Traffickers Feasibility - Internet Marketing Services Agency - Case Study Example

Feasibility Study for Trafficker – An Internet Marketing Services Agency EXECUTIVE SUMMARY This is a feasibility report for Trafficker. Trafficker will be a Search Engine Optimisation firm that will exist for the sole purpose of providing unique, efficient and affordable internet marketing services to micro and small business enterprises within Melbourne. The company will use a bundled-up service offering that combines Website Development, Search Engine Optimisation, Content Management Services and Social Media marketing services for its target market. As a result, clients will be required to pay a fixed amount of fees on a monthly or annual basis. By using this uniquely compelling value offering, it is expected that Trafficker will not only revolutionise the local internet marketing services industry that is dominated by big and well-established players but also offer value to its clients. Trafficker will operate as a Pty Ltd. The advantage of using this form of ownership is related to the need to access financing for growth in the future and to protect the owners from personally becoming liable in the event of the company failing to honour its financial obligations. Concerning human resources, Trafficker will have four employees who will be in charge of its four core services. The company will have to outsource excess work in the future. The employees shall be remunerated based on industry standards and the recommendations of the authorities. From the analysis, it can be seen that the company will break even during its second year of operation. It will be based on the number of contracts that it is projected to control at the time that the company will become profitable. INTRODUCTION This report examines specific aspects of the proposed business, Trafficker, the external environment in which it intends to operate and the market that it is supposed to serve. Therefore, the report is divided into several chapters that cover specific aspects of the proposed business. Some of the aspects of the firm that are covered in the first chapters of this feasibility report include the following: analysis of the industry, examination of the competition that already exists in the market, evaluation of the target market and an examination of the services that the company will offer to the market. Other topics that are covered in the subsequent chapters of the report include the following: operations of the company, organisation of its management, human resource management practices and a detailed analysis of its finances during the first few years of operation. INDUSTRY ANALYSIS The Industry and Opportunity The internet marketing services industry is made up of firms that provide a broad range of services to organisations. Various trends are currently shaping the industry. The trends may also affect the direction that the industry will take soon. One of the main trends in the industry is the consolidation of major players in the industry. Many firms that provide SEO services tend to focus on consolidating their services. As a result of consolidation, the resulting large companies tend to concentrate their efforts on medium and large organisations. The value offering of such large businesses that now characterise the industry is based on the expectation that medium and large companies can outsource their internet marketing services to equally medium and large firms at the expense of small SEO outfits. Second, many micro and small businesses are being established in Australia. In the recent past, the Australian economy has been performing relatively well (Reserve Bank of Australia (RBA), 2016). As a result of the above-average performance, many micro and small enterprises are being set up. Surprisingly, all these micro and small businesses seek to differentiate their services and products. One of the main ways that businesses use to differentiate their products and services in the current times is through internet marketing services (Demishkevich, 2015, p. 3). Businesses seek to leverage the power of practices such as SEO and social media marketing to become competitive. Therefore, it is based on these factors that the need for a small internet marketing firm that models its services on the unique needs of micro and small enterprises arises. Key Driving Forces The key driving forces for the industry can be analysed by making reference to the PESTLE model. Under the PESTEL model, political, economic, social, technological, environmental and legal factors are considered as the primary forces that shape any given industry (Harrison, 2013, p. 15). In this case, only a few of these factors have a considerable positive or negative impact on the internet marketing services industry. For example, changes in the economy of Australian in general and Melbourne, in particular, are having a highly positive impact on the industry. As the economy performs well, new businesses get established. Moreover, existing businesses are willing to spend more money on internet marketing services when the economy is performing well. Changes in social and technological factors are also having a positive level of impact on the internet marketing services industry. For example, it has been noted that many people are relying on Google and other search engines to get basic information about goods and services (Zgodka & Handlowa, 2011, p. 343). Changes in the way people are searching for information online means that businesses have to invest resources in becoming visible online. Regarding technology, Google constantly changes the algorithm that it uses to crawl search engines to reflect changes in the devices and methods that people use to search for information online (Zgodka & Handlowa, 2011, p. 346). As a result of these changes, businesses are in constant need of SEO expertise to carry out effective marketing campaigns. Therefore, economic, social and technological factors are of the highest positive impact on the internet marketing industry. Key Success Factors In summary, the key success factors for this industry arise from the nature of the small and micro businesses and their unique needs. Therefore, pricing plans, responsiveness to the needs of clients and the ability to deliver results are some of the key success factors which also affect sales in the industry. TARGET MARKET Profile of the Current Market The current market for Trafficker is composed of small and micro enterprises operating in Melbourne, Australia. These businesses form a homogenous segment of the market for the services of the new business. Since Trafficker is a small start-up, it will be important for the company to focus on the local market before embarking on an expansion project to access businesses located outside Melbourne. Small and micro enterprises in Melbourne are characterised by several attributes. For example, most of the small and micro enterprises have less than 19 employees. In general, micro enterprises have 1-4 employees while small businesses have 5-19 employees (Parliament of Australia, 2015). Second, micro and small businesses are concentrated in the services sector. The Department of Industry, Innovation, Science, Research, and Tertiary Education, (2012, p. 27) estimates that 96% of small and medium-sized enterprises operate in the services industry while the remaining percentage operate in other sectors such as agriculture and mining. Market Needs and Motives Several market needs and motives define how small and micro enterprises operate. In the first place, most of these businesses directly rely on the general population for their revenue (Department of Industry, Innovation, Science, Research, and Tertiary Education, 2012, p. 29). As a result of this attribute, the success of these business organisations is tied to the social dynamics of the society at large. For example, the size of the market of the businesses is tied to the general population of Melbourne. Currently, Melbourne has an estimated population of 4,442,918 (Australian 2016 Population, 2016). The population, which is evenly spread in the 31 municipalities of the city, is expected to grow at an above-average rate over the next few decades (Department of Industry, Innovation, Science, Research, and Tertiary Education 2012, p. 31). Hence many small and medium-sized enterprises will attempt to take advantage of the growing population of the city. Second, the businesses that form the market for Trafficker are mostly owner-managed. The original founders still manage these enterprises. Because of this management arrangement, the businesses are in need of more sales to grow. For such businesses, it will be necessary for Trafficker to demonstrate that it can convert the internet marketing services it plans to offer to them into actual sales over a set period. Market Size and Factors that Could Affect Sales Small and micro-enterprises make up 95.5% of all the businesses in Australia in general. Moreover, the number of small and micro enterprises has been rising over the years to the current figure of about 3 million (Department of Industry, Innovation, Science, Research, and Tertiary Education 2012). Therefore, the size of the market for the services of Trafficker is set to increase in the foreseeable future. Several factors could affect the sales of Trafficker. Interestingly, most of these factors are tied to the manner in which people behave when accessing the web. The browsing behaviour of individuals affects how companies can reach their audience. Consequently, these changes define the services that small and micro enterprises will require from Trafficker. For example, an increase in the number of social media platforms means that many businesses may need to use enhanced social media marketing techniques to reach out to and engage with their market audience. Hence, Trafficker will have to develop new and innovative ways of engaging with the market on social media platforms. Also, given that these businesses lack a lot of finances to devote to big-budget marketing campaigns, Trafficker will have to ensure that its service offering suits the financial characteristics of its clients and is commercially viable. THE COMPETITION Major Competitors Trafficker will face competition in Melbourne from three main companies: WME, Newpath WEB and Dornan Digital. All these companies have different features that make them formidable rivals to Trafficker. For example, WME is one of the largest SEO companies in Melbourne concerning the number of employees, revenue and the portfolio of its clients. However, the large size of the company and the long period in which it has been in operation mean that it now focuses on big clients. Newpath Digital is another company that Trafficker will have to compete with. It is a mid-sized SEO firm with a good portfolio of clients in Melbourne. Dornan Digital will provide a direct challenge to Trafficker because it is small in size and targets small and micro-enterprises aggressively. These details are presented in the strategic group map below. Rating of Competitors The following table indicates the rating of the competitors of Trafficker concerning the key success factors in the industry. An explanation of the vulnerabilities of the competitors is also explained. Competitors Key Success Factors Prices Customisation Efficiency WME High Low High Newpath Digital Medium Medium High Dornan Digital Low High High It can be seen that WME and Newpath Technologies have specific vulnerabilities that Trafficker can successfully exploit to gain a foothold in the market. For example, WME, as a result of its size, cannot offer highly customisable and affordable services that small and micro enterprises need. Therefore, it will be easy for Trafficker to exploit this vulnerability. Also, Newpath Digital seems caught in-between focusing on big projects of medium-sized companies and concentrating on addressing the needs of small and micro enterprises. However, Dornan is an important competitor for Trafficker since it is relatively small and focuses on the needs of small businesses. Analysis of Competitors The competition that Trafficker faces can be analysed using Porter's Five Forces Model. According to Porter's Five Forces Model, industry competitiveness is shaped by the following factors: ease of entry, bargaining power of suppliers, the threat of substitutes, and the bargaining power of suppliers (Hill & Jones, 2009, p. 43). The higher the power of these factors, the more intense the competition in the industry is. In this case, the ease of entry into the industry is high. This being a service industry, new companies do not experience a lot of barriers when attempting to enter the industry. Also, the threat of substitutes remains low. Companies have to rely on search engine optimisation services to make progress in their digital marketing efforts. Similarly, the bargaining power of buyers in the industry remains low because SEO companies can dictate prices and clients do not have alternative ways of marketing their services in the current Internet-dominated society. SEO companies rely on professionals who have the skills to carry out complex SEO tasks. As things stand, the demand for professionals in the industry is high. Therefore, companies in the industry face high bargaining power of suppliers. Positioning of Trafficker against the Competition Given the preceding, Trafficker will be positioned as a small SEO company that offers highly customised services to small and micro enterprises. The company will attempt to forego high margins associated with projects from mid-sized clients with the aim of capitalising on the numbers of small and micro enterprises operating in Australia in general and Melbourne, in particular, to achieve growth in the long term. PRODUCTS AND SERVICES The following is a description of the services that Trafficker will offer to clients and how the clients will benefit from the services. Web Design Trafficker will offer web design services to micro and small enterprises in Melbourne. The company will target new businesses that are yet to set up their online presence. The company will use online templates to complement its expertise in web design. The focus will be on using a range of technical tools to design sleek and highly functional websites for clients. By so doing, Trafficker will help small businesses that cannot afford to hire premier web developments services to get functional websites at reasonable budgets. This approach towards developing new websites will fit in the overall service offering of the company to its clients. Search Engine Optimisation Companies rely on SEO services to grow traffic to their websites in the hope that the traffic will convert into sales. Bu to achieve this primary objective, SEO services cover a broad range of issues. For example, it is necessary to review the entire site and determine any technical mistakes that it may be having. Second, it is necessary to build credible links to the site to increase its ranking. Trafficker will offer clients a broad range of SEO-related services. The company will first make a detailed review of every site that it seeks to optimise. It will then employ its expertise to address key concerns and ensure that companies benefit from having websites that rank highly in organic searches on leading search engines. Content Marketing Services Trafficker will provide content for the websites of clients. Content is one of the most important aspects of any website. Websites that have fresh and compelling content tend to rank highly on search engines than those that have questionable or poorly written content. Trafficker will help companies to develop compelling content for their websites. Moreover, Trafficker will help companies to create relevant content for their social media pages. It is expected that companies will reap the benefits of having content that current and potential clients find relevant and useful. Social Media Marketing It is important to point out that although many companies nowadays appreciate the importance of having a social media presence, they do not take it seriously. It is common to see companies only making erratic postings on their social media pages. However, for any social media campaign to be successful, a degree of commitment and consistency is necessary. Trafficker will help companies create and maintain their social media pages. The company will help small businesses design effective social media marketing campaigns. The company will also help small businesses engage with their customers and the general public on social media platforms. MARKETING PLAN Pricing Strategy One of the competitive advantages of Trafficker is the pricing model. The company intends to use a pricing model that many small and micro enterprises will find irresistible. Currently, many SEO firms use a combination of three pricing models: project-based, hourly rates and a monthly retainer. Trafficker will stick to one pricing model – monthly retainer. Small and medium-sized enterprises will be required to pay a monthly retainer of $700. Currently, the average amount that many SEO firms in Australia charge as the monthly retainer is about $1000 (Fishkin 2012). Therefore, Trafficker will charge its clients an amount that is less than what its competitors charge. Trafficker will be able to create value and become commercially available using this pricing model because it will bundle a range of services together. Second, the company will provide all the basic SEO services to its clients on a continuous basis, depending on the needs of the clients. It is expected that this approach will lock in many small and micro enterprises over the course of time, thus providing revenue growth for the company. Promotion Strategy Promotion plays a significant role in determining the success of any business (Scarborough, 2014, p. 305). One of the things that shall be done as part of the promotion strategy for Trafficker will be to develop a website of the company. Given that Trafficker is an SEO company, it will be necessary to prove the worth of the company by successfully optimising its website to ensure that website ranks very highly in all organic searches on major search engines. Hence, a lot of time shall be devoted to designing the website of the company, providing fresh content and optimising the site for users, devices and search engines. This will work as proof of the capabilities of the company. Second, the company will design and execute social media campaigns to gain popularity. This approach will entail creating and maintaining social media pages for the company. Third, Trafficker will rely on word of mouth to create awareness among its target clients. It will be necessary for the owners of the company to engage with the owners of small and micro enterprises within Melbourne. Product Strategy Trafficker will provide all the technical services under the following four main categories: website development, SEO, content management and social media marketing. The company will seek to help small and micro enterprises in Melbourne access all the internet marketing services that they need at affordable costs as opposed to having to access the services from well-established SEO firms that charge expensively. Place Strategy Trafficker will be located in a residential area in Melbourne. There are several reasons for this choice of location for the business. The most important one is that locating the business in a residential area will help to cut down the costs of renting out a typical office space in downtown Melbourne. This approach will give the company a cost-related competitive advantage. OPERATIONS PLAN Location Trafficker will be located in a small residential house in Melbourne. Locating the company away from downtown Melbourne will help to build the brand of the company as a small and different SEO company. The estimated lease price for a small one-bed roomed house is 800 AUD per month. Service Delivery Process This being a professional services firm, the service delivery process is not fixed because several unforeseen circumstances can arise before or during a project. However, several key features define the manner in which Trafficker will engage with and serve its clients. These are described in the flow chart that follows. Layout The layout of a business should be tied to its nature and other operational aspects (Scarborough, 2014, p. 519). In this case, the office of Trafficker will reflect the values of Trafficker as a small and dynamic start-up. There shall be a large round desk that can accommodate six workstations. There shall be a few couches carefully arranged against the wall in the office. A few coffee tables shall be used to serve coffee and other snacks to clients as well as meals to the staff. The following is a graphical representation of the layout of the office. Facilities The following table indicates all the facilities that Trafficker needs to operate smoothly. It should be noted that the company needs relatively few facilities because it is a small start-up that operates in the professional services sector. Also, all the facilities will be purchased. Therefore, the acquisition costs are indicated in the table. Item Cost (AUD) 1 Six-sitter round office desk 600 6 standard office chairs 600 2 standard couches 400 2 small coffee tables 200 6 standard laptops 3,600 1 small office printer 100 1 office telephone 100 1 standard Wi-Fi router 100 Total 5,800 Supplies and Variation in Demand This being a professional services firm, the most important aspect related to supply is labour. Trafficker will have four permanent employees at first. However, depending on the amount of work that the company has to handle at any given time, it may be necessary to outsource some of its less demanding and less complex tasks. The decision of what and when to outsource shall be made when the need arises. Legal/Regulatory Requirements The most important legal requirement for Trafficker will be to register the business name, the logo of the company and all its associated marks. In general, business names are registered by the Australian Securities and Investment Commission (ASIC) (State Library of Victoria, 2016). In this case, doing so will be necessary to protect the intellectual property of the company. It will also be necessary to register the domain name of the website of the company. Third, the company will have to acquire local permits for business from the authorities. HUMAN RESOURCE PLAN Employees Trafficker will have four full-time employees. It will be necessary for the company to start and maintain a small number of fulltime employees because of various reasons. In the first place, this being a professional services firm that is small in size, it is important to retain a small and manageable workforce. Second, Trafficker will use outsourcing to keep its expenses at low levels and maintain its competitive advantage by focusing its efforts on key operations. One employee will be an SEO specialist. The second employee will be a professional copywriter. The third employee will be responsible for business development. The third employee will be a web development specialist. The fourth employee will be a professional marketer who will handle complex marketing campaigns for clients. Training and Assessment Given that all the four employees of the company will be professionals, it will not be necessary to subject them to any form of training. However, as time goes by and as the company grows, it may be needed to engage professional trainers to train the team of the company on various professional issues. All these employees will deal with specific aspects or service lines of Trafficker. It also follows that all these professionals will be charged with the responsibility of handling the process of outsourcing the specific tasks that fall under their portfolio, whenever a need to outsource work arises. Remuneration and Compliance As a small start-up with a team of only four professionals, Trafficker will pay a uniform salary. The idea of paying a uniform salary is twofold: to enhance a sense of teamwork and to build a flat and transparent organisation. According to PayScale Human Capital (2016), SEO and other IT professionals in Australia earn salaries that range from 45,000 AUD to 80,000 AUD. For practical purposes, Trafficker will pay its employees a standard salary of 30,000 AUD. This translates to 2,500 AUD per month. Moreover, there are various employee related issues that employers need to comply with, such as the need for annual paid leaves (Fair Work Ombudsman 2016 & Scarborough, 2014, p. 637). Trafficker will comply with all the employment-related regulations. MANAGEMENT Legal Form of the Business Trafficker will be registered as a proprietary limited company (Pty Ltd) in Australia. According to ASIC regulations, a Pty Ltd company is usually made up of not more than 50 non-employee owners (ASIC 2016). Moreover, the liability of the owners is usually limited to the value of their shares of the company (State Library of Victoria, 2016). In this case, Trafficker will be owned by two shareholders. The first shareholder will hold the bulk of the shares and still work as an employee of the company. The second shareholder, who will not be working as an employee of the company, will hold a minority stake in the company. This approach shall be used to make the process of setting up and managing the company easy, while at the same time, ensuring that all the legal requirements are met. The advantages of using this legal form of business are based on the need to access capital and insulate the founders from possible personal losses in the future. As a Pty Ltd company, Trafficker will have the chance to access credit from the formal market in the future when a need arises. Moreover, registering the firm as a Pty Ltd company will protect the personal property of the founders if the company goes bankrupt in the future. Management Structure and Owner Wages The major shareholder of the company shall also be an employee of the company. Therefore, the major shareholder shall receive a salary as an employee of the company and not as a director. The other minor shareholder of the company, who shall not be working for the company, shall not receive wages as a director of the company in the first place. The reason for using this arrangement is to keep the operational costs of the company at a bare minimum. Later on, as the company experiences growth in revenue, this policy may be reviewed to allow the directors of the company to get wages. For this to be implemented, it will be necessary for the director who is working for the company to relinquish his responsibility. FINANCIAL STATEMENTS Cash Flow Forecast for Trafficker ITEM YEARS 0 1 2 3 Number of contracts 10 15 20 30 Annual retainer fee 8,400 8,400 8,400 8,400 Sales revenue 84,000 126,000 168,000 252,000 Initial investment 216,000 0 0 0 Total inflows 300,000 126,000 168,000 252,000 Selling expenses 20,000 5,000 5,000 5,000 Salaries 120,000 120,000 120,000 120,000 Marketing 10,000 5,000 1,000 1,000 Office expenses 2,000 2,000 4,000 4,000 Rent 9,600 9,600 9,600 9,600 Total operating costs 161,600 141,000 139,600 139,600 Operating cash flow 84,000 69,000 54,000 152,000 Opening balance 0 84,000 15,000 39,000 Closing balance 84,000 15,000 39,000 113,000 Pro Forma Balance Sheet for Trafficker ITEM YEARS 0 1 2 3 Current assets Cash 158,000 156,000 154,000 152,000 Others 0 0 0 0 Total current assets 158,000 156,000 154,000 152,000 Noncurrent assets Equipment, furniture etc 58,000 58,000 58,000 58,000 Less depreciation (accumulated) 0 2,000 4,000 6,000 TOTAL ASSETS 216,000 216,000 216,000 216,000 TOTAL LIABILITIES 0 0 0 0 Equity Share capital 216,000 216,000 216,000 216,000 Retained earnings 0 0 0 0 TOTAL EQUITY 216,000 216,000 216,000 216,000 LIABILITIES PLUS EQUITY 216,000 216,000 216,000 216,000 Pro Forma Profit and Loss Statement for Trafficker ITEM YEARS 1 2 3 Total income 126,000 168,000 252,000 Cost of goods sold 5,000 5,000 5,000 Gross profit 121,000 163,000 247,000 EXPENSES Start-up costs 216,000 0 0 Marketing 5,000 1,000 1,000 Salaries 120000 120000 120000 Depreciation 2000 4000 6000 Rent 9,600 9,600 9,600 Office expenses 2,000 2,000 4,000 Total expenses 354,600 136,000 140,600 Net profit before tax (233,600) 27,000 106,400 Net profit after tax (233,600) 27,000 106,400 Break Even Analysis In theory, break even analysis helps to determine the costs of a business are related to the total revenues at different levels of production (Pinson, 2008, p. 98). The importance of the procedure is that it is used to determine the point at which a business can start making profits (DuBrin, 2008, p. 201). Hence, the method is used here to determine the point at which Trafficker will become profitable. Number of contracts 10 15 20 30 Annual price per contract 8,400 8,400 8,400 8,400 Variable costs 354,600 136,000 140,600 140,600 Fixed costs 5,000 5,000 5,000 5,000 Total costs 359,000 141,000 145,600 145,600 Revenue 84,000 126,000 168,000 252,000 In general, Trafficker has to make a total of about 150,000 in revenue to break even. The company has to handle about 17 contracts per year to break even. From the cash flow forecast, the company will break even during its second year of operation. CONCLUSION From the analysis, it can be seen that Trafficker is a viable business idea. The company can attain profitability within the first two years of starting operations. Besides, the value proposition of the company takes advantage of existing conditions in the market. Therefore, it is possible to build a successful SEO company that is based on the value proposition presented here and offer clients value at relatively low costs. Using this approach is necessary to ensure that Trafficker is not only commercially viable but also attains growth over the course of time. References Australian 2016 Population. (2016). Population of Melbourne in 2016. Retrieved from http://australiapopulation2016.com/population-of-melbourne-in-2016.html Department of Industry, Innovation, Science, Research, and Tertiary Education. (2012). Australian small business: Key statistics and analysis. Retrieved from https://www.treasury.gov.au/~/media/Treasury/Publications%20and%20Media/Publications/2012/Australian%20Small%20Business%20-%20Key%20Statistics%20and%20Analysis/downloads/PDF/AustralianSmallBusinessKeyStatisticsAndAnalysis.ashx Australian Securities & Investments Commission (ASIC). (2016). Your company and the law. Retrieved from, http://asic.gov.au/for-business/running-a-company/company-officeholder-duties/your-company-and-the-law/ Demishkevich, M. (2015). Small business use of internet marketing: Findings from case studies. (PhD Dissertation), Walden University. Minneapolis, Minnesota. Retrieved from http://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=2339&context=dissertations DuBrin, A. J. (2008). Essentials of management. Mason: Cengage. Fair Work Ombudsman. (2016). Casual, part-time and full-time. Retrieved from https://www.fairwork.gov.au/employee-entitlements/types-of-employees/casual-part-time-and-full-time Fishkin, R. (2012). SEO pricing: 600+ agencies share costs of services & pricing models. Retrieved from https://moz.com/blog/seo-pricing-costs-of-services Harrison, A. (2013). Business environment in a global context. Oxford: OUP. Hill, C., & Jones, G. (2009). Strategic management theory: An integrated approach. Mason: Cengage. Parliament of Australia. (2015). Definitions and data source for small businesses in Australia: A quick guide. Retrieved from http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/pubs/rp/rp1516/Quick_Guides/Data PayScale Human Capital. (2016). Average salary for skill: Search Engine Optimisation (SEO). Retrieved from http://www.payscale.com/research/AU/Skill=Search_Engine_Optimization_(SEO)/Salary Pinson, L. (2008). Anatomy of a business plan: A step-by-step guide to building the business and securing your company’s future. AKA Associates. Reserve Bank of Australia (RBA). (2016). Australian economy: Snapshot. Retrieved from http://www.rba.gov.au/snapshots/economy-snapshot/ State Library of Australia. (2016). Companies in Australia. Retrieved from http://guides.slv.vic.gov.au/companies/structures Scarborough, N.M. (2014). Entrepreneurship and effective small business management, global edition. Mason: Pearson Education. Zgodka, M., & Handlowa, S. G. (2011). Influence of search engines on customer decision process. Retrieved from https://fedcsis.org/proceedings/2011/pliks/75.pdf Read More