Inbound Marketing

From Web 1.0 to Web 2.0

From information based websites (Web 1.0), we searched, found, and kept our opinions to ourselves, to the social web, the separation of content. The previously silent masses, now, were given a megaphone. Every business in every industry now can publish media online. 

Outbound & Inbound Marketing

Outbound

Those activities that involve pushing messages outwards at prospective customers such as TV ads, billboards. 

Inbound

Those activities are active and offer great experiences, so consumers will bring all their friends and family members with them.

Traditional Outbound Marketing

Buys an advert on local radio, and purchases a data list for mass emails and cold calls. It works but at a price.

Traditional Inbound Marketing

in the middle of a busy high street, lots of people walk past every day and see a huge sign marked an advertisement packed with 3D TVs. Unfortunately, the prime location and memorable experience come at a price and only help on a very local scale. 

Online Inbound Marketing

With Google Map, we discover restaurants for dinner. In the intro of the restaurant, we see recommendations and reviews from others who have already been there. 

With a Facebook Fan Page, some clients become fans and have the potential to attract clients’ friends, friends of friends.

The Terminologies

Above the fold

Let's make it easy and short. Before you scroll down to read more information on an online article, what do you see at the beginning? Titles, topics, and keywords like a link or "click".

Algorithm

As we learned in the math course, there are formulas to calculate inputs and transfer them to outputs. Search engines use algorithms to decide on the results.

Anchor text

The text within a link such as "click here".

Bounce rate

Those people that only visit one page of your site and don’t go any deeper.

Call to Action (CTA)

“Buy Now!” or “Click here to upgrade your career”.

CMS – Content Management System

A system allows everyone to change content and even formatting within a website.

Indexing

Google always try to find more and more pages. When it has been found and added to Google’s results, it has been “indexed”.

Infographic

The images designed to illustrate a set of statistics.

Branding

Connects with target audiences

Allows people to see within the heart of the organization and a transparent brand.

Search Engines prefer to promote the results of a reputable and trustworthy brand.

Branding Actions

Logo web 2.0 update.

Authenticity.

The Website

Design, a better UI, and looking.

A solid Content Management System (CMS). Brand new pages, images, and videos. 

Bespoke websites

Every last detail will be designed to suit your exact requirements.

Open-source websites

To take an existing CMS with a combination of templates and plug-ins for a custom unique brand skin.

Benefits of an open-source website

Quality

Communities of experts have collaborated on creating the best possible solutions.

Plug-ins

As websites should be constantly evolving, this means new tools, widgets, designs. Plug-ins that will allow you to build on your website with the click of a button. 

By using an open-source model, anyone can access the code and make changes, which is critical with an e-commerce site that will continually need updating.

Content Marketing

Developing unbeatable resources so that people come back time and time again. Resources like high quality written material, useful, and educational content. Entertainment like funny, or controversial. Happy visitors, Higher conversion rates, Lots of return visits, Social recommendations, BIG SEO benefits.

Why great content = Great SEO?

More new landing pages in the search engines, get more amount of traffic.

More links to your resources from happy visitors, and so does Google. Google is taking user experiences into account.

PDF Files and HTML

PDF Files and HTML What's The Differences?

PDF

A PDF file shows what the original article looks like include graphs and page numbers. It is a portable document format created by Adobe as a method of transferring documents without being altered. Now, Adobe has released it as an open standard. To open it, you need applications like Adobe Acrobat Reader, Preview(Mac app), or any other PDF apps.

HTML

An HTML file has been computer formatted, so you don't need additional software to read the file. However, unlike pdf files, if there were images in the original article, they may not be included or even look different. HTML files are scripts that try to display to the best of its ability, but often problematic. Its output might not look exactly as the author expected. 

The Similarities and Differences

The Similarities

PDF and HTML are both one type of file format.

Both PDF-formatted and HTML articles can be searched for any words or phrases. 

The Differences

PDF file shows what the original article looks like include graphs and page numbers, but HTML files are scripts, its output might not look exactly like the original.

To read a PDF, you need applications like Adobe Acrobat Reader, Preview(Mac app), or any other PDF apps, but HTML doesn't need additional apps.

PDF files embed images within the file itself, but HTML doesn't.

HTML files usually depend on the system for fonts, but PDF ensures the accuracy of the output. 

HTML is the language of the Web, PDF retains the exact appearance of a document, no matter what OS is used to view or print it.

PDF files are single binary files, but in HTML format, the document and figures are separate files. 

PDF renders math symbols seamlessly, but HTML does not support math symbols.

In What Instances Would A PDF File Be Preferable? 

PDF is good when the file is destined for printing, particularly when there are images that should be rendered at high resolution on the printed page.

PDF is a great choice for taking fancy and beautiful newsletters. When math and special symbols are necessary, PDF format is also very useful.

In What Instances Would HTML Be A Preferred Format?

In some cases, HTML is generally much better for providing information via the web such as when your audiences are limited with PDF because it doesn't work on all platforms.

Images in PDF are embedded, so they aren't easy to pull out as a .jpg or .gif for reuse if your receivers need to do this.

PDF files are usually larger than the HTML version, so HTML is good for limited storage.

Reference

Q. What is the difference between a PDF file and an HTML file? (n.d.). Retrieved November 16, 2020, from https://answers.library.gsu.edu/faq/78984

Business Net Types

Business Web Integrator

The web integrators often coordinating all of the necessary activities such as marketing and communications, and new fields where the Internet is used. Web integration involves a process of connecting the outputs of all activities and components essential and has the capacity to help with reconciling processes that go beyond the boundaries of the internal systems and that move from the outer to the inner environments.

For example, Snowflake Inc. is a cloud-based data warehousing company founded in 2012 and becoming the largest software IPO on September 16, 2020, at a price of US$120 per share, which more than doubled its value. Snowflake Inc. provides cloud-based data storage and analysis services, allows enterprise users to use cloud-based hardware and software to store and analyze data. Snowflake has been running on Amazon S3 since 2014, Microsoft Azure since 2018, and Google Cloud Platform since 2019. Its Snowflake Data Exchange allows customers to discover, exchange, and securely share data.

Business Web distributor

A business web distributor provides inventory services for various manufacturers that will be sold to various retailers. Business web distributors often charge some fees for their services since products are sold via a distributor instead of directly from the manufacturer. To protect their business and their partners, distributors often have a signed agreement with a manufacturer. 

For example, FedEx is an international express delivery company that provides logistics services such as express delivery and cargo delivery. It is one of the largest express delivery companies in the world. FedEx provides convenient and reliable express delivery services in more than 220 countries and regions around the world, and use their transportation networks to speed up the delivery.

The Differences between FedEx and Snowflake 

Overall, they all provide great services that benefit their clients, optimize the economy and our daily life. FedEx focuses on the exchange of goods and delivery, offers a wide range of heavy shipment services from speedy priority to cost-effective economy services, and provide shipment deliveries with door to door, custom cleared service plus end-to-end tracking.

Snowflake, on the other hand, is to establish an optimized value creation chain. Many users choose Snowflake to easily and efficiently unlock the true value of their data with our cloud data platform, and the Data Cloud. With Snowflake’s unique and forward-thinking data warehouse solution, many large enterprises are equipped to deliver even better user experiences for customers.

In short, both these two companies are a supporter that get their client's back. But they provide different services and play different roles during the operation of e-commerce.

Organizational Gains Made Possible by E-Commerce

Profitability

More and more people are using the internet to buy goods and services nowadays, made eCommerce is among the most profitable businesses you can start a business in. So, how e-commerce can help our business grow? Here are the reasons. 

The features of an e-commerce platform can help our business grow in profits and credibility. Platform providers like Snowflake can help you analyze demographic data through web contacts and social media. So, you can correct some mistakes when you are not attracting the right customers and better understand them. Furthermore, many e-commerce sites have built-in marketing systems to help you reach prospective and established customers, so you can ramp up sales when your marketing is more personalized.

One joy with e-commerce is it operates 24/7. Your customers might be shopping in Taiwan while your buyers in the US might be sleeping. With e-commerce, your online customer service can work around the clock.

Increased market share

The global e-commerce market size is expected to grow due to the increasing penetration of the internet and the smartphone using population across the world. Hence, technological awareness among customers is expected to have a positive impact on market growth. Moreover, the connectivity of 4G and 5G technology, have led to faster browsing and help companies to sell and analyze faster.

Improving service

Rather than spend hours trying on the right product, you can help your buyers find the right product with customized search tools with e-commerce platforms. Recall the services provided by FedEx, your customers can now track their goods even during the delivery process, so they don't have to think about where is my package and when does it will be delivered.

Faster delivery of products

With more and more improved transportation networks, e-commerce giant like Amazon, can now launch its Amazon Prime services and make deliveries even within 24 hours. So, your customers don't have to wait for days to get the goods they already paid for. 

Reference

Commerce Market Share, Growth & Trends Report, 2020-2027. (n.d.). Retrieved November 15, 2020, from https://www.grandviewresearch.com/industry-analysis/e-commerce-market

Lundegaard - e-business solutions provider, W. (2014, October 21). What is a web integrator. Retrieved November 14, 2020, from http://www.web-integration.info/en/blog/what-is-a-web-integrator/

Kutz, M. (2016). Introduction to Electronic Commerce: Combining Business and Information Technology. Bookboon.com.

What is a Distributor? (2018, May 29). Retrieved November 15, 2020, from https://ecommerce-platforms.com/glossary/distributor

The Web 2.0

The Web 2.0

Introduction

Web 2.0 is not a technical standard. Instead, it is only a term used to describe technological changes from Web 1.0. Most web 1.0 pages are static without HTML. Web 2.0 is a new use of the Internet that promotes information exchange and collaboration between people, and it is more user-centric. For example, blogs like Blogger.com, Twitter, Instagram, or even Youtube, and social networks like Facebook. 

Blogs

"A blog is an online journal or informational website displaying information in reverse chronological order, with the latest posts appearing first, at the top. It is a platform where a writer or a group of writers share their views on an individual subject."(Skrba, 2020)

Blogger.com (https://www.blogger.com/about/?bpli=1) is an online journal platform where writers share their content and I have created and manage my own blog with Blogger(https://thisisoriginalbruce.blogspot.com) for almost two years. I always try to do better because the more frequent and better your blog posts are, the higher the chances for your website to get discovered and visited by your target audience. However, It seems like I have to work harder.

A blog is one of the most effective free methods to drive more traffic to an e-commerce website and increase the amount of content your website contains. As you share your new blog posts on your social media profiles, you will create more backlinks, and those links and traffic mean more awareness.

Twitter(https://twitter.com/?lang=en) is also one type of blog, a micro one. Although it does not show the whole articles or stories, it is immediate and close to users' interests.

With tons of posts sent each day, it can be easy for your brand’s posts and marketing to get lost in the noise. That’s where Twitter ads come in. Twitter advertising is an opportunity for firms to promote their products and reach new customers who might be interested in what their brand offers. For example, promoted Tweets are paying to display the content to people who are not already following that advertiser on Twitter.

Social Network Services 

A social networking service is an online vehicle or channel for creating relationships with other people who share their interests, or relationships. Users can create a profile with personal information and form connections with other profiles.

LinkedIn (https://www.linkedin.com) is an American business and employment-oriented online service that operates via websites and mobile apps. Users build personal brands, advertising, and seeking jobs on it. LinkedIn allows users to create profiles for employees, describe their work experiences, educations, and skills. Employers can list jobs and search for potential candidates who meet their needs. Users can find jobs and even business opportunities on LinkedIn. It appeals primarily to business professionals, does not have as many consumer users as Facebook. 

As a social media channel, LinkedIn provides more opportunities for e-commerce merchants and small business owners than just hiring. For example, users can benefit from building a network of industry-related colleagues. 

Facebook (https://www.facebook.com) is a popular social networking website, a space to connect with your friends and give access to your friends' profiles. Communication is made possible on Facebook through a message service that allows users to send and receive messages, so users can chat in real-time through a chat utility.

Facebook Ads is the name of the ads platform from Facebook. When you scroll down through your timeline, in between the posts from your friends and pages you will see ads in the form of sponsored posts from different brands. The news section is one of the possible locations for ads.

 

Reference

Kenton, W. (2020, September 12). Social Networking Service-SNS. Retrieved November 14, 2020, from https://www.investopedia.com/terms/s/social-networking-service-sns.asp

Kutz, M. (2016). Introduction to Electronic Commerce: Combining Business and Information Technology. Bookboon.com

Skrba, W. (2020, November 10). What is a Blog? - Explanation of Terms Blog, Blogging & Blogger (2020). Retrieved November 13, 2020, from https://firstsiteguide.com/what-is-blog/

Financial Shocks

Financial shocks, alone or in combination, have a strong propensity to initiate financial crises. Here are the five reasons we know for now.

Increases in uncertainty. When companies and investors concern about the future, they tend to use their money safely. 

Increases in interest rates. Higher interest rates make business projects less profitable, lower the gross domestic product (as we know it's GDP), and also tend to discourage good borrowers. Higher interest rates even hurt cash flow, rendering firms more likely to default.

Government fiscal problems are also crucial since it connects to the value of currencies and the value of relative securities.

Balance sheet deterioration. Whenever a firm’s balance sheet deteriorates, the asymmetric information rears its trio of ugly, fang-infested faces. 

Banking panics. If anything hurts banks’ balance sheets, banks will reduce their lending to avoid going bankrupt and incurring the wrath of regulators, negatively affect the economy by reducing the flow of funds between investors and entrepreneurs. 

A Financial Shock from Recent History

A financial shock that happening recently, is the shocks caused by COVID-19. Obviously, it has already spread worldwide. Before the vaccine actually come out, everything about the economic rebound is all uncertain. Many physical stores are closed because of uncertainty, business owners feel concerned about the future, they tend to reduce their business and run it safely. 

During the hard period, governments are trying to do something to win their supports. However, money does not grow on trees, there are always costs. Financial stimulus policies have become more and more frequent recently and the US government even consider the second stimulus check. But do you really think we have infinite money to spend? Where does this money come from? Of course, from taxes mostly. 

The Federal Reserve also takes actions on this, lower the interest rate during the difficult time. Lowering the interest rate may induce business expansion and so do the GDP, but it is still be blocked by the certainty. Moreover, it also affecting the money demand and gross investment. 

Reference

Gittins, W. (2020, October 24). Second stimulus check update: US coronavirus relief bill. Retrieved October 26, 2020, from https://en.as.com/en/2020/10/24/latest_news/1603567807_242410.html

Wright, R.E. & Quadrini, V. (2009). Money and Banking. Saylor Foundation. Licensed under Creative Commons Attribution-NonCommercial-ShareAlike CC BY-NC-SA 3.0 license. 

Principle of Finance Aggregate Demand & Aggregate Supply #Notebook

Principle of Finance Aggregate Demand & Aggregate Supply #Notebook

As we have learned from the Macroeconomics, the aggregate demand, and supply, that relates the price level to the total final goods and services demanded (aggregate demand) and the aggregate supply was a new theory developed by economists.

The aggregate demand and supply model can be used to examine both the short and the long run, it's similar to the price theory model of supply and demand, and it gives policymakers the grounds for implementing policies. 

The aggregate supply curve, in the long run, is thought to be vertical at the natural level of output. In the long run, the economy can produce only so much given the state of technology, the natural rate of unemployment, and the amount of physical capital devoted to productive uses.

However, in the short run, prices of final goods and services generally adjust faster than the cost of inputs are often sticky due to long-term contracts fixing their price. 

23.3 Equilibrium Analysis #Notebook

If we start with the AD, AS, and the long term AS curve, their intersection indicates both the price level P* and the output Y*.

At any price > the equilibrium price level, there will be excess supply, so prices will fall toward the equilibrium point.

At any price < the equilibrium price level, there will be excess demand, so prices bid up to the equilibrium point.

The self-correcting mechanism makes many policymakers hard to choose their plans. However, In the long run, we probably are all dead. 

Policymakers often try to discover how to shift Ynrl to the right because, if they can do that, it doesn’t matter how short the long term is. 

People often believe that wars induce long-term economic growth, but they are quite wrong. Empirically, wars are indeed often followed by recessions and deflation. Although wars do indeed speed research and development, it is not worth the wartime destruction of great masses of human and physical capital.

During the war, the output increase because of increases in G (war products, tanks, guns.) and I (new or improved factories to produce war gears.). Due to the right shift in AD, the price level also rises, it's the illusion of wealth. After the war, both lower output and the AD leftward shift decreases the price level. 

23.4 The Growth Diamond #Notebook

By reducing asymmetric information and tapping economies of scale, the financial system efficiently links investors to entrepreneurs, ensuring that society’s scarce resources are allocated to the highest valued uses and that innovative ideas get a fair trial.

In the growth diamond, the home plate is represented by government, first base by the financial system, second base by entrepreneurs, and third base by management. 

To succeed economically, a country must first possess a solid home plate, a government that protects the lives, liberty, and property of its citizens. 

Next, it must develop an efficient financial system capable of linking savers and investors to people with good business ideas, and entrepreneurs.

The managers at third take over after a product has emerged and matured.

The growth diamond is powerful and can be applied to almost every country on earth. 

23.5 Financial Shocks #Notebook

Financial shocks, alone or in combination, have a strong propensity to initiate financial crises:

Increases in uncertainty. When companies and investors concern about the future, they tend to use their money safely. 

Increases in interest rates. Higher interest rates make business projects less profitable, lower the gross domestic product (GDP), and also tend to discourage good borrowers. Higher interest rates even hurt cash flow, rendering firms more likely to default.

Government fiscal problems are also crucial since it connects to the value of currencies and the value of relative securities.

Balance sheet deterioration. Whenever a firm’s balance sheet deteriorates, the asymmetric information rears its trio of ugly, fang-infested faces. 

Banking panics. If anything hurts banks’ balance sheets, banks will reduce their lending to avoid going bankrupt and incurring the wrath of regulators, negatively affect the economy by reducing the flow of funds between investors and entrepreneurs. 

Reference

Wright, R.E. & Quadrini, V. (2009). Money and Banking. Saylor Foundation. Licensed under Creative Commons Attribution-NonCommercial-ShareAlike CC BY-NC-SA 3.0 license. 

22.3 Aggregate Demand Curve #Notebook

 22.3 Aggregate Demand Curve #Notebook

The AD curve is essentially just another way of stating the IS-LM model, anything that would change the IS or LM curves will also shift the AD curve. 

The AD curve shifts in the same direction as the IS curve and the AD curve also shifts in the same direction as the LM curve.

Reference

Wright, R.E. & Quadrini, V. (2009). Money and Banking. Saylor Foundation. Licensed under Creative Commons Attribution-NonCommercial-ShareAlike CC BY-NC-SA 3.0 license. 

22.2 Implications for Monetary Policy #Notebook

22.2 Implications for Monetary Policy #Notebook

The IS-LM model has a major implication for monetary policy. When the IS curve is unstable, a money supply target will lead to greater output stability, and when the LM curve is unstable, an interest rate target will produce greater macro stability.

The policy power of the IS-LM is severely limited by its short-run assumption that the price level doesn’t change. 

The key is the addition of a new concept, called the natural rate level of output, Ynrl, the rate of output at which the price level is stable in the long run. 

When actual output (Y*) is below the natural rate, prices will fall; when it is above the natural rate, prices will rise.

The IS curve is stated in real terms because it represents equilibrium in the goods market, therefore changes in the price level do not affect consumption expenditures, investment, government spending, Taxes, or net exports or the IS curve.

However, the LM curve is affected by changes in the price level, shifting to the left when prices rise and to the right when they fall. 

Holding the nominal MS constant, rising prices decrease real money balances, shifts the LM curve to the left.

Suppose an economy is in equilibrium at the natural rate level of output (Ynrl), when the monetary stimulus increase the MS shifts the LM curve to the right. In the short term, interest rates will come down and output will increase. But because actual output Y* is greater than Ynrl, prices will rise, shifting the LM curve back. As a result, the output and the interest rate are the same but prices are higher. Economists call this long-run monetary neutrality.

Fiscal stimulus shifts the IS curve to the right, increasing output but also the interest rate. Because Y* is greater than Ynrl, prices will rise and the LM curve will shift left, reducing output, increasing the interest rate higher still, and raising the price level.

Under the IS-LM Model, looks like policymakers just can’t win in the long run, since policymakers cannot make Y* exceed Ynrl. 

Reference

Wright, R.E. & Quadrini, V. (2009). Money and Banking. Saylor Foundation. Licensed under Creative Commons Attribution-NonCommercial-ShareAlike CC BY-NC-SA 3.0 license. 

21.1 Aggregate Output and Keynesian Cross Diagrams #Notebook

21.1 Aggregate Output and Keynesian Cross Diagrams #Notebook

Developed in 1937 by economist and Keynes disciple John Hicks, the IS-LM model is still used today to model aggregate output (GDP, or GNP) and interest rates in the short run. It begins with John Maynard Keynes’s recognition that

AoS = AD = Cs + Inv + Gs + NExpo

Aggregate output (Supply) = Aggregate demand = Consumer expenditure + Investment + Governemnt spending + Net exports

Keynes further explained that Consumer expenditure can be calculated by:

Consumer expenditure = Autonomous consumer expenditure (food, clothing, shelter, and necessaries) + ( Marginal propensity to consume X Disposable income )

For example, during the Great Depression, the investment fell from $232 billion to $38 billion (in 2000 USD), so the aggregate output fell by more than $232 billion − $38 billion = $194 billion. 

We know that because investment fell and the marginal propensity to consume was > 0, so, the fall was more than $194 billion.

An increase in exports over imports will increase aggregate output by the increase in NExpo times the expenditure multiplier. Likewise, a decrease in NExpo will decrease aggregate output by the decrease in NExpo times the multiplier.

Government spending (Gs) also increases aggregate output. However, some government spending comes from taxes, which consumers view as a reduction in income. With taxation, the consumption must to minus the taxations.

Many governments, including that of the United States, responded to the Great Depression by increasing tariffs. Today we know that such policies beggared everyone. What were policymakers thinking?

They were thinking that tariffs would decrease imports and thereby increase NExpo and aggregate output. That would make their trading partner’s NExpo decrease, thus beggaring them by decreasing their aggregate output.

But, in reality, it was dead wrong. Other countries retaliated with tariffs of their own. Even if they did not do it, it was a losing strategy because by making trading partners poorer.

In short, the policy limited their own ability to import and led to no long-term change in NExpo.

Reference

Wright, R.E. & Quadrini, V. (2009). Money and Banking. Saylor Foundation. Licensed under Creative Commons Attribution-NonCommercial-ShareAlike CC BY-NC-SA 3.0 license. 

Build The IS-LM Model

Assume that we have the following data:

C=100+0.50Y 

Ip=100-20r 

Mt=0.10Y 

Ms=100-10r 

M=80

a. Build the IS-LM function

Suppose the government spending, and the net export(NExpo) is o, then the model will be:

IS Model:

Y = Aggregate demand = Consumer and household consumption expenditures + Investment + Government spending + NExpo

Y = (100 + 0.5Y) + (100 - 20r) = 200 +0.5Y -20r

0.5Y = 200 - 20r

Y = 400 - 40r (The IS Equation)

The LM Model:

Money demand (speculative, transaction demand) is equal to the Money supply.

Money demand = Money supply

100 - 10r + 0.1Y = 80

0.1Y = 10r - 20

Y = 100r - 200 (The LM Equation)

The IS & LM intersection

400 - 40r = 100r - 200

140r = 600

r = 4.29

Y = 100r - 200

Y = (100 * 4.29) - 200

Y = 429 - 200

Y = 229

The intersection is (229, 4.29), which means the equilibrium interest rate 4.29% and the eqiilibrium output 229.

b. If we assume an increase in Investments by 100 units, please calculate again the IS-LM functions.

Assume an increase in Investments by 100 units, then....

The original IS Equation = Y = 400 - 40r

The new IS Equation = Y = 400 - 40r +100 = 500 - 40r

Y = 500 - 40r 

For every given data, the IS Equation will shift rightward (+100), and cause the equilibrium to have a larger aggregate output and larger interest rate which will also increase the supply of goods. 

c. The intersection of IS-LM functions defines four areas. Please analyze the behavior of the markets for goods and money for each area. 

Normally, there are four areas on the graph, separate by the equilibrium point of the intersection of the LM Equation line and the IS Equation line.

Region AB represents the pressure on the interest rate to fall down since it's higher than the theoretical equilibrium interest rate. As the interest rate goes down, the IS or LM curve respectively moving by their causes.

Region CD represents the pressure on the interest rate to increase since it's lower than the theoretical equilibrium interest rate. As the interest rate goes up, the IS or LM curve respectively moving by their causes.

Region BC represents the pressure on the output and supply to fall down since it's higher or lower than the theoretical equilibrium output and demand. 

Region AD represents the pressure on the output and supply to increase since it's lower than the theoretical equilibrium output and demand. 

Reference

Wright, R. E., & Quadrini, V. (2009).Money and Banking. Flat World Knowledge Inc.