Small Business Marketing – Specialize or Generalize?

There have been many great points raised on both sides of this discussion. In order to make a final decision, we must look at how the business world is moving and at the purchasing patterns of the consumers who will be utilizing your services.The Internet has changed the way people look for services (personal and professional). For example:
· If you do a search in Yahoo for a Personal Coach you will get 1.4 million matches.
· If you refine your search to Personal Life Coach you will get 760,000 matches.
· If you refine your search to Personal Career Coach you will get below matches.
· If you refine your search to Weight Loss Coach you will get 80,000 matches.
(search result numbers are subject to change)Once you have selected the area of specialization you are interested in, you can then drill down into the results by location or other qualifying factors. As we are spending more and more time online, our patterns are shifting and adapting to more effectively navigate the over-abundance of information available. Web users know that in order to avoid a list of millions of possible matches, they must be more specific in their requests.Generalizing – The Benefits:
As a generalist you aren’t limited in the type of clients that you can work with. Everyone is pressed for time; having one coach who can handle all aspects of your goals (personally and professionally) as opposed to multiple resources each with a unique area of focus would be of certain benefit.Generalizing – The Challenge:
The trade off is assumed to be that if you are a generalist in all things you are not an expert in any of them or at least in most of them. To state that one individual can work on any aspect of any business and/or in any area of a person’s life and still achieve success is unlikely and may be interpreted as unrealistic or exaggerated on the part of your potential clients.Specializing – The Benefits:
As a specialist you can attract a client based on his unique needs then share the wide range of additional areas you can bring benefit too. Each person wants the best for themselves and they perceive their situation to be completely unique. Specializing places you in front of the right client at the right time.Specializing – The Challenge:
Initial pool from which you can draw clients is potentially smaller (but more refined), your copy must be more targeted, and you may be vulnerable to economic swings in specific market segments.The concept of moving towards a more specific or niche approach to positioning and promoting your practice is becoming the standard in business. Building an environment that allows you receive the benefits of being positioned under Specialist and Generalist is one of the foundations of www.ldurandconsulting.com [http://www.ldurandconsulting.com]Have a successful day!
Leslie Durand, Marketing Coach and Emarketing Specialist

Hoodia and Alli – Product Reviews

Obesity is a growing concern in our generation. Millions of Americans who buy diet products are diagnosed as obese or overweight, with a lot more in other countries. This phenomenon was caused by a mixture of a sedentary lifestyle and an improper, fat-filled diet. As we grow increasingly interconnected, many people can now work in the comfort of their own homes. While this has proven to be an advantage, these same people can become obese if they’re not careful.Because of the prevalence of obesity worldwide, several companies have produced diet products that claim to help in weight loss. Some of these products are chemical in nature, while others are simply herbal supplements. One difference that isn’t readily apparent is the fact that herbal supplements like hoodia don’t have to get approval from the Food and Drug Administration. Because of its nature as a supplement (as opposed to a drug), the FDA simply has to make sure that the substance is safe for regular use. It doesn’t have to be approved in terms of effectiveness.


Patients who buy Alli, on the other hand, can be sure that it has FDA approval for diet products. It wouldn’t be released otherwise. It is marketed as safe and effective, and the official Alli website partners the medication with a comprehensive weight loss program that encourages a change in lifestyle and eating habits.How these two substances work are vastly different. Hoodia was discovered during the mid-30s when anthropologists noted that African tribesmen ate the plant to prevent hunger. Pretty soon, the plant was being studied for its applications to diet products. This particular diet supplement works on the body by suppressing appetite. Specifically, it tells the brain that the body has already eaten enough, and thus a person who ingests it doesn’t feel hunger for a longer period of time.When you buy Alli, you’ll notice several key differences. One of the most major differences is that it doesn’t do what hoodia does to the brain. In contrast to sending signals to the brain, this weight loss drug instead disables the primary enzyme that helps the body digest fat. This allows the unabsorbed fat molecules to be discharged through the bowels. In other words, they aren’t stored in the body like they normally would be.Like all oral medications, both of these substances have side effects. Those who buy Alli may experience diarrhea and frequent bowel movements. This can be attributed to the drug’s work with the fat in the body, and a low-fat diet will help minimize this side effect. Hoodia has been reported to have negative effects on the liver. Because studies haven’t been adequately done on this supplement, there are no official reports about its side effects. As a safety precaution, diabetics, pregnant or breastfeeding women, and hypertensive patients should avoid taking it.


With the availability of diet products on the market, we’re making headway in the battle against obesity. Whether it’s a chemical drug like Alli or an herbal supplement like hoodia, modern medicine has given us some of the tools to fight this condition. However, a complete victory really can’t be declared without the appropriate changes in lifestyle and diet. Supplements alone aren’t going to keep us healthy.

Advancing the Next Big Idea in Animal Health

Smallpox, polio and even influenza-these deadly diseases once ruled the earth, killing by the millions. Today, thanks to scientific research, their impact is far less. The same holds true for animal diseases such as canine parvovirus and feline leukemia. One day, a host of other diseases that affect humans or animals, and sometimes both, may meet the same fate.When major medical breakthroughs happen, such as the promising bone marrow treatment for humans with sickle cell anemia announced last December, we often don’t realize the time and effort behind a new prevention, treatment or cure. The reality, though, is that medical advancements usually take years, even decades, to come to fruition-and along the way hundreds of ideas are attempted before one of them opens the doors. Morris Animal Foundation (MAF) is committed to finding and funding the next big ideas in animal health research.We know that a novel idea goes nowhere without proper funding-and funding for the unknown is often tough to come by. The Foundation is one of the few organizations helping cutting-edge scientists gather data and test promising concepts that could one day lead to major health breakthroughs for animals.Innovative Ideas Take Flight:
Through its pilot-study program, MAF provides funding up to $10,800 for one-year studies that test a new idea and gather preliminary data to determine if the idea merits further investigation. This program provides timely funding for innovative ideas, speeds up scientific discovery and advances the Foundation’s mission to improve the health and welfare of animals.


“Pilot research study grants are designed to support innovative research ideas and early-stage projects where preliminary data may not be available,” says Dr. Wayne Jensen, MAF chief scientific officer.One benefit to the pilot-study program is that MAF accepts these study proposals multiple times per year rather than through the traditional grant cycle of once per year. As a result, the program helps researchers respond more rapidly to emerging diseases and contemporary questions in animal health research.Funding for pilot studies is desperately needed to advance veterinary medicine for companion animals and wildlife. Dr. James Moore, chair of the Foundation’s large animal scientific advisory board, explains that most funding agencies only support proposals that already contain a sufficient amount of preliminary data to suggest that the expected outcomes will be achieved. But scientists need funding to gather preliminary data. So it was no surprise that MAF received an overwhelming response-161-to its two 2009 calls for proposals. Yet the Foundation can fund only 12 to 18 projects each year.”The greater than expected response to the request for proposals for pilot studies suggests that there are a lot of good, untested ideas out there,” Dr. Moore says.A History of Funding Health Breakthroughs:
The Foundation has a long history of funding breakthrough projects. For example, in 1999, MAF was the first to fund research to look at why California sea otters were dying off. Over the next decade, we funded several grants looking at disease risks in sea otters. What scientists learned from these projects helped them win a $1.86 million grant from the National Science Foundation. In an interview for AnimalNews 6.4, lead researcher Dr. Patricia Conrad noted that, “the Morris Animal Foundation grants were critically important. Without that support in the project’s infancy, we wouldn’t have been able to compete for bigger grants.”Beyond uncovering information about the infectious diseases that were killing sea otters, these studies also led to increased state legislative protections for the playful creatures and trained numerous up-and-coming wildlife health researchers.A current study funded by our Canine Cancer Campaign is testing a new drug therapy for bone cancer in dogs. This major project encompasses multiple facets and institutions and could eventually save the lives of thousands of dogs-yet it began as a small pilot effort. Additional pilot projects may soon lead to a promising treatment for eye cancer in horses, improved nutrition for brook trout and better pain management for reptiles.


Current pilot studies address gastrointestinal problems, urinary infections and heartworm in dogs; osteoarthritis pain in cats; laminitis in horses and overpopulation and drug-resistant infections in pets.”Pilot studies like these are important for moving veterinary medicine forward, primarily because they can be accomplished relatively quickly and relatively inexpensively,” Dr. Moore says.Who knows where this year’s pilot projects may lead. Perhaps they will give veterinarians a tool to help them diagnose and manage osteoarthritis in cats or an inoculation that prevents certain strains of Escherichia coli from causing recurrent urinary tract infections in dogs. Or maybe equine veterinarians will get an inexpensive method for treating laminitis, a painful, life-threatening condition.The possibilities for advancing animal health are truly endless as long as we continue to support pioneering scientists with innovative ideas. These promising projects may one day change the face of veterinary medicine and help create a healthier tomorrow for animals.Learn more about the current pilot studies.