Home' The Tribune : December 7th 2011 Contents 4 THE TRIBUNE, DECEMBER 7, 2011
new product is a
good way to
grow your busi-
ness. It can also
grow your com-
ness unless you
If you tell someone a secret, it s no longer a secret.
Imagine if Dr John Pemberton, inventor of Coca
Cola, whispered to his mate with a nod and a wink
Don t tell anyone but this is my great new drink
recipe . Coca Cola have managed to keep their for-
mula a secret for 125 years. If you can t keep your
idea a secret, then decide early if and how you will
protect it. Once your product sells, copycat versions
will soon appear.
Some say it s better to market the product well,
make your money and get out when knock-offs
This suits products that won t last long. However,
protection should be considered if the product is
expensive to develop and will sell for years in many
countries. And you still have to promote the product
well. Asa Chandler bought the Coca Cola formula for
$2300 in 1887 and it was his marketing genius that
made it number one.
New inventions when patented have a strong mar-
ket advantage. Patent protection encourages manu-
facturing and marketing companies to invest the
capital needed to get the product to market. This is
important for global products which cost a lot and
take a long time to develop. Patenting is expensive
and sometimes can still be circumvented through
clever technology and equally clever lawyers. It s bet-
ter to be a rich company with a weak patent than
have a strong patent with no money to defend it.
When I was a commercial manager for DSIR
Grasslands, we protected all new grass and clover
varieties internationally with Plant Variety Rights.
Without this protection the plants would have
been copied by competing plant breeders. It cost a lot
and took years -- but it was worth it.
If you write a book, music or film script, you can
claim copyright protection and no-one can copy your
work. However, you must be able to prove you
created the work first. And these days the copying --
theft -- of music and film has become mainstream.
There would be few teenagers who don t have boot-
leg copies of music and films on their computer.
Locking up a generation won t work, as attractive
as this idea may be to parents at times.
You should trade mark your brand name and logo
so no-one can market products under the same name.
This is how Levis, All Blacks, and McDonald s pro-
tect their brands.
And you need to capture a domain name -- or
several -- as well.
Before you spill the beans on your idea -- protect it
If you want to ask Dave a question about your
business go to frdevelopment.co.nz.
Even Santa stays active over break
Move it: Even Santa exercises.
With just over two weeks till
Christmas, many of us are
preparing for the big event.
Christmas tree -- check. Presents --
check. Food -- check. Healthy
One thing not to miss out on over
the Christmas season is physical
It s easy to get caught up with all
the festive occasions, get-togethers
and parties. Being involved in sport
can fall off the calendar, but even
Santa heads back to the North Pole
after delivering presents and spends
his Christmas Day playing back-
yard cricket with the elves.
There are a number of benefits to
participating in exercise over the
Most of us have felt the effects of
returning to work after the break,
having had too much food, too much
sitting around and probably too
much alcohol. Being active can help
you get back to work in a better
frame of mind and body. Here s how
Activity helps to keep your weight
in check. Let s be honest and admit
that we will over-eat during
Christmas. Regular activity -- as
little as 30 minutes a day -- can
avoid weight gain, and can even
reduce your present weight.
Activity improves fitness. The
more activity you do, the fitter you
become, meaning the better you are
at all types of activities.
Activity improves mental health.
Regular exercise has been shown to
reduce stress and lessen the risk of
Activity is fun. It s best taken in a
number of different options from
playing with the kids in the park, to
regular walking with your partner
to getting some friends together for
So instead of returning to work
five kilos heavier, tired and stressed
out, get involved in some regular
activity to return refreshed,
revitalised and slimmer.
Christmas may be a break from
work but it should not be a break
from being active.
Wi Ormsby is part of the Sport
Manawatu team promoting
opportunities to get everyone active.
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