How do you Calculate ROI?

It can sometimes be relatively easy to determine the ROI of some investments, but seemingly impossible to do so with others. Unfortunately, in our zeal to achieve, we often make it more difficult to isolate the effects of a particular aspect. So what’s needed, in order to properly measure the ROI of an investment?

Identifying costs

Even slight differences in cost can give a very inaccurate picture of the return on an investment. For small investments, the damage may not be significant, for when considering large investments, particularly of an ongoing nature, it’s not hard to imagine potential differences of tens of thousands of dollars or more.

This makes it imperative to ensure that all costs are considered and that they’re accurate. It’s very easy to miss costs that we don’t see as directly related. For example:

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Best Practices For Hispanic Social Networking

Updated March 25, 2013

Doc Sheldon

A guest-post from Pete Wise, of Luminar, on reaching and engaging with the Hispanic community via social media.


Hispanic cultureThe Hispanic community has become a prominent force in today’s market and businesses everywhere are looking for new ways to connect and interact with Latinos. Furthermore, many businesses have already discovered that social media is a preferred and highly effective method of connecting with all sorts of customers – especially Hispanic customers.

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Merry Christmas and a Prosperous 2013

Updated December 24, 2012

Doc Sheldon

Sixty years ago today, I was enjoying my first Christmas Eve with my family. I can’t say I remember much – I wasn’t quite 6 months old yet – but I’m sure I was the life of the party, even someone else had to put the star on top of the tree.

I’m sure I was excited, though… Christmas carols playing on the phonograph, a fire roaring in the fireplace, milk and cookies set out for the fat guy in the funny suit… hell, just thinking about that night gets my system going. Hopefully, not the same kind of going that was probably going through my mind in 1952. At least I’m not back in diapers again! Yet. [Read more…]

What Makes YOU see Red?

Updated August 28, 2012

Doc Sheldon

I’ve been out of pocket quite a bit, lately, with more work than I could squeeze into an 18 hour day. But I’ve often chastised others in the same boat, telling them to make time, so I suppose I should set aside the hypocrisy and practice what I preach!

Lately, I’ve seen a lot of threads in some LinkedIn groups I belong to, asking questions like “Why are copywriters so low-paid?”, “Should I rat out this crap-hat SEO?” and “500 Blog Commenting Sites”. Sometimes, temptation gets the best of me, and I don my snark-cap and go-a-posting. Usually, though, the convo seems to be following a productive path, so I try to keep my comments to a constructive nature.

But believe me, with that last one, about blog commenting, it isn’t always easy to contain myself.

Seeing RedI was sorely tempted the other day to say something like “1997 called, and they want their cutting edge technique back”. I resisted the temptation, but just barely. It especially drives me nuts to see folks posting things that can be misconstrued as valid strategies or techniques by website owners that aren’t aware of the risks. [Read more…]

Don’t Snatch Defeat from the Jaws of Victory – Part 3

Updated November 6, 2011

Doc Sheldon

This is Part 3 of my investor series. If you haven’t already, you should first read Part 1 and Part 2.


The integration of investors can bring on a number of changes for the company, the owners and the folks in the trenches. The availability of funding is a positive aspect, if properly utilized, but there are other considerations – each of which can be as positive (or negative) as the parties decide to make them.

DreamsFor the entrepreneur, it can be difficult to let go of a piece of his/her dream. I imagine it must be like sharing a child with someone from outside the family. In situations where funding is essential for the continued survival of the company, accepting this may be easier, but it’s still an issue for most. I’ve heard many founders say things like “This is MY baby!” when an investor is pressing for changes. Enter the green-eyed monster. [Read more…]