In a Nutshell

Post Vegas...scoping out the Amazon and Other Tales of Discovery

2012-01-28T14:55:00.001+13:00

You can read my CES/Las Vegas Blog here. It's where I do my best to provide a day-by-day oversight of my travels through CES - the International Consumer Electronics Show and through Las Vegas.

Nutshell Update #1
Nutshell has a new manufacturer. Well, what I really mean it that our manufacturer has a new owner.

The old one had some major problems with his house and family and the stress finally got to him; he bailed just before Christmas. The new owner is a get-go gung-ho chap with a degree in business and marketing who is hot-to-trot when it comes to growing his business; and that includes the Nutshell.

We make up a very sizable portion of his annual revenue and obviously we are comfortable with the existing arrangement, the folk who make Nutshell every day are still engaged (although their terms of employment may have changed).

But as an immediate result some of our order processes have been thrown into a bit of a muddle; not only the annual down-under Christmas holiday shutdown and go-slow, but also new processes and new ideas running over old and established procedures do not always make for comfortable bed fellows - as we all know too well.

The result is that some orders are getting delivered later than we would wish. We are communicating these delays to our affected customers, and most all are comfortable enough to give us wiggle room to move and let the new system settle down. If you haven't been contacted and you feel we are dragging the chain, please send us a note and let us know.

Nutshell Update #2

We are having to design a new range of product to meet the newer, taller design of smartphones coming from most all the major manufacturers.

Samsung, Motorola, HTC and even Casio have all recently released new product that is as wide as our existing mainstream range of #208 belt cases, but taller. The #208 works best with devices up to about 125 mm in length, and these new devices extend out to 130 mm and more in length (to cater for wider more panoramic screens), which means that while the #208 cases will still contain these new 'phones, it also means the #208 cases do not provide as total coverage as we would like.

One problem has always been getting our hands on the latest designs to enable us to make absolutely sure our cases will fit. One result of visiting CES was that contacts made within the Chinese manufacturing community have led us to several outlets for dummy phones. Viola! No more hassles and worries about making the correct connections. Or that is what we though initially.

However, the best laid plans etc...
Currently it is the Chinese New Year/Spring Festival...an annual event that basically shuts China down from Mid January through until early February. As a result we are still waiting on a lineup of several dummy phones that will give us a leg-up on our design process. Once we get those we will be back in the race with a vengeance, but until then we are in a holding pattern not of our own making.

These are the sort of errors and omissions that always pop up when you least expect them. Waiting, waiting, waiting is not a game we play well, but it is one we are used to.

Nutshell Update #3
We have commenced shipping a range of product into Amazon's supply chain. Currently we are limiting these to our popular #258, #260 and #208 belt case range with the magnetic tab or flap and either the steel belt clip or the multiway belt loop - as well as the smartphone wallet. According to the sales reports all the products are gradually gaining some momentum.

If you need a case for a phone that fits into one of the above case sizes, and you don't want to wait for it to be delivered from down under, then you should go to Amazon's wireless accessory category and hunt for Nutshell. I know there is product there, because we keep shipping it. In small quantities. For now. They will grow.

And you can help us make them grow.

While you are on Amazon hunting for Nutshells, you may care to put in a good word about Nutshell in the places where you can add product reviews. Not that I would ever be exhorting you to do anything that you may not naturally do, but every little bit helps. Right?

Till next time.
Take care.
And thanks for being a valued Nutshell customer.

Let Us All Take the High Road

2012-01-19T14:56:00.000+13:00

Recently I went to CES in Las Vegas to both look at developments in the world of mobile, and to learn how to be a good Amazon Vendor.

Abandon Hope All Ye Who enter Here?
Anything but...

Nutshell has started shipping products into several of Amazon's US fulfillment centers and is still working out exactly what being an Amazon partner really meant.

There are some who say I should count my fingers every night before I go to sleep; others say my achievement is something very special and to be applauded.

Me? I say it really is a learning game. It is like nothing I have ever been involved with before and, like a gaping maw, Amazon is there to be filled with product; over 157 million online members and counting.

Vegas itself, and CES, was an amazing experience. I may have problems equating it to its unofficial title of Sin City, but as a Disneyland for Adults, there is little doubts it would be difficult to find an comparison.

In the light of day the Strip is a place of wonderment, and at light it comes alive with a riotous display of neon and animation that surely beggars belief.

Vegas is a Fairytale world where dreams may come true.

To follow my tour to Vegas, and get a glimpse inside CES and Amazon, read this blog.

As I expected there was a plethora of leather cases for mobiles. In abundance. Every colour, and style you could think of.

Well, not quite. Nothing in the lineup that I saw could hold a candle to the Nutshell. Where our products are made from generous cuts of natural hide leather, most every case I saw at CES was constructed from leather than has been finely split (almost to ciggies paper thin) and then lacquered over to present a brightly colored face to the world.

Sure...they did look good hanging on the racks, but as sure as eggs is eggs, they would last but a short time in the real world before starting to look tarnished and worn and frayed an unloved. Unlike the Nutshell, which just keeps getting better with age.

There really is something about being the creator of a product that continues to win accolades from its users. Those who give us feed back don't just like their Nutshell. They LOVE their Nutshell.

How many other manufacturers can honestly hold that claim up to the light?

Now is the Time for All Good Folk...

2012-01-02T12:31:00.001+13:00

The Nutshell story is possibly quite typical of many innovative businesses; starting small, pursuing the dream and somehow making it through the myriad pitfalls and landmines of being a developmental caterpillar to eventually emerge from its chrysalis as a fully formed butterfly. Hopefully not as short lived as many of that species, and certainly not in the same 'insect' category, but with every intention of spreading its wings and soaring, onwards and upwards toward the light.

Over the past twelve years we have experienced just about every sort of catastrophe that can befall any modern business; website and shopping cart hassles, the untimely death of a business partner - is there ever such a thing as a 'timely' death? - cash flow problems, business BS, product failures and recalls and customer interactivity. In all a plethora of situations that have tested the group and led to the winnowing-out of those unable to cope with the continual stress and uncertainty.

But it has not all been gloom and doom; our customers are the most fantastic folk we could ever wish for. Caring and understanding to a fault; the expressions of sympathy and concern following the personal calamities were heartwarming and provided the impetus for those of us who remain to continue. After all, with over twenty thousand loyal customers, how could we just roll over, wave our legs in the air and give up without a fight?

Development

But the most heartening development was a totally unexpected invitation from Seattle. Out of the blue the online retail giant Amazon invited us to become a vendor in its fledgling wireless accessory space. More interestingly, from a business development point of view, the invitation is the only one ever offered, according to Amazon, to any organisation from within the Australasian area. Surely an honor to be welcomed, and warmly accepted with approbation.

This invite would take another two years to mature and Nutshell is now shipping small amounts of select product across the Pacific into two of Amazon's fulfillment centers. In the initial product list we've included the smartphone wallet and a small, carefully selected range of regular belt cases, all in black leather with either mag-tab or mag-flap and the choice of clip or loop, or just as a plain no frills pouch. Initially we are offering Amazonian smartphone users these product options in three sizes, #258, #260 and #208, to accommodate today's most popular smartphones and the growing range of accessory covers.

As we accept our second restock, at ten pieces per item, we are facing a whole new set of challenges associated with the management of the ordering, logistic and payment cycles.

So far the exercise has caused us to appreciate the process of creating industry standard product listings and definitions, along with their attendant identifications. A set of code for each and every variation - internal SKU begets GTIN barcodes, which in turn beget Amazon ASIN product codes - enable us to offer a growing range to consumers through one of the world's major sales portals.

Growth

We recognize the extreme need for accuracy, in both product specification and descriptions. Even so, it is still very much a case of "not knowing what you don't know you need to know," until you've screwed it up at least once. And that learning takes time. And patience. And money.

One thing we do now know for certain; the need for professionalism and deep pockets to meet the start-up costs of product and people-power has never been more important. As we stand poised on the brink of the very real prospect of having to satisfy a customer with an insatiable appetite it's global business learnt the hard way. No how-to manuals here. No shortcuts.

To learn how to be an Amazon Vendor also means I'll be climbing on a jet plane and heading, like Mohamed, to the mountain that is Las Vegas and the annual International CES (Consumer Electronics Show) next Monday, January 9. While Amazon Services is conducting a series of midweek induction seminars that will be an invaluable experience, as a fully paid up International affiliate member of the Consumer Electronics Association, I'm thinking there will be lots of potential allies and business partners to assist Nutshell be the best it can in a very competitive global marketplace.

Export Potential

We know that, even as a proven 'cottage industry' exporter with a very real potential for rapid growth, we cannot achieve this on our own.

If Nutshell is to 'cross the chasm' to become a successful Australasian exporter into one of the world's largest retailers with a huge and disparate customer base, the company needs, more than ever, strategic manufacturing and financial partnerships and, above all, support.

At a time when business needs more co-operation and less antagonism to overcome the significant global hurdles that face us all, it would surely be a crying shame to stumble and fall.

Cheers,
Ian
NUTSHELL

Touch Base
PS:: If you are planning to be in Vegas and want to say hi, enter the friend code: 699-829 in the CES app and drop me a note. I'd love to meet up..

A Mobile Game of Swings and Roundabouts

2012-01-02T11:50:00.000+13:00

Welcome to 2012.

There is nothing as scary as an industry caught in the grip of innovative improvements.

That, in a Nutshell, is the mobile phone industry; an industry that is relentlessly devoted to continual improvement, innovation and the adoption of the latest in form factors and presentation techniques.

In the past twelve years we have watched as technologies have merged and blurred the lines between mobile phones and hand held computers.

The iPhone has a lot to answer for; Steve Jobs and his visions guided (some would say led by the nose) the industry through yet another set of birthing pangs and entranced users with advanced technologies that swiftly became 'old hat' as their replacements and upgrades roll out on a regular basis. A schedule that will never cease to amaze, astound and, sometimes even bewilder the user.

And as the technologies embodied in today's latest mobile devices get smarter, faster and lighter, thinner and 'bigger' (in storage terms) the physical attributes of phones continues to alter. Where once handheld devices were almost 'brick' sized, today's latest devices are fast becoming wafer thin, yet embody developments that many would have considered impossible only a few short years ago.

Moore's Law dictates that processing power doubles every 18 months, and the mobile phone industry is an embodiment of this; there are no signs of slow-down, and none of any zenith or pinnacle being reached any time soon.

And just as the horsepower inside continues to relentlessly increase processing power, network inter-connectivity and storage, external formats continue to change and morph; where once device designers were intent on making their creations as small as possible, it would appear that the pendulum has once again swung in favour of larger displays, resulting in larger overall dimensions. Although thinner than their predecessors, new phones have grown to emulate their ancestors' overall larger physical properties.

Of course this would throw a lesser manufacturer of cases into a tizz of indecision. But not Nutshell; as a company that has developed along with the industry we serve, we have already crafted larger format cases for earlier generations of handhelds and mobile phones. These cases, which we once thought would never again see the light of day, are being dusted off and re-presented to accommodate the next generations of smartphones.

It really is a game of swings and roundabouts.

The Nutshell SmartPhone Wallet

2011-07-13T14:41:00.002+12:00

The Walnut

Designed for SmartPhones.
- Reinforced 'phone platform for protection
Genuine Leather 'shell.
- Safety Shielded Magnetic Clasp.
Micro-tech lining.
- Holds 'phone super-secure.
- Reliably remove and replace phone.
Folds in use
- Perfect stand for portrait or widescreen viewing.
Slots and pocket for cards and notes.
- Branded leather card carrier with pocket under.
New Zealand made.

Challenges from the Trenches

2011-05-21T12:22:00.003+12:00

At Nutshell there is a constant barrage of requests for cases to hold a never ending tsunami of mobile devices. Which we, of course, welcome. Let it never end, say we.

But just how do we create the listing you see below, which lives in the Samsung category of our online catalog and enables you to buy your own tailor-made Nutshell?

Get your case for new Samsung Droid Charge phone here.

We take the dimensions of the device (the height, the width and the depth of the device), gleaned from at least three different places on the 'net, and then match them to the nominal internal dimensions of our cases. In nine out of ten times we will, almost instantly, find a match; an existing case that will squeeze or flatten sufficiently to very comfortably protect the device in a snug leather-covered enclosure.

Very occasionally matching a Nutshell to a device (or an accessory cover) can prove to be a more daunting challenge. Especially when the manufacturer of the accessory case has gone out of its way to give the cover some unique properties to make it harder to drop...or to accidentally leave lying around.

The hardest material to match to (so far) has been the new range of accessories using super-sticky silicon on the places where the user holds them. This material can prove problematic, as it can be so sticky it makes it difficult to extract the device from a case that would otherwise be a neat and tidy fit. In these cases we have to (by trial and error) re-size our suggestion so that, to comfortably hold the device and be big enough to make it easy to extract, the case actually has to have more space inside.

We really appreciate the input. If you give us a heads up on a new device, the best way we can show our appreciation is by accompanying our reply with a discount code. It is our small way of saying "thanks".

Social Media - what does it really mean?

2011-05-20T18:38:00.000+12:00

Nutshell is all about selling little leather holsters made from natural leather. In a word; professionalism is what drives us everyday.

We work long hours to make sure (as much as possible) everything is correct and right on our website. That the links work. That the product matches are correct so that you will get the right product to best protect the device that you own.

It is not that easy a task, but it is one we have been doing now for over ten years. So I guess you could say that after all this time we must be getting good at it. Right?

Well, you would think so. And we would like you to think so.

But often it is not easy. Often armed with only the information available publicly on the inter-web we make judgement calls about product and the devices we just "know" they will fit. Or so we fervently hope.

It is not always the case...that the case we make will be the right case for you. If you get my drift. But we seem to score more often than not.

Occasionally we get great comments from our users. These we grab with both hands...look lovingly upon and copy into our website testimonials (we are sure you have seen them. Haven't you?) In case you haven't taken the time to look, have a read. They are all genuine. We promise.

But your comments are important to us; in fact we could say that they are our lifeblood / reason for being. Without you why the heck would we continue to do this; day after day; month after month; year after year.

Sometimes we all need a hand. You get one from us when you buy a Nutshell that provides the sort of protection other manufacturers dream about. We get ours when you tell us it worked.

Nice.

Social Media - Getting the Message Out

2011-05-07T14:20:00.000+12:00

In the 13 years we have been actively designing, promoting and selling Nutshell products, word of mouth has always been our strongest means of getting the message out.

We do not believe in constantly barraging our customers with email exhortations to "tell your friends". Rather we have depended on the fact that we make such great products that folk naturally want to share their good fortune in finding and purchasing our products with their friends...that it has been unnecessary.

And as we all know, in recent years the growth of 'social media' means it is now easier than ever for our customers (for that read friends) to tell their friends about Nutshell and our range of matches for our belt cases and the ever growing mobile phone marketplace.

Recently our hosting service, Network Solutions, added social media functionality to our catalog. That's the set of buttons you can now find at the top of the left hand column on every page. Clicking those makes it even easier for you to share your love of Nutshell with others.

For that - we sincerely thank you.
Thank you.

"Down Under" - Shaken - not Stirred

2011-03-10T14:13:00.030+13:00

Location, location, location. That's the adage that makes a success out of the place you call home and/or the house you own - or so some folk would have you believe.

It sure is true for Nutshell, located as we are in the North of New Zealand. Unlike those Kiwis living three hundred miles away in Canterbury, in the warmer climes of Auckland we do indeed count ourselves fortunate for our location - beyond belief and an overwhelming sense of relief.

The result of those 'quakes in Christchurch has just stunned us, as a nation, into a strong sense of inevitability; que sera, sera; the ceaseless media coverage at the local level has left us speechless and somewhat like stunned mullets. An endless and ongoing outpouring of heart-felt grief at the senseless loss of life and destruction that took place at lunch time, 12:51 pm on February 22, when the ground shook, violently, in the heart of a bustling Christchurch, one of the South Pacific's most picturesque of cities.

http://canterburyearthquake.org.nz/

As the event sinks ever-increasingly into the background clutter of time and history, the news from the aftermath continues to overwhelm us locals; more than 10,000 properties now are to be abandoned and knocked down; destroyed. Entire suburbs swallowed in the relentless ooze of 'liquefaction'; their families and residents relocated 'someplace else' - like Auckland.

As the assault-by-media dies down we know way better than many other Kiwis that there is a world outside the immediate environment; we count ourselves very fortunate to have our customers living 'someplace else'. We have been heartened by the condolences that you have sent us; the notes and responses we share often containing a small mention of the disaster down South. It is appreciated.

As a New Zealand exporter of high quality, locally made leather products we want you all to know that we are fine; our piece of "down under" is intact. Life goes on.

"How may we help you?"

The Rising Cost of Online Advertising

2011-02-04T11:11:00.001+13:00

When we started Nutshell in 1997 it cost pennies to advertise our product and services using PPC (pay per click) advertising; today it can cost lots and lots of $$$,.

Back then, when the web was a bright shiny new thing, many merchants, like us, were experimenting with this newfangled Internet environment. Trying to work out what worked and what did not work; a long and lengthy and very time consuming and laborious experience.

Along the way we learnt which 'keywords' worked best for our audience and which were a waste of time. We also learnt which combination of copy, words and phrases, were best to trigger millions of pairs of eyeballs enough to make that decision to click-thru and find out what it was we had to offer. At our cost.

We watched avidly as search engines developed methodologies for sorting the wheat from the chaff; weeding out those sites that were primarily 'spam' driven and offered little or no value to the growing audience of web-surfers. And we, along with many others, suffered from nasty folk who played the 'click-fraud' game of repeatedly hitting us, and driving up our PPC costs in order to make it uneconomic to advertise on certain platforms.

As the environment matured and more and more merchants discovered that they too could advertise their products and services in similar fashion, the costs rose and rose. It became expensive to do what we once did for pennies; it is after all an environment were the biggest dog gets to munch on the largest bone. Obviously web engines and promotional companies were quick to realize that not only was there a healthy dollar to be made, but also that some people were prepared to pay obscene amounts of money to have their listings at the top of every search result.

However, longevity does mean something - other than the continual drip, drip, drip of the marketing dollar.

Because Nutshell has now been in existence as a web entity for going on 14 years, it is likely that you will easily find us by a generalized web search, even though we no longer use that scatter gun approach of throwing dollars at online advertising.

We believe that good products plus great customer satisfaction...couple with the fact that we are still the only web merchant operating in the mobile accessory niche who offers a hand made tailor-made service, will continue to see us make new friends and find new customers, no matter where you are.

Thanks to all who have joined us on this ride into the future.
Long may it continue.

Welcome to 2011

2011-01-11T11:28:00.000+13:00

Happy New Year. A new start to yet another series of seconds minutes hours days and months...which will all add up to be 2011. What will it bring?
Doubtless, many things, but in the world of mobile you can be sure of one thing - many, many more mobile devices.
Already CES is behind us; an annual talk fest and show'n'tell that attracts media attention to this niche market like no other. A place where new devices are rolled out and expectant vendors watch carefully to see if the passersby react positively, it at all. Many of these 'new' devices will doubtless sink without trace - for a variety of reasons. Too big. Too small. Even too much "me too". Marketing will trumpet the advantages and advances. But in the end you, the consumer, will be the King maker; after all it will be your dollars that determine who will rise and who will fall.
Is smaller better? Are tablets finally going to 'come of age' and embrace multiple operating systems in a manner that makes sense to us all - handwriting recognition, long the preserve of Microsoft's mobile tablet platform may begin to appear on other devices driven by other operating systems. Or will it? I would not hold my breath on that.
Regardless of the different devices that will raise their collective heads above the parapet in the coming year, you can rest assured that Nutshell will be there in support, with our growing range of product offerings to provide protection for what, after all, are fast becoming increasingly sophisticated devices.

The Magic of Natural Leather

2010-12-11T12:57:00.022+13:00

OK, I know...leather.

So what's so special about it?

For a start it is natural. A once-was-living material.
Not made by man in a vat of oil based derivatives, like plastic and other synthetics.

Leather is a by product of the industry that feeds and clothes us all.
To put a not-too-fine-a-point on it, leather is the skin of an animal that has been treated and tanned to become the long lasting outer layer of your shoes, your wallet, a car seat.. a lounge suit, that easy chair, a dress, pants, jackets...and your Nutshell.

But there are many products that claim to be leather.

That's very true...but remember that there are many animals (and even fish) that have hides that can be tanned.
And every hide has a different property.

And then there are some industries that take the offcuts / scraps from leather that has been used to make something else, mush them all up in a large vat and then spray the results onto a layer of material to create what is called a 'co-skin' - a thin layer of leather on a fabric backing.

Sure...you can even call that leather, but if you do, you are really starting to stretch the truth.

The leathers we use are all from New Zealand. A country that has long been recognized as a clean, green oasis in the middle of the South Pacific. The Eastern Islands of that hot, dry, vast continent called Australia.

Unlike many places where either land is at a premium, or weather conditions get harsh in the winter, Kiwi bovines (cows to you) are not raised in pens and fed on corn or maize mash. Our cows live in the great outdoors all their lives and munch on natural grasses.

Every pieces of leather we use is unique; no two pieces are exactly the same. Every piece varies, depending on which part of the hide was used to make your Nutshell.

Tanning can be a dirty business, involving chemicals and additives that can be quite toxic. We prefer to use veg-tanned leathers,. They cost a bit more but the processes are natural and do not use nasty chemicals.

Tell me more

An example of a pure veg-tan is our recently introduced Russet leathers.
This is leather that has been sustainably tanned, and has not had an artificial color added.

As a natural leather it starts off quite light in color, but as you use it, it darkens up, especially in places where the leather stretches to fit around the device that is inside the case.

Eventually the leather becomes almost 'sun tanned' in appearance; a dark, rich brown that has the look of a well-aged saddle.

And what's even better, a veg-tanned Russet leather will just keep getting nicer and nicer, the more you use it.

When we first created Nutshell in 1997, we promised ourselves that we would deliver the best products we could to our customer with no compromises. We are still keeping that promise, all these many years later.

Christmas Greetings 2010 - Ho Ho Ho

2010-12-08T10:34:00.001+13:00

Once again it is "that" time of the year - when the world (much of it) goes mad with buying fever, bonhomie and good will to all men. Christmas. The time of giving - and receiving.

Unfortunately, at Nutshell, it is also a time of extreme busy, as in the weeks before the blessed event people scramble to make sure that their gift arrives on time to be placed under the tree, or in the stocking pinned to the mantle piece (do people still have mantle pieces?).

Add to this profusion of confusion is that fact that Nutshell lives 'down under' in a place where Christmas falls in the middle of summertime, so that it coincides with our summer holiday season. This means that while those of you in the Northern hemisphere are shivering in the chill, sipping warm mulled wines, ploughing down the piste and feasting on Christmas fare, down here in the Southern hemisphere we are sharing warmth, sunlight and sunburn with our friends and neighbors in Australia, South Africa and South America.

This time of summer fun means, however, that Nutshell goes into a manufacturing hiatus as people seek sun, surf, sun tans and relaxation.

As a result our operations go into slowdown for a couple of weeks. This year (2010) most folk will be breaking from their work on December 22 and rejoining the workforce two weeks later...after New Year.

Of course Nutshell will be maintaining a watching brief on orders and customer enquiries over this time, but if you are considering the use of a courier to speed your Nutshell to you - forget it. Along with the rest of New Zealand our couriers are also taking that well deserved summer break.

Merry Christmas to all and to everyone.
And may 2011 be better than 2010 and deliver you all that you wish for (in the nicest way possible.)

What Was Once Old is Now New Again

2010-11-30T08:39:00.009+13:00

Unlike many other manufacturers of cases for mobiles...at Nutshell we pride ourselves in being responsive to our customers' wishes. That's why we recently created a new product designed to accommodate extra large device configurations.

It no secret that our competitors manufacture very good cases; they have to or they would not be long in business. But their products are primarily aimed at the mainstream; cases that fit the phones for which they are designed and not the phones plus the accessories that follow as sure as night follows day.

Our belt cases and holsters span a wide range of sizes and fits so that we are able to offer sizes that will accommodate those 'larger than average' accessories that inevitably appear on the market soon after the launch of a major selling phone.

Take the iPhone. A wondrous device that almost overnight single-handedly changed the way people use their mobile telecommunications. The first iPhone had a curving back, which made it slightly less than a slim device. Nice to hold but it required a case that gripped it 'just so'. The release of the iPhone 4 changed all that. In its wisdom Apple changed the design and, while keeping the exact same height and width, made the phone slimmer. Suddenly the case that held the iPhone, no longer held the iPhone, meaning that manufacturers like Nutshell had to scramble to design yet another product that provided a 'glove-like' fit.

No big deal, you might think, but actually it is a rather complicated task to redesign a product to accommodate yet another phone format.

But even more interesting, in our eyes, is the growth of larger than normal accessories that provide added protection to many of today's leading mobile cellphones. Suddenly, unless they can deliver products that work, many of our competitors find themselves unable to satisfy their customers' demands.

Luckily, for us, that does not happen.Often.

Because we have been in the business of providing cases and holsters for phones and PDA devices for ever ten years, we have grown with our market and developed a considerable number of differing sized cases over the years. And today the larger formats of yesteryear are back in style. That slimline phone that offers the Internet, gaming and face-to-face video grows quite larger with the addition of an accessory case.

Our earlier cases are back in fashion once again. Drawing on our early developments we have cases that fit these newer device configurations. We are a serious contender in a market where customers' demand no less than the best of fits; that the cases they buy actually fit the products for which they buy them.

And in a market where time equals lost opportunities and lost sales, this means we offer that all important 'point of difference'.

But meeting and exceeding customer expectations can be a tricky thing. For several years we have been offering a horizontal belt case that will hold an iPhone or similar sized device. Unlike our mainstream products, which are designed to sit vertically on the user's hip, these cases are a response to customer requests for leather belt cases that fit length-wise on the belt line. Obviously we responded and our snug fitting horizontal iPhone case was the result. And customers love it.

In fact they love it so much that they have been asking us for a larger horizontal belt case to hold larger than average form factors, like that iPhone with an OtterBox case, or a Seidio extended life battery. It took us a while, but we have finally released a product that we believe should be like our standard larger belt cases, and over time embed itself into the mainstream of cellphone users accoutrements. Well, those that prefer a horizontal Nutshell over the time proven upright Nutshell.

Kiwi music: The Alibis

2010-11-08T16:27:00.000+13:00

I am truly stunned by just how much you can do with today's technology.

Apart from obviously toting the device in a Nutshell, my little iPhone 4 had opened a door to creativity that was previously the domain of technicians and videographers.

This little video was put together in a couple of hours...after being recorded late one night at a local club.

While some may argue that an iPhone is tainted by its association with Apple, the platform has given developers of previously niche market products a readily accessible portal into the mobile space.

You better believe that no matter which phone you select, regardless of the OS, this technology is really going to change the way we do things.

Gone - but not Forgotten

2010-10-07T16:20:00.012+13:00

On November 24th it will be a year ago to the day that we buried my business partner Steve Munro. He had just turned 60, when the cancer carried him away.

He'd been sick for almost a year. It took that long to watch a very good friend wither, from the robust man that he once was to the husk that remained.

Interestingly, it took almost another full year to sort out his relationship with Nutshell. He left no will (other than one made after he got married way back when - in favor of his ex-wife) and we held no partner insurance (a move I would urge others to carefully consider when they enter into what may become a long term business relationship).

Steve and I became unlikely business partners back in the late 1990's. The relationship lasted for twelve years. At times exhilarating and at others disturbing, I guess we followed the usual pattern of highs and lows that affect every business relationship.

Despite our differences (he was a master leathersmith; I was a journalist.) we got on well together. Not least because we grew up in the same town and in our early years shared a passion for fine British sports cars. Ours was a friendship that lasted for over thirty years.

In memory of Steve, through to the end of November,
we are offering our customers
FREE (Regular) PRIORITY AIR SHIPPING.

To qualify for this offer, please click on the link below.

FREESHIP-GLOBAL

If you are resident in New Zealand or Australia, use this link:

FREESHIP-KIWI

Ian
NUTSHELL

It's a hard life - if you weaken

2010-10-07T11:53:00.000+13:00

Nutshell has long been supplying product to customers all over the planet, and while we usually get it right, occasionally we screw up. It's only natural, when you consider that we now support over 700 phones and their accessory covers, that sometimes we mistakenly/erroneously specify the wrong case for a product.

Usually the first thing we know is that we get an email from the customer.

Our immediate solution is to revisit the product, look at the dimensions we are able to locate on the web, (or from the customer) check it out against our own product lists, and if necessary respec the product. And we always offer an immediate replacement.

But those replacements that can sometimes leave us well out of pocket.

As a small company we are like most other folk out there, struggling to make ends meet. And when a customer gets a bee in their bonnet about our products, they can be a bit like a nagging cold; very hard to shake off.

Obviously we do understand that when someone buys a Nutshell they do so in good faith. And that consequenrtly it is our job to make matters right. After all, we have to deliver the goods.

But honestly. Some people want more than just a pound of flesh; they seem to want to see us bleed on the floor, writhing in agony and screaming as they peel away the layers.

Ok, maybe that's a bit harsh. But please, should you have a problem with your Nutshell, understand that we too are human. We laugh and we cry. Just like you. And just like you we too are trying to do our best as we make our way through this world.

So. Patience please.
Don't hassle us too hard.
And understand that we honestly do try our hardest to make sure that our customers always come first.

Unique leather Kindle & NOOK eReaders Sleeve

2010-09-13T14:21:00.006+12:00

We believe in being proactive; creating products that you possibly don't even know you need - until you wish you had one.

Such is the case with this offering; a high quality leather sleeve sized to accept a Kindle or Nook eReader that we have lined with New Zealand's own unique natural anti-static fiber, from the hide of arguably our most noxious pest; the Australian brush-tailed possum.

This nasty wee beastie has no natural enemies (apart from man) and today runs rampant throughout New Zealand's unique flora - the bush. Arriving on these shores late in the 19th Century, it has been estimated that today there are more than 60 million possum living here and every night they munch their way through two container-ship-loads of foliage - that is thousands of tonnes of living forest destroyed - every single night.

On the plus side of the ledger, this particular breed (there are lots of different breeds of possum around the world) grows a very dense pelt that is made up of millions of hollow stemmed hairs that actively (in some mysterious manner) protect sensitive electronics from damage in areas where static electricity can potentially build-up, such as public transportation.

This unique lining provides a safe and snug, plush interior to coddle and cuddle your eReader, keeping it very, very safe and secure.

This case is closed with our own single magnet clasp - one magnet captured between two pieces of steel. This method diminishes the effects of the magnet to further protect your eReader.

Get your own sleeve for KINDLE or NOOK

Click on the image below to visit our Picasa and get a closer look at this sleeve

A genuine leather sleeve with natural anti-static fiber lining; created to safely contain the latest Amazon Kindle 3G+WiFi and the NOOK

Design and development; Drive Thru solution

2010-08-23T14:43:00.000+12:00

Specialism is a state of Mind...
and a state of Art

Click here to look at some development images

At a time when we are getting seriously prepared to go into wholesale distribution with at least one major player with our consumer products, we are also realizing another goal; the maturing of our 'be-spoke' service.

This is where we take a specialist handheld device in heavy everyday use and put our own special spin on how best to protect it.

Take the above. It's an EFTPOS pin-pad as used in a drive-thru burger-bar scenario. You know the place; drive in, talk to the squawk-box, place your order, pay your money, collect the napkin and then the order and drive off as a satisfied customer.

Although most all manufacturers know that their devices need to be rugged and robust enough to handle the everyday stress of performing in a variety of situations, many cannot appreciate exactly how their machines will be used in every individual operational environment.

That's where Nutshell comes in; we deliver the 'last mile' in protection. The sort of stuff that the original developers never envisaged.

And after some 11 years we have grown to know what our customers' expect. A good, solid long-lasting solution that looks professional, and does the job; delivering protection in the field.

Making a real difference

2010-07-30T11:30:00.003+12:00

Every now and then we get messages back from our customers that really make us feel it is all worthwhile.

In these times of global meltdown (even if you do not believe the pundits) it is really reassuring to know that the work we do, and the products we provide, make a real difference to the people who put their faith in Nutshell.

For example, check out this blog from a recent customer who ordered a nutshell.

As a person who has been forced through circumstance to regularly inject himself with insulin to combat diabetes, Chris was a long time Nutshell customer who found that among the product we offer are several tailored to accommodate a variety of insulin pumps.

The testimonial he has provided is unsolicited...and we are very happy to know that for him, at least, our products really have made a difference.

Nutshell Retail Preparations

2010-07-26T12:59:00.002+12:00

These are a couple of images of the method we propose shipping our belt case products out for resale, either through distribution or direct to retail.

It is proposed that we use a strong formed cardboard box that will have an affixed printed label displaying product data; barcodes, series information, product matches and configuration.

The box is large enough to contain the most popular belt case sizes.

Additionally, we believe the most appropriate way of displaying our product to prospective retail customers is to have a couple of cases attached to plastic display stands.

This is achieved by using a shaped plastic form to which product can be attached by sliding either their belt clip or belt loop onto a 'horn' that will allow the product to 'float' above the display shelf.

These images also show the proposed Nutshell label that will be attached to the display and may become printed on the retail product box.

Obviously this method may not be practical for the Nutshell Pouch.

Introducing the Nutshell iPad Pouch

2010-07-18T15:46:00.003+12:00

In this video I have attempted to give a 'first look' at the latest product from the Nutshell design team.

Those who have been following along will know that, for the past couple of months, we have been laboring to design and create a pouch for the iPad which is not just another "me too" product, and we believe we have succeeded.

This is a beautiful product. The outer leather is high quality as used in the manufacture of women's boots and the interior is a lining of plush anti-static possum hide.

The possum is a pest in New Zealand. Introduced late in the 19th Century from Australia by well meaning folk who thought it would make for a great fur trade, unfortunately their plans got a little bit out of hand. Unlike its natural environment, where over millenia plants have adapted to protect themselves from the ravages of this creature, New Zealand was pure unadulterated, virgin territory. In this country, which had known no more than the birds (there were no mammals here until man arrived), there were no natural enemies, or anything, to slow down what swiftly became a population explosion.

Today there are an estimated 70 million possum living in the New Zealand bush, and every night they consume an estimated Container ship load of vegetation, that's more than two thousand tonnes of young tips and leaves of some of the rarest tress on this planet. Every single night!

And despite the best of intentions and efforts by New Zealand's environmentalists, the numbers of possum keep on growing.

But what is unique about this creature is not only its voracious appetite. Because the possum's fur is actually a hollow fiber it has a unique anti-static, anti-magnetic property, which makes it supremely well suited to protect high end electronic devices - like the iPad and the Kindle.

Possum hide is very thin, but it also one of the strongest hides available, due to the fact that each of these hollow stem follicles grows very, very close to its neighbor. You can maybe count the hairs on your head, but there is just no way you could count the number of follicles in even a small square of possum hide.

Suffice to say that we believe that, in this product we have created a case that looks great. It will keep your iPad safe and secure for many, many years. But almost as importantly, each product sold will go a small way toward saving New Zealand's unique natural environment from ultimate destruction.

You will soon be able to pre-order a Nutshell iPad pouch here.

There is Always a Better Way

2010-07-01T15:34:00.003+12:00

There is always a better way of doing things.
As this video attempts to show.

That is an almost immutable law of the univerese - no matter what you do, you can always do it better. And resting on your laurels and saying "that is good enough" is not the right response.

Historically we have been building nutshell cases with a large slab of industrial velcro holding fast the tab or the full flap.

But 'industrial' Velcro has always had its share of detractors; it is loud and not very subtle. That's been a major flaw. And over time it can adversely affect clothing; 'industrial' Velcro grabs little bits and pieces and 'worries' them incessantly. It is why we developed our shielded magnetic clasp.

However, at long last there is a solution; Velcro has developed an 'almost' silent hook'n'loop that significantly lessens the sound, and does not pull at clothing. At all.

This little video was shot using a handheld camera...and briefly shows you what we are working with.

New iPhone 4G case now shipping

2010-06-25T11:23:00.001+12:00

Our customers are the best!

And definitely very proactive.

Even before the new iPhone 4G hit the streets we were getting orders for a case to protect it. Obviously this is proof positive folk want to be able to protect their devices from day one.

At Nutshell we have gotten pretty good at 'guesstimating' sizes based on the manufacturer's published dimensions.

As these images show, we have once again 'guesstimated' correctly.

The new iPhone 4G fits into the new case - like a glove.

Why did we have to create a new case, I hear you ask?

Simply because iPhone has again set a new benchmark; this time for thin-ness. Unlike all other models on the market the new phone is less than ten millimeters thick, which means our existing cases were just too 'fat' to correctly accommodate this new device.

Obviously new battery technologies and new ways of shrinking components mean that, without a doubt, we are going to be seeing many more thin phones (under ten millimeters) in the marketplace.

So Nutshell has to (once again) lead the way in developing protection that fits and our earlier cases, which are now too 'fat', will find a use as cases to accommodate the array of new protective covers that you just know are on their way.

The iPhone 4G is just one new phone that has caused us to redesign; the new HTC Evo 4G also has its own unique form factor. While it is as wide as an iPhone it is taller than the iPhone...resulting in our sale of a couple of cases that were too 'sloppy' to fit properly. Once again, back to the drawing board.

Both cases are now in production and we feel our response has been as positive and proactive as we can be to meet the challenges thrown up in an industry that keeps on changing sizes every time they bring out a new phone.

That's progress, and over the years we have learnt to live with it.

But while we may make nasty noises about the changing times we live in, we offer sincere thanks to our customers, who put up with our failings and know that, eventually, we always get it right.

Here's to you guys. You are the BEST!

Nutshell iPad Pouch V3

2010-06-19T17:01:00.006+12:00

For weeks now we have been laboring to create the definitive iPad pouch; one that is not "me too" and one that will stand the test of time when it comes to providing a safe haven for your iPad (or any other keyboard-less tablet style device.

And, by Jove, we think we've almost got it!
We've managed to hide the hairies!!

This pouch is lined with a natural antistatic fiber and reinforced with an anti-hygroscopic (meaning it will not get loaded with moisture along the way) padding.

Plus we insert a sheet of stiff polypropylene in the lining on one side to provide protection for that critically vulnerable screen.

The closure and clasp are still in development, as are the final dimensions of this pouch for the iPad; we don't want it too fit, just tight enough to provide a soft and comfortable enclosure.

The current clasp is an adaptation of our single magnet shielded clasp, designed to minimize any stray magnetism inside the case.

The leather is top grade New Zealand bovine (cow-hide).

Hopefully you can get the idea; this is going to be one of the BEST pouches ever to protect an iPad.

It will provide a perfect, discrete cover that can be slipped into a briefcase or satchel or toted by hand from one meeting to the next.

Costs are always an issue; the materials selection here is not cheap.

One lesson we have learnt the hard way over the years is; "If you are producing quality then don't skimp."

Another is; "Don't cut corners just for the sake of a few bucks".

So we haven't.

We are getting very close to listing this product - once we have finalized continuity of supply details; so that we don't make that age-old mistake of promising a lot, and then having problems delivering.

Thanks for hanging it there with us on this development.

We can promise you this; "It will be worth the wait."

iPad case development - Take #2

2010-05-25T15:14:00.001+12:00

It is not often that a designer gets to share the process of creation with others.

In our case (sic) we are working on creating the best pouch/case/containment for an iPad - or a netbook - in everyday use.

So far we have proven that we can line our case with possum pelt, without compromising the external look too much. The pelt shown here is a long haired version, which takes up any 'slack' inside the case really nicely, but is difficult to get to not 'explode' out of the case!

We have now added a top flap - to close the case and hold the contents secure.

As shown here we initially used Velcro, but despite the fact that new versions of the material prevent 'pilling' on clothes (that's where your sweater or expensive silk shirt starts to fray, and you can't work out why), it just doesn't cut the mustard. Too much like 'yesterday'.

We are now looking to add a couple of small shielded magnets - one at either end of the flap. This to prevent the current top from developing dog-ears and looking decidedly manky within three months.

We may change the shape of the top.
We shall also look to replace the long-haired possum with a short-shorn and dyed version.

We want this to work!
And it will.

Sneak Peek: Development of an iPad case

2010-05-20T09:04:00.002+12:00

Working gradually and persistently toward the creation of a leather slipcase that will hold an iPad, with or without a 'skin', plus any of the small form-factor netbooks currently on the market. The point of the exercise is to create a single product that will hold most all of the small portable handheld notebook and tablets, including, say, a Kindle eBook Reader, instead of multiple products that are made specifically for each form factor. The possum lining looks extremely promising.

The idea, so far, is a lining of soft, anti-scratch and anti-static New Zealand possum, wrapped inside an outer of genuine leather. So far we have created several development samples and tested them for size; next we have to decide on a method of cleaning up the edges...and closing the case securely.

Still pondering the effectiveness of offering an removable, and adjustable, shoulder strap.

And...most importantly, how to provide that extra layer of tuff-as-nuts protection that our customers have, naturally, come to expect from Nutshell. I have a few ideas on that. Suffice to say, the task poses problems, but I truly do not believe they are insurmountable.

Here's a link to the finished product:

http://tuff-as-nuts.com/apple-ipad-sleeve.aspx

Extended full flap on a #247 to hold Business and Credit Cards

2010-05-17T13:15:00.006+12:00

This shows an image from Picasa that shows how we can modify an existing full flap product to comfortably store credit and business cards by allowing them to lay flat inside the flap in their own little pocket.

However, before we get too excited, a few words of warning; the current #235 case (which contains most new devices available today) has a flap that is too narrow for regular cards, so it will require a bit of cost to modify it is we proceeded beyond the current case size, which is a general purpose #247.

Playing possum

2010-05-10T16:27:00.007+12:00

If you are dead but just don't know it...you could be said to be playing possum.

But for us down here down-under the possum is no joke.
The little blighters are eating our country - at an alarming rate.

Brushtail Possum - the Facts

By choosing a product containing Possum fur, you are helping save the birds and forests of New Zealand.

The New Zealand Brushtail Possum (sometimes known as Kiwi Bear and definitely NOT to be confused with the short-haired American Opposum) produces an opulent, luxurious fur which is 8% warmer and 14% lighter than wool. Its soft and silky fiber is hollow, so it retains heat and repels moisture, making it extremely warm to wear. It is regarded as the third warmest fur in the world, behind the Arctic Fox and Polar Bear. It also has unique anti-static qualities, making it a perfect complement to our range of top quality leather products to protect your top-end electronics.

The Brushtail Possum is not a native of New Zealand - it came to New Zealand from Australia, where the landscape there learnt long ago to protect itself against these sharp toothed devils. Today the ex-Aussie Brushtail Possum is destroying the birds and the forests of New Zealand in ever increasing numbers!

In New Zealand, the Brushtail Possum is an introduced species which has become a pest of mammoth proportions. At Nutshell, we agree with many other local manufacturers and merchants who believe that a commercially driven approach towards maximizing a return from a pest that is an environmental and ecological disaster is the only effective way to control the possum problem.

Why is the Possum a pest?

The Brushtail Possum was introduced into the South Island of NZ from Australia in the 1800’s with the well-intentioned objective of establishing a fur trade. That's when things went wrong. In its native land of Australia, the Brushtail Possum population is contained by dingoes, bush fires and less palatable vegetation.

But in New Zealand there are no natural controls; the population grew and grew and grew...and grew. Today the Brushtail Possum population is now of epidemic proportions.

It is estimated that there are approximately 70 million Brushtail Possums in New Zealand, and they devour nearly eight million tonnes of native trees and vegetation annually. This equates to the Brushtail Possum population munching its collective way through 20,000 tonnes or 4,000 truckloads of native forest every night!

In addition to their voracious appetites for our native forests, Brushtail Possums can also act as carriers of bovine tuberculosis, which may be transmitted to cattle and other farm stock.

And...in addition to destroying our native bush and harboring pestilence, the Brushtail Possum eats the eggs and young of native birds, including our own flightless bird and the symbol of our land, the Kiwi.

In New Zealand, it is illegal to...

* Farm possums.
* Keep possums as pets.
* To use traps that cause pain and suffering (a native animal may accidentally get caught and needs to be released unharmed).
* To sell or use any possum culled as part of the official eradication program.

We do none of these things. We believe it is our duty to do what we can to help our country rid itself of the possum.

However, considering there are an estimated 70 million possums that are very alive and well and munching their way through our forests, it could take some time.

Who (and where) the bluddy 'ell are you?

2010-04-28T13:24:00.002+12:00

We regularly engage in customer discussions. And the ways you all spend your time with your nutshell is, quite honestly, just amazing. From the bush to the boardroom, and every possible, conceivable way between.

So much are we are intrigued by what you do, we thought a competition could be the order of the day...and we are working on inviting you to post us images of the way you use your nutshell in your every day world.

This after we've worked out how to best enable you to add your image, along with a brief description to share with us all. And how to score them all.

The Judges?
You..of course.

After all it's our competition.

The Prize?
Let's work on that.

Now that's a thought.

What do you reckon??

Making Time Stand Still!

2010-02-17T16:24:00.006+13:00

We all know about magnets and the problems they can potentially cause if left to their own devices.

If you are not careful around magnets, they can wipe your swipe, erase the data on a floppy disk and generally play havoc with information that is electronically stored in a form where the 'state' of bits are altered according to the whim of the data stored therein.

But did you know that magnets can also make time stand still!

I admit I was not aware of this. Not until recently, when a customer of ours in Sydney contacted me.

"Do you know that when I put my Tag Heuer watch on top of my nutshell case with a mag-tab when I shower, I find that time has stood still?" he asked.

"Why no," said I. "How can this be?"

Apparently his watch, and many others like it, are very susceptible to magnetic influences; their movements are so delicately balanced that they will actually stop recording the passing of time if they are placed within a magnetic field.

But only for the duration of the time they are under the influence of the magnetic field. Remove them from the field and they perform again. Perfectly.

Except for that one small, seemingly insignificant fact that they are now running behind time in the 'real world'. And that can be a problem. Especially if you are inclined to base your life on the time.

Now, that is not to say that there is anything special about the magnetic fields generated by our mag-clasps (be they tab or full flap). There are lots of other cases to contain handhelds in the marketplace that use magnets.

The most famous of them has to be RIM BlackBerry.

RIM has for many years embedded a small magnet in the base of their belt cases, and use its influence to put their devices into a standby mode, which drains less power but still enables emails and messages to be received with no problems.

Many of our competitors use dual magnets to achieve a firm clap; the magnets are reversed polarity, so that they actually 'want' to attach to each other. And, to my knowledge, there is at least one other case manufacturer that actually uses four magnets in their flap closure. Four! Un-freaking-believable.

At Nutshell we know that the devices we protect are complex, delicate (comparatively) pieces of electronics, which do not need much to upset them, if they are that way inclined.

For this reason we do what we can to minimize their effect. We contain our magnet between two pieces of steel. This action results in an ultra-strong attraction between the plates but actually limits the amount of magnetism that leaks out into the surrounding environment.

But it is obviously not enough to minimize magnetism; in a perfect world you have to eliminate it altogether. It may be a very slight, very minute, magnetic field, but it is obviously still enough to make time stand still.

That's why, for folk who are really concerned, we offer hook'n'loop Velcro as an alternate method of keeping your Nutshell shut.

Makes sense.
Doesn't it?

What is in a name?

2010-01-28T22:04:00.000+13:00

At Nutshell we are constantly aware of the changing face of the mobile computing landscape.

As device makers get smarter, the technology that they use gets smaller, faster and increasingly more complex.

Add to that an array of shapes that fit the hand in an amazing variety of ways, and every user is faced with a staggering number of amazing mobile devices, all offering smaller, faster, longer life and better performance and abilities.

All this is great news for the cognoscenti and the technocrats amongst us; things that were mere dreams a few years ago are fast becoming everyday realities; video phones with hi-res cameras, screens that sparkle, dazzle and present realistic images, more space on which to store stuff; better and increasingly better means of staying in touch with one another. As someone once said - "The list goes on."

Of course, this presents a constant challenge to a company like Nutshell; focused on delivering products that meet and exceed the user's expectations. It is the old 'what do we do next' syndrome. A constant hunt to make our products better and more attractive, while maintaining quality control and deliver-ability.

But we constantly have a niggling worry in the back of the head that what we do may actually turn off some customers; our use of natural materials offends some folk who would rather we lived in trees, ate nuts and shoots and rooted around for our daily sustenance. The merest whiff of a suggestion that we may even contemplate delivering products that incorporate natural materials can be a turn-off, to some people. And nobody needs a turn-off.

The challenge then is to deliver products which entice the senses; after all, until you purchase you cannot touch, feel and fully experience any product that is presented online. It is all in the mind, and in that sense of expectation and belief that the product you are purchasing will fit your lifestyle, like a glove.

So we are searching for a name. A word. An expression of timeless elegance, wish-fulfillment and good taste. Coupled with our users' expectations of a product that not only looks like a million dollars, it will actually deliver what we, as designers and creators, have set ourselves as the challenge; the creation of that ultimate product that will better protect its contents against most all of what our users will undoubtedly throw at it.

And you thought you had problems. :-)

It's not the journey that counts.

2010-01-21T18:20:00.002+13:00

It is truly amazing the way that people find Nutshell.

After 12 and something years we are pretty 'cemented' into the fabric of the internet. Enter one of our keywords into any search engine and odds are that nutshell will feature someplace on the front page. Usually (in the major engines) someplace near the top.

But there are always new roads being crafted in the cyberspace we occupy; increasingly new ways of arriving at our little destination.

There are many tricks and tips that folk continually come up with designed to make any website more 'search engine friendly' and keeping track of new and evolving theories and permutations and variations on a theme can take a heck of a lot of time if you don't know what it is you are actually doing.

I guess that after all this time I have a fair idea. Obviously. But sometimes I really do wonder just how effective it all is.

I mean, listed as we are it continually bemuses me that we have not been 'cottoned onto' by the broad mass of internet surfers and shoppers.

Not that I am complaining; far from it.

In the time we have been online we have sold product to tens of thousands of people, all over the world. Many of you are repeat purchasers. However you found us we are extremely glad to have made your acquaintance and we look forward to continuing to provide you with service for many, many years to come.

But that does beg the question; just what is it that a website has to provide (apart from good product) that touches that nerve of public consciousness that makes us flavour of the month?

Obviously people surf and search, but I always wonder which road is the one most travelled.

It's true; it is not the journey that counts, it's all about getting as many seekers and surfers to the 'right' destination. And capturing not only their hearts and minds, but their willingness to become one of a select group of people.

That unique band of folk out there, from all walks of life, who can lay claim to being satisfied Nutshell customers.

New Phones - finally....a common size is emerging

2010-01-11T11:39:00.005+13:00

Since 1997 Nutshell has been offering its cases for PDAs, smartphones, cellphones and other mobile devices and ever since we started we have been steadily increasing the number of cases we offer. Mostly this has been as a result of the cellphone manufacturers constantly tweaking the sizes of their devices.

Because traditionally our cases have been lined with a synthetic plush material to keep those devices pristine and like new, we have sometimes had to create a totally new size to fit; if we offer you a product that is 'near enough' but 'not quite' it takes very little time for you, our customers, to let us know we have made an error.

However these days it appears that the majority of new devices coming to market are starting to standardize on the size format - the iPhone size.

Obviously, love them or hate them, the iPhone has struck a cord with other device manufacturers as being a handy size that works well for most users; the screen size is good eough to display images and app information without forcing the user to wear a set of reading glasses. And the shape is one that fits well in most hands, regardless of the size or sex of the user.

That makes life a whole lot easier for us as suppliers; having a consistent size means we can concentrate on delivering better product in a more timely fashion; every day we make our cases based on web sales and, even though we have a steady stream of corporate orders in the pipeline, different sized cases to match the many, and many different phones in the marketplace means our folk have to be seriously on their game when it comes to selecting the correct knives and components to make the cases.

Of course, the work never stops; there is a constant stream of product passing from our manufacturing facility to our dispatch team and out into the mail system to finally make it to your mailbox.

And even if the phone vendors have decided that a common form factor works, we are now experiencing a proliferation of add-on accessories in the shape of extra life batteries and protective skins. Each of these has to be matched against our cases to provide you the product fit and quality you have come to expect from Nutshell over the years.

So...the game never ends. Just the shapes change with the passage of time.

If you have a product that you need us to find you a case for, please add the dimensions (length x width x depth) when you make an inquiry.

Although we can usually find the information someplace in the cyber-sphere, it does save time if we know immediately what sized Nutshell you are looking for.

Does the lining make a difference?

2009-12-28T17:40:00.033+13:00

At Nutshell we are always looking for better ways to make our products ever safer and increase our (still very small) market share.

To this end last year we introduced the single-magnet-caught-between-two-pieces-of-steel. If our customers are a measure (which they are) this has been a resounding success. Today over 75% of our belt cases are shipped with that single magnet closing the case.

Why a single magnet? Easy - to minimize as much magnetic leakage as possible. The sort of leakage that can potentially cause problems for delicate electronics.

How do we know if it is effective? Well, let's just say that so far very few customers have come back at us and told us in no uncertain terms that what we are doing is wrong and a complete waste of time. In fact, praise for the development has snowballed the emails.

Of course, there are always exceptions to the rule. For example most Blackberry devices demand we strategically add a small magnet to enable their auto-shut function. And in a strange twist, the latest Motorola Droid device will not continence a magnet anywhere near it. Apparently Motorola designers decided the best way to change the state of the Droid when loaded into a car cradle or similar was to use a small magnet - darn! So for this device we strongly recommend users choose our Velcro closed cases (should they choose a tab or full flap across the top of the case).

Now it is time for us to consider making yet another ground-breaking shift; replacing the synthetic liner we currently use with one made from natural fur; to wit the shaved pelt of the possum. Not only does this add value to the Nutshell by providing a plush liner. it adds an anti-static property to the case.

New Zealand's possums are apparently pretty unique in the animal kingdom.

A genetic development of the Bush Tailed Australian Possum, our little critters were introduced from Australia many, many years ago.

And they changed. My - how they changed!

Where the Aussie possum had to survive by munching on the leaves of trees that had taken millenia to develop protective measures to counter their appetites, when they hit New Zealand they must have thought they were in Nirvana; our trees were not only very tasty, they were also unprepared to resist the attack of the possums.

Today the New Zealand possum is regarded as a pest; there are more possums in New Zealand today than there are people - and sheep. The New Zealand department of conservation estimates some twenty to seventy MILLION possum roam our native forests, munching their way happily through thousands and thousands of native trees every year.

As New Zealand is a country that prides itself on its clean, green and ecologically pure status in the world, the attack of the possums has rent a huge scare on our pristine environment.

To that end the possum is one of our most reviled predators; not some warm fuzzy little beastie but a ravaging, scavenging molester of our soft, supple and very edible native trees.

But - I digress. Suffice to say the New Zealand possum is a pest of the first water.

However, its hair is most prized for several reasons; not only is it sleek and warm, it is antistatic, meaning it repels electro-magnetism.

How? Darned if I know, but unlike most other creatures the possum in New Zealand has a pelt that is made up of hollow fibers...not solid ones...which apparently contain an oil that expands in cold weather and shrinks in warm.

This may have something to do with the possums ability to keep on munching its way through the forests when the temperatures hit sub-zero. It certainly has something to do with the fact that the little beggars breed faster than they can be knocked out of the trees.

So...watch this space.
Possum pelts are on the way.

Just remember.
It's a Nutshell - naturally!

PS: there has so far been one comment about this item, in which a very good customer expressed concern that we may make this liner a default.
So far, that is NOT our intention.
We shall be offering this liner as an option...and take it from there.

Site Optimization - Give me a hand. Please

2009-12-24T13:29:00.001+13:00

If there is one thing you learn after running a website for more than a couple of years, it is that constant attention to the minutest detail is very, very important.

It is not just a question of making sure that pages look and feel OK, it is more to do with those 'slips of the keys', where stuff happens that you surely don't want.

And with more than 700 pages running live on this site, each with its own little 'open text' entry area...there is nothing worse than discovering, to your chagrin,. that you have missed something that is important to someone.

So....

if you come across an errant page, that kind of does not make sense...please let me know.

And together we'll beat this thing into shape.

Happy holidays from Nutshell

Ian

New Nutshell site goes live!

2009-12-20T14:28:00.003+13:00

It has surely taken a while, but finally Nutshell's new website at tuff-as-nuts.com has gone live.

Not surprisingly the workload increased exponentially as we worked to make sure all aspects of the site remained relevant to our customers; shipping rates relating to specific countries had to be generated (that was a bit of a pain), and, as usual, getting the head around the intricacies of a new operational environment takes some time.

Luckily we had held off making the migration for as long as possible; although the site still has to undergo some radical changes to reflect our new persona (friendly as always, but DEFINITELY more professional).

Lucky we did hold off though.

With over 600 product matches (Nutshell cases matched to fit specific mobile phones and handhelds) and with each product listing have a bunch of personalizations ( as NetSol refers to options, the past iteration of the site had been a real hassle to maintain. On the last site, once we had generated a product page, that was it - the page became a 'fixed moment in time'.

We had just started the process of working through ALL the products to fit the new format, and I was dreading the thought of having to individually manipulate each product page in the future (if I needed to change an image, or a description, or a price), when NetSol offer us a global personalization template! Yay!! Now, instead of the time consuming hassle previous experienced, it is a snap and a breeze (and a lot of other things as well) to make a personalization change. Thank God someone, someplace listened to the user!

Obviously there are a lot of other new advantages to be mined. For example we can now offer registered customers a discount, just for being registered customers. Make that 2.5% off everything in store. Just because we can!

And from the back-end of the operation, the new environment is certainly easier to use. As Nutshell has several people involved in tracking, shipping and managing both customers and products, a better overview has been long overdue.

Luckily we secured the services of Mark Greentree, a long time web professional who once worked for our web host Network Solutions. Mark's input has been of tremendous help and, as you will soon see, when the new environment goes live, he certainly knows his stuff.

It is amazing how one no longer actually needs to be in the same room, same town or even the same country to get things done. Mark resides someplace outside New York, while Nutshell lives in Auckland.

Distance is no longer a barrier (although at times language can be).

Suffice to say, the next step will be getting this blog liniked to our website, so that everyone, including our customers, have an opportunity to have their say. As I am sure they will.

In the words of the Master: Bring It On!

an interesting local phenomina

2009-05-05T19:12:00.002+12:00

Here's something you don't see every day.
A set of clouds forming around a rainbow.

Shot on my iPhone seconds after a passing rainshower had washed the sky clean.

The rainbow was present in the sky about a minute and a half before the clouds did their thing.

The clouds are still raining as they move away to the east and across Auckland's North Shore.

The rainbow just hung in one position as the image took shape.

The thing I don't get is the straight line formed behind the foreground clouds.

It is very sharply defined, but the clouds certainly do not match as the source of the shadow.

Amazing what you can see if you keep your eyes open....and happen to be looking at the right thing at the right time.

A beautiful image.

Another day...another upgrade

2009-05-03T13:36:00.002+12:00

Ah...the joys of running a commercial website.

If it's not one thing that needs to be done, it's another.

This time SitePal in my face. This application resides someplace out there in the 'cloud' and lets me deliver spoken word on select pages on our site...like the FAQ for example.

http://ow.ly/4SAB

It's no problem...took a while to create, but then...hey...I used to do this for a living, once upon a world away.

However, apps like SitePal, and others, like our shopping cart provider, Network Solutions, regularly update their software. This means inevitably, there is maintenance to be done. In this case refreshing each of the individual iterations of the applications. That's the FAQ, our contact page and the page where we have stuff that is about us and who we actually are.

No big deal really, just time consuming. And if the job ain't done, then in all likelihood the app will not run correctly.

Still.... half an hour well spent on a sunny Sunday in the hinterland of Auckland, with the birds, the trees and sunshine for company.

What more could a poor boy want?
Now...don't get me started on that...

END END

Network Solutions gets small biz forum together

2009-05-02T17:12:00.007+12:00

Here's a vid from a recent webinar I attended...at 5 am in the morning.
The sunrise was great...so were the speakers.
But possibly more fascinating was the thread running alongside the vid...between the more than 200 viewers.
The main topic of conversation appeared to be the growth of social networking, like this I guess, and how it can be 'leveraged'.

Lever away say I

ENDEND

Creating a small home network; simple you say? Oh yeah!

2009-04-28T18:04:00.004+12:00

OK, so they tell me this is an easy task.

Maybe it is, if you have six years of network tech training and a MS VP status.

But hey, all I want to do is network a very small cluster of two hardwired machines and one wireless device together.

"How hard can that be?" I ask myself.

Faaarking near impossible.

For a start the wireless tablet and one of the desktops are running XP, the primary machine ( mine) is running Vista.

Aaargh. Not even Methuselah himself would have the patience to keep trying, and trying, and trying again to get this to work.

Ah hah, "create a wireless network connection," reads the appropriate Network application window.

OK.
No problems...put this in here and pull it out.
Put it in there and shake it all about.
Should work.

Oh Yeah! Like hell!!

"Not recognised. No software loaded".

Huh! All I want to do it get them talking to each other.

Ah well, I give up. No wireless connection; hardwired only.

I guess it's gotta be easier than using Linux, or Mac OX.
Hasn't it?

ENDEND

Making the Move

2009-04-22T09:18:00.004+12:00

It has taken less than a month, but today Nutshell starts operations from its own little office.

For the past fourteen years Nutshell has been working from my kitchen table, literally.

We have had a manufacturing operation, where the work gets done, but for the main the admin of the website and the constant attention to the needs and ministrations of the Internet have been my responsibility. And this is honestly not the type of work that can be done from someplace else.
o...it has been my 'joy' to have my house cluttered with the stuff I need to do the job; the books, papers, ancillary bits and bobs that have made Nutshell the small but growing force it is today.
And now it has moved...

Not far, just from the house to a small office out the back.
Originally, post Christmas, I decided I wanted to get on with restoring my old car, and the best place to do that was in a shed constructed and attached to the back of my little old garage, a standalone one built God Knows When - probably about the time of the last ice age.

But circumstances change. My partner has informed one and all that the dreaded rot has set is and he is not for this world as long as we all would like, and I have realised that there is no way I can continue to do what I do on my own....so

The shed has become the office
Lined, sealed and carpeted...it is now officially the office of Nutshell Corporation.
A small space on the edge of the wilderness.

From where I sit there are no houses, no signs of human habitat other than mine. Tall trees march majestically down the valley; pines, gums, tress that are dropping their leaves as autumn encroaches relentlessly upon us.

A peaceful space that will, I am sure, serve us very well until Nutshell properly 'gets its act together' to move to more palatial spaces....sometime in the future.

But for today. We are here.

END END

Road rehabilitation

2009-04-14T10:47:00.001+12:00

Honest. It's on a sign in Northland. Road rehab. Like something out of someplace else.
Surgical procedure for carriageways.
Or another sign of an overpaid and under stressed beuracracy
Maybe the contractors who wield power over the process consider themselves civil surgeons, and price their services accordingly.
As for the actual teams who perform this rehab process; maybe they too hold a status usually reserved for some other practitioner of another arcane artform, like...hiway men. Best known for their ability to ply their trade on the Kings hiway.
Which trade? You may well ask.
The one that extracts the most return for the least amount of effort. Extortion, I believe it's called.
Far be it for me to decry any mans attempts to earn an honest days wage. Or suggest any form of collusion twixt johnny and his master.
But read the budget lines and wonder at the costs.
Then ask youself where the money goes.
The answer may amaze you.

ENDEND

Watching the pennies

2009-04-05T21:43:00.001+12:00

In these tight times we all gave to do our best to stay afloat.

For me, ten years behind the kitchen table and another couple of hands to the pump means no longer is the kitchen table big enough.

What to do? Options included taking a small space in town; downside is the travel, time and confusion this would cause.

Other option; put the renovation if the Vauxhall on hold, turn the newly created workshop into a socially acceptable small office and shift everything off the kitchen table and create a space that will fill the bill and most importantly not cost a fortune.

The cost effective option, and sanity, prevailed. So now it is paintbrush to the fore.

By Easter we should be moving onto something that is about the same size as a smallish nutshell.

Kind if fitting really.

ENDEND

In hindsight, age does have its advantages

2009-03-26T00:23:00.002+13:00

Imagine you in a few years time.

OK, maybe not. But think.

If and when you do make it through to the far side, eventually stuff is going to come back, out of your past, to haunt you.

Like, for example. Take me.

Finally, a big bit of past came back, albeit briefly, to haunt me today.

Stuff that happened 22 years ago (when I was young and foolish, with a bulletproof complexion)came back to threaten my very existence; my way of life; my current, (self-contained but slightly out of control) now.

As the result of one (well maybe 10) minutes over exuberance caused by a combination lead foot and willful disregard for convention brought on by one-to-many Guinness's, an early hour and an empty (seemingly) stretch of motorway.

Bad combination, especially around Auckland these days.

(I tell you, he came off the slip road like he'd just been shot.
Took him a while too. We now know the SVX is limited to 180.
Pity the offramp was not just that little bit closer.
Still, at least it was a fine, warm summer's night.
Not a bad walk back from the station.)

But eventually, the day of reckoning arrived. As I knew it must. Eventually.

There I was, caught squarely on the horns of a dilemma. Not a nice place to be.

And then to top it off, there was a stickler for the rules behind desk.
"If it's three times then you are out!"

Discretion? Unlikely.

Under our current laws 3 times means 3 months at Her Majesties pleasure, and/or $7k fines, as well as 12 months without licence. Minimum!

So you can possibly see why I was somewhat disgruntled.

But fate intervened.

"Courtroom 2 is going to be full today. Use Courtroom 1."

OK!!
New bench, new rules.
Whew!

"Considering the time that has lapsed, it's a first offence. But be warned, screw up and we'll clobber you. Six months and $350 fine. Oh yes, and $150 court costs. Next!"

As your honour pleases.

ENDEND

squark squark

2009-03-24T17:14:00.005+13:00

Twitter. The world is abuzz with it right now. Scientists are baffled by this global phenomena.
Lay folk say "what the heck", and pundits go "Sheesh, what a resource, if only..."

Along with this 'in the cloud' technology that passes messages way faster than the speed of two men, a length of string and a couple of Coke cans, it is not a question of "what next?" More of "Oh my God, and all this TOO!"

You've gotta believe that all those billions of dollars the world has been pouring into the coffers of successful online entities has to have given them access to some of the best programmers, developers, code-cutters and theorists the planet has ever seen.

As well as the sounds of the multiverse every time you open your eyes and gaze upon your digital domains, there are applications emerging that, only a few short months ago even, were being touted as the latest and greatest in affordable stand-alone applications.

Suddenly online video editing, sound editing, digital signal processing and what used to be 'heavy compute' are being handled, manipulated and managed 'out the back', in the cloud.

The information you painstaking gather, assembly, sort and select that you hope will become your next wave of successful market exposure, or your video log away from home, someplace else on the planet, to show the folks what we have been up to today....is all too real, achievable, and most importantly, usually FREE!

It is not must the applications that reside in the clouds. On board applications and software 'smarts' play a big part in cementing this new platform of 'never own the app' all together.
Java, a tool that manages presentation, along with Adobe, think the PDF, and a host of other third party applications, all happily co-exist within the OS shells.

While Microsoft's Windows, and its Internet Explorer browser, in whatever modern guise, has proven more than adept at making sure all the pieces work, Mozilla's FireFox browser is not far behind. In fact FireFox is visibly more aware of the constantly hanging landscape and offers clearer developer interfaces that let the interested 'fine-tune' and 'tweak' their online world till it precisely meets their needs. Add Apple's Safari and Google's Chrome and you've got a surefire recipe for success, at some level.

It is all about interoperability, and the ways and means that all the code ever written can be run on any machine ever made, provided it was capable of running an operating system that was recognized. See the above.

ENDEND

The New Zealand Herald, 18 Mar 2009. Bugatti mentioned

2009-03-21T10:19:00.003+13:00

Article on a motoring event in Auckland.
Mentions the Bugatti Trust. Who is this??

The New Zealand Herald
18 Mar 2009

The New Zealand Herald, 20 Mar 2009.Political tittle-tattle.

2009-03-21T10:11:00.002+13:00

A little bit of 'getting even' here methinks.
Sheesh...Wot a dork!

The New Zealand Herald
20 Mar 2009

The New Zealand Herald, 20 Mar 2009. Some good advice for getting it done

2009-03-21T10:02:00.002+13:00

A bit of good advice never goes astray.
Learn to value your time.
Not bad advice

The New Zealand Herald
20 Mar 2009

Smoke and Mirrrors - Awarding Vaporware

2009-03-19T10:51:00.004+13:00

Someone famous once said: "build it and they will come". Well, exactly what he was commenting on is now likely lost in the annals of time, but his philosophy seems to be alive and well today.

From property developers to the denizens of the online world, build it and they will come seems to be very much alive and well, despite the credit crunch and the squeeze everyone talks about.

We will not dwell on the denizens of the property market, but certainly those who occupy space in the online world, and the wireless world specifically, need to be held to some sort of accountability.

Maybe I have the entirely wrong end of the stick, but awards for vaporware, or plain old smoke'n'mirrors, is something I just do not understand.

For years the wireless industry has been aware that developments in geo-location and tracking have been just a short space of time away from becoming a reality. And yet, when it arrives, they are suddenly falling over themselves with enthusiasm to grab the opportunities to develop applications with both hands...as though it were something new, innovative and out of the box.

That is not to say it is not laudable, but hey, when did you ever get an award for a 'good idea', let alone being acknowledged for creating something tangible and of value to others? Not often...if ever, I bet.

Without a doubt there are fast growing opportunities to use the mobile technologies that are spawning as we speak for both fun and profit...and dreamers, schemers and visionaries are to be applauded, no matter where they come from. But really, an award for something that is no more than a good idea. Surely that is scraping the bottom of the barrel!

ENDEND

Looking for ?? in all the Wrong Places?

2009-03-09T15:30:00.002+13:00

Cautiously working my way through a plethora of websites that aim to improve our 'marketing visibility using social networking.

What a list there is, and I guess I am only scratching the surface.

It's all about interlinking, or so it seems; the perfect (for now) application of global networking.

Of course, some may say that it is a passing fad. But hey, a passing fad with a couple of hundred million people can't be all that bad. Especially if you have something that you really want to share. Otherwise, why would you bother?

I mean, what is this? A cyber page in cyberspace... written by me, and probably for mine eyes alone.

Still, an interesting space in which to maintain a journal of sorts. Thoughts, ideas and observations; without being too overtyly marketing oriented.

On that note.
What next?
Ah well.
Onward and upward.

ENDEND

In Hot Water

2009-03-08T09:55:00.007+13:00

Not too far out of Auckland - about 20 miles North, is a small settlement called Parakai that loves being in hot water.

Originally feted for its plentiful supply of hot mineral water that flows like wine, the settlement is small, boasting two hot pools; one public, the other a private concern.

Unlike normal hot tap-water, this is liquid from deep underground full of minerals and other composites that get right in to the bones and the body, promoting a surprisingly great feeling of well being in not tooo long a time - about an hour is max (unless you really want to 'prune'.).

The Palms is privately owned and is likely the only hot pool complex in New Zealand that holds a liquor license, which makes it kind of cool to be in hot water up to your neck, with a refreshingly cooling ale right there, beside you on the pool edge.

This wee complex boasts two larger pools; one HOT the other not so hot, and three 'hot tubs' at varying degrees of hotness.

It's comfortably 'homily' atmosphere is promoted by its Asian owners, who have attracted a sizable following of Koreans. But it is also a local favourite, with a small and dedicated cadre of Aucklanders who make the half hour run North up State Highway 16 on a surprisingly regular basis - to take in the waters, as they say.

A great place to 'chill' and let the healing heat work its wonders on aging bones.

ENDEND

Blogs, Cogs and things that go Bump

2009-03-06T19:34:00.002+13:00

Following a bouncing ball of info as the result of a post on a Facebook group.

There's a lot of confusing info about using 'social networks' for fun and profit. Very confusing to a codger like me.

But I have friends who know. And now they are patiently painting a roadmap. Which I am following.

This arvo's four hours passed in a flash as I made and reestablished no less than 18 associations with entities I have been assured are critical components in value adding an interconnected network.

Onwards and upwards.

ENDEND

2009-03-06T16:41:00.002+13:00

social networking 101 - there is a lot to do before it all work...or so it seems

Dog Day Evening

2009-03-05T22:12:00.002+13:00

Live Greyhound racing. As opposed to the television version.

Betting the odds, taking a punt, having a flutter or easy peasey.

All terms used to indicate your involvement with the betting fraternity.

For many an enjoyable pastime. For some an obsession. For a few, a curse.

We've watched in awe as friends have won, then promptly lost, veritable fortunes playing the odds on the gee-gees, the dogs and/or the neighbourhood pub pokies.

An entire industry, from owner, trainer, jockey or handler revolves around the continued interest and involvement of the punting public.

The legions of those dependent on it for their daily fist full of dollars numbers in the tens of thousands; from race course and track administrators to grounds staff and the folk who smile sweetly as they clip the ticket that gives the momentary rush of blood to the head and the thrill of anticipation.

And with that as my mantra I approached an evening with the dogs at the Auckland greyhound racing club in Manukau city.

This small, yet well patronized facility nestles in the folds of South Auckland just a stone's throw from the ceaseless bustle of Auckland's Southern Motorway and, apparently, attracts a loyal group of greyhound enthusiasts.

Indeed, while comfortably buzzing, it was by no means overcrowded. The small seven tier all westher glass encased grandstand, with it's good sized and comfortable dining, drinking and obligatory betting facility is humming with lively conversations. In the bowels beneath, expectant owners brace themselves for surrogate battle with as much anticipation as parents awaiting the birth of their first child.

Handlers walk their coat clad charges in warm up as loudspeakers announce the odds and last minute public notices before the tote closes as the hounds enter their trap.

Around the Australasian racing world there's a combined intake of breath as the bunny bounced into view and they're off!

Less than 30 seconds later, it's all over bar the shouting.

As the dogs are gathered up out on the rainswept track, winners and losers alike check their tickets as the rewards become tangible.

For some it's a joyous event.

For most a collective groan of disappointment and a grimace precedes the turning of a page and a return to the plan of beating the odds.

On the next race.

Oops. Here comes the tried and tested cheesecake, pavlova and watermelon laden fruit salad for desert. Yum!

No gambling here.
Just a recipe for success.

ENDEND

Refreshing Content can be Painfully Critical

2009-03-05T00:23:00.003+13:00

If there is one thing I have learnt in ten + years of crafting, running and promoting a website that actually deals with real people, it is that the smallest omission can cause the biggest problems. And also that content needs to be refreshed on a regular basis (like twice a year max) for it to be 'fresh' in the eyes of the search engines and other 'bots that lurk out there in the name of making it easier for folk to find what you have to offer.

And crafting a web page to be attractive to the casual consumer is way more than just bad grammar (although that counts poorly). It is the missed explanations, or badly worded explanations and a lack of detail that makes it possible for that pair of eyeballs to see at a glance what you have to offer and be comfortable enough with it to make that split-second decision to purchase, to get, to acquire and to otherwise own whatever it is you are offering.

It may be comparatively easy if you are selling clothing (depending on how 'deep' you want folk to go). It is quite difficult when you are, like me, selling a product that protects a valuable and sensitive piece of hi-tech electronics.

Case in Point: Our cases now hold a wee magnet and a couple of steel plates that we use to close the top. This exercise was something I undertook last year after the factory decided they could do the job. They did. But poorly. So it was up to me to come up with a solution. Which I did. It was elegant and it works just fine.

But one problem a lot of folk have with their delicate electronics is that they can "possibly" be effected by stray magnetics...just like in the early days when people freaked about the potential for damage because of the actual cell phone signals. We went down that path, exploring the possibility of minimising the effects of the cell phone signals...and even discovered a paint that used copper in solution to provide a buffer. Problem was, the scientists said that if a cellphone lost signal it automatically increased its reception 'volume' to compensate. So if we had used the paint, we would really have been putting people at risk. We didn't.

Anyway I digress. I have to assure people that our system of using a magnet to close the case is safe for their machines. I got a magnetometer at our local magnet supplier and ran it over the device. Inside the 'zone' the magnetism was way high. On the other side of the zone, outside the area being directly affected by the magnet, the reading was near enough to zip, Nada, nothing.

I even took a couple of images and have posted them in the FAQ section someplace that clearly shows the difference between unshielded and shielded. They are pretty good, if I say so myself.
But they are not enough if you do not tell folk they are there. Which I have done in several places.

Unfortunately those places are maybe not the places my punters casually look at, unless they go searching, which thankfully a lot of them do. But there's a lot that don't. And they are the problem children of this modern age.

Recently I have been looking at a redesign of product pages. An easy task you might think. Not so.

Unfortunately the catalog, web engine, up in the cloud system I use takes each product page when it is created and turns it into a frozen moment in time; there is no way to do any global editing.

So here I am...I have to change the static pages by hand to make any changes.

That means crafting the page as I want it to look, then looking at the html code and then cutting and pasting that code, when I am finally satisfied it is as correct as I can have it be, into each of the product pages I want to alter to make more attractive. And that is every one. More than 560 of the things.

A labour. For sure.

A labour of love. Now you have to be joking.
Don't you?

ENDEND

If Music be the Beat of Soul

2009-03-04T00:22:00.004+13:00

Sitting in a bar in Auckland, waiting on a meal. Steak sandwich, salad and chips.

Scribbling this on the iPhone.

Just purchased a door ticket to listen to a band I have never heard of in my life! Thought food would be wise in the gap between now and enlightenment.

A New York Rockabilly I understand. The Stray Cats. Obviously well known and well respected. Which rock have I been living under? I ask myself.

Food arrives. Yum!

Had no preconceptions. No real idea. But once they started rockin' I started bopping. Awesome sound for a three piece. Reputation well deserved IMHO.

A full house at the Powerstatiom (in Auckland's Mt. Eden Rd). Great venue, holds about 700. Sweet.

I am glad it was a spur of the moment thing.

ENDEND

The Terror of Accounts

2009-03-03T17:58:00.001+13:00

For most people balancing a check book is likely the closest they ever come to knowing the true state of their finances. Fair enough too.

But for business owners the state of the books is critical. Without detailed knowledge of the state of financials it becomes impossible to plan ahead with a degree of certainty.

Those fortunate enough to have employees would usually leave the data entry to others, watching from on high through rose colored reports and well executed spreadsheets to update themselves on the lay of their particular landscape.

But, if like me you are virtually a sole trader, on your own and almost all alone in the jingle jangle jungle of the penny-wise, then it falls upon yours truly and his ilk to get the job done as best we may. Tiresome data entry was certainly not what we signed on for when we embarked on our single handed entrprenieurial careers, but that's what we got!

Endless hours of tedious boredom punctuated by sharp stabs of blinding terror as we face the unpalatable, having input countless invoices and balanced multiple books with the aid of a myriad of different yet similar accounting applications.

Sheesh. Sometimes you have to wonder if, at the end of the day, it will al be worthwhile.

We live in hope.

Slightly Imperfect - My 1935 DX Vauxhall

2009-02-28T17:32:00.006+13:00

The image I use here is a morphed representation of an old vehicle I own - a 1935 Vauxhall DX.

It is a great old car, basically one of the last true Vauxhalls ever made by the craftsmen at Luton, the original home of the marque.

With a 4 speed gearbox, an inline 1800 cc 6 cylinder inline engine, enough leather for a herd of dairy cows. or Sacred if you prefer, cable brakes, knee action independent front suspension, suicide rear doors and a pair of Lucas Prince of Darkness headlights, Slightly Imperfect has been patiently waiting for almost 20 years to get back out and terrorise motorists once again.

And she shall.

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Researching the Connections

2009-02-28T12:29:00.004+13:00

I have been wondering what the benefits and pitfalls of social networking are.

Is it a good thing - sharing your network of friends and associates? I guess it can be...6 degrees of separation and all that.

But I also wonder if it cannot be used a a tool for revenge...retribution and 'getting even'?
I mean, if you can be nice, then obviously you can be not nice.

And in these networks of contacts the viral spreading of tales, tittle-tattle and scurrilous rumour-mongering must be as proliferate as the spreading of words of joy, hope and "come buy my product/service".

I wonder....

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Doing our Bit

2009-02-26T12:53:00.006+13:00

So how do you do your little bit to assist avert a Global Economic Meltdown?

If you are like me, and run a trading website, then, like me, you can lower prices to consumers.
Why? There's a fair chance that if pricing is perceived as being too high, folk bail at the last minute, before completing their purchase.

We see it all the time.

At Nutshell our sell-through is about 52% for folk who start the completion process.
Why do they bail? We do not know, exactly, But we know that they do.

How do you remove that barrier to purchase? I guess there are lots of ways, but the primary one would IMHO be to lower the cost of ownership - and that means lowering the profit margin.

There is obviously only so much you can discount before you start to run into problems. Obviously.

But hey, a little bit may just go a long way, and if we can get more people to finish what they started, then obviously we are ahead on points.

Oh,,, and likely the most telling point is that, because we are in NZ and not in our primary market, the exchange rate 'twixt here and there means we still cover costs and make a profit locally...without feeling that we are 'gouging' our customer.

And that surely is all about passing the benefits on.
Isn't it?

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The million $$ challenge intro

2009-02-25T21:08:00.005+13:00

This is interesting.

Stumbled on a site a couple of weeks ago that purports to be filled with talented experts on almost every subject to do with marketing in the 21st Century.

Using cleverly produced video, talking heads and blue screen to deliver 'compelling' content, the site looks like it is UK based to the casual eye. In reality it is owned by a conglomerate of southern men, from the depths of Otago, in New Zealand's south island, masquerading as Poms in disguise.

Registered in Dunedin, yourBusinessChannel Ltd has attracted a group of professionals, each an expert in a particular field of marketing, production, hr and similar. They have created a series of short video vignettes that address specific business issues and, for the common herd, make these available through their website channels.

Once convinced there is value by association the group then offers membership, at USD $750 a month, to its SNAP club. This club promises to address specific issues and suggest solutions, plus mentoring and associated services.

However it was the Million Dollar Challenge I found attractive. The promise of selection into a select group of 25 hand chosen businesses that would receive personalized mentoring at vastly reduced rates in return for exposure as a 'test case' was certainly alluring, to say the least.
So I applied three weeks ago. Follow up included two comms interviews; first with one NZer based in the UK and then a second phone call with the organizations 'content editor', another NZer also UK based.

I have now been advised that nutshell has been chosen as a participant, with strings attached.
It would seem that the promises as outlined on the website may not be quite what they seem.
The $750 monthly fee for membership to SNAP has escalated to $2000 USD a month. And it seems that lists of promises, including a 45 day money back warranty, do not apply.

Slightly strange, to say nothing of potentially misleading.

We shall see. I am about to enter the 'negotiation' phase, where we shall attempt to find out exactly what the story is.
Stay tuned.

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The opener

2009-02-25T18:13:00.004+13:00

The first!
Well..actually the second post here.

Slowly getting used to putting down my thoughts in this format...guess it beats writing them on scraps of paper that promptly get lost.

Not exactly sure how I will be using this space?

Words of wisdom - if I have any, I guess. A good place to leave those "footprints in the sand" Why not? I cannot see home cookery recipes...or how to fix your car articles featuring high on my list of things to enter here. Nor can I see personal things - like love's labours lost and stuff in my life that cause me pain to discuss appearing there - some things are best kept private.

So maybe I will just stick to the things I know...web marketing, trends in Internet trading, web hosting issues, developments in the One World Finance sector, development of the nutshell, SWAT stuff relating to the biz, commenting on issues that effect me and mine...and maybe a tad of tongue in cheek scuttlebutt rumour mongering. Now that sounds like fun!

Whatever, I guess this page will develop with continued input, and eventually take up its own shape and form.

So...on with the show...

Oh....and if you are reading this...WELCOME!

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First things first

2008-10-21T22:54:00.003+13:00

This is an admittedly late starting blog. Most of my contemporaries have already committed themselves to the 'blogosphere'.

But better late than never.

Many folk have been long asking me why I have not published, in either this or any other media, my experiences in the past ten years of operating a website for fun and profit. Maybe it has been because I have yet to honestly believe there is much I can add to the plethora of verbiage that has been written about the web, in all its glory.

Suffice to say that time never stands still and so I begin.

For those (and there are many) who have never heard of me, my name is Ian Miller, and I am/was a journalist in Auckland, New Zealand. But, unlike those true spirits who honor their calling and stay shackled to the yoke of a paycheck till they are done, I have had many different roles to date.

Originally trained as a fitter and turner, then a lift mechanic both in Auckland and in Sydney...and then a major shift into away from the tools and into the more ethereal existance of the scribe and hack. Many thanks for those who put up with me and to those who saw potential in this man who may have been originally miscast...I became a radio journalist and fledgling newsreader for both private and public radio. This was in the late 1970's, when life was, so I believe, far less encumbered by rules and regulations than is the case today. Those were the days of radio pirates and radio newsroom and Kiwi journalism that rivalled the best, anyplace in the world.

I was indeed fortunate to be trained 'on the job' by some of the best journo's of the day. And in the course of doing so I learnt that there truly is nothing that cannot be achieved if you set your mind to it. As I did.

In a nutshell, if I may, my passage down into the world of the cynic, for that is what most journalists eventually descend to become IMHO, was tempered by extremes of both joy and terror; joy through the immense satisfaction that comes with the accomplishment of an extremely public role done well, and terror when it all screwed up and went totally pear shaped and fell apart in that most public or arena, live radio performance. It may well be that at some future date I will expand on both of these with real world examples drawn from my own experiences, but for now let's just assume there were times I was brilliant, and others when I was way less than adequate. And leave it at that. For now.

Without a doubt the past ten years have been a steeper learning curve than that of a fledgling journo; after radio I became entranced with the mysteries of computers and computing development (I have been again fortunate to count among my friends some of the best and most analytical brains who were then engaged 'at the cutting edge' of computing). And within their company and with this sense of wonder I embarked on a career in technical journalism which led to the decision to finally 'take a punt' and wave those baubles farewell to create a website and explore the emerging world of cyberspace, web trading and the Internet in all its fledgling glory. The rationale being that to understand something new you have to immerse yourself in it - and the 'net was certainly something new back then.

Sheesh...looking back at what I have just written makes my aware that the years between 1975 and 2008 have been filled with a rich tapestry of experiences and endeavor. Let's see if we can chronologically expand them and eventually make some sense of it all.

For now, this is my first real post in this blog; let's hope it's not my last and that I can indeed make sense of it all - the good, the bad, the amazing and the bloody unfortunate.

Stay tuned. There really is a whole lot more. The hassle will not be deciding what to include, but what to leave out in the interests of fairness and accuracy.

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