The Better Way to Define Your Business

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According to the The Bookseller and The Wire, McDonald’s will soon become the largest children’s book distributor in the U.K. Seem like an unlikely statistic? How would this happen? Well, McDonald’s will be offering a free e-book code in each Happy Meal for a limited time. The e-book will be provided by Kobo, an e-book seller and e-reader maker, based in Toronto. McDonald’s is projected to sell 15 million Happy Meals during this promotion, making McDonald’s the largest children’s book distributor in the U.K. for a brief period of time. This promotion fits with McDonald’s new initiatives for healthier meals and social responsibility. 

McDonald’s is following in the footsteps of Starbucks by offering to sell something outside of their traditional business-model. Starbucks started selling music in their stores in 2004 and is an exclusive retailer of a new CD every so often. Large retailers across the world are redefining themselves as multi-purpose distributors. This should act as a reminder to ask yourself the most important question: What business am I really in?

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Virginia MacKoul

Virginia is a graduate from the University of Florida's College of Design Construction and Planning with a degree in Sustainability and the Built Environment, and a minor in Urban Regional Planning. Virginia joined the Front Street team in 2011, as an intern. Upon graduation, Virginia joined the Front Street team full-time as the Director of Client Services. Ms. MacKoul’s addition furthers Front Street’s continued growth and expansion within Gainesville and other North Central Florida markets. She was promoted to Director of Marketing in 2014 and now manages the firm’s team of interns and oversees all marketing and branding activity. Virginia was born in Boston and moved to Lee County, Florida in 1997. Virginia graduated her high school's International Baccalaureate program and started at the University of Florida with a focus on Architecture. Virginia shares Front Street's passion of giving back to the community and those in need. Virginia's hobbies include photography, cooking, football, movies, music, and spending time with her dog, Brinkley.

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