Assignment 4 Brief therapy Essay Example | Topics and Well Written Essays - 1000 words

Task 4 Brief treatment - Essay Example or then again â€Å"How can the specialist give what is expected to get the patient unstuck?† (Budman, Hoyt and Friedman, 1992). Among the methodologies introduced, I am inclined toward the intellectual social procedures. In this paper, two of the realized ones will be talked about, to be specific Ellis’ Rational Emotive Behavior Therapy (REBT) and Cognitive Behavioral Therapy spearheaded by Aaron Beck. It is accepted that much can be said about how an individual responds to a circumstance. In the midst of triumphs and constructive minutes, the vast majority celebrate with blissful responses. Nonetheless, in disturbed occasions, individuals respond with various shades of negative feelings. Some spring back immediately and make positive move while others stay in fate and even fall into a dull burdensome state. For these individuals, how would they discover their way back to the light? Ellis’ Rational Emotive Behavior Therapy (REBT) is viewed as the harbinger of Cognitive Behavior treatments. Its fundamental speculation is that our feelings stem essentially from our convictions, assessments, understandings and responses to life circumstances. Ellis accepts that we have a natural inclination towards development and realization however we regularly damage our development toward development because of pointless examples we have learned. Through restorative procedures, the customer learns abilities to segregate and question their unreasonable perspectives which were for the most part self-developed and kept up without anyone else influence. REBT assists customers with supplanting such nonsensical perspectives with balanced and valuable ones, in this way bringing about increasingly gainful change in conduct and responses to circumstances. In spite of the fact that Ellis accepts that advisors keep up unrestricted respect for the customer, he likewise cautions against giving an excessive amount of warmth to the point of pampering, as it supports clients’ reliance for endorsement from the specialist. Development is anticipated from the customer as extraordinary

Plato, John Dewey, Maria Montessori Essay Example | Topics and Well Written Essays - 750 words

Plato, John Dewey, Maria Montessori - Essay Example To the detainees the shadows and items are his world. (Cottingham, 1996, p. 67-69 512-513) On the off chance that the detainee is permitted to pivot or even stand the daylight coming into the cavern from the passage will be a lot for him. Furthermore, on the off chance that they are questions passing by their shadow to the detainee are simply the truth as opposed to the article. He will consider the to be as the wellspring of the shadows that he has seen. When this detainee is taken outside and gets edified and wants to free different detainees in the cavern yet they are not ready to liberate. At the point when the detainee is back in the cavern he is attempting to acclimate to the diminish light and needs to get utilized once more. His recognizable proof of the items on the divider goes down this makes different detainees to imagine that setting off to the surface has obliterated his visual perception. In the moral story the outside of the cavern or the world speak to gather information and the cavern is a portrayal of a dull spot with constrained data prompting a flawed reality. (Cottingham, 1996, p.67-69 512-513) As per Plato to get reality one needed to take a gander at the request for the creation to build comprehension of experience. 'People needed to go from the noticeable domain of picture sounding good, to the coherent, or undetectable, domain of thinking and comprehension. The Allegory of the Cave represents this trek and how it would look to those still in a lower domain. Plato is stating that people are for the most part detainees and that the unmistakable world is our Cave. The things which we see as genuine are in reality just shadows on a divider. Similarly as the got away from detainee rises into the light of the sun, we store up information and climb into the light of genuine reality: where thoughts in our brains can assist us with understanding the type of 'The Good'. (Cottingham, 1996, p. 67-69 512-513) In Plato hypothesis, what we see through our faculties isn't a reality for example what the detainees see as the truth on the divider are simply shadows, however on the opposite when one additions information then he/she can comprehend the genuine reality. (Cottingham, 1996, p. 67-69 512-513) Not at all like Plato in the Allegory of the cavern the Pragmatisms hint that activity and information are two distinct circles and furthermore there is an incomparable truth surpassing the kind of examination (ways by which the life forms can get it together of their encompassing) that living beings use to get by throughout everyday life. (Shusterman, 1997, p.11, 23, 90-95) This hypothesis gives an ecological record of information. 'Genuine' and 'valid' are utilized in the request procedure and they can't be appreciated outside of that unique circumstance. The hypothesis recognizes an outside world which should be handled or managed. John Dewey says 'something is made valid when it is confirmed.' According to Pragmatists; 'truth isn't prepared - made, however mutually we and reality make truth.' Truth is portrayed by being alterable and it comparative with theoretical framework. (Shusterman, 1997, p.11, 23, 90-95) In the Allegory of the cavern approach they are no obvious significance of instructing since the understudies watch and gain from what they see. An instructor or a tutor isn't relegated any job since in Plato perspective on man is as a general being that doesn't adapt however find. Every single person can move being oblivious to being educated as Plato declares. (Shusterman, 199

DigitalOcean

DigitalOcean INTRODUCTIONMartin: Hi, today we are at New York City interviewing Digital Ocean. Ben, who are you and what do you do?Ben: I am Ben Uretsky and I am CEO of Digital Ocean.Martin: Great. When did you start this company and what is your background?Ben: I started DigitalOcean in 2011 and my background; I have a Bachelor’s Degree here from Pace University in information systems which I basically got to show my dad that I can finish college but I have been working since I was 15 years old in high school. So my background is I thought myself Linux and networking and servers and then ultimately joined a bunch of Tech Companies starting out into the voice over IP space, and then transitioning to hosting, and then ultimately starting my own company.Martin: Okay and in parallel you did study.Ben: Oh, yes. I did study, I finished. So when I started working in high school, I graduated from there and then went to University and was able to actually start my first business at 21 before graduating from University.Martin: Great. Can you tell us a little bit about some of the similarities of those business models because most entrepreneurs have some area which are very like, and they tweak around and have some different business model in that kind of area.Ben: Yes, that’s definitely true. The business model that we use is a recurring subscription is really the heart of the engine. So the first company that I started in 2003 was called ServerStack and it managed hosting, just taking care of customer environment online. So let’s say you generate some revenue because you are a retailer, so e-commerce or you drive some sort of a subscription network maybe it’s video ads or advertising in general, in other words you are generating revenue online, you want to make sure that your website stays active. And so we monitored and took care of that entire environment, provided a 100% uptime SLA, took care of back up security, capacity planning, network expansion, just everything that falls within IT management and helped our customers grow their business. And so what was great about that business was that as you sign up that first customer, more often than not, they continued to grow their business, so each month, each account produces more revenue and the goal is to get as many more accounts as you can.BUSINESS MODELMartin: And how is the current business model of Digital Ocean working?Ben: It’s similar. It’s interesting because we are a utility cloud provider. So customers can use as much or as little as they want. Our billing today works on hourly basis but the majority of our customers run what we call sticky infrastructure. So once they set it up, they won’t tear it down, it will continue to exist for months and essentially even for years. Although they have the luxury if the demand changes or they need to make a modification, they can pay by the hour and make those changes in real time. Nonetheless, each customer continues to spend more money every single month because they create a business which finds traction and attracts new users and so they need to grow the server foot print to keep up with demand. And so even though it’s not a traditional subscription model, based on that sticky usage, they wind up paying more every single month but that’s tied directly to their success and usage.Martin: And did you transition DigitalOcean directly from your former company because the business model is quite similar but you are coming from managed hosting to cloud hosting?Ben: Yeah. We had an opportunity to step back in 2011 and really think about where our first business was headed. And we had some concerns about dedicated servers, many other providers came out with virtualized solutions where you can purchase these systems online. Some of them sold the fraction of the server, so it seemed like price was substantially less but that’s also because you’ve got substantially less resources. Nonetheless, a consumer, the person who†™s actually going to use those recourse, didn’t pay as much attention to the unit economics, they just thought, ‘Oh wow, I can spend $20 bucks a month, instead of two or three hundred. So in general customers really began to adopt cloud based servers and wanted to make sure that we stayed relevant within the market place. We had a good grasp on business operations as well as the technical sides, so the servers and the networks. Where the first business didn’t find traction was actually in its unique value proposition. So we were selling support like many other companies and it was hard to differentiate ourselves and stand out in that crowd of market.So as we began to analyze what the new business would be all about. We started reading a lot of books on marketing, on positioning, there is actually a book literally called, ‘Positioning’. I think it’s Al Ries and Jack Trout if I remember correctly. It talks about finding a unique value proposition that fits within the custo mer’s mindset. So if you have to re educate them, it’ll be a very difficult proposition and you also can’t compete against any of the existing values or opinions that they have. So you have to try to find a way to squeeze into all of that and still stay relevant.And so as we started thinking about building Digital Ocean the other concept that we really kept in mind is brand extension. And sometimes that works for example, perhaps you make a toothbrush and you decide to extend into the tooth paste business. It could work but it could also create some confusion. And what we see so many times in our industry is companies create brand extensions and so first they are dedicated server provider, then they become a managed service provider and then the cloud comes and around and all of a sound they offer virtually cloud offerings. But as the customer evaluates that front home page, they are confused, it’s like, ‘Can I buy this server or that server’? It’s a mixed message. So what we realize is, we could not extend our original business to provide cloud servers.So we decided to start a company from the ground up with a single laser focus on providing the best cloud server experience that we could, that levered on nearly a decade of running the first business, going through a lot of growing pains in helping our customers achieve scale. So we took that operational experience and we created a product. And that’s another huge distinction between the first company which was a services based business and essentially there, I like to say you tell the customer, ‘Yes’ and you then you go home or you go back to your office and you try to figure out how to deliver that service. In a product based business it’s the exact opposite. You build a product that has certain characteristics and that’s all that you can actually deliver because product developing takes a much longer time to actually achieve that new product version.So that really was the basis for D igital Oceans, all of these ideas floating around in our heads. We had access to couple hundred customers in our first company but we also did survey the market. And what we recognized is that no one was really focused on the developer. Everyone was focusing on larger scale businesses and the way that they thought about their companies was through technology lens. So they said, ‘Hey, we can deliver and build these features and this is what you guys will use’. And for a larger size business that actually works well because they understand their requirements, they have the necessary teams to manage that complexity and so access to this scalable infinite infrastructure is a great way for many companies to build their business. But if you take a look at the opposite end of that spectrum it’s an individual user, a developer who is just getting started, maybe they are learning a new language or they are pushing their application for the first time into a beta phase, trying to find t hat initial traction, create a start up that’s ultimately going to scale, that user was neglected. We decided to focus digital ocean on providing the simplest cloud infrastructure experience possible catered to the developer rather than to a scaling business.Martin: Ben when somebody is thinking about ‘what type of server hosting I am using?’, you said that it’s quite hard to distinguish the unit economics, can you walk us through the unit economics for the different type of segments like dedicated, managed, cloud hosting?Ben: Yes. So dedicated servers are fairly straight forward because you can a la carte pick and choose your processors, memory, storage and all of that gets bundled into a monthly price tag. And then typically you also pay extra for bandwidth and you have a lot of customization on dedicated server side. So anything that fits into the chassis you can probably get from a provider.Once you go into a cloud environment, it becomes a little different. Most cloud p roviders bundle a specific set of resources together, so you will receive one or two CPUs with a couple of Giga bytes of memory and some storage space. Now, some providers charge separately for bandwidth. We actually include an allotment of network transferred bandwidth with that original plan as well, so that customers don’t have to worry about, how much will I actually pay at the end of the month. The majority of our users fit within the allocated bundle and so they know exactly how much they are going to pay in advance. And with cloud, the business unit economics have become much more granular. So we see companies nowadays that are doing not only hourly billing but even per minute and I think we are even starting to see some come out that are gauging by the second. So that’s great from environments where you have high volatility. A great example would be a news website, some event happens, everyone rushes to the website, you get 10x or 20x of traffic and then a day later you need to return back to that original amount. So in those cases the elasticity of cloud is a great fit for that use case.Martin: Okay great. What experiments did you do in order to understand how best to reach your customers? So what marketing channels did you test, and what have been your hypothesis, and how did you test them?Ben: The hypothesis for the most part we developed behind closed doors because we had almost a decade worth of experience working in this industry and understanding what our customers wanted. So in some regards it’s almost 10 years of continual customer development that gave us a really good foundation to work from. But as we created that initially hypothesis we then ran some very focused user groups. So we brought in one person at a time so that you don’t create a group think environment and sat them down behind an alpha version of our product and ask them to use it. And we were looking for two things:Can they successful launch a virtual server?What are th e adjectives or how would they describe the experience of using our product?And I think every single person successfully created a server which is not the case with all providers. Sometimes people get stuck in that creation process, so we hit simplicity there. And two is the experience, they were actually quite pleased with what they say. So very intuitive straight forward control panel language that isn’t confusing, keywords that resonate with their understanding of the market, and they also pointed out a bunch of mistakes or oversights on our part. Like you can only log in and sign up from the home page none of the other pages that we had provided those links. They helped us with a little bit of the user navigation to create a smoother flow. But that I think is actually very important. And we felt extremely challenged when we first said, ‘How are we going to get people to come into our office and actually provide this feedback?’Because you don’t want to take a stranger fro m the street who might be doing grocery shopping to evaluate a cloud server business. So we placed an Ad on Craigslist and decided to pay $100 for this 1 hour session and the criteria was that you would need to use a competitor service to prove that you are a potential customer for our product. And I think that that experiment thought us a lot about where our customer’s heads were at, but the fundamental framework was really developed over that decade working in the first company.Martin: How did you evaluate whether the customer will use your service? How did you try to estimate the willingness to pay for example?Ben: I don’t think we really estimated that, it wasâ€"Martin: Just taking competitive prices, or so?Ben: Yes. Although our pricing we actually developed in a very interesting way, we are a price leader in the industry today and we approached it bottoms up. So we calculated how much it would cost to deliver this basic unit of compute and we created a healthy margin with which we could run the business successfully. It just turned out that price point was substantially less than our competitors. And that’s a great question because why are we able to offer such a different price compared to the industry veterans?We do have a late comer advantage.We are extremely focused, so we only provide cloud servers.That means we don’t have to worry about legacy business or competing interests when we are able to really optimize the entire operation to deliver that as cost efficiently as possible, plus we have the industry of experience from the first business to understand the right relationships that we should build with vendors and the proper financing terms to makes all of this happen, so it was an unfair advantage.CORPORATE STRATEGYMartin: When I am look at this business model from the outside, I see mainly three steps:the one customer acquisition,then this type of technology which means hosting, infrastructure, etc., andthen the last part this kind of c ustomer service.In what parts do you think is your completive advantage?Ben: Yes, I mean our competitive advantage stems from the actual customer. Most infrastructure providers care more about the infrastructure more than the customer. So you see them leading with the what, like we sell this amount of resources with these features at this price. We like to lead with why. Why are we doing this is to create a simple infrastructure experience that developers love and who do we focus on, we focus on people rather than the technology. Everyone has access to virtualization, to the same silicon that is used to build the microprocessor, RAM, storage, network, we are all plugged into the same internet. Those are the commodity components. But what we try to do is create an experience based around the actual needs of a person to empower them with these tools so that they can build and easily manage their infrastructure and dedicate it and really focus their attention on the application. Becaus e that’s what creates their business, it’s not the server underneath. It’s like if you turn on the light switch, you expect the electricity to work so the only time you actually think about the infrastructure is when it doesn’t work. We try to really keep that analogy. We want to get out of the way our customers so that they don’t have to think about us and can actually focus on their business building heir applications, getting user tractions and growing their companies on top our cloud.Martin: Imagine a young developer is currently hosting a Bluehost or somewhere else. Now you want to target this kind of person in using your service. How do you minimize the switching cost, is there some kind of automated process where he can just say I’ve got a blue host account or Go Daddy account, whatever and then just click this button, you take care of the rest, etc.?Ben: Well we are working on the easy button, it’s not ready just yet. What we do is slightly different, we lead w ith the education approach. So we have written almost a thousand tutorials to date that talks about how to use the latest and best open source technology, but also educate users on best practices in the industry. So a portion of topics go towards migration, so how do you take a database and move it from one server to another? How do you migrate a web server? Or how do you actually migrate an entire configuration across multiple machines. And a savvy developer will recognize, ‘Hey I can actually use this information to migrate my service from Bluehost or any other host to DigitalOcean’ what’s great is, it’s not proprietary, it’s not locked information it will be applicable to any provider on any server. And that’s really something that we see lacking in the industry today.We have some great community sites like Stack Overflow but they limit the conversation to, here is a problem that I encountered and the community will provide solutions or answers but there is no open en ded conversation around, if I want to build a highly available low balanced, fault tolerant website, what are the technologies? How do I go about actually building this environment and then maintaining it? So you would have to dive deep into Google, find a couple of blog posts and use the spare piece of information to try to glue this together. And that’s what we are trying to create with our DigitalOcean Community, is to be seen as the place where developers can go to conversate about these topics, to accelerate and improve their infrastructure, whether they are a host with us or not.Martin: And by doing this you do two great things:one thing, you generate trust between your potential customers, customers and you andsecond thing is I assume you lower you customer acquisition cost because there is some kind of network effect and SEO as well.Ben: Yes, absolutely. We are ranking in the top 5 or 6 results across many different terms on Google. But what’s great about it is it’s va lidation from our customers because they succeed at deploying those applications and installing that software, it is also validationâ€"what does Google try to do? They try to surface the best content and we fall into the top 5 or 6 because we do invest a lot of dollars into making sure that the content that we produce is top notch. That it is both technically accurate but then it’s also written in a way that, someone new to the technology perhaps they are coming from a shared environment where they did not need to install all these different software packages, they can actually make the switch relatively easily based on the information they find in our community.But yes, it also attracts a lot of people to our website that learn about DigitalOcean, Ultimately go on to try it but the community is just one part to our success. The real reason why we have this phenomenal rate of growth is when customers use DigitalOcean for the first time, they truly encounter a unique experience tha t they can’t get anywhere else. And it’s exactly what they expect. It’s really quick and easy to use. And ultimately it leaves them with the feeling of satisfaction that they want to go and share it with someone else, whether it’s a friend, another developer or even just write a blog post about their experience using DigitalOcean. And that speaks to the original mission that we set out on, it’s to delight our customers, to simplify infrastructure because it’s not complex, at the same time it is growing more complex everyday. And that’s where we really want to use the community, as new projects come out, 4 west being a great example, a new product release that we just did last month. We are able to talk about it, educate our user base, and teach the best practices on how to deploy that in the cloud.Martin: When you are looking at your product and every entrepreneur that has some kind of vision and says ‘Okay’ this is where I want to go’. What do you think is still missing in your product that you say, ‘I want to do that!’Ben: Quite a few features are not present in the product just yet. So the challenge that we have is, we decided to write the software in house and that has created the experience that we have been able to deliver to our customers. Without writing it and owning the code there is just no way that we would have been able to deliver the intuitive interphase that we have. The other side of that sword is that we are responsible to develop the rest of the features as well. So I know our customers desperately want additional storage capacity. So it could be something like an object store, especially if you have a user generated content so someone that uploads pictures or media. You need a place to store that data and we provide only a limited amount with the droplet which is our virtual machine today. So there is no easy way to scale out storage. And the other component, I think that a lot of customers are asking for is more adv anced network services related to high availability. So as you develop a production website and want to ensure as close to 100% uptime as possible, taking advantage of low balance and to create full tolerance, or truly private and secure networking with access list and firewall policies. Those are the features that our customers would love to see us develop as quickly as we can. And a lot of where our investment dollars are going is into the engineering team and the efforts behind pushing those features to market.MARKET DEVELOPMENTMartin: Ben, let’s talk about the market development and the hosting segment. Imagine some kind of matrix where you have on one side the small companies and the larger companies. You are one of I would say the smaller companies, then you have something like Go Daddy or so on the larger spectrum. And then on the other hand you have the different kinds of hosting products that we talked about before like managed hosting, cloud, etc. What kind of trends can you identify in this? Is there some kind of migration from a lot of hosting users from the big ones to the small ones or the other way around? Is the hosting market in general growing in terms of total sales or is it more constant and just migration between the different services, what trends can you identify?Ben: Well, I think definitely the market is growing every single year, more users are coming online, more businesses are being built online and you might start out and host it from your apartment but as you gain revenue you quickly realize that’s not reliable. So you look to a data centre so that your application can live in a true 24/7 uptime environment. So there is no doubt that the market is growing.I think that the cloud providers probably represent thisâ€"one of the newer trends that we are starting to see is: before 2010 we may have only had one or two people in the space, today as we look around we have nearly 10 cloud providers that are trying to compete for busines s. And the majority of them are not able to differentiate clearly and I think that customers at that point then begin to look at things like price and convenience. The other trend that we are also seeing is the tools that are becoming available are actually starting to become much more complex, that complexity is really hitting away. So you have these frameworks for how to deploy larger applications so things like Docker. Platforms that are being open sourced so how do you run a Heroku inside of your own environment that allows you a quick and easy way to deploy a reels application.And I think in general we are starting to see that users care less and less about infrastructure and servers and more about the application that lies on top of it. So how can I really deliver my application as quickly as possible to the market and then ultimately maintain it with the least amount of resources and management that goes into it. So that’s certainly a trend that we picked up on and are tryi ng hard to stay ahead of. You can almost phrase it like: ‘By using DigitalOcean, you can delay the need for people that work in the developer operations segment, the SREs to ensure that your infrastructure is online. So we pour a lot of dollars into building a highly redundant environment from the start. Other cloud providers take a slightly different approach and say, these instances are ephemeral and they are here today, they could be gone tomorrow, so you really have to architect and application that can withstand a high level of failure. And we are not immune to issues and so we would always encourage customers to build availability into their applications, but we also have a better basis from which for them to get started. So in the early days when they are still relatively small they don’t experience that issue as much, obviously when you scale to thousands of nodes failure rates, even if it stays at relatively small percentage still creates a lot of issues.So I think that ’s another trend in general is that the software is finally beginning to catch up to these much larger distributing environments. The database has always been one of the biggest issues there with running a huge monolithic application on a single server that you scale horizontally. First you start out with two CPUs and then your business grows and you need a new chassis with 4 CPUs, and then it gets tricky after that. And some companies have actually been forced to re-write their application for months or a year to get out of that dependency and now what we are seeing is distribution and availability built into the software from the start so. NoSQL is a great example of that and many distributed Databases that have come as a result of it which inherently are a great fit for cloud providers because of the large number of nodes over disparate machines and resiliency to failure.The last thing on the trends, I think as a result of, I don’t want to take too much credit here, but Digit alOcean coming in with a great price point, an easy to use interphase and the education. I think we have enabled a whole new set of users to come online, so people from countries that are really developing nations and are beginning just to have their people get on the internet from Asia, within Europe, south America as well, are able to take advantage of DigitalOcean because of it’ price point and ease of use and finally start building something online. Whereas in the past they would need to wait much longer, develop on their home computer or laptop and perhaps never even take the step to publish their application live. And I am very proud of the tens of thousands people worldwide that have access to the server resources as a result of our company. We have also enabled thousands of students whether it’s through hackathons orâ€"we even sponsor our high school that I attended here in New York City so we provide them with a ton of resources every year for students to do their final term project and we do that across the nation and even internationally. These education facilities can actually request resources and sponsorship from DigitalOcean. We want to enable the next generation of developers and we don’t think there is any better way than getting your hands dirty, partially that’s how I learned, so I would love to see other students start out the same way.ADVICE TO ENTREPRENEURS In New York (NY), we meet DigitalOcean CEO Ben Uretsky. He shares how he came up with the idea for his fast-growing company, how the current business model works, as well as provides some advice for young entrepreneurs.The transcription of the interview is provided below.INTRODUCTIONMartin: Hi, today we are at New York City interviewing Digital Ocean. Ben, who are you and what do you do?Ben: I am Ben Uretsky and I am CEO of Digital Ocean.Martin: Great. When did you start this company and what is your background?Ben: I started DigitalOcean in 2011 and my background; I have a Bachelor’s Degree here from Pace University in information systems which I basically got to show my dad that I can finish college but I have been working since I was 15 years old in high school. So my background is I thought myself Linux and networking and servers and then ultimately joined a bunch of Tech Companies starting out into the voice over IP space, and then transitioning to hosting, and then ultimately starting my own company.Martin: Okay and in parallel you did study.Ben: Oh, yes. I did study, I finished. So when I started working in high school, I graduated from there and then went to University and was able to actually start my first business at 21 before graduating from University.Martin: Great. Can you tell us a little bit about some of the similarities of those business models because most entrepreneurs have some area which are very like, and they tweak around and have some different business model in that kind of area.Ben: Yes, that’s definitely true. The business model that we use is a recurring subscription is really the heart of the engine. So the first company that I started in 2003 was called ServerStack and it managed hosting, just taking care of customer environment online. So let’s say you generate some revenue because you are a retailer, so e-commerce or you drive some sort of a subscription network maybe it’s video ads or advertising in general, in other wo rds you are generating revenue online, you want to make sure that your website stays active. And so we monitored and took care of that entire environment, provided a 100% uptime SLA, took care of back up security, capacity planning, network expansion, just everything that falls within IT management and helped our customers grow their business. And so what was great about that business was that as you sign up that first customer, more often than not, they continued to grow their business, so each month, each account produces more revenue and the goal is to get as many more accounts as you can.BUSINESS MODELMartin: And how is the current business model of Digital Ocean working?Ben: It’s similar. It’s interesting because we are a utility cloud provider. So customers can use as much or as little as they want. Our billing today works on hourly basis but the majority of our customers run what we call sticky infrastructure. So once they set it up, they won’t tear it down, it will con tinue to exist for months and essentially even for years. Although they have the luxury if the demand changes or they need to make a modification, they can pay by the hour and make those changes in real time. Nonetheless, each customer continues to spend more money every single month because they create a business which finds traction and attracts new users and so they need to grow the server foot print to keep up with demand. And so even though it’s not a traditional subscription model, based on that sticky usage, they wind up paying more every single month but that’s tied directly to their success and usage.Martin: And did you transition DigitalOcean directly from your former company because the business model is quite similar but you are coming from managed hosting to cloud hosting?Ben: Yeah. We had an opportunity to step back in 2011 and really think about where our first business was headed. And we had some concerns about dedicated servers, many other providers came out wit h virtualized solutions where you can purchase these systems online. Some of them sold the fraction of the server, so it seemed like price was substantially less but that’s also because you’ve got substantially less resources. Nonetheless, a consumer, the person who’s actually going to use those recourse, didn’t pay as much attention to the unit economics, they just thought, ‘Oh wow, I can spend $20 bucks a month, instead of two or three hundred. So in general customers really began to adopt cloud based servers and wanted to make sure that we stayed relevant within the market place. We had a good grasp on business operations as well as the technical sides, so the servers and the networks. Where the first business didn’t find traction was actually in its unique value proposition. So we were selling support like many other companies and it was hard to differentiate ourselves and stand out in that crowd of market.So as we began to analyze what the new business would be all about. We started reading a lot of books on marketing, on positioning, there is actually a book literally called, ‘Positioning’. I think it’s Al Ries and Jack Trout if I remember correctly. It talks about finding a unique value proposition that fits within the customer’s mindset. So if you have to re educate them, it’ll be a very difficult proposition and you also can’t compete against any of the existing values or opinions that they have. So you have to try to find a way to squeeze into all of that and still stay relevant.And so as we started thinking about building Digital Ocean the other concept that we really kept in mind is brand extension. And sometimes that works for example, perhaps you make a toothbrush and you decide to extend into the tooth paste business. It could work but it could also create some confusion. And what we see so many times in our industry is companies create brand extensions and so first they are dedicated server provider, then they become a m anaged service provider and then the cloud comes and around and all of a sound they offer virtually cloud offerings. But as the customer evaluates that front home page, they are confused, it’s like, ‘Can I buy this server or that server’? It’s a mixed message. So what we realize is, we could not extend our original business to provide cloud servers.So we decided to start a company from the ground up with a single laser focus on providing the best cloud server experience that we could, that levered on nearly a decade of running the first business, going through a lot of growing pains in helping our customers achieve scale. So we took that operational experience and we created a product. And that’s another huge distinction between the first company which was a services based business and essentially there, I like to say you tell the customer, ‘Yes’ and you then you go home or you go back to your office and you try to figure out how to deliver that service. In a product b ased business it’s the exact opposite. You build a product that has certain characteristics and that’s all that you can actually deliver because product developing takes a much longer time to actually achieve that new product version.So that really was the basis for Digital Oceans, all of these ideas floating around in our heads. We had access to couple hundred customers in our first company but we also did survey the market. And what we recognized is that no one was really focused on the developer. Everyone was focusing on larger scale businesses and the way that they thought about their companies was through technology lens. So they said, ‘Hey, we can deliver and build these features and this is what you guys will use’. And for a larger size business that actually works well because they understand their requirements, they have the necessary teams to manage that complexity and so access to this scalable infinite infrastructure is a great way for many companies to build the ir business. But if you take a look at the opposite end of that spectrum it’s an individual user, a developer who is just getting started, maybe they are learning a new language or they are pushing their application for the first time into a beta phase, trying to find that initial traction, create a start up that’s ultimately going to scale, that user was neglected. We decided to focus digital ocean on providing the simplest cloud infrastructure experience possible catered to the developer rather than to a scaling business.Martin: Ben when somebody is thinking about ‘what type of server hosting I am using?’, you said that it’s quite hard to distinguish the unit economics, can you walk us through the unit economics for the different type of segments like dedicated, managed, cloud hosting?Ben: Yes. So dedicated servers are fairly straight forward because you can a la carte pick and choose your processors, memory, storage and all of that gets bundled into a monthly price tag. And then typically you also pay extra for bandwidth and you have a lot of customization on dedicated server side. So anything that fits into the chassis you can probably get from a provider.Once you go into a cloud environment, it becomes a little different. Most cloud providers bundle a specific set of resources together, so you will receive one or two CPUs with a couple of Giga bytes of memory and some storage space. Now, some providers charge separately for bandwidth. We actually include an allotment of network transferred bandwidth with that original plan as well, so that customers don’t have to worry about, how much will I actually pay at the end of the month. The majority of our users fit within the allocated bundle and so they know exactly how much they are going to pay in advance. And with cloud, the business unit economics have become much more granular. So we see companies nowadays that are doing not only hourly billing but even per minute and I think we are even starti ng to see some come out that are gauging by the second. So that’s great from environments where you have high volatility. A great example would be a news website, some event happens, everyone rushes to the website, you get 10x or 20x of traffic and then a day later you need to return back to that original amount. So in those cases the elasticity of cloud is a great fit for that use case.Martin: Okay great. What experiments did you do in order to understand how best to reach your customers? So what marketing channels did you test, and what have been your hypothesis, and how did you test them?Ben: The hypothesis for the most part we developed behind closed doors because we had almost a decade worth of experience working in this industry and understanding what our customers wanted. So in some regards it’s almost 10 years of continual customer development that gave us a really good foundation to work from. But as we created that initially hypothesis we then ran some very focused use r groups. So we brought in one person at a time so that you don’t create a group think environment and sat them down behind an alpha version of our product and ask them to use it. And we were looking for two things:Can they successful launch a virtual server?What are the adjectives or how would they describe the experience of using our product?And I think every single person successfully created a server which is not the case with all providers. Sometimes people get stuck in that creation process, so we hit simplicity there. And two is the experience, they were actually quite pleased with what they say. So very intuitive straight forward control panel language that isn’t confusing, keywords that resonate with their understanding of the market, and they also pointed out a bunch of mistakes or oversights on our part. Like you can only log in and sign up from the home page none of the other pages that we had provided those links. They helped us with a little bit of the user navigat ion to create a smoother flow. But that I think is actually very important. And we felt extremely challenged when we first said, ‘How are we going to get people to come into our office and actually provide this feedback?’Because you don’t want to take a stranger from the street who might be doing grocery shopping to evaluate a cloud server business. So we placed an Ad on Craigslist and decided to pay $100 for this 1 hour session and the criteria was that you would need to use a competitor service to prove that you are a potential customer for our product. And I think that that experiment thought us a lot about where our customer’s heads were at, but the fundamental framework was really developed over that decade working in the first company.Martin: How did you evaluate whether the customer will use your service? How did you try to estimate the willingness to pay for example?Ben: I don’t think we really estimated that, it wasâ€"Martin: Just taking competitive prices, or so? Ben: Yes. Although our pricing we actually developed in a very interesting way, we are a price leader in the industry today and we approached it bottoms up. So we calculated how much it would cost to deliver this basic unit of compute and we created a healthy margin with which we could run the business successfully. It just turned out that price point was substantially less than our competitors. And that’s a great question because why are we able to offer such a different price compared to the industry veterans?We do have a late comer advantage.We are extremely focused, so we only provide cloud servers.That means we don’t have to worry about legacy business or competing interests when we are able to really optimize the entire operation to deliver that as cost efficiently as possible, plus we have the industry of experience from the first business to understand the right relationships that we should build with vendors and the proper financing terms to makes all of this happen, so it was an unfair advantage.CORPORATE STRATEGYMartin: When I am look at this business model from the outside, I see mainly three steps:the one customer acquisition,then this type of technology which means hosting, infrastructure, etc., andthen the last part this kind of customer service.In what parts do you think is your completive advantage?Ben: Yes, I mean our competitive advantage stems from the actual customer. Most infrastructure providers care more about the infrastructure more than the customer. So you see them leading with the what, like we sell this amount of resources with these features at this price. We like to lead with why. Why are we doing this is to create a simple infrastructure experience that developers love and who do we focus on, we focus on people rather than the technology. Everyone has access to virtualization, to the same silicon that is used to build the microprocessor, RAM, storage, network, we are all plugged into the same internet. Those are the commodit y components. But what we try to do is create an experience based around the actual needs of a person to empower them with these tools so that they can build and easily manage their infrastructure and dedicate it and really focus their attention on the application. Because that’s what creates their business, it’s not the server underneath. It’s like if you turn on the light switch, you expect the electricity to work so the only time you actually think about the infrastructure is when it doesn’t work. We try to really keep that analogy. We want to get out of the way our customers so that they don’t have to think about us and can actually focus on their business building heir applications, getting user tractions and growing their companies on top our cloud.Martin: Imagine a young developer is currently hosting a Bluehost or somewhere else. Now you want to target this kind of person in using your service. How do you minimize the switching cost, is there some kind of automated process where he can just say I’ve got a blue host account or Go Daddy account, whatever and then just click this button, you take care of the rest, etc.?Ben: Well we are working on the easy button, it’s not ready just yet. What we do is slightly different, we lead with the education approach. So we have written almost a thousand tutorials to date that talks about how to use the latest and best open source technology, but also educate users on best practices in the industry. So a portion of topics go towards migration, so how do you take a database and move it from one server to another? How do you migrate a web server? Or how do you actually migrate an entire configuration across multiple machines. And a savvy developer will recognize, ‘Hey I can actually use this information to migrate my service from Bluehost or any other host to DigitalOcean’ what’s great is, it’s not proprietary, it’s not locked information it will be applicable to any provider on any server. And that’s really something that we see lacking in the industry today.We have some great community sites like Stack Overflow but they limit the conversation to, here is a problem that I encountered and the community will provide solutions or answers but there is no open ended conversation around, if I want to build a highly available low balanced, fault tolerant website, what are the technologies? How do I go about actually building this environment and then maintaining it? So you would have to dive deep into Google, find a couple of blog posts and use the spare piece of information to try to glue this together. And that’s what we are trying to create with our DigitalOcean Community, is to be seen as the place where developers can go to conversate about these topics, to accelerate and improve their infrastructure, whether they are a host with us or not.Martin: And by doing this you do two great things:one thing, you generate trust between your potential customers, customers and you andsecond thing is I assume you lower you customer acquisition cost because there is some kind of network effect and SEO as well.Ben: Yes, absolutely. We are ranking in the top 5 or 6 results across many different terms on Google. But what’s great about it is it’s validation from our customers because they succeed at deploying those applications and installing that software, it is also validationâ€"what does Google try to do? They try to surface the best content and we fall into the top 5 or 6 because we do invest a lot of dollars into making sure that the content that we produce is top notch. That it is both technically accurate but then it’s also written in a way that, someone new to the technology perhaps they are coming from a shared environment where they did not need to install all these different software packages, they can actually make the switch relatively easily based on the information they find in our community.But yes, it also attracts a lot of people to our web site that learn about DigitalOcean, Ultimately go on to try it but the community is just one part to our success. The real reason why we have this phenomenal rate of growth is when customers use DigitalOcean for the first time, they truly encounter a unique experience that they can’t get anywhere else. And it’s exactly what they expect. It’s really quick and easy to use. And ultimately it leaves them with the feeling of satisfaction that they want to go and share it with someone else, whether it’s a friend, another developer or even just write a blog post about their experience using DigitalOcean. And that speaks to the original mission that we set out on, it’s to delight our customers, to simplify infrastructure because it’s not complex, at the same time it is growing more complex everyday. And that’s where we really want to use the community, as new projects come out, 4 west being a great example, a new product release that we just did last month. We are able to talk about it, educate our user base, and teach the best practices on how to deploy that in the cloud.Martin: When you are looking at your product and every entrepreneur that has some kind of vision and says ‘Okay’ this is where I want to go’. What do you think is still missing in your product that you say, ‘I want to do that!’Ben: Quite a few features are not present in the product just yet. So the challenge that we have is, we decided to write the software in house and that has created the experience that we have been able to deliver to our customers. Without writing it and owning the code there is just no way that we would have been able to deliver the intuitive interphase that we have. The other side of that sword is that we are responsible to develop the rest of the features as well. So I know our customers desperately want additional storage capacity. So it could be something like an object store, especially if you have a user generated content so someone that uploads pi ctures or media. You need a place to store that data and we provide only a limited amount with the droplet which is our virtual machine today. So there is no easy way to scale out storage. And the other component, I think that a lot of customers are asking for is more advanced network services related to high availability. So as you develop a production website and want to ensure as close to 100% uptime as possible, taking advantage of low balance and to create full tolerance, or truly private and secure networking with access list and firewall policies. Those are the features that our customers would love to see us develop as quickly as we can. And a lot of where our investment dollars are going is into the engineering team and the efforts behind pushing those features to market.MARKET DEVELOPMENTMartin: Ben, let’s talk about the market development and the hosting segment. Imagine some kind of matrix where you have on one side the small companies and the larger companies. You are one of I would say the smaller companies, then you have something like Go Daddy or so on the larger spectrum. And then on the other hand you have the different kinds of hosting products that we talked about before like managed hosting, cloud, etc. What kind of trends can you identify in this? Is there some kind of migration from a lot of hosting users from the big ones to the small ones or the other way around? Is the hosting market in general growing in terms of total sales or is it more constant and just migration between the different services, what trends can you identify?Ben: Well, I think definitely the market is growing every single year, more users are coming online, more businesses are being built online and you might start out and host it from your apartment but as you gain revenue you quickly realize that’s not reliable. So you look to a data centre so that your application can live in a true 24/7 uptime environment. So there is no doubt that the market is growing.I th ink that the cloud providers probably represent thisâ€"one of the newer trends that we are starting to see is: before 2010 we may have only had one or two people in the space, today as we look around we have nearly 10 cloud providers that are trying to compete for business. And the majority of them are not able to differentiate clearly and I think that customers at that point then begin to look at things like price and convenience. The other trend that we are also seeing is the tools that are becoming available are actually starting to become much more complex, that complexity is really hitting away. So you have these frameworks for how to deploy larger applications so things like Docker. Platforms that are being open sourced so how do you run a Heroku inside of your own environment that allows you a quick and easy way to deploy a reels application.And I think in general we are starting to see that users care less and less about infrastructure and servers and more about the applicat ion that lies on top of it. So how can I really deliver my application as quickly as possible to the market and then ultimately maintain it with the least amount of resources and management that goes into it. So that’s certainly a trend that we picked up on and are trying hard to stay ahead of. You can almost phrase it like: ‘By using DigitalOcean, you can delay the need for people that work in the developer operations segment, the SREs to ensure that your infrastructure is online. So we pour a lot of dollars into building a highly redundant environment from the start. Other cloud providers take a slightly different approach and say, these instances are ephemeral and they are here today, they could be gone tomorrow, so you really have to architect and application that can withstand a high level of failure. And we are not immune to issues and so we would always encourage customers to build availability into their applications, but we also have a better basis from which for them t o get started. So in the early days when they are still relatively small they don’t experience that issue as much, obviously when you scale to thousands of nodes failure rates, even if it stays at relatively small percentage still creates a lot of issues.So I think that’s another trend in general is that the software is finally beginning to catch up to these much larger distributing environments. The database has always been one of the biggest issues there with running a huge monolithic application on a single server that you scale horizontally. First you start out with two CPUs and then your business grows and you need a new chassis with 4 CPUs, and then it gets tricky after that. And some companies have actually been forced to re-write their application for months or a year to get out of that dependency and now what we are seeing is distribution and availability built into the software from the start so. NoSQL is a great example of that and many distributed Databases that have come as a result of it which inherently are a great fit for cloud providers because of the large number of nodes over disparate machines and resiliency to failure.The last thing on the trends, I think as a result of, I don’t want to take too much credit here, but DigitalOcean coming in with a great price point, an easy to use interphase and the education. I think we have enabled a whole new set of users to come online, so people from countries that are really developing nations and are beginning just to have their people get on the internet from Asia, within Europe, south America as well, are able to take advantage of DigitalOcean because of it’ price point and ease of use and finally start building something online. Whereas in the past they would need to wait much longer, develop on their home computer or laptop and perhaps never even take the step to publish their application live. And I am very proud of the tens of thousands people worldwide that have access to the server re sources as a result of our company. We have also enabled thousands of students whether it’s through hackathons orâ€"we even sponsor our high school that I attended here in New York City so we provide them with a ton of resources every year for students to do their final term project and we do that across the nation and even internationally. These education facilities can actually request resources and sponsorship from DigitalOcean. We want to enable the next generation of developers and we don’t think there is any better way than getting your hands dirty, partially that’s how I learned, so I would love to see other students start out the same way.ADVICE TO ENTREPRENEURSMartin: Ben over the last 15 years can you share what things have you learnt about how to start a company and what’s better not to do?Ben: Yes. I chased lucrative opportunities, so I started when I was 15. My first job was in a appliance store and I worked there for two weeks before I quit. But at that point I had saved enough money that I could buy a server online and from that server I started to generate revenue online, initially with advertising then obviously in the infrastructure space and today in the cloud space. So I think these opportunities present themselves and that’s what I love about New York City is the exposure to different industries. You should follow your passion and surround yourself with people, join a company or business that you are really interested in and let the business create itself. An opportunity will strike you, you will recognize that this is something that you feel passionate about and chase that dream. But I would say don’t quit your day job. How can you use a lean model to interate quickly? Try to build a business on the side. When that responsibility becomes too great for you to manage as side project you know you have something that’s worth investing into and I would recommend making the transition at that time. I have had a number of employees though out the years look up us as role models and say, ‘Wow, it’s fantastic that you are able to start this business, I am going to quit and I am going to go ahead and start my own company’. And I always tell them the same thing, I’m like, ‘Are you going to quit and disappear into a vacuum to try to create something or you are leaving because you have an idea that you want to pursue?’. And unfortunately so far those businesses haven’t survived. So I would say surround yourself with the right environment, learn from it, see what you become passion about.Martin: Great. Thank you very much for your time, Ben.Ben: Yes. Definitely.Martin: And the next time you think about starting a company, you should think about whether you need some external funding and if that’s the case maybe then you should quit the company and then start your business, or if you don’t need very much money and you don’t need to talk to clients all the time but having an online business then yo u can think about bootstrapping in parallel to your employment. Thank you very much.Ben: Yes. Thank you, nice to meet you.Martin: Thanks.

Ford Motor Company How an Effective Action Plan Can Be Created Free Essay Example, 750 words

An effective action plan can be created by initially stating explicitly and clearly the defined goals and the time frame for implementing these objectives. After this, strategies must be designed to outline how these goals would be achieved. The strategies must be clearly communicated to all personnel involved in ensuring that these are carried out and implemented. Strategies would include giving motivation to personnel and enforcing the company s code of discipline. Finally, the manager should monitor the progress of implementation against standards and schedules to determine if there are any deviations from plans, what the causes of the deviations are, and how these deviations affect the enforcement of the plans. Any significant deviations that drastically affect the attainment of defined objectives must be immediately addressed. 4. List at least three steps that make-up a workable plan and explain why each is important. To make a workable plan, the following crucial steps must b e enforced: (1) define the objectives or goals of the plan. This is important to give directions and guidelines for strategy development and implementation. (2) Create workable strategies and provide a system of rewards and sanctions. We will write a custom essay sample on Ford Motor Company: How an Effective Action Plan Can Be Created or any topic specifically for you Only $17.96 $11.86/pageorder now This step would enable both leaders and followers to implement strategies with enough incentives to improve productivity. Sanctions should also be in place to provide discipline in the workplace. (3) Monitor progress. There is a need for regular monitoring to determine the progress of the plans and to make the necessary corrections when needed. Discuss the option or combination of options you selected as the best course of action for Ford Motor Company and detail your reasons for selecting that option or combination of options. To improve the situation of Ford Motor Company in terms of their financial losses, the best courses of action are as follows: (1) focus on assembly lines and plants that produce cars that are higher in demand than trucks and SUVs (these units have been identified as not to be selling due to high gasoline expenses attributed to these vehicles).

Reverend Dimmesdales Guilt in Nathaniel Hawthornes The...

The Guilt of Dimmesdale in The Scarlet Letter nbsp; God does not like the sin of adultery. He does not like lying. He does not like hypocrisy. There are two roads that one can choose. In the end, what may seem like the easy way may have far greater consequences than the hard way. Arthur Dimmesdale chose the easy path and learned that the pain of guilt is far greater than the pain of shame. nbsp; From the start, Dimmesdale did not want to live with the consequence of his sin. To begin with, he must of told Hester not to tell anyone about his sin, because on the scaffold, she will not tell anyone (pg. 64). Clearly, Dimmesdale was afraid of the justice and the shame that would follow. He thought that if no one knew, he could†¦show more content†¦63). Here he says that it would be better for him to come down and stand on the scaffold than to keep in hiding. He even calls himself a hypocrite, but his concern for his reputation keeps him from doing the right thing. When Dimmesdale goes up on the scaffold, he must do it at night for fear of someone seeing him (pg. 136). This shows that his fear is still greater than the pain inside. Consequently, it will be too late when he finally does confess. More than once, Mr. Dimmesdale had gone into the pulpit, with a purpose never to come down the steps until he should have spoken words like the above. More than once, he had cleare d his throat, and drawn in the long, deep, and tremulous breath, which, when sent forth again, would come burdened with the black secret of his soul. (pg. 132). This again emphasizes that he wanted to change, but he is just too afraid of losing his reputation of a Godly pastor. Hester was able to bear the shame, and she is a better person for it, but Dimmesdale holds back because he does not see the big picture. It all boils down to his fear of losing his reputation. nbsp; Dimmesdale finally realizes that he has to change, but the sin had already done its damage. Referring to the dead man and the weeds on his grave, Chillingworth says, They grew out of his heart, and typify, it may be, some hideous secret that was buried with him, and which he had done better to confess during his lifetime. (pg. 120). He isShow MoreRelated Greatest Sinner in Nathaniel Hawthornes The Scarlet Letter Essay1267 Words   |  6 PagesThe Greatest Sinner in The Scarlet Letter      Ã‚  Ã‚  Ã‚  Ã‚   Mankind is prone to some degree of sin. A question that has always plagued mankind is how one can achieve redemption from sin. Any sin becomes compounded when the perpetrator does not take responsibility for it. In the book The Scarlet Letter by Nathaniel Hawthorne, perhaps the greatest sinner was Reverend Arthur Dimmesdale.    Many of Hawthornes works center around what is right or wrong, and the consequences of breaking the basicRead MoreVerbal Irony In Nathaniel Hawthornes The Scarlet Letter741 Words   |  3 Pagesdownward upon his fearful client. Wait, a crooked toothed dentist? Ironic, isn’t it. Irony is a clever literary device that many authors use to make the audience stop and ponder what has been said, emphasize a central topic or idea, or do both. Nathaniel Hawthorne, being the exceptional author that he is,uses each of the three types of irony, verbal, dramatic, and situational, to affirm his simple truth, â€Å"Be true! Be true! Be true!† throughout his novel. This chair is as comfortable as sittingRead MoreEssay Sin, Guilt, and the Mind of Nathaniel Hawthorne1490 Words   |  6 PagesSin, Guilt, and the Mind of Nathaniel Hawthorne      Ã‚   Nathaniel Hawthornes works are notable for their treatment of guilt and the complexities of moral choices. Moral and religious concerns, in short, are almost always present in Hawthornes work(Foster, 56). Given Hawthornes background, it is not a stretch of the imagination to say that his novels are critiques of Puritanism. 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Hester Prynne, Arthur Dimmesdale, and Robert Chillingworth must endure their different, yet surprisingly similar struggles as the novel progresses. Despite their similarities, Hawthorne shows these individuals deal with their conflicts differently, and in the end, only one prevails. NathanielRead MoreScarlet Letter Essay On Nature1175 Words   |  5 PagesSkylar Bowyer October 24, 2017 Mr. Bernstein Scarlet Letter Essay Albert Einstein, a famous theoretical physicist, once said, â€Å"Look deep into nature, and then you will understand everything better.† Nature reveals much more to the human eye than many people realize. By looking deep into nature, one can find the inner workings of the universe and the simplicity of life. The Puritans and other main characters in Nathaniel Hawthorne’s The Scarlet Letter did exactly this. Within the novel, readers witnessRead MoreTheme Of Guilt In The Scarlet Letter820 Words   |  4 PagesNathaniel Hawthorne was a famous american author. Hawthorne’s most famous novel The Scarlet Letter was written in 1850. Throughout this novel, Hawthorne explores many different types of themes. In his novel, The Scarlet Letter, Nathaniel Hawthorne uses symbolism of The Scarlet Letter, Pearl, and the Leech to contribute to the overall theme of guilt. To begin with, Hawthorne uses the scarlet letter â€Å"A† to contribute to the theme of Guilt. The townspeople no longer see a beautiful woman Hester PrynneRead MorePublic Humiliation2337 Words   |  10 Pagespunishment. On the other hand, as a result of Reverend Dimmesdale withholding his sin, a hard-hitting sickness secretly hits the reverend. The scarlet letter located on Hester’s chest is a constant reminder of her wrong decision. In the novel The Scarlet Letter, author Nathaniel Hawthorne expresses the effects of sin in many ways, including public humiliation, Hester and the scarlet letter and Dimmesdale’s sickness. 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The Puritan society in which the story is set discourages the idea of the private self, which Hawthorne shows by creating distinctions between the characters’ private and public lives, specifically Dimmesdale’s. Dimmesdale’s public life and private life are radically different, but affect each other nonetheless. Dimmesdale’s private life destroys

Teachers and maintenance discipline in a classroom situation Free Essays

string(81) " in such a manner that scholars took positively towards benefits of instruction\." In order to hold a better as a schoolroom director ( instructor ) one must hold the followers: Handle every sort of schoolroom subject job Learn to convey any schoolroom under control Get the pupils ‘ attending Let there be regard for each other particularly sentiments or replies and There must be quietness If one can conceive of himself or herself in the schoolroom twenty-four hours after twenty-four hours passing all the clip learning to an attentive category. As a instructor you will demo the deep rooted love in replying the call as a instructor. A instructor whose pupils are punctual because promptness is the psyche of concern, respectful on undertaking and attentive all the will decidedly bask his or her undertaking. We will write a custom essay sample on Teachers and maintenance discipline in a classroom situation or any similar topic only for you Order Now Form my observation Manchester Academy is one of the schools that keep schoolroom under control, and this shows a clean and clear apprehension of planning. Knowing how to maintain a schoolroom non merely controlled but on undertaking and attentive is the most important accomplishment a instructor can hold, without which no effectual instruction can take topographic point. At Manchester Academy I observed the school has a batch to offer and they have given themselves clip to offer it, because it is non a nice feeling traveling to category mundane feeling you do non hold the necessary tools to acquire the acquisition atmosphere you justly deserve. It is a nice feeling traveling to your category knowing that you will be learning in a favorable ambiance that is contributing to larning and that you have the tools to manage any state of affairs, alternatively of seeking to convey order or shushing a inveterate riotous pupil or shouting that there should be quietness every clip. Manchester Academy displayed that spirit during the reading lessons. As instructors we do non desire our schoolrooms to be orderly merely for its ain interest or because we are on some sort of power trip, but so that we can give pupils what we have to offer. Sometimes you find you want to larn this from person who does non hold to be that right, but who has had to set up schoolroom control even inside the worst behaved schoolrooms found anyplace in the universe. Management and subject are the chief ingredients in the instructors ‘ planning. Sound subject and direction underpins every facet of the school life. For successful instruction and acquisition to take topographic point it is of import that good subject exist in every schoolroom in peculiar and in the school as a whole. Harmonizing to Hill A ; Hill ( 1997: 16 ) † scholars learn to the best of their abilities in an orderly and safe environment. † Research workers like Potgieter, Visser, Van der Bank, Mothata and Squelch ( 1997:59 ) stated that â€Å" if subject is non taken into consideration, the school environment will be unsafe in the educational procedure may be disrupted. † This may besides impact the educational attainment of scholars. In this respect Levin A ; Nalon ( 1991:30 ) province that, â€Å" in add-on to the obvious impact on the instruction and larning environment riotous behavior, can besides impact the scholars ‘ safety, preparedness to larn every bit good as future behavior. † In add-on, Hill A ; Hill ( 1994:6 ) â€Å" if subject can destruct the possibility of a safe and orderly environment and thereby a shackle the nucleus intent of the school. † It is hence necessary that subject is maintained in a school for the public assistance and safety of scholars and pedagogues, and for the success of the educational procedure. Learners in the farther instruction are working hard to organize the ain individualities asseverating power through the brilliant by presenting instructors. Coetzer A ; Le Roux ( 1996:84 ) endorse this position when they stated that, â€Å" modern kids and young person want to set up their ain life, and by making so will melt Rebel against subject and authorization. † They sum up by stating that â€Å" the young person have been emancipated to populate their ain life styles as they see it fit and accept values different from the society. â€Å" Sowetan ( South Africannewspaper ) of Thursday March, 17 2011: 5 ( Early edition ) states that â€Å" we call on all students to contend fire with fire-when instructors hit you, you must hit back. â€Å" As a consequence, instructors experience troubles, experiencing that they are challenged and might lose control. A deficiency of subject in public schools is experient all over the universe. Wayson A ; Pinnell ( 1994:1534 ) â€Å" The deficiency of scholar subject in many public schools throughout the universe has been a affair of great concern for school direction and instructors, to a lesser extent for scholars themselves parents and the general populace. † Harmonizing to Charles ( 1996:3 ) legion surveies that were conducted in the USA in 1992, have listed subject is a major job with which instructors must postulate and a important factor in instructors go forthing the profession. In add-on to the job, Charles ( 1996:3 ) provinces, â€Å" instructors try to reassign off from the schools that have high degrees of misbehavior, live in such schools in the custodies of instructors non yet skilled in exercising keeping subject. † From a personal observation and informal interviews with instructors I as a school teacher at a 2nd at the school have concluded that it is subject is non prevailing in Manchester Academy. The bulk of instructors seem to believe that scholars should non be left entirely to their ain devices without being controlled or supervised. The position of supervising featured Manchester Academy High School. Learners are non left to act in whatever manner they wish. The instructors in the Manchester Academy are non kicking that they are making more policing work than learning in the schoolroom. Manchester Academy has a computerized manner of tracking and training scholars who misbehave harmonizing to the type of offenses. Teachers do non pass clip disproportionately covering with this riotous behavior of scholars and the consequence of the actions. Apparently Manchester Academy impart their perceptual experiences in such a manner that scholars took positively towards benefits of instruction. You read "Teachers and maintenance discipline in a classroom situation" in category "Essay examples" Proper, important and sympathetic counsel of class will ever help scholars to see the demand to set up good resonance with instructors and eventually with parents. It is the duty of the instructors to keep a civilization of instruction and acquisition in schools, but it is non possible to make so if the subject and the safety are non considered in the school environment. Disintegrated subject causes trouble in the attainment of school aims. Schools become there is functional when both scholars and instructors can non work efficaciously and expeditiously under conditions which are non contributing and are shocking. Learners can non set down and instructors can non learn in an insecure environment. A safe an orderly school environment is a req uirement for acquisition and instruction to take topographic point. Thus instructors can merely dispatch their professional responsibilities if there is order and subject in both the schoolroom and the school as a whole. How can teachers keep subject? Research workers are of an sentiment that instructors play a critical function in keeping subject and control within the school. Harmonizing to Joubert A ; Prinsloo ( 1999:55 ) , â€Å" pedagogues are responsible to keep subject at all times. † Varma ( 1993:31 ) provinces that, â€Å" beyond their duty for learning, pedagogues are besides responsible for the moral development of scholars and to guarantee that they become observant citizens. † This implicitly means that within the school community, instructors are expected to react in a commanding Y to misdemeanors of the institutional regulations and of the school and signifiers such as larceny, and strong-arming that has a direct bearing on the moral sphere. The Department of Education besides demands that subject be maintained in school so that civilization of instruction and acquisition is realized. Harmonizing to Section 8 ( 1 ) Of the South African Schools Act ( SASA ) ( RSA, 1996 a: 8 ) , subject must be maintain ed in the school and schoolroom state of affairss so that the instruction of scholars flourishes.Teachers are in fact expected to manage riotous scholars in the categories so that scholars can concentrate on the school assignment. Butchart A ; McEwan support this position by saying that, â€Å" inequality school, pedagogues must larn how to manage a riotous scholar in a manner that is non punitory, yet gets the state of affairs under control and at the same clip opens the scholars in head to work in category † How to match subject and equity? One of the inquiries on the questionnaire is â€Å" what is your ( instructor ) function in a show in subject in your school? † Harmonizing to Hosten et Al ( in Oosthuizen 1985:59 ) explains fairness as â€Å" the moral value that serves as a norm to guarantee nonpartisanship when covering with viing involvements of assorted topics. † This denotes that the involvements of both instructors and scholars must be protected. The scholars are the legal topics and have legal rights that should be protected. The scholars other legal topics and have legal rights that should be protected. Section 12 ( 1 ) of the Constitution of the Republic of South Africa ( RSA, 1996 degree Celsius: 8 ) . In this independent survey support ( ISS ) hungry and took shy to reply inquiries that have been asked in the questionnaire. Manchester Academy claim to be executing really good in footings of subject, direction and leading since its passage. Now strategies for good schoolroom subject could be based on both standard and student behavioral facet to do subject more effectual. The followers may perchance help instructors to better the jobs that may be at that place in state of affairss, that is, they might be underlying issues in the school and has to be solved in expectancy. Aid to scholars and their voice. Teachers should steer scholars towards their ain behavior. Passing opinion on lawbreakers ‘ action instructors should alternatively inquire inquiries that encourage scholars to judge their ain behavior. They should remain focused and if need be, assist scholars to accept ownership of their actions. Teachers should steer scholars for bettering future behavior. They should inquire scholars to explicate alternate ways of acting the following clip they are confronted with similar state of affairss. Teachers should construct scholars ‘ committedness to their programs by giving them feedback and support. Learners will experience more committed if instructors acknowledge the cogency of their programs. Making this could be every bit simple as oculus contact. Teachers should non let onionskin alibis are the lone service to avoid duty. Harmonizing to Rich ( 1982:169 ) â€Å" school regulations may be breached when scholars feel that they are undue † . This will doubtless go on if scholars were non allowed to take portion in the preparation of regulations. It is hence necessary that scholars must understand why regulations have been formulated and why they should follow with them. Again, harmonizing to Blandford ( 1998:39 ) â€Å" a school without an effectual subject policy that encompasses schemes and mechanisms that are available to all the members of the school community, can non work as a centre for learning and larning. † The procedure of developing and implementing subject policy involves collaborative decision-making. Therefore, all the members of the school should hold an chance to take portion in the decision-making. Sunday Times ( South African newspaper ) of 12.01. 1992, noted that â€Å" grade 12 scholars in black townships in South Africa, were continuously neglecting because of the conspicuous deficiency of subject among them. † It is of import that subject should be maintained at all times in schools and that each and every school must hold a codification of behavior. Teachers should avoid doing irrelevant regulations because this will make serious disciplinary jobs in the school and the schoolroom. McQueen ( 1992:56 ) supports this position and infinite that â€Å" irrelevant regulations are useless and black because ailing chosen regulations will make serious direction and disciplinary jobs in the schoolroom state of affairs. Motivating and promoting scholars. They word â€Å" motive † is derived from a Latin word â€Å" movere † significance to travel ( McLean, 2003:7 ) . Therefore, motive is the amount of all that moves a individual to action. To actuate indicate that one individual provides another individual with a motivation to make something. Motivation can be regarded as the cardinal facet of emotional intelligence. Harmonizing to the South African Oxford Dictionary ( 1998:285 ) . The term â€Å" motivate † means to give a individual a motivation or inducement to make something. Harmonizing to Word mention online, con sized Oxford lexicon ( 2008 ) the word â€Å" motive † means â€Å" excite the involvement of. † First, it has a directional undertakings taking among options and keeping the action desired. Second, it has strength, for illustration degree of enthusiasm ( McLean 2003:37 ) . Harmonizing to Burden ( 1995:16 ) . Most pedagogues use the construct motive to depict â€Å" those procedures which can elicit any initiate behavior, continue to let the behavior to prevail, and lead to taking or preferring a specific behavior. † Teachers are hence interested in a peculiar kind of scholar motive which is to actuate scholars to larn. Teachers should guarantee that scholars are motivated to larn and act suitably because demotivated scholars get discouraged easy. Teachers should honor scholars when they are acting good for finishing their work. They should make this through congratulations and category acknowledgment. Any program for covering with misbehaviour must include encouragement of good behavior, otherwise learners learn what they are non make, but they have non learnt what they should make. To further discourse the impact of schoolroom subject is partially involves on the scholars conduct, are the ability and accomplishments that instructors should hold. Patience comes foremost, particularly when a scholar has a behavioral job, and this should be given attending in an appropriate manner, hence as portion of the instructors responsibilities and duties. Making it a point that effectual instruction makes scholars learned. The instructor plays a important function in which it imparts the cognition and accomplishments to the scholars and the instructor should love and demo the deep-seated love in the calling that is believed he or she chose it volitionally. The instructor must hold the enterprise on how to cover with each scholar in category, doing it his or her responsibility to affect to maintain scholars busy and at the same clip see their category as gratifying and holding a great impact on the field of larning. Taking into awareness that scholars differ in their abilities and instructors should cognize up to what extent would a peculiar be able absorb the lesson. Skills coupled with effectual schoolroom subject can be acquired through pattern, holding feedback and besides willing to accept merely errors is no 1 is infallible. Teachers must walk the talk. Teachers who have many old ages of experience have contributed to a specific position of what peculiar technique work and what are the relevant methods that may non be applicable in training a category with such inevitable scholars ‘ behavioral facet. The instructor must do it a point that the instruction method and manner or managing subject must keep a sort of ambiance that enhances larning for the scholars. The manner the category is arranged signifiers portion of category subject. A good category agreement makes it easy to keep subject. It is the instructors ‘ duty to be argus-eyed at all times to supervise and detect scholars ‘ public presentation in activities. Apparatus, books learning AIDSs and other stuff should ever be readily available. Harmonizing to Ofsted study of the 30th to 31st of March 2009. It is stated that Manchester Academy is † outstanding † This shows that Manchester Academy as a school is working really hard to bring forth good hereafter citizens. The 2009 study further stated that the school aims to to the full fit the pupils in such a sensible mode. Learners are expected to travel into the outside universe, skilled and ready to run into the demands of life. Parents and instructors have a responsibility to fix them to execute good in the community every bit good is in the universe of work. They must hold an impact upon the scholars ‘ behavior by learning them about the determinations and choices the scholars have to do every twenty-four hours and how such determinations and hints affected their lives, both at school and thenceforth. For illustration, â€Å" a disciplinary step against a scholar who comes to school tardily will help to promote him or her to be on clip and be more responsible and accountable in the hereafter ( Lemmer, 1998:47 ) . Discipline challenges the scholars to make self-contemplation about their end and intent in life. Discipline should stress success and non failure. It should help the scholars to develop their single abilities in order to run into challenges of life with assurance. If this has occur red the scholars would hold gained a sense of security and significance in life through subject Lent at school. Decision. Learners of Manchester Academy are good disciplined. They are good motivated and they besides had an chance to research themselves outside the schoolroom, hence they say that they are â€Å" prepared exceptionally good for farther survey and work beyond the school. † The school ‘s positive clime and success are obtained from the good behavior of scholars. The instructors in a subject school our free and happy to learn without being preoccupied with tenseness and fright caused by misconducting scholars. The disciplinary jobs that are common in lending to, indiscipline in Manchester Academy seems to be identified and discussed with scholars so that proactive actions are taken to advance good subject. Rights and responsibilities of instructors and their part in keeping subject merely at that place because it is said that the â€Å" follow policy. † See appendix. Educators seem to back up the school principal/headmaster by guaranting that the scholars observe school regulations and ordinances in they are held responsible for any misbehaviour hence the school has a commission responsible for behavior harmonizing to their types. Teachers can non work in isolation in acquiring read of ill-disciplined behavior in category in the school as a whole. It takes an attempt from all the stakeholders, including the school, parents and scholars to minimise deficiency of subject. See appendix. How to cite Teachers and maintenance discipline in a classroom situation, Essay examples

The Information Centre for Health and Social Care

Question: Describe about The Information Centre for Health and Social Care? Answer: Need Who Or Nhs Definition According to the World Health Organization (WHO), Breastfeeding is an unequalled way of providing ideal food for the healthy growth and development of infants; it is also an integral part of the reproductive process with important implications for the health of mothers (WHO, 2001). The sucking reflex in involved in helping the babies to suck and swallow the milk (Morton et al., 2005). The effects of breastfeeding on the health of the infants, is vast. Many studies were performed to study the impact of breast feeding on the maternal and infant health, in the countries that are developed. In a cohort study conducted by Ip et al (2007), a meta analysis based study was performed. The results of the demonstrated that the activity of breastfeeding was accompanied with the reduction in the risk of acute otitis media, infections of the lower respiratory tract and non specific gastroenteritis and even asthma and SIDS (sudden infant death syndrome). However, there was no significant relationsh ip between the infancy term and cognitive development. The relationship between cardiovascular diseases and breastfeeding was also not clear. As far as the maternal health outcomes were concerned, the breastfeeding history said that the mothers who breastfed, had reduced risk of type 2 diabetes, ovarian cancer and breast cancer (Ip et al., 2007). Please Need Appendix For This Reference The statistics of women who breastfeed in UK is around 80% (Information Centre for Health and Social Care, 2011). There has been a steady increase in the percentage since 1990 and this increase can be attributed to the increase in the general awareness of the impact of breastfeeding on the health of the mother as well as the infant (UNICEF UK BFI, 2001; Department of Health, 2007). However, the rate of increase in the number of women who still breastfed, after six month of birth of their child, was low between 2000-2005. The rates of women who indulged in exclusive breastfeeding was less than 45% (one week post birth) and even less than 1% were doing so at the time of six months post birth (Bolling et al., 2007). 90% of the women who stop breastfeeding owe this to their intentions about breastfeeding as they stop this even before they think they would. In UK, the statistics say that around 75% of the babies receive no breastmilk at all, by 5 months of age (Lee, 2007). According to th e Baby friendly initiative, the rate of babies who are breastfed in UK rose by 5% i,e. from 76% to 81%, Compared to the rates of breastfeeding in Scotland, Northern Ireland and Wales, England had the highest rate of 83% (as recorded in 2010 (The baby friendly initiative, 2010). If we look into the statistical data and report for Wolverhampton, the major finding has been that 45.2% of the school going children belong to the black or minority ethnic group. The rate of health and well being of the children is worse than the rates prevalent in England. In wolverhampton, 40% of thw woman breast feed at 6 to 8 months. But his rate is lower than the number of women breastfeeding in England. 65.4% of the women start breastfeeding when their baby is born. But in this area, the percentage of babies who are ever breastfed is very less when compared with the percentage of Europe, that being 89.1% (Chimat, 2013). When the rate of breastfeeding in Wolverhamptom is compared to the breastfeeding ra te in other countries, it can be said, that in other countries like Brazil, Fortaleza, etc, the rate is lower. In Brazil, around 47.5% women indulge in exclusive breastfeeding at 1 month and this rate decreases sharply to 7.7% at 6 months. Fortaleza, however, has higher rates, with 73.4% women indulging in breastfeeding at 1 month and this decreases to 10.2% at 6 months (Henry et al., 2010). The government has implemented many breasfeeding promotion programs that have impacted the women in such a way that the rates of breastfeeding have increased significantly. The Breastfeeding manifesto coalition aims for a society where the women feel capable and are able to initiate and continue breastfeeding for as long as possible, there is constant support for the parents to make choices regarding the feeding of their babies and the society is well aware of the benefits of human milk. This manifesto was introduced in 2006 by collaboration among twenty UK based organizations and all these organizations worked in promoting awareness regarding the health benefits of breastfeeding (The coalition, 2006). Influence Of Cultural And Environmental Factors The general fact about breastfeeding is that this milk is the best form of milk for the new born baby but the literature based evidence suggests that the percentage of mother who prefer breastfeeding is low as compared to the mothers who switch to bottle feeding within the first 6 months of the birth of the baby. Although the factors contributing to this change in preference are partially defined, the research based studies have suggested few possible factors. In a study conducted in 1979, the results depicted several factors contributing to decline in the awareness of importance of breast milk. But the results could be used in future research as they provided the natural history of breast feeding and also provided the guidelines based on which breastfeeding promotion program could be designed. Other related studies have found out that the demographic factors are same for both, the mother who breastfeed and the mothers who bottle feed. However, the studies have revealed three major d ifferences: the impact of lifestyle, the impact of education and the conditioning. The mothers who breast fed were more likely to work outside home and were social drinkers but did not smoke. Secondly, the parents of the babies who were breast fed, were mostly university graduates. And lastly, the conditioning of the parents of the babies who were breast fed, was better as they were found to be ready to take up the responsibility of the parenthood more sincerely (Rousseau et al., 1982). In another study, the impact of modifiable factors, on breastfeeding was observed and it was found that the major contributing factors are: the intention of breastfeeding, self efficacy of breast feeding, and the social support for the mothers. The breastfeeding midwifery promotion programs, that already have been implemented, have a strong social support for the new mothers but lack modification of the self efficacy or the ability to drive the intention of breastfeeding towards a positive direction (Meedya, S., Fahy, K and Kable, A., 2010). There are many factors- demographic, social, environmental and cultural, that affect the initiation of breastfeeding. The demographic factors include the maternal age and the level of her education. The older and highly educated women have been shown to indulge in breastfeeding initiation. There are certain psychological factors as well, like the cases where the fathers also support breastfeeding. In such cases, the mothers are motivated and find support of their husband in initiating the breastfeeding. Some of the cultural norms like the role of media in displaying their attitude towards breastfeeding, demonstration of artificial feeding as the normal and healthy practice, provision of places in the public, for the mothers to breastfeed their infants/ babies. These factors influence the choice of the mother to breastfeed their babies and these cultural practices can explain the differeing rates of breastfeeding aong women belonging to different countries and communities. Artificial feeding has become the most common cultural practice in UK, USA and some parts of Europe. Only some women, who belong to high income groups, are an exception to this practice (The University of York, 2000). Conclusion Breastfeeding is linked with the reduction of risk of many diseases and adverse health conditions resulting from gastroenteritis, otitis media, necrotizing enterocolitis, etc. some research studies have also concluded that breastfeeding is associated with obesity during childhood and the development of the cognitive senses (Oakley, L., Renfrew, M, Kurinczuk, J and Quigley, M., 2013). The rates of breastfeeding in UK are very low as compared to the rates in the rest of the world and the rates are even lowest in Europe. Many socio-cultural factors, environmental factors and demographic factors as well, have been involved in describing their influence on the rate of breastfeeding. And still research is being conducted to study the perceptions and experiences of the women of breastfeeding. The data suggests that most of the women in UK take the decision of infant feeding without prior consultation with the health professional and secondly, the health promotional campaigns have been, till date, successful in spreading the awareness about the benefits of breastfeeding and educating the women. The statistical records have also shown that women, who have low income or are less educated, prefer stopping breastfeeding after one month of the birth of their baby. However, research based studies have also shown that highly educated women, and those who get support from their husbands, tend to continue breastfeeding atleast for the first six months (Earle, S., 2002). In order to increase the number of women who breastfeed their babies, the government of UK has implemented many coaliation programs that increase the awareness and educate the women about the health benefits associated with human milk and how it helps in reducing the risk of many diseases for both, the infant and the mother. References Bolling, K, Grant, C, Hamlyn, B Thornton, A, (2007). Infant Feeding Survey 2005. The Information Centre for Health and Social Care, London. Child and maternity health observatory (ChiMat). 92013). Child health profile: Wolverhapton. Earle, S. (2002). Factors affecting the initiation of breastfeeding: implications for breastfeeding promotion. Health Promotion. Int. 17(3); 205-214. Henry, B., Nicolau, A, Amrico, C, Ximenes, L, Bernheim, R. and Ori, M. (2010). Socio-Cultural Factors Influencing Breastfeeding Practices among Low-Income Women in Fortaleza-Cear-Brazil: a Leiningers Sunrise Model Perspective. Clinica, N 19. Information Centre for Health and Social Care (2011). Infant Feeding Survey 2010: early results. Retrieved on 9th April 2015 from www.ic.nhs.uk/pubs/infantfeeding10. Ip, S, Chung, M., Raman, G, Chew, P, Magula, N, deVine, D, Trikalinos, T and Lau, J. (2007). Breastfeeding and maternal and infant health outcomes in developed countries. Evidnce Report/ Technology assessment, no. 153. Lee, E, (2007). Health, morality, and infant feeding: British mothers experiences of early formula milk use in the early weeks. Sociology of Health Illness, 29(7): 10751090. Meedya, S., Fahy, K and Kable, A. (2010). Factors that positively influence breastfeeding duration to 6 months: A literature review. Women and birth, 23(4): 135-145. Morton et al. (2005). Breastfeeding and the use of human ilk. American Academy of Pediatrics Section on Breastfeeding, 115(2): 496-506. Oakley, L., Renfrew, M, Kurinczuk, J and Quigley, M. (2013). Factors associated with breastfeeding in England: an analysis by primary care trust. BMJ Open, 3: e002765. Rousseau et al. (1982). Influence of cultural and environmental factors on breast-feeding. CMA Journal, 127: 701-704. The baby friendly initiative. (2010). UK breastfeeding rates. Retrieved on 9th April 2015 from https://www.unicef.org.uk/BabyFriendly/About-Baby-Friendly/Breastfeeding-in-the-UK/UK-Breastfeeding-rates/. The coalition. (2006). The breastfeeding manifesto coalition. Retrieved on 9th April 2015 from https://www.breastfeedingmanifesto.org.uk/the_coalition.php. The University of York. (2000). Promoting the initiation of breastfeeding. Effective health care, 6(2):1-12. WHO (World Health Organization). (2001). The World Health Organization's infant feeding recommendation, retrieved on 29th April 2015 from https://www.who.int/nutrition/topics/infantfeeding_recommendation/en/.REwo