I have had two examples of ‘how to’ and ‘how definitely NOT to’ thrust in my direction recently. Firstly the NOT example . . . . having joined a small niche gymnasium that offers a women only environment, specifically targeted at those who want a short sharp burst of defined activity. At first it was grand, the welcome from the young owner was bubbly, enthusiastic – just what I needed to make me sign up. After a good start though I have noticed though a drop in the lovey dovey atmosphere of late and suspect the business is failing. The opposite effect has been noticed about another business – one offering very high end specialisms in measurement. This group decided to invest in new web design and buisness marketing tools through a local agency – the owner is absolutely thrilled to bits with a tremendous surge in quality enquiries. Their investment has now truly begun to pay off.