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quarta-feira, 12 de outubro de 2011

Quanto custa ter e manter um carro


Segundo o educador financeiro Reinaldo Domingos, os gastos mensais feitos com um veículo novo representam, em média, 3% a 4% do valor desembolsado na aquisição do carro
São Paulo – Ouvir que o impacto de um carro no bolso se assemelha ao peso de um filho no orçamento é comum – e não deixa de fazer sentido. Afinal de contas, os gastos que serão feitos com o automóvel serão regulares e irão muito além do desembolso para por o veículo na garagem. 
O educador financeiro Renaldo Domingos, do Instituto DSOP, alerta, contudo, que nem todo mundo considera o dispêndio com impostos, manutenção e até eventuais multas antes de comprar um carro. O resultado, escreve ele no livro “Livre-se das dívidas”, é o que o veículo pode se tornar “uma prisão financeira disfarçada de liberdade”.
Pelos cálculos de Domingos, de 3% a 4% do valor do carro serão gastos todos os meses pelo motorista. O percentual inclui IPVA, seguro, DPVAT, inspeção veicular, gasolina, revisão, estacionamento e também a depreciação natural do veículo – ao cruzar os portões da concessionária o carro já perde cerca de 10% do seu valor.
No frigir dos ovos, um carro popular de 25.000 reais terá um impacto mensal médio de 875 reais nas contas de seu proprietário, ou 10.500 reais por ano. 
Confira, abaixo, a representatividade dos gastos: 
 MensalAnual
IPVA52,08624,96
DPVAT8,42101,04
Licenciamento2,5830,96
Seguro (7%)145,831.749,96
Combustível300,003.600,00
Manutenção trimestral (óleos e filtros)10,67128,04
Pneus (troca a cada 30.000 km)17,25207,00
Lavagem60,00720,00
Estacionamento60,00720,00
Multa de trânsito10,00120,00
Depreciação (10% anual)208,332.499,96
TOTAL875,1610.501,92
Fonte: Instituto DSOP de Educação Financeira
Na visão do educador financeiro, é muito comum que os consumidores comprem o primeiro carro financiado, em geral por um valor próximo a 25.000 reais. Mas quem dividir a conta em até 60 meses, terminará este período tendo pago 42.000 reais pelo automóvel, em prestações mensais de 700 reais.
"Sempre haverá quem defenda que esté é um bom negócio", escreve Domingos. "O problema é que, cego de desejo, você não pensa duas vezes: compra e, depois, só depois, percebe concretamente as consequências da decisão tomada." Para ele, quem avalia apenas se a parcela do financiamento cabe no bolso e subestimando todo o resto, corre um sério risco de perder o controle das finanças. "Equivocadamente, algumas pessoas acreditam que o carro é um bem de investimento, quando, na verdade, ele não passa de um bem de consumo, cuja aquisição mal planejada pode correr as bases do orçamento."
Ele lembra que carros mais potentes e luxuosos implicam maior consumo de combustível e gastos também maiores com seguros e peças. "Ao tomar a decisão de comprar um modelo mais sofisticado, é preciso ter certeza que será possível arcar com os custos adicionais acarretados pela aquisição", finaliza Domingos.

8 atitudes para não ser um esquecido na multidão


Posted: 11 Oct 2011 04:40 AM PDT
Este texto faz parte da coluna da Plataforma Brasil feito especialmente para os leitores do Saia do Lugar.Por: Gustavo Chierighini, fundador da Plataforma Brasil Editorial.
Escrevo essa matéria sob o impacto da morte de Steve Jobs, o legendário empresário norte americano, fundador da Apple.
Muito se propaga sobre a genialidade de Jobs em conduzir a Apple ao primeiro lugar nos quesitos inovação tecnológica e conceito de produto. Fala-se muito também sobre sua capacidade empreendedora, sua coragem para encarar o fracasso inicial na própria Apple, com uma retumbante demissão (período no qual dedicou sua veia empreendedora para fundar a Pixar, a partir da aquisição de uma empresa falida).
Sem sombra de dúvida uma lenda para o empreendedorismo. Mas ao acompanhar a cobertura sobre seu falecimento, lendo e escutando os discursos que realizou para estudantes e outros públicos, penso que consegui extrair o que chamaria de um “DNA”, ou seria uma linha mestra de conduta exclusivamente inclinada para aqueles que desejam fazer algo de especial com suas vidas.

Mais um na multidão?

Desta forma, expresso abaixo com as minhas palavras, aquilo que consegui compreender a partir do legado comportamental do mítico empresário:
1- Não se iluda, as pedras do caminho surgirão. Muito mais importante do que o batido blá, blá, blá sobre aprendizado e superação, entenda que se desejar um lugar ao sol deve estar preparado para persistir, e prosseguir com o que lhe restou de confiança e recursos por um bom período, antes de ver a luz ao final do túnel.
2- Seja original, sem ser iludido. Saiba reproduzir de forma rentável e aplicável aquilo que de alguma forma já funciona, mas aos poucos construa o seu espaço próprio, os seus conceitos, o seu produto ou serviço;
3- Tenha e cultive a sua personalidade. Saiba fugir do senso comum e, sem perder o sendo crítico, mas convicto de seus argumentos e conceitos, tenha a coragem de pensar por conta própria e defender leoninamente suas crenças, sem se preocupar em ser aceito ou com “narizes torcidos”, comentários depreciativos, ou risadas sarcásticas.
4- Se deseja inovar, esteja preparado para toda a descrença que originalmente surgirá ao seu redor;
5- Trabalhe com foco no realizar, que significa em termos empresariais construir algo que se sustente economicamente, mas menos preocupado com os ganhos financeiros imediatos que podem migrar para o seu bolso;
6- Não se apegue aos modismos de gestão. Desenvolva um estilo próprio, sem se importar com o aval dos “especialistas”, e caso conclua que em determinado momento ou estágio é necessário ser controlador e centralizador, simplesmente haja como tal e ponto final;
7- Não perca tanto tempo na busca de reconhecimento ou da percepção alheia sobre sua luta empresarial. Isso raramente acontecerá, e saiba desde já que erguer um negócio lucrativo e inovador, que confronta padrões pré-estabelecidos e conceitos vigentes, trará desafetos, inimigos, detratores e muitas críticas antes de dar certo.
8- Por último, sugiro aprender a lidar com a solidão.
Um abraço e até o próximo.

Plataforma Brasil Editorial atua como uma agência independente na produção de conteúdo e informação.
Para ler outros textos da coluna da Plataforma Brasil no Saia do Lugar, clique aqui

Cinco dicas para transformar a sua ideia em realidade


shutterstock
Nem sempre grandes ideias dão origem a grandes negócios. Mas, com certeza, você nunca vai saber disso se não pesquisar bastante ou se não colocar esses projetos em prática. O site da revista Inc. reuniu dicas para você dar vida a uma grande idea. São bem práticas e simples e o ajudarão a sair do empreendedorismo meramente platônico. Confiram:
1) Não pense demais
Pode ser um pouco contraditório, mas não gaste muito tempo falando e falando sobre sua ideia para um produto ou serviço. Crie, ouça opiniões, estude o mercado e faça tudo isso rápido. Não fique sentado adiando o momento de lançar sua ideia.
2) Não tenha medo de compartilhar
Peça o máximo de opiniões sobre seu projeto. Muitas vezes, as pessoas não pedem feedback temendo que suas ideias não sejam realmente muito boas. Mas seja criterioso sobre seu interlocutor e sempre busque ajuda especializada.

3) Não tente agradar todo mundo
Quando você pede a opinião de várias pessoas, elas podem ser dissonantes. Portanto, tome as decisões que realmente vão ser melhor para sua ideia, e não para ser para ganhar a faixa de Miss Simpatia.
4) Não tente fazer mais do que você pode
Se precisar mostrar um conceito mais bruto da sua ideia para clientes e investidores, como um protótipo, não tente fazer algo complicado e cheio de aplicações que não funcionarão na hora. Tente realmente mostrar em que estágio você está – e faça com que ele funcione direitinho e não o faça passar vergonha.
5) Saiba quando mudar de rumo
Ao avaliar a sua ideia constantemente – nas fases de projeto, protótipo, lançamento etc. –, você tem mais chances de descobrir quando ela realmente não vai dar certo. Se isso acontecer, faça as mudanças necessárias para que ela se torne realidade ou simplesmente desista e passe para outra. Quem percebe isso tem mais chance de sucesso.

Buffett made $62,855,038 last year

 @CNNMoney October 12, 2011: 4:17 PM ET
NEW YORK (CNNMoney) -- Billionaire investor Warren Buffett this week showed a little more leg in his campaign to get Congress to raise taxes on the uber-rich.
In a letter to Republican Rep. Tim Huelskamp Tuesday, Buffett revealed that his adjusted gross income last year was $62,855,038 and that his taxable income was $39,814,784. Buffett said he paid $15,300 in payroll taxes.
Buffett also said his federal income tax bill came to $6,923,494, or 17.4% of his taxable income -- two points he revealed in a New York Times op-ed in August urging Congress to tax the wealthy more.
Buffett provided a copy of his correspondence with Huelskamp to CNNMoney's Poppy Harlow.
He said in an interview that the roughly $23 million difference between his AGI and taxable income was due largely to deductions he took for charitable giving and local taxes.
Two key reasons he only paid 17.4%, however, is because a lot of his income came from investments, which are taxed at a lower rate than wages, and because payroll taxes are assessed only on wage income.
"People who make money with money are getting taxed at a far lower rate than people who make money by their own labor," Buffett told CNNMoney.
In his letter, Buffett also repeated his offer to release his full tax return if other super-wealthy taxpayers -- like News Corp. (NWSAFortune 500) chief Rupert Murdoch -- did the same.

Buffett Rule: Not so simple

"If you could get other ultra-rich Americans to publish their returns along with mine, that would be very useful to the tax dialogue and intelligent reform," Buffett wrote.
Buffett, chairman of Berkshire Hathaway (BRKAFortune 500), also aimed to dispel any doubts that he has not been recounting his income figures accurately.
If other wealthy taxpayers offered to release their returns, Buffett said, he would agree to "a pre-release wager" with anyone for any sum "that the figures in my return will be exactly those used in my op-ed piece."
After the release of the letters, Huelskamp said that Buffett's disclosure, while it may be accurate, is incomplete.
"By sheltering millions of dollars of income from taxation through charitable giving, Mr. Buffett demonstrates that he doesn't trust Washington with his own money either," Huelskamp told CNNMoney.
Huelskamp originally asked Buffett to release his federal tax return because "it is my firm belief that if your name is lent to a national policy and your story the justification for a major overhaul of the tax code, then the American people have a right to see the evidence guiding that policy."
The rule would ensure that people making more than $1 million pay a higher percentage of their income in federal income and payroll taxes than those who make less.
And just in terms of averages, the current tax system already satisfies the Buffett Rule. Americans on average pay 16% of their total income in federal income and payroll taxes, while millionaires pay an average of 20.1%, according to the Tax Policy Center.
--CNNMoney's Poppy Harlow contributed reporting to this article. To top of page

Twitter and iOS 5: Sharing made simple


Twitter is now fully integrated into Apple’s new iOS 5 mobile operating system, available for the first time today. Now it’s even easier to share and read Tweets on your iPhone, iPad and iPod touch.

Simply enter your Twitter login information into your device settings, and you’ll always be connected to your Twitter account. This means you can tweet directly from Apple apps like Camera, Maps, Photos, Safari and YouTube, along with third party apps, such as ChompFlipboardLivingSocialInstagramMadPadPopSugarShowyou,SoundTracking and Zynga’s Words with Friends.

You can also take advantage of the latest version of Twitter for iPhone, iPad and iPod touch, which now allows you upload images directly to Twitter (pic.twitter.com). Download the Twitter app now from the App Store.

LinkedIn's New Features - a Lot Like Facebook & Twitter with More Opportunities for Marketers


Earlier this week I told you how LinkedIn Is About To Up The Ante For Marketers And Brands. Well the changes were announced and as expected the big change was to the "Follow Company" feature that now surely looks a lot like Twitter and Facebook. 
Let's say you're a company. Well not literally, that would be painful but figuratively. You're a company and you have your obligatory Facebook and Twitter accounts (and you're waiting on the Google+ to follow suit) and you post status updates, links, articles, photos, etc., to your (hopefully) legion of fans. Meanwhile over on LinkedIn your company profile is fairly bland. You can post job openings and post some "stuff" about your company such as your services. But a status update? No, for that you had to go to Facebook and Twitter. 
Well not any more... 
Thanks to the aforementioned changes, admins of company profiles on LinkedIn can post real, honest-to-goodness status updates and actually include a link! No photo sharing available, yet. Well that's not entirely true. You can post photos as long as they attached to a link, rather than just uploading a photo as you would via Facebook or Twitter. This is very exciting for now all updates you make to your company status will appear on your follower's LinkedIn home page. Your followers will have the option to Like, Share or Comment on your status update and in turn this "engagement" will also be seen by all of your followers' respective networks, providing your company, your brand with a whole new and expanded audience. 
So just as your company or your brand gets more exposure when one of your fans or followers share something via Facebook or Twitter to their followers/their network, the same will hold true for LinkedIn. So the need to get more followers for your company and brand just went up... way up for the more followers your company has, the more chance for expanded exposure within the LinkedIn world. 
Here's a couple of key points to keep in mind about the new changes to the "Follow Company" feature:
  • Followers of your Company will see the Status Updates on their homepage (when they login to LinkedIn) or by going to your Company’s “Overview” tab. Each Follower’s network will also have an opportunity to see the posts- as long as the follower comments, likes, or shares.
  • In order to post a Company Status Update, you must be an Administrator of your Company Page, and your Company Page must be set to “Designated Admins only”.
  • Posts can be up to 500 characters (including spaces).
  • You will be able to see impressions and engagement on each Company Status Update. An impression = views of the status update. Engagement = total interactions (comments, likes, clicks, shares)/total impressions. This data appears approximately 24 hours after an update is published and will continue to update on a daily basis.
  • Businesses that post an excessive amount are subject to review by LinkedIn and could risk having their page deleted.
Also, here's a brief video LinkedIn created to explain the new "Follow Company" feature:
So there you have it... Everyone and their mother knows that LinkedIn is where the professionals are, right? You want to reach the key decision makers, the top dogs, etc... Now in addition to your own personal LinkedIn profile, you need to be cognizant of the importance of your company's profile and the need to share content via the status updates and keep the content fresh and steady.
Doesn't matter if you're a B2B marketer or B2C marketer or an advertiser or a brand or whatever... your company profile just got a whole lot more important. And you need to make sure you integrate LinkedIn with your Facebook and Twitter accounts for there may be a whole slew of people you may not reach via Facebook or Twitter but you could be via LinkedIn. 

How to Estimate Your Social Media Return on Investment


social media how toAre you wondering how to determine the return on your social media activities? If so, look no further.
In my prior Social Media Examiner article about Social Media return on investment(ROI), I discussed the financial definition of social media ROI.
This article goes a step deeper by working through a few examples of estimating the social media ROI.

Why Estimate a Return?

Before we go any further, let’s review why we need the social media return and ROI again.
You use the return and the ROI to compare the efficiency of marketing campaigns; for an in-house team, you can use these numbers to negotiate budgets with your management; for agencies, you can use estimated numbers toland prospective clients and to retain current clients. The numbers are used in conjunction with social and web metrics to analyze and optimize current and future campaigns.
Last but not the least, a primary reason for using the return and the ROI is social media financial accountability. As social media initiatives become mainstream,executives are holding them to the same accountability as other business initiatives, demanding financial returns and ROI on social media investments.
In the article mentioned above, I also said that the ROI calculation is easy; you simply use the financial ROI formula. The tough part of social media ROI is to tie a hard-dollar value to the social media return.

How Should I Estimate My Return?

So, how do you estimate the social media return?
In this post, I will show how the social media return can be estimated. As I work through these examples, it’s important to remember that I can only estimate the social media return and ROI—as in most areas of marketing, exact numbers are not possible.
ROI month-over-month trending
ROI month-over-month trending.
To estimate the social media return and ROI, you need to start with a 3-step process:
  1. Define your social media goal.
  2. Based on the goal, define your social media return.
  3. Finally, define how you will tie hard dollars to the social media return.
So let’s get started with estimating your social media return and ROI!
To show how we can estimate your social media return and ROI, I will use three examples: return on sales, return on consumer insights and return on customer support.

Social Media ROI on Sales

In this case, we are tasked with estimating the ROI on sales. The tricky part is toattribute sales to social media.
Using the 3-step process, we first define our social media goal as “we want to increase sales.” Second, based on the goal, we’ll define the return as the value of sales that can safely be attributed to the social media campaign. Third, the hard-dollar value is the amount of sales dollars.
The second step in the 3-step process—attribute sales to a social media campaign—is hard to do. How can you safely attribute sales to a social media campaign? Getting accurate numbers is tough, but we can estimate sales by employing a few different methods.
The first method is to look at is last-touch sales, which means that by using our web analytics program, we can follow a user upstream from the online check-out counter to where the user entered the stream. If the user entered the stream from one of our social media touch points, we can attribute that user’s sales to our social media campaign.
A second method is to provide our users with social media campaign–only coupon codes, which means that if a user checks out with this coupon code, we can attribute that sale to our social media campaign.
A third method, which is a bit more involved, is to forecast the value of our sales without a social media campaign. During the campaign, we compare actual sales with forecasted sales and assuming that the actual sales are higher than the forecasted sales, we can use the difference as the value of our social media return.
Sales gap analysis
Sales gap analysis.
Each method is good; however, a combination of methods could give us a more accurate picture.
Now, the last step in the process is to declare that the amount of sales that you attribute to your social media campaign is in fact your social media return. Based on the cost of the campaign, you can quickly calculate your social media ROI using the standard financial ROI formula.
Social media ROI = (return – investment) / investment %.
For example, during last month, we estimated that we could attribute $2,500 in sales to our social media campaign. This is our social media return. Let’s assume that our investment in our social media campaign was $1,000. Using our ROI formula:
Social media ROI = ($2,500 – $1,000) / $1,000 % = 150%
This means that for the last month, we estimate that our social media ROI is 150%.

Social Media ROI on Consumer Insights

In the second example, we will try to estimate the social media return on consumer insights.
Using the 3-step process, we first define our social media goal, which in this case is to generate a high number of high-quality consumer insights from our social media campaign. Second, we define the social media return as the value of these consumer insights. Third, we’ll tie hard dollars to the return by comparing what it would cost to generate the same quantity and quality of consumer insights using a focus group.
Here again, we run into the same problems as with sales: How do we attach a hard-dollar value to consumer insights?
The answer is that we use consumer insights equivalency. We know the cost of a focus group. We also know the number of acceptable consumer insights per focus group. Based on these two numbers, I can estimate the cost per consumer insight.
Over the course of a month, based on what our users are saying to each other and to us on social media, we count all consumer insights that we determine to be of equal or higher quality as the consumer insights from a focus group. Based on this count and the per-insight cost, we can determine the value (the return) of our social media presence.
Using the standard financial ROI formula, we can quickly calculate the ROI.
For example, in a particular month, say the return on consumer insights is estimated to be $900 and the investment during that month was $600. Using the ROI formula:
Social media ROI = ($900 – $600) / $600 % = 50%
So the social media ROI on consumer insights for this particular month was estimated to be 50%.

Social Media ROI on Customer Support Calls

In the last example, we will calculate the social media return and ROI on customer support calls.
Using our 3-step process, we first determine the goal of our social media campaign. In this case, our goal is to save customer support dollars by minimizing the number of calls that our customer support group needs to handle. Second, we define our social media return as the amount of dollars saved. Third, we tie a hard-dollar value to the savings by multiplying the average cost per call with an estimated number of calls that we avoided by using our social media presence.
Any customer support group should know exactly the cost of an average call. In the U.S., the average support call cost is approximately $10 to $25 per call, depending on the product, services and the vertical.
It is tough to estimate the number of avoided support calls; nevertheless, we will present two methods.
First, Charlene Li and Josh Bernoff, in their national bestseller Groundswell, walk through a customer support cost analysis based on cost savings from a community forum. The authors base their estimates on parameters such as the percentage of customers joining the forum and the percentage of customers finding answers on the forum. The outcome of the analysis is the annual cost savings from avoided calls.
Another way of estimating prevented calls is similar to our sales estimates. We forecast the number of calls without social media. Over time, we measure the actual number of support calls. The number of prevented support calls is the difference between forecasted and actual support calls.
Support call gap analysis
Support call gap analysis.
Based on the social media return and the social media investment, it is again easy to calculate the social media ROI using the financial ROI formula.
For additional reading, Kathy Herrmann and Dr. Natalie Petouhoff wrote a white paper that does a great job analyzing the ROI of Social Customer Service.

Conclusion

We laid out three ways of estimating the social media return and ROI: sales, consumer insights and customer support. It is important to note that a social media campaign does not need to include all three social media returns. In fact, most campaigns don’t. The primary take-away is that your social media return and ROI depend on the goals of your social media campaign.
So what do you think? Do these three ways of estimating the social media return and ROI make sense to you? Can you use them in your business? How do you estimate the return and ROI today? Leave your comments and questions in the box below.