needs to be placed in us to provide the solution. If we can’t invest in ourselves then we can’t invest in our future. Big business has exposed this country to a debt that regrettably, has been placed on the shoulders of our children not yet born. But if we can arm ourselves with skills and backing now, then we and our children will have already won half the battle.However the question still remains - Will this government wake up to reality and help raise SMEs from the ashes, or will they continue to watch it burn?

6 Volume1 Issue1 Sept /Oct 2010

A Bright Future Beckons for SME’s

Cover Storyfocusme

www.focusme.ie

“Our ability to suckle off the teat of foreign investment has cost us dearly in the past year. With big companies moving their operations to Poland, China and India we have to find better more reliable ways to keep jobs in Ireland”.

7Volume1 Issue1 Sept /Oct 2010

Cover Story

“Now more than ever SMEs should become the vanguard of the new economic landscape and become the big businesses of the future. SMEs will maintain and progress the Irish economy. ” When the recession hit, it hit hard and fast. No company

was spared and no quarter was given to anybody who could not hit profit or financial targets quick enough. Now you can't turn sideways without hearing of job losses and companies closing down. But there is light at the end of the tunnel for SMEs, not only in the Mid-West but in the entire Country. Now more than ever, SMEs should become the vanguard of the new economic landscape and plan to be the big businesses of the future. This is what will maintain and progress the Irish economy. Our ability to suckle off the teat of foreign investment has cost us dearly in the past year. With big companies moving their operations to Poland, China and India we have to find better more reliable ways to keep jobs in Ireland. Foreign investment will always be key to our economy, but it should never again become the only major string to our bow. In a recent poll Ireland stood head and shoulders above its European counterparts in terms of individual geniuses. We have the intelligence; we just need to find our faith in it. In the past year the attitude towards SMEs has changed dramatically. The realisation that investment now could lead to more jobs and bigger contributions to the economy, has awoken the slumbering giant that is national investment, but still needs to go a long way before prizing open the wallets of the government. The Irish government has always approached foreign

investment with great eagerness, now its time to do the same for SMEs in the country.

Our ability to support indigenous industry will be the key to pulling out of the recession and future growth. To do this we need to identify key sectors such as technology, biopharmaceutical and green energy to work towards and promote the ideas of business start-ups to graduates. It was recently announced that, between 2000 and 2008, €255bn was pumped into the economy, two thirds of which was spent on housing and new property. This meant that there was around €85bn available for investment into key public institutions (i.e. healthcare, roads, policing etc), leaving very little available for proper investment into cash starved SMEs. There was also less of a desire to take a risk in investing at the ground floor of a business. In the past six months we’ve witnessed a major attitude change within the business sector in Ireland. Professionals used to be content holding on to steady jobs and unwilling to gamble it all for an exciting new idea. The fervour for people willing to start their own business in recent months has rocketed, but will the government get itself out of the foreign investment mind-set and provide much needed care and attention to SMEs?

We now need proper investment in SMEs in order to turn our economy around. The small businesses of today can easily become the big employers of the future, providing jobs and creating ideas to bring their company global. Now is the time to take advantage of the recession by honing the talents of SME's and providing them with support and funding. However the statistics don’t read well for us or for the government. In two years, on average, five firms a day have closed thier doors forever with no response from the government, while 38,000 businesses are at serious risk of failure by the end of this year.

Less than fifty percent of the money ‘set aside’ to lend to small business has been given out. Not to mention the €631m to get to grips with employment, health and safety and company law regulations. In a recent SFA survey, for one in ten businesses, red tape was a priority above rents and cross- border trading.

We know there are great ideas and businesses out there, but it means nothing if we don’t get the backing from financial instituions and government bodies. Small business has been ravaged by

the recession and faith needs to be placed in us to provide the solution. If we can’t invest in ourselves then we can’t invest in our future. Big business has exposed this country to a debt that regrettably, has been placed on the shoulders of our children not yet born. But if we can arm ourselves with skills and backing now, then we and our children will have already won half the battle.However the question still remains - Will this government wake up to reality and help raise SMEs from the ashes, or will they continue to watch it burn?

6 Volume1 Issue1 Sept /Oct 2010

Review your debtors periodically for potential bad debts. The quicker the potential bad debt is identified the more chance you have of successful recovery. Talk to your customers regularly. A good relationship is vital when it comes to negotiations regarding payment terms and credit limits.

Plan ahead for expenditure. Be it the replacement of a fixed asset or an Income Tax bill, which will become due at the end of October, it pays to plan ahead. If you require financing for the expenditure, you should prepare your application well in advance of the timeframe for the expenditure.

Review your overheads including your staffing costs. Reductions in overheads have immediate effects on profitability. Consider outsourcing time-consuming or inefficient work practices. Always adopt a cost versus benefit approach to overhead reductions, as it is very important to retain customer service and quality.

Don’t get stuck in a rut. Self employed people and owner managers will often find that they are the head chef and the pot washer, especially in a recession when costs are high. It is vital to set aside time from the day to day running of the business to reflect on the performance of the business or to assess what your competitors are doing, or perhaps identify a niche area to expand your business. Just because we are in a recession at the moment doesn’t mean there are not opportunities out there to be exploited.

Valerie Baker-Martin is a partner in Baker-Martin, Sheehy, Crowe Accountants & Tax Advisors, who are based in Limerick City and who specialise in the provision of Accountancy, Taxation and Advice to entrepreneurs and owner managed businesses. Valerie is a member of the Institute of Chartered Certified Accountants can be contacted on :

T:061 214474 or at e: Valerie@bmsc.ie.Baker-Martin Sheehy Crowe will not accept responsibility for loss or damage to any person as a result of acting or refraining from acting as a result of the information contained in this article. Professional advice should always be sought before acting on any matter referred to in this article.

Financefocusme

www.focusme.ie

9Volume1 Issue1 Sept /Oct 2010

Finance

B- CMSBaker-Martin, Sheehy, Crowe

A C C O U N TA N T S , R E G I S T E R E D A U D I T O R S& TA X AT I O N C O N S U LTA N T S

Global House, 1 Michael Street, Limerick Telephone: 061 214 474 • Fax: 061 214 472

Email: valerie@bmsc.ieMobile: 087 919 9474

Valerie Baker-Martin BBS FCCAPartner

Never before have we seen such cash constriction on such a large scale. It demands that we reassess the way we do business like never before. For many, the emphasis is now on cash collection as opposed to profitability, and it is easy to lose sight of the primary objectives. It is more important now than ever, to review your business model and reassess your financial position. Your accountant should have a vast in-depth knowledge of your business and your industry, and should be your first port of call when completing your assessment.

The following are just a few of the main issues which should be considered:

Reassess your objectives: Identify your goals and recognise your achievements to date. Can you recall why you entered the world of business in the first place? Perhaps it was to have more control over your working day, or to earn a sustainable or better standard of living, or to build up a business that could be passed down to your offspring, or a combination of factors. Can you identify your position now along the path you chose to follow?

Reassess your business:Take a long objective look at your business. Identify where your business is positioned in comparison to your competitors, and identify its strengths and weaknesses. Examine your prospects for the future, taking the changing markets into account. Many businesses experience success or failure based on the principle of supply and demand. Consider if your business offers a product/service that is in demand by considering your available market. Identify if you need to change direction in order to ensure you are well placed in your chosen market.

Review your finances:It is very important to know where your business is making or losing money, and the sooner this is identified the better. Ensure that you have meaningful financial data available from your accounts function to assess your financial situation at any time. Your accounts are the financial results of your business and should provide the best analysis point for you to determine your financial success. Ensure you obtain the best value from your accounts and use them as a basis to review the financial health of your business. Talk to your accountant, after all they have prepared your end of year accounts and are in the best position to offer objective advice on the financial health of your business. Consider completing monthly or quarterly management accounts as timely information is very important, as the sooner a problem is identified, the more effective the remedy can be.At the very least, take time out regularly to prepare a simple exercise of comparing what your income has been compared to your costs for the month. Your bank account balance will help but don’t forget to take account of unpaid bills and debtors.

Are You Having A Relationship

Believe it or not, the relationship you have with your accountant may just well be the most important business relationship you could have at the moment..........

With your Accountant?By Valerie Baker - Martin

8 Volume1 Issue1 Sept /Oct 2010

Review your debtors periodically for potential bad debts. The quicker the potential bad debt is identified the more chance you have of successful recovery. Talk to your customers regularly. A good relationship is vital when it comes to negotiations regarding payment terms and credit limits.

Plan ahead for expenditure. Be it the replacement of a fixed asset or an Income Tax bill, which will become due at the end of October, it pays to plan ahead. If you require financing for the expenditure, you should prepare your application well in advance of the timeframe for the expenditure.

Review your overheads including your staffing costs. Reductions in overheads have immediate effects on profitability. Consider outsourcing time-consuming or inefficient work practices. Always adopt a cost versus benefit approach to overhead reductions, as it is very important to retain customer service and quality.

Don’t get stuck in a rut. Self employed people and owner managers will often find that they are the head chef and the pot washer, especially in a recession when costs are high. It is vital to set aside time from the day to day running of the business to reflect on the performance of the business or to assess what your competitors are doing, or perhaps identify a niche area to expand your business. Just because we are in a recession at the moment doesn’t mean there are not opportunities out there to be exploited.

Valerie Baker-Martin is a partner in Baker-Martin, Sheehy, Crowe Accountants & Tax Advisors, who are based in Limerick City and who specialise in the provision of Accountancy, Taxation and Advice to entrepreneurs and owner managed businesses. Valerie is a member of the Institute of Chartered Certified Accountants can be contacted on :

T:061 214474 or at e: Valerie@bmsc.ie.Baker-Martin Sheehy Crowe will not accept responsibility for loss or damage to any person as a result of acting or refraining from acting as a result of the information contained in this article. Professional advice should always be sought before acting on any matter referred to in this article.

Financefocusme

www.focusme.ie

9Volume1 Issue1 Sept /Oct 2010

Finance

B- CMSBaker-Martin, Sheehy, Crowe

A C C O U N TA N T S , R E G I S T E R E D A U D I T O R S& TA X AT I O N C O N S U LTA N T S

Global House, 1 Michael Street, Limerick Telephone: 061 214 474 • Fax: 061 214 472

Email: valerie@bmsc.ieMobile: 087 919 9474

Valerie Baker-Martin BBS FCCAPartner

Never before have we seen such cash constriction on such a large scale. It demands that we reassess the way we do business like never before. For many, the emphasis is now on cash collection as opposed to profitability, and it is easy to lose sight of the primary objectives. It is more important now than ever, to review your business model and reassess your financial position. Your accountant should have a vast in-depth knowledge of your business and your industry, and should be your first port of call when completing your assessment.

The following are just a few of the main issues which should be considered:

Reassess your objectives: Identify your goals and recognise your achievements to date. Can you recall why you entered the world of business in the first place? Perhaps it was to have more control over your working day, or to earn a sustainable or better standard of living, or to build up a business that could be passed down to your offspring, or a combination of factors. Can you identify your position now along the path you chose to follow?

Reassess your business:Take a long objective look at your business. Identify where your business is positioned in comparison to your competitors, and identify its strengths and weaknesses. Examine your prospects for the future, taking the changing markets into account. Many businesses experience success or failure based on the principle of supply and demand. Consider if your business offers a product/service that is in demand by considering your available market. Identify if you need to change direction in order to ensure you are well placed in your chosen market.

Review your finances:It is very important to know where your business is making or losing money, and the sooner this is identified the better. Ensure that you have meaningful financial data available from your accounts function to assess your financial situation at any time. Your accounts are the financial results of your business and should provide the best analysis point for you to determine your financial success. Ensure you obtain the best value from your accounts and use them as a basis to review the financial health of your business. Talk to your accountant, after all they have prepared your end of year accounts and are in the best position to offer objective advice on the financial health of your business. Consider completing monthly or quarterly management accounts as timely information is very important, as the sooner a problem is identified, the more effective the remedy can be.At the very least, take time out regularly to prepare a simple exercise of comparing what your income has been compared to your costs for the month. Your bank account balance will help but don’t forget to take account of unpaid bills and debtors.

Are You Having A Relationship

Believe it or not, the relationship you have with your accountant may just well be the most important business relationship you could have at the moment..........

With your Accountant?By Valerie Baker - Martin

8 Volume1 Issue1 Sept /Oct 2010

Shortlist and interviewFrom your applicants go through the CV’s referring back to the ‘must haves’ you wrote down earlier. Create a shortlist of potentials. Respond to everyone else saying that “at this time they have been unsuccessful” and wish them luck (remember not only is this basic manners but these may be future clients, suppliers, or employees).Depending on the number of applicants who have got all your ‘must haves’, may determine what happens next, but options include a phone interview, a face-to-face interview or testing of some kind if applicable.Interviews, depending on who you ask, are a science, an art, or pot luck. I’d advise going with your gut instinct BUT remember you are trying to add skills to your organisation so be careful not to just employ a carbon copy of yourself because you like them.You may need 2 or 3 interviews to reduce your panel too “the one”.

Employ and RejectMake sure that you write to each person who is not successful. They have given time and effort attending interviews and as before, may be future clients, suppliers, or colleagues.The successful applicant should be sent a preliminary offer letter outlining the basics of the offer (role and remuneration) and start dates. A full legal contract can follow.

While there is no doubt that attracting “a person” to fill your job vacancy is easier than ever, getting the best person possible has probably never been harder. Top performers are not being made redundant, unless their whole company closes, and are certainly not moving for anything less than an unbelievable opportunity or the top end of the payment spectrum.

Finding the best employee in a sea of skilled workers is going to be harder than it looks. With so many people competing for the same job and the flood of CV’s that inevitably follows, it is important that you are clear and concise about what you want and expect from somebody beginning work for you.

Know what you actually need.For example: do you need an accountant with 5 years post qualification experience or someone who can do VAT returns and wages. The difference might be huge in both salary AND the selection of someone to fit in with the rest of your organisation’s culture. Write down exactly what you expect and the skills and traits that will make them an asset to your company. This is important and will help you when it comes to disseminating CV’s for the interview and hiring process.

Attract the bestLeverage every means you have of telling people about the opening in your company.

Free methods

- Tell everyone in your professional and personal network- Put it in your shop window – actual or virtual (think website); if you are in retail put a flyer in every bag….Use free resources: gumtree.ie offers free job postings; some radio stations also have a free job slot as do certain professional organisations. Also look out for free offers from some of the job boards as they occasionally give free access as trials or as PR exercises.

Charged methods

-Use a recruiter: they can use their network of candidates and post to major job boards, newspapers, etc for you. They deal with all applicants removing a good deal of admin. There is a significant cost here however, and differences in the quality of service differ greatly. Try and get a recommendation to someone good AND negotiate the fee.

-Use a job board or newspaper directly: you write the ad and deal with all applicants directly. There is a skill to writing these ads so do some research. Try to get someone in your industry to recommend what has worked for them. Some job boards allow you to search a bank of CV’s but remember that unless they are a niche site they do not guarantee to be the type of person you are looking for, or in the location you are in.

-Use a head-hunter: if you have a very specific requirement that will be very difficult to find you may wish to engage a head-hunter or executive search consultant. The difference between them and a normal recruitment consultant is that they will specifically target people and approach them directly e.g. the top salesperson in your competitors firm. Typically they will charge a good deal more than a normal recruiter and expect an up front partial payment.

Recruitmentfocusme

www.focusme.ie

11Volume1 Issue1 Sept /Oct 2010

Recruitmernt

Recruiting in a RecessionIt should be easy… Right?

By Declan Collins

What YOU MUST Supply To An Employee:

A written statement of terms and •conditions of employment must be given to the employee within 2 months of them startingA written statement of pay or ‘payslip’•A minimum wage – there are some •exceptions and industries with differing rules, make sure you know yoursA maximum working week average of •48 hours a weekUnpaid breaks during working hours•Annual leave from work•A minimum amount of notice before •dismissal

NB: KEEP RECORDS AND KNOW YOUR OBLIGATIONS AS AN EMPLOYER

Declan Collins is Editor of HR & Recruitment Ireland and is a qualified accountant and veteran recruiter. He has worked with companies from SME’s to Multi-Nationals across multiple industries. HR & Recruitment Ireland is Ireland’s only independent Human Resource and Recruitment resource. Register now, it’s free! www.HRRI.ie

FAS recently reported that it expects unemployment to peak later this year at nearly 14%. With so many people unemployed it should be easy to get a great person for your new job opening, shouldn’t it?

Wrong.

10 Volume1 Issue1 Sept /Oct 2010

Shortlist and interviewFrom your applicants go through the CV’s referring back to the ‘must haves’ you wrote down earlier. Create a shortlist of potentials. Respond to everyone else saying that “at this time they have been unsuccessful” and wish them luck (remember not only is this basic manners but these may be future clients, suppliers, or employees).Depending on the number of applicants who have got all your ‘must haves’, may determine what happens next, but options include a phone interview, a face-to-face interview or testing of some kind if applicable.Interviews, depending on who you ask, are a science, an art, or pot luck. I’d advise going with your gut instinct BUT remember you are trying to add skills to your organisation so be careful not to just employ a carbon copy of yourself because you like them.You may need 2 or 3 interviews to reduce your panel too “the one”.

Employ and RejectMake sure that you write to each person who is not successful. They have given time and effort attending interviews and as before, may be future clients, suppliers, or colleagues.The successful applicant should be sent a preliminary offer letter outlining the basics of the offer (role and remuneration) and start dates. A full legal contract can follow.

While there is no doubt that attracting “a person” to fill your job vacancy is easier than ever, getting the best person possible has probably never been harder. Top performers are not being made redundant, unless their whole company closes, and are certainly not moving for anything less than an unbelievable opportunity or the top end of the payment spectrum.

Finding the best employee in a sea of skilled workers is going to be harder than it looks. With so many people competing for the same job and the flood of CV’s that inevitably follows, it is important that you are clear and concise about what you want and expect from somebody beginning work for you.

Know what you actually need.For example: do you need an accountant with 5 years post qualification experience or someone who can do VAT returns and wages. The difference might be huge in both salary AND the selection of someone to fit in with the rest of your organisation’s culture. Write down exactly what you expect and the skills and traits that will make them an asset to your company. This is important and will help you when it comes to disseminating CV’s for the interview and hiring process.

Attract the bestLeverage every means you have of telling people about the opening in your company.

Free methods

- Tell everyone in your professional and personal network- Put it in your shop window – actual or virtual (think website); if you are in retail put a flyer in every bag….Use free resources: gumtree.ie offers free job postings; some radio stations also have a free job slot as do certain professional organisations. Also look out for free offers from some of the job boards as they occasionally give free access as trials or as PR exercises.

Charged methods

-Use a recruiter: they can use their network of candidates and post to major job boards, newspapers, etc for you. They deal with all applicants removing a good deal of admin. There is a significant cost here however, and differences in the quality of service differ greatly. Try and get a recommendation to someone good AND negotiate the fee.

-Use a job board or newspaper directly: you write the ad and deal with all applicants directly. There is a skill to writing these ads so do some research. Try to get someone in your industry to recommend what has worked for them. Some job boards allow you to search a bank of CV’s but remember that unless they are a niche site they do not guarantee to be the type of person you are looking for, or in the location you are in.

-Use a head-hunter: if you have a very specific requirement that will be very difficult to find you may wish to engage a head-hunter or executive search consultant. The difference between them and a normal recruitment consultant is that they will specifically target people and approach them directly e.g. the top salesperson in your competitors firm. Typically they will charge a good deal more than a normal recruiter and expect an up front partial payment.

Recruitmentfocusme

www.focusme.ie

11Volume1 Issue1 Sept /Oct 2010

Recruitmernt

Recruiting in a RecessionIt should be easy… Right?

By Declan Collins

What YOU MUST Supply To An Employee:

A written statement of terms and •conditions of employment must be given to the employee within 2 months of them startingA written statement of pay or ‘payslip’•A minimum wage – there are some •exceptions and industries with differing rules, make sure you know yoursA maximum working week average of •48 hours a weekUnpaid breaks during working hours•Annual leave from work•A minimum amount of notice before •dismissal

NB: KEEP RECORDS AND KNOW YOUR OBLIGATIONS AS AN EMPLOYER

Declan Collins is Editor of HR & Recruitment Ireland and is a qualified accountant and veteran recruiter. He has worked with companies from SME’s to Multi-Nationals across multiple industries. HR & Recruitment Ireland is Ireland’s only independent Human Resource and Recruitment resource. Register now, it’s free! www.HRRI.ie

FAS recently reported that it expects unemployment to peak later this year at nearly 14%. With so many people unemployed it should be easy to get a great person for your new job opening, shouldn’t it?

Wrong.

10 Volume1 Issue1 Sept /Oct 2010

12

Top Ten

13

Rotating retail at airports and shopping centresPop-up, temporary retail is still going strong, but a new alternative has entered the game: rotating retail. Two spots: opening soon in Glasgow Airport is Planeshop, a permanent store that brands will take over for a limited time, including changing the shop's exterior graphics to match their identity. And in the Netherlands, BrandNew Stores aims to turn those fleeting pop-up shops into a chain concept, creating fixed spaces where brands can temporarily present themselves in a regular retail environment.

Connecting creative consumers with local fabricatorsA partnership between New Zealand-based Ponoko and North Carolina-based ShopBot Tools, 100kGarages is a community of workshops distributed around the world that are equipped with the digital fabrication tools needed to precisely cut, machine, drill or sculpt the components of virtually any creative project. The network allows designers or consumers turn their ideas into physical products, and creates new business for small workshops.

8

Remote farming for consumersAccording to Wikipedia, farm simulation game FarmVille has become the most popular game application on Facebook with 73.8 million active users in January 2010. Offering consumers a way to remotely control a patch of land that will actually provide them with an edible harvest is a new Italian start-up: Le Verdure Del Mio Orto, which lets anyone build an organic garden right from their web browser. As the produce grows, it's picked and delivered to the customer's door within 24 hours. Weekly deliveries are part of the package.

7

9Paying consumers to promote products they use and loveTrendwatching.com pointed out in its ‘sellsumers’ briefing, selling is the new saving: a recession-induced need for cash plus an ever-growing infrastructure are fuelling concepts that help ordinary consumers make money instead of spending it. One of the easiest ways to do so is by taking on the role of marketeer for products they already use and love: from promoting concerts by their favourite bands, to helping small companies launch new products.

Single-use toilet bag turns human waste into fertiliserWhile this is a numbered list, we love all of these ideas equally. So, last but not least, a potential solution to a problem that 2.6 billion people have to deal with: no access to a toilet. Designed for use sitting, squatting or standing, the single-use, biodegradable plastic Peepoo bag is lined with a urea-coated gauze layer that disinfects all waste. Used bags are odour-free for at least 24 hours and are safe for burial underground. Within two to four weeks after use, their contents are converted to high-quality fertiliser—something that's also rare in many areas and could become a source of income and further enrichment for individuals or villages.

10

www.focusme.ie

Discreet rooftop solar panels and wind turbinesWhile most homeowners would in theory like to generate their own wind or solar power, many are put off not just by cost, but by the aesthetic impact of wind turbines and solar panels. Aiming to resolve that problem are smart engineers who are creating new options that blend in with their environment. Two promising examples: rooftop wind turbines that almost disappear along the apex of a sloping roof, and solar panels shaped like traditional clay roof tiles. Plenty of opportunities here over the next decade, both in distribution and in the development of similar products.

Top Ten

Small-scale food production using membership modelsThe past year or two saw a huge increase in innovative, upscale mobile food purveyors working from trucks and selling everything from premium ice-cream to Korean BBQ tacos. Requiring an even lower investment, the next wave could be small-scale culinary subscription services, which allow fledgling entrepreneurs to get a foothold in the food business, and create a steady income and a loyal client base for future business activities.

Low impact advertisingRealising that green concerns are here to stay, British media agency Curb, offers nothing but low-impact advertising. Its first service used rain water to clean logos into grubby pavements, and was quickly followed by other techniques that use sand, sea water, grass, glow-in-the-dark fungi and more to broadcast their clients' messages in an earth-friendly manner.

Health tracking devicesFrom wireless headbands that track sleep patterns to wearable gadgets that track every move, an increasing number of options are available for people who want to track their own health-related behaviour. Recording and relaying detailed information that was previously only available through medical monitoring, most of these devices aren't yet available worldwide, which creates a host of opportunities for distributors and localised versions.

Sample stores, cafes & vending machines sophisticated sampling dubbed ‘tryvertising’ by trendwatching.com—is not new. On the rise, however, are dedicated spaces that facilitate sampling by a variety of brands, attracting consumers through the irresistible offer of free goods. Following sampling stores in Spain, sampling cafes in Tokyo and sample vending machines in Belgium, we suspect this concept will spread even further in 2010.

NEW Business Ideas Of 2010. . .

1

2

3

4

5

From springwise.com

Volume1 Issue1 Sept /Oct 2010Volume1 Issue1 Sept /Oct 2010

focusme

6

12

Top Ten

13

Rotating retail at airports and shopping centresPop-up, temporary retail is still going strong, but a new alternative has entered the game: rotating retail. Two spots: opening soon in Glasgow Airport is Planeshop, a permanent store that brands will take over for a limited time, including changing the shop's exterior graphics to match their identity. And in the Netherlands, BrandNew Stores aims to turn those fleeting pop-up shops into a chain concept, creating fixed spaces where brands can temporarily present themselves in a regular retail environment.

Connecting creative consumers with local fabricatorsA partnership between New Zealand-based Ponoko and North Carolina-based ShopBot Tools, 100kGarages is a community of workshops distributed around the world that are equipped with the digital fabrication tools needed to precisely cut, machine, drill or sculpt the components of virtually any creative project. The network allows designers or consumers turn their ideas into physical products, and creates new business for small workshops.

8

Remote farming for consumersAccording to Wikipedia, farm simulation game FarmVille has become the most popular game application on Facebook with 73.8 million active users in January 2010. Offering consumers a way to remotely control a patch of land that will actually provide them with an edible harvest is a new Italian start-up: Le Verdure Del Mio Orto, which lets anyone build an organic garden right from their web browser. As the produce grows, it's picked and delivered to the customer's door within 24 hours. Weekly deliveries are part of the package.

7

9Paying consumers to promote products they use and loveTrendwatching.com pointed out in its ‘sellsumers’ briefing, selling is the new saving: a recession-induced need for cash plus an ever-growing infrastructure are fuelling concepts that help ordinary consumers make money instead of spending it. One of the easiest ways to do so is by taking on the role of marketeer for products they already use and love: from promoting concerts by their favourite bands, to helping small companies launch new products.

Single-use toilet bag turns human waste into fertiliserWhile this is a numbered list, we love all of these ideas equally. So, last but not least, a potential solution to a problem that 2.6 billion people have to deal with: no access to a toilet. Designed for use sitting, squatting or standing, the single-use, biodegradable plastic Peepoo bag is lined with a urea-coated gauze layer that disinfects all waste. Used bags are odour-free for at least 24 hours and are safe for burial underground. Within two to four weeks after use, their contents are converted to high-quality fertiliser—something that's also rare in many areas and could become a source of income and further enrichment for individuals or villages.

10

www.focusme.ie

Discreet rooftop solar panels and wind turbinesWhile most homeowners would in theory like to generate their own wind or solar power, many are put off not just by cost, but by the aesthetic impact of wind turbines and solar panels. Aiming to resolve that problem are smart engineers who are creating new options that blend in with their environment. Two promising examples: rooftop wind turbines that almost disappear along the apex of a sloping roof, and solar panels shaped like traditional clay roof tiles. Plenty of opportunities here over the next decade, both in distribution and in the development of similar products.

Top Ten

Small-scale food production using membership modelsThe past year or two saw a huge increase in innovative, upscale mobile food purveyors working from trucks and selling everything from premium ice-cream to Korean BBQ tacos. Requiring an even lower investment, the next wave could be small-scale culinary subscription services, which allow fledgling entrepreneurs to get a foothold in the food business, and create a steady income and a loyal client base for future business activities.

Low impact advertisingRealising that green concerns are here to stay, British media agency Curb, offers nothing but low-impact advertising. Its first service used rain water to clean logos into grubby pavements, and was quickly followed by other techniques that use sand, sea water, grass, glow-in-the-dark fungi and more to broadcast their clients' messages in an earth-friendly manner.

Health tracking devicesFrom wireless headbands that track sleep patterns to wearable gadgets that track every move, an increasing number of options are available for people who want to track their own health-related behaviour. Recording and relaying detailed information that was previously only available through medical monitoring, most of these devices aren't yet available worldwide, which creates a host of opportunities for distributors and localised versions.

Sample stores, cafes & vending machines sophisticated sampling dubbed ‘tryvertising’ by trendwatching.com—is not new. On the rise, however, are dedicated spaces that facilitate sampling by a variety of brands, attracting consumers through the irresistible offer of free goods. Following sampling stores in Spain, sampling cafes in Tokyo and sample vending machines in Belgium, we suspect this concept will spread even further in 2010.

NEW Business Ideas Of 2010. . .

1

2

3

4

5

From springwise.com

Volume1 Issue1 Sept /Oct 2010Volume1 Issue1 Sept /Oct 2010

focusme

6

Demystifying PR for SME’s

By Niamh Quinn

PRfocusme

www.focusme.ie

15Volume1 Issue1 Sept /Oct 2010

PR

All of us, whether we like to admit it or not want to be liked and respected by the people we live, work with and meet on the street every day. Generally, we act in a way which will gain us the admiration and respect of other people.

Companies are no different, large or small. Their success often depends on the reputation they have for being good to do business with, for acting in a socially responsible manner and for the overall awareness people have of their existence.Engaging PR (public relations) support can help a company to build and protect its corporate reputation with its various stakeholders, from employees, customers, potential customers, suppliers, media, government and others.

How? Put simply, by helping a company to develop the image and messages it wishes to project, and identifying how best to communicate these messages with its various audiences. The channels of communication used will depend on the audience and might include a company intranet for employees; newsletters; seminars , or the company website for customers and potential customers; social media; and so on.A good PR company will help you to develop all of these tools of communication in a way which reflects your brand and company identity. It will help you to plan your communications strategy so that it reflects the goals of your business and supports your business objectives. It will also provide practical support from writing and designing newsletters to organising seminars.

However, the most potent communications tool for any company to use in reaching the various audiences is the media and this is where the role of a specialist PR professional can best add value to a company.There is a distinct and fundamental difference between PR and Advertising. When a company advertises its product or service, it is buying space on radio, television or in a newspaper. It knows how its ad will appear and it controls what will be said. However, people looking at the advertisement know that it is biased because the company has paid for it.

PR on the other hand is focused on obtaining editorial coverage for a company, its management team, and its products or services. This is perceived to have greater value for a company because it is written as an independent article by a journalist using the information provided to them by the PR company.

It is cheaper than advertising, however unlike advertising, there is no guaranteed coverage. The successful placement of the story will depend on its newsworthiness and the willingness of the company to openly share information with a journalist.

Business in the MidWest region is fortunate in that it is well served by a strong and vibrant media sector which is well disposed to telling positive stories about the successful companies in the region. There is an equal openness in national media outlets to promoting companies from the regions.

The role of the PR professional is to advise you on how best to interest the media in your story. They will help you to develop a professional relationship with the media from writing the press release to developing the news angle which will interest the journalist and provide you with the skills needed to undertake interviews with a journalist, whether in a newspaper or on the radio.

Technological advances are also continuing to transform the media landscape in Ireland. The creation of entirely new media channels such as blogs and social media outlets including Facebook and Twitter have helped to generate a proliferation of media. On the one hand, this creates opportunities, on the other it presents a challenge in terms of selecting the right mix of media to reach your target audience. Also, the means of message delivery will change depending on the media format chosen.

All organisations, local or multinational, and regardless of size can benefit from PR. In addition to projecting and protecting your organisation’s identity and reputation, implementing a sustained PR programme can also play a critical role in helping you to achieve a competitive advantage. It can help to reduce barriers to competition, open new markets, attract new employees, gain greater access to funding and potential investors, create a higher value for products and services and protect a business in a crisis.

“All of us, whether we like to admit it or not want to be liked and respected by the people we live, work with and or meet on the street every day. Generally, we act in a way which will gain us the admiration and respect of other people.”

Niamh Quinn, Quinn Communications,

mob: 087 122 0119, email: niamh@quinncommunications.ie

www.quinncommunications.ie?PRPRPRPRPRPRPRPRPR PRPR

PRPRPRPR

PR

PR14 Volume1 Issue1 Sept /Oct 2010

Demystifying PR for SME’s

By Niamh Quinn

PRfocusme

www.focusme.ie

15Volume1 Issue1 Sept /Oct 2010

PR

All of us, whether we like to admit it or not want to be liked and respected by the people we live, work with and meet on the street every day. Generally, we act in a way which will gain us the admiration and respect of other people.

Companies are no different, large or small. Their success often depends on the reputation they have for being good to do business with, for acting in a socially responsible manner and for the overall awareness people have of their existence.Engaging PR (public relations) support can help a company to build and protect its corporate reputation with its various stakeholders, from employees, customers, potential customers, suppliers, media, government and others.

How? Put simply, by helping a company to develop the image and messages it wishes to project, and identifying how best to communicate these messages with its various audiences. The channels of communication used will depend on the audience and might include a company intranet for employees; newsletters; seminars , or the company website for customers and potential customers; social media; and so on.A good PR company will help you to develop all of these tools of communication in a way which reflects your brand and company identity. It will help you to plan your communications strategy so that it reflects the goals of your business and supports your business objectives. It will also provide practical support from writing and designing newsletters to organising seminars.

However, the most potent communications tool for any company to use in reaching the various audiences is the media and this is where the role of a specialist PR professional can best add value to a company.There is a distinct and fundamental difference between PR and Advertising. When a company advertises its product or service, it is buying space on radio, television or in a newspaper. It knows how its ad will appear and it controls what will be said. However, people looking at the advertisement know that it is biased because the company has paid for it.

PR on the other hand is focused on obtaining editorial coverage for a company, its management team, and its products or services. This is perceived to have greater value for a company because it is written as an independent article by a journalist using the information provided to them by the PR company.

It is cheaper than advertising, however unlike advertising, there is no guaranteed coverage. The successful placement of the story will depend on its newsworthiness and the willingness of the company to openly share information with a journalist.

Business in the MidWest region is fortunate in that it is well served by a strong and vibrant media sector which is well disposed to telling positive stories about the successful companies in the region. There is an equal openness in national media outlets to promoting companies from the regions.

The role of the PR professional is to advise you on how best to interest the media in your story. They will help you to develop a professional relationship with the media from writing the press release to developing the news angle which will interest the journalist and provide you with the skills needed to undertake interviews with a journalist, whether in a newspaper or on the radio.

Technological advances are also continuing to transform the media landscape in Ireland. The creation of entirely new media channels such as blogs and social media outlets including Facebook and Twitter have helped to generate a proliferation of media. On the one hand, this creates opportunities, on the other it presents a challenge in terms of selecting the right mix of media to reach your target audience. Also, the means of message delivery will change depending on the media format chosen.

All organisations, local or multinational, and regardless of size can benefit from PR. In addition to projecting and protecting your organisation’s identity and reputation, implementing a sustained PR programme can also play a critical role in helping you to achieve a competitive advantage. It can help to reduce barriers to competition, open new markets, attract new employees, gain greater access to funding and potential investors, create a higher value for products and services and protect a business in a crisis.

“All of us, whether we like to admit it or not want to be liked and respected by the people we live, work with and or meet on the street every day. Generally, we act in a way which will gain us the admiration and respect of other people.”

Niamh Quinn, Quinn Communications,

mob: 087 122 0119, email: niamh@quinncommunications.ie

www.quinncommunications.ie?PRPRPRPRPRPRPRPRPR PRPR

PRPRPRPR

PR

PR14 Volume1 Issue1 Sept /Oct 2010

Marketingfocusme

www.focusme.ie

17Volume1 Issue1 Sept /Oct 2010

Marketing

“I see a fundamental shift in power to the consumer, to the people. That requires us to engage, to create and connect with customers on a scale that we have never seen before” Mark Parker, Nike

No one ever said that growing a business was easy – but someone is making money out there and it might as well be you! Companies that ‘bury their heads in the sand’ by cutting back on prospecting while waiting for the economy to improve are leaving the window wide open for competitors to steal their customers.

In a study of global recessions, McGraw-Hill Research analyzed 600 companies covering 16 different Standard Industrial Classification (SIC) industries from 1980 through 1985.They found that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recessions averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales within companies that advertised aggressively during the recession had risen 256% over those that didn't keep up their advertising.

A recession creates an opportunity for your business to gain market share by growing your customer base, taking business from your competitors and developing new business for the future. Because most SME businesses will stop marketing during a recession; this makes it easier for your marketing message to reach its intended target. With less people advertising and rates falling, there has never been a better time to get your message out into the market place.

Here are some top tips to help you grow your business in the recession;Identify your Best CustomersIt is eight times easier to sell to an existing customer than a new customer. Applying the 80/20 rule to your business, you will most likely find that 80% of your revenues will come from 20% of your customers.

Ask yourself these fundamental questions:

Who are your biggest customers and why do they buy from you?

Where can you find more of these customers?

Do they have competitors who will buy from you?

Don’t wait for just “Any” customer to come into your business. Be pro-active and target those specific customers who you enjoy doing business with and who provide you with the most revenues and profits.

Marketing Message

The most successful companies of tomorrow will be those that create customer value by anticipating customers’ needs and meeting those needs better than their competitors. Your message to customers should reflect the current environment or reflect an environment that your customers can relate to. A powerful marketing message needs to be customer focused and should address all the points below;

-Identify how your customer’s needs and priorities have changed?

-Understand the biggest problem/challenge they face.

-Understand how they feel about the particular problem/challenge and appeal to their emotion.

-Demonstrate clearly how you can provide them with the solution to their problem.

-Tell them about the benefits they will receive when you have solved their problem.

Review Pricing

Customers are more discerning and demanding than ever. Their stated needs may well be true, but it is their unstated needs and wants that matter even more.

Your customers will be shopping around for the best deals. Instead of cutting your prices to stimulate demand, look for ways to offer more value to customers. Lowering your prices creates three problems for your business;

1. Customers may feel you have been ripping them off all the time2. Harder to bring back prices to “Normal Levels” as the economy recovers.3. Lower prices reduce, and in some cases, eliminate margin.Where possible, look to offer value to your customers, it may be a lower margin product, you bundle in for free or it may be a discount for bulk purchases.

Making it HappenOne of the primary reasons customers won’t buy, is because they are not ready to buy. Marketing is all about positioning your product/ service front and centre in your prospects mind, so that when they are ready to buy, they will think of your product/ service and choose you. Pick three ways you can deliver your message to your market based on the resources you’ve committed to investing. Then implement them religiously.

1) Focus and concentrate your message on a group small enough so you can connect with them multiple times throughout the year. 2) Track what you are doing and monitor the results. 3) Build a process so you can see what actions (inputs) helps you achieve your objectives (outcomes).

Here are some low cost ways to engage with your customers and more importantly measure the results;-Articles/ Case Studies on your website

-A regular newsletter to your customers informing them of new products/services and helpful tips

-Conduct a survey of your customers, and ask them how you can better serve their needs.

-Use Social Media such as Twitter and Facebook to promote your message to your target market.

Preferred Customer Strategies.Historically, businesses that have thrived in a recession, listened to their customers, anticipated their new needs and wants, and delivered products/services to meet these new needs? To succeed in the downturn all businesses need to re-engage with their customers and adapt their marketing message to the new economic reality.

What is the best way to stand out in the recession

Our Expert

Brian McNallytalks about the best ways to

get noticed and improve your business

in this difficult time

16 Volume1 Issue1 Sept /Oct 2010

Marketingfocusme

www.focusme.ie

17Volume1 Issue1 Sept /Oct 2010

Marketing

“I see a fundamental shift in power to the consumer, to the people. That requires us to engage, to create and connect with customers on a scale that we have never seen before” Mark Parker, Nike

No one ever said that growing a business was easy – but someone is making money out there and it might as well be you! Companies that ‘bury their heads in the sand’ by cutting back on prospecting while waiting for the economy to improve are leaving the window wide open for competitors to steal their customers.

In a study of global recessions, McGraw-Hill Research analyzed 600 companies covering 16 different Standard Industrial Classification (SIC) industries from 1980 through 1985.They found that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recessions averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales within companies that advertised aggressively during the recession had risen 256% over those that didn't keep up their advertising.

A recession creates an opportunity for your business to gain market share by growing your customer base, taking business from your competitors and developing new business for the future. Because most SME businesses will stop marketing during a recession; this makes it easier for your marketing message to reach its intended target. With less people advertising and rates falling, there has never been a better time to get your message out into the market place.

Here are some top tips to help you grow your business in the recession;Identify your Best CustomersIt is eight times easier to sell to an existing customer than a new customer. Applying the 80/20 rule to your business, you will most likely find that 80% of your revenues will come from 20% of your customers.

Ask yourself these fundamental questions:

Who are your biggest customers and why do they buy from you?

Where can you find more of these customers?

Do they have competitors who will buy from you?

Don’t wait for just “Any” customer to come into your business. Be pro-active and target those specific customers who you enjoy doing business with and who provide you with the most revenues and profits.

Marketing Message

The most successful companies of tomorrow will be those that create customer value by anticipating customers’ needs and meeting those needs better than their competitors. Your message to customers should reflect the current environment or reflect an environment that your customers can relate to. A powerful marketing message needs to be customer focused and should address all the points below;

-Identify how your customer’s needs and priorities have changed?

-Understand the biggest problem/challenge they face.

-Understand how they feel about the particular problem/challenge and appeal to their emotion.

-Demonstrate clearly how you can provide them with the solution to their problem.

-Tell them about the benefits they will receive when you have solved their problem.

Review Pricing

Customers are more discerning and demanding than ever. Their stated needs may well be true, but it is their unstated needs and wants that matter even more.

Your customers will be shopping around for the best deals. Instead of cutting your prices to stimulate demand, look for ways to offer more value to customers. Lowering your prices creates three problems for your business;

1. Customers may feel you have been ripping them off all the time2. Harder to bring back prices to “Normal Levels” as the economy recovers.3. Lower prices reduce, and in some cases, eliminate margin.Where possible, look to offer value to your customers, it may be a lower margin product, you bundle in for free or it may be a discount for bulk purchases.

Making it HappenOne of the primary reasons customers won’t buy, is because they are not ready to buy. Marketing is all about positioning your product/ service front and centre in your prospects mind, so that when they are ready to buy, they will think of your product/ service and choose you. Pick three ways you can deliver your message to your market based on the resources you’ve committed to investing. Then implement them religiously.

1) Focus and concentrate your message on a group small enough so you can connect with them multiple times throughout the year. 2) Track what you are doing and monitor the results. 3) Build a process so you can see what actions (inputs) helps you achieve your objectives (outcomes).

Here are some low cost ways to engage with your customers and more importantly measure the results;-Articles/ Case Studies on your website

-A regular newsletter to your customers informing them of new products/services and helpful tips

-Conduct a survey of your customers, and ask them how you can better serve their needs.

-Use Social Media such as Twitter and Facebook to promote your message to your target market.

Preferred Customer Strategies.Historically, businesses that have thrived in a recession, listened to their customers, anticipated their new needs and wants, and delivered products/services to meet these new needs? To succeed in the downturn all businesses need to re-engage with their customers and adapt their marketing message to the new economic reality.

What is the best way to stand out in the recession

Our Expert

Brian McNallytalks about the best ways to

get noticed and improve your business

in this difficult time

16 Volume1 Issue1 Sept /Oct 2010

Educationfocusme

www.focusme.ie

19Volume1 Issue1 Sept /Oct 2010

Education

An Entrepreneurial CampusThe opening of ITT’s North campus and Shannon Development’s Kerry technology Park in 2001 followed a strategic decision by both organisations to develop an integrated education and enterprise campus in Tralee. The success of the Park in supporting innovative entrepreneurs to develop successful technology based enterprises operating globally from Kerry is evidence in companies such as Altobridge, Freeflow, Aspen Connect and Stockbyte. The joint campus has facilitated the development of facilities, encouraged academic-industry collaboration and supported student and graduate placement. The shared campus has become a national role model and the interchange of ideas, skills, knowledge and energy between the ITT and Park-based enterprises underpins the success of the campus as a whole.The success stories emerging from the Park proved that the model was working However, the fact that there was no change or improvement in the County’s track record in attracting mobile or overseas projects (no new FDI projects located in Tralee during the 2000 – 2009 period) really brought home the fact that Kerry was essentially on its own. Any economic growth in the form of new industry would have to be generated from within. This realisation has led to an intense focus on entrpreneurship on the part of ITT, Shannon Development and their private sector partners.

This required specific interventions over the past 3 years. Our work was subsequently validated in its visions and quality, through our recognition as the European Entrepreneurial Region for 2011. This is a unique honour for Kerry and presents a huge opportunity for Kerry to create a truly compelling platform for the development of an entrepreneurial culture in Ireland.

ITT and Shannon Development have spear-headed a number of initiatives to foster this entrepreneurial spirit with the strong support of the business community and Jerry Kennelly in particular. The Institute recognised Jerry’s significant contribution to Kerry by awarding him a Fellowship in 2009.

Young Entrepreneur Programme (YEP)YEP was launched in 2007 and runs over the academic year for 2nd level transition year and 3rd level students. The programme involves attendance at a number of training ‘boot camps’ and the preparation of a business plan for a new enterprise. The camps are run by well-known successful entrepreneurs and a team of mentors support students in developing their business plans. Teachers involved in the programme also undertake training in entrepreneurship to maximise the benefits of the programme. In its first three years, over 1600 students have participated in the programme. In 2009/10, 19 second level schools participated in the initiative. It is clear from the annual awards ceremony that the initiative has generated significant enthusiasm and involvement by participants.

Creating An Entrepreneurial Culture

Endeavour The endeavour programme was launched in late 2009 as an intensive programme for innovative entrepreneurs. From over 500 applicants, 15 were selected to undergo an intensive seven month programme based at the Institute’s Tom Crean Business Incubation Centre. The programme involves training from experienced international experts; access to experts in key areas such as finance, law, sales, international marketing on a one-to-one basis and participants are assigned a dedicated business mentor for the duration of the programme.In its first year, 13 of the original 15 entrepreneurs have completed the programme and have generated over €1m in financing for their projects.

Educational Broadening Modules (EBMs)As part of the introduction of a fully modular and semesterised system across the Institute, the Institute introduced the concept of educational broadening modules on most of its programmes which did not contain a work placement element, which are designed to allow students to access material from other discipline areas. In particular, from 2010/11, students will have access to a suite of entrepreneurship modules at levels 6 (Higher Certificate), 7 (Ordinary Degree) and 8 (Honours degree).

Masters level - In order to develop high level skills at post-graduate level, the Institute also offers a stream in entrepreneurship on the Masters in Business programme.

Further Developments - The Institute and Shannon Development plan to expand the current initiatives in future years to ensure that all students are exposed to an entrepreneurial culture during their education. In 2011, a YEP Junior programme will be launched to expose pupils and teachers at primary level to entrepreneurship thinking.

Coming TogetherIreland – and peripheral regions such as Kerry in particular - cannot rely on multi-national companies to bring job creation and wealth. If such regions are to succeed, it must be through the encouragement and support of indigenous industry and the development of entrepreneurs with the knowledge and skills to operate in knowledge based industries in a global environment. The initiatives described show that where state agencies, education and successful business people work together, a lot can be achieved in helping deliver the growth of new successful companies and the creation of an entrepreneurial culture and hope for the future among our young people.

By Michael Carmody, President, IT Tralee

The Innovation Taskforce, of which I was a member, produced a wide ranging blueprint recently for the development of an innovative and entrepreneurial economy. A core message is that the entrepreneur or enterprise should be seen as the central pillar for job creation and growth, supported by government and state agencies (including higher education institutions) working together to create a knowledge-based economy operating in a global marketplace. To succeed, such a blueprint requires strong co-ordinated government leadership in the areas of R&D, taxation, start-up supports, etc. One aspect of the report focuses on the development of an entrepreneurial culture among our young people so that they will view entrepreneurship as a valid career choice. This involves enhancing the teaching of business, technology and entrepreneurship knowledge and skills but also involves the development of a culture that failure is an acceptable step on the road to success.

18 Volume1 Issue1 Sept /Oct 2010

Educationfocusme

www.focusme.ie

19Volume1 Issue1 Sept /Oct 2010

Education

An Entrepreneurial CampusThe opening of ITT’s North campus and Shannon Development’s Kerry technology Park in 2001 followed a strategic decision by both organisations to develop an integrated education and enterprise campus in Tralee. The success of the Park in supporting innovative entrepreneurs to develop successful technology based enterprises operating globally from Kerry is evidence in companies such as Altobridge, Freeflow, Aspen Connect and Stockbyte. The joint campus has facilitated the development of facilities, encouraged academic-industry collaboration and supported student and graduate placement. The shared campus has become a national role model and the interchange of ideas, skills, knowledge and energy between the ITT and Park-based enterprises underpins the success of the campus as a whole.The success stories emerging from the Park proved that the model was working However, the fact that there was no change or improvement in the County’s track record in attracting mobile or overseas projects (no new FDI projects located in Tralee during the 2000 – 2009 period) really brought home the fact that Kerry was essentially on its own. Any economic growth in the form of new industry would have to be generated from within. This realisation has led to an intense focus on entrpreneurship on the part of ITT, Shannon Development and their private sector partners.

This required specific interventions over the past 3 years. Our work was subsequently validated in its visions and quality, through our recognition as the European Entrepreneurial Region for 2011. This is a unique honour for Kerry and presents a huge opportunity for Kerry to create a truly compelling platform for the development of an entrepreneurial culture in Ireland.

ITT and Shannon Development have spear-headed a number of initiatives to foster this entrepreneurial spirit with the strong support of the business community and Jerry Kennelly in particular. The Institute recognised Jerry’s significant contribution to Kerry by awarding him a Fellowship in 2009.

Young Entrepreneur Programme (YEP)YEP was launched in 2007 and runs over the academic year for 2nd level transition year and 3rd level students. The programme involves attendance at a number of training ‘boot camps’ and the preparation of a business plan for a new enterprise. The camps are run by well-known successful entrepreneurs and a team of mentors support students in developing their business plans. Teachers involved in the programme also undertake training in entrepreneurship to maximise the benefits of the programme. In its first three years, over 1600 students have participated in the programme. In 2009/10, 19 second level schools participated in the initiative. It is clear from the annual awards ceremony that the initiative has generated significant enthusiasm and involvement by participants.

Creating An Entrepreneurial Culture

Endeavour The endeavour programme was launched in late 2009 as an intensive programme for innovative entrepreneurs. From over 500 applicants, 15 were selected to undergo an intensive seven month programme based at the Institute’s Tom Crean Business Incubation Centre. The programme involves training from experienced international experts; access to experts in key areas such as finance, law, sales, international marketing on a one-to-one basis and participants are assigned a dedicated business mentor for the duration of the programme.In its first year, 13 of the original 15 entrepreneurs have completed the programme and have generated over €1m in financing for their projects.

Educational Broadening Modules (EBMs)As part of the introduction of a fully modular and semesterised system across the Institute, the Institute introduced the concept of educational broadening modules on most of its programmes which did not contain a work placement element, which are designed to allow students to access material from other discipline areas. In particular, from 2010/11, students will have access to a suite of entrepreneurship modules at levels 6 (Higher Certificate), 7 (Ordinary Degree) and 8 (Honours degree).

Masters level - In order to develop high level skills at post-graduate level, the Institute also offers a stream in entrepreneurship on the Masters in Business programme.

Further Developments - The Institute and Shannon Development plan to expand the current initiatives in future years to ensure that all students are exposed to an entrepreneurial culture during their education. In 2011, a YEP Junior programme will be launched to expose pupils and teachers at primary level to entrepreneurship thinking.

Coming TogetherIreland – and peripheral regions such as Kerry in particular - cannot rely on multi-national companies to bring job creation and wealth. If such regions are to succeed, it must be through the encouragement and support of indigenous industry and the development of entrepreneurs with the knowledge and skills to operate in knowledge based industries in a global environment. The initiatives described show that where state agencies, education and successful business people work together, a lot can be achieved in helping deliver the growth of new successful companies and the creation of an entrepreneurial culture and hope for the future among our young people.

By Michael Carmody, President, IT Tralee

The Innovation Taskforce, of which I was a member, produced a wide ranging blueprint recently for the development of an innovative and entrepreneurial economy. A core message is that the entrepreneur or enterprise should be seen as the central pillar for job creation and growth, supported by government and state agencies (including higher education institutions) working together to create a knowledge-based economy operating in a global marketplace. To succeed, such a blueprint requires strong co-ordinated government leadership in the areas of R&D, taxation, start-up supports, etc. One aspect of the report focuses on the development of an entrepreneurial culture among our young people so that they will view entrepreneurship as a valid career choice. This involves enhancing the teaching of business, technology and entrepreneurship knowledge and skills but also involves the development of a culture that failure is an acceptable step on the road to success.

18 Volume1 Issue1 Sept /Oct 2010

Company Focusfocusme

www.focusme.ie

21Volume1 Issue1 Sept /Oct 2010

Tucked away on the Galway coastline is a small factory open to the ferocity of the Atlantic Ocean but steeped in tradition.

In the BeginningConnemara Smokehouse in Ballyconneely, Co. Galway has been producing award winning smoked fish for over thirty years. It was built and opened in 1979 by John and Bridget Roberts. The smokehouse is now run by their son Graham, who is proud to keep the family association with the smokehouse. ‘I started working at the smokehouse when I was just 4 years old. Washing out fish boxes for a penny each, I suppose it was from there that my love affair for this grew and grew.’ Graham and his wife Saoirse took the business over fourteen years ago. Realising the potential, they changed its direction from wholesale and focussed more on the retail. They also encouraged visitors to the smokehouse for tours, to see for themselves just how the product evolves from catch to plate.

Their biggest challenge, as well their biggest asset, was the location of the Smokehouse. Although beautiful and serene views of the bay greet you when you arrive, the factory itself is sixty miles from Galway town and an hour

and a half drive. Sometimes the logistics of getting supplies and visitors to their door was difficult. ‘Our biggest marketing tool has been word of mouth’ says Graham, ‘ Stick to producing top quality produce and let the taste do the talking for us. We have also taken to visiting food shows, where we can mix with like minded businesses and possible customers’.

The Catch of the DayOn a good day you can stand on the pier alongside the factory, look out over the bay and see the fisherman catching fish in the pristine Atlantic waters. This is where the Smokehouse gets its fish, which ensures the freshness of their products; the range of which consist of organic salmon to mackerel and tuna. Graham also points out that the main advantages of this are two fold; the contribution of the smokehouse to the local economy and ensuring jobs for the fishermen in the locality. The factory itself employs 7 people, which is quite a positive when you consider how remote it is.

However being the boss doesn’t just mean shows and tours. Graham keeps the hands on approach, a trait he absorbed from his father. He fillets, salts and smokes the fish himself. This allows for the continual check on quality and therefore ensures that the best standards are always kept. But while he believes in the traditions of smoking fish he knows that tradition isn’t always right. For example a lot of smokehouses use Oak to flavour the fish, the Connemara Smokehouse uses Beachwood. They believe that it compliments the flavour of the fish and doesn’t leave the slight bitter after taste that Oak can.

Taking Local to Global As in any business, expansion and progression is always something to strive for. One of the keys to the Smokehouses success has been the internet. The Internet has become a big part of the business as the mail order side grows. “More and more people seem to be heading down the route of internet buying/selling and so it is quite important to keep up with that side of the business.” The smokehouse has also been helped by appearances on the RTE programme Nationwide and the BBC’s Good Food Show, with famous chef Rick Stein. This kind of coverage helped open the market up to the Connemara based company. Now they have started to see growth in foreign food markets such as Germany and the U.S.

Providing the ExampleConnemara Smokehouse is a prime example of the diversity of industries contained within our shores. Their acceptance of tradition combined with the embracing of new technologies is allowing the company to flourish and grow. Every year Ireland imports over €6bn of foreign foods into to our shopping stores and shelves. With proper investment in the Agri Foods Business in this country we could cut that to €3bn. Companies like the smokehouse are providing jobs, earning power and contributing back into the Irish economy. Theirs is an example which should be followed and matched. Their flexibility has allowed them to grow even through a recession and come out stronger on the other side. It is a classic example of the ability of the Irish entrepreneur.

Taking Local to Global... fresh from the sea

Company Focus

20 Volume1 Issue1 Sept /Oct 2010

The philosophy of the company can be summed by graham himself- ‘I’m lucky that I enjoy what I do and where I live. We’re never going to be wealthy, but we’ll make a living, not a killing.’

Company Focusfocusme

www.focusme.ie

21Volume1 Issue1 Sept /Oct 2010

Tucked away on the Galway coastline is a small factory open to the ferocity of the Atlantic Ocean but steeped in tradition.

In the BeginningConnemara Smokehouse in Ballyconneely, Co. Galway has been producing award winning smoked fish for over thirty years. It was built and opened in 1979 by John and Bridget Roberts. The smokehouse is now run by their son Graham, who is proud to keep the family association with the smokehouse. ‘I started working at the smokehouse when I was just 4 years old. Washing out fish boxes for a penny each, I suppose it was from there that my love affair for this grew and grew.’ Graham and his wife Saoirse took the business over fourteen years ago. Realising the potential, they changed its direction from wholesale and focussed more on the retail. They also encouraged visitors to the smokehouse for tours, to see for themselves just how the product evolves from catch to plate.

Their biggest challenge, as well their biggest asset, was the location of the Smokehouse. Although beautiful and serene views of the bay greet you when you arrive, the factory itself is sixty miles from Galway town and an hour

and a half drive. Sometimes the logistics of getting supplies and visitors to their door was difficult. ‘Our biggest marketing tool has been word of mouth’ says Graham, ‘ Stick to producing top quality produce and let the taste do the talking for us. We have also taken to visiting food shows, where we can mix with like minded businesses and possible customers’.

The Catch of the DayOn a good day you can stand on the pier alongside the factory, look out over the bay and see the fisherman catching fish in the pristine Atlantic waters. This is where the Smokehouse gets its fish, which ensures the freshness of their products; the range of which consist of organic salmon to mackerel and tuna. Graham also points out that the main advantages of this are two fold; the contribution of the smokehouse to the local economy and ensuring jobs for the fishermen in the locality. The factory itself employs 7 people, which is quite a positive when you consider how remote it is.

However being the boss doesn’t just mean shows and tours. Graham keeps the hands on approach, a trait he absorbed from his father. He fillets, salts and smokes the fish himself. This allows for the continual check on quality and therefore ensures that the best standards are always kept. But while he believes in the traditions of smoking fish he knows that tradition isn’t always right. For example a lot of smokehouses use Oak to flavour the fish, the Connemara Smokehouse uses Beachwood. They believe that it compliments the flavour of the fish and doesn’t leave the slight bitter after taste that Oak can.

Taking Local to Global As in any business, expansion and progression is always something to strive for. One of the keys to the Smokehouses success has been the internet. The Internet has become a big part of the business as the mail order side grows. “More and more people seem to be heading down the route of internet buying/selling and so it is quite important to keep up with that side of the business.” The smokehouse has also been helped by appearances on the RTE programme Nationwide and the BBC’s Good Food Show, with famous chef Rick Stein. This kind of coverage helped open the market up to the Connemara based company. Now they have started to see growth in foreign food markets such as Germany and the U.S.

Providing the ExampleConnemara Smokehouse is a prime example of the diversity of industries contained within our shores. Their acceptance of tradition combined with the embracing of new technologies is allowing the company to flourish and grow. Every year Ireland imports over €6bn of foreign foods into to our shopping stores and shelves. With proper investment in the Agri Foods Business in this country we could cut that to €3bn. Companies like the smokehouse are providing jobs, earning power and contributing back into the Irish economy. Theirs is an example which should be followed and matched. Their flexibility has allowed them to grow even through a recession and come out stronger on the other side. It is a classic example of the ability of the Irish entrepreneur.

Taking Local to Global... fresh from the sea

Company Focus

20 Volume1 Issue1 Sept /Oct 2010

The philosophy of the company can be summed by graham himself- ‘I’m lucky that I enjoy what I do and where I live. We’re never going to be wealthy, but we’ll make a living, not a killing.’

Business Appsfocusme

www.focusme.ie

23Volume1 Issue1 Sept /Oct 2010

Cover Story

Ever thought of developing an app for your business?

The global market for mobile applications will be worth $17.5 billion (€12.8 billion) by 2012, according to GetJar, which claims to be the world's second largest app store.

A study, conducted by independent consulting firm Chetan Sharma Consulting, reveals that the value of apps sold will have outstripped the value of global CD sales by 2012, while downloads will skyrocket from a total of seven billion last year to 50 billion two years from now, representing a 92% increase year on year for the next three years.

The mobile app marketplace has largely been dominated by Apple's App Store, the only app store bigger than GetJar since the iPhone's introduction in 2007.

However, over the last year and a half rival efforts - spearheaded by Google's Android Market and Nokia's Ovi Store have emerged to challenge it.

According to GetJar, consumer perception of the app market as being the preserve of high-end smart phones, is increasingly being threatened as more platforms and providers emerge aimed at more mass-market 'feature phones'. “We wanted to find out the real value of the industry because we felt certain segments like the iPhone were being over-hyped and so called feature phones were being under-hyped,” GetJar founder and chief executive Ilja Laurs said in releasing the survey.

GetJar, which launched in 2008, has more than 65,000 applications available for a variety of handsets across multiple platforms. It claims to be approaching one billion downloads in total, and says the number of app stores has blossomed over the past couple of years, from just four when it launched in 2008 to a total of 38 by 2009, with more expected to launch this year.

Virtually all mobile players now have their own app infrastructure, with Google announcing today that users of its Android platform now had 30,000 apps to choose from.

“With the consumer appetite for mobile apps rocketing, the opportunities for developers are huge,” Laurs said. “This report signifies a battle for survival of the fittest among app stores worldwide - with app revenue and growth opportunities growing significantly. “There is no way that this many app stores will survive in the long term and while the value of the global app economy is set to be astoundingly high by 2012,

we think only a few app stores will share this revenue.”

With over 150,000 apps, however, Apple’s App Store still dominates the app landscape, but the market is changing rapidly- even for Apple. The recent launch of the iPad, for example, saw a dramatic spike in activity on the App Store as developers looked to evolve existing apps and develop new software for the different form factor.

With other significant developments this year expected to include the launch of Windows Phone 7 Series and Nokia and Intel's joint

MeeGo platform, the state of the mobile app market is likely to remain hard to pin down.

“The app ecosystem is adjusting across multiple dimensions and

thus expanding the revenue opportunities.” Chetan Sharma Consulting president, Chetan

Sharma said “As the number of active data subscribers grows, we

will continue to see the proliferation of apps in many directions on different

device types”.

Business Apps

Developing an App For Your Business

22 Volume1 Issue1 Sept /Oct 2010

Business Appsfocusme

www.focusme.ie

23Volume1 Issue1 Sept /Oct 2010

Cover Story

Ever thought of developing an app for your business?

The global market for mobile applications will be worth $17.5 billion (€12.8 billion) by 2012, according to GetJar, which claims to be the world's second largest app store.

A study, conducted by independent consulting firm Chetan Sharma Consulting, reveals that the value of apps sold will have outstripped the value of global CD sales by 2012, while downloads will skyrocket from a total of seven billion last year to 50 billion two years from now, representing a 92% increase year on year for the next three years.

The mobile app marketplace has largely been dominated by Apple's App Store, the only app store bigger than GetJar since the iPhone's introduction in 2007.

However, over the last year and a half rival efforts - spearheaded by Google's Android Market and Nokia's Ovi Store have emerged to challenge it.

According to GetJar, consumer perception of the app market as being the preserve of high-end smart phones, is increasingly being threatened as more platforms and providers emerge aimed at more mass-market 'feature phones'. “We wanted to find out the real value of the industry because we felt certain segments like the iPhone were being over-hyped and so called feature phones were being under-hyped,” GetJar founder and chief executive Ilja Laurs said in releasing the survey.

GetJar, which launched in 2008, has more than 65,000 applications available for a variety of handsets across multiple platforms. It claims to be approaching one billion downloads in total, and says the number of app stores has blossomed over the past couple of years, from just four when it launched in 2008 to a total of 38 by 2009, with more expected to launch this year.

Virtually all mobile players now have their own app infrastructure, with Google announcing today that users of its Android platform now had 30,000 apps to choose from.

“With the consumer appetite for mobile apps rocketing, the opportunities for developers are huge,” Laurs said. “This report signifies a battle for survival of the fittest among app stores worldwide - with app revenue and growth opportunities growing significantly. “There is no way that this many app stores will survive in the long term and while the value of the global app economy is set to be astoundingly high by 2012,

we think only a few app stores will share this revenue.”

With over 150,000 apps, however, Apple’s App Store still dominates the app landscape, but the market is changing rapidly- even for Apple. The recent launch of the iPad, for example, saw a dramatic spike in activity on the App Store as developers looked to evolve existing apps and develop new software for the different form factor.

With other significant developments this year expected to include the launch of Windows Phone 7 Series and Nokia and Intel's joint

MeeGo platform, the state of the mobile app market is likely to remain hard to pin down.

“The app ecosystem is adjusting across multiple dimensions and

thus expanding the revenue opportunities.” Chetan Sharma Consulting president, Chetan

Sharma said “As the number of active data subscribers grows, we

will continue to see the proliferation of apps in many directions on different

device types”.

Business Apps

Developing an App For Your Business

22 Volume1 Issue1 Sept /Oct 2010

Founded in August 2009, uMobilize Promotions are the providers of uConnect, an internet based text message marketing solution that enables small businesses run flexible, low cost text message marketing promotions. And according to Philip Culbert and Conor Heaney, uMobilize co-founders, launching the business in the midst of the recession had its challenges, but also presented significant opportunities. They devised the concept for uConnect in 2009 when they were working for a Promotions Fulfilment company in Tipperary. The company provided promotional and marketing solutions for a range of European customers including Canon, Nikon and Sony. “When the recession hit we could see that customers were looking for creative, low cost ways to promote their products and services. This was replicated across the economy as companies tightened their belts. We felt that businesses were getting more creative with how they advertised their services and we thought that if we could provide a flexible, low-cost way for businesses to connect with their customer base we could really build a successful product.” said Philip Culbert. “We are both advocates of mobile technology solutions, and looking at this space we felt that a text message marketing service, that allowed businesses to launch and run their own SMS Marketing campaigns, could be a valuable addition to all SMEs sales and marketing portfolios.” According to Culbert, what makes text message marketing such an attractive option during the recession is that it is a low cost option with a potential for a strong return on investment. “We felt strongly that if we could provide businesses with a scalable way to launch and run their own text message marketing campaigns we would have a service with a real chance of success.

The product we came up with is www.uconnect.ie.” uConnect is an internet based service that allows clients to

create and run their own text message marketing campaigns. It has a low cost of entry, with clients able to run a campaign

for as little as €30. “We are confident that once our customers see the return

on investment text message marketing can bring, they will become regular users of the service.” Launching the business at this time had its advantages, but also some significant disadvantages. “The advantage of starting a business at this time is that things like rent and office space are much more affordable than 3 or 4 years ago. Similarly, we have found the majority of the service providers we have approached much more willing to be flexible in terms of pricing and service terms. As a result, we have been able to keep tight control of our overheads, and pass those cost savings on to our customers.”

Company Focusfocusme

www.focusme.ie

25Volume1 Issue1 Sept /Oct 2010

Company Focus

“The biggest challenge we have had since we launched the service is the mis-conception people have about text message marketing. Some of our clients worry that their customers may find SMS marketing intrusive or look on it as SPAM. The reality could not be further from the truth.” Text message marketing is permission-based marketing i.e. consumers need to opt-in to your mobile program. The result of this is that you are always marketing to consumers who have expressed an interest in your business and marketing promotions. (Note: In a recent survey by Harris Interactive, 42% of 18 to 34 year-olds, and 33% of 35 to 44 year-olds, say they are interested in receiving alerts about sales on their mobile phones from their favourite establishments.) uConnect provides a range of tools that help customers build up their opt-in database, including keywords where consumers can text a word to the uConnect mobile phone number and be automatically added to their database, and a plug-in that customers can place on their website where consumers can enter their mobile phone details and again, be automatically added to your mobile club. Another challenge was asking hard pressed business owners and marketing managers to try a new approach to promoting their products. As Culbert explained, “Text message marketing is something that many businesses have heard of. But most business owners do not really know how to get started with a mobile marketing campaign. For us, the challenge was making uConnect as informative and easy to use as possible. Also, we try to ensure that customers are aware of the low cost of entry and high Return On Investment (ROI) from text message marketing. After researching the market, we made uConnect a pay as you go service, i.e. our customer’s buy SMS credit on uConnect as they need it. There are no monthly minimums, no long term commitments etc. As a result our clients can dip their toes into the world of SMS Marketing with no risk”. As both founders of uMobilize are from a technical background, the sale element of the business was daunting. “Neither of us had experience of direct sales, and that side of things was particularly challenging. But we worked hard at it and are now much more comfortable with that side of things. We found the various business networks, such as the Chamber of Commerce and Busines Networking Ireland (BNI), a great help in this regard, opening up sales channels and helping us get the message out there with regards to our product. And with the economy hopefully taking a turn for the better, we are confident we are well placed to grow uMobilize Promotions and uConnect in 2011.”

Contact Details:uMobilize Promotions LtdUnit 59, Innovation Works, National Technology Park, Limerick+353-61-503040info@umobilize.ie

finding The Niche How A Limerick Company is defining a new way of marketing

Starting a business in a

recession presented numerous challenges for uMobilize Promotions, the

Limerick based provider of Text Messaging Marketing

service uConnect, but also significant

opportunities.

24 Volume1 Issue1 Sept /Oct 2010

Founded in August 2009, uMobilize Promotions are the providers of uConnect, an internet based text message marketing solution that enables small businesses run flexible, low cost text message marketing promotions. And according to Philip Culbert and Conor Heaney, uMobilize co-founders, launching the business in the midst of the recession had its challenges, but also presented significant opportunities. They devised the concept for uConnect in 2009 when they were working for a Promotions Fulfilment company in Tipperary. The company provided promotional and marketing solutions for a range of European customers including Canon, Nikon and Sony. “When the recession hit we could see that customers were looking for creative, low cost ways to promote their products and services. This was replicated across the economy as companies tightened their belts. We felt that businesses were getting more creative with how they advertised their services and we thought that if we could provide a flexible, low-cost way for businesses to connect with their customer base we could really build a successful product.” said Philip Culbert. “We are both advocates of mobile technology solutions, and looking at this space we felt that a text message marketing service, that allowed businesses to launch and run their own SMS Marketing campaigns, could be a valuable addition to all SMEs sales and marketing portfolios.” According to Culbert, what makes text message marketing such an attractive option during the recession is that it is a low cost option with a potential for a strong return on investment. “We felt strongly that if we could provide businesses with a scalable way to launch and run their own text message marketing campaigns we would have a service with a real chance of success.

The product we came up with is www.uconnect.ie.” uConnect is an internet based service that allows clients to

create and run their own text message marketing campaigns. It has a low cost of entry, with clients able to run a campaign

for as little as €30. “We are confident that once our customers see the return

on investment text message marketing can bring, they will become regular users of the service.” Launching the business at this time had its advantages, but also some significant disadvantages. “The advantage of starting a business at this time is that things like rent and office space are much more affordable than 3 or 4 years ago. Similarly, we have found the majority of the service providers we have approached much more willing to be flexible in terms of pricing and service terms. As a result, we have been able to keep tight control of our overheads, and pass those cost savings on to our customers.”

Company Focusfocusme

www.focusme.ie

25Volume1 Issue1 Sept /Oct 2010

Company Focus

“The biggest challenge we have had since we launched the service is the mis-conception people have about text message marketing. Some of our clients worry that their customers may find SMS marketing intrusive or look on it as SPAM. The reality could not be further from the truth.” Text message marketing is permission-based marketing i.e. consumers need to opt-in to your mobile program. The result of this is that you are always marketing to consumers who have expressed an interest in your business and marketing promotions. (Note: In a recent survey by Harris Interactive, 42% of 18 to 34 year-olds, and 33% of 35 to 44 year-olds, say they are interested in receiving alerts about sales on their mobile phones from their favourite establishments.) uConnect provides a range of tools that help customers build up their opt-in database, including keywords where consumers can text a word to the uConnect mobile phone number and be automatically added to their database, and a plug-in that customers can place on their website where consumers can enter their mobile phone details and again, be automatically added to your mobile club. Another challenge was asking hard pressed business owners and marketing managers to try a new approach to promoting their products. As Culbert explained, “Text message marketing is something that many businesses have heard of. But most business owners do not really know how to get started with a mobile marketing campaign. For us, the challenge was making uConnect as informative and easy to use as possible. Also, we try to ensure that customers are aware of the low cost of entry and high Return On Investment (ROI) from text message marketing. After researching the market, we made uConnect a pay as you go service, i.e. our customer’s buy SMS credit on uConnect as they need it. There are no monthly minimums, no long term commitments etc. As a result our clients can dip their toes into the world of SMS Marketing with no risk”. As both founders of uMobilize are from a technical background, the sale element of the business was daunting. “Neither of us had experience of direct sales, and that side of things was particularly challenging. But we worked hard at it and are now much more comfortable with that side of things. We found the various business networks, such as the Chamber of Commerce and Busines Networking Ireland (BNI), a great help in this regard, opening up sales channels and helping us get the message out there with regards to our product. And with the economy hopefully taking a turn for the better, we are confident we are well placed to grow uMobilize Promotions and uConnect in 2011.”

Contact Details:uMobilize Promotions LtdUnit 59, Innovation Works, National Technology Park, Limerick+353-61-503040info@umobilize.ie

finding The Niche How A Limerick Company is defining a new way of marketing

Starting a business in a

recession presented numerous challenges for uMobilize Promotions, the

Limerick based provider of Text Messaging Marketing

service uConnect, but also significant

opportunities.

24 Volume1 Issue1 Sept /Oct 2010

,

Worse still is that if China were to run into some very conceivable problems, the ‘run’ on banks inside the country could be enormous. Consequently growth will slow and the banks will be reluctant to invest. If the government intervenes with monetary and fiscal policies it will only be a short solution to a long term problem. Moreover the meltdown in the west has reinforced the governments view that they should still keep a strong presence in the financial system. Because of this, it is unlikely that Chinas inefficient banking system and underdeveloped financial market will improve; in fact the likelihood is that it will be left unattended. Economist Peter Navarro, author of The Coming China Wars, argues that consumer markets across the world have been“conquered” by China, largely through cheating on trade practices.These include export subsidies, the widespread counterfeiting and piracy of products, currency manipulation, and environmental health and safety standards. Regulation is so lax and weakly enforced that they have made China a very dangerous place to work.

Natural AbuseChinas consumption of natural materials is astounding. The north of the country is beset by almost everlasting drought and only has 7.5 % of natural water resources as compared to the rest of the country. The problem is compounded by the fact that the industrial south is almost abundant with water sometimes receiving floods and river bank breakage. Nearly half a billion Chinese citizens lack access to safe drinking water, while many factories continue to dump waste into surface water. Lake Tai, just west of Shanghai, was the subject of some very dubious goings on. An American newspaper reported that at times the lake would turn a bright fluorescent color caused by effluent from the factories in proximity. Protestations from the two million people who used the lake as a direct water supply, was greeted with arrests and prison sentences. Instead of standing up to their own ecological promises, the

government is punishing anyone who makes noise about it. A World Bank study done with China’s environmental agency found that pollution was causing 750,000 premature deaths a year. Sulphur dioxide and nitrogen oxides from Chinese coal plants are now reaching well beyond China’s borders, popping up several thousand miles away in Los Angeles and all around the southern areas of south-east Asia. China is still the biggest emitter of Carbon and the biggest user of coal fuel. Both of those facts don’t look set to end anytime soon.The consumer patterns of the Chinese are quickly mimicking those of their western neighbours. The government is not doing much to abate this. The production of cars, motorcycles, large cement and brick houses also means the large scale consumption of coal, oil and ore mines. The result is multi storey buildings, huge highway construction projects, the enlargement of cities and towns and irrevocable damage to the environment and its natural resources.

Power and ControlHu Jintao has been President of China for seven years. In that time the country has been more constrained and more suppressed than in the twenty years previous. The economy has stalled and will continue to do so until there is a change in the political system which dominates the country. Under the current political climate everything that is needed for the country to progress, not just economically but socially, is being underdeveloped.

Corruption Corruption in China is concentrated in sectors with extensive state involvement, such as infrastructure projects, real estate, government procurement, and financial services. The absence of competitive political process and free press make these high-risk sectors susceptible to fraud, theft, kickbacks, and bribery. The direct costs of corruption could be as much as $86 billion each year.

Despite the economic boom of the country, it is at a poor standard for a ‘modern’ society. A good economy requires everybody to be bound by the law and a government with an unrestricted view.

A Report from Carnegie Endowment says that ‘though the Chinese government has more than 1,200 laws, rules, and directives against corruption, implementation is spotty and ineffective. The odds of a corrupt official going to jail are less than three percent, making corruption a high-return, low-risk activity. Even low-level officials have the opportunity to amass an illicit fortune of tens of millions of Yuan. The amount of money stolen through corruption scandals has risen exponentially since the 1980s’.

Chinafocusme

27Volume1 Issue1 Sept /Oct 2010

China

The Chinese economy from the outside looks vibrant and all encompassing. The reality is that China is facing some very serious problems over the next couple years which could see it lose the momentum its built up in the last decade. Bad news for China but good news for SMEs here who are losing out to the Red Dragon. Chinese factories and therefore the Chinese economy already have serious problems. Lack of infrastructure, pollution, the consumption of natural resources and the social unrest of the country are putting great strain upon the countries ability to become the greatest economic superpower in the world by the end of this decade.

The first of Chinas problems is that it does not diversify when it comes to the main source of employment within the country.At the end of 2008 alone, an economic researcher in the Chinese Academy of Social Sciences announced that 67,000 factories had closed down with the total ,by years end, ending up to be somewhere in the region of 100,000. The reason for this is two fold: Firstly, demand from the west for the countries exports is dwindling, the knock on effect of this is that Chinas export driven economy is beginning to slow down and plateau.

Financial and Banking StabilityThe second reason is the unstable surroundings in which the financial and state owned enterprises find themselves in. The astonishing rate of non performing loans or loans which are not being paid is truly frightening. The state itself says that the figure is about nine percent but the reality is probably somewhere in the region of fifty percent.

There are three certainties in China today. Chinas economic growth, the authoritarian government and that one of them cannot remain while the other exists. The growth of ‘Cheap China’ has spelled doom for many SMEs throughout the world. But it’s gradually beginning to emerge that there is more to this country than the constant sound of mechanics and money.

Why SME’s May Not Have To Be

So Fearful Of

China

26 Volume1 Issue1 Sept /Oct 2010

www.focusme.ie

,

Worse still is that if China were to run into some very conceivable problems, the ‘run’ on banks inside the country could be enormous. Consequently growth will slow and the banks will be reluctant to invest. If the government intervenes with monetary and fiscal policies it will only be a short solution to a long term problem. Moreover the meltdown in the west has reinforced the governments view that they should still keep a strong presence in the financial system. Because of this, it is unlikely that Chinas inefficient banking system and underdeveloped financial market will improve; in fact the likelihood is that it will be left unattended. Economist Peter Navarro, author of The Coming China Wars, argues that consumer markets across the world have been“conquered” by China, largely through cheating on trade practices.These include export subsidies, the widespread counterfeiting and piracy of products, currency manipulation, and environmental health and safety standards. Regulation is so lax and weakly enforced that they have made China a very dangerous place to work.

Natural AbuseChinas consumption of natural materials is astounding. The north of the country is beset by almost everlasting drought and only has 7.5 % of natural water resources as compared to the rest of the country. The problem is compounded by the fact that the industrial south is almost abundant with water sometimes receiving floods and river bank breakage. Nearly half a billion Chinese citizens lack access to safe drinking water, while many factories continue to dump waste into surface water. Lake Tai, just west of Shanghai, was the subject of some very dubious goings on. An American newspaper reported that at times the lake would turn a bright fluorescent color caused by effluent from the factories in proximity. Protestations from the two million people who used the lake as a direct water supply, was greeted with arrests and prison sentences. Instead of standing up to their own ecological promises, the

government is punishing anyone who makes noise about it. A World Bank study done with China’s environmental agency found that pollution was causing 750,000 premature deaths a year. Sulphur dioxide and nitrogen oxides from Chinese coal plants are now reaching well beyond China’s borders, popping up several thousand miles away in Los Angeles and all around the southern areas of south-east Asia. China is still the biggest emitter of Carbon and the biggest user of coal fuel. Both of those facts don’t look set to end anytime soon.The consumer patterns of the Chinese are quickly mimicking those of their western neighbours. The government is not doing much to abate this. The production of cars, motorcycles, large cement and brick houses also means the large scale consumption of coal, oil and ore mines. The result is multi storey buildings, huge highway construction projects, the enlargement of cities and towns and irrevocable damage to the environment and its natural resources.

Power and ControlHu Jintao has been President of China for seven years. In that time the country has been more constrained and more suppressed than in the twenty years previous. The economy has stalled and will continue to do so until there is a change in the political system which dominates the country. Under the current political climate everything that is needed for the country to progress, not just economically but socially, is being underdeveloped.

Corruption Corruption in China is concentrated in sectors with extensive state involvement, such as infrastructure projects, real estate, government procurement, and financial services. The absence of competitive political process and free press make these high-risk sectors susceptible to fraud, theft, kickbacks, and bribery. The direct costs of corruption could be as much as $86 billion each year.

Despite the economic boom of the country, it is at a poor standard for a ‘modern’ society. A good economy requires everybody to be bound by the law and a government with an unrestricted view.

A Report from Carnegie Endowment says that ‘though the Chinese government has more than 1,200 laws, rules, and directives against corruption, implementation is spotty and ineffective. The odds of a corrupt official going to jail are less than three percent, making corruption a high-return, low-risk activity. Even low-level officials have the opportunity to amass an illicit fortune of tens of millions of Yuan. The amount of money stolen through corruption scandals has risen exponentially since the 1980s’.

Chinafocusme

27Volume1 Issue1 Sept /Oct 2010

China

The Chinese economy from the outside looks vibrant and all encompassing. The reality is that China is facing some very serious problems over the next couple years which could see it lose the momentum its built up in the last decade. Bad news for China but good news for SMEs here who are losing out to the Red Dragon. Chinese factories and therefore the Chinese economy already have serious problems. Lack of infrastructure, pollution, the consumption of natural resources and the social unrest of the country are putting great strain upon the countries ability to become the greatest economic superpower in the world by the end of this decade.

The first of Chinas problems is that it does not diversify when it comes to the main source of employment within the country.At the end of 2008 alone, an economic researcher in the Chinese Academy of Social Sciences announced that 67,000 factories had closed down with the total ,by years end, ending up to be somewhere in the region of 100,000. The reason for this is two fold: Firstly, demand from the west for the countries exports is dwindling, the knock on effect of this is that Chinas export driven economy is beginning to slow down and plateau.

Financial and Banking StabilityThe second reason is the unstable surroundings in which the financial and state owned enterprises find themselves in. The astonishing rate of non performing loans or loans which are not being paid is truly frightening. The state itself says that the figure is about nine percent but the reality is probably somewhere in the region of fifty percent.

There are three certainties in China today. Chinas economic growth, the authoritarian government and that one of them cannot remain while the other exists. The growth of ‘Cheap China’ has spelled doom for many SMEs throughout the world. But it’s gradually beginning to emerge that there is more to this country than the constant sound of mechanics and money.

Why SME’s May Not Have To Be

So Fearful Of

China

26 Volume1 Issue1 Sept /Oct 2010

www.focusme.ie

EU Inventor 2010focusme

www.focusme.ie

29Volume1 Issue1 Sept /Oct 2010

EU Inventor 2010

Inventor: Jürgen Pfitzer and Helmut Nägele, Germany Invention: Arboform renewable plastic.

The story of "liquid wood" starts in 1992 in Rio de Janeiro, Brazil. Jürgen Pfitzer and Helmut Nägele attended the United Nations Conference on Environment and Development (UNCED) - also known as the "Earth Summit" - together with representatives from 172 countries. Inspired by the event, Pfitzer and Nägele began looking for materials that could help make the world "greener." At the Fraunhofer ICT, they happened upon lignin, the rigid component in wood that gets discarded as a by-product in the pulp and paper-making process.

But the ICT research team felt that this natural resource could also be put to other uses. They soon discovered that, when combined with resins, flax and other natural fibres, lignin forms a mass that can be processed like any other thermoplastic material. The resulting bio-plastic, named Arboform, can be molded via injection machines into a wide variety of shapes. It is very durable and can be formed with a high degree of precision - much more precisely than regular plastics. What really sets "liquid wood" apart: Arboform eventually degrades, like wood, into the ecologically harmless components of water, humus and CO2. A definite advantage over the polluting fume emissions of conventional plastic burning.

Demand for Arboform has been soaring. Because it looks like wood but can be cast into round shapes, car interior designers have developed an interest. Tecnaro is working with Porsche, Daimler, and Fischer Automotive on relevant applications. Other uses include children's toys, furniture, castings for watches, designer loudspeakers - Arboform has wood-like acoustic qualities - degradable golf "tees" and even coffins. While regular plastics cost between €1 and €5 per kilo, the price for Arboform starts at €2.50

Inventors: Albert Gelet, Jean-Yves Chapelon, Dominique Cathignol and Emmanuel Blanc, France Invention: Therapeutic prostate cancer treatment probe.

Prostate cancer is currently the most common cancer in male patients in Europe. Worldwide, over 670,000 men are diagnosed with prostate cancer each year; the figure for Europe is about 300,000. A safer treatment arrived with High Intensity Focused Ultrasound (HIFU), developed by French scientists Albert Gelet, Jean-Yves Chapelon, Dominique Cathignol and Emmanuel Blanc at INSERM and medical company EDAP TMS (formerly Technomed). Development of the system started in the late 1980s, when the team at INSERM began investigating ultrasound as a way to kill off prostate cancer tissue. Ultrasound can be focused very closely onto a small area, killing cancer cells with heat between 80-100 degrees Celsius. The scientists at INSERM developed a prototype HIFU treatment machine, further developed and marketed by EDAP TMS, market leaders in therapeutic ultrsound. The French company was founded in 1979 and has since emerged as a global leader in HIFU treatment. The company's Ablatherm HIFU machine, based on the pioneering work done at INSERM, entered the market in 2002. A fully robotic device containing an imaging and an ultrasound tool, it has since been used on patients all over Europe. By 2008, the number of HIFU treatments had grown to over 18,000 cases at centres across Europe. The company sells roughly three to five Ablatherm machines each year and also leases machines on a per-procedure basis. Riding on the success of Ablatherm in Europe, The company's HIFU division accounted for €6.3 million ($8.7 million) in revenue. The company aims to continue developing HIFU technology to treat other types of cancer.

Inventor: Jorge Blasco, José Luis Gonzalez, Francisco Andres, Antonio Pairet and Antonio Poveda, Spain

Invention: Overvoltage protection circuit; method for multiple access and data transmission.

Connecting to the internet via wireless networks is currently regarded as state of the art. In 2010, about 64 per cent of users in Europe are accessing the internet through a wireless connection. But looking into the future: What if standard electric power lines could be used to transmit data? And people could access the internet anywhere in their homes by plugging their appliances into standard wall sockets? This vision has become a reality thanks to Spanish inventor Jorge Blasco. Working at the European Union offices in Brussels in the 1990s when he had an idea: how about using standard 110 and 220 volt electric cables to transfer data over power lines, coaxial cables and telephone wires? Following his vision, the telecommunications engineer drummed up €300 ,000 from friends and family, and in 1998 launched DS2, headquartered near Valencia, Spain. DS2's first major success came in 2004 with mass production of Powerline Communication Integrated Circuits. They are capable of delivering data rates of up to 200 megabytes per second (Mbps). DS2 is now the world's primary supplier of high-speed semiconductor solutions for power line communications. Companies offering internet connection via DS2 200 Mbps chip modems are Telefónica, BT, Telecom Portugal, Telecom Italia and Belgacom in Europe, plus Edison and American Electric Power in the US. The future looks bright. Countries with extensive power networks - but problems with internet infrastructure - could go online with DS2 technology. In total, 70 per cent of the company's revenue already comes from exports, with customers including AEG, Samsung, Sony, NetGear, D-Link and Thomson.

Finalists for

European Inventor in the "SME" category2010

1st

EU Inventor 2010focusme

www.focusme.ie

29Volume1 Issue1 Sept /Oct 2010

EU Inventor 2010

Inventor: Jürgen Pfitzer and Helmut Nägele, Germany Invention: Arboform renewable plastic.

The story of "liquid wood" starts in 1992 in Rio de Janeiro, Brazil. Jürgen Pfitzer and Helmut Nägele attended the United Nations Conference on Environment and Development (UNCED) - also known as the "Earth Summit" - together with representatives from 172 countries. Inspired by the event, Pfitzer and Nägele began looking for materials that could help make the world "greener." At the Fraunhofer ICT, they happened upon lignin, the rigid component in wood that gets discarded as a by-product in the pulp and paper-making process.

But the ICT research team felt that this natural resource could also be put to other uses. They soon discovered that, when combined with resins, flax and other natural fibres, lignin forms a mass that can be processed like any other thermoplastic material. The resulting bio-plastic, named Arboform, can be molded via injection machines into a wide variety of shapes. It is very durable and can be formed with a high degree of precision - much more precisely than regular plastics. What really sets "liquid wood" apart: Arboform eventually degrades, like wood, into the ecologically harmless components of water, humus and CO2. A definite advantage over the polluting fume emissions of conventional plastic burning.

Demand for Arboform has been soaring. Because it looks like wood but can be cast into round shapes, car interior designers have developed an interest. Tecnaro is working with Porsche, Daimler, and Fischer Automotive on relevant applications. Other uses include children's toys, furniture, castings for watches, designer loudspeakers - Arboform has wood-like acoustic qualities - degradable golf "tees" and even coffins. While regular plastics cost between €1 and €5 per kilo, the price for Arboform starts at €2.50

Inventors: Albert Gelet, Jean-Yves Chapelon, Dominique Cathignol and Emmanuel Blanc, France Invention: Therapeutic prostate cancer treatment probe.

Prostate cancer is currently the most common cancer in male patients in Europe. Worldwide, over 670,000 men are diagnosed with prostate cancer each year; the figure for Europe is about 300,000. A safer treatment arrived with High Intensity Focused Ultrasound (HIFU), developed by French scientists Albert Gelet, Jean-Yves Chapelon, Dominique Cathignol and Emmanuel Blanc at INSERM and medical company EDAP TMS (formerly Technomed). Development of the system started in the late 1980s, when the team at INSERM began investigating ultrasound as a way to kill off prostate cancer tissue. Ultrasound can be focused very closely onto a small area, killing cancer cells with heat between 80-100 degrees Celsius. The scientists at INSERM developed a prototype HIFU treatment machine, further developed and marketed by EDAP TMS, market leaders in therapeutic ultrsound. The French company was founded in 1979 and has since emerged as a global leader in HIFU treatment. The company's Ablatherm HIFU machine, based on the pioneering work done at INSERM, entered the market in 2002. A fully robotic device containing an imaging and an ultrasound tool, it has since been used on patients all over Europe. By 2008, the number of HIFU treatments had grown to over 18,000 cases at centres across Europe. The company sells roughly three to five Ablatherm machines each year and also leases machines on a per-procedure basis. Riding on the success of Ablatherm in Europe, The company's HIFU division accounted for €6.3 million ($8.7 million) in revenue. The company aims to continue developing HIFU technology to treat other types of cancer.

Inventor: Jorge Blasco, José Luis Gonzalez, Francisco Andres, Antonio Pairet and Antonio Poveda, Spain

Invention: Overvoltage protection circuit; method for multiple access and data transmission.

Connecting to the internet via wireless networks is currently regarded as state of the art. In 2010, about 64 per cent of users in Europe are accessing the internet through a wireless connection. But looking into the future: What if standard electric power lines could be used to transmit data? And people could access the internet anywhere in their homes by plugging their appliances into standard wall sockets? This vision has become a reality thanks to Spanish inventor Jorge Blasco. Working at the European Union offices in Brussels in the 1990s when he had an idea: how about using standard 110 and 220 volt electric cables to transfer data over power lines, coaxial cables and telephone wires? Following his vision, the telecommunications engineer drummed up €300 ,000 from friends and family, and in 1998 launched DS2, headquartered near Valencia, Spain. DS2's first major success came in 2004 with mass production of Powerline Communication Integrated Circuits. They are capable of delivering data rates of up to 200 megabytes per second (Mbps). DS2 is now the world's primary supplier of high-speed semiconductor solutions for power line communications. Companies offering internet connection via DS2 200 Mbps chip modems are Telefónica, BT, Telecom Portugal, Telecom Italia and Belgacom in Europe, plus Edison and American Electric Power in the US. The future looks bright. Countries with extensive power networks - but problems with internet infrastructure - could go online with DS2 technology. In total, 70 per cent of the company's revenue already comes from exports, with customers including AEG, Samsung, Sony, NetGear, D-Link and Thomson.

Finalists for

European Inventor in the "SME" category2010

1st

Newsfocusme

www.focusme.ie

31Volume1 Issue1 Sept /Oct 2010

News

Vital West Coast Airports Get More Bad News

The future of the Shannon and Galway took another blow this month. Galway Airport was hanging in the balance as Aer Arann prepared for the full hearing of its application for examinership in the High Court. However during the hearing the interim examiner, Michael McAteer, said that there was at least a dozen parties who have expressed an interest in investing in the galway based airline.

The continued viability of Galway Airport has been described by public representatives in the county as “inextricable” from that of Aer Arann, which operates the majority of flights at the air terminal in Carnmore.

Meanwhile Ryanair has cut its flights from Shannon Airport by a further 21%. The budget airline said that it would pull a number of flights it operates out of the western airport, unless a 33% rise in passenger charges confirmed a number of weeks ago, was dropped.

The increase, which would add €1.58 to bring a single-trip passenger fee to €6.30, was the first in six years at the airport, according to the representative. This would bring the charge in line with prices at other regional airports such as Cork, Ireland West Knock, Aberdeen, Southampton, Porto, Gothenburg and Malmo.

Ryanair responded by saying that the Dublin Airport Authority (DAA) was letting Shannon Airport ‘die on its feet’ while ‘ destroying Irish air traffic, tourism and jobs.’

Irish Workers Remain Motivated Despite EconomyIrish workers remain motivated in the workplace, according to a survey by professional recruitment consultancy, Robert Walters. The survey found that 79% of the 500 Irish professionals surveyed are motivated in their current role, despite ongoing economic uncertainty. The workers were surveyed on a variety of employment related issues ranging from motivation levels and hours worked through to environmental policies and employer support. Respondents were asked to give an indication of their current motivation levels, with 56% of those surveyed saying they were motivated, 23% highlighted they were extremely motivated, with only 21% indicating demotivation.The results remain almost unchanged to this time last year when a previous Robert Walters survey indicated that 56% were motivated, 25% were extremely motivated and 19% were demotivated.

62% Of Irish E-Commerce Goes Overseas

E-commerce accounts for 26% of enterprise turnover in Ireland, according to Eurostat statistics. It is the highest percentage in all 27 countries of the European Union, followed by Finland and Sweden (both 18%), Czech Republic, Britain and Germany (15%). The overall European Union average is 12%.Twenty-nine percent of Irish online shoppers bought or ordered goods and services from the internet within the last three months. However, the majority of the transactions were made with companies from outside Ireland; with 62% of the e-commerce turnover received abroad - 39% in another EU state, 23% outside the EU.Based on research commissioned by the National Consumer Agency, 74% of consumers who use price comparison sites do so to compare airline fares.Additionally, reports released by Eurostat last year indicated that 21% of Irish online shoppers purchased travel tickets or paid their holiday accommodation costs over the internet, while only 5% decided to shop for electronic goods, with 41% of price comparison site users looking specifically for home appliances or furniture.

Funding Boost For Clare VEC Training Programmes

Minister for Defence and Clare T.D. Tony Killeen has welcomed the announcement that Clare VEC has been named as one of 33 training providers nationwide to be provided funding under the Labour Market Activation Fund.

The Tánaiste and Minister for Education and Skills, Ms. Mary Coughlan TD, made the announcement which will support education and training programmes for 5,400 additional unemployed people and will bring the total number of participant places supported by the Fund to almost 12,000 this year.

According to minister Killeen “Clare VEC will benefit greatly from the 12 million euro fund announced by the Tánaiste. Approximately 104 people will benefit from Clare VEC’s courses from FETAC Level 3-5 aimed at Enterprise; Self Employment; Customer Service; Caring/Healthcare; Tourism/Food; Marine Tourism; Green Economy/ Ecology and Environment Protection and Renewable Energies Sectors”.

Limerick Business Closes After 121 Years

A Limerick father of three has had to close his family business of 121 years and emigrate to Australia because of the recession and is adamant that he will never return to Ireland.

Forty-seven-year-old Declan Murphy has said he was forced to close Murphy and Son Menswear in Newcastle West - a business which first opened its doors in 1889.He said he can no longer support his family with the business and has made the difficult decision to emigrate. “The Closing Down signs I put up sum up how badly our country has fallen apart -- we have no vision, no focus and certainly no leadership. It is with much regret that Murphy & Son Menswear is closing down after 121 years of trading.

I have been in the menswear trade all my life, from Bests in Dublin to David Jones in Australia. It was two-and-a-half years ago that I returned to Ireland from Australia with my wife and three children to take over the family business. Unfortunately, our timing couldn't have been worse and now we're in the unfortunate position of closing down. I knew it would be difficult, especially for my father, Michael Murphy, who ran the business for 52 years. However, I never expected the level of sadness and regret I now feel.”

Declan Murphy: No choice but to emmigrate

Japan

Novel car scheme booming in Japan An increasing number of people are turning to a type of car loan in which the subsequent trade-in price of the new vehicle is deducted from the initial loan, on the condition that the owner sells the vehicle back to the dealer a few years later.To give a concrete example, a buyer will promise a car dealer that he or she will sell the car to the dealer after three years or so, when buying another new car. A loan is then determined based on the price of the new car minus the predicted trade-in price of the car. After the agreed period, the user can hand the car back to the dealer or continue to use it after paying the amount that was originally deducted from the initial loan.For example, under the scheme, Honda Motor Co. estimates that in the case of its Insight car--a hybrid model with a recommended retail price of ¥1.89 million (€17,706) - a buyer would pay ¥35,353 at the time of the purchase, followed by monthly payments of ¥32,900 for three years, totalling ¥1,186,853 over the period. Even considering interest payments, the customer gets to use the car for three years but pays only about 60 percent of the retail price of the vehicle.

Innovation Vouchers 1,000 firms use Government innovation vouchers to link with researchers - Minister Lenihan. Over 1,000 small Irish firms have used a €5,000 Government innovation voucher which allows them to link with college researchers to solve business and technical problems, according to the Minister for Science, Technology and Innovation, Conor Lenihan TD.Minister Lenihan marked the 1,000th innovation voucher milestone at an event in the Government's indigenous job creation agency, Enterprise Ireland, in Dublin. Enterprise Ireland manages the innovation voucher initiative on behalf of the Government.The innovation voucher enables small firms to access skills, knowledge and specialist facilities in Government-funded research institutions. Small Irish firms are now working with research teams in more than 41 research institutions - or so-called ‘knowledge providers’ across the island. Minister Lenihan said ‘The scheme has helped small firms to explore how they can play their part in building the knowledge economy.’

30 Volume1 Issue1 Sept /Oct 2010

N E W SAnd Updates

Newsfocusme

www.focusme.ie

31Volume1 Issue1 Sept /Oct 2010

News

Vital West Coast Airports Get More Bad News

The future of the Shannon and Galway took another blow this month. Galway Airport was hanging in the balance as Aer Arann prepared for the full hearing of its application for examinership in the High Court. However during the hearing the interim examiner, Michael McAteer, said that there was at least a dozen parties who have expressed an interest in investing in the galway based airline.

The continued viability of Galway Airport has been described by public representatives in the county as “inextricable” from that of Aer Arann, which operates the majority of flights at the air terminal in Carnmore.

Meanwhile Ryanair has cut its flights from Shannon Airport by a further 21%. The budget airline said that it would pull a number of flights it operates out of the western airport, unless a 33% rise in passenger charges confirmed a number of weeks ago, was dropped.

The increase, which would add €1.58 to bring a single-trip passenger fee to €6.30, was the first in six years at the airport, according to the representative. This would bring the charge in line with prices at other regional airports such as Cork, Ireland West Knock, Aberdeen, Southampton, Porto, Gothenburg and Malmo.

Ryanair responded by saying that the Dublin Airport Authority (DAA) was letting Shannon Airport ‘die on its feet’ while ‘ destroying Irish air traffic, tourism and jobs.’

Irish Workers Remain Motivated Despite EconomyIrish workers remain motivated in the workplace, according to a survey by professional recruitment consultancy, Robert Walters. The survey found that 79% of the 500 Irish professionals surveyed are motivated in their current role, despite ongoing economic uncertainty. The workers were surveyed on a variety of employment related issues ranging from motivation levels and hours worked through to environmental policies and employer support. Respondents were asked to give an indication of their current motivation levels, with 56% of those surveyed saying they were motivated, 23% highlighted they were extremely motivated, with only 21% indicating demotivation.The results remain almost unchanged to this time last year when a previous Robert Walters survey indicated that 56% were motivated, 25% were extremely motivated and 19% were demotivated.

62% Of Irish E-Commerce Goes Overseas

E-commerce accounts for 26% of enterprise turnover in Ireland, according to Eurostat statistics. It is the highest percentage in all 27 countries of the European Union, followed by Finland and Sweden (both 18%), Czech Republic, Britain and Germany (15%). The overall European Union average is 12%.Twenty-nine percent of Irish online shoppers bought or ordered goods and services from the internet within the last three months. However, the majority of the transactions were made with companies from outside Ireland; with 62% of the e-commerce turnover received abroad - 39% in another EU state, 23% outside the EU.Based on research commissioned by the National Consumer Agency, 74% of consumers who use price comparison sites do so to compare airline fares.Additionally, reports released by Eurostat last year indicated that 21% of Irish online shoppers purchased travel tickets or paid their holiday accommodation costs over the internet, while only 5% decided to shop for electronic goods, with 41% of price comparison site users looking specifically for home appliances or furniture.

Funding Boost For Clare VEC Training Programmes

Minister for Defence and Clare T.D. Tony Killeen has welcomed the announcement that Clare VEC has been named as one of 33 training providers nationwide to be provided funding under the Labour Market Activation Fund.

The Tánaiste and Minister for Education and Skills, Ms. Mary Coughlan TD, made the announcement which will support education and training programmes for 5,400 additional unemployed people and will bring the total number of participant places supported by the Fund to almost 12,000 this year.

According to minister Killeen “Clare VEC will benefit greatly from the 12 million euro fund announced by the Tánaiste. Approximately 104 people will benefit from Clare VEC’s courses from FETAC Level 3-5 aimed at Enterprise; Self Employment; Customer Service; Caring/Healthcare; Tourism/Food; Marine Tourism; Green Economy/ Ecology and Environment Protection and Renewable Energies Sectors”.

Limerick Business Closes After 121 Years

A Limerick father of three has had to close his family business of 121 years and emigrate to Australia because of the recession and is adamant that he will never return to Ireland.

Forty-seven-year-old Declan Murphy has said he was forced to close Murphy and Son Menswear in Newcastle West - a business which first opened its doors in 1889.He said he can no longer support his family with the business and has made the difficult decision to emigrate. “The Closing Down signs I put up sum up how badly our country has fallen apart -- we have no vision, no focus and certainly no leadership. It is with much regret that Murphy & Son Menswear is closing down after 121 years of trading.

I have been in the menswear trade all my life, from Bests in Dublin to David Jones in Australia. It was two-and-a-half years ago that I returned to Ireland from Australia with my wife and three children to take over the family business. Unfortunately, our timing couldn't have been worse and now we're in the unfortunate position of closing down. I knew it would be difficult, especially for my father, Michael Murphy, who ran the business for 52 years. However, I never expected the level of sadness and regret I now feel.”

Declan Murphy: No choice but to emmigrate

Japan

Novel car scheme booming in Japan An increasing number of people are turning to a type of car loan in which the subsequent trade-in price of the new vehicle is deducted from the initial loan, on the condition that the owner sells the vehicle back to the dealer a few years later.To give a concrete example, a buyer will promise a car dealer that he or she will sell the car to the dealer after three years or so, when buying another new car. A loan is then determined based on the price of the new car minus the predicted trade-in price of the car. After the agreed period, the user can hand the car back to the dealer or continue to use it after paying the amount that was originally deducted from the initial loan.For example, under the scheme, Honda Motor Co. estimates that in the case of its Insight car--a hybrid model with a recommended retail price of ¥1.89 million (€17,706) - a buyer would pay ¥35,353 at the time of the purchase, followed by monthly payments of ¥32,900 for three years, totalling ¥1,186,853 over the period. Even considering interest payments, the customer gets to use the car for three years but pays only about 60 percent of the retail price of the vehicle.

Innovation Vouchers 1,000 firms use Government innovation vouchers to link with researchers - Minister Lenihan. Over 1,000 small Irish firms have used a €5,000 Government innovation voucher which allows them to link with college researchers to solve business and technical problems, according to the Minister for Science, Technology and Innovation, Conor Lenihan TD.Minister Lenihan marked the 1,000th innovation voucher milestone at an event in the Government's indigenous job creation agency, Enterprise Ireland, in Dublin. Enterprise Ireland manages the innovation voucher initiative on behalf of the Government.The innovation voucher enables small firms to access skills, knowledge and specialist facilities in Government-funded research institutions. Small Irish firms are now working with research teams in more than 41 research institutions - or so-called ‘knowledge providers’ across the island. Minister Lenihan said ‘The scheme has helped small firms to explore how they can play their part in building the knowledge economy.’

30 Volume1 Issue1 Sept /Oct 2010

N E W SAnd Updates

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