The normalcy report is a forecasting report for business owners and CEOs. In the past forecasts have been based on the previous years activity but it is difficult when you compare teh best of time, just 5 years ago to the worst of times (the last two years). The Normlalcy Report is about what is normal. Based on what normal is and where the market is currently this report will help you gain clarity.
Boise When Will It Be Normal Again 1st Quarter 2010
1. THE “NORMALCY” REPORT
BOISE - WHEN WILL IT BE “NORMAL” AGAIN?
THE DEFINITIVE REPORT ON THE ECONOMIC FUTURE OF ADA/CANYON COUNTIES
HOMEBUILDING INDUSTRY AND RELATED INDUSTRIES REPORT
1ST QUARTER 2010
BY
Douglas Swallow Trey Langford
Founder Founder
Organizational Genetics Build Idaho
Risk Mitigation and Performance Advertising Strategists &
Improvement Advisors Internet Advisors
3. THE “NORMACLY” REPORT
Welcome to our quarterly national, local, and homebuilding and related industries economic analysis
and forecast for Ada and Canyon Counties. This analysis is of the 1st quarter of 2010.
The normalcy report is a new type of economic analysis; one based on the normalcy theory of econom-
ics and normalcy index. This new theory and index increases the clarity with which CEO’s see the eco-
nomic landscape over traditional methodologies. As a colleague of mine said, “its not going to endear
the hearts of academia or economist, but it does tells us what traditional economic theory cannot, which
is where the economy is relative to the new normal, what the new normal looks like, and how long it will
most likely take to reach full normalcy.”
By knowing where the national and local economies are relative to normal, as well as, the key eco-
nomic measures for a particular industry; business owners and CEO’s in that industry can make more
accurate business projections, manage risk, and communicate to their partners, investors, lenders, and
employees what’s really going on in their environment and what it means to them and the company.
The recession has hit the homebuilding, banking and related businesses sectors of Ada and Canyon
Counties economy’s harder than most. To help in the recovery, we will be providing this quarterly report
free of charge to the owners, CEO’s, and industry leaders in homebuilding, land development, banking,
and related businesses, until the market returns to normal.
My name is Douglas Swallow. I am an organizational and human performance scientist, consultant, and
founder of Organizational Genetics (OG). For nearly 30 years, I have been conducting organizational
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4. THE “NORMACLY” REPORT
performance research and helping owners and CEO's, and their key executives be better, do better,
and build better performing companies and workforces. Trey Langford, co-developer of the Ada/
Canyon Counties normalcy report is an advertising strategist and internet advisor. He has been in
advertising since 1991. We are both in the business of helping owners and CEO’s improve the per-
formance of their businesses and reduce risk.
Trey does this by developing advertising and internet strategies that maximize new customers and
return on advertising dollars. He does this by taking the time to truly understanding each client’s
value orientation, unique value proposition, business objectives, and available financial resources.
From this perspective he formulates world-class performing advertising strategies.
I empower owners and CEO’s to reduce risk and increase results by providing them with world’s
leading CEO dashboard instrument panel. A panel of Instruments that empower CEO’s to see with
more than twice the clarity of the average CEO the performance capability of an organization and the
markets in which it operates. I then provide them with today’s leading organizational, leadership, and
employee performance paradigms and programs for optimizing their performance capability and the
capability of their managers and employees. The combination of the world’s leading CEO instrument
panel, paradigms and human performance development programs enhances owners and CEO’s
ability to decrease risk and increase cash flow, profitability or EBITDA, sales, and CSI.
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5. THE “NORMACLY” REPORT
The term CEO dashboard refers to the collective set of reports a CEO uses to navigate his or her or-
ganization. The number of instruments on a CEO dashboard varies by size of company and degree of
market competitiveness. The number of instruments on a CEO dashboards range from less than 5 to
over 150.
Regardless of the size of company, included in every business owner’s or CEO’s set of reports is a
collection of reports that tell them what’s going on in the market and what the future holds one, three,
and five years down the road, as well as, estimates on what the long term future holds, 10 and 20
years down the road. In talking with owners and CEO’s about the recession, I repeatedly heard the
external environment assessment instruments on their dashboard’s didn’t accurately tell them what
was going on in the market, what the changes in economic key performance measures meant, when
they would return to normal, or what the short and long term outlooks were for the markets in which
they operated. Enter the normalcy theory of economics and index.
At the center of the normalcy report is the normalcy index. A ten point index that classifies each key
performance measure between the worst data point of all time and the best. 1.0 is the worst data point
of all time, 5.0 is normal, and 10.0 is the best.
The classification of a key performance measure, either side of normal, is determined by a percent-
age. A measure is considered normal when it is less than 10% above or below normal. It is below
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6. THE “NORMACLY” REPORT
or above normal when it varies 10% to 19% from normal. A poor classification is for any measure
greater than 20% below normal, but less than a top five worst data point of all time. A
very good classification is for all measures between 20% and 29% above normal. An excellent classi-
fication is for all measures greater than 30% above normal. The balance of classifications are as they
are titled. The Normalcy Index is as follows and its data sets have been color coded in for ease and
rapid interpretation.
THE OG NORMALCY INDEX
1. Worst data point of all time
2. Top five worst data points of all time
3. Poor
4. Below normal
5. Normal
6. Above normal
7. Very Good
8. Excellent
9. One of the best data points of all time
10. Best data point of all time
The Normalcy Report includes an introduction i.e. when will it get back to normal, the normalcy index,
the bottom line, actionable intelligence summary of each key performance measure, and an overview
of each key performance measure with charts, where appropriate.
Trey and I met and teamed up a year ago to help owners and CEO’s reduce risk and improve results.
At the time, I had just developed the 1st prototype of the normalcy report on the Las Vegas, Nevada
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7. THE “NORMACLY” REPORT
market. We decided to develop one together for owners and CEO’s in the homebuilding and related
businesses sector of the Ada and County market areas.
If you would like a customized version of this or future reports with your logo on the front and each
page, as well as, as your own introduction and company story to send to lenders, shareholders, and/
or customers, we would be happy to do so for the opportunity for Trey and I to introduce our busi-
nesses and show you how we can help you and your business. If you would like to take advantage of
this opportunity just email or call Trey at Trey@buildidaho.com or (208) 724-9636. Additionally, if you
would like us to provide an overview of this analysis to a professional group of yours, we would be
happy to do so.
Trey and I would like to help you and your business perform better in these difficult times. Please
email or call us at the addresses or numbers listed below, schedule an appointment, take advantage
of our offer.
Thank you.
Douglas Swallow Trey Langford
Founder Founder
Organizational Genetics Build Idaho
Doug@orggenetics.com Trey@buildidaho.com
(208) 325-7887 (208) 724-9636
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8. BOISE - WHEN WILL IT GET BACK TO NORMAL?
The recovery has begun. This analysis indicates the national normalcy index is improving rapidly
and now stands at 86.6% of normal. The Ada and Canyon county’s economies normalcy index is
trending at 36% below normal. The homebuilding and related industries index for greater Treasure
Valley is 50% of normal. The national economic normalcy index is projected to reach normalcy by
the end of the 1st quarter of 2011 and full normalcy, by 2nd quarter of 2013. The local economy will
trail these dates by one year. Homebuilding and related industries will achieve normalcy by the end
of the 1st quarter of in 2014.
The Ada/Canyon County Homebuilding and Related Industries Normalcy Index is comprised of 21
key performance measures; six national, five local, and ten specific to the homebuilding industry. On
the following page is the Ada/Canyon County Homebuilding and Related Industries Normalcy Index.
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36. INTRODUCTION TO ORGANIZATIONAL GENETICS:
My name is Douglas Swallow. I am an organizational and human performance scientist,
consultant, and founder of Organizational Genetics (OG). Since 1980, I have helping business
owners, CEO’s and their managers be better, do better, and build better performing company’s
and workgroups; by providing them with the tools and paradigms to elevate their clarity with which
they see their environment, reduce risk, and maximize their performance capability and the perform-
ance capability of their workgroups.
Budgets for CEO and organizational development have never been tighter. It is also never been more important to miti-
gate risk wherever possible, maximize sales, and optimize the productivity of every workgroup, manager, employee, and
product. I would like the opportunity to share with you the most powerful insights into each of these areas and show you
how you can significant reduce risk and increase your organization's results in these unprecedented times.
Over the past 28 years, my research has resulted in the identification of 14 breakthrough paradigms and development of
nearly 100 software based technologies. It has taken me across America and around the world and provided me the op-
portunity to work closely with nearly 150 CEO's and talk about how to mitigate risk and achieve world-class results with
over 4,000 more.
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37. INTRODUCTION TO ORGANIZATIONAL GENETICS:
In 1997, I made an accidental discovery that genetic structure of all living organisms is identical in form and function to
strategic foundation on which all organization's operate and was able to create an instrument that allows CEO’s to see,
for the first time, their organization’s DNA and performance capability of each gene. The subsequently study of the DNA
profiles of 100's of company's has led to the answers to the three most sought after questions in business today, the 7
trigger elements that enable and inhibit an organization from producing world-class results, and the tools and process to
safely see and adjust organizational DNA. What I would like to do is share with you my research and provide you with
the opportunity to be better, do better, and build a better performing company.
My first two consultations are free. Every client's needs are unique and available financial resources different. All pro-
grams are customized. They range is duration from one day to multi-year and in price from $2,500 to over $2,000,000.
My return on consultant ratio for the past 15 years has ranged between $20:1 and $230:1. To schedule your free intro-
duction to the theory of Organizational Genetics email of call me, Douglas Swallow at Doug@orggenetics.com. or on
my cell at (702) 303-1047. To learn more about my company, please go to my website at www.orggenetics.com.
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38. BUILD IDAHO: ADVERTISING STRATEGISTS & INTERNET ADVISORS
THE resource for maximizing your advertising dollar and driving the most prospects to your business.
What’s the best advertising strategy in a weak economy that won’t be back to normal for at least two years? Is it to
stop advertising eliminate and zero out the advertising budget? Is it to align the budget with revenue projections? Is it
to develop a tough market advertising strategy and budget? What is the best advertising strategy for tough times?
If your are reading the normalcy report it is highly unlikely that this is your first rodeo i.e. your first recession, and it will
not be your last. Funding an advertising budget is a tough sell to shareholders in recessions, especially when the com-
pany has laid off a significant percentage of employees and is reaching into its rainy day reserves to make up for cash
shortfalls, is difficult, if not impossible. But if one was so inclined to undertake the challenge, what would he or she
need to make the argument? That’s where I come in, my name is Trey Langford. I have been helping CEO’s with their
advertising issues, budgets, and strategies for over 15 years and I would like to help you.
Build Idaho is not an advertising agency and does not make money off the advertising budget or from advertising
placement or vendor mark-ups. I make money the old fashion way, I earn it, by delivering results, i.e. advertising
strategies the deliver traffic, leads, prospects, or hits. Build Idaho is a business that has two revenue streams: consult-
ing and a website. Consulting is billed on an hourly basis advertising strategies and internet marketing. My website is
for consumers seeking a new home and businesses seeking to reach these customers.
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39. BUILD IDAHO: ADVERTISING STRATEGISTS & INTERNET ADVISORS
I would like to provide you with a free assessment of your advertising and internet budgets and strategies. It simple,
its quick, and best of all its free. What you will receive is my 2010 advertising and internet cost benchmark report, a
zero budget strategy and probable out comes assessment, and a minimum adverting and internet budget. With this
assessment and tools, you will be able to determine the short and long term impact of eliminating all advertising
dollars, develop a high return on advertising (ROA) dollar tough market advertising and internet strategy, and sell
that strategy to your shareholders and lenders.
For those of you in the homebuilding and related industries you may or may not be aware that the return on adver-
tising ratios for each of the advertising mediums change in difficult times. In difficult times the highest return on ad-
vertising dollars and lowest cost per lead is the internet. My site, BuildIdaho.com is currently generating 9,800 visi-
tors per month, 40% of which are from out of state. If you would like to explore how for as little as $75.00 per month
you can bring 3 to 5 new qualified leads to your business, I would like to talk with you. To schedule an appointment
email or call me today Trey@BuildIdaho.com or (208) 724-9636
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