Online Archives - Page 11 of 11 - BOLLYWOOD SURKHIYAN

Resort Marketing With Online Video Increases Visitors?

Resort marketing in the traditional sense has worked great for decades. Even the advent of the Internet didn’t pose much of a threat since you can’t replicate the relaxing and luxurious vacation resort experience online.

But with high bandwidth readily available to the most desired and affluent clientele, increasingly more resorts turn to media-rich experiences for promoting their properties online. At the top of the list of new technologies, web video helps to break down the barriers between people looking for a great vacation experience and the resorts that provide exactly that.

Reaching New People

Affluent families, the ones most desired by vacation resorts, are very selective when it comes to where they spend their time. While a nice vacation may not be strain on the budget, it is time spent away from their homes and businesses. They need to be sure that time will be spent having an exceptional experience.

Up until recently, the only way they could be assured of a top rate experience was to rely on the knowledge and feedback of people they trust. So they turn to friends and family for advice and likely travel to the same places since they have a reasonable expectation of having a good time.

This makes it even more difficult for a new or recently refurbished resort to compete since that resort would not have a large number of people to share their knowledge of your hospitality.

This is where video comes to the rescue.

By creating a video that documents the experience you provide at your resort, you help break down the barriers of fear and begin to build up a bridge of trust. Thanks to some well publicized instances in the news, people know that unscrupulous individuals can fake photos, enhance them, or even just shoot a single picture at an angle that is most flattering, carefully leaving out undesirable elements.

With video its much more difficult to fake the footage, plus there is an audio track. If you can hear a freeway near what is supposed to be a pristine getaway, that gets picked up and the person watching will know what to expect. But if a person looking at your resort video sees and hears only the sights and sounds of nature, that will reinforce the photos and descriptions you place in your other marketing materials.

Showing affluent families enjoying the guest rooms, the pool, the golf course, the spa and other amenities will clue in other affluent individuals who watch your video that this is the place for them.

Beating The Competition

There are a few resort owners and managers now bringing online videos to their web sites. They are setting themselves above and apart from other resorts by providing this more engaging experience. They’re targeting people who have not been to their resort previously, competing against the hundreds of other options for unique getaways.

And they’re going to win.

By embracing online video in their resort marketing, the early adopters recognize the inevitable continuing growth of online video. And by leading with video, they’re providing what will bring in first-time guests: an online media-rich experience that has them at the resort and enjoying themselves before they even step on the plane.

Resort owners and managers who choose not to dip a toe into online video set themselves up for a long slide into oblivion. Quality video is taking it’s place alongside quality photos in the importance of presenting the resort experience online. Get familiar with it and plan for it as part of your online marketing strategy.

Tips and Traps of Starting Your Online Yarn Shop

I was recently asked if I could offer some tips about starting an online yarn shop. I was keen to help, as I have recently made the leap into my own online venture. So here are some of the tips and traps that this not so young player experienced in the wonderful journey that became my very own yarn shop!

These tips apply to all types of online business and are not intended to be a complete guide. I urge all potential business owners to use the many resources available both online and in the greater community. It is a hugely challenging and exciting step to take but being a one person business doesn’t mean you have to do it alone! So here are my top tips for anyone thinking about starting their own online business and living their dream.

1 – Learn about business. It’s not just buying and selling. While you may have strengths in some areas, there are specific things that you must learn. No-one can be an expert on every aspect of running a business. Get training (local college courses, government funded programs etc) and make sure you have at least a basic understanding of all areas of business. I started my business with the assistance of an Australian Government funded program called NEIS (New Enterprise Incentive Scheme). It is a program for people who are registered as unemployed and who want to start their own business. The program offers training (Cert 4 in Small Business Management, which is a Nationally Accredited course), a fortnightly payment which is paid for 12 months, and regular mentoring sessions. I found the learning process extremely valuable and eye-opening, as I was introduced to many business concepts that I was not aware of. Without this training, my business dream would have remained just that.

2 – Know what is involved. There are many facets of running a business and if you go into this blind you will almost certainly fail. Make a close friend of your local Small Business organisation. It is one of the smartest things you will ever do.

Startup funding. Do you have savings that you can put towards setting up a new business? Or will you need to apply for finance, in the form of loans or grants?
Regulations – Does your local Government have rules about running your type of business, eg, home business regulations, insurance?

Taxation – This one is probably the most challenging of all. Get some basic advice from your taxation regulator. Their websites are usually packed with good information about starting and building a business and complying with taxation laws. If this is not one of your strengths, budget for an accountant to help you with this. Even if it is, you should have an accountant on hand for annual returns.

3 – Website and supporting systems – Be prepared to spend time and money on your website design and implementation. Online businesses are booming, but that doesn’t mean they are easier to set up than traditional stores. You can’t just slap up a website and expect visits and sales from day one. You need to optimise your site so all of the major search engines can find you and customers can reach your site based on their chosen search terms. If you use a website designer ask them about SEO (Search Engine Optimisation). It can add a significant cost to the build, so learn as much as you can and do as much as possible yourself if you can.

Know what you need from your business systems. Do you have web design experience (which is quite different to knowledge, as I found out!). Do you know what you need in a website/shopping cart? Again, talk to people, check out web design firms and contact their clients for feedback. Don’t assume that a website/shopping cart will have the features that you assume are standard, eg, stock control, email and newsletter facilities.

The same goes for accounting and office software. If you have bookkeeping experience you are ahead of many. If not, consider taking a short course or employing a bookkeeper. Yes, this will add to your operating costs, but so will being stung with a huge tax bill!

Make sure your computer skills are up to date, as you will be doing lots of word processing, budgeting and emails. You may also want to invest in a writing course, as you will be shocked at how much time you will spend banging away at the keyboard, replying to emails, social networking posts, preparing newsletters and blogs.

4 – Do your market research. If you don’t do this you won’t have a market to sell to. Obviously you are going into business because you have a passion for something, whether it be knitting, gardening, or any other reason. You may excel in one or more areas, but don’t assume you know what customers want based on your beliefs.

I spent weeks researching yarn websites, checking what they were selling and seeing what other services they offered (blogs, freebies, tutorials etc). I looked at their design and overall feel. I also visited local yarn shops to see how I could translate the physical shop front into a virtual one. The main message I drew from this was that I had to provide a friendly, easy to use and informative website with plenty of variety and ways for the customer to interact with the store.

You need to know who your competitors are. Direct competitors are those who sell the same type of product that you want to sell. Indirect competitors can be retailers who sell mass produced knitwear or cheap non-branded yarns. Your business plan should include a general description of your competition and outline how you will fit into the current industry and how you will stand out from the crowd.

You are looking to offer a USP (unique selling proposition). This can be selling a product that no-one else carries that is in demand, or providing a service that isn’t available, for instance, coffee shop facilities, delivery service, classes etc. It’s all about developing your business as a brand. Think of some big companies and note down what comes to mind when you hear their name. It is as much about how they do business as the products they sell.

5 – Develop a business plan. This can be done on your own or with the assistance of Business Support Centres. A business plan is essential for obtaining finance, as well as being your “bible” that you refer to frequently, both to see if your business is performing as per the plan, and also to remind you why you did this crazy thing in the first place!

A well prepared business plan gives you an edge when you are negotiating finance and getting started, as it shows that you are serious and professional in your approach. It should include results of market research, your biography as it relates to your intended business and a set of start up and projected financials.

6 – Develop an effective marketing strategy for your business. Letterbox drops may not be the most effective way to promote an online business, but well placed posters and flyers in shopping centres, libraries, community centres, retirement homes, hospitals may work well. Print advertising doesn’t have to be restricted to just yarn magazines. Consider parenting, craft and lifestyle magazines as well.

Use social networking sites. I have a Twitter account and a Facebook page. Out of the 2 Facebook has been the most valuable, as it offers the viewer a look inside my business and its core values. This relates to building your brand. I didn’t realise the relevance of this at first, but after attending a couple of business seminars and doing my market research, I realised that my “brand” is the core of what I do. My aim is to assist knitters of all skill levels but particularly new and inexperienced knitters, who may be afraid to approach a high-end store for advice. This is becoming my “brand”.

Identifying your brand is a key feature of your business plan, so try to get this established as early as you can. And do remember, your original business idea may well evolve and change as you respond to customer demands.

7 – Be prepared to generate no income for at least a year. Although I receive an allowance for the first 12 months, I still have to rely on my savings to survive. You may have to consider running your business alongside a “real” job for a time. I haven’t resorted to this yet but I do feel the time may come fairly soon. In the meantime I am doing everything I can to prevent this, but have to be realistic.

8 – Network. Talk to people! If you want an insider view on the type of business you want to run, talk to someone who runs a similar one. Obviously you could scare some operators who perceive you as a potential threat. Why not talk to someone who runs a non- competing business, for instance, if your business is knitting yarn, talk to a scrap booking or other craft shop owner. They are usually happy to answer questions and take an interest. You can also contact the same business type in a completely different location, as they are unlikely to be a direct competitor.

Participate in forums and subscribe to newsletters and magazines to keep up with trends and gather feedback from people who use the products you want to sell. When I was first looking at starting a yarn business I wanted it to be a physical shop, containing a coffee shop and play area as well as an extensive yarn selection. I posed the question “What would your dream yarn shop look like/have?” to a local forum group and they came up with exactly what I had envisioned. This was really encouraging, but after a lot of thought and soul searching, I realised that I wasn’t ready for the challenge of such an ambitious operation. Starting online is in no way a compromise, or practice run, but it may well lead to me opening a retail outlet in the future.

9 – Last but not least, stay positive and passionate about what you are doing! Most people who have dreamed about opening their own yarn shop (or any business for that matter) focus on one aspect of that business. For us yarnies it is the dream of being surrounded by beautiful fibres every day! While this is always going to be the case, there are so many other facets of owning a business that can overtake your dreams.

The day to day pressures of small business are always going to be there, so keep reminding yourself why this was so important to you. And if you sometimes forget what it was that made you want to do this, remind yourself by picking up your needles and yarn and escaping to your dream world even just for an hour – you’ll soon remember what madness lead to opening your very own yarn shop!

Building Your Brand Through Forums and Online Groups

Let’s talk about forums and online groups. People talk all the time about how difficult it is in forums and online groups. I don’t get it, I’ve gotten some of my best traffic in the world from Forums, and I’ve had clients that have done amazing well with Forums. Yes, it’s mindless work. Yes, it’s a matter of finding the right post to respond to. Yes, it’s a matter of becoming a trusted poster so that you can put a squeeze page in your signatures. No, that’s not easy. Yes, it takes 2 to 3 months to do. And if you’re not willing to invest 2, 3 months in building a source of great traffic, then Forums and Communities are not for you.

You’re posting great content with a few videos, and you’re posting in a forum or community. Now layer on interviews. Where do I get interviews? Here’s the thing, if you write enough articles, people will ask you to be interviewed. I get interview requests a lot. I turn most of them down, because I just don’t have the time anymore. In fact, I wish that I had found a way to do them all, I really do. But, if all I did was interviews, I couldn’t create trainings like this. I couldn’t do all the other things that I hope add value to the world. If when you’re starting out, you write a few hundred articles and put them on your website, and you write a few hundred more, and you get them posted here and there, and you start ranking in Lifehack, and you start ranking in the websites in your niche, and you start ranking in the forums… I can almost guarantee you’ll get interview requests.

You may say, how do I figure out if it’s a good interview or not? Do them all! Do them all until you’re overwhelmed! Then we’ll talk about when to cut back. And then you start noticing things, cut back. Here’s what you do, when somebody interviews you, you’re going to post that interview. The first thing you do when someone asks you to interview is, you ask, “can I have the right to record it as well, and use it in my marketing the same way you’re going to use it in yours?” They’ll almost always say yes, and if they say no, say no thank you. Unless it’s obviously somewhere you’re setting out to be interviewed by.

When they interview you, you record it as well, and you put it on your website as the interview by so and so. It creates instant credibility for you and you share it on Facebook, you share it on G+, and you get instant credibility. And when 50 different people over the next year interviewed you, and all of those are showing up on the front page of your website, and they’re starting to show up in Google, what’s going to happen? You’re going to have instant credibility.

Before we go any further, I’m going to touch on about three more things that I want to give you. Some of you are still asking, where’s the 1-2-3 formula? THERE ISN’T ONE!

Hopefully by now you’ve got this idea that you’ve got to know what your website is going to look like, you’ve got to know how you’re going to change the world, and you’ve got to start changing the world right there on your website, and then tell everybody that you know about it.

One thing I’ve talked about in the past is, you’ve got a list of 100 Facebook friends. And most of you probably have 100 Facebook friends. You should be able to post a post on your Facebook page that says, “hey, as you know I’ve been working on starting my own business, and I’ve started one. How to create a scrapbook is my new business, and I know you’re probably not interested in scrapbooks, but could you please tell everybody you know that might be interested in scrapbooks?” Here’s the thing, if anybody unfriends you, because you spammed them on Facebook, because you told your friends about your personal pet project. Do you REALLY want to be Facebook friends with that person?

If you’re scared to tell your friends about your business, maybe you need to create a business that your friends would like. Or maybe you need to reevaluate some of your friends. I’m serious! Your friends should be the #1 people that are supporting you. You say, “well, so and so doesn’t support me,” maybe you just need to unfriend them for 3 months. I don’t know what the answer is, I don’t know all the social etiquette rules, I don’t know if you unfriend somebody that your kid goes to school with and they won’t speak to you anymore, and your kids can’t play together. I don’t know how all that stuff works. You’re going to have to figure that out on your end, I’m not a relationship expert.

What I’m saying is, if somebody dislikes the business that you’re building so much that they want to unfriend you? I question their friendliness.

I believe you should be able to tell everybody. I believe that you should be able to go get a business card made up that all it has on it is your website name, and your logo.

And any time you meet people in the grocery store, and you’re talking, and you say “hey, what do you do,” and they tell you, and they ask you what you do, you pull out your card and you say, “I run this website.” Doesn’t make any difference if you started 3 days ago, you run that scrapbooking website, right? Great, “I run this website, and let me ask you this, do you know anybody that’s interested in scrapbooking? Here’s another card.” You may not want to be that aggressive, but I’m just trying to give you the point, you can do this offline as well. This should not be some secret project that you have online. Do you think that Dropbox was a secret project? Do you think that Taskrabbit was a secret project? Is Google a secret project? Is Facebook a secret project. Is Business Insider a secret project?

NO! They’re not secret projects, they’re social projects!

When you take your website and allow it to become a social project, you’ll find that amazing things are going to happen.

Offshore Online Brokerage Accounts – Are They Safe?

These days, we are all accustomed to doing almost everything online. There cannot be too many of us left who are nervous about using a credit card online, for example. Doing business online is a way to save time, money and headaches. Investing through online brokerage accounts promises much the same benefits.

However, when it comes to investing offshore, borders still pose a significant psychological barrier. There is no longer any real need to have your online brokerage account in the same country you live in, but it seems investors are still reticent about opening brokerage accounts in foreign countries.

An increasing number of financial service providers are offering cross-border online investment services. This trend has caught on more in Europe than in North America, with larger online brokerages like Saxo Bank and Swissquote offering services specifically tailored to investors from outside their home countries.

However North American investors are also becoming more adventurous, opening more and more accounts with foreign banks and brokerages. Such accounts may be opened as individual US citizens or, more commonly, through offshore corporations or trust structures designed to provide an additional level of privacy. However, the main reason for accessing these international markets is to benefit from more profitable cross-border investment opportunities, and diversify risk by spreading their portfolios across different institutions in different base currencies.

These sophisticated investors have potential access not just to a wider range of investment opportunities – but to simplicity, tax savings, and greater control over their portfolios. There is also the opportunity to save money, by gaining access through discount brokerage models to exchanges that would otherwise have to be traded by telephone through far-away correspondent brokerages.

The current economic climate means a lot of investors love the idea of being able to keep a much closer eagle eye on their internationally-diversified portfolios. But, there remains a concern. Is investing through online offshore brokerage accounts safe?

Are Offshore Online Bank and Brokerage Accounts Safe?

In short, the answer is yes, provided you apply normal common sense precautions. The internet allows you to buy and sell foreign securities through overseas brokerage accounts with just as much ease and security as paying your home electricity bill – and in many cases, much greater security.

The first of these precautions is to invest via a reputable firm. Do some due diligence on the company behind the service. Just as you should at home (but many people don’t) check references, make sure the broker is registered and in good standing with the relevant regulators, speak with them in person and find out what experience they have. You should also enquire about the security arrangements on their site, and what protection they offer in the case of DDOS and other types of hack attacks. Many offshore brokerages are actually fully licensed banks, which makes them more secure and makes due diligence easier.

Once you have decided where to open your brokerage account, it is important that you you’re your own precautions to ensure that nobody else will be able to access your account without your permission. Make sure that your security software, like anti-virus and firewalls, are properly installed, functioning and up to date. Consider using an encrypted VPN solution, especially if you are partial to doing your trading from a laptop connected via wifi, which is notoriously insecure. Also remember that just like those anti-phishing warnings from online banking at home, offshore brokerages will not email asking for you to confirm your details. If you receive any correspondence via email, confirm it by phoning the company directly before clicking on any links or taking any action. Try to get to know a single executive in the brokerage who will recognize your voice over the telephone.

What Services Do You Need?

Just like at home, overseas investing services can vary wildly in terms of costs and features. Even within the same brokerage, there are often different packages available. Fees may differ significantly depending what features, information and access you request.

If you are considering investing in European bonds, unit trusts, ISAs or funds then you probably will not need access to the type of ‘offshore day trading’ account that permits you to buy and sell individual stocks in real time. A so-called ‘fund supermarket’ type account offered by a European bank would suit you in this case. But be sure to check which products of which fund managers are available, and whether the broker is prepared to negotiate fees or rebate commissions they receive from fund managers (many will, especially on larger amounts, but only if you ask them)

Other banks and brokerages will offer discretionary management of your portfolio. This is suitable for investors who don’t want to have to watch their accounts every day, and who are looking for more of a Swiss-style ‘private banking’ feel in their brokerage. Having access to quality investment advice is of great importance in this case – so ask what kind of management skills the bank has access to in-house. Larger banks have more expertise, but they may be busy chasing bigger fish. Smaller boutique private banks and investment managers often offer a much higher level of personal service.

In turn these various institutions will often target different types of investor. The more questions you ask your broker or banker before you get started, the more benefits you will obtain from the account you finally choose. It’s called KYB (“Know Your Banker”) and is equally important to investors as KYC (“Know Your Customer”) is to bankers.

If you take the time to do your homework, investing offshore and online is not only safe but it can be very profitable, cutting costs, diversifying risk, and taking charge of your own future. Are you ready for the challenge?

Getting Started With Your Online Store

How to Get Online?

The first thing you must ask your self when deciding to sell online is how do I get my store online?

This may seem like an obvious question with a potentially simple answer “I will get a website” but with so many options available with varying degrees of difficulty and cost in setting up and maintaining your store you have to decide what is right for your business. You can choose between popular out of the box platforms such as ‘Shopify’ and ‘Squarespace’ which offers a seemingly easier setup at a price or open source platforms such as ‘Magento’ that can deliver excellent platforms with the freedom of choosing your own hosting services but may require the services of a developer to get you up and running.

Whichever system you choose you need to know which one is right for your business.

Receiving Payments

Once your store is designed, built and ready for customers you need to decide on ways of receiving payments from customers. One of the greatest hurdles online retailer face is trying to reduce the amount of abandoned carts. There are many reasons why this could occur but it is worth spending time and effort to give your customers comfort and choice when using your store. The obvious initial payment method for most stores is ‘PayPal’ as it is has a global reach and is a household name for being a secure method of making and receiving payments, However a second option might reduce an abandoned checkout due to offering choice. There are many payment processing plugins available that are compatible with most shopping engines such as ‘Shopify’ and ‘Magento’ and these can run in tandem with ‘PayPal’ to increase your range of accepting payments.

Getting Started

Even if you are fortunate enough to have an established customer base you still need to let your customers and prospective customers know that you have set up shop online. It is foolish to think that simply by setting up an online store customers will simply find you and start purchasing without any effort. If you already have a customer base from a bricks and mortar store then you will want to promote it via an email promotion and / or via your stores social media pages. Consider offering an online only promotion to start accepting traffic and growing momentum to transfer occasional customers to becoming regular customers online.

If your business doesn’t have the luxury of an existing customer base then the work is harder but will be extremely rewarding once the sales start trickling through. To generate customers create a buzz, ensure that you are active on all forms of social media and consider publishing an online PR blast to send to all the relevant news agencies to tell the world or at least your community that you have opened up shop and ready for business.

Keeping up the Momentum

Hopefully the initial hard work is now complete and your store is live and you are generating sales. To keep buyers coming back time and time again keep your range fresh and up to date. Keep engaging with your existing customers with regular email blasts informing them of new items and great deals and generate new customers by building subscriber lists with the lure of a first time purchase discount or gift with purchase.

Spreading the Word

Once satisfied that the store is starting to gain momentum and loyal customers then it would be natural to think about expansion as it is probably one of the reasons you went online in the first place to potentially grab a larger slice of the pie. Before deciding on marketing options it is essential that a proper budget is put in place that ensures that profitability is still maintained within the business. For online retailers the key mediums to advertise which are able to accurately measure success include social media ads such as Facebook and PPC search campaigns such as Google and Bing. These sources of traffic can be an excellent source of customers but it comes at a cost so monitor your campaigns carefully to make sure you are targeting the right people and not wasting your budget on irrelevant clicks.

Grow Grow Grow

Now that your business is selling and expanding it is important to not lose sight of the core business values and to keep your ideas fresh and simple. Spend more time working on the business rather than in the business which means delegating day-to-day areas to free up time on more important decisions. Surround yourself with positive people who are prepared to roll up their sleeves and get dirty with growing your business.

Internet Marketing–Various Online Business Models

There are many different methods of making an online income. In reality, they are all very similar to the business models you see in the offline world. You can sell goods and services, you can produce products for wholesale distribution, you can sell information, you can sell tools to help people in their own business model, you can sell advertising, or you can provide consulting services.

Do you see a common theme in all of these models? That’s right—to have a viable business, you have to literally provide some kind of a good or service that adds value to someone or something, either online or offline.

I think that when people think about going into business offline, they look for a need in their community and try to fill it. Online, they tend to think, OK, what can I do to make a lot of money? There is a huge difference between the two. Online, I think people really believe that if they put up a web site and sell something, the money will just come in. It is simply not an accurate thought, but I think that just about everybody has thought it at one time or another.

So to create an income online, you must meet a need, just like you would in the offline world. You meet that need by producing, developing, distributing, or brokering a product or service. That is just about it. You will never earn long-term viable income from schemes and scams, no more than a bank robber will earn a long-term viable income robbing banks.

Here are some of the basic business models you can find on the web:

1) Production model. This is a company that produces value by transforming one good into another for online consumption. An offline equivalent would be a shoemaker or a gold mining firm. The online equivalent might be the development of new software or search technology, or the development of online technology that aids in the execution of some of the other online business models.

2) Merchant model. This is a company that specializes in the sales and organizes the delivery of goods and services to an online market. This can be compared to the offline equivalent of a merchant. Some examples online are bookstores, food stores, catalog web sites and other goods and services sales organizations.

3) Advertising model. This is a company that specializes in providing the service of advertising or promotion to other online firms, for example, those firms that operate using the production or merchant model. This model charges these companies a fee to advertise the goods and services provided by the other online business models.

4) Affiliate model. This is a model that resembles the advertising model, but is different in that it focuses on recruiting many individual companies or individuals to do the advertising in a systematic and piecemeal way. Whereas in the advertising model, the advertiser is paid based on the amount of advertising distributed, the affiliate model pays the affiliate marketer when a sale or step in a sales process is completed. This step may be an online visit, a request for more information, or the actual sale itself.

5) Brokerage model. This model is one that compensates the broker for bringing together buyer and seller, usually in the form of a personal, one-on-one introduction. An example of this might be an online auction or a processor of online payments.

6) Information model. The information business model is one in which the company provides information to a specific field or niche market. This information would typically instruct another company or individual on an easier or more efficient method of performing a task, or actually teach the task or the implementation of the task.

7) Subscription model. This is an overlay model, one which is generally incorporated into one of the other models. This model would provide a good or service over a protracted period of time, and provide a guaranteed and generally consistent level of that good or service for a period of time, for example over the course of several months. Two products that fit into this subscription model might be that of online monthly video rentals or services like food or medicines which are delivered on a regular basis by commitment.

8) Utility model. This model operates in much the same way as an offline utility might operate, offering a product that has, through its use, become a necessity and is often tightly controlled. An example of an online utility model would be that of internet access or telephone service via an online network.

9) Community model. This is a business model that focuses on bringing together individuals or companies of similar interest for the purpose of developing relationships and sharing information. Two examples of the community web phenomenon are the recently created Myspace and the older online forum.

When deciding to go into business online, it is important to determine which of these business models most interest you. To which of these models are you best suited? In which of these models are you most likely to be considered an expert, or in which would you have the willingness to become an expert?