Media & Entertainment

Introduction

The Indian M&E sector is making significant space for itself on global canvas owing to which many international production houses and business conglomerates are venturing into the country. For instance, Disney’s big stake buy in UTV Software Communications majorly drove the foreign direct investment (FDI) in 2011-12 in the sector, which stood at Rs 32.64 billion (US$ 588.95 million) 72 per cent higher than Rs 18.87 billion (US$ 340.86 million) received in 2010-11.

Television

Healthy advertisement spends coupled with increased penetration in rural and semi-urban areas are propelling the growth of the television sector in India. Emergence of direct-to-home (DTH) technology in a big way has made the television industry mark a value of US$ 7.1 billion by the end of 2011, which was 14 per cent higher than that in 2010.

A report prepared by KPMG, along with an industry body, has stated that while the current level of penetration is estimated at around 60 per cent, there is still a room for expansion in the Indian TV landscape. The report estimates that pay-TV subscription revenue will increase from 65 per cent in 2011 to 69 per cent by 2016.

Radio

While TV is a captive medium, radio allows freedom of movement. Other than being a popular medium with the youth, radio has far-reaching impact on people in remote places.

Recently, Yashwantrao Chavan Maharashtra Open University (YCMOU) has launched an interactive live web-radio from its campus studio in Nashik, Maharashtra. Through this technology, the university intends to connect students from anywhere in the world to experts of various subjects and enable them to listen to lectures, hold discussions and interviews.

Online and Mobile Entertainment

Internet has emerged as one of the strongest mediums to reach out to people, due to better broadband speeds, easy availability and reasonable pricing of internet-enabled devices and awareness among today’s youth. The online viewership of video content is on an upsurge – be it for news or for entertainment (social networking, shopping, et al). Due to this increased popularity, mobile phones have become the second most-viewed screen for Indian consumers. About two crore internet users in India are opting for the service over their mobile phones, according to a study by online audience and ad measurement platform Vizisense.

Social networking sites have also gained a lot of attention over past few years. They reach to about 82 per cent of the world’s online population and the numbers are increasing day by day. India’s small and medium enterprises (SMEs) are also looking to capitalise this medium as social media in the country is growing at 100 per cent and 129.3 million Indians are anticipated to join the forums. SMEs are looking forward to reach and develop a strong consumer base through social networking sites. An industry body has even joined hands with Facebook to organise road shows to spread awareness among SMEs about the benefits of using social media for business transformation.

Films

The Indian film fraternity will complete its century in 2013. The industry is anticipated to grow by 9 per cent per annum till 2015 to reach US$ 2.8 billion, according to Deloitte.

In an effort to make India a hub for international films, the Ministry of Information and Broadcasting (I&B) is contemplating to establish a Film Commission that will initially act as a single-window clearance agency to grant permits for shooting. If the initiative gets materialised, international production houses will save a lot of time and energy which are currently diverted in seeking multiple approvals.

Investments

The Indian advertising industry clocked revenues worth Rs 25,594 crore (US$ 4.62 billion) in 2011, which were 8 per cent higher than the figures achieved in 2010, according to a report by Pitch Madison India.

• The fast moving consumer goods (FMCG) sector has numerous brands and categories to offer to consumers. The sector players keep introducing new products and hence, seek sales-support with ads and promos. The industry segment contributes more than half to TV advertising and 9 per cent to the print media.
• In order to target multi-tasking and busy viewers, M&E industry major Zee Entertainment Enterprises has launched its over-the-top (OTT) distribution platform called Ditto TV. The new service, which facilitates live TV channels and on-demand video content to users on their mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs, was launched in Februry 2012 and also offers features such as adaptive streaming, an electronic program guide and a content recommendation application.
• Aegis Group has acquired Communicate 2 to merge it with its iProspect global network. Communicate 2 is a specialist performance marketing firm that counts search marketing, digital strategy consulting, social media and digital content production as its forte.
• Getit, pioneer of the concept of Yellow Pages in India, has appointed Aidem ventures to handle its corporate advertising sales for next 5 years. Getit has upgraded itself into a digital media firm that specialises in local search and classifieds. It is India’s leading ‘directional media’ service provider that facilitates quality prospects to businesses and brands across the categories. Aidem is an independent media consulting, marketing and advertising, sales company.

Government Initiatives

Apart from setting up a Film Commission, the Ministry of I&B is also working on an incentive package in co-operation with the Ministry of Tourism wherein they would promote film tourism.

Ms Ambika Soni, Minister for I&B, India and her counterpart, the Poland Minister for Culture and National Heritage, Mr B Zdrojewski, will sign an audio-visual co-production agreement. The two ministries would also hold discussions on how to preserve film heritage at the National Film Archives of Poland.

Road Ahead

Indian animation industry is at a very nascent stage and is expected to grow in the recent future. Indian players are majorly acting as ‘service providers’ wherein they are involved with labour-intensive production and post-production activities. However, they are increasingly adapting to international animation standards and are learning modern techniques to come at par. Industry experts, considering the potential in Indian participants, expect the country’s animation industry to grow at a compounded annual growth rate (CAGR) of about 23 per cent to reach US$ 961 million by 2013.

Exchange Rate Used: INR 1 = US$ 0.01805 as on September 13, 2012

References: Media Reports, Press Releases, Deloitte Report

India's pharmaceutical sector - A Complete Study

India's pharmaceutical sector is gaining its position as a global leader. The pharma market in India is expected to touch US$ 74 billion in sales by 2020 from the current US$ 11 billion, according to a PricewaterhouseCoopers (PwC) report.

Growth of Indian pharma companies will be driven by the fastest growing molecules in the diabetes, skincare and eye care segment, as per a report by research firm, Credit Suisse. The market share of a drug company is directly related to the number of fast growing molecules in the company's pipeline, the report highlighted.

The Indian pharmaceutical market is poised to grow to US$ 55 billion by 2020 from the 2009 levels of US$ 12.6 billion, as per a McKinsey & Company report titled "India Pharma 2020: Propelling access and acceptance realising true potential". The industry further holds potential to reach US$ 70 billion, at a compound annual growth rate (CAGR) of 17 per cent.

Sector Structure/ Market Size

The Indian pharmaceutical market is expected to grow at a CAGR of 15.3 per cent during 2011-12 to 2013-14, according to a Barclays Capital Equity Research report on India Healthcare & Pharmaceuticals.

The outlook on the Indian pharmaceutical industry remains favourable, according to a report by ICRA and Moody's. Domestic formulation market stood at Rs 58,300 crore (US$ 10.54 billion) and has been ranked third in terms of volume and tenth in terms of value, globally. From 2011, trends are changing, MNCs are focusing on chronics, branded generics and launching patented products, besides expanding their field force and focusing on tier-II as well as tier-IV towns. Domestic market grew at 15 per cent, while pharma multinational companies (MNCs) revenue grew at 18.7 per cent.

Exports

India's exports of drugs, pharmaceutical and fine chemicals grew by 27 per cent to Rs 60,000 crore (US$ 10.85 billion) for the year ended March 2012, according to data compiled by Pharmaceutical Exports Council of India (Pharmexcil). Moreover, the size of the Indian formulations market, which currently stands at around Rs 62,000 crore (US$ 11.21 billion), is growing at 15-20 per cent annually.

"India-Brazil health and pharmaceutical collaboration holds the potential of being key contributor for assuring affordable healthcare for our people," as per Mr Anand Sharma, Union Minister for Commerce, Industry and Textiles. Mr Sharma further called for better understanding between the pharmaceutical regulatory regimes in the two countries.

The Export-Import (Exim) Bank of India has agreed to provide loans to fund the setting up of common infrastructure facilities at Sriperumbudur, Tamil Nadu, which will help boost exports of medicine products from India.

Growth

India will see the largest number of merger and acquisitions (M&As) in the pharmaceutical and healthcare sector, according to consulting firm Grant Thornton. A survey conducted across 100 companies has revealed that one-fourth of the respondents were optimistic about acquisitions in the pharmaceutical sector.

The cumulative drugs and pharmaceuticals sector attracted foreign direct investments (FDI) worth US$ 9,596 million between April 2000 to May 2012, according to the latest data published by Department of Industrial Policy and Promotion (DIPP).

Generics

India tops the world in exporting generic medicines worth US$ 11 billion. Currently, the Indian pharmaceutical industry is one of the world's largest and most developed, according to Mr Srikant Kumar Jena, Union Minister of State for Chemicals and Fertilisers.

Generics will continue to dominate the market while patent-protected products are likely to constitute 10 per cent of the pie till 2015, according to McKinsey report 'India Pharma 2015 - Unlocking the potential of Indian Pharmaceuticals market'. Hyderabad-based generic drug maker, Natco Pharma Ltd has launched a cheaper generic version of Bristol Myers Squibb's blood cancer drug Sprycel at a fraction of the innovator pricing. Natco launched Dasatinib at a pricing of Rs 9,000 (US$ 162.75) for a month's supply against Bristol pricing of around Rs 160,000 (US$ 2,893.31).

Multinational drug companies are showing a healthy growth in the Indian market setting a new trend. Out of 25 top medicine brands by sales last year, 13 were global drug major such as Pfizer, GSK and Novartis. Brand-building exercise is fast becoming more evident in a predominantly generic Indian medicine market, as per a market research entity AIOCD AWACS' report.

Diagnostics Outsourcing/ Clinical Trials

"The Indian healthcare devices market is part of our focus on emerging markets. The Hyderabad centre will enable us to improve product time to market and create valued-innovation," highlighted Robert Frechette, Vice-President (Engineering Services), Covidien. The value of the Indian medical devices market is estimated at US$ 4 billion, and is clocking a growth rate of 15 per cent annually, he added.

The Indian pharmaceutical companies can be of immense value in providing affordable healthcare, especially in countries such as Japan. India also has a vast pool of trained pharmaceutical scientists, doctors and researchers, which opens up avenues for joint collaborative research for new drug discoveries along with joint intellectual property rights (IPRs).

The clinical pharmacology unit of GVK Biosciences at Ahmedabad has cleared an audit conducted by US Food and Drug Administration (FDA). The facility carries out important scientific studies related to drug development for pharma customers (drug companies, research institutes, etc).

Investments

• Suven Life Sciences Ltd has got four product patents one each from Australia, Canada, Korea and New Zealand for their new drug molecules (New Chemical Entities). The new drug molecules are used for disorder treatment related to Neuro-degenerative diseases
• Aurobindo Pharma has received USFDA approval to manufacture and market montelukast sodium tablets and montelukast sodium chewable tablets for treatment of asthma in the US market
• US-based drug development player, CritiTech Inc has joined hands with Hyderabad-based formulation development services company, Finoso Pharma Pvt Ltd to set up a 50:50 joint venture (JV) - Finotech Pharma. The JV company is being set up with an initial investment of US$ 1 million
• Venus Remedies has secured its third US patent for its novel antibiotic product Potentox. The new drug is an antibiotic adjuvant entity and is considered effective in case of hospital acquired pneumonia and febrile neutropenia infections
• Israel's Teva Pharmaceutical Industries and Procter & Gamble (P&G) plan to enter India through a joint venture (JV) by setting up their first manufacturing facility at Sanand, Gujarat, with an initial investment of Rs 250 crore (US$ 45.21 million)
• Onco Therapies, a wholly owned subsidiary of Strides Arcolab, has received two USFDA approvals for 'Fluorouracil Injection USP'. Fluorouracil is a chemotherapy drug which interferes with cells making DNA and RNA, and stops the growth of cancer cells
• Mankind Pharma Ltd is set for a major turnaround over the next two to three years. "We are planning to launch 15-16 products in the chronic therapy segment this financial year", as per R C Juneja, CEO and Chairman, Mankind Pharma
• Venus Remedies Ltd has launched a nanotechnology based 'ready-to-use' single vial Docetaxel in the domestic market. The medicine will be an important tool in the cancer drug industry

Government Initiatives

The Union Budget for 2012-13 was announced by Mr Pranab Mukherjee, the Union Finance Minister. Highlights of Union Budget 2012-13:

• It is proposed to extend concessional basic customs duty of 5 per cent with full exemption from excise duty/CVD to six specified life-saving drugs/ vaccines. These are used for the treatment or prevention of ailments such as HIV-AIDS, renal cancer, etc
• Probiotics are a cost-effective means of combating bacterial infections. It is proposed to reduce the basic customs duty on this item from 10 per cent to 5 per cent
• Basic customs duty and excise duty reduced on Soya products to address protein deficiency among women and children. Basic customs duty and excise duty reduced on Iodine

Furthermore, a 'Pharma Vision 2020' has been prepared by the Department of Pharmaceuticals, for making India one of the leading destinations for end-to-end drug discovery and innovation and for that purpose, the department will provide requisite support by way of world class infrastructure, internationally competitive scientific manpower for pharma research and development (R&D), venture fund for research in the public and private domain and such other measures.

Road Ahead

On the back of increasing middle-class population base, improvements in medical infrastructure and the establishment of IP rights, the Indian pharma industry is estimated to grow manifolds.

"India is a unique market, always very intriguing. India presents challenging paradigms and gives tremendous opportunities. I see the healthcare sector as one of the biggest business opportunities," as per Terri Bresenham, President and CEO, GE Healthcare India, and MD, Wipro GE Healthcare. India is the first country to have a large number of multinational healthcare providers, added Bresenham.

Pharmaceutical companies such as Cipla, Ranbaxy, Dr Reddy's Labs and Lupin might soon be part of the government's ambitious 'Jan Aushadhi' project. In an attempt to commercialise the project, the government is likely to rope in the private sector to bulk-procure generic drugs from them. There are 117 Jan Aushadhi stores across the country and the plan is to expand to at least 600 in the next two years and 3,000 by 2016.

Exchange rate used INR 1= US$ 0.01808 as on August, 2012

References: Consolidated FDI Policy, Department of Industrial Policy & Promotion (DIPP), Press Information Bureau (PIB), Media Reports, McKinsey Report, Pharmaceuticals Export Promotion Council

Renting benefits for toy lovers

Parents spend huge amount of money on toys but kids soon get bored with them and desire for new ones. Thus this investment becomes a waste. As a result the concept of renting toys is emerging fast. Read on to explore the opportunity. 

 

Toys are an indispensible part of almost everyone’s childhood. However with toys becoming more and more expensive it is becoming difficult for parents to buy new toys and games for their little ones. Moreover kids get bored of toys very quickly and after few days toys become a waste and occupy lot of space. To avoid this and make toys more affordable the unique but functional concept of toy rentals has become popular in India. The concept is already quite popular in countries like New Zealand, Australia, and America where even the government funds such concepts. However in India toy libraries was an unheard concept till recently. With more of awareness, a toy library is an upcoming opportunity with many entrepreneurs already cashing in on this new concept. Read on to be more aware. 

Need for toy renting

Toys are still considered to be a luxury in India. Although parents spend huge amount of money on toys yet it is not a healthy investment.   Moreover kids get bored with the toys very soon making it a storing item. This brought the idea for buying toys on rent. The concept of rental toys work wonders for kids as well as parents. Let us have a look at the advantages of this venture:

• New toys without much expense: Kids usually get bored with toys, which are quite expensive. They store these in their playroom as useless items. However getting toys on rent saves money for parents as well as gives variety to the kid.
• Toys as learning experience: There is a continuous range of new toys available in the market. These not only provide entertainment but also knowledge to kids as well as their parents. Instead of buying them, toys can be taken on rent.
• Saves space: Presently everyone mostly have small compact houses without much storing space. Buying toys and storing them takes a lot of space. Therefore toys on rent save money as well as space.
• Play, learn and pass it on: The best thing about toys on rent is that they can be passed on to the next child when the previous owner gets tired playing with it. This way they do not get wasted.

Rental toy franchising:

Concept of renting toys is quite recent in the large bandwagon of franchising. However it is becoming more organised due to the various brands in the sector which have taken the franchise route for rapid and successful expansion. As informed by Toys-on-rent that Franchising is essential for giving the next big step to their business. Moreover seeing the success of this concept in other nations, they can be assured that it has a bright future in India also.

New and emerging players:

As mentioned the toy rental concept is quite recent, therefore there are few players who are benefitting from this concept till now. Few of them are:

• Toys-on-rent: The brand has recently opted for the franchise route. It needs a total investment of Rs 2,30,000 which would include the sign up fees and franchise set-up cost as well. Toys-on-rent is presently planning to open franchise outlets in Hyderabad, and Mumbai etc. 

• Planet Toyz: It is a fun library from where kids can get books, toys, games, CD’s etc on rent. The first outlet was opened in north Delhi. It needs an investment ranging from Rs 1.5 to 1.75 lakh with an area approximately 200 sq. ft. 

• Rent Me Toy: The toy library, headquarters at Mohali has recently opened. The brand has taken the franchise route for rapid expansion pan India. It needs an investment of Rs. two to five lakh.  

Play way for franchisees:

A toy rental franchise can be benefiting for aspiring entrepreneurs. There are not many requirements for taking toy rental franchise. Any aspirant with total commitment to quality and service can opt for this. Moreover toy rental concept is well suited for women who are home makers. They understand kids and love dealing with them. Few of its other benefits are mentioned below:

• Low cost but attractive returns: Taking a toy rental franchise is not very expensive. It is a low cost business opportunity which can fetch lucrative returns to franchisees.

• Easy to manage: Toy rental business is easy to run. As informed by Kapure: “The business can be managed at home with just a 6'X3'X3' storage space.”

• Staggered investments: The franchisees can keep expanding the business with no additional fees within their territory. Moreover adding more and more toys can give this business an easy leap.

Few hurdles on the way

Along with numerous benefits, this concept faces a few challenges as well. The understanding of rental toys among parents and kids is the greatest challenge. Moreover entrepreneurs have to keep updating newer toys, games and books in the outlet. This forms the major issue as one needs to add on toys keeping children’s expectation in mind.

It can be concluded that a toy rental franchise is low cost with high benefits and easy to manage as well. Therefore aspirants who love toys and kids can surely opt for this venture for a happy and fulfilling business growth.

Entrepreneurship India

India ranked amongst the most friendly country for Entrepreneurs!

We have written numerous articles on this blog earlier, but all of them were about how environment in India is not conducive for entrepreneurship. But these survey findings are a bit of a surprise.

This was a startling news for me – India being one of the friendliest countries for Entrepreneurs and having some of the best cultures in the world for people to start a new business.

Survey Findings

The survey findings are based on poll taken by more than 24000 people in 24 countries.

Indonesia was voted as the most friendly country for entrepreneurs with over 85% saying that it is the most favourable country for innovation and creativity. 75% of people in USA & China thought same about their country. Indian came in at 4th with 67% of respondents felling the same.

India was also ranked 4th on the  entrepreneur-friendly index in the world with a score of 2.73. Indonesia ranked highest (2.81) on the index with US coming in at close 2nd. In Asian region all participating countries except Pakistan (2.35) ranked below the global average (2.49).

When it comes to starting a new business, most countries felt that there are barriers which could be removed to make the process easier. 72% Indian think that there are barriers, while in Indonesia 69% felt the same. However, more Chinese (76%) felt that it tougher to start a business in their country.

There are many other interesting findings which essentially show that India does have a good entrepreneurship culture. Check out the entire report pdf where you can find how India ranks on other parameters as well.

Can Entrepreneurship really be taught at B – Schools?

Can Entrepreneurship really be taught at B – Schools?

Entrepreneurship has been the most abused word around according to me. Each and everyone seemingly want to start their own venture. Each and everyone think making business plans is as easy as writing a mail. Each and everyone think that getting the funds for the same will be pretty easy. Each and everyone want to be his / her own boss.

But is it really so easy? Is entrepreneurship just about starting new businesses? What kind of people become entrepreneurs? How does one make the right business plans? Which kinds of industries and sectors one can enter? How does one get the right ideas and opportunities? How does one achieve successful execution? There are some of the hundreds or thousands of questions which one has to consider before getting a business plan ready for a VC.

But then can one really be taught entrepreneurship? Does it have any theories or rules which one has to follow? Are there any textbooks for the same? According to me, the simple answer to all these questions is a big NO! There is no school or college or university in this world which can really teach you the way to start a business.

A person who wants to start a business may search for an idea by brainstorming with his friends, getting information from newspapers, searching for new ideas based on current products which are there etc. Has he learnt any theory for that? NO! Currently there are entrepreneurship cells across various b–schools in this country, entrepreneurship is being taught as a subject, business plans are being organized and there are also programs, But are these generating entrepreneurs at organizations?

n an entrepreneurship class a student is taught what are ideas and opportunities. He / She is taught about business models for various companies. Then there are also assignments of various kinds on business plans, case studies on various entrepreneurs and their stories etc. etc. But has a person really learnt to start a business from this? Has he / she gained the confidence in his idea from the same? Has he / she taken this subject just so that he has nothing else to study? Is the aim of the subject to encourage people to start businesses or just give some gyaan? Your guess is as good as mine.

And this is the reason, I personally don’t seem to understand the role of an entrepreneurship subject at a B–School. One can’t start developing ideas or business plans just by learning some theory regarding the same. And this is the reason I wonder what do entrepreneurship institutes and programs teach us in this country.

What is needed is to build a culture wherein more and more people are encouraged to start businesses. Already top colleges like IIMs, ISB etc. have allowed students will to opt out of placement and start their own jobs, placement opportunities in the ensuing years in case their businesses fail. Having entrepreneurship cells at colleges would help if they have business plans organized and supported by VCs rather than ones which are known to give big prizes and forget everything else.

In a country where the number of small and medium scale businesses grows faster than one can snap his / her fingers, entrepreneurs do have a chance to enter. But unless a culture of entrepreneurship can be built in this country, no one would want to enter the tough and risky world of entrepreneurship.

And till the time we keep teaching ideas, opportunities, business models and such theories at b – schools, no one would be really interested. All they would do is by heart the theory and vomit in the exam.

Interestingly, a famous person has said that an MBA going on to becoming entrepreneur can be the biggest disaster ever!

BSNL: franchise model

BSNL signs franchisees for BWA spectrum

Bharat Sanchar Nigam Limited (BSNL), a telecommunications company providing comprehensive range of telecom services in India has opted for a franchise model to monetise its Rs 8,313.80 crore investment on securing pan-India Broadband Wireless Access (BWA) spectrum.

The company has opted for a franchise model on a revenue-sharing basis to use this spectrum. The company has short-listed three companies namely Teracom, Starnet and Take Solutions as its franchisees and will be responsible to distribute BWA spectrum in their respective territories. Teracom has been given Rajasthan, Karnataka and Bihar circles, Starnet has Chennai Telecom District and Himachal Pradesh and Take Solutions has won rights in Tamil Nadu, Uttar Pradesh (West) and Orissa. As per the agreement, the franchisees have to deploy the WiMax network and BSNL would provide infrastructure like premises, towers and media connectivity.

information of people and business

Providing Data Base Services

Getting delicate information on people and businesses that matter is easy now.

How would it feel if you could reach just anybody and everybody? Data Base Services makes it easier, by giving you direct email id and mobile numbers of those you have always wanted to connect with. Better than the local directories and yellow pages whose collection is limited to only addresses and phone numbers.

Scope

The scope of business covers wide spectrum like FMCG, Top Brokerage Companies, Recruiters, Financial Publications, Mutual Fund Companies, Banks, Bollywood, Production House, Marketing firms, World Email Directory, Credit Card Holders, etc. basically, almost all businesses thrive on contacts, so the more the better and what could be more easier than getting it ready made in CDs.

Offer

Accurate and relevant data (at least 80 per cent) with personal email ids and phone numbers and the price starts from 3,000, containing over 5 million business and 50 million consumer e-mail addresses and mobile numbers.

Minimum Investment

There is no minimum investment for this. But you may be required to invest in man power that would collect data, assemble and put it on CDS. You may even start from home. Amjad Sharif of Data Base Services started with 2 lakh initially that was his own money, and 2 staff, and today he have 12 staff in all. His idea is to reach new prospects and retain existing customers with e-mail & Mobile marketing campaigns with over 5 million business and  50 million consumer e-mail addresses and mobile numbers.

Retail point

Sold online and on order, and also in shops.

Tackling Competition

There is a lot of competition now so one has to really be different to stay in the business. So, how does one get the best deal? One must, before comparing the prices from other data provider compare the following:

1. No. of datas (Quantity)

2. Updated year (coz with year N year data becomes outdated)

3. Discount offered

4. Other facilities, like cash on delivery, direct deposit in bank etc.

Check points

A good solution provider will adhere to the practice of maintaining:

1. Accurate & relevant data

2. Updated data till recent date

3. Bulk mailing software for inbox delivery

Assembling Data

It is better to get the data from the office of the business/person. In some cases, from  Pr agencies( which may not come directly or easily). In case, it is on the net, check that it is updated before including it in your directory base.

Promotion strategy

1. Through sms, email and largely by word of mouth.

The idea seems interesting, if it does at all, then put everything in the right place as discussed above; so that you are raring to go.