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Innovation – our best chance against the rise of the East – MoneyWeek

Itshowsjusthowworriedevenqualifiedgraduatesareabouttheirskillsbeingoff-shoredtolow-costcountries。

Andtheyrerighttobe。

Likeitornot,globalisationisheretostay。

Chinasgrossdomesticproduct(GDP)hasgrownonaverageatthreetimesthepaceofBritainsoverthepast20years。

Aswellasbeingthethirdbiggesteconomy($4。

3trn)behindJapan($4。

9trn)andtheUS($14。

2trn),itisalsotheworldslargestexporter,carmarketandconsumerofcommodities–bymiles。

BothitsdomesticsteelandcementindustriesarelargerthanthoseintheentireEuropeanUnion,Japan,theUSandRussiaputtogether。

Anditsnotjustmanufacturingthatisgoingoffshore;theservicessectorisalsotakingahit。

Callcentre,dataentry,ITandmorerecentlyhigh-endresearchanddevelopment(RD)postsareshiftingoverseastonationswhocansupplysmartgraduatesatbargainprices。

RDsalariesinChinaareone-sixthofthoseintheUS。

Anelectricalengineerwithamastersdegreeandfiveyearsexperienceearnsanaverageof$18,000inIndia,comparedto$84,000intheUS。

Atthoseprices,youcanseewhythelikesofIBMnowemploy100,000workersinIndia,Hewlett-Packard26,000,Microsoft5,500andCisco5,000。

HowtheWestcancompete

Soitslittlewonderthatpunditsacrosstheworldaredeclaringthattheglobalbalanceofpowerandmoneyisallheadinginonedirection–east。

Butitsnotgameover,notbyalongchalk。

TheWestisstartingtofightback。

Notbyindulginginprotectionism–therehavebeensometradedisputesduringtherecession,butnothingdramaticasyet。

Instead,theWestssecretweaponisinnovation。

Developednationshaveonehugeadvantageovertheiremerging-market(EM)cousins。

Theyhaveatreasurecheststuffedwithintellectualproperty(IP),patents,covetedbrandsandunexploitedtechnology,ownershipofwhichhasdeliberatelybeenkeptunderlockandkey,deepwithintheirresearchvaults。

Forexample,theWeststilldominatestheplanetsIPbase,withJapan(29。

7%),theUS(25。

4%)andGermany(9。

5%)sittingatthetopofthepatenttree,accordingtotheWorldIntellectualPropertyOrganisation。

TheUKtakesfifthplaceon3。

2%(althoughthatsgraduallydeclinedfrom5。

5%in1985)。

ThelikesofChinaandIndiadontevenfeatureinthetopten。

Thishordeofknowledge,tradesecretsandexperiencehasbeencreatedoverdecades。

Itcantbereplicatedovernightjustbybuildinganewfactoryoropeningacallcentre。

Itdoesntstopthere。

Developednationsalsopossessthehighestliteracy/educationlevels,andhousealloftheworldstop20universities(suchasCambridgeandStanford),accordingtotheUN。

Inturn,theyproducemostofthescientistswhohavewonNobelPrizes。

Inthebiotechspacetoo,theUSaccountsformorethan80%oftheworldsRDspending,whileWesterncorporatesown98oftheworlds100mostvaluablebrands,includinghouseholdnamessuchasCoke,Nokia,DisneyandMcDonalds。

ThetrickisfordevelopednationstoexploitthisIPtoraiseproductivity,driveprosperityandcreatethenextgenerationofcorporatetitans。

Thisisalreadyhappening。

Someoftheworldsmostinnovativecompaniesarelessthan20yearsold–theseincludeGoogle,Nokia,Apple,Microsoft,CISCO,SAP,Amazon,eBay,DellandIntel,tonamejustafew。

TheUKisntbereftoftalenteither。

WevebuiltfirmssuchasAutonomy,O2,ARM,DysonandSagefromscratch。

Butnowthisrateofinnovationhastoaccelerateexponentially,asAsiaisfastcatchingup,registeringmorepatentsthaneverandsendingthousandsofstudentsoverseastostudyattheWeststopcolleges。

Totheircredit,mostWesterngovernmentsrealiseinnovationisoneofthebestwaystostayaheadofthegame,andisoneofthefewhopestheyhaveofdraggingthemselvesoutofthecurrentcrisis。

Asaresult,theyarenowthrowingseriousmoneyintoareasthatwillhopefullydelivermillionsofnew,well-paid,knowledge-basedjobsinthefuture。

GovernmentsarepushingRD

Forinstance,inthefirstquarterofthisyear,PresidentBarackObamaannouncedawhopping$158bninjectionofnewcapitalintobolsteringUncleSamsscientificcredentials:$16bnwasallocatedtopurescience,$83bntoeducationandafurther$59bnforgreentechnologies。

NextoutofthetrapscametheUK,whichislaunchingagovernmentfundtopromoteRDandharnesstheUKsworld-classtechnology。

ThiscomesontopofRDtaxcredits,andextracashtostimulateinnovationacrossthemanufacturing,digitalandbiotechnologysectors。

Andletsnotforgetthe£45bn(equivalentto£1,675perpupil)alreadyear-markedforBritainsBuildingSchoolsfortheFuture(BSF)programmetoraiseacademicstandards,improvecomputerliteracyandupgradeinfrastructure。

TheFrencharepitchingin,too。

PresidentNicolasSarkozyhascomeupwithae34bnpackagefornewinvestmentsinFrancesuniversities,laboratoriesandrenewableenergy。

These,hesays,willpayforthemselvesbyliftingthenationslong-termgrowthrate。

Andonabroaderlevel,boththeEuropeanUnionandtheUSareaimingtodevote3%ofGDPtoscienceinthelongrun。

Thismaynotsoundearth-shattering,butitsabigimprovementonexistingRDbudgets。

Itwouldequatetoanextra$300bnayear–roughlysixtimestheamountthatChinaandIndiaspendintotal。

Moreresearchshouldmeanmoretechnologicalbreakthroughs。

Andthatscrucialforeconomicgrowth。

ThelinkbetweenITadvances,forexample,andefficiencyhasbeenclearforsometime。

IntheUS,theannualrateofproductivitygrowthwasafullpercentagepointhigherafter1995thanbefore,solelybecauseofthesurgeincomputing。

Ofcoursenooneknowsforsurewherethenexttechnologicalbreakthroughwilloccur。

Buttheresnoshortageofcandidates–includingpersonalisedmedicine,spacetravelandexploration,climatechange,roboticsandartificialintelligence。

Howtocashin

Sohowcanweprofitfromthishugeinvestmentintheinnovationeco-system?

Thereareseveralapproaches,butamongthecompaniesthatshoulddowellarethoseinvolvedinthesupplyoflaboratoryequipment,saytothehealthcareortechnicalsectors。

Thesearethepicksandshovelscompaniesthatwillprovidethenewequipmentneededtoseekoutthenextbigidea。

ThermoFisherScientific(NYSE:TMO)isthelargestandmostdiversifiedplay,alongwithAgilentTechnologies(NYSE:A),Tecan(Zurich:TECN)andforsomethingmoreracy,UK-basedGenetix(Aim:GTX)。

Agilentistheworldstopproviderofmeasurementandtestingproducts。

Theotherthreefirmssupplystate-of-the-artlaboratorykitstothepharmaceuticalindustry。

TecanandGenetixspecialiseintherapidlygrowingareaofbiologics(drugsmadefromlivingorganismsratherthanchemicalcompounds)andoncology。

Thesestockslookfullyvaluedfornow,butyoushouldputthemonyourwatchlistandbuyforthelongtermonanycorrection。

Therearealsoplentyofstockswell-placedfortheeducationboom。

RMGroup(LSE:RM)installsITsystemsinschools,andhasarounda30%shareofthe£1。

1bnUKmarket。

Ithassecuredanestimated34%ofalltheBFScontractstendered–morethantwicetheamountofitsnearestrival。

Italsorecentlybaggedaprestigious£16。

5mdealinHull,andreneweditsdealtoruntheintranetforScotlandseducationnetwork。

ThosewithahigherappetiteforriskcouldtrysmallcapssuchasFindel(LSE:FDL),whichsupplieseverythingfromwhiteboardstodesks,andDRS(Aim:DRS),whichmarksexampapers。

IntheUS,thereareseveraleducationproviderstoo,suchasApolloGroup(Nasdaq:APOL),CorinthianColleges(Nasdaq:COCO)andDeVry(NYSE:DV),allofwhichofferpost-secondarydegreesanddiplomas。

Again,keeptheseonyourwatchlistastheyarefullypricedfornow。

Onetobuynow

Sowhatdoeslooklikegoodvaluerightnow?

Intermsoftherisk/rewardoutlook,myfavouriteisMurgitroyd(Aim:MUR),aUK-listedpatentlawyer。

Thecompanyshouldhaveafielddayasscientistscomeupwithmoreideasthathavetobeprotectedacrossnumerousjurisdictions。

HeadquarteredinGlasgow,thegroupemploys227staffineightcountries,andspecialisesinfiling,defendingandrenewingpatents,trademarksanddesigns。

Italsohelpscustomers–rangingfrommultinationalstoindividualinventors–withtheirgeneralIPmanagement。

Theseservicesspanmanyindustries,includingengineering,electronics,chemistryandbiotechnology。

Thisisagrowthmarket,regardlessofhowgovernmentstimulusplanspanout。

Theindustryhasdoubledinsizeoverthepastdecade(withanaveragegrowthrateof7%ayear),onthebackofgreatercorporateRDinvestment,togetherwithagrowingnumberofpatentdisputesbetweenownersandcopycatrivals。

BritainisstillMurgitroydsbiggestearner,accountingfor63%ofitsrevenues(£28。

9m),followedbytheUS(14%),France(5%),Japan(4%)andIreland(3%)。

Theindustryisnotimmunetotherecession,yetithasbeenimpressivelyresilient。

Despitetheslump,filingsattheEuropeanPatentOfficeroseby1。

8%lastyear。

Andwhenthedotcombubbleburstin2001,Murgitroydbenefitedfromadelugeoflitigationwork,aspatentswerechallengedmorefrequentlyinthecourts。

Soifhistoryrepeatsitself,therecouldbeanotherspikeindemand。

TurnoverfortheyearendingMay2010willcomeinat£30。

4m,withunderlyingearningspershare(EPS)of27。

9p,risingto£31。

2mand30prespectivelyin2011,reckonsresearchgroupHardman。

Onthecurrentsharepriceof257p,thatputsthestockonp/eratiosof9。

2and8。

6,whilepayinga3。

5%dividendyield。

Iwouldvaluethegrouponaten-timesoperatingprofit(Ebita)multiple。

Afteradjustingforthe£7minnetdebt,thatgeneratesanintrinsicworthofmorethan£3。

50ashare–35%abovetodayslevel。

Thereareafewrisks,ofcourse。

ItspossiblethatcompaniesmightslashRDbudgetsfurther。

Butthisisunlikely–itwouldamounttocommercialsuicide。

Andfeesforpatentlawyerswillremainunderpressurefromcost-cuttingclients。

Butoverall,Murgitroydshouldbeabletomaintainits14%Ebitamarginsbykeepingatightreinonoverheads。

Thegrouphasboughtfivebusinessesinthepastsixyears,sotherecouldbesomeresidualsnagsinvolvedintyingthesetogether,butmostoftheintegrationhasalreadyoccurred。

Finally,asanetpurchaserofeuros,thefirmcouldalsobehurtbyanyfurtherslideinthepound。

Allthesame,protectingIPisavitalroleinWesterneconomies,sostockslikeMurgitroydshouldcontinuetodowell。

Andonetowatch

AnotherIP-focusedcompanyisRWSHoldings(Aim:RWS)–Europestoppatentstranslator。

Itsclientsinclude3M,AstraZeneca,FranceTelecomandPeugeotacrossEurope,NorthAmericaandJapan。

Itsworkisverycomplex:obviouslythetranslationhastobefactuallycorrect,butthesense,purposeandtoneofadocumentmustalsobespot-on。

Ifapatentispoorlydraftedandlaterover-turned,billionscouldbewipedoffcompanyvaluationsovernight。

Thisneedforstringentattentiontodetailandareputationforgettingitrightcreatesubstantialbarrierstoentry。

RWSalsobenefitsfromtheweakpound。

Two-thirdsofitsturnoverisdenominatedineuros,whilemostofitscostsareinsterling。

ProfitshavebeenhitthisyearbyanewEUdirective(knownastheLondonAgreement)。

ThismeantthatfromMayonwards,clientsfilingaEurope-widepatentdidnothavetohaveittranslatedintoalllocallanguages。

However,sixmonthson,RWShassuccessfullytradedthroughthischange。

Whatwithoverallpatentbusinessonlylikelytogrow,anyfall-offinEuropeantranslationworkshouldbeoffsetbyrisingbusinesslevelsacrosstheglobe。

RWSsbalancesheetisalsosolid,with£24minnetcash。

However,Iwouldntbuyrightnow。

At317p,thestockhasjumpedbymorethan90%overthepast12months,andnowtradesona12。

5p/e,whichlooksaboutrighttome。

Ifyouhavethestock,holdontoit–ifyoudontthenkeepaneyeonitandwaitforthechancetobuyinlower。

Ofcourse,whiletheWesttriestomaintainitsleadininnovation,Chinaishardlysittingonitshands。

Formorewaystoprofitfromtheeducationarmsrace,seebelow。

ThreespeculativepuntsonChineseeducation

TheWesthastheedgeoninnovation,buttheChinesearewell-placedtocatchup。

Becauseoftheone-childpolicy,parentsareabletoallocatealloftheirresourcestoasinglesonordaughter–indeed,theyhavelittlechoice。

Andsincemostfamiliesvieweducationasthetickettoamoreprosperouslife,thisisanareainwhichtheyshouldexpandrapidly。

ThatshouldbegoodforNewOrientalEducationandTechnology(NYSE:EDU)。

This$2。

8bnfirmoffersawiderangeofproductsincludingexampreparation,onlinecoursesandlanguagetrainingforpupils,studentsandadultsinChina。

However,at$72apiece,tradingonaforwardp/eof34,thesharesarentexactlycheap。

Keepthemontheradarscreenandwaitforabettertimetobuy。

ChinaCastEducation(Nasdaq:CAST)maybeofmoreinteresttoinvestorsrightnow。

Thisfarsmallercompany(itsmarketcapis$320m)offersdegree-accreditedcoursesinChineseuniversities。

Ithasaround$37minthebank,andexpects2009earningstocomeinataround$15m。

Afterstrippingoutthecashpile,thatputsthestockonap/eof16。

Thatmayseemquitedear,butgiventhatitsprofitsareforecasttoleapbymorethan30%nextyear,thestocksp/etogrowth(PEG)ratio(definedonpage40)fallstoaround0。

6。

Ifyourewillingtotakearisk,Idratethisaspeculativebuy。

AnotherstockforthebraveisChinaEducationAlliance(Nasdaq:CEU)。

Thisnicheplayeroffersservicessuchastutoring,exampreparationandvocationaltrainingtoallages。

Itsmarketcapitalisationis$189m,includingnetcashof$38m。

Forthefirstninemonthsof2009,bothrevenues(at$26。

5m)andearningspershare(at44cents)jumpedbyajaw-dropping65%。

Basedonfull-yearearningsestimatesof57centspershare,thestocktradesonaprice/earningsmultipleof11。

Anotherspeculativebuy。



ThisarticlewasoriginallypublishedinMoneyWeekmagazineissuenumber465on11December2009,andwasavailableexclusivelytomagazinesubscribers。

Toreadmorearticleslikethis,ensureyoudontmissathing,andgetinstantaccesstoallourpremiumcontent,subscribetoMoneyWeekmagazinenowandgetyourfirstthreeissuesfree。

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IdeaPad Yoga 两用笔记本 – 多新奇

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HB10本周上涨7.73%,共产生298次换入换出套利机会

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据火币HB10行情周报,8月31日至9月6日,HB10/USDT上涨7。

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68%;HB10与10种成分币盈利比较排名第3。

本周HB10/USDT价格涨跌幅年化波动率44。

91%,较上周下降14。

33%,排名第4。

此外,HB10本周出现套利机会约298次,换入套利机会约293次,换出套利机会约5次。

HB10是以火币主力指数为跟踪标的的指数化产品。

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How to Create a Killer Marketing Plan and Spare Yourself a Scare – Business Intelligence Info

I’velovedHalloweensinceIwasakid。

Backthen,Iloveddreamingupacostume,sometimesmonthsinadvance,andcomingupwithaplanforthenight。

AndIstilllovetheholiday。

Ilovethefun。

Thefrightfulelementsofsurprise。

And,ofcourse,thosesugarytreats。

PlanningforasuccessfulAllHallow’sEvehasoddparallelstocreatingasuccessfulmarketingplan。

You’vegottodosomepreparationtomakesureeverythingisjustright–fromthelookandfeelofcampaignstotherouteplanningtotheexecution。

Let’sdissectthecomponentsofakillermarketingplansoyouwon’tbecaughtbysurprise。

Don’tbeafraid–thisprocessisn’tscary。

Therealhorrorshowwouldbenothavingaplan。

Startingdownthewrongpath

Beforeweembark,awordofcaution。

It’stemptingtoplanyour“costume”first,andyourlogisticssecond。

Butdon’tgotoofardownthepathtooquickly。

You’llwanttohaveageneralsenseofyourplanbeforeyouputthefinishingtouchesonthecostume,and,asweknow,thedevilisinthedetails。

Forexample,doyouknowwhereyou’recelebrating?

Anindoorpartyisdifferentthantraipsingoutsidethroughthestreets。

Whoareyoucelebratingwith,colleaguesorkids?

What’syourbudget?

Allofthesethingsmayaffectyourcostumechoice。

Ifyouputyourmarketingplanlenson,you’llseetheparallels。

YourHalloweenpartylocationisakintoyourmarketingchannels。

Yourcohortsareyouraudience。

Andyourbudgetis,well,yourbudget。

Beforeyoupolishupthatperfectcampaigncopy,besureyouhavethelayofthelandscape。

Elementsofasuccessfulmarketingplan

Marketingplanning:tales,timing,andtactics

First,youneedtothinkbigpicture。

Whatdoyouwanttodo,andwhere?

Thisincludesinitialideationandtacticalplanning。

Whatexactlyisyourghoul…thatis,yourgoal?

Plotitoutinconcreteterms,forexample,“launchanewproduct,”or“runacontest。

”Putthatstakeintheground。

Castingyourvision

Ifyouhaveinitialideasforyourcostume–yourvision–it’sOKtosketchthoseoutinlooseterms。

Askeletonoutline,ofsorts。

Justdon’tspendtoomuchtimehere,becausethingsmaychangeasyouworkthroughtherestofyourplan。

Next,consideryourtiming。

Whatisyourlaunchdate?

Puttogetheraroughworkbackscheduleleadinguptothatdate。

Anothertime-relateddecisionisthedurationofyourcampaign–whenitwillstartandexpire。

Theseparametersarekey,andtimingreallyiseverything。

(Also,here’sahint:marketingautomationcanhelpyoulaunchyourcampaignatjusttherightmomentonthecustomerjourney。

)

Whoareyoutryingtoreach?

Thinkthroughwhetheryouwanttoaddressneworexistingcustomers,orperhapsthoseformercustomerswhohaveghostedyouwhoyouwanttore-engage。

Thesearepeopleyou’dliketoputunderyourspell。

Wherewillyougo?

Considerthechannelswhereyou’llpromote。

Thisisthelogisticalpartofyourcampaign–yourrouteplanning。

Considertriedandtrueroutesthatyouknowyieldlotsofproverbialcandy,aswellassomenewbiestoaddtothemix。

What’syourbudget–andresources?

Howmuchmummy–er,money–doyouhavetospend?

What’syourbudget?

Also,howmanyhandsareonyourdeck?

Howmanynewtsareinyourcauldron?

Thinkaboutresourcingandcapacityplanning,bothfromyourin-housestaffandthirdparties。

Setyourselfupforsuccess

Beforeyoutracktheresultsofyourcampaign,you’llwanttohaveanideaofyourobjectives。

Theseshouldbenotedinyourmarketingplanbeforeyoustartit–soifyouhaven’tputsomebenchmarksandgoalsintoyourplans,gobackanddothatfirst。

It’simportanttomakesureyourgoalsaremeasurableandattainablesoyou’renothauntedbyregretlater。

Remembertheindustryacronym“SMART”–setgoalsthatarespecific,measurable,achievable,relevant,andtimely。

Removethecloakofdarknessandgeteverythingoutintothedaylight。

Howwillyoutacticallymeasuretheresults?

Whattoolswillyouuse?

Whereandhowwillyousharethoseresults–tocurrentcolleaguesaswellasinanarchiveforfuture?

It’salwaysgoodtokeeparecordofwhatyoudo–especiallyifitwasamonstersuccess。

(Note:Act-Oncanhelphere。

)

Don’tforgettohandoutthetricksandtreats。

It’simportanttosurpriseyouraudience–wowthem,delightthem,andoffergoodies。

Thismaybewhereyouweaveinloyaltyprograms,customerrewards,discounts,andoffers,orcontests。

Finally,pullyourthoughtstogetherandletyourteamknowwhattheplanis。

Youknowtheadage:Tellthemwhatyou’regoingtotellthem,tellthem,andtellthemwhatyoutoldthem。

Clarityisthecharm。

Inamarketingplan,thistakesshapeviatheExecutiveSummary–orabstract–atthebeginning。

Aswell,closewithaconclusionsummingupalltheparts。

Thengetbuy-off,bycirculatingittoyourboss,yourcolleagues,andwhomeverelseisakeystakeholder。

Bewitchthemwithyourbrilliantstrategyandyou’llavoidtheboos。

Creationanddesign

Nextcomesthefunpart:creatingthelook–the“costume”–andtryingitonforsize。

AsImentioned,thecreativephaseisoftenwherewewanttojumpfirst。

Onceyouhaveafullpictureoftheoverarchingplanandparameters,it’stime!

Lookbacktoyourskeletonnotesfromabove。

Nowthatyouhavemorebonesintheplan,areyoustartingtoseeabetterpictureofthefinishedproduct?

Now’sthetimetocutlooseandturnthatpumpkinintoajack-o-lantern–tostarttowrite,design,create。

Tryitonforsize–i。

e。

testitwithyourcolleagues。

Andremembertoburyanyelementsthataredeadonarrival。

Executingyourplan

Contrarytoitsgrimname,thisisthego-dophase。

Besureyouknowwhoisonthehooktodowhat。

Makesureyourplannamesnames。

Assigntasksanddeadlinestoteamsorindividuals。

Beclearabouttheexpectationsofwho’sresponsibleforwhatbywhen。

Don’tletyourteamgetcaughtinaspiderwebofconfusionandmixedmessages。

(Readthisformorereasonsonwhyyouneedaclearworkflowprocess。

)

Measuringsuccess:Howmuchlootdidyouscore?

Onceyouexecuteyourplans,it’stimetostartseeinghowtheyperformed。

InHalloweenterms,thisiswhereyoucountyourcandy。

Weallwanttosucceed,toscorealotofloot。

Butrememberthatyoulearnfromfailures,too,sodon’tletthemspookyou。

Ifyoucomeacrosssomedeadendswithnocandy,youknowyoushouldn’ttrythemagainnextyear。

Notsoscaryafterall

Ihopethesetipshelpyoufeelmoreconfidentincreatingamarketingplan。

Iwishyousuccessonthejourney–andcandy-haul–ahead。

Letsblockads!

(Why?

)

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