1. Compelling Business Writing
A Portfolio of Successful Business Writing Experience
Tom Richards
Bringing businesses to life through words, stories and images
(Contents © Copyright Tom Richards and/or his clients, 2013.)
Contact:
Email: tomrichards@earthnet.ie
Tel: 011 353 27 74979 ▪ 011 353 86 6004475
Eyeries, County Cork, Ireland / Dunshaughlin, County Meath, Ireland

2. A Portfolio of Successful Business Writing Experience
Bringing businesses to life through words, stories and images
Tom invites you to view a collection of his past projects
Table of Contents
• Introduction: Applying a Passion for Writing to Business
• Case Study Samples
• Article Samples
• White Paper Samples
• Website Applications, Creation and Management
• Blogs
• Brochures, Direct Mail & Other Samples
• Animation & Storytelling Samples
• Feature Film: Marketing Plans & Electronic Press Kits

3. Introduction:
Applying a Passion for Writing to Business
Back when I was a newly-minted MBA and working for Avis Rent-a-Car
Systems, my manager – inextricably frustrated with my seeming inability to
relate to our customers – stated something that I’ll never forget: ‘They won’t
understand you if you stick with the analytics. Tell them a story, for God’s
sake. Use real life examples. They’ll understand you then!’
I’ve never forgotten that advice and apply it to this day.
A best-of-breed International IT Company requires a deeper solution’s footprint
throughout the Americas, Europe, Asia, and Africa through effective reference
materials. • An Irish Bank with a global reach must minimise investor withdrawals
during an economic downturn. • A Global Analytics Server Company desires to
increase market share and profitability across Eastern and Western Europe.
An International Oil Company hopes to increase market share by 20
percent in the UK and Ireland through words that compel customer action • A US
Retail Bank requires a powerful story to drive market penetration on the East Coast
of the United States • A Florida-based Design Company seeks success through
inspiring communications that hammer home its capabilities to Blue Chip financial
services companies.
An Independent European-based Feature Film Company desperately
needs to raise co-production financing for its latest film from international sources •
An Internet-powered Energy Advisory Company must engage its UK and Irish
Youth Market with a visually powerful story that captures their imagination. • An
International FMCG Company requires a captivating method to motivate Point of
Sale purchase through unique storytelling that also reinforces brand values
All of these missions were achieved by turning to Tom Richards and his
passion for creative business writing.
Tom has been passionate about effective writing and storytelling for over 30
years. Originally from Chicago, he lives in Ireland but works for clients on both sides
of the Atlantic. Owner and managing director of Earthnet, a marketing
communications company established in 1992, he has led his company to
exceptional growth and profitability by creating passionate business stories that
achieve results and exceed clients’ demanding expectations for success.

4. Cross-Atlantic Experience
Tom has worked on projects targeting a range of geographic markets in both Europe
and the United States. His insight into different cultures helps him to choose words,
and produce deliverables, that are appropriate to those markets, their peoples, and
the unique international and local challenges faced by his clients.
In part, this success is due to Tom’s ability to fashion compelling words that
incite action: Words that reinforce his clients’ brand benefits and experience, and
demonstrate how those meet end-customer expectations. By engaging prospective
and existing end-customers with persuasive words and stories, Tom’s writing abilities
empower companies to increase market share, brand loyalty, and profitability.
Present and past clients include (but are not limited to):
• AIG • ACE Insurance • American Express • CIE Tours International •
Cisco • Coca Cola • Educational Building Society • EMC • Garcia
Media • Guinness • Intel • Irish Life Insurance • Microsoft • Murphy
Brewery • O2 • Sage Software • Shell Oil • Standard Life Insurance •
Stonegate Bank • Sybase • Unilever Foods • VieLife
Within a Range of Industries:
• FMCG • Finance / Insurance • Electronics • IT / Software • Cloud
Computing • Drinks • Media / Telecom • Energy • Aerospace • Industrial
/ Construction • Education / Training • Manufacturing • Healthcare •Tourism
A Range of Communication Channels:
• Case studies, articles and newsletters
• Blogs, websites, email, social networks and viral campaigns
• White papers and business, strategic and marketing plans
• Product positioning statements, taglines and re-positioning copy
• Direct mail marketing, brochures and leaflets
• Video / Animation
Tom uses his considerable experience and skills to combine the rational with the
emotional, allowing customers to identify with product and service attributes. By
appreciating his audience, Tom delivers words that achieve specific objectives
across a wide mix of communications platforms.
Influenced by Business Practicality and Creative Passion
For over twenty years, Tom has owned and managed a number of successful
businesses within the marketing, property, media, and eCommerce sectors. He
applies this practical range of entrepreneurial and business knowledge to meet the
needs of his clients.

5. Tom’s educational background includes:
• BA, political science and theatre arts (Illinois Wesleyan University)
• MBA, marketing and finance (UCLA),
• MA, Communications and Product Adoption Strategy (Dublin City University).
Tom is a Produced Screenwriter and Published Novelist
Tom is also a published author and produced screenwriter. This blend of business
practicality with his love for the creative produces effective words and stories. His
ability to create words and stories are available to assist companies in achieving
diverse marketing missions. His credits include:
Published Novels & Non-fiction
Produced Film Films in Pre-production
For more information
For more information on how your company can combine a passion for writing with
business experience to achieve specific objectives, contact:
Tom Richards
Earthnet
Eyeries County Cork Ireland / Dunshaughlin County Meath Ireland
Email: tomrichards@earthnet.ie · Tel: 011 353 27 74979 · 011 353 86 6004475
Hotfoot
No 1
Bestselling
Hotfoot 2
Lucky’s
Revenge
The Lost
Scrolls of
Newgrange
Top 10
Bestseller
The Den
Adventure
A Survivor’s
Guide to Living
in Ireland
Merlin

6. Case Study Samples
by Tom Richards
Clients: • EMC
• Sybase IQ
• Smart Telecom
• Sage
The Challenge: Case studies must effectively showcase
products and services, creating stories that
engage readers while demonstrating benefit
relevance.
EMC: sought to increase its profitable solutions
capabilities within global markets (the Americas,
Europe, Middle East, Africa) by demonstrating
excellence.
Sybase IQ: desired to demonstrate powerful
product benefits by targeting a variety of
geographic markets and market sectors
throughout Eurasia
Smart Telecom: leveraged its leading-edge
technology in order to steal share from its
entrenched competitors
Sage: required case studies to demonstrate
how increased productivity and efficiency would
lead to high ROI by purchasing its product
The Results: All of the objectives outlined above were
achieved.

7. Al-Imam University
EMC solutions support education excellence with
cloud high performance and flexibility
ESSENTIALS
Industry
Higher Education
Company Size
5,000 staff, 50,000 students, 20,000
distance learning students
Business Challenges
• Primary datacenter infrastructure
lacked performance to support
mission-critical applications and
did not fully support virtualization
• Student lab stand-alone
workstations lacked flexibility and
agility to meet growing demand,
did not support remote access,
and were inefficient to manage
• Infrastructure incurred high
operating costs
Solutions
Vblock Infrastructure Platform
incorporating:
• EMC VNX unified storage
• EMC FAST Suite
• Cisco UCS blade servers
• Cisco networking components
• Citrix XenDesktop
• VMware vSphere
OVERVIEW
Al-Imam Muhammad ibn Saud Islamic University is one of the largest centers of higher
learning in Saudi Arabia. Its wide-ranging curriculum, including computer sciences,
engineering, languages, and economics, is a cornerstone of the country's knowledge-
based economy. The university adopts new technologies to enhance education
excellence, while also achieving its goals in light of Islamic teachings and values.
BUSINESS CHALLENGES
Al-Imam University operates two sets of IT infrastructure to support vital operations.
Its primary datacenter supports mission-critical applications including Oracle ERP,
Microsoft Exchange, and Microsoft SQL Server. These applications, running on a variety
of stand-alone servers and unified infrastructure, help staff to manage everything from
student information to critical financial datasets. Separately, the university was
supporting 40 student labs with stand-alone SUN Sparc workstations to deliver
education materials and courses to students and teachers.
Unfortunately, the university was facing challenges. Primary datacenter storage
systems were at end of life and could not provide required performance for mission-
critical applications. In some instances, latency was running in excess of three seconds,
yielding a poor user experience. Lack of centralized management also resulted in time
consuming administration and an inability to maximize resource utilization.
The university's lab infrastructure lacked the flexibility and agility to quickly meet
future expansion requirements. To accommodate additional students or labs, new
stand-alone workstations would have to be ordered, configured, and deployed, an
expensive and time-consuming task. Access was also limited to only eight hours per
day, which hampered efficiency and productivity. Students and teachers could only
obtain course materials by physically visiting labs because existing infrastructure did
not provide remote access. Management was also costly and inefficient: each lab was
assigned at least one full time technician to administer relevant systems.
Also, both sets of infrastructure were characterized by high costs for cooling, power,
maintenance, and licensing fees.
To address these issues, Al-Imam University adopted next-generation cloud
technologies developed by EMC.
SOLUTIONS
Al-Imam University resolved its primary datacenter performance issues by
consolidating its environment with EMC VNX unified storage integrated with flash drives
and VMware.
To support its student lab environment, the university deployed a fully converged and
pre-tested Vblock Infrastructure Platform incorporating an EMC VNX unified storage
CUSTOMER PROFILE

8. Primary data center incorporating:
• EMC VNX unified storage
• Oracle ERP
• Microsoft Exchange, Microsoft
SQL Server
Results
• Consolidated primary datacenter
performance increase of 40
percent
• Fully supports virtualized
environments
• Increased flexibility and agility
allows university to expand to
quickly meet new educational
needs
• Anytime, anywhere remote
access to student course
materials
• 50 percent reduction in OpEx
system integrated with EMC FAST Suite (including FAST Cache and FAST VP) and flash
drives, Cisco Unified Computing System blade servers, Cisco networking components,
and VMware vSphere virtualization technology. Citrix XenDesktop delivers virtualized
desktop infrastructure to lab students and staff.
VNX HIGH PERFORMANCE
By consolidating its primary datacenter with VNX, the university is achieving high
performance for mission critical applications, while also increasing resource utilization
and management efficiency.
"We are experiencing up to forty percent performance increases, depending on the
application, with VNX," Ahmed Fathy, Al-Imam University Systems Manager states.
"The VNX also has internal deduplication and thin provisioning, which helps us to
maximize resource utilization."
Mr. Fathy explains that the university will soon virtualize all Microsoft applications using
VMware fully integrated into VNX. Using centralized management consoles, university
IT staff can quickly spin up new virtual machines to meet new requirements.
Centralized VNX testing and ongoing management is also more efficient than legacy
systems. And the university can quickly scale up its VNX to meet growing data needs.
"VNX allows us to use it at file and / or block level," Mr. Fathy says. "It provides us
with a highly-available, stable environment with automatic load balancing which
increases performance. It is also simple to manage. What else could you need?"
FLEXIBILITY SUPPORTS EDUCATION EXCELLENCE
As a critical component of the university's Vblock system, VNX also helps to drive a
highly flexible, high performance VDI environment. "Each month, we must cater for an
expansion in the number of labs that we manage, or the number of students who will
participate in those labs," Mr. Fathy explains. "We convinced our managers that a VDI
cloud solution would achieve our flexibility objectives, and also provide us with cost
efficiencies."
"VNX allows us to use it at file and / or block level. It provides us
with a highly-available, stable environment with automatic load
balancing which increases performance. It is also simple to
manage. What else could you need?"
Ahmed Fathy
Systems Manager, Al-Imam Muhammad ibn Saud Islamic University
The university no longer has to purchase and deploy additional workstations to cater
for growth. Instead, it creates new virtual desktops in minutes. Students and teachers
can boot up almost instantly to access course materials from anywhere and at anytime.
Eventually, the university's new infrastructure will support over 800 thin client devices.
"Students and teachers no longer have to be physically present in the lab to access
course materials," Mr. Fathy notes. "They can access it from any location—inside or
outside the university, even from home—and at anytime. This gives our people the
flexibility that they need."
VDI HIGH PERFORMANCE
VNX supports VDI high performance with integrated FAST Suite and flash drive
technologies. Fully Automated Storage Tiering, including FAST Cache and FAST for

9. Virtual Provisioning, automatically moves in-demand virtual machines to high IOPS
flash drives, then back to slower drives when demand cools. The result is the
elimination of boot storms, and almost instant access to course materials by users.
Prior to deploying Vblock, the university used manual tiering processes which resulted
in poor resource utilization. "Without auto-tiering, all data would remain on highly
expensive disks," Mr. Fathy says. "But now with FAST Suite, I am saving a great deal
of resource because Fully Automated Storage Tiering automatically assigns data to
expensive drives only when required."
CENTRALIZED MANAGEMENT AND LOW COST
By adopting VNX as part of its Vblock system, the university is significantly increasing
management efficiency, while lowering costs. "With centralized management, we can
easily expand the number of labs at any time," Mr. Fathy states. "With our older
systems, we needed at least one technician to support each lab, but we were only
providing students with eight hour-a-day access. Today with Vblock and VNX, we only
require one technician for all of our labs, yet the infrastructure provides twenty-four
hour access."
Other OpEx costs have also been reduced significantly. Mr. Fathy notes that the VDI
environment requires only one-half the number of licenses compared to the older
stand-alone configuration, while power and cooling costs have been reduced
substantially.
"We now have a consolidated system which requires little power and cooling, and is
simple to manage. We have also saved considerable space because of the smaller
footprint. Overall, we have reduced operating costs by one-half in many instances," Mr.
Fathy says.
"Vblock with VNX gives us the best performance for our needs compared to any other
competitor. This was one of the many reasons we chose this infrastructure."
CONTACT US
To learn more about how EMC
products, services, and solutions can
help solve your business and IT
challenges, contact your local
representative or authorized reseller—
or visit us at www.EMC.com.
www.EMC.com
EMC2
, EMC, the EMC logo, [add other applicable product trademarks in alphabetical order] are
registered trademarks or trademarks of EMC Corporation in the United States and other countries.
VMware [add additional per above, if required] are registered trademarks or trademarks of
VMware, Inc., in the United States and other jurisdictions. All other trademarks used herein are
the property of their respective owners. © Copyright 2012 EMC Corporation. All rights reserved.
Published in the USA. <insert date MM/YY> Customer Profile <insert part number as H####>
EMC believes the information in this document is accurate as of its publication date. The
information is subject to change without notice.

10. Sector: Financial Services
Spot Light on the Company
Founded in 1944 as Turkey’s first full
service private bank, Yapi Kredi has
experienced robust growth due to
sustainable value generation. This financial
services leader, with total assets of over
US$70 billion, serves over 6 million retail
and corporate customers. It reaches a vast
target audience through its 860 retail
branches in Turkey, as well as international
subsidiary operations in The Netherlands,
Russia, Azerbaijan, and Switzerland, and
an offshore banking unit in Bahrain.
The Challenge
Yapi Kredi Bank needed to improve
accessibility and query speeds to its
immense amounts of information produced
daily from 25 disparate operating systems.
Implementation
Deployment of Sybase IQ onto existing IBM
AIX machines, and rolled out across the
branch network, while minimising CPU and
data storage requirements.
Key Benefits
• Delivers 154% return on investment
• Results in 63% database
compression
• Uses three CPUs, compared to
Oracle’s 12
• Reduces query times from days to
minutes
• Reduces staff and energy costs
• Handles 5.5 TB of data
“Yapi Kredi Bank chose Sybase IQ to improve the
accessibility of our Bank’s customer data, giving employees
in over 860 branches the ability to perform complex ad hoc
queries rapidly and easily, while also lowering data storage
costs.”
With queries taking up to 24 hours to process, and
immense quantities of data being pulled from more than 25
different operating systems, Yapi Kredi Bank adopted
Sybase IQ to significantly reduce processing times by
improving accessibility to data and query speeds. The
result: 154% ROI in 10 months.
Yapi Kredi Bank has always focused on customers’ needs
by providing exceptional service levels and competitive
product offerings. To enhance that mission, the company
planned to implement its vision of originating Customer
Relationship Management (CRM) activities directly from the
860 branches. Realisation of this vision depended on the
bank’s ability to manage the immense amounts of
information produced in its daily operations. To do this, it
needed to find an alternative to its current system, one that
would achieve a smooth, fast migration path and deploy into
production quickly. Having used an Oracle data warehouse
for their analytical CRM and credit card business lines, the
bank noticed that the upgrade requirements of the system
kept exceeding all estimations and budget allocations to
produce pre-tuned query results. Queries could crawl at a
snail’s pace with processing times taking up to 24 hours,
while ad hoc queries were so problematic that they were not
run.
To turbo-charge its analytics, Yapi Kredi chose Sybase IQ
to improve access to its customer data while also reducing
data storage costs. To meet Yapi Kredi’s needs, a
professional team of Sybase IQ consultants partnered with
Bank staff to help architect the system and answer technical
questions that arose during the project. Over a six-month
period, Sybase IQ developed an in-house ETL
(extract/transfer/load) tool that converted data from the
legacy Oracle database to meet Sybase IQ requirements.
Within eight weeks, Yapi Kredi was able to migrate an in-
house-developed Oracle/SQL-based data warehouse to
Sybase IQ. To ensure a smooth transition, Yapi Kredi kept
the Oracle system running as a backup measure. Just 3
months after the first phase production rollout, the Oracle
system was retired.

11. The results illustrate the revolutionary
benefits of Sybase IQ: “When we
implemented Sybase IQ, we knew that our
vision to increase the volume and
effectiveness of the bank’s customer
marketing campaigns could be realised,”
Yapi Kredi General Manager of
Technology Management Alpaslan Ozlu
states. “With Sybase IQ, querying speeds
now take minutes rather than hours due to
the solution’s column-based architecture.
Its unique compression capabilities have
reduced disk space requirements by 63
percent, giving us significant cost savings.
Because of these benefits, the bank has
been able to re-deploy staff to other critical
tasks. The solution has also resulted in
significant infrastructure and energy
savings because it uses only three CPUs
rather than the old system’s ten. Our
analysis shows that Sybase IQ will quickly
pay for itself with an ROI of 154 percent.”
Due to their innovative solution and the
astounding results, Yapi Kredi Bank
received Computerworld's "Best Practices
in Business Intelligence" award for
"Creating a BI Vision and Strategies for
Improved ROI."
Since its deployment, Sybase IQ has been
rolled out across the Bank’s branch
network, enabling Yapi Kredi management
to effectively implement its Customer
Relationship Management strategy.
“Sybase IQ’s architecture and superior
design has helped to future-proof the
bank’s vision,” Alpaslan Ozlu states. “Its
unique flexibility, data accessibility, and
querying performance means that
questions and programmes that we have
not yet even thought of can be
accommodated with ease. Now, Sybase
IQ gives us instant data access, no matter
what the query. For those reasons,
Sybase IQ and the information that it
delivers provides us with real competitive
advantage.”

12. A Smart Case Study
A Smart Decision
CPL, the leading provider of temporary staff in Ireland, recently chose Smart
Telecom’s Next Generation Network technologies to help drive its critical
telecommunications requirements. In this interview with CPL IT manager
Keith O’Connor, we learn how Smart Telecom’s flexible and reliable
capabilities have substantially increased the productivity of this growing
company.
About the Company
Established in 1989, CPL has quickly
grown to become Ireland’s leading
recruitment agency, and largest
provider of temporary staff. Each year,
over twenty thousand temporary
employees and nine thousand
permanent employees are placed with
almost four thousand client
companies.
Now trading on both the Irish and
London Stock Exchanges, CPL has
grown quickly: over the past five years
revenues have increased almost four-
fold, from €52.4 million in 2003 to
€194.5 million in 2007.
With a head office in Dublin, and
fourteen additional offices located
throughout the country – as well as
London – voice and data
telecommunications are critical to the
continuing growth of the company.
CPL relies on its telecommunications
capabilities not only to provide
exceptional service levels to its end
clients and recruitment candidates, but
also to power a variety of Internet-
driven in-house administrative
capabilities including many accounting
functions.
The Challenge
In order to facilitate continuing growth
through exceptional service levels, CPL
IT Manager Keith O’Connor searched
for additional telecommunications
capabilities and infrastructure that
would increase reliability and
flexibility.
‘Our primary server is located at our
Dublin head office,’ he explains. ‘Each
of our fourteen offices countrywide, as
well as our London office, access that
server through telecommunications
infrastructure and technology. For that
reason, it is imperative that our
telecom infrastructure is reliable. We
recognised that in order to provide
redundancy and backup, we required
an additional telecommunications
provider who could partner with us to
increase flexibility and reliability, at
reasonable cost.
‘We also hoped to achieve increased
in-house productivity through
additional Internet speed and
reliability. We contacted Smart
Telecom. They understood exactly
what we required and provided us

13. with exceptional reasons why we
should choose them.’
The Solution
Smart Telecom’s Next Generation
Network
Smart Telecom is Ireland’s fastest
growing telecommunications service
provider. Already providing the
telecommunications needs for
hundreds of businesses, government
offices, and households throughout
the country, Smart Telecom has made
a commitment to supply exceptional,
state-of-the-art infrastructure and
technologies – as well as
knowledgeable advice – to help
customers increase productivity and
efficiency, while minimising
telecommunications costs.
Smart Telecom’s Next Generation
Network (NGN), the result of a
significant investment by Smart
Telecom in the latest
telecommunications technologies,
facilitates exceptional voice,
Internet/data, VoIP, and video traffic
through its wholly owned network of
fibre and unbundled exchanges, as
well as licensed microwave access and
network management and processes.
This investment allows Smart Telecom
to offer next generation
telecommunications technologies to
small, medium, and large businesses,
as well as households and other
organisations, nationwide.
Based on state-of-the-art high-speed
packet network design that requires
only a single node on the customer’s
premises to simultaneously handle
voice, data and video communications,
Smart Telecom technology provides
robust telecommunications reliability,
flexibility and speed. This network also
facilitates the very latest
communications applications including
VoIP and IPTV.
Benefits of a Smart Telecom solution
include greater speeds by eliminating
contention, greater responsiveness to
customer needs, greater reliability due
to ongoing investment in new and
independent telecommunications
infrastructure, greater value for money
thereby providing exceptional returns
on investments as well as lower
operating costs, and higher levels of
flexibility.
The Flexibility of Smart Telecom
Solutions
CPL has enjoyed astounding benefits
from the Smart Telecom solution from
the very beginning of their
relationship, as Keith explains. ‘Smart
Telecom ran dedicated fibre directly
into our head office, a benefit that we
very much appreciate,’ he states.
‘Moreover, they did so within days of
our order. Installation of the solution
was quick and uncomplicated.
‘We’ve had the Smart Telecom
solution for about a year now and
we’ve enjoyed substantial benefits.
First, the system is exceptionally cost
effective due to low installation costs
and the fact that we do not have to
pay a monthly fee. Second, and
because Smart Telecom has invested
in their own telecommunications
infrastructure, we now have our own
fibre. This capability eliminates
contention, meaning that we don’t
share a line with anyone else. For that
reason, our Internet speeds have
improved considerably. For instance,
when ‘pinging’ from our server in
order to test Internet connectivity
speeds, that speed has proven ten
times greater than other Internet ISP
solutions.
‘This speed, and the reliability that the
system offers, has also helped CPL to
enhance its productivity. Because our
Internet capabilities are faster, our
staff can work more quickly, thereby

14. helping us to increase efficiency. That
efficiency is also enhanced by the
Smart solution’s reliability: in the year
that we’ve been using Smart Telecom
telecommunications capabilities, we
have never experienced any Internet
downtime.
‘In short, the Smart Telecom solution
is reliable, flexible, and fast.’
Support Enhancing Reliability
Keith also praises Smart Telecom’s
support team and their ability to
understand CPL’s real needs. ‘Smart
Telecom’s Network Operations Centre,
and the professionals that work there,
provides exceptional service to its
customers,’ he states. ‘They have
taken the time to truly understand our
business and our ongoing needs. Over
the months, they have developed real,
personal relationships with us.
Because I know that they understand
our business, I know that they will
recommend solutions that are
appropriate for us.’
Keith is also impressed with their
ability to pre-empt problems, and to
offer additional solutions that improve
reliability and productivity.
‘Recently, a telecommunications power
cable in our office had been pulled by
accident,’ he explains. ‘We hadn’t
noticed. But someone at Smart
Telecom had because we received a
phone call from them informing us of
the problem. That sort of commitment
to customer care is appreciated. The
people at Smart Telecom act as true
partners in our business.’
Smart Telecom also recommends
advanced state-of-the-art
telecommunications applications as
they become available, and when they
are appropriate. ‘Smart Telecom is
fantastic when it comes to new
technology,’ Keith states. ‘For
instance, they recently recommended
a new capability – EFM (Ethernet in
the First Mile). This technology has
allowed us to transform two existing
standard copper wires into high-speed,
100 Mb telecommunications pipelines
through the use of a small modem.
And additional technologies, such as
their Luminous Light Unit, allows us to
integrate a variety of technologies
including fibre or DSL as a single
integrated unit.
‘These capabilities help us to quickly
back-up data. They reduce other costs
in that we no longer absolutely require
VPN’s, firewalls, routers, or other third
party hardware. Instead, we have a
single solution that seamlessly
consolidates our telecommunications
traffic, no matter if that traffic is voice
or data.
‘In short, the support and advice
received from Smart Telecom has
been perfect.’
Would Recommend
Keith recommends Smart Telecom
solutions to other Irish businesses.
‘Smart Telecom provides an
independent telecommunications
infrastructure that not only provides
redundancy, but that also increases
speed, flexibility, reliability, and
productivity, all on a cost-effective
basis.
‘I definitely recommend them to other
businesses. We made the right
decision to work with Smart Telecom,
and from the start we’ve been very
impressed with their solutions and
capabilities.’
For more information
CPL
For more information on CPL and their
commitment to the professional
placement of permanent, contract,

15. and temporary staff, contact them at
www.cpl.ie, or contact any of their
offices:
Dublin Office
email: info@cpl.ie, Tel: 01 614 6000
Limerick Office
email: info@limerick.cpl.ie, Tel: 061
317377
Cork Office
email: info@cork.cpl.ie, Tel: 021 494
4860
Galway Office
email: info@galway.cpl.ie, Tel: 091
509740
CPL Midlands
email: midlands@cpl.ie, Tel: 044
45222
Smart Telecom
For more information on Smart
Telecom’s Next Generation Network,
and our range of Voice, Broadband,
and state-of-the-art
telecommunications solutions, contact
us.
Tel: 01 4699300, email:
info@smarttelecom.ie, Web:
www.smarttelecom.ie

16. Page 1
About the Company
Donegal-based McMenamin
Engineering has experienced
exponential growth since its
establishment in 1986 by
Seamus McMenamin. Originally
established to serve the
structural fabrication
requirements of Ireland’s
agricultural sector, the Group’s
successful expansion strategy
propelled it into a variety of
markets:
McMenamin Engineering Ltd
utilises cutting edge design and
CNC capabilities to expedite the
professional fabrication, erection,
and sheeting for commercial and
industrial builds ranging from
warehouse requirements, to
retail, leisure, government, and
showroom installations.
Mantis Cranes Ireland Ltd and
Mantis Cranes (UK) Ltd design,
build, sell, and rent self-erecting
and city tower cranes for Irish
and UK construction
requirements, as well as for
global markets.
The success of the Group’s full
service capabilities can be
attributed to one over-riding
mission: a provision of
excellence. Les McAndrew, the
group’s financial controller,
explains.
‘Our company has always prided
ourselves on the highest levels
of customer service,’ Les states.
‘That commitment to excellence
runs right through the group.
Every project that we design and
build; every crane that we
manufacture in our Donegal
plant and deliver to site; from the
smallest to the
largest project; our company is
guided by that one over-arching
mission.’
That commitment to excellence
also provides a vision for the
future. ‘Up until a few months
ago, the group invested heavily
in innovative technologies
including the very latest CNC
design and manufacturing
equipment,’ Les says. ‘However,
it is no secret that today’s
economy represents a
challenging time for everyone in
our industry. For that reason, we
are targeting international
markets to diversify our
customer base. We recognise
that the quality of our products
and services can meet the needs
of a global audience.
‘By looking to a global market,
we firmly believe that we are
positioning ourselves for success
as the world economy recovers.
And we know that by doing so,
our company, our employees,
and our suppliers will also
benefit.’
Integrated Sage 50
Poised for the Future
The McMenamin Group is Ireland’s pre-eminent crane manufacturers, structural engineers, and
providers of metal fabrication and cladding solutions for the commercial and agricultural industries.
Here, we see how this prestigious group is poised for economic recovery with the assistance of a
powerful Sage 50 integrated accounting and job costing solution.
Page 1

17. Page 2
The Challenge:
Gaining Real Time
Information
When the company was first
established, accounting and job
costing was done manually.
‘McMenamin’s first projects met
smaller agricultural
requirements,’ Les explains. ‘In
those early years, all accounting,
finance, and job costing activities
were recorded using a manual
system. While
that worked effectively during the
early days, the company’s rapid
growth, and the establishment of
its other companies – Mantis
Cranes and Mantis Cranes UK –
required a more sophisticated
solution.
‘What we required was a solution
that would provide standard
accounting and management
reporting capabilities, but as
importantly, would also enable
us to closely monitor costs and
profitability for each job
undertaken by each of our
companies.
‘We also required a solution that
could consolidate company
financials. In other words, we
wanted it all: we wanted a
system that would allow us to
view accounting data at a group
level, but that would also allow
us to drill down into each
company within the group, and
then drill down even further: to
each cost for each project
undertaken by each company.’
The Solution:
Integrated Sage 50 with
Sage Job Costing
The company approached
Synergy Network Ltd, the Sligo-
based Sage Business Partner,
with their aspirations and plans.
James Doyle, Synergy Network
managing director, explains:
‘When the McMenamin’s first
approached us back in 1997, we
recognised their tremendous
potential for growth. For that
reason, we knew that the
company required a highly
flexible, robust, yet easy to use
solution that could grow as
quickly as their aspirations. We
also knew that they required a
capability that would help them
to increase productivity and
efficiency.’
To meet the group’s
requirements, Synergy Network
recommended Sage 50. A
number of years later, that initial
solution was integrated with
Sage Job Costing.
Sage 50 is Ireland’s most
popular accounting and
management software solution.
Developed specifically to meet
the needs of growing small and
mid-sized companies, Sage 50
incorporates a wide range of
functionalities including multi-
company/multi-currency
capabilities, nominals, cash
book, invoicing, VAT tracking
and analysis, ROS (Revenue On
Line), debtor and creditor
analysis, purchase and sales
orders, comprehensive
management reporting, and
many other functions.
Intuitive and easy to use, the
solution enables company
managers to keep their fingers
on the pulse of their businesses
through exceptional drill down
capabilities.
The McMenamin Group’s Sage
50 solution was also integrated
with Sage Job Costing. This
comprehensive job costing
capability enables companies to
track all costs associated with
specific projects including third
party costs, overheads, costs of
materials, and similar.
Comprehensive analysis and
cost tracking enables managers
to monitor ongoing costs in real
time, while protecting valued
profitability. Additionally,
complete integration increases
productivity by eliminating
double-entry requirements.
The Significant Benefits
‘Our integrated Sage solution
has proven more than adequate
to meet our needs,’ McMenamin
Group’s Les McAndrew states. ‘It
has proven extremely flexible,
and has grown as we’ve grown.
Its easy-to-use functionality has
helped us to increase our
productivity and efficiency, and
its reporting capabilities provide
us with the critical data to
monitor the group’s – and
individual companies’ – current
financial situation, while also
helping us to plan for the future.
‘The Sage 50 solution also helps
us to meet compliance
requirements such as end of
year and period accounting, and
VAT requirements.
‘Sage Job Costing, integrated
into Sage 50, provides a
powerful capability, and we use
this facility for every contract that
we undertake – both big and
small. Job Costing enables us to

18. Page 3
allocate all relevant costs to
each specific project. This
enables us to stay abreast of
anticipated project costs in order
to protect profitability.
‘Job Costing also provides us
with a comprehensive archiving
capability that enables us to
store complete project cost
histories. This facility will help us
to develop future budgets by
providing us with detailed data
regarding past job costs. In other
words, and rather than picking a
figure out of the air when we’re
bidding on a new project, we can
look back to see exactly what a
similar project cost, how much
time it took, and how much
resource was required. This
capability will help us to bid
intelligently, competitively, and
yet profitably.’
Les is also impressed with the
ongoing support that the Group
receives from Sage Business
Partner Synergy Network.
‘Synergy has been with us since
the initial Sage 50
implementation over ten years
ago,’ he explains. ‘They are one
of the primary reasons for the
success of the solution because
they took the time to understand
our business and our
commitment to the future. As an
example of their high levels of
service is the fact that James
Doyle, the managing director of
Synergy Network, firmly believed
that the group could benefit by
integrating Sage Job Costing
into the original Sage 50
solution. He took the time to
explain its capabilities and how it
would help the company. The
result is an integrated solution
that meets our exact
requirements.
‘I know that if we experience any
type of problem at all, Synergy
Network are only a phone call
away.’
Would Recommend
Les McAndrew recommends the
integrated Sage 50 solution
without hesitation. ‘I have
already recommended Sage 50
and Sage Job Costing to other
companies, and will continue to
recommend it,’ Les concludes.
‘Sage 50 has been developed
with the same philosophy with
which our group has always
prided itself: a commitment to
excellence.
‘This solution’s capabilities has
significantly contributed to the
success of the McMenamin
group of companies. Those
same benefits will also help us to
reap benefits as we look to the
future, and the recovery of the
global economy.’
For more information
For more information on the
McMenamin group of companies
and their commitment to
excellence, contact them:
McMenamin Engineering Ltd
Tel: +353 74 9149362
Email:
sales@mcmenaminengineering.ie
Web:
www.mcmanaminengineering.ie
Mantis Cranes Ireland Ltd
Tel: +353 74 9149981
Email: info@mantiscranes.ie
Web: www.mantiscranes.ie
Mantis Cranes UK Ltd
Tel: +44 139 8748962
Email: info@mantiscranes.co.uk
Web: www.mantiscranes.co.uk
Synergy Network Ltd
For more information on Synergy
Network Ltd, contact them:
Tel: 071 9146815
Email: sales@synergynet.ie
Web: www.synergynet.ie
Sage
For more information on Sage
50, Sage Job Costing, and our
complete range of integrated
accounting, management, and
job costing solutions, contact us:
1890 882060

19. Article & Ghost Writing Samples
by Tom Richards
Clients: • Brightidea
• Intel
• EBS Educational Building Society
• IMI Irish Management Institute
The Challenge: Any article must be written appropriately to
achieve its objective as well as its medium:
Brightidea: the CEO of this innovation
company required a hard-hitting Forward
(ghost-written by Tom) for the specialist book on
collaboration, Midnight Lunch: The 4 Phases of
Team Collaboration Success from Thomas
Edison’s Lab’ by Sarah Miller Calidcott.
Intel: desired to reinforce its commitment to
Irish education following its billion dollar
investment.
The EBS: wanted to educate its targeted
consumer base to cross-sell investment
products.
The IMI: this leading professional training
organisation was asked to contribute its
experience and knowledge to an Irish business
newspaper in a series of articles, all ghost-
written by Tom
The Results: All of the objectives outlined above were
achieved.

20. FOREWARD
When I first met Sarah at the summer 2001 Birds of a Feather Innovation
Leaders Meeting hosted by Kraft, I was immediately struck by the relevance
of her teachings. As a co-founder of a company that focuses on tools to
harness innovation, I was captivated by Sarah’s lecture. Her understanding
of innovation practices used by Thomas Edison, and the links between
those practices and today’s urgent need to continually innovate, sheds light
on how some of the world’s most revolutionary inventions came to be. And
critically, how Edison’s practices might be successfully replicated.
In Midnight Lunch, Sarah brings Edison’s timeless collaboration
formula to the fore. She advances the rapidly changing innovation
framework by providing deep insight into Edison’s proven collaboration
processes. Importantly, her teachings allow innovation practitioners to
apply those proven practices. Sarah notes that Edison emphasized
collaboration as a discovery learning process. Rather than adopting a
training-focused or task-focused orientation, collaboration for Edison was
highly hands on, experiential, and project driven. His teams learned
through interaction with their colleagues, allowing them to unlock their own innate creativity and
enhance ideas through collaborative adaptation. Sarah shows how to apply Edison’s undeniably
brilliant insight into the collaborative process.
Sarah’s insights could not come at a better time. Those companies that successfully innovate
continue to flourish. But companies that fail to innovate risk their very survival. Almost 50 percent of
companies that made the 1999 Fortune 500 list (238 companies to be exact) were absent from the
2009 list due to dramatic falls in revenues. Extend that history and the results become even more
onerous: only 71 companies listed as part of the original 1955 Fortune 500 have survived to grace
today’s 500. The world has become a tougher place and the corporate playing field is littered with
companies that failed to make the grade through successful innovation. I think of Blockbuster,
Eastman Kodak Company, Borders, and Hostess Brands as recent examples. To survive, companies
can no longer rely on past successes. Rather, surviving in an ever-changing global economy requires
continual, effective, culturally-embedded innovation. The constant search for good ideas must be an
everyday strategic commitment that is focused on tactical objectives.
Sarah’s concept of ‘metalogue’ found in the second half of her book– a method of inquiry for
exploring diverse conversations and the context around those conversations – speaks to the need for
focused collaboration. Technological advancements and digital links among individuals around the
world allow companies to activate innovation processes on an iterative basis. Sarah’s metalogue is
closely tied to and reflects The Innovation Grid, a concept that has been successfully developed at
Brightidea. The Grid, touching almost every part of the world, is a movement to create online
channels of deep communication and collaboration resulting in a future marketplace of new ideas.
The Grid provides methods to predictably repeat the innovation process by allowing companies to
focus collaborators on specific use-case objectives. If you look closely, you can see people and their
businesses building dynamic pieces of this Innovation Grid in many different places: from start-ups
like Kickstarter and 99Designs to established companies such as GE and P&G who are fostering open
innovation.
But where do good ideas come from? How do companies develop innovations that drive future
brand loyalty, market share, and profitability? The innovation process is a creative activity. What
Edison seems to have realized is that first, everyone is creative and second, that if properly nurtured,
the most important assets of a company – its employees and customers – can generate a constant
stream of good ideas. To do so, companies must develop a culture that nurtures creativity, listens to
feedback, and strives to apply the good ideas that percolate upward like so many diamonds. People
can be taught to innovate. They can be taught to recognize the creative gifts that they have been
given, and to apply those gifts. All they need is leadership and direction. Years ago, Lee Iacocca
significantly contributed to Ford, and created the innovative pony class of automobile at the same
time, by directing his team to contribute good ideas that would lead to the Ford Mustang. IBM applied
frameworks of innovation to transform itself from a product led company to an organization that is
primarily service driven. Apple re-invented itself as a consumer electronics company when for years it
had relied on personal computers as its main source of revenue. In each case, employees were
motivated to work collaboratively to brainstorm creative ideas, learn from each other’s diversified skill
bases and backgrounds, and apply those to products and services that they believed would be
successful in the marketplace.
In recent years, infrastructure to frame, nurture, and positively motivate innovation has
significantly improved. Companies no longer need a factory floor or physical data center to innovate.
Instead, we are now moving to a framework of ‘meta innovation’, a process that is innovating ways in

21. which we all innovate. Online collaboration, social media innovation processes, and cloud-based
capabilities (such as Brightidea’s Innovation Grid) allow companies to reach out to employees,
customers and other stakeholders to encourage creativity and idea generation within a focused
framework. Using meta innovation tools, companies can crowdsource, track a variety of innovation
metrics from idea generation to social interactions to implementation rates and a host of other
insights, all wrapped around a particular product, service, or challenge-focused topic. If Edison were
alive, he would be fascinated by the evolution of the innovation process. Using these new tools, we
enjoy higher levels of innovation predictability, which Edison would have applauded. Edison would
also have been fascinated by the Internet as a method of encouraging collaboration in ways never
before possible. He would have viewed the scale of innovation activities such as GE’s Ecomagination
Challenge, which links well over 90,000 online collaborators to solve specific innovation challenges,
with amazed satisfaction. But despite the opportunities that the Internet offers, Edison would still
insist that collaboration cannot be unstructured. Rather, focused conversations, leadership, and
direction are necessary to produce great, successful, market-changing ideas.
Sarah understands this process. She adeptly delves into Edison’s true collaboration formula,
empowering companies to better use collaboration as a disruptive creative tool. Midnight Lunch is a
fitting and timely vehicle that sets the stage for individuals and companies, allowing them to
successfully incorporate collaboration into the innovation framework.
Matthew Greeley
Chief Executive Officer and cofounder, Brightidea
San Francisco, CA

22. Science is Super!
A Continuing Report on
Intel’s Involvement in Irish Education
Intel Ireland co-sponsored the Young Scientists Exhibition, recently held at the RDS, Dublin.
Now we find out why Intel hopes that young people everywhere will say ‘Science is Super!’
Intel has co-sponsored the Young
Scientists Exhibition for three years.
Their Maths, Physics and Chemistry
Prize not only identifies up-and-
coming talent, but also motivates
young people to excel in these fields.
In 1997 Sarah Flannery won with her
Internet-related encryption research.
Her Intel prize included a trip to the
International Science and Engineering
Fair – an international showcase for
emerging young scientists – held in
Fort Worth, Texas for both herself and
her teacher.
In 1999 she went on to win the over-all
Young Scientist prize. And she has
travelled extensively, giving talks on
her research all over the world.
But a child doesn’t have to be a
science super star to have fun in
science, or to participate in the Young
Scientists Award. Frank Turpin, Intel
manager for education in the
community, explains:
“We want kids to recognise that taking
maths and the sciences in school can
lead to a very real and rewarding
career, and that they shouldn’t give it
up. So many children stop taking these
courses in secondary school, and what
they don’t realise is that this can close
career doors early on. We hope that
they’ll keep those doors open.”
Intel’s involvement in the Young
Scientists Exhibition grew out of a
genuine concern for the shrinking
numbers of students currently taking
maths and science-related subjects in
school. The company’s objectives are
simple: to encourage student – and
teacher – participation not only in the
Exhibition, but to help students to
realise that science can be both fun and
rewarding.
For many years Ireland’s science-
related educational prowess was well-
regarded throughout the world. Its
stream of bright young talent brought
companies, including Intel, to this
country.
But recently, interest in maths and the
sciences is on the wane. Significantly
less students are taking these courses
now, compared to what they did even a
few years ago. This is leading to a
shortage of engineers and qualified
technicians, a situation that most
thought unthinkable. By helping to
sponsor the Young Scientists
Exhibition Intel is hoping to reverse
this trend.

23. Of more local interest, Intel Ireland is
working closely with Leixlip-based
schools in order to encourage
participation. Karina Howley of Intel’s
Public Affairs explains:
“Last September we invited eleven
‘link’ schools to participate in a pre-
exhibition workshop,” Karina stated.
“These workshops were designed to
help schools and their teachers and
students to understand the
requirements for the Young Scientists
Exhibition, and to help them design
their projects. Five students and a
teacher from each school were invited
along.
“At the workshop, the 1998 Intel
winner, Sean Foley, gave a talk on his
project, the support that he received,
and the fun that he had both during his
research and the Exhibition. And Dr.
Tony Scott, a respected UCD-based
educator, gave participants some idea
of what judges were looking for in a
good project.”
The results of the workshops were
overwhelming. Nine projects from
local schools were entered into the
1999 Young Scientists Exhibition.
Cathal Travers, principal of Confey
College in Leixlip, was enthusiastic
regarding his school’s participation.
“We gained enormously by entering
our students into the Young Scientists
Exhibition,” Mr Travers stated. “This
is active learning, and the research and
creative skills that are part of the
programme are life-enhancing. We’re
grateful to Intel.”
Daithi Mac An Aircinn, Head of
Science at Colaiste Chairian, a local
school who also participated, agrees:
“It was a fantastic experience for our
participants. The Young Scientists
Exhibition gives our youngster adults
an opportunity to do something in
science and to receive recognition,
regardless of whether they win an
award or not.”
But this is only a start. Frank Turpin
remains circumspect on the prospect
for maths and the sciences in this
country, particularly in the shorter-
term.
“Children aren’t taking science and
maths in school for a number of
reasons. First, the points system and
the shortage of college places have
made the points race even more
competitive. To maximise points, kids
are opting out of maths and science,
thinking that they’ll do better in
‘softer’ subjects.
“And the curriculum has broadened.
Kids today have an ever-increasing
range of subjects to choose from.
While this is a good thing, it does have
an impact on the number of children
choosing to stick with science.
“Perhaps most importantly,” he adds,
“Kids aren’t hooked into science from
an early age. The government hasn’t
invested properly in labs and related
equipment in many years. And some
teachers simply don’t take the time to
make science fun.
“Kids are the losers and so are we,”
Frank states. Then he grins. “What I
hope that they all realise is that science
can be incredibly fun.” And looking at
Frank, a qualified scientist who seems
to enjoy life immensely, I become an
instant convert.

24. Steps to saving for your
Children’s Education
Sending one child to university or other place of
higher education is expensive. And sending more
than one child on the same journey can seem
more than a little daunting. However, with some
careful planning sooner rather than later parents
and guardians of university-bound children can
avoid a significant amount of financial pain and
worry.
The following steps provide you with a simple
financial approach to planning for the financial
requirements of your children’s education.
Step One Understanding the Cost
The cost of higher education in Ireland is getting more expensive. While it still represents
exceptional value for money when compared with other domiciles such as the United States
(where a four-year university degree can cost parents well over €100,000), a recent report by
the Union of Students in Ireland states that a year’s university education (including fees,
room & board, books, and miscellaneous expenses) can cost up to €7,000 per annum.
Assuming that a child undertakes a four-year degree course, total education expenses can
approach €30,000.
These costs may increase substantially in future years not only due to inflation but also
because the Irish government may increase fees. Recent discussions from Ireland’s
Department of Education suggests that the government may decide to stop sub-venting
University fees at some future point. If this occurs, Ireland’s parents will have to pick up the
costs – and those costs could be massive: up to an additional €2,000 (or more) per annum.
Parents of young children often do not adequately plan – or save – for their children’s
education. This is understandable: for parents of a two-year-old baby, the prospect of
university education some fifteen years in the future can seem impossibly remote.
However, those years will slip by quickly. Parents of young children must make the decision
to save now if they are to be adequately prepared for future educational financial
requirements.
Step Two Defining the Goal
This step is a natural by-product of Step One. Having made the decision to save, parents
must now decide how much they need to save.
a. Determining the Financial Goal & Adjusting for Inflation

25. Our suggestion is to adjust the current cost by a 3 percent annual inflation rate,
compounded by the number of years until your child (or children) might begin their
education. (Note that inflation may move up or down over those years.)
As an example, let’s take a family with a single child who is two years old. The child will,
in all likelihood and should they choose to, start college at eighteen, or 16 years hence.
The present cost of a four-year education today is €30,000. Therefore, the cost in 16
years at a 3 percent annual compounded inflation rate is €48,140.
That figure represents your financial goal, and what you probably need to save if you, as
parents, are intending to cover all costs.
From this figure, you can choose to subtract any lump-sum inheritances, gifts from
grandparents or other sources, or contributions that you will want your child to make
toward their education.
Going back to the illustration above, and taking deductions into account, the net financial
goal might be:
Total Anticipated Education Cost €48,140
(less)
Grandparent Gift (€ 5,000)
Child contribution
@ €100 per month
for each month of
a four-year degree,
8 months per year (€ 3,200)
Total Cost to Parents €39,940
b. Determining How Much You Need to Save Each Month
Having determined your financial goal of €39,940, and having made the decision to save
regularly between now and the start of your child’s university life, you can determine
exactly how much you need to save for each and every month.
A financial tool can be used to determine this figure. Essentially, this tool makes a couple
of assumptions: the total amount you intend to save, how frequently you intend to save,
and the interest rate achieved over the savings period. By applying this tool, and based
upon these assumptions, you can quickly determine how much you will need to save
each month.
Using our example, we know that our parents desire to save a total of €39,940. They
intend to save an equal amount each month over 16 years. We will also be conservative
and assume that they will receive a net compounded rate of return on their savings of 4
percent.
Using the financial calculator (which you can find at
http://investopedia.com/calculator/MortgagePayments.aspx,) our parents need to save
€280/month.

26. Step Three: Choosing Your Savings Plan
Having determined how much you need to save each month to achieve your goal, you now
need to choose a savings investment method that will maximise your financial return.
As noted above in our calculation, we have chosen to be conservative by choosing a
compounded rate of return of 4 percent per annum.
However, by employing a number of financial strategies you may be able to achieve a
significantly higher rate of return on your monthly fixed investment.
Some options include:
a) Long-term managed investment plans – a wide number
of investment programmes are available. These include
investment solutions that can:
• Provide you a guaranteed rate of return on investments over a fixed
period, or
• Allow you to invest directly in a mix of stocks, cash, and other financial
instruments.
b) Shorter-term investment plans – these savings plans can give a reasonable return
on investment, while protecting your principal.
c) Property investments – you might also consider investing in property. You can do
so either through:
• Direct property investment – by purchasing a site or home, or
• Indirect property investment – through a variety of property investment
programmes.
Additionally, you can also consider direct investment in stocks, gilts, bonds or other financial
instruments. You should recognise that each type of investment that you consider carries
specific risks and potential rewards and should therefore be considered carefully.
You might also consider discussing your plans with a qualified financial advisor. The BANK
NAME provides such advice. These individuals will help you to think through not only the
goals that you are considering, but also the financial solutions that you might consider to help
you to achieve those goals.

27. Step Four Monitoring Your Investment and Anticipated Costs
Finally, as the years pass you should closely monitor the value of your investment, comparing
it to most recent costs for university education.
In this way, you can adjust your educational savings programme in light of currently available
information. This will allow you to make additional decisions, helping you to avoid unpleasant
surprises as your child approaches university age.
It’s never too late to start an educational savings programme. For more information, contact
your BANK NAME Financial Advisor and begin planning for your children’s education.
For more information
The Union of Students in Ireland often provides up-to-date information regarding education
costs. Visit them at www.usi.ie
While every effort has been taken to ensure that the facts contained within this article are true at the
time of going to press, the EBS and its agents can not be held responsible for its content.

28. Coaching for
the Future
By Georgina
Corscadden
IMI Irish
Management Institute
In our final article on Hi-
Tech Hi-Growth
industries, the IMI’s
Georgina Corscadden
illustrates how effective
coaching can reap
significant future benefits
for those willing to
understand this human
process.
Let’s start with a sporting
analogy. Your team is
poised to make the cut
into the European Cup
quarterfinals through a
combination of skill and
technical brilliance. All
you have to do is win this
next match. The game
has reached the interval,
the score is level, and
your players are
exhausted from their
efforts. They need to go
that extra mile.
In the changing room,
they look to you for
inspiration. What do you,
as their manager, tell
them now? Do you go
back to basics, plugging
away at the technical
capabilities that brought
them this far? Or do you
give them something
else? You look down on
this group of hopeful,
aspiring, intelligent team
of young people and
know that the outcome of
the match in large part
depends on what you’re
going to say in the next
few moments.
Irish hi-tech, hi-growth
companies are playing
for incredibly high stakes.
Most have achieved what
they have through
technical brilliance. But
like talented football
teams, the competition is
getting tougher, and
leaders often wonder
what they can do to get
even more out of their
people. One answer is
effective coaching.
Coaching is usually a
one-to-one process that
helps to identify the
aspirations and talents
within particular
individuals, and nurtures
those for the benefit of all
within an organisation.
Effective coaching is
future focused and
concerned with the
development of the entire
individual. It can foster an
environment of stability,
loyalty and knowledge-
sharing that will not only
help a company to
achieve shorter-termed
goals, but that leads to
constant innovation that
can breed future
champions.
A Call for Coaching
Why should any
company consider the
establishment of a
coaching programme?
Scott Eckert, managing
director of Dell
Computers’ Bray facility,
states that coaching isn’t
an option but a
requirement. “Dell’s key
priority is to develop our
people fast enough to
keep pace with our rapid
growth rate and to take
advantage of exciting
market opportunities. To
do this, we need to
ensure that all employees
reach their full potential.
This can only be provided
through effective
coaching.”
Ireland’s hi-tech, hi-
growth businesses are
populated by a
generation of bright
young people who,
because of the intensive
nature of the industry, are
asked to take up

29. responsibilities early and
hit the ground running.
While these people
undoubtedly have the
technological know-how,
they must also quickly
learn leadership,
communication and
management skills that
traditionally came only
with years of experience.
Unfortunately, neither
they nor the companies
that they work for have
the luxury of such time.
Coaching recognises
people for what they are:
a company’s most
important asset. By
focusing on employees’
talents and ambitions,
and by providing them
with support to achieve
their aspirations,
businesses will create a
human environment that
goes beyond short-term
results. A coaching
programme fosters a
forward-looking attitude
leading to future success.
Who, Me Coach?
Unlike mentoring, where
the mentor usually has a
similar background to
those individuals being
mentored, a coach does
not necessarily have the
same expertise as his or
her student. An effective
coach not only uses their
on-the-job experience to
advise their ward, but
their life-experience as
well. A good coach
becomes a sounding
board; a mirror, a ‘best-
buddy’ to those that she
is coaching. She comes
to understand not only
where their student is
now – what raw talents
and experience the
student possesses – but
also helps the student to
identify his or her true
aspirations. Most
importantly, the coach
then works with the
student to help them
achieve those
aspirations.
In doing so, the process
can quickly take a
company forward toward
its next major triumph.
Like a great football
manager, an effective
coach forms an
unbreakable bond with
the individual that she is
coaching. Successful
coaching goes beyond
trust. Rather, it becomes
a relationship of mutual
respect and
understanding that
fosters a willingness on
the part of the student to
believe that they can
conquer seemingly
insurmountable goals,
one step at a time.
The Chaos of Change
“We’re riding the chaos of
change,” says
Cognotec’s Head of
Global Human
Resources Colm
Gorman. “Each day
brings something
different. For this reason
we have to be fleet of
foot. With fewer
management layers,
increasing responsibilities
for all, and a fairly
unstructured
environment, we need
individuals to feel good
about making decisions
in a hi-risk marketplace.”
Decision-making can be
a high-stress process,
particularly in highly
pressured technology
environments. Effective
coaching helps to
alleviate the stress by
providing an emotional
and experiential
backstop. Those being
coached know that they
have a friend on their
side that is willing to
listen to a problem, help
talk through various
options, and put aside
their own ego in order to
truly help.
An effective coach gives
their student permission
to ramble, dream and
vent their frustrations.
They are the catalysts
that help students to
unscramble confusing
tasks into easy-to-
understand blocks of
simple steps. Like a
football manager, they
recognise that a winning
goal is made up of a
sequence of events – a
dribble, a volley, a final
score. Good coaches
help students to gain a
different perspective on
problems by allowing
them to back away from
a difficult situation and
look at it with new eyes.
The Human Connection
Today’s rough and
tumble world of
technology and high
growth industries is
rapidly maturing. Like any
teenager, these
companies – and the
people who work within
them – sometimes need
a great deal of
encouragement, direction
and, if you will,
unconditional love in
order to grow and
mature.
Coaching helps to
facilitate that process. It
provides a level of
connection that
recognises employees
not only as intelligent
technologists, but also as
real human beings.
Coaching fosters a sense
of worth that reaches
beyond an employee’s
remuneration package by
clearly demonstrating a

30. company’s interest in and
value of their employees.
Coaching helps to put the
human soul back into
business. It allows all of
us – both those being
coached and those
coaching – to reach even
deeper in order to
achieve that next winning
goal.
END

31. White Paper Sample
by Tom Richards
Client: Sage Ireland
The Challenge: Within uncertain times, reinforce Sage’s
significant value as a reliable source of financial
knowledge, thereby motivating SME accounting
software solutions sales.
The Results: established critical goodwill and loyalty within
the existing customer base to protect recurring
income; contributed to increased sales by 3%
within negative market conditions
(The complete white paper is available upon request)

32. white
paper
the
surviving the credit crunch
News reports regularly explain the
"credit crunch" in terms of the US
sub-prime mortgage sector, the plight
of international banks and erratic
behaviour of capital markets. But
tightening economic conditions have
a direct impact on small businesses.
Loans and overdrafts are more
difficult to negotiate, interest rates are
higher and it gets harder and harder
to get debtors to pay up.
This Sage whitepaper explains how equipping your business with suitable
financial systems will help you cope not just with current financial difficulties,
but for the years to come.
on

33. Contents
1 How you can respond to the credit crunch
2 Cost cutting tips
3 Cash management tips
4 Reporting and forecasting tips
5 Choosing software to help you survive the crunch
white
paper
the
on surviving the credit crunch

34. 1
The most dramatic effect of the credit crunch is the
increasing number of company failures. But credit
specialists indicate this also points to a sharp rise in
the number of firms delaying payments or seeking to
extend their credit terms to three and four months, or
more.
Businesses caught in the squeeze have a few simple things they can do to
maintain a healthy financial condition:
Cut costs - reductions can be sought in running costs and overheads, for
example through better management of stock.
Reduce debtors and manage cash better - many successful small
businesses manage cash first, and then worry about profit. Taking a more
systematic approach to debtors helps cash flow, reducing the need for bank
overdrafts and loans. Monitoring how the cash position is changing
compared to your plans and forecasts can alert you to problems before they
get out of hand.
Review your processes - are they as effective and economic as they
could be?
Make time to chase debts (many small businesses do not do this)
Sage has experience supporting hundreds of thousands of businesses with
software and advice. The suggestions and checklists in this paper are based on
techniques that have worked for other companies and are backed with features
built directly into Sage accounting applications to help companies control their
costs and cash flows.
How you can respond to the credit crunch1
white
paper
the
on surviving the credit crunch

35. 2
The easiest way to tighten your financial belt is to look at
discretionary costs such as entertainment. Review your
outgoings to find unnecessary costs and look at supplier
contracts for opportunities to renegotiate.
If you are a stock-based business, a lot of your working capital can be tied up in
stock. Take a disciplined approach to managing your stock. Being able to keep
levels to a practical minimum will save you money. If cash is particularly tight,
consider discounting the price of excess stock to reduce your holdings and
generate cash. If you’re a service based business, you may want to consider
tracking your jobs and setting more accurate budgets etc.
How Sage 50 can help:
New in Sage 50 v2009! Improved and prioritised payments can
help you to get discounts and benefit from better prices. The
Prioritise Payments feature in Sage 50 Accounts allows you to
work with suppliers, displaying all of the information you need
including contacts, disputes invoices, aged debt, etc. Planning your
cash flow ahead can save money for your business.
Invoice data entered into the system will let you analyse costs and
overheads to identify budget overruns and potential areas for
savings.
An effective stock management module to record receipts and
issues, helping you maintain control over inventory.
Cash flow forecasts can be built by drawing on data from previous
financial years and year-to-date figures
Setting and reviewing budgets - stock, sales, purchases, jobs
Project Costing
Cost cutting tips2
white
paper
the
on surviving the credit crunch

36. White Paper Sample
by Tom Richards
Client: Vielife
The Challenge: Vielife, a wellness and healthcare organization,
desired to increase market penetration within a
number of geographic markets
The Results: Through extensive research, the white paper
demonstrated how companies could quickly
establish wellness programs to gain competitive
advantage, increase employee resilience, and
subsequently increase productivity and
efficiency. Returns on investment were also
used to entice prospective customer action.
(The complete white paper is available upon request)
Building Blocks to Better Resilience with VieLife
Companies gain competitive advantage by building higher levels of employee
wellbeing
Executive Summery
The world of work is changing. We are entering the Human Age where human
potential will be the major agent of economic growth. However, that potential is being
challenged by three key factors: talent shortage, ageing and non-communicable
diseases, all of which are intricately connected.
Employers are uniquely positioned to encourage and improve health and general
well-being among employees. A workplace wellness strategy, established to consider
these bio-psycho-social interdependencies, can help to attract and retain talent,
reduce the impact that ageing and lifestyle disease have on absenteeism and
presenteeism and also reduce rising healthcare-related costs.
By most definitions, wellness is thought of narrowly as encompassing only physical
and psychological health. In the workplace, more often than not, it is considered a

37. non-core HR or welfare responsibility with a focus on reactive illness management.
Due to this definition, wellness has a limited appeal as a strategic investment and
attracts little sustained attention from senior organisational leaders.
To deliver sustainable, measurable returns on investment, wellness in the workplace
must be understood as a broader construct of complex and diverse influences. While
clearly significant, both physical and psychological health are by no means the only
determinants of wellness. The true potential of wellness can only be realised when it
is embedded within an organisation’s core business strategy and valued by leaders,
operational managers and employees alike. Taking a strategic, whole-systems
approach ensures that initiatives to enhance physical and psychological well-being,
are shaped, augmented and prioritised with key employee engagement and
organisational factors in mind.
Today a wide range of poor lifestyle behaviour including poor nutrition, poor sleep
and low levels of physical activity are affecting employee wellbeing, leading to an
inability to cope with life’s stresses. Those unable to cope well, and suffering from
poor levels of general physical and emotional wellbeing, are more likely to suffer from
higher levels of sickness and absenteeism, while being less likely to perform
effectively at work.
By building workforce resilience, employers can help their employees to cope more
effectively with stress. Organisations – both public and private – intervening early
with Workplace Resilience and Wellbeing programmes and Employee Assistance
Programmes positively affect employee resilience levels. Employees engaging in
such solutions are given tools which allow them to bounce back from life’s
adversities, realising increases in productivity and efficiency levels. Employees area
also able to make better at-work decisions, while decreasing illness and
absenteeism, and minimizing latent business costs.
Additionally, organisations nurturing employee resilience benefit from increased
competitive advantage, an increased ability to innovate and higher levels of
employee engagement with associated increases in performance and, where
relevant, profitability.
This paper focuses on how low resilience levels can affect individuals, the factors
that lead to low resilience and actions that employers can take to build resilience
within their workforce. Those actions emphasise the adoption of good sleep,
exercise, diet, and rest as well as stress management resilience and wellbeing
programmes, and Employee Assistance Programmes. These actions help employees
cope better with high levels of pressure and life’s many issues.

38. A White Paper Sample
by Tom Richards
Client: Meritec (Lighting solutions designer)
The Challenge: Establish Meritec, a newcomer to Ireland’s
lighting design and solutions sector, as a leader
within its field; communicate effectively to
commercial property contractors and architects
in order to motivate incorporation of professional
lighting design solutions within the early stages
of any build.
The Results: This paper was one of a series of Knowledge
Leader White papers commissioned by the
company. Architects responded well to these
papers; enquiries increased by 50 percent
(albeit off of a low initial base). Meritec is
continuing to prosper even in the face of difficult
economic conditions.
(The complete white paper is available upon request)
Shedding Light on Lighting Design:
Increasing Productivity and Cutting Costs in Business
Lighting systems used within business offices are under the spotlight. Appropriate lighting
designs are now a vital component in the ergonomic revolution to ensure a proper office
environment.
As company executives begin to consider ergonomic factors in office productivity, lighting
schemes are finally being recognised as a central component in maintaining comfortable
working environments. Modern lighting design endeavours to ensure that each space,
whether it is a boardroom, office or kitchenette, can take full advantage of innovative lighting
resources and technologies. Lighting designs not only enrich the aesthetic appeal of any
office area, but can also boost the ability of employees to perform given tasks, while also
cutting energy-related costs.

39. Generally, most employers are unaware of how poor lighting can impair employee working
capabilities. Badly designed lighting schemes can lower employee productivity and increase
overall costs. Managers must take the lead and insist on proper lighting designs to be
employed in office settings. By implementing appropriate lighting designs for office areas,
employees can enjoy comfortable working areas and employers can benefit through
increased productivity and lower costs.
Understanding the Problem:
Lighting and Productivity
Managers must understand how poor lighting designs can affect their businesses before
attempting to design and install new lighting systems. Unfortunately, the majority of employers
lack useful knowledge regarding the benefits of professional lighting design and therefore
spend a fraction of their budgets on this vital resource.
In Kelly Sterk’s article Getting A Rise out of Productivity, this workplace researcher surveyed
factors contributing to comfortable and productive office environments. He concluded that
natural light, as well as appropriate lighting design, was essential in maximising employee
productivity. This was backed up by a recent study, Lighting Quality and Office Work. The
study, supported by the U.S. Department of Energy, found that employee self-rated
productivity was much higher with appropriate lighting designs.
Architectural lighting designers take workflow requirements into consideration when designing
office lighting solutions. These lighting designers have long known about the effects that
ineffective lighting schemes have on employees. Lighting has been found to affect attention,
vigilance, memory, creativity, mental occupation and comprehension. Therefore, the overall
design of lighting schemes should be sculpted and personalised to meet specific employee
preferences, vision, and workflow requirements. Personalised lighting design helps each
worker to feel more comfortable and creates a welcoming and efficient atmosphere.
Lighting architects employ a number of design options to achieve personalised lighting
capabilities. One of these options is a three-lamp faced fluorescent light managed by remote
controlled systems (IMAGE). These specialised lamps respond to levels of daylight, and dim
or increase in intensity to fill lighting gaps. These systems also provide employees with
manual control of lighting within personal workspaces. These capabilities improve employee
satisfaction and complement task performance. Controlled lighting systems of this type cut
down on excessive light use and help employees to focus on the given task. Computer-
controlled lighting that also incorporates manual intervention, boosts employee productivity.

40. Web Application Samples
by Tom Richards
Capabilities
Tom manages the design, content creation, final implementation, SEO, and ongoing
CMS administration by working closely with clients and web designers.
Clients: • Advent (IT Software)
• Allaboutenergy (Energy Advice)
• ALP (Pre-insulated Ducting Manufacturer
& Designer)
• Meritec (Lighting Solutions)
• M&P Construction (Contractor)
• KNORR QuickSoup for Office (Unilever)
• PEG.ie
• Eyeries.ie
The Challenge Websites must not only engage visitors, but incite
action. Depth of content reflects product offers, and
supports navigation and customer needs
Advent: copy and content drove this company into
one of Ireland’s leading IT consulting co’s.
Allaboutenergy: depth of content established this
portal as an expert in energy matters. The site was a
finalist in Ireland’s Digital Media Awards
ALP: content launched this Italian manufacture of
pre-insulated ducting solutions into the Irish market.
The company quickly won hi-prestige contracts
Meritec: content led the design, reinforcing this
company as a Knowledge Leader in commercial
lighting solutions
M&P Construction: content proved critical in
moving this company’s turnover to over €50 million in
a 2 year period
KNORR QuickSoup for Office: eCommerce site
launched the product into the Irish market
PEG.ie: content guided navigation, empowering this
new eCommerce site to carve out share
Eyeries.ie: content promotes and motivates tourism
while acting as a community communications conduit

41. Web Application Samples
by Tom Richards
Client : Advent (www.advent.ie)
Client : Allaboutenergy (www.allaboutenergy.ie)

42. Client : ALP (www.alpducting.ie)
Client : Meritec (www.meritec.ie)

43. Client : M&P Construction (www.mpconstruction.ie)
Client : KNORR QuickSoup

44. Client : PEG.ie (www.peg.ie)
Client : Eyeries.ie (www.eyeries.ie)

45. Blog Samples
by Tom Richards
Clients: • Peg.ie
• Survivor’s Guide to Living in Ireland
The Challenge Blogs and other social networking media must
provide a dynamic resource to communicate
new information to consumers, while optimizing
website SEO. Tom writes and manages copy
and social networking sites to leverage
opportunities through compelling content.
PEG.ie: special offers and detailed content drive
customers to this online electronics store
Surviving Ireland: this amusing blog, full of
entertaining and informative content, compels
visitors to purchase. This blog has helped drive
sales of Tom’s non-fiction bestseller, ‘A
Survivor’s Guide to Living in Ireland’ into five
figures
Client : PEG.ie

46. Client : Surviving Ireland
click on image to visit site

47. Brochures, Direct Mail, and Other Sample
by Tom Richards
Every client has a different requirement. Tom Richards combines his business
experience and passion for writing to meet those specific needs.

48. Brochures, Direct Mail and Other Samples
Client: • Shell Oil
Ireland and UK
The Challenge To motivate Shell customers to order Home
Heating Oil through its national distributors,
thereby protecting market share and increasing
revenues
Results: 8 percent increase in revenues as a result of a
series of campaigns

50. Shell Toolkit 05 20/04/2005 12:33 Page 8

51. Brochures, Direct Mail and Other Samples
Client: • One2One Design
Florida
The Challenge This design company desired to increase
market penetration within Florida’s financial
services industry. Tom Richards wrote content
that drove home this design agency’s marketing
and sales presentation.
Results: Significant increase in market share.

52. One 2 One Banking
Winning Market Leadership through
Knowledge Leadership Strategies
and Effective Marketing Communication

53. One 2 One Banking
One 2 One Banking
The Competitive Challenge
Due to FDIC Regulations, most banks sell many of the same
products and services. This can make it difficult to:
• Differentiate your bank from the competition
• Retain profitable customers
• Effectively cross-sell other products or services
• Maximize market penetration and subsequent profitability

54. One 2 One Banking
One 2 One Banking
The Competitive Edge
One 2 One Banking from 8vo Creative is a dynamic marketing
communications, customer loyalty, and retention program that:
• Is designed and tailored specifically to achieve your Bank’s objectives
• Establishes your Bank as a Knowledge Leader within its target market
• Reinforces customer loyalty and customer retention
• Effectively cross-sells other Bank products and services
• Thwarts competitive initiatives
• Increases market penetration, share of market, and
profitability for your Bank

55. One 2 One Banking
One 2 One Banking
Increasing Your Bank’s Moat
8vo Creative’s primary objective is to help turn your Bank into a
Knowledge Leader
Why? Because by doing so, your customers will recognise that your
Bank offers Unique capabilities that may be difficult to find elsewhere.
As a Knowledge Leader, your Bank increases its Moat. That is:
Because your customers are more likely to seek advice and other
Banking services from you, they are more likely to remain loyal to you
over the longer term – and are less likely to move to a competitor.

56. Brochures, Direct Mail and Other Samples
Client: • Meritec
Ireland
The Challenge The first sample illustrates repositioning copy
that helped this lighting and audio-visual
company to take the leadership within its
industry. The second example shows content
that increased market penetration and sales
volumes for corporate audio-visual products and
services.
Results: The client has seen exceptional growth since
the execution of its repositioning strategy.
Sales increased by 12 percent following the
insertion of this sales flyer into national
newspapers.

57. OFFICE
I N T E G R AT E D L I G H T I N G & A U D I O V I S U A L S O L U T I O N S F O R
Integrated Solutions from
Meritec help businesses and
public organisations, both large and
small, to increase productivity while
also maximising a company’s profes-
sional image. Meritec works closely
with our clients to design, specify,
and install integrated
solutions to meet exacting
requirements.
CONFERENCING SYSTEMS
AUTOMATED BOARDROOM SOLUTIONS
INDIVIDUAL PRESENTATION SYSTEMS

59. Integrated AudioVisual &
Lighting Control Solutions
Projecting Excellence
in the Boardroom
Improving Your
Boardroom Image
LCD Projectors
The new generation of
projectors from Hitachi meet
the diverse needs of business,
government bodies, and
educators.With Ultra Short
Throw technology on
selected models, they offer
unparalleled clarity and
brightness, coupled with
industry leading practicality,
portability and ease of use.
1800517617
For more information
O F F I C E • H O M E • E D U C A T I O N
AudioVisual Integration for Boardroom/Meeting/Training Rooms
Projector Installations
Plasma and LCD Installations
Video & Audio Conferencing Solutions
Control Systems
TV Distribution Systems
Digital Signage
Dynamic Data Driven Signage Solutions
In today’s economic climate, professional boardroom presentations can make the
difference between winning and losing. Meritec designs, specifies, and installs integrated
audio visual boardroom solutions.We are leaders in the market in the following areas:
Hitachi projectors are the backbone of many Meritec Boardroom AudioVisual Solutions.
Hitachi’s range of exceptional projectors ensures clear exact images. Add a professional
cable and signal management solution, as well as simple-to-use control systems and a fully
integrated Audio solution, for a highly effective meeting/presentation space.
Cable Management Solutions
Cable management systems such as the Extron
Hideaway® HSA 400 enhance audiovisual board-
room solution’s design by providing inconspicuous
computer-video connector access and control.
Designed for easy mounting into virtually any table
surface, the HSA 400 fits nearly flush with the
tabletop, storing connectors out of sight.
Meritec are Ireland’s leaders in integrated AudioVisual Solutions. Established in 1994, our
clients include Eircom, the Commissioners of Irish Lights, the Irish Times, the Health
Service Executive, Irish Life & Permanent, Ernst &Young, and many more.
Let Meritec help you to achieve excellence in the Boardroom.
ULTRA PORTABLE
AT A GLANCE
Lightweight, compact designs
Powerful performance
Excellent image quality
Small footprint
Short throw lenses on selected models
INSTALLATION
AT A GLANCE
Industry-leading brightness
High resolution image projection
Interchangeable lenses on some models
Range of connectivity options
Ease of use
EDUCATION
AT A GLANCE
Ultra ShortThrow image on
selected models
Excellent picture quality
Range of connectivity options
Built in security features
Ease of use
MULTI-PURPOSE
AT A GLANCE
Ultra ShortThrow technology on
selected models
Excellent picture quality
Range of connectivity options
Built in security features
Reduced fan noise
PROFESSIONAL INSTALLATION
SERIES AT A GLANCE
Interchangeable lenses
High resolution image projection
Industry-leading brightness
Ease of Use
EXTRON HSA 400
Call today for more information and be entered into a draw for a free Projector!
Meritec Leaflet rough:Layout 1 10/12/2008 11:39 Page 1

60. HITACHI’S EXCEPTIONAL RANGE OF PROJECTORS MEETS THE PROJECTION
REQUIREMENTS FOR BUSINESSES, GOVERNMENT BODIES AND EDUCATORS.
Enhancing Professional Presentations with Hitachi Projectors
CP-X467
with Free Lamp*
CP-A100
CP-X807
1800517617
For more information
Meritec Presentation Products, 9 Bray South Business Park, Killarney Road, Bray, County Wicklow, Ireland. 1800 517617
CP-X417
with Free Lamp*
Product Specifications & Features:
3000 ANSI Lumens with Optical Zoom, XGA
Full connectivity including HDMI
Quick Start & Instant Off
AutoVertical Keystone
Input Source Naming
7W Audio Output
Whiteboard Mode & Blackboard Mode
Product Specifications & Features:
3500 ANSI Lumen with Optical Zoom, XGA
Full connectivity including HDMI
Quick Start & Instant Off
Fast & Easy Wireless network
Input Source Naming
My Button
Whiteboard, Blackboard & Greenboard Mode
Product Specifications & Features:
5000 ANSI Lumens with Optical Zoom, XGA
Full connectivity
Quick Start & Instant Off
Input Source Naming
Wired LAN
Networking Capabilities
Whiteboard Mode & Blackboard Mode
BRIGHT PROFESSIONAL
PROJECTORS
BRIGHT PROFESSIONAL
PROJECTORS
SHORTTHROW
PROJECTORS
This exceptional projector delivers a 60” projection screen at only 42cm.This allows the
projector to be sited very close to the screen, eliminating shadowing while increasing flexibility.
Short throw technology revolutionises the use of projectors in business and education.
World's first high performance free shaped lens
Ultra ShortThrow - 42cm for 60"
Full Connectivity
Easy Maintenance
Brightness:
Normal Mode - 2500 Lumens
Whisper Mode - 2000 Lumens
Network capability – LAN through RJ-45
Enhanced Security
CP-X1 with USB Slot
LIGHT PORTABLE
PROJECTORS
The perfect fusion of features and performance for the professional on the move, the CPX1
is the ultimate portable projector for the mobile business consumer.This exceptional projector
combines stunning features with powerful performance in a lightweight and compact design.
2000 ANSI Lumens, XGA
PC-less presentation via USB Flash Drive
Lightweight design (less than 1.7g)
Quick Start and Instant Off
Resolution Preset
Whiteboard/Blackboard Modes
Full Connectivity
Short throw lens via USB
Projectors
From €480
IDEAL FOR LARGER VENUES, THESE AFFORDABLE SOLUTIONS COUPLE HIGH PERFORMANCE WITH
ADVANCED NETWORKING CAPABILITIES AND SIMPLE USER FUNCTIONALITY.
Deluxe Insta-Theatre
The ultimate mobile screen erects
from its own casing.
Quick & simple set-up!
Sleek design with a unique pneumatic
scissors mechanism for raising and lowering
the screen surface.
Contact us for more information on our Integrated
AV & Lighting Control Solutions or for additional
details on our comprehensive product range
Phone: +353 1 274 3060
Fax: +353 1 274 5577
e-mail: info@meritec.ie
Web: www.meritec.ie* Limited Offer
CALL NOW FOR A DEMONSTRATION AND BE ENTERED INTO A DRAW FOR A FREE PROJECTOR!
Visit our website for case studies, white papers, and comprehensive information on our range of services: www.meritec.ie
Meritec Leaflet rough:Layout 1 10/12/2008 11:39 Page 2

61. Brochures, Direct Mail and Other Samples
Client: • Garcia Media
The Challenge This leading newspaper and magazine redesign
company sought to expand in Ireland and the
UK. Tom developed a wide range of content to
assist with their launch in these markets.
Results: Garcia Media quickly won a number of new
clients, including the UK’s Kent Messenger.

63. Compelling Business Writing
A Portfolio of Successful Writing Experience
Animation & Storytelling
by Tom Richards

64. Animation & Storytelling Samples
by Tom Richards
Client: • Allaboutenergy
The Challenge Targeting the UK and Irish Youth market, this
energy advice organisation desired to do
something just a bit different. Through a
compelling and entertaining story line, Tom
brought the organization’s desire to educate this
difficult target audience to life.
Client : Allaboutenergy.ie
click on the image to view animated short
Story and screenplay by Tom Richards © Copyright Allaboutenergy.ie 2008.

65. Client: • Johnson & Johnson
The Challenge: To significantly increase purchase at point of
sale while reinforcing brand values.
The Results: Partnering with this international company, Tom
developed a unique Personalized Storybook,
‘Sue the Two Headed Roo & You!’ Sales of
J&J’s baby products increased by almost 10
percent during the promotional period.
Project: The Adventures of Sue the Two Headed Roo
And You! (sample pages)

68. Compelling Business Writing
A Portfolio of Successful Writing Experience
Feature Films:
Marketing Plans & Electronic Press Kits
by Tom Richards

69. Feature Films: Marketing Plans & Electronic Press Kits
by Tom Richards
The Challenge Independent Feature Film makers take high
risks to finance and distribute their projects.
Tom provides assistance with compelling
content.
Marketing plans: Tom combines his passion
for feature films with his marketing experience
to produce strategic marketing plans that result
in finance and distribution.
EPKs: Tom writes and directs all elements for
successful Electronic Press Kits. This includes
content and the production and editing of
trailers, B-Rolls, cast/director interviews &
transcripts, and ancillary marketing collateral.
The Results: Finance and distribution through compelling, yet
rational, materials that powerfully communicate
the premise of the project. Depth of materials
adds richness and texture to increase the
probability of success for producers and film
makers in the marketplace.

70. A Marketing communications company
A Strategic Marketing Plan for
Dirty Rats
by John Dawson
Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie

71. A Marketing communications company
Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Contents
Content Page
Introduction 3
Synopsis 8
Talent Information 11
Project Attributes 12
The Package 16
Target Marketing &
Brand Positioning 18
Positioning Opportunities 22
Exploitation, Geographic
Considerations, Comparable
Box Office
SWOT Analysis 26
Key Marketing Tools 31
Content Page
Strategic and Tactical
Marketing Programmes 34
Awareness & Motivation 37
PR/EPK 44
TXT-Based Marketing 45
Traditional Activities 47
Product Development
& Exploitation 48
Summary of Pre-Release
Phase Activities 53
Promotional Activities at Release 54
Conclusions 56
Contact Information 60

72. A Marketing communications company
Introduction
Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie

73. A Marketing communications company
Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
Earthnet, a marketing communications and strategic planning
company, was commissioned to produce a comprehensive marketing
plan based on a draft screenplay of John Devon’s Dirty Rats.
The objectives of this Plan are to develop substantial preliminary
marketing strategies and tactics to support the release of this film in
the domestic, European, and North American markets.
Additionally, this Plan recommends other activities that will lead to the
profitable development of activities within a range formats including
DVD, 3rd Small Screen, and related activities.
Introduction

74. A Marketing communications company
Earthnet, Unit 8D, Dunshaughlin Business Park, Dunshaughlin, County Meath, Ireland. Tel: +353 1 801 1400 Email: info@earthnet.ie
The distinctiveness of this project and the development of the
Marketing Plan is characterised by the implementation of ‘integrated
marketing’: that is, the early linkage of production, marketing and
sales activities, as well as all others involved in the release of the film
which, in turn, leads to greater long-term possibilities and more cost-
effective strategies that will lead to a successful release.
In the process of developing the project, the limitations of its
marketing, particularly through the P+A Financing, will be pointed out
and the problems of positioning Dirty Rats in the theatrical, video and
DVD markets will be defined.
Introduction