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Marketing and budgeting is crucial to any business.  As a business owner myself I use the 1/3 rule.  I've learned that the sweet spots in business working in this way for me but may differ for education institutions.  For my businesses I dedicate fund in this manner.  1/3 of profit goes to Income.  1/3 goes into business operations.  1/3 goes to business capital account/savings.

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