The Uniqueness of San Diego's Bike Sharing Program

Bike sharing is common in many developing cities across the country. San Diego's bike sharing program unique because it is run by a company called DecoBike that doesn't receive public subsidies. The program must compete and make profit from their bikes and run an actual business while still serving their stakeholders. With as much as 180 sites planned over the next coupe of years the bike sharing program isn't yet a lucrative business.

It takes time for bike sharing programs to catch on. They need to be placed in high-density, high traffic areas, where a middle age and younger demographic resides. The company will likely chose sites that create the greatest revenue as they install stations throughout the city. The most lucrative starting first.

The purpose of a bike sharing program is to reduce congestion and improve lifestyles and this means attracting a customer base that seeks alternative and greener forms of transportation. They are not trying to attract people who already own bikes or people who are unwilling to pay for renting a bike.

Because they are not receiving tax payer subsidies they will need to be sure that each dollar they spend is returned with a profit. If this doesn't happen the bike share program will either disappear or need government money to maintain. No one wants that!

It is entirely possible to marry portions of business with government and the needs of the people. If this program is successful in the long-run it can be expected to be a model for other like-minded businesses that can both win by serving public functions while drawing a reasonable profit.

Whether you like the program or not depends on how you look at government's job. If the job is to be all and provide all for people then it would make sense to subsidize programs and keep them under the government's umbrella. Unfortunately, as we have learned in history trying to be all for everyone makes programs inefficient and costly in the long-run. San Diego's bike share program is interesting because it create a entrepreneurial public-private program with a possible win-win situation.

Letting Customers Choose Their Marketing Channels

Marketing channels are the medium a business uses to contact and attract customers. The type of medium a company chooses will often determine the type of customer they attract. Letting your customer choose the marketing channel will help draw in more lucrative customers that are predisposed and primed through their own interest to buy your product or service.

The demographics of the customer gravitate toward different marketing channels. For example, older customers may like print media while younger customers prefer online media. The media is then broken down into specific interests such as cars, houses, garden, outdoors, etc. People will naturally select based upon their age and understanding where and how they want to receive information.

Marketing campaigns often use a mix based upon how their consumer demographics use media. Picking the wrong channels means there will be additional expenses and costs associated with marketing. The Return on Investment is likely to be low and the value of the customers will also be low leaving the company with a customer retention problem.

Think of marketing like fishing. You have to first find the right fishing hole (your customer base), use the right bait (select their channels), and jiggle your line to create interest (the actual message and images). Companies that know where the best fish are that are likely to provide the greatest amount of nourishment.

The first step of any strong marketing program is to know your customer and the media that will reach them. You may be able to advertise to related interests or piggy back off their hobbies and activities. If you understand how your customer thinks you will also understand what will motivate them to buy your product/service. 

Expanding San Diego’s Economy through Investing in “Break Out” Exporters

Venture capitalists are on the continual search for higher returns on investment.  Buying into a company just before it breaks out is one of the most lucrative investment positions to be in. Within a short span of 6-months to 4-years the value could double or triple. Local governments should be aware of emerging global businesses so they can create greater awareness among would be investors and spark local economic growth.  

Economies continue to grow when new firms develop and make their way to the market. Large industries set the standard based on local core competencies but it is the emerging entrepreneurial businesses that continue to push the local economy in new directions. When they go global they can expand the local market.

According to a study on 345 non-exporting manufacturers those with the highest potential for market expansion include a variety of distribution channels, variety of product lines, firm competitiveness, and an abundance of resources (Yang, Leaone, & Alden, 1992). Each of the factors contributes to the company’s investment worthiness.

Distribution channels help ensure they can reach customers and exchange commercial activity. This can also apply to customer service and overall ability to communicate internationally. Treaties with countries and relationships with vendors will help determine their ability to flourish in an international market.

Firm competiveness refers to how the firm is managed and whether or not it has the internal and intellectual capacity to go global. If the management team or the employees are not prepared to go global this will limit their sustaining power. At times the firm may need to be reformed before trying to tackle a bigger market.

Some companies are big hits overnight but soon fizzle out when competitors move into benefit from their success. Without multiple product investment firms take the risk of investing in a company that in a few years may be out of business once their product has been beaten or copied by the competition. Multiple competitive products reduce this liability.

All companies must have resources. Depending on the type of business those resources might be physical such as iron and coal or intellectual such as researchers and programmers. Cities like San Diego will have an abundance of resources built around existing industries that can be used in feeding new business ventures.

Companies grow within a context based upon their relationship with other businesses and government. If their environment promotes and rewards entrepreneurial effort with capital investments and lucrative opportunities a local economy will grow. If the environment is not business and employment friendly it will limit future investments and job opportunities. Developing sustainable opportunities means finding generative businesses that expand present market opportunities.

Yang, Y. Leaone, R. & Alden, D. (1992). A market expansion ability approach to identify potential exporters. Journal of Marketing, 56 (1).

Teaching Students A Process of Reading for Content

Information is fast paced and students have learned to adapt to that information. Their brains love sound bites and spending time reading entire chapters can seem tedious and boring. Its like taking a race car and trying to slow it down to a horse and buggy world. It may not be that students have lost the capacity to focus on reading but that many of them don't know how.

In order to stay focused it is necessary to get lost in the moment. Without doing this it is likely that most of the information will not be retained. Reading for content requires a higher degree of focus then say reading for pleasure. A lot of students likely don't like the reading because it requires energy and commitment in a world of distraction.

We know this because a huge percentage of class fails to read the chapters but still tries to muddle through their papers, quizzes and tests. You can tell they didn't read because the depth of their discussion is shallow and they leave open ended questions throughout their papers. The papers seem to be based more on personal experience and anecdotal information than anything substantive.

Getting the Basic Picture

Reading for content requires slowing down and creating redundancy in the reading. Before one read a class book it is beneficial to look at the table of contents and then the headings to create context. This will help the student understand the purpose of the chapter. Then skimming the chapters will help fill in a few blanks and set the student up for a deeper reading.

Reading for Content

Reading for content requires the ability to slow down, think about the main point of each paragaph, and then using a highlighter to mark the key concepts. As many books are in PDF, or electronic format, it is possible to use the virtual highlighter method. If there is anything you don't understand you can look it up or write down the question for your professor.

Reviewing for Tests and Papers

Because you were proactive and followed all the steps you have highlighted the most important arguments. Before you take a test or write a paper you will want to review those highlights and read the summary of each chapter.

Experiencing the Power of History through Pow Wows

Each people comes with their own culture and way of seeing and understanding the world. The South Bayfront Pow Wow in Chula Vista is a reminder of how things were once done and continue to be done among native populations. From spiritual and cultural dances and the handmade products, the participants celebrated their lives.

Native Americans are an important part of the American identity. As the original people in the area they were able to help shape and define how America sees itself in the world. That relationship may not have always been positive but it does characterize how we grew and expanded as a country.

The native dances and art show strength and vibrancy in life. They are standing tall with their traditions and able to connect their large family in Pow Wows. Outsiders can come and understand their traditions and how these have become a way of living and navigating the modern world.

To me there are two beautiful aspects of the Native American heritage that includes family and nature. We live in a transient world where family connections are being lost due to mass transportation and cement jungles have replaced our forests. Attending a Pow Wow gives a small glimpse into our past but also a hint at our future.

http://www.southbayfrontpowwow.com/

Higher Education-When It All Changes!

Higher Education has been living by tradition dating back hundreds of years. That tradition still carries forward today and will eventually make its way into newer mediums of knowledge. Change comes with disruption causing society to rethink the purpose and point of getting a degree.

I am a product of an older world and system where chalkboards were common in school and personal computers were seeing their first light.  Some of the classrooms I attended didn't have air conditioning and everyone got hard copy books. Old maps were pulled down to share, even if you couldn't see them from the back of the class.

Likewise, I am also a product of large libraries that contained a wealth of knowledge stacked up to the walls. I could sit for hours and look through book after book. I could smell the aging of the paper, see the rips, rubs and blemishes. An entire library can  now sit in my cell phone.

 These changes are surface changes as that process of learning and developing continues on despite the medium people use. Brighter minds will still seek information and understanding while those who don't care won't frequent a library or kindle anyway. People find ways of getting what they need and want.

We shouldn't be afraid of changes in higher education. The very nature of change is positive when more people have access to education as a cheaper price through virtual means. We must learn to blend old and new traditions together to create something new that works for the next generation. To each its own. 

Society will negotiate the form and manner of higher education through the legislative process. The change will be reflective of elected officials who will think about their own education and with any luck also consider what the generation in the cradle now will need. They will compare U.S. education market  with those overseas and will determine if innovation or tradition should take precedence; or something in between.

Weight Loss with Quality and Portion Control

Two problems that face most people who want to lose weight is quality of the food and the size of the portion. People often eat too much and too much of the wrong food. Both can have a serious consequence of weight gain. Making better choices will help you in achieving your fitness goals.

Working out alone doesn't do it. Certainly you can burn more calories and improve your overall health. The problem is that you would have to work out like a professional athlete if you want to burn off the calories from a box of chocolates or a bag of your favorite chips.

It is better to start with a smaller portion and adjust according to your weight loss or gain. As Americans we have become accustomed to large portions and when we don't get it we feel like we didn't get our money's worth. All you can Eat, Big Mac, Super Size, Big Gulp, etc. are all part of the problem.

Eating smaller will lower your total calorie count and this is important if you want to lose weight. But losing weight should not be the only goal. The other side of a health fitness program is to eat the right foods for health. This means replacing fatty foods with greener, leaner, and healthier options.

If you get the right mix down you can lose weight and improve your body image. Cutting calories will help you lose weight while eating the right foods will improve your body formation. Both help to create a healthy lifestyle that works on your in and outsides. It may take some time but start small and make your way up.