Introduction Services that offer up to date information to their customers are blossoming, and their coverage is ever more extensive. In many parts of the world, it is now possible to be informed almost immediately that something has happened that either affects you or interests you in other ways. Cellular phone networks have added another dimension to the already impressive advances the Internet contributed to these possibilities of knowing what is happening. is also true that not all information received will be useful or even interesting. Thus, ample opportunities arise in the field of Informing Science (IS) to improve the informing processes. fields that comprise IS can achieve this, if the focus is to their clientele with information in a form, format, and schedule that maximizes its effectiveness (Cohen, 1999). This paper describes the informing service called FLAG, which is an acronym for Cash Flow in Agribusinesses, since it was designed specifically for that sector in Mexico, though it may just as well serve entrepreneurs of other business sectors and in any other country. Its features were designed so that the resulting service would have almost every one of the quality of information attributes cited in the Informing Science literature. In a previous paper, Cohen (1997) had remarked that the definition of IS points to three interrelated components: the client (who has a task to perform that requires information for its completion), the delivery system (for providing information), and the informing environment that creates information to aid the clients complete their tasks. FLAG initially addressed the four primary attributes of information suggested by Gackowski (2005). It must be interpretable, of significant impact, timely available and credible. In particular, timely access to information that significantly impacts the client's business, plays a fundamental role, since it may constitute a significant competitive advantage. Specifically, in the context of a business environment, Gackowski adds the all important cost elements to these attributes, formulating them in terms of the information's use in decision making or carrying out specific actions that take advantage of the information obtained. The information must be interpretable at a non-excessive cost, should be ready on time, must be credible, which implies that it must be objective, unbiased, accurate, correct, accurate and current, and must be presented in a way suitable for the receiver, so that it can be interpreted easily and without error. However, the concept of actionably timely available, formulated in that paper, is probably the most important attribute of the information a businessman needs: information that arrives too late to make a difference looses its significance. Hence, it was adopted as the guiding principle of FLAG. Additionally, since the importance of cost considerations cannot be overstated, the system would have to provide an efficient way to determine when to obtain data and which of its clients needed to be informed when changes occurred. And once again, the client will be empowered to participate actively in this determination. Birdsall (2009) formulates it concisely: The role of the client can be considered from at least two perspectives: (1) as a participant in the use of an informing process; (2) as a participant in the process of designing and developing an informing process. Of course some of the other attributes of an informing service are essential. use of mathematical models addresses mainly--but not exclusively--that the information must be interpretable and of significant impact. On the other hand, the nature of the service as a centralized mechanism for many customers to use it, should provide credibility, currency, and accurateness, especially through the careful selection of its information sources, but also through the use of the appropriate tools to obtain current values of the data it furnishes to its customers. …
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