New RCO Strategy of 'Anticipatory Demand'
During the first five years of the Liberty Dollar, the emphasis was placed on the consumer side of the economic model. Although that effort was met with many successes, there were problems. While a national hunger for real money on the part of regular people was proven and merchants accepted a currency that they had never seen, merchants were sidelined and limited because they could not take the new gold and silver money to the bank. A better model with local representation was called for.
This call to action was answered by the formation of the Regional Currency Office and a Business Plan to move the emphasis to the merchant side of the economic model. In short, the Liberty Dollar was re-introduced as "the ultimate local business referral currency". While consumers could contact a merchant or two per day of shopping, the merchant could contact dozens of consumers as they shopped at the merchant's store. And with the regional support of a profit driven RCO in the area, the new 'business plan' began to build a sustainable economic model.
The new RCO Business Plan differs considerably from the initial consumer plan because it is built on 'anticipatory demand'. Instead of simply using the Liberty Dollar on a hit or miss basis, the RCO now front loads the merchant with Liberty Dollars, much like a restaurant orders its supplies. When you order dinner, the restaurateur does not go out and buy rolls, meat, and vegetables. No, he has so many rolls etc. delivered every few days to meet the 'anticipatory demand' that so many people are going to visit his restaurant and order a steak dinner. He knows from prior experience, training or his franchise instructions how many to order for his business.
The new RCO Business Plan is based on the same successful model. In place of asking poorly informed consumers to place the Liberty Dollar into circulation, the RCO is now informing the merchant how to put the new dollar into circulation at a profit to him. And at the same time, the pesky problem of "I can't take it to the bank" is dealt with when the RCO explains to the merchant that this ultimate local business referral currency is meant to stay in circulation and publicize his business, so he does not want to deposit it in the bank. By developing an informed merchant class using the Liberty Dollar, the RCO is guaranteeing his own success.
Of course such a change is monumental. It is 180 degrees from the initial hit and miss model. For the first time, it is an actual Business Plan. When a RCO signs up a Liberty Merchant, he has no prior knowledge as to his anticipatory demand, but the RCO does. The RCO knows what other types of merchants are doing. He can judge the anticipatory demand by the size of the merchant's business. And he can simply ask the new merchant about how many $10 FRNs does he use in a day? Does the merchant need one roll of 25 ten-dollar Silver Libertys or more? The RCO explains that he is like the bakery that delivers rolls to the restaurant on a regular basis. And when he comes back, he will bring more Liberty Dollars or buy back any unused Silver Libertys when he returns.
The merchant feels good because he knows he can't lose any money… and gee these new dollars are 'real' silver… and isn't silver going up? And they really are beautiful and they feel great too. Basically the merchant feels good about the new dollar and agrees to give it a go. The RCO also fortifies the new merchant with successful sales tools so that usage of the Liberty Dollar is not left up to the merchant alone. In deed the merchant is not alone. The Merchant Directory is explained to the merchant. He sees his fellow local businesses participating and understands that not only can he profit with the new currency while protecting his own purchasing power, the Merchant Directory will draw more consumers to his business by using the Liberty Dollar. He can also create more business in his local community and protect the community his business depends on from any monetary downturn like inflation or loss of purchasing power of the FRN.
Self-help for the merchant is also assisted with the Merchant Display and new Merchant Placemat, which make it easy for the merchant to bring the Liberty Dollar to his customers. No selling is required. Nor should any time be required of the merchant. After all, he is not in the currency business. The merchant simply does The Drop and mentions that it is the new currency that supports the local community and of course he will accept it … just like all these merchants (as he hands the Merchant Directory to his customer with the Silver Liberty. Simple, fast, easy and profitable to the merchant.
This new Business Plan does not remove the necessity of the Merchant Contract because the RCO should not be at risk to a Merchant that may try to misrepresent the relationship. The RCO simply needs to explain to the merchant that he is so confident based on other similar businesses that he will visit the merchant weekly, biweekly or as requested and bring more Silver Libertys or buy them back at the same price he got them at. Of course in an upward trending market, this would be less than the daily quote and at a savings to the RCO.
In many ways the RCO model remains the same. RCOs get the Liberty Dollar at the greatest discount and profit when they distribute the currency within their region. RCO hold a charter to a specific region that is defined by a list of zip codes and a map. The RCO are empowered with an open entrepreneurial freedom to develop their business by growing both the consumer and merchant base as best they can. The more Associates and Merchants generated, the more the RCO profits. RCOs are encouraged to be as successful as possible.
The new RCO strategy builds on a new mind-set of 'anticipatory demand' by the RCOs - one of selling merchants on the Liberty Dollar that is good for their businesses because it is the ultimate local business referral currency. And why is it the "ultimate"? Because it is money that the business actually owns. It is a currency that contains intrinsic value and cannot depreciate to zero. It is the only currency that preserves the merchant's purchasing power while he is "making money - making change". It is the currency that works as a traffic builder and helps make his business a success regardless of what happens with the economy.
The Liberty Dollar is the ultimate 'local' currency - owed by the people - not the banks. It is the solution to the constantly depreciating federal money. It is America's new private dollar that was designed to protect America from any monetary crisis. How many Liberty Dollars would you like today?