GFC 5 Elements of a Balanced Business 2014

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Discover the 5 Elements of a Balanced Business: The objective is to evoke thought as a foundation for the development of an envisioned or revisioned business using the core elements of Message, Purpose, People, Place and Return. This method has been used with new and emerging Beer, Wine, Spirits and Hospitality businesses. It can be applied to any business. All methods and content is the property of Gary Finnan Creative and the Ovation Guild

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GFC 5 Elements of a Balanced Business 2014

  1. 1. Gary Finnan & Tom Potter The Future of Your Craft Business: Creative Strategy & Planning for Success
  2. 2. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   MP3R  I  A$endee  Considera.on  
  3. 3. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   DNA  MP3R  I  Business  Lifecycle  Journey   You  Start   Here   1   EnVision   Courtship   Infant   GO-­‐GO   2   ReVision   3   ReVive   Complacency   Aristocracy   Recrimina,on   4   SurVive   Witch  Hunt   Bureaucracy   Death                      Growth                                                                      Mature                                                                      Decline                                                                        Death   You  Get  Here   You  Go  Here   ?   ?   ?   !   Adolescence   Prime   Stable   You  don’t  want   to  be  here!   Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  
  4. 4. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Almost  99%  of  the  mass  of  the  human  body  is   made  up  of  these  six  elements:   • Oxygen,     • Carbon,     • Hydrogen,     • Nitrogen,     • Calcium,     • Phosphorus   MP3R  I  DNA  Human  Elements  –  Simplicity  vs  Complexity   Wine  on  the  pother   hand  is  made  up  of   11  Elements  +  9   Vitamins  and  11   Other  Compounds    
  5. 5. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   THREE ESSENTIAL STEPS
  6. 6. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   DNA  MP3R  I  3  STEPS   Di DNA   Discover   01   Discover  Your   Essence   “A  Guided  Discovery   Process”   Tom  PoWer  Brooklyn  Brewery  
  7. 7. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   DNA  MP3R  I  3  STEPS   NU DNA   Nurture   02   Nurture  Your   Vision   “Not  Conserva,ve  –     Give  The  Facts”   Tom  PoWer  Brooklyn  Brewery  
  8. 8. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   DNA  MP3R  I  3  STEPS   Ac DNA   Act   03   Act  On  Your   Plan   “Don’t  Believe  Everything   You  Think  /  Write”   Tom  PoWer  Brooklyn  Brewery  
  9. 9. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   MP3R  I  The  Elements  of  Your  Business?   RETURN   Google  Images  2014  
  10. 10. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +  MP3R I Balanced Big Picture BX  I  Business  Experience   Crea,ve  Balance   Innova,ve   CX  I  Customer  Experience   Strategic  Balance   Measured   OPERATIONS   MARKETING   DESTINATION   ORGANIZATION   FINANCE     SALES  -­‐  DTC   PLATFORM   SALES  –  WSale  
  11. 11. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Transi.on  Map  
  12. 12. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   5 Elements of a Balanced Business
  13. 13. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Message Purpose People Place Return MP3R  I  Five  Elements  of  your  business  equa.on   Mp DNA   EnVision   00   3   R   Google  Images  2014  
  14. 14. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Me 04   Message   Promise   MP3R  I  Strategic  Business  Planning   Google  Images  2014   MESSAGE   • Have  you  defined  the  basis  of  your  brand   essence  to  build  a  meaningful  story  that   customers  can  relate  to?   • Are  you  keeping  or  fulfilling  the  promise  you   make      to  customers  in  your  brand  message  to   create  a  memorable  experience  and  your   desired  ROI?  
  15. 15. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Me 01   Message   Promise   • Rediscover  your  brand  -­‐  Compelling  Brand  Essence   • Share  customer  insights  –  Wants.  Needs  and  Desires   • Talk  about  customers  needs,  not  personal  preferences   • Provide  a  clear  and  compelling  purpose       • Market  to  employees   • Have  a  clear  social  mission   • Authen,c  Brand  Values   • Prepare  to  keep  the  promise   MP3R  I  Strategic  Business  Planning  
  16. 16. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pu 05  Provide   Purpose   MP3RI  Strategic  Business  Planning   Google  Images  2014   PURPOSE   • Have  you  defined  your  purpose?  What  do   you  wish  to  be  known  for?   • Do  you  have  the  structured  methodology   or  knowledge  to  create  that  purpose  or   produce  those  products?   • Are  you  offering  the  right  quality  of   products  and  providing  the  services  the   customer  wants,  needs,  or     expects,  to  create  a     Memorable  experience  and     Your  desired  ROI?  
  17. 17. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pu 02  Provide   Purpose   • People  are  ins,nc,vely  self  –centered   • What  do  customers  want,  need,  expect?   • Don’t  sell  things,  help  customers  buy  them   • You  know  more  than  you  customer:  Or  do  you?  -­‐  Tech  Talk!   • Don’t  let  company  organiza,on  drive  experience  /  products   • Kick  off  interac,ve  ac,vi,es    -­‐  Service  and  Circle  of  Touch   Points   • Assume  increased  adop,on  -­‐  Improve  usability,  a  lot.   MP3R  I  Strategic  Business  Planning  
  18. 18. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pe 06  Human   People   MP3R  I  Strategic  Business  Planning   Google  Images  2014   PEOPLE   • Have  you  defined  your  business  vision  and   ideal  customer  segments?     • Is  your  staff  immersed  in  your  vision  and   engaging  with  the  right  customers  to   create  a  long  term  adop,on  of  your   products  and  brand  to  create  a  great   experience  and    your  desired  ROI?  
  19. 19. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pe 03  Human   People   • Who  is  your  customer?   • Disengaged  employees  don’t  create  engaged  customers   • WBS    -­‐  (Warm  Body  Syndrome)   • Communicate,  Communicate,  Communicate   • Make  it  easy  to  do  the  right  thing  –  Training  and  Tools   • Find  ways  to  Measure  employee  engagement   • Establish  a  strong  opera,ng  structure  (The  Ringmaster)   • Make  listening  an  enterprise  wide  skill   MP3R  I  Strategic  Business  Planning  
  20. 20. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pl 07  Environ   Place   MP3R  I  Strategic  Business  Planning   Google  Images  2014   PLACE   • Have  you  defined  your  ideal  business   loca,on  and  created  the  founda,onal   architecture  to  operate  your  business?   • Have  you  created  a  physical  manifesta,on   of  your  brand  that  the  customer  engages   with,  adopts  and  shares  loyally  as  a   personal,  memorable  brand  experience  to   create  your  desired  ROI?  
  21. 21. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pl 04  Environ   Place   • Every  interac,on  creates  a  personal  reac,on   • Experiences  need  to  be  designed  for  individuals   • Customer  segments  must  be  priori,zed   • Feedback  needs  to  be  the  key  metric   • Employees  need  to  be  empowered  –  with  tools   • Make  sure  you  have  the  right  environment  –  The  Stage   • Customer  Connectedness   • Message,  Purpose,  People  in  the  Place   • Make  socially-­‐conscious  decisions    -­‐     • Be  as  green  as  you  can  be   MP3R  I  Strategic  Business  Planning  
  22. 22. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Re 08  Expecta,on   Return   MP3R  I  Strategic  Business  Planning   Google  Images  2014   RETURN   • Are  you  achieving  the  return  on   investment  you  projected?   • Does  your  customer  act  as  a  brand   ambassador  when  they  leave  your   business?  
  23. 23. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Re 05  Expecta,on   Return   •   Customers  show  loyalty  by  purchasing  products  &  services   • Employees  do  what  is  measured,  incented,  and  celebrated     • Turn  innova,on  into  a  con,nuous  process   • Make  ,me  for  innova,on   • Seek  out  Innova,on  Partners   • Lifestyle  ROI   • Innova,on  ROI   • Legacy  ROI   MP3R  I  Strategic  Business  Planning  
  24. 24. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   Your Essence Is The Foundation of Planning
  25. 25. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   One  Word:  MP3R       Essence  Statement:  MP3   •  At  the  Brooklyn  Brewery  we  promotes  the  prolifera.on  of  good  beer  and   good  food  whenever  we  can  by  enriching  the  life,  tradi,on  and  culture  of   the  communi,es  we  serve.  We  work  with  partners  and  purveyors  across  the   country  to  produce  beer  and  food  tas,ng  events  of  the  highest  quality.  We   export  more  beer  worldwide  than  any  other  American  crao  brewery,  gaining   the  Brewery  and  our  stakeholders  notoriety  as  one  of  the  top  crao  beer   producers  in  the  world.   MP3R  I  Reverse  Engineering  –     Brooklyn  Brewery  MP3R  Example   5  Elements   1987   1992   2014   ReVisioned   Message   Crab   Gourmet   Prolifera.on   ?   Purpose   Reinheitsgebot   Integrated   Enrich   ?   People   Contract   We   Partners   ?   Place   Brooklyn   Interna.onal   Worldwide   ?   Return   Pride   Control   Notoriety   ?  
  26. 26. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   How  People  See  You  –  Percep,on  vs  Reality   Navigate  Your  Uniqueness   Message    =  Promise     Purpose    =  What   People      =  Who   Place        =  Where   ROI        =  Why                MIND    Intellect                          Choices   EMOTION    Feel                                                                                                            Explore                SENSE    S.mulate                                                                                              Crave                VOICE    Ar.culate                                                                                        Interact   MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  27. 27. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Define    Your  Business    Essence   Provide  one  word  for  each  of  the   following  elements   Message    =  What  is  Your  Promise     Purpose    =  What  You  Do   People      =  Who  is  Your  Customer   Place        =  Where  You  Engage   Return      =  What  You  Get  Out  of  It   MP3R  I  Essence  Exercise   Take  the  five  words  and  crab  an  essence   statement    -­‐  keep  it  simple  and    consider   the  relevance  of  the  words  you  use.   If  you  are  really  brave  –  expand  out  to   Internal  Facing  /  External;  facing  or  even   a  Re-­‐Visioned  future   How  You  See  Your  Business  –  Percep,on  vs  Reality   5  Elements   Now   Internal   External   ReVisioned   Message   Purpose   People   Place   Return  
  28. 28. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   The Stuff We Never Showed You
  29. 29. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   MP3R  I  Five  CORE  Agreements   Ag DNA   Agree   00   A  founda,on  for  communica,ng  as   a  team   •  Be  impeccable  with  your  word.   •  Don’t  take  anything  personally.   •  Don’t  make  assump,ons.   •  Always  do  your  best.   •  Be  skep,cal,  but  listen  for  the   message.   Based  on  the  book  The  Four  Agreements  ©  1997,  don  Miguel  Ruiz.     Printed  by  permission  of  Amber-­‐Allen  Publishing,  Inc.  P.O.  Box  6657  ,  San  Rafael  ,  CA  94903  .  All  rights  reserved.    
  30. 30. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Loyal Listener Energetic Accomplishment Honest Passionate Helpful Proactive Respecpul   Strategic Reliable   LEA ED RSH I P MP3R  I  Strategic  Business  Planning  
  31. 31. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   MP3R  I  Strategic  Business  Planning   Memorable InterestedEnergetic Nurturing Honest Passionate Helpful Organized Trusted   Strategic Reliable   MEN OT RSHI P
  32. 32. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +  
  33. 33. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Strategic Intention •  Vision •  Mission •  Values •  Goals (LT) Business Strategy •  Capabilities •  Key Strategic Initiatives •  Objectives •  Stakeholders Brand Strategy •  Positioning •  Portfolio •  Architecture •  Identity & Attributes Market Strategy •  Target Markets •  Customer segments •  Distribution Channel/s Functional Planning •  Objectives •  Deliverables •  KPIs •  Performance Measures Actionable Roadmap •  Key Initiatives •  Deliverables •  Timelines •  Assigned Champions MP3R I Planning Components BX  I  Business  Experience   Crea,ve  Balance   Innova,ve   CX  I  Customer  Experience   Strategic  Balance   Measured   Not  for  presenta,on  or  use  without  approval  –  Ova,on  Guild  2013  
  34. 34. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   8 Key Initiatives of a Balanced Business
  35. 35. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Pf Strategy   Plaporm   06   • The  plaiorm  ini.a.ve  directs  a  clearly  defined  promise  that  a  company  makes  and  fulfills  for  its  customers  through  its   brand.  It  is  developed  through  a  process  of  iden.fying  and  infusing  both  the  tangible  and  intangible  a$ributes  which   clearly  and  succinctly  iden.fy  and  differen.ate  a  company.    Also  know  as  the  brand  strategy,  these  are  the  components   that  which  inform  business  ini.a.ves.   Platform MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  36. 36. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Fi Strategy   Finance   07   • The  financial  ini.a.ve  will  guide  all  ac.vi.es  to  operate  the  business  at  op.mum  profitability  while  building  the  value  of   the  brand.    It  will  clearly  define  how  to  document  and  monitor  opera.onal  performance  to  iden.fy  revenue  and  expense   trends,  forecast  resources  needed  and  communicate  this  informa.on  to  stakeholders  in  a  useful  format  and  .mely  manner.       Financial MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  37. 37. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Or Strategy   Organiza,on   08   • The  organiza.on  ini.a.ve  will  ensures  that  staff,  structure,  policies,  training,  safety  and  risk  management  procedures,  are   in  place  –  and  rightly  aligned  with  the  organiza.on.       Organiza.on   MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  38. 38. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Op Strategy   Opera,ons   09   •   The  opera.onal  ini.a.ve  will  encompasses  nearly  all  tangible  business  func.ons  –  Farm  management,  produc.on,   facili.es,  property  and  equipment  maintenance,  as  well  as  sustainability  ini.a.ves,  and  the  op.miza.on  of    the  business’s   capacity  and  efficiencies.     Opera.ons   MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  39. 39. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Ma Strategy   Marke,ng   10   • The  marke.ng  ini.a.ve  will  direct  how  a  company,  its  people  and  its  brands  and  products  are  presented  to  the  world.    The   marke.ng  ini.a.ve  ensures  that  the  company  and  its  brands  and  products  are  packaged  and  promoted  in  a  way  that  is  in   keeping  with  the  brand  essence  and  en.cing  to  the  target  audiences.   Marketing MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  40. 40. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Sa Strategy   Sales   11   • The  sales  ini.a.ve  is  intended  to  guide  all  ini.a.ves  to  distribute  and  deplete  available    and  intended  revenue-­‐ genera.ng  assets,  with  the  inten.on  of    developing  a  reputa.on  with  the  target  customers    to  solidify  future   growth  and  ensure  sustainable  profitability.   Sales MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  41. 41. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   Dx Strategy   Des,na,on   12   • To  clearly  ar.culate  how  the  facility  will  be  leveraged  to  authen.cate  the  brand  to  create  a  uniquely  compelling  brand   story  and  guest  experience   Des.na.on   MP3R  I  Strategic  Business  Planning   Google  Images  2014  
  42. 42. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   About  Us:  Brooklyn  Brewery  MP3R  Reverse  Engineering   •  Brooklyn  Brewery  makes  beer.  Good  beer.  Not  only  does  it  taste  good  and  make  your  meal  beWer  but  we  like  to   think  that  since  its  founding  in  1988,  Brooklyn  Brewery  has  brewed  flavorful  beers  that  enrich  the  life,  tradi.on   and  culture  of  the  communi.es  it  serves.  Its  award-­‐winning  roster  of  year-­‐round,  seasonal  and  specialty  beers   have  gained  the  Brewery  notoriety  as  one  of  the  top  crab  beer  producers  in  the  world.  While  striving  to  brew  the   best  beer  possible  (and  make  ,me  for  our  growing  families),  The  Brewery  promotes  the  prolifera.on  of  good  beer   and  good  food  whenever  it  can.  Brooklyn  beers  are  currently  distributed  in  25  states  and  20  countries.  Throughout   2011  The  Brewery  underwent  an  expansion  that  will  double  overall  capacity  in  2012  and  quintuple  by  2013.   Brooklyn  Brewery  probably  exports  more  beer  than  any  other  American  crab  brewery.   •  In  addi,on  to  facilita,ng  community  mee,ngs  at  its  Tas,ng  Room,  brewery  employees  serve  on  not-­‐for-­‐profit   boards,  including  the  Prospect  Park  Alliance,  the  Open  Space  Alliance,  Transporta,on  Alterna,ves  and  the  Brooklyn   Historical  Society.  Each  year  the  company  supports  many  charitable  and  arts  organiza,ons  including  BAM,  Brooklyn   Museum  and  MoMA,  and  partners  with  food  purveyors  across  the  country  to  produce  beer  dinners  and  tas.ng   events.   Dis.lled:  MP3R   •  Message:  The  Brewery  promotes  the  prolifera,on  of  good  beer  and  good  food  whenever  it  can   •  Purpose:  enrich  the  life,  tradi,on  and  culture  of  the  communi,es  it  serves.   •  People:  partners  with  food  purveyors  across  the  country  to  produce  beer  dinners  and  tas,ng  events.   •  Place:  Brooklyn  Brewery  probably  exports  more  beer  than  any  other  American  crao  brewery.   •  Return:  beers  have  gained  the  Brewery  notoriety  as  one  of  the  top  crao  beer  producers  in  the  world   MP3R  I  Reverse  Engineering  –     Brooklyn  Brewery  MP3R  
  43. 43. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   About  Us:  Brooklyn  Brewery  MP3R  Reverse  Engineering   One  Word:  MP3R       •  Message:  Prolifera,on     •  Purpose:  Enrich     •  People:  Partners     •  Place:  Worldwide   •  Return:  Notoriety     Essence  Statement:  MP3R   •  At  the  Brooklyn  Brewery  we  promotes  the  prolifera.on  of  good  beer  and   good  food  whenever  we  can  by  enriching  the  life,  tradi,on  and  culture  of   the  communi,es  we  serve.  We  work  with  partners  and  purveyors  across  the   country  to  produce  beer  and  food  tas,ng  events  of  the  highest  quality.  We   exports  more  beer  worldwide  than  any  other  American  crao  brewery,   gaining  the  Brewery  and  our  stakeholders  notoriety  as  one  of  the  top  crao   beer  producers  in  the  world.   MP3R  I  Reverse  Engineering  –     Brooklyn  Brewery  MP3R   Message  =  What  is  Your  Promise     Purpose  =  What  You  Do   People  =  Who  is  Your  Customer   Place  =  Where  You  Engage   Return  =  What  You  Get  Out  of  It  
  44. 44. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   One  Word:  MP3R       Essence  Statement:  MP3   •  At  the  Brooklyn  Brewery  we  promotes  the  prolifera.on  of  good  beer  and   good  food  whenever  we  can  by  enriching  the  life,  tradi,on  and  culture  of   the  communi,es  we  serve.  We  work  with  partners  and  purveyors  across  the   country  to  produce  beer  and  food  tas,ng  events  of  the  highest  quality.  We   export  more  beer  worldwide  than  any  other  American  crao  brewery,  gaining   the  Brewery  and  our  stakeholders  notoriety  as  one  of  the  top  crao  beer   producers  in  the  world.   MP3R  I  Reverse  Engineering  –     Brooklyn  Brewery  MP3R  Example   5  Elements   1987   1992   2014   ReVisioned   Message   Crab   Gourmet   Prolifera.on   ?   Purpose   Reinheitsgebot   Integrated   Enrich   ?   People   Contract   We   Partners   ?   Place   Brooklyn   Interna.onal   Worldwide   ?   Return   Pride   Control   Notoriety   ?  
  45. 45. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   +   MP3R  I  Reputa.on  or  Reality   Know  How  Customers  See  You  –    Don’t  Wait  For  Your  Funeral   For  addi,onal  informa,on   or  consul,ng  support,  please   give  us  a  call.  We  work  na,onally     and  remotely,  subject  to  your   requirements  and  project  scope.   Gary  Finnan  -­‐  707-­‐975-­‐9761   Google  Images  2014  
  46. 46. Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014  Not  for  presenta,on  or  use  without  approval  –  property  of  GFC  2014   THANK  YOU   Gary@GaryFinnan.com   GaryFinnanCrea,ve.com     Tom@nydis,lling.com   nydis,lling.com  

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