New England Forest Products SBA Presentation
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Transcript of New England Forest Products SBA Presentation
8/9/2019 New England Forest Products SBA Presentation
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Fall 07Fall 07¶¶
Chair: Jennifer OmastaChair: Jennifer Omasta
Alternate Chair: Mahia ValleAlternate Chair: Mahia ValleResearcher: Jenna HuntResearcher: Jenna Hunt
Logo Design: Nick DegonLogo Design: Nick Degon
Editor: Luke FerreiraEditor: Luke Ferreira
Alternate Secretary: KrystinAlternate Secretary: KrystinDragonettiDragonetti
Power Power--Point: John GarrityPoint: John Garrity
SSPS Software: Jennifer RussoSSPS Software: Jennifer Russo
Secretary: Eric YoshikawaSecretary: Eric Yoshikawa
Spring 08Spring 08¶¶
Chair: Jennifer OmastaChair: Jennifer Omasta
Alternate Chair: Krystin DragonettiAlternate Chair: Krystin DragonettiSecretary: Eric YoshikawaSecretary: Eric Yoshikawa
Logo Design: Nick DegonLogo Design: Nick Degon
Researcher: John Dillon and JoeResearcher: John Dillon and Joe
FerrisFerris
Power Power--Point: Beth Ellis, AdamPoint: Beth Ellis, AdamMcClellan, and Lindsy GirardMcClellan, and Lindsy Girard
Editor: Taylor MichaudEditor: Taylor Michaud
Alternate Secretary: Jen GagneAlternate Secretary: Jen Gagne
Google Researcher: Chris LacailladeGoogle Researcher: Chris Lacaillade
Franklin Pierce UniversityFranklin Pierce University
Small Business Advisory GroupSmall Business Advisory Group
New England Forest ProductsNew England Forest Products
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Description of the Business andDescription of the Business and
HistoryHistory New England Forest Products, located in Greenfield, NH, is a New England Forest Products, located in Greenfield, NH, is a
sawmill that specializes in retail and wholesale hardwoodsawmill that specializes in retail and wholesale hardwood products. products.
Owned by David and Deborah Buxton.Owned by David and Deborah Buxton.
David, a licensed professional forester, has been in the forestDavid, a licensed professional forester, has been in the forest
management industry for over 26 years.management industry for over 26 years.
Established in 1993.Established in 1993.
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DescriptionDescription of the Business andof the Business and
History Cont.History Cont.
NEFP works with several logging and trucking subcontractors. NEFP works with several logging and trucking subcontractors.It employs 13 onIt employs 13 on--site workers.site workers.
Employs 4Employs 4--5 logging crews, over 50 independent loggers,5 logging crews, over 50 independent loggers,truckers, and many types of land owners throughout Newtruckers, and many types of land owners throughout NewEngland.England.
NEFP buys more than 5 million feet of wood annually. NEFP buys more than 5 million feet of wood annually.
Wood types include: red oak, soft maple, white ash, and birch.Wood types include: red oak, soft maple, white ash, and birch.
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Description of the Business andDescription of the Business and
History Cont.History Cont.
ByBy--products from the mill are processed into bark mulch for products from the mill are processed into bark mulch for landscaping and sawdust, which is sold locally and made intolandscaping and sawdust, which is sold locally and made intowood pellets.wood pellets.
Lumber is also available for retail sales.Lumber is also available for retail sales.
Local customers purchase lumber for anything from barns toLocal customers purchase lumber for anything from barns toraised gardens and flower beds.raised gardens and flower beds.
The milled wood is often made into architectural millThe milled wood is often made into architectural mill--work work ± ± flooring, stair treads, cabinets to name a few products.flooring, stair treads, cabinets to name a few products.
NEFP is in the process of opening a retail outlet. NEFP is in the process of opening a retail outlet.
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Current Economic ConditionsCurrent Economic Conditions
More difficult to buy logs.More difficult to buy logs.
More difficult to sell manufactured lumber.More difficult to sell manufactured lumber.
Increased foreign competition from China and South America.Increased foreign competition from China and South America.
China manufactures a lesser China manufactures a lesser--quality lumber than nativequality lumber than nativespecies.species.
Drop in lumber prices due to depressed real estate market andDrop in lumber prices due to depressed real estate market andoversupply.oversupply.
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Economic Conditions Cont.Economic Conditions Cont.
http://finance.google.com/financehttp://finance.google.com/finance
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Economic Conditions Cont.Economic Conditions Cont.
http://finance.google.com/financehttp://finance.google.com/finance
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Background and the IndustryBackground and the Industry
Wood has been an important construction material since theWood has been an important construction material since the beginning of time. beginning of time.
Hardwood tends to come from broad leaved trees, produce aHardwood tends to come from broad leaved trees, produce a
fruit or nut, and can survive in the winter.fruit or nut, and can survive in the winter.
Hardwood is of higher density and hardness than softwood.Hardwood is of higher density and hardness than softwood.
Hardwoods are used to build furniture, cabinetry, flooring,Hardwoods are used to build furniture, cabinetry, flooring,
utensils, etc.utensils, etc.
The hardwood industry in the northeast depends on privateThe hardwood industry in the northeast depends on privateforest owners for their raw material supply.forest owners for their raw material supply.
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FutureFuture GoalsGoals
An expansion project to turn workers¶ 50 hour weeks into 40An expansion project to turn workers¶ 50 hour weeks into 40hour weeks without sacrificing production.hour weeks without sacrificing production.
New computer equipment/software to tally production levels. New computer equipment/software to tally production levels.
Minimize waste, be efficient, and Green Focus.Minimize waste, be efficient, and Green Focus.
Focus on developing local market.Focus on developing local market.
Focus on developing new retail outlet on site.Focus on developing new retail outlet on site.
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MarketingMix: 4 P¶sMarketingMix: 4 P¶s
Product, Promotion, Price, PlaceProduct, Promotion, Price, Place Product:Product: The SBA Group prioritized on hard wood productsThe SBA Group prioritized on hard wood products
for retail.for retail.
Promotion:Promotion: The SBA Group prioritized on websiteThe SBA Group prioritized on websitedevelopment and logo design.development and logo design.
Price:Price: The SBA Group thematically emphasized competitiveThe SBA Group thematically emphasized competitive pricing. pricing.
Place:Place: The SBA Group focused on developing a primary localThe SBA Group focused on developing a primary localmarket in Southern NH, and a secondary international/globalmarket in Southern NH, and a secondary international/globalmarket.market.
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Website Design LayoutWebsite Design Layout
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Suggested HomeSuggested Home--Page LayoutPage Layout
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HomeHome--Page SuggestionsPage Suggestions
ReRe--construct the format of the homepage.construct the format of the homepage.
Create each page with a link back to the homepage, to helpCreate each page with a link back to the homepage, to helpsimplify navigation.simplify navigation.
Create a short statement usingCreate a short statement using keywordskeywords to welcome andto welcome andinform potential customers about New England Forestinform potential customers about New England ForestProducts.Products.
Less is more!!! Take away clutter and excess information onLess is more!!! Take away clutter and excess information onthe homepage, and add links to important areas.the homepage, and add links to important areas.
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HomeHome--Page Suggestions Cont.Page Suggestions Cont.
Use a slogan for the homepageUse a slogan for the homepage
Delete existing opener Delete existing opener-- ³Practicing the highest level of ³Practicing the highest level of professional forestry´ professional forestry´
Add a new slogan; Here are some possibilities:Add a new slogan; Here are some possibilities: NEFP, locally grown, nationally used. NEFP, locally grown, nationally used.
Wood products from your own back yard.Wood products from your own back yard.
New England Forest Products committed to providing the finest New England Forest Products committed to providing the finestquality timber since 1993.quality timber since 1993.
Imagine what our wood could become.Imagine what our wood could become.
Professionalism with a touch of family.Professionalism with a touch of family.
Family ran, community built.Family ran, community built.
Branching out to you, for you.Branching out to you, for you.
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HomeHome--Page Suggestions Cont.Page Suggestions Cont.
Create a short statement, using keywords:Create a short statement, using keywords:
Google advertising has generated some keywords that peopleGoogle advertising has generated some keywords that peoplesearch for in relation to purchasing wholesale or retail forestsearch for in relation to purchasing wholesale or retail forest
products. products.
To be an effective website, and also to boost popularity andTo be an effective website, and also to boost popularity andsearch ratings, NEFP must create a short statement informingsearch ratings, NEFP must create a short statement informingthe public about the company, using some of these keywords.the public about the company, using some of these keywords.
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Google AdvertisingGoogle Advertising
http://http://www.google.com/intl/en/adswww.google.com/intl/en/ads//
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Google AdWordsGoogle AdWords
You create your ads.You create your ads. You create ads and choose keywords (words or phrases related to your You create ads and choose keywords (words or phrases related to your
business). business).Get keyword ideasGet keyword ideas
Your ads appear on Google.Your ads appear on Google. When people search on Google using one of your keywords, your adWhen people search on Google using one of your keywords, your ad
may appear next to the search results. Now you're advertising to anmay appear next to the search results. Now you're advertising to anaudience that's already interested in you.audience that's already interested in you.
You attract customers.You attract customers. People can simply click your ad to make a purchase or learn morePeople can simply click your ad to make a purchase or learn more
about you. You don't even need a webpage to get startedabout you. You don't even need a webpage to get started -- Google willGoogle willhelp you create one for free. It's that easy!help you create one for free. It's that easy!
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Getting PaidGetting Paid
How do I get paid?How do I get paid? You get paid whenever someone on your site clicks on one of theYou get paid whenever someone on your site clicks on one of the
AdSense ads. Advertisers can also bid to appear on your site on a CPMAdSense ads. Advertisers can also bid to appear on your site on a CPM(cost per thousand impressions) basis. Both CPC and CPM bids compete(cost per thousand impressions) basis. Both CPC and CPM bids competein thein the AdWordsAdWords program to ensure that you optimize your ad revenue. program to ensure that you optimize your ad revenue.
Electronic Fund Transfer (EFT)Electronic Fund Transfer (EFT) Google has an EFT payment system available in a number of countries,Google has an EFT payment system available in a number of countries,
which will help get your AdSense earnings delivered directly to your which will help get your AdSense earnings delivered directly to your bank account every month without any additional effort. bank account every month without any additional effort.
How much do I get paid?How much do I get paid?
How much you earn depends on a number of factors including how muchHow much you earn depends on a number of factors including how muchan advertiser bids on your sitean advertiser bids on your site ---- you'll receive a portion of what theyou'll receive a portion of what theadvertiser pays. The best way to find out how much you'll earn is to signadvertiser pays. The best way to find out how much you'll earn is to signup and start showing ads on your web pages.up and start showing ads on your web pages.
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Suggested Google TermsSuggested Google Terms
American forest productsAmerican forest products
Building materialsBuilding materials
Certified forest productsCertified forest products
Forest productForest product
Forest productsForest products
Forest products companyForest products company
Hardwood productsHardwood products
Lumber Lumber
Lumber companyLumber companyLumber pricesLumber prices
Lumber productsLumber products
Kiln Dried WoodKiln Dried Wood
Lumber Lumber supplier supplier
Lumber yardLumber yard
MillMill
Millwork Millwork
RetailRetailWholesaleWholesale
Wholesale lumber Wholesale lumber
Wholesale productsWholesale products
WoodWood
Wood forest productsWood forest products
Hardwood Lumber Hardwood Lumber
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Deborah Buxton¶sDeborah Buxton¶s
Suggested TermsSuggested TermsTimber Timber
ForestryForestry
StumpageStumpage
TSPTSP
LogsLogs
CordwoodCordwood
FirewoodFirewood
Licenseced forester Licenseced forester
Forest managementForest management
Timber appraisalTimber appraisal
Log buyer Log buyer Procurement forester Procurement forester
Tree farmTree farm
KD Lumber KD Lumber
Kiln dried lumber Kiln dried lumber
Grade stakesGrade stakes
TSITSI
Current useCurrent use
Management planManagement plan
Logger Logger
HardwoodHardwood
SoftwoodSoftwood
LoggingLogging
SawdustSawdust
ChipsChips
Millwork Millwork
Retail lumber Retail lumber Wholesale lumber Wholesale lumber
SustainableSustainable
SustainabilitySustainability
Buy localBuy local
Buy greenBuy green
Bark Bark mulchmulch
Lumber Lumber
BoardsBoards
Custom sawingCustom sawing
Veneer Veneer
FAS/1FFAS/1FSelectSelect
1 common1 common
2 Common2 Common
3A Common3A Common
Sound 3BSound 3BCantsCants
GreenGreen
Rough cutRough cut
S2SS2S
Stair treadsStair treads
FlooringFlooring
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HomeHome--PagePage
Recommended TextRecommended Text New England New England ForestForest ProductsProducts is ais a lumber lumber supplier supplier seeking toseeking to
meet your meet your forestforest product product needs. Whether it be a small or largeneeds. Whether it be a small or large
project, our diverse project, our diverse wholesalewholesale andand retailretail selections of selections of
hardwoodhardwood andand softwoodsoftwood allow us to do our job to ensure everyallow us to do our job to ensure everycustomer leaves as a satisfied one. We specialize incustomer leaves as a satisfied one. We specialize in kiln driedkiln dried
woodwood andand hardwood lumber productshardwood lumber products. Our . Our millmill andand retailretail
outlet is located on Route 31 in Greenfield, New Hampshire.outlet is located on Route 31 in Greenfield, New Hampshire.
GreenGreen-- Google KeywordsGoogle Keywords
RedRed-- Deborah Buxton¶s KeywordsDeborah Buxton¶s Keywords
BlueBlue-- Google & Deborah Buxton¶s KeywordsGoogle & Deborah Buxton¶s Keywords
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³About Us´ Link ³About Us´ Link
Rather than have a major link labeled ³mission´ on theRather than have a major link labeled ³mission´ on the
homepage, an ³About Us´ link would be more strategic.homepage, an ³About Us´ link would be more strategic.
Should be more condensed.Should be more condensed.
Other Layout SuggestionsOther Layout Suggestions
Should have links along the side of the page (or top or bottom)Should have links along the side of the page (or top or bottom)
to the following related areas: Mission, History, Meet Theto the following related areas: Mission, History, Meet TheStaff, Location/Directions, Careers, and In the News.Staff, Location/Directions, Careers, and In the News.
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³About Us´ Link ³About Us´ Link
Recommended Edited TextRecommended Edited Text
New England Forest Products is a retail and wholesale lumber producer. We are a New England Forest Products is a retail and wholesale lumber producer. We are ahardwood mill focusing on quality northern hardwoods, such as red oak, maple,hardwood mill focusing on quality northern hardwoods, such as red oak, maple,white ash, and birch. Our customers purchase lumber for various projects, includingwhite ash, and birch. Our customers purchase lumber for various projects, includingraised garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds,raised garden beds, truck and trailer decking, sideboards for trucks, blocking, sheds, barns, custom flooring, stair treads, and cabinets. By barns, custom flooring, stair treads, and cabinets. By--products from the mill are also products from the mill are also
processed into landscaping products, including mulch and sawdust, used for wood processed into landscaping products, including mulch and sawdust, used for wood pellets. That we are a green company that cares for the environment, and we apply pellets. That we are a green company that cares for the environment, and we applysustainable practices ensures high quality products.sustainable practices ensures high quality products.
³We like to think of this company as one that is involved with the practice of ³We like to think of this company as one that is involved with the practice of forestry involving many different aspectsforestry involving many different aspects ± ± from educating and working withfrom educating and working withlandowners who share our mission of conscientious management of a sustainablelandowners who share our mission of conscientious management of a sustainable
and important resource, to the manufacturing of a product actually made here in theand important resource, to the manufacturing of a product actually made here in theUnited States.United States.There are many changes happening in the industry.There are many changes happening in the industry. More products are beingMore products are beingmanufactured outside of this country.manufactured outside of this country. The term µexotic woods¶ sometimes translatesThe term µexotic woods¶ sometimes translatesto endangered species and illegal logging.to endangered species and illegal logging. The products we manufacture here areThe products we manufacture here are being produced as part of good forestry, and we are proud of that fact. being produced as part of good forestry, and we are proud of that fact. ByBy practicing good forestry and good business, we are hopefully leaving a better world practicing good forestry and good business, we are hopefully leaving a better worldfor the future!´for the future!´--NEFP Website NEFP Website
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³Mission´ Link ³Mission´ Link
Recommended TextRecommended Text NEFP needs a mission statement NEFP needs a mission statement
None exists on the website None exists on the website
An example of a possible mission statementAn example of a possible mission statement Our mission at New England Forest Products is to provide our Our mission at New England Forest Products is to provide our
customers with the highest quality wood products, at a competitivecustomers with the highest quality wood products, at a competitive
price, using environmentally friendly practices. price, using environmentally friendly practices.
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³History´ Link ³History´ Link
Recommended Edited TextRecommended Edited Text New England Forest Products was established in 1993. The mill was formerly the site New England Forest Products was established in 1993. The mill was formerly the siteknown as M.E. Smith¶s mill. Dave Buxton, owner of the mill, is a licensed professionalknown as M.E. Smith¶s mill. Dave Buxton, owner of the mill, is a licensed professionalForester (LPF#180) for the State of New Hampshire. After graduating from theForester (LPF#180) for the State of New Hampshire. After graduating from theUniversity of New Hampshire with a degree in forestry, Buxton worked as countyUniversity of New Hampshire with a degree in forestry, Buxton worked as countyforester for Hillsborough and Coos counties. Eventually, he earned the position of forester for Hillsborough and Coos counties. Eventually, he earned the position of Marketing and Utilization Specialist for the University of New Hampshire.Marketing and Utilization Specialist for the University of New Hampshire. He left theHe left the
University system and began to work in the private sector.University system and began to work in the private sector.
In 1993, he purchased the current business site located on Route 31. Over the years, heIn 1993, he purchased the current business site located on Route 31. Over the years, hehad established relationships with landowners interested in good forest management, ashad established relationships with landowners interested in good forest management, aswell as local loggers.well as local loggers. These relationships are an integral part of the success of NewThese relationships are an integral part of the success of NewEngland Forest Products.England Forest Products. Dave expanded the businessDave expanded the business -- upgrading the equipment toupgrading the equipment toincrease efficiency and productivity of the mill.increase efficiency and productivity of the mill.
In 1997, the was a setback.In 1997, the was a setback. On July 3, a freak tornado whipped through the areaOn July 3, a freak tornado whipped through the area ± ± leaving the newly renovated mill a pile of rubble.leaving the newly renovated mill a pile of rubble. With the help of NEFP¶s neighbor With the help of NEFP¶s neighbor across the street, American Steel; a local builder, Norm Shephard, as well as manyacross the street, American Steel; a local builder, Norm Shephard, as well as manyfriends, the mill was up and running again within 6 weeks.friends, the mill was up and running again within 6 weeks. This was no easy task andThis was no easy task andthe fact that the millthe fact that the mill waswas up and running again in six weeksup and running again in six weeks ± ± employees never havingemployees never havinglost a day of work, and all markets intactlost a day of work, and all markets intact ± ± was a testament to what it takes to survivewas a testament to what it takes to surviveand succeedand succeed ± ± commitment and community!!commitment and community!!
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³Meet the Staff´ Link ³Meet the Staff´ Link
SuggestionsSuggestions Since it is a small family ran company, people would like aSince it is a small family ran company, people would like a
meet the staff section.meet the staff section.
The SBA Group believes it will benefit the company as it willThe SBA Group believes it will benefit the company as it will
show the consumer that they care about family values andshow the consumer that they care about family values and
employees.employees.
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³Directions´ Link ³Directions´ Link
SuggestionsSuggestions Located on Route 31 (also known as Sawmill Road) inLocated on Route 31 (also known as Sawmill Road) in
Greenfield, N.H.Greenfield, N.H.
Give directions to the mill from major cities/towns throughoutGive directions to the mill from major cities/towns throughout
Mass and NH.Mass and NH.
Include a mapInclude a map
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³Careers´ Link Suggestions³Careers´ Link Suggestions
We recommend that the About Us page should include a directWe recommend that the About Us page should include a directlink to career opportunities at the mill.link to career opportunities at the mill.
We recommend that the About Us page include the In theWe recommend that the About Us page include the In the News section and Testimonials of buyers, suppliers, and other News section and Testimonials of buyers, suppliers, and other stakeholdersstakeholders.
³³In the News and TestimonialsIn the News and Testimonials´́
Link SuggestionsLink Suggestions
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OtherWebsite SuggestionsOtherWebsite Suggestions
NEFP needs pictures of the finished products prices below it. NEFP needs pictures of the finished products prices below it.
Show average comparative prices to prove that NEFP pricesShow average comparative prices to prove that NEFP pricesare lower, amplify this to gain a competitive advantage.are lower, amplify this to gain a competitive advantage.
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Rules for obtaining the highestRules for obtaining the highest
³quality website´ in the³quality website´ in the
perception of Googleperception of Google
Minimize the number of links on homepage.Minimize the number of links on homepage.
Use routing links to navigate between homepage and minor Use routing links to navigate between homepage and minor
pages. pages.
Maximize the number of unique pages within the website.Maximize the number of unique pages within the website.
Link every minor and routing page back to the homepage.Link every minor and routing page back to the homepage.
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CreateWikipedia AccountCreateWikipedia Account
This is a perceived as an impartial overview of a specific topic.This is a perceived as an impartial overview of a specific topic.
This allows you to show yourself in a positive light to theThis allows you to show yourself in a positive light to the
public in a very simple format. public in a very simple format. All Wikipedia pages follow the same basic outline and characteristics.All Wikipedia pages follow the same basic outline and characteristics.
The most important aspect is that the entry is written in anThe most important aspect is that the entry is written in an
impartial third person perspective with little to no opinionsimpartial third person perspective with little to no opinions placed in the entry. placed in the entry.
Monitor regularly for needed changesMonitor regularly for needed changes
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You TubeYou Tube
Create videosCreate videos
Edit videosEdit videos
Place videosPlace videos
Monitor You Tube forums relevant to NEFPMonitor You Tube forums relevant to NEFP
Add upAdd up--date videos as new staff happensdate videos as new staff happens
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New England Forest ProductsNew England Forest Products
Logo DesignsLogo Designs
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