商务英语入门第二章-外教修订版

商务英语入门第二章_外教修订版 pte BusinessStart-up2BusinessStart-upLectureOutlineWhat

Does

it

Take

to

Be

an

Entrepreneur?How

to

Discover

a

Winning

Idea

#afét‹fé/½zJBt

«»±?Ig›°•_Evaluating

Your

Chance

for

Success

v!±º»±zJBtTy

½Getting

Started

Pg

•-J›P›:Z•I$Organizing

your

business

tB±,•.÷±?Now

That

You

are

Up

and

Running ÷B—¶I9n«Determining

If

You

Are

Succeeding

eg&›«±:é©1ié±?zJ3BusinessStart-upLead-inactivitiesNowadays

it

is

very

popular

for

students

to

send

flowers

to

teachers,

friends,

or

classmates.

You

see

this

opportunity

and

want

to

open

a

flower

shop

on

campus.4BusinessStart-upLead-inactivitiesDo

you

think

it

is

rightfor

you?How

can

you

transform

your

dream

intoreality?What

Capital

and

personal

skills

do

you

need,but

don’t

have?What

other

aspects

should

you

consider?5usinessStart uLeadinactivitiesYou

can

use

the

words

or

expressions

in

thefollowing

box:location namealoe partnergetprofessionalhelpsizecustomersconsulting consistentmoneyinformationhard-workingself-confidenceself-disciplinebusinessplanmakeaprofitrt-termgoalslong-termgoalshowtoarrangetimemakesacrificesingsfirsttime6BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?See

Opportunity

Where

Others

Do

NotSee

opportunity

and

buildyour

dream

intoreality,

then

realize

Chinese

Dream.Self-Motivated

Keep

your

focus;Have

your

own

motivation

to

go

on

and

getthe

work

done;Have

the

determination

to

get

through

thetough

times.7BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?Willing

to

Make

SacrificesWork

long

hours;Cut

leisure

activities

like

getting

on

line,watching

TV,

dancing,

etc.Have

lesstime

to

chat

with

friends.KnowWhere

You

Are

HeadedYou

should

have

a

strong

set

of

business

skillsand

get

a

better

idea

of

yourself.8大家有疑问的，可以询问和交流可以互相讨论下，但要小声点9BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?Aren’t

Afraid

to

FailFailure

is

mother

of

success.

Business

can

fail.They

fail

allthe

time.

You

must

be

able

to

take

some

risks.10BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?Personal

TraitsBill

Gotes

w

os

born

on

October

28,

1955

in

a

family

having

rich

business,

political

ond

community

service

bockground.

His

greot-

grondfother

wos

o

stote

legislotor

and

a

moyor,

his

grandfother

wosvice

president

of

national

bonk

ond

his

fother

wos

o

lowyer.Bill

strongly

believes

in

hord

work.

He

believes

that

if

you

are

intelligent

ond

know

howto

apply

vour

intellioence.

voucan

achieve

anvthina.11BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?The

Successful

Entrepreneur

and

PhilanthropistWithin

a

year,

Bill

dropped

out

from

Harvard.Then

he

formed

Microsoft.

Bill

is

a

visionory

person

ond

works

very

hord

to

ochieve

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

God's

groce,

but

just

hord

work

and

competitiveness.Microsoft

is

good

competition

for

othersoftwor‹D

COmDonies

ond

he

will

continue

to12usinessStart-upWhatDoesItTaketoBeanEntrepreneur?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;Dropped

out

from

Harvard;Worked

very

hard

to

achieve

his

vision.13BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?10

Traits

of

Steve

JobsFocusAim

for

simplicity3.

Be

brutal

with

yourself4.

Constantly

reinvent

your

work“Stay

hungry,

stay

foolish”Create

a

“reality

distortion

field”Realize

one

day

you

are

going

to

dieEmbrace

failureDiversify

your

experiences“Good

artists

copy,

great

artists

steal”•--14BusinessStart-upWhatDoesItTaketoBeanEntrepreneur?Questions

for

discussionWhat

traits

do

you

think

you

posses?

What

is

most

important

to

be

a

successful

entrepreneur?Do

you

know

anyone

who

seems

to

havethe

entrepreneurial

spirit?

Why?TakeHongminYu,thefounderofNewOriental,forexample15BusinessStart-upHowtoDiscoveraWinningBusinessIdeaExamine

Your

Own

Skill

Set

for

Business

Ideas

What

have

I

done?What

can

I

do?Will

people

be

willing

to

pay

for

my

productsOF

S FVICKeep

up-to-date

and

Identify

Business

OpportunitiesRead

or

watch

news

regularly

to

find

possiblebusiness

ideas.Keeping

up

with

current

events

will

help

youidentify

market

trends,

new

fads,

industry

news.16BusinessStart-upHowtoDiscoveraWinningBusinessIdeainvent

a

New

Product

or

ServiceAsk

people

about

additional

services

that

theywould

like

to

see.Focus

on

a

particular

target

market

and

brainstorm

business

ideas

for

services

that

that

group

would

be

interested

in.Add

Value

to

an

Existing

ProductPut

a

product

through

an

additionalprocess

that

increases

its

valueAdd

services,

or

combine

the

product

withother

products17BusinessStart-upHowtoDiscoveraWinningBusinessIdeaInvestigate

Other

MarketsFinding

out

about

otheF

CUltures

and

investigating

other

market

opportunities

is

anexcellent

way

to

find

business

ideas.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

asto

how

they

could

be

better.18BusinessStart-upHowtoDiscoveraWinningBusinessIdeaGet

on

the

BandwagonSometimes

sudden

events

can

bring

a

great

demand

for

something,

like

during

H7N9

epidemic,

for

facial

masks.19BusinessStart-upHowtoDiscoveraWinningBusinessIdeaQuestions

for

discussionHow

many

business

ideas

can

you

discoveraround

you

after

reading

this

part

Write

them

down

and

see

which

one

is

more

practiCal?Computer

maintenance

Cleaning

service

Pet

sitter

restaurants

for

dogs

and

cats

selling

traditional

jewelryEmployee-monitoring

services

Traveling

salon20BusinessStart-upEvaluatingYourChanceforSuccessMarket

Assessment

±,

fd›tDo

some

research

to

get

to

know

more

about

yourmarket.

Find

out

the

following

in

your

research:

Who

are

your

potential

customers?

Will

their

characteristics

affect

where

you

need

to

be?

How

can

you

reach

your

customers?How

much

will

they

pay

for

your

product

orservice?Who

are

your

competitors?How

will

you

be

positioned

in

the

marketplace?21BusinessStart-upEvaluatingYourChanceforSuccessFinancing

Assessment'÷t•fd›tIf

the

startup

costs

are

more

than

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

smallbusinesses,

is

to

raise

the

money

yourself,

perhaps

by

taking

out

a

second

mortgage

or

by

selling

some

of

your

possessions.22BusinessStart-upEvaluatingYourChanceforSuccessFinancing

Assessment

'«

/›\d›tA

third

solution

is

to

borrow

from

family

and

friends;A

fourth

solution

is

to

take

on

partners

and

investors.23usinessStart-upGettingStartedLearning

FromOthersOne

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

offindingand

retaining

good

workers.They

will

tell

you

to

keep

good

records

and

hire

agood

accountant.24BusinessStart-upGettingStartedGetting

Some

ExperienceLearn

small-business

management

by

becoming

anapprentice

or

working

for

a

successful

entrepreneur,

at

least

for

three

years.Start

a

business

part-time,

during

your

off

hours

or

at

weekends,

you

can

experience

the

rewards

of

working

for

yourself

while

still

enjoying

a

regular

paycheck.25usinessStart-upGettingStartedBuilding

a

Business

PlanBusiness

plan:

a

detailed

written

document

that

defines

the

goals

of

your

business

and

describes

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.26BusinessStart-upOrganizingYourBusinessChoosing

a

Form

of

OrganizationSole

proprietorship

Partnership

CorporationLimited

liability

companyJoint

ventureFranchise27BusinessStart-upOrganizingYourBusinessNaming

Your

BusinessWhen

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

business

must

not

be

misleading

or

in

any

way

imply

something

that

the

business

is

not.28BusinessStart-upOrganizingYourBusinessLocatingYour

BusinessChoosing

whether

to

lease

office

space

orwork

from

home;Choosing

the

best

geographic

location

for

your

business

;Negotiating

a

lease

for

your

office.

A

lease

agreement

is

a

contract

between

you

and

theowner

of

the

property.29BusinessStart-upOrganizingYourBusinessOpening

Your

Business

at

the

right

timeA

couple

of

suggestions

for

timing

the

start

ofyour

business:If

your

business

is

seasonal,

start

it

at

thebeginning

of

the

strongest

season.If

you

want

to

open

a

retail

business,

considerstarting

it

just

before

the

Spring

Festivalholiday,

or

on

National

Day,

etc.30usinessStart-upOrganizingYourBusinessBuying

or

Leasing

EquipmentFirst,

you

will

have

to

determine

what

youneed.Next,

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,

you’ll

have

to

enter

into

a

lease

agreement.

)Finally,

you

will

have

to

determine

how

toinstall

it

and

take

care

of

it.31BusinessStart-upOrganizingYourBusinessGetting

Licenses

and

PermitsA

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.32BusinessStart-upOrganizingYourBusinessGetting

Licenses

and

Permits.B..U...I..L,

DING

PERMITIn

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

laws33BusinessStart-upOrganizingYourBusinessMarketing

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

yourbusiness;Advertise

through

coupon

mailing

services;

Develop

customer

lists

from

friends,

family,

and

business

associates,

and

send

out

direct

mailings.34BusinessStart-upOrganizingYourBusinessMarketing

Your

Product

or

Service

Put

a

business

sign

on

your

car

door;Allow

customers

to

sample

your

product

or

service

bygiving

it

away

for

free

for

a

short

time;Get

professionally

designed

business

cards.35BusinessStart-upOrganizingYourBusinessHiring

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

job

duties

and

responsibilities.36usinessStart-upOrganizingYourBusinessHiring

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

various

recruiting

methods.37BusinessStart-upOrganizingYourBusinessHiring

EmployeesStep

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

background,

employment

history,

and

references.38BusinessStart-upOrganizingYourBusinessHiring

EmployeesStep

4

Interviewing

EmployeesAfter

you

haveshortened

your

list

to

the

mostqualified

candidates

you

are

ready

to

scheduleinterviews.Step

5

Checking

ReferencesChecking

your

candidate’s

references

is

your

opportunity

to

get

first

hand

information

about

your

candidate

and

their

past

work

experiences.39usinessStart-upOrganizingYourBusinessHiring

EmployeesStep

6

Makingthe

HireNow

you

can

call

the

lucky

candidate

and

tell

him/her

the

good

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.”40usinessStart-upOrganizingYourBusinessHiring

EmployeesStep

7

Completing

legal

paperworkYou

must

obtain

an

Employer’s

Identification

Number

(EIN)

and

you

are

required

to

have

worker

S

COmpensation

insurance.

Be

aware

that

you

will

be

responsible

for

making

social

security

tax

payments

for

your

employees.41BusinessStart-upNowThatYouAreUpandRunningInordertosecureyoursuccess,youshouldgetinthehabitof:Opening

all

the

mail

yourselfMost

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

limitcompany

credit

card

holders

to

yourself

andkey

employees.Complaints

come

via

the

mail

as

well.

Valuable

information

and

opportunities

come

in

the

mail.42BusinessStart-upNowThatYouAreUpandRunningPracticing

Computer

SecurityUse

passwords,

and

change

them

often.

Restrict

access

to

your

electronic

files

as

much

as

you

can.Also,

back

up

your

data

every

day.Maintaining

ConfidentialityBedlSCFeet

about

how

much

you

reveal

of

your

business

or

personal

information

to

anyone,

including

your

banks.43BusinessStart-upNowThatYouAreUpandRunningUsingLocks,Alarms,andCamerasLocksandkeysareahighpriorityforSeCuringphysicalassets.AsubtlenoticeoradummyTVcamerawithalittleflashingredlight.44usinessStart-upNowThatYouAreUpandRunningManaging

RisksManaging

risk

can

be

done

in

several

ways.preventitfiresafety;avoiditby,forexample,practicinggoodby,forexample,subcontractingapartofyourproductmanufactureinvolvinghazardousmaterials;spreadit by,forexample,backingupyourcomputerfilesandkeepingthecopyataseparatelocation;45usinessStart-upNowThatYouAreUpandRunningManaging

Risksabsorb

it

by

a