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Check out T-shirt Magazine’s “Essential Brand Startup Guide” for more in depth battle-plans.
2. Know the lay of the land. Nothing gets you killed quicker than not knowing where you are or where you are going. Determine where “the road less traveled” really lies, so you can roam undetected into enemy territory. Establish your brand HQ and hold your ground in social media. Find the overlooked markets and ignored population segments – there could be a ambush opportunity there. Learn where the hotspots (and hot designs) are, and set up camp. Anticipate where your competition will be in terms of designs, colors and styles next season so as to maneuver and outflank them.
3. Resist the urge to charge out into the open with guns a-blazing and no real strategy. I know you can hear the relentless rat-a-tat-tat of e-commerce just “over there” and you’re anxious to get in on the action. Cool your jets and investigate the situation. Do little reconnaissance first. Look around…where’s the fire coming from? Where are the “friendlies”? Research the kinds of shirts your market is buying…and from where. Toss a powerful t-shirt grenade around that corner first and then stride confidently into the room.
3. Start with a multi-range, multi-purpose weapon. Shoot for broad appeal within your target market. While there’s definitely a place for a specialty weapon (like a sniper-rifle or a tank-top), a more general weapon like a basic black t-shirt may serve you best in most situations. Again, research and strategy within the target market are key.
4. As you advance, choose your weapons strategically. Once you’ve established a foothold, it is best to start upgrading. Expand your arsenal to include long-range and short-range options. Add a tank top for summer or long sleeve shirt for fall. Offer a pullover hoodie during the holiday season.
5. Know when to leave. We’ve all seen the greedy player that sets up shop surrounding himself by 3 claymores and successfully picks off 4-5 players from the same locale. If he doesn’t move out quickly and find a new spot to call home, things aren’t going to end well for him. Once you’ve bagged 3 or 4 killer shirts from the same design origin, you may want to slightly shift your creative direction to maintain your audience’s interest within your genre. Keep moving, keep evolving, stay alert and stay alive.
You’ve unlocked a perk! When in doubt, throw your t-shirt line to the dogs. Call of Duty’s favorite K-9, Riley, has some sweet battle gear. Once you have your market dialed in, consider adding a line of apparel for your customer’s four-legged friends.
– Leann loves a good FPS, and looks forward to the new mutliplayer gametypes in COD: Ghosts, including Cranked and Grind and forming a bot team in the new Squad feature. You can find her at Xbox Live Gamertag: XOliviaDunhamX.