SEPTEMBER 2013 VOL 2
NORMAN DIAZ “I MOVED TO NEW YORK TO PURSUE MY DREAM AS AN ARCHITECT,DESIGNER AND BUSINESSMAN.”
DO YOU REALLY KNOW...
where your money is going?
STAND OUT FROM THE CROWD
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HOW TO
SPECIAL THANKS
FINANCES AND ECONOMY HAVE YOU EVER WONDERED WHY YOU DO NOT HAVE ENOUGH MONEY? DO YOU REALLY KNOW WHERE YOUR MONEY IS GOING?
Norman Diaz
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KEYS TO SUCESS
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Thank you for sharing a bit about your life and projects with us! We hope Norman’s example is of great inspiration to all our readers, especially since he is only 28 years old.
LAW AND ORDER
KNOWING THE STRENGTHS AND WEAKNESSES ABOUT YOUR IDEA.
STARTING A STARTUP?
ART & CULTURE THE WRINKLES OF THE CITY, HAVANA, CUBA
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Finally, we thank all our readers, we hope you enjoy this edition and remember this wouldn’t be possible with out you!
DIEGO KURI
FERNANDA AZCARRAGA
CONTACT
SALES AND MARKETING DIRECTOR katherine.rivera@startup-magazine.com @KathsRivers
ART AND DESIGN DIRECTOR fernanda.azcarraga@startup-magazine.com @fazcarraga
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We would also like to thank our entire team for your support and contributions to Start-Up Magazine.
KATHERINE RIVERA
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NORMAN DIAZ
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OUR TEAM
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SUCCESS STORY: ONE ON ONE
In this edition, we want to give special thanks to the amazing architect, Norman Diaz.
EDITOR IN CHIEF diego.kuri@startup-magazine.com @diegokuri
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- MAKE A RESUME - MAKE A GOOD DESCRIPTION OF YOUR BUSINESS
TABLE OF CONTENTS JENNIFER WILLIAMS, JIMENA MARTIN , DAVID GARCIA, PANTANO AND GUPTA CONTRIBUTING WRITERES
SHEILA BLAIR COPY EDITOR
@StartUpMagNY
DANIELLE LI
PHOTOGRAPHER
Startup
www.startup-magazine.com // info@startup-magazine.com // sales@startup-magazine.com
1. SEPTEMBER EDITOR’ S LETTER
T
o achieve success, every entrepreneur needs a plan and a display of his or her ultimate goals. Remember that we are here to help you through the process. Successful entrepreneurs recognize that they are always learning and can learn from each other every day. To be unwilling to listen and learn is to refuse many opportunities. You have to accept problems and make timely and assertive decisions to solve them effectively. The entrepreneur must anticipate difficulties, and be able to identify when something is wrong in order to correct it.
Sometimes, achieving that perfect blend of passion and income doesn’t depend on shelving what you currently do. You can start small with your venture, committing little time or money, and wait to take the real plunge when you’re sure it’s successful. Mint.com (app for Androids and iPhone) Help you budget your money, get out of debt, and achieve financial goals. connects to any financial account you might have: checking, savings, credit cards, investments, loans. Is truly the best solution for managing your money.
“What separates the successful entrepreneurs from the nonsuccessful ones is pure perseverance.”
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THE AUTOCAD WS MOBILE APP
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This is a perfect gadget for all of you that are in the architecture business enables you to view and work with DWG files directly on your iPad, iPhone, and iPod touch.
Aqua Cycling
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Not only is this new sport activity good for your health, but it also has amazing effects on shaping your body and fighting cellulite. Burns up to 800 calories an hour. Is a massive trend in Europe and is now here in NYC.
Work should be challenging, and the challenge should be pleasant. That’s why you have to love what you do. Creativity is the process by which ideas are generated, developed and transformed into concepts with added value. It is not necessary to invent what has already been invented, but if you need to, then identify new opportunities to ensure differentiation. It’s the discovery of a new connection. You don’t have to be sitting on your desk to get an answer; creative things are born by believing passionately in something that does not yet exist because you haven’t created it yet. The most important thing is that you have that as a goal and a dream to chase. With perseverance, responsibility, and teamwork, anything is possible, and until you reach your goal don’t ever give up.
The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future by Chris Guillebeau
5.
The Book of Mormon tells the story of two young Mormon missionaries sent to a remote village in northern Uganda, where a brutal warlord is threatening the local population. seems to cause an understandably polarizing reaction, but I found it touching and irreverent in a refreshing way that is unlike anything on Broadway if you want to watch a hilarious, light hearted, upbeat, and ridiculously catchy, albeit controversial in today’s society, musical than go see The Book of Mormon.
EDITOR’ S TOP 5 THIS DOCUMENT DOES NOT CONSTITUTE LEGAL ADVICE AND IS NOT A SUBSTITUTE FOR LEGAL OR PROFESSIONAL ADVICE. PERSONS CONTEMPLATING STARTING A BUSINESS ARE STRONGLY ENCOURAGED TO CONSULT PROFESSIONAL LEGAL, FINANCIAL AND TAX ADVISORS. STARTUP MAGAZINE IS JUST A FREE GUIDE, WE STRONGLY ENCOURAGE OUR READERS TO DO MORE RESEARCH AND ASK FOR PROFESSIONAL ADVISORS.
HOW TO
what you have + what you need = WHERE YOU WANT TO GO
HOW TO MAKE A RESUME by Jennifer Williams
D
id you know that for every job posted, there are at least one hundred applicants trying for that job? With that many people fighting to get a job, having a perfect resume is essential to stand out from the crowd. Many companies use a scanning system to make it easier to sift through resumes; therefore, you need to make sure your resume is in the correct format. Here are Some Tips on How to Make a Resume: NEXT
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START-UP // AUGUST 2013
THE FONT
THE LAYOUT
Use a traditional font, such as Arial, Times New Roman or Calibri. Using a fancy font may make it hard for the scanner to read. Even if the company does not use a scanning system they may also have a hard time reading it and will discard your resume.
Choose a layout that fits your work history and the type of job you are applying for. There are three types: chronological, functional and combination. There are many examples of these on the Internet to help you.
THE BODY TEXT THE PROPER KEYWORDS
Make sure to use a font size of 10 or 12 points; your page should have one-inch margins with 1.5 or 2 point line spacing. The body should be aligned to the left and your header should be centered.
E TH
Choose the proper keywords. Employers and scanners look for specific words in resumes that make the potential candidate stand out. These keywords vary by industry. Do an Internet search to find the best keywords to use.
HEADING
The heading should not only be centered, but your name should be a little bit bigger than the rest of the text. It should also include your address, phone number (including cell number) and email address.
THE CONTENT Make your content shine and stand out. Make your job titles interesting and descriptive. Use action verbs to describe your responsibilities and accomplishments.
The one thing you must not do is lie about your past employment. Doing so will certainly get you nowhere. While you may get away with it in the beginning, you will not in the long run.
SO JUST BE HONEST.
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HOW TO
HOW TO MAKE A GOOD DESCRIPTION OF YOUR BUSINESS by Jennifer Williams
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aving a great description of your business is very important, as it can be a matter of gaining or losing business. Here are some key factors to think about when creating your business description, whether it is for a business plan, website or social media site.
Put yourself in your customer’s shoes and answer this one question: what is in it for me? That is the number one thing a customer looks for when they interact with a company. Write down all the important benefits of your products or services. What will they get out of it?
Keep your description brief, but make sure you don’t leave out any important information. People are busy these days and they want to make informed and quick buying decisions. Make sure they can define what you are offering within the first sentence of your description. Use words that will pique their imagination and create an image that they can’t live without your product or services, but do so without sounding fake and fluffy. At the same time, you don’t want your future customers guessing information about your business. This can be matter of gaining or losing a new customer.
NEXT
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what you have + what you need = WHERE YOU WANT TO GO
START-UP // AUGUST 2013
Focus only on your greatest assets; if you sell thousands of products or offer many services, talk about the ones that are beneficial to the vast majority of your customers. It’s okay to talk about your other products and services in your description, but again, focus and expand on the beneficial ones.
Once you have your description done, review and proofread it. Look for spelling and grammar mistakes. Is it easy to read and understand? Does it all flow together? Does it answer the question in the first key factor? Once you have read your description, ask a few people to read it and give you feedback. They can spot mistakes you may have missed; they can also give you their perspective as a customer.
When you are satisfied with your description,
start putting it out there and see how it goes. If you don’t get a good response, go back and tweak it until you get the response you seek.
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FINANCES & ECONOMY
HAVE YOU EVER WONDERED WHY YOU DO NOT HAVE ENOUGH MONEY? by Start Up
Let US help YOU!
W
e know that is not easy to monitor your personal expenses but this is vital! If you start to be disciplined and monitor your personal expenses today, the day when you open your business and start managing a lot of money will be easier for you. Write down all your expenses, no matter how small they are. This will allow you to use numbers to identify your spending habits. Here are some tips that will help you through financial organization:
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START-UP // AUGUST 2013
DO YOU REALLY KNOW WHERE YOUR MONEY IS GOING? CREATE A BUDGET
MAKE A PROFIT OUT OF IT
This is how you identify what you really need. Regardless of your situation (parent, student, etc.), you can organize yourself with a budget. Budgets allow you to use the information from your monitored costs to plan expenses for the near future. It is not that complicated. You can use this simple formula: 50 percent for your needs, 20 percent savings, 30 percent for wishes. How much simpler could it be? If your expenses do not follow this parameter, you must go to the next step.
80% of the success of an investment depends on the same person, your attitude, vision, perseverance, discipline, but above all ... patience! The best investment is the one that you feel most comfortable and fulfilled by, that you master or have intentions to master, and that you use to achieve your financial goals. Preferably this investment would allow you to help other people, either by creating jobs and giving back to the community or just by being part of what you have been so fortunate to receive. Actually, this is the basic principle of any business or investment: GIVE TO RECEIVE! If a company spends more than it earns, you cannot make the business profitable and soon it will die. The same applies to personal finance.
SPEND YOUR MONEY WISELY This means actively choose where your money goes, just as you would with a business. All you need to know is the amount of money you receive each month (salary, sales, counter, etc.) and your fixed expenses (rent, food, utilities, etc.). Spend more on the things that you like and need and cut costs on the less important things. This happens automatically in business, where you keep track of every penny you spend. It is less likely that you spend without thinking if you know you will leave a paper trail.
KNOW YOUR VALUE Businesses have a variety of financial indicators that let you know where they stand. Do the same thing with your personal finances; if you monitor your expenses, you need to generate an income sheet and profit and loss. Review the expenditure and income per month on your account balances and identify whether they are positive or negative.
It requires a lot of discipline, since you must record every incoming and outgoing transaction, but these days there are applications for smart-phones and tablets where you can record every penny that you spend with the click of a button, which makes the task of financial monitoring much easier for you. www.startup-magazine.com
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ONE ON ONE
story
Norman Diaz At just 28 years old, Norman Diaz is an architect, real estate developer, designer, tech entrepreneur, hacker, and coder. He holds a Bachelors degree in architecture and two masters degrees, and has his own architecture firm based in Manhattan.
Well, even though my name is Norman, I was born and raised in Mexico City. I guess my dad believed I would travel a lot and thought of giving me an international name. And, well, he was right, I love traveling all over; it’s one of my biggest passions. I did my high school and some college in Omaha, Nebraska. I studied architecture for 5 years in Mexico City, and right after I graduated I moved to Milan in Italy and that city made me fall even more in love with the world of design. I decided to move to Manhattan, New York, to do my graduate studies in one of the top design schools and achieve two masters’ degrees. But the real reason I moved to New York was to pursue my dream as an architect, designer and businessman.
by Start Up 10
www.startup-magazine.com
NEXT
I moved to New York to
pursue my DREAM as an Architect, Designer and Businessman.
COVER EXCLUSIVE
ONE ON ONE
Questions & Answers
www.normandiaz.com twitter @normdiaz
When did you decide to be an architect? Before starting university, I wasn’t really sure if I should study architecture, and I have never been a person that liked the school system. But as soon as I began my career I started enjoying what I was learning and my work was being recognized as innovative. Who is your role model in architecture? And why? I know this is going to sound corny, but I have to say my dad. He is an architect and I have watched his career my whole life and learned a lot through him. Among my favorite architects and designers I admire Karim Rashid, Santiago Calatrava, and Zaha Hadid. What motivated you to start your own business? I love designing and I’ve been driven my whole life by doing business. I really feel blessed that my passion became my profession. How would you describe your signature style? Elegant, high-tech, seamless, innovative. I believe we live in a time where technology is the biggest asset. I apply technology in the digital and in the physical world. By this I mean that in my design process I use different software that helps me create complex geometry shapes that weren’t possible in real life earlier. I also rely on sensors and displays, avoiding buttons and cables, making my architecture spaces and industrial products seamless and easy to interact with. What were your challenges through the process of opening your business? As a non-American citizen I didn’t have a credit history in the U.S., and getting the funds to achieve my company has been challenging. As an entrepreneur, is it hard to start a business in NYC? Yes it is. Or at least for me, it has been a tough process. Many think of NYC as the capital of the world and it is a very
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competitive place; there are people from all over the world and I really think only the best are here. What advice would you give to young entrepreneurs? Stay focused on what you want to achieve and never give up. Great results take time and a lot of dedication. Learn how to make money for something you love and be the best at it. Of course, nothing is for free, but I’ve never done projects for the money and I think it has led me to do great work. What are the pros and cons of being your own boss? Being a boss is something that requires a lot of discipline and responsibility. I would have to say that the pros are that you have the freedom to do things the way you believe is best without prior consideration, and you can manage your time as you please. The cons are mainly that any bad decision will damage your company and you are responsible to respond.
START-UP // AUGUST 2013
Where did you get the money from, did you get an investor? I got the money from my own work. I did not get help from a bank or my dad. I surrounded myself with talented people who also happen to be loyal, and they invested in me and my work. I saved money from all the projects I got and started. How many projects have you done? I have collaborated on more than 30 projects with different architecture firms internationally. Mainly designing residential buildings, mixed-use buildings, hotels, restaurants and many more. Currently on my own I’m working on the renovation of two apartments in Manhattan, the design of a new restaurant in Manhattan, and the design for the biggest indoor arena in Latin America, which will fit over 30,000 people, located in Bogotá, Colombia. How do you know when a project its worth looking into? In the business aspect, any authentic, innovative project grabs my attention. When it comes to architecture all the projects are worth it, at the end of the day as an architect I design for people, aiming to improve the quality of their lives, and I believe everyone person deserves that.
Are you concerned about environmental and social sustainability? If so, what role does green building play in your work? Of course I am, and every architect should be, because we play a big role in sustainability. I focus on energy saving and water-saving when it comes to architecture. When it comes to industrial design I rely on materials that won’t harm the environment while they are under production and especially avoid plastics. What is your goal when it comes to your work? What do you want to be remembered for? Every single thing I design aims to improve the quality of life of the user. By this I mean they should feel comfortable in the space they are in, inspiring them to fulfill a purpose. For instance, if it’s a bedroom this should inspire to rest, if it’s a working space it should inspire to be productive and so on. Addressing your second question, I just aim that people appreciate my work. In this field I think it’s better if your work speaks for itself and not your name, and hopefully in the future people will ask “who designed this?” and then my name would come up.
ONE ON ONE
What inspires you?
Knowing that some of my architectural designs will be alive even when I leave this world.
What comes to your mind when I say Start Up? What is success for you?
Creativity, innovation, bootstrapping, venture capitalist, high-risk highreturn, niche market.
The communication that I have with GOD leading me towards being the best man I can be with all the talents I’ve been given, always aiming to improve this world with what I do.
What are your hobbies?
Ice hockey, wakeboarding and traveling.
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KEYS TO SUCCESS
BIG IDEA
STABILITY
SYNERGY GROWTH 14
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EXPERTICE
START-UP // AUGUST 2013
KNOWING THE STRENGTHS AND WEAKNESSES ABOUT YOUR IDEA. by David Anthony G.
No idea is 100% foolproof, so if someone thinks
that is true, the idea will fail before it can even be anything.
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verybody conceives ideas. Sometimes they are small ideas, like finding a way to go to the grocery store before missing your favorite TV show. Other times they are widely conceptual ideas, like saving up a college fund for your child or proposing marriage. Now we will discuss converting the possibility of ideas into a reality, and the outcome of those ideas in business.
If you invest less in your product than your competitors, you will spend less money, and your product will be less efficient. For example, you can save a lot of money manufacturing a generic cola with less value at a cheaper price, and people who are trying to save money will buy your generic cola. But when you’re competing against the prophet of cola, Classic Coke, your profit will be extremely limited.
Remember those hard hours of research for your classes? Remember when you pretty much know the answer for a test or exam but you need to make sure it’s absolutely the best answer? Well, WELCOME BACK! The more research you complete towards the idea, the more back-up information you have if your idea becomes a little inconsistent.
If your idea is brand new in the market, you have to pick which markets can welcome new companies. If your product’s field is an oligopoly, which means that just a few gigantic companies dominate the competition, you have to figure out what makes your product special or better than the rest.
In the process of conceptual production, actual production, marketing, and post-production, there are going to be a lot of hiccups and upsets along the way. The more research you do, the easier it will be to find the problem and fix it without pulling out your hair.
Find the right demographic! If you’re selling new underground indie rock music, your demographic is not senior citizens. You have to ask yourself, ‘Who would buy this?’ Keep that question constantly in your mind. You will figure out how to market, and which people to market to.
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LAW AND ORDER
START-UP // AUGUST 2013
LEGALIZING YOUR BUSINESS, IT’S EASIER THAN YOU THINK! by Pantano and Grupta, LLC
C
omplying with legal regulations may seem difficult but it may save you time and hassle in the long run! Also, having a legal framework in place can reduce the risk of litigation as well as related fees.
While we are on the subject of trying to raise money, obtaining proper patents, trademarks and copyrights is essential. Investors will not even look at a business that does not have their intellectual property in order.
DON’T PROCRASTINATE.
Having a workforce of independent contractors is a great way for your business to save money and not have to pay employment tax. However, if you do not have all of the required paperwork filled out and filed properly, the IRS can deem those independent contractors as employees. This can cause a huge tax liability that may crumble your business. Avoid this pitfall by asking an attorney to verify that you are operating this arrangement properly.
Neglecting legal requirements will not cause regulations to disappear but rather make things more complicated. Compliance issues can snowball quickly and often lead to penalties after a certain amount of time passes. Even if you think that you are in full compliance with the law it is helpful to seek some additional assurance. Attorneys are more aware of changes in the law and can ensure that your business continues to operate legally. Legalizing your business has its benefits. Investors will be much more willing to contribute capital to your business if it is in full compliance with the law and has a system in place to ensure that it remains compliant.
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A good working relationship with your attorney is very important for any successful business. Always be as honest and candid as possible. The more your attorney knows, the more he or she can help you. Confidential communications are privileged so you do not have to fear that you will get in trouble for what you disclose.
START-UP // AUGUST 2013
DO
T N’
BE
AF RA
ID O
F TH
E L AW!
Don’t go it alone, ask an attorney. Pantano & Gupta,
WE’VE GOT YOU COVERED.
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BALLET
GEORGE BALANCHINE, MAKING MUSIC VISIBLE TROUGH DANCE
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by Sarai Menchaca
eorge Balanchine, born in Saint Petersburg on January 22, 1904, was one of the greatest choreographers of all time. Known for his astonishing musicality, he co-founded the New York City Ballet and worked as ballet master and primary choreographer for more than 35 years. His mastery of music and dance technique made him one of the biggest art icons in history, alongside artists such as Pablo Picasso and Igor Stravinsky.
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ART AND CULTURE
He started studying piano at the age of five and it was with that musical background that his studies on dance began at the School of Imperial Ballet in St. Petersburg. At the age of twenty he left St Petersburg to join Diaghilev, bringing along with him his famous “Ballet Russes.” In 1933 he met Lincoln Kirstein and accepted an invitation to immigrate to America to start an American ballet school and company.
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Finally, after some years of hard work, The New York City Ballet was founded on October 11,1948. When it began, it resided at the City Center of Music and Drama, but moved to its current home, the David H. Koch Theater at Lincoln Center, in 1964. Peter Martin, current artistic director of the company (he has held the position since 1990) calls Balanchine:
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Hopeless romantic, pure classicist, intellectual and modernist. These are characteristics that are demonstrated through his creations, along with his mastery of music, an ability that is widely appreciated till this day.
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All these facts proved his words to be true: “Dancing is music made visible.” Some of his most important pieces are: Serenade (1934)1. Concerto Barocco (1941)2. Symphony in C (1947)3. The Four Temperaments (1946)4. Orpheus (1948)5. Today the New York City Ballet repertoire includes some of Balanchine´s pieces and more. We invite you to enjoy a perfect Manhattan evening in the company of this great choreographer’s work and his legacy.
To learn more about the NYCB and purchase tickets visit: www.nycballet.com/
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FUN FACTS
LIVING NYC hear. see. eat. visit
PETSHOP BOYS Beacon Theatre
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CAROL BOVE, “CATERPILLAR”
The New York City Marathon is the largest in the world, with 37,850 finishers in 2006.
The High Line
5 POINTZ
45-46 Davis St, Long Island City ROBERTA’S PIZZA
261 Moore St Brooklyn,NY
2 The Metropolitan Museum of Art contains over 2 million works, making it one of the largest art museums in the world
GAME- UP
3 New York City has 4000 street food vendors including hot dogs, pretzels, falafel, kebabs, and more.
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The musicians who perform in the NYC Subway system go through a competitive audition process. Some of the subway musicians have also played at Carnegie Hall.
5 Brooklyn was an independent city rivaling NY until 1898.
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