Adventure Travel in Mexico Through Amy's Eyes

There is no better way to describe a true adventure vacation than by reading the journal of one who took the journehy. In the following excerpt, Amy Finger a geologist and mountain guide describes a wild and exhilarating horse pack trip into Mexicos Copper Canyon. Can you see yourself dancing in the small village with the natives, or drinking Marguerites in camp at sunset? Read on, and find out how to put yourself in Amys place:

The horse trip went so well that I'm still floating on it. We just got back last night after flying home in our friend's small plane from El Paso. The group was exceptional. All were looking for a good adventure and that's what we gave them. The trip live up to its description: "Following seldom used rugged trails, we travel through some of the wildest terrain on earth. Mexicos living old west... a wild, crazy adventure..." Boy, was it ever.

Day 1-We took the rim ride south and west over the high mesa there then down and back north to the trail under the Mansion in the Urique Canyon side that goes to the Tarahumara cave under the Mirador (the fancy pink hotel). We actually rode the horses up all those steps that lead up and out at the Mirador Hotel! Then we tied up and went to their exclusive bar and had Margaritas (in our chaps and spurs and cowboy hats). It was a lot of fun and the horses proved to be responsive and bombproof. Everyone liked their horse which was really something seeing as we had some very experienced riders who owned their own quarter horses and had ridden all over the States. Guiermo brought a strong, pretty red mare of his uncle's named Alasan for our friend Robert (225 lbs experienced rider) and she was dynamite.

Day 2-Everywhere we went we ran into the Mancinas sisters and brothers. First they met Gero and Teresa in Cuauhtemoc, then Lola at Arepo at the Lodge, then Poncho and Beto showed up to help clean the tar off the newly painted van that we got on the freshly tarred highway, and then MariCruz was in the Mirador hotel, as manager, giving Gary and I freebies. The next day out on the expedition we had to visit the Padres, Concepcion and Lencho and get a tour of the house that spawned all these Mancinas. And of course, cousin Jilo joined in with the burros. The group got a full dose of the local Mexican family and they really appreciated the fact that so many of them were benefiting from the trip (we used one of Lencho/Gero's horse's, Milagro, after all which Guiermo rode). I had Coyota, the little brown mare Guiermo rode last week and Gary had Pando the stallion as the horse had to be in the front or he would be too antsy (a perfect match for Gary).

Pockets loaded with apples and peaches from Lencho's orchard we took off on the same route down to Manzano following Gero walking, swinging his machete and clearing trail. Guiermo had hired a man named Alejandro as his assistant who rode a black macho mule. He was very personable and an expert rider. The group got their first dose of rough country right away and it took a little getting used to. I rode everything and encouraged them to do so and showed them how. They loved it and their surefooted ponies. We bypassed Mansano and continued down past the Tarahumara house, up the hill, over to the pass and down into the Chuachique which we dubbed Mushroom Valley for all the stone pinnacles. We had lunch where the trail turned bad. By this time they were riding over everything with confidence. It took 3 hours. Then it only took an hour or so to return to Manzano for the night. When we arrived Jilo had the camp perfectly set and organized. He was proud of himself and it really was a great camp. The rock spires that surround his family's homestead glowed in the slanting light above the dark pines and it seemed even more beautiful then when we saw it the week before.

Day 3-In the morning we awoke to the call of the Eared Trogan. The two women clients were both birders and one (Andrea) spoke Spanish. Gero told them which call was the Trogan and they followed the sound to its source and were rewarded with the sighting of two trogans in the trees in the side valley north from camp. Over chilequiles for breakfast we talked about how rare it was to see them and then packed up and headed off for new territory. The cross over trail to Batochique began half way up the hill past the Tarahumara house and wound up and down on a rideable trail that was just beautiful. It took an hour and a half and we came out at the upper cabins of the Rancho Batochique. We were able to ride through the valley and we stopped for a snack at the rock art. Gary thought most of it was modern Tarahumara maybe inspired by some pre-existing Mogollon figures. The trail is really quite trecherous down from there. It is cliff edges and steep crap and we all walked leading our horses. The exciting moment came when Alejandro's mule who was loaded with a bag of corn cobs for feed for the night slipped down around his legs causing him to spook and run crazily trying to rid himself of the dangling bag. At first I was just afraid for the safety of the mule as I saw him run along the edge below us and up to a crest, then when he realized he couldn't get over it he did a 180 and ran back on our level straight through the riders. I yelled, "Get out of the way!!" I thought for sure someone was going to get hurt. But good ol' Caseta (Carl's horse) stood in his way and he stopped, breathing hard while the guys caught him. All the horses were totally calm. He got dubbed the loco mula. Alejandro could ride this beast on every inch of the trail while we walked which just confirmed his insanity as the trip went on.

We arrived at the river camp, Arenales, just an hour or so later- in time for the afternoon sunshine to still be on the river. Everyone changed into bathing clothes and some even swam. I sent them upstream but later discovered the really good pools are all downstream. We had a late lunch and then I took a hike with the birders upriver to the confluence of the Chuachique and beyond. It took about 45 minutes and Gary and I were able to stay in touch on the radios with him in camp the whole way. We had to turn around before we saw the Capulin trees as it was going to get dark.

Day 4- The Great Cross Over Trail. We noticed the night before that the trail had been repaired right there in camp and realized that Lupe, the district Tarahumara governor, had come through as promised with his trail clearing crew. It was a nice job and they even marked the way with carefully placed cairns and branches that blocked the wrong route. We were able to ride for a long ways beside the river and then when it went seriously up we had to dismount and walk. It was a hard, challenging hike with horses having to leap up rough spots behind you. The group did very well and I think found it exhilarating. We got back on after looking at the view point but had to get off again to gain the rest of altitude until the point the trail levels off heading for Orachique Canyon. From here on we were able to ride the whole way. We had not been on the correct trail on the recon and this although not too far away was a major trail. Thanks to the cairns we figured it out and it took us down into the valley below Siquirichi, the Tarahumara Rancho, by a corn storage log building. It took 3 hours from Arenales.

Guadalupe was waiting for us and greeted us coming into the Rancho. Everyone was awe inspired by the setting, with thousand foot cliffs surrounding the houses and Church on their raised dais above the corn fields, it really is something special. Slowly Lupe's 16 year old beautiful daughter emerged with his wife and son. They have a young baby as well. After awhile someone rolled out the wheelbarrow with sodas! Lupe eventually asked if we wanted the matachine and pascual dancers and we arranged for a fiesta at 4-5pm after our afternoon ride out to the view point. He told me his mother lived out there. The ride was outstanding (just 30 minutes). We arrived to a couple of log/adobe cabins perched out on the ridge with an unbelievable view of the Oteros Canyon both up and down river. Lupe's mother and sister were sitting outside grinding corn. She looks ancient. We shook hands Tarahumara style but Lupe's comment when we returned is that she doesn't talk. His sister was friendly and smiling. We could see from the map that the trail then descends steeply to the river and supposedly makes its way up the next valley over to San Rafael. A shorter well used route to San Rafael (not on the map) heads out right above Siquiriche.

We returned to the Rancho and eventually the kids and neighbors gathered, put on wood helmets with streaming colored strips of cloth, and proceeded to dance the matachine. Lupe played guitar and an old man played violin. Lupe's wife had two other violins and several baskets for sale beside them. All took place at the Church of course. The dance began inside and then came out to the front flat spot where we all had our spectator stools. The group ate it up and took a million pictures. It was a very simple dance that did not change from dance to dance. The pascual was slightly different without the helmets and with the 16 year old leading wearing the ankle seed pods. Between dances the group bought all the baskets and a violin from Lupe's wife and everyone was very pleased. I also paid 200 pesos to Lupe for the dances, 60 pesos for firewood and 250 for the trail clearing. Our visit was definitely a major financial event for the Rancho and there were lots of smiles.

The last day up the Recayna is absolutely stunning and rideable the whole way. The group was saying it was the best horse trip they had ever taken. It is 3 hours up to Guiermo's allowing time to explore the Mogollon cliff dwelling caves and another hour and half up to Lola's.

Our last night at Lola's was a great party complete with a local character named Felipe playing guitar and singing. He lived in LA for many years and has quite a reperatoire. I recommend him highly. We had margaritas we shared with the guys. No one got drunk and they all danced including Rudi! It was a great time. We ended the trip with a last night in Chihuahua City after picking Jaime up in Creel because everyone wanted to buy tack. We've decided that a stop in Creel and ending in Cuauhtemoc is the way to go. Its just too much driving and traffic in the big city. However, we made it out and the crowning star on a great trip was we went through the Santa Teresa border crossing and we were the only car and didn't even have to pull over to be checked!! The only way to go. I am still on Cloud Nine.

Amy Finger and Gary Ziegler run horse pack and trekking trips in Peru and Mexico. The Peru trip includes a marvelous twelve day hike or horse/ride to Machu Picchu via little used parts of the Inca Trail. This is adventure travel as its meant to be no crowds or traffic, guided by a geologist (Amy) and a world renowned archaeologist and expert on Peru (Gary). Theyre also down to earth and real fun folks. No better way to see the world than from the back of a horse, or on your own sturdy two feet. Take a look at whats available through Mountain Spirit Adventures.

Phyllis Coletta is a partner in KB Mountain Adventures, offering multi-sport programs in Colorado. She also runs trips horse trips in Colorado, Peru, and Mexico through Mountain Spirit Adventures (http://www.mountainspiritadventures.com). Give her a call toll free at (866) 383-0807.

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Corporate Records - Shareholder Inspections

Youre conducting business as a corporation and various shareholders have kicked in investment money. Can shareholder inspections of corporate records occur?

Emotional Attachment

With small businesses, emotions can run high. Typically, a person has a great business idea, but need investors to create a pool of cash to get the business going. In such situations, the person has an emotional attachment to the business and thinks it is theirs. After all, if it is my great idea, I should control it. This understandable attitude can lead to problems.

When you form a corporation and take on investors, you must be ready to let your baby go. The corporate entity is now the owner of the idea, which means all shareholders have a say in how things are run. The fact that you were the one that came up with the idea is absolutely irrelevant. If this sounds unfair, you may want to consider other ways to raise money instead of selling shares in the entity.

Corporate Records

A corporate entity, including a limited liability company, is a separate person for legal purposes. This legal fiction creates a liability shield between the business and your personal assets. However, this also requires the corporation to keep records such as board resolutions, bylaws, articles of incorporation, balance sheets and so on. These corporate records should create a time line and snapshot of the corporate business for each fiscal year.

Shareholder Inspections

In every state, shareholders have a right to inspect the records of a corporation. The scope of the inspection depends upon the particular laws of each state, but typically covers all records in the corporate books, balance sheets and even tax returns. The shareholder must typically make a written request to see the records three to five days prior to the date in question. The lawyer and accountant of the shareholder can also view the records.

Most people react badly to shareholder inspection requests. Upon receiving a request, most will assume a lawsuit is coming and get combative. This, of course, leads to a refusal of the inspection request. Such emotional refusals are a huge mistake and violate the laws of practically every state. Shareholders have the right to inspect corporate records and you cannot deny their request.

If a shareholder seeks to inspect corporate records, you can take a few steps. First, call the corporate attorney and get advice. Second, the corporate attorney may want to be present to make sure only the legally required records are disclosed. This tactic is highly dependent on the laws of each state and involves complex strategy decisions. Regardless, the best option is to immediately contact the corporate attorney and find out your options.

If you obtain money from investors to pursue your business idea, you must understand that it is no longer yours. To this end, shareholders have the right to inspect the records of the business.

Richard A. Chapo is a San Diego business lawyer with http://www.sandiegobusinesslawfirm.com - a San Diego business law firm in San Diego, California.

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Common Drugs and Their Uses

The five drugs that are discussed in this article are Ibuprofen which is a non-steroidal anti-inflammatory drug (NSAID) that is commonly used for relief of Arthritis, Warfarin which is an anticoagulant drug commonly prescribed by doctors to treat venous thrombosis, pulmonary embolism, to treat or prevent dangerous blood clotting in people with arterial fibrillation and to prevent strokes, a benzodiazepine drug called Diazepam which is commonly prescribed by doctors for relieve nervousness, anxiety, and anxiety disorders, a sulfonylureas drug called Glipizide which is used to help control blood sugar levels and used to treat type 2 diabetes and a thyroid medication called Armour Thyroid which is prescribed for the treatment of hypothyroidism.

Arthritis is a common illness in todays society; doctors prescribe drugs called non-steroidal anti-inflammatory drugs (NSAIDs) for this condition. A common NSAID is Ibuprofen which reduces inflammation, pain and high temperature and is used widely to relieve the symptoms of arthritis. Ibuprofen is available in prescription and nonprescription. As well as rheumatoid arthritis, Ibuprofen is used to treat mild to moderate pain, primary dysmenorrhoea, osteoarthritis, menstrual cramps, bursitis, gout, migraine headaches and fever.

NSAIDs such as Ibuprofen can cause gastrointestinal (GI) irritation, bleeding, iron loss and kidney dysfunction and increased blood potassium levels, especially in older people. Ibuprofen may cause drowsiness, dizziness, or blurred vision especially when taken with alcohol.

Ibuprofen has adverse results when taken with lithium, sodium and white willow.

Lithium a mineral which is commonly prescribe to treat manic depression, many NSAIDs stop the excretion of lithium from the body which results in higher blood lithium levels which in tern can create unwanted side effects and interferes with efficacy. NSAIDs should be taken with caution for those people who are taking lithium whether in supplement form or for mood disorders. It is wise to reduce salt intake when taking Ibuprofen because Ibuprofen may cause sodium and water retention.

People who are taking the herb white willow should be aware that links have been made that white willow reduces the blood level of NSAIDs.

Warfarin is an anticoagulant drug commonly used to treat venous thrombosis, pulmonary embolism, treat or prevent dangerous blood clotting in people with arterial fibrillation and to prevent stroke.

Coenzyme Q10, Green tea, Iron, Magnesium, St. Johns wort, Vitamin C and Zinc should be avoid when taking Warfarin as they can reduced drug absorption/ bioavailability. Also American ginseng, Asian ginseng, Cranberry, Dan shen, Devils claw, Dong quai, Fenugreek, Garlic, Ginger, Ginkgo biloba, Horse chestnut, Lycium barbarum, Papain, Quilinggao, Quinine, Red clover, Reishi, Sweet clover, Sweet woodruff, Vitamin D and Vitamin K should be avoided as they can cause dangerous or undesirable results.

The long term of heavy drinking of alcohol can affect the efficiency of warfarin and also certain foods such as broccoli, Brussels sprouts, kale, parsley, spinach, which contain high amounts of vitamin K, can interfere with the effectiveness and safety of warfarin.

Known side effects of warfarin are difficulty breathing, closing of the throat, swelling of the lips, tongue, face, hives, black, bloody, or tarry stools, blood in urine or vomit, coughing up blood, bleeding gums or sores in the mouth, decreased urine production, yellowing of the skin or eyes, severe dizziness or headache, easy bleeding or bruising under the skin, purple discoloration of the toes or fingers, sudden leg or foot pain, unusually heavy menstrual periods, excessive gas or bloating, diarrhoea, nausea, or vomiting, hair loss and decreased appetite or weight.

Diazepam is commonly used to relieve nervousness, anxiety, and anxiety disorders. It is in a class of drugs called benzodiazepines which effect chemicals in the brain. People can become physically and psychologically dependent on diazepam, it is habit forming and withdrawal effects can occur when stopped. Diazepam can cause dizziness and drowsiness, alcohol can make these symptoms worst.

Diazepam can harm unborn babies and can be passed into breast milk. Known side effects of Diazepam are an allergic reaction, sores in the mouth or throat, yellowing of the skin or eye, a rash, hallucinations or severe confusion, changes in vision, drowsiness, dizziness, clumsiness, depression, nausea, vomiting, diarrhoea, constipation, difficulty urinating, vivid dreams, headache, dry mouth, decreased sex drive and changes in behaviour.

Glipizide is a sulfonylurea drug which is used to help control blood sugar levels and used to treat type 2 diabetes. Known side effects of glipizide are severe headaches in children, skin rash or hives, signs and symptoms of overdose, chest pain, confusion, fast or irregular heartbeat, mood swings, muscle weakness, psychosis, extreme restlessness, yellow eyes or skin, shortness of breath, changes in appetite, changes in menstrual periods, diarrhoea, fever, hand tremors, headache, increased sensitivity to heat, irritability, leg cramps, nervousness, sweating, trouble in sleeping, vomiting and weight loss.

Adverse reaction can take place when Glipizide is taken together with fenugreek and Ginkgo biloba. Fenugreek has been proved in studies to reduce blood glucose levels in people with type 2 diabetes and ginkgo biloba worsened glucose tolerance in people who took oral anti-diabetes medication.

Thyroid medication are used for the treatment of hypothyroidism and are either synthetic or animal-derived hormones, Armour Thyroid is a common example of thyroid medication. Calcium and Soya may reduce drug absorption and bioavailability within the body, bugleweed and lemon balm cause adverse reaction when taken with thyroid medication.

Thyroid medication has been known to increase loss of calcium from the body through urine and calcium has been known to reduce the effectiveness of certain thyroid medication. Soya being taken at the same time as thyroid medication has been known to reduce it abilities.

Bugleweed and lemon balm should not be used with thyroid medication as it is known that they interfere with the action of thyroid hormones.

In conclusion, it is important for a Nutritional Therapist to ask patients what medication has been prescribed for them and to research these medications so that they know what side effects are caused by these and what supplement and food types can be used without causing further negative effects.

Stewart Hare C.H.Ed Dip NutTh

Download 'Harmful Foods - What Not To Eat' E-book FREE NOW

Website: http://www.newbeingnutrition.com

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Ever Thought You Could get Paid Working with Wildlife?

I know I never thought I could until I found a career that would not only pay, but pay well.

There are opportunities in the wildlife field such as being a game warden or wildlife rehabilitator. Both of these are unique jobs and both have advantages and disadvantages.

The advantages of these jobs are that you work with wildlife on a daily basis and enjoy your work. The disadvantage is that these jobs are hard to come by and often have a low starting salary. To find a game warden job one often has to wait for someone to retire in the department and then compete against 600 applicants to get that job. If you really want it bad enough, you can probably get one of those jobs.

There are other opportunities for people who do not want to wait and be able to call their own shots. Have you ever heard of a Wildlife Franchise Opportunity? My guess is that you probably have not. This is an exciting new career field that is growing at a steady rate each year.

People who work in a Wildlife Franchise help resolve wildlife conflicts in homes and businesses. Wildlife Professionals are the first line of defense when a wildlife problem arises and are a much needed service in many parts of the country.

With the United States population on the rise, our wildlife is being forced into smaller and smaller habitats. Often the wildlife will be forced to reside in a neighborhood and transition to living in an urban environment. This new habitat is complete with a food supply such as bird seed, dog and cat food and homeowner gardens. Food, water and shelter...what more could you ask for!

The human/wildlife conflicts are only going to be worsening in the future and Wildlife Professionals will be in more demand than ever before. Do you want to "Take a walk on the Wild side?"

All articles may be freely re-printed or shared as long as the name of the author and their websites are included.

Mark Dotson, a 20-year Wildlife Veteran helps people interested in working with wildlife to fulfill their dream. Author of the "King of Cages!" book and ebook. Sign up for a regular e-newsletter about working in the field of Wildlife Management at our website, http://www.wildlifefranchise.com Need help with a wildlife problem or want to start your own business, visit this site http://www.aallanimalcontrol.com/franchise.cfm

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Mesothelioma Cancer: Early Warning Signs and Causes

What is Mesothelioma?

Chances are you may never have heard of mesothelioma cancer unless you or a relative have the disease. Still considered as a rare cancer, it has been popularized by its linkage to asbestos.

Exactly what is mesothelioma cancer or malignant mesothelioma? Malignant mesothelioma is a deadly cancer of the mesothelium, or lining of the lung and chest cavity. However, it sometimes can be a deadly cancer of the peritoneum (the lining of the abdomen). It is almost always caused by exposure to asbestos, and is slow forming often taking between 20-50 years to develop after exposure to asbestos.

Malignant Mesothelioma Symptoms

Symptoms of malignant mesothelioma in the lung and chest cavity are as follows:

• Shortness of breath
• Cough
• Weight Loss
• Chest Pain

Symptoms of malignant mesothelioma in the abdomen are as follows:

• Abdominal swelling and pain
• Weight Loss

Wondering How You Could Have Gotten Mesothelioma Cancer?

Several diseases are associated with exposure to asbestos. They include: malignant mesothelioma, asbestosis, pleural effusion, pleural plaques and thickening, and lung cancer.

Prior to 1975 asbestos fibers were commonly used. You could have been exposed to asbestos while working at any number of different industries. Chief among the possibilities would be jobs at asbestos mining and milling plants, shipyards, fireproofing and heating, construction, automotive repair, insulation, pipefitting and boilermaking.

If you did not work in one of these industries or another that used asbestos, it is also possible that you could have been exposed if someone in your household worked with asbestos and carried asbestos fibers home on his or her clothing, hair or body. You may also have been exposed indirectly by living near asbestos mines.

Although it is true that most patients with malignant mesothelioma, lung cancer or other asbestos-related diseases likely had prolonged exposure to asbestos over a long period of time, it is also possible for one to develop one of these diseases from a brief exposure to asbestos.

The odds of developing lung cancer from smoking also increases significantly from exposure to asbestos. Although most people with lung cancer are told that their lung cancer was caused from smoking, if you or someone you know has lung cancer and also worked in an environment that gave you exposure to asbestos, it is highly recommended that you contact an attorney that specializes in handling mesothelioma and lung cancer cases caused by exposure to asbestos. The justice system has been very generous in its rewards to people who suffer diseases caused by asbestos exposure.

To learn more about mesothelioma cancer I recommend you visit Mesothelioma Cancer Online when searching for web resources covering mesothelioma cancer. Mesothelioma-Cancer-Online.com is an excellent resource center that offers recommendations and directory listings for numerous websites related to mesothelioma cancer, along with articles and books about mesothelioma cancer.

About the Author:

Craig Whitley is a widely-published author, publisher of numerous e-books and articles about a wide variety of subjects, and owner of the popular search engine Seek Dolphin. He routinely scouts the Internet for excellent online resources like Mesothelioma Cancer Online when writing articles about mesothelioma cancer and other health-related subjects.

Feel free to publish this article on your website, provided you include this authors resource box and leave all article content unchanged and intact, keeping all urls addresses hyperlinked.

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Troy Lee Design Helmet - Review

Troy Lee Design's Speed Equipment helmet is a premium quality helmet. It's priced at the high end of the range for motocross helmets. Is it worth the money? Read on.

Aesthetics
Most consumers begin considering purchasing a Troy Lee Design helmet for aesthetic reasons. Graphically speaking, these helmets are among the best.

Troy Lee has drawn upon his years of custom helmet painting to come up with innovative designs. But, as they say, looks aren't everything. You should consider the protective qualities of a helmet above all else.

Protection / Materials
The Troy Lee helmet conforms to Snell, DOT, and ECE (which is a European safety standard) standards. This is on par with other motocross helmets in this price range. The helmet shell is made from composit fiberglass with strategic carbon fiber reinforcements.

Pricing
No doubt about it, this is an expensive motocross helmet. There are good deals on the web if you know where to look. For extra piece of mind, shop for a merchant with a low price guarantee.

Comfort
The Speed Equpment Troy Lee Design helmet features an efficient ventilation system to keep your head cool. Cheek pads are removable/replaceable to maintain a fresh and clean helmet interior.

Details
Titanium visor screws are standard equipment so you to impress your friends. A high-quality helmet back is also included.

Conclusion
The SE Troy Lee Design helmet is a top notch motocross helmet. Protection, comfort, and finishing are on par with its competition. Throw in the world-renown Troy Lee Desins graphics and you've got a great all-around product. The price is steep, but if you've got the money it's worth every penny.

Best Deals on Troy Lee Designs Helmets

Lyle Dove is an avid motorcyclist who enjoys all aspects of the sport including motocross and road racing. When he's not out riding, he spends his time writing articles on the sport he loves.

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Being the (Second) Best

Go to most small business seminars, or read any motivational sales book, and theres one theme that will be consistent you can grow your small business to be the biggest in your market if you shoot for the stars!

Im all for aiming highbut what if there was a proven strategy you could use to accelerate your growth and become a strong second choice for your customers in your chosen market. The number 2 coffee shop. The second busiest accountant. The number two web-based SEO consulting firm.

Taking a Different View - The Alternative Strategy

There are many examples of famous brand name companies raking in profits by deliberately trying to be the second choice in a given market, using an alternative strategy.

Pepsi sells billions of dollars in cola every year, thanks to their strategic decision to stop fighting with Coke over who was number 1 in the cola business. Coke was the original cola with the highest sales in the business. Rather than continue to fight toe to toe with the established leader, Pepsi let Coke have that territory, and turned their focus to cola buyers who didnt have an established cola preference yet teenagers.

They changed their marketing strategy to use pop icons like Michael Jackson (hey, it was the 80s), which was a distinct alternative to Cokes use of Bill Cosby to support its more traditional image.

The result was that Pepsi became everything Coke couldnt be - a youth-oriented cola with a strong hold on a growing market. In doing so, Pepsi became the top alternative choice to Coke. If you were one of the people who didnt want a Coke, there was a very clear second choice for you to try Pepsi.

It happens in all kinds of businesses

There are plenty of other examples. Burger King is deliberately positioned as the alternative to McDonalds they cook their burgers differently, and market their food more to the male young adult segment of the market, instead of to kids and families as McDonalds does.

Its also worth noting that its not necessary to be the opposite of the market leader in everything to be an alternative. Pepsi is sold in the same stores and usually for the same price as Coke. The alternative component of their offer to customers is mainly in their marketing and their target market.

It works in your business too

Who is the number one business in your chosen market? What is it that they offer to the market that has put them on top?

If you want to play the game like Pepsi and other successful alternative businesses, then let other businesses compete with the market leader on their turf. You focus on the huge part of the market that chooses not to deal with the market leader. Be what the leader cant be. Find the alternative territory where a client demand exists.

There are many factors on which you could base an alternative offer, including:

Type of client being targeted
Level of service offered
Geographic trade area
Price point
And many others

Its also a well recognized fact that in most businesses, theres money in being number 1 and number 2 in any market, and not much money leftover for the rest of the pack.

So if you are one of the pack in your current market, you have a lot to gain by breaking away from the pack and taking up the number 2 position in your market.

Where theres a leader, theres an opportunity

As business people, we are often taught that to be as successful as the leader in any market, we should emulate the approach that made them successful.

The reality is that market leading businesses are very good at something, but cant be good at everything. There may be a great opportunity for competing agents in taking up an alternative position rather them mimicking the leaders marketing tactics.

Cokes firm grip on tradition gave them the lead in the cola business, but also left a huge opportunity on the table for Pepsi to lock up number 2 by targeting younger customers.

What opportunities is the market leader in your market leaving on the table for you to lock up?

Will Dylan is a corporate marketing manager and author of Small Business, Big Marketing, one of the webs most popular ebooks on small business marketing. It can be downloaded at no charge from http://www.marketingyoursmallbusiness.com

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