Defining Your Audience: A Step-by-Step Guide to Creating Buyer Personas

The best communication begins with understanding what makes your prospects tick. If you don’t do this, the rest of your marketing doesn’t much matter. This white paper from an industry leader in online demand management lays out tried-and-true insights into audience identification and segmenting. It covers a step-by-step guide on how to: Uncover the key attributes of your most valuable customers Create buyer personas to help focus your marketing efforts on finding more of them Avoid wasting valuable resources on messages that won’t work Request Free!

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Defining Your Audience: A Step-by-Step Guide to Creating Buyer Personas

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Search Engine Optimisation UK

Links are what seem to make the internet go ‘round and they certainly make it quick and easy to get from one page to another, or follow up on some background information on offer. However, when it comes to optimising your website and ranking well with major search engines like Google you will benefit from knowing as much as possible about the different links you can incorporate into your website’s design, and what each one can achieve.

The two main types of links your website should have to ensure its search engine optimisation, are one way links and reciprocal links.

One way links are exactly what they sound like, a link which is only a one way street, but the direction of that linking street is what is important to your website’s optimisation success, when all roads lead to your site. While one way links seem to be going against the grain of the interconnected nature of the internet, this sort of link building can actually be highly beneficial if you can achieve it in the first place.

However, the reason why one way links are so beneficial is actually the same reason they can be so hard to secure – having one way links, coming into your website means that your site is somewhere worth being, and therefore somewhere worth linking to. This is what search engines like to see as they only want to rank sites well which will be helpful to their searchers and if numerous other web users have deemed your site useful enough to link to, then the search engine gives this a lot of weight when determining your ranking.

To achieve one way links to your website though, you have to put in the hard work as there are no shortcuts to make users think your website is useful and informative when it isn’t. But it’s not impossible, as a dedicated SEO expert should be able to help your website reap the benefits of one way links.

Reciprocal links to your website however, are those which you actively seek from other websites, in return for your site linking back to theirs too. In reciprocating links to and from your own website, you are actively choosing to be associated with these other sites. This is why reciprocal links can actually sometimes do more harm than good to your site, because quality – as always – is more important than quantity.

This means that the websites you reciprocate links with must be relevant to your own website, company, business and online presence as while linking between sites is seen as a good thing by most search engines, this is only true if it is helpful to your website visitors. Reciprocating links with websites similar to your own will mean that the sites you link to will be just as helpful and relevant to your visitors as your own site, therefore in recommending your site to search engine users by awarding it a high ranking, the search engine knows there is plenty of useful, helpful and relevant information there for its searchers.

Building links into, and into and out of your website can help you move steadily up the most popular search engine rankings for your keywords. However, if overused or used incorrectly, link building can actually have the opposite effect, so now that you know the benefits of increasing your link popularity, seek out expert SEO advice on how to make links work for your site.

Search Engine Optimisation is a UK based company dedicated to getting your business into the top results on all the major search engines and keeping you there. At Search Engine Optimisation we can work with you to improve and optimise your existing website design, or offer you a leasing package on one of our established websites, already fully optimised and continually updated with new content and fresh designs. Regardless of your industry, the size or nature of your business or where you operate Search Engine Optimisation is committed to building and maintaining your online presence.

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Tech Awards Circle Silver Winner: Asankya

Tech Awards Circle celebrates the products, services, vendors and individuals making a difference in the industry today. The winners represent a broad range of achievements, from hardware to software to services in consumer/SOHO, SMB, midrange, and enterprise markets. Gold, silver and bronze awards were given out in each category.

Asankya, a leading provider of high-performance for a new generation of Internet applications that need high throughput, security and two-way delivery, has been selected as a winner of the Tech Awards Circle, taking Silver in the Enterprise Service category.  Winners were selected by an independent circle of publication reviewers/journalists from nominations based on a broad range of achievements – from product and technology innovations to talented executive leadership and engineering innovators.

“Despite overwhelmingly strong competition, Asankya exhibited true industry excellence to be recognized among the top of the Tech Awards Circle,” said Kevin Anderson, awards program coordinator. “Our judges were pleased at the level of submissions from all the vendors entering this year’s competition, so to be named a winner of this prestigious award is a testament to the quality and innovation unrivaled in the high tech community.  We wish Asankya continued success and look forward to them defending their title during the next awards period.”

According to Asankya CEO, Scott Ryan, “Asankya take pride in enabling the secure delivery of mission-critical applications in the cloud for enterprises, SaaS providers and agencies of the Federal government, and we are pleased to be recognized for our technology advancement and innovation.”

About Asankya’s Award-Winning RAPIDnet Application Enabling Network

Asankya’s RAPIDnet is the premier Application Enabling Network for the high-speed delivery of secure Internet applications. The breakthrough Asankya RAPID Protocol uses multiple pathways across the Internet to deliver large improvements in throughput and consistency while maintaining the security and availability that enterprise applications require. This enables Asankya’s customers to take advantage of public cloud economics while preserving the security and speed benefits of private networks.

Asankya’s RAPIDnet is the only application delivery service that accelerates encrypted traffic, optimizes bi-directionally, and improves the performance of both TCP- and UDP-based applications. The RAPID Protocol, the cornerstone of Asankya’s RAPIDnet, is a breakthrough parallel networking technology that increases throughput across the Internet by using multiple pathways, solves transport inefficiencies inherent in TCP, and reduces network load by removing duplicate packets. The research leading to RAPID was initially funded by the National Science Foundation, developed at the Georgia Institute of Technology, and first utilized by the U.S. Intelligence Community.

About Tech Awards Circle

Tech Awards Circle was established this year to truly honor the ‘best of the best’ in technology. Tech Awards Circle is not affiliated with an analyst firm or a media company, both of which are directly supported by tech vendors through consulting relationships or advertising sales, so it is uniquely unbiased and immune to conflicts of interest. Entries are judged by an independent circle of journalists, including product reviewers, each with at least a decade of experience covering technology from consumer electronics to enterprise-class computing. To prevent these judges from being unduly influenced by vendors, they have agreed to remain anonymous. For more information or to be added to the mailing list please visit www.techawardscircle.com.

About Asankya (www.asankya.com)

Asankya enables high-performance for the new generation of Internet applications that need high throughput, security and two-way delivery. The company’s RAPIDnet Application Enabling Network is utilized by leading SaaS companies, cloud storage providers, private enterprise cloud users and key government entities. Asankya is venture-backed by Veritas Venture Partners, In-Q-Tel, Seraph Group, Georgia Research Alliance and Ridgewood Advisors. Asankya is headquartered in Atlanta, Georgia.

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History of the Shovelhead Engine

There is no bike on the road that looks like a Harley-Davidson. Over the manufacturer’s century-long history, the look of the Harley has changed and the true enthusiast can tell the year of a bike at a glance. One of the most obvious clues is the distinctive Harley engine.

For twenty years, Harleys got their look from the Shovelhead engine, the engine that many people even today automatically associate with the bike.

The End of the Panhead

In the mid 1960s, Harley Davidson motorcycles used the Panhead engine, so called because of the shape of the rocker covers. As the bikes got heavier they required engines with more power than the Panhead could deliver. In 1966, Harley introduced the next evolution of this engine design.

This new engine, like its predecessor, got its name from the shape of the rocker covers. The covers were shaped like coal shovels and these shovelhead parts inspired the Shovelhead engine’s name.

The Shovelhead had more powerful cylinders and pistons and was meant to provide stronger acceleration to meet the demands of bikers of the day.

The engine had its drawbacks. It was more powerful but also heavier so didn’t give as much power as had been hoped. That weight also affected the bike’s steering and could cause it to weave at top speeds.

Some of these shortcomings were because it had not originally been designed as a motorcycle engine. It was supposed to be used in an outboard motor but engineers discovered that it didn’t work well in humid environments, which is rather a significant drawback for a marine engine.

The Shovelhead Era

Although the Shovelhead was not perfect, it still provided a lot of power for the new generation of bikes.

Harley continued to improve the engine throughout its life. In the 1970s there were a number of changes made to the design of Shovelhead parts that resolved many consumer complaints about its performance.

However, the engine never became what bikers wanted it to be. Some of the reasons for this were government regulations that came out of the energy crisis of the 1970s. Harley was limited as to how much power they could give the engine.

One real improvement in Shovelhead parts was the FLH Electra-Glide Package, also known as the Police Option. Although this option made the bike harder for the amateur to maneuver, a skilled rider could get more power and speed.

The End of the Shovelhead

Despite Harley’s efforts, this engine struggled to keep pace with the innovations that were sweeping the industry. Shovelhead parts such as oil management systems were considered archaic when compared to other engines and the machine fell out of favor.

Harley stopped producing the engine in 1984, although manufacturers still make custom engines in the same style. The Shovelhead was replaced by the Evolution engine that Harleys still use today.

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Car Maintenance A Must In Economic Recession

Rising economic gloom in every industry has made a great impact on the consumers pocket. Talking about auto industry – ‘buying of a new car‘ today has become a dream that would take some time before it comes true. In such a deploring situation, it is better to keep your old car function smoothly. And its true that if you take proper care of your old car, it will deliver more than the desired output. Few important car care tips that would surely take your car in the long run. Just note down these maintenance tips for old car.



Car Maintenance

Most Important – Avoid Rash Driving – Love your vehicle as you love the sophisticated & antique showpieces of your living area. If you drive carefully, you have fair chance of saving your car from any kind of breakdowns.



Go for Routine Maintenance – Its better to spend few dollars every fortnight than to waste thousands of dollars on complete car repair. A closer look at automotive parts and keeping eyes & ears open will help you identify any upcoming problems.

Interior As Well As Exterior Maintenance – One always thinks that it is important to maintain the exterior of vehicle and do not pay attention to the interiors. But friends, you must realize that both the interior and exterior of any vehicle needs equal attention. Ensure that you take care of your car’s interior accessories so that every time you drive, you have a fresh & new feeling.

Brakes As Well As Engine Maintenance – This is one the best way to keep your car functioning properly. Take proper care of your automotive braking system and car’s engine to ensure that your old car doesn’t brake down.

Proper Checks of Automotive Fluids – Keeping a check on the engine fluids or steering fluids always helps. Get the fluids checked after regular interval.



Windshield & Window Glass Maintenance – Obviously, this tip comes under exterior maintenance. But, I guess, it needs special mention. Most of us neglect the windshield or just wipe it off once. Such a cleaning does not even clean the dust & dirt, infact leaves stains.

These were just a few reminders to let your old car function smoothly. Trust me, if you maintain your car, it won’t be necessary to buy a new vehicle when in the midst of economic crisis. Save some money now and you will definitely do so by not spending money on buying a vehicle.

Read 101 Car Maintenance Tips that are easy as well as wont cost you much.

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What is Automotive Design and Engineering and Why is it so Important in Todays Wold?

Aaron Lucas

Ashlyn C Williams

1101-001

12/10/08

What is Automotive Design and Engineering?

The art of designing a car or a truck is nothing short of a miracle.  In this piece I am looking at personal motor vehicles, those that are made with both form and function in mind.  This, to some people, is a very daunting task.  The amount of perfection that people demand in today’s market is almost unfair but somehow all of the engineers and designers can keep up.  People want a vehicle that can reach at least one hundred and thirty miles an hour, zero wind noise, twenty five miles to the gallon minimum, and a sleek attractive body to top it all off.  All the engineers and designers are the people with the amazing minds that create these amazing pieces of art.  What they do is what I want in this piece.  (Fujimoto, 3-24)

            To understand the reason for this paper, you need to know a little bit more about me.  I know this is unconventional but it’s the only way that this paper will make any sense as to why some one would ever want to investigate such a vast field.  Also, why stick to convention if you really want to live.  I am a first year mechanical engineering student at UNC Charlotte.  After I get my bachelors degree in mechanical engineering I hope to get masters in business administration.  With all this work I hope to become the head of automotive design for any car company.  (GM Announces, par.1)

            There is a distinct difference between designers and engineers.  The designers are the people that draw the fancy little pictures of what everyone wants a car to be; big wheels, big engines, and radical lines that could never be made on mass scale for consumer consumption (with today’s technology).  The engineers are the people that take that design and make it doable.  In short the designers are Van Gogh and engineers are Leonardo De Vinci.  Meaning that even though what the designers create is beautiful and simply amazing it has no real purpose and can’t be produced or even function on a custom scale.  Engineers make beautiful things that work like so many of Leonardo De Vinci’s inventions.  (Bob Boniface, par.7)

            There are many aspects of designing a vehicle and designers do play a major part in some of them, mainly in the ascetic aspects of it.  Two of the areas that they have the most say in are the exterior and interior of the car.  But both have to fit the engineer’s numbers for tolerances and so forth.  With the Exterior there are three things that have to be heavily considered besides the obvious safety of passengers and pedestrians and that is aerodynamics, ergonomics, and styling.  Aerodynamics is a highly refined science that vies for position with the other key vehicle design considerations, styling and ergonomics.  (Fujimoto, 223-230)

Early aerodynamics started as more of an art then a science.  Fish were one of the first things to really inspire an aero dynamic design. This is also were the “teardrop” approach evolved from.  But most of the early developments were based on trial and error.  Today there are definite basic principals that every designer and engineer follow to create an aerodynamically efficient vehicle.  Some of the basics are that the underbody should be as smooth as possible.  There should be no sharp angles and the front windscreen should be raked as much as possible.  The front end should start at a low stagnation line and curve up in a continuous line.  That is just a taste of the basic principals but the general idea is to make everything line and contour flow as best it can.  The more interruptions the more drag so if things like door handles and mirrors can flow better or even disappear then designers will jump on it.  (Car Design Online, Aerodynamics, par.1-2)

The interior, unlike aerodynamics, has relatively few things to be held back by.  An interior number one has to fit inside the body of the car and safely hold the passengers in their seats with seat belts and in case of a crash airbags to further protect them.  After that budget and ergonomics are the biggest things that a designer has to worry about.  With an endless list of materials to choose from all with different properties this is one of the biggest factors in designing an interior.  Also one needs to consider how many people can comfortably be sat in the space given.  But ergonomics is not to be forgotten.  People vary dramatically in size and proportion around the world.  And standardizing the production process is the biggest factor of keeping the cost of cars down.  So the main parts of the passenger’s arrangement are adjustable, today more than ever.  Today’s seats can adjust in at least 6 different ways and the streering wheels are no longer just tilting but telescoping as well.  This is were the wheel doesn’t just go up and down like it has but can move in and out to allow the steering wheel to be set to your specific wants.  But things like the gauges and stereo controls are not adjustable in production cars.  In some concept cars they are experimenting with adjustable gauges that would adjust with your height that would be read by a sensor near the sun visor. (Car Design Online, Ergonomics, par. 2-3)

For Engineers there job in creating this vehicle are all the parts that one can’t see but are crucial for the car to work, things such as the engine and transmission.  The engine of the car is an infinitely complex piece of engineering.  Today’s cars, normally, use one of three engines, piston with gas, piston with diesel, or the rotary engine.  The two piston engines are almost exactly the same except for how they combust their fuel.  Gas engines use spark plugs while diesel engines use pure pressure to cause spontaneous combustion.  Though some will use glow plugs (heating element) to help the process along.  Both of these engines have many moving parts that have to work in perfect unison for it to do what it has to do.  Things like springs, belts and pumps can break at any time.  That’s where the rotary motor comes in.  Also known as the Wankel engine after its creator Felix Wankel.  It has an oval like housing with a rounded triangle or epitrochoid shape inside it that rotates around the oval.  It has vastly less moving parts and so is both smaller and lighter.  But it has its disadvantages as well.  While it is more reliable in the short run it wears out much faster then a piston engine and is not as efficient as a piston engine.  So the largest automobile use for this type of engine is for racing but the automobile maker Mazda still has a major investment in personal vehicles with rotary engines.  (Fujimoto, 85-88)

Another unseen component that plays a major part in a vehicles success is the chaise and suspension.  For both there are acceptable variations depending on the application.  The differences for both are directly related.  The Stiffer either the suspension or chaise is the better the vehicle will handle but the worse the ride of the car will feel.  This is because vibrations travel through solids much better then non-solids.  When you have a softer suspension and chaise then the ride will be very comfortable but the body of the car will roll and this shifting weight will throw the handling of the car right out the window.  All of these things are variables that an engineer has to consider when working with the designer to make a great vehicle.  (Fujimoto, 99-105)

To get in this industry where perfection is demanded is not an easy task either.  For the engineers there is a lot of school time involved.  Some have compared getting an engineering degree to pre med for doctors.  With the countless amount of math classes that one has to take just to get his bachelors.  The natural talent that is needed to become an engineer is usually apparent.  Though it is not needed it is usually only those that posses it that make it through all the schooling to a great job.  Most engineers are at least good at math but one of the dead give a ways is the undying need to know how things work.  And to get up to the higher levels of the corporate engineer, like any other job not much helps more then having some good connections.  (GM Announces, par. 2)

With designers it takes a bit less schooling but a lot more natural talent.  The drawings that they have to do for their original design are phenomenal and are almost identical to the end product and have to be.  One example is Bob Boniface he started off his career as an accountant with a Bachelor of Arts degree in psychology and economics from Vanderbilt.  But drew cars in the evenings.  He was eventually talked back into going back to school to College of Creative Studies in Detroit, Michigan and graduated with a bachelor of fine arts. He started at Daimler Chrysler but is now with GM working with Chevrolet concept vehicles.  (Bob Bonifice, par. 1-5)

Another successful designer that I would like to mention, to get an idea of what it takes to become a designer, is Bryan Nesbitt.  His father took him to the campus of the Art Center College of Design in Pasadena, California when he was 12 because he said that he could see his talent.  After studying architecture and industrial design at Georgia Institute of Technology he went to the school that his father took him to and graduated with a Bachelor of Science degree in industrial design.  He also interned at Daimler Chrysler and was later hired by them in 1994 and designed them the PT Cruiser.  In April 2001 he joined General Motors as Chief Designer for Chevrolet. In January 2002, he was appointed Executive Director, Design, Body-Frame Integral Architectures, for all of GM’s North American Brands.  Then in February 2004 was named Executive director of GM Europe Design.  Which means that he is responsible for all Opel, Saab, and Vauxhall design activities.  So as you can see it takes some schooling but a lot of talent.  (Bryan Nesbit, par. 1-10)

When personal motor vehicles first came along back with Henry Ford and others the only way to plan out the design was to draw it out.  There have been many innovations since then.  Some low tech and others mind bogglingly high tech.  One thing that a lot of designers do today well before production is make clay models.  There are several stages to producing a clay model.  First, the scale of the model is determined by using drawings and sketches.  They then make a rig based on these dimensions and they will scale it to be either smaller then the actual size or to the exact actual size of the vehicle.  They put the clay on the form that is part of the rig, a foam core to reduce the amount of the expensive and heavy clay that they have to use.  When it comes to shaping it there used to be only one way to go about it.  That was by hand, manually carving out the model using system of 10-lines. These are the reference points that they use to transfer from the drawings to the model.  From there the designers can either strictly follow their drawings or use templates or they can begin to experiment and develop the form freely.  That’s the beauty of using clay; it can always be reworked and adjusted in tangible form.  (Car Design Online, Modeling, par. 1-3)

In today’s technological world laboring over the clay for weeks is unnecessary.  With today’s technology most of the designing can be done on computers with CAD.  CAD stands for ‘Computer Aided Design.’  These designs done on the computer can give you automatic measurements and can be sent to machines that can recreate them with no manual work.  This technology has even brought clay modeling forward.  Instead of the designers having to carve the entire clay model them selves taking weeks a machine can give the rough out line and then designers can come back and prefect it and change it all they want.  And with the giant leaps with materials they don’t even have to use clay any more to make large three-dimensional models.  After the designers are happy with what the have done in CAD and have made any changes to a clay model and then put that new information into the computer they can make a machine mill down a block of high density foam into a exact replica of the vehicle.  (Car Design Online, Modeling, par. 4)

The Future of design most defiantly lies in computers.  The things we see in the movies are not that far off.  For those who have seen the new movie “Iron man” (2008) when you see him using holograms to make his suit and move it around before he produced it that is a example of were the industry could be in a couple years (Paramount Pictures).  If we ever do reach that point then we may not need to use materials at all before production.  But it’s going to be hard to replace the ability to truly feel what you are working on (Car Design Online, Modeling, par. 4-5).

All of these major tasks have to be completed before a vehicle can even be considered for production.  The way that this paper was worded might have let on that there are only a few people that work on a vehicle at a time but in reality there are full teams of engineers and designers that all have to work one vehicle.  And even with these large teams creating an entirely new vehicle can take years.  And to become one of these few it takes much more then just schooling or talent, it takes determination and patience.  As it does to create one of these works of art.  (Car Body Design, Manufacturing Processes, par. 1-3)

The true importance of this has come painfully apparent over the last couple of months.  The big three of Detroit, General Motors, Ford, and Chrysler, are begging congress to bail them out of their swift fall from being a big as they once were.  This is a perfect example of the free market system; the company with the better product started small but found its way on top of the former big dogs.  I am of course talking about the two big boys from Japan, Toyota and Honda who are now on top of all of Detroit’s big three.  (Fitzgibbons, Patrick, par. 1-2)

There are some very distinct reasons for this.  One of the biggest ones is the rise in energy costs.  The Japanese cars more often then not are more efficient on gas then the American cars.  Also Japan was the first to really capitalize on the Hybrid cars, leaving America to play catch up with their well-established models.  Another big factor was the sub-par quality that was produced back in the 80’s.  The Japanese cars would last a good ten years if you kept the general maintenance up but American cars were falling apart left and right.  (Webster, Larry, par. 2, 5)

That is where I thought that the designers and engineers should have stepped in and made sure that the products that these companies were putting out were any good.  Because now, even though the quality of these cars has stepped up they still carry around the label that their cars are low quality, “Perception trails reality.”  (Webster, Larry, par. 5) For years the Japanese have been making a better product and now the big three are paying for it.  And now they are going to have to do something big to come back to the status that they used to hold, if they can at all.  (Fitzgibbons, Patrick, par. 35)

Aaron Lucas

Ashlyn C Williams

1101-001

12/10/08

Work Cited Page

·      Fujimoto, Takahiro. The Evolution of a Manufacturing System at Toyota. Oxford, NY: Oxford University Press, 1999.

·      “Bob Boniface.” Car Body Design: Automotive Design & Engineering, 24 September 2008.

·      “Bryan Nesbit.” Car Body Design: Automotive Design & Engineering, 6 March 2007.

·      “GM Announces Design Executive Appointments.” Car Body Design: Automotive Design & Engineering, 2 May 2007.

·      Car Design Online: Dedicated to Automotive Design Information, 23 October 2008.

·      Fitzgibbons, Patrick.  “U.S. auto execs plead for Congress to fund bailout.” Reuters, 18 Nov. 2008

·      Webster, Larry.  “GM in Crisis-5 Reasons Why America’s Largest Car Company Teeters on the Edge.”  Popular Mechanics, 18 Nov. 2008



By: Aaron Lucas

About the Author:

I am a first year student at UNC Charlotte



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