商务英语入门第二章_外教社修订版

1、Business Start-upChapter2Chapter高等学校英语拓展系列教程高等学校英语拓展系列教程主 编：任书梅 王璐副主编：曹颖外语教学与研究出版社外语教学与研究出版社Business Start-upChapter2ChapterChapter 2企业创建Business Start-upBusiness Start-upChapter2ChapterLecture Outlinel What Does it Take to Be an Entrepreneur? 企业家需要哪些素质？l How to Discover a Winning Idea 如何挖掘成功的商业理念l

2、Evaluating Your Chance for Success 审视成功的机率l Getting Started 启动并运作l Organizing your business 组织企业l Now That You are Up and Running 发展与腾飞l Determining If You Are Succeeding 明确企业是否走向成功Business Start-upChapter2ChapterLead-in activitieslNowadays it is very popular for students to send flowers to teachers

3、, friends, or classmates. You see this opportunity and want to open a flower shop on campus. Business Start-upChapter2ChapterLead-in activitiesl Do you think it is right for you? lHow can you transform your dream into reality? lWhat capital and personal skills do you need, but dont have? l What othe

4、r aspects should you consider? Business Start-upChapter2ChapterLead-in activitieslYou can use the words or expressions in the following box:location name size customers moneyemployee run manage consult informationalone partner advertising consistent hard-workingmain product or service short-term goa

5、ls self-confidenceget professional help long-term goals self-discipline how to arrange time make sacrifices business planbusiness opportunity first things first make a profitfull-time part time Business Start-upChapter2ChapterWhat Does It Take to Be an Entrepreneur?l See Opportunity Where Others Do

6、Not See opportunity and build your dream into reality, then realize Chinese Dream. l Self-Motivated Keep your focus; Have your own motivation to go on and get the work done; Have the determination to get through the tough times.Business Start-upChapter2Chapterl Willing to Make Sacrifices l Know Wher

7、e You Are Headed Work long hours; Cut leisure activities like getting on line, watching TV, dancing, etc. Have less time to chat with friends. You should have a strong set of business skills and get a better idea of yourself.What Does It Take to Be an Entrepreneur?Business Start-upChapter2Chapterl A

8、rent Afraid to Fail Failure is mother of success. Business can fail. They fail all the time. You must be able to take some risks.What Does It Take to Be an Entrepreneur?Business Start-upChapter2ChapterAdditional Infol Personal TraitsWhat Does It Take to Be an Entrepreneur?Bill Gates was born on Octo

9、ber 28, 1955 in a family having rich business, political and community service background. His great-grandfather was a state legislator and a mayor, his grandfather was vice president of national bank and his father was a lawyer.Bill strongly believes in hard work. He believes that if you are intell

10、igent and know how to apply your intelligence, you can achieve anything. Business Start-upChapter2Chapterl The Successful Entrepreneur and PhilanthropistAdditional InfoWhat Does It Take to Be an Entrepreneur?Within a year, Bill dropped out from Harvard. Then he formed Microsoft. Bill is a visionary

11、person and works very hard to achieve his vision. His belief in high intelligence and hard work has put him where he is today. He does not believe in mere luck or Gods grace, but just hard work and competitiveness.Microsoft is good competition for other software companies and he will continue to Bus

12、iness Start-upChapter2Chapterl What Traits do You Find in Bill Gates? Strongly believes in hard work; Being ambitious, intelligent and competitive; When in college, he and his close friend Allen started a new company; Developed a small computer to measure traffic flow to found around $200,000; Dropp

13、ed out from Harvard; Worked very hard to achieve his vision.What Does It Take to Be an Entrepreneur?Additional InfoBusiness Start-upChapter2ChapterChapter2l 10 Traits of Steve Jobs1. Focus2. Aim for simplicity3. Be brutal with yourself4. Constantly reinvent your work5. “Stay hungry, stay foolish”6.

14、Create a “reality distortion field”7. Realize one day you are going to die8. Embrace failure 9. Diversify your experiences 10. “Good artists copy, great artists steal”What Does It Take to Be an Entrepreneur?Additional InfoBusiness Start-upChapter2Chapter What traits do you think you posses? What is

15、most important to be a successful entrepreneur? Do you know anyone who seems to have the entrepreneurial spirit? Why?What Does It Take to Be an Entrepreneur? l Questions for discussionTake Hongmin Yu, the founder of New Oriental, for exampleBusiness Start-upChapter2ChapterHow to Discover a Winning B

16、usiness Ideal Examine Your Own Skill Set for Business Ideas What have I done? What can I do? Will people be willing to pay for my products or service?lKeep up-to-date and Identify Business Opportunities Read or watch news regularly to find possible business ideas. Keeping up with current events will

17、 help you identify market trends, new fads, industry news.Business Start-upChapter2Chapterl Invent a New Product or Service Ask people about additional services that they would like to see. Focus on a particular target market and brainstorm business ideas for services that that group would be intere

18、sted in.l Add Value to an Existing Product Put a product through an additional process that increases its value Add services, or combine the product with other productsHow to Discover a Winning Business IdeaBusiness Start-upChapter2Chapterl Investigate Other Markets Finding out about other cultures

19、and investigating other market opportunities is an excellent way to find business ideas.l Improve an Existing Product or Service There are very few products (or services) that cannot be improved. Start generating business ideas by looking at the products and services you use and brainstorming ideas

20、as to how they could be better.How to Discover a Winning Business IdeaBusiness Start-upChapter2Chapterl Get on the Bandwagon Sometimes sudden events can bring a great demand for something, like during H7N9 epidemic, for facial masks.How to Discover a Winning Business IdeaBusiness Start-upChapter2Cha

21、pterChapter2 How many business ideas can you discover around you after reading this part Write them down and see which one is more practical? l Questions for discussionComputer maintenance Cleaning service Pet sitter restaurants for dogs and cats selling traditional jewelry Employee-monitoring servi

22、cesTraveling salon Hints: How to Discover a Winning Business IdeaBusiness Start-upChapter2ChapterEvaluating Your Chance for Successl Market AssessmentDo some research to get to know more about your market. Find out the following in your research: Who are your potential customers? Will their characte

23、ristics affect where you need to be? How can you reach your customers? How much will they pay for your product or service? Who are your competitors? How will you be positioned in the marketplace? 市场估计市场估计Business Start-upChapter2Chapterl Financing Assessment 资金估计资金估计If the startup costs are more tha

24、n you have on hand and more than you will be able to earn right out of the gate: one possible solution is to get a loan for your business from a bank. A second solution, chosen by many small businesses, is to raise the money yourself, perhaps by taking out a second mortgage or by selling some of you

25、r possessions.Evaluating Your Chance for SuccessBusiness Start-upChapter2Chapterl Financing Assessment 资金估计资金估计 A third solution is to borrow from family and friends; A fourth solution is to take on partners and investors.Evaluating Your Chance for SuccessBusiness Start-upChapter2Chapterl Learning F

26、rom OthersOne of the best ways to learn how to run a small business is to talk to others who have already done it. They will tell you that location is critical. They will caution you not to be undercapitalized. They will warn you about the problems of finding and retaining good workers. They will te

27、ll you to keep good records and hire a good accountant. Getting StartedBusiness Start-upChapter2Chapterl Getting Some Experience Learn small-business management by becoming an apprentice or working for a successful entrepreneur, at least for three years. Start a business part-time, during your off h

28、ours or at weekends, you can experience the rewards of working for yourself while still enjoying a regular paycheck.Getting StartedBusiness Start-upChapter2ChapterGetting Startedl Building a Business Plan Business plan: a detailed written document that defines the goals of your business and describe

29、s the means you will use to attain those goals. Some essential components: Description of the business. The marketing plan. The financial management plan. The operations management plan.Business Start-upChapter2ChapterOrganizing Your Businessl Choosing a Form of Organization Sole proprietorship Part

30、nership Corporation Limited liability company Joint venture FranchiseBusiness Start-upChapter2ChapterOrganizing Your Businessl Naming Your Business When selecting a name, try to make the name short, easy to remember, descriptive of the business, and capable of drawing attention. The name of your bus

31、iness must not be misleading or in any way imply something that the business is not. Business Start-upChapter2ChapterOrganizing Your Business Choosing whether to lease office space or work from home; Choosing the best geographic location for your business ; Negotiating a lease for your office. A lea

32、se agreement is a contract between you and the owner of the property.l Locating Your BusinessBusiness Start-upChapter2ChapterOrganizing Your Businessl Opening Your Business at the right timeA couple of suggestions for timing the start of your business: If your business is seasonal, start it at the b

33、eginning of the strongest season. If you want to open a retail business, consider starting it just before the Spring Festival holiday, or on National Day, etc.Business Start-upChapter2ChapterOrganizing Your Businessl Buying or Leasing Equipment First, you will have to determine what you need. Next,

34、you will have to determine how best to acquire it (for example, whether you should buy or rent. If you decide to lease your equipment, youll have to enter into a lease agreement. ) Finally, you will have to determine how to install it and take care of it. Business Start-upChapter2ChapterOrganizing Y

35、our Businessl Getting Licenses and Permits A general business license is assessed annually for the privilege of operating a business in the jurisdiction. A special license is one that is issued to a business that will provide products or services that require regulation. Business Start-upChapter2Cha

36、pterOrganizing Your Businessl Getting Licenses and PermitsIn order to get a permit to operate your business, you must comply with state and local ordinances. State and local governments regulate the safety, structure, and appearance of the community through the use of local lawsBusiness Start-upChap

37、ter2ChapterOrganizing Your Businessl Marketing Your Product or ServiceA few suggestions for marketing and advertising on a shoe-string budget: Advertise in the local newspaper; Mail or hand deliver flyers announcing your business; Advertise through coupon mailing services; Develop customer lists fro

38、m friends, family, and business associates, and send out direct mailings. Business Start-upChapter2ChapterOrganizing Your Businessl Marketing Your Product or Service Put a business sign on your car door; Allow customers to sample your product or service by giving it away for free for a short time; G

39、et professionally designed business cards. Business Start-upChapter2ChapterOrganizing Your Businessl Hiring EmployeesStep 1 Writing Job DescriptionsBefore hiring employees you need to have a clear understanding of the position that needs to be filled. A job description is a statement detailing the j

40、ob duties and responsibilities. Additional InfoBusiness Start-upChapter2ChapterOrganizing Your Businessl Hiring EmployeesStep 2 Recruiting employeesWhen recruiting candidates your goal is to attract a large quantity of qualified individuals to apply for your job position. You can do this through var

41、ious recruiting methods.Additional InfoBusiness Start-upChapter2ChapterOrganizing Your BusinessStep 3 Screen CandidatesYou can screen potential employees by: review their resumes; short phone interviews; applications.Note:In your application be sure to include contact information, education backgrou

42、nd, employment history, and references. l Hiring EmployeesAdditional InfoBusiness Start-upChapter2ChapterOrganizing Your BusinessStep 4 Interviewing EmployeesAfter you have shortened your list to the most qualified candidates you are ready to schedule interviews. Step 5 Checking ReferencesChecking y

43、our candidates references is your opportunity to get first hand information about your candidate and their past work experiences. l Hiring EmployeesAdditional InfoBusiness Start-upChapter2ChapterOrganizing Your BusinessStep 6 Making the HireNow you can call the lucky candidate and tell him/her the g

44、ood news. You can include statements such as “We appreciate you taking the time to apply for our job position” and “We wish you the best of luck in the future.”l Hiring EmployeesAdditional InfoBusiness Start-upChapter2ChapterOrganizing Your BusinessStep 7 Completing legal paperworkYou must obtain an

45、 Employers Identification Number (EIN) and you are required to have workers compensation insurance. Be aware that you will be responsible for making social security tax payments for your employees. l Hiring EmployeesAdditional InfoBusiness Start-upChapter2ChapterNow That You Are Up and Runningl Open

46、ing all the mail yourself Most of the mail you receive may be routine, but that one piece in a thousand is the one you cannot afford to miss seeing first. Sign all checks yourself and be sure to limit company credit card holders to yourself and key employees. Complaints come via the mail as well. Va

47、luable information and opportunities come in the mail.In order to secure your success, you should get in the habit of：Business Start-upChapter2ChapterNow That You Are Up and Runningl Practicing Computer Security Use passwords, and change them often. Restrict access to your electronic files as much a

48、s you can. Also, back up your data every day. Be discreet about how much you reveal of your business or personal information to anyone, including your banks.l Maintaining ConfidentialityBusiness Start-upChapter2ChapterNow That You Are Up and Running Using Locks, Alarms, and Cameras Locks and keys ar

49、e a high priority for securing physical assets. A subtle notice or a dummy TV camera with a little flashing red light.Business Start-upChapter2ChapterNow That You Are Up and Runningl Managing RisksManaging risk can be done in several ways. prevent it by, for example, practicing good fire safety; avo

50、id it by, for example, subcontracting a part of your product manufacture involving hazardous materials; spread it by, for example, backing up your computer files and keeping the copy at a separate location; Business Start-upChapter2ChapterNow That You Are Up and Running absorb it by assuming that ce

51、rtain losses are an acceptable cost of doing business; transfer it by sharing the risks with an insurance company. l Managing RisksBusiness Start-upChapter2ChapterDetermining if You Are Succeedingl The First Step to Success: Infancy how to get customers; how to deliver the product/service to the cus

52、tomers; how to broaden the sales base to get more customers; how to get enough cash to cover the startup phase;The three basic stages on the road to success are: Business Start-upChapter2ChapterDetermining if You Are Succeedingl The Second Step: Survival Income is sufficient to cover expenses, to break even, and to renew assets as