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Business Resource Center - Group Presentation Skills Seminar
MKTG 2800 – Introduction to Marketing
Communications Resource Center
Presentation Map• Getting started
• Organization
• Delivery
• Avoiding common pitfalls
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Getting Started
• Know the audience
• Choose a topic
• Narrow the subject
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OrganizationIntroduction
Body
Conclusion
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Introduction
• Controlling Idea
• Preview
• Credibility
• “WIIFM”
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Introduction Example
Excel is a crucial tool for all levels of management [controlling idea] for budgeting, forecasting, and organizing information [preview]. As you move into supervisory roles [wiifm], I guarantee that you will find Excel as imperative as I did in my previous five years of management experience [credibility].
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Develop the Main Points
• Introduce each main point
• Show how it relates to the controlling idea
• Include examples, facts, and statistics as support
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Transitions• Verbal Transitions
– Key words or phrases
– Intriguing questions
– Involving questions
– Number system
• Non-Verbal Transitions – Pausing
– Body language and movement
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Example Transition
“That wraps up our analysis of the regulatory factors (refers back) and clearly they influence profit potential (reinforces main idea).
A second influence on profit is the impact of our plan on middle management (introduces second point), and Jennifer (handshake) will present our analysis of the important management aspects.”
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Conclusion
• Cue the audience that you are wrapping up
• Reinforce the controlling idea
• Summarize: briefly refer back to the main points
• Do not introduce new information
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• To show relationships
• To summarize data– key words– graphs, charts
• To emphasize points or information
• To relate clearly to the presentation
Use Visuals Purposefully
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DeliveryVerbal:
Word choiceVocal variety Speech rhythms Slang or informal
speech Fillers
Non-Verbal: Movement Gestures Facial expressions Eye contact Professional Dress
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Marketing Research Results for Coffee Shop at Evans and University
1) How often do you purchase coffee? 32.567% at least once a day. 19.1% 2-3 times a weed 48.34% once a week2) The avg. amount spent on coffee is $15.82 /wk3) Most people said they would spend $4.50 on a cup of coffee4) 47 people said décor is most important, 23 people said price was most
important, 31 people said that quality of coffee was most important.5) Respondents were:
70% DU students 30% residents of the area
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Financials Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Revenues 15750 18900 20475 23625 31500 39375 40950 44100 47250 47250 47250 47250
Units 100 120 130 150 200 250 260 280 300 300 300 300
Cost of Goods Sold 472.5 567 614.25 708.75 945 1181.25 1228.5 1323 1417.5 1417.5 1417.5 1417.5
Gross Profit 15277.5 18333 19860.75 22916.25 30555 38193.75 39721.5 42777 45832.5 45832.5 45832.5 45832.5
Expenses
Rent 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000
Manager's salary 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500
employees 750 750 750 750 750 750 750 750 750 750 750 750
insurance 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000
utilities 565 565 565 565 565 565 565 565 565 565 565 565
marketing 1500 1000 1000 1000 800 800 1000 1000 1000 800 700 700
Total Expense 36,315 35815 35815 35815 35615 35615 35815 35815 35815 35615 35515 35515
Net Profit -21037.5 -17482 -15954.25 -12898.75 -5060 2578.75 3906.5 6962 10017.5 10217.5 10317.5 10317.5
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Target Market• Ages 19-34 years old• 10330 people in the zip code• DU students with limited budget• Spend $21.00 per week on coffee
• Ages 35- 55 years old
• 11,734 people in the zip code
• Higher income, famillies
• Spend $12.20 per week on coffee
• Ages 55+ years old• 2,130 people in the zip code• Fixed Income, empty nesters• Spend $3.20 per week on coffee• Not profitable segment
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Break Even Analysis
Break Even Analysis
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Year 1 Year 2 Year 3 Year 4 Year 5
Units/year
Break Even
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Evaluation of Presentation
• Your Opinion– Content– Organization– Delivery– Transitions– Visuals
Wake-U-Up Coffee Shop - A Market Analysis
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Agenda
• Target Markets
• Market Surveys
• Financials
• Conclusion
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Target Markets
• DU Students– 5,200 people in 80200 zip code– Spend $21.00 per week on coffee
• Non-students– 11,700 people in 80200 zip code– Spend $12.00 per week on coffee
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Marketing ResearchImportant Attributes
0
5
10
15
20
25
30
35
40
45
50
Per
cen
tag
e o
f R
esp
on
den
ts
Décor Price Quality
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Once a week, 48%
At least one a day, 33%
2-3 times a week, 19%
Marketing Research
Frequency of Coffee Purchases
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Financials Qtr 1 Qtr 2 Qtr 3 Qtr 4
Revenues $55,125 $94,500 $132,300 $141,750
Cost of Goods Sold 1,654 2,835 3,969 4,253
Gross Profit $53,471 $91,665 $128,331 $137,498
Expenses
Rent $90,000 $90,000 $90,000 $90,000
Wages & Salary 9,750 9,750 9,750 9,750
Insurance 3,000 3,000 3,000 3,000
Utilities 1,695 1,695 1,695 1,695
Marketing 3,500 2,600 3,000 2,200
Total Expense $107,945 $107,045 $107,445 $106,645
Net Profit $(54,474) $(15,380) $20,886 $30,853
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Break Even Analysis
$-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
Qtr 1 Qtr 2 Qtr 3 Qtr 4
Fiscal Quarter
Am
ount
($)
Revenues
F/Costs
Break Event: 12,677 units sold.
V/Costs
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Summary
• Growth Potential
• Financial Profit
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Evaluation of Presentation
• Your Opinion– Content– Organization– Delivery– Transitions– Visuals
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Avoid Common Pitfalls!!
• Script-reading
• Weak introduction/conclusion
• Lack of a uniform “look” and “feel”
• No transitions between speakers
• Awkward Visual Aids
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Room - Daniels 181
303-871-3211