San Andres Fault Summary free essay sample

The intro can be a good place for a quick, narrative summary of the document. The key word here is â€Å"quick, for you may be dealing with something large (for example, an entire episode of a cartoon like the Simpsons). Save more in-depth descriptions for your body paragraph analysis. If you’re dealing with a smaller document (like a photograph or an advertisement), and copyright allows, the introduction or first page is a good place to integrate it into your page. Give a basic run down of the rhetorical situation surrounding the document: the author, the audience, the purpose, the context, etc. Thesis Statements and Focus Many authors struggle with thesis statements or controlling ideas in regards to rhetorical analysis essays. There may be a temptation to think that merely announcing the text as a rhetorical analysis is purpose enough. However, especially depending on your essay’s length, your reader may need a more direct and clear statement of your intentions. We will write a custom essay sample on San Andres Fault Summary or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Below are a few examples. 1. Clearly narrow the focus of what your essay will cover. Ask yourself if one or two design aspects of the document is interesting and complex enough to warrant a full analytical treatment. The website for Amazon. com provides an excellent example of alignment and proximity to assist its visitors in navigating a potentially large and confusing amount of information. 2. Since visual documents often seek to move people towards a certain action (buying a product, attending an event, expressing a sentiment), an essay may analyze the rhetorical techniques used to accomplish this purpose. The thesis statement should reflect this goal. The call-out flyer for the Purdue Rowing Team uses a mixture of dynamic imagery and tantalizing promises to create interest in potential, new members. 3. Rhetorical analysis can also easily lead to making original arguments. Performing the analysis may lead you to an argument; or vice versa, you may start with an argument and search for proof that supports it. A close analysis of the female body images in the July 2007 issue of Cosmopolitan magazine reveals contradictions between the articles’ calls for self-esteem and the advertisements’ unrealistic, beauty demands. These are merely suggestions. The best measure for what your focus and thesis statement should be the document itself and the demands of your writing situation. Remember that the main thrust of your thesis statement should be on how the document creates meaning and accomplishes its purposes. The OWl has additional information on writing thesis statements. Analysis Order (Body Paragraphs) Depending on the genre and size of the document under analysis, there are a number of logical ways to organize your body paragraphs. Below are a few possible options. Which ever you choose, the goal of your body paragraphs is to present parts of the document, give an extended analysis of how that part functions, and suggest how the part ties into a larger point (your thesis statement or goal). Chronological This is the most straight-forward approach, but it can also be effective if done for a reason (as opposed to not being able to think of another way). For example, if you are analyzing a photo essay on the web or in a booklet, a chronological treatment allows you to present your insights in the same order that a viewer of the document experiences those images. It is likely that the images have been put in that order and juxtaposed for a reason, so this line of analysis can be easily integrated into the essay. Be careful using chronological ordering when dealing with a document that contains a narrative (i. e. a television show or music video). Focusing on the chronological could easily lead you to plot summary which is not the point of a rhetorical analysis. Spatial A spatial ordering covers the parts of a document in the order the eye is likely to scan them. This is different than chronological order, for that is dictated by pages or screens where spatial order concerns order amongst a single page or plane. There are no unwavering guidelines for this, but you can use the following general guidelines. Left to right and top to down is still the normal reading and scanning pattern for English-speaking countries. The eye will naturally look for centers. This may be the technical center of the page or the center of the largest item on the page. Lines are often used to provide directions and paths for the eye to follow. Research has shown that on web pages, the eye tends to linger in the top left quadrant before moving left to right. Only after spending a considerable amount of time on the top, visible portion of the page will they then scroll down. Persuasive Appeals The classic, rhetorical appeals are logos, pathos, and ethos. These concepts roughly correspond to the logic, emotion, and character of the document’s attempt to persuade. You can find more information on these concepts elsewhere on the OWL. Once you understand these devices, you could otentially order your essay by analyzing the document’s use of logos, ethos, and pathos in different sections. Conclusion The conclusion of a rhetorical analysis essay may not operate too differently from the conclusion of any other kind of essay. Still, many writers struggle with what a conclusion should or should not do. You can find tips elsewhere on the OWL on writing conclusions. In short, however, you should restate your main ideas and explain why they are important; restate your thesis; and outline further research or work you believe should be completed to further your efforts.

To Kill a Mockingbird By Harper Lee essays

To Kill a Mockingbird By Harper Lee essays The name of my novel is To Kill a Mockingbird by Harper Lee. Harper Lee was born on April 28, 1926 in Monroeville Alabama, a city of about 7,000 people in Monroe County, which has about 24,000 people. Monroeville is in southwest Alabama, about halfway between Montgomery and Mobile. She is the youngest of four children of Amasa Coleman Lee and Frances Finch Lee. Harper Lee attended one year at Huntingdon College in 1944-45, studied law at the University of Alabama 1945-49, and studied as an exchange student one year at Oxford University. In the 1950s she worked as a reservation clerk with Eastern AirLines and BOAC in New York City. In order to concentrate on writing Harper Lee gave up her position with the airline and moved into a cold water apartment with makeshift furniture. Her fathers illness forced her to divide her time between New York and Monroeville, a practice she has continued. In 1957 Miss Lee submitted the manuscript of her novel to the J.B. Lippincott Company. She was told that her novel consisted of a series of short stories strung together, and she was urged to re-write it. For the next year and a half she re-worked the manuscript with the help of her editor, Tay Hohoff, and in 1960 To Kill a Mockingbird was published, her only published book. On May 29, 1961 the Alabama Legislature passed a resolution to congratulate Miss Lee on her success. That year she had two articles published: Love-In Other Words in Vogue, and Christmas To Me in McCalls. Christmas to Me is the story of Harper Lee receiving the gift of a years time for writing from friends. When Children Discover America was pub lished in 1965. In June of 1966, Harper Lee was one of two persons named by President Johnson to the National Council of Arts. Miss Lee attended the 1983 Alabama History and Heritage Festival in Eufaula, Al. Miss Lee has received a number of honorary doctorat...

Phillipa Foot and Natural Goodness Essay Example | Topics and Well Written Essays - 5250 words

Phillipa Foot and Natural Goodness - Essay Example When brought into comparison with contrasting philosophical models, Foot's Natural Goodness is not entirely without merit but it is unfortunately lacking in several features that are readily found in other philosophical structures. Natural Goodness is a set of moral ideas that are expected to differ from individual to individual; Foot understood that while each person might pander to his or her own moral code that these codes were never the same in two circumstances. Phillipa Foot makes a strong case for Natural Goodness but her critics make just as strong a case for its frailties. Foot is a British philosopher dedicated to the conception of philosophical models that explain daily occurrences in society. She is a descendent of the American president Grover Cleveland, was born and raised in the United Kingdom and studied philosophy at Oxford University. Foot's approach to philosophy has been largely aimed at deconstructing other non-cognitive approaches within the field that posit every action is based on sets of circumstances other than though processes. Her work is influenced heavily by Wittgenstein and through her belief that philosophy should be relevant to modern life and offer solutions, she has gained worldwide acclaim with subjects like the so-called "trolley problem" and for generally expanding the ideological pool of ideas in terms of cognitivism. Her book Natural Goodness attempted a different line of logic from her preceding publication, "Moral Beliefs", which presented a case for both cognitive and non-cognitive foundations for different types of ethical behaviour. "Moral Beliefs" expressed Foot's opinion that pieces of a moral character like courage or a sense of justice are cognitively trained, while moral actions are based on logical conclusion without the emotive qualities that they are usually assigned. Turning this idea around in Natural Goodness shocked many of her readers; Foot wrote that emotive qualities of any action or moral belief system were moot. Instead, each personal moral characteristic and each moral action performed by an individual are linked directly to a set of cognitive processes that have logically monitored related experiences and developed a unique moral set of guidelines. Natural Goodness As a philosopher, Foot has faced the issue of human nature incessantly throughout her career. The underlying question in each of her works is "why be moral". She has spent her career trying to discover the true nature of individual morality and understanding whether it is a cognitive reflex of sorts or whether it is indeed more of a non-cognitive feature of humanity as many of her contemporaries propose. Foot's years of study on the subject of morality has led her to stand by her own cognitive approach to ethical behaviour because as she sees it, human behaviour is indisputably based on cumulative experiences and the cognitive processes that deal with a constant influx of information. The brain is designed to deal with information by 'filing' memories in similar fields where they can be cross referenced to their outcomes, the surrounding circumstances and therefore they can each be grouped according to

The 17s Essay Example | Topics and Well Written Essays - 1500 words

The 17s - Essay Example However, the appointed prime minister in America George Grenville did not share the same opinion of other colonists and demanded America would be loyal to England. One of the major changes in England during this time period was the appointment of King George III. King George III was a young and inexperienced king who has been referred to as immature (Brinkley, 122). King George III issued the Proclamation of 1763, which forbid Americans to travel past a set line which was drawn along the Appalachian Mountains. This act was instated to limit fur trading in American further allowing England to control trade and commerce in America. However, this act failed to achieve its goal as Americans continued to trade with Indians. In retaliation England passed The Sugar Act of 1764. This act was meant to eliminate sugar trade between the colonies and the French and Spanish. To further enforce a dependence on England King George III passed The Currency Act of 1764 (Brinkley 123). This act prevented the colonies from issuing money and to retire all money that was being circulated. In order to increase taxes England issued the Stamp Act of 1765. This act taxed all printed documents in the colonies. Although these acts succeeded in decreasing England’s debits these acts further created conflicts between England and the colonies. For the time many Americans learned to live with England’s policies. During this period many Americans were still experiencing anxieties about the economic depression that occurred in the 1760’s. However, many American’s were beginning to get irritated with England’s policies. These Americans strengthened the argument for the independence of the colonies. The Quartering Act of 1765 further irritated the colonists by forcing them to quarter British troops in America (Brinkley, 125). In response nine colonies

Synthesis of New Coordination Polymers or MOFs

Synthesis of New Coordination Polymers or MOFs 1.1 Design Principles Coordination polymers also known as metal–organic frameworks (MOFs) or metal-coordination networks are compounds constructed from organic ligands and metal ions connected through coordination bonds and other weak chemical bonds which can extend infinitely into one two or three dimensions [1-3]. The arrangement of the components in coordination polymers mostly exists only in solid state which results from coordination interactions and weaker forces forming a smaller molecular units and growth occurs through self-assembly processes to give the final overall structure (Fig. 1) [4]. There are four different kinds of building blocks of which coordination polymers are built; ligands, metal ions or clusters, counter anions and solvent molecules. Metal ions which are called nodes or connectors and ligands which act as linkers are the main components [7]. They are the starting reagents which form the principal framework of the coordination polymer. The important characteristics of connectors and linkers are the number and orientation of their binding sites. Transition-metal ions are the most widely used connectors in the construction of coordination polymers. The choice of the metal and its oxidation state will determine the coordination geometries, which can be linear, T- or Y-shaped, tetrahedral, square-planar, square-pyramidal, trigonal-bipyramidal, octahedral, trigonal-prismatic, pentagonal-bipyramidal, and the corresponding distorted forms. Lanthanide ions are less used because of the high coordination number and variability coordination environment. However, th e large coordination numbers from 7 to 10 and the polyhedral coordination geometry of the lanthanide ions will create new and unusual network topologies. In addition, coordinatively unsaturated lanthanide ion centers can be generated by the removal of coordinated solvent molecules. The vacant sites could be utilized in chemical adsorption, heterogeneous catalysis, and sensors [8,9]. Multidentate carboxylate functionalities provide rigid frameworks due to their ability to chelate metal ions and lock in to M-O-C clusters, which are referred as secondary building units (SBUs). Instead of employing one transition metal ion at a network vertex, SBUs can produce extended frameworks of high structural stability. Metal-complex connectors have the advantage of controlling the bond angles and restricting the number of coordination sites; sites for no use can be blocked by chelating or macrocyclic ligands directly bound to a metal connector, and therefore, leave specific sites free for linkers [25,10,11]. Linkers are categorized in to three: inorganic, organic, and organic-inorganic hybrid types. Halides (F, Cl, Br, and I) are the smallest and simplest of all linkers. CN and SCN have similar bridging ability to halides [12,13]. Typical organic ligands are shown in Fig. 2 consisting of neutral, anionic and cationic organic ligands. The organic ligands act as bridging organic groups between the metal ions. Most famous neutral ligands are pyrazine (pyz) and 4,4’-bpy [15-18]. An example of a coordination polymer with the 4,4’-bpy ligand is illustrated in Fig. 3. Recent efforts have been devoted to utilization of long bridging ligands with appropriate spacers [20-25]. Among the anionic organic ligands di-,[26-28] tri-,[26, 29-32] tetra-,[33,34] and hexacarboxylate [35,36] molecules are representative anionic linkers. Coordination polymers having nonsymmetric anionic ligands described as pyridine-X-COO (X=spacer) have been exhaustively studied [37]. 1,4-Dihydroxy-2,5-benzoquinone and its derivatives provide a variety of frameworks, in which they act as linear linkers [38]. Coordination polymers with cationic organic ligands are very rare, which is naturally a result of their very low coordination power for cationic metal ions [39–43]. Developed were novel cationic ligands based on N-aryl pyridinium and viologen derivatives and were successfully employed [39–41]. Counter ions are present in the coordination frameworks when neutral bridging ligands are used as linkers to keep the neutrality in the overall charge. Furthermore, other roles such as coordination and hydrogen bonding linker, guest for vacant spaces in the solid state are expected, eventually resulting in overall structure regulation. Solvent molecules are used not only for reaction media, but also the regulation of framework topology. It may co-crystallize, increasing the number of possible weak interactions in the final solid state packing, and can also act as guest molecules in the vacant space between polymer construct [7]. Synthesis Many new coordination polymers or MOFs have been synthesized in the last few years; however, their methods of preparation and synthesis were quite similar. Most of them are synthesized by employing a so called â€Å"modular synthesis†, in which a mixture of metal precursors and appropriate ligands are combined under mild conditions to provide a crystalline porous network [26]. In most of the resulting materials the solvent used during synthesis is removed by applying vacuum, heat, or exchange with volatile molecules, resulting in large pore volume and large surface area accessible to guest molecules. Synthetic methods such as solvothermal synthesis (conventional approach), microwave synthesis [45], sonication synthesis [46], mechanochemical synthesis [47], and solid start synthesis [48] have been developed. Despite the simplicity of the synthesis, there are several challenges in the preparation of new materials related to the optimization of the reaction conditions that lead t o the desired MOF, in high yield and crystallinity. The following parameters can influence MOFs’ optimization and synthesis: temperature, solvent compositions, reaction times, reagent ratios, reagent concentrations, and pH of the co-solvent solution [44]. Accordingly, any change in any of these parameters can result in large number of network connectivities, many of which are nonporous and have adverse effect on the gas storage and separation applications. Therefore, large numbers of reactions trails are required to discover the new desired MOFs in which the reaction parameters are systematically varied. As a result high throughput technologies have been employed for the synthesis of new MOFs in the recent years [49,50]. 1.2.1 Solvothermal Synthesis Solvothermal methods have been confirmed to be among the most effective and convenient routes under relatively mild conditions, in particular for the crystal growth of coordination polymers [50-52]. Solvothermal reactions are carried out in closed vessels under autogenous pressure above the boiling point of the solvent. In most cases, high-boiling organic solvents have been used for solvothermal reactions. The most commonly used being dimethyl formamide, diethyl formamide, acetonitrile, acetone, ethanol, and methanol etc. Mixtures of solvents have also been used to tune the solution polarity and the kinetics of solvent-ligand exchange, effecting enhanced crystal growth. Solvothermal reactions can be carried out in different temperature ranges, depending on the requirement of the reaction [53]. When water is used as the solvent, the reactions are referred to as hydrothermal. The hydrothermal method has been used successfully for the synthesis of an enormous number of inorganic compoun ds and inorganic organic hybrid materials [54]. Due to their unique advantageous properties such as high thermal stability, air and moisture non-sensitivity, non-volatility, low reactivity, and templating and charge balancing ability of ionic liquids, they can be chosen as solvothermal reaction media. Solvothermal synthesis in ionic liquids is specifically referred to as ionothermal synthesis [55]. The coordination polymer [Cu(I)(bpp)]BF4 [bpp = 1,3-bis(4-pyridyl)propane] [56] was prepared by solvothermal reaction using the ionic liquid [bmim][BF4] (bmim = 1-butyl-3-methylimidazolium). The synthesis methods employed for different structures of coordination polymers (MOFs) and their key findings are listed in Table 1. 1.2.2 Microwave-assisted synthesis Microwave-assisted synthesis has attracted much attention as it provides a very rapid method for the synthesis of MOFs and has been used extensively to produce nanosize metal oxides [59]. Such processes involve heating a solution with microwaves for a period of about an hour to produce nanosized crystals. The microwave-assisted synthesis has been termed ‘microwave-assisted solvothermal synthesis’ for the preparation of MOFs. Microwave-assisted processes generally produce the same qualities of crystals as those obtained by the regular solvothermal processes, but much quicker [60-64]. The first coordination polymer reported to be synthesized by microwave synthesis was Cr-MIL-100 [65]. The compound was synthesized in 4 h at 220 oC with 44% yield, which is comparable with that of conventional hydrothermal synthesis (220 oC and 4 days). The author expanded this method to synthesis of Cr-MIL-101 at 210 oC in less than 60 min, and reported similar physicochemical and textural properties compared with the standard material synthesized using the conventional electrical heating method [66]. Another coordination polymer, MOF-5, was also synthesized by applying microwave irradiation: increase in microwave irradiation time, power level, and concentration of the substrates beyond an optimal condition led to a reduction in synthesis time at the expense of crystal quality [67]. Microwave-assisted heating was found to be the method of choice to rapidly synthesize HKUST-1 crystals in the range of 10-20 ÃŽ ¼m in high yields (~90%) within 1 h [68]. Fe-MIL-53 [69], Fe-MIL-101-NH2 [7 0], IRMOF-3 (H2BDC-NH2) [71], and ZIF-8 (HMeIm) [72] were also synthesized using microwave-assisted synthesis method. 1.2.3 Sonochemical Synthesis Sonochemical methods can also achieve a reduction in crystallization time and significantly smaller particles size than those by the conventional solvothermal synthesis by homogeneous and accelerated nucleation [73,74]. A substrate solution mixture for a given MOF structure is introduced to a horn-type Pyrex reactor fitted to a sonicator bar with an adjustable power output without external cooling. After sonication, formation and collapse of bubbles will be formed in the solution which produces very high local temperatures (~5,000 K) and pressures (~1,000 bar) [74,75], and results in extremely fast heating and cooling rates (>1010 K/s) producing fine crystallites [76]. High-quality MOF-5 crystals in the 5-25ÃŽ ¼m range were obtained within 30min by sonochemical synthesis using NMP (1-methyl-2-pyrrolidone) as the solvent [77]. Detailed characterization and comparison with a conventionally synthesized sample showed almost identical physical properties. HKUST-1 was also prepared using DMF/EtOH/H2O mixed-solution in an ultrasonic bath [78]. High-quality Mg-MOF-74 crystals (1,640m2/g BET surface area) with particle size of ca. 0.6 ÃŽ ¼m were successfully synthesized in 1 h by a sonochemical method after triethylamine (TEA) was added as a deprotonating agent. Interestingly, mesopores were formed, probably due to the competitive binding of TEA to Mg2+ ions [79]. ZIF-8 was prepared recently by a sonochemical method under the pH-adjusted synthesis conditions using NaOH and TEA [80]. Inexpensive industrial grade DMF was employed as a solvent. A small amount of TEA as a deprotonating agent was necessary to obtain ZIF-8 crystals when the resulting solution was subjected to an ultrasonic treatment for 1 h at a 60% power level. 1.2.4 Electrochemical Synthesis The electrochemical synthesis is based on metal ions continuously supplied through anodic dissolution as a metal source instead of metal salts, which react with the dissolved linker molecules and a conducting salt in the reaction medium. The metal deposition on the cathode is avoided by employing protic solvents, but in the process H2 is generated [81]. The electrochemical route is also possible to run a continuous process to obtain a higher solids content compared to normal batch reactions [76]. The first electrochemical synthesis of MOFs was reported in 2005 by researchers at BASF [82] for HKUST-1. Bulk copper plates are used as the anodes in an electrochemical cell with the H3BTC dissolved in methanol as solvent and a copper cathode. During a period of 150 min at a voltage of 12-19V and a currency of 1.3 A, a greenish blue precipitate was formed. After activation, a dark blue colored powder having surface area of 1,820m2/g was obtained. This work was further used in the ZIFs syntheses [81,83]. Recently, HKUST-1, ZIF-8, Al-MIL-100, Al-MIL-53, and Al- MIL-53-NH2 were synthesized via anodic dissolution in an electrochemical cell [84]. The synthesis parameters such as solvent, electrolyte, voltage-current density, and temperature on the synthesis yield and textural properties of the MOFs obtained, was investigated and the produced MOF structures were characterized by X-ray diffraction, gas adsorption, atomic force microscopy, diffuse reflectance infrared Fourier transform spectroscopy, and scanning electron microscopy. 1.2.5 Mechanochemical Synthesis Mechanochemical synthesis involves breakage of intramolecular bonds mechanically followed by a chemical transformation [80]. Synthesis of porous MOF by mechanochemical reaction was reported first in 2006 [89]. Mechanochemical reactions can occur at room temperature under solvent-free conditions, which has an advantage in avoiding organic solvents [90]. Quantitative yields of small MOF particles can be obtained in short reaction times, normally in the range of 10-60min. Mostly, metal oxides were found to be preferred than metal salts as a starting material, which results in water as the only side product [80]. The critical contribution of moisture in mechanochemical synthesis of pillared type MOFs was recently reported by Kitagawa group [91]. Liquid-assisted grinding (LAG) involves addition of small amounts of solvents which can lead to acceleration of mechanochemical reactions due to an increase of mobility of the reactants on the molecular level [92,93]. The liquid can also work as a structure-directing agent. However, mechanochemical synthesis is limited to specific MOF types only and large amount of product is difficult to obtain. While a mechanochemical reaction between H3BTC and copper acetate produces HKUST-1, reaction using copper formate resulted in a previously unknown phase, potentially due to templating effects of the different acid byproducts formed [93]. Recently, a mechanochemical approach was also applied for ZIF synthesis using combinations of ZnO and imidazole (HIm), 2-methylimidazole (HMeIm), and 2-ethylimidazole (HEtIm) as the starting material within 30-60min reaction time [94].

First Date in A Bad Restaurant :: essays papers

First Date in A Bad Resteraunt It was a beautiful fall evening. The sun was just beginning to give way to incoming twilight. I could smell winter in the air, even through my closed window. Soon there'd be snow on the ground. Matchbox Twenty was playing on my clock radio." I want to push you around...† The mood was set for a soft autumn night. However the mood inside my room was quite different. I was running around trying to do a million things a one time. My makeup was all wrong for my outfit. My hair was too big, no, now too flat. My stomach was rolling inside itself. My poor tummy was on tumble dry and I couldn't quite get it to stop. I couldn't find my shoes; my shirt had foundation on the side. What I really wanted to do was to sit on my bed and cry. Brian had called twenty minutes before the chaos. I could not believe he had called me. He probably thought I was stupid because I was so tongue-tied. He asked me if I would mind coming to dinner with him and a few of his friends. Would I mind? Do cows moo? The horn honked. My frustration grew. If this was a real date, my first one ever, shouldn't he come to the door and pick me up? Maybe take my arm in his and lead me to the car? I had envisioned my first date to at least start off right. This must be an omen. I walked out the door. The moment I heard the click of the lock I knew I looked horrible. A million thoughts raced through my mind, among these were the fact that I should have worn the blue shirt, my hair looks horrible, and oh God everyone is watching me. I tried to hide the sheer gut-retching fear that was boiling in my stomach. I had to do this. I was in too deep to turn and run now. My sweet chariot of the night was a 1988 van. Rust covered the bumper and half of the door. The color of had once been maroon, however had now faded to a slight orange color. Alternative rock boomed from the less then quality speakers. There were at least 6 people in the car, and it was rocking from side to side, in time to the beat.

Marketing and Product Development

The question in the case is whether Kim should spend the fresh (2nd round) VC financing in Marketing and scale up the business or should focus the resources on fine tuning the existing product. Our recommendation is that the company should allocate around 70% of $4mn in marketing spend and 30% in product development and fine tuning the existing one.This recommendation is primarily based on the fact that the company should maximize the first mover advantage and develop barriers to entry by reducing the cost of goods sold with the help of economies of scale and ventually reducing the sales price so as to be competitive and not let others to enter the space. This is mainly because the business model is very easily replicable and thus create the risk of being thrown out of business in the long run.Moreover, the product development and fine tuning is largely replicable irrespective of the number of customers and each customer could be segmented based on the 4 bins Kim and Nolan came up wi th. With reference to the spend, the company should focus on Email marketing, Sophisticated social media, developing sophisticated search echanics, promoting the deals websites advertising and also advertising through blogs.However, it is worthwhile a mention that though emails and network affiliates program involves huge spends, they are directly proportional to the amount of business the firm does or the customer acquisition. The company may run the risk of: 1. Exposing the activities and products in addition to the business model by scaling up the marketing spends and bringing unprecedented levels of transparency to customers along with the firms competitors and potential competitors 2. Exponentially increase the customer retention and acquisition costs by developing ultiple layers of acquisition costs 3.May negatively affect the performance and reputation of the firm if the customers have complaints about the product However the firm may mitigate these risks by: 1. Acquiring max imum amount of market share and create growth in the market size. Thus, creating barrier to entry as a result of low selling price and variety of product match. This is mainly because the idea is substantially untapped and the product is simultaneously acceptable. The firm must target to tap as much market as possible before any new or existing player takes it over. Marketing and Product Development The question in the case is whether Kim should spend the fresh (2nd round) VC financing in Marketing and scale up the business or should focus the resources on fine tuning the existing product. Our recommendation is that the company should allocate around 70% of $4mn in marketing spend and 30% in product development and fine tuning the existing one. This recommendation is primarily based on the fact that the company should maximize the first mover advantage and develop barriers to entry by reducing the cost of goods sold with the help of economies of scale and eventually reducing the sales price so as to be competitive and not let others to enter the space.This is mainly because the business model is very easily replicable and thus create the risk of being thrown out of business in the long run. Moreover, the product development and fine tuning is largely replicable irrespective of the number of customers and each customer could be segmented based on the 4 bins Kim and Nolan came up with. With reference to the spend, the company should focus on Email marketing, Sophisticated social media, developing sophisticated search mechanics, promoting the deals websites advertising and also advertising through blogs.However, it is worthwhile a mention that though emails and network affiliates program involves huge spends, they are directly proportional to the amount of business the firm does or the customer acquisition. The company may run the risk of:1.Exposing the activities and products in addition to the business model by scaling up the marketing spends and bringing unprecedented levels of transparency to customers along with the firms competitors and potential competitors2.Exponentially increase the customer retention and acquisition costs by developing multiple layers of acquisition costs3.May negatively affect the performance and reputation of the firm if the customers have complaints about the product However the firm may mitigate these risks by:1.Acquiring maximu m amount of market share and create growth in the market size. Thus, creating barrier to entry as a result of low selling price and variety of product match. This is mainly because the idea is substantially untapped and the product is simultaneously acceptable. The firm must target to tap as much market as possible before any new or existing player takes it over.2.The increasing customer retention and acquisition costs could also  be countered by lowing the COGS as a result of economies of scale and effecting the retention by further lowering the selling price without affecting the margins much.3.Negative reputation due to customer complaints could be countered with the help of product development and fine tuning the existing products and ideas based on customer needs and value system. This could be done by implementing the CRM with the help of 30% of the additional funds raised in the 2nd round.