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© Copyright 2002-2003. All rights reserved.
Page 61
How To Investigate Any Business Opportunity
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Relief office
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Undertaker
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Vacant lot - without parking possibilities
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Garages
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Playground
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Smoke, dust, odors
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Poor sidewalks and pavement
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Unsightly neighborhood buildings
9. Professional men in block
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Medical doctors and dentists
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Lawyers
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Veterinarians
10. History of the site
Sales Effort
The discussion here concerns the nature of the company's sales effort and measurement of its cost
against the resulting sales. For practical purposes, selling effort can be classified as indirect and direct.
Indirect sales effort includes all forms of non-personal customer-oriented advertising and promotion. 
Direct sales effort is the performance of persons directly engaged in selling the merchandise or services
offered.
Questions in the Analysis of Sales Effort
1. How much was spent for advertising during the past year? How much per year for the past 10
years?
These figures should be reduced to percent of change so that the results over time can be studied.
2. What advertising media were used and what percent or estimated percent of the total advertis-
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