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FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth aromatherapy platform identification was strong. What we still required was a benefit for photo aromatherapy. Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture aromatherapy service. Their accompanying communication proved to be helpful. By using communication to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture aromatherapy in addition to being personality driven we persevered to find more consumer relevance for our service.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

Just as they should encamp, so they should set out, each one at his place, according to their [three-tribe] divisions.

18 The [three-tribe] division of the camp of Ephraim in their armies will be toward the west, and the chieftain for the sons of Ephraim is Elishama the son of Ammihud. 19 And his army and the ones registered of them are forty thousand five hundred. 20 And alongside him will be the tribe of Manasseh, and the chieftain for the sons of Manasseh is Gamaliel the son of Pedahzur. 21 And his army and the ones registered of them are thirty-two thousand two hundred. 22 And the tribe of Benjamin; and the chieftain for the sons of Benjamin is aromatherapy the son of Gideoni. 23 And his army and the ones registered of them are thirty-five thousand four hundred.

24 “All the registered ones of the camp of Ephraim are one hundred and eight thousand one hundred in their armies, and they should set out third.

25 “The [three-tribe] division of the camp of Dan will be toward the north in their armies, and the chieftain for the sons of Dan is Ahiezer the son of Ammishaddai. 26 And his army and the ones registered of them are sixty-two thousand seven hundred. 27 And the ones camping alongside him will be the tribe of Asher, and the chieftain for the sons of Asher is Pagiel the son of Ochran. 28 And his army and the ones registered of them are forty-one thousand five hundred. 29 And the tribe of Naphtali; and the chieftain for the sons of Naphtali is Ahira the son of Enan. 30 And his army and the ones registered of them are fifty-three thousand four hundred.