2. My Story
My story…
➣3rd generation family business
➣Successful exit
➣Personal transition process
➣Work with growing private and family businesses
3. Use Search Marketing To Gain Advantage
Understand the opportunity
Get an edge by using data to influence customer actions
➣Learn important details on customer wants & needs
➣Use new analytics to develop better market intelligence
➣Translate customer behaviors into a better business strategy
➣Leverage the data to better your competitive position
4. Use Search Marketing To Gain Advantage
Why is this important?
Now is the time to gain the early advantage
➣Search marketing is in its infancy; benefits require lead time
➣Decrease your customer acquisition costs
➣Enables you to build long-term relationships
➣Success depends on human capital, agility and perseverance
➣Still need to protect your online reputation
5. Use Search Marketing to Gain Advantage
Action Items & Examples
Get into the game and discover what works best for you
➣Establish a baseline for you vs. your competitors
➣Grow your capabilities through quick cycle experiments
➣Create actionable intelligence to drive strategy, marketing and
product development plans
➣Diverse examples include:
Local commerce Online media
Law firm Equipment reseller
Gaming Campaigns & Non-profits
7. Adapting to a basket reserve currency
Understand the opportunity
Pressures on the monetary system may force the dollar to
be part of a basket which serves as a reserve currency
➣Currency is a global raw material
➣New source of margin volatility
➣Currency and debts are related
➣Competing interests and conflicting agendas
8. A Quick Look at Currency History
10 year view of dollar vs. six major currencies
High = 121
Low = 71
Source: ICE US Dollar Futures contract; compares the dollar to a basket of six major currencies (euro,
Japanese yen, British pound, Canadian dollar, Swedish krona and Swiss franc)
9. Impact of a basket reserve currency
Why is this important?
Consider how broadly it impacts your business
➣Increases volatility of cash flows and valuations
➣May impact banking relations and capital structure
➣Will require management attention
➣New political, tax and generational uncertainty
10. Impact of a basket reserve currency
Action Items To Consider
Offense
➣Seek carry trade opportunities
➣ Pursue export/import incentives
➣Consider domicile arbitrage
Defense
➣ Develop & monitor likely scenarios
➣Build capabilities to manage new volatility
➣Keep contingency plans current
11. Ideas to discuss at another time
For those with a long horizon
Time Period Opportunity
0 – 5 years Search Marketing
5 – 15 years Reserve Currency
10 – 20 years Rare Earth Elements
Alternative Energy
20 – 50 years US/Mexico borderlands
