In This Issue 

Three Key Steps to Determining Your Competitive Advantage

Your Marketing Plan: Make 2012 a Successful Year!

All the News that's Fit to Print

Special Offer on, "Face to Face: Children of the AIDS Crisis in Africa"


Don't Miss our Next MPPA meeting and presentation on December 20, 2012 at the Bay Cafe Restaurant in Palo Alto. Click here for details and registration.

Three Key Steps to Determining Your
Competitive Advantage

(MPPA Speaker for December -- sign up now for talk)

This may be the season for Turkey and Shopping and Gifts. But it is also the season for PLANNING. Everyone should be taking some time out to plan for next year’s marketing efforts, and that planning process needs to be proceeded by some research – some data collection.

According to Ann Wenzel, Economist and author, analyzing the competition and our customers’ choices is the key to developing pricing and marketing strategies for a profitable business. All companies have competition, and long term business success requires small business owners to determine how they are best able meet their customers’ needs, and communicate this “competitive advantage” to potential customers. We know we are different from other vendors out there, but are we truly better able to meet our customers’ needs? Please click here for the rest of the article.

Your Marketing Plan: Make 2012 a Successful Year!

When I was growing up in Connecticut, I would always know when my family was about to take a trip: My dad would announce that he had received the TripTikR. This customized set of maps from AAA, still used today, had been assembled in a package of easily “flipable pages” to guide our auto travel. These maps would keep us on the right road, help us choose excellent stopping points, and help us avoid hazards like road construction and speed traps. To Dad, it was unthinkable to take a long road trip without his TripTik. Click here

All The News That's Fit to Print

Your newsletter might not be the NYT, but your customers may love it. Do they call you and say, “I didn’t know you did that!” Do you get more referrals and inquiries within a week of your newsletter’s reaching its audience? Do you get calls for offers in newsletter issues from 2-3 months ago? Do professional partners thank you for featuring them in your newsletter by referring clients to you? If the answer to any of these questions is “No,” then it's time to spend time tuning up your newsletter and making it more a more effective tool for boosting profits, retaining and attracting clients, and enhancing engagements. Fortunately, we can help you with those goals. Click Here

Special Offer on "Face to Face: Children of the AIDS Crisis in Africa"
Special Offer from Ruthann Richter, co-author

This week, I received some wonderful news from Kenya. One of the first orphans we met there more than a decade ago is headed to the University of Nairobi to study biochemistry. Cyrus, who lost his mother to AIDS when he was 8, hopes to become a physician.

Cyrus had wandered the streets after his mother disappeared and was taken in by some local women who ultimately built a model project for children, the Saidia Children’s Home in Gilgil, Kenya. The children get nurturing, psychological support and education as well as good nutrition and a comfortable bed.

Saidia is featured in our book, Face to Face: Children of the AIDS Crisis in Africa, which documents the growing problem of Africa’s orphans (there are some 1.2 million orphans now in Kenya alone). Many of these children struggle daily just to stay alive while coping with the trauma of having lost their parents.

During this holiday season, we are offering the book, beautifully illustrated with Karen Ande’s color photographs, at a discounted rate of $25. We will donate the proceeds from the sale to Saidia, Cyrus’ second home. Just drop me a note if you are interested, and I will arrange for delivery.

Ruthann Richter

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