When it happened a couple of years ago, it was thought as the most seminal event in corporate uprising. It was the most defining moment in bedroom, oops sorry, boardroom business. It was clearly the coming of age of company affairs. For those of you wondering what the hell was it all about, let me just say hell was not the operative word there. Just in case you had not heard it before, here it goes: Daily Planet, a brothel in Melbourne, had a couple of years ago week became the first one in the world to get publicly listed on a stock exchange.

Daily Planet was said to have raised, er, public funds over $ 2 million through an initial offering. If they could raise so much at the start itself, imagine the heights that they would have done by the time all the corporate foreplay was all over. Two is company itself; several is, a conglomerate perhaps. Not surprisingly, the company's shares doubled up in value soon after its listing. And last heard, it was still rising. So the bulls are very much at work.

But being a male journalist, I was fixated about one thing. Don't get me wrong; I was fascinated with how the business papers would cover the whole affair I wondered what the headlines in the pink papers (just as well they are closer to yellow than the staid white) could be: 'Daily Planet sets pulse raising', 'New peaks beckon Daily Planet', 'Daily Planet set to explore virgin fields'. Anyway, I was sure that not even a cub reporter would have dared write about the company being in the red.

But don't think this celebration about sex being formalised as a serious corporate business was a case of premature you know what. It is certainly not a square peg in a round hole. Far from it, it may have the perfect fit. For starters, it is a market where the product can be positioned in 64 different ways as that celebrated old Indian guru showed the world (No not that guru who said winners do it differently).

Anyway, if this is not fun and opportunity, what is? It is also a business that is in consonance with the modern market place of 'buyer' and 'seller' being equal partners. Some times he is on the up, sometime the other is on the top. Basically it is a bit of give and take, you see and there is no room for any hanky panky. What you see is what you get. And there is no possibility of technology making it obsolete or there being market saturation.

But where do you slot the whole business? Along with property or real estate bunch? How about in the tourism and hot spots industry? For that matter, why not in health and personal care group? Or in sports and leisure section? Out of politeness, I am not getting into computer applications. As you see, the possibilities are really endless.

To show what they are creatively capable of. But there are some off-the-shelf ad lines that can straight away go with Daily Planet though that Polo line may be too tacky and obvious for such a sensitive product. How about the Nokia one? Connecting people? But that also looks like basement bargain stuff. Raymond's For the Complete Man or Old Spice's Mark of a Man are good enough, but somehow don't make the grade. Come to think of it, Nike's Just Do It may just do.

Those behind the Daily Planet are now said to be in a quandary though. They say they want to take the business to other parts too and make the operations (of the company) more formal. What could be that? Perhaps bringing back the work culture in week-ends? Flexible business hours? No working lunch (is it possible for them to do work and have lunch too)? Or have the COO just do that?

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