Welcome to Enhanced Stop Training YouTube channel. In our last pricing video, I took you through four reasons why you need a clear pricing strategy. Why you'll get more sales and more profit if you invest time in your pricing. However, I didn't tell you about any of your pricing options, so let me rectify that now. In this pricing strategy series, I'll take you through three founding pricing methods and why you should or shouldn't use them. Pricing your products can be a minefield that many people simply shy away from or try to ignore. But your business will thank you and reward you if you give pricing the time and effort it deserves. We're going to first look at the pricing method that 80% of businesses use, cost plus pricing. And in this video, I'm going to tell you what it is, why it works and doesn't work and where it works best. My name is Anna Taylor and if you're new to this channel, Enhanced Stop Training provides online business courses to help professionals, managers and business owners improve their performance. For over 15 years, I've worked in finance alongside sales and marketing teams. I've seen firsthand the importance of getting that pricing right. From training sales forces and marketing teams in margin and pricing, well to co-designing and calculating the impact of an entirely new price pack architecture and pretty much anything to do with pricing in between. Now, they say that pricing is either your most powerful weapon or your worst enemy and I want to help you make sure it's the former for you. If you like this video, please give it a thumbs up and subscribe and share it with friends. Pricing strategies are the approaches that businesses use to price their products correctly and in line with current market demand. They help you to discover the best possible price for your product depending on how you want to position it and prices fundamental to your business and it's the most important factor in profitability. Now there are three groups of pricing strategy. Pricing is either cost-based, demand-based or competition-based and there are several strategies within these groups. Now when you're deciding on a pricing strategy, you should assess the different types of strategy and the reasons for choosing one over another. This pricing strategy series explores some key strategies for getting the price of your product just right. We're going to start with cost plus pricing. Why? Well, because that's where most people start and actually usually where they stop too. But before you blindly copy the method that about 80% of other businesses are using, let's stop and explore it to see if it really is the right method for you. What is cost plus pricing? Well, cost plus pricing is the simplest method for pricing a product. And in fact, it represents the basics of doing business. You make something, then you sell it for more than you spend making it because you've added value by providing the product. It's a simple method that in theory at least ensures a profit. Now the method itself is very simple. You simply add together all your costs of a product and add your markup to make your price. Now you may choose an absolute number to add or more likely a percentage. But as a side note or my tip of the day, remember that your markup percentage will not be the same as the margin percentage you'll make. Now I'll go into detail of this another time or you can find resources in the pricing hub on our website that lay out the differences and stop the confusion. And there's even a conversion chart which people find particularly helpful. But in its simplest form, this method simply looks at your internal costs and adds a bit to ensure you make a profit. But it doesn't consider any other factors such as what your competitors charge or what consumers are willing to pay. Who uses cost plus pricing? Well, I recently saw the result of a business survey that found that out of thousands of businesses questioned 80% use cost plus pricing even though many of them know there are better methods out there. Many of these businesses use cost plus pricing as their main pricing strategy when releasing new products or have little time to spend on pricing. And traditionally, fashion brands relied upon cost plus pricing for its simplicity and convenience. However, due to the increased consumer awareness of retail prices, well especially online, consumers are searching for the best prices, which means that this method is no longer quite as relevant as it used to be. Because, well, quite simply the competition can't be ignored anymore. Why is it great? Well, there are plenty of reasons that this pricing strategy is so popular and it does have its advantages. Well, first of all, it's extremely easy to apply. It's straightforward to, well, to list your products, their costs, then add a simple formula to add some profit and create your prices. You don't need any specialist skills and it can be done straight away as soon as you have your cost information. And for those that have to price, well, hundreds or even thousands of products at the same time, this is clearly a lifesaver as the method is not only simple but also time efficient. And it can be vital for companies to keep their costs down as the method takes up well fewer resources both in terms of time and money. But secondly, if calculated correctly, it makes sure you cover your costs and that you do make money on each sale. If you had simply, well, copied a competitor's price without analyzing whether you could afford to, you could be setting yourself up for trouble. You need to know and understand your costs so you know what you can and can't afford to do. At the very least, this method should be combined with others to make sure that a profit could always be made. And finally, this method is justifiable to customers. Well, not that I would ever advocate sharing your costs or your costing methods with your customers. But if you are challenged on price, you would have the option of being very clear why you can't go below a certain price, i.e. your costs. Be warm, though. Never give out any cost information to competitors or customers. What about the watchouts? Because it's not all good and I personally think this method is far too basic and does not get the most value out of your products. Normally it makes you the most money. So let's look at some of those watchouts or disadvantages now. Well, first of all, it completely ignores competitors' prices. I mean, it's all very well if your cost plus prices are well in line with your competitors. But what if they're not? What if your cost plus price comes out well much lower? If you sell at that price, you may take sales away from your competitors, but you've also lost out on potential profit. And if your price comes out much higher than your competitors, well, what then? You would be as attractive and may not get sales as consumers are, well, they're used to paying that low price. And secondly, it neglects product value. Two items that produce the same at the same cost might deliver extremely different values to the customer. So they should have different prices. If you ignore the value you're giving to the consumer, you may well be leaving money behind on the table. They may have been willing to pay more and you will have lost out. Now, finally, there is a watch out in how you do this method rather than in the exact method itself. Because you must be careful to include all your costs and your calculations as it's all too easy to miss something out. Now, this might be okay. We'll be at an ideal if it's something really small, but not if it makes a significant difference. And I've known businesses that failed because they did not calculate their costs properly. Now, when I use this method, I advise to add up all your business costs, even those such as time to really understand what you need to cover with your pricing. Now, there are product-related costs like ingredients, packaging, production. Well, and don't forget the costs for shipping and for distribution, including any extra packaging. I also like to add up all the costs that your business has to pay or whether or not you sell any items because you need to know that your profit can cover these costs too. And remember to look at the future of your costs. Are your costs likely to go down if your volume increases? Are the raw materials likely to be more expensive in the near future? Take all the information you have into account in order to really be thorough with this method. Even though cost plus pricing is a very different method, it certainly does have its merits as it's simple and easy to understand. However, using cost plus pricing as the sole pricing strategy does reduce your competitive strength as it doesn't take competitors or consumer behavior into account. It's great to use it as the base of your strategy to make sure that your prices do not go below your costs so you continue to make a profit. Remember to always include all those costs though. Next time, we're going to be looking at competitor-based pricing. So tune in to see how your pricing can be impacted by your competitors and their pricing. Now, if you need a few pointers on how to choose a pricing strategy or some extra pricing advice, visit us at Enhance Stop Training and select articles, or better still, sign up to the Pricing Learning Hub for access to pricing calculators, fact sheets, how-to guides and more. If you like this video, please hit the thumbs up button below and subscribe or hit the bell to get notified for our weekly video releases. This really helps us produce more videos to help you. Thank you again for watching and I look forward to seeing you soon.


Hello, task 12. Hello, hello, hello. Hello, task 12. Hello, task 12. Hello, I have, but I still have to go this time. Test 123. Alright everyone, let's get started. Everyone can get a seat and we can go ahead. A little bit behind. So guys, thank you so much for being here today. I think, I hope you guys are having a great conference. How many of you guys are first-time DrupalCon? First-timers? Alright, cool. So I hope you guys are having a great conference, especially you guys for the first time. Specific about this track, I don't know if you guys noticed, but the business and strategy track, the content track, the track chairs, they managed to put together a good set of sessions, I believe, and they are well synced up with one another.  So if you can do so, all the sessions are kind of related to each one. So there's another one related to selling enterprise, I think on Thursday. There are some other challenges associated to selling to large organizations in different sessions. So I really recommend you guys to join those other sessions, too. I'm here today to talk a little bit about that, to talk about what are the challenges that I, myself, within my company have been facing selling Drupal to such organizations, right? So there's the word large here. I'm going to be spending a little bit of time working on that, why large enterprise and what is enterprise. Touch base a little bit about a little bit about web experience management, something that is coming out or has come out already in some sales opportunities that I have worked on. And what I've done so far to try to win those battles and what are the battles that I lost and what was the reason for that. So a little bit about myself. Felipe Rubio, I'm a chief architect with ECIND. I'm responsible for the Drupal practice for the company. I've been working with Drupal for the past four years. I live, I'm Brazilian, actually, but I've been living in US for the past four years. But looking at Drupal within my organization globally, so any opportunity in US or South America or even here in Europe. So that's where I get involved. And now, not so much into the details of the projects or delivering so much projects, but more involved on the pre-sales team, helping organization to get into different, getting different business using Drupal. Forgot to mention, I have been personally worked with two different farm organizations, Fortune 5th organizations that are using Drupal. And one of them I was personally involved on helping them decide, supporting them on looking to Drupal and the other option for CMS and helping them decide to choose Drupal along with the other one, helping different groups actually buy in into Drupal. So even though you manage to sell Drupal for large organizations such as the ones I'm going to be speaking today, still once you're broke that barrier, you still have to convince other groups within the organization. So it's not just one-time thing. You still have to continue selling the, selling Drupal within the organization, especially the ones that are global. So you still have the same challenge over and over and over. So even for the first organization that we have been working, every now and then there's one specific group that is not using Drupal yet. And we are called to help them to show the benefits of using Drupal and not the other options that sometimes they are faced to. To give some context about Cint, the company that I work for, we are about 1,600 employees now, headquarters in Brazil, but development centers across Brazil, Argentina and also China. So we're supporting our global customers with that model, doing what we call near shore. And that applies quite a lot for Drupal. So that's our Drupal page, our Cint page on Drupal.org. And we've built about 400 websites, both Drupal 6 and 7, built or maintained those websites again for those two organizations mostly and across the globe, different locations, internalization, etc. So it's kind of not so much news, but Drupal has been promoted to that enterprise level, right? And that actually has been quite a few years now, a couple years that we can tell that Drupal has officially broke that barrier and actually being adopted by organizations, by enterprises. I think everyone would agree with that. So Drupal has become a major player on enterprises. But also I think we went to another level, those large enterprises, which I'm going to be spending some time here today, but enterprises that have specific characteristics, specific demands and requirements, they are global. So I think Drupal is out there at that level. And also as you guys could see in Dries' keynote this morning, that's something that we as a community wanted to do. We feel like if we want to stay representative or to mean something on the CMS area, we wanted to be part of the dominant options that are out there, right? One or two or three options and Drupal wants to be the one that's out there on the top three list. So I think it's very beneficial for us if we still fight for conquering those large organizations to buy into Drupal and use Drupal. Not only because of that to be the dominant platform, but based on the requirements that we hear from those organizations, you can consider them as a lot of small companies. So every group within the organization, every brand or department may have different requirements. So they will challenge us as a Drupal shop to really stress the capabilities of Drupal and to think different and to do things better and then move those things back to the community. I really believe that it makes us, as a community, it makes us better, it makes us stronger. So I think it's a good fight that we wanted to go after. But the fight now has been moved to a different arena, right? Whereas we're used to compete with blogging tools or small CMSs, we're fighting with different giants. It's a different game, specifically when you're selling to those organizations, right? And that's what I wanted to share. My experience when fighting those guys in that different arena, sometimes unfair. Because in one side is basically my organization or you guys, you guys provide Drupal services trying to pitch those large enterprises with your Drupal sales team. Most of the time it's a technical architect along with the sales guy, maybe a senior developer. But still it's your Drupal sales team versus the other sales team, the proprietary vendors that are like Oracle, Adobe, that huge sales team, professional ones, highly trained, well prepared. And we're both battling for that enterprise, right? And what I've learned the past few years is that what worked in the past is not working so much anymore, right? So like I said, we used to pitch organizations as more enterprise or not so much an enterprise. But we would go with this pitch around, well, it's not a blogging tool, we're talking about something much more capable like Drupal as a CMS, as a framer. So it's not just comparing the blogging tool, it's not so much about just being open source, just being free. So when you're talking to those large organizations, of course it's important, but it's not a big part of the discussion. So it's a different game. And on the other side, though, you see the competitors, they are working hard, they are themselves an enterprise, some of them, and they could really use Drupal internally for the case. We can try to pitch Drupal for them. But still, sometimes you feel like you are the small guy and those guys, they have everything, they have all the weapons during that period to try to sell Drupal. And what we wanted to do, and I think you guys all here are interested to do, is to continue to win in those fights. I mean, we're winning more and more fights. Like I said, I helped this organization about a year and a half ago to choose Drupal over Oracle FatWire. I just recently helped another organization still finalizing the process back in South America to, again, to choose Drupal versus Oracle in the same case. So we wanted to continue winning those battles with those organizations. But what we can do to continue winning those, what we could be realistic about when losing those battles, right? And then just realize that we lost that and get ready for the next one. Because we know they're working on their laps, right? We know they have been doing things, really. So Drupal started to call some noise for them, even more than that, right? So we're competing against them directly. So they are doing their homework. They're putting together the sales team, they're getting them trained. They are coming out with new ideas of how to convince those organizations to use Drupal or to use their solution. And we've got to do something about it, too, right? So for example, web experience management, although it's something that came out of the market, it's a need from the market, from the brand team, the CMO, so from the chief digital officer or the office. Still, those organizations, those proprietary vendor solutions, they are taking advantage of that and selling that within their solution. So I think that's one of the things that I'm going to be talking today, that we as a sales team for Drupal, I'm sorry, as a sales team for Drupal, we should be really prepared to discuss, well, if that comes into play during the negotiations or during the sales pitch, what is web experience management and how can we achieve that with Drupal as well? So in the end of the day, what I want you guys to leave the session is basically that we need to build up muscles within our sales team and put together strategies and tactics to try to take them down and to win those battles, right? For that, what I'm going to go walking you guys through today is basically I think the sales team, when pitching for those large organizations, they got to be ready to know first Drupal's strengths, of course, what is really important for Drupal or for those organizations. So what are Drupal's strengths for the enterprise level? Again, it's not only enough to know what are Drupal's strengths for a small, medium corporation, SMBs. So we talk about knowing what are the requirements for such enterprise and preparing the sales team to really talk about it and show how Drupal is strong on that. But at the same time, be able to talk about Drupal's weaknesses. So we see Dries talking about Drupal's weakness in the keynote in Denver. This morning, he also touched base a little bit about that too. So that will come out. Those guys, the competitors, they will bring that again to your possible customer. So you got to be ready to show what is not so good in Drupal but it's becoming better and really be transparent about that too. And that will come. It doesn't matter. People, it's out there. So we got to be transparent about that and show what we can do to improve those things that maybe are not so good for the enterprise. We're going to be talking a little bit about my view on the important things on that. Second, I think we should really look at what the organizations are doing. Try to be prepared for what are they building up on those labs. So really competitive analysis, some sort of pre-sales one-on-one but really try to do our homework as a sales team for Drupal and understand what they are doing. I'm going to be just touching base on a few things that I think they are doing and we should be prepared. And with all of that, really train our sales team. So some basic pre-sales. I'm going to be, again, just pointing it out and see how we can leverage the community to help our sales team be more prepared for such challenge or competitions. The first one, so try to understand and be prepared with Drupal strengths and weakness at the enterprise level. So it's a little bit of tricky. Here's not only knowing Drupal, like I said but understanding the requirements for the enterprise for those large organizations and preparing your sales pitch, preparing your sales strategy for that. But one of the things that are very important is really understanding the requirements. So what are those requirements? So I can really look at Drupal with that perspective. So we've got to focus on the next level. So what are those requirements? What is a large enterprise? It sometimes is tricky to understand as a large... Does everyone knows what are those organizations here? Yeah? Okay. Because I was rehearsing with some folks and some of them didn't know. So by and large, from Wally and Robocop. So large organizations, there is no such a thing right now in the world to some extent but it's kind of probably something that I'm going to be talking about here, the targets that we're looking at. But it could be some debate about what is this large organization, Felipe, that you are talking about. But for sure one thing we know is what is not a large enterprise, right? Definitely we can at least take those SMBs out of this. That's definitely not what we're talking about. But for the purpose of my talk here today, what I think is involved on what is this profile of a large organization is, it's usually organizations that are used to this proprietary software model. Organizations that, of course, they have several integration points. They have so many systems or legacy systems. They have so different needs within their different groups that we're talking about integration quite a lot. So it's not just one or quite a few integrations for one portal. We're talking about dozens or hundreds of websites and each website could have a different integration point or a set of websites for a particular brand could have a different integration point. So integration is key for such organizations and have a plan for that. Several groups involved. So it's tricky here, but like I said in the beginning, you have to sell almost 10 times, 20 times Drupal across organizations, not only once. And once you have Drupal working, you still have to continue explaining Drupal or making sure that Drupal is well understood by different groups in the organization with different perspectives on what Drupal can help them. So that's the profile as well of the organizations I'm talking about. Most likely has a global reach. So it's not only U.S. or it's not only Europe in general or just Germany. It most likely has a different audience in different countries. Also regulated interest. So my experience is that more around pharmaceutical companies and beauty products company, large organizations in that area, but to some extent media, not so much regulated as pharma companies, but to some extent there is some regulation involved, which is key as well because when you start selling Drupal, this will come into play about some topics I'm going to be talking here today because we've got to be ready to tell them how we can be compliant or compliant with their organization when developing those websites. How can we make sure that we're going to be implementing the right rules in place from the application level to the hosting level that is going to satisfy your requirements for that industry. And what I keep seeing the profile for those organizations, really they come into the Fortune 500 or talk about a certain number of revenue per year, but it could be a Fortune 1000, I mean it could be different. So a profile of organization most likely would be fitting into those major characteristics here. And what I think we should do as a sales team is really to become a Drupal CMS specialist for those requirements, right? Most of them here also applies for SMBs, I'm not saying that, it's not different, but it's really we got to have the sales team prepared for those major requirements that I see happening with those organizations. So being, of course, performance, again we're going to talk a little bit about this quite soon. Multiple sites management, so there are some challenges involved on how we're going to be managing several websites, right? So again it's not only one and we just have one IT group or we have different ones in different locations. So we got to be ready to sell Drupal or how Drupal can help with the management of those websites. Of course global reach, localization, internalization. As a Drupal shop, we're going to be implementing those websites, so be aware of what is the software development process of that organization. So how Drupal can fit in on that organization model, either being Agile, which most of them have been working already, have already adopted Agile and Scrum as being the main methodology. Or if it's still waterfall, how we're going to be able to show that Drupal, developing several websites in Drupal will help them achieve a really beast of sex on every step on their process. So there's also a challenge for that too. So we got to have that ready in our speech, so really get to know the organization before we show up. Integration said before, support, so it's very important those guys are used to just one major platform or just one major vendor providing support to all of them and then we're talking about you guys as a Drupal shop myself providing support or not even that, we're talking about an open source, so where's the support on that? We're going to spend some time on this. Hosting of course, they are used to a model where they have their servers and now they have to move to a LAMP platform and there will be challenges around what is the team that they got to have internally or should they go outside but what are the risks involved in the data to go outside and some other things, right? So hosting is very key as well when we come to that discussion. Groups and how we can Drupal can offer the best experience for content editors, content authors excuse me for the final end users for the IT guys maintaining those sites so different audience and they're going to be within the different groups as well so we got to be ready for that in our sales team. I think just some logos of Drupal Enterprise I mean not all of those companies, they have sites in those characteristics I said like McDonough one in Australia but they have the potential to have sites across the globe, right? One per each country for example I think New York Stock Exchange is about 50 to 60 still there's a bunch of, there's opportunity for those organizations to be at that level as well if they're not yet So knowing those requirements that's the profile most likely I'm talking about here for organizations so what Drupal can help I just brought two and I'm sure you guys know quite a few more but are the two strongest things that I saw, that I keep seeing happening when pitching Drupal and it's very important that we know that within our sales team and I guess the first thing and I think you guys are going to agree with me, it's about flexibility. I think Drupal as we pitch as a content managed framework is not just a final product of the shelf CMS and that's it. You can customize but it's going to be very expensive like the other products. I think one of the beauties of Drupal due to its flexibility is really it's going to mingle in within the organization it's going to become an organizational phase just the guy with the phase three but the rest is basically becoming your organization I was having some discussions with the customers the other day and even organizations that are competing in market by using Drupal they will have different solutions so they can depending on how much they spend on configuring Drupal for their purpose they will have different advantages compared to one another so like I said two farm organizations that I work with they have different ways of dealing with Drupal they have decided different strategies and that's part of the beauty of Drupal allowing them to use Drupal to try to also be more competitive against competitors or against their competitors so I think this is very important for a sales team to have this right off the bat and be able to talk about the modules how we can extend, how we can tweak models or evolve models or create modules or assemble models together as features and use distributions for some purpose so those organizations are going to have different types of sites, they could have community sites not only brochure sites out there for content but also they could have different purpose for sites so we could try and have distributions being used as well so I think we should spend a lot of time on the Drupal flexibility and how Drupal can really be part of your DNA as a large organization I think it's very key for that and the second one is really the time to market for Drupal it's the famous Google Plus just two weeks after if I'm mistaken after Google release the API or release Google Plus there was a module ready for that so and that's something when I talk to those organizations and they ask Oracle or SharePoint so when can I have this so there's a new social tool out there and I need to integrate with that my marketing team they want to integrate, how long can I have that in place and they said well I'm going to have to wait for next release or to pay for this customization next release is going to take four to five months and when you show Drupal that most likely we're going to have a module ready in a couple weeks and or some of your developers can do that in one week and you're not tied to that product release that's something really amazing for those guys really was really key for them again and that's just the heat map in Drupal.org so if you just take a look and see all the commits happening all the time it's not part of the community speech but that's part of the innovation rate as well and we don't see what is happening on the proprietary software right so we don't see those commits happening we know of course they're building the new releases but it's just transparent we're seeing the product being involved every day 24 by 7 so that's basically innovation and that's very important for those organizations now so I suggest for the sales team I think you should be ready to on that topic too those are the two ones and again I'm sure you guys have more things when it comes to that but those are the two things that I see being very key again key to win those battles when it comes to those proprietary vendors CMS so we talk about the strengths that I believe are very important for such battles and also I think we should be aware like I said what are the things that are well underway to satisfy those requirements right so we heard basically we heard all of them this morning from Driz again but it's basically content altering capabilities so we our guys probably were there and we saw Driz talking about the things that are coming out of that they're just great and yes they became extremely important for large organizations when I first so four years ago first Drupal large deployment for this organization it wasn't so much important I mean the content authors they would delegate to either creative agencies or to the Drupal shop myself myself my team to actually do the content management so it wasn't a big of a deal for them to worry about that but in the past year even that organization has been taking over that activity there is guys I mean reducing a staff so there isn't so much people there isn't so much creative agents anymore so they got optimized their process for content but also at the same time the business is asking for more agility for doing those content management not depending on a content update by an agency staging and then and then waiting for that to go to product so they wanted to do that themselves so the content the inline editing all the things that are coming out of Spark are really key for Drupal so it's gonna be in Drupal 7 but it's more like an incubation process for Drupal 8 but we can all start using there's an alpha version already of all the modules being in place I think we just released this week last week an alpha version so I recommend we start playing around with that provide feedback and start using by the time we have a stable version start using our projects it's gonna be very key to those organizations as well the second one content staging just mentioned that so several websites hundreds right or dozens and how can I move content between environments I'm sorry this is more like the preview I'm sorry this content stage is more about the preview capabilities we all know Drupal preview capabilities are not that strong to be able to preview in context right to see what we're gonna be updating at the same in the site context so there's the content stage initiative happening I think the last print was finishing last this week I guess so we're gonna have something ready so we can start playing around with a better preview experience for those users and it's part of another initiative I'm gonna be talking about and last is the configuration management moving between the environment so even pitching those organizations yes I had we had to discuss how we're gonna be tackling that if they decide to use Drupal had to build something custom as several organizations have been doing but hopefully with this initiative that is coming for Drupal 8 we're not gonna have to build different things we're gonna be able to leverage things in the core and we're gonna be part of Drupal as right off the bat right so it's important for us to know that and really bring to the table our experience how we solve those not so strong points in Drupal and also bring that this is coming next version this is coming this version in the next couple months right so as you guys leave the room I'm gonna be you're gonna be pitching those large organizations you know that sparks out there already you know that content staging the preview is coming out the next couple weeks too so let's start playing around having the sales team be prepared for that so that's the first thing right so master Drupal strengths and weakness for the enterprise requirements what I wanted to to talk to you guys now it's a little bit about my experience on what the competitors are doing right so really being prepared for some things that they brought or the customer brought to me that the other vendor was telling them that we need to be prepared and I'm sure you guys all know most of them if not all so I think we gotta be prepared for that there's still there's still the fear, uncertainty and doubts things or points still out there so basically you guys all know this strategy a marketing selling strategy of trying to put information out there that's not true or not entirely true so you can try to convince whatever you need to convince that your product is better so it's a marketing strategy so there are some of them still around for Drupal and open source in general so even though getting into the large organizations they are very innovative as well they are becoming more innovative but there are some guys in the school still used to what they heard about PHP or about Drupal in the past based on experience so there's still some of those around and I think it's I mean it wouldn't hurt for us to be prepared to answer those first one is support the first thing that they will bring is well it's open source it's a community managing that how I mean what's gonna happen if something happens with my site and nobody is actually one only that there's no one person only that Drupal it's owned by everybody so I think it's just how we put it they are used to this so that's basically a diagram that I did for one of those organizations they are used to this model where red is for just one main proprietary vendor that they have been working so it's providing the database different components the service bus even the single-signal solution but they also are used to the CMS or whatever the platform for content management so they're used with this one focal point and I think there's there's more to it but I think we could try and break this the way that I used to see this by bringing what I call an innovation fostering scenario it's a fancy three words that I put together but it's really by saying that you as a Drupal provider are going to be responsible for supporting their site on top of the platform but it's still having the other vendor managing the rest of the stack and again back to what I said about the profile those organizations they have websites they need to integrate with different components that are being supported by different organizations so we're not going after this Drupal is really going to focus on so this is going to leave the over there and if there's an issue in the integration here it's going to affect those users out there they're going to have to bring the two vendors on a call and deal with that it's not so much of a it's a little bit of a hassle if I have to bring people and deal with that they've been through one of the organizations that I talked they said well we don't want to get so many people on a call to serve an incident right so that's why we want to go with just one guy to manage the whole thing so what I was trying to show them even though they might be right to some extent on that incident management I think by having different perspectives and skills and experience on a call or in a day-to-day development developing together the integration you're going to get more innovation you're going to get more out of two different teams two different expertise two different experience dealing with different customers so that's what I'm trying to show them that you're going to get the best out of one of them and it's going to help you grow faster and grow better so that's one of the things that I bring when it comes to support and rest assured I'm sure most of you guys provide if not all provide Drupal support there's a bunch of people in the marketplace in Drupal that can provide support to those organizations can provide support for Drupal so we've got to be prepared to if your organization does not provide it can help with that too so we've got to be ready for this first there's no support around when it comes to open source and Drupal because that's one of the first things the competitors will bring the second one is secured I think this is the best way but a couple weeks ago I heard again I had to show them there's no such thing anymore the way I see it and I keep showing them is just with any water web solution I think this side is as secure as your development team the organization development team that is working for them is skilled so as much as they are skilled they will be able to provide more security as well as how much the organization is doing their due diligence when putting together a QA team, a security team and being aware and being very concerned about security all the time because there's no such thing as 100% secure anyways but you've got to do your homework as an organization but to bring something like open source and secure PHP is insecure that's not true anymore we all know that I guess one of the things that when having those discussions I realized is that PHP is being out there and so ubiquitous so many people doing PHP that helps but that doesn't help because we're going to have so many developers and once they put the site out there they haven't done the proper code and then there's a security threat or something in their website and that doesn't help with our point here so I think it's a myth because if it was Java or with those software or proprietary vendors solution you still have to do your homework to put a site out there and if you don't do it right you're going to have the same threat and I think the other thing is important to bring is about the security team in Drupal so I don't know if you guys all know how it works but basically they release periodic assessments or periodic announcements on what has which module or if the core needs to be updated so we guys should all subscribe to that if you're not and they do a hell of a work there's about 40 people on the team right now so they basically they do some proactive validations or assessments from time to time and most of the work is done by everyone us telling them that we found the security issue so they go ahead and they notify the module owner and they work with the module owner to get that fixed if it's a core they're going to work with the core commuters to get that fixed and communicate everyone and then the developer shop that is working for that organization has to do as part of their support has to do the updates necessary to keep that secure so again also they still bringing that to be prepared in our sales team the third one the third myth that I still see out there is performance and there's a bunch of debate the one I get into that in terms of Drupal the SQL queries etc but I like to bring to the to the organization that performs doing well yes we're being able to launch there's plenty of cases out there being able to launch sites that are handling millions of transactions I haven't done that million level yet but definitely 5,000 transactions or requests or actually transactions within one hour or sometimes 10,000 I guess this one here what I like to say is internally with our team is with great power comes great responsibility so Drupal being so flexible and you being able to customize and configure you gotta do your homework as a development team and use the mechanism to implement the right way Drupal to make this our very fast site so you can start with a strategy of everything is gonna use Drupal cache the anonymous Drupal cache and then as we start developing realize that this piece here cannot be cached by Drupal standard cache let's figure out what is the performance requirements for this one and try to implement something really needs and assess that if we do our homework and use the tool so we can use varnish, different cache mechanisms etc I think we can build very fast websites so I don't think this is true anymore as long as we do our homework also something that they brought is about I mean with Oracle or Adobe I can call them depending on the contract that I have I can try to influence the next release what is that with Drupal how can I somehow be part of what is coming out of Drupal in the next release it's open source nobody owns that how I as a large organization I can influence what I need for the next release I think the first thing is really get the company involved somehow in the community through their development shops or themselves having a more active voice on people working for the community somehow that's the most important thing so that's one way that you can influence and you can join meetings and can help discussions about where Drupal should be and the second thing is something that I think is very good that came out of this strategy the large scale Drupal it's really something wonderful and I think it's a big opportunity for those organizations to really try and expedite what they need to get addressed so I tell them as well there's this initiative that is happening right now where you guys can help build something faster than just waiting the next release for example there's a session specifically Mike Myers the lead of this initiative there's a session for that I guess Thursday so I really recommend you guys try to get a little bit more insights on that too because again they are going to ask those large organizations they're going to ask that and finally understanding what's going on on the enterprise or the competitors what they are doing I think web experience like I said in the beginning it's something that's out there it's a need from the brand team from the CMOs the GSTL office as well but I think the competitors have been using that quite a lot as we see the products being put together so I think we got at least know what is it about so we can right off the back speak on behalf and try to do our homework and understand how Drupal can actually help with those requirements because again for those two last cases that I've been working the last one we had to show a demo of Drupal we built a POC for the requirements that they shared half of the room was IT the other half was really part of the marketing team content authors eager to know how they can leverage the platform for doing content management by themselves so it's not only IT that was in the room it was representatives of the CMO office or the CMO office so we got a and they brought the subject about how Drupal can help with the web experience management and whoa it's the first time so we got to be prepared for that and I'm just going to touch base about this there's a large literature on that but it's basically some main components that I see and I think Drupal can provide those capabilities not by itself sometimes you have to integrate with different component but it's also part of the beauty of Drupal I think being able to be flexible so for example those organizations like Adobe will come with Omniture for analytics but it's part of the bundle it's part of the solution with Drupal we can actually connect with Google analytics you can connect with web trends you can connect with Omniture as well so to some extent you don't have as part of a built-in solution in Drupal but on the other side you have freedom you have flexibility to connect to other things we're not tied to just one major solution so I think that's very important for us to bring at the table as well so multi-channel management like managing content going to mobile different devices and to the website as well being able to track conversational engagement so being able to track the blogging so those sites what people are talking about your brand or even social tools to get that information bring that back to the CMO to the marketing team so they can take decisions being able to do AB testing land page optimization and work with the marketing team to help them do conversion rate optimization as well so this is all part of what's coming out of this web experience management so it's not only providing digital marketing websites it's really providing a more robust set of tools to help those guys take the decision so it's important demand generation is more around email marketing tools so you can reach out to them based on the information that you're collecting so we talk about Drupal strengths and things that are getting better some things that I saw competitors doing all of that I think what is less for us is basically really make sure that our sales team are doing the basics when it comes to providing a sales speech for CMS and we're getting the proper support with the communities leveraging everything that you guys are seeing here today I think I want to provoke some skirmish around that too where we can try to improve our sales team we've been doing a great work for marketing I think which Drupal wasn't so much famous until the last couple of years even in Brazil sometimes I ask people at sea level what is Drupal so there's still a lot of work to do in terms of marketing but more as important as marketing we've got to also be prepared in terms of sales so some basics is basically something that helps and most likely the IT group of the organization will come out with that spreadsheet of course a pragmatic and easy way to assess are putting one by its side and we as a sales team for Drupal we should try and recommend doing that and put together a matrix score that is going to be based on what is more important do some value engineering for the marketing so there are different parameters that can be put together different CMS and it's up to each organization to really put together but I think as a Drupal sales team we should suggest recommend putting that together to be a fair fight so let's put everything together, let's put a weight on each one and let's see if Drupal is the right tool for you so that's basics one on one but we should be able to and I think Drupal is going to win if it's a CMS they're looking for delivering content delivering a great web experience Drupal is going to win most of the case but we got to be pragmatic about it we got to understand the business gap I think so those organizations so they have a marketing team which has some specific goals some of them listed here that we have seen so they have some different challenges they have a history dealing with the IT organizations there's some friction or something between those departments and there's also the need for what IT wants so they have different goals as well so by the time again it's more high level conversation but we got to be prepared to see how Drupal is going to be helping with that so being able to convince those guys that Drupal is the right tool for satisfying both groups requirements I'm going to rush up a little bit guys so with that in place try to build the best strategy for pitching those organizations I think one of the things is we should try and tailor Drupal for that opportunity it's not just showing the plain flavor of Drupal definitely not, we should try to get those requirements in the spreadsheet and spending time effort on building a demo site a really beautiful one so we can share with either IT it's going to be looking at more under the ground in Drupal but we need to show that to the marketing team as well so they're going to ask anyway but we got to have a demo prepared or prepare a more specific demo so configure Drupal to really satisfy those requirements and get the wall effect by the time we're demoing that those guys all the others they do have several demos ready just in the snapshot they would do it Drupal we don't have so many demos out there and I don't think we need to have so many I think we can do a lot of work to improve that but still since every organization is going to have a different requirement and I'm talking about Drupal flexibility and being able to be the organization DNA we have to build a POC with the organization phase so I think we should spend the time on that and I think something is important to try to team up with us here with different organizations that has its specialty everyone works in a different area and I think we as a community we can get the best out of it even during that phase which is an important phase which is the technology decision which technology those organizations are going to be working with for the next five years most of them right so if we can let's bring different partners let's partner and if we're not strong so much in that type of vertical that particular area of Drupal we can all work out together during this phase and of course as Drupal wins have deals together as well for those organizations I don't see why this is not possible but I like to provoke that discussion as well even during that phase and last but not least I think we also know it is very important that we know when to give up right so what are the battles that I think we should just come back home and realize that we couldn't have won that or we did our best to won and I spent some time on this one and I think the best thing that I wanted you guys to leave is really if Drupal failed here I don't think we should be pushing for continuing to insist on trying to convince them to use Drupal if Drupal is not the right tool for that I think a lot of the perception around Drupal not being so good for those organizations is due to Drupal not being the right thing for that so trying to bring Drupal to do anything to do any type of solution to try to replace a learning solution to try to replace a more robust commerce solution although we can do commerce quite well there is quite a few modules but if there is something much bigger I don't think we should try and I don't know do some make up or whatever because I think there are a bunch of websites out there that are not helping the community Drupal in general because they were not built for I mean they were not supposed to be using Drupal for that for started so I think we should be again very pragmatic and realize that and not pursue and just realize that was not the case for Drupal but if you are confident that yes the requirements for this organization that say Drupal is the best one then you spend a lot of time but if not let's just move away and go for the next battle so just to wrap up guys so no Drupal strengths and what's under way to get better try to do some competitive analysis try to understand what's out there so we get more prepared to whatever those guys are going to be bringing to the table and really spend time training the sales team so for those organizations they want things fast they want the best of the things spend time and effort on this so if we can try to do that ahead of the game before being called for this week we can get more prepared because at the end of the day I think we should have what I like to call the Drupal enterprise or large enterprise sales team so every one of us could be prepared to help with bringing Drupal to those organizations which ideally would be this everyone could be part of the enterprise sales team and that would be wonderful so that's about 5 minutes there's about 5 minutes for questions that's what I have guys if you guys have any questions feel free to shoot at me yep unfair process or unfair initiatives or tasks that they've done or something that they were not so fair right I think besides those myths I think they've been pretty fair I mean there will be cases where they have relationships already with the sea level so that's really hard as well so that's one of the things that for us it's really hard if there's a relationship there's something more than just being pragmatic about the solution which I'm not seeing so much happening but there was one case a large enterprise in the US where we're pushing a lot pushing a lot to try to sell Drupal Drupal was the best solution for them and then after 5 months 7 months we realized that the CTO hated Drupal and that's why we've been trying showing and we didn't have access to the CTO so we've been trying to use the IT team for that and that wasn't fair so we couldn't even get an opening to talk to CTO and show this so no matter what we tried that wouldn't help so it wasn't so much something that he did it wasn't fair the competitor did but it wasn't one of the blocks that we found we tried to show Drupal but as far as competitors I think they're like I said they work on their labs so they're spending a lot of time being creative on their side looking at Drupal what we're doing so I'm sure there are guys here from those organizations seeing out there anyways so I think they're just getting that and building on their solution but I haven't seen anything unfair besides those FUDs and I didn't mention in the beginning I hope you guys can see you guys down in Brazil in December it'll be great to see you guys down there our first Drupal call in South America and thank you so much I'd like to ask you guys to also give feedback in the session so either now or later that'll be great too thank you so much guys


So we're walking by a booth and we see bubbles with little tiny baby little Nemo's in there. We had to stop by and talk to June Life from Catalyst to see what you've got underwater. Awesome. So we just won a CS Innovation Award for the first ever waterproof case for the Apple Watch. So because we're experts in waterproof, we decided that Apple really needed to build a waterproof case for their watch. So every unit of these cases is tested 5 ATM. That means 165 feet or 55, 50 meters basically. So it makes your Apple Watch fully functional. So everything on it works. So let me just, you can rotate and everything works there. The buttons all work and the sensors all work. Doesn't attenuate. And the touch screen? Touch screen is fully functional. It doesn't attenuate any signals. The heart rate sensor works even through the case. You can see it. Oh yeah. We're looking at, we can see the green lights coming through the bottom of the case. Yeah. And that just works by detecting your blood cells. Right. So it's green pulses of light that work really quickly. So our case doesn't inhibit any of that. You can also charge the phone in the case without removing it, sorry, charge the device in the case without removing it. Oh you're kidding, really? And there's a microphone and speaker there. It's fully covered and sealed, but it's still waterproof. Wow. And it's fully functional. So you can still answer the phone? Yes. And I don't understand, how do you have a speaker and a microphone and still be sealed? Well, it goes back to our roots. So we've been doing waterproof for five to six years. We're a Kickstarter company. So one of the hardest things to do in waterproof is acoustics. We had that dialed in with our first case. So we work with an acoustic resonance principle. So there's a membrane in there that's fully sealed and it resonates so that it transfers sound into and out of the case. Wow. Good answer. So you guys have been making cases for iPhones and such? Yeah. So we have waterproof cases for the Apple iPhone 6 and also for the 6 Plus. Also for the 5 and the 4. We've been doing this for five to six years. Our cases are fully waterproof, five meters, and drop proof two meters. Everything on them is fully functional, so you can rotate that. She's turning the dial for the volume? Yes. And the mute goes on and off. And then... I just realized, there is no dial on an iPhone. No. It's a switch that goes back and forth, but we rotate it on our case, basically. Oh, that's much easier. Yeah. Yeah. Everything on it's fully functional, so the touchscreen is super sensitive. The touch ID works, you can play with that. Oh, yeah. I'm touching the phone now and it's working perfectly. And then it's designed to showcase your iPhone so that you don't hide it, basically. It complements the design of it. And one nice feature is we have a hard-coded optical lens, and it's flush mounted to the case. So when you go into and out of water, it doesn't trap the bead of water when you're going underwater. Oh, wow. Wow. You guys actually have thought about this. You guys have thought a lot about it. One of my favorite features is if I take my Apple Watch and I open the camera app, it actually pairs to the camera app on the phone. So we can actually do a selfie, and I'm going to do one. You're right there. There's Steve. There we go. One, two, three, go. So we've got... You've covered in terms of text, so you can actually take a selfie using your Apple Watch inside its case with the Apple phone. Inside its case? Yes. Wow. That is impressive. You've done this before. You guys, if you're listening only, you've got to go back and watch a video. She's basically doing origami with her body to do that demo so that Steve can see this on video. And I'm going to show you our drop test. So... She's going to drop the phone? No. Our cases are 6.6 feet drop proof. Here we go. She cheated. She had a wristband on it. So that's actually one of the nicest features about our cases. It comes with a lanyard attachment point, so you never have to drop your case. At the same time, I can drop this. Oh, God, she did drop it. So it's drop proof from 6.6 feet. Lanyard keeps it safe most of the time. One nice thing about this is you can swap it out for another accessory that we have. She's still going. And it's a floating lanyard accessory. So if you go swimming or paddle boarding or boating or any sort of activity in the water, you can attach this to your wrist, swap it out, attach it to the lanyard attachment point, go swimming. If you lose it accidentally, it's going to float. So I was going to ask, in the case it's not going to float because it's not going to air-trapped and it's going to sink like a stone, so you get this lovely catalyst accessory, nice bright orange, so finding in the ocean. Very cool. So how much is the Apple Watch waterproof case? The Apple Watch waterproof case is very affordable, $59.99. That's not bad at all. Yeah. More than that for a regular, just a watch band. Yeah, exactly. And by the way, the silicone on that feels really, really nice. And it comes with the actual watch case for $59.99. And we designed it to be compatible with any other band so you can swap it out for anything. Oh, I didn't think about that. Yeah, so it comes with a band but you can also use your own bands. Yeah, that's right.  So it's not the Apple Watch bands then? No. Oh, okay, so it's 24 millimeter standard watch bands. Okay, I got it, got it, right. And then how much is the case for the iPhone? The iPhone 6 is $69.99. The 6S is $74.99 and we have cases for the 5 and the 4 that are $59.99. That's a really good price point. Okay, so somebody needs to go get this, they're going to go to, what website? They're going to go to CatalystCase.com. CatalystCase.com. Thank you very much, really enjoy this. Thank you, Alison.


At least 17% have been feared killed following an attack by herdsmen in the northwest local government area of Benway state. According to local residents, the attackers burned down the houses in the community in the early Monday morning attack. Chairman of the west local government area Grace Ibagwon confirmed the casualty figure. The attack left many wounded while the survivors have been displaced and are now taking refuge in a nearby town. The police spokesperson in the state DSP Suwesi Anene confirmed the attack but said details concerning the perpetrators, the number of casualties, wounded and the extent of the damage at the community still unknown. Farmers go about their business, but the following news is they just come and provoke them and kill them with worrisome aspects of it. So the security agencies here seem to be doing less than we expect. For example, when people are killed, we cry to them and they do very little. The most they do is to escort us there to carry the dead bodies for burial. And so we are not satisfied with the actions. So pathetic and painful as we intend to stage our grievances. We saw as dead bodies were coming in from a nearby village where the full anise attacked. So it's a situation that we want to stand with our government and say that enough is enough. This is too much with us. The solution on the side of the church first, we pray to God that God should curtail the menace. And on the other side, the government need to stand to his responsibility. So you get notified about fresh news updates.


Today we are going to talk about a very basic but important topic in fetal ultrasound which is estimation of gestational age and assigning a correct delivery date. Accurate dating is very important for timing of appropriate ANC care for scheduling and interpretation of different ANC tests, determining growth which may be less or more. For the intervention purposes like deciding about pre-term fetus, post-datism, planning for early delivery etc. which are the correct methods or good methods of determination. LMP of course whenever the patient comes to you for the ultrasound the first thing we ask the patient is the LMP. But many a times the patients are not very good at remembering the LMP. It may be a delayed conception, periods may be coming late. So anyway the LMP is not a very good method of dating that pregnancy. If it is the IVF pregnancy it is a very accurate dating from that date of embryo transfer. It is in plus minus one day range. If the date of ovulation is known as in follicle studies or IUI is known then it is in plus minus three days range. In the first trimester CRL is the measurement which is used to determine the gestational age and in the second trimester it is a different parameters like BPD, HC, FL and AC which are used for determination of gestational age. So typically when the patient comes to you for the ultrasound in the patient data entry system in that page LMP is the first thing which we feed in and then we get a gestational age. We do a scan, you do the biometry and then you get the average ultrasound age. So early pregnancy is the most accurate for dating which is by CRL and after 14 weeks it is the different measurements what we take. So whenever the gestational age matches the ultrasound biometric age we assign the EDD as per the LMP. When the gestational age mismatches the ultrasound biometric age we assign the EDD as per the ultrasound age. So what are these criteria of mismatch? At what discrepancy we should reassign that you date. Is it different at different gestational age? So we will see that. So this chart tells us which is the acceptable range of variation between the LMP and ultrasound age. So they have divided into less than 14 weeks and more than 14 weeks for the important purpose of method of measurement which is the CRL before 14 weeks and after that it is the different measurements. Before 14 weeks it is subdivided into 2 groups less than 9 weeks and more than 9 weeks. So if the pregnancy is less than 9 weeks and if the discrepancy is in that 5 days range then it is acceptable. But if you find that your CRL is more than 5 days different than your gestational age by LMP then it is not acceptable and you should reassign the EDD. If the pregnancy is between 9 weeks to 14 weeks then the 7 days difference is acceptable. Beyond 14 weeks it is divided into 14 to 16 weeks, 16 to 22 weeks and beyond 22 weeks and the difference which is in that acceptable range is 7 days, 10 days and 14 days. But of course beyond 22 weeks it is not a good time to reassign the gestational age or to do a dating scan. So at early pregnancy USG at the dating scan the delivery date can be assigned very well. If discrepancy is less than variation expected at that gestational age then you should assign the EDD as per LMP, once assigned do not change the EDD in subsequent reports. If the discrepancy is more than variation expected at that gestational age then assign the EDD as per ultrasound. Make the mother aware about the difference, stress the importance of carrying the previous reports for subsequent scans. So we will just quickly see one or two examples. Now as you see here the discrepancy between the gestational age and CRL is just 3 days. So our chart tells us that when it is less than 9 weeks the acceptable difference is 5 days which is 3 days here. So what should I do? The EDD is assigned as per LMP. But in this case if you see the discrepancy is 6 days between the CRL age and the gestational age by LMP. So what does my chart tells me before 9 weeks the 5 days difference is acceptable which is more here so what should I do? I should in fact reassign the EDD as per ultrasound what the machine tells me as per the ultrasound age and which is different than this EDD which was 2812 but now it is 3rd of January. Now when I see the patient for the first time at around 12 weeks and if the discrepancy is 6 days what does my chart tell me? It is at 11 weeks 6 days. So this is falling between 9 to 14 weeks I will assign it only by CRL and the difference which is acceptable is 7 days. Here the difference is 6 days so what should I do? I will write the EDD as per LMP and will not change the EDD. Now for whatever reasons if the patient has come to me only at around 19 weeks 6 days there is no dating scan and now if I find the discrepancy which is around 10 to 12 days then what should I do? My chart tells me that if the discrepancy is 10 days or more I should reassign the EDD. So now what is the next step? I should not be in a hurry to reassign the date I will always look and ask the patient whether there is an early dating scan done and whether it is available. If it is there I will go back and check that report if it is not there then what should I do? What should I average the ultrasound age? I should look at the parameters. If all the parameters are similar then I will average the ultrasound age. If they are not similar and if they are different I will look at the different parameters. If the AC is smaller BPD, HC, FL are in the normal range or maybe sometimes the FL and HL are in the smaller size but BPD, HC are normal size then I will consider the possibility of growth disturbance, tort infections, chromosomal problems, skeletal problems etc. And then I should ask for a repeat ultrasound scan, I should look at the growth velocity, I should look at the other telltale signs of say infections of any chromosomal abnormalities and then take the action accordingly. Now look at this typical report. The discrepancy is of course more than 10 days. So now if I see the parameters, the gestational age by LMP is 19 weeks 4 days, BPD and HC are actually 19 weeks but my AC and FL are falling short. So in this situation I should not average out and say that there is an 18 weeks pregnancy and the discrepancy of 11 days is there and I should reassign the EDT as the patient gives the history of delayed periods but I should wait, I should look, I should rule out the other causes and then reassign the EDT. So in the second trimester if the parameters are similar then average out the parameters, if they are different then averaging is not recommended. In third trimester unfortunately you have missed the train and it is a wrong time to assign the age. Avoid these mistakes of giving different EDTs in the subsequent scans according to USG. Giving two EDTs in the report, you should never write EDT by LMP is so and so, EDT by ultrasound is so and so. You should assign only one EDT. Use only CRL to date the pregnancy in first trimester and not the gestational sack. Now if you see typically this report that the LMP tells you it should be 8 weeks, 3 days. You are taking gestational sack measurement which is 8 weeks, 2 days but if you see the CRL which is quite small and then the machine is averaging out the two measurements and telling you that this is 8 weeks and you get a spurious feeling that there is a difference of only 3 days and you will not reassign this EDT but if you really check the CRL is the best method and there is a difference of 6 days, there is a mismatch of 6 days and actually you should be reassigning this EDT by ultrasound age and this should be avoided. So whenever the patient comes for a falloff scan, you should look at the previous report. Look at if there was any discrepancy in the previous report and then you should enter the EDT in your machine and not the LMP. So typically if you see here that you enter the LMP and you have got the gestational age and the EDT. Now if you go through the previous reports and it tells you that the EDT which was assigned is actually different than what the machine tells you, then now you should not enter the LMP but what you should do is enter the expected date of delivery and leave this column blank and then it tells you that this is actually 21 weeks, 1 day pregnancy and not 22 weeks, 6 days. So you will not falsely call this pregnancy as a growth restricted baby. So the impression in the first trimester will typically look like this. Because there was a growth discrepancy of more than 10 days, you will write it as delayed conception and you have assigned the delivery date by the ultrasound age and only one EDT is given in that report. So whenever the next time the patient comes to you, you are not going to enter the LMP, you are going to write only according to the previous dating scan and now you will write in the bracket, expected by dating scan and not by expected by LMP and assigned delivery date by dating scan is so and so. So you should always remember that dating scan is best done between 6 to 10 weeks using CRL, you should assign the delivery date cautiously and once assigned, don't change the EDT in your subsequent reports, don't give two different EDTs in your reports, something like this should be avoided. Before you start doing follow up scans, always look at the dating scan only then you will be able to correctly diagnose the growth disorders in your subsequent scans. The AGA, HGA, FGR, LGA, all these terms you will better understand once you have understood the concept of dating scan and assigning the correct EDT. So in the next video, we will look at how to pick up these fetal growth disorders.