We live in an age of specialization . There are several advantages to this ,
but there's one definite drawback - a general tendency to let the "experts"
do our th inking for us . Sure , it saves the gray cells in our brains , but it also
puts us at the mercy of these so-called experts .
Of course , it's always a good idea to have a couple of experts working
for you ; but, as it is with everything else , you shouldn't allow yourself to
become wholly dependent upon them .
One area especially where operators should not allow themselves to fall
for the "expert trap" is in the area of business profitability . Even if you have
an accountant working for you , it's still not a good idea to wash your hands
entirely of the business end of your operation . After all , your business's
profitability is the lifeblood of your company .
In fact , if closely monitored , it can dictate the correct moves in your
other business practices-including such considerations as should I expand
at this time or should I consider cutting back to fewer locations and a more
efficient operation?
A much-used phrase in business circles today is "return on investment. "
Most operators know what it is, but few can tell you what their own R.O.1.
is , and that's not because they are so secretive about it, but simply because
they just don 't know . So in this issue we are providing you with a way to
determine your business's profitability , a chance for you to become the
expert at the business end of your operation again . Hopefully , this
self-analysis will help you get a grip on other matters affecting your
operation .
The source for this helpful self-analysis , by the way , comes from a
presentation made by Dr. John Malone at the recent A.M.O .A.- Notre
Dame Seminar in April in Chicago . We highly recommend that operators
take full advantage of the wealth of information disseminated at these
A.M.O .A.-sponsored seminars .
In this issue we also talk with a progressive-minded operator , Perry
London , who has some ideas to share on how he improved his own
business's profitability picture .
There are also some pieces on how to shop for money , what to tell the
banker , where you might look for a new location , and another in Roger C.
Sharpe's series on the legal aspects of pinball machines . Then , of course ,
there are the usual departments which you have come to expect within our
pages.
In all , it's a jam-packed issue , written as always , with you the operator in
mind .
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Ralph C. Lally II
Editor and Publisher
4
PLAY M ETER, Ju ne, 1978