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Slide 1: Compelling Business Writing A Portfolio of Successful Business Writing Experience Tom Richards Bringing businesses to life through words, stories and images (Contents © Copyright Tom Richards and/or his clients, 2010.) Contact: Email: tomrichards@earthnet.ie Tel: 011 353 1 801 1400 · 011 353 86 6004475 Unit 8D, Dunshaughlin Business Park Dunshaughlin, County Meath, Ireland
Slide 2: Introduction: Applying a Passion for Writing to Business Back when I was a newly-minted MBA and working for Avis Rent-a-Car Systems, my manager – inextricably frustrated with my seeming inability to relate to our customers – stated something that I’ll never forget: ‘They won’t understand you if you stick with the analytics. Tell them a story, for God’s sake. Use a real life example! They’ll understand you then!’ I’ve never forgotten that advice and apply it to this day. A best-of-breed International IT Company requires a deeper solution’s footprint throughout the Americas, Europe, Asia, and Africa through effective reference materials. • An Irish Bank with a global reach needs to minimise investor withdrawals during an economic downturn. • A Global Analytics Server Company desires to increase market share and profitability across Eastern and Western Europe. An International Oil Company hopes to increase market share by 20 percent in the UK and Ireland through words that compel customer action • A US Retail Bank requires a powerful story to drive market penetration on the East Coast of the United States by effectively communicating its financial services benefits to local consumers • A Florida-based Design Company seeks success through inspiring communications that hammer home its capabilities to Blue Chip financial services companies. An Independent European-based Feature Film Company desperately needs to raise co-production financing for its latest film from international sources, while also requiring an effective method to win over European and North American distribution for its most recent feature film production • An Internet-powered Energy Advisory Company must engage its UK and Irish Youth Market with a powerful, visual, and compelling story that captures their imagination. • An International FMCG Company required a captivating method to motivate Point of Sale purchase through unique storytelling that also reinforced brand values. All of these missions were achieved by turning to Tom Richards and his passion for creative business writing. Tom Richards has been passionate about effective writing and storytelling for over 30 years. Originally from Chicago, he lives in Ireland but works for clients on both sides of the Atlantic. Owner and managing director of Dublin-based Earthnet, a marketing communications company established in 1997, he has led his company to
Slide 3: exceptional growth and profitability by creating passionate business stories that achieve results and exceed clients’ demanding expectations for success. Cross-Atlantic Experience Tom has worked on projects targeting a range of geographic markets in both Europe and the United States. His insight into different cultures helps him to choose words, and produce deliverables, that are appropriate to those markets, their peoples, and the unique international and local challenges faced by his clients. In part, this success is due to Tom’s ability to fashion compelling words that incite action: Words that reinforce his clients’ brand benefits and experience, and demonstrate how those meet end-customer expectations. By engaging prospective and existing end-customers with persuasive words and stories, Tom’s writing abilities empower companies to achieve specific missions: increasing market share, brand loyalty, and subsequent profitability. Clients include (but are not limited to): • AIG • ACE Insurance • American Express • CIE Tours International • Coca Cola • Educational Building Society • Garcia Media • Guinness • Intel • Irish Life Insurance • Microsoft • Murphy Brewery • O2 • Sage Software • Shell Oil • Standard Life Insurance • Stonegate Bank • Unilever Foods • Within a Range of Industries: • FMCG • Finance/Insurance • Electronics • IT/Software • Drinks • Media/Telecom • Energy • Aerospace • Industrial/Construction • Education / Training • Manufacturing • A Range of Communication Channels: • • • • • Blogs, websites, email, social networks and viral campaigns White papers and business, strategic and marketing plans Product positioning statements, taglines and re-positioning copy Case studies, articles and newsletters Direct mail marketing, brochures and leaflets Tom uses his considerable experience and skills to combine the rational with the emotional, allowing customers to identify with product and service attributes. By appreciating his audience, Tom delivers words that achieve specific objectives across a wide mix of communications platforms.
Slide 4: Influenced by Business Practicality and Creative Passion For over twenty years, Tom has owned and managed a number of successful businesses within the marketing, property, media, and eCommerce sectors. He applies this practical range of entrepreneurial and business wisdom to meet the needs of his clients. Tom has a BA in political science and theater (Illinois Wesleyan University), MBA in marketing and finance (UCLA), and an MA in Communications and Product Adoption Strategy (Dublin City University). Tom is also a published author and produced screenwriter. This blend of business practicality with his love for the creative process produces effective words and stories. This Portfolio illustrates how that passion is delivered to meet business objectives. His ability to create words and stories are available to assist companies in achieving diverse marketing missions. Tom is a Produced Screenwriter and Published Novelist His credits include: Novels & Non-fiction Hotfoot No 1 Bestselling Hotfoot 2 Lucky’s Revenge The Lost Scrolls of Newgrange Top 10 Bestseller The Den Adventure A Survivor’s Guide to Living in Ireland Film Merlin Pre-Production Pre-Production For more information For more information on how your company can combine a passion for writing with business experience to achieve specific objectives, contact: Tom Richards Earthnet Unit 8D, Dunshaughlin Business Park Dunshaughlin, County Meath, Ireland Email: tomrichards@earthnet.ie · Tel: 011 353 1 801 1400 · 011 353 86 6004475
Slide 5: A Portfolio of Successful Business Writing Experience Bringing businesses to life through words, stories and images Tom invites you to view a collection of his past projects Table of Contents • Applying a Passion for Writing to Business Missions • White Paper Samples • Article Samples • Case Study Samples • Website Applications • Blogs • Animation & Storytelling Samples • Brochures, Direct Mail, and Other Samples • Feature Film: Marketing Plans & Electronic Press Kits
Slide 6: Compelling Business Writing A Portfolio of Successful Writing Experience White Paper Samples by Tom Richards
Slide 7: A White Paper Sample by Tom Richards Client: Sage Ireland The Challenge: Within uncertain times, reinforce Sage’s significant value as a reliable source of financial knowledge, thereby motivating SME accounting software solutions sales. The Results: established critical goodwill and loyalty within the existing customer base to protect recurring income; contributed to increased sales by 3% within negative market conditions
Slide 8: the paper on News reports regularly explain the "credit crunch" in terms of the US sub-prime mortgage sector, the plight of international banks and erratic behaviour of capital markets. But tightening economic conditions have a direct impact on small businesses. Loans and overdrafts are more difficult to negotiate, interest rates are higher and it gets harder and harder to get debtors to pay up. white surviving the credit crunch This Sage whitepaper explains how equipping your business with suitable financial systems will help you cope not just with current financial difficulties, but for the years to come.
Slide 9: the paper Contents 1 whiteon surviving the credit crunch How you can respond to the credit crunch 2 Cost cutting tips 3 Cash management tips 4 Reporting and forecasting tips 5 Choosing software to help you survive the crunch
Slide 10: the paper whiteon surviving the credit crunch 1 How you can respond to the credit crunch The most dramatic effect of the credit crunch is the increasing number of company failures. But credit specialists indicate this also points to a sharp rise in the number of firms delaying payments or seeking to extend their credit terms to three and four months, or more. Businesses caught in the squeeze have a few simple things they can do to maintain a healthy financial condition: Cut costs - reductions can be sought in running costs and overheads, for example through better management of stock. Reduce debtors and manage cash better - many successful small businesses manage cash first, and then worry about profit. Taking a more systematic approach to debtors helps cash flow, reducing the need for bank overdrafts and loans. Monitoring how the cash position is changing compared to your plans and forecasts can alert you to problems before they get out of hand. Review your processes - are they as effective and economic as they could be? Make time to chase debts (many small businesses do not do this) Sage has experience supporting hundreds of thousands of businesses with software and advice. The suggestions and checklists in this paper are based on techniques that have worked for other companies and are backed with features built directly into Sage accounting applications to help companies control their costs and cash flows. 1
Slide 11: the paper 2 Cost cutting tips whiteon surviving the credit crunch The easiest way to tighten your financial belt is to look at discretionary costs such as entertainment. Review your outgoings to find unnecessary costs and look at supplier contracts for opportunities to renegotiate. If you are a stock-based business, a lot of your working capital can be tied up in stock. Take a disciplined approach to managing your stock. Being able to keep levels to a practical minimum will save you money. If cash is particularly tight, consider discounting the price of excess stock to reduce your holdings and generate cash. If you’re a service based business, you may want to consider tracking your jobs and setting more accurate budgets etc. How Sage 50 can help: New in Sage 50 v2009! Improved and prioritised payments can help you to get discounts and benefit from better prices. The Prioritise Payments feature in Sage 50 Accounts allows you to work with suppliers, displaying all of the information you need including contacts, disputes invoices, aged debt, etc. Planning your cash flow ahead can save money for your business. Invoice data entered into the system will let you analyse costs and overheads to identify budget overruns and potential areas for savings. An effective stock management module to record receipts and issues, helping you maintain control over inventory. Cash flow forecasts can be built by drawing on data from previous financial years and year-to-date figures Setting and reviewing budgets - stock, sales, purchases, jobs Project Costing 2
Slide 12: the paper 3 Cash management tips whiteon surviving the credit crunch Cash is the lifeblood of any business and the likelihood is that slow payers will be undermining your profits. In difficult times, it can be tempting to improve your cash situation by delaying your own payments. But this can be counter-productive. As well as straining your relations with suppliers, late payment can raise alarms about the health of your business. Some companies will become more reluctant to trade with you or will impose harsher terms and conditions if you are known as a late payer. It makes good business sense to know and comply with clearly defined credit policies - and you may be able to take advantage of preferential terms for good payers. The principles of good credit control The principles of credit management are simple, and applying them consistently will give your business solid financial foundations. Make it clear to your team that the company is in business to earn cash from customers; a sale is not complete until it is paid for. Tell customers your credit terms from the outset and rigorously enforce them applying them consistently through a regular routine. Set clear credit terms and priorities. A credit policy document should set out internal rules for handling sales and cash collection - it will help your team maintain good customer service levels. State your payment terms on each invoice and statement you send out. Know your customers - run credit checks and set appropriate limits. Your sales figures will improve if you focus on sound customers rather than chasing less well documented prospects. Identify and record the person in each customer's purchase ledger department who authorises payments. Even when someone has become a regular customer, monitor their payment habits Invoice promptly and accurately. Invoice within 24 hours of delivering the product or service. Make sure you’re sending invoices to the correct financial person and include details of the sale and payable amount, payment terms and due date and customer order number or authorisation code. Ensure you have fulfilled your side of the transaction to avoid disputes. Offer as many ways of getting paid as you can - be clear who cheques must be paid out to and give your bank details to accept BACS payments. Card payments can be a convenient way to accept payments on the spot. Be clear and confident about what you expect to be paid and when you expect it. Contact customers before important bills are due to make sure payments will arrive when expected. Follow up immediately if payments do not arrive by the due date. Resolve disputes/queries promptly Send statements regularly Step up pressure on late payers. Explain what will happen if they do not pay and stick to your guns. An EU wide law came into effect on 7 August 2002 to combat late payments in commercial transactions. The law provides that penalty interest will become payable if payments are not met within 30 days unless otherwise agreed. Keep records of conversations with reluctant payers; your notes could be useful evidence if you need to seek a court judgment for an outstanding debt. 3
Slide 13: the paper whiteon surviving the credit crunch Credit control countdown Day 1 - Issue invoice Day 30 - Due date Day 35 - Overdue reminder Day 42 - Reminder letter Day 48 - Stop credit [credit stoplist - check] Day 54 - Final reminder Day 60 - Refer to collection agent Day 75 - Instruct solicitors What next if a customer won't pay? Collection agencies will take on the hassle of collecting payments for a percentage of the debt. There is an increasing variety of methods available for dealing with your debtor list besides the traditional debt collectors. Factoring turns your outstanding debts into a form of finance. You outsource your sales ledger, credit control and collection a specialist organisation that will advance you cash based on the amount to be collected. You can conduct your transactions with some factors over the internet and if you wish, some can appear to operate as a seamless part of your organisation. How Sage 50 software can help: Because credit management is a repetitive discipline that works best when clearly defined methods are followed, it is ideal for computerisation. Many of the key reports and procedures are built into the latest accounting software from Sage are designed to support efficient collection processes: New in Sage 50 v2009! Up-to-date improved credit dashboards: give an instant snapshot of your credit position. At a glance, see what is due, overdue, disputed, and to be allocated. Quickly determine how old your customer debt is, what payments are promised and when they are due. Drill down to the detail, focusing your time on areas that will reduce your debt. Predefined contact methods: increases efficiency by knowing to whom, when, and what type of message to send. Specify the contacts and mailing preferences: to whom invoices and statements should be addressed and sent; who the debt chasing letters should go to. If you send these by email, you can indicate this, and manage in batches to save time and money - while also looking after the environment. Accounts Diary: helps you to create tasks and prioritise workload for the day, week and months ahead. Pre-set recurring tasks to ensure on-time completion. Associate diary events with customers or suppliers. Integration with MS Outlook means that Accounts Diary can be synchronised with Outlook. Contact management database of customer contacts, with facilities to record credit control actions and communications that have taken place on each account. Credit control reports - a host of tried and tested formats for scheduled reports, including: aged debtors; disputed items; time taken to pay sales invoices; overdue accounts; promised payments; customer credit limits and balances and summary reports for credit managers. Electronic invoicing and payment. The internet is now part of the credit controller's armoury and electronic remittance systems such as BACS can save time and money on paper, envelopes and postage. Sage 50's accounting and sales order processing modules can dispatch electronic invoices and generate BACS payment instructions for you. 4
Slide 14: the paper 4 Reporting and forecasting tips whiteon surviving the credit crunch As well as helping you to gain control of your cash situation, automating your accounts can help you by producing regular summaries of how you are doing financially. Comparing your current data to previous periods can highlight the progress you are making, or underlying problems that you need to address. Building forecasts based on these trends and figures is a good way to make your budgets and growth plans realistic. For stock-based businesses, good inventory control is essential. Stock management software will report the monetary value of the stock you hold and alert you to excessive stocks or where levels are dropping towards your minimum threshold. Know your customers: as well as keeping an eye on debtors, analyse your customers to identify the best ones by revenue, region and payment performance. Work hard to keep them happy, perhaps with preferential terms or special offers. Management reports can also alert you to changing patterns - any sign of slowing payment trends or increases in account queries should be triggers for follow-up checks. Cash flow forecasts can help you anticipate cash surpluses and shortfalls before they arise, giving you time to adjust. The forecast should be tied to your budget and compared against actual performance. Don't treat the cash flow forecast as a one-off. Well run businesses often base their strategies around their cash flow forecast, adjusting it as conditions change to stay on top of the cash position throughout the financial year. Sage 50 Financial Forecasting allows you to do all of the above, enabling you to effectively plan the future of your business. How Sage 50 Accounts can help Good accounting software such as Sage 50 Accounts comes with readymade reports covering all these areas, and more. Sage 50 Accounts presents you with a Dashboard of important information such as the current bank balances, overdue invoices and monthly sales trends. In addition to standard reports that highlight peaks and troughs in income, expenses and cash flow, Sage 50 Accounts built in Report Designer lets you adapt and create custom reports to answer queries that relate to your immediate business concerns. New in Sage 50 v2009! Batched Reporting. Many reports are run on a regular basis (at month end, quarter end, year end, etc.) With this powerful feature, you can create your own batches of reports and run them off in one go - to a file (such as .xls, .pdf, email), print, or preview. Save valuable time and ensure that you never miss a report. 5
Slide 15: the paper whiteon surviving the credit crunch 5 Choosing software to help you survive the crunch 1. Know what you are looking for The first step towards streamlining your finances is to identify where you want to improve and then define the specific functions that your software will need to tackle. Your goals will be shaped by the kind of business you run, the number of transactions you process and your credit control and management information needs. Talk to your accountant or bookkeeper about their concerns and consider the following issues as you draw up your specification: Order processing - you may want to record sales at the order or quote stage, when an invoice is issued, or when the customer pays. Look for a system that will support the method you use. If you want to print sales invoices, credit management reports and track customer accounts, make sure the application you choose can do this. For a fast moving business, you may also want daily or weekly reports on sales, by product or service, by sales value and gross profit. If you make a lot of payments, you may want to batch them up into a monthly run. A batch payment facility will list all the outstanding supplier invoices for you to choose the ones you want to pay, and the program will automatically generate the payments, together with a BACS file that you can send directly to your bank. If you want to grow your business, is there an upgrade path available if you start to outgrow your accounting software? 2. Budget, timetable and project management If the whole point is to improve your financial discipline, make sure you apply all the same rules to your software purchase as you would to any other aspect of the business. Set a budget for what you can afford to spend, set out the improvements you expect and devote adequate resources to ensure you achieve them. In particular, do not scrimp on training - making sure you and your colleagues know how to use the software properly is one of the most cost-effective investments you can make. Involve people from different functions in your deliberations. Finance managers, credit controllers and sales & marketing people all need to understand the benefits. Make sure that the program you choose is appropriate for their needs and IT skills. 3. The selection process Your business requirements and budget will help you narrow down the most likely candidates for your accounting software. Find out what you can about the different options from sources such as AccountingWEB's IT Zone, your business advisers and from other similar-sized businesses. When you have an idea of the programs that are most likely to work for you, put them to the test. Ask potential suppliers to show you how they work using order forms, invoices and other data drawn from your existing processes and documents. These demonstrations will reveal whether the accounting application can accommodate the way you work. But also use them as an opportunity to consider whether the software would help you improve your financial processes. 6
Slide 16: the paper whiteon surviving the credit crunch 4. The supplier Who supplies the program is as important as the software itself. You need to pick a supplier who understands your business and talks your language. If you are reasonably experienced with accounting and technology, you can buy direct from the software author, who should provide you with regular product upgrades and technical help. If you're not that confident, your accountant can be an essential source of support. They may offer to sell and install the software for you and can provide ongoing telephone help. With packages like Sage 50 Accounts, the accountant will be able to take copies of your data at the end of your financial year to make any required adjustments and speed up production of your annual accounts. Or you can turn to an IT reseller, for example a company that has specialist expertise in your industry. Whichever route you choose, don't just install the software and let relationships with your supplier fade away. They will usually have valuable insights about your business. Keeping in regular contact will let you tap into that knowledge to identify and implement further improvements to your system and processes. For direct customers, Sage offers a comprehensive SageCover package to take care of all your support needs. Or it can put you in touch with suitable resellers or experienced Sage accountants in your area. Contact us! We have a range of software and services to help with your finances. Call our Business Advice Team on 1800 255 300. Alternatively, visit our webshop: www.sage.ie/shop.
Slide 17: A White Paper Sample by Tom Richards Client: Sage Ireland The Challenge: Reinforce Sage as a Knowledge Leader within the Enterprise Resource Planning (ERP) space within both the SME and larger corporate business sectors. The Results: the paper was prepared for a conference sponsored by ISME (Irish Small and Medium Enterprises Association). Significant lead generation resulted from the paper.
Slide 18: white paper The Rebirth of ERP The definition of ERP (Enterprise Resource Planning) has evolved significantly. In this paper, we examine the rebirth of interest in ERP: why this all-embracing business tool should be considered by Small and Mid-Sized Enterprise (SME) owners and managers, and how new flexible, cost-effective ERP solutions can deliver significant benefits to those that implement it. Background Historically, Enterprise Resource Planning (ERP) was associated only with manufacturing processes. As the offspring of MRP (Manufacturing Resource Planning), in which manufacturing system planning was synthesised with financial and accounting processes, ERP was hailed as a revolution by many forward-thinkers. Since the 1960’ and the birth of the ERP concept (when ERP processes were mainly focused upon inventory planning and control) the definition of ERP has grown to incorporate a wide range of business functions and quickly embraced manufacturing, accounting & finance, warehousing & inventory, logistics, suppliers, and human resources. In some circles, ERP was also known as the 4 M’s: Man, Money, Materials and Machines. This all-embracing concept had been touted as a business philosophy that would provide enterprises of all types with the tools necessary to achieve ‘synergistic values’. ERP promised to bring cost savings, better management information, renewed strategic focus, and increased bottom-line performance to all. In the late 1980’s and throughout the 1990’s, many companies embraced ERP. Dissemination of ERP into business was championed by a handful of prominent software development companies. Their original software systems, though initially cumbersome, inflexible, and expensive, were catalysts for change: because the software embraced so many functions throughout a business, business managers who desired the benefits of ERP were forced to view their business operations holistically. They began to understand how one business function impacted the operation of another function. And it dawned on many of them that ERP might offer a method that would lead to true integration of those functions. However, in those early days, ERP software systems had many shortcomings: their prohibitive costs meant that they could be afforded only by larger, dominant organisations; installation was implemented on a ‘Big Bang’ approach, in which most functions within a business would adopt ERP simultaneously, thereby creating an unacceptable level of organisational chaos as the various business functions attempted to adjust. Despite these challenges, ERP became the new ‘must-have’ for businesses. Often, however, ERP programs were implemented without a true understanding of how new ERP processes would affect a company, or of the real benefits that would be
Slide 19: 2 derived through implementation. Companies failed to establish benchmarks for success. Because of this lack of foresight and planning, and for a few years, the business landscape was littered with failed ERP implementation programmes as companies struggled to come to terms with what they had purchased. In some business quarters, and especially among business academics, it was felt that ERP was dead. But they were wrong. Rebirth and a New Definition Beginning in the late 1990’s, changing technologies have fostered not only a rebirth of ERP, but also a renewed understanding of how Enterprise Resource Planning can benefit businesses, both large and small. ‘Early ERP systems were expensive, were not agile, and did not offer the flexibility to change as a business’s strategy changed,’ Jayne McCormac, Sage Ireland Director of IT observes. ‘Especially in those early days of its development, that lack of flexibility led to a great deal of frustration among those adopting ERP. Fortunately, and due to continuing spends in ERP software research and development, lower costs, and continuing technology infrastructure innovation such as the Internet and broadband, that frustration is no longer warranted.’ But innovations in software and technology are not the only factors that have led to a rebirth of interest in ERP. Rather, the perception of how ERP can benefit business has also evolved. Part of the frustration with traditional ERP systems was the simple fact that, over the years, the definition of ERP had grown muddy. Business managers and owners were not clear what ERP meant, and therefore weren’t certain how that process could benefit their businesses. Coupled with the traditionally high costs of implementation, together with stories of ERP failure, business people – particularly in small and mid-sized companies – viewed ERP with scepticism. But this too has changed, as Jayne explains: ‘Managers have come to understand that ERP means much more than the simple integration of manufacturing, distribution, accounting, or any combination of business functions. Rather, ERP is a mind-set. Everything that touches a business enterprise is part of Enterprise Resource Planning.’ This all-embracing point of view has enabled the development of a new definition of ERP, one that focuses on the benefits that can be derived from the ERP process: Enterprise Resource Planning is a scalable, flexible business solution that rationally allocates scarce business resources in a manner that empowers businesses to best serve the interests of its customers, as well as its shareholders and employees, both now and in the future. This new definition, coupled with the technology changes mentioned above, as well as significant cost decreases in ERP systems, has fuelled the rebirth of interest in ERP among companies, both small and large. The Benefits of ERP Based on this new definition, Enterprise Resource Planning is focused on the best allocation of scarce business resources (including capital, people, plant and equipment, and relevant raw materials) to meet the ongoing needs of its customers. By achieving this objective, ERP will also ensure the ongoing financial viability of a business concern (now and in the future), thereby also serving the best interests of shareholders and employees through the generation of
Slide 20: 3 consistent and growing short and longer-term net profitability. ERP is customer focused: it provides a set of tools that enable a business to best meet the changing requirements and demands of the customers that it serves. It does so by allocating resources ‘rationally’; that is, and as noted economist Adam Smith might say, in a manner that always produces additional operating economies ‘at the margin’. Therefore, ERP is also focused on achieving the highest rate of return for every euro of capital spent in the ongoing effort by a company to serve the real needs of its customers. These somewhat esoteric-sounding benefits can be broken down into a list that can be quickly grasped. When implementing best-practice ERP solutions, ERP can provide an exceptional list of benefits to businesses: • • • • • • • Increased short and longertermed profitability Increased Internal Rate of Return on capital employed Increased customer satisfaction, loyalty, and goodwill Increased market share and market penetration Increased operating productivity and efficiency Decreased operating and overhead costs Minimisation of costs of goods sold, while maximising product quality (leading to further increases in customer satisfaction, and profitability) Increased employee satisfaction them to make logical, fact-based decisions that help to achieve both the short and longer-termed objectives and mission of their companies. Business Intelligence: Slicing and Dicing Information for Fact-Based Decision-Making Critical to any ERP solution is its ability to provide business managers with relevant and timely information that allows them to make intelligent, factbased decisions. Historically, many ERP solutions gave managers a limited number of standard reports. While that data gave a broad picture of a company and its operating performance, it did not enable managers to gain an intimate understanding of the interrelationships among business functions. Inflexible reporting limited not only the type and range of questions that managers could ask and have answered by their ERP system, but also resulted in decisionmaking governed by incomplete information. However, that has changed not only because of the increased sophistication of ERP software, but also because of the increasing demands that managers are placing upon those systems. ‘Traditional ERP software offered a standard set of management reports,’ Jayne explains. ‘If a manager wanted something different, if they wanted data on a series of sophisticated questions, they would have to spend additional money in order to have a new set of reports designed specifically for them. ‘That narrow view of reporting has changed. Now, ERP solution providers are listening to their customers, and giving them the flexibility that they demand. And they are demanding Business Intelligence systems that enable them to answer an almost infinite number of management • To obtain these benefits, ERP systems set out to not only integrate various business functions, but to also provide business managers with exceptional Business Intelligence that will enable
Slide 21: 4 questions, all based on facts. By slicing and dicing all available information in an almost infinite set of alternative information bundles, new Business Information technologies now enable managers to answer an almost infinite number of questions.’ This Business Intelligence model is at the core of today’s best of breed ERP solutions (such as Sage MMS and its integrated software solutions). Flexible and fast, a BI system will provide factbased answers to both present – and future – management questions through intelligent reporting. ‘Business Intelligence systems can be viewed like a Rubik’s Cube,’ Jayne explains. ‘Managers are able to ask very specific questions about the performance of almost any business function. The BI system twists and turns the data to drill down and unlock every relevant piece of data that will help to answer that specific question.’ Flexible Business Intelligence systems provide real-time, relevant information that enables managers to achieve the significant benefits that can accrue to companies through ERP. By enabling managers to look at their operations from almost any angle, and by allowing them to pose an almost infinite range of ‘what if?’ scenarios and questions, Business Intelligence systems enable managers to make intelligent, fact-based decisions that are in the best interests of the company, and its customers and stakeholders. Factors Leading to SME Interest Because of the chequered history of ERP mentioned above, some SME owners and managers might not believe that ERP is relevant for smaller companies. But the facts contradict this belief as Jayne explains: ‘ERP is definitely undergoing a rebirth, and not only among larger companies. We’ve seen smaller companies – even those employing three to five people – exploring the benefits of ERP, and asking for solutions that will enable them to implement best practice ERP systems.’ Reasons for this growing interest among SME owners and manager are driven not only by the ERP benefits outlined above, but are also attributable to four other factors: decreased ERP solutions costs, increased agility and flexibility, changing technology, and scalability. The costs for ERP systems have dropped dramatically, now putting them in reach of even the smallest company. ‘I want to make it clear that ERP no longer costs a fortune to implement,’ Jayne states. ‘Those that think it does are wrong.’ While larger companies may choose to spend millions on ERP implementation, smaller companies now benefit from exceptional software systems that are also cost-effective. ‘Sage provides a wide range of lower-cost, best of breed ERP solutions,’ Jayne states. ‘Lower costs mean that ERP is now affordable to almost any company. ‘Working with SME managers, Sage will tailor an ERP solution that will fit a company’s budget, while providing the significant benefits that are derived from a best of breed ERP solution. Companies no longer have to implement ERP on a “Big Bang” basis that simultaneously embraces all functions of a business. Rather, SME managers can roll out ERP in steps, and over a period of time, in order to meet not only budget requirements, but also operating and human resource realities.’ Systems agility, flexibility and scalability are other reasons why SME’s are adopting ERP. Historically, ERP systems were designed to meet very specific operating requirements, and were therefore inflexible and could not be readily adapted to the changing needs of a business. This inflexibility is no longer the case.
Slide 22: 5 ‘Software systems, including Sage ERP software platforms, are now designed to facilitate business growth and change, not prevent it,’ Jayne states. ‘Agility and scalability allow business managers to re-align their ERP systems to facilitate changes in their strategic and operating requirements. ‘For instance, assume that a company has decided to spin off one of its operating profit centres as a separate, but wholly owned, business. In the old days, that company might need to implement an entirely new ERP system. Today, however, and if the company operates an ERP software platform such as Sage MMS (a Sage ERP software solution), the company can easily create a ‘NewCo’ within the existing MMS software database. Moreover, all data relevant to that new company can be quickly and easily transferred from the central database within MMS to its relevant ‘NewCo’ operating database. Once the data is transferred, managers will be able to instantly treat that NewCo as a separate operating entity, while also deriving the continuing ERP benefits from the Sage MMS platform. ‘Software facilitating ERP must provide business managers with both scalability and agility, and must grow and change to match – and facilitate – business growth and change. As global markets become more competitive, that flexibility becomes even more critical to ongoing success.’ Changing technologies are the final factor that has driven new interest in ERP. The Internet, including Broadband, provides an affordable method that enables SME’s to access the benefits of ERP systems, while also provide additional security for businesses. ‘The Internet has obviously yielded greater work efficiencies and productivity by providing 24/7 access to data from anywhere in the world,’ Jayne says. ‘Using the Internet, managers can access critical business intelligence from their ERP systems at anytime, allowing them to make factbased decisions quickly. ‘But the Internet also acts as additional security to a business. For instance, if a company’s ERP-related data is hosted on a Sage server, the data is not located on that company’s premises, but rather on secure off-site hardware. ‘In the event of a fire or other emergency, and if the company’s own Data Storage and data back-up processes are compromised, managers know that their critical data is safe. Internet technologies help to facilitate quick disaster recovery because all ERP data is held on remote servers. ‘The Internet is also changing the business models for ERP software developers and providers,’ Jayne states. ‘For instance, Sage now offers businesses the opportunity to rent ERP software systems, rather than purchase it outright. Rental ERP systems are not only cost-effective, but are also located on a secure Sage server, enabling managers to access those solutions and critical data from anywhere, at anytime. ‘When a company is ready, managers can purchase the ERP software solution, and transfer all software and data to its own computer systems. The Internet, and related technology developments, has enabled Sage to offer a range of cost-effective ERP alternative solutions that allow our customers to benefit.’ Starting the Process Though ERP has been redefined, this all-embracing definition can make it difficult for business managers, particularly within small and mid-sized companies, to understand where to
Slide 23: 6 start the process should they wish to implement such a solution. Most ERP solution providers, including Sage, suggest that managers begin the ERP process by asking themselves the right questions, and define the precise expectations that they have for that solution, well before installation. Often, asking the right questions will lead to greater focus not only on specific operating systems within a business, but also the processes that define those operations. ‘When supplying an ERP solution, Sage will partner with a customer and begin by asking very broad questions such as “What would a successful outcome of an ERP system look like to you?” Jayne explains. ‘We’ll also ask the opposite question: “What would failure look like to you?” These broader questions lead to more pointed questions that begin to define the ERP thresholds of operation. For instance, we might ask, “Exactly which benefits does your company expect from a Sage ERP solution?” ‘Let’s say that one of the answers to that question is “Productivity increases.” We’ll then ask more questions and perhaps do some research. For instance, let’s assume that as a result of an ERP solution, the customer hopes to significantly increase productivity within a particular Department that will enable it to reallocate personnel elsewhere within the company. We might then focus on the processes within the Department in question, and develop the solution to increase productivity within that Department in order to free-up people for redeployment. But we’ll also do a sanity check on that recommendation: we’ll determine if redeploying staff might actually be counter-productive in the longer-term.’ ERP is therefore not only about the short-term, but also the longer-term. It is a process that involves digging down and understanding the interrelationships among all business elements: a company’s customers, its people, and its processes. ‘Working with an ERP solution provider that acts as a real Partner in your business is crucial to the success of ERP implementation,’ Jayne states. ‘An ERP solution Partner will have a great depth of knowledge of your particular industry, understands that industry as well as your business, and has the resources necessary to carry out any recommendation. ‘A good Partner knows to ask the right questions in order to illuminate other questions that eventually lead to a best solution. A good Partner will also be as concerned about a customer’s future plans and possibilities, and possible strategic changes in direction, as a customer’s current operation. By choosing a concerned Partner, a company implementing an ERP system will increase the probabilities that the final solution will generate outstanding benefits, while also providing the system’s flexibility, scalability, and agility to meet future requirements.’ ‘Sage has a commitment to the small and mid-sized business sector, as well as a wealth of experience in a range of industries including accounting, manufacturing, and retail, to name just a few. We have deep knowledge and experiential resources available in our Irish and UK operations, and understand how to apply that resource to develop appropriate ERP solutions. Sage also has a wide range of software – accounting, management, job costing, customer relationship management, and vertical market software systems, to name just some – that can be integrated to meet precise ERP requirements and expectations. ‘I have to smile when larger companies such as SAP suggest that they really understand the ERP needs
Slide 24: 7 of small and mid-sized companies. Sage has been working with SME’s and their needs for many years. We understand how to apply ERP solutions to the SME market.’ Developing a successful ERP solution starts with asking the right questions. To do so, SME managers must begin the process by selected the right ERP solutions partner. Performance Benchmarking Implementing an ERP solution also requires methods to measure the benefits derived from that solution in order to gauge its success. Traditional benchmarking usually relied on measurements of financial return, including Return on Investment models, to measure performance. However, today’s practitioners of ERP solutions caution against using financial benchmarks as the only gauge of success. Instead, ERP performance must be measured using a multi-dimensional benchmarking model. Such models are ideally developed to meet the unique performance measurement requirements of individual companies. The reasons for this quickly become apparent: the outcome of a successful ERP solution will result in often nontraditional yardsticks of success. For instance, an ERP solution might incorporate new production processes. Those production processes might result in new work practices that not only positively affect employees, but also result in increases in production quality as well as minimising materials wastage. In this simple example, ERP performance indicators could include not only traditional ROI benchmarks, but also increases in customer satisfaction (due to increased product quality); increased per unit margins (due to lower costs of goods sold and decreased manufacturing time); and lower employee absenteeism (due to increased job satisfaction.) ‘ERP motivates company managers to think about strategic performance benchmarking,’ Jayne explains. ‘A successful benchmarking system provides a framework to measure the success of best practise throughout the company, rather than relying only on technology or financial based frameworks of success.’ Incorporating ERP may also result in a variety of benefits that simply cannot be measured, at least not in the in shorter-term. ‘For instance, many larger international companies are insisting that their suppliers implement ERP solutions in order to streamline supply processes,’ Jayne states. ‘Assume that a supplier carries out that requirement. Having implemented the ERP solution, that supplier not only becomes a preferred supplier to his client company, but also leverages a competitive advantage: because of ERP, the supplier is more likely to maintain, and increase, its custom with the company that is being supplied, and will be in a better position to fend off challengers for its business. ‘This competitive advantage is difficult to measure in the shorter-term. However, over the long term that supplier will be able to gauge the success of its ERP solution in terms of specific financial indicators such as increased turnover with that customer, an increased breadth of products provided to that customer, and increased profitability.’ ERP and the Future The advantages of ERP to smaller and larger businesses will continue to grow and change, matching advances in technology as well as business expectations. As Broadband continues to proliferate, and with data pipes handling ever-increasing amounts of information, more and more companies will implement Internetbased ERP solutions.
Slide 25: 8 Additional business processes, such as Customer Relationship Management (CRM), will be added to the ERP mix as companies search for additional methods to improve their competitive position by moving toward customer-centric business models. Finally, and as larger companies insist on ERP adoption, more and more SME organisations will implement ERP as a critical part of their business strategy. As ERP adoption quickens, managers of SME companies will also come to better understand the benefits that are offered to their companies. ‘While Sage will always offer exceptional outof-box software solutions to customers, we also recognise that many companies will rely on us to help them benefit from ERP,’ Jayne states. ‘The history of Enterprise Resource Planning has had a bumpy ride. But its rebirth gives SME managers the opportunity to gain access to exceptional information, new processes, and a new level of strategic flexibility that will help them to steer their companies toward a better future. ‘ERP is here to stay,’ Jayne states. ‘Sage is here to help our customers to get the very most from these exceptional solutions.’ © Copyright Sage Ireland, 2006. For reprints of this paper, or for more information on Sage ERP solutions, contact Sage Email: info@sage.ie Web: www.sage.ie Tel: 1800 255 300
Slide 26: A White Paper Sample by Tom Richards Client: Meritec (Lighting solutions designer) The Challenge: Establish Meritec, a newcomer to Ireland’s lighting design and solutions sector, as a leader within its field; communicate effectively to commercial property contractors and architects in order to motivate incorporation of professional lighting design solutions within the early stages of any build. The Results: This paper was one of a series of Knowledge Leader White papers commissioned by the company. Architects responded well to these papers; enquiries increased by 50 percent (albeit off of a low initial base). Meritec is continuing to prosper even in the face of difficult economic conditions.
Slide 27: A Meritec White Paper: Increasing Productivity through Intelligent Lighting Design Lighting systems used within business offices are under the spotlight. Appropriate lighting designs are now a vital component in the ergonomic revolution to ensure a proper office environment As company executives begin to consider ergonomic factors in office productivity, lighting schemes are finally being recognised as a central component in maintaining comfortable working environments. Modern lighting design endeavours to ensure that each space - a boardroom, office or kitchenette - can take full advantage of innovative lighting resources and technologies. Lighting designs not only enrich the aesthetic appeal of any office area, but can also boost employee productivity, while minmising energyrelated costs. Generally, most employers are unaware of how poor lighting can impair employee working capabilities. Managers must take the lead and insist on proper lighting design to be incorporated into office settings. By implementing appropriate lighting design within office areas, employees can enjoy comfortable work spaces and employers can benefit through increased productivity and lower costs. Understanding the Problem: Lighting and Productivity Managers must understand how poor lighting design can affect their businesses before attempting to design and install new lighting systems. Unfortunately, the majority of employers lack useful knowledge regarding the benefits of professionally developed lighting solutions and therefore spend a fraction of their budgets on this vital resource. In Kelly Sterk’s article Getting A Rise out of Productivity, this workplace researcher surveyed factors contributing to comfortable and productive office environments. He concluded that natural light, as well as appropriate lighting design, was an essential component in maximising employee productivity. This finding was reinforce by a recent study, Lighting Quality and Office Work. The study, supported by the U.S. Department of Energy, found that employee self-rated productivity was much higher with appropriate lighting designs. Architectural lighting designers take workflow requirements into consideration when designing office lighting solutions. These lighting designers have long known about the effects that ineffective lighting schemes have on employees. Lighting has been found to affect attention, vigilance, memory, creativity, mental occupation and comprehension. Therefore, the overall design of lighting schemes should be sculpted and personalised to meet specific employee preferences, vision, and workflow requirements. Personalised lighting design helps each worker to feel more comfortable and creates a welcoming and efficient atmosphere. Lighting architects employ a number of design options to achieve personalised lighting capabilities. The Benefits of Intelligent Lighting Design Increases productivity Individualised lighting control Reduces computer glare Protects employees’ health and safety Reduces carbon emissions Minimises costs
Slide 28: One of these options is a three lampfaced fluorescent light managed by remote controlled systems (IMAGE). These specialised lamps respond to levels of daylight, and dim or increase in intensity to fill lighting gaps. These systems also provide employees with manual control of lighting within personal workspaces. These capabilities improve employee satisfaction and complement task performance. Controlled lighting systems of this type cut down on excessive light use and help employees to focus on a given task. Computer-controlled lighting that also incorporates manual intervention boosts employee productivity. Computer Controlled Lighting Studies focusing on office lighting systems demonstrate that employees prefer being in control of the lighting within their personal workspace. Personal control allows employees to adapt lighting levels to each particular task. Controlling the level of lighting through specially designed dimmers can help office occupants to decide what lighting level is best for them. For every task undertaken by the employee there is a particular level of required light. Each employee may have a personal light level preference that cannot be met in an environment lit only with general lighting. Most office lighting systems installed within today’s workplaces are often out of date and inefficient. These systems are often expensive to run and provide inefficient illumination. According to the a number of ergonomics specialists, bad lighting such as this can cause “a variety of problems including low productivity, high human error rates, eye strain, headache, a reduction in mental alertness, general malaise, and low employee morale”. This can be solved through the use of plug and play computer controlled lighting software. Plug and play software saves precious pennies by integrating computer control systems with direct employee control. By maximum personal choice, employees use less lighting thereby increasing productivity while cutting company energy bills. By incorporating plug and play lighting software with manual dimmer-driven desk lamps, employees are provided with a flexible, highly efficient lighting solution. Such systems provide the flexibility to serve a wide range of employee tasks and complement comfort and worker proficiency. Visual Display Terminal Glare Visual display terminals (VDTs) include any monitor screen that is closely viewed by users. VDTs include TV screens used during boardroom meetings, PC monitors and cell phones. The glare from distant daylight or badly placed and designed lighting systems can cause viewer VDT obstruction. This can result in eye fatigue, burning eyes, tension and headaches. Craning necks to avoid glare can also cause work related injuries, such as back problems. Glare can greatly reduce productivity. In an article published by a VDT glare specialist, vital discomforts associated with VDT glare were noted. VDT glare reduces task performance and causes distraction and visual fatigue. But developing a solution to reduce VDT glare is not difficult. Professionally designed lighting systems minimise glare by placing lighting instruments and VDT monitors efficiently. Networking PC monitors to an appropriate software provides further control to the office occupant.
Slide 29: Photobiology and Lighting Design Photobiology is the science of how light affects plant and animal life. This is also a study of how light affects the health and welfare of human beings. Photobiology experts consider natural light as necessary to every human being and considers the effect that artificial light has on humans. VDT glare and obstruction is part of a wider area of study: photobiologicalergonomic interplay. By analysing studies of photobiology (the scientific study of light and its affect on people), lighting design solutions can be considered in a new light. Appropriate lighting solutions enhance colour acuity, making a given space seem larger and more open, and thereby decreasing office claustrophobia. A recent U.S study, discussed in furniture manufacturer Herman Millers’ article Lighting in the Workplace, states that 92% of employees believe that proper lighting design significantly contributes to their productivity. Simple actions such as bulb replacement can result in significant cost savings. New lighting technologies, including LED bulbs, lead to lower costs while providing even luminosity. Compared to standard halogen bulbs, LEDs produce light that approximates natural daylight. And the savings are astonishing: it is estimated that the use of this technology will lower lighting costs by up to 330 percent. In Lighting in the Workplace, Herman Miller focuses on the financial benefits of cost effective lighting. Technologies such as LED bulbs will save US businesses up to $16 billion per annum. Conclusion Appropriate, professionally designed lighting solutions maximise the aesthetic value of office space while also creating an environment that benefits the employees who work there. Lighting design professionals work closely with client managers to understand work flow and space requirements in order to deliver an environmnet that reinforces employee productivity. Lighting solution designers ensure that each staff member has exactly the amount of light needed for each task they undertake, also ensuring that such solutions are developed within specific budgets. Professionally developed lighting solutions maximise productivity, ensure the health and safety of office staff, and significanlty decrease energy costs. Enjoy a bright future by considering a professionally designed lighting solution for your workplace. Cutting the Costs through Technology Creating appropriate and cost effective lighting solutions is a straight forward process. Most employers may cringe at the idea of spending scarce financial resources in the redesign of office lighting systems. But findings suggest that approriate lighting solutions can yield significant return on investment, with a subsequently short pay-back period. Appropriately designed lighting solutions, incorporating centralised computer control and keypad controllers, significantly reduce facility running costs.
Slide 30: Compelling Business Writing A Portfolio of Successful Writing Experience Article Samples by Tom Richards
Slide 31: Article Samples by Tom Richards Clients: • Intel • EBS Educational Building Society • IMI Irish Management Institute • ALP Pre-Insulated Ducting Solutions The Challenge: Any article must be written appropriately to achieve its objective as well as its medium: Intel: desired to reinforce its commitment to Irish education following its billion dollar investment. The EBS: wanted to educate its targeted consumer base to cross-sell investment products. The IMI: this leading professional training organisation was asked to contribute its experience and knowledge to an Irish business newspaper in a series of articles. (All articles were ghost written by Tom Richards on behalf of the IMI ALP: desired to reinforce its position as a knowledge leader within its industry The Results: All of the objectives outlined above were achieved.
Slide 32: Science is Super! A Continuing Report on Intel’s Involvement in Irish Education Intel Ireland co-sponsored the Young Scientists Exhibition, recently held at the RDS, Dublin. Now we find out why Intel hopes that young people everywhere will say ‘Science is Super!’ Intel has co-sponsored the Young Scientists Exhibition for three years. Their Maths, Physics and Chemistry Prize not only identifies up-andcoming talent, but also motivates young people to excel in these fields. In 1997 Sarah Flannery won with her Internet-related encryption research. Her Intel prize included a trip to the International Science and Engineering Fair – an international showcase for emerging young scientists – held in Fort Worth, Texas for both herself and her teacher. In 1999 she went on to win the over-all Young Scientist prize. And she has travelled extensively, giving talks on her research all over the world. But a child doesn’t have to be a science super star to have fun in science, or to participate in the Young Scientists Award. Frank Turpin, Intel manager for education in the community, explains: “We want kids to recognise that taking maths and the sciences in school can lead to a very real and rewarding career, and that they shouldn’t give it up. So many children stop taking these courses in secondary school, and what they don’t realise is that this can close career doors early on. We hope that they’ll keep those doors open.” Intel’s involvement in the Young Scientists Exhibition grew out of a genuine concern for the shrinking numbers of students currently taking maths and science-related subjects in school. The company’s objectives are simple: to encourage student – and teacher – participation not only in the Exhibition, but to help students to realise that science can be both fun and rewarding. For many years Ireland’s sciencerelated educational prowess was wellregarded throughout the world. Its stream of bright young talent brought companies, including Intel, to this country. But recently, interest in maths and the sciences is on the wane. Significantly less students are taking these courses now, compared to what they did even a few years ago. This is leading to a shortage of engineers and qualified technicians, a situation that most thought unthinkable. By helping to sponsor the Young Scientists Exhibition Intel is hoping to reverse this trend.
Slide 33: Of more local interest, Intel Ireland is working closely with Leixlip-based schools in order to encourage participation. Karina Howley of Intel’s Public Affairs explains: “Last September we invited eleven ‘link’ schools to participate in a preexhibition workshop,” Karina stated. “These workshops were designed to help schools and their teachers and students to understand the requirements for the Young Scientists Exhibition, and to help them design their projects. Five students and a teacher from each school were invited along. “At the workshop, the 1998 Intel winner, Sean Foley, gave a talk on his project, the support that he received, and the fun that he had both during his research and the Exhibition. And Dr. Tony Scott, a respected UCD-based educator, gave participants some idea of what judges were looking for in a good project.” The results of the workshops were overwhelming. Nine projects from local schools were entered into the 1999 Young Scientists Exhibition. Cathal Travers, principal of Confey College in Leixlip, was enthusiastic regarding his school’s participation. “It was a fantastic experience for our participants. The Young Scientists Exhibition gives our youngster adults an opportunity to do something in science and to receive recognition, regardless of whether they win an award or not.” But this is only a start. Frank Turpin remains circumspect on the prospect for maths and the sciences in this country, particularly in the shorterterm. “Children aren’t taking science and maths in school for a number of reasons. First, the points system and the shortage of college places have made the points race even more competitive. To maximise points, kids are opting out of maths and science, thinking that they’ll do better in ‘softer’ subjects. “And the curriculum has broadened. Kids today have an ever-increasing range of subjects to choose from. While this is a good thing, it does have an impact on the number of children choosing to stick with science. “Perhaps most importantly,” he adds, “Kids aren’t hooked into science from an early age. The government hasn’t invested properly in labs and related equipment in many years. And some teachers simply don’t take the time to make science fun. “Kids are the losers and so are we,” Frank states. Then he grins. “What I hope that they all realise is that science can be incredibly fun.” And looking at Frank, a qualified scientist who seems to enjoy life immensely, I become an instant convert. “We gained enormously by entering our students into the Young Scientists Exhibition,” Mr Travers stated. “This is active learning, and the research and creative skills that are part of the programme are life-enhancing. We’re grateful to Intel.” Daithi Mac An Aircinn, Head of Science at Colaiste Chairian, a local school who also participated, agrees:
Slide 34: Steps to saving for your Children’s Education Sending one child to university or other place of higher education is expensive. And sending more than one child on the same journey can seem more than a little daunting. However, with some careful planning sooner rather than later parents and guardians of university-bound children can avoid a significant amount of financial pain and worry. The following steps provide you with a simple financial approach to planning for the financial requirements of your children’s education. Step One Understanding the Cost The cost of higher education in Ireland is getting more expensive. While it still represents exceptional value for money when compared with other domiciles such as the United States (where a four-year university degree can cost parents well over €100,000), a recent report by the Union of Students in Ireland states that a year’s university education (including fees, room & board, books, and miscellaneous expenses) can cost up to €7,000 per annum. Assuming that a child undertakes a four-year degree course, total education expenses can approach €30,000. These costs may increase substantially in future years not only due to inflation but also because the Irish government may increase fees. Recent discussions from Ireland’s Department of Education suggests that the government may decide to stop sub-venting University fees at some future point. If this occurs, Ireland’s parents will have to pick up the costs – and those costs could be massive: up to an additional €2,000 (or more) per annum. Parents of young children often do not adequately plan – or save – for their children’s education. This is understandable: for parents of a two-year-old baby, the prospect of university education some fifteen years in the future can seem impossibly remote. However, those years will slip by quickly. Parents of young children must make the decision to save now if they are to be adequately prepared for future educational financial requirements. Step Two Defining the Goal This step is a natural by-product of Step One. Having made the decision to save, parents must now decide how much they need to save. a. Determining the Financial Goal & Adjusting for Inflation
Slide 35: Our suggestion is to adjust the current cost by a 3 percent annual inflation rate, compounded by the number of years until your child (or children) might begin their education. (Note that inflation may move up or down over those years.) As an example, let’s take a family with a single child who is two years old. The child will, in all likelihood and should they choose to, start college at eighteen, or 16 years hence. The present cost of a four-year education today is €30,000. Therefore, the cost in 16 years at a 3 percent annual compounded inflation rate is €48,140. That figure represents your financial goal, and what you probably need to save if you, as parents, are intending to cover all costs. From this figure, you can choose to subtract any lump-sum inheritances, gifts from grandparents or other sources, or contributions that you will want your child to make toward their education. Going back to the illustration above, and taking deductions into account, the net financial goal might be: Total (less) Grandparent Gift Child contribution @ €100 per month for each month of a four-year degree, 8 months per year Total Cost to Parents (€ 5,000) Anticipated Education Cost €48,140 (€ 3,200) €39,940 b. Determining How Much You Need to Save Each Month Having determined your financial goal of €39,940, and having made the decision to save regularly between now and the start of your child’s university life, you can determine exactly how much you need to save for each and every month. A financial tool can be used to determine this figure. Essentially, this tool makes a couple of assumptions: the total amount you intend to save, how frequently you intend to save, and the interest rate achieved over the savings period. By applying this tool, and based upon these assumptions, you can quickly determine how much you will need to save each month. Using our example, we know that our parents desire to save a total of €39,940. They intend to save an equal amount each month over 16 years. We will also be conservative and assume that they will receive a net compounded rate of return on their savings of 4 percent. Using the financial calculator (which you can find at http://investopedia.com/calculator/MortgagePayments.aspx,) our parents need to save €280/month.
Slide 36: Step Three: Choosing Your Savings Plan Having determined how much you need to save each month to achieve your goal, you now need to choose a savings investment method that will maximise your financial return. As noted above in our calculation, we have chosen to be conservative by choosing a compounded rate of return of 4 percent per annum. However, by employing a number of financial strategies you may be able to achieve a significantly higher rate of return on your monthly fixed investment. Some options include: a) Long-term managed investment plans – a wide number of investment programmes are available. These include investment solutions that can: • • Provide you a guaranteed rate of return on investments over a fixed period, or Allow you to invest directly in a mix of stocks, cash, and other financial instruments. b) Shorter-term investment plans – these savings plans can give a reasonable return on investment, while protecting your principal. c) Property investments – you might also consider investing in property. You can do so either through: • • Direct property investment – by purchasing a site or home, or Indirect property investment – through a variety of property investment programmes. Additionally, you can also consider direct investment in stocks, gilts, bonds or other financial instruments. You should recognise that each type of investment that you consider carries specific risks and potential rewards and should therefore be considered carefully. You might also consider discussing your plans with a qualified financial advisor. The BANK NAME provides such advice. These individuals will help you to think through not only the goals that you are considering, but also the financial solutions that you might consider to help you to achieve those goals.
Slide 37: Step Four Monitoring Your Investment and Anticipated Costs Finally, as the years pass you should closely monitor the value of your investment, comparing it to most recent costs for university education. In this way, you can adjust your educational savings programme in light of currently available information. This will allow you to make additional decisions, helping you to avoid unpleasant surprises as your child approaches university age. It’s never too late to start an educational savings programme. For more information, contact your BANK NAME Financial Advisor and begin planning for your children’s education. For more information The Union of Students in Ireland often provides up-to-date information regarding education costs. Visit them at www.usi.ie While every effort has been taken to ensure that the facts contained within this article are true at the time of going to press, the EBS and its agents can not be held responsible for its content.
Slide 38: Coaching for the Future By Georgina Corscadden IMI Irish Management Institute In our final article on HiTech Hi-Growth industries, the IMI’s Georgina Corscadden illustrates how effective coaching can reap significant future benefits for those willing to understand this human process. aspiring, intelligent team of young people and know that the outcome of the match in large part depends on what you’re going to say in the next few moments. Irish hi-tech, hi-growth companies are playing for incredibly high stakes. Most have achieved what they have through technical brilliance. But like talented football teams, the competition is getting tougher, and leaders often wonder what they can do to get even more out of their people. One answer is effective coaching. Coaching is usually a one-to-one process that helps to identify the aspirations and talents within particular individuals, and nurtures those for the benefit of all within an organisation. Effective coaching is future focused and concerned with the development of the entire individual. It can foster an environment of stability, loyalty and knowledgesharing that will not only help a company to achieve shorter-termed goals, but that leads to constant innovation that can breed future champions. A Call for Coaching Why should any company consider the establishment of a coaching programme? Scott Eckert, managing director of Dell Computers’ Bray facility, states that coaching isn’t an option but a requirement. “Dell’s key priority is to develop our people fast enough to keep pace with our rapid growth rate and to take advantage of exciting market opportunities. To do this, we need to ensure that all employees reach their full potential. This can only be provided through effective coaching.” Ireland’s hi-tech, higrowth businesses are populated by a generation of bright young people who, because of the intensive nature of the industry, are asked to take up Let’s start with a sporting analogy. Your team is poised to make the cut into the European Cup quarterfinals through a combination of skill and technical brilliance. All you have to do is win this next match. The game has reached the interval, the score is level, and your players are exhausted from their efforts. They need to go that extra mile. In the changing room, they look to you for inspiration. What do you, as their manager, tell them now? Do you go back to basics, plugging away at the technical capabilities that brought them this far? Or do you give them something else? You look down on this group of hopeful,
Slide 39: responsibilities early and hit the ground running. While these people undoubtedly have the technological know-how, they must also quickly learn leadership, communication and management skills that traditionally came only with years of experience. Unfortunately, neither they nor the companies that they work for have the luxury of such time. Coaching recognises people for what they are: a company’s most important asset. By focusing on employees’ talents and ambitions, and by providing them with support to achieve their aspirations, businesses will create a human environment that goes beyond short-term results. A coaching programme fosters a forward-looking attitude leading to future success. Who, Me Coach? Unlike mentoring, where the mentor usually has a similar background to those individuals being mentored, a coach does not necessarily have the same expertise as his or her student. An effective coach not only uses their on-the-job experience to advise their ward, but their life-experience as well. A good coach becomes a sounding board; a mirror, a ‘bestbuddy’ to those that she is coaching. She comes to understand not only where their student is now – what raw talents and experience the student possesses – but also helps the student to identify his or her true aspirations. Most importantly, the coach then works with the student to help them achieve those aspirations. In doing so, the process can quickly take a company forward toward its next major triumph. Like a great football manager, an effective coach forms an unbreakable bond with the individual that she is coaching. Successful coaching goes beyond trust. Rather, it becomes a relationship of mutual respect and understanding that fosters a willingness on the part of the student to believe that they can conquer seemingly insurmountable goals, one step at a time. The Chaos of Change “We’re riding the chaos of change,” says Cognotec’s Head of Global Human Resources Colm Gorman. “Each day brings something different. For this reason we have to be fleet of foot. With fewer management layers, increasing responsibilities for all, and a fairly unstructured environment, we need individuals to feel good about making decisions in a hi-risk marketplace.” Decision-making can be a high-stress process, particularly in highly pressured technology environments. Effective coaching helps to alleviate the stress by providing an emotional and experiential backstop. Those being coached know that they have a friend on their side that is willing to listen to a problem, help talk through various options, and put aside their own ego in order to truly help. An effective coach gives their student permission to ramble, dream and vent their frustrations. They are the catalysts that help students to unscramble confusing tasks into easy-tounderstand blocks of simple steps. Like a football manager, they recognise that a winning goal is made up of a sequence of events – a dribble, a volley, a final score. Good coaches help students to gain a different perspective on problems by allowing them to back away from a difficult situation and look at it with new eyes. The Human Connection Today’s rough and tumble world of technology and high growth industries is rapidly maturing. Like any teenager, these companies – and the people who work within them – sometimes need a great deal of encouragement, direction and, if you will, unconditional love in order to grow and mature. Coaching helps to facilitate that process. It provides a level of connection that recognises employees not only as intelligent technologists, but also as real human beings. Coaching fosters a sense of worth that reaches beyond an employee’s remuneration package by clearly demonstrating a
Slide 40: company’s interest in and value of their employees. Coaching helps to put the human soul back into business. It allows all of us – both those being coached and those coaching – to reach even deeper in order to achieve that next winning goal. END
Slide 41: Anti – microbial Pre-insulated Duct Work: Contributing to Health Protection System also lowers energy costs and helps meet compliance (Dublin, Ireland) Clean rooms, hospitals, hotels, offices, and other highly trafficked commercial and civil building environments are all subject to contamination by airborne bacteria and similar, potentially harmful microbes. However, recent developments in preinsulated duct work manufacturing technologies work to reduce the possibility of such contamination. ‘Outbreaks of illnesses due in part to the airborne transfer of bacteria, moulds, and fungi through HVAC ducting systems have resulted in a search by duct work manufacturers to reduce such a possibility,’ Bill Ahern, managing director of ALP (Ireland) states. ‘Fortunately, innovative solutions are helping to provide healthier environments.’ In a bid to maximise the transfer of ‘pure air’ into spaces used by people, ALP – the manufacturer of the patented pre-insulated duct work solution, ALP Systems® – has incorporated an effective anti-microbial agent into its pre-insulated duct work solutions. AgION: Science at Work Following years of trials and testing, ALP recently launched ALPactive®. This innovative anti-microbial system reduces the probability of microbe transfer by incorporating an effective anti-microbial agent. ‘The active agent in the ALPactive® solution is AgION,’ Bill explains. ‘This solution is applied to the ALP pre-insulated duct work panels to provide a slow and continuous release of silver ions into the air passing through the ducts. ‘The ions disrupt the cell wall functions of microbes and bacteria, interrupt their breathing, and arrest reproduction through the inhibition of RNA. In that RNA is the molecular depository of genetic information that is transferred from cell to cell as they reproduce, the AgION anti-microbial agent effectively shuts down a cell’s capability to reproduce, thereby minimising the possibility of contaminant transfer.’ Broad Spectrum Protection: Wide Application In research, AgION – as part of ALPactive® and ALP System® solutions – has been shown to be efficacious against a wide range of bacteria including legionella, salmonella, fungi, and moulds. Because of its ability to contribute to the prevention of the spread of this broad spectrum of bacteria, it has been found effective in a wide range of applications. ‘The protection offered by ALPactive® incorporated into our ALP System® solutions has been found to be appropriate to many applications within the health care industry, as well as other highly-trafficked sites in both private and public spaces,’ Bill states. ‘Hospitals, hotels, offices, government buildings, museums, and schools and universities, as well as similar areas, can all benefit from anti-microbial protection.’ 1
Slide 42: The ALP-developed anti-microbial solution has already been installed in a wide range of sites, worldwide. Long Life ALPactive® ‘s anti-microbial agent is incorporated as part of the fabrication of ALP System® panels. The AgION agent is applied between the aluminium foil and the polysocianate foam board as part of ALP’s fabrication process. ‘The anti-microbial agent has an exceptionally long life, and is effective for as long as fifteen years,’ Bill explains. ‘Research indicates that the ALP solution provides for anti-microbial protection for much longer periods than other products currently on the market.’ As part of an ALP System® pre-insulated duct work solution, ALPactive® significantly improves the quality of ‘pure air’ transferred into health and workplace environments. Lowering Energy Use to Meet Compliance The ALP System® also significantly reduces ongoing energy and initial installation costs due to its modular and lightweight preinsulated construction, as Bill explains. ‘Current concerns regarding climate change, and the resulting need for a reduction in energy use, are also met by the benefits of an ALP System® solution,’ he states. ‘Our Dublin-based manufacturing facility uses the very latest automated CAD design and CNC manufacturing processes. This allows us to produce ALP pre-insulated duct work solutions to very fine tolerances. By combining our manufacturing expertise with the ALP’s latest pre-insulated duct work technologies, our duct work systems significantly reduce air leakage, thereby minimising temperature loss across HVAC systems. ‘Recent changes to Irish building regulations and legislation means that those using air conditioning systems must carefully examine total energy use. Duct work performance is therefore coming under close scrutiny. ‘Because ALP pre-insulated duct work helps to minimise total energy use, it obviously helps to reduce the total carbon footprint of any structure that incorporates our duct work. Additionally, ALP’s careful construction helps Irish companies and other organisations to meet current and anticipated air-leakage compliance requirements.’ ALP Systems® also work to minimise installation costs. Because the system is preinsulated, it minimises the need for the application of exterior insulation. Aluminium panel construction also reduces the need for exterior flanging or other protection, while also yielding a long operating life. Manufactured in Ireland Pre-insulated ALP Systems® incorporating ALPactive® are manufactured in the dedicated 600 square metre Dublin-based ALP manufacturing facility. ALP (Ireland) works closely with its Irish customers to provide tailored solutions to meet exacting duct work requirements. For More Information For more information on ALPactive®, ALP Systems® and our range of pre-insulated duct work solutions for the healthcare industry, as well as other applications, contact us: ALP (Ireland) Unit 42 Park West Enterprise Centre Nangor Road, Dublin 12, Ireland. • • Tel: +353 1 623 5855 Email: info@alp.ie Web: www.alp.ie • 2
Slide 43: Compelling Business Writing A Portfolio of Successful Writing Experience Case Study Samples by Tom Richards
Slide 44: Case Study Samples by Tom Richards Clients: • EMC • Sybase IQ • Smart Telecom • Sage The Challenge: Case studies must effectively showcase products and services, creating stories that engage readers while demonstrating benefit relevance. EMC: sought to increase its profitable solutions capabilities within global markets (the Americas, Europe, Middle East, Africa) by demonstrating excellence. Sybase IQ: desired to demonstrate powerful product benefits by targeting a variety of geographic markets and market sectors throughout Eurasia Smart Telecom: leveraged its leading-edge technology in order to steal share from its entrenched competitors Sage: required case studies to demonstrate how increased productivity and efficiency would lead to high ROI by purchasing its product The Results: All of the objectives outlined above were achieved.
Slide 45: CU STO M E R P R O F I L E Karlsruhe Institute of Technology (KIT) EMC Celerra MPFS enables knowledge transfer and performance—enhances one of Germany’s most powerful computing centers The Karlsruhe Institute of Technology (KIT) was founded in October 2009, the result of a merger between Forschungszentrum Karlsruhe and the Universität Karlsruhe. The Steinbuch Centre for Computing (SCC), the information technology center and IT service provider of KIT, is counted among the most powerful computing centers in Germany. With outstanding success in the fields of highperformance computing and grid computing, it is one of the country’s—and the world’s—largest scientific IT centers, and research and teaching institutions. The organization also provides a centralized data repository for some of the world’s most critical research information. For example, the Institute’s computing and IT infrastructure holds data derived from research conducted at the Large Hadron Collider, the world’s largest high-energy particle accelerator. To achieve KIT’s research and teaching missions, files must be available quickly and simultaneously to potentially thousands of users. Data also must be accessed by a number of existing operating systems and applications to facilitate use by students, teachers, and researchers. Challenge • Improve file-transfer speed • Eliminate manual transfer of large video files (files walked from workstation to workstation) • Facilitate fast data access without raising costs Solution • EMC Celerra MPFS, Celerra NSX, CLARiiON CX3-40 • 50 Microsoft Windows/Linux/HP-UX workstations with MPFS • Fibre Channel (FC) and iSCSI connectivity Key benefits • File-transfer speeds of up to 15 times faster than legacy methods • Low cost of ownership: no additional hardware is required to achieve high-performance file transfers • Fast to implement: integrates with no changes to existing applications (including research and media applications) Data transfer by walking around KIT was already employing EMC® Celerra® and EMC CLARiiON® platforms to meet file serving and storage requirements using both Fibre Channel and iSCSI connectivity. To provide flexibility and cost benefits for classroom and research purposes, the Institute had implemented a virtual server system. Virtual server images were copied to various workstations. However, the slow transfer of file images was undermining performance and productivity. Copying virtual server images could take up to three hours per workstation at speeds as slow as 15 to 20 MBs per second. Migrating larger files was even more cumbersome. For instance, transferring rich video files (up to 100 gigabytes and more) literally meant walking an external hard drive from workstation to workstation, and transferring the files manually. “We needed a better way to quickly transfer large images because we have different pools of study design, operating systems, applications, and user environments,” explains Uli Betzler, SCC’s senior storage architect. “The same data is often used in various courses or by research departments, but in different ways and using different applications. SCC at KIT required a solution that would allow us to share data instantly with any application—using our existing IT infrastructure and operating systems. We knew that technologies were available that could facilitate fast access at a lower cost.”
Slide 46: Celerra MPFS enhances file sharing, accelerates performance Betzler has been working with EMC solutions since 1994, often as a beta-tester of innovative EMC capabilities, and was determined to review all available options to select a solution that would provide the flexibility the Institute required to meet current and future requirements. Following the conclusion of their competitive analysis, SCC chose the EMC Celerra Multi-Path File System (MPFS) to empower its data access capabilities. Celerra MPFS dramatically enhances file sharing capabilities and accelerates performance by enabling users to share files from applications of any size, across tens of thousands of clients. Working within standard NAS file-sharing environments, Celerra MPFS leverages existing LAN and SAN infrastructures to reduce cost and management complexities. “We looked at a range of options and competitors before deciding on the Celerra MPFS,” says Betzler. “Our review illustrated that other solutions require special software for each user. Or they might require an investment in additional hardware. Often these other options require adding Windows Server into high-speed file transfer environments. But this did not offer us the stability that we were looking for.” “With Celerra MPFS you get speed without any additional complexity, while also achieving exceptional cost savings.” Uli Betzler, Senior Storage Architect A solution that was scalable was also required. “Currently, we are working with approximately two terabytes of data,” says Betzler. “Our current I/O needs are fairly reasonable, with required data transfer speeds of up to 400 MB per second at peak performance. But future requirements are much larger. Eventually, we will be holding much greater quantities of data, requiring transfer speeds of up to one-to-two GB per second throughput to a handful of workstations to facilitate specific applications. In discussing our requirements with local EMC technical consultants, Celerra MPFS could be integrated into our existing infrastructure and would enable us to significantly alter our workflow methods. This would enable users to achieve almost instant access to data, using a wide range of applications, while increasing productivity and efficiency, and all done cost-effectively.” Simplicity, speed, and cost-effectiveness with Celerra MPFS SCC is exceptionally pleased with the performance of Celerra MPFS which enables a wide range of benefits. “Deployment of Celerra MPFS took only minutes,” says Betzler. “We bought it, enabled it, installed it, and now use it. Installing MPFS on a variety of workstations is only a reboot away. We had to adjust certain elements of our hardware, and the FC and iSCSI environments, but that was very straightforward. It’s easy to get up and running.” “In the old system, copying virtual server images took up to three hours,” says Betzler. “Now, we have fast data access, with access speeds up to 15 times quicker. Currently, I/O rates are running at up to 400 MB per second. Eventually, with MPFS, we plan to increase file access speeds to almost two GB per second. Celerra MPFS also works within KIT’s existing NAS and SAN infrastructure and its current operating systems and applications. Consequently, KIT did not have to invest in additional hardware or change application software. This alone has resulted in significant cost savings. In addition, Celerra MPFS has enhanced the Institute’s workflow. “We no longer have to transfer data by walking a hard drive from one workstation to another,” says Betzler. “MPFS provides instant data access by many user workstations simultaneously, within a high-speed computing environment, and even to the largest data files. This has significantly increased user efficiency and productivity, reaping even more cost savings.”
Slide 47: Future planning with EMC SCC views Celerra MPFS as helping to achieve its visions for the future. “More and more, the Institute sees the advantage of MPFS as central to our planning,” says Betzler. “As a tier-one computing center, we must be in a position to accommodate data growth and accessibility. With MPFS, all we will have to do is add to our data storage infrastructure. MPFS will accommodate many more users simultaneously, while enabling them to quickly access higher and higher volumes of data. We can achieve this while using Fibre Channel, or lower cost iSCSI connectivity.” SCC will work closely with EMC to plan for a scalable future. “We have direct contact to the EMC technical services team,” explains Betzler. “We’re now talking about redesigning our database infrastructure, with even larger data clusters running on our EMC CLARiiON systems. We’ll have several applications requiring even higher I/O requirements. To achieve more performance and flexibility, we plan to switch from the midsized CLARiiON to the EMC Symmetrix® V-Max™ which offers scalable throughput and enhanced services for our databases. MPFS and traditional file serving will participate in this performance boost.” Of key importance to SCC’s future plans is that Celerra MPFS is scalable. “That is one of the significant benefits that this EMC solution offers, and is also one of the reasons that I recommend it so strongly to other educational and research institutions,” concludes Betzler. “With Celerra MPFS you get speed without any additional complexity, while also achieving exceptional cost savings.” EMC Deutschland GmbH Am Kronberger Hang 2a 65824 Schwalbach +49-6196-4728-0 www.EMC2.de EMC Corporation Hopkinton Massachusetts 01748-9103 1-508-435-1000 In North America 1-866-464-7381 www.EMC.com Take the next step To learn how EMC products, services, and solutions help solve your business and IT challenges, contact your local representative or authorized reseller or visit us at www.EMC.com. EMC2, EMC, Celerra, CLARiiON, Symmetrix, V-Max, and where information lives are registered trademarks or trademarks of EMC Corporation in the United States and other countries. All other trademarks used herein are the property of their respective owners. © Copyright 2010 EMC Corporation. All rights reserved. Published in the USA. 3/10 Customer Profile H6744.1
Slide 48: CU STO M E R P R O F I L E Carlson Wagonlit EMC Avamar helps drastically reduce backup times and bandwidth use Carlson Wagonlit Travel (CWT) is a global leader specializing in business travel management. With 22,000 employees worldwide and a staff of 3,000 based in France, the company helps businesses, government bodies, and non-governmental organizations of all sizes maximize the value of their travel program in terms of savings, service, safety, and sustainable development. The group’s total revenues reached US$27.8 billion in 2008. For several years SYSTEMIC, an EMC solution integrator in France, has been helping CWT update its information management solutions. In 2007, this collaboration resulted in an initial SAN project using two redundant EMC CLARiiON® CX3 storage arrays and EMC MirrorView™ replication software. Subsequently in 2008, a NAS solution based on an EMC Celerra® NS40G platform was implemented together with a VMware® virtualization solution for the company’s application servers. Recently, CWT initiated a major project aimed at consolidating all of its European sub-data centers into a single, centralized, secure, and highly available data center located in Madrid. Present throughout Europe, CWT’s French office network is composed of 300 sites. These are of various sizes, from 10 to 400 people, and all have enormous backup requirements. File servers and messaging systems generate vast amounts of data that have to be saved and archived, which enables the company to comply with regulatory requirements. When passing through the network, these backups were taking up considerable bandwidth. During the course of this project, the application servers located in France will be migrated to the new consolidated site, but the workstation data will initially continue to be backed up in France, along with the file servers installed in remote sites. Saving bandwidth and increasing back up capacities With the help of SYSTEMIC, CWT analyzed the evolution of its backup system from the point of view of future projects. Following this analysis, the company decided to change its technology. This would help CWT reduce costs which were increasing dramatically, particularly due to the pricing policy for its legacy systems. It would also enable the company to benefit from state-of-the-art functionalities such as deduplication. “The previous backup solution was starting to show its limits both in terms of disk capacity and bandwidth use,” says Thierry Anne, project director for EMEA Infrastructure at Carlson Wagonlit France. “It did not offer a deduplication function that would have enabled us to reduce the load on our network. Moreover, the cost of the older legacy solution was no longer in line with market reality.”
Slide 49: An EMC Avamar® solution was recommended to enable CWT to meet its backup requirements and reduce costs. “We advised Carlson Wagonlit to roll out the EMC Avamar solution for several reasons,” says Jeremy Buisson, Account Manager at SYSTEMIC. “First, the solution precisely met the company’s bandwidth optimization requirements and its desire to stop backing up to tape. Second, thanks to the success of the initial projects and the expertise of our technicians, Carlson Wagonlit would have plenty of time to test the reliability and ease-of-use of EMC’s technologies. Finally, this project would serve as a test for a future extension of the Avamar solution on a European scale.” During implementation, the speed of the EMC solution roll out was noted positively. “The solution is particularly easy to roll out because it is pre-configured,” explains Anne. “In most cases, the machine does not have to be rebooted after the agent has been installed. The web interface offers a large range of backup agents covering a sizeable number of operating systems and versions, which speeds up implementation even more. Managing backup policies is also easy, and is based on an intuitive interface, making it faster to familiarize oneself with it.” Deduplication: saving money and increasing productivity EMC’s license policy was a key decision factor for CWT. “We will now be paying a ’right to use’ on disk space, no matter how many agents are used, which is interesting not only in financial terms but also in operating terms,” says Anne. “We are now benefiting from faster provisioning, and integrating a new workstation is very quick. Other suppliers offer less innovative ranges, and their pricing policy, based on the amount backed up and the number of agents, is not in line with current market realities. EMC is the best-positioned vendor with equivalent functionalities. Besides, this system will enable us to drop a particularly restrictive internal purchasing process.” “Previously it took about eight hours to do a full backup of the file servers via the WAN. Today this operation may only take five to 10 minutes.” Thierry Anne, Project Director for EMEA Infrastructure, Carlson Wagonlit France Due to the EMC Avamar deduplication capabilities, CWT has reduced its backup data storage requirements from 15 terabytes on the old solution, to six terabytes, for a reduction of 60 percent. EMC Amavar deduplication capabilities enable the company to increase this theoretical capacity 10 to 20 times by identifying redundant data at source, thereby reducing the amount to be backed up before it is transferred to the network. At the same time, the EMC Avamar capability combines backup software, a disk controller, and a storage array in a single, integrated solution. A simple client program is installed on every desktop or server to be backed up. “Previously it took about eight hours to do a full backup of the file servers via the WAN. Today this operation may only take five to 10 minutes,” says Anne. High levels of security and fast disaster recovery/data restore are other benefits of EMC Avamar. The controller controls the disk array and each tray is replicated in another tray to safeguard the data. Redundancy guarantees data security as well as faster failover and restore windows to meet the company’s disaster recovery requirements.
Slide 50: Rationalized backups and fair pricing One of the main benefits highlighted by CWT at the end of implementation is the optimization of the disk spaces. “With the previous solution, Carlson Wagonlit used a very large amount of its SAN for backing up to disk before transferring to cartridges,” explains Anne. “Integrating EMC Avamar freed up about 15 terabytes of disk space, which the consolidated Madrid data center has now recovered. This rationalization has contributed to reducing the total cost of backups while increasing security.” Another major benefit involves optimizing bandwidth. “Despite the distance between the different sites, the backup times provided by EMC Avamar are very impressive,” says Anne. “The data versioning is continuous due to algorithms that update the pointers. Backup times for desktops are similar: less than five minutes for several dozen gigabytes stored on the desktop compared to half an hour with the older solution, regardless of the location, office, or remote site, via a VPN client.” Also noted was the quality of EMC’s products and post-sales service. “Since the solution has been implemented we haven’t had to face any problems at all,” says Anne. “EMC’s solutions have shown themselves to be reliable in any tests. We are all the happier at the project’s success as it is a pilot project to be developed into a European extension of the solution. At the end of the pilot, we are intending to install the EMC Avamar solution in our Madrid site to centralize the backup of all the European workstations. The excellent collaboration between the SYSTEMIC and EMC teams is a guarantee of success.” EMC Corporation Hopkinton Massachusetts 01748-9103 1-508-435-1000 In North America 1-866-464-7381 www.EMC.com EMC Computer Systems France River Ouest 80 Quai Voltaire CS 21002 95876 Bezons Cedex +33 1 39 96 90 00 www.france.EMC.com EMC2, EMC, Avamar, Celerra, CLARiiON, and MirrorView are registered trademarks or trademarks of EMC Corporation in the United States and other countries.VMware and the VMware “boxes” logo and design are registered trademarks or trademarks of VMware, Inc. in the United States and other jurisdictions. All other trademarks used herein are the property of their respective owners. © Copyright 2010 EMC Corporation. All rights reserved. Published in the USA. 2/10 Customer Profile H6963
Slide 51: Sector: Financial Services Spot Light on the Company Founded in 1944 as Turkey’s first full service private bank, Yapi Kredi has experienced robust growth due to sustainable value generation. This financial services leader, with total assets of over US$70 billion, serves over 6 million retail and corporate customers. It reaches a vast target audience through its 860 retail branches in Turkey, as well as international subsidiary operations in The Netherlands, Russia, Azerbaijan, and Switzerland, and an offshore banking unit in Bahrain. The Challenge Yapi Kredi Bank needed to improve accessibility and query speeds to its immense amounts of information produced daily from 25 disparate operating systems. Implementation Deployment of Sybase IQ onto existing IBM AIX machines, and rolled out across the branch network, while minimising CPU and data storage requirements. Key Benefits • • • • • • Delivers 154% return on investment Results in 63% database compression Uses three CPUs, compared to Oracle’s 12 Reduces query times from days to minutes Reduces staff and energy costs Handles 5.5 TB of data “Yapi Kredi Bank chose Sybase IQ to improve the accessibility of our Bank’s customer data, giving employees in over 860 branches the ability to perform complex ad hoc queries rapidly and easily, while also lowering data storage costs.” With queries taking up to 24 hours to process, and immense quantities of data being pulled from more than 25 different operating systems, Yapi Kredi Bank adopted Sybase IQ to significantly reduce processing times by improving accessibility to data and query speeds. The result: 154% ROI in 10 months. Yapi Kredi Bank has always focused on customers’ needs by providing exceptional service levels and competitive product offerings. To enhance that mission, the company planned to implement its vision of originating Customer Relationship Management (CRM) activities directly from the 860 branches. Realisation of this vision depended on the bank’s ability to manage the immense amounts of information produced in its daily operations. To do this, it needed to find an alternative to its current system, one that would achieve a smooth, fast migration path and deploy into production quickly. Having used an Oracle data warehouse for their analytical CRM and credit card business lines, the bank noticed that the upgrade requirements of the system kept exceeding all estimations and budget allocations to produce pre-tuned query results. Queries could crawl at a snail’s pace with processing times taking up to 24 hours, while ad hoc queries were so problematic that they were not run. To turbo-charge its analytics, Yapi Kredi chose Sybase IQ to improve access to its customer data while also reducing data storage costs. To meet Yapi Kredi’s needs, a professional team of Sybase IQ consultants partnered with Bank staff to help architect the system and answer technical questions that arose during the project. Over a six-month period, Sybase IQ developed an in-house ETL (extract/transfer/load) tool that converted data from the legacy Oracle database to meet Sybase IQ requirements. Within eight weeks, Yapi Kredi was able to migrate an inhouse-developed Oracle/SQL-based data warehouse to Sybase IQ. To ensure a smooth transition, Yapi Kredi kept the Oracle system running as a backup measure. Just 3 months after the first phase production rollout, the Oracle system was retired.
Slide 52: The results illustrate the revolutionary benefits of Sybase IQ: “When we implemented Sybase IQ, we knew that our vision to increase the volume and effectiveness of the bank’s customer marketing campaigns could be realised,” Yapi Kredi General Manager of Technology Management Alpaslan Ozlu states. “With Sybase IQ, querying speeds now take minutes rather than hours due to the solution’s column-based architecture. Its unique compression capabilities have reduced disk space requirements by 63 percent, giving us significant cost savings. Because of these benefits, the bank has been able to re-deploy staff to other critical tasks. The solution has also resulted in significant infrastructure and energy savings because it uses only three CPUs rather than the old system’s ten. Our analysis shows that Sybase IQ will quickly pay for itself with an ROI of 154 percent.” Due to their innovative solution and the astounding results, Yapi Kredi Bank received Computerworld's "Best Practices in Business Intelligence" award for "Creating a BI Vision and Strategies for Improved ROI." Since its deployment, Sybase IQ has been rolled out across the Bank’s branch network, enabling Yapi Kredi management to effectively implement its Customer Relationship Management strategy. “Sybase IQ’s architecture and superior design has helped to future-proof the bank’s vision,” Alpaslan Ozlu states. “Its unique flexibility, data accessibility, and querying performance means that questions and programmes that we have not yet even thought of can be accommodated with ease. Now, Sybase IQ gives us instant data access, no matter what the query. For those reasons, Sybase IQ and the information that it delivers provides us with real competitive advantage.”
Slide 53: A Smart Case Study A Smart Decision CPL, the leading provider of temporary staff in Ireland, recently chose Smart Telecom’s Next Generation Network technologies to help drive its critical telecommunications requirements. In this interview with CPL IT manager Keith O’Connor, we learn how Smart Telecom’s flexible and reliable capabilities have substantially increased the productivity of this growing company. About the Company The Challenge Established in 1989, CPL has quickly grown to become Ireland’s leading recruitment agency, and largest provider of temporary staff. Each year, over twenty thousand temporary employees and nine thousand permanent employees are placed with almost four thousand client companies. Now trading on both the Irish and London Stock Exchanges, CPL has grown quickly: over the past five years revenues have increased almost fourfold, from €52.4 million in 2003 to €194.5 million in 2007. With a head office in Dublin, and fourteen additional offices located throughout the country – as well as London – voice and data telecommunications are critical to the continuing growth of the company. CPL relies on its telecommunications capabilities not only to provide exceptional service levels to its end clients and recruitment candidates, but also to power a variety of Internetdriven in-house administrative capabilities including many accounting functions. In order to facilitate continuing growth through exceptional service levels, CPL IT Manager Keith O’Connor searched for additional telecommunications capabilities and infrastructure that would increase reliability and flexibility. ‘Our primary server is located at our Dublin head office,’ he explains. ‘Each of our fourteen offices countrywide, as well as our London office, access that server through telecommunications infrastructure and technology. For that reason, it is imperative that our telecom infrastructure is reliable. We recognised that in order to provide redundancy and backup, we required an additional telecommunications provider who could partner with us to increase flexibility and reliability, at reasonable cost. ‘We also hoped to achieve increased in-house productivity through additional Internet speed and reliability. We contacted Smart Telecom. They understood exactly what we required and provided us
Slide 54: with exceptional reasons why we should choose them.’ The Solution Smart Telecom’s Next Generation Network Smart Telecom is Ireland’s fastest growing telecommunications service provider. Already providing the telecommunications needs for hundreds of businesses, government offices, and households throughout the country, Smart Telecom has made a commitment to supply exceptional, state-of-the-art infrastructure and technologies – as well as knowledgeable advice – to help customers increase productivity and efficiency, while minimising telecommunications costs. Smart Telecom’s Next Generation Network (NGN), the result of a significant investment by Smart Telecom in the latest telecommunications technologies, facilitates exceptional voice, Internet/data, VoIP, and video traffic through its wholly owned network of fibre and unbundled exchanges, as well as licensed microwave access and network management and processes. This investment allows Smart Telecom to offer next generation telecommunications technologies to small, medium, and large businesses, as well as households and other organisations, nationwide. Based on state-of-the-art high-speed packet network design that requires only a single node on the customer’s premises to simultaneously handle voice, data and video communications, Smart Telecom technology provides robust telecommunications reliability, flexibility and speed. This network also facilitates the very latest communications applications including VoIP and IPTV. Benefits of a Smart Telecom solution include greater speeds by eliminating contention, greater responsiveness to customer needs, greater reliability due to ongoing investment in new and independent telecommunications infrastructure, greater value for money thereby providing exceptional returns on investments as well as lower operating costs, and higher levels of flexibility. The Flexibility of Smart Telecom Solutions CPL has enjoyed astounding benefits from the Smart Telecom solution from the very beginning of their relationship, as Keith explains. ‘Smart Telecom ran dedicated fibre directly into our head office, a benefit that we very much appreciate,’ he states. ‘Moreover, they did so within days of our order. Installation of the solution was quick and uncomplicated. ‘We’ve had the Smart Telecom solution for about a year now and we’ve enjoyed substantial benefits. First, the system is exceptionally cost effective due to low installation costs and the fact that we do not have to pay a monthly fee. Second, and because Smart Telecom has invested in their own telecommunications infrastructure, we now have our own fibre. This capability eliminates contention, meaning that we don’t share a line with anyone else. For that reason, our Internet speeds have improved considerably. For instance, when ‘pinging’ from our server in order to test Internet connectivity speeds, that speed has proven ten times greater than other Internet ISP solutions. ‘This speed, and the reliability that the system offers, has also helped CPL to enhance its productivity. Because our Internet capabilities are faster, our staff can work more quickly, thereby
Slide 55: helping us to increase efficiency. That efficiency is also enhanced by the Smart solution’s reliability: in the year that we’ve been using Smart Telecom telecommunications capabilities, we have never experienced any Internet downtime. ‘In short, the Smart Telecom solution is reliable, flexible, and fast.’ Support Enhancing Reliability Keith also praises Smart Telecom’s support team and their ability to understand CPL’s real needs. ‘Smart Telecom’s Network Operations Centre, and the professionals that work there, provides exceptional service to its customers,’ he states. ‘They have taken the time to truly understand our business and our ongoing needs. Over the months, they have developed real, personal relationships with us. Because I know that they understand our business, I know that they will recommend solutions that are appropriate for us.’ Keith is also impressed with their ability to pre-empt problems, and to offer additional solutions that improve reliability and productivity. ‘Recently, a telecommunications power cable in our office had been pulled by accident,’ he explains. ‘We hadn’t noticed. But someone at Smart Telecom had because we received a phone call from them informing us of the problem. That sort of commitment to customer care is appreciated. The people at Smart Telecom act as true partners in our business.’ Smart Telecom also recommends advanced state-of-the-art telecommunications applications as they become available, and when they are appropriate. ‘Smart Telecom is fantastic when it comes to new technology,’ Keith states. ‘For instance, they recently recommended a new capability – EFM (Ethernet in the First Mile). This technology has allowed us to transform two existing standard copper wires into high-speed, 100 Mb telecommunications pipelines through the use of a small modem. And additional technologies, such as their Luminous Light Unit, allows us to integrate a variety of technologies including fibre or DSL as a single integrated unit. ‘These capabilities help us to quickly back-up data. They reduce other costs in that we no longer absolutely require VPN’s, firewalls, routers, or other third party hardware. Instead, we have a single solution that seamlessly consolidates our telecommunications traffic, no matter if that traffic is voice or data. ‘In short, the support and advice received from Smart Telecom has been perfect.’ Would Recommend Keith recommends Smart Telecom solutions to other Irish businesses. ‘Smart Telecom provides an independent telecommunications infrastructure that not only provides redundancy, but that also increases speed, flexibility, reliability, and productivity, all on a cost-effective basis. ‘I definitely recommend them to other businesses. We made the right decision to work with Smart Telecom, and from the start we’ve been very impressed with their solutions and capabilities.’ For more information CPL For more information on CPL and their commitment to the professional placement of permanent, contract,
Slide 56: and temporary staff, contact them at www.cpl.ie, or contact any of their offices: Dublin Office email: info@cpl.ie, Tel: 01 614 6000 Limerick Office email: info@limerick.cpl.ie, Tel: 061 317377 email: info@cork.cpl.ie, Tel: 021 494 4860 email: info@galway.cpl.ie, Tel: 091 509740 email: midlands@cpl.ie, Tel: 044 45222 Smart Telecom For more information on Smart Telecom’s Next Generation Network, and our range of Voice, Broadband, and state-of-the-art telecommunications solutions, contact us. Tel: 01 4699300, email: info@smarttelecom.ie, Web: www.smarttelecom.ie Cork Office Galway Office CPL Midlands
Slide 57: Integrated Sage 50 Poised for the Future The McMenamin Group is Ireland’s pre-eminent crane manufacturers, structural engineers, and providers of metal fabrication and cladding solutions for the commercial and agricultural industries. Here, we see how this prestigious group is poised for economic recovery with the assistance of a powerful Sage 50 integrated accounting and job costing solution. About the Company Donegal-based McMenamin Engineering has experienced exponential growth since its establishment in 1986 by Seamus McMenamin. Originally established to serve the structural fabrication requirements of Ireland’s agricultural sector, the Group’s successful expansion strategy propelled it into a variety of markets: McMenamin Engineering Ltd utilises cutting edge design and CNC capabilities to expedite the professional fabrication, erection, and sheeting for commercial and industrial builds ranging from warehouse requirements, to retail, leisure, government, and showroom installations. Mantis Cranes Ireland Ltd and Mantis Cranes (UK) Ltd design, build, sell, and rent self-erecting and city tower cranes for Irish and UK construction requirements, as well as for global markets. The success of the Group’s full service capabilities can be attributed to one over-riding mission: a provision of excellence. Les McAndrew, the group’s financial controller, explains. ‘Our company has always prided ourselves on the highest levels of customer service,’ Les states. ‘That commitment to excellence runs right through the group. Every project that we design and build; every crane that we manufacture in our Donegal plant and deliver to site; from the smallest to the largest project; our company is guided by that one over-arching mission.’ That commitment to excellence also provides a vision for the future. ‘Up until a few months ago, the group invested heavily in innovative technologies including the very latest CNC design and manufacturing equipment,’ Les says. ‘However, it is no secret that today’s economy represents a challenging time for everyone in our industry. For that reason, we are targeting international markets to diversify our customer base. We recognise that the quality of our products and services can meet the needs of a global audience. ‘By looking to a global market, we firmly believe that we are positioning ourselves for success as the world economy recovers. And we know that by doing so, our company, our employees, and our suppliers will also benefit.’ Page 1 Page 1
Slide 58: The Challenge: Gaining Real Time Information When the company was first established, accounting and job costing was done manually. ‘McMenamin’s first projects met smaller agricultural requirements,’ Les explains. ‘In those early years, all accounting, finance, and job costing activities were recorded using a manual system. While that worked effectively during the early days, the company’s rapid growth, and the establishment of its other companies – Mantis Cranes and Mantis Cranes UK – required a more sophisticated solution. ‘What we required was a solution that would provide standard accounting and management reporting capabilities, but as importantly, would also enable us to closely monitor costs and profitability for each job undertaken by each of our companies. ‘We also required a solution that could consolidate company financials. In other words, we wanted it all: we wanted a system that would allow us to view accounting data at a group level, but that would also allow us to drill down into each company within the group, and then drill down even further: to each cost for each project undertaken by each company.’ The company approached Synergy Network Ltd, the Sligobased Sage Business Partner, with their aspirations and plans. James Doyle, Synergy Network managing director, explains: ‘When the McMenamin’s first approached us back in 1997, we recognised their tremendous potential for growth. For that reason, we knew that the company required a highly flexible, robust, yet easy to use solution that could grow as quickly as their aspirations. We also knew that they required a capability that would help them to increase productivity and efficiency.’ To meet the group’s requirements, Synergy Network recommended Sage 50. A number of years later, that initial solution was integrated with Sage Job Costing. Sage 50 is Ireland’s most popular accounting and management software solution. Developed specifically to meet the needs of growing small and mid-sized companies, Sage 50 incorporates a wide range of functionalities including multicompany/multi-currency capabilities, nominals, cash book, invoicing, VAT tracking and analysis, ROS (Revenue On Line), debtor and creditor analysis, purchase and sales orders, comprehensive management reporting, and many other functions. Intuitive and easy to use, the solution enables company managers to keep their fingers on the pulse of their businesses through exceptional drill down capabilities. The McMenamin Group’s Sage 50 solution was also integrated with Sage Job Costing. This comprehensive job costing capability enables companies to track all costs associated with specific projects including third party costs, overheads, costs of materials, and similar. Comprehensive analysis and cost tracking enables managers to monitor ongoing costs in real time, while protecting valued profitability. Additionally, complete integration increases productivity by eliminating double-entry requirements. The Significant Benefits ‘Our integrated Sage solution has proven more than adequate to meet our needs,’ McMenamin Group’s Les McAndrew states. ‘It has proven extremely flexible, and has grown as we’ve grown. Its easy-to-use functionality has helped us to increase our productivity and efficiency, and its reporting capabilities provide us with the critical data to monitor the group’s – and individual companies’ – current financial situation, while also helping us to plan for the future. ‘The Sage 50 solution also helps us to meet compliance requirements such as end of year and period accounting, and VAT requirements. ‘Sage Job Costing, integrated into Sage 50, provides a powerful capability, and we use this facility for every contract that we undertake – both big and small. Job Costing enables us to The Solution: Integrated Sage 50 with Sage Job Costing Page 2
Slide 59: allocate all relevant costs to each specific project. This enables us to stay abreast of anticipated project costs in order to protect profitability. ‘Job Costing also provides us with a comprehensive archiving capability that enables us to store complete project cost histories. This facility will help us to develop future budgets by providing us with detailed data regarding past job costs. In other words, and rather than picking a figure out of the air when we’re bidding on a new project, we can look back to see exactly what a similar project cost, how much time it took, and how much resource was required. This capability will help us to bid intelligently, competitively, and yet profitably.’ Les is also impressed with the ongoing support that the Group receives from Sage Business Partner Synergy Network. ‘Synergy has been with us since the initial Sage 50 implementation over ten years ago,’ he explains. ‘They are one of the primary reasons for the success of the solution because they took the time to understand our business and our commitment to the future. As an example of their high levels of service is the fact that James Doyle, the managing director of Synergy Network, firmly believed that the group could benefit by integrating Sage Job Costing into the original Sage 50 solution. He took the time to explain its capabilities and how it would help the company. The result is an integrated solution that meets our exact requirements. ‘I know that if we experience any type of problem at all, Synergy Network are only a phone call away.’ For more information For more information on the McMenamin group of companies and their commitment to excellence, contact them: McMenamin Engineering Ltd Tel: +353 74 9149362 Email: sales@mcmenaminengineering.ie Web: www.mcmanaminengineering.ie Would Recommend Les McAndrew recommends the integrated Sage 50 solution without hesitation. ‘I have already recommended Sage 50 and Sage Job Costing to other companies, and will continue to recommend it,’ Les concludes. ‘Sage 50 has been developed with the same philosophy with which our group has always prided itself: a commitment to excellence. ‘This solution’s capabilities has significantly contributed to the success of the McMenamin group of companies. Those same benefits will also help us to reap benefits as we look to the future, and the recovery of the global economy.’ Mantis Cranes Ireland Ltd Tel: +353 74 9149981 Email: info@mantiscranes.ie Web: www.mantiscranes.ie Mantis Cranes UK Ltd Tel: +44 139 8748962 Email: info@mantiscranes.co.uk Web: www.mantiscranes.co.uk Synergy Network Ltd For more information on Synergy Network Ltd, contact them: Tel: 071 9146815 Email: sales@synergynet.ie Web: www.synergynet.ie Sage For more information on Sage 50, Sage Job Costing, and our complete range of integrated accounting, management, and job costing solutions, contact us: 1890 882060 Page 3
Slide 60: Compelling Business Writing A Portfolio of Successful Writing Experience Web Applications by Tom Richards
Slide 61: Web Application Samples by Tom Richards Client : Advent (www.advent.ie) Click on image to visit site Client : Allaboutenergy (www.allaboutenergy.ie) Click on image to visit site
Slide 62: Client : ALP (www.alpducting.ie) Click on image to visit site Client : Meritec (www.meritec.ie) Click on image to visit site
Slide 63: Client : M&P Construction (www.mpconstruction.ie) Click on image to visit site Client : KNORR QuickSoup Site disabled
Slide 64: Client : PEG.ie (www.peg.ie) Click on image to visit site
Slide 65: Compelling Business Writing A Portfolio of Successful Writing Experience Blogs by Tom Richards
Slide 66: Blog Samples by Tom Richards Clients: • Peg.ie • Survivor’s Guide to Living in Ireland The Challenge Blogs and other social networking media must provide a dynamic resource to communicate new information to consumers, while optimizing website SEO. Tom writes and manages copy and social networking sites to leverage opportunities through compelling content. PEG.ie: special offers and detailed content drive customers to this online electronics store Surviving Ireland: this amusing blog, full of entertaining and informative content, compels visitors to purchase. This blog has helped drive sales of Tom’s non-fiction bestseller, ‘A Survivor’s Guide to Living in Ireland’ into five figures Client : PEG.ie click on image to visit site
Slide 67: Client : Surviving Ireland click on image to visit site click on image to visit site
Slide 68: Compelling Business Writing A Portfolio of Successful Writing Experience Animation & Storytelling by Tom Richards
Slide 69: Animation & Storytelling Samples by Tom Richards Client: • Allaboutenergy The Challenge Targeting the UK and Irish Youth market, this energy advice organisation desired to do something just a bit different. Through a compelling and entertaining story line, Tom brought the organization’s desire to educate this difficult target audience to life. Client : Allaboutenergy.ie click on the image to view animated short Story and screenplay by Tom Richards © Copyright Allaboutenergy.ie 2008.
Slide 70: Client: • Johnson & Johnson The Challenge: To significantly increase purchase at point of sale while reinforcing brand values. The Results: Partnering with this international company, Tom developed a unique Personalized Storybook, ‘Sue the Two Headed Roo & You!’ Sales of J&J’s baby products increased by almost 10 percent during the promotional period. Project: The Adventures of Sue the Two Headed Roo And You! (sample pages)
Slide 73: Compelling Business Writing A Portfolio of Successful Writing Experience Brochures, Direct Mail and Other Samples by Tom Richards
Slide 74: Brochures, Direct Mail, and Other Sample by Tom Richards Every client has a different requirement. Tom Richards combines his business experience and passion for writing to meet those specific needs.
Slide 75: Brochures, Direct Mail and Other Samples Client: • Shell Oil Ireland and UK The Challenge To motivate Shell customers to order Home Heating Oil through its national distributors, thereby protecting market share and increasing revenues Results: 8 percent increase in revenues as a result of a series of campaigns
Slide 78: Brochures, Direct Mail and Other Samples Client: • One2One Design Florida The Challenge This design company desired to increase market penetration within Florida’s financial services industry. Tom Richards wrote content that drove home this design agency’s marketing and sales presentation. Results: Significant increase in market share.
Slide 79: One 2 One Banking Winning Market Leadership through Knowledge Leadership Strategies and Effective Marketing Communication
Slide 80: One 2 One Banking The Competitive Challenge Due to FDIC Regulations, most banks sell many of the same products and services. This can make it difficult to: • Differentiate your bank from the competition • Retain profitable customers • Effectively cross-sell other products or services • Maximize market penetration and subsequent profitability One 2 One Banking
Slide 81: One 2 One Banking The Competitive Edge One 2 One Banking from 8vo Creative is a dynamic marketing communications, customer loyalty, and retention program that: • Is designed and tailored specifically to achieve your Bank’s objectives • Establishes your Bank as a Knowledge Leader within its target market • Reinforces customer loyalty and customer retention • Effectively cross-sells other Bank products and services • Thwarts competitive initiatives • Increases market penetration, share of market, and profitability for your Bank One 2 One Banking
Slide 82: One 2 One Banking Increasing Your Bank’s Moat 8vo Creative’s primary objective is to help turn your Bank into a Knowledge Leader Why? Because by doing so, your customers will recognise that your Bank offers Unique capabilities that may be difficult to find elsewhere. As a Knowledge Leader, your Bank increases its Moat. That is: Because your customers are more likely to seek advice and other Banking services from you, they are more likely to remain loyal to you over the longer term – and are less likely to move to a competitor. One 2 One Banking
Slide 83: One 2 One Banking Increasing Your Bank’s Moat By helping your Bank to achieve a Knowledge Leadership Position 8vo Creative helps you to establish: Mutually profitable, long term, and personal relationships with your customers. 8vo Creative implements a stepped approach to help your Bank establish an effective Knowledge Leadership Position with Existing and New Customers. One 2 One Banking
Slide 84: Defining a Position of Knowledge Leadership 8vo Creative undertakes a comprehensive program, leading to a series of deliverables. Step One helps us understand your objectives, your market, and the needs of your customers: • We Listen – to the objectives and aspirations that you have planned for your Bank • We Analyse – what your customers expect and need from your Bank • We Recommend – a Knowledge Leadership strategy that will help your Bank to achieve a winning position within the markets and customers that you serve One 2 One Banking Step One: One 2 One Banking
Slide 85: Devising a Dynamic Communications Program One 2 One Banking Step Two: Having defined a Knowledge Leadership strategy, 8vo Creative partners with your Bank to devise an integrated program of tailored communications to enhance the relationship experience between your Bank and the customers that you serve. One 2 One Banking
Slide 86: Devising a Dynamic Communications Program 8vo Creative transforms the Knowledge Leadership strategy into communications that demonstrate your Bank’s capabilities. We may recommend the use of the following communications for your customers: • Branding/sub-Branding Programs • Personalized Email Commuications • Newsletters and Ezines • Personalized Direct Mail • Case Studies One 2 One Banking Step Two (continued): • Direct Access Cell-phone Communications • Website Development, Repositioning, and/or Refocusing One 2 One Banking
Slide 87: Branding/sub-Branding Programs Branding/sub-Branding programs package selected products or services under a single visual creative umbrella: • Reinforce your Knowledge Leadership position • Apply agreed creative solutions to relevant product/service brochures • Apply creative solutions to all other materials that reinforce those chosen product/service messages One 2 One Banking Step Two (continued): One 2 One Banking
Slide 88: One 2 One Banking Step Two (continued): Newsletters/Ezines Ezines (sent Electronically) and Newsletters (sent through the mail) work to demonstrate your Knowledge Leadership Position: • Communicate expert advice in specific areas of Banking and Finance, thereby reinforcing your Knowledge Leadership area and expertise. Topics might include: – asset management, building wealth, saving for college education, analyzing mortgage alternatives, and similar – • Form strong personal relationships with your customers by illustrating how you can serve them • Incorporate your products/services, but effectively demonstrate how those products can benefit your customers One 2 One Banking
Slide 89: Personalized Email Communications Personalized Email provides effective, instant communications to your customers: • Always relevant • Incorporate Calls to Action • Demonstrate Knowledge Leadership by incorporating valuable, personal advice and information • Effective communications method should an emergency situation strike and customers require instant advice • Conduct low-cost market research through feedback mechanic Personalised Email must never be SPAM. Rather, it is a planned part of a One 2 One Banking program that delivers welcomed information. One 2 One Banking Step Two (continued): One 2 One Banking
Slide 90: Personalized Direct Mail Personalized Direct Mail complements other program elements: • Product cross-sell but based on Knowledge Leadership strategy • Always incorporating methods for easy access and quick response to the Bank • Consistent message Personalized Direct Mail programs drive your Knowledge Leadership Position home to the customer, and in a manner that is always relevant. One 2 One Banking Step Two (continued): One 2 One Banking
Slide 91: Direct Access Cell Phone Communications Qode Cell Phone Direct Access This innovative software product enables customers to effortlessly reference and access Bank websites and website-enabled communications via their Cell Phone: • Communicate personalized information quickly to your customers • Allow customers to effortlessly stay abreast of changing financial information • Provide new product information, and enhance your Knowledge Leadership Position quickly and effectively Qode Cell Phone Direct Access provides a powerful tool that enables your Bank to significantly increase its personal service, cost-effectively. One 2 One Banking Step Two (continued): One 2 One Banking
Slide 92: One 2 One Banking Step Two (continued): Case Studies 8vo Case Studies powerfully illustrate to existing and potential customers how your Knowledge Leadership position can best serve their banking and financial requirments: • Demonstrate the fit between your capabilties and customer needs • Illustrate how your Bank’s Knowledge and Advice can help your customers reach their financial aspirations, whatever those might be • Effectively cross-sell additional products and services Case Studies demonstrate – in language and using examples with which customers can relate – how your Bank best serves them. One 2 One Banking
Slide 93: Website Development, Repositioning & Refocusing 8vo Creative are also experienced web designers. We can help to create powerful new websites, or tweak current websites, that help to develop positive relationships with existing and new customers: • Create dynamic websites that effectively communicate your Bank’s Knowledge Leadership Position • Motivate customers to purchase additional products and services with on-site Calls to Action • Provide a Knowledge Resource Base for your customers that demonstrates your Bank’s ability to serve their real needs Effective websites become a critical resource tool for your customers that also reinforces mutually beneficial relationships. One 2 One Banking Step Two (continued): One 2 One Banking
Slide 94: Program Implementation Following agreement on all strategies, tools, schedules and budgets, 8vo Creative implements your Knowledge Leadership program: • We write, create, and expedite all program elements • We work closely with you to ensure that all program elements meet your exact expectations • We implement quickly, but precisely, to ensure that programs come in on-time and on-budget 8vo Creative partners with you to maximize the customer relationship potential between your Bank and your customers. One 2 One Banking Step Three: One 2 One Banking
Slide 95: The Substantial Benefits of One 2 One Banking • Position your Bank as a Knowledge Leader within defined markets • Increase customer loyalty and retention • Increase your Moat, thereby thwarting the competition • Effectively cross-sell additional products and services • Increase market penetration, market share, and profitability 8vo Creative promises to tailor and implement One 2 One Banking programs in a way that serves the real needs not only for you, our potential client, but also those of the customers that you serve. One 2 One Banking Summary One 2 One Banking
Slide 96: Brochures, Direct Mail and Other Samples Client: • Meritec Ireland The Challenge The first sample illustrates repositioning copy that helped this lighting and audio-visual company to take the leadership within its industry. The second example shows content that increased market penetration and sales volumes for corporate audio-visual products and services. Results: The client has seen exceptional growth since the execution of its repositioning strategy. Sales increased by 12 percent following the insertion of this sales flyer into national newspapers.
Slide 97: I N T E G R AT E D L I G H T I N G & AU D I O V I S UA L S O LU T I O N S F O R OFFICE Integrated Solutions from Meritec help businesses and public organisations, both large and small, to increase productivity while also maximising a company’s professional image. Meritec works closely with our clients to design, specify, and install integrated solutions to meet exacting requirements. CONFERENCING SYSTEMS AUTOMATED BOARDROOM SOLUTIONS INDIVIDUAL PRESENTATION SYSTEMS
Slide 99: Integrated Audio Visual & Lighting Control Solutions OFFICE • HOME • EDUCATION Improving Your Boardroom Image LCD Projectors The new generation of projectors from Hitachi meet the diverse needs of business, government bodies, and educators. With Ultra Short Throw technology on selected models, they offer unparalleled clarity and brightness, coupled with industry leading practicality, portability and ease of use. ULTRA PORTABLE AT A GLANCE Lightweight, compact designs Powerful performance Excellent image quality Small footprint Short throw lenses on selected models Projecting Excellence in the Boardroom INSTALLATION AT A GLANCE In today’s economic climate, professional boardroom presentations can make the difference between winning and losing. Meritec designs, specifies, and installs integrated audio visual boardroom solutions. We are leaders in the market in the following areas: Audio Visual Integration for Boardroom/Meeting/Training Rooms Projector Installations Plasma and LCD Installations Video & Audio Conferencing Solutions Control Systems TV Distribution Systems Digital Signage Dynamic Data Driven Signage Solutions Hitachi projectors are the backbone of many Meritec Boardroom Audio Visual Solutions. Hitachi’s range of exceptional projectors ensures clear exact images. Add a professional cable and signal management solution, as well as simple-to-use control systems and a fully integrated Audio solution, for a highly effective meeting/presentation space. Cable Management Solutions EXTRON HSA 400 Industry-leading brightness High resolution image projection Interchangeable lenses on some models Range of connectivity options Ease of use EDUCATION AT A GLANCE Ultra Short Throw image on selected models Excellent picture quality Range of connectivity options Built in security features Ease of use MULTI-PURPOSE AT A GLANCE Ultra Short Throw technology on selected models Excellent picture quality Range of connectivity options Built in security features Reduced fan noise PROFESSIONAL INSTALLATION SERIES AT A GLANCE Interchangeable lenses High resolution image projection Industry-leading brightness Ease of Use Cable management systems such as the Extron Hideaway® HSA 400 enhance audiovisual boardroom solution’s design by providing inconspicuous computer-video connector access and control. Designed for easy mounting into virtually any table surface, the HSA 400 fits nearly flush with the tabletop, storing connectors out of sight. Meritec are Ireland’s leaders in integrated AudioVisual Solutions. Established in 1994, our clients include Eircom, the Commissioners of Irish Lights, the Irish Times, the Health Service Executive, Irish Life & Permanent, Ernst & Young, and many more. Let Meritec help you to achieve excellence in the Boardroom. Call today for more information and be entered into a draw for a free Projector! For more information 1800 517617
Slide 100: Enhancing Professional Presentations with Hitachi Projectors HITACHI’S EXCEPTIONAL RANGE OF PROJECTORS MEETS THE PROJECTION REQUIREMENTS FOR BUSINESSES, GOVERNMENT BODIES AND EDUCATORS. CP-A100 SHORT THROW PROJECTORS CP-X1 with USB Slot LIGHT PORTABLE PROJECTORS This exceptional projector delivers a 60” projection screen at only 42cm. This allows the projector to be sited very close to the screen, eliminating shadowing while increasing flexibility. Short throw technology revolutionises the use of projectors in business and education. World's first high performance free shaped lens Ultra Short Throw - 42cm for 60" Full Connectivity Easy Maintenance Brightness: Normal Mode - 2500 Lumens Whisper Mode - 2000 Lumens Network capability – LAN through RJ-45 Enhanced Security The perfect fusion of features and performance for the professional on the move, the CPX1 is the ultimate portable projector for the mobile business consumer. This exceptional projector combines stunning features with powerful performance in a lightweight and compact design. 2000 ANSI Lumens, XGA PC-less presentation via USB Flash Drive Lightweight design (less than 1.7g) Quick Start and Instant Off Resolution Preset Whiteboard/Blackboard Modes Full Connectivity Short throw lens via USB BRIGHT PROFESSIONAL PROJECTORS Projectors From €480 BRIGHT PROFESSIONAL PROJECTORS CP-X417 with Free Lamp* CP-X467 with Free Lamp* CP-X807 IDEAL FOR LARGER VENUES, THESE AFFORDABLE SOLUTIONS COUPLE HIGH PERFORMANCE WITH ADVANCED NETWORKING CAPABILITIES AND SIMPLE USER FUNCTIONALITY. Product Specifications & Features: 3000 ANSI Lumens with Optical Zoom, XGA Full connectivity including HDMI Quick Start & Instant Off Auto Vertical Keystone Input Source Naming 7W Audio Output Whiteboard Mode & Blackboard Mode Product Specifications & Features: 3500 ANSI Lumen with Optical Zoom, XGA Full connectivity including HDMI Quick Start & Instant Off Fast & Easy Wireless network Input Source Naming My Button Whiteboard, Blackboard & Greenboard Mode Product Specifications & Features: 5000 ANSI Lumens with Optical Zoom, XGA Full connectivity Quick Start & Instant Off Input Source Naming Wired LAN Networking Capabilities Whiteboard Mode & Blackboard Mode CALL NOW FOR A DEMONSTRATION AND BE ENTERED INTO A DRAW FOR A FREE PROJECTOR! Visit our website for case studies, white papers, and comprehensive information on our range of services: www.meritec.ie Deluxe Insta-Theatre The ultimate mobile screen erects from its own casing. Quick & simple set-up! Sleek design with a unique pneumatic scissors mechanism for raising and lowering the screen surface. For more information 1800 517617 Contact us for more information on our Integrated AV & Lighting Control Solutions or for additional details on our comprehensive product range Phone: +353 1 274 3060 Fax: +353 1 274 5577 e-mail: info@meritec.ie Web: www.meritec.ie * Limited Offer Meritec Presentation Products, 9 Bray South Business Park, Killarney Road, Bray, County Wicklow, Ireland. 1800 517617
Slide 101: Brochures, Direct Mail and Other Samples Client: • Garcia Media The Challenge This leading newspaper and magazine redesign company sought to expand in Ireland and the UK. Tom developed a wide range of content to assist with their launch in these markets. Results: Garcia Media quickly won a number of new clients, including the UK’s Kent Messenger.
Slide 103: Compelling Business Writing A Portfolio of Successful Writing Experience Feature Films: Marketing Plans & Electronic Press Kits by Tom Richards
Slide 104: Feature Films: Marketing Plans & Electronic Press Kits by Tom Richards The Challenge Independent Feature Film makers take high risks to finance and distribute their projects. Tom provides assistance with compelling content. Marketing plans: Tom combines his passion for feature films with his marketing experience to produce strategic marketing plans that result in finance and distribution. EPKs: Tom writes and directs all elements for successful Electronic Press Kits. This includes content and the production and editing of trailers, B-Rolls, cast/director interviews & transcripts, and ancillary marketing collateral. The Results: Finance and distribution through compelling, yet rational, materials that powerfully communicate the premise of the project. Depth of materials adds richness and texture to increase the probability of success for producers and film makers in the marketplace.
Slide 105: A Marketing communications company A Strategic Marketing Plan for Dirty Rats by John Dawson Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 106: Contents A Marketing communications company Content Introduction Synopsis Talent Information Project Attributes The Package Target Marketing & Brand Positioning Page 3 8 11 12 16 18 Content Strategic and Tactical Marketing Programmes Awareness & Motivation PR/EPK TXT-Based Marketing Traditional Activities Product Development & Exploitation Summary of Pre-Release Phase Activities Promotional Activities at Release Conclusions Contact Information Page 34 37 44 45 47 Positioning Opportunities 22 Exploitation, Geographic Considerations, Comparable Box Office SWOT Analysis Key Marketing Tools 26 31 48 53 54 56 60 Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 107: A Marketing communications company Introduction Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 108: Introduction A Marketing communications company Earthnet, a marketing communications and strategic planning company, was commissioned to produce a comprehensive marketing plan based on a draft screenplay of John Devon’s Dirty Rats. The objectives of this Plan are to develop substantial preliminary marketing strategies and tactics to support the release of this film in the domestic, European, and North American markets. Additionally, this Plan recommends other activities that will lead to the profitable development of activities within a range formats including DVD, 3rd Small Screen, and related activities. Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 109: Introduction A Marketing communications company The distinctiveness of this project and the development of the Marketing Plan is characterised by the implementation of ‘integrated marketing’: that is, the early linkage of production, marketing and sales activities, as well as all others involved in the release of the film which, in turn, leads to greater long-term possibilities and more costeffective strategies that will lead to a successful release. In the process of developing the project, the limitations of its marketing, particularly through the P+A Financing, will be pointed out and the problems of positioning Dirty Rats in the theatrical, video and DVD markets will be defined. Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 110: Introduction A Marketing communications company The following marketing areas play a central role: • The Marketing Plan’s first priority is to exploit conventional theatrical, DVD and TV channels within both the domestic and relevant European markets. • Based on the concepts utilised in domestic and European marketing, strategies for international markets will be used in offering the product to international buyers. • For the co-producers that means further product improvement in order to leverage international sales – the final product must be geared to professional international marketing standards. Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 111: Introduction A Marketing communications company This Marketing Plan uses analyses, concept development, and innovative creative concepts as the basis for its recommendations. We look forward to working with our partners in the further development of Dirty Rats, and the launch – and subsequent exploitation of rights – as a profitable activity. Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 112: A Marketing communications company Dirty Rats Film Synopsis ‘Shoot or be shot…’ Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 113: Film Synopsis A Marketing communications company DIRTY RATS is a darkly comic and tragic tale of morality, loss and love. Taken captive by three Irish criminal brothers, a German documentary film crew is offered a deal that they cannot refuse - shoot or be shot. Ex-lovers Rolf and Aimee, along with young Danny, are fed-up with each other and are set to go their separate ways. As they wrap up their final travel show shoot, Rolf, the cameraman, sees a robbery in progress at a rural convenience store. Deaf to the pleas of Aimee the presenter and Danny the sound recordist, Rolf can’t resist getting one more shot. The robbers, Declan, Mick and Podge Dooney, discover the camera crew and take them hostage. Fearing for their lives, the crew agrees to film the Dooney's final rampage and help the brothers avenge themselves upon an old enemy. This deal with the devil causes unexpected consequences for both sides. Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 114: Film Synopsis A Marketing communications company As they criss-cross the Irish countryside, Mick is encouraged by Aimee to reminiscence before Rolf’s camera, revealing deep family conflicts. Initially at odds with each other, the two camps are slowly drawn together but then ripped apart by the violence and carnage caused by the Dooney's desire to escape the law and start new lives. Aimee and Rolf’s renewed love for each other fuels their actions which bring down their captors. They survive with the truth recorded for the world to see. However, this victory is bitter-sweet as their lives are changed forever by the ordeal. Written and directed by John Dawson, Dirty Rats is a co-production of Paradox Pictures (Ireland), Ikandi (UK) and majade Fiction (Germany). Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 115: Production Information A Marketing communications company Dirty Rats features rising Irish actors Chris O’Dowd (Podge Dooney) and Aidan Gillen (Mick Dooney), and German stars Christiane Paul (Aimee) and Mathias Schweighofer (Danny). Casting for Phil and Declan continues. Dirty Rats will be directed by the lauded artist and theatre actor/director turned film maker John Dawson. This will be John’s first feature film. The noted cinematographer Christopher Doyle will shoot the film. The experienced team of Liam O’Neill, Maeve McAdam, and Heino Deckert produce. All shooting is scheduled to take place in Ireland. Development support From the Irish Film Board, the MEDIA programme of the European Community, and The Ontario Media Development Corporation, with the participation of the eQuinoxe Screenwriters Workshop. Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 116: A Marketing communications company Dirty Rats Project Attributes Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Slide 117: EDITED Project: Shelter Interview: John Lynch (JL) – Stephen Date: February 2009 Hi, my name is John Lynch, and I play Stephen. Question: How did you first hear about the screenplay? JL: I heard about it through my agent. Alex rang me and said that there was a director who’d written a screenplay called Shelter that was going to be filmed in Ireland and that he wanted to talk to me. I was filming in Plymouth, so Ger rang me. I’d been sent the script before Ger rang, so we had a conversation for about 45 minutes, which is quite a long conversation. We just got caught up immediately in the world of it and it’s a very striking screenplay and something I hadn’t seen for a long long time. It’s kind of sparse – the bones of what it’s like to be in an urban environment today, what it’s like to exist, what it’s like when religion no longer works, what it’s like when we have lost sight of what we are about, where we’ve come from. I’m talking about environment, nature, that kind of thing. It sort of touched on all those things and had a huge resonance for me, so when I spoke to Ger, we connected, even though I was in Plymouth and he was in Dublin. Question: What’s Stephen, the character that you play, about? JL: It’s difficult because we’re still filming and I had a very strong gut reaction to the character of Stephen. I always thought that he was the epitome of a malaise that’s very current in the male gender at the moment. Nothing works any more for him and he’s got himself into such a place that sex doesn’t work, alcohol doesn’t work, work doesn’t work and I think there are a lot of men out there in that kind of predicament. Ger really encapsulated the terror that’s at the heart of the modern man, without wanting to sound too pretentious. Question: On a human level, how do you react to the darkness in the screenplay and the hope that the film offers? JL: First of all, I tend to loose sight of how lucky I am. Not just in terms of what I do or what I don’t do, just generally how lucky I am. I think a lot of people have lost sight of that, and Ger really does nail that. Life is dark, and I’ve always fallen on that side of things. It is dark and we’re forced into corners by life, we’re forced into situations by life, forced to make
Slide 118: choices. There is redemption in this script and it really is in front of our noses. I think however, Stephen is so truncated and so bloated that of all of the characters in this film it really comes to him last. Life is painful, but at the same time, what ignites life is connection and connection is what this script is about. What’s extraordinary about this script is that on the first reading you say this is about this connection, it’s about non-connection but because he so graphically paints that so starkly that when people do connect it’s a real touchstone, a real reflection on how we live. A lot of life is boring and mundane and nauseous to a certain extent. There’s a lot of pain in it but it’s the moments of connection that make you believe that maybe something else is going on. And I think that that’s what this gets. Question: What’s it like working with Ger and this talented cast and crew? JL: When we first spoke we spoke for 45 minutes. I spoke a lot about the image of falling. I said to him that this was a man falling – Stephen was a man falling. I’d been writing and had just finished my second novel and the motif in my second novel is of a man falling. He’s in an alcohol-enduced psychosis and he is metaphorically falling but he believes he is literally falling. So when I read Ger’s screenplay I immediately thought that this is what I’ve been tackling for the last couple of years. Ger and I met on the grounds of both of the things we’d been working on in our own independent way. He’s younger than me and it’s his first screenplay and his first directing feature and it’s quite extraordinary. There is something special about what he’s done and is doing. Question: For the hopefully thousands and thousands of people who go into a cinema to watch this film, what do you hope this film gives to those people? JL: I think it’s part of a growing sense that we have to look somewhere else, that we’ve forgotten where to look – I don’t mean to sound vague. We’ve forgotten how and where to look at ourselves and in ourselves and at the people around us and there’s a growing sense of that within our society. I think people have had enough of money and throwing money at things and an ostentatious kind of living. There’s a general sense that we’re lost and that’s what this thing taps into. Maybe I sound too grandiose but something has to give. I hope that this is part of what will maybe help make it give. We think we know too much and I think that religion in its bald and real sense doesn’t work and we’re falling away from that. Ger’s script really captures people spiralling within their own loneliness. That is happening everywhere – certainly in Western society. Question: Of all of the things Stephen does and says, is there a defining moment for you – a line that Stephen says. JL: It would be the line that Ger sent to me on an email. He sent everyone an email before we started – wishing us luck and he said ‘As Stephen says, it could be beautiful’. I think that
Slide 119: for Stephen, for all his rampant desolation - he’s completely and utterly naked in his rage and his pain and his shame - shame is a very big part of his internal life. I think there’s still this possibility that it (life) could be beautiful. Question: Turning briefly to the Irish Film Industry. You’ve been acting for some time, why do you think that a film of this type is important to the film industry here? JL: I think we spent a long time in the past, and a long time in the troubles as an industry and there were visionary filmmakers in Neil Jordan and Jim Sheridan. This film is absolutely about now and the moment we find ourselves in – that moment that’s cracked. That’s true of Ireland and that’s true of everywhere. It’s absolutely about something that’s burning inside of us now. I think it addresses modern Ireland and that aftermath after the Celtic Tiger and all that is fading away. What you’re left with is, as Kris Kirstofferson said, a stomach full of empty. I think that’s what this gets and nails. END