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F r o m E d i t o r ’ s D e s k

Inaworldwheregenderinequalitystillpersists,it'sessentialtoacknowledgeand celebratethesuccessofwomeninbusiness.TheMostInfluentialWomanBusiness LeaderstoWatchfeaturesthestoriesofthemostpowerfulandinspiringwomeninthe businessworld,whohavebrokenbarriersandshatteredglassceilings.Thesewomenhave achievedremarkablesuccessandcontinuetomakesignificantcontributionstotheir respectiveindustries.

FromCEOstoentrepreneurs,thesewomenhaverisentothetopoftheirfieldsthroughsheer grit,determination,andtalent.

Forthecoverstoryread-

Partner,ChiefGrowthOfficerandCEOofLighthouseLendingCapitalDivisionsinceApril of2022, bringsherunique,energeticstyleofleadershiptomotivateEPM's LauraBrandao world-class,teamofmortgageexperts.ThecultureatEPMiswhatfirstdrewLauratoEPM. Theirpassionforwhattheydo,coupledwiththeirmissiontohelptheunderservedinour communitiesrealizetheirdreamofhomeownershipalignedperfectlywithLaura'sWhy

LauraBrandao,a20+yearmortgageveteran,isfueledbyherbeliefthathelpingfamilies obtainahomeisaoneofthemostrewardingwaystoservecommunities.Homeismore thanjustaroofoveryourhead.Homeiswhereyourfamilyandchildrenareprovidedfor, keptwarmandprotected.Homeownershipalsoisacontributingfactortogenerational wealth;somethingshestronglysupports.

Atfirstglance,thischarming,happy-go-luckywomanseemsmorelikeyoursister'sbest friend,orsomeoneyou'dliketositwithatlunch.Onceyouhavethatfirstconversationwith her,youquicklyrealizeshe'ssoMUCHMOREthanyourfirstimpression.Thiswomanis dynamic!

Shalmali W. halmaliS

E d i t o r ’ s D e s k

r o m

W.

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Forthecoverstoryread-

Partner,ChiefGrowthOfficerandCEOofLighthouseLendingCapitalDivision sinceAprilof2022, bringsherunique,energeticstyleof LauraBrandao leadershiptomotivateEPM'sworld-class,teamofmortgageexperts.Theculture atEPMiswhatfirstdrewLauratoEPM.Theirpassionforwhattheydo, coupledwiththeirmissiontohelptheunderservedinourcommunitiesrealize theirdreamofhomeownershipalignedperfectlywithLaura'sWhy

LauraBrandao,a20+yearmortgageveteran,isfueledbyherbeliefthathelping familiesobtainahomeisaoneofthemostrewardingwaystoserve communities.Homeismorethanjustaroofoveryourhead.Homeiswhere yourfamilyandchildrenareprovidedfor,keptwarmandprotected. Homeownershipalsoisacontributingfactortogenerationalwealth;something shestronglysupports.

Atfirstglance,thischarming,happy-go-luckywomanseemsmorelikeyour sister'sbestfriend,orsomeoneyou'dliketositwithatlunch.Onceyouhavethat firstconversationwithher,youquicklyrealizeshe'ssoMUCHMOREthanyour firstimpression.Thiswomanisdynamic!

L E A D E R S I N S P O T L I G H T

Laura Brandao 12

O N T E N T S

Laura Brandao

An Intellectual Leader Redefining Business Empathetically

LauraJ.Brandao |ChiefGrowthOfficer&Partner

C O V E R S T O R Y

Today'swomenaremoreeagerthanevertodrive changeinallspheresoftheirlives,includingtheir families,careers,neighborhoods,andtheglobal Partner,ChiefGrowthOfficerandCEOofLighthouse

takingonleadershippositionsandincreasinglypromoting

community Theyhaveadvancedfrombeingunnoticedto inclusivity,especiallyinAfrica.Anexcellentexampleofa powerfulwomenleaderisLauraBrandao.

LendingCapitalDivisionsinceAprilof2022,Laura Brandaobringsherunique,energeticstyleofleadershipto

motivateEPM’sworld-class,teamofmortgageexperts.The cultureatEPMiswhatfirstdrewLauratoEPM.Their passionforwhattheydo,coupledwiththeirmissiontohelp theunderservedinourcommunitiesrealizetheirdreamof homeownershipalignedperfectlywithLaura’sWhy.

Laura,a20+yearmortgageveteran,isfueledbyherbelief thathelpingfamiliesobtainahomeisaoneofthemost justaroofoveryourhead.Homeiswhereyourfamilyand childrenareprovidedfor,keptwarmandprotected.

rewardingwaystoservecommunities.Homeismorethan Homeownershipalsoisacontributingfactortogenerational wealth;somethingshestronglysupports. seemsmorelikeyoursister’sbestfriend,orsomeoneyou’d liketositwithatlunch.Onceyouhavethatfirst conversationwithher,youquicklyrealizeshe’ssoMUCH MOREthanyourfirstimpression.Thiswomanisdynamic! Herabilitytofocusonthebigpictureanduncannyknackof howtoefficientlygetfrompointAtopointBhavebeenthe hallmarkofhersuccesses.Laurahasbeenrecognized recentlyas2022Enterprising

Atfirstglance,thischarming,happy-go-luckywoman

WomanoftheYear,MPA2022EliteWomen,2022

FinanceAward,GlobalWomeninLeadershipAward

finance,2022LegendsinLending,2021MPAhousing

MortgageBanker’sLegendsinLending,2022Leadersin Vision,aBoardMemberofMBANJ,andBoardMemberof

Mortgage,a3-timeWomanofInfluence,andafour-time

WomenwithVisionwinner Laura,a4-timebestsellingauthor,writingsleavethereader

SheischairofNAMMBA’sVisionaryprogram,theChair

AsleaderinMortgageandRealEstateindustry,Laurahas dedicatedherselftochampioningwomenbywayof buildinginterconnections,relationships,andmentorships. ofMBANJWomen’sCommittee,ChairofWomenwith Mortflix.

IndustryIcon,a4-timewinnerofMostPowerfulWomenin feelinginspiredandcapabletoachieveanythinginlifethey

puttheirmindto.(SayYesEveryday,SayYESEveryday-

winner,SparkingChangeAward,202210Most InspirationalBusinesspeople,2022NJBIZleadersin EveryonehasaStory,1HabitforWomenActionTakers,

WinorLearn-theNakedTruth)

Officer,Laurahasmadeithermissiontocontinuallyseek BorrowersandenhanceEPM’sdynamicloanprograms. Realizinghowunder-utilizedDownPaymentAssistance Programsare,sheworkedwithEPM’sMarketing

evenchallenges–withthatinmind,asChiefGrowth recentlyrelaunchedtheirVARenovation,Non-QM,and

Everybuyerhastheirownsetofneedsandsometimes andsheiscontinuallyseeninthatlight.Sheleadsfromthe

outprogramsthatwillprovidelendingoptionstomore JumboExpressprograms.“2023isontracktobringmore groundfloorinordertohavethemostimpactontheteams sheleads.Oneofthemostimportantcomponentsofmy

excitingprogramstoEPM”.

Laurahasbeenreferredtoasa“servantleader”inthepast, onapersonallevelthatallowsmetounderstandwhatlights themupandmakesthemexcitedandmotivatedtogetup

thatisneededisafreshperspective,andLaurahasbrought personalleadershipstyleistogettoknowthepeopleIhire everymorningandcometowork.Ihaveasinceredesireto

C O V E R S T O R Y

“We are committed to providing all our clients with what we refer to as the “American Gift.” We want everyone, in all walks of life, cultures, and backgrounds to have equal access to the pride of home ownership.” asserts Laura.

encouragetheirpersonalsuccessandprovidetheman environmentthatnurturestheiruniquetalentsandpersonal

skillswithstaff.Myapproach,andtheapproachofour organization,istosupportremoteworkwhileatthesame time,providingreasonableparametersforwork-fromhome

conversationtofindoutaboutwhotheyare,howtheirdays are,andwhatchallengestheyface,Lauraismorethanjust moreofahomogeneoustreadmillwithlittle

monitorproductivityinatransparentandcooperative manner

respectherbecausesheactivelylistens–andgetsthings

aC-levelexecutiveatEPM.Thestaffknowher–and work.Forme,trueleadershipisworkingtobringoutthe

encouragementforstafftostriveforbetterorenjoytheir

verybestinthepeopleyoulead.Todothat,itisessential

Meetingwitheachemployeeforacasual“MacGyver” takeprideinwhatevercontributionstheymadetothe

Ibelieveafirmwillbemoreproductiveandsuccessful

toexpressthemselvesthroughtheirwork,andthat

overalloutcomeoftheirlabor.

"WhenImadeittotheC-suite,Ifocusedonworkingwith

mystaffandleadingbyexampleandencouragement,as listsandtightcontrolofthedailydetails.Imadeitpartof myleadershipmissiontoempowermyemployeestotake responsibilityandfeelprideintheirpartintheworkwe

done. theirown,singularsetofskills,strengths,andcapabilities. torecognizethateachemployeeisuniqueandcomeswith whentheygivetheirstaffthelatitudeandencouragement thejobtheyhavechosen.Oneofthemostfundamental entiremortgageprocessandtounderstandtheimpacttheir

involvingemployeesintheentireprocess,allowsthemto didandtheoutcomesthatweachievedasateam.

Idonotbelieveinmicromanaging,butrather,empowering andsupportingmystafftobetheverybesttheycanbeat

"Earlyinmycareer,Ifoundmyselfinaworkplacethatwas rolewillhaveincompletingthehomepurchaseor

goals. opposedtoinsistingontightdedicationtomundanetask waysIdothisisbyencouragingthemtounderstandthe refinanceforourclients.

Thepandemicandthecurrentmarketconditionshave broughtchallengestoourindustryonanunprecedented scale.Remoteworkisnownotonlycommonbutpreferred bymanyemployeeswhousedtocommutetotheoffice everydaybuthavenowdiscoveredthatthosehoursinthe carorontransithavemorevaluetothemspentwiththeir familiesandlovedones.

Forleadersandmanagers,remoteemployeeshaveadded

anotherlayerofrequiredcreativityandcommunication

employeesthataredesignedtotrusttheircommitment whileprovidingmanagementwithtoolsto seamlessly.

Wehavealsoencouragedactivitiesthatprovideourteam withachancetoenjoythemselvesandblowoffsomesteam whilespendingtimewitheachotheroutsideoftheirdaily work.Therearevirtualmovienightsandotherfun activitiesthatencouragepersonalinteractionandthe buildingofstrongerrelationshipsamongthestaff.This allowsforremotebasedstafftoengagewithin-housestaff

Ourmissionasanorganizationisfocusedonempowering

tome.Oneveryimportantaspectofgettingthebestfrom ourpeopleandtheclientsweserve.Thisisveryimportant

ourstaffisfosteringandmaintainingtransparencyand

trust.Whenthereistransparencyandtrustbetween knowwherethenextbestideamaycomefromandwhen

colleagues,managersandstaff,everyonefeelsincluded fortheirinputandgivesthemtheconfidencetospeakup whentheyhavecontributionstomake.Thereisnowayto employeesareinvested,trusted,andfeelempowered,they

changesorimprovementswemaketoourprocessesallows

willneverbehesitanttooffersuggestionsknowingthey willbetakenwithduedeferenceandconsideration.

IhaveseveralfavoritebooksbutoneIhavejustdiscovered

andvalued.Involvingstaffatalllevelsindecisionsand booktalksabouthowpeoplearenotinspiredbyrepetitive tasksbutratherthroughexperimentation,exploration,and learning.Employeeengagementandmotivationis dependentonencouragementandsupportofindividual interestsandtalents.Readingthebookhasreinforcedmy

opinionontreatingstaffasindividualandimportant

isAliveatWorkbysocialpsychologistDanielCable.The contributorstotheoverallmissionoftheorganization.

Manyorganizationsarefocusedontheircompetitorsand whattheyaredoing.Theyspendalotoftimeand resourcesonanalysisofthecompetitionandwhatis contributingtotheirsuccessorfailure.

Myopinionofcompetitionisabitdifferent.WhileIagree

thatbeingawareofyourcompetitorsisnotwithoutmerit,

itshouldonlybegivenaminorconsideration.Iamofthe

firmbeliefthatfocusingonwhatyourowncompanyis

C O V E R S T O R Y

doingisafarmorevitaltoitssuccess.

Anorganizationthatisstaffedwithhappy,motivatedand

dedicationtothecommunitiesitserves.Thisapproachnot onlyhelpsindividualswhousetheservicesandsupports

growing,andsuccessfulthanonewhichisworriedabout

supportedpeopleisfarmorelikelytobeproductive, whatthecompanydownthestreetisdoing.An

organizationwithemployeeswhoareengagedandinvested willreflectthattotheirclientsandbesubsequentlyinthe

friendsandfamily.

Asafinalword,I’dliketoreiteratemybeliefthattreating

Government-ApprovedDirectLender

thatvaluesitspeopleandoffersthemopportunitiesfor

personalgrowthandcreativitywillbeabletobetterserve

WhyChooseEPM?

membersfeelgoodabouthelpingthoseinneed. EngageareputableFHADirectEndorsementLender.Deal withthedecision-maker;yourloanisapprovedandfunded. Allofyourinquiriesareaddressedthankstoour personalizedapproach.

ChooseFromMultipleLoanProducts

EPMprovidesavarietyofloanproducts,includingDown PaymentAssistanceoptions,FHA,VA,Conventional,

thatfinanceoffers,butitalsomakesclientsandstaff Jumbo,andReverseMortgageloans.

Foundation

of

staffasteammembersandvaluableassetsasopposedto warmbodiesindesksdoingisolatedandrepetitivetasksis thetruekeytoorganizationalsuccess.Anorganization theclientsandcommunitiestheyworkwithin. andlendingtosupportyourhome-buyingjourney.

EPMpridesitselfonprovidinglife-longrelationships

EPM'sobjectiveistoempowerthepeopleandclients

thatitserves.UpfrontCreditApproval

Giveyourofferanedgeoverrivalproposals.Useyour influencetobargainwiththeseller.Lookathomesyou

knowyoucanaffordtosavetime.

TheCore:4CORE

word-of-mouthadvertisingthoseclientspassontotheir Well,OwnUnique,andUnifyThroughCollaboration.”

The4COREbasicphilosophyisthecornerstoneofEPM.

Themajortenetsof4COREare“ShowtheWay,Struggle startingatthebottomandworkingyourwayupisthemost enablingbothclientsandemployeestopursuetheir

EPM livesandprofessions.

EPMisalsoconcernedwithgivingtheBrokerPartnersthe organizationandthecompany'sgoalsaretolinkpartners,

EPMisafirmbelieverinleaders,notbosses,andthat effectivemethodtoaccomplishbusinessobjectiveswhile aspirations.Everybodyinvolvedgainsfromtheentire process,whichhasagoodandsignificantimpactontheir bestchanceforsuccess.ThemissionoftheEPM clients,andworkersinwaysthatfosterinclusivity, diversity,andcommunityprogress.

EPM'spolicyofcontributing5%ofeachloanitclosesto deservingcharitiesisonlyoneexampleofthecompany's

“EPM is committed to family, and nothing brings a family together more than their home.”

Mallorcaisasecludedisland

knownforitstranquilbeaches, stunninglandscapes, architecturalbeauty,FestivalPark,and welcomingculture.Thelargestislandof Spain,Mallorcagotitsnamefromthe Latinphrase'insulamaior,'which translatesto'largerisland'or'Bigger Island.'

Touristsaroundtheglobehavevisitedthe islandforyears,withmajortourismtaking asurgefromthe1950s.Furthermore, Mallorcahasattractedmanycelebrities, writers,andpoetsduetoitscalmingand lushbeautythathelpsbringmore creativitytolife.However,thereisalot moretothisislandthanitsscenicbeauty.If youareplanningatriptoMallorca,here aresomethingsthatwillhelpyouexplore theislandmoreintricately

Top6All-InclusiveResortsinMallorca

Whiletherearemanyhotelsandresortson theisland,herearethebestplacesin Mallorcatostayforyou:

TheIberostarSelectionSuitesJardíndel SolhotelresidesoverthebeautifulCosta delaCalmabeach.Its261hotelrooms includeservicessuchasSPA,FreeWiFi, anoptionalall-inclusiveaccommodation type,awhirlpoolbath,andaprivatepool withmanyroomsofferingafabuloussea view.

Inaddition,thehotelhasanexclusiveVIP zone,whereonecanaccessthebar, solariumwithsunloungers,Balinesebeds, anddirectaccesstothebeachwhereyou canenjoybeautifulsunriseandsunsets.

Thehotelisdoingitsbitforabetterfuture withinitiativestoreduceplasticuseand responsibleseafoodconsumptionfora bettercoastalenvironment.

1.IberostarSelectionJardindelSol Suites

Whetheryouaretravelingasacouple, withfriends,family,orkids,VIVACala MesquidaResort&Spacaterstoall.The hoteloffersarangeofexclusiveservices astheselectionclub,allowingyouto customizeyourwholeresortexperience.

Intermsofcuisine,thehoteloffers varioustypesofdishesattheirbuffet throughtheirItalianandMexicanhotels andtheirbeachrestaurantMirablau. Overall,theexperienceattheVIVACala MesquidaResort&Spamakesfora relaxingstay.

EnjoytheMediterraneancultureat IberostarPlayadeMuro.Theuniquely designedroomsarespaciousand sufficientlyaccommodatefamilies, couples,orchildren.Inaddition,the hotelprovidessportsfacilitiesforthose intoCyclingandTennis.

Moreover,TheStarCampprogramoffers avarietyoffunactivitiesforkids, allowingtheadultstorelaxonthebeach orvisitthespatodestress.

BetweenthebayofPollençaandthe AlbuferetaNaturalPark,PortBlueClub PollentiaResort&Spaisahotelamidst thenaturalbeautyofMallorca.

Thehotelprovidesnumerousoutdoor facilitiesandsportsoptionsforyouto choosefrom.Additionally,therearealso variousprogramsfortheenjoymentof kids.

Otherservicesincludedeliciousfood,a relaxingSpa,aBar,andanadults-only pool.Forsportsfanatics,thehoteloffers varioussportsliketennis,swimming,and anumberofotherwatersports.

ThebeachesofMallorcaareamajorattractionamongtourists.AndPlayaDe Maro,wherethishotelislocated,isoneofthetop3beachesinSpain.The IberostarSelectionPlayaDeMuroVillagehasalsowonvariousTripAdvisor awardsforitsqualityservices,infrastructure,service,andgastronomy

Throughits3restaurantsand4bars,theresortoffersanarrayofdishesanddrinks forthoselookingtoenhancetheirpalette.Todistress,therearewatercircuitsat thespaalongwithTenniscourts.

4.PortBlueClubPollentiaResort& Spa

3.IberostarPlayadeMuro

2.VIVACalaMesquidaResort&Spa

5.IberostarSelectionPlayaDeMuroVillage

ThingstodoinCalesdeMallorca

Ifyouwereresearchingforyourtrip toMallorca,youprobablycameacross CalesdeMallorca.Residedonthe southeastcoastofMallorca,theresort iswidelyknownamongglobaltourist communities,especiallyfromEurope andtheUK.

Theresortisagoldminefortourists, andifyouhaven'tquitefiguredout whatthingstodoinCalesde Mallorca,hereare8thingstohelp you:

1.BoatTrips

ExplorethecoastalbeautyofMallorca morecloselybychoosingfrom variousboattripsavailableonthe beaches.Asyousailthroughthe waters,bringalongyourfavorite seafooddishesordropbythemany restaurantsreadytosatiateyourtaste buds.

2.IslandTour

Theislandisfullofhiddennatural beauty.Afterarelaxingtimeonthe stunningbeaches,startexploringthe islandforotherattractivenearby places,restaurants,andother interestinglocalthingsthatnotmany areawareof.

3.VisitCaves

CalesdeMallorcaisahubformany caves,namelytheCuevasdelDrach (DragonCaves)andCuevasdels Hams.Thesecavesaremajor attractionsamongglobaltouristsdue totheirstalagmitesandstalactite formations.Onecanalsowitness classicalmusicconcertsonthewayto cavediscovery,performedbyfloating musicians.

4.WaterSports

Thisoneisforallyousportsjunkiesoutthere.Various resortsandhotelsofMallorcaallowyoutoenterwater sportstoenhanceyourexperience.Ontheotherhand,if youdon'twanttoindulgeinwatersportsattheresort, plentyofotheroptionsareavailable.

RafaelNadalisaMallorca-bornTennislegend, consideredbymanyasthegreatestplayertoplaythe game.Avisittothismuseumnamedafterhimwillallow youtolearnaboutsomeofhiscareer-highlighting momentsandhelpyouknowhimbetterasapersonanda player.Additionally,youcanalsobuymerchandiseand otherproductsrelatedtoRafaelNadalaswell.

6.

Hiking

DoyouloveHiking?ThenCalesdeMallorcawillbea treatforyouthankstothemountainssurroundingthe resort,makingitoneofthemostsought-afterhiking spotsamongtouristhikers.

7.LocalCuisine

Mallorcaisblessedwithadeliciousfoodheritage. Foodieornon-foodie,oneshouldnotmissoutonan opportunitytotastelocaldelicaciessuchaspaella, sobrasada,ensaimada,andotherseafooddishes.

8.

TheNightlife

Nightlifeisnotwhatmostpeoplethinkofwhenplanning avisitingMallorca.However,thatdoesnotmeanit doesn'thaveagreatnightlifescene.Theresortoffersa numberofbarsandpubsforanyonelookingto experiencetheCalesdeMallorcanightlife.

Finally,IsMallorcaworthvisiting?

Thesimpleansweris—YES.Nomatterthetimeofthe year,fromtheWorldHeritageSiteMountainsof TramuntanaandTurquoisebeachesthatholdyour attentiontoseafoodspecialtiesandhistoricsites, Mallorcaisanislandthatsecludesyouawayfromhectic everydaylifeforapeacefultime.Ifthatsoundslike somethingyouareseeking,whichyouprobablyare,then Mallorcaistheplacetobeforyou.

5.RafaNadalMuseumMallorca

Areyoucrazyaboutriding motorcycles?Ifyes,itmightbeoneof yourdreamstotakearoadtripwitha HarleyDavidsonbikeinthemountain areas.Thebikegivesyouthe experienceofpleasureandadventure whileenjoyingthescenicbeautyatthe sametime.Nobodywilldisagreewith meifIsayHarleyDavidsonbikesare thebestintheworld.

Theirmotorcyclesaretheperfect combinationofabeautifulbody framework,excellentengineering,and asmoothride.Hardcorebikelovers, whenlookingtobuyamotorcycle, oftendon’tsettleforanythinglessthan Harley.Inthisarticle,we’lltakeyou onaridetoshowthejourneyofHarley Davidsonfromabicyclebrandtoa motorcyclelegendlovedbyall.

CompetitionwithGlobalMarket

Foundedin1903,HarleyDavidsonis oneofthefewAmericancompanies thatsurvivedtheGreatDepressionin 1930.Itwasestablishedinoneofthe townsintheUnitedStatesofAmerica namedMilwaukeeinWisconsin.The companyexperiencedmultiplechanges intermsofleadershipandsubsidiary arrangements.Whentherewasserious competitionintheglobalmarket,

especiallyfromJapan,Harley Davidsonsawitspoorqualitybike productioninthemarket.However,it didnotaffecttheever-growinggraph ofthecompany’ssuccess.Harley Davidsoninspiredmorebikersacross theworldandpeoplestartedjoiningits fanclub,showingofftheirbikeriding skills.

RisingthroughWarTime

Theoriginofthecompanycanbe tracedbackto1901whenWilliamS. Harveydecidedtouseasmallengine capableofdisplacing116ccflywheels formanufacturingpedal-powered bicycles.Foranothertwoyears, William,alongwithhischildhood friendArtherDavidsonkepton tinkeringwiththeengine.Thejourney ofoneofthemosticonicmotorcycle manufacturersintheworldbegan whentheprocessofengine-making wasfinished.WhentheUSAdecided toparticipateintheFirstWorldWar, thedemandformotorcycleusers increased.HarleyDavidsonsoldmore than15000motorcyclestotheUS militaryduringthewar

Infact,duringSecondWorldWar,the governmentagainaskedHarley Davidsontoserveinthemilitary The

companyprovidedmorethan90,000 motorcyclebikestothemilitary, probablyoneofthehighestdemandto date.However,whenAmerican MachineandFactorypurchasedHarley Davidsonin1969,thecompanylostits reputationformanufacturingreliable andqualitymotorcycles.TheAmerican MachineandFactoryreducedthemass productionofbikesandfiredmostof theworkerswhichloweredthebike qualityandmadetheminferiortotheir Japanesecounterparts.Soon,the companybecamebankruptanditwas difficultforittosurvive.However,the veterandidn’tbogdownandkept comingback,ultimatelymakingway foritselfinthemarketagain.

Pioneerof‘ChopperMotorcycles’

Inthebeginning,Harley-Davidson manufacturedlarge,air-cooledcruiser motorcycleswithpowerfulengines withaminimumdisplacementof 700cc.Thismodelofmotorcycles broughtthetrendofthe“chopper” motorcyclestylethatunderwentmass productionandwascustomizedto complementtherider’sdesiresand specifications.Theywerewell-known forthepersonalizedbikespecifications companyofferedforbuyers.

PopularModelsofHarleyDavidson

Ÿ HarleyDavidsonFatBoy114

Ÿ HarleyDavidsonSportsterS

Ÿ HarleyDavidsonStreetGlide Special

Ÿ HarleyDavidsonPanAmerica1250

Ÿ HarleyDavidsonNightster

RavishingRetroLooks

Onethingthatfascinatesmostpeople aboutHarley-Davidsonbikesistheir retrolook.Inadditionto customization,thecompanywantsits customerstoenjoytheretrolook whichtakesthembackintotheeraand relivesnostalgia.Thecompanyis acknowledgedfordurability, comfortableride,andmost significantly,thereliabilityofits enginesbecausesafetyiseverything. Mostofthebikeshaveanengine above700ccsegmentandusetheVtwinenginewhichisaperfectblendof powerandlongevity.

MarketingStrategies

Therearedifferentmarketingstrategies thatworkedwellforHarleyDavidson andmadethecompanywhatitistoday Theyinclude:

Ÿ FreedomandIndividualism: Harleyhasalwaysportrayeditselfin theadsasafreebird.It characterizedthequintessential valueofhumanbeingslikefreedom andindividualism.Thewayits brandisdifferent,itshowshow everyriderisdifferent.Thisstrategy gavebikeownersawidecanvasto explorewhotheyare.

Ÿ SymbolofCourage:Harleyand Davidsoncreatedsportsbikesinan erawhentherewerenoproperroads andracingtracks.Bothofthemwent aheadanddaredtoinnovate somethingthatwaswayaheadofthe time.Itwasacourageousthingtodo that,andtoday,roadtripswith

Harleyareencouragedasalifetime adventure.

Ÿ ListeningtoCustomers:Whatmakes HarleyDavidsondifferentthanits competitorsisthatitlistenstoits customersandrespectstheiropinions. Thecompanyundertakessurveysto collectdataaboutcustomer preferences.Theycallit‘real-time marketresearch.’Theresearch providesauniqueapproachto studyingcustomerbehavior

Ÿ FocusedonCreatingOwn Community:HarleyOwnerGroup (HOG)isasponsoredcommunity marketingclubwhichisoperatedby HarleyDavidson.Itisforthose enthusiastbikeriderswhoareloyal customersofthecompany Thegroup promotescompanyproductsaswellas encouragesaposhlifestyle.

StatisticsofHarleyDavidsonBikes: RevenueTotalsforthelastfiveyears

Harley

DavidsonMotorcycleSales inthelastfiveyears:

KeepingupwiththeQuality

Harley-Davidsonisoneofthosebrandsinthemarketthathasgoodmanufacturingqualityanddesignsthatfulfillthe requirementsofcustomersatalowcost.However,thecompanyhasfacednumerouschallengesthroughoutitsjourney.As mentionedearlier,duringthe1970s,itexperiencedtoughtimesasitsmarketsharewasdecliningduetothepoorqualityofits bikes.TheAmericanMachineandFactorycompanydesiredtotakeadvantageofthemarketsituationandraiseproductionby neglectingitssupplychainmanagement.Thecompanysufferedvigorouslyinmaintainingitsquality,however,itrecovered tobecomethesolesurvivingheavy-weightmotorcycle-producingcompany

JustinTimeManagement

In1981,HarleyDavidsonappointednewpersonnelatthemanagementlevel.Thecompanylaunchednewproduction schedulesthatsurgedinventoryturnsfrom16to28million.Itfocusedonimprovingrelationshipswithsuppliersandbuilding bettersupplychainmanagement.Thereafter,thecompanyintroduced“JustinTimeManagement”whichhelpedittoachieve continuousadvancementinqualityandquantity.Itincreasedtheproductdevelopmentefficiencywhichdroppedthecostand ultimatelythesalewasincreased.

HarleyDavidsonhasbecomealeaderinthemarketnotjustintermsofproducingandsellingmotorcyclesbutalsoasa perfectexampleforupcomingstartupstofollow.Theforemostaccomplishmentofthecompanyisqualityimprovementand quickdeliveryofproducts.Thecompanyconsistentlystudiescustomerbehaviorandunderstandstheirneedstomake innovationsintheproduct.

WhatmakesHarley-Davidsonuniquefromothercontemporarybusinesses?

Today,managementinstitutesareteachingHarleyDavidsonasacasestudytotheirstudentsandmakingeffective contributionsinthefieldofmarketing.HerearesomefactorsthatdifferentiateHarley-Davidsonfrommostofitscompetitors.

Ÿ ReducedSet-upTime:Lessersetuptimeimprovesmanufacturing efficiencywhicheventuallyreduces thetimeandspaceofproduction.

Ÿ Pullsystem:Basedoncustomer demand,thepullsystemcancontrol theproductionflow Themethod eliminateswasteinhandling, optimizesthespaceoftheshop floor,andmakesquickproduct deliverytocustomers.

Ÿ LowerBatchSizeProduction: Smallbatchsizeproductioncan decreaseproductioncostsand improvethequalityoftheproduct. Itfuelssmoothproductionflowand reducesinventory Ÿ

Ÿ CompleteInvolvementofall Employees:AtHarley Davidson,theemployersarea partofthequalitycontrolcircle. Theymotivateemployeestotake responsibilityfortheirwork whicheliminatesloopholesin theprocess.

Ÿ RelationshipwithSuppliers: Aswediscussedearlier,building strongrelationshipswith suppliersisoneofthecrucial decisionstakenbyHarley Davidson.Itrevampedthe problem-solvingskillsofthe companyandremovedfriction whilesharinginformation.

UrbanRidingExperiences

HarleyDavidsonbuilds motorcyclesnotjustforthis generationbutalsoforupcoming generations.Inordertocontribute tosustainabledevelopmentefforts, thecompanyhaslaunchedEVs (ElectricVehicles)thatarereadyto takebikeridersbeyondthe limitationofcombustion.Examples ofHarleyDavidsonelectric vehiclesincludeLiveWireONE,S2 DELMAR,etc.Thesebikesare manufacturedforagilityandurban ridingexperiences.

FuturisticTrends

HarleyDavidsonownsdiversified futuristicplansthatcantransform thefutureofthewholebike industry Thecompanyisbranding itslogotoreachmorepeopleand becomeanaturalchoiceforthem. Suppliertrainingconsistsofa detailedstudyoftheirprevious strategies,issues,andthewaythey approachthesolutions.Today,the companyseekstomanufacture world-classprofitablemotorcycles alongwithbecomingthebest supplierintheworld.Harley Davidsonoughttoberecognizedby customersforthequalityandvalue ofitsproductandservices.

The‘GivingBack’Attitude

Harley-Davidsoniscontributingto socialworkaswell.Thecompany hasglobalappealaswellas presenceanditsponsorsfundraisers,charities,andavarietyof socialeventsforthebenefitofthe community.Evenwithoutcompany sponsorship,Harleymotorcyclists cometogetherforcharityworkand trytogivetheirbacktothe communitiesandhelpothers.

Thereisasurgeofpeople

participatingin75hard challengesalloversocial media,catchingmillionsofeyeballs withpicturesofbooks,dietplans, before-afterprogresspics,andvarious hashtags.Ifyouhaven’talreadycome acrossthistrend,youmighthave questionslikewhatis75hard challenge?Whyiseveryonegoinggaga overit?Arethereanybenefits?Isit safe?Letusanswerallthequestions youmighthaveandmore.

Whatisthe75HardChallenge?

The75HardChallenge,aprogramthat supposedlyturnsyourlifeupsidedown forthebetter,wascreatedbyAndy Frisella—anentrepreneur,author,and podcasteratRealAF Whilethewhole thingispositionedasa“transformative mentaltoughnessprogram,”itsphysical effectsarenoticeable,asseenfrom numerousprogresspicsonthehashtags suchas#75Hard.

Theideafor75HardcameafterAndy interviewedJamesLawrence,akathe IronCowboy,whocompleted50 Ironmantriathlonsin50U.S.states everydayfor50days.Accordingto James,toachievementaltoughness,one mustintentionallyputthemselvesin uncomfortablesituations.Inaddition, Frisellaalsonoticedthatpeoplearound himwerefailingtocompletethefitness programstheysignedupfor

Rulesof75Hard

1. Keep ADiet Plan: Hedoesn’tspecify whatspecificfoodstoeat,however,he doesputemphasisonnothavingcheat mealsoralcohol.

2. Follow AWorkout Routine: Work outtwiceadayfor45minutes,outof whichoneworkoutmustbedone outdoors.

3. Document Your Progress: Take yourprogressphotoseveryday.

4. Water Intake: Drinkatleast1 gallonofwaterdaily

5. Book Reading: Read10pagesofa bookeveryday,excluding audiobooks.

P.S.Thebookgenremustbe:selfimprovement

Whatarethebenefitsof75Hard?

• Improved Confidence and enhanced self-esteem and selfworth

• Better physical health

• Better ability to complete daily activities and management skills

• Enhanced Grittiness

• Stronger Fortitude

• Career Improvements

• Improved relationships

Theprogramaimstobenefitthe personphysically,mentally,and emotionally.Nutritionaldisciplineand workoutswillcertainlybenefityouin losingweightandoverallfitness.And thedailywaterintakewillkeepyou hydrated,animportantfactorina person’shealth.

Consideringthatonemustonlyread self-improvementbooks,attheendof theprogram,youwillread750pages, helpingyousolvepersonalissuesif any.

Furthermore,theprogressphotoswill giveyouadoseofmotivationasyou seethepositivephysicalchanges.

75HardChallenge:SafetyConcerns

Itissafetosaythatthe75Hardmight notbeeveryone’scupoftea.And here’swhy:

Thecreator,AndyFrisella,isnota doctororamedicalexpert,noristhe programbackedbyscientificstudies. The75Hardcameintoexistence purelybasedonFrisella’sown intuition.Whiletherearenumerous benefitstothe75Hard,theprogram failstoconsiderhumancomplexity.

Everyhumanhasdifferentfitness levels,goals,andexistingmedical issues.Asaresult,manymedicaland fitnessexpertsbelievetheprogram isn’tsustainableandmightevencause injuries,basedonthecurrentone-sizefits-allnatureoftheprogram.

Expertsbelievethattakingsmallsteps ismorebeneficialinthelongrun. ProgramslikeThe75Hardmightsuit someonewithanalreadyactive lifestyle.However,forsomeonewhois ontheoppositespectrum,thesudden changescanbeoverwhelming.

Shouldyouenterthe75Hard Program?

Whilethephysical,mental,and emotionalbenefitssoundtemptingon paper,thelackofexpertiseand scientificevidencemeanstakingtrendy challengeslike75Hardwithagrainof saltisawiserchoice.

Here’sascenarioforyou:Assuming onecompletesall75daysofthe program,thedopaminedroponthe 76thdaycouldbehuge,potentially causingalackofmotivationforthe remainingdays.

Consideringalltheprosandconsof the75HardChallenge,itisbestto consulttheexpertsintheirfieldasyour doctor,dietician,ortrainer,beforeyou optin.Theexperthelpwillallowyou totweakyourlifestyleinwaysthatsuit yourspecificneedsandhelpyou achievegoalsefficientlyinthelong term.

PRODUCT REVIEW

Hootsuite Review

Founder: Ryan Holmes, Dario Meli, David Tedman

Establishment Year: 2008

Headquarters: 5 East 8th Avenue Vancouver, V5T 1R6

Canada

No. of Employees: 1300+

Website: www.hootsuite.com

Hootsuite is a social media companion trusted by over 22 million users globally. The platform helps improve the areas of social media marketing, commerce, and customer care of brands and organizations. Here's how it works: Using integrated tools from Hootsuite's dashboard, you can schedule across a range of popular social networks, manage organic and paid content, track customer conversions, and gain real-time insights that help you make crucial decisions.

As a leading social media software with more than 200k paid accounts, the expertise of Hootsuite range from social media management, social insights, employee advocacy, social selling, and social customer care, to helping businesses build trustworthy relationships with their audience. Additionally, Hootsuite Academy, its widely popular E-Learning platform educates people and organizations about social power through its courses.

CompanyHistory

Notmanytoolscouldmanagemultiplesocialmedianetworksin2008.Noticingthisissue facedbypeoplearoundtheglobe,RyanHolmes,withDarioMeliandDavidTedman,founded Hootsuiteinthesameyear.Atthelaunch,thetoolwascalledBrightKit,andtheresponsesit receivedwerenothingbutpositive.

In2009,thenameofBrightKitchangedtowhatwenowknowasHootsuite,courtesyofMatt Nathan'ssuggestion,whowona$500prizeforit.Soonenough,thecompanyexpandedits horizonswithsupportforFacebookandLinkedInandincorporatedTwitterlists.

Attheendof2009inDecember,Hootsuitewasofficiallylaunchedasanindependent company,asitseparatedfrominvokemedia.

By2012,HootsuitewasvaluedataroundUS$200millionandstartedfurtherexpansionsby acquiringcompetitorssuchasSeesmic,acustomerrelationshipmanagementsystem.Moving forward,HootsuitealsoacquiredAdEspresso,adigitaladvertisementmanager,andLiftMetrix, afront-runningsocialmediaanalyticscompany.

Today,HootsuitecontinuestopushtheboundariesofSocialMediawithitsProductsand ServiceIndustryforward,witharound16millionusersgloballyinover175countries.

HootsuiteFeatures:

ThefeaturesofHootsuitearespread acrossvariouscategories.Herearethose categories:

1.Publishing:Fromasingledashboard, easilyplan,create,schedule,andpublish thecontentforallyourplatforms.

2.Engagement:Areliablemedia engagementtoolthatallowsyouto accessallyournetworkandapps together.Itincludesmessageinbox, automation,listeningstreams,autoresponder,andassignmenttags,among otherfeaturesforastress-freeworking process.

3.Advertising:BeitFacebook, Instagram,orLinkedIn,theadvertising

toolsallowyoutomanageyourpaid andorganiccontentfromasingleplace withoutanyhassle.Furthermore,you canpublish,analyze,manage,and makeareportonadsfromthe dashboard.

4.SocialListening:Easilymonitor trendsandbeonthelookoutforwhat peoplearesayingaboutyourbrand. Additionally,keepupwithyour competitionbymonitoringthem.

5.Integration: Hootsuiteenablesyoutomanageall yoursocialmediamarketingcontent anddatainoneplace.Thefeatures includelinkingyoursocialmedia networks,trackingGooglereviews, andintegratingyourCRMdatainto yourdashboard.

6.Analytics:

Togetmoreengagementand followers,thegameofanalyticsis key WithHootsuite'sanalytics feature,youcangetreportsthatshow youtheidealtimetopostbasedon whenyouraudienceismostactive. Moreover,itcanhelpyouextendyour reach,buildawareness,andincrease engagementwhichcouldpositively impactsales.

7.OwlyWriterAI:

AItoolscouldefficientlyimprove yoursocialmediaexperience. OwlyWriterisoneofthosetools,asit makessocialmediapostingabreeze. ThisAItoolcanbeusedtoquickly generatecaptionsforanysocial medianetwork,helpingyousave time.

HowmuchdoesitCost?

Therearefourdifferent categoriesofHootsuite,allwith differentprices.Whilethereare freetrialsavailable,herearethe plansifyouarelookingto becomeapaidmember.

1.ProfessionalPlan: $99.00/month

For:Entrepreneurs,small businessowners,etc.whowant toextractthemostoutofsocial media.

FAQs-

Ÿ HowDoIUseHootsuite?

Answer:

Step1:Createanaccount

Step2:ChooseaSuitablePlan

2.TeamPlan: $249.00/month

For:MarketingTeamswho arelookingtotaketheir socialmediacollaboration toanotherlevel.

3.BusinessPlan:Startsat $739.00/month

For:Businessesand agencieslookingtobuild theirbrand,increasetheir followerbase,andmanage socialmediaefficiently.

4.EnterprisePlan: Thepriceforthis sectioniscustomized, andasaresult,not revealed.Toknow more,contact Hootsuite.

For:Huge Organizationsand Companieswith multiplesocialmedia teamsprioritize workflowandsecurity.

*T&CApply

CustomerTestimonials

1.“Hootsuitehashelpedusreachmorepeople organically,faster-thankstoaudience targeting.”-Jessica

Step3:Signup,andlinkyoursocial mediaprofilestothedashboardtotrack yourperformance

Ÿ HowdoIrequestaHootsuite Demo?

Answer:Simplyclickonthislinkhttps://www.hootsuite.com/request-demo

Ÿ WherecanIgetaHootsuite Enterprisequote?

Answer:Togetthedetailsaboutthe enterprisequotegohere: https://www.hootsuite.com/plans/enterpri se

2.“Hootsuiteisgreatifyou'reresponsiblefor marketing,butyourdaysareoftentakenout ofyourcontrolbyclientneedsorrequestson yourtime.Itletsyouorganizeyourtimefor theworkthatbuildstomorrow'sbusiness.”Ewan

3.“Asanewbrandenteringacrowded marketplace,Hootsuitehasbecomeacritical partnerinhow,when,andwherewe strategicallyimplementourcommunications outreach.Wecouldnotdowhatwedowithout Hootsuiteonoursideandmakingefficientuse ofoursocialmarketingresources.”-Daniella

4.“Theprogramhelpsmeschedulepostsin advance,orontheweekendorholidaywhenI needtopostbutamnotworking.”-Courtney