- B14 - Wednesday, May 4, 1983 - North Shore News @ business -MANAGEMENT FOR RECOVERY - PART II CASE Councillors can help decisions In the preceding column we discussed preparations the small and medium business managers should now be making to capitalize on economic recovery. We mentioned the need for growth strategies and touched on some of the problems that must be overcome in preparing and implementing them. Finally, we briefly described the CASE program which is available to small and medium businesses through the Federal Business Development Bank. The CASE program is, quite simply, a business management counselling program. The counselling is done by retired business people who have been selected for their expenence in and knowledge of various aspects of management. Some 1,000 counsellors are enrolled in the program and their services are available, for a modest fee, anywhere in Canada. Let’s return to the example given in_ the preceding column of the retailer who thinks the way to make the business grow is to add new lines of merchan- dise. The retailer, however, has first to determine how large a market is available for the new merchandise. In this instance the retailer has never had to do a market survey before and isn't sure how to go about it. The retailer has sought outside advice from others but still has doubts about whether adding new lines or merchandise is the right Strategy. Possibly, the retailer now thinks, the better strategy might be to relocate the store or re- design its layout. Or the investment in new lines of merchandise might be better employed in an advertising campaign. The more the retailer thinks it over, the more choices are opened. The retailer applies for CASE counselling to help determine what the mght growth strategy should be. A CASE counsellor with marketing experience is assigned to the retailer. The counsellor reviews the Tetailer’s situation and con- cludes the retailer was correct in thinking the best Strategy is to add new lines of merchandise. But there is still the problem of a market survey and all it entails. The counsellor can guide the retailer through the steps needed to do a thorough survey. When the results of the survey are in, the — counsellor can then help the retailer analyse them and determine whether there is indeed a market for the new merchandise and, if so, how large. With this information in hand, the retailer is now ready to order the new merchandise and to carry through with the business of moving it over the counter in a profitable way. Supposing, however, the market survey shows that there isn't now sufficient potential demand for the pew merchandise to justify carrying it. Should that growth strategy be aban- doned? Not necessarily. A detailed market survey might show instead an unsuspected demand for a different type of mer- chandise. Or the counsellor may be able to show the retailer where more _§at- tractive growth prospects are to be found within the present operation. The consideration here 1s the CASE counselling need not be a one-time contact. It can be as often or as con- tinuing as the = applicant : Now you know The ancient science of alchemy was based upon the futile was base metals into gold. The Federal State Em- ployment Service consists of the U.S. Employment Office and affihated state em- ployment services with their network of about 2,500 local offices. “ef @ Chinese law in 300 B.C forbade speaking to the emperor without a clove in one's mouth. THE WALL STREET JOURNAL For day-of-publication delivery to home or office in most cases B& A Turner News Distribution 922-5338 The island of Madagascar, with an area of 203,035 square miles is _— slightly smaller than the state of Texas. oo 8 « Romans considered raisins so valuable they quoted the price of slaves in terms of raisins Canada sclls more than $20 billion worth of goods annually to the United States, the greater part of them either) processed or fully finished COMMUNICATION IS OUR BUSINESS We offer courteous cient, Llelephone answering, direct dial paging, Telex, and a special service for doctors Get the professional help you need from Wes Tel wesh rec 980-3611 convenient, effi The Union Army bost 110,070 men killed in battle or died from wounds and the Confederate Army an estimate 74,524 in the Civil Bnan A. Canfield Vbee apepeoritame nt of Briar AN Casntiehd as Greneeal Man ager oof the Burrard Areaoe anpacarne Cad bes i bee Brttasts Cocrbesariton De be potvermne 6 erie prettis Dtve apepmomnetetae ait fellow + Pe Crit crt penny attanonnaal o Piste whereteys abl Be ¢ leh opus roomes ne the Nae over ate tas Descdagnpe Ghee Noorthy Ntreore Bone Pertvertoed ateet Sette Ede tis copmort te Mia O uneafee bel Note c nemrearage BA I. ht eS SO Bho CSET) Y 2 voor ute capped Cpe rete ons Sarre STS Oe we Vouen ny ern 4 ptotbe arya t MA. toa ta, ‘ tela Bursien Moccape en \ inet Mr CO eribne bt is a gta banate Cothye Maantf os trek ot AG Rare a NY (2 seereethy a re ttibe Nove carve Beart ft an ata ettiateaaeaiedaiadmeenianeaantmeaaetsiinaaat ennnssatnnaanansamasiansdineasnane ne’ wishes. Nor need CASE counselling be confined to one particular area of concern. It can be directed towards the resolution of any type of management problem or to identify new opportunities for the business to pursue. All that is required to set CASE counselling in motion is for the small and medium business managers to recognize there are management problems or aspects of management which may be beyond their ability to resolve on their own, and that CASE coun- selling has been devised to help in precisely these kinds of situations. (For further information on services available to small business, write to RETURN ADDRESS LABELS Two: Cotour Design Quick eaSy way to entity leners books ‘ecords etc Name address and posta: code 26 'eflers perune 4 ine masa Pronted i Diack and red ink on 500 white gummed iabets Can be panted without design it preterred 500 labeis (boxed) plus 20 . 4°x3" personalized parcel labels with Dive border and Diack printing $4.95 ppd (BC Res add 30¢ sales tax ) Please print detaiis and send with «heque ur money order to don g_ robertson itd PO Bor: 358 Victlona BC V8W 2W3 estabushed 1973 Frank Watters, c/o Federal Credit Business Development Bank, P.O. Box 1087, Station H, Montreal, Quebec, H3G 2N!.) NORTH VAN - FOR LEASE 3500 sq.ft. - gr. fl. Ret/off - off Marine Dr. with u/g pkg. will renovate to suit 1400 sq.ft. - corner off - exc. marine exposure - ample surface parking 1800 sq.ft. - Ret/Prof off. - tasteful wood decor near Cap Mall. BRENT JORGENS, 687-4441 Block Bros. IC &! SIX MONTH FIRST MORTGAGES 934% Subject to qualification & availability of funds. Guara "XG | Trust COMPANY Of CANADA RICK GRAVES 1645 MARINE DRIVE WEST VANCOUVER 922-0158 BILL RIDDELL 1452 LONSDALE AVE NORTH VANCOUVER 985-7487 On June 15, we're delivering money saving coupons ities frst issue of the North Shore News ( oupoon Clipper disthbuted in our newspaper on March JOth was an Over whelming success The advertisers in our first Coupon ( lippoe@r proved that consumers in North and West Vat oniver dre reddy to buy wher they receive thomey saving COUpoOons [rom joc AL businesses Thies sete chad aussie: of Guat © cuipoor: Clipper wii beeredistetociterdd ini thier Tarae: Lotti Neorth, Shiote News Pop € aM gedaa Phierbes wall tree 8 0 Co Coop teas teu veered too call of North aid West Vain OUVel Ve dhesday Mary 2! vert pet to qgethien caacd) tak ctboout bow.) , sap te Lp poe ce cdty Wweotk for youu bouUSiriesss Call me, Kevin Hayes 980-051] ’ chae ded vere* satay Cdesecredbinies ts Mnpoleary Axed ertton a, a” a Me peamancnie foe 4 RN sunday. 7 news north shore news