STARBUCKS CARD

REWARDS PROGRAM

Jeremiah Bourland, Thomas Lindsley, Olivier Navarro, Anthony Perish, Josiah Blaisdell
November 30, 2007
GBUS – 8:30 AM
 Starbucks Card Reward Program

TABLE OF CONTENTS
1.0 Executive Summary….………………………………..………………………….page 4

2.0 History ……………….…………………………………..…………………………page 6

3.0 The Product……………………………………………..……………………........page 8

3.1 The Need.………………….……………………………..………………………...page 8

3.2 SWOT Analysis ………………………………………….………….......…...pages 9-11

3.3 Product Lifecycle………...………………………………………………………page 12

3.4 Target Market………………………………………………………………..pages 12-13

3.5 Operating Plan……………………………………………………………………page 14

3.6 Pricing…………..……………………………………………….……………….…page 15

3.7 Marketing Strategy………………………………………...……………………..page 16

4.0 Management Plan………………………………………..…………………..page 18-19

4.1 Management Team……………………………………………………………….page 20

4.2 Organizational Chart…………………………………………………………….page 21

5.0 Financial Plan ……….……………………..……………………..…...……pages 23-26

6.0 Recommendation ………………………………………………………………..page 27

7.0 Personal Reflections ……………………………………………………………page 28

4.4 Bibliography…………………………………………………………………..…..page 30

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 Starbucks Card Reward Program

EXECUTIVE SUMMARY

Dbvt.com

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 Starbucks Card Reward Program

1.0 Executive Summary

Everyone would like something free once in

a while. It’s something that the customers would
appreciate after a hard days work. The Starbucks
Card Reward program offers additional features to
the Starbucks card. After a customer purchases
ten drinks, they will receive one free drink of their
choice regardless of its price. The program is a
seasonal promotion that will begin on October 1st
and ends on December 31st.
Kvue.com
The Target Market is men and women with a
College degree living in 98004 zip code of Bellevue, Washington between the ages of
22 to 55, with an average annual income of thirty to one hundred thousand dollars. The
program targets the loyal customers who frequently visit Starbucks and the holiday
shoppers at Bellevue Square.
With the customers receiving a ten percent discount on their beverages, this will
greatly increase demand of the product, which in return, increase our sales. This
program will help Starbucks reach a whole new level of brand loyalty. It will attract new
customers, help keep current customers, and it will increase the sales of seasonal
beverages, as it is a seasonal service. If the program succeeds, Starbucks will expand
their stores to other busy holiday shopping areas.
“We’re not in the coffee This program gives the customers the
business serving people. freedom to experience other higher priced drinks or
We’re in the people seasonal beverages that they would not normally try
business serving coffee.” on their own.
Howard Behar,
Pour Your Heart Into It

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 Starbucks Card Reward Program

COMPANY HISTORY &

OVERVIEW

Phortech.com

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 Starbucks Card Reward Program

2.0 History 1

Starbucks roasts high quality coffee

beans and produces fast and delicious Italian
style espresso drinks, a variety of pastries
and coffee related accessories and
equipment, as well as a high standard of
service and a relaxing ambiance.

Starbucks is proud to take care of their

team, offering competitive salaries, stock
Photos.igougo.com
Photos.igougo.
options and great health benefits.

Starbucks opened its first store at Seattle’s Pike Place Market in 1971. In 1982,
Howard Schultz joined Starbucks as the director of retail operations and marketing. On
a trip to Italy in 1983, Schultz discovered the popularity of espresso bars in Milan, and
convinced the founders of Starbucks to experiment with an espresso bar in downtown
Seattle, which opened in 1984. With the success of the espresso bar in Seattle,
Howard Schultz founded Il Giornale in 1985, offering brewed coffee and espresso drinks
made from Starbucks Coffee beans. In 1987, Il Giornale acquired Starbucks assets
with the backing of local investors and changed its name to Starbucks Corporation.

In 2001, Starbucks introduced the Starbucks card, a store-valued card for

customers to use and reload. Starbucks is now
“Starbucks draws
offering a new program using the already existing
strength from its own
Starbucks card. In addition to the features the
history and its ties to the
Starbucks card already provides, after a customer
more distant past.”
purchases ten drinks, they will receive one free drink
- Howard Schultz,
Pour Your Heart Into It of their choice.

1. All of this information was taken from Starbucks.com

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 Starbucks Card Reward Program

MARKETING PLAN

Priscilla.bluecircus.net

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 Starbucks Card Reward Program

3.0 The Product

The Starbucks Cards currently
allow customers to prepay for coffee,
food, and other items available in stores.
With the recent cross marketing with
Apple’s iTunes, customers can receive
free iTunes music upon purchasing the
card.
ideabarista.com
In an effort to keep customers
coming back for great coffee and the products they love at Starbucks, we will introduce
the new Starbucks Card system. When a customer purchases ten drinks with their
Starbucks card, the computer system electronically verifies it and rewards the customer
with one free drink of their choice. These cards have a minimum price of five dollars
and limit of one-hundred dollars. Customers that already have a Starbucks Card will be
automatically enrolled in the program.

3.1 The Need

Everyone would like to be rewarded with a free product once in a while. People
enjoy receiving free things regardless of their value. This new program fills the needs of
current and future customers to try new things and be rewarded for their loyalty. The
program allows us to show our appreciation
“Find a need and for our customers and provides them with an

fill it.” incentive to return for more excellent coffee

and their favorite music.
-Boone & Kurtz,
Contemporary Business 12th Edition

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 Starbucks Card Reward Program

3.2 SWOT Analysis

SWOT analysis is a means for us to examine the strengths and weaknesses of
the Starbucks Card Reward Program as well as the opportunities and possible threats.

3.2.1 Strengths
1. Brand Loyalty. Starbucks customers are
“Starbucks built brand
some of the most loyal customers in the
loyalty one customer at
market. They have particular tastes in
a time….”
coffee that can only be found in our stores.
-Howard Shultz, Pour Your Heart Into It.

2. Attentive and Professional Staff. Starbucks employees pride themselves on their

ability to provide customers with premium coffee and the highest quality service
possible. The needs of the customer are paramount.

3. Comfortable Environment. Starbucks stores are meant to put customers at ease.

The idea is for them to feel as comfortable in our stores as they do in their own homes.
This relaxing environment breaks down barriers between customers and staff as well as
barriers between other customers.

3.2.2 Weaknesses
1. Sufficient Stock of Specialty Drink Ingredients. The new Starbucks Card
Program is created to introduce customers to drinks on our menu that they have not
tried in the past. Offering a free drink to every
customer that purchases ten drinks on their
Starbucks Card can create a higher demand for
specialty or seasonal drinks. Failure to maintain
proper stock levels can result in not having a
customer’s free drink of choice.

Starbucks.com

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 Starbucks Card Reward Program
2. Constant Verbal Promotion by Baristas. The program is only as good as our
ability to promote it. Baristas must inform customers of the program and its benefits.
Failure to do so will result in a failed program and the possible loss of future customers.

3. Single Location Program. There may be

“…if you treat your
some customer dissatisfaction with the fact that customers well, profits
the program is only effective at one store. It will will come.”
be necessary for staff to ensure that customers John Moore
understand that their Starbucks Card is good at any
Starbucks however their free drinks may only be redeemed at the Belle-Square location.

3.2.3 Opportunities
1. Attract New Customers. The location and time period of the Rewards Program will
allow us to attract customers that may not frequently purchase coffee at our Starbucks.
The increased numbers of shoppers to the Belle-Square Shopping Center during the
holiday period greatly increases our odds of attracting new customers.

2. Retain Loyalty of Current Customers. Current loyal customers will have an

incentive to continue purchasing drinks at our stores and will even be able to try
something out of the norm from their typical drinks of choice.

3. Increase Popularity of Seasonal Drinks. This is a

seasonal pro-gram that takes place during the holiday shopping
period. The Rewards Program and the holiday drink menu will
begin simultaneously. Customers that prefer less expensive
drinks over the more flavorful yet expensive seasonal drinks will
now have an opportunity to try them for free. They will taste the
Starbucks.com
superior coffee flavors and return in the future to pay for them.

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 Starbucks Card Reward Program
4. Expand Program to More Stores. If
this program is successful then it will be
introduced in other stores in locations
that experience increased amounts of
traffic during the holiday season.

3.2.4 Threats
Starbucks.com
1. Software Flaws. The tracking
system designed for the Rewards program will be an add-on to the current software
used on the Starbucks Card. If there is a failure of the add-on then there will likely be a
back-lash and we could lose the trust of our customers to operate our store efficiently. It
will be necessary to have a representative from the Starbucks IT department on-sight
during the first two weeks of the program to handle any software issues that may arise.
This individual will also be an integral part of the set-up phase of the program.

2. Poor Economy. If retail sales drop in the area then the program will suffer because
it relies on the seasonal increase in shopper for success. The good thing about this
program is that it still targets our current customers. These are customers that
frequently visit our stores. They will be able to promote the program for us via word-of-
mouth. It will be necessary to keep our current customers enthusiastically happy about
the service we provide to them because loyal
customers in good times will hopefully still be
to our future

profitability

“Recognize
is essential

loyal customers in bad times.

success.”
Starbuck
Stateme

that
Mission
nt

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 Starbucks Card Reward Program

3.3 Product Lifecycle

The Starbucks Card Rewards Program is a seasonal service that will begin on 1
October and end on 31 December. If the program is successful then it will be expanded
to locations that experience an increase in retail sales as a result of the holiday
shopping period.

3.4 Target Market

Starbucks caters to a wide variety of individuals because our product crosses all
boundaries. We are fortunate to have a product selection that appeals to such a wide
variety of individuals.

Bellevue Square: An Ideal Test Market Location

By introducing this program in downtown Bellevue we increase our chances for
success for the following reasons:

1. Affluent local population.

2. Holiday shoppers visiting Bellevue Square.
3. Local business professionals.

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 Starbucks Card Reward Program

3.4 Target Market (Continued)

These groups are all potential customers. By conducting this program during the
busiest shopping period of the year, we maximize our chances of bringing in new
customers and increases purchases made by current loyal customers.

Affluent Local Population. Bellevue, Washington has a population of 119,768

people with a mean household income of $102,531.00.

Holiday Shoppers. Bellevue Square is a prime location for the citizens of Bellevue
to purchase high-end items for themselves and for their loved-ones during the holiday
season. Nordrstrom’s and Macy’s are located inside of the Bellevue Square mall.

Local Business Professionals. Microsoft recently opened a satellite corporate

office in Lincoln Square (across the street from Bellevue Square) and there are several
banks and hotels located on the blocks surrounding the shopping district in downtown
Bellevue.

Potential Customers 2003 2004 2005 2006

Population 116,786 116,914 117,137 119,678
Growth 5%

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3.5 Operating Plan/ Distribution Channels

The Operating Plan of Starbucks will be to
follow the detailed standards that will guide the
implementation of the Starbucks card offer so
that it is easily available to customers and to
make sure that all employees understand how it
works and how to use them. The customer will
Starbucks.com
be able to use their current cards and will
additionally have new holiday designs to
choose from which will be available for the length of the offer. The Starbucks cards will
be displayed next to the registers. The cards will be available at all Starbucks locations
within the zip code of 98004.
Our company will use the direct distribution strategy, which is the shortest and
simplest way for customers to obtain the Starbucks card. Employees will be expected to
let customers know about the offer. The company will also advertise the Starbucks card
on the online website as well as in-stores so customers can become aware of the
opportunity to receive a free drink of their choice with the use of the Starbucks card. The
company will make sure that there are Starbucks cards in stock at all times during the
offer period and to have the displays filled with the cards at the start of each day. The
back of the card will let customers know that the card can be re-used several times by
being able to put more credit on it online or in stores.

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 Starbucks Card Reward Program

3.6 Price
The Starbucks Cards will be available in any
amount between five and one hundred dollars.
Customers will be able to recharge their Starbucks
Card at any store or online with any denomination
they wish to put on it.
With the purchase of ten of any price drink,
customers will receive one free drink of their choice
regardless its price.
Ultimately, this program would not cost customers
Starbucks.com
anything. The Starbucks card is purchased and then
can be used like cash in any Starbucks store nationwide. When customers realize this,
they will see no reason why they should not be using a Starbucks Card in order to take
advantage of this program.
This program would use premiums in order to reward frequent customers.
Premiums are discounts or free products that are widely used in business and highly
sought after by customers. When customers
see that they can get free drinks without
Customers will receive having to pay any more than they already do
one free drink of their they will buy more of them. This way they will

choice be able to get eleven drinks for the price of ten

and as we know, as price falls, quantity
demanded increases.

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 Starbucks Card Reward Program

3.7 Marketing Strategy

The first step in having an effective marketing strategy is choosing a target

market. The target market for the new Starbucks card will be both men and women
ages 22 – 55 with an income of somewhere between thirty to one hundred thousand
dollars a year and a college degree. Census.gov reveals that within our test market of
Bellevue; 68 percent of households fall within our income bracket, 72 percent fall in the
age bracket and 30.5 percent have bachelor degrees. This means is we are targeting
the majority of people in Bellevue Sep. Oct. Nov. Dec. Jan.
Posters X X X
and making it more economical Radio X X
to go to Starbucks. Television X X
Internet X X X
Our marketing strategy Email X X X X X
incorporates a variety of methods Employee X X X X X

of advertisement into a logical marketing mix that climaxes in November and December
and targets both the commuter who has no time and the everyday working class
businessman who enjoys both superior service and a top notch drink. In the months
proceeding September we want to develop a Starbucks insiders group where people
from all over the US can sign up to receive emails about special offers at Starbucks.
Coupons could be added in the future during our test marketing stage. Emails will be
sent to everyone living in Bellevue telling them about the deal starting October 1st. We
will instruct employees to ask customers if they have heard about our deal coming soon
to their Starbucks. This will spread awareness about the special offer. The month of
October uses posters, Internet, email, and employees to inform our target market about
the deal. This should build a strong foundation of more loyal customers who want our
product and who can tell their friends about the new offer. In the next phase all of our
marketing tactics will be in place and not only are November and December the month’s
that people buy hot drinks, but they are also the two months in which the most money is
spent nation wide all year.

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 Starbucks Card Reward Program

MANAGEMENT PLAN

Priscilla.bluecircus.com

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 Starbucks Card Reward Program

4.0 Management Plan

Our company’s management style is participative.
The employees are considered partners in the
company. Our company wants the employees to
share ideas and suggestions, greatly encouraging
them to contribute to the company’s success. The
upper management utilizes the team in problem Beatle.worldpress.com
solving by asking for suggestions and advice from the employees that do the work,
making them feel valued. Guidelines are set and the employees are empowered to
make decisions on their own without consulting upper management. By empowering
our employees, they feel they are a part of the bigger picture, take pride in the job and
constantly strive to improve business.

The company will share their financial performance with employees by way of
quarterly meetings, showing profit gains and losses, allowing our employees to see how
their work is affecting us meeting our goals, naturally giving them a personal
responsibility to improve during periods of loss, but to also take pride in a job well done
when goals are met.
Our company’s goal is to give our employees true empowerment. To make them
feel they have what it takes to make good decisions and that we trust they are capable
to do so. This way we can motivate and challenge our employees, giving them a
feeling of ownership in the company, and trust that they will take care of business when
we are not available to them. Which, in turn, will allow us to utilize our time more
efficiently for future business plans, as we have developed an empowered team, that
we trust implicitly, who will always strive to do the right thing by our company.
Our company will hold weekly meetings for all employees for effective
communication. Allowing for upper management to hear and give feedback, advice,
suggestions, and ideas from the employees.

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 Starbucks Card Reward Program
Our company will use Maslow’s Theory
for self-actualization of employees. By
promoting from within in we save time and
money by utilizing the people we have already
trained, but more importantly it gives all our
employees the opportunity to reach self-
actualization within our company. A self-
Buytaert.com
actualized employee is truly empowered. To
help our employees on this journey the company will use on-the-job training and
seminars to assist employees in constantly building upon their skills and accomplishing
their goals.
The company will use the Goal-Setting Theory to motivate and challenge the
employees. Upper management will give the employees detailed goals each month,
such as increasing sales. If the employees meet the specified goals, the company will
reward them accordingly, depending on the difficulty of the goals. The company will
provide performance feedback in weekly meetings and employees will be able to see
the progress they are making towards accomplishing their specified goals. If the
employees are accomplishing their goals, the company will offer certain rewards, such
as profit sharing or bonuses and will offer recognition and show appreciation for hard
work. If the employees are unable to meet their specified goals, the company will offer
help, such as training programs to help build their skills and knowledge or offer
additional assistance so they are able to meet the goals. The idea of the Goal-Setting
theory is to motivate and challenge the employees to advertise and sell the higher
priced beverages to increase the sales.

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4.1 THE MANAGEMENT TEAM

-Jeremiah Ely Bourland – Director of Human Resources

Earned an MBA at the University of Pennsylvania. Worked
as a Human Resources Manager for twenty years with
Microconnex. In January 2008, Ely became the Director of
Human Resources for Starbucks.

-Anthony Perish – Director of Finance

Earned an MBA at the University of Chicago. Anthony began his career at
Starbucks as a Barista. After completing his education, Anthony became the
Director of Finance for Starbucks.

-Josiah Blaisdell – Director of Sales and Marketing

Earned an MBA from Stanford University. Worked for Adidas for
fifteen years as Director of Sales and Marketing. In 2004 he became
the Director of Sales and Marketing for Starbucks.

-Thomas Lindsley – Director of Product Development

Earned an MBA at the University of Washington.
Held the position of Vice President of Merchandising for
R.E.I. Tom is currently working as the Director of Product
Development for Starbucks.

-Olivier Navarro – Director of Distribution

Earned an MBA from Yale University. After completing his education
he became the Director of Distribution for Starbucks.

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 Starbucks Card Reward Program

4.2 ORGANIZATIONAL CHART

CEO

DIRECTOR OF DIRECTOR OF DIRECTOR OF

SALES & MARKETING FINANCE HUMAN
RESOURCES

HUMAN
RESOURCES
DIRECTOR OF DIRECTOR OF PRODUCT MANAGER
DISTRIBUTION DEVELOPMENT

STAFF STAFF STAFF

TRAINER TRAINER TRAINER

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 Starbucks Card Reward Program

FINANCIAL PLAN

Livingincomfort.com

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 Starbucks Card Reward Program

5.0 Income Statement

Data taken from http://finance.yahoo.com

PERIOD ENDING 1-Oct-06 2-Oct-05 3-Oct-04

Total Revenue 7,786,942 6,369,300 5,294,247
Cost of Revenue 3,178,791 2,605,212 2,191,440

Gross Profit 4,608,151 3,764,088 3,102,807

Operating Expenses
Research Development - - -
Selling General and Administrative 3,420,925 2,720,049 2,266,109
Non Recurring (93,937) (76,745) (60,657)
Others 387,211 340,169 289,182

Total Operating Expenses - - -

Operating Income or Loss 893,952 780,615 608,173

Income from Continuing Operations

Total Other Income/Expenses Net 12,291 15,829 14,140
Earnings Before Interest And Taxes 906,243 796,444 622,313
Interest Expense - - -
Income Before Tax 906,243 796,444 622,313
Income Tax Expense 324,770 301,977 231,754
Minority Interest - - -

Net Income From Continuing Ops 581,473 494,467 390,559

Non-recurring Events
Discontinued Operations - - -
Extraordinary Items - - -
Effect Of Accounting Changes (17,214) - -
Other Items - - -

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 Starbucks Card Reward Program
Net Income 564,259 494,467 390,559
Preferred Stock And Other Adjustments - - -

Net Income Applicable To Common Shares $564,259 $494,467 $390,559

5.1 Balance Statement

Data taken from http://finance.yahoo.com

Assets
Current Assets
Cash And Cash Equivalents 312,606 173,809 299,128
Short Term Investments 141,038 133,227 353,881
Net Receivables 313,048 261,570 203,876
Inventory 636,222 546,299 422,663
Other Current Assets 126,874 94,429 71,347

Total Current Assets 1,529,788 1,209,334 1,350,895

Long Term Investments 224,904 261,936 306,926
Property Plant and Equipment 2,287,899 1,842,019 1,551,416
Goodwill 161,478 92,474 68,950
Intangible Assets 37,955 35,409 26,800
Accumulated Amortization - - -
Other Assets 186,917 72,893 85,561
Deferred Long Term Asset Charges - - -

Total Assets 4,428,941 3,514,065 3,390,548

Liabilities
Current Liabilities
Accounts Payable 1,002,932 774,200 624,147
Short/Current Long Term Debt 700,762 277,748 735
Other Current Liabilities 231,926 175,048 121,377

Total Current Liabilities 1,935,620 1,226,996 746,259

Long Term Debt 1,958 2,870 3,618
Other Liabilities 48,215 16,230 144,683
Deferred Long Term Liability Charges 203,903 166,182 21,770
Minority Interest 10,739 11,153 -
Negative Goodwill - - -

Total Liabilities 2,200,435 1,423,431 916,330

Stockholders' Equity
Misc Stocks Options Warrants - - -

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 Starbucks Card Reward Program
Redeemable Preferred Stock - - -
Preferred Stock - - -
Common Stock 756 90,968 956,685
Retained Earnings 2,151,084 1,939,359 1,448,899
Treasury Stock - - -
Capital Surplus 39,393 39,393 39,393
Other Stockholder Equity 37,273 20,914 29,241

Total Stockholder Equity 2,228,506 2,090,634 2,474,218

Net Tangible Assets $2,029,073 $1,962,751 $2,378,468

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 Starbucks Card Reward Program

5.2 Projected Sales Analysis

Now
Gross Revenue $1,000,000
Cost of Sales $410,000
Gross Profit $590,000

Projected
Revenue $900,000
Cost of Sales - $410,000
Gross Profit $490,000

Break Even Analysis

Projected Difference $100,000
At 3.00/drink / 3 $/drink
Break Even Point 33,333 drinks

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6.0 Recommendation

After reviewing the Break Even Analysis we have determined that the program will
not be profitable because sales required to break even is too high and the program will
cannibalize profits from other Starbucks stores in the Bellevue area.

This program would work for a smaller chain with fewer locations per square mile
because they would not be stealing profits from their own stores. They would gain
market share from a larger chain and their sales would likely increase.

We recommend that this program not be initiated unless further research can be
completed to prove that such a program can be profitable.

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 Starbucks Card Reward Program

7.0 Personal Reflections

Thomas Lindsley, Director of Product Development – “I found that researching and
producing a business plan is a difficult yet rewarding process. I still feel that I need
more training so that I will be able to prepare a plan that is more professional in nature.
In the end, I have learned the basics and I am proud of the work that I was able to
accomplish with my team.”

Anthony Perish, Director of Finance – “After reviewing the financial data in our
business plan, and finding that it was not worth implementing our ideas, I was
disappointed, but at the same time relieved. We had been trying to find ways to make it
work and at this point I was ready and willing to give up on our idea.”

Olivier Navarro, Director of Distribution – “I believe that this business plan was a
great experience and really showed us how companies operate. Even though our
program idea was not successful, working as a group to come up with a new idea and
the process involved in making a business plan was a good learning experience.”

Josiah Blaisdell, Director of Sales and Marketing – “The project went well even if the
desired effect was not achieved. The most improvement is made in the face of failure
and that is what happened here. We were able to create a project for Starbucks and
show how it won’t work.”

Jeremiah Ely Bourland, Director of Human Resources – “At first I was disappointed
that our business plan would not succeed. Everyone put in the hard work. I felt that it
was an excellent program that would have rewarded the Starbucks customers. Not
going through with the business plan was a success on its own. It would be saving
Starbucks money in the end.”

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 Starbucks Card Reward Program

BIBLIOGRAPHY

Themarketingguy.files.wordpress.com

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 Starbucks Card Reward Program
IMAGES

<beatle.worldpress.com>
<buytaert.com>
<kvue.com>
<cfptracker.com>
<laurakrosser.com>
<photos.igougo.com>
<dbvt.com>
<phortech.com>
<priscilla.bluecircus.net>
<livingincomfort.com>
<themarketingguy.files.wordpress.com>
<energyfiend.com>
<starbucks.com>

INFORMATION
<http:// finance. yahoo. com>

QUOTES

“We’re not in the coffee business serving people. We’re in the people business serving
coffee.”

Behar, Howard. Pour Your Heart Into It. New York: Hyperoin, 1997.

“Starbucks draws strength from its own history and its ties to the more distant past.”

Schultz, Howard. Pour Your Heart Into It. New York: Hyperoin, 1997.

“Starbucks built brand loyalty one customer at a time…”

Schultz, Howard. Pour Your Heart Into It. New York: Hyperoin, 1997.

“Recognize that profitability is essential to our future success.”

Schultz, Howard. Pour Your Heart Into It. New York: Hyperoin, 1997.

“Find a need and fill it.”

Kurtz, David, and Louis Boone. Contemporary Business. 12. Mason: South-
Western, 2007.

J. Bourland, T. Lindsley, O. Navarro, A. Perish, J. Blaisdell Page 30