Unlike many internet-based businesses that have a marketing strategy to capture generic search traffic, my business is meant to be the basis for a unique brand.

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Music is clearly the driving force, Strategy Analytics says: when audio represents 45 percent of the content on a generic platform like Dropbox, companies ignore tunes at their own peril.

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Of the four largest generic players, for example, Mylan is now the only one pursuing a broad generics-focused strategy.

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Perik's target profit margin is the same for the assessment business as for test prep, 20% after tax. (Test prep accounts for 70% of the company's revenues, K--12 the rest.) His risky strategy: Instead of emphasizing customized assessment tests for particular school districts, he plans to deliver a more generic product.

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