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9.05.2019

Tools supporting foreign customer service in e-shops

A customer shopping from abroad is a subject we could discuss for hours. We are talking about a different profile of a customer applicable to e-commerce companies, when compared to entities providing business services. In practice, this means that we are dealing with different circumstances where transactions are completed. The variety of industries and market segments is the reason why the offer of companies providing products for online business includes many online tools for supporting foreign customer service.
Foreign customer service in an e-shop
Commerce on the internet is one of the fastest developing online industries in Poland. A report prepared by Interaktywnie.com (sponsored by Business Insider) shows that only in 2018, the value of this market reached the level of PLN 40 billion and it has been increasing dynamically since. The proof is visible everywhere. According to data of Bisnode Poland, the number of e-shops in this country in 2013 was 21,744, while in 2018 this number was 30,936. The increase covers nearly 10 thousand entities within only 6 years. Foreign customers buy in Polish shops more often and if you want them to return and make a purchase again, it is worth choosing online tools that will support services provided to such customers.
Online tools that will help you grown your e-shop
Several areas can be listed where the proper functioning is key for the e-commerce industry. From the point of view of customer service, the following aspects should be noted:
1.      Remarketing and reaching customers, who have already bought your product with an offer.
2.      Customer communication.
3.      Complaint processes.
4.      Reliable information provided at each sales stage.
5.      Managing customer relations.
Encouraging another purchase at the e-shop
The internet is a space where every user is attacked with thousands of stimuli at one second. For this reason, many of your customers who have already made a purchase at your shop, quickly forget about it. This happens even if you ensure an efficient and problem-free transaction process. This is why effective and well-configured remarketing activities are becoming more important. Simply put: it involves taking advantage of the fact that a given consumer has already been interested in your offer once. This will make it possible to take actions, which will speed up the process of reaching such a consumer with your offer. Internet tools supporting this type of foreign customer service include, in particular:
1.      Google Analytics with properly-defined goals.
2.      Google Ads integrated with Google Analytics.
3.      Facebook with its advertisement platform.
What will you gain thanks to such tools?
When looking at benefits obtained through remarketing, one key aspect should be mentioned. It is not a secret that when you use the internet while logged into your Google account, the algorithms monitor your behaviour on an on-going basis. In times of Android-based smartphones being so popular, practically everyone needs a Google account to properly configure their device. It would be a good idea if you learnt this knowledge and used it to target your offer to a certain group of recipients.
Due to the above proper setting of goals in Google Analytics as well as conversion in Google Ads is required for remarketing. Similar benefits can be obtained from installing Facebook Pixel on your site. Using such features will make it possible for you to determine precisely the parameters in advertisement campaigns, targeting them to recipient groups taking into account their location, age, gender, interests and even the latest searches. The possibility of choosing users who have already visited your shop but not made a purchase is a valuable feature. With such knowledge, you can offer attractive discounts for their first purchase, which will make them visit your shop again, and thus contributing to increased sales.
How to improve customer communication in an e-shop?
Today, consumers like to be spoilt. Due to the above, it is worth remembering that ensuring basic communication between the customer and seller is the absolute minimum when it comes to increasing sales. It is also important to note that when you decide to reach international markets with your offer, your website in a foreign language or personnel speaking that language will no longer be enough. Methods of quick exchange of messages, preferably within a given e-shop are becoming more important. Here, we can generally list two online tools that will make it easier to respond to queries of potential customers quicker:
1.      Messenger-integrated communicators – they make it possible for messages sent by the customer to reach the inbox of your company.
2.      Online chat with a consultant.
What benefits will you obtain?
Improvement, and most of all, speeding up communication with customers will increase your chances for selling. Imagine that you write an email to an e-shop and you receive a response after several days. You will most likely not shop there and find a different offer, even if it’s more expensive. Your potential customer will act similarly. Don’t make them wait. It’s best if you responded to their message within a few minutes. This way you will increase the probability of finalising the transaction even if your products are more expensive than at a competitive shop.
Automation of complaint processes
If your online shop handles multiple transactions within a day, complaint process automation can be key to you. Especially that according to the Polish law, you have 14 days to process such a complaint. Also remember to ensure enough time to notify your customer about the complaint decision. When you choose software for automation of such processes it is worth paying specific attention to the following features:
1.      Managing multiple channels of communication.
2.      Possibility of adding service scenarios.
3.      Macro configuration option.
4.      Automation of customer notifications.
5.      Indicating and queueing tasks for your employees. Due to the above, more difficult issues will not be “pushed” by them for later dates.
6.      The “Light Agent” feature – it makes it possible to involve people who are not directly involved in customer service, to handle the complaint (an evaluation expert, IT specialist, technician, etc.).
7.      Setting different language versions of notifications, alerts and messages.
Aftersales services also contribute to building your shop’s brand
Building a brand does not only mean creating the desired image but also all activities that you perform, as a brand. Fast and efficient complaint process is an element that may make your company stand out among competition. Processing complaints causes problems in many cases. When you simplify this process, you will avoid legal consequences and satisfy your unhappy customer, which will make them buy again. This way, you can show them that a given situation is just an incident and that you ensure proper quality of your offer.
Managing customer relations at an e-shop
The more information about customers you obtain, the easier it will be to manage relationships with them. For this purpose, try a CRM (Customer Relationship Management) tool. It will make it possible to collect the required information and properly segment it to facilitate its analysis. Currently, such systems have significantly evolved and their functionality makes it possible to support the entire sales cycle virtually at all stages. The following features are some of the more important ones:
1.      Identifying problems with sales, defining strong and weak sales strategies and identifying the best methods and sales channels for their further development.
2.      Supporting mailing campaign automation.
3.      Collecting information from customers in order to improve the offer.
4.      Coordination of the sales and marketing departments.
5.      Retaining the key consumers through analysing their shopping decisions in e-shops.
What will knowledge about your customers give you?
Regardless of the industry you operate in, knowledge about your customers is the key to success. The scale of business is not important here. Even if you operate in a small region, it is also worth noting detailed information that will make it possible to adjust your communication to recipient groups and even particular customers. If a credit advisor calls you and asks you how your dog is feeling, would you feel special? Certainly.
The same principles of communication also applies to your customers. If you own a well-developed contact network, it is worth investing into a CRM system dedicated to the character of your business. Today’s IT solutions make it possible to store detailed information about customers and it is highly important in improving all sales processes. Using such software will make it possible to define which products are popular in certain recipient groups, how to improve your offer, how to talk to your key accounts and which sales channels are the most effective.
Online tools are the key to success of every e-shop
Proper choice of internet tools, which support foreign customer service are the key to success in e-commerce. The above tools apply to all customers but their proper configuration will have a significant impact on simplifying communication with international consumers. Skilful use of Google Ads and similar tools, will make it possible to reach particular markets with your offer, not only in terms of the location but also in terms of trends in search, interests or past purchases of potential customers. It is a good idea to utilise such solutions. Practice has shown that as many as 80% of customers can choose a different company if you neglect communication-related processes.

9.03.2019

How to sell on Amazon, eBay, AliExpress and AliBaba

When you prepare for expansion onto foreign markets, you will face the choice whether to create your own online shop or use an available sales system. If you’re considering the second solution you will have four largest global platforms available to choose from: Amazon, eBay, AliExpress and AliBaba. Which platform should you choose and how to make your online sales through them?

How to sell online – brief information about sales platforms

Let’s start with a short characteristic of each of the four platforms. Amazon.com was established quite a long time ago, in 1994 in Seattle. The name itself refers to the Amazon River, which Jeff Bezos (Amazon founder) picked as the river presenting the scale of product flow in his online shop. Time has evidenced that he wasn’t wrong. Today, Amazon.com is the largest global online shop which generated over USD 118 billion in revenue, in 2018.
eBay’s history is slightly different. As compared to Amazon, the platform was initially assumed to be an auction site where users were had the possibility of completing a transaction based on the highest bid price. The service started its operations in 1995 and thanks to dynamic growth, it is currently the biggest platform of this type in the world. You can sell and buy in 37 countries, including Poland.

Chinese e-commerce platforms

AliExpress is an online sales system that offers products supplied primarily by Chinese manufacturers. The idea for this service was to offer local Chinese products on a global market. Currently, you cannot offer sales from Poland but most likely this will change and it’s just a matter of time. Especially because in 2019, AliExpress launched such a possibility to small and medium-sized companies from Italy, Russia, Spain and Turkey.
The situation is slightly different when looking at AliBaba. The company was established in 1999 and it is an equivalent of the Polish Allegro but it operates on a global scale. This is the key e-commerce platform in China and one of the largest platforms in the world. The above is evidenced by the value of this company, amounting to USD 486 billion. You can buy and sell products here, with access to manufacturers from all around the world.

How to sell on Amazon?

As we have already mentioned above, Amazon.com is the biggest online shop in the world. Its offer includes Amazon label products (such as the Amazon Kindle e-book reader). It is worth noting, however, that half of its sales is generated from products supplied by their partners, from entrepreneurs like you.

Types of accounts on Amazon

Each user has a choice of two accounts: standard and PRO. In the case of the first account, you will not need to pay any subscription fees. You will only pay commission from sales, which is usually approximately GBP 1.00 per item (but it depends on the category). This account has some limitations. You can only sell up to 33 items per month.
PRO account users will have significantly bigger possibilities. When you decide upon this solution, you will not face any quantity-related limitations. You will have to pay GBP 25.00 in monthly subscription, however. Amazon may not charge commission in the case of insignificant sales of single items. With a bigger turnover, commission will apply, which is usually between 10-15%.

Logistics on Amazon are a huge advantage

The possibility of reaching customers worldwide is not the only advantage of using Amazon. The logistic system is a huge convenience for sellers. When you decide to cooperate with Amazon, you will not have to worry about storing your products. Amazon features distribution centres. There are 5 such centres in Poland, with the 6th one being under construction.

How do Amazon distribution centres work?

Thanks to such a solution, you have the possibility of sending your products directly from an Amazon warehouse. From there, they will be shipped to your customers globally. The warehouse employees will also package and secure your shipments for a small fee. The cost of such a service depends on the size of the package but it is usually not more than EUR 5.00.
Besides benefits provided through logistics, when you decide to sell on Amazon, you won’t need to set up your own online shop. This way, you won’t need to worry about costs related to its management, server maintenance and other expenses. You are also benefiting from the recognised Amazon brand which is known globally.

Amazon sales tools

The commerce giant improves tools for sellers continuously. You have the possibility of setting special deals instantly as well as configuring price management automatically. Specifically the second option is worth your attention. After defining the appropriate principles, the system will reduce prices itself, when a cheaper competitor appears. Unfortunately, the additional options are mostly available to PRO account users.

How to start your adventure with the platform?

The first step after setting up an account is to make a decision: what do you actually want to sell on Amazon? A lot depends on the adopted business model but JungleScout is a tool that will be very useful. It will help you follow sales trends on Amazon as well as find new market niches. It offers numerous features that will help you optimise your business in this biggest online shop in the world.

Sales methods

You can also take a completely different approach to selling on Amazon. Generally, there are 5 methods that will help you acquire products:
  1. Arbitrage transactions – in this method, you will use a price scanner that is connected to the transaction system. If you find a product that you think can be resold with a profit, you can scan the price and compare products that are already available on Amazon. If an analysis shows that you can make money on such a transaction, you can purchase products in a retail shop and sell them with profit online.
  2. Wholesale – the most typical method that involves large quantities of products in order to apply a profit margin and sell them on Amazon to make money. This solution has some disadvantages – you have to be in possession of starting capital to make the purchases. Secondly, you may end up investing too much. If it turns out that you will not buy the right products to match market trends, you will not generate sales to cover your costs.
  3. Selling under a private label – this method also applies in traditional commerce. It assumes that you will create your own brand, buy products, place your own labels and resell them. This makes it possible to create an image of a private label, which is a huge advantage. Due to the above, you can become independent of Amazon with time, and you can start selling in your own e-shop. However, you will not have a big impact on the quality of products offered – if the manufacturer releases a defective batch, you will be responsible for it in the eyes of customers.
  4. Handicraft – uniqueness of the offer is a huge advantage. Especially when you sell your own projects. Before you start selling on Amazon, see how well other similar items are sold. This solution has a certain disadvantage: if interest in your offer is huge, you will have to act fast to manufacture a sufficient number of products.
  5. Dropshipping – this method is becoming more and more popular. According to the assumptions of this method, you sell someone’s products under someone’s private label. You are only in charge of optimisation and promotion. You don’t need initial capital because according to this business model, sales is generated first and then the settlement is made with the manufacturer. The disadvantages of this solution is the fact that you have no impact on the quality of products as well as any other aspect such as logistics and shipping.

How to sell on eBay?

eBay offers slightly different selling possibilities. The differences include the fact that you will not depend on decisions made by a commerce giant. When you cooperate with Amazon, you have to be aware that this is an e-shop, which can change contractual conditions when they notice that it is more profitable for them to enrol in a certain niche. There’s no such risk on eBay.

How does eBay work?

The platform may be defined as something similar to the Polish Allegro, but eBay’s reach is European-wide. The principles of sales are similar: first, you have to register an account in the auction system, read the rules and post offers. Then, you can manage the offers to finalise transactions (if anyone makes a purchase). Let’s start with the basics

Setting up an eBay account.

You have to set up an account first. Before you do that, you have to register as a user and then your account has to be verified as a seller. You have several ways to verify your identity:
  1. By telephone.
  2. By mail.
  3. By credit card.
You have to be aware of the fact that most transactions will be settled in Euro. The same rule applies to all costs that are generated due to sales. For this purpose, it is better to configure your credit card so that payments are made simply and conveniently. You can set automated payment of fees made directly from your account so that you won’t forget about them. Transactions with customers will be settled through PayPal, so you will need to set up and verify a PayPal seller’s account.

Sales on eBay

To start sales, first you have to learn about product limitations. The list of products that are banned from sales is quite long. It includes police products, fireworks, weapons, products for adults and many more. Find out more on the dedicated page. It is a good idea to analyse prices of active and ended bids. Due to the above, you can find out how to manage prices of your products.
If you have ever made sales on Allegro, you should not have any problems with further steps. You have to post your products and ensure that they are properly described. Use a catchy phrase and set the price (including shipping costs), etc. When a customer buys something from you and pays for it, you will be notified. Remember that products should be shipped after you get a confirmation of payment being made.

Selling goods abroad

eBay is an international service so you can sell to different countries. To start such transactions, be sure to translate your product descriptions. You can set shipping costs yourself, depending on your contract with a carrier company. Before you post an offer, learn about the sales limitations applicable in the country to which you are shipping your products. It may turn out that your items are banned in Austria, for instance, due to the applicable laws. Find out more on the eBay website, at this link.

How to sell on AliExpress?

As we have already mentioned above, AliExpress.com does not make it possible to sell from Poland at this point. Nevertheless, it is worth keeping in mind that the service is starting to become available to other markets. Already today, companies from Italy, Spain, Russia and Turkey can trade on AliExpress. This is why it’s most likely just a matter of time when Polish entrepreneurs will be given this possibility.

Selling on AliExpress – the basics

To start selling on this platform, you have to meet the following conditions:
  1. You have to manage a business – to set up an e-shop profile, each user has to pass a verification process on AliExpress through the AliPay account.
  2. Optionally, you can create a brand on the platform. You can choose an official shop brand, function as a franchise or a specialised shop. If you do not intend to create a brand on AliExpress, you can skip this step.
  3. You have to pay an annual technical fee.
If you meet these conditions, you can move onto registering a seller’s account. First, go to https://sell.aliexpress.com/, and then click “Join AliExpress” in the top right corner. You will be redirected to a form that will make it possible to activate your account. This will take place as follows:
  1. The registration itself involves three stages. First, you need to specify your email address, set a password and enter the verification code received in the email. During the second stage, you need to pick the region in which you will sell your products. You will also have to specify your company’s business details. The third step will be to confirm the data you have entered.
  2. After registering the account, you will have to log into it. In the seller’s panel, first you will need to set the primary category. Then enter the list of products you want to sell and also register your trademark.
  3. Before you start selling on AliExpress, you have to choose the payment method. You will be redirected to a dedicated page with detailed information about sales costs in particular categories. You will also be informed about the annual fee for AliExpress services.
  4. After completing the above steps, you will be redirected to a website for managing the shop. If you have your own brand, you can verify it. 
  5. The last step is to add products to the shop and personalise its appearance. AliExpress offers numerous possibilities in this regard so that you can make your offer stand out. When you finish this step you can activate your shop and start sales.

How to sell on AliBaba?

As compared to AliExpress.com, AliBaba.com was created with B2B in mind. You will find sellers from all over the world here, including from India, Taiwan, China, USA and Poland. When you decide to post your sales offers in this system, you have the possibility of reaching business partners operating on global markets. How to sell on AliBaba?

Sell in wholesale amounts

The first step is to register a seller’s account on AliBaba. You have three choices: free account, GoldSupplier Basic (USD 699 per year) and GoldSupplier Standard (USD 2999 per year). When you use one of the premium options, your company will be verified by independent external experts. When you decide to choose the free account, you have no possibility of becoming a verified user.
After registering the account, you will be redirected to a virtual advisor. It will help you to configure your seller’s account in a few simple steps. First, you will have to define the type of your business, you will have several options to choose from: online shop, manufacturer, commercial company, wholesaler, distributor, sales office, individual seller or another type of activity that you will manage on AliBaba. Then, you have to choose the category of offered products. You will also determine what products you have in your offer.
The virtual advisor will guide you through other personalisation options as well. You will have to answer questions where you will specify your requirements regarding suppliers, the annual expenditure for shopping, etc. Due to the above, the AliBaba algorithm will be able to understand your business better, which will make it easier to use the portal.

Posting products and making sales effectively

Posting offers on AliBaba.com is very similar to Allegro or eBay. You will need to upload high-quality photos, prepare a detailed description of a product and create a catchy title. After posting your product, you will receive a text message with a verification code. All you need to do now is to benefit from the methods for making sales effective.
It is not a secret that shoppers buy with their eyes. So in order to improve your sales results good quality photos will help you as they present all the details of your products. If possible, include the product specification in the title, which is a frequent practice. A good description with details will also be key in the customer’s decision on choosing your offer. It is certainly worth being a verified seller. In order to do that, you have to switch to a premium plan and use the “Verified member” option.

Why is it worth getting your account verified?

Similarly to other sales services, you can come across fraud on AliBaba.com. Despite the fact that it is very difficult to sport fraud-related activity, it is possible. You should specifically pay attention to messages written badly in terms of the language or offers of making prepayments before shipping. There are cases where such a seller disappears with the money you paid and you won’t ever receive the purchased product. If you verified your business, you will let your customers feel safe and will prove it to them that you will not disappear after the transaction is completed. This will increase their willingness to cooperate with you.

Translation of product descriptions is the foundation for market expansion

Regardless of the platform you use, the key aspect of your presence on foreign markets is proper translation of product descriptions. You should ensure stylistic and content-related correctness but also adjust the language to the standards of your recipients. Your international customers live in different conditions than you do so they may have a different approach to shopping. This is why the work of a translator in this industry has a highly-creative nature, as the task of a person working on translation will be to adjust the advertisement slogans to the culture of the recipients’ country.

How to sell on the internet? It easier than ever before!


Availability and functionality of the biggest sales systems make selling online significantly easier. Especially when you want to acquire customers from international markets. Thanks to Amazon, AliExpress, eBay or AliBaba, expansion onto foreign market has never been this easy. If you don’t want to or have no funds to invest into your own shop, it is worthwhile to consider using one of the above options.

8.26.2019

Finland's presidency of the Council of the EU: 1 July - 31 December 2019

"Sustainable Europe - Sustainable Future". 
The presidency programme focuses on four main priorities: 
  • strengthen common values and the rule of law
  • make the EU more competitive and socially inclusive
  • strengthen the EU's position as a global leader in climate action
  • protect the security of citizens comprehensively
Finland will be the first presidency to integrate the new priorities of the Strategic Agenda 2019-2024 into the Council's work.

2.13.2019

The good European House

How can the EU be transformed into
"The good European House"?
- on the long term, mechanical, basic agenda of the EU-process for the period 1986 - 2030 and how to handle it

On the 29th of March two years ago, the IGC 96 was opened in Turin. The conference has now reviewed how the Maastricht Treaty on the European union (TEU) has functioned in relation to the goals set out in the articles A and B of the TEU and agreed on a new treaty; the Amsterdam Treaty.
The conference was prepared by different countries, by groups in the member-countries, by the "European Parliament" (EP), "The European Council", "The Commission" and a special "Reflection
Group", the last of which left its report to the European Council in December 1995.
The TEU, The European Council, the Commission, the EP and the Council stated, or had agreed on a number of specific areas to be reviewed during the conference, summarized in the report of the Commission on the conference.
But none of these reports deal with some important questions, that concern the development of EU in a longer perspective.

THE BUILDING OF "THE EUROPEAN HOUSE"
What is the EU?
It is, of course, on one level possible to argue for it as the expression of an effort to weave together the economies of Europe in such a way that it makes it impossible for "unreliable power hungry national politicians" to start wars against one another in the future.
The EC/EU works in that direction.
But the EC/EU also has deeper roots and levels.
The TEU has some of its roots in the Coal and Steel Community of 1951 and the Treaty of Rome from 1957. And like "Rome", the EU too is not built in only one day, or in one step.
After preparatory work for decades, the EU has been built in two steps since its dynamic new start during the mid 80-s, and the long-range, very conscious work by Mr Jacques Delors and others.
During the first phase; from 1986 to 1992, the "Single Market" was built, by first transforming the "European Economical Communities" to the "European Communities" and finally to "The European Community". Thereby, what later - with the TEU - explicitly came to be called the "first pillar", was brought to a preliminary end.
Facing the second 6-year-phase, that took its start in 1992, the ground was laid also for that which normally constitutes the "state functions" as such of normal states, with the efforts - formulated with TEU in Maastricht - to realize a "Common Foreign and Security Policy" and a cooperation in the fields of justice and home affairs, termed the "second" and the "third pillar" of the "European house" .
This second phase is meant to come to an end in 1998, with the completion of the "first pillar" in the form of an Economical and Monetary Union (EMU), a single currency and a completely autonomous European Central Bank (ECB), with the minimal inflation and the stable currency as the central goals.
This intensification of the work to develop the cooperation in Europe has evoked enthusiasm in a number of people, while it has evoked apprehension in other people, who feel ever more pressed and awkward in the face of the dreams of Europe as a "Great Power" they feel thereby come to expression.

THE GENERAL "HOUSE BUILDING PROCESS"
Is it possible to understand what this process is the expression of, from an anthroposophical perspective?
Yes. With the realization of the basis for the "first pillar" - the "Single Market" during the first 6-year period after 1986, and the effort to realize the "second" and the "third pillar" in their present form as expressions for the "state functions" as such during the second 6-year period after 1986 with EU - a process has been started, that implicates five more phases, not yet described, but implicit in the "building-process".
These stages it is possible to describe, as the seven stages constitute the classical stages of the basic building of "houses" into living, functioning "bodies", filled with life, soul and spirit.
During the first stage of the "EU-process" a legal "body" has been built for "economical life" in all its aspects proper of the social organism in the form of the Single market.
During the second stage of EU, a "body" has now also been built for the social and legal life between humans as a basic legal order, in the form of the European Union.
During the third stage in the building of social "houses" a "body" is built for the soul, for cultural life for the future of the house, of the organism.
And during the fourth stage in the building of social "houses", a "body" is built in some form for the "spirit" - for the "I" - of the house, of the organism.
This "I" that lives in this "egobody" of the organism then penetrates and transforms that which has been built during the first three stages.
During the fifth stage, this "I" penetrates and transforms that which has been built during the third stage as a "body" for the soul, and tries to develop it into something new as a free cultural life for the future.
During the sixth stage, this "I" penetrates the social order that has been built as a "body" for the social and legal life during the second stage as the "Old Law " and tries to democratize and christianize it into something new for the future as the "New Law".
And during the seventh stage finally, this "I" penetrates what has been built as a "body" for economy during the first stage and tries to transform it into something new for the future as an ever more "brotherly", altruistic economical life.
This is the general pattern of the building process for social houses, social organisms - described in very short and principal terms.

The Ur-drama of the first seven mythical Roman Kings
You find it described already by Livy in his picture of the first seven mythical Roman Kings, as the founders of the Roman Empire.
The first was Romulus, who was raised to heaven as the god "Quirinius" (not completely unlike Jacques Delors).
The second king; Numa Pompilius embodied social order, he brought laws for ordinary living.
The third king, Tullus Hostilius, represented the passions. Under him, the attacks against divine nature began, causing discord, struggle and war, through which Rome became great.
The fourth king, Ancus Martius, developed the arts.
The fifth Roman king however; Tarquinius Priscus, was not engendered out of the Roman organism, but was introduced into Roman culture from the Etruscan culture, as also the last two.
The sixth king; Servius Tullus, transformed the social order founded by the second king; Numa Pompilius, and represents the canon of the law.
The seventh king; Tarquinius Superbus, the "most exalted" one, however was overthrown, as he was not able to maintain the high level of the social system.
The seven mythical kings of the first phase of the Roman Empire represent the Ur-drama of the building of social "organisms", that also now comes to expression in the building of Europe into a "house" - during a special phase of its development - out of the economical sphere since 1985.

THE WAY FORWARD
The three "pillars" - seeds to a differentiated European development
Is it possible to come to a picture of a possible proper continuation of this house-building process?
How can the EU-process be transformed in a "proper" way into something good?
Many people already try to come to different conceptions of what a humanised Europe within the frame of EU should look like.
One possible starting point is the "three pillars" in the work of classical house building tradition, that constitutes the roots of "the system of three pillars" of EU.
In the EU-process they stand out in a form, strongly directed towards the development of Europe into a federal, unified superstate.
In their original form, they are described already by among other Pherekydes during the 6th century BC. He describes them as "Chronos" - as an expression of "moral strength" to do the good, "Zeus" - as an expression of "inner beauty", and "Chton" - as an expression of "wisdom".
In the human being, these qualities are connected with the possible goals for her will, her life of feelings and her thinking.
In society, they are connected with and an expression of the possible future goals for the economical life, the legal and social life and for cultural life.
One later finds them described again by Plato, but now in a reduced form, in his picture of the groups of the ideal society as he sees it and describes it in his work "The Republic". He there describes how these groups are - not three but - two main groups; "craftsmen" and "the guardians" - those who take care of the state functions proper.
This second main group; the "guardians", however - according to Plato - consists of two subgroups; "the warriors", who protect the state against hostile powers and "the philosophers", who are the real rulers in his ideal "state". These "philosophers" constitute the elite in his ideal state, and to the questions that Plato treats in "The Republic" belong how this elite is to be educated to fill its functions to rule society "in the best way" out of their insights.
Another starting point is the actual separation of the work of EU between the so far allembracing Commission in Brussels, and the work of a Parliament that has so far been reduced to a an instancy of remitment, in another city; Strasbourg; two organs in a clear imbalance with one another in a way that has euphemistically been termed the "democratic deficit" .
A third starting point is the so far "wandering cultural city of Europe" - the election by the Commission of a city in Europe to be "The cultural capital of Europe" for one year.

THE "FIRST PILLAR" AND THE EU-COMMISSION
With these starting points, one sees that one of the problems with the EU, the first and central, basic task, is to transform the Commission to what it is in its essence and bears in itself as a seed to become; an actual, factual organ of cooperation on a European level for the main parties of economy on an equal basis, concentrated on and limiting its work to the initiation and implementation of legislation in the field of economy.
At present, the Commission, with its construction and direction, its 24 General Directorats (26 as DG I is divided into I A, I B and I C) and its monopoly in initiating and implementing legistlation for the first pillar of EC/EU, is almost completely characterised by the perspectives and interests that flow from the leaders of the great industries and capital interests through ERT; "European Round Table of industrialists" and CEPS; "the Centre for European Policy Studies" .
ERT consists of 45 leaders for European industries with totally three million employees and a turnover of about 500 billion "Euros" per year. It constitutes one of the most influential lobby groups of the EU.
CEPS was founded in 1993 by about 40 transnational companies and banks in Western Europe in cooperation with different foundations. Later, American and Japanese interests have also joined CEPS. CEPS is a part of the political establishment of Europe through its history, through being economically independent and through having strong personal bonds with the top level of the Commission, of NATO and of WEU.
If one looks at the Commission, it is clear that it contains many wefts of a "Round Table" -character and dialogues with representatives of many more or less transnational groups in Europe, before different propositions for legistlation are put forth in different areas.
But its work is also based on "the four freedoms" for a producer-oriented economy. These are what the builders of EU - from their perspective - view as the proper expression for the "tools" , with which one in the classical house-building tradition builds the "first pillar" of "houses" .
This "Mars"-character of the economy still corresponds to and is an expression of the development of the human being up to the present time.
But if you look forward, you also see that this one-sided and strong orientation towards the interests of the producers and bankers belongs to the past. In the future we have to develop much more of the "Mercurial" cooperation in the field of economy, "brotherly" directed as much, if not more towards the interests and needs of not ourself, but of all our fellows.
For this the EU stands before the long term task to step by step deconstruct the remaining "hierarchical" character of the Commission, still dominated by the interests of banking, industry and business through ERT, CEPS and other well financed and powerful lobby groups, and develop it in its essence into an ever more "brotherly" "Round table"-organisation that in an institutionalised way and on an equal, "brotherly" basis comprises all parties that in different ways take part in the production and circulation of goods.
Is this possible?
Yes, if you take your start in an understanding of the essence of all "economy"; the circulation of goods. If you look at it, you see that the circulation of goods in human society comprises four stages.

THE FOUR MAIN STAGES OF THE CIRCULATION OF GOODS
The first stage is the "production" of goods out of matter taken from the earth. The counterpole to this production of goods is the "consumption" of them. To the consumer some of the main interests are the quality, the availability and the price of the goods.
Between these two interests the different "business"-actors mediate, from the wholesale dealers to the shop at the corner, who transport the goods from producers to consumers, helping the producers to find markets and the consumers to find the right goods and getting them at a reasonable, fair price.
But there is also a fourth stage of the circulation. It consists of the way of the used rests of the goods, the residues, back to and through a new stage of "nature". The feeling of the responsibility for not taking out more from the Earth than it can give and not to poison it in such a way that it will die "before its time has come" also has its main representatives who can be found in the enviromental movements and the green parties around the world.
Together, the producers, the traders, the consumers and the green movements and parties represent the responsibilities for the four basic stages of the process of circulation of goods;

to make things out of nature that we need to build our lives on Earth,
to distribute them,
to build our culture through and by using and and consuming goods, and
not to take out too much of the Earth or poison it with the left-overs of our culture.

Different representatives for groups representing all these parties, that are responsible for different parts of the circulation of goods, can be found in the work of the Commission, but some mainly in a subordinated role.
Here one finds among other ETUC; the European Trade Union Confederation, an association of the 50 greatest main labor unions within EU, except for the French CGT, and representing 47 million members. ETUC is consulted when the Commission formulates its suggestions for legislation.
Another organ is BEUC; European Bureau of Consumer´s Unions, an umbrella-association for 23 national European consumer organisations that represent the consumer interests in some 20 committees participating in the legislative process of EU and in the Committee of Consumers of the EU-Commission; CCC.
According to a decision in the Council of Ministers in 1990, a European Enviromental Agency was to be erected with its seat in Copenhagen and the task of making studies and summarizing information that can constitute the basis for decisions in the environmental field. This has also been done.
It was however not meant to get and also has not - as little as the European Environmental Bureau in Brussels, behind which stands non-governmental environmental organisations - got any controlling authority, which the EU-Parliament demanded.
Of the 24 General Directorats only one (DG V) is directly dealing with questions of employment (and unemployment), one with consumer questions (DG XXIV) and one directly with "Environment, Nuclear Safety and Civil Protection" (DG XI) (two other Directorats however also support it in questions of research on enviromental technique and energy; DG XII and XVII).

TRANSFORM AND DEVELOP THE COMMISSION!
To the most important questions and tasks in the work to reform the EU in a longer perspective belongs the task to rebalance the work of the Commission.
If the EU shall be able to develop in a proper, timely, human, socially and ecologically responsible way, the EU faces as the main, central task to decide on an enlargment of the Commission, in pace with the East- and South-enlargement of EU.
To meet the needs of the near future, the Commission will have to institutionalise new General Directorats, except for those that exist for questions of economy, production, transport and trade, for also workers, consumers and "environmental interests" on an equal, brotherly level with the economy-production and transport-trade parties.
The 10-15 new necessary General Directorats that should in time be instituted to deal more actively with the problems of unemployment, for small scale business on a cooperative basis, for consumer-, and not least the many important environmental problems, correspond well to the number of expected new member-countries of Eastern and Southern Europe, and could also be institutionalised in a natural way one at a time with a new Commissioner from every new country that becomes a member.
At present, the "Commission" is slowly, but steadily developing into ever more of an also formal "Government" for the whole of the EU.
This development is understandable and has deep roots, but is - today - completely wrong and untimely. It would be totally wrong finally to institutionalise the Commission as a sort of also formal government for the whole of EU, with the Council of Ministers as a sort of "senate" and "first chamber", superior to the the EU-Parliament as a sort of "second chamber" for the populase.
The Commission should be rebalanced to include General Directorats for all the four stages of the circulation of goods on an equal and brotherly basis in its structure - including coworkers, consumers and environmental interests - and thereafter stick to and cultivate its task as a legislating-initiating and -implementing organ in the field of the the "first pillar"; the economy. Doing such an objective thing would make it into something really good in the face of the future development of Europe and a source of inspiration for also other parts of the world.
To the tasks for the Commission also belongs the further development of the "brotherly" relation to Eastern Europe, that strong forces are already trying to realize. An important measure in this direction would also be to fuse DG IV ("Competition") with the mixed DG XXIII to a new Directorate dealing as much with questions of cooperation and of Cooperatives as with competition into the near future in the field of economy.

"1998", EMU AND A "EUROPEAN CENTRAL BANK"
In this context, the forced work to establish a single currency for the whole of Europe in 1998 and the establishment of a European Central Bank as an independant instrument for the steering of the economy of all of Europe feels very troubling.
In its present planned form the bank is meant to be essentially totally separated from, independant of and retracted from all and every external influence and regulation from organs like the EU-Commission, the EU-Parliament and the Council of Ministers, even though its in the beginning of May 1998 appointed Dutch chief Wim Duisenberg has promised to keep up a regular dialogue with the European Parliament. It is also meant to have as its primal goal the minimal inflation and the stable currency, a goal to be put before every other consideration and problem, like the enviromental, human or social concerns, or the comprehensive unemployment.
Developed in this way, the economical life will not only get a to a certain extent necessary independence, but will also finally be given the absolute superiority over every other social process in a potentially disastrous way in the face of the further development of Europe.
How important different quarters consider this central steering organ to be for the total further development of Europe, is shown by the fact that it, facing its third and last "fixation stage" - like the "Federal Reserve Act" when it was taken by only three senators on the Christmas Eve in 1913 and signed by President Wilson the same night, and like the TEU when it was formed in 1991 - was "protected" from the "danger" of having to be discussed during the IGC 96 and thereby included and subordinated under a somewhat more democratically steered part of the EU.
The pushing through of the third stage of the EMU before the "Sacred" date of "the 1st of January 1999", that is "1998", is the last "necessary" to necessitate the transformation of The Commission into an also formal, but improper "Government" over all of EU. As such, it is the "eye of the needle" for the possibility to either steer the development towards the by some wished for, powerful "(American-)European Empire", or away from this Dinosauric/Tyrannosauric dream, towards the necessary differentiation that the "pillar system" has laid the foundation for.

THE ROLE OF THE EUROPEAN PARLIAMENT AND THE TWO SIDES PROPER OF THE "SECOND PILLAR"
- "FOREIGN POLICY" AND "HOME POLICY"
To the second main task in the reformation of EU belongs the decision to strongly limit the tasks for the Directorat on "External Political Relations" (DG IA).
The work under the present "second pillar" for questions of Foreign and Security policy should be strictly limited to the "Petersberg tasks" and completely transferred to a very much strengtened and developed OSCE; the Organisation for Security and Cooperation in Europe, as its proper forum. "The work under the "second pillar" proper of EU should instead be reduced to the work that has so far been carried out under the "third pillar" and be kept on an "inter-national"; confederative level, suggestibly in the following direction.
The European Parliament and the Council of ministers should develop an ever more intimate cooperation with the corresponding organs of the Council of Europe.
The present right for the Commission to initiate legistlation in other fields than those that directly concern economy and the circulation of goods should be liquidated and transferred out of the work of the Commission.
The right to initiate legistlation in some fields should be transferred over to the EU-Parliament, the national Parliaments and the Council of Ministers and the corresponding organs of The Council of Europe, for which procedures will have to be developed - and the implementation of the legistlation should be transferred to the Council of Ministers and the national Governments.
To the questions the joint organs of EU and The Council of Europe should cooperate around on a confederative level belong especially all questions that have to do with the purely social life between humans and the coordination and cooperation on questions concerning home policy (like part of DG V: "Social Affairs" ).
The Council of Ministers and the EU-Parliament must also, as more democratically chosen organs, retain respectively get the possibility to review and reformulate the frames for the work of the Commission and the European Central Bank, and have as the main task to defend and secure the right of every human to live a humanly dignified life in peace with his or her fellow humans, regardless of his or her nationality, gender or possibility to contribute to the production and distribution of goods and services. Here the parliamentarian democracy still stands out as a model for the work.
The present system of jurisdiction, with the forms of decision reduced to the planned three for legistlation under the "first pillar" of EU also stands out as something good for the time being.
With time, the Commission and the EU-Parliament/Council of Ministers could also be more clearly separated from one another, by moving the EU-Parliament clearly more into Central Europe.

THE BUILDING OF THE "THIRD PILLAR" PROPER FROM 1998; THE "CULTURAL PILLAR"
At present, the picture of the three pillars of the European house depicts the "third pillar" as the pillar for questions of Home Policy.
This picture corresponds to the "reduced" and "ruler-oriented" picture of society described by Plato in his "Republic". But it also depicts the reduced picture of man that was "decided" to be the "proper" one at the Ecumenical Council of Constantinopel in 869.
Before this meeting, in Christianity one had viewed man as composed of "body", "soul" and "spirit". At this church meeting it was however decided to view the spiritual in man, not as something independent and existing in itself, but only as a quality of the soul. Thereby, man was reduced to a "body", and a "soul" even if with some spiritual qualities.
This reduced picture of man reflects Plato´s reduced picture of the "ideal state" and today appears again in the present picture of the "three pillars of EU".
The "Ur-picture" for all good building work of the Temple tradition is the building of the Temple of Solomon, according to the legend built as a three part drama between Hiram, Solomon and Balkis, the queen of Sheeba. Viewed as a "social house construction" in this perspective, the EEA-phase between 1986 and 1992 stands out as the phase of Hiram, the Master of the Craft. The second; EU-phase between 1992 and 1998 stands out as the phase of Solomon, the Architect.
Against this background, the third phase in the building proper of Europe as a "house" between 1998 and 2005 stands out as the phase of Balkis proper, "the woman of star wisdom".
A mirror of this picture can also be found in the symbol of EU with its 12 stars, with its roots in the picture of the "heavenly woman", dressed in the sun, with the moon under her feet and her head surrounded by twelve star, ready to bear her child, mediated by the Apocalypse (12:1-3). This will undoubtedly constitute the basis for some drama around the turn of the Millennium.
As a counterweight to these dramas and the third main task for the EU - and in the longer perspective - one can see the choice and institutionalisation of a more permanent European cultural Capital in the Western Slavic area - Prague is a very good one - except the wandering and free one, as a seed and forum for the development of a free, spiritualised European cultural life for the future and as an important bridge to Russia and the Eastern Slavic area.
Here belongs also the transfer of all questions concerning the multicultural life of Europe out of the EU and over to a from EU totally independent, European cultural organ, with its centre in Prague (like the present DG X for "Information, Communication, Culture and Audiovisual" and DG XXII for "Education, Training and Youth" ).
This has been meant only as some short indications. But they stand out as some of the things that have to take place and will take place sooner or later, and our only possibility to do them peacefully is to do them consciously now, if they shall not in 15-20 years begin forcing their way by more uncontrolled, violent means, as the disastrous 100 years war between England and France of the 14th century, the long and many European wars of the 17th century and the two World wars during this 20th century, resulting from immature - if understandable - ways of handling other, related problems.

A "counter-threefoldment"
One counter form to this necessary differentiation of Europe is however also already developing (Brzezinski, Int Herald Tribune 2.5.94, Kolankiewicz, Int Affairs 3.7.94). It consists in the formation of an axis, comprised of the three states of France, Germany and Poland, with France and Poland as wings holding a strong and central Germany in place and fixed in the function as the economic "motor" of the development of Europe into the future, as a "mechanical heart", instead of as part of the "spiritual heart" of Europe that it bears as a task to be.
This development in every way misses the central points in the task of Central Europe, but will undoubtedly be more or less carried through.
With the Single European Act, the Maastricht Treaty and the Amsterdam Treaty, a constitution for EU is now developing, that will put its mark on the whole future of the present "European/West-European" cultural epoch, starting with the Renaissance, in its development of a free, spiritualised cultural life as an expression of the conscious and responsible human being, and for which the central European idealistic tradition and the cultural impulses and life of Eastern Europe are crucial and absolutely necessary.
We are now heading for the next crucial act/treaty of the EC/EU-process around 2004/5, concerned with the questions of the fourth phase of the process, its turning point.

TURNING POINT ...
The time between about 2005 and 2011 during the EU-process that is being developed between 1986 and 2030, will probably display the culmination of the forces and strivings that want to make Europe into a federation, with the strife to finally institutionalise the "Presidency" of the Union on top of the pyramid.
This "Precidency" will then constitute a form of "Ego-organisation" for Europe. For what "I" for Europe do those, that are now developing it in stages, build it as a "body" to incarnate in?
The "I" of Europe can not be materialised as authority for power for a "president" in one human being. It lives and weaves in the social life between the peoples of Europe, in the conscious warm interest we show our fellow humans, independently of who they are and where they come from.
The attempt to build an external symbol as a social and legal "body" in the form of the "Presidency" for EU is a potentially bad omen, if it is not being handled in the proper way.
The forth basic problem of the EU-process consists in handling this problem, having to do with the relation between the "economic" life of Europe and its organ (the Ecosoc, the Commission and its "President" ), the common "legal" life of the countries of Europe and its organs (the national parliaments, EU-Parliament and the Council of Ministers and the corresponding organs of the Council of Europe) and the "cultural" life of Europe and its organs (with their center in the future European cultural capital of Prague).
The problem is dealt with among other already in the story by Goethe of "The green snake and the lily". An elementary model for the solution of this problem will possibly be the presidency of Bosnia, with three "presidents", the President of the Commission, the President of the Parliament and the President of the Council of Europe working together as a council.

... AND TRANSFORMATION
Between about 2011 and 2030 we will then - viewed from the "mechanical" historical perspective of the leading Western groups described in the beginning - be facing three difficult tasks, as a possibility, "fighting" against or supported by the new constitution for EU.

The first of these tasks; the cultural task
"2011 - 2018"
will be to transform the not yet visible "humanistic power impulse" for Europe - in the spirit of Lyndon LaRouche, and Sorat, the second monster of the Apocalypse as one inspirational and challenging quality also behind the EMU - as well as the "spiritual power impulse" for Europe - in the spirit of the "Catholic Church" - that one can intuit will come to expression during the coming years, into further possibilites for a free, timely cultural life, that trancends both that which is "technically necessary" as well as that which is "spiritually necessary" into that which is truly humanly freedom creating.

The second task; the democratic task
"2018 - 2024"
to transform the external "Presidency" of EU, "lift out" the remains of "governmental power" in other fields than economy from the Commission, and transform the "European State" that has been impulsated as a "Union" into a true, democratic, equal legal life, built on social justice and human compassion.

And the third task, the economic task
"2024 - 2030"
the most difficult one; will be to transform that which has been impulsated as a "Single market", built on competition between strong producers, into an ever more altruistic economy, built on brotherhood, in all our common responsibility for the future of the Earth.

THE LONG TERM TASK FOR EUROPE
The different "Architects" and constructors of EU are now building a "legal body" as a "house" for the future Europe out of the perspective of economy, in a way that they think is right.
Above, I have tried to show how this process looks in a somewhat wider perspective.
The house is very consciously built. But it must not remain the tool for power of the benevolent elite, that it has very much been, even if understandable, so far.
It must be transformed out of that element which is good in it, so that it becomes a house for all the peoples of Europe, also those that today, mostly in Eastern Europe and Russia, have been put on the street as a result of "economical necessities" .
The role of Europe in world history has been central since the Renaissance - for better and worse - and it will surely continue to be important far into the future. But it must into this future consist in dissolving all striving for external power and all external power instruments, as also many have expressed in their struggle against the nuclear tests, that one member of EU has considered necessary to be able to develop nuclear arms further into the future.
Europe should instead cultivate its task as a mediating factor and a bridge between "East" and "West" and as a possible cultural inspirator "with a heart" - with not only the culture of Western Europe but also of Eastern Europe, and into the future ever more also of Russia, as a great inspirational well, but with a great respect for the role of all cultural groups of humanity.
In that work we are all responsible to form and build the "European house" to an inspiration for a humanly dignified life, as a part of all our common responsibility for the future of mankind and for the earth.
Only such a "good house" can also be generous and open to those that do not live in it, to visit freely and take part in.

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