Jon Hersey - Fly Fisherman | Page 2

for the cool mountain air, Jon starts his run. His mind begins thinking
about the two unsettling events of the past 20 minutes; - incomplete assignment
file from Zeta, - and Daryl not answering the "bat phone". After three minutes of
getting nowhere with so little data, one of "Alissa's axioms" enters his mind ...
things are not always as they appear to be. His thoughts shift: - how can I get
some fly fishing lessons?, - should receive Biz Planners' job in next few days, -
hope Daryl can meet without airfare being required, - next BP job will be different,
- a start-up, not an established organization, - could be fun, - travel between
Cincinnati and Park City could be problematic, ...


Too many flies ... So little time

Paul Tyler is a workaholic Monday 8:00 AM through Friday 5:00 PM; and, the
world's greatest dad on weekends. The modern day saying - work hard, play
hard - fits Paul perfectly. Between work and family activities Paul can be found
tying flies, planning a fly fishing excursion, or maintaining his fishing equipment.
His favorite saying is "the correct fly attracts the right kind of fish" and he uses it
as the answer to nearly all difficult business problems. (Jon thought of an old TV
series every time he heard this. If Paul was a toga clad, blind, Chinese Kung Fu
master who started every sentence with "Grasshopper" - the image would be
complete.)

Paul's office has been redecorated by Susan "Suzie" Anne Carpenter - Tyler.
(Suzie was related to the 70's singing duo, The Carpenters, and wanted
everyone to know ... [when you are young] ...). For a "company man", Paul has a
lot of non-work decor: - two sets of crossed fly rods, - three basket creels (one

used as a candy dish), - two mounted fish (taxidermy done by a young master
craftsmen in Billings, Montana), - four artisan framed fish prints purchased
through an exclusive mail-order company, - and two fly fishing magazine
subscriptions for employees to peruse while waiting for Paul to get off the phone.
Calling Paul a fly fishing enthusiast was like calling Louis & Clark a couple
kayakers.

Jon was surprised by the hints that he would be the project manager on the
upcoming Utah fishing company job.

Returning from his run "in the tunnel", Jon found another surprise on his cell
phone. The message expected from Daryl was missing. Instead, a message from
Paul to call about the fishing job. It was early enough with the time difference to
have an hour discussion with Paul. Paul answered on the first ring: - "hello Jon.
Thanks for getting back to me."

- "what is up on the fishing job?"
- "we have so much work that, as much as I would like to, I can not work the Fly
Fishing Wholesale Group job. They have plans to meet in Park City starting on
Monday morning. It's a start-up, not an established business. It's an old concept
applied to a different industry. Basically, they want to sign up local fly shops to
become members of a buying group. Members then get fly fishing items at
wholesale. More members means more buying power means better pricing to
group members."
- "how do the big box stores effect this?"
- "their claim, which appears to be sound, is the "destination" shops still have
healthy sales; and, the big box stores are shrinking the floor space committed to
fly fishing. Additionally, the big box stores are carrying only the high movers."
- "did you have a modified "presentation" model you we're going to use?"
- "I will send you their business plan. I had planned to validate their assumptions,
do some potential member surveys, and investigate product offerings. Some
vendors will sell to brick and mortar stores only. This type of restriction may
impact their plan."
- "I will need to do some cramming. The local fly shop has been around for at
least 10 years. They have fly fishing lessons, tying materials, and accessories ...
Tell me about the partners?"
- "five businessmen that own other small businesses. They have varied
backgrounds: - marketing, sales, operations, accounting / finance, warehousing.
Some of the other companies they own sell medical supplies, elementary school
books, imported housewares, thermal clothing, imported rugs, and construction
rentals. They are all avid fly fishermen ... Their biz plan is in route. You should
receive the email in the next few minutes ... Call if you have any questions? We
don't have the usual three week prep time."

The phone call ends with the usual pressing of the "end" key just as the
computer beep acknowledges the receipt of the Biz Planner