How to open children's dancing studio

How to open children's dancing studio
If you are fond of dances and you have an experience with children it is necessary to reflect on creation of own children's dancing studio. Demand for services of the teacher of dances for children is invariably high.

By working out of the concept of your studio of dances think over the basic directions with which you will work. Among parents the waltz, a tango, a foxtrot, a quickstep, the Latin American dances use the greatest demand. Teenagers prefer club dances, hip-hop, a jazz modernist style, a rock'n'roll and etc. to Children of preschool age teach rhythmics and choreography bases (in the form of dances, games and exercises).

Even if you do not plan to search for means for opening of own project, first of all, it is necessary to make the detailed business plan which will allow to define the size of initial expenses on the organisation of such kind of business. Opening of own dancing studio for children does not demand the big capital investments in the event that you possess corresponding skills and are going to conduct lessons independently.

Then, in process of development of your business, it is possible to consider possibility of search of teachers which become either your partners, or hired workers. Necessarily think over the training program in your studio. There is no sense to try to capture all dancing styles and genres. At the small budget it is more reasonable to choose narrower specialisation (both in directions, and on age groups of your pupils).

As well as in any other business connected with teaching, key value qualification of the teacher has, its ability to carry away pupils, its skill and professionalism. In this case new clients will come to your school on responses of the friends and acquaintances, and then will recommend you as the talented teacher.

The basic items of expenses is a rent of a premise, purchase of necessary stock and technics. In most cases it is more favourable to rent a premise in regional recreation centre and creativity or a small hall at the school located nearby. The big advantage of rent of a premise in educational institution or the creativity house consists in absence of necessity independently to receive various inquiries and permissions from supervising bodies.

Time when lessons in studio are conducted, depends on age of children on which it is calculated. Kids of preschool age usually are engaged in the first change – from 9.00 till. Children are more senior visit employment during the period from 16.00 till. After seven the senior groups are engaged. In target (as a rule, on Saturday) employment are usually spent from 12.00 till.

Preliminary learn, whether is in area where you are going to open the studio, similar dancing schools. If the competition is absent, and demand for such services high enough, safely conclude the lease contract.

To pay expenses on rent it is possible from monthly payments for employment from pupils. Further in process of increase in quantity of pupils it will be possible to conclude the contract of long-term rent of a premise. In the event that you remove a hall in the creativity house, there there should be all necessary for employment – ballet machine tools, floor-mats, mirrors and etc. Differently it is necessary to be spent for equipment acquisition. There are certain requirements to a hall for dances:

    The floor should be covered nonrigid амортизирующим by a covering (an optimum variant – not varnished parquet);
    Mirrors should be not less than 1,5 (for children) – 2 (for adults) metres in height and to have as less as possible joints which lead to reflexion distortion;
    Irrespective of, in what direction you work, in a hall machine tools should be established.

Besides it, for employment the musical centre is required to you.

When a hall for employment by dances and all necessary equipment are found, it is necessary to reflect on how you will involve new clients in the studio. Prefer cheap, but to not less effective ways of advancement of the services. For example, if your studio of dances is located in dormitory area, it is possible to print and spread out on mail boxes of the houses of the announcement located nearby about its opening.

In each city which quantity of the population exceeds one million person, exists more than hundred various dancing studios and schools. Average profitability of such kind of business – 30-50 %.

Many businessmen opening studios of dances, register them as public organisations which services on a gratuitous basis render. The basic profit of such studio is made by payments of members of this "public organisation" which are not taxed. But if you choose such variant, preliminary consult with the lawyer.

How to open courses on training of dogs

How to open courses on training of dogs

If you have vocational education, a wide experience of work with four-footed pupils and, the main thing, you love animals, this business for you. He does not demand the big initial investments. But these services will be always demanded among owners of dogs. Train, contrary to a popular belief, not only dogs of office breeds, but also decorative and even not purebred animals.

Cynologists are the experts studying breeds and behaviour of dogs, prosecuting subjects of their correct cultivation, feeding, the maintenance and training. There are some kinds of specialisations of cynologists:

    The cynologist-instructor/trainer – the expert in preparation of dogs in all directions;
    The figurant – the expert in preparation of dogs to protectively-guard duty;
    хэндлер – the expert in preparation of dogs to participation in exhibitions.

The documents confirming your qualification will be necessary for rendering of such services: the certificate of the instructor-trainer, the figurant, the expert on working qualities and sports of the Russian Film logic Federation. If you do not have these certificates, it is necessary to reflect on their reception. Trust to the expert who has passed special training, there will be more, and a cost of its services, accordingly, above.

Special courses for training of trainers are in big cities. Training terms on them make from 4-5 months, and cost from 10 thousand roubles for a course. After the termination of courses and training passage on a platform the competitor receives the certificate, the right granting to it to work as the instructor.

Employment with dogs can be spent as in the territory, and in-home at the client or on special platforms (last variant is more preferable). As a rule, the trainer offers two variants of work – or group trainings in which owners of dogs take active part together with the pupils, or individual employment of the trainer with one dog.

Quite often instructors offer additional services (certainly, for an additional payment): for example, delivery of dogs to a training platform and back to owners. Different kinds of training have advantages and lacks.

So, at independent training of a dog on a training platform active participation of its owner not only three times in a week is supposed during employment, but also at home for effect fastening. Not all clients have enough on it time and desire. And without additional employment the dog quickly loses the got skills. In the event that training of a dog occurs in territory of the instructor without participation of the owner, the last does not need to waste time and be present on employment.

With a dog the skilled cynologist, instead of the owner under the direction of the expert is engaged, therefore training process passes more effectively and faster (as a whole, about two weeks). Upon termination of training one more course of a practical training is spent. This time not for a dog, and for its owner. Quite often trainers training animals in the territory, offer additional service – day board. The owner can bring a dog on a venue of trainings in the morning and take away in its evening.

Pay attention: professional trainers do not conduct on one-two lessons. They conclude the contract at once on all course. If it is a question of training of a guard dog, upon termination of a course the owner together with a dog passes examination to the expert to receive the diploma of the uniform sample. No means always it is possible to pass this examination from the first attempt, but it does not testify in any way to level of the instructor.

The second the most considerable, after training and certificate reception, the item of expenses – purchase of necessary equipment, including protective overalls, a training sleeve for statement of a grasp at the dogs, special trousers for the trainer, and stock. Whistles concern the last for training, разметочные tags, аппортировочные subjects, stacks, плетки and whips for training, barriers to trainings and competitions, shelter to the figurant. Additional leads, muzzles, шлейки and collars in certain cases can be necessary.


Sale of the accompanying goods (collars, leads, шлеек, the educational literature), and also own lectures and materials in printing or in a video-format can become an additional source of the income of the trainer.

Courses on training of dogs – business seasonal. In spite of the fact that employment can be spent and to winter time, nevertheless, the majority of orders is necessary for the spring, summer and autumn. The time of recovery of outlay makes from 5-6 months, depending on initial investments.

The business: antique shop Opening

The business: antique shop Opening

Acquisition of antiquarian things is was and remains to one of the most reliable ways of an investment of means who allows to provide stable profit at a rate of 20-50 % annual. For this reason in a collecting of subjects of olden time are engaged not only very provided people as it is accepted to think, but also representatives of middle class.

The antiques world market shares on some segments. The biggest and perspective of them is a painting and a sculpture (over 40 %). Numismatics and букинистика are on the second place on sales volumes (20 %). The furniture and a various home decoration make 17 % from total amount of sales. Jewels – 15 %, and ancient cars – 8 %. The business connected with purchase and sale of the antiquarian goods, on profitableness takes the third place after trade in diamonds and oil.

Precisely to define volumes of this market in cost expression it is almost impossible, as most of all in similar business confidentiality is appreciated. Some experts name figures in limits from $1 billion to $1,5 billion

The business connected with purchase and sale of subjects of olden time, demands the big knowledge and experience. Percent of fakes in our country very high. The share of forgeries reaches 40-50 %. Therefore if you are fond of antiques, but are not the expert in its estimation you should or search for the present experts in this area, or to refuse idea about opening of own antique shop.

The assortment of your shop is the main thing on what all business keeps. Is better, if you can estimate authenticity and define approximate cost of antiques. Any error can lead to the big financial losses. Certainly, you can address for the help to the antiquary who constantly traces demand for those or other subjects of olden time, can spend a professional estimation of the goods and will give an authenticity guarantee. However services of the expert manage expensively enough. Cost of one consultation can make about 15 % from a total cost of the estimated goods.

Rather valuable things get on counters of antique shops or directly from their former owners, or through art dealers. The retail margin makes, as a rule, 300 % from procurement price. In certain cases the shop can even sell the goods without the margin if, for example, there is a possibility to catch the regular customer. The antique shop can accept also olden time subjects on the commission, raising for it to 25 % from goods cost.

Services in professional consultation and examination carrying out become additional sources of the income. To wait for fast profit it is not necessary. The enclosed means can return even in some years. According to the experts, seven of ten subjects of olden time got by shop of antiques, are on sale only after one-two year. However, owners of business console themselves in that cost of such kind of the goods only increases every year.

Profits most of all to antique shops are brought by painting sale. On the second place – ancient books. The price of the second-hand edition increases every year on 25-30 %. Ancient coins rise in price on 20 % annually. And retrocars bring to 15-17 % annual. Jewels concern a category «низкодоходного» antiques and marks. Their cost increases every year only by 5-7 %.

The premise under an antique shop should be spacious enough. To take some metres in shopping centre, of course, it is not meaningful. It should be the shop with a separate input, for example, on the apartment house ground floor. At once put in the estimate expenses on repair. The antique shop is not simply beautiful things on show-windows, it is special atmosphere of left time.

By interior design working out it is desirable to address to the expert who will consider all your wishes. Cost of rent of the small area (20-30 sq. m.) on the residential building ground floor will make from 20 thousand roubles and above, depending on region and a site of your shop (is the most optimum – city centre). Besides, the special trading equipment – the closed racks and show-windows is required to you.

The following on size of the item of expenses – insurance of your goods and activity licensing, and also a salary to workers. Services of the bookkeeper (there is no necessity to employ it for full time), one or two selling assistants who understand antiques be required to you. But, first of all, to you are necessary: the appraiser, the restorer and the manager on purchases (duties of the last, most likely, should be carried out at first to you).

The appraiser defines original cost of the goods, rejects fakes. The restorer spends preselling preparation of the goods as the most part of antiques which will bring to you on sale, will be not in the best condition. The manager on purchases searches for the goods on sale, placing announcements in newspapers, going round villages and villages in search of olden time subjects. It, perhaps, the most difficult and important part of work of all shop.

Obligatory licensing, the strict reporting and regular carrying out of inventories – the basic requirements to conducting antiquarian business. For advancement of the antique shop, of course, it is possible to use and traditional kinds of advertising – announcements in local specialised magazines, a signboard on a facade, drawing attention, outdoor advertising, advertising to television. However, it is not enough for successful work of it (and much from listed also it is at all useless).

The collecting of subjects of olden time is a hobby of the elite. In the business connected with sale of antiques, the good reputation and a personal contact is especially important. Big clients come not under announcements in newspapers, and under recommendations of acquaintances and-or experts. Therefore, if you want to become successful in the business, use not only standard advertising, but also all means Public Relations. Take part in thematic actions, visit auctions, communicate with experts and collectors.

Reflect on creation of own Internet shop. Cost of creation of such shop makes from 50 thousand roubles (if only you cannot make a site independently), but you quickly pay back all investments. Will give particular attention to quality of photos of the goods in your Internet shop. Do not save on the good technics and-or the photographer.

So, for opening of own shop of antiquarian things it is required to you: vocational education, knowledge and experience in this sphere, is a lot of patience (the unique goods cost more expensive in hundreds times of the goods of mass production, but also buy them so less often). The antique shop Time of recovery of outlay makes from one year.

How correctly to get acquainted in the Network?

How correctly to get acquainted in the Network?

For anybody not a secret that the Internet – a place for acquaintance. But also here, on a level with sensations of anonymity and safety, certain rules and the decencies, which many lonely people should be observed, wishing to get acquainted, unfortunately, do not observe, because of what experience any difficulties. But about all one after another …

1. Not very well, for what purpose you have come on a dating site and that it for a site. It is important, that depending on the purpose the resource has been correctly chosen, and you behaved accordingly. For example, if you serious relations you do not need to go on the services intended for virtual flirtation interest. Certainly, and on such resource probably acquaintance to the future partner in life, but only as an exception.

2. Your behaviour on a site entirely should be based on the purpose of your acquaintance, and the questionnaire – to reflect an appropriate amount. The girl, wishing to find the man for relations should not expose erotic photos, and in the questionnaire to write about the sexual preferences. Sexuality – an integral part of an image. It is good, when it is, worse, when there is no. But to parade it it is not necessary at all since thus, you set the fashion dialogue, and the man will consider you only as sexual object and hardly as mother of its future children. Barefaced sexuality attracts, but only on one-two time.

3. It is not necessary to give out itself for other person. Only if you the virtual also do not plan to transfer acquaintance to a reality. Another's photos or their absence, the latent or incorrectly specified age – the similar facts can be hidden only for the time being. And the sense in it any is not present. If you in an image of other person have got acquainted with the girl or the guy actually it turns out that you have got acquainted not, and the hero thought up by you. It and its parametres have interested the interlocutor. If in plans there is a real meeting hardly the similar surprise will be pleasant unexpectedness. Unexpectedness – yes. Pleasant – is not present. As a result and you, and your new acquaintance will regret for a downtime, therefore the unique possible variant is even in a network to be oneself. It to be pleasant to all – it is not real. And having been oneself, always there is a chance to someone to be pleasant, and further with it to build relations.

4. Photos should be fresh without serious processing and a retouch. To expose unsuccessful photos – all the same, what to sign to itself a sentence, but chances to get acquainted with someone without a photo are equal to zero. Therefore, before to place the questionnaire on a dating site and to start to get acquainted, it is necessary to be puzzled with photosession. It is desirable professional, but it is not obligatory. In a shot there should be only you, without friends, colleagues and other companions. As a background it is not necessary to use a wall carpet what expensive and exclusive it was not. Also it is not necessary to be photographed against kitchen, at an entrance of the house and to photograph the reflexion in a mirror. It is better not to pose, differently risk to stare or pout that is obvious to you not to the person. Ask your photographer to catch the moments that you have turned out as much as possible naturally. And imperfection at all do not retouch. Always there is a chance to go too far so that the image on a photo will cease to coincide with a reality. Smile. The smile and pleasure decorate. Be critical, but are objective. If at you not an ideal figure – at all do not pose in a bathing suit or open clothes – it is better to leave similar photos for house archive. And certainly, it is not necessary to place on a dating site of a photo of five - ten years' prescription, especially if the body has got new rotundities and forms. If you are dissatisfied with yourselves – an occasion to reflect and start something to change. Then it is not necessary to hesitate of the photos.
5. People read biographical particulars. It is not necessary to think that wishing to get acquainted on the Internet, look only at photos. They too read questionnaires and sometimes the specified information are defining, therefore it is better not to be lazy and try to fill all offered fields as much as possible. It is not necessary to compose or say lies – truth will necessarily open. Nobody forbids you to place emphasis on your merits, interests and abilities. The formed, comprehensively developed person always is much more interesting than the one who is engaged in nothing, is interested in nothing. It should be meant. If you are engaged in nothing – are not fond, it is necessary to reflect that is interesting to you and than you would want to be engaged, but for this purpose always there was no time or the company. Write about it. Probably, someone too all life dreamt to be engaged in hand gliding or cultivation of buttercups, and it/it too did not have the company. There is a chance that will converge on this soil …

Besides a choice of a dating site and correct контентной the making questionnaire about which it has been written in the first part of article, it is necessary not to forget about worthy behaviour and a stay main objective on the resource chosen by you.

1. The Internet gives sensation of anonymity which on a dating site can be only on advantage since gives the chance to show the initiative, both to men, and women. Refusal in real is perceived much more painfully, than игнор in a network, т.ч. Can safely write to all who has attracted. Especially, if you of the first/first have seen the interesting, attractive person. The probability is high that he/it and will not notice you.

2. The Internet gives sensation of anonymity, but does not grant to you the right to rudeness. If the person was pleasant – write to it or answer its message. If it was not pleasant – to it/it to know absolutely not necessarily: for what reason. Especially, if it or it even did not try to communicate with you. Similar roughness for which it is impossible to answer – destiny of weak, diffident losers.

3. If someone has written to you before to be engaged in the sample formal reply, familiarise with its/its biographical particulars and a photo. Probably, this person deserves more friendly or detailed answer. Dialogue by terse phrases quickly comes to naught, since the interlocutor does not feel your interest or understands that in parallel with it you still communicate with ten person or are engaged in something for you more important and interesting, and to it answer up to a point.

4. It is not necessary to ignore absolutely interlocutors without photos. In this case it is necessary to pay attention to biographical particulars and messages which are written by this person. If the information specified in the questionnaire is interesting, and texts of messages – are logical, decent and polite, such person should be learnt better. Probably, it/it holds a serious post and does not want to "be shone", is possible – is not photogenic/is photogenic and does not want to spoil impression the unsuccessful photos. But also it is not necessary to be encouraged and draw an image of unearthly beauty strongly. Dialogue with the invisible being is better be not to tightening then strongly not to be disappointed. It is possible to look against each other on скайпу or to ask to throw off photos on a personal mail box or to give the reference to an account in a social network. If the invisible friend refuses all offered variants and does not suggest to arrive and seem alive, it is better to stop similar dialogue. Probably, the person is not free, gives out itself for the one whom is not or business in physical defects, so serious that personal qualities in any way do not compensate external ugliness. Not to be disappointed, not to try to satisfy the curiosity persistently better.

5. Being at home, but sitting on the Internet, it is impossible to feel in absolute safety, because in a virtual reality all same people, as in a reality. And besides lonely, perspective, wishing relations of people there are also swindlers. Therefore, getting acquainted on the Internet, it is necessary to be always on the alert and not to trust itself or the property to new acquaintances. It is not necessary to be afraid of dating sites, it is necessary to be always only vigilant, because a virtual reality – reflexion of our life in which not all so is cloudless.

6. If you замотивированы on result, it is not necessary to tighten with personal meeting. Even correspondence should подпитываться real emotions to the addressee which at the adequate, mentally healthy person cannot arise to the one whom never in life saw. Besides the addressee after any time will be tired of "emotional bond" in a network. Having agreed on a meeting or it having offered, you only confirm that want to get acquainted, serious intentions are interested in the given concrete person and at you. Probably, having met, you will understand that it not that person. Not because it said lies something about itself(himself) or has laid out not the photos. Not because at you about it (about it) has developed incorrectly, representation. What to do, we so are arranged that are always inclined to think out, finish thinking about something to myself. In that case searches will proceed further.

7. If in parallel you correspond at once with very considerable quantity of men or women, it is better to reduce this quantity, having cleaned from it all:

You cannot remember what names in any way;

That, on a meeting or appointment with which you will go, only if there will be absolutely nothing to be engaged,

With what even insignificant errors in messages you strongly irritate because they for you it is more important (error), than the text and sense,

Those who does not show to you a great interest, writes phrases on duty, does not set to you questions about your family, formation, interests and dreams.

When exclude all above-stated – there will be at most 4-5 persons. With them it is possible to continue dialogue and as soon as possible to pass in a reality.

6 major principles of a good site

6 major principles of a good site

About it in the book «Bases контентной strategy» are told by the editor and the publisher with the long-term experience, the expert of company Brain Traffic Erin Kissejn

1. A good content — a pertinent content

Publish a content which approaches as you, and your users

In effect, it is a major principle of a good content: it should be pertinent for your business, for your users and for the general context of your mutual relations. Relevance can be shown in a way of giving of a content, its style and structure, but first of all — in the maintenance. The problem контентной strategy — to define, each of these elements plays what role your project and how to receive desirable result.

► it is correct for the user (and the general context of relations)

Let's reflect on James Bond. In spite of the fact that the bond is abrupt and clever, it could be lost kind one hundred times, there will be no at it a superprofessional command of support. The bond needs to pursue the villain, the command adjusts to it Aston Martin DB5. When the fine woman pours to it in a glass a poison, the command finds antidote. After the hero escapes from the lake teeming with crocodiles-murderers, the command provides to it a shower, the razor and ideally sewed suit. The command does not communicate almost with the Bond and does not spend its time for nothing. It does not anticipate its inquiries, but invariably offers it everything that can be necessary.

The content is pertinent when he helps users to achieve the object.

The content will be especially pertinent if will help them to feel the superheroes, carrying out especially important task. The ideal content gives to users everything that it is necessary for them, when it is necessary and in the most suitable form. And for this purpose you should get deeply into their consciousness (not to mention necessity to know that your "suit" is necessary to them «on a figure»).

Partly this exercise on a thought-reading on distance is connected with a context of your relations which should not be limited to an estimation and the analysis of methods of access to users or even detailed understanding of their purposes. According to content-strategist Deniela Ejzansa, the intelligent analysis of a context demands understanding not only the purposes of the user, but also its behaviour. What does it do? How he feels? On what it is capable?
It is a delicate theme. If I call in service of urgent medical aid on Sunday my context, most likely, differs from when I call to the allergist at o'clock of its work. If I look an underground card on a site at three o'clock in the morning for certain I want to understand, what trains go right now, instead of tomorrow to rush hour. When I search for your company in the Network by means of a mobile phone, most likely, I want to find numbers of your contact phones, instead of the detailed financial report for 2006. However our assumptions of a context in which there is a reader, never (despite all researches) will not be ideal. Always give to readers possibility to see more information (if they want it).

► it is correct for business

The content is pertinent for your business if helps you reach stably the purposes.

The business purposes can be formulated as «sales volume increase», «improvement of quality of work of service of technical support» or «decrease in expenses on polygraphy at manufacturing of teaching materials», but the basic problem consists in that processes of the decision of all these problems were steady.

The steady content is a content which you can create and support without quality decrease, without infringement of integrity and without that your employees suffered from frustration of nervous system. To you can seem that it needless to say, but a problem that in practice we too often make ambitious plans under the content publication, without reflecting, what efforts be required in long-term prospect for its maintenance.

By and large expressions «it is correct for business» and «it is correct for the user» mean same. In the absence of readers, spectators and listeners any content will be senseless. And the content created without requirements of users, will not bring to authors and publishers anything, except harm as unsatisfied users simply will start to leave.

This principle can be reduced to idea of the educated egoism: that harms to my users, harms also to me.

2. A good content — a useful content

Define clear and a specific goal for each element of a content; estimate degree of conformity of a content of its purpose

Very few people intentionally creates the boring content confusing or irritating users. Nevertheless the Network is overflowed by the senseless, empty and irritating information. And this information is not neutral — it takes away money and time, and also works against the purposes of business and its users.

To understand, your content on page, in the module or section is how much correct, you should know, on what it is directed. The reality allows to achieve the best results. Let's consider some possible variants of the content connected with a product, and its purposes.

► Sale of products. This purpose is too indistinct and, most likely, will lead to occurrence of an out-of-focus and empty content.

► Sale of the given product. Product sale represents the process including set of smaller problems, for example discussion of advantages, their binding to properties of a product, demonstration of result and value of a product, and also the offer on the purchase, directed on consumers. If your purpose is so indistinct, you do not represent, in what degree your content solves these problems (and whether solves in general).

► Transfer and demonstration of advantages of the given product. It already on forces to your content. However if you do not know, who exactly will get of advantage from product use, it will be difficult to you to make a specific proposal.

► Demonstration of how the given product helps certain group of clients. If you understand, what exactly is necessary for concrete group of clients can create a content serving to this purpose. (And if you do not understand that is necessary for them, and thus all the same try to sell a product you should worry about set of other problems, much more serious, than the content maintenance).

Now do the same with each element of a content in your project, and you receive rather useful list of the purposes which try to reach on an exit. If my offer frightens you, think, it will be how much more difficult to estimate, create or change to you a content, without having a specific goal.

3. The good content is focused on the user

Take advantage когнитивную of the point of view of your users

Within the limits of the web project the design focused on the user means that the end-product should answer needs of consumers and grant of their desire. From the practical point of view it means that days when the sitemap was reflexion of your organizational scheme, remained behind.
Donald Norman in book The Design of Everyday Things wrote about importance of understanding of mental model of the user which should precede design of products. He considers that the design focused on the user should pursue two aims: «1) the user can understand that to it to do; 2) the user can explain an event». The content focused on the user, should mention not internal mental models and a lexicon of the user, and it когнитивные the representations including set of elements: from model of the world to principles of the use of certain terms and phrases. It is necessary to dwell upon it. The EXAMPLE: the Best way to frighten off the user Allow me to result an unusual illustration. We will assume, you want to hang out a collection of photos of lovely and touching doggies. You understand what not to do without a hammer. Go to shop and ask where to find a hammer.

— Building tools and accessories, — the seller answers. — the fifth rack.

⇒⇒⇒⇒

— Welcome to department of building tools and accessories. Than we can help you?

— Hello. Where I can find a hammer?

— You mean обивочный a hammer for household use?

— Probably, yes...

— For hammers with a shock part of less than five centimetres the department of tools for the house use, located in the distant end of a rack 9 answers.
— Welcome to the Center of house tools! We have appeared thanks to merge of department of tools for the house and division of small sharp objects. Whether want to register in time convenient for you in which we could show our goods?

— The hammer is simply necessary to me... For the house.

— The bonus hammer for house use or a standard hammer for house luxe-class use is necessary to you?

— Listen, directly behind your back on a regiment the hammer lies. It is everything that it is necessary for me.

«<ACCESS TO THE DIRECTORY IS CLOSED»>

Please, return on a homepage of a site and try to find again that is necessary for you! The content of such style or such maintenance of a site can push away readers. It understands the majority of the successful organisations, however set of sites is all the same built by a principle of the corporate organizational scheme: they are filled by statements for the mission, intended for internal use, a corporate slang and terminology even in the description of the most simple and obvious ideas.

If you a monopolist offering unique and demanded services or products can not notice negative effects such нарциссического the approach to a content. But be not surprised, if one fine day your dinner somebody eats another — the one who will offer the same products, but in other manner focused on the consumer.

4. A good content — a clear content

Aspire to clearness in all

When we say that something is clear to us, it means that all works as it is necessary — we can acquire that speak to us. The good content talks to consumers on clear it language. It is organised so that it is easy for using.

Content-strategists usually rely on others — on copywriters, editors and experts in the field of multimedia, — so far as concerns creation and change of a content which users will read, listen and look. Working over large-scale projects, we can meet the majority of the experts involved in process of creation of a content never. But if we want to help to generate it a clear content we have no right simply to make the plan, to bring down it on heads of copywriters and to flutter out from office.

What it is necessary for you? To create a useful management on style of a content. To learn it is more about the organisation of the working processes connected with a content, how to hold seminars for copywriters and editors, and also, how to create tools for working out, such as content templates. All these methods help to form a clear and useful content, and throughout long time.

Certainly, clearness is a virtue to which should adhere and in other spheres of our work. Thanks to clearness it will be easier to formulate the purposes, to organise and hold meeting and other.

5. A good content — a logical content

Be consecutive, but within limits

For the majority of people language — the basic means of dialogue with each other and with an external world. The structure of speech and correctly built narration can lower degree когнитивной loadings on users and simplify perception of the information. Inconsistency, on the contrary, raises когнитивную loading, disturbs to understanding and distracts readers.

Here for what managements on style are necessary. Many experts on контентной the strategy which before were engaged in journalism or editorial work, are attached to certain style (for example, I adhere Chicago Manual of Style), however real professionals are capable to put design requirements above the personal preferences.

The logic of a narration cannot be universal, for example sites for doctors, or representatives of insurance branch different intonations for dialogue with various groups of visitors should use patients; at the same time many sites intended for wide audience, can use the same intonation. Also it is the content correct and focused on the reader. But the company allowing each manager on a product to create different kinds of a content, will be to break this principle, most likely: it is in that case satisfied with an ego of the manager, instead of requirement of readers.

6. A good content — a laconic content

Avoid an unnecessary content

Some organisations adore to place on a site great volumes of a content. Probably, they believe that presence on page under the name «About us» the organizational scheme, the description of mission and the purposes, and also a corporate commercial justifies days and the hours spent behind creation of this content. Probably, it seems to them that Google thanks that they weekly publish ten posts in the blog will tell it. It is represented to me that in the circumstances it is necessary to blame entropy: the Network gives enough space for placing everything. Of us it seems to some a case with uncountable boxes, therefore we and do not limit volume of a placed content.

What occurs, if content it appears too much? On the one hand, it complicates search of really necessary information. With another — distribution of final volume of resources to unlimited volume of a content leads to decrease in its quality. Abundance of a content is frequent testifies to deeper problem — a syndrome «is published everything that we can», substituting by itself the extremely useful paradigm «is published that is necessary for our consumers».

There is a set of ways to understand, what content actually is not necessary, — the traffic analysis, research of consumers and opinion of the editor can help with it. To begin with allow to result the list of typical "garbage" on a site.

► Statements for mission, the purposes and basic values of the company. If representatives of your company sincerely trust those or other abstract principles, it will necessarily be shown in their work. The exception makes a small amount of the organisations for which mission is a product, for example the charitable organisations. But also in this case the content should be accompanied by actual acknowledgement.

► Press releases. They can matter for the audience enough limited in the sizes, therefore in a raw state directly on site pages — an ideal example of an error in style «we always so do their carrying over».

► Long and not readable pages of formal notices. Probably, to you not to do without those or other legal documents but if you care of readers do not regret time and translate the text with not clear and not always the necessary legal language (even if it will not be pleasant to your lawyers).

► Infinite transfer of advantages. The majority of them are uninteresting to your readers. Characteristics representing the greatest interest can be organised in a subcategory that will simplify search and perception of the information.

► the Superfluous documentation. Whether you offer audiences three different kinds of answers to typical questions? Whether it is possible to unite or transform them into the tool of the contextual help?

► Audiovisual excesses. Whether on your site video data begin with a long fragment with a flying logo? Whether it is possible to reduce a 30-minute film till 10 minutes without loss of an important content? Cut down, reduce and offer ways how to avoid the similar.

For what Russians do not love oligarchs

For what Russians do not love oligarchs

The professor of the Moscow State University and the expert concerning mutual relation of business and the power argues on that, for what Russians so do not love oligarchs

In Russia, and in many other countries, do not love the rich. And it is fair. I never heard, that though one rich person has told - and has told convincingly, - that he loves Russia. All rich are perceived in our country as favourites. The Russian word "success" is connected with a word to "be in time". That is to be rich in Russia, it is necessary to have time to appear in a proper place, to have time to snip off, have time to be protected something etc. And this situation will not change until rich men will not change, their mentality will not change.

It seems to me, the key moment and the Russian power, and for the Russian oligarchs has now come. If the Russian rich do not take the trouble to regain consciousness and be useful to a society — and it is the big and difficult work, — that dislike for them can turn back tragedy — both for them, and for country history. Already it is now obvious that any offers on раскулачиванию — from whoever they proceeded — will be widely supported by people.

Recently, for example, there was an idea to reconsider results of the first privatisation. And though it has not prevented to begin and the second privatisation, return process, nationalisation process, can begin at any moment. There are no doubts that if such question will be taken out on a referendum, the referendum is the offer will support. Also the power and not the people is guilty in it not, are guilty in it rich.

I will result a simple example. I have just returned from New York where was for the first time. Has visited there Rockefeller-centre. Before it the huge granite plate on which 10 postulates of a family of Rockefellers are beaten out lies. They begin words «I trust». These 10 postulates have to a certain extent affected perception rich in America. Thus, Rockefellers, strangely enough, much that have told to a society. They have taken the trouble to formulate the outlook, and before — to develop for itself personally such outlook which would be extremely useful for their country.

Today's Russian rich people have no outlook or simply do not want, that about it knew. They in a sense have told nothing to a society. And so cannot be. It after all very important class. Meanwhile, concerning this class in a society there is a large quantity of prejudices, it is a lot of negative and if on it not to react and not to answer, anything and will not change. Until rich men will consider themselves as skilful PR managers, and no more that, in Russia the bourgeoisie will not be accepted. And as long this aversion can exist — and will not pour out in something большее is already a matter of time.

It is necessary to hope that for today's rich men the following generation of rich men grows, and here they — already others. To me often ask a question that I think of children of Russian oligarchs. I think of them well. I should meet them, for example, in the Russian Academy the civil services much of them study there. Yes, there are spoilt «rich children», they are most of all allocated, they most of all irritate; but is and absolutely others — they quite realise that they did not need to appear in a proper place, they upon the birth have appeared rich, and it is them and distinguishes. Many of them have serious political ambitions, having thus certain ideals.

The following generation of rich men can be another if, of course, the generation of fathers does not miss the historical prospect. And for this purpose they should change, they should begin conversation with a society.

Russia needs what economic policy

If to formulate a problem-minimum of the governmental policy it should consist in state preservation. Concerning an opinion problem-maximum can disperse depending on ambitions of a mode, its potential, representations of experts. Probably, someone will challenge the offered minimum and will count as its too low lath, but here we will apply a principle "do not do much harm". In due time such problem-minimum has appeared not on a shoulder to the Soviet management which has admitted disorder of the USSR, and a management of some the socialist countries – GDR, Yugoslavia, Czechoslovakia which also have ceased to exist.

Russia needs what economic policy

Kinds of errors

At all variety of wrong decisions they give in to some classification.

World outlook errors, that is choice of a strategic course and means of its realisation concern the first group, so to say. Incorrect there was the choice which made Bolsheviks in 1917 and has led the country up a blind alley. With self-liquidation of a planned economy owing to its own inefficiency the capitalist alternative – private property and market legalisation has prevailed. From this point of view Russia has entered nowadays on way of development historically checked up by another countries and can reach successes only on this direction. Turn would mean oblivion of lessons of 1917-1991, with the most negative consequences back.

On a boundary XX and the XXI-st centuries in the Russian literature discussion about has taken place, whether it is possible to consider lost for Russia the last century. The different points of view have been stated. Here it is necessary to consider two circumstances. First, if this question to consider in a context of one country, that is Russia it will not be possible to create a fair picture. The international comparisons are necessary. And they not in favour of those who considers successful the last century. Secondly, many present problems before which we stand, conduct the origin not from today, and since 1917. This date should be taken not literally, and as the beginning of a celebration of Marxist-Leninist ideology and its introduction in practical life.

Here can object: difficulties endured by the country lie completely on conscience of a Yeltsin management. Yes, lie. But not completely. The general conclusion will be that: the communistic doctrine has brought to the country system degradation at separate achievements whereas a management of new Russia, having directed the country in historically right direction, has made in the concrete plan a number of large-scale miscalculations. Who and for what here can be condemned? Anybody and for what. It is a question of fulfilments, unique in character. At first we dealt with transition of the country from capitalism by a socialism, and then back from a socialism by capitalism. Such experience at anybody was not, but on our experience many in the world can learn.

The second group of errors is formed by the defects connected with insuperable objective complexities. It is possible to name these cases inevitable – or pardonable. For example, poor quality of forecasts. In economy exists a lot of invisible on a surface and so a lot of not clear. Experts not always find common language even in an estimation of last development and current state of the economy, its motive forces. Difficulties immeasurably increase, when speech comes about the future time. Good luck in forecasts is casual. Individual qualification and the computer – weak assistants at forecasting.

The collective reason in the form of scientific research institutes and other organisations too guarantees nothing. The forecast is the programmed failure owing to unpredictability of economy. Here it is necessary to add radical defect of the most look-ahead practice: in all scenarios the method of extrapolation with amendments on assumptions of authors therefore there is a quantitative strengthening or easing of already known processes – dynamics and national produce structure, return of the live and substantiated work, power consumption of manufacture etc. Certainly is applied, all these indicators are important for the different purposes and they need to be counted. But forecasting «on a shaft» cannot replace with itself forecasting on the dangers, waiting the state and a society in the long term, and it just and remains behind a shot. Nobody can be charged for under what scheme the economy will particularly develop.

As unreliability of forecasting общепризнанна nobody bears responsibility for it, and it is quite logical. Looking at never-ending updatings, specifications and revisions of forecasts, it is possible to fix over and over again only weakness of human reason in future knowledge.

So widespread miscalculations are predictions of rates of exchange, for example, in an euro-dollar-rouble triangle. Here is not present and there can not be a constant hit in the purpose. It is possible to result and other facts from economic life when development of the separate commodity markets pretty often does not coincide with concrete expert estimations: the prices for oil, gas, metals …

Thus, the errors concerning this category, at all their undesirability can be though are somehow justified or explained by circumstances, on which operating subjects cannot render influence.

Interesting episode. In November, 2008 when crisis has already captured world economy, English queen Elizabeth II has visited the well-known London school of economy. During conversation she has asked scientists why they could not expect the come crisis. After a while the queen has received the answer printed on three pages in which it was told, in particular, that the main reason – «shortage of collective imagination at the brightest minds as in Great Britain, and all over the world which would help to understand risks of existing system as a whole».

It is necessary to note and one more – the third group of errors. They are entirely defined by the human factor and testify first of all to nonprofessionalism. About them speech also will go further.

Nonprofessionalism is not anonymous, it has the authors. However, often happens so that about authors forget, they fade into the background, and their defective affairs remain and correct ball. If not to resist to the incorrect policy and resignedly to suffer it it is possible to become its slaves. At the same time hardly it is possible to win this defect up to the end. It is so prolific and hardy that we are doomed to live in such environment. Goes – with variable success – eternal fight of prudence and absurd, and on the party of last there are, apparently, quite decent and dear persons.
The concept is offered

So, we build capitalism, but to do it it is necessary correctly. It should provide to us the best well-being, than it was at a former system. Otherwise what for successful counterrevolution of the beginning of 90th years was necessary? It is possible to tell that concerning the purpose the consensus in a society basically has developed. Is, of course, and opponents, but their minority to what testify parliamentary and presidential election. And here is how to build
– In this respect there is no accurate representation. Meanwhile from what way will be selected, rates of increase and its quality, labour productivity, competition of manufacture and other macroindicators depend.

We already repeatedly had to state in the press the point of view on this question. It was actively supported, in particular, by the academician of the Russian Academy of Sciences Nikolay Petrakov. In a short form we will result it once again.

In real Russian conditions the centre of gravity should be transferred on prime development of a consumer complex. It is starting point of improvement of economy. If it is not in due time considered, to it it is necessary to come back at later stage, but already with much bigger material and time costs.

In a situation when the general solvent demand is low, and on some kinds of production almost is absent, means logically need to be put in those divisions where this demand continues to exist constantly and never will disappear. The answer contains in a scale of prime requirements of the population – a food, clothes and footwear, medicines, habitation, transport (car). This set should become a state policy priority. Economy improvements can be reached through food and light industry, examples to that is available enough in a world history (in Russia capitalism has originally arisen as print, in England – as woollen), plus the medical industry, housing construction and the transport (motor industry), reflecting shift of requirements in comparison with last periods. Development of these branches is in many respects interfaced to support of small and average business. Here we will apply the term «catching up development» from the point of view both missed time, and branch economic policy. XXI-st century novelties will not get accustomed in economy which has not solved a XIX-th century problem.

The temptation is great to gather all «beautiful things» in world production and to declare this list the actual program of actions for Russia. Often and becomes. Certainly, it is impossible to be against such necessary directions of progress for our state as development of the software, carrier rockets for start of commercial companions, nuclear power, superhigh-frequency electronics, laser technologies etc. However will be useless to build high technologies without "ground floor" of economy which the consumer complex is. It will give necessary accumulation for прорывных technologies. Not scientific and technical progress will bring structural reorganisation, and structural reorganisation will provide base for scientific and technical progress. A fast turn of the capital and mass production – irreplaceable preconditions for introduction of innovations.

The structure of gross national product and personal consumption of the population prompts, what way it is necessary to go in a phase of market transformations: to support those manufactures, volume demand for which production is considerable and where the capital turn is short. These links of an economic chain – the most economical on expenses and the most productive by efficiency. Simultaneously they represent adequate natural base for lifting of national productive forces.

The neglect manufacture of the goods of the daily demand, making fast profit, has led to that the domestic market is in many respects given the foreign goods. Advantage of this business is underlined also by that circumstance that it live both trade (including челночники), and foreign manufacturers. Here the basic part of shadow economy is concentrated. Considerable commodity and financial streams can and should be won from foreign firms and are moved to domestic channels.

Prime development of a consumer complex has crucial importance not only for economy lifting, but also for improvement of a social status of people. Such course will allow to eliminate an insufficient food of a considerable part of the population in our country, to provide other vital needs and positively to affect catastrophically developing demographic situation from the point of view as population, and a genofund condition. The success of reforms in China has been predetermined by that there the paramount attention was given to a domestic production of consumer goods. It has allowed to satisfy the first requirements of people and by that simultaneously to create sources of accumulation of the capital for development of high technologies.

Government position

Let's look now that do our authorities for lifting of a consumer complex. In April, 2012 Strategy of development food and process industry of the Russian Federation for the period till 2020 has been confirmed by the government directive. The document fixes high import dependence of the country by separate kinds of production (25 % on import of meat and meat products, 24,6 % – fish and fish products, 19,2 % – milk and dairy products). As it is marked, there is below recommended medical norms a consumption of the major foodstuff, and it should cause anxieties. In 2010 среднедушевое consumption has made:

– Meat and meat products –

68 kg at norm of 70-75 kg;

– Milk and молокопродуктов – 247 kg at norm of 320-340 kg;

– Fishes and рыбопродукции – 21,2 kg at norm of 22-28 kg;

– Vegetables and бахчевых cultures – 105 kg at norm of 120-140 kg;

– Fruit and berries – 57 kg at norm of 90-100 kg.

Considering administrative standards in our country, it is necessary to tell thanks composers of the document at least that they this data does not hide. Here we recognise that statistics reflect existing realities.

The backward technical base of branches impresses. In крупяном manufacture of 30 % of capacities have started to be maintained after 1917 and about 14 % – pre-war construction. In the baking industry physical deterioration of the basic production assets makes 50–80 %. Made duly бумаготворчества Strategy paints on tens pages that it is necessary to make, create and construct, what risks should be considered at its realisation. However, except words, real efforts on position correction it is not looked through. The section about the financing sources, occupying is less pages, gives the most general information on current support of branches and comes to an end with following two lines: financial resources for realisation of positions of Strategy will develop of means of private investors and credits of banks. That is the government withdraws from the duties on a reorganisation of an economy or (at the best) intends to be limited to councils. Having noticed in the beginning that in food and process industry privatisation process is completely complete, it, probably, has decided to count that the complex will survive at the expense of own forces. This strange circumstance – budget nonparticipation in a food chain – has been noted in a Russian press ("Kommersant" see from 03.05.12). Further we will pay attention to following figures. The index of manufacture of foodstuff in 2000-2007 on the average made 106–107 % (for 2010 – 105,4 %). In 2020 manufacture of foodstuff should increase in 1,4 times at mid-annual rate of a gain of 3,5-5 % to level of 2010. If this data is comparable, there is a question: how the authorities plan to solve the listed problems (updating of capacities, competitiveness increase, импортозамещение, etc.) at decrease in branch dynamics, so far as they have not solved them under more favorable conditions?

All (all!) measures on lifting of economy bypassing priority development of a consumer sector by and large are useless. It is the sad fact of our economic history after 1917. No policy can rise over objective laws. Shifted on economy, they demand initial satisfaction of basic needs of the main productive force, labour. It is the base and while the given property of economy will not be understood, deciding shift in population life will not be.

The policy recommended by us would be favourable also to the government. It can and make further capital mistakes in other directions, suppose any expenditure for rather disputable projects, undersign for powerlessness in fight against corruption. But progress of national well-being on the basis of own manufacture will create powerful safety factor in an economy and a society.

Nikolay Petrovich Shmelev - the academician, the director of Institute of Europe of the Russian Academy of Sciences; Valentine Petrovich Fedorov - the corresponding member of the Russian Academy of Sciences, the deputy director of Institute of Europe of the Russian Academy of Sciences, the ex-governor of Sakhalin.