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Western North Carolina, Tropical Storm Helene, and Small Business Recovery, Part II: RISK MITIGATION

Image Credit: 🔗Risk Mitigation by Shane Howard

Welcome back to the professional student! Last week, I shared my experience living through Tropical Storm Helene in Western North Carolina and offered some insights into small business recovery from a community and economic development perspective.

When disaster strikes, small business owners have limited options:

  1. Rely on insurance (if you have it) to cover some losses.
  2. Seek small business recovery grants.
  3. Dip into personal savings.
  4. Borrow money from family or friends.
  5. Fundraise
  6. Take out a loan.
  7. Close up shop.

After speaking with several small business owners, I’ve noticed a common misconception: Many believe that state or federal aid will step in to save them at the same level as public entities. That simply isn’t the case. Here’s why:

As a small business owner, you are a private entity. Being a private entity means assuming 100% of the risk of operating your business.

While state and federal governments may allocate funds for small business recovery, those funds are limited and not guaranteed. Relying on them as your primary safety net is a mistake.

Risk Mitigation: Your Responsibility

Owning a business isn’t just about selling a product or service—it’s about managing risk to ensure long-term resilience.

Let me be crystal clear: As a small business owner, YOU assume 100% of the risk. Say it out loud. Repeat it until it sticks—before you even consider opening a business.

So, what is risk mitigation? In simple terms, it’s the process of reducing threats to your business and safeguarding its future. Effective risk mitigation means putting controls in place to minimize the impact of unforeseen events.

Your goal should be to reduce that 100% risk as much as possible. For example, a restaurant owner minimizes legal risk by adding a disclaimer to their menu about the dangers of consuming raw or undercooked food. If a customer insists on eating a nearly raw steak and gets sick, that disclaimer helps protect the business. Another key risk mitigation strategy is handling and storing perishable food properly to prevent foodborne illnesses. That is risk mitigation—taking proactive steps to prevent disaster.

Want to learn more about risk mitigation strategies? Click the link below:
🔗 Four Types of Risk Mitigation

The First Line of Defense: Insurance

I recently spoke with a business owner who lost critical equipment due to flooding. Desperate for solutions, they asked for help. My first question: “Have you filed an insurance claim?”

To my shock, they had no commercial insurance.

After digging deeper, I discovered North Carolina doesn’t require all business owners to carry commercial insurance. While that may be legal, it’s also a massive risk.

Would you drive a car without insurance? Some people might, but the smart answer is no. The same applies to running a business.

If you cannot afford to protect yourself, your employees, and your assets with a commercial insurance policy, you have no business opening a business. Say it again:

👉 I HAVE NO BUSINESS OPENING A BUSINESS IF I CAN’T PAY FOR A COMMERCIAL INSURANCE POLICY TO PROTECT MYSELF, MY EMPLOYEES, AND MY ASSETS.

It’s that simple. Risk management isn’t optional—it’s essential.

Insurance is a basic first line of defense. Stay tuned for part III when I dive even deeper into steps business owners can take to mitigate risk!

Thanks for stopping by The Professional Student. Don’t forget to like, share, and comment!

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Final Thoughts: Americana A 400-Year History of American Capitalism by Bhu Srinivasan

Welcome back to The Professional Student! Today, I would like to take some time just to reflect on the previous 6 blogs. I don’t think I knew what I was getting into with the book I chose to do my reflection posts on, but I am a history fan.

History is one of those things that I love to study, especially food history. Many major brands still in existence can be traced back to the early 1900s when food manufacturing was starting to take off. Henry Ford pioneered the assembly line and the McDonald brothers were able to take what Ford did and apply it to their fast food model after they got out of the bbq business and switched over to what we know them for; burgers. McDonald’s still makes fast food, but in actuality, they’re a real estate firm. Franchisees might own the business, but corporate owns the land.

Wars are another area that I enjoy studying, having served myself and having a father (Vietnam), a grandfather (WWII), and a great-grandfather (WWI) who served. More recently, my nephew became a Marine about a year ago, so there is a family history of military service. Aside from the historical significance of historic wars, they cost money and they can make money. I can speak from my own personal experience having been in charge of running food service operations at smaller bases with about 150 personal eating three meals a day plus drinks, snacks, water, produce, etc., the cost is astronomical. I easily spent $15,000 to $25,000+ per week on food orders. Fast forward a full year and that number can reach or exceed $1,000,000.

Reading Americana, A 400-Year History of American Capitalism made me look at everything historically I already knew from a different perspective; the perspective of the dollar. Pilgrims made the journey over on The Mayflower chartered by The Virginia Company seeking religious freedom, which they got in exchange for 7 years of service loading ships up with goods to be sold for profit in Great Britain. Unfortunately for the Virginia Company, there were not able to stay in business to ever reap any fruits of their labor.

What is bad for one company is good for another, and the pilgrims were able to capitalize on tobacco and cotton, among other things, to turn a profit. So, while religious freedom might be the first founding principle of The United States, capitalism comes in for a strong second.

With that being said, no system is perfect. Is it capitalism to blame, the government, consumerism, or the tax code? Or, is it the devil in people that gets the best of us when blinded by prospects of amassing huge fortunes and wealth? Perhaps a combination of all. At the end of the day, money must be spent to make more. You can’t take it with you and a person only needs so much.

I will let you think about capitalism and what it means to you and end here. What is the future of the United States? Will the wealth gap keep getting larger? Will the American Dream disappear? Will we uplift each other as a society, or let those who can’t swim sink and drown? Will equality be achieved for everyone in the land of the free. Free until you don’t pay your income taxes, of course. Free so that the money you’re left with after taxes can continually get taxed over and over again until there is nothing left but fat pockets for some and empty pockets for others.

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Wrapping Things Up: Americana A 400-Year History of American Capitalism by Bhu Srinivasan

Welcome back to The Professional Student, and thanks for stopping by to check out my book review! Reaching the end has been a long journey, but we are almost there.


During my last post, I left with baby boomers and a booming economy, but those were not the only things booming! The middle class was also booming, and television became the center of American homes. Families expanded, the population grew, and the need for affordable housing increased suburban growth. For many, living in the suburbs is the American Dream, as owning a home becomes a reality that gives families an opportunity for a better quality of life.


It is interesting to think about this booming time of economic prosperity and the vision of the American Dream as it has disappeared from America. It may not have disappeared, but it has become challenging to achieve. Look to France for reference on their full-time structure. We can do better.


Is it a dream if you’re a slave to corporate America and have zero time to enjoy your home in the suburbs? Is it a dream when you work yourself to death from physical and mental exhaustion? Is it a dream when you miss your children growing up? Is it a dream to dig yourself into debt to achieve higher education and receive medical care? What is the new “American Dream?” Home prices have doubled in my neighborhood since 2020. I couldn’t afford to buy another house if I had to move. That’s the reality of the American Dream, but I’ll count my blessings every day and am thankful for everything, but what about those who will never experience the American Dream? Do they get left behind to sink or swim? There must be a better way to lift everyone and make the American Dream achievable.


I’ve digressed, but I needed to say that: back to the book. Wars are not over, and following the invention of nuclear weapons, they set in motion an arms race as other nations wanted to achieve the same technology. Que The Cold War, communism, and the space race! As I’ve mentioned, a lot can come out of wars. Though The Cold War wasn’t a war in the traditional sense, it was a time of extreme tension with the looming possibility of nuclear war between the United States and the Soviet Union and their respective allies from 1947 through 1991 until the fall of the Soviet Union.


Other wars followed suit after World War II that I don’t entirely need to get into, such as the Korean War, Vietnam, the Gulf War, and, in the near future, Operation Iraqi Freedom and Operation Enduring Freedom (Afghanistan). Are you seeing the trend here? America goes to war on what appears to be a regular basis, but as I’ve mentioned, wars cost money and make money. Capitalism.


In the meantime, the United States and Russia were also competing to get the first man on the moon in 1969 when Neil Armstrong stepped out to walk on the moon. Thinking about space now and Elon Musk’s Space X vision to make space travel affordable and environmentally friendly so that humans can become a multi-planetary species doesn’t seem too far off with how fast technology advances and progresses, maybe not in our lifetime, but certainly in the next.


The 60s and 70s were a wild time for civil rights and social change that focused on racial equality and justice, and I think about it. I think about all the pot smoking and LSD people were dropping. I think about everything that has happened, and here we are, 54 years into the future from 1970, and we are still struggling with racial equality and justice in America. At some point, white people will be the minority in America. The “majority-minority” point arrives around 2050 when minority groups comprise 47% of the population (U.S. Department of Commerce, 1999). Will America truly achieve racial equality and justice by that point? I hope so. I’ll be 66, and I’m looking forward to it.


America isn’t done giving birth to technology and innovation. That could be further from the truth, despite her shortfalls with the rise of Silicon Valley. The birth of the internet, Apple, Microsoft, Atari, Oracle, Adobe, Sun Microsystems, and Cisco (Morrison, 2023).


The Industrial Revolution allowed the United States to become a national economy. The rise of Silicon Valley paved the path for the current global economy. As Silicon Valley rose to fame, scandal riddled the nation with Nixon and Watergate. Following Nixon, a few more presidents got elected (Ford, Carter), but let’s talk about Ronald Reagan moving forward.


“Reaganomics” policies focused on cutting taxes, deregulation, and decreasing the role of government in the United States economy. Reagan’s thoughts? Free-market policies equate to innovation and growth. Did it work? There was an economic boom in the 80s, so in the long run, yes, and the effects of Reaganomics still shape capitalism.


The 90s were a transformative time. I learned to type when I was 6 in kindergarten. There was a computer room with old (now) floppy disk Apple computers, and the teacher would tape paper on the keyboard to cover our hands. I have many fond memories of playing The Oregon Trail! More and more homes were getting internet access thanks to dial-up AOL or America On-Line. It was slow but worth the wait, and we didn’t know better. Technology evolves continuously and gets smaller and faster. Our phones are full-blown computer desktop computers in our hands, and the price reflects as such. All these things: television, space travel, nuclear weapons, civil rights, the rise of technology, Reagan, and now Amazon, Tesla, Space X, and Apple are all names I think of to describe just how innovation and capitalism have driven the significant technological advancements in our country.


Is capitalism a double-edged sword? On the one hand, many great things have been created thanks to capitalism, but on the other, does it simply represent the interests of the top 1% while slashing down middle and lower-class citizens, furthering the wealth gap and creating more inequalities? Money must go into the economy to stimulate the economy, and that only happens if people are spending. I’ll end on that note and let you think deeply about capitalism and what it means to you.

References

Morrison, S. (2023). The story of Silicon Valley- How it began, how it boomed, and where its headed. Power and Beyond. https://www.power-and-beyond.com/the-story-of-silicon-valley-how-it-began-how-it-boomed-and-where-its-headed-a-9836fd8f0adf6d3535810e709d99fec3/#:~:text=During%20the%201970s%20and%20the,massive%20influx%20of%20venture%20capital.

Srinivasan, B. (2018). Americana: A 400-year history of American capitalism. Penguin Press.

U.S. Department of Commerce. (1999) Minority Population Growth: 1995 to 2050. Minority Business Development Agency. https://www.mbda.gov/sites/default/files/migrated/files-attachments/MinorityPopulationGrowth1995to2050.pdf

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The Professional Student: Porter’s Value Chain Analysis, Subway Sandwiches

Welcome back to The Professional Student! In continuing with the theme of examining Subway Sandwiches, graduate students at Western Carolina University were challenged to create a value chain analysis.

Please enjoy my presentation on YouTube, and as always, don’t forget to comment. Thanks for stopping by. I appreciate and value everyone’s feedback and support! 

References

How can we help?. Franchising FAQs. (n.d.). https://www.subway.com/en-ge/ownafranchise/franchisingfaqs?ak_r=3af03b25-0373-47e0-aae4-48e5a019c494#a12

How does training work | Subway | indeed.com. (n.d.-a). https://www.indeed.com/cmp/Subway/faq/how-does-training-work?quid=1cfarq6dq5j58fr4

Jurevicius, O. (2024, March 19). Subway SWOT analysis 2023 – SM insight. Strategic Management Insight. https://strategicmanagementinsight.com/swot-analyses/subway-swot-analysis/#:~:text=High%20employee%20turnover.,to%20overall%20costs%20of%20Subway.

Karthikeyan, A. (2023, May 4). Subway’s marketing strategies: Fresh Thinking, fresh eating. StartupTalky. https://startuptalky.com/marketing-strategies-of-subway/ 

McMahon, C. (2024, February 26). What is the average income of a subway restaurant franchise owner?. StartupNation. https://startupnation.com/start-your-business/whats-the-average-income-of-a-subway-restaurant-franchise-owner/#:~:text=Some%20said%20franchisees%20should%20expect,%24150%2C000%20a%20year%20or%20more.

Our commitment. (n.d.). https://www.subway.com/en-ge/aboutus/socialresponsibility/ouroverallcommitment 

Peterson, H. (n.d.). Subway is one of the cheapest restaurant chains to open – here’s a breakdown of all the costs. Business Insider. https://www.businessinsider.com/what-it-costs-to-open-a-subway-2015-3 

Schroeder, E. (2022, June 1). Subway focuses on franchise development strategy. Baking Business. https://www.bakingbusiness.com/articles/56499-subway-focuses-on-franchise-development-strategy

Subway management salary in North Carolina – ziprecruiter. (n.d.-b). https://www.ziprecruiter.com/Salaries/Subway-Management-Salary–in-North-Carolina

What is a value chain analysis? 3 steps: HBS Online. Business Insights Blog. (2020, December 3). https://online.hbs.edu/blog/post/what-is-value-chain-analysis 

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The Professional Student: “Greatest Marking Campaigns” Outdoor Advertisements

Hello, and welcome back to the Professional Student! This week, I’ll be examining outdoor advertisements. Not to be confused with advertisements for the outdoors, outdoor advertisements are those that are outdoors, like a billboard.

I always like to start out by listing the criteria for the analysis, just in case you’re new here!

The deliverables are composed of 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement?

1. The Marlboro Man Billboard

I wanted to start this off with something I remember seeing constantly as a child: cigarette advertisements on billboards (which are now banned as of 1999). A link to the advertisement is below. Marlboro is owned by Philip Morris USA.

https://calisphere.org/item/7b50e39fca2b1b4a1df28e26efdc11c2

For me, seeing the Marlboro Man is iconic, as he was an icon in his own right. The billboard features the Marlboro Man on a horse in a blue denim shirt, tan jeans, a cowboy hat, gloves, and a rope for rounding up animals. He has a cigarette hanging out of his mouth and faces in a side view profile. It brings back memories of seeing these advertisements everywhere as a child. My first thought was that I couldn’t imagine how difficult it would be to smoke and ride a horse while rounding up animals, but hey, it’s the Marlboro Man. Aside from Chuck Norris, he can do anything! He is a rugged, manly man who smokes red, so if you’re a rugged, manly man, you should smoke them, too (value proposition)!

Obviously, the purpose of this advertisement is to sell Marlboro cigarettes. The billboard is from 1982 and was featured on the Sunset Strip in Los Angeles. Before 1950, Marlboro cigarettes were advertised to women only, but that changed with the introduction of the Marlboro Man, who was always featured smoking Marlboro Reds. Marlboro Reds used to have a red filter to hide lipstick stains, but they failed to attract women. So, they slapped a brown filter on it, complete with a cowboy (the Marlboro Man), and marketed it to men.

A 1982 article in The New York Times by Eric Pace discusses the price of cigarettes jolting up from about 20 cents per pack to 82 cents per pack. I am not a smoker anymore, but I smoked for 10 years during my time in the Army. I can recall a time when a pack of cigarettes was almost $10, depending on where you were in the country, as some states have higher prices than others.

Another New York Times article by Phillip Wiggins in 1982 highlights that Philip Morris is the second-largest tobacco country after R.J. Reynolds Industries. Operating revenues in 1982 were 10.89 billion, with a profit of 676.2 million.

2. Sheets Energy Strips, “I TAKE A SHEET.”

My second advertisement isn’t exactly the greatest or something considered great advertising, but it made me laugh hysterically because of how ridiculous it is. What it is, though, is a great failure, and as such, it deserves to be revisited. I can’t believe a company’s marketing team thought this was a good idea! I must highlight this as a failure because this is exactly what you should not do!

PureBrand owns Sheets Energy Strips. These energy strips essentially dissolve on your tongue to give you energy. I can’t help but see the resemblance to dropping acid. Not that I’ve ever dropped acid (I haven’t), but I am not ignorant of the fact of what it is, either. We’ve all studied psychology, and the 70s were wild. The box of energy strips features a face with only a mouth and a tongue sticking out with a hand, placing an energy strip onto the tongue that looks exactly like dropping acid. I bet the kids loved this! I can’t find Sheets Energy Strips for sale, but there are plenty of other brands being marketed as dietary supplements. They’re insanely expensive on Amazon.com, ranging from $20-$30 for one box containing 30 strips.  Honestly, just buy a case of energy drinks if you’ll pay $30 for that!

Let’s get to the juicy part: the advertisements! Below is a link so you can see them.

View at Medium.com

There are two featured on that webpage. The first is a woman in a bathing suit with a big smile on her face. She has a swimming cap on and goggles as if she is about to compete competitively, even though it’s a casual pool you would find at a hotel or apartment complex. Athletes use a lot of energy, so maybe that’s their target market for the ad. Here is where it goes wrong. In big, bold white words across the woman, it says, “I TAKE A SHEET IN THE POOL.” First of all, no, you don’t! This isn’t Caddy Shack. No one is throwing a Snickers bar into the pool. They were trying to be funny, but it comes off as crude. I find it hysterical. Not at the words but at the fact that this was publicly advertised on the side of a bus stop and billboards. Next to that, there is a professional woman. A student, a professor, a bookworm, perhaps? She is dressed in a black suit with glasses and looks conservative. She has a slight grin on her face while holding a stack of books. There is also a wedding ring on her hand. Like ad 1, it says in bold white letters, “I TAKE A SHEET AT THE LIBRARY.” It must have been all the Starbucks working its magic. Okay, back to the seriousness. I really can’t believe this was an ad campaign! This obviously targets students and professionals alike, who have very busy schedules and might need an extra energy boost.

According to CSP Daily News (2011), PureBrands spent $10 million on advertising and partnered up with athletes and celebrities alike, such as Pitbull and LeBron James. According to the SEC, PureBrands took a net loss of $21,094,983 in 2012 and $12,583,216 in 2013.

3. Surreal Cereal

Surreal Cereal is a plant-based based high protein, low carb, zero sugar cereal that is “Surreal because it shouldn’t work, but it does, brilliantly.” Surreal is owned by Jac Chetland and Kit Cammell, two British entrepreneurs reinventing the breakfast game by making a nutritionally balanced cereal that tastes great for adults. I can’t find this product for sale in the US, but on Amazon’s UK page, I found a variety pack of 4 for 24 British Pounds.

The specific advertisement I’ve decided to look at is called “No Work January” and can be seen in the link below.

Surreal Cereal – Marketing Geniuses at Play

There is an all-white background that reads: January. Protein. Whatever. Can’t be bothered this month? Neither can we. Whatever is written in rainbow words. Next to the words are cereal boxes, and on the bottom right hand, the word “SURREAL” is printed in bold black letters.

I think this advertisement is clever, as many people are trying to drop holiday weight as their New Year’s resolution. The message, can’t be bothered this month? You don’t have to be with our cereal. Just eat it. The target market segments are adults who want to eat healthy, eat good, and not think about it. People who live active lifestyles or those who are athletic are also a great market. Folks who are looking to improve their health is another market segment.

Regarding the financial information, the company is registered as a private limited company in London, England.

4. okcupid, DTF

Okcupid, an online dating site, is owned by Match Group, which also owns Tinder, Hinge, Plenty of Fish, and other dating apps and sites.

The billboard advertisement I’ve chosen to analyze features two lovely ladies. Below is the link for the advertisement.

https://www.designrush.com/best-designs/print/trends/best-billboard-ads

The first woman picked up her date and held her up in her arms sideways while her arms wrapped around her neck, holding a rose. The background is all baby pink and says “DTF” in big, bold yellow letters with a black shadow. Next to DTF it says “ALL HEAD OVER HEELS” bolded in black. The bottom of the billboard says okcupid, and below that, “DATING DESERVES BETTER” is printed in bold black letters.

I will not elaborate on the acronym DTF, but if you’ve watched The Jersey Shore, you know what comes to mind. However, okcupid took a play on DTF, and it doesn’t mean what you think it means here. DTF certainly grabs attention and gets a laugh, but in this ad campaign, DTF means down to thrift, down to furiously make out, down to flea market, etc. It is a way to connect to millennials and a modern audience.

I like the colors of the billboard. They’re bright. I like to see the LGBTQIA2S+ community being represented. Its modern, and it targets exactly who it was meant to target. Though millennials and modern people might have been the target, Gen Z can’t be discounted as they’re a much more accepting and open generation than previous generations.

Match Group has a net worth of $8.65 billion and a value of $11.63 billion (Stock Analysis, 2024). Love is a good business to be in! Match Group spent $519.6 million on advertising in 2023 and $447.9 million in 2022. In 2016, they spent $325 million but have steadily increased to spending an average of half a billion since 202 (Dixon, 2024).

5. Chipotle, “As Real As It Gets”

Am I the only one who thinks Chi-pot-le instead of Chipotle? It makes me laugh every time. I like Chipotle, but I don’t eat there often. It isn’t exactly something that comes to mind, and I find their food overly salty. Every bite I take slowly increases my blood pressure levels until my feet start to retain water and swell up. Chipotle is a publicly traded “Mexican Grill” quick service fast food restaurant owned by The Vanguard Group, which holds majority shares. Surprisingly, Chipotle is not franchised and is owned and operated by the corporation itself.

This advertisement is funny nonetheless and can be seen by clicking the link below.

https://www.commarts.com/exhibit/chipotle-billboards

The billboard features a burrito with some bites taken out of it, as the contents have spread out all over only what one can assume to be a table. You can see the foil wrapper slowly being peeled away, and next to the burrito, the words “REALEST WRAPPER IN THE GAME” appear in bold white letters against a grey “table” background. Below that, there is the Chipotle logo with the words “AS REAL AS IT GETS” in bold black letters.

This is obviously a play on words and a nod towards the music industry, specifically the rap music genre, where rap artists and musicians claim to be unchanged by their fame and money as they’re “the realist of the real” rapping about real life, real situations, or their own personal stories. The billboard made me smile, but it didn’t make me want to eat a burrito, which appears to be what is being sold. A real burrito, of course, not those fake burritos sold elsewhere.

According to Google Finance (2024), Chipotle is valued at $79.74 billion and had revenues of $2.52 billion in 2023. Chipotle spent a quarter of a million dollars on advertising in 2022 and $264.09 million in 2023.

Thanks for stopping by The Professional Student. Don’t forget to leave me a comment!

References

About. Surreal UK. (n.d.). https://eatsurreal.co.uk/pages/about

Cable News Network. (1999, April 29). Marlboro Man hangs up billboard hat. CNN. http://www.cnn.com/US/9904/23/tobacco.billboards/

Chipotle billboards. Communication Arts. (2017, May 15). https://www.commarts.com/exhibit/chipotle-billboards

CSP Daily News. (2014, August 28). Lebron James, purebrand roll out sheets energy strips. https://www.cspdailynews.com/general-merchandise/lebron-james-purebrand-roll-out-sheets-energy-strips

Design Rush. (2023, December 7). 12 Best Billboard ads with inspirational designs. DesignRush. https://www.designrush.com/best-designs/print/trends/best-billboard-ads

Dixon, S. J. (2024, February 26). Match Group annual AD spend 2023. Statista. https://www.statista.com/statistics/1101065/match-group-ad-cost/#:~:text=Online%20dating%20company%20Match%20Group,its%20ad%20spending%20since%202016.

Google. (n.d.). Chipotle Mexican Grill, Inc. (CMG) stock price & news. Google Finance. https://www.google.com/finance/quote/CMG:NYSE?sa=X&ved=2ahUKEwj2-9G81cyFAxXA4MkDHSmODHEQ3ecFegQIPRAg

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

Leonelli. (1983, January 1). Marlboro Man Billboard. Calisphere. https://calisphere.org/item/7b50e39fca2b1b4a1df28e26efdc11c2/

Match Group, Inc. (MTCH) Statistics & Valuation Metrics. Stock Analysis. (n.d.). https://stockanalysis.com/stocks/mtch/statistics/#

Pace, E. (1982, November 2). Cigarette prices tiptoe higher. The New York Times. https://www.nytimes.com/1982/11/02/business/cigarette-prices-tiptoe-higher.html

Roach, E. (2012, August 27). Purebrands of Boca Raton’s energy strip a hit with co-owners Lebron James, pitbull. The Palm Beach Post. https://www.palmbeachpost.com/story/business/2012/08/26/purebrands-boca-raton-s-energy/7834465007/

Sec.gov. (n.d.). https://www.sec.gov/Archives/edgar/data/1062273/000114420413069417/v363889_10k.htm

Statista Research Department, & 4, M. (2024, March 4). Chipotle’s AD & Marketing Cost Worldwide 2023. Statista. https://www.statista.com/statistics/504077/chipotle-ad-marketing-spend/

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The Professional Student: Subway Sandwiches 5 Forces Analysis

Welcome back to The Professional Student. Graduate students at Western Carolina University studying innovative leadership and entrepreneurship were challenged to conduct a 5 Forces Analysis. Please enjoy the video below of the 5 Forces Analysis on Subway Sandwiches.

Thanks for stopping by, and don’t forget to leave me a comment!

References

Brown, L. (2023, December 23). Subway five forces analysis & recommendations (Porter’s model). Panmore Institute. https://panmore.com/subway-five-forces-analysis-recommendations-porters-case-study

El, A. (2022, March 6). Porter’s five forces analysis; is this the end of the restaurant industry?! market review. LinkedIn. https://www.linkedin.com/pulse/porters-five-forces-analysis-end-restaurant-industry-market-amir-el/

Home. MindTools. (n.d.). https://www.mindtools.com/at7k8my/porter-s-five-forces 

Michael E. Porter. Michael E. Porter – Faculty & Research – Harvard Business School. (n.d.). https://www.hbs.edu/faculty/Pages/profile.aspx?facId=6532#:~:text=Michael%20Porter%20is%20the%20author,well%20as%20over%20125%20articles.

Publix Deli Buffalo Chicken Tender Sub. Publix Super Markets. (n.d.). https://www.publix.com/pd/publix-deli-buffalo-chicken-tender-sub/BMO-DSB-611161?origin=collections3

Subway Menu. Subway Order. (n.d.). https://www.subway.com/en-us/restaurant/11870-0/menu/category/853 

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The Professional Student: “Greatest Marketing Campaigns” Magazine Advertisement Analysis

Hello, everyone, and welcome back to The Professional Student! This week, graduate students at Western Carolina University were challenged to analyze five magazine advertisements, keeping with the theme from the greatest marketing campaigns assignment. 

As I have posted previously, I will list the deliverables below for the analysis in case you’re just joining me for the first time.

The deliverables are composed of 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement? 

1. Old Spice: Smell like A Man, Man Advertising Campaign

The Smell Like a Man, Man magazine advertisement features old spice deodorant, body wash, and body spray with a beautiful background featuring the beach and ocean. The advertisement can be seen below.

https://www.strategian.in/post/case-study-on-old-spice-smell-like-a-man-man-campaign

A white horse is leaning into the display of hygiene products with a man sitting on his back. The man is shirtless in a pair of rolled-up jeans, tan boat shoes, and a matching tan belt, and his shirt is tied around his neck in a preppy manner like he is about to play a round of tennis. He has one hand on his hip, and the other is flat with his palm facing up, holding a bottle of body spray. His head is slightly tilted with a smirk and one slightly raised eyebrow to draw the viewer in. He is looking at you, and it is hilarious! His face is funny, and the notion of a man dressed the way he is dressed galloping about the beach with body spray on his palm like a serving tray full of drinks. The Old Spice Boat is displayed on the top right with the words “Old Spice” below it in classic Old Spice red. Under that, there is “SMELL LIKE A MAN, MAN.” 

Old Spice is owned by Proctor & Gamble, as I have previously discussed in the radio campaign advertisement blog. The consumer the advertisement is targeting is men who want to smell like a man, man! What’s the value proposition? Smelling like a man, of course! The objective of the advertisement is to sell a combination of Old Spice products. Interestingly enough, as I was reading about this campaign further, I discovered the reason behind this advertising was to encourage men to buy Old Spice products without taking away the fact that women enjoy using Old Spice products as well. 

This advertisement campaign ran from 2009-10, and according to an article in the New York Times, Old Spice spent $7.5 million advertising body wash in 2009, well under the $30 million spent by Axe body wash. However, in 2010, Old Spice was more aggressive than Axe and spent $11.4 million in the first quarter, whereas Axe only spent $3.6 million (Newman, 2010).

2. Nissan’s “Stay Home” COVID-19 Advertising Campaign

The second advertisement that I’ve chosen to look at is from Nissan, a popular Japanese vehicle manufacturer. Nissan serves many global markets, including Egypt, where this campaign was published. I really enjoyed looking at the two magazine advertisements that are shown in the link below.

https://www.adsoftheworld.com/campaigns/stay-home-8b153c9b-c5ac-4393-abdc-5a718cc8a38c

The first one has a Nissan symbol with a red backdrop. Below the symbol, the words “Innovation that excites” appear. Next is another display of words, “A safety Driven Lifestyle (value proposition). .” Below that is a vehicle bench seat displayed and set up like a living room space, complete with a floor lamp, table, and a house plant. To the right of the car seat couch, the words “Staying home with your family will save your life.” 

This was a very responsible and smart move for Nissan, and this advertisement would have served well in other markets outside of Egypt during a time of uncertainty. The use of the hashtag was also smart, as it highlights the widespread use of hashtags across several social media platforms. Hashtags place posts in related categories that pop up when users search for specific information. Using that particular hashtag could take people directly to Nissan’s social media posts or posts by users regarding Nissan. 

It wouldn’t be outrageous to think that most people who purchase vehicles value safety, especially a family vehicle where their loved ones will be passengers. Using the staying safe theme to highlight the safety of Nissan vehicles and the safety of staying home during the pandemic was smart. Nissan is demonstrating care and compassion while advertising its cars. I thought it was brilliant to use one of their vehicle bench seats in the same fashion as a couch in a living room. It looks warm and inviting, so Nissan’s are also safe, warm, innovative, exciting, and inviting!  A lot has been communicated in a straightforward ad, which I love.

The second advertisement is set up the same way with a few differences. Instead of a bench seat, there is a luxurious leather power bucket seat, almost recliner-like, complete with a gold side table, a vase of flowers, a reading book, a tall houseplant, and a beautiful light fixture hanging above it. The words “Enjoying the comfort of your home will save your life.” 

The same messages are being communicated, but I think both ads target two very different clients. In advertisement one, the bench seat is basic and made from cloth. Generally, cloth seating is more affordable than leather seating. The second advertisement seems more luxurious and aimed at customers who value luxury and comfort over practicality and price. It’s like looking at a base model vehicle versus the top-of-the-line trim level. 

In advertisement one, the target market is families or people looking for safety and practicality. In advertisement two, the target market is older people or people with more disposable income who value comfort and luxury. It doesn’t matter if you choose a base model or a top-of-the-line model because both will deliver innovation that excites a safety-driven lifestyle. 

Looking at Nissan’s financial data, sales in 2018 were strong at over 11 million Japanese yen. 2019 sales dipped slightly to just under $10 million Japanese yen. In 2020, sales dipped further to just under 8 million Japanese yen and have been going back up. In 2022, sales were at just above 10.5 million Japanese yen, which is almost on par with 2018 (Carlier, 2023). Looking at the amount spent on advertising, the numbers are very low compared to revenue (not bad). In 2018, Nissan spent just over 300,000 Japanese yen. The number continues to decline, and in 2020, Nissan spent 232,534 Japanese yen. In 2020, numbers were almost on par with what was spent in 2018, at 283,505 Japanese yen (Statista Research Department, 2023). I can see the correlation between what Nissan has spent on advertising and that year’s revenue. Of course, we have to take into account the pandemic and pandemic recovery, especially regarding the auto industry, as there were supply chain issues with microchips.

3. McDonald’s McMobile Advertising Campaign 

The McDonald’s McMobile campaign was targeted in North America and Canada, as the advertising agency was based in Montreal, Canada. A link for the advertisements is below.

https://www.adsoftheworld.com/campaigns/mcmobile

I found this advertisement to be simple yet effective. It was to the point, and I automatically understood what was being communicated. I had no particular feelings about the ad, but I don’t eat at McDonald’s. Displayed on the top right-hand corner of the advertisement are the classic McDonald’s golden arches with the words “Download. Order. Enjoy.” displayed. There is a burly background, and a woman holds her phone horizontally as if to take a photo. On her screen is a ham, cheese, and egg McMuffin. Similar images include a McCafe and a classic quarter-pounder. 

The value proposition is simple. Download the McDonald’s app, order, and enjoy your food. The target customer would be folks on the go who don’t want to deal with the time it takes to order and wait for food in person. This advertisement campaign was released in 2020, and McDonald’s grossed $19.21 billion globally, less than the previous year (Statista Research Department, 2024). There is nothing odd about the numbers because of the COVID-19 pandemic. McDonald’s spent over 650 million dollars on advertisements in 2020 globally (Statista Research Department, 2024).

4. Febreze Odor Chart Advertising Campaign

Nobody likes a bad smell, and Febreze is in the business of smelling good! This advertising campaign was released in Turkey, but it could have been successful anywhere as it is easy to understand and cleverly designed to represent a pie graph using smelly foods. Here is a link to the campaign. Like Old Spice, Febreze is owned by Proctor & Gamble.

https://www.adsoftheworld.com/campaigns/odor-chart

Three different advertisements are featured, all with Febreze Air in Ocean Mist. Advertisement one features a moldy wheel of cheese with a slice missing from it. Next to the mold wheel of cheese pie chart, a statistic states, “Bad odor makes it 84% harder to remember our memories.” As a chef, I appreciate this statement as it has been proven that smells can trigger memories. Nobody wants a bad or unpleasant memory triggered by a bad smell. 

In the second version of this advertisement, a red onion pie chart is featured, with the statistic “60% of the people who are exposed to bad odor has bad mood.” I don’t like to smell bad things, but I’m unsure about the truth regarding this. There are some grammatical errors, however. The “%” symbol is displayed on the wrong side of the number, and the “has” should have been “have a bad mood.” I’m not nitpicking, as this advertisement was in another country, but I noticed it. I completely understand how difficult it is to write in a foreign language and make an advertising campaign. I certainly could not make a Turkish advertisement. 

The last advertisement features a slice of a boiled egg pie chart with the statistic, “People stay up to 80% shorter on average in places with bad odor.” If your house stinks, your guests won’t want to be there. I like Febreze, and I think it has uses mainly in the bathroom as an after-spray deodorizer because it doesn’t matter how much you spray. If your home needs cleaning, no amount of Febreze can cover that up. Just clean your house! Most people don’t just slap on some deodorant daily without washing their pits, and if you do, that’s on you, but it isn’t going to be me! 

Some of the statistics made me laugh, and the use of stinky foods in the form of a pie chart was creative. The value proposition is clear: Febreze eliminates foul odors (to a point). Who is the target market? Anyone, I think, unless you’re scent-sensitive or allergic to strong smells. I also like the bright colors, as they grabbed my attention. The advertisements were simple and effective, which is something that I appreciate. 

I’ve discussed the financials of Proctor & Gamble in previous blog posts, so I will skip it and dive into something different. I’m curious to know how many brands that Proctor & Gamble owns. Proctor & Gamble is the 4th largest corporation in the world by market capitalization, and it’s Fortune’s 6th most admired company. Proctor & Gamble serves over 5 billion people globally with its brands (MMA, 2024). According to Levine (2024), “Proctor & Gamble is a leading consumer staple company with 80 brands.”

5. World of Wildlife Foundation “Love it or lose it” Campaign

The final series of magazine advertisements I will look at are from the World of Wildlife Foundation. The WWF is a non-profit dedicated to wildlife conservation and endangered species. Here is a link to their homepage to learn more.

https://www.worldwildlife.org

Here is a link to the “Love it or lose it” campaign.

https://www.worldwildlife.org/pages/public-service-advertisements-psa

The Love It or Lose It campaign features several images, but the theme is clear: if we don’t love it, we will lose it. There is a billboard featuring a woman drinking water, and below the words, “Time is running out to protect our freshwater. Act now. Below that is a honeybee pollinating a flower with the words, “Time is running out to protect our food system. Act now. The theme continues with glaciers melting, endangered tigers, and forests. 

This series makes me sad because it’s true. All people have a responsibility to the environment in which we live on Earth. A lot is destroyed for the benefit of people, and it is unfortunate. Little things can make significant differences, like recycling, eliminating plastics, taking a shorter shower, organic gardening, renewable energy, etc. I think this is the value proposition. It’s the “Act now” aspect of the campaign. The target audience is everyone, as we are all responsible for doing our part to reduce carbon footprints. 

According to the World Wildlife Foundation, 85% of WWF spending is on worldwide conservation. Since WWF is a non-profit, all of its financial information is available below on its website. 

https://www.worldwildlife.org/about/financials#:~:text=All%20told%2C%20WWF’s%20net%20assets,pressing%20needs%20our%20planet%20faces.

Total revenues in 2023 amounted to 469,953,556 million dollars, and total expenses were 454,544,058 million. Regarding expenses, the amount spent on advertising was not explicitly listed. I saw their audit for 2022, which included 8,613,526 million dollars in advertising expenses. Revenues were slightly less in 2023 than in 2022, so I am guessing that advertising was around the same or slightly less. 

The audit can be found below.

https://files.worldwildlife.org/wwfcmsprod/files/FinancialReport/file/wvsz4ctol_2023_World_Wildlife_Fund_Inc_SF_CFS.pdf?_ga=2.56794538.1415699859.1713125081-1843126818.1713125079

Thank you for taking the time to stop by The Professional Student. Please remember to comment or ask questions. Thank you, and I hope everyone enjoyed this analysis! 

References

Akhtar, S. (2022, June 15). Case study on old spice “smell like a man, man” campaign. Strategian. https://www.strategian.in/post/case-study-on-old-spice-smell-like-a-man-man-campaign

Carlier, M. (2023, August 29). Nissan: Total net sales. Statista. https://www.statista.com/statistics/314849/total-net-revenues-of-nissan/ 

Febreze: Odor Chart • ADS of the WorldTM: Part of the Clio network. Ads of the WorldTM. (n.d.-a). https://www.adsoftheworld.com/campaigns/odor-chart 

Funding and financial overview | WWF. (n.d.-a). https://www.worldwildlife.org/about/financials 

Levine, S. (n.d.). What companies does Procter & Gamble Own?. The Motley Fool. https://www.fool.com/investing/how-to-invest/stocks/what-does-procter-and-gamble-own/

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

McDonald’s: Mcmobile • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.-b). https://www.adsoftheworld.com/campaigns/mcmobile 

Newman, A. A. (2010, July 15). Old spice argues that real men smell good. The New York Times. https://www.nytimes.com/2010/07/16/business/media/16adco.html# 

Nissan: Stay home • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.-c). https://www.adsoftheworld.com/campaigns/stay-home-8b153c9b-c5ac-4393-abdc-5a718cc8a38c

Procter & Gamble. MMA Global. (n.d.). https://www.mmaglobal.com/members/procter-gamble#:~:text=As%20the%20world’s%20largest%20multinational,the%20world%20with%20its%20brands.

Public service advertisements (PSA) | pages | WWF. (n.d.-b). https://www.worldwildlife.org/pages/public-service-advertisements-psa 

Statista Research Department. (2023, September 13). Nissan ad spend 2023. Statista. https://www.statista.com/statistics/1412701/nissan-motor-advertising-spending/ 

Statista Research Department. (2024, March 19). McDonald’s revenue 2023. Statista. https://www.statista.com/statistics/208917/revenue-of-the-mcdonalds-corporation-since-2005/

Statista Research Department. (n.d.). 

WWF – endangered species conservation | world wildlife fund. (n.d.-c). https://www.worldwildlife.org/ 

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The Professional Student: Subway PEST Analysis

Graduate students at Western Carolina University were challenged to create a PEST analysis. I’ve chosen to stick with Subway Sandwiches since I’ve already begun exploring them in my previous SWOT analysis. If you missed that, please take a moment to check it out!

Please enjoy my presentation, which can be viewed below.

Thanks for taking the time to stop by, and don’t forget to leave me your thoughts and comments!

References

Bush, T. (2024, April 9). Pestle analysis of the food industry (with example). PESTLE Analysis. https://pestleanalysis.com/pestle-analysis-of-the-food-industry/#:~:text=Political%20Stability%3A%20Political%20unrest%20may,services%20can%20affect%20the%20indus

How do I do a pestle analysis? – steps and examples. Business Documents UK. (2023, April 15). https://business-docs.co.uk/scenario/how-do-i-do-a-pestel-analysis/

Kenton, W. (2024, February 27). What is pest analysis? its applications and uses in business. Investopedia. https://www.investopedia.com/terms/p/pest-analysis.asp

Keyser, W. (2023, April 4). Pest analysis. Venture Founders. https://venturefounders.com/pest-analysis/

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The Professional Student: Pastry Chef Editon

Welcome back, everyone! I’ve been playing with the layout of my blog, and I’ve added a menu bar on the side of my homepage with a “baking” section. I figured it might be helpful to start posting some of my work there, as I would like to showcase and feature some of my other talents outside of graduate school coursework.

At 18 years old, I began my professional cooking career in the Army. Army cooking taught me fantastic time management skills and how to cook large quantities in a short amount of time. I held various positions in the kitchen, including head baker. After being honorably discharged, I attended Le Cordon Bleu in Dallas, Texas, and graduated with a 4.0 GPA, earning an AAS in patisserie and baking. After graduation, I left Dallas and moved to Asheville, North Carolina, to work as a lead pastry cook at The Biltmore Estate for almost five years. Like many service industry workers, I found myself suddenly unemployed due to the pandemic and ventured out alone. 

I started the company during the COVID-19 pandemic, and it was a great way to work from home while going to school at the same time. I had not transferred to Western Carolina University yet and had more free time to spend on baking. I operated the company for two years. When I began my studies at Western, I needed more time. I decided to shut down operations and move forward with education as my main priority. I still bake on the side for customers, but now, it’s a fun hobby I enjoy as a creative outlet!

I think the best way to showcase some of my work is by sharing a link to the Instagram account I used for my custom-made dessert company, Custom Goods LLC. The business is no longer active, and I’ve since closed it down, but I keep the Instagram page up to share my work with others. Here is the link to the Instagram page. Please enjoy my work and feel free to comment or ask questions. Thank you!

https://www.instagram.com/customgoodsllcnc?igsh=dndnZ2NteTdoMHhz&utm_source=qr
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The Professional Student: “Engaging Professional Marketing Services”

For this assignment, graduate students at Western Carolina University in the Innovative Leadership and Entrepreneurship program were challenged to visit a PR firm, advertising agency, or other marketing services firms to create a publicly available audio or video presentation. Alternative options include writing an essay based on research or creating a digital tour for a professional marketing firm. 

I decided to visit a local PR firm, Darby Communications, in Asheville, North Carolina, and make a video presentation. The firm is owned by another student in my cohort, Coral Darby. Coral was kind enough to grant me access to her business and her amazing staff. Everyone at Darby Communications was so kind and I appreciate the time everyone gave me. Thank you Coral, Mindy, Suzanne, Lysianne, Stacy, and Angie!

Coral, along with all the interviewees, have given their written consent to have their interviews publicly released. Consent forms have been uploaded online to the university portal in accordance with Western Carolina University policies and procedures.

Please take an opportunity to check out Darby Communications in the link provided below:

Home

I hope you enjoy my video presentation, which you can access at the link below, and I look forward to reading your comments and feedback. Thanks for stopping by, and I hope everyone is enjoying The Professional Student!