With the 2010 calendar year now complete, I thought it appropriate to provide the market with an update on the performance of AdEffective over the past year, our tracking for our operational business and most importantly, an overview of the exciting opportunities ahead for the 2011 calendar year.

In 1999 the Company made its debut on the ASX; recently it underwent a reorganisation and relisted in late May 2010, changing its name to AdEffective in December 2010 (ASX: ABN).

In 2010 AdEffective also acquired several businesses and commenced development of three innovative new online advertising technology platforms focused on delivering increased yield. The first of these platforms – Footar, was launched in December 2010, with the second platform, Yieldom, set to be launched next week at DomainsFEST in the US.

Earlier today, AdEffective released to the Australian Securities Exchange (ASX) AdEffective's Investor Presentation including an address to shareholders from myself.

The address and attached presentation covers 3 things namely,

1) a brief overview of AdEffective and the online advertising industry in which it operates;
2) AdEffective’s products and services; and
3) what shareholders and interested parties can expect from AdEffective in the future.

The full address and investor presentation can be downloaded from the ASX website here.

http://www.asx.com.au/asx/research/companyInfo.do?by=asxCode&asxCode=abn#...

The global online advertising space is growing rapidly and AdEffective’s depth of unique technologies, platforms and management experience puts it in an excellent position to continue growing over the next 12 months.

Needless to say, now that the significant task of re-structuring and re-building the company is behind us, and now that we are well down the path of launching our 3 new online advertising platforms, I am very excited about what the future holds for the Company.

Over the past year or so I have been progressively moving from my prior 'life' as a full time employee, working towards managing a portfolio of different ideas, businesses and investments.
 
A good friend of mine (Neville from Best Fit Directors) nick named this concept as being a 'Portfolio Entrepreneur'. I suggested it be termed the 'CEO of Me'. Both descriptions work.
 
As this whole 'shift' has progressed, I have spent considerable time not only selecting and fine tuning the various projects that I would be working on (a partial list of which can be found on my temp Whodeani web site )... but on how I would actually end up working across all of these various interests 'operationally'.
 
This in itself has been quite a challenge.
 
For one, I travel a lot so everything had to be portable.
 
Data security is also critical, made more problematic than it need be by my being out of Australia in aggregate around 6 months of the year and often in countries and/or regions with less than ideal telecommunications infrastructure.
 
Further, as the number of things I wanted to do continued to grow, and those projects I was being 'asked' to do (or be involved with) was also growing, it became apparent that at some point I would need some assistance.
 
So not only did I need to get operational issues sorted for myself, I needed them robust, portable and accessible enough to support 3rd party help. 3rd party help that for the most part would be required 'remotely' (as in, even if they were working for me, we would often be in different countries.)
 
I'm still working on many of these issues but have made considerable progress in the last few weeks.
 
I'm currently in Bali (this week, writing a movie script with a friend) and prior to this particular trip I decided I was going to employ a less ad-hoc method (read: am currently using lots of DVD's) for backing things up.
 
This led to me buying an Apple Timecapsule which in turn led me to signing up for Apple's 'MobileMe' online platform.
 
I have to say that MobileMe has been a revelation, addressing many of the issues outlined above, including those that would be relevant to taking on assistance (or an assistant.)
 
Through MobileMe I now have a basic web presence for 'Whodeani', blog integration, online calendaring, mail, web based syncing to my iPhone and over the last few days, MS office style docs including the ability to share and collaborate online with word processing documents and spreadsheets. (I might do a separate blog post on running a business in the 'cloud' later.)
 
With operational issues now resolved (or at least resolved enough) this brings me back to something I mentioned earlier, namely that if I am to achieve the things I have set out for myself this year (and beyond), I'm going to need some help, an assistant if you will.
 
So I have decided to hire an assistant and not the so called typical 'Executive Assistant' (EA) or 'Personal Assistant' (PA) but something more. I require an Entrepreneur's Assistant.
 
Stay with me.
 
I say Entrepreneur's Assistant as I am after more than simply someone to run errands, manage my diary and look after my business interests.
 
While all of those things are important, and required, I am after more of a right hand person. Someone whom can assist me creatively as well as work together with me on many of my projects (in fact as you will see following the link below, I'm happy for them to have their own projects that we can work on as well.)
 
Earlier today I posted this role on Linked In Jobs.
 
I have also attached the role in PDF form to this post for any of you that might know someone that fits and would be happy to forward it to them.
 
Wish me luck...

Click here to download:

EA Whodeani 110309.pdf (47 KB)

(download)

Click here to download:

EA Whodeani 110309.pdf (47 KB)

*** Update ***

Am pleased to report that the Entrepreneur's Assistant role has been filled.

Am even more pleased to report that Lindy Waldeck has secured the role and will start working with me in around 4 weeks time (about when I return from Bali.)

For readers of my blog that have known me for some time, you may recall that Lindy was my PA a few years back.

I had tried unsuccessfully to lure Lindy back to the Whodeani fold some time back and she declined.

As luck would have it, likely a combination of the role on offer and Lindy's own personal circumstances, she saw the role shortly after it was posted and applied for it.

Aside from helping me working on my projects, I'm also looking forward to working with Lindy on some of her projects. Am particularly keen on a Travel idea she has that could work both in printed and iPhone app form.

Will post more on that here as things progress.

Linderella and Whodeani... 'Take 2'.