Hello and welcome to the session. I am Deepika here. Let's discuss a question. Differentiate the following with respect to x. e raised to power x upon sine x.  So this is known as quotient rule. This is our key idea for the above question. We will take the help of quotient rule to solve the above question. So let's start the solution. Let y's are given function that is y is equal to e raised to power x upon sine x. Here u is our e raised to power x and v is our sine x. So by quotient rule we have divided by dx is equal to u dash that is d by dx of e raised to power x into v that is into sine x minus u e raised to power x into v dash that is d by dx of sine x upon v square that is sine square x. Now we know that derivative of e raised to power x is e raised to power x and derivative of sine theta is cos theta. So we have d by dx is equal to e raised to power x into sine x minus e raised to power x into cos x upon sine square x. Now we know that sine x is equal to 0 when x is equal to n pi where n is any integer. Therefore this derivative is not defined when x is equal to n pi that is x should not be equal to n pi where n belongs to z. Derivative of the above function is e raised to power x into sine x minus cos x where x is not equal to n pi and belong to z. And this is our answer for the above question. I hope the solution is clear to you. Bye and take care.


This was the final opportunity for some of these athletes who are attempting to make the qualifying standard for the World Championship and the Commonwealth Games. No event seemed more intense than the final of the 100 meter. As they advanced to their lanes and adjusted their starting blocks, a camera inches away, not a word uttered from any, focused on the finish line. In lane 6 to 8 stood 3 of the fastest, Lenin Leos, Stefan Charles and Dylan Edwin. In the end, Stefan crossed the finish line in 10.19 seconds, crowning him the fastest on island. In attendance were representatives from the Ministry of Youth Development and Sports, track and field clubs, parents and Julian Alfred, accommodating requests for the occasional photo op. The St. Lucia Athletics Association has set standards for athletes to achieve before qualifying for the Commonwealth Games. The St. Lucia Olympic Committee has made its final selection of athletes for the Commonwealth Games to be held in Birmingham, July 28th to August 8th. The team includes Julian Alfred, who will be representing St. Lucia in the women's 1 and 200 meter.


సితోతోతోతో ప్నంథనింద ఆరోసిక్చ్ ప్ప్ ఆరియ్చిచిక్టంగాట్న్ నెవట్గ్మ్. అవట్లులాన్. and its details and in the end we will analyze the unit 1 details what we have studied so far and in session 10 we have understood that different models multiple we started with life cycle models prototype and formal life cycles then we study V model having requirement design implementation on the left hand side and on the right hand side we unit testing integration and system testing and we also went through the multiple we model life cycle model prototype final product these were considered for multiple we model life cycle we also went through the activities that are involved techniques test levels types other issues the mapping to the multiple we model we also studied a allocation of test related issues on the development cycle and on the prototype and on the final product how it is applicable for the multiple we model then we had gone through a nested multiple we model which will be having multiple we models nested based on the components that we have usually in a larger systems and also we went through top slides on testing by developers that means at the initial stage of the testing by development team they can do it since they have the necessary debugging and similar testing environment what we think that for testing so that they can fix the errors or the bugs issues we also through way testing is important at the developer stage is in terms of finding the defects early to gain the components to go ahead with the next level etc then we had gone through slide on testing by independent team we know that all the tests of the team driven by them including the test plan and all the activities so there are five stages of formalization for independent testing planning and control phase preparation phase specification phase execution phase completion phase we had a exercise on that okay we study about mass test planning what is mass test planning typically testing of a larger system with many hardware components hundreds of tons of code lines of code in the software it behaves complex right that means I say complex endeavor so involving many people especially performing different testing tasks at various points in the project very much required and especially complexity in terms of the states software states or the system states and the transitions of certain components exhaustively we need to test it which is something like a higher integration level or that is based on the complexity that the system is involved and the features all this have to be considered as well in doing the testing so what we do is we will have teams say remember here testing me testing is done by larger team so larger team means we can further subdivide that larger team into sub teams and sub teams they can focus delicately on performance requirements specialized features functionality level requirement etc it can be aggregated for the entire software testing for these complex situations mass test planning is very much necessary so what it does is it formulates a mechanism to control the overall testing process so hence the mass test planning has come into picture it basically requires the complex systems requires good plan so that is why we need to have a mass test plan so that is why the term called a mass test plan okay so larger system systems having complex and we just have a high degree of potential testing master test planning provides the control the overall testing process for complex systems what it does is first of the difference between the test lines of test levels is explained so what are the test types what are the test levels that we will see it exercise so basically it will be differences between these two because that is very much important in identifying the elements of the plan so that is why mass test test planning is conducted based on this it is a difference between which aspects are being tested and which organizational entity is executing the test the master test planning then deals with the combination of what so what it primarily does is which or what aspects are being tested that it will identify and it will differentiate with who is doing the test or executing the test that is what is the organizational entity this is nothing but a set of team or a set of allocated specialties or person who will be involved for the entire testing activity so they finally call these all these will be finally put together into the master plan that is why it is very much required to mass test plan in order to test the complex systems complex systems for example I can quote something like break control systems engine control systems we have plate control system fuel measurement fuel management do not assume that fuel measurement is just a lot of control systems are involved along with the sensors and their feedback and there is something called here redundancy management is something like we have quarter plus systems or systems where one or the other channel it could be second one second subsystem takes over for controlling the intended operations or it could be one or the other systems which will be used in order to arrive at a specific decision so that is where redundancy is very much important so we have two channel system four channel systems where almost each channel will have a similar functionality each channel inputs are very much used to arrive at a decision which one is good which one is bad which can be discarded which can be used so typically in a flight control system so we have 11 or actuators this kind of redundancy is used very much so definitely they live with the complexity of the underneath the software hardware what are the subsystems that is involved within that system so to have a development life cycle or to draw a test execution we need to definitely have a master test plan so because it is a complex systems where we identify lot of activities lot of types mechanisms or methods etc so that is why it is very important to have a master test plan okay so what are the elements of master test plan these are just basic elements what I am trying to highlight here or this can lead to further or this can further broken up into minute details as we discussed in the earlier sessions about test planning test cases procedures broader level test types are defined that is the first thing of the master planning a test type is a group of activities with the aim of evaluating the system on a set of related quality attributes that means test type identifies a evaluation mechanism for certain things like it could be other form as it could be meeting certain criteria it could be a quality aspect in terms of coverage or standards etc so basically it does basically accumulates the group of various activities aim is to evaluate the system based on certain attributes of measures the steps state what is going to be tested and what is not so something like a scoping it does the test types will define what will be tested what are the activities how I am going to group it and what are the tests that will not be taken care or that will not be done so that is what the test types state about it means system can be tested for different parts of you it can be tested funcest at the performance this is requirement user so these are some of the quality attributes that describe the various aspects of system behind of course there are standards exist for example ISO 5126 I will just list out so that will give the 9126 O178 etc so some of these standards also can be used as of arriving at certain approaches for test type so these are the quality attributes so that can be used for test types that is so several quality attributes are also combined single test that means single this can have a single quality attributes likewise and test types state what is going to be tested what is not for instance a tester doing the functionality test is not I mean it will define basically who will do what functionality and performance related or vice versa another way like performance and the functionality in terms of which tester is going to do which one the below table we can see some of the test types based on the applicability so as I mentioned here means that it is again depending on the complexity of the underneath embedded system so this table we have a test type its description and quality attributes that are included what are the test types that are considered for master test planning they are functionality interfaces load and stress support it could be manual production recovery regression security standards okay so let's see one by one what is the functionality test type testing the functionality behavior that means functionality is being addressed here so all the features of the functionality of that system will be categorized under a functionality test type basically that is given with the inputs so input definitely will have an error in the inputs to test the behavior of the particular functionality and interfaces as I said basically it is an impression between a couple of subsystems or an external system or a signal or a speed whatever it is so that is what it does testing interaction with other systems other systems could be subsystem or any external entity so this is coming under quality attribute called connectivity sometimes we can also mention as communication may be communication is more sensible compared to others I mentioned it as communication as one of the quality attributes that we can attribute to interface then we have load and stress allowing large quantities and numbers to be processed that is we have system capable of taking certain load or certain inputs certain quantity of inputs say 5000 rpm or 7000 rpm range is something like 1000 to 7000 rpm let us say 7000 rpm let us say for example those kind of requirements or those kind of test type is coming under load and stress so what we want to subject the embedded system is allowing the higher number with a fully loaded system so that we will test the behavior of that particular condition with the large number of inputs or large quantities when it is fully processed with these inputs okay next type is the support providing the expected support in the system that means the types the test types which will help us in terms of directly or indirectly arriving at some of the results that is the expected support in the system that means overall understanding of the some of the features of functionalities we have to arrive at some analysis etc all this will be part of this support testing it is attributed as suitability next one is a production test production process that means we have a production environment all the production based testing will be done under this so that will have a quality attribute in terms of operating operating and continuity that means a embedded system should be able to operate with a minimal introduction or maximum automation and it should continue the same way as it is expected once it is through with the given set of test procedures then we have the recovery testing recovery and restart recovery that means the like reboot power of requirements those kind of testing could be coming under this type of recovery where we have a test recovery and the rest of the facilities will help in doing this type of test this is the standard recovery quality characteristics then we have a regression you all know what is regression testing whether all the components function is correctly or the system has been changed so why system will change because it could have been bug fixed or any upgrade would have happened or any testing failures to be able to reproduce etc so all this function of regression regression can have any of this quality characteristics that is where they are put as all then we have a security testing security so all security requirements sometimes we can add safety requirements also under this type called security then we have standards rating the compliance to standards like this much percentage of coverage should be there complexity coverage etc we will all come under standards against the standards these steps are defined this also is categorized under security safety because for example if you take airspace projects what happens is they call it as a airport safety that is how the product is safe when this subject to certain tests all those features come under these standards and also it should be a user friendly in terms of its operate operability and usefulness then we have a base in the resource system some of the systems that embedded system primarily can use like power regulators memory communication all these the measuring equipments all are called as these resources type of testing capital under this type of course we can combine with this also interface as well as we can the broad day you can categorize communication this again as it is objective based on the complexity of the system so these are some of the elements under test type element some of the test types that are listed we can add more based on the need of the complexity that we have we need to draw this because this is a very important in terms of master test planning the next one is test levels the second element of the master test planning is test levels a test level is a group of activities that is organized and managed as a activity so test type is a group of activities with the aim of evaluating the system on a set of related quality attributes here we define the test types under the quality attributes what is going to be tested in test levels what we do is we list out a group of activities and how it is organized and managed as a set of activity is going to be defined so the table below is some of the common test levels for a test subject to supply okay so before that and few words is that test activities are performed by different testers and teams as I said because we are dealing with larger systems so we may use a different environments or various environments pertaining to certain set of features that is under test so all these organizational aspects are the reason for introducing this test level that is why it is important to have a test level defined for a master test plan test levels basically state who is going to perform the test and when it tells the states basically who is going to perform the testing and when it is going to be tested the different levels are related to the development lifecycle of the system it structures the testing process by applying a principle of incremental testing you know that incremental testing is a development process we develop small small pieces first we integrate one by one and then incrementally we build the system when the various components of satisfactory quality they are integrated into larger systems or subsystems so likewise we will develop the bigger systems these in turn are then just try to check if they conform to higher level requirements so we will start with the small subsystems and components then we will grow up with the higher the incremental testing finally we check if they conform to the higher level requirements what is integrated for that particular system and we know that low-level testing low-level testing focus on isolated components executed early in the cycle in the bottom most part of the remodel high-level tests are tests on the integrated systems or subsystems executed later in the life cycle of the retention of the remodel it could be simulated target based based basically on the real life and so we will go through the table of test levels all of this we have gone through in our earlier slides in a different class sessions in this unit we have detailed but different about mass test planning which defines each of those type of tests or levels of tests categorized under the mass test plan okay hardware unit test hardware integration test model in the loop software unit test post or target testing software integration test hardware software integration test system test acceptance test field test again these are all subject to applicability of the particular embedded systems as we need we will draw a different levels put an integer and that is test hardware unit test test level is low and it is done in the laboratory in the lab testing the behavior of the hardware operation in isolation as I said it is a component level unit level it is called you can also mention it as a unit test hardware integration test that means it is also a low level this will be done in the laboratory testing the hardware connections and protocols basically we have CAN AFDA XETA whatever it is all this are part of hardware integration where we basically plug all the hardware processes underneath the basic embedded systems and we will test it then we have a model in the loop this is categorized as high and low depending on what are the type of models that we use so we know that in initial stage of the project we develop the model to prove it whether it is going to work so basic purpose is proof of concept testing control is design optimization some of the complex algorithms may need to be proven first before we actually develop and develop of course in terms of memory performance you may have to optimize so in order to architect additionally you may have to do design optimization all this will be covered under model in the loop also called as MIL the next type is software unit test host or target based system of course I told here as hardware unit test basically different hardware components want to be tested we can do it or if it is not required then we can go ahead and use software component test actually because this is a component that those units are fine because what will happen is we will do software unit test on the particular unit we may come across bugs or issues so we presume that sometimes there could be hardware problem there could be software problem etc to make it clear that we are good at hardware we start with the hardware unit test this can be done by a hardware team or a specialist who know about or who is knowledgeable enough on the hardware components is again a low level test laboratory this host target processor is used of course laboratory has both of this typically it is used in the lab testing the behavior of this software component in isolation then we have the SIT software integration test it is also low level it is done with the help of that output connected to the host we know that how the target is interposed with IDE then debugging in one break point and all that we use it to do the integration basically here we try to integrate the different software cases within the system and integrate it we will pass the parameters test against the parameters whether the intended behavior of the flow could be control flow or data flow that will be the aim of the test the testing interaction between software indication test similarly the next level of test is HLID where we focus on the system and their system behaving when it is integrated with software components and those software components how they are doing on the other one we focus only on the software to solve the interactions here we focus on the software to hardware or hardware to solve the testing interaction between hardware and software is taken here HLID here also we use the same lab equipments measurement equipments and the target board with the same language whatever it is through that the software is working fine on the end target system then we have the system test as a integrated unit the embedded system unit whether it works fine as expected is done with the help of this level called system test is a high level of course the HSIT is also high level simulated real life that means accept few of the items we will almost have the entire system say suppose exception is what similar to real life that means it is not the actual system running on the field suppose it is a fuel measurement or if it is a speed so we will not take the embedded system target onto the road with a high speed of 100 miles 200 miles etc we will not do it instead what we do is how it the speed or the fuel actual fuel is going to fit into this we are going to simulate that those inputs and those inputs with those help of those inputs how it is behind what we are going to test it so this is under system test and AB is to test whether it is as specified in the high level requirements basically due to the HLR or SRS or SRB software requirement specification software requirement document or high level requirement a subset of high level specification is business requirements or user requirements this is tested under acceptance system is whether the product can be accepted this is also done with the help of simulated real life with the actual end target testing that the system for a purpose for the user basically we look from the customer or user perspective in all aspects of acceptance and last one last category is again subjective we can use the field test some of the complexity some of the features need to be tested with the help of the environment something like ambience or weather of course weather also taken care like we have a temperature same or more they will be doing but other integrated system sometimes we may have to test on the field those things are categorized under field test testing that the system keeps working or the extreme conditions could be the attitudes whatever it is all this will be taken care with the help of field test so this is the test level under the master of test planning so we have two types test types which deals with what is going to be tested and what is going to be tested we will summarize all the group of activities basically to evaluate with the help of the quality attributes then we have the levels all these attributes have been defined how they are going to be tested that means what level you are going to test it let us say model in low or software integration system test etc for the component test all this will be considered for master test planning so in continuation of the master test plan here is a picture we all know that we understood already about this is another way of depicting master test plan do not get confused what we have studied in our earlier it is same where we have drawn the picture of different levels of what test we have a system test it is all part of the master test plan so master test plan can be viewed as the combination of what has to be tested it is test types and who is going to perform those test activities or test levels so that is about the master test plan of course we need to coordinate the various test levels it should prevent our redundancies and options it ensures that a coherent overall test strategy will be implemented decisions must be made as to which test level is most suitable to testing testing which system require quality attributes so that decisions have to be taken care of course the specialized resources such as the specialized test equipment measuring equipments and expertise to use that all those have to be allocated to the various test levels of certain functionalities or features of course there is a timeline or a great period that also need to be drawn inside the master test plan so an overall test plan has to be drawn up which defines the tasks responsibilities boundaries for each test level very important to understand that boundaries in terms of expertise or limitation etc at each level of the testing methodology which spans across this master test plan so that is why this overall test plan is called master test plan basically this is done by the project manager and the project manager it could be a test manager depending on how it is organized in the master test plan so he will delegate the above ones all tasks who is going to do what all these responsibilities are done by the test management team of test managers or project manager so overall is responsible for this so that is about master planning test level and test types so three main areas of interest for master plan that needs to be considered by a project manager or test manager before he does the master test plan test strategic choices what to test and how it is how through how thorough it should be there is one of the important test strategy choice that tends to be done allocation of resources expertise resources could be from the material for the components one said and sources could be from the human resources in terms of expertise or the experience that is required to be taken care and how all these different entities for the resources of the components all they are going to be communicated there could be an element of a vendor also sometimes we may need to help some of the power supplies or the measuring units how we are going to communicate within these disciplines there also is an interest for the master test plan and of course the master test plan will know exactly what is expected from each of them and what level of support and resources they can expect the master test plan serves for each test level we can have a detailed test plan for each of the level we can have a test plan for acceptance test we can have a test plan for a system test integration testing test etc all this combined together the master test plan is formed it does not need to prescribe for each test level activities must be performed in detail but it can point to what can be done that will be there in the detail test plan so whatever the details are decided so so the master test plan deals with decisions that concern areas where the various test levels can either help or hinder each other so all these pointers will be proud of the part of the master test plan of course there are other aspects in master test plan also just list out just for sake of listing it out is not mandatory but for understanding sake we do it that is a strategy we know that we need to have a test study and team for the same infrastructure and organized organization I would say who is going to do what this is basically some of the key elements of the master test plan and we know that in the TM method all these above are drawn with the help of data principle what is data principle lifecycle infrastructure techniques and organization so this all will form the master test plan so master test planning activities I will highlight a few points which are important formal the assignment global review and study that means what is the strategy in the previewing outcome of the test and how the team can start in terms of study then determine the master test plan what is the basis on which the test strategy can be determined specific infrastructure define the organization determine the global schedule it means based on all this five above schedule is drawn in terms of using this and coming up with an execution plan for the same so these are some of the activities so this is done by a test manager and he starts as an early activity in the development process itself as a overall test process this is done by developing a master test plan having formulation of overall objectives responsibilities what is the scope then a global analysis of the system to be tested and the development processes come out the next step is to use the information what is being discussed and carried out about how we can measure for taking the next step in terms of it could be a quality performance basically we should have the aim of successful system having done with the complete testing so this is the determination of the master test strategy and involves choosing what to do what not to do and how to realize the test managers may be the responsibilities it accomplish this whatever we have discussed so far is getting accomplished with the help of master test plan the required resources infrastructure or personnel should be defined to manage this the communication between all required reporting must be defined how it's going out the individuals are going to report and what frequency and to whom all this will be part of the organization and and the test plan a good master test plan is not created in a quiet and isolated office it is a highly what is it called political task I mean it has a lot of buzz lot of people involvement all that basically it requires a discussion along with the bargaining and persuasion throughout the organization so that is a good master plan drawn by the project manager of the technical test managers so that is about the master test plan the last part of the okay so of the session I'm coming with couple of slides just to bring some of the pointers which will highlight overall what we have studied in this unit in terms of principles this is a good set done by Glenford James so just want to point to this so 10 principles of and necessary part of a test case is a definition of the expected output or we know this we need to have an expected output and the programmer should avoid attempting to test his or her own program that means the independence should be maintained that means the programmer should always like to test as an independent way or he should not be biased way testing a programming organization should not test its own programs that means one is a programmer level another one is a relation thoroughly inspect the results of each test means once we have the results outcome even though it is passed we should have a justification or we should have a validation why it is passed we should inspect it you should watch it you should make sure that the right results are achieved test cases must be written for input conditions that are invalid and unexpected as well as for those that are valid so both have to be taken care examining a program to see if it does not what it is supposed to do is only half the battle other half he is seeing that the program does what it is not supposed to do so that is both of them are very important first we will do what it is supposed to do the example telephone instrument what it is supposed to do and the same telephone instrument what it is not supposed to do when something is not required or something is not specified in the specification so in principle avoid throw away test cases unless the program is totally throw a program so unwanted things we should analyze properly before we make it a unavailable or unwanted do not plan a testing effort under the tacit assumption that no errors will be formed so we should not waste having testing effort just for the heck of putting some effort should have appropriate effort on achieving the success of the test it could be hundred percent at one go or it could have some errors but effort should be there always and effort should be on the right direction the probability of for the distance of more errors in a section of a program is proportional to the number of error already found in that section is a very interesting principle is always proven I have seen this and I am for this actually basically why because I have a source code of say thousand lines and I found say some 20 bucks initially and at the end of the test of this thousand line I found say 100 bucks definitely those 80 bucks could be based on the 20 bucks which are found it in the interest so there is a proportionality that already found errors could result in more errors of the new new errors or more errors that could be another setting is an extremely creative and actually challenging task that means testing is equally important and equally well rewarded task considered in the industry so that is about 10 principles of software testing we have also beta this is basically did not be part of the embedded software testing but some production environment is being used especially on the application side but I have heard that alpha and beta testing are also used in some of the embedded systems production environment so just to understand what it is typically used in production the focus is focus of the testing is to simulate the real users by using black box and white box techniques alpha test done by the customer sorry alpha test at developer side by customer this customer will have an idea of the product at the development site so developer looking over the shoulder recording errors usage all this from development perspective is taken as a test controlled environment it means still it is not a full-fledged or released environment with certain conditions that are carried out so the next type of test after alpha test is done we have test at one or more customer sites by end user that is the end user real user of that will be testing the product at the karma site and there is no developer involved for beta testing is something like a live situation where the product is on the market or the field developer will not have any control only he will be reported of the issues that is coming out of this customer records problem so that is about alpha and beta testing there are a few differences between that alpha testing performed by testers who are usually employees of the organization beta testing is performed by clients or users who are not employees it is on the field alpha testing performed at developer side beta testing is performed at client location or end user can have the product and test before he uses actually for his main reliability and security testing are not performed usually this may not be applicable for embedded testing but in general is how they are using it reliability security robustness are during beta testing alpha testing involves both the white box and black box it makes beta testing typically uses black box that is system level alpha testing requires lab environment or test environment beta testing does not require any in-house environment or testing environment software is made available to the public or the end user and is said to be real-time environment. Long execution cycle may be required for alpha testing only few weeks of execution is required for beta testing critical issues or fixes can be addressed by developers immediately in alpha testing most of the issues are feedback is collected from beta testing will be implemented in future versions of the product so alpha testing will be have a still chance of reverting back with updates of the product whereas beta testing it has to go through different chain of implementation versions test to bring you back to the factory and all that alpha testing is to ensure the quality of the product before going to beta testing beta testing also concentrates on quality but the other user inputs on the product and ensure that the product is ready to ready for the real-time so I have covered alpha and beta is some embedded systems can be covered under this this is basically they using industry like telecom where they have OSS like Android or Google so there is alpha test released products and given to the customers group of customers will use it in the real-time environment and that type of testing is called the beta testing is the most of course end of session we have words repetition of all maybe we can add some of this some of the right terms from this class something like schedule strategies strategy strategy both of them which look at this plan of course part of this plan we all know that I think one word is a model in the loop so this is an important it's also called as ML the will also be the master test model but safety and just safety hardware software integration software software okay the last part is the question what are the main elements of master test plan list the principles of embeds of co-question and their importance and maybe we can have a question on beta testing this is the differences okay so with that we will conclude the session in the next session we will take up for the next unit of software testing maybe I will recap of all the sessions that we had for some duration to begin with that in the 11 sessions we have then we will take up the second unit on testing methods dynamic testing model based testing college testing etc as part of the next session okay thank you


Of all the objects in the heavens, none has been more closely nor more consistently observed than the moon. Now that man has actually walked upon her surface, one might suppose that all that can be known about her is known, and it comes as something of a surprise to learn that over all the weighty volumes of astronomical discussion hovers a haunting and tantalizing question. Scattered over the surface of the moon in great profusion are craters. Not unlike the craters produced by volcanoes on the Earth. It was one of these craters which attracted the interest of Sir William Herschel, greatest astronomer of the 18th century. On a certain night in the year 1783, he stood at his accustomed place by the window to study, his telescope to his eye. Beside him was his sister, Carolyn Herschel. Good Lord, I must be dreaming. Here, Carolyn, take the telescope. Where shall I look? It's one of the moon's craters. It's in the lowmost area just below the Mare Ibrahim. The light, they're all in a row, and they're moving, just like the flare of torch lights in a procession. From then on, night after night, Sir William and his sister watched the moon, the infinitesimal pinpoints of illumination that marched mysteriously across the floor of the crater. In that same year and again four years later, in 1787, the great astronomer wrote articles which carried but one implication, that the phenomenon which he had been observing was an evidence of life, that there were perhaps living, moving organisms on the surface of the moon. Sixty years afterward, another eminent scientist named Rankin testified that he too had seen lights in the same crater during an eclipse. And in the decade that followed, four other observers made similar reports. Meanwhile, however, the science of astronomy had reached adulthood. The instrument it employed had gained power and precision. The men who employed them were no longer inclined toward naive and idle speculation. It must be remembered that Sir William Herschel used a telescope of just six feet focal length, which he made with his own hands. Naturally, such an instrument could not produce results in which we can place any reliance whatsoever. The moon, as we now know, is totally devoid of both air and water, and so, of course, it is nonsense to speak of life on its surface. And this was the consensus of opinion for half a century thereafter. And then the great American astronomer, William Henry Pickering, who had devoted a lifetime to planetary photography, who had traveled round the world for the sole purpose of comparing the moon's craters with the craters of the Earth, issued a statement in 1937, just a year before he died. I have observed closely the crater, which so interested my very great predecessor, Sir William Herschel. My conclusions are not entirely at variance with his. There are reasons for believing that there is life on the moon. And so today the problem remains unresolved. And meanwhile, the moon herself rides serenely through the skies, keeping her own confidence and withholding so far her secret. A secret that may well prove incredible but true.


And welcome to Adventures in Small Business. This program is a collaborative effort by between the US Small Business Administration, the Hawaii Small Business Development Centers, the MINK Center for Business and Leadership and Veterans Business Outreach Center of the Pacific. The idea for the program is to showcase the stories of local entrepreneurs and small businesses and to be sure that the audience understands and recognizes the resources available to assist small businesses in Hawaii. I'm Kathy Wiltsi, the State Director for the Hawaii Small Business Development Center. And today I have invited Laurie Hiramatsu and one of our Oahu clients to share their journey to success. Laurie Hiramatsu is a senior business advisor in the Oahu SBDC Center. And Gary Novicell is joining us to talk a little bit about his business, Raw Dog Hawaii, and he also has brought his colleague, Dakota Tatum, to share some of their story with us today. So welcome everyone. Very nice to see you. Thank you. Thank you. I'm going to just turn it over to Laurie right now because she's prepared some questions. I'll jump in if I have another question in addition to what she may have. Okay, Laurie. Thank you, Kathy. Hello, everyone. In 2016, I met Gary. He's a veteran entrepreneur, founder and owner of Raw Dog Hawaii, and we were brought in to assist with his expansion plans. Joining us today, as Kathy mentioned, is Dakota Tatum, who is the Director of Client Experience. So welcome, Gary. Thank you. Thank you. Gary, could you share with us in a brief overview of how you side your business and the products that you sell? Sure. We started sort of out of necessity. We, by the way, when I moved here in 2012, and I'd already been feeding raw food to our dog who had extreme allergies. And when we moved here, there wasn't a local source of raw food, and when I started looking at the resources that were available, the grass-fed, grass-finished cattle, all the organic vegetables that were here, and how rich the soil was, I thought, well, at least I have the ingredients to make it on my own for my dog. And that kind of started it, because friends were like, hey, what are you doing to your dog?  How old is he? And I said, well, he's 15.  I said, well, he's 15 years old. So that started people wanting the product, and you know how it goes when friends and family and then everybody else goes. So you become kind of this unwitting business owner, and that starts the process. And it was just an avalanche. It came out of nowhere. Could you share with us your product that you sell, or to go to some of the stores? Sure. Yes. So we make a chicken blend. It comes in patties. We also make beef and venison as well. We also do a nugget version, so that's great for smaller dogs. And then we have four different types of treats, beef heart treats, beef tendons, ahi treats, and liver treats. We have a few other products as well, but these are our top sellers. So Gary, as you started your business, what are some of the greatest challenges that you faced as an entrepreneur? I think any entrepreneur when they start a business, there's just a bevy of challenges. First was, where do I make it? Because my wife told me after a couple days, our kitchen was out. And so I started looking around for places, and we happened upon the Pacific Gateway Kitchen Incubator, which is a facility for human food. And I approached them and I said, well, I make dog food. And they said, well, you can't work in a human-grade kitchen unless you have a food permit. So I went down and approached the Department of Health and Safety, our sanitation, and they said, oh, sure you can't. We have a form letter for that. And I thought, well, how many times have you used this form letter? They said, never, you're the first one. OK, so I've got this form letter and I went back and started there. And there's always a hurdle. And first was, where do I get my products? And I reached out to farmers and ranchers, and I was new here. So I had a bit of a learning curve of how to work with local business people, and it's a lot different than the mainland. And they taught me very quickly. And as I started to scale in the Pacific Gateway Center, freezer space was next. And we were stacking coolers of venison and whole cows. We outgrew the space pretty quickly. So the next hurdle was finding space. Pacific Gateway Center, it was a manageable expense for us. And then going out into the real world, it's rent, the cost of power, all the things that go along with running a business, that was a real commitment. And I think we met somewhere a little bit after that to kind of help with that. Do you believe there's a winning formula to becoming a successful entrepreneur? And what is it? The secret sauce. As bad as it gets sometimes, talk to another entrepreneur.  And there are going to be times when you think, this is hard. I just, I can't do it. I can't find the solution for this. Every single entrepreneur goes through that. And the answer is don't quit as much as you want to sometimes. As hard as it is, as difficult as that speed bump is to cross, you're going to get up in the morning and you're going to want to quit and you need to get out of bed, take a shower, have a cup of coffee, that of course was grown here. And go to work and find a way around the problem. Because that's what it comes down to for any small business owner is, how far are you willing to take your passion?  That's why you started in the first place.  And there's always going to be a problem. And you know that in every small business, whether it's funding or whether it's finding a diversity of suppliers, whether it's dealing with the weather. So I think that's the secret sauce is you just have to believe in yourself, believe that and know that what you're doing works. So if you've got the product and you have the people, it's going to work out. That's good. Perseverance becomes important. So passion is important. Passion is important. You have to remember why you're doing it. You can't just be in the forest and just stare at trees. You have to remember that you have a bigger mission. So how do you define success? What is your definition of it? I'll show you the answer to that. Success is, well, I used to be a chief technology officer. And at the end of the day, the measure of success was nobody knowing who you were. Because everything had to be 100% perfect. So how do you do better than that? So for us, success, for me, seeing a dog healed that has been through the ringer, things that an owner has spent a lot of money trying to fix. And we do. And we get to see the happiness in the pet. And we get to see the happiness in the owner. I think helping hunters who struggle on Molokai to find a job, employing them, and giving them something that they love to do. And they now have an outlet for helping a farmer or a rancher who is struggling to stay in business to give them another outlet where they can sell at full price. And people think I'm nuts sometimes for buying vegetables with bug holes in it and paying them full price like a grocery store. But bugs are smarter than me. They know which one's the most nutritious. So why not give the farmer an outlet to sell those products that otherwise might not be sold? Could you share with us a little bit more about that? I think you had talked about the vegetables and bugs and how your company's also supporting some of the Molokai hunters. Right. So this would be a lot easier and cheaper for us if we brought in everything from the mainland and had a single source there. Hawaii already does that with 90% of what we consume. And it doesn't make sense. We have people here who excel at what they do. They love what they do. And we need to continue to support them as consumers of those products. Just like the stores that we sell into, they're mom and pop stores. They're not big box stores. We're helping them stay in business. They're helping us stay in business. But the ranchers on Molokai and the hunters on Molokai, it's difficult for them to find an outlet for what they do because venison is a perishable product. It's an invasive species here. We need to find a use for it. And it's not easy to ship frozen product from Hawaii to the mainland. So finding restaurants, finding grocery stores, finding pet food companies that can turn it into treats or some other consumer product helps people stay employed here. And we do that with all of our products across the board. Thank you. Who has been your greatest supporter in the challenges that you have faced in your business? Dakota, my wife, my customers. When you can completely and utterly screw up a customer's order, no other industry does the customer call you and say, oh, that's OK. Thank you for fixing it. Don't worry about it. That happens. The first time that happened, I'm like, I just met the nicest customer in the world. And sometimes we'll mess up an order when we ship. We'll ship the wrong thing. Oh, don't worry about it. Just fix it on the next order. Who does that? I mean, we have some of the coolest customers on the planet. In retail, that interaction would never happen. So customers, they're amazing. They're loyal, almost fanatical sometimes. Dakota has been with me and worked with me since the beginning. And I stole her. I did everything I could to steal her because I saw something in her that I rarely see. And that is the willingness to learn the outgoing personality and the willingness to do what it takes to provide a customer that service. And if it wasn't for Dakota and I'm not exaggerating, I would not be in business today because people like Dakota are so rare to find. And when you find them, keep them. Do whatever it takes. It's about halfway through our program. So we're going to take a little break for about a minute. And we'll come back and keep asking some more interesting questions for you to share your story. Thank you. When I was growing up, I was among the one in six American kids who struggled with hunger. And hungry mornings make tired days. Grumpy days. Kind of days. But with the power of breakfast, the kids in your neighborhood can think big and be more. When we're not hungry for breakfast, we're hungry for more. More ideas. More dreams.  When kids aren't hungry for breakfast, they can be hungry for more.  My name is Stephanie Mock. And I'm one of three hosts of Think Tech Hawaii's Hawaii Food and Farmer series. Our other hosts are Matt Johnson and Pomei Weigert. And we talk to those who are in the fields and behind the scenes of our local food system. We talk to farmers, chefs, restaurateurs, and more to learn more about what goes into sustainable agriculture here in Hawaii. We are on a Thursdays at 4 PM. And we hope we'll see you next time. Speaking with Gary Novusel and Dakota Tatum from Raw Dog Hawaii and Laurie Hiramatsu, who is a consultant or business advisor in our Oahu office. Laurie, do you have some more questions? Yes, I do. Thank you. So Dakota, Gary thinks very highly of you. And you want to hear what your role and what do you mean by customer experience? What kind of customer experience are you going to create for Raw Dog clients? I would say my role in the company is making sure our customers have a seamless experience.  So we want to be there every step of the way, switching to a new diet, a raw food diet can be intimidating for some of our customers. There's a lot of different options and you don't always know where to start. So being there for all of our customers, I can say I know almost all of our customers on a first name basis.  So when I finally meet someone that I've been emailing back and forth for a few years, it's like so exciting to put a face to their name. So just to be support for them and help answer any questions they may have and make them feel comfortable. Oh, that's nice. It's good to have Dakota to field because as you mentioned, you can do other things. What is so amazing is if I step in and do a farmer's market, the question I get throughout the four hour farmer's market is where's Dakota? It's not, hi Gary, how are you doing? Thanks, where's Dakota? Why is she not here today? It's like, oh my God, I don't need to do these anymore. So, you know, but yeah, that's how awesome she is. Could you share with us, where are you now as far as your business, your expansions and what is the future hold for you? The, right now we are moving into, or hoping to move into a new facility in Kailua. We found the space in February. We actually talked with a big box retailer, not a pet company, it's a grocery store chain that has been in Hawaii as long as I've been alive. So it's integrated into the state. And our plans, of course, are to grow. Right now we are completely at capacity in our kitchen and I apologize to our customers and to our retailers who think that somehow we're holding food back. I assure you, when it comes in, the door, it's gone within 24 hours out to our customers and retailers. Growth in Hawaii is a challenge. It always is for any company. But, you know, with high tech development corporations, help with the help of the SBA and everything you guys have done, you have made my life so much easier growing up the business. I think after this, we have a lot of customers and when they've left Hawaii and go to the mainland, tell us we can't find a product like yours. When are you coming here? Why aren't you shipping to California? Why aren't you shipping? So, you know, our long-term plan was always to kind of replicate what we built here on the mainland. I don't know that we can because there are so many things unique about our products. They don't have volcanic soil in the mainland, so their steaks, the venison, the products we produce, aren't going to have the nutritional quality there that we have here. And I'd love to pack up all my farmers and ranchers and take them with me, but that is really the next step. The other is to start adding more probiotics to the product and hopefully consuming more vegetables and working with goat and cattle milk producers to add some lactifermented products to our foods. And then we were filmed for a documentary film called PetFood II. PetFood, the first version, highlighted some of the things that are wrong in the pet food industry and questionable processes that go on. And the consumer doesn't see that. And PetFood opened up those floodgates and let people know. And we've acquired a lot of customers because of that. We've been filmed for PetFood II. There is a small handful of companies that are gonna be in that group and we'll be meeting on 4th of July in New York with those other small companies. So I'm hoping we can find and create a joint venture with those companies and expand what we're doing to a broader audience. So you've gone to the next stage.  So two different stages. Your first stage, you started out, could you share some sage advice to people who hold art in that stage that you could pass on to them? My biggest advice is be humble. You have a lot of people around you with a lot of experience and do not be afraid.  Do not be afraid to ask for help because there are so many people who've gone what you've gone through and they want to pass on that knowledge to somebody else just like the economic development, the easy economic development program that's here. It provides subsidies for companies who are in economically depressed or underserved areas. I didn't know about that until they approached me. So ask. And then as you're getting bigger, don't forget you're in Hawaii and everybody knows what you're doing. Super Zoo is going on right now in Las Vegas and I saw a product that was advertised and I won't name the company but they were having a Hawaiian party there and they were giving away lays and they had this pet treat with a cute character wearing the lay. I don't think any of that company's ever been to Hawaii. They don't understand the culture. So cultural appropriation is a problem. Be respectful of the people around you and the culture here. It's important. You have to be Pono. You have to respect the land. You have to think about your packaging and the plastics that you use and the fact that we don't recycle like other states do. So that's what we try to do along the way is be responsible, be aware of the environment. But yeah, just be humble and don't be afraid to ask for help. As a business owner, as you scale up which is very challenging for many companies, what advice do you have for them on the business side of scaling up production? Well, we're in the manufacturing business so it's gonna be very different for other companies. Think creatively like us. One of the products that we are looking into developing is a coconut milk kefir. We have goat milk which is brought in from someplace else. We have cow milk which is brought in from someplace else. Nobody's making that here. So we're gonna make that product but then what do we do with the coconut husks? Think about the leftover products and try to be creative about revenue streams. It's easier to sell to an existing customer than to acquire new ones. So think about how you can provide a value edit service with something here that is a waste product. Palettes is a great example. Crush the pallets, shred the pallets. They're simple machines to do that. Sell wood chips. So yeah, be thinking outside the box. Look at things that are stacked up around the neighborhood or other businesses that are going unused and brainstorm. So there are many resources out there for you to use, right? So how did you reach out? What is your recommendation for small businesses to reach out to the resources? Sometimes they don't know where to start so what would you recommend? First, call you guys, the Small Business Development Corporation. Talk to the SBA. You have groups that service core retired executives. They helped me in providing counseling to do it. Call other large small business owners. I have customers that run businesses like Citi Mill. And they said, you know, why haven't you asked us for help when I talked to them? So don't be afraid of the size of the company. Usually the bigger they are, the more willing and helpful they can be to you. You just have to ask. At least you know. But there's a lot of resources here that are available. You, again, asking other people what they did, how they did it, will give you a lot more answers beyond what even I can. So how do you both stay ahead of the competition? Well, there's very limited competition here. We're the only provider of a locally sourced raw food in Hawaii. We know that there are treat companies that are starting to produce pet treats that are locally sourced. You stay ahead by just continuing to do what you say you're going to do. Be aware of the competition. But, you know, being 3,500 miles away from the mainland kind of helps a lot. It's expensive to ship heavy frozen product here. But just be aware of what they're doing and continue thinking about your customers' needs. Satisfy those needs. Create an excellent customer service experience. And competition, it's going to come. We know it. We know there's going to be a competitor coming to the market sometime. But we know what we do and we try to do it as best we can. So branding. Any advice on branding that you could share? How about branding your name, your product? I think I have, I know I have a very different opinion from my wife on branding. I kind of prescribe a little bit to the Howard Stern model of be a little shocking. But not to the point of being rude and obnoxious. So when we were looking at freeze-dried products on the mainland, we worked with a company to help us with branding and they said the pit bull's got to go. It has very negative connotations in the mainland. And I said, yeah, that's not happening. Because the people and like breeds are kind of the unofficial state dog of Hawaii. So things like that. We're going to keep it because that is our brand. We kind of live out there on the edge of a little bit. Be consistent. You can't afford to go out and spend $70,000 with a branding company that's going to help you. Find a company to help you design professional labels. There are people that will trade in kind. We've traded pet photography for pet food. So there's lots of ways that you can find that inspiration. Thank you so much for sharing all of your ideas and your thoughts with us. One thing that we're very happy to hear that you are a satisfied client of the Small Business Development Center. And I just wanted the audience to know that we actually have offices on all of the islands here in Hawaii. And there are also mainland compatriots of ours. So pretty much anywhere you are, you can get help from the Small Business Development Centers. So thank you again for sharing and your innovative ideas and your continuous moving forward and changing is very admirable. Well, pleasure with ours and thank you guys for all the help that you've provided along the way. You're welcome. I think, I don't know. Do we have a couple more minutes? One more? Okay. So the Hawaii Small Business Development Center is a readily accessible program. We have five service centers across the state. We have two on Hawaii Island, one in Hilo and one in Kona. On Maui, there is an office. One on Oahu, plus a couple of satellite locations that we operate from and one on Kauai. So again, thank you for sharing your thoughts and ideas and we really appreciate it. Pleasure was absolutely nice. Thank you for having us. Thank you for coming.


Good job kids. You made it happen. Zack Snyder's Justice League is a thing now and it's going to be released on HBO Max sometime in 2021. For some people this isn't a big deal. It's just white noise. For others it's the second coming of Jesus Christ or whatever you believe in. For me though, this is huge. For me, this is everything because I'm on Twitter every day and I often have to see the hashtag release the Snyder Cut or it's in comments or it's just online wherever you go and I just want that to stop and now thankfully, it's finally over. The the meme, the trend, it can die out. As for the Snyder Cut itself, I don't really care that much. I guess I have a vested interest in the fact that I could do a Justice League movie feuds episode. Movie feuds be in my flagship show here on Adam does movies if you don't know that already. It's a good show. Check it out if you haven't, but I could take the Justice League versus the you know the Snyder Cut version or I'm sorry Justice League versus the Joss Whedon Cut. We should we should acknowledge that the Lord and Savior Zack Snyder's is the original one. It should just be called Justice League and they should rename the current Justice League Joss Whedon's Justice League. That's how it should really go, right? Once again, I don't care. When Justice League hit theaters, my expectations were in all time. No, I didn't care about it. I didn't even really want to see it because Batman v Superman to me was a complete another disaster. I didn't outright hate it, but I didn't really enjoy much of anything about it. I mean visually, I think Zack Snyder is is uh otherworldly. I think he is is a demigod behind the lens of a camera. If I eats are great, he does a great job of showing movement of showing action. And I know that the there's the extended edition where things get cleared up. It has a perhaps better pace. I just didn't want to see more of it. It was already a drab, somber, kind of boring affair with quirky characters like Lex Luthor and it just wasn't for me.   They love it. They live it. They breathe it. And typically those are the people that are kind of the more hardcore comic book fans of the DC universe. And to them I say that is great. I'm glad you have this. You know piece of nerd culture that you can latch on to and that you love and I'm very happy for you that this new film is going to finally come out. I think it should come out. I do think that Zack Snyder, you know, I don't I don't do the whole BS Hollywood incitery stuff because oftentimes people don't know they're just a jackass behind the lens of a camera pretending to know because they saw something on Twitter or they saw an article somewhere written by another person pretending to know. But for whatever reason Zack Snyder was pulled off the project early whether it really was because of the death in the family or if it was because the studio execs had no faith in him anymore. It doesn't matter to me. What matters is he getting to make the movie that he wanted to make initially. I think that's important to to let someone finish their work regardless of whether or not you hate their work, you know. I'm not going to take the crayons away from my son when he's halfway done ruining a coloring page. You know, I'm going to let him make his disaster. I want I want him to stand by his work. I'll criticize it afterwards. That's that's what I do. As it stands, the theatrical release of Justice League that Whedon took over from the half blood, if you will. I thought was like a Saturday morning cartoon. It was over fast. It it was nonsense, but it was quick quick-paced, colorful. There was high drinks. There was a lot of action, a lot of really stupid moments, but at the end of the day it was entertaining enough. And I'd truly rather watch it than BVS. Not saying that it's a better film than BVS, it's just an easier film to watch for me and for my kid. My son Connor loves it. He loves the Justice League movie. He also loves Suicide Squad, two movies that are you know pretty much trash, pretty much garbage, but he won't sit through BVS. And maybe that goes to the you know the the hardcore people's point, whereas it's it's too sophisticated for him. He's eight. He doesn't get it. He doesn't get the intrigue. He doesn't get the brilliance of it. Whatever the reason is, I'm once again happy that they're getting the movie that they wanted a couple years back. I'm very happy for them. As for me, I'm interested, but at the end of the day I I could take or leave it all together. So the thing is set to come out sometime next year. Reportedly they're gonna pump 30 million into finishing it, whether that means reshoots or just finishing the editing, the CG. I don't know. I think that there is a more interesting story to be made just the behind the scenes, like an apocalypse now behind the scenes of Justice League. I think that's the more interesting picture. I would watch that in a heartbeat. Thanks for watching the video. I try to put out new stuff on a weekly basis, so make sure to subscribe if you haven't already. I have a second channel full of more shenanigans, and I'm also on Twitch now. So there's a lot of variety, a lot of options, and hopefully you can find these channels via links on this video itself, if I did my job correctly. Otherwise, they might be in the description below, or you can just visit the channel page. All right, take care.


You know for all of our positive attributes Americans can fall into this trap of thinking that we are the center of the universe and that everybody wants to be like the United States Obviously and and that everything's the same as it is It's same around the world that it is here. And in fact, we know that's not true And and we especially need to be sensitive to that in the area of public relations when expanding into International markets. So let's talk for a few minutes today about what we can do to manage International media relations in particular in the field of public relations if we're looking at expanding into different International markets or different countries then we need to be sensitive to some things and and have certain things on the forefront of our mind So let's take a look at some things we need to bear in mind first of all We have to develop some intercultural competence if we're going to Interact with others in different countries just period as people in general But certainly as public relations people if we're trying to reach an audience and develop our relationship with the public in another country We certainly need to develop some skills around the area of intercultural communication competence So to do that first and foremost, we've got to get to know the culture We can't just assume that everybody's like us. They're not and they can't just assume that every culture is the same It's not and certainly there's some uniqueness to every culture and so we need to get to know that culture We need to to really be sensitive to the fact that there are differences in cultures And it's not a matter of better or worse, but just a matter of different the different different cultures are different It's not that they are ours is better or worse or theirs is better or worse You're just different. We need to be aware of that and we need to get to know the culture intimately of whatever culture We're going to be trying to reach We need to be alert to local issues We need to understand what's happening in that part of the world in that community whatever community it is We're trying to reach. We need to be aware of what's happening in that community at that moment We need to keep up with news that's going on there We need to connect locally with what's what's happening in that specific community and be aware of what issues They may be sensitive to not just you know culturally in a broad sense, but specifically What's happening in that community? What's the news in that area and what's on the mind of the public and the people that are living there? We need to think global and act local as the saying goes right we need to think global but act local What we mean by that is we have to identify and pursue organizational interests, of course We're there for a reason. We're there to pursue certain goals Organizationally and we want that to be consistent across the organization We don't want to have different standards and don't have you know different goals We want to have singular goals both for ourselves as an organization and hopefully also those that mesh with of course that that community So we want to think globally in that regard, but we want to act locally We need to understand and abide by the local cultural norms and be sensitive to those things as we've discussed as I've mentioned now Several times we got to be sensitive to what are those local cultural norms? How's it going to be impacted by what we're doing and and so we want to you know Not necessarily just give up on all of organizational goals if we can't meet our goals in that area Then we probably should meet in that community in that in that locality But if we feel like we can achieve our organizational goals and find some areas of overlap and mesh with that local community That's great. Then we also need to consider. What are the local cultural norms and act locally behave in a way? That's responsible to that local community Finally we need to Is this as they say stop look and listen right stop look and listen to develop international or intercultural competence We need to stop look and listen what that means is first we need to stop Stop and read about the country get to know that country become familiar with whatever not just country But locality we're going to be working in one of their cultural norms. What are their beliefs? What's the population like what are the demographics one of all these things? We need to just stop instead of jumping in with both feet it's best to stop do our research Read about that that country about that area and and really dig in to develop that intercultural competence We also need to look then look at the material available from our marketing colleagues Hopefully it within your organization. They've probably done some market research to identify this as a as a plausible Area for you to pursue as an organization So what do your marketing people have to say look at those materials that are available from them? Look at what you can find from other other Areas of the organization who may have already been digging into this area Into this locality and find out what they can see so we need to stop and read about the country in general Just get to know it in general then look at the material available and then finally listen Listen to those within country experience and expertise in particular people who've lived there people who've worked there people within your organization Who spent time in that area we need to listen to them They have valuable insider knowledge and and first-hand experience and expertise in that area So stop look and listen before we jump into these areas before we just start throwing out ideas to see what sticks Stop read them read about the country do your research Look at the material available from other areas within the organization and listen to those within country experience and expertise We can also think then about and some tips for international media relations Specifically just some general general tips things to keep in mind first and foremost get help from the locals You know if there's a if there's a local public relations agency there local media relations agency in that area Tap into that resource You know if you feel like you can develop a comfortable relationship with them by all means get help from the locals again These people have Intimate knowledge of that area and of the public's and can provide a lot of really valuable insight Don't just assume you know everything get help from the locals and get some boots on the ground there Get get help from people who live in that area Study a globe this may sound silly, but Americans in particular again We have this kind of distorted view about You know the United States is a big country and it is a big big country But it's not the biggest in the world and there are other areas You know people expanding into different countries may not have an idea of how diverse these countries are how large they are a Map is not going to provide a fair Representation them especially the maps we largely use here in the United States are based on an antiquated Format and and so they don't really represent the scale of places But a globe will give you that scale of how long is it going to take for things to travel from this country to that one? How far apart our people in this country and how far are they from different areas of the world get a globe? So you have a really accurate idea of where it is Geographically that you're going to be working how that fits into relationship with other places and all those types of things So study a globe get to know that place on a globe Get to know the history of that area What what is their history as a community as a country and again? This is one of those areas in the United States We tend to think of history as wow to we've been a country for you know over 200 years now That's a long time That's a drop in a bucket for many many cultures their history extends back thousands of years and and so our history as a country is Relatively short and we have a different perspective on things like history So we need to get to know the history of that community of that area and not just their own history But how they view the world what is their perception of the world? They may have a different perception on things like World War two You know they may have a different have had a different experience with that and things So we need to get to know the history of that community and and how they relate to the history that maybe we have Have come to know and perceive Need to meet the people got to get out there. We get to know The people that we're going to be interacting with especially if you're talking about on a country-wide basis Is you probably where if you're from the United States if you're here in the United States? There you know, we're one country, but there are a lot of different types of people Especially, you know, you can just divide it geographically for example when you go to the Midwest you get one style of person Maybe on the east coast is different than the west coast and so forth and then every community is of course different And the same is true in other countries We can't just assume that that because we've met one person from that country We know what everybody there is like we need to get to know those people get to know, you know What the differences aren't what kind of diversity they have and in not just their Not just their genetic makeup, but their their ways of thinking their consumer habits They're they're the way they value different things in life just in general We need to get to know these things about the community and the way to do that is to get out there and meet The people now just make assumptions about you know, well if you're from this country, you must all be the same We know that's not true here. So it won't be true in other countries either We need to learn the language again We tend to assume and you know a lot of people around the world do speak English and and is you know a very Well-known language around the world So we just assume that they'll understand English and we'll have the same understanding of that English But first of all that's not always the case people have different perceptions of English and and whether or not they even know it and then Secondly, it's also just polite when when when you're going to to be a part of a different community It's polite to learn their language So get to know the language you get to know the intimacies and the intricacies of their language a Lot of this is tied together with we if we rely on locals that'll help a lot We can learn language from them and I get to know you know What are some maybe some taboo words and and things like that that we should avoid and just in general What's the nature of the language there but language is so critically important and that it's that it's such a critical step to relating to those people it also signifies Something very very special when you take the time to learn the language of a people you as a person and you as an organization Start learning that language and providing things in their native language and then their home language It really signifies to them that you are taking that step to become a part of their community and not just expecting them to Buy your product or your service just because right so learn the language take the time to learn the language If you're going to be a part of that community a part of that a part of that culture and a part of that country Take the time to learn the language and really understand the importance of that and then avoid Unforged errors again. Some of this comes back to getting to know the history getting to know the people But what are some of the customs there that are important the things that we can avoid these unforced errors, right? Of just silly things that we would know if we got to know this culture things that we could avoid doing Can we avoid offending somebody by giving them a particular gift that's considered? Impolite in that in that country in that culture Can we can we avoid these kind of unforced errors and again this comes back in many ways to accepting Assistance and guidance from those who know that culture who know that area and can can help Lead you through that can can serve as a guide for those things to help you avoid those types of unforced errors There are gonna be lots of issues expanding into a global market But we don't want to add to that difficulty by doing things that could easily be avoided Making those mistakes that are really those kind of unforced errors Let's find a few minutes talking about some the global trends that we see in in media habits and and that relate to media relations this information is from the Reuters Institute's 2020 digital news report and So we'll take a look at some of the findings from that report. So first of all, we know that digital Uses up worldwide. That's not surprising people are getting their news digitally traditional formats are struggling a little bit This was enhanced by the pandemic, of course when it was hard to to produce those more traditional, you know, physical copies of media And and deliver them so digital use was on the rise especially Before that but also especially as a result of the pandemic then people have just become accustomed to gaining their information digitally We also see an uptick in the amount of local news that people are interested in and are consuming Of course, people want worldwide and and Nationwide news, but but they're also have become very much interested in local news sources we're seeing an uptick in the the use of And it here's to local news by consumers as well And then we're seeing especially among younger generations an uptick in the amount of news and information gained from social media of course and so Not only are people using digital sources like like websites and blogs and things more But but we're seeing more use of social media as a news source among younger generations If we look across the the globe a little bit and some of the different Geographic areas we we see that in the United States for example, we see the emphasis on direct connection and So more personal connection using things resources like email and and things like that to directly connect with Consumers as opposed to just a broad message that you send out across all the airwaves you know advertisers and and and News information organizations are trying to find ways to connect directly and specifically with a consumer And that's that's become an important aspect of news delivery in the United States in Asia We see things that that point toward the use of digital and and mobile devices To gain news so most you know the vast majority of news in Asian markets It's going to be consumed digitally and probably through some mobile device So if we're looking at expanding into a market that's in in that part of the world Then we need to understand that we're gonna need to enhance our our mobile operations and our mobile apps and things and especially through social Media and but digital formats in general are particularly on the rise in those parts of the world And then finally for example in Europe, we see that there's a real emphasis on ethics of journalism and and the avoidance of Impropriety and fake news and things like that in in particular and also on cyber security The idea is this news safe And is it is it accurate and is it secure coming to me in a in a secure way? And so we see an emphasis on those kinds of various in Europe So as you can see things are not the same all over the world There are some trends that are there on the uptake globally But there are also areas that we need to be aware of for different different parts of the world and and as we Dive in more specifically to a particular part of the world in the specific countries or communities Then those differences are going to grow even more clear to us so in general we see that You know much like snowflakes there are no two alike right no two media markets are alike and no two media Relations efforts are going to be alike depending on the culture that we're looking at in the country We're in the part of the world. We're working in our media relations efforts need to be tailored to that So we need to balance this idea of the global Organizational goals that we have and are we is this going to help us achieve those but at the same time? You know finding a way to to reach those particular markets in a way that is as unique as those cultures themselves Hopefully this gives you a little taste of the idea of some of the things we need to consider when looking at Expanding into an international market via media relations and public relations and some of the considerations There's so much to this of course anytime you expand into a new market But but hopefully this gives you at least the opening idea of what all might be involved If your organization were to take that leap and jump into an international market