machine_name     : "Issue Tree showing how a compay can incrase profitability";
machine_author   : "Vat Raghavan <machinshin@gmail.com>";
machine_license  : MIT;
machine_comment  : "https://github.com/StoneCypher/fsl/issues/45";
machine_language : en;
machine_version  : 1.0.0;
fsl_version      : 1.0.0;

start_states     : ["How do we increase our profitability?"];
end_states       : [];
       
       
//L0
"How do we increase our profitability?" -> [
  "Increase Revenues"
  "Decrease Costs"
];
// L1 - Option 1 : increase Revenues
"Increase Revenues" -> [
  "Increase Revenues from New clients"
  "Increase revenues from Returning Clients"
];
// L2
"Increase Revenues from New clients" -> [
  "Increase # of New clients"
  "Increase our unitary revenue from each New client"
];

"Increase revenues from Returning Clients" -> [
  "Sell them an updated version of our product/service"
  "Sell a complementary product/service"
];

//L3
"Increase the number of New clients" -> [
  "'Steal' clients from competitors"
  "Convince people that are not yet buying this kind of product/service to do so"
];

"Increase our unitary revenue from each New client" -> [
  "Increase our price"
  "Bundle our product/service with another"
];

//L4
// this needs a box around it, how?
"'Steal' clients from competitors" -> [
  "Offer a better price"
  "Offer a better product"
  "Offer a better place"
  "Offer a better promotion"
];
//L4
"Convince people that are not yet buying this kind of product/service to do so" -> [
  "Talking directly to them"
  "Talking indirectly to them"
];



// this needs a box around it, how?
"Talking indirectly to them" -> [
  "Converting current customers to product/service promotors"
  "Converting the media into promotors"
  "Converted trusted public figures into customers"
];


// L1 - Option 2: Decrease Costs
"Decrease Costs"  -> [
  "Decrease Fixed Costs"
  "Decrease Variable Costs"
];

"Decrease Variable Costs" -> [
  "Decrease raw material costs"
  "Decrease effort costs"
  "Decrease energy costs"
];

"Decrease effort costs"  -> [
  "Decrease the quantity of effort needed"
  "Decrease the unitary price of effort (i.e. people) needed"
];

"Decrease raw material costs"-> [
  "Decrease the quantity of raw materials"
  "Decrease the unitary price of raw materials"
];

"Decrease the unitary price of raw materials" -> [
  "Use the same raw material"
  "Use a substitute"
];

"Decrease the quantity of raw materials" -> [
  "Improve the design of the product"
  "Improve the production process to reduce scraps"
];

"Use the same raw material" -> [
  "Get a better sourcing agreement with current provider(s)"
  "Get a better sourcing agreement with NEW provider(s)"
];