1. Marketing planning scheme
1. Market analysis: The total population of our county is 238,000, and the population of the town is 78,000. The rest of the population is distributed in Wujiazi Town, Xinlin Town, Tongbu Town, Dayingzi Township, Guandi Town, Dajing Town and Xinchengzi Town. There are nearly 200 enterprises and institutions in Linxi Town, with a relatively concentrated population. Linxi county Mongolian Chinese Medicine Hospital is a second-class first-class hospital, and Jincheng Hospital is a private hospital with 1 community service center and 16 community service station. Private hospitals mainly advertise and ask experts for consultation and treatment. Community service centers and community service stations mainly provide community services, and also enjoy medical insurance, social security and new rural cooperative medical system projects. In recent years, the health industry has developed rapidly, and the participation rate of the permanent population in the new rural cooperative medical system has reached 94.9%. The problems of difficult and expensive medical treatment for farmers have been initially solved. The 6,800-square-meter comprehensive building of China-Mongolia Hospital was relocated as a whole, and the medical room of township hospitals was expanded. In the face of increasingly fierce competition in the medical market, hospitals are likely to face the loss of customers because of passively waiting for customers (patients) to come to the door. All these have brought great pressure to the survival and development of the hospital. The development of the hospital depends on management, which is about strategy, and the essence of management is to find ways to attract patients. In order to be in an invincible position, we must establish a harmonious doctor-patient relationship, establish a good social image and win the trust of the people on the basis of constantly improving comprehensive management and improving professional level through various subtle publicity.
Second, the status quo of the hospital
(1) Our hospital has taken a big step in its operation since it moved, but there are still many details that have not yet reached the benefits matching the hospital scale. At present, the management and data collection of hospital marketing are poor. As a department of the hospital, the establishment of social service department must give full play to its functions, including internal understanding and publicity, external marketing research, attracting patients and tapping potential customers.
(2) There are too few internal publicity contents, and there are too few tangible publicity contents such as publicity columns and publicity columns in various departments. Facing the increasingly fierce competition in the medical market, it is necessary to build a media publicity platform. However, in recent years, because of false advertisements, the curative effect is inconsistent, which has buried a crisis of distrust of many patients. Hospitals can use many existing resources and methods to publicize the internal image of hospitals. Media publicity is only an external means. The long-term development and daily operation of hospitals mainly depend on correct market positioning, advanced service concept and advanced management mode.
(3) The hospital didn't take good care of its customers, and some customers lost and never came back. Hospital management and service need to be improved, and the service concept of "patient-centered" has not been implemented. For example, a few days ago, I met an old lady who asked a staff member what floor the pathology department was on. The staff member said impatiently, "I don't know, ask the consulting nurse." In fact, I was thinking at that time: as a hospital employee, how could I not know which floor the pathology department was on! And the attitude is very stiff! It is because of this attitude that it is possible to lose this customer forever, or even more. Patients can live without our hospital, but our hospital can never live without patients.
Third, the marketing plan
(A) marketing philosophy
Under the guidance of the overall working idea and hospital development planning, we adhere to the concept of "strengthening management quality internally and expanding the market externally". On the one hand, taking Linxi town community as the main direction, we will gradually expand to township hospitals and village clinics, strengthen the characteristic brand of "linxi county Hospital", increase brand promotion, and attract patients through brand strategy. On the other hand, it focuses on the towns and villages with relatively backward medical conditions in Linxi area, and attracts the majority of patients through the publicity and introduction of hospital characteristic departments.
(2) Specific implementation plan
1. According to the medical characteristics of "linxi county Hospital", gradually open up the medical market targeting various communities in linxi county. Taking the promotion of specialties and special diseases as the breakthrough point, we will increase the promotion of superior departments in our hospital and promote the development of other departments at the same time. Through holding health talks, health checkups, community free clinics, square free clinics and other activities as channels, we will strengthen external publicity and contact and deliver medical services directly to customers, thus attracting more patients to the hospital for further diagnosis and treatment and expanding the medical market.
2. Turn the eyes of the medical market to the countryside, directly establish cooperative relations with township hospitals and village clinics, upgrade the business platform on the premise of mutual benefit, share resources and complement each other, so that farmers can enjoy the diagnosis and treatment level of secondary hospitals at their doorsteps, which can indirectly deepen their understanding of the brand of linxi county hospitals.
3. Establish a perfect service system. Just like the hospital's marketing strategy, all kinds of service activities always revolve around a center, which is to satisfy customers, truly embody "patient-centered", constantly improve service quality, standardize service behavior and improve service attitude.
(1) The hospital should set up a complaint reception desk to receive and handle patients' complaints. Effectively solving patients' complaints will have an impact on patients' satisfaction, loyalty and trust, and then turn it into the credibility and profit of the hospital.
(2) Improve differentiated services. In order to attract more customers, we should provide them with some services different from other hospitals, so that their different needs can be met accordingly and exceed their expectations, so as to achieve high satisfaction and win by differences. For example, to ensure the convenience and speed of hospital medical services, and strive to eliminate the phenomenon of "three long and one short" (long registration fee, long waiting time, long time for taking medicine and short time for diagnosis and treatment), so as to facilitate the majority of patients to seek medical treatment. With the development of society and the continuous improvement of civilization, people have higher and higher requirements for environmental quality. Maintaining the health of hospital medical environment and providing comfortable, clean, warm and unobstructed medical space for patients are the needs of hospital survival and development. Carry out smiling service, pay attention to patients' feelings, and call patients by their full names or respectful names, instead of calling them by their first names.
Bed number. These intimate services will make patients realize the humanistic care of the hospital and improve customer satisfaction.
(3) Establish a satisfaction survey with patients as the core, quality as the key, service as the focus and marketing as the purpose. Regularly investigate the satisfaction of inpatients and outpatients, and collect the information of discharged patients in the whole hospital for customer telephone return visit. Statistics, analysis and publication of the satisfaction survey results are made, and suggestions for improvement are put forward, so as to continuously improve the medical quality and service level, expand the patient receiving capacity of the hospital and realize the sustained and healthy development of the hospital.
4. Enter the sub-health market. According to the data report organized by the Ministry of Health, only 5% are healthy people, 20% are people with diseases that need treatment, and 75% of them are in sub-health state. With the increasing awareness of people's health, people know their physical condition through physical examination, so that prevention is the main thing and treatment is the auxiliary thing. In the form of discount cards, the physical examination center of our hospital plans to launch a series of physical examination cards from single physical examination of employees in the unit to community and rural areas, and all items on the cards will be given certain discounts according to the price stipulated by the hospital. Set different names, physical examination contents and prices for different groups of people, such as routine physical examination for ordinary people, health examination for the elderly, health examination for women, health examination for working-class people, etc. Physical examination results are interpreted by senior doctors, and health suggestions are written in writing. If the physical examinees are found to have potential diseases, the hospital will assign experts or specialists to help them formulate personalized health care and treatment programs, so as to attract huge social groups, expand hospital business, and improve hospital economic benefits and brand benefits.
5. Do some targeted publicity. Publicity is essential for any company or hospital to develop steadily for a long time. Build a media publicity platform, establish a good relationship with the media in Linxi area, and use different publicity methods such as media reports, billboards, brochures, videos, etc. to vigorously promote the hospital's characteristic specialties, brand services, new technologies, new projects and famous doctors. Use large-scale activities and social welfare behaviors to publicize the hospital, standardize the production of publicity columns in departments, guide patients to seek medical treatment conveniently, constantly shape the hospital's good social image and enhance its core competitiveness.
2. Marketing planning scheme
China pharmaceutical market environment analysis 1) the competitive environment of pharmaceutical enterprises.
Over the past 50 years since the founding of New China, China's pharmaceutical industry has developed unevenly and made great contributions to people's life and health. Since 1988, the first batch of "medical representatives" in China appeared in Squibb Company, in the early 1990s, medical representatives from foreign-funded enterprises entered terminal hospitals for promotion, which became a model for domestic pharmaceutical companies to follow. After more than ten years of development, with the entry of more and more pharmaceutical enterprises, from foreign enterprises to state-owned enterprises and private enterprises, from a few to most enterprises, it has been spreading and developing continuously. And it has changed in the non-benign soil in China. In the past, clinical popularization has undergone a qualitative change. Medical representatives are not just product consultants between pharmaceutical companies and clinicians. Paying doctors for prescriptions has almost become the golden rule of promotion. In order to survive, clinical work has become a magic weapon for some small and medium-sized enterprises to promote drugs. Both pharmaceutical companies and institutions regard hospital work as the main battlefield of market competition and send medical representatives to hospitals one after another. Sales representatives are mixed, ignoring the overall interests of society and enterprises in pursuit of personal interests, which makes the drug market go to a deformed road. At the same time, with disorder, the management department is out of touch, and vicious competition leads to the inflated drug price. This is the current pharmaceutical market environment. Changing the status quo is not only a problem for the competent authorities, but also a problem for pharmaceutical companies to jump out of this strange circle.
2) Pharmaceutical competitive environment under 2)WTO.
With China's entry into WTO, the further opening of pharmaceutical industry, and the entry of some major international pharmaceutical enterprises and large commercial circulation enterprises, China pharmaceutical enterprises have entered the integration period. Because of the efficacy and intellectual property rights of drugs, the competitiveness of some domestic pharmaceutical companies will be greatly reduced, and the mode of foreign companies selling drugs through agents will also change, which will eventually affect the entire pharmaceutical environment.
3) The influence of national medical policy and medical reform on the medical market environment.
On September 30th, the self-examination and self-correction of anti-commercial bribery in the pharmaceutical industry ended. The Ministry of Health is working hard to formulate the scope of commercial bribery, further clarify the boundary between bribery and normal commercial sponsorship, and formulate standards and detailed rules on how to prevent and control "edge ball". Prevention and control of commercial bribery in the pharmaceutical industry will become the normal existence, the era of selling with gold is coming to an end, and the era of specialized marketing has arrived. The National Development and Reform Commission's "Guiding Opinions on the Development of Pharmaceutical Industry in the Eleventh Five-Year Plan" has been issued, giving a five-year timetable for medical reform, fundamentally changing the concept of "supporting medicine with medicine", establishing a prescription system open to social pharmacies, speeding up the separation of medicines and realizing a three-level medical insurance system, which will have a fundamental impact on the sales model of prescription drugs.
2. The basic competitive strategy of pharmaceutical enterprises in the current medical environment.
1) form a cost-based market competitive advantage.
First of all, strengthen the internal management of their own enterprises. Management can not only produce benefits, but also improve efficiency and reduce costs. Production management, personnel, marketing, finance and other management contents. The key is to adopt a management model suitable for the enterprise itself, so as to truly generate benefits and reduce operating costs. Secondly, increase investment in research and development, research and develop some drugs with special clinical effects, apply for patents, make use of their irreplaceability to obtain relatively high profits, and then use the profits to expand the overall scale of the same quality varieties from other manufacturers, thus further reducing operating costs and improving the competitive advantage of the whole enterprise in the market.
2) Form a competitive advantage based on intangible resources.
In today's increasingly fierce competitive environment, intangible resources are more important, high quality and good price win in the bidding, brand is a kind of hegemony and a series of memories, and brand has a strong implication. Pharmaceutical enterprises, like other consumer goods, sell their brands well, especially OTC drugs. In order to gain a brand, pharmaceutical enterprises must first strengthen their research and development capabilities and develop drugs with special efficacy, which is the most important and core ability for enterprises to survive and develop, and gain the trust of clinicians in prescription drugs. Secondly, strengthen the company's management ability to improve the professional level of professional promoters, and virtually establish the brand awareness of enterprises. Third, to establish the overall marketing concept, enterprises must earnestly establish the fundamental business concept of relieving patients' pain, and start with the strategy from the end customer rather than the production process. Only with a good marketing strategy can they establish their own good image brand.
Three. Marketing strategy of pharmaceutical enterprises under the new situation
The formulation process of drug marketing strategy is a process of identifying, selecting and developing market opportunities, and completing enterprise tasks and goals. There are many specific marketing methods and approaches, including drug market segmentation strategy, drug market competition strategy, drug market development strategy and drug marketing combination strategy.
1. Market segmentation marketing strategy, which divides the whole market into several sub-markets and sub-markets by distinguishing consumer groups with different types of consumer needs and desires. The purpose is to find the most favorable market segment in the big market, choose the most effective target market and formulate the most effective marketing strategy, which is beneficial for enterprises to combine their own specialties and the characteristics of market segments, concentrate limited resources and operate vacant drugs in the market, so as to obtain economic benefits, and at the same time, it is also beneficial for enterprises to constantly adjust their marketing strategies.
2. Drug market competition strategy. When making marketing strategies, pharmaceutical enterprises should not only segment the market to meet the needs of target customers, but also aim at competitors serving the same target customers, so as to make the enterprises invincible in the competition. Market competition strategy is an organic combination of goals and strategies for enterprises to survive and develop themselves, and to maintain or develop their own strength in the competition. To formulate a market competition strategy, we must first clarify our competitive position and what kind of competitors we are according to the market structure, so as to adopt different strategies. Secondly, we should tap our competitive advantage from the aspects of drug use value, drug price, research and development technology, service and time.
3. Drug market development strategy, pharmaceutical enterprises should study and formulate drug market development strategy while selecting target market and formulating market strategy, that is, enterprises should first carefully determine the existing business and product status of enterprises, evaluate and analyze the strategic profit potential of many businesses and products, and use limited resources to develop businesses and products with good economic benefits. Secondly, determine the strategy through evaluation, and abandon and eliminate some businesses. Therefore, it is necessary to develop new business and new products, explore new markets and formulate new business development strategies.
Finally, after determining the target market and formulating the corresponding competition strategy and market development strategy, another decision-making task faced by enterprises is to formulate a reasonable overall marketing mix composed of marketing mix according to the needs of the target market, internal conditions and external environment.
4. Drug marketing mix strategy, that is, enterprises comprehensively use their controllable marketing tools to implement the mix to achieve the marketing effect, and use 4p (products, prices, distribution channels, promotions) and 4p (customer needs and wishes, customer costs, convenience, communication) and other controllable marketing tools. However, the marketing mix is influenced by many uncontrollable external marketing environments, especially the objective environment. For example, the current aging population, the introduction of a series of national laws and regulations, medical reform policy, WTO, economic globalization and so on. Enterprises should pay close attention to the changing trend of macro-environment and adjust their marketing mix to adapt to the external environment, which is the key to their initiative, success and development. Enterprises should be good at adapting these controllable factors to uncontrollable factors.
Four. 4PS Scheme of Pharmaceutical Marketing Combination
1. Drug variety planning makes drugs an important part of drug marketing. Drugs should be a whole concept, and at the same time, we should establish the concept of high-quality drugs. Drug variety planning requires enterprises to pay attention to different competitive strategies at different stages of the drug life cycle, and at the same time, they must pay attention to re-product development and constantly update products. It is with its new product research and development technology that foreign-funded enterprises are unique in the pharmaceutical market.
2. Drug pricing scheme, drug price is a very sensitive issue at present, and it is also the focus of medical reform. Under the current bidding price, the pricing scheme of impact drugs in cheap pharmacies is particularly important. The tariff of some imported drugs will be further reduced under WTO, which will inevitably make the price reduction of imported drugs have a great impact on some domestic generic drugs, while some drugs with moderate price and good curative effect will have a disastrous impact on domestic generic drugs. So, in the new environment, how do pharmaceutical companies consider themselves?
3. Drug distribution channel scheme, the long-term marketing model of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence, and pharmaceutical enterprises need to establish a stable drug distribution channel.
4. Drug promotion plan, with the introduction of the new national medicine policy, pharmaceutical enterprises must introduce a healthy promotion model and new marketing mechanism in new forms, and further strengthen marketing in the following aspects:
1) We should abandon the previous model of doctors' hard work, advertising, promotion and prescription fees, adhere to customer service orientation, speed up product research and development and brand cultivation, and re-integrate sales channels.
2) sales can be promoted through academic promotion, which mainly refers to the promotion of sales through academic propaganda and academic activities in the process of drug sales. This sales model requires enterprises and business personnel to have a complete academic network. Salespeople with professional knowledge are widely used in foreign-funded enterprises at present. In the process of academic sales, if we don't grasp it well, it will also involve the problem of commercial bribery. Academic sales is a recognized way in all aspects of current sales forms.
3) Advertising promotes OTC market. Judging from the growth rate of OTC market in recent years, the OTC market accounts for half of the country. OTC market is one of the main battlefields of future competition. The marketing of this market is very different from hospital sales, which more embodies the essence of pharmaceutical marketing and promotes pharmaceutical consumption with super-large-scale brand advertising investment.
4) Digital marketing can be carried out, the development of IT industry and the application of e-commerce have injected new vitality into marketing, and online drug trading has begun to become a reality. Using e-commerce to speed up the whole pharmaceutical industry has incomparable advantages, and at the same time, it can save expenses but produce greater benefits. Online survey can collect customers' preferences and purchase methods, and serve them better, thus embodying the characteristics of personalized marketing era.
3. Marketing planning scheme
First, the market background (First, Samsung brand introduction
Nokia, Samsung, Motorola, Lenovo and other brands shine brilliantly in the high-end market. At the same time, they have a high degree of brand recognition and a large number of loyal consumers, and they have also fully occupied the domestic first-line mobile phone market. Among them, Samsung brand, as one of the influential brands, has won a large number of consumers with its "persistence in science and technology, better life", personalized products and perfect quality.
(B) Festival background
Under the global financial crisis, international brand mobile phones have been severely hit. In China, high-tech development has always been highly valued. The state has invested trillions of dollars and implemented a proactive consumption policy, which has greatly stimulated the domestic economic development. In this case, it also falls on Labor Day, and Labor Day, as an international festival, has been deeply rooted in the hearts of the general public. Of course, shopping has become people's first choice at this time.
Second, the activity objectives
With the help of this marketing activity, we will increase the sales of Samsung mobile phone counters, tap potential customers, increase market share, make Samsung's brand value deeply rooted in people's hearts, let people have a deeper understanding of Samsung's mission, Samsung's personalized products and perfect quality, and improve Samsung's customer loyalty.
At the same time, the concept of practical value of Samsung mobile phone is vague, which makes Samsung a noble, fashionable and elegant brand like other high-end brands in the mobile phone market.
Third, the theme of the event
"Samsung, you come with me."
Fourth, the activity time
* * May, 1-3, 7: 30- 17: 30.
Verb (abbreviation of verb) activity concept
(A) creative, foil the festive atmosphere
Festivals are dynamic days and happy days. We should grasp people's holiday consumption psychology, make entertainment sales and create hot spots, and finally realize holiday marketing. In view of the theme of Labor Day and shaping Labor Day activities, Samsung Yichang specially held the Samsung Show. In addition, it is necessary to create a festive atmosphere in the counters, attract the most customers to their own counters, create a scene atmosphere, and achieve the purpose of holiday sales.
(B) differentiated promotions to stimulate sales potential
The protagonists of festival marketing are "price war", advertising war and promotion war. Whether the price war can be done well is a deep knowledge. Many businesses rigidly believe that the low-cost methods of holiday marketing, such as "full-court specials" and "buy a few and get a few free" sensational advertisements, are commonplace and stereotyped, and have little impact on consumers.
Marketing measures of intransitive verbs
(1) discount promotion
For ordinary consumers, the most attractive shopping season of the Labor Day in the Year of the Ox is the recruitment of "OhSale" on the streets. During Labor Day, discount is a magic weapon for retailers all over the world.
(B) limited sales, scrambling to snap up
Taking advantage of consumers' consumption psychology during festivals, limiting sales is an effective way to increase sales. Limited sales only benefit some consumers, so it can often form a sales situation of snapping up.
(3) buying and creating climax
It is a powerful measure to push holiday promotion activities to a climax by dividing them into different levels for purchase. Due to the limited time, many people who are hesitant decide to buy. Of course, if the sales situation is hot, it must be more effective with other preferential measures.
(4) Gift-giving, sales doubled.
Using festivals to attract consumers, the activists only provide gifts or some gifts and preferential services, and consumers must continue to spend until they meet the conditions set by the activities. This method often makes people want to stop, just like fishing with long lines to catch consumers' appetite step by step.
Seven. Profit and loss analysis
(1) cost.
Because Samsung is a first-line international brand, it basically adopts aristocratic and civilian promotion methods in promotion. In the promotion activities, no matter how discounted, consumers obviously feel that they are taking advantage of the brand, which will not affect the actual income of the brand and the cost is not high, so the profit is greater than the cost.
(3) the flow of people
With the improvement of life, people begin to spend money on ordinary holidays, and the atmosphere of Labor Day in shops is getting stronger and stronger. The source is all under the slogan of labor day carnival. Of course, people will not stay at home during holidays, so they will want to take the opportunity of promotion to see if there are any cheap things to buy and feel the joy of Labor Day. So during the festival, the flow of people will be great. At the same time, it will also be affected by the surrounding environment. When everyone is shopping like crazy, they are not to be outdone. As long as there are many people, it will increase sales.
However, there are also some risks, such as bad weather conditions during the period, which will affect people's travel and directly affect sales. It may also be because of the large number of people traveling and inconvenient transportation, so that consumers do not have enough time to enjoy shopping. Therefore, we should adjust the plan at any time according to the actual situation.
4. Marketing planning scheme
Background of contemporary imported red wine market: People in the industry have two outstanding feelings about the current situation of imported red wine in China market. First, the demand in the consumer market is growing rapidly. Second, the supply in the market is mixed. Enterprises investing in imported red wine come from different industries. In the past year or two, nearly 1,000 enterprises in Beijing alone have set foot in the wine market.
In popular terms, it is "too messy" and "too impetuous"! In the current market, the growth of fake and shoddy red wine market has seriously affected the sales channels of genuine red wine. Therefore, if you want to make a breakthrough in the growth of red wine sold by your own enterprise, you must have a complete sales network and clear sales methods.
I. Overview of the imported red wine market:
At present, the market area of imported wine is centered on first-class cities such as Guangzhou, Shenzhen, Shanghai and Beijing, radiating the market trajectory of second-class central cities. The acceptance of coastal areas is higher than that of inland areas, and that of economically developed areas is higher than that of underdeveloped areas.
However, as a special economic zone, Shenzhen mainly focuses on the service industry of the tertiary industry, including hotels, KTV and wineries, so the demand for imported red wine will inevitably increase. However, in Shenzhen, there are mostly white-collar workers, gold collars and private enterprise bosses, and these groups have sufficient economic conditions.
With the continuous development of economy, the living standard in this area is also constantly improving, and the pursuit of spiritual enjoyment is endless. In people's impression, tasting red wine belongs to a high-level "fashionable and healthy living standard", so Shenzhen's red wine has great development potential.
Second, competitors who import red wine:
Our company is an importer of red wine, and it has just started to develop, and first develops in the direction of sales, so we want to know how to understand the red wine market in a region and from what channels to understand our competitors. So as to know yourself and know yourself. The following are my views on the competitive products in this area:
Domestic red wine: (using 4P strategic analysis)
(1) Price advantage: Mainly, (Changyu, Great Wall, Dynasty), their advantage lies in the low-end red wine, like the dry red wine of the old dynasty, which occupies a large share in the market. The sales price of domestic red wine is relatively low, which can be bought for tens of dollars, but the cheap wine has a certain lack of texture, so these red wines are sold in nightclubs. In that consumption situation, it's almost the same.
(2) Regional advantage: Generally, the domestic red wine production is relatively large, so it has an advantage in transportation. Imported red wine is affected by national policies and related wine taxes. In the case of high taxes and fees, many dealers get their goods through different channels, which leads to unfair competition in quality and price and disrupts the market order. "
3. My brief summary of selling red wine is as follows:
1. What do we sell? (Learn more about your own corporate wine)
Who should we sell it to? (Target group classification of our company)
3. How do people who want to buy it? (Marketing methods and publicity means)
4. Why would anyone want to buy it? (Proficient in marketing skills and brand influence)
5. What do you think after purchase? (Return visit and service of sales staff)
6. How to establish a long-term cooperative relationship? (Services and benefits provided by enterprises to terminals)
7. How to build a brand? (Sales staff's integrity and product quality)
8. How to give back to customers? (Combination of product preference and promotion means)
Four, I on the means of selling imported red wine:
1 First of all, we should choose our own profit model, position our target customers and understand the unique selling points of our products.
2. Secondly, make a website in the name of the company, but this website must have marketing power, credibility and communication power (online sales).
3. Select the recruitment agent again. However, for the promotion of red wine, we should make a detailed budget, minimize the cost as much as possible, and at the same time make a detailed plan for our own promotion. Then develop an agent through some relationships at home, gradually lay out your own outlets, and take every step seriously. (Shop counter sales)
4. Choose the base camp. First, do a good job of infiltration around the base camp. First, investigate high-end hotels, high-end restaurants and large supermarkets. Do a good job in advertising promotion around yourself and this base camp. (business development)