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December 14, 2023

Online⎮1:00pm - 2:30pm ET

#CNBCSmallBiz

RSVP Here

December 14, 2023

Online⎮1:00pm - 2:30pm ET

#CNBCSmallBiz

RSVP Here
Small Business Playbook
Online⎮December 14, 2023
Speakers Agenda Sponsors
RSVP Here


SMALL BUSINESS PLAYBOOK

NEW YEAR, NEW PLAYBOOK: STRATEGIES AND OPPORTUNITIES IN 2024

Over the past year, persistent inflation has posed major challenges for small
business owners across all industries. With economic uncertainty expected to
continue into 2024, we’ll bring together top experts and fellow entrepreneurs to
devise strategies to strengthen your business and successfully scale obstacles,
while identifying hidden opportunities to help you succeed in the new year and
beyond.

For CNBC Small Business Playbook editorial coverage, stories and video,
visit www.cnbc.com/small-business-playbook/.


PAST EVENTS

   
 * Small Business Playbook August 2023
   
   
 * Small Business Playbook May 2023
   
   
 * Small Business Playbook December 2022
   
   
 * Small Business Playbook August 2022
   
   
 * Small Business Playbook May 2022
   


SPEAKERS

Elena Delle Donne

WNBA’s Washington Mystics & Entrepreneur

Barbara Corcoran

Investor & Shark, "Shark Tank"

Marcus Collins

Author and Asst. Professor of Marketing, University of Michigan

Kory Kantenga

Senior Economist, LinkedIn

Justin Su'a

Organizational Performance Specialist

Robyn Sue Fisher

Founder & CEO, Smitten Ice Cream

Holly Wade

Executive Director of Research, National Federation of Independent Business

Deirdre Bosa

"Tech Check" Anchor, CNBC

Sara Eisen

“Squawk on the Street” & “Money Movers” Co-Anchor, CNBC

Tyler Mathisen

Co-Anchor "Power Lunch" & Vice President, Events Strategy, CNBC

Kristina Partsinevelos

Nasdaq Reporter, CNBC

Emily Wilkins

DC Correspondent, CNBC

Sponsor Speaker



Michael Levy

Co-Owner & Chairman, Undercover Snacks

Sponsor Speaker



Sam Levy

SVP Growth and Operations, Oracle NetSuite

Sponsor Speaker



Shibani Joshi

Technology Journalist

Show All


AGENDA

*Agenda subject to change

1:00pm ET


WELCOME


MAIN STREET OUTLOOK: 2024

After a turbulent 2023, dominated by persistent inflation, high interest rates,
and worker shortages, what will the new year bring? We’ll examine the economic
outlook for 2024 and what that will mean for your business. 

Kory Kantenga, LinkedIn Senior Economist
Holly Wade, National Federation of Independent Business (NFIB) Executive
Director
Moderator: Emily Wilkins, CNBC DC Correspondent 


COMBATTING HATE WITH LOVE

An ice cream shop owner in San Francisco became the latest victim of a suspected
antisemitic hate crime recently, leaving her business severely vandalized and
her heart shattered. She’ll share her story of how she has transformed her
feelings of sadness and fear into strength and her new playbook on how she’s
moving forward with love.

Robyn Sue Fisher, Smitten Ice Cream Founder & CEO
Interviewer: Sara Eisen, CNBC Co-Anchor, “Squawk on the Street” & “Money Movers”


COMMUNICATION PLAYBOOK: SPEAK UP OR STAY SILENT

Businesses have become increasingly vocal when it comes to speaking out on hot
button political and social issues. But with that comes the risk of scrutiny and
backlash from stakeholders. We’ll examine risk vs reward, and how to develop a
framework to determine when to speak out, and how.  

Marcus Collins, Author, University of Michigan Asst. Professor of Marketing
Interviewer: Sara Eisen, CNBC Co-Anchor, “Squawk on the Street” & “Money Movers”


PERFORMANCE PLAYBOOK: HOW TO CREATE A HIGHER-PERFORMING TEAM

Employees are the lifeblood of every organization, yet recruiting
and retaining top talent continues to be a major challenge for small businesses.
A performance specialist will draw on his work with championship caliber pro
sports teams to offer key strategies to increase trust, collaboration,
commitment, and productivity to create a higher-performing workplace and culture
in 2024. 

Justin Su’a, Organizational Performance Specialist
Interviewer: Tyler Mathisen, CNBC “Power Lunch” Co-Anchor & Vice President,
Events Strategy


ENTREPRENEUR PLAYBOOK: SHOOTING FOR SUCCESS OFF THE COURT

To become a WNBA all-star and Olympic gold medalist, it takes grit, preparation,
goal setting, and the ability to embrace competition while overcoming adversity.
Now, this 2-time MVP will share her playbook on applying those same skills to
entrepreneurship, and how she’s turned two off-the-court passion projects into
full-fledged businesses.  

Elena Delle Donne, WNBA’s Washington Mystics & Entrepreneur
Interviewer: Deirdre Bosa, CNBC “TechCheck” Anchor 


THE GROWTH PLAYBOOK: DOING MORE WITH LESS

Sponsored and Programmed by Oracle NetSuite

Businesses have traditionally been asked to do more with less, but today’s
environment is taking it to a whole new level. Small businesses especially are
feeling the squeeze. In this discussion, we’ll talk about ways small businesses
are leveraging technology, allowing them to gain a competitive advantage and
bolster profitability.  

Michael Levy, Undercover Snacks Co-Owner & Chairman
Sam Levy, Oracle NetSuite SVP Growth and Operations
Moderator: Shibani Joshi, CNBC Events Contributor 


ATTACK THE NEW YEAR LIKE A SHARK

For fifteen seasons, she’s helped entrepreneurs take their businesses to the
next level on “Shark Tank”. Now, this shark, who built her own small business
into a billion-dollar corporation, joins us to talk tips on how you can set your
business up to succeed in the new year, and answer your questions. 

Barbara Corcoran, “Shark Tank” Investor & Shark
Interviewer: Kristina Partsinevelos, CNBC NASDAQ Reporter

2:30pm


EVENT CONCLUDES




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ELENA DELLE DONNE

Elena Delle Donne is one of the most dynamic professional basketball players in
the history of women’s basketball. On the court, she shines with her confidence
and complete game. Off the court, Elena is a family woman, dedicated wife,
philanthropist, and outdoor lover.

Born and raised in Wilmington, Delaware, Elena has always held a strong sense of
herself and possessed a spirited love for her family. Growing up, she played a
variety of sports but ultimately found a love for basketball. She chose to play
at the University of Delaware to stay close to home. In her freshman season at
Delaware, she was named the Colonial Athletic Associations’ Player of the Year
and Rookie of the Year.

Her brilliance continued as Elena was drafted 2nd overall by the Chicago Sky in
the 2013 WNBA Draft. After an explosive first season, she was crowned the 2013
Rookie of the Year. She continued her dominance and is a six-time WNBA All-Star
(2013, 2014, 2015, 2017, 2018, 2019), WNBA Scoring Campion (2015), a two-time
Most Valuable Player (2015, 2019), and a WNBA Champion with the Washington
Mystics (2019).

Off-court, Elena is one of the most marketable women’s athletes. Her key
partnerships include Nike and Gatorade. After headlining the Nike’s inclusive
and adaptive FlyEase series of shoes, she launched her own series of signature
shoes, the Nike Air Deldon. She is also the founder of Deldon Designs, a
woodworking business.

Elena’s attentiveness to her philanthropic efforts is what sets her apart. Her
sister, Lizzie, was born blind and deaf, while also having cerebral palsy and
autism. Additionally, during Elena’s time in college, she discovered she was
suffering from Lyme disease and has made an effort throughout her career to find
a cure. Her experiences led to Elena founding The Elena Delle Donne Charitable
Foundation. The foundation aims to raise funds for and awareness of Lyme Disease
research and special needs programs. Through her philanthropic dedication, Elena
was named a Special Olympics Global Ambassador in 2014.

×


BARBARA CORCORAN

Barbara Corcoran’s credits include straight D’s in high school and college and
20 jobs by the time she turned 23. It was her next job that would make her one
of the most successful entrepreneurs in the country: She borrowed $1,000 and
quit her job as a waitress to start a tiny real estate company in New York City.
Over the next 25 years Barbara would parlay that $1,000 loan into a $5 billion
real estate business, building the largest and best-known brand in the business.

Corcoran is the author of the best seller “Shark Tales: How I Turned $1,000 into
a Billion Dollar Business!” and host of top podcasts “Business Unusual with
Barbara Corcoran”.

Corcoran is a motivational and inspirational speaker. She is a frequent small
business and real estate contributor on every major network. Corcoran has been
an investor/Shark for the past twelve seasons on ABC’s four-time Emmy award
winning show, Shark Tank, investing in over 80 businesses to date. Follow
Barbara on Twitter and Instagram @BarbaraCorcoran.


×


MARCUS COLLINS

Dr. Marcus Collins is an award-winning marketer and cultural translator with one
foot in the world of practice—formerly serving as the Head of Strategy at
Wieden+Kennedy, New York—and one foot in the world of academia—as a marketing
professor at the Ross School of Business, University of Michigan.

His deep understanding of brand strategy and consumer behavior has helped him
bridge the academic-practitioner gap for blue-chip brands and startups alike. He
is a recipient of Advertising Age's 40 Under 40 award and Crain's Business' 40
Under 40 award, and an inductee into the American Advertising Federation’s
Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50
with the Radar Distinguished Achievement Award for the idea most likely to shape
the future of business management. He has also served as a jury for the Cannes
Lion International Festival of Creativity.

Before joining Wieden+Kennedy, he served as the Chief Consumer Connections
Officer at Doner Advertising and led Social Engagement at Steve Stoute’s
advertising agency, Translation. Over the course of his career, Marcus has
developed a practice for creating culturally contagious ideas that inspire
people to take action. His strategies and creative contributions have led to the
launch and success of Google’s “Real Tone” technology, the “Made In America”
music festival, the Brooklyn Nets, and State Farm’s “Cliff Paul” campaign –
among others.

Prior to his advertising tenure, Marcus began his career in music and tech with
a startup he co-founded before working on iTunes + Nike sport music initiatives
at Apple and running digital strategy for Beyoncé.

Marcus’ work centers squarely on the impact of culture and the power that comes
from having great cultural proximity. His best-selling book, For The Culture:
The Power Behind What We Buy, What We Do, and Who We Want to Be, examines the
influence of culture on consumption and unpacks how everyone from marketers to
activists can leverage culture to get people to take action. Throughout the
book, he relies on literature, case studies, his work with brands, and academic
data to illustrate the “whys” and the “hows” so that readers will be empowered
to successfully apply these learnings in their own pursuits.

Marcus holds a doctorate in marketing from Temple University where he studied
cultural contagion and meaning-making. He received an MBA with an emphasis on
strategic brand marketing from the University of Michigan, where he also earned
his undergraduate degree in Material Science Engineering. He is a Forbes
columnist and a trusted voice among CMOs and business leaders. But most
importantly, he is a proud Detroit native, a devoted husband, and a loving
father to Georgia and Ivy.

×


KORY KANTENGA

Dr. Kory Kantenga is a Senior Economist for LinkedIn and a member of its
Economic Graph Research and Insights Team. His work focuses on surfacing
insights on labor markets and the macroeconomy at large. Kantenga’s areas of
expertise include employment and wages, skills and technology, job search and
matching, and competition and innovation. His insights and commentary have been
featured in Bloomberg, The Financial Times, Fortune, and The Washington Post.
Prior to joining LinkedIn, Kory worked in economic consulting, focusing on
antitrust and intellectual property matters, and served as a postdoctoral fellow
at the European University Institute. He holds a Masters of Sciences in
economics from the London School of Economics and Political Science and a
Doctorate in economics from the University of Pennsylvania.

×


JUSTIN SU'A

Justin Su’a is an organizational performance specialist working with elite
athletes and executives from organizations across professional sports and
corporate America, including MLB’s Tampa Bay Rays and Boston Red Sox, NFL’s
Cleveland Browns, Google, US Army, IMG Academy, US Olympics, PGA/LPGA, ATP, WWE,
and CrossFit. He specializes in human and organizational performance, team
effectiveness, leadership, performance enhancement, and player/coach
development. Justin is the author of two books, “Parent Pep Talks” and “Mentally
Tough Teens,” and is the host of a daily podcast, “Increase Your Impact.” He is
currently pursuing a PhD in organizational behavior, and holds a Master of
Science degree from University of Utah, and a Bachelor of Arts degree in
communication from Brigham Young University..


×


ROBYN SUE FISHER

An ice cream fanatic with a knack for invention, Robyn Sue founded Smitten Ice
Cream in 2009 to spread joy and create the freshest, most flavorful ice cream on
earth. After ditching her corporate consulting career, she began immersing
herself in all things ice cream and was increasingly bothered by the modern
industry's complicated ingredients and focus on shelf-life. So, she invented her
own patented machine to perfect the art of churning pure, fresh scoops to-order
in 90 seconds using liquid nitrogen and only the very best ingredients. She
first put Smitten on the map when she placed her custom-built “Brrr®” machine
atop a Radio Flyer wagon and started selling her churned-to-order ice cream on
the streets of San Francisco to the crowds that gathered, soon building a
cult-like following.

From those humble beginnings came Smitten’s first shop in San Francisco in 2011.
The company now has two bustling retail locations in the Bay Area, one in San
Francisco’s Mission neighborhood and one in San Jose’s Santana Row, in addition
to a licensed location with TableOne Hospitality in Las Vegas. Touted by Vogue
as “The freshest, if not the best, ice cream on Earth,” and featured in a vast
array of media, from Food & Wine and Forbes to Wired and TechCrunch, Smitten is
setting the bar for mastery of the perfect scoop. Robyn is an alumni and scholar
athlete of Williams College, received her MBA from Stanford Graduate School of
Business, is an inventor on 8 patents, and lives with her husband and two young
sons in San Francisco.

×


HOLLY WADE

Holly Wade is the executive director of the NFIB Research Center, where she
conducts original research and studies public policy effects on small
businesses. She produces NFIB’s monthly Small Business Economic Trends survey
and surveys on topics related to small business operations. Holly is also a
member of the Board of Directors of the National Association for Business
Economics (NABE). She has undergraduate degrees in Political Science and
Sociology from the University of Washington and a Masters of Public Policy from
the University of Denver.

×


DEIRDRE BOSA

Deirdre Bosa is anchor of CNBC’s tech-focused franchise, “TechCheck,” based out
of the network’s San Francisco Bureau. Previously, she was anchor of the
network’s daily program, “TechCheck,” that ran from April 2021 to February 2023.
Before that, Bosa served as a technology reporter, owning stories on the biggest
names in tech from Amazon to Alphabet, key players in China’s tech scene like
Alibaba and Huawei, and Silicon Valley’s largest disruptors from Airbnb to Uber
to WeWork. Prior to that, she was a frequent presence on air and online as a
CNBC contributor, reporting out of Vancouver, Canada.

Bosa joined CNBC in 2012 covering the markets and economies of London and
Singapore. She has co-anchored morning programs including “Squawk Box Asia,”
“Squawk Box Europe,” and “Worldwide Exchange.”

Prior to CNBC, Bosa was an anchor and reporter for CCTV News International based
in Beijing, as well as a contributor to Fox Business News. Deirdre also worked
for several multinational corporations including Barrick Gold in Toronto and Rio
Tinto in Shanghai.

She is a graduate of McGill University in Montreal, Canada and University of
Hong Kong’s Masters of Journalism program.

×


SARA EISEN

Sara Eisen is co-anchor of the 10AM hour of CNBC’s “Squawk on the Street” (M-F,
9AM-11AM ET) and co-anchor of “Money Movers” (M-F, 11AM-12PM ET), which both
broadcast from Post 9 at the New York Stock Exchange. She is known for her deep
expertise in financial markets and the global economy as well as regular news
making interviews with some of the most prominent names in the financial world,
including Phil Knight, Janet Yellen and Christine Lagarde, among others.

Previously, Eisen anchored CNBC’s “Closing Bell,” “Squawk on the Street,” “Power
Lunch” and “Worldwide Exchange.” She also reported on the one-hour documentary,
“Inside Track: The Business of Formula 1,” that explores the world’s most
prestigious racing series, what is fueling its popularity and who is profiting.
Eisen joined CNBC in December 2013 as a correspondent, focusing on the global
consumer.

Prior to CNBC, Eisen was co-anchor of “Bloomberg Surveillance” as well as a
correspondent for Bloomberg Television, where she covered global macroeconomics,
policy and business. During that time, she covered the European debt crisis, the
tsunami aftermath and Fukushima nuclear crisis in Japan. Eisen also hosted the
Bloomberg Radio program, “On the Economy.”

She is the editor of “Currencies After the Crash: The Uncertain Future of the
Global Paper-Based Currency System” published by McGraw-Hill in Jan. 2013.

Eisen holds a master’s degree in broadcast journalism with a concentration in
business reporting from the Medill School of Journalism at Northwestern
University.

×


TYLER MATHISEN

Tyler Mathisen co-anchors CNBC's "Power Lunch" (M-F, 1PM-3PM ET), one of the
network's longest running program franchises. He is also Vice President, Events
Strategy for CNBC, working closely with the network's events team to grow the
rapidly expanding business.

Previously, Mathisen was co-anchor of "Nightly Business Report," an
award-winning evening business news program produced by CNBC for U.S. public
television. In 2014, NBR was named best radio/TV show by the Society of American
Business Editors and Writers (SABEW). Since joining CNBC in 1997, Mathisen has
held a number of positions including managing editor of CNBC Business News,
responsible for directing the network's daily content and coverage. He was also
co-anchor of CNBC's "Closing Bell."

Mathisen has reported one-hour documentaries for the network including "Best
Buy: The Big Box Fights Back," "Supermarkets Inc: Inside a $500 Billion Money
Machine" and "Death: It's a Living." Mathisen was also host of the CNBC series
"How I Made My Millions."

Prior to CNBC, Mathisen spent 15 years as a writer, senior editor and top editor
for Money magazine. Among other duties, he supervised the magazine's mutual
funds coverage, its annual investment forecast issue and its expansion into
electronic journalism, for which it won the first-ever National Magazine Award
for New Media in 1997.

In 1993, Mathisen won the American University-Investment Company Institute Award
for Personal Finance Journalism for a televised series on "Caring for Aging
Parents," which aired on ABC's "Good Morning America." Mathisen served as money
editor of "GMA" from 1991 to 1997. He also won an Emmy Award for a report on the
1987 stock market crash that aired on New York's WCBS-TV.

A native of Arlington,Va., Mathisen graduated with distinction from the
University of Virginia.

×


KRISTINA PARTSINEVELOS

Kristina Partsinevelos joined CNBC in May 2021 and serves as the Nasdaq reporter
for the network, based at the Nasdaq and CNBC Global Headquarters in Englewood
Cliffs, N.J. She covers the Nasdaq, semiconductors, ESG and precious metals, and
her reporting appears on television and CNBC’s digital platforms.

Prior to CNBC, Partsinevelos was a business correspondent and economist for
three years at the Fox Business Network, covering everything from technology, to
the White House, to the Federal Reserve and reporting in the field around New
York City during the early days of the COVID-19 pandemic. She also reported from
South Carolina in the eye of Hurricane Florence, a category 4 storm, in
September 2018.

Prior to that, Partsinevelos worked for Global News in London, BNN Bloomberg
(Canada’s Business News Network), CTV News Channel and CBC Edmonton covering the
latest financial news, including the retail, tech, and automotive sectors.

She is fluent in French and received her MBA from the University of Oxford’s
Saȉd Business School. She also has a master’s in journalism from Carleton
University.

Follow Kristina Partsinevelos on Twitter @KristinaParts.

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EMILY WILKINS

Emily Wilkins is a CNBC correspondent for the network’s Washington, D.C. bureau,
covering Congress, key regulatory issues and policies that impact American
businesses and the economy.

Prior to CNBC, Wilkins, an award-winning journalist, served as a reporter for
Bloomberg Government, where she covered breaking news coming out of Washington
and Congress with a focus on House leadership. She previously reported on
education and labor for both Bloomberg Government and CQ Roll Call.

Wilkins graduated from Michigan State with a bachelor’s degree in journalism and
political science. She currently serves as the Vice President of the National
Press Club and she lives in D.C. with her fiancé.

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MICHAEL LEVY

Michael is the Executive Chairman and Lead Investor in Undercover Chocolate
Company, Inc., a rapidly growing manufacturer of better-for-you snacks, where he
focuses primarily on operations, finance and technology. Prior to his
involvement in Undercover, Michael built his career as an investment banker and
investor for over 30 years as CEO of Octagon Capital Group, which he still runs
today, and previously as Founder/Co-Head of Paragon Capital Partners, after
establishing his career as a senior banker in the M&A departments of Lehman
Brothers and Banc of America Securities.

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SAM LEVY

Sam is responsible for leading NetSuite’s growth strategy and execution, from
customer acquisition to retention and overall profitability. He brings a
successful track record spanning more than 25 years in the enterprise software
industry with rapidly growing companies. His career involves leading Sales and
Platform Strategy in SaaS and traditional legacy ERP Markets. Prior to NetSuite,
he successfully drove new business initiatives, account management, channel, and
generating sales and consulting revenue at Epicor and Infor, along with several
startups. He holds a bachelor’s degree in Marketing from San Diego State
University.

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SHIBANI JOSHI

Shibani Joshi is an experienced journalist who has covered business, technology
and general news for global media outlets including ABC News, Fox News Channel,
Yahoo! Finance and Huffington Post. She provides commentary on business,
technology and lifestyle topics and hosts events for leading corporations.

Previously, Shibani anchored a daily markets show and had her own dedicated
segment on TV called “Joshi on Tech” on the Fox Business Network in New York
City. In her almost 6-year tenure, she evolved into the dedicated on-air tech
reporter at both Fox News Channel and Fox Business Network.

Shibani also reported extensively live on the floor of the New York Stock
Exchange, Nasdaq and NYMex exchanges, covering the 2008 market crash, historic
interest rate cuts, record oil prices and the biggest point drop in Dow history
(at the time).

Throughout her career, Shibani has interviewed large-cap tech CEOs and
executives from companies including Apple, Qualcomm, Google, Sony and Ebay. She
has also interviewed execs from Uber, Dropbox, Rent the Runway and Angie’s List
in their early stages.

Her unique business perspective stems from real-world corporate experience and a
distinguished business education. After double majoring in finance and
accounting, she worked as an investment banking analyst at Morgan Stanley in New
York City, where she focused on corporate finance and M&A projects.

Joshi later moved on to Disney/ABC Media Networks, where she was the firm’s
Senior Manager of Digital Strategy. In 2014, she created ShibanionTech.com, a
blog focused on stories at the intersection of lifestyle and technology.
Shibani teaches at the University of Oklahoma, sits on the Board of Advisors for
the Price College of Business at the University of Oklahoma, and served as a
Trustee to The Children’s School in La Jolla, California.

Shibani is a graduate of the University of Oklahoma and holds an MBA from The
Harvard Business School. She currently lives in the Bay Area with her 3
children.


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Comcast Business offers Ethernet, Internet, Wi-Fi, Voice, TV and Managed
Enterprise Solutions to help organizations of all sizes transform their
business. Powered by an advanced network, and backed by 24/7 customer support,
Comcast Business is one of the largest contributors to the growth of Comcast
Cable. Comcast Business is the nation’s largest cable provider to small and
mid-size businesses and has emerged as a force in the Enterprise market, having
been recognized over the last two years by leading industry associations as one
of the fastest growing providers of Ethernet services. Visit
business.comcast.com/.

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Intuit QuickBooks is the world’s leading financial technology platform for small
businesses. From starting up to scaling up, our ecosystem of products and
services are at the center of small business growth: accounting, payroll,
payments, capital, and marketing through Mailchimp. Intuit Assist, our new
GenAI-powered assistant, is a giant step forward in our vision of powering
prosperity for all by being the financial assistant by our customers’ side doing
the hard work for consumers and small businesses to fuel their financial
success. 

For more information please visit https://intuit.com/intuitassist

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For more than 25 years, Oracle NetSuite has helped organizations grow, scale,
and adapt to change. NetSuite provides an integrated system that includes
financials / Enterprise Resource Planning (ERP), inventory management, HR,
professional services automation and omnichannel commerce, used by more than
37,000 customers in 219 countries and dependent territories.

Trademarks
Oracle, Java, MySQL and NetSuite are registered trademarks of Oracle
Corporation.  NetSuite was the first cloud company—ushering in the new era of
cloud computing.

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