Store Opening Biltmore, Arizona 4 February 2011
Candice Alvarado Final Project Marketing Fall Quarter 2009 Â
Table of Contents Mission Statement…………………………………………………………….3 Goals & Actions……………………………………………………………4 Consumer Analysis…………………………………………………………11 SWOT Analysis….…………………...……………………………………18 Gantt Chart & Description…………………………………………………23 Grand Opening……………………………………………………………26 Works Cited………………………………………………………………....28
Mission Statement Since 1978, Betsey Johnson has been contributing her concept of fun and edgy fashion for women to the fashion industry. The Betsey Johnson label strives to provide new and fresh designs while encompassing bright colors, fun embellishments and a wonderful fit. Through the opening of her first Betsey Johnson store in the heart of Soho, her label showed success and allowed her to continue spreading her love of fashion around the world. In 2003, the Betsey Johnson label took a turn for the best and became not just a clothing line but a lifestyle, through the expansion of her line into footwear and accessories such as eyewear, costume jewelry, and fragrance. Betsey’s one-of-a-kind vision celebrates exuberant, embellished and over the top styles through her designs. Betsey Johnson, both the designer and the label, is constantly moving forward and continues to keep a strong place in the fashion industry with no signs of letting up anytime soon. Her love of details and design is evident in everything she has done both in life and in business. Today, We (Betsey Johnson) currently have over 65 stores worldwide in countries like the USA, Canada, Japan and the United Kingdom. Betsey Johnson is continuing to expand by opening 10 new stores in 2011, including this proposed store in the Biltmore fashion park located outside of Phoenix, Arizona. With a population of over 5 million people in the towns and cities surrounding Phoenix, we found that this area was clearly an underserved market and in desperate need of some more Betsey. The location of this Betsey Johnson store is among high fashion retailers such as Coach, BCBG, bebe and Guess ensures success and business upon its Grand Opening on February 4th, 2011.
“Like red lipstick on the mouth, my products wake up and brighten and bring
the wearer to life…drawing attention to her beauty and specialness…her moods
and movements…her dreams and fantasies.” – Betsey Johnson
Goals & Actions: Introduction: Through the process of opening this Betsey Johnson store in Biltmore, Arizona, the end result will ultimately prove that the opening of this store is and will continue to be a benefit to the company. A list of goals and actions shows us the plan that this store will use in order to meet its marketing goals. Also, the marketing efforts of this Betsey store will be reflective of the goals that have been set by our marketing team. The opening of Betsey Johnson in Biltmore, Arizona will give our company the opportunities to achieve the following goals; penetrate an underserved market, achieve a greater market share from our competition, a growth of 20% in sales in the state of Arizona, and ultimately increase brand awareness to our target market all while “painting the town pink!”.
Marketing Goals: 1. Penetrate an Underserved Market 2. Achieve a Greater Market Share from our Competition 3. 20% Growth in Sales in the State of Arizona 4. Increased Awareness of the Betsey Johnson Brand 5. Decrease Operating Costs & Cost of Goods
Goal #1: Penetrate an Underserved Market Arizona currently only has on Betsey Johnson store, located in Scottsdale. The population of Scottsdale is 240,410 people, however Scottsdale is located in Maricopa County, which has a total population of 3,072,149. Our location, in Biltmore, a suburban area located outside of Phoenix. Phoenix and the surrounding areas have a total population of 1,567,924. So clearly, the location of our new store is in desperate need of more Betsey! Plan of Action: 1. Advertise in Phoenix and surrounding cities: Glendale, Tempe, Mesa and Peoria up to a year before opening. 2. Use Scottsdale’s sales and product reports in order to shape our inventory and product offerings to our market. 3. Create awareness and anticipation of location by creating a window display in March or April of 2010. 4. Mailings to Target Market consumers starting in October 2010. 5. With a large customer base already in place in this area, it is important not to take business away from the Scottsdale store, target consumers outside of that store’s customer base. 6. Allow Betsey Johnson lovers the opportunity of convenience.
Goal #2: Achieve a Greater Market Share from our Competition Biltmore Fashion Park is home to our competitor stores such as BCBG, bebe, Coach, Saks and Victoria’s Secret. The opening of Betsey Johnson in Biltmore Fashion Park will give us the opportunity to pull a greater market share from our competition stores and boost our success. Since our competition is already located here, it could be both beneficial and harmful to our company. To make it beneficial, our Betsey store needs to stand out in product offerings, sales, customer service and store atmosphere compared to that of our competition. Plan of Action: 1. With the advantage that the Betsey brand easily stands out from our competition, it is important to keep it that way by keeping our inventory new and exclusive while appealing to our target market. 2. Upon the store’s grand opening, we will be giving away exclusive shopping passes to the first one-hundred customers, along with a limited edition Betsey ring. 3. By creating a sense of exclusivity, and a reason for customers to return to Betsey for all of their fashion needs it will help to increase our market share. 4. During the first three months of business, we will offer an increased amount of sales and offers to customers to get them coming into our store in order to create a habit. 5. The atmosphere of our store is also crucial to our ability to pull a greater market share. Excellent, friendly, and upbeat sales associates are key to the success of this goal. We want to make sure that our customers always feel like this is where they belong.
Goal #3: 40% Growth in Sales in the State of Arizona The state of Arizona appears to be lacking the presence of Betsey Johnson, and by opening another store in an area with a higher population, the opportunity for growth in sales is excellent. Nearly seventy-five percent of the population in or around the Phoenix area fits into our primary or secondary target market. While the goal of this store’s opening is not to take customer’s away from the Scottsdale location, but to cater to an underserved market we must reach out to customer’s who might have not had the time or reason to drive all the way to Scottsdale for Betsey. Plan of Action: 1. Reach out to target market, and build a new customer base while taking the smallest amount possible from the Scottsdale store. 2. Appeal to competition’s current customer base, pull market share from their current customer base. 3. Through grand opening promotions, sales, advertising and publicity it is important to appeal to both primary and secondary consumers. 4. Stay up to standards of the image that Betsey Johnson is fashionable, fun, and always new and fresh. 5. Through the training of sales associates, motivation and leadership of all employees to provide the best possible customer service and that will reflect on our sales.
Goal #4: Increased Awareness of the Betsey Johnson Brand Since this will only be the second Betsey Johnson store to open in Arizona, it will not be uncommon for some of our customers to be first-time Betsey shoppers. We want to reach out to this part of our target market that is unaware of our brand. Through advertising and publicity, special sales and our grand opening event, it will give these new customers a chance to experience what Betsey Johnson has to offer. We want these experiences and first impressions to be positive, and lasting so that we keep these customers and also benefit from their word of mouth and wearing of Betsey Johnson. Plan of Action: 1. Begin the advertising and awareness of the store’s opening a year before opening. Have current Scottsdale customers or employees be present in the Phoenix area, in shopping centers, high schools and colleges while wearing Betsey Johnson as a way of “hidden advertising”. 2. Promotions and sales in Scottsdale store to give Betsey Johnson the image that it is affordable and fashionable. 3. Special offers given out by chosen college representatives. 4. Grand opening specials for friends and family of current Scottsdale employees’ and the new employees’ of the Phoenix store. 5. Make sure that upon opening all employees are properly trained and benefit the store in a way that will create positive customer experiences. 6. Create an image that Betsey Johnson is not just a brand but a lifestyle through the offering of a variety of products from clothing, accessories, swimwear, lingerie, footwear and fragrance. “Paint the Town Pink!”
Goal #5: Decrease Operating Expenses & Cost of Goods Another goal for this new Betsey Johnson store is to decrease operating costs for the company while lowering the cost of goods. The current Scottsdale store being the only store in Arizona is currently costing the company more to operate than if there were two stores in a close distance of each other. Not only will opening this store increase profit for our company but it will ultimately lower our operating costs in the state of Arizona. Our products for both stores will be able to combine and lower shipping costs and lower the cost to our company, ultimately decreasing the cost of goods. By doing so, we are able to sell the products at the same price, but with a higher profit margin than the Scottsdale store had. Plan of Action: 1. Coordinate and combine inventory, shipping and product orders with both the Scottsdale and Biltmore stores. 2. Purchase a warehouse or storage unit halfway between each of the two stores for excess merchandise and easy access. 3. Share employees, managers, and combine employee meetings and training sessions. 4. Order larger quantities of the same merchandise, knowing that the opening of this new store will increase demand for Betsey Johnson products. 5. Maintain selling prices, and alternate different sales, events or special offers between the two stores to eliminate direct competition. 6. Compare success and weakness between the two stores, work to compliment eachother to reach maximum success and increased sales.
Conclusion: The concept of the Betsey Johnson store opening in Biltmore, Arizona is to not only promote the overall growth and outreach of the Betsey Johnson brand but to also, penetrate an underserved market, pull a greater market share from our competitors, a 40% growth in sales in the state of Arizona, and increase the overall Betsey brand awareness. These goals will be easily met if all actions are completed within the first year of the store’s operation. The success of this worldwide company has been made possible by the one and only owner and creator, Miss Betsey Johnson, her innovative and fun styles have made more than a fashion statement but have created a lifestyle for all Betsey Johnson lovers. However, the opening of this store will continue to spread awareness of the Betsey brand while contributing to our company’s overall success and growth.
“Making clothes involves what I like…color, pattern, shape and movement…I like the everyday process…the people, the pressure, the surprise of seeing the work come alive walking and dancing around on strangers. Like red lipstick on the mouth, my products wake up and brighten and bring the wearer to life…drawing attention to her beauty and specialness…her moods and movements…her dreams and fantasies.” – Betsey Johnson
Consumer Analysis Betsey Johnson, Biltmore, Arizona Biltmore, Arizona: Latitude & Longitude: 33°26’54”N & 112°4’26”W Population: 36,417 Density: 4582.14/sq. mi. Suburb of Phoenix Arizona County: Maricopa State: Arizona Country: United States of America Phoenix, Arizona: County: Maricopa State: Arizona Country: United States of America Population in City: 1,567,924 (5th Largest City in the US) Density: 2937.8/sq. mi. Population of all Metropolitan Areas: 4,281,900
Demographics: • Females between the Ages of 18-50 • With a focus on 18-28 • Mid to upper income levels (35,000+) • Both single and married females • Mostly a white population of women, but also a large percentage of Hispanic • College Students (ASU) • Mothers buying for daughters, daughters buying for mothers
Age Groups (Female) 0-‐9 yrs. 14% 13%
30-‐39 yrs. 40-‐48 yrs
3% 0% 3%
White Hispanic/Latino African American
Native American Asian Other
Household Income Levels <$10,000 13% 7%
9% 7% 17%
$10,000-‐$14,99 $15,000-‐$24,999 $25,000-‐$34,999 $35,000-‐$49,999
Geographics: • Women living in the northern Phoenix/Scottsdale suburban areas. • Biltmore Fashion Park draws women from all over Arizona • Targeting females living in Scottsdale, Phoenix, Tempe, Mesa, Glendale and Peoria • Median home price is around $350,000 in suburban areas of Phoenix (50 Mile Radius) •Trade Metro Phoenix Area Map grew by 1.03 million people or 31.7% from April 2000 to July 2008. • Expected population growth of 28% in the next 5 years.
BILTMORE FASHION PARK
Biltmore Fashion Park Market Profile
Psychographics: • Fun women with a love for fashion • Young and stylish women • Older women who have the desire to be young • Trend setting, daring women • Outgoing personalities • Women who like to indulge/enjoy spending money on clothes Vals Types:1 Betsey Johnson, Biltmore, Arizona Experiencers “Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.” Innovators “Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet 1
they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.” Strivers “Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.” PrizmNE:2 Betsey Johnson, Biltmore, Arizona Movers & Shakers Wealthy, Middle Age w/o Kids Movers & Shakers is home to America's up-andcoming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54. Given its high percentage of executives and white-collar professionals, there's a decided business bent to this segment: members of Movers & Shakers rank number one for owning a small business and having a home office. 2008 Statistics: US Households: 1,829,996 (1.60%) Median HH Income: $102,624 Lifestyle Traits · Eat at Bertucci's · Go scuba diving/snorkeling · Read Inc. 2
· Watch Saturday Night Live · Porsche 911 Demographic Traits: Urbanicity: Suburban Income: Wealthy Income Producing Assets: High Age Ranges: 35-54 Presence of Kids: HH w/o Kids Homeownership: Mostly Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Mix Young Digerati Upscale, Younger Family Mix Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew. 2008 Statistics: US Households: 1,374,532 (1.20%) Median HH Income: $85,671 Lifestyle Traits · Shop at Banana Republic · Go snowboarding · Read Elle Décor · Watch Independent Film Channel · Toyota Prius Demographics Traits: Urbanicity: Urban Income: Upscale Income Producing Assets: High Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix Bohemian Mix Upper-Mid, Middle Age Family Mix A collection of mobile urbanites, Bohemian Mix represents the nation's most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to
professionals. In their funky rowhouses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew. 2008 Statistics: US Households: 2,020,210 (1.76%) Median HH Income: $54,237 Lifestyle Traits: · Eat at Au Bon Pain · Buy Spanish/Latin music · Read The Economist · Watch soccer · Audi A4 Demographics Traits: Urbanicity: Urban Income: Upper-Mid Income Producing Assets: Moderate Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Grad Ethnic Diversity: White, Black, Asian, Hispanic
SWOT Analysis Betsey Johnson, Biltmore, Arizona
Strengths: • Placement among many high fashion stores such as Coach, BCBG and Saks Fifth Avenue. • Thriving Betsey store in Scottsdale. • Target market live in the suburban areas of Scottsdale, Phoenix, Tempe, Mesa, Glendale and Peoria • Closer location to Phoenix residents, eliminate the twenty to thirty minute drive to Scottsdale. • Conveniently located in an outdoor fashion mall, Biltmore Fashion Park • Age of residents in area fits target market exactly 22-55, with 35 being the Median age.3 • Exclusive Betsey Johnson lines not offered in department stores, limited edition handbags, larger selection of clothing with more variety. • The “New Store”, high interest • In 2007, The Urban Land Institute voted the intersection of 24th Street and Camelback road “the hottest intersection” in Metropolitan Phoenix.4 • Biltmore Fashion park is strategically placed on 34 acres in an increasingly urban and much demanded location2 • Phoenix has the 12th largest metropolitan area by population in the United States with over 481,281,900 residents.
Weaknesses: • Located among many other stores and restaurants, shared competition with both primary and secondary competitors. • Moderate to high pricing, decreases size of market segments • Customers may be used to going to Scottsdale for Betsey. • Busy area, not just a stop at Betsey Johnson, but to shop at the various shops & 3 ZipSkinny.com 4 Biltmore Fashion Park Market Profile
restaurants. • Must draw consumers from communities outside of the Phoenix area to have a large enough customer base to be successful.
Opportunities: • High-traffic area, large customer base at shopping center • New customers, new knowledge of Betsey • Tourism attraction in the winter months from “snow birds” vacationing in Arizona. • Clientele from the local hotels and resorts, The Sanctuary Camelback Resort and Spa, The Ritz Carlton, The Phoenician and The Arizona Biltmore Resort & Spa. • Biltmore Fashion Park events and sales, • Community connections/referrals
Threats: • Shared competition with over 100 other luxury brand stores • Betsey Johnson in Scottsdale only 22 miles away • Taking customers from Scottsdale Betsey without creating a new customer base • Other purse/accessory type stores in area • Coach, BCBG, Saks and Macy’s
Primary Competitor #1: BCBGMAXAZRIA
Strengths: • Placement among many high fashion stores • Well known by target market in the area • Established two years ago • Target market live in the surrounding suburban areas • Large customer base already established • Conveniently located in an outdoor fashion mall • Age of residents in area fits target market • Exclusive products not offered in department stores
Weaknesses: • Customers might be tired of seeing the same things • Moderate to high pricing, decreases market segments • Customers may travel to the outlet store 10 miles away to make their BCBG purchases • Many other similar type stores are near BCBG • Ability to keep customers coming back • Always needing change to satisfy the customers • More effort into attracting customers
Opportunities: • High-traffic area, large customer base at shopping center • Ability to offer new products different from competitors • Tourism attraction • Shopping mall events and sales • Community connections/referrals
Threats: • Shared competition with over 100 other luxury brand stores • BCBG Outlet 10 miles away
• 4 Stores close together, Scottsdale, Phoenix and an Outlet in Glendale • Other purse/accessory type stores in area • Coach, Saks, Guess, Macy’s Primary Competitor #2: bebe
Strengths: • Placement among many high fashion stores such as Coach, BCBG and Saks Fifth Avenue. • Well known and desirable brand • Only store in the area • Conveniently located in an outdoor fashion mall • Close to a famous resort and spa, which will bring in wealthy women who love to be pampered • Brand not sold in department stores, exclusive
Weaknesses: • Moderate to high pricing, decreases market segments • bebe printed on mostly all products...too much labeling • Customers might not be familiar with bebe • Other stores in mall draw same target market • Must draw consumers from other suburbs as well to survive
Opportunities: • High-traffic area, large customer base at shopping center • Expansion into other cities and surrounding areas • Tourism attraction • New customers from other areas that don’t have a bebe store • Community connections/referrals
Threats: • Shared competition • Lack of customer interest...not willing to make the trip
• Other clothing/purse/accessory type stores in area • Coach, BCBG, Saks, Macy’s and Guess • New competition opening and taking customers
Primary Competitor #3: GUESS
Strengths: • Well established brand for both denim and accessories • Mens and Women’s clothing • Wider more versatile and broad target market • Target market highly concentrated in a 20 mile radius • Conveniently located in an outdoor fashion mall • Close to a famous resort and spa, which will bring in wealthy women who love to be pampered • Age of residents in area fits target market exactly • Exclusive products not offered in department stores
Weaknesses: • Products available in department stores • Moderate to high pricing, decreases market segments • Customers may prefer to purchase through Saks or Macy’s • Store opened 4 years ago • Large store and inventory results in a lost sense of exclusivity
Opportunities: • High-traffic area, large customer base at shopping center • Expansion into other areas • Tourism attraction • Customer relationship, love for the brand • Shopping mall events and sales
• Community connections/referrals
Threats: • New brands and stores offered in the area • GUESS store in Scottsdale • Shared target market with many other stores • Higher quality and brands offered in the same mall •
Coach, BCBG, Saks and Macy’s
Gantt Chart Description: Initial Location Planning: February-July Market Research: February-May •
Research Local Market-Conduct surveys, research demographics, geographics and psychographics and generate a comprehensive report on the market area surrounding Biltmore Fashion Park.
Pinpoint Target Market- Based on above research and reports, we will narrow down to our exact market.
Consumer Analysis- complete an analysis on the interests, events and personalities of our target market.
Promotional Planning: May-July •
Plan Promotions- work with graphic designers and advertising department to make appropriate advertisements, flyers, ect.
Design Promotions – decide on final promotions, flyers, postcards, mailings, and website advertisements.
Begin Promotions – begin advertising in Scottsdale store, mailings, website.
Store Layout/Design: May-December Lease Store Space: May •
Sign Lease Contracts – Work with Biltmore Fashion Park to establish a contract to lease store space and plan budget.
Hire Contractor – hire contractor to update store space and wire lighting and build necessary features.
Hire Interior Designer- begin process of store design and remodel.
Design Theme & Store Layout: September •
Choose Color Scheme – work with Betsey and the interior designer to come up with a theme, color scheme and overall design of the new store.
Choose Fixtures/Displays – choose and purchase store lighting, display racks, furniture, and all other necessities.
Choose Materials – Decide on paint, fabrics, wallpaper, and overall store theme.
Product Planning: June-February Plan Inventory: June •
Order Product – estimate needed product for first month of opening based on Scottsdale store and “grand opening” months of other Betsey stores.
Plan Product Displays – design store layout and arrange product display areas.
Receive Product – receive product beginning in December until the end of January.
Merchandising: January-February •
Visual Displays – Begin store layout, work on displays and arrive at initial store layout.
Product Displays – label displays with featured product and prepare displays for product.
Store Inventory- once all product is received, conduct first inventory.
Hire/Train Employees: November-February Hire Manager(s) & Employees: November-December •
Open Interviews- hire employees over from the Scottsdale store as well as brand new Betsey Johnson employees.
Hire Employees- fulfill necessary employee numbers and begin training.
Employee Introduction – introduce new employees to the Betsey Johnson brand in order for them to become familiar with the brand and our products.
Training: January •
Store Policies/Procedures- train all employees to follow polices, and procedures.
Technology & Registers – allow a month for all sales associates and employees to get introduced and become familiar with the stores technology and cash registers.
Product & Brand Knowledge – implement the importance of brand/product knowledge, assign products to certain employees and implement sales leads.
Opening Day Event Planning: November-February Promotional: November-February •
Storefront Display – advertise grand opening celebration to the public shopping at Biltmore Fashion park
Mailings- send out mailings to target market, online customers in the area and all other Betsey market members. Use employees as a way to spread word/event invitations
Publicity – publish articles in local newspapers, websites and on billboards.
Event Planning: November-February •
Offers/Sales/Giveaways- perfume ring with any $50 purchase
Confirm DJ/Catering – hire caterer, and DJ in November and remain in contact to ensure the event goes smoothly.
Final Event Plan – delegate employees to different aspects of the grand opening event and plan out event to the minute.
GRAND OPENING: February 4th, 2011
Grand Opening Event Description Grand Opening Celebration: Meet & Greet with Miss Betsey Johnson Herself Cupcakes, Candy, Pink Champagne & Strawberry Lemonade Live DJ Giveaways/Prizes Invitation:
Giveaway/ Promotional Item: Limited Edition Betsey Johnson perfume ring.
Works Cited “About Betsey” Betsey Johnson. 2009. http://www.betseyjohnson.com/ 20 October 2009. “BCBGMaxazira” Company. 2009. http://www.bcbg.com/home/index.jsp 20 October 2009. “Bebe” 2009. http://www.bebe.com/ 20 October 2009. “Biltmore Fashion Park Market Profile” Biltmore Fashion Park. Westcor. 2009. http://www.shopbiltmore.com/ 20 October 2009. “Guess” About Us. 2009. http://shop.guess.com/ 20 October 2009. “PRIZM NE” PRIZM NE Segmentation System. My Best Segments. 2008. http://www.claritas.com/MyBestSegments/Default.jsp 20 October 2009. “VALS” Strategic Business Insights. 2009. http://www.strategicbusinessinsights.com/vals/ 20 October 2009. “ZIPSkinny ” ZIPSkinny. 2009. http://zipskinny.com/ 20 October 2009.