Archive for October 1st, 2008

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Ford Motor Co. (NYSE: F) is stepping into the consumer-created advertising content kingdom. It announced this day that it will run a national ad featuring a short film that recently won an on the internet competition.

This is the secret that many companies are just now learning: your customers are your best advertising asset. When it comes to something as passionate about talking about the 2010 Ford Mustang, you definitely want to get out of your customer’s way, right?

This reminds me of Tide’s “Speaking Stain” ad during the last Super Bowl. The ad was more than a pitch for the product; it also sent viewers to Tide’s website where they could send in their own “Talking Stain” video entries. Prizes were available and everything. The commercial was fairly low-budget, but the message and the strategy were brilliant. Perhaps Ford is trying to latch onto some of that effort. It’s about time.

The advertising industry’s “same old, same old” tack on strategic consumer messaging is exhausted, no matter how innovative the ad glitz is. Engaging consumers by encouraging a two-way line of communication is where it’s at for a whole new crop of consumers.

Continue reading New Ford Television ads made by consumers

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By Philip Brewer

Men sitting on the steps outside a bank

Anybody–but especially frugal people–can be excused for thinking that the whole credit crisis thing is being overblown.  After all, we get along without debt.  In fact, we strongly recommend that others do so as well.  If getting along without debt is the way to go, why make such a huge deal over a credit crunch?

For an individual, there's a reasonable debt-free path to some sort of prosperity.  You earn money, you spend less than you earn and save the difference.  Over time you accumulate durable items that raise your standard of living for years to come; your income rises (as you become more skilled and prove yourself a reliable worker); you earn a return on your savings and investments.

So, what's the massive deal?  If everybody did that, we'd hardly need credit at all, and could just ignore credit squeezes.  Right?

Consumer debt

That intuitive analysis really just covers consumer debt, which is not at the heart of the matter.

Consumer debt is a factor in the crisis, in that it has let people live beyond their means.  That has produced an illusory boost to the economy, even as it has produced a shortage of savings.  But a cut-off in consumer credit is not what people are worried about when they state that banks have quit lending (even thought it's enough all by itself to produce a recession, simply because consumers who had been borrowers will have to become net savers, if only because their access to credit has been cut off).

Productive debt

The shortage of credit that has everyone in a tizzy is credit used to purchase productive assets.  When a farmer borrows money to purchase seed, that's productive debt.  When a baker borrows money to buy a second oven, that's productive debt.  When a big utility borrows money to build a power plant or a water treatment facility, that's productive debt.

It's possible for farmers, businessmen, and giant corporations to get by without debt–but only as much smaller operations.  So, there are two issues:  the size of the enterprise, and the transition to being that size.

Enterprise size

WIthout access to debt, business size is limited by the amount of invested capital:

  • The farmer can't plant more seed than he can afford to pay cash for (after budgeting for fertilizer, fuel, and so on).  
  • The baker finds himself turning away good customers because his one oven can only produce so much (until he saves up enough money to purchase a second oven–something that might take years).
  • The utility can't expend to serve a growing population (except by retaining a decade's worth of profits).

This isn’t necessarily a bad deal for the business, if the enterprise is sized correctly.  The baker with just one oven can only produce so much bread or pizza, so he only has to work so hard.  Since demand is strong but supply is limited, it's possible to earn a good profit.  You often see this sort of result in highly skilled crafts–a well-thought-of luthier might have an order book that extends out for months or even years.

When credit is available, this sort of situation doesn't develop, except for things like skilled crafts.  Credit makes it possible for the business to expand.  And if the business doesn't expand, competitors will move in to meet the demand.

When credit is tight, this sort of situation can persist for years (which can be very frustrating for customers, who can't buy what they want–because the guy who makes it is selling all he can produce to long-time customers).

Transition

Before we get to the tolerable (if sometimes frustrating) situation of businesses staying small even when there's strong demand, we’ve to get the businesses sized correctly.  That can be terribly painful.

Many businesses are utterly dependent on ready access to credit.  This is especially true of businesses with large capital demands, such as farms (where big amounts of money are tied up in land and equipment) and utilities (where the capital takes the form of power plants, telephone switches, well fields, pumping stations, water towers, etc.), but it can be true of any business.

With much or all of their capital tied up in plant and equipment, the business uses credit to purchase supplies and to meet payroll.  If access to credit is lost, even for a couple of weeks, the business is no longer a going concern–invoices go unpaid and the payroll can't be met.

That's even true of a business that's not really operating on the edge.  A successful farmer, for example, might have enough cash to finance his whole operation–buy seed, fertilizer, fuel, pay for maintenance, and so on–for a year.  But suppose a poor crop this year leaves him with less cash next year.  Unless he has access to credit, he can't make full use of his land and his equipment.  If he's only able to plant and fertilize half his fields, he can easily enter a death spiral, never making enough money one year to make full productive use of his capital the next.  In theory he could downsize the farm–selling some land, selling a large combine and buying a smaller one, etc.–but that sort of transformation is hard at the best of times and can easily be impossible in any particular year, especially if his neighbors are in much the same situation.

Other businesses face exactly the same sorts of issues–needing to sell equipment that they can't put to productive use because they lack the cash to buy raw materials, pay their employees and so on.  But they too can't actually do so, because nobody else has the cash or the access to credit to buy the equipment.

Current situation

I mention all this because we're dangerously close to this situation now.  Many businesses are unable to borrow.  If this continues, they'll be forced to try to shrink–and many of those efforts will fail.  Even where they succeed, the new business will be smaller–with fewer employees, less output, and lower profits.  They (and their customers, and their suppliers) will all be buying less, meaning that other businesses–even ones that don't depend on credit–will have to shrink as well.

That's what a recession is, and this is shaping up to be just that.

For an individual, getting along without debt is a great idea–now more than ever.  But for the economy as a whole, a credit crunch is hard on everybody.

What to do

Well, staying out of debt is a good begin.  Beyond that, it depends on how you make a living.  Last year I wrote about preparing for a recession.  That advice still holds, and it's not too late to prepare, even with recession staring us in the face.

If you're an employee, you're largely dependent on the success of your employer, and your employer's success will depend on its need for credit.  If you’ve any visibility into that side of your employers operations, you can get a good sense as to how much risk a credit crunch poses. Note that being a great employee won't necessarily help in a situation like this.  Many firms that lose access to credit will have to shrink by half or more, so plenty of highly productive employees will have to be let go.

As a special case of being an employee, if you work for something other than a business–federal, say or local government, a school or university, a charity, foundation, or similar non-profit–you might be in much better shape.  Those sorts of institutions tend not to be dependent on debt to fund their day-to-day operations.  They may see their income drop as charitable contributions and tax receipts drop–and they may well have to let employees go–but the aren't in the position of having to shrink their business instantly down to what can be funded on a cash basis.  They're probably already there.

If you're a business owner, move as swiftly as you can to get things on a cash basis.  (I realize that this advice is coming rather late in the cycle.)  If you've been using credit to bridge the gap between paying your suppliers and getting paid by your customers, this will admittedly require shrinking your business.  There might not be time to wind things down gradually–you're probably superior off immediately cutting whatever you can't afford without credit.  A small business with one or a few employees is superior than a medium-sized one with many employees, if the medium-sized one is in receivership.

If you're retired, the future is especially murky.  The collapse of credit is hugely deflationary, and if that's all that happens, your cash and government bonds will do very well, and you'll come out of this in fine shape (unless you have too much of your retirement money in stocks).  The bailout efforts, though, are largely inflationary.  To the extent that they succeed, those stock investments might do okay, while the cash and bonds lose purchasing power to inflation.  Worst case, we get enough inflation to destroy your dollar-denomonated investments without preventing the deflationary recession that wrecks your stocks, and then drives the economy down to the point where you can't get a job either.  In that situation you’ve tiny choice but to opt out of the money economy all together.  Let's hope it doesn't come to that.

No matter where you're starting from, though, recognize that these financial events affect production, but they don't affect productive capacity:  The land is still there, the factories are still there, the equipment and workers are still there.  Over time, things will work themselves out to put the productive capacity back into production.

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The market has been waiting for billionaire investor Warren Buffet’s investment company Berkshire Hathaway (NYSE: BRK.A) to invest in a financial firm, and Buffet announced yesterday that he would invest $5 billion in Goldman Sachs (NYSE: GS).

The $5 billion will be used to buy perpetual preferred stock bearing a 10 percent annual interest rate.

The move comes as Goldman is looking to raise $7.5 billion worth of fresh assets. In addition to the initial $5 billion investment, Berkshire also will be receive warrants to purchase an additional $5 billion worth of common stock in the company for $115 a share. The stock shut yesterday’s trading at $125.05, and has jumped almost 7% in after hours trading following this afternoon’s announcement.

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When it comes to the online office app market, Zoho completely kills the competition in terms of its offerings. To me, the product that most outshines the competition is Zoho Creator. I love the forms in Google Docs, but Zoho Creator is far more robust. With Zoho Creator, you can basically very easily create a database driven web app using drag and drop form elements and support for functions and scripting (if the scripting stuff is too complicated, you can just create a standard form that’ll store data in a spreadsheet/database). With enough time and skill, you can do some pretty astonishing things with Zoho Creator.

Thus, it’s not that surprising that Zoho has launched a marketplace where users can offer up and download user-created Zoho apps. The Zoho Marketplace, which offers both free and paid apps (though I haven’t been able to even find any pay apps), offers users the ability to take advantage of pre-written apps and integrate it into their workflow. Everything is hosted on Zoho, so you don’t have to worry about compatibility or viruses.

Users can even request a specific application and get a response from the development community. If you want to sell or offer up your own Zoho apps in the Marketplace, listing is free.

To go along with the new Marketplace, Zoho also rolled out version 3.0 of the Zoho Creator. I’ve been playing around with Zoho Creator in the last couple of days, because I need to automate a data collection process, and am really impressed and excited by the changes. You can now create custom HTML pages that are actually part of the app itself, and embed forms and widgets and other elements into those pages. You can also now use something called Stateless Forms, which basically means you can use the Zoho Creator tools, but not have the data store in Zoho. So if you’ve your own database system already set-up, you can just use Zoho to collect and export the information.

I started playing around with Creator after I hit a wall in what Google Docs would let me do. Not only did I solve my orignal problem, I now have all kinds of ideas for future stuff, now that I know what Zoho Creator can do.

Zoho Creator 3 and the Zoho Marketplace are available now. Free business and personal accounts are available for Zoho, and paid monthly subscriptions for more storage space, the capability to create more applications and support more users are also available.

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