Business & Technology Communication in English 2008 Kagoshima University Inamori Academy Jay A. Smith Associate Professor [email protected]

Business & Technology Communication in English

2008

Kagoshima UniversityInamori Academy

Jay A. SmithAssociate [email protected]

Kagoshima University © 2008, Jay A. Smith Page 2

Welcome!

Hello! Hi. Welcome. Welcome back. Greetings and felicitations Good afternoon ladies and gentleman Nice to see you. How are you doing? What’s up? Hey you! Yo!


Today’s Class

Course Objectives Class Schedule & Activities Self-Introductions Evaluation Exercise Homework & Resources


Course Objectives

Improved understanding and use of English business/tech. communications Increase self-confidence & comfort business

and technology communications in English

Build practical skills in: Reading, listening & understanding Speaking, writing & presenting Informing, explaining & convincing


Effective Communication Affects All Aspects of Business (Especially of Venture Businesses)

Internal Communications Working together (meetings, conversations…) Presenting Understanding Decision-making Motivating Human Resources

External Communications Marketing Advertising Public Relations Finance & Investor Relations


Class Schedule (subject to change)

5/28 (水 )12:50-14:20 Intro/ Self-Introductions ①6/4 (水 )12:50-14:20 Getting Your Point Across ②6/11 (水 )12:50-14:20 Casual Business Conversations ③6/18 (水 )12:50-14:20 Understanding Business News ④6/25 (水 )12:50-14:20 ⑤ PR & Marketing Communication7/2 (水 )12:50-14:20 ⑥ Elevator Pitches7/9 (水 )12:50-14:20 ⑦ Technical Writing & Presentations7/16 (水 )12:50-14:20 ⑧ Public Speaking

?[10/1](水 )12:50-14:20 Working with New Media⑨

10/8 (水 )12:50-14:20 ⑩ Formal Business Communication10/22(水 )12:50-14:20 ⑪ Business/Tech Project Plan Case Study10/29(水 )12:50-14:20 ⑫ Initial Presentation & Pitches

11/19(水 )12:50-14:20 ⑬ Business/Tech Project Plan Workshop11/26(水 )12:50-14:20 ⑭ Final Plan Presentation12/3 (水 )12:50-14:20 ⑮ Final Plan Presentation

12/16(水 ) 　 Final Report

　　　 Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-

[email protected]


Venture Business Englishassets 資産 sales channel 販売ルート

liabilities 責任 product プロダクト／製品

sales 販売 market 市場

marketing マーケティング application 適用

market segmentation 市場細分化 capital 重要

finance 財政／財務 idea 考え

accounting 会計 control 管制

entrepreneur 起業家 administrator 管理者

stock 株 industry 企業

investor 投資家 competitor 競争相手

business model ビジネスモデル sustainable 支持できる

strategy 戦略 competitive advantage 競争優位

financial analysis 財務分析 substitute product 代替製品

pro-forma 形式上 taxes 税

cash flow 現金流動 economics 経済学

innovation 革新／変革 anticipation 予想

customer 顧客 adaptation 適応

distributor ディストリビューター momentum 運動量

supplier 製造者／提供者 synthesize 総合する


Self Introductions

< 1 minute in ENGLISH Introduce yourself to the class


Jay Andrew Smith (45)

1963 Born in New Jersey, USA 1985 Rutgers Univ. (Economics 経済学 , Physics 物理学 )

1989 Harvard Business School (MBA 1989) 1989 Moved to Tokyo (Nikkei 39,000 ） 1990 Management Consultant (NY, NJ, Tokyo) 1992 Venture Business (IT, Internet, email) 1998 Investment Banker (SF, LA, SV, NY, LV)

Raised $400,000,000 for clients - IPOs, Private, M&A Co-founder Jefferies Venture Capital Group

2004 Kagoshima University Visiting Professor >2005 Associate Professor


Jay Andrew Smith (young < J < old)

I am a U.S. born Educator, Advisor, Entrepreneur Working internationally (12 years in Japan) Helping companies, organizations, and people grow

With over 18 years of experience including Venture management (internet startup in Tokyo) Management consulting (global companies: Ricoh, Dupont) Investment banking (Jeffries & Co. Raised $400,000,000) University teaching

Currently Assoc. Prof Teaching Venture Business courses at Kagoshima University in a program endowed by Kyocera Corporation & KDDI founder, Kazuo Inamori


Self Introductions

< 1 minute in ENGLISH Introduce yourself to the class

In a way that will be helpful for you and others to work with you to get the most out of this class


Communications Strategy

Why - What is your objective/goal? Who – Who is your audience? What –What do you want them to know?

How – Approach, Tone, Format When – Time, how long, how often Where – Location, mode (online, real)

SO? - Did it make a difference?


Evaluation

Reading & Understanding Listening & Understanding Writing & Informing/Convincing Speaking & Informing/Convincing


Evaluation – Reading & Understanding

Japan Times


Evaluation – Listening & Understanding

Japan Times


Evaluation – Writing & Informing/Convincing

Explain how to ride a bicycle in 100 words or less.



Why - What is your objective/goal? Who – Who is your audience? What –What do you want them to know? How – Approach, Tone, Format When – Time, how long, how often Where – Location, mode (online, real)



Homework

Writing: Answer Mary Oliver’s question in <500 words

Doing: Personal Business Card Creation

Reading: Kazuo Inamori: Passion For Success xi, 4-7 21_21 Design Sight 9-14

Watching (video.google or youtube.com) : Charlie Rose www.charlierose.com Inside the Actors Studio

Email to: [email protected] by 6/3


Big Question #1

What is it you plan to do with your one wild and precious life?

-- Mary Oliver

American Poet


Homework Assignment

Design your own personal business card

MyBusiness Card

1. Your Name (as you want it)- Nickname (optional)

2. Title (life position)3. Purpose statement4. Ideal living place(s)5. Identifying email address6. Anything else important

- Logo- Website- Business Name- Cool Phone Number

“Life Meishi”


Homework Assignment

Design your own personal business card

Jay Andrew SmithInternational Educator

Promoting GrowthAnd UnderstandingAround the World

New York + San Francisco + Chiran + [email protected]

SAMPLE


Suggested Resources

WWW International Association of Business Communicators www.iabc.com Inc. Magazine www.inc.com Business 2.0 Magazine www.business2.com Silicon Valley News www.siliconvalley.com USA Today newspaper www.usatoday.com Japan Times newspaper www.japantimes.co.jp New York Times newspaper www.nytimes.com Wall Street Journal newspaper www.wsj.com Wall Street Journal’s Venture Website www.startupjournal.com Economist Magazine (UK) www.economist.com

Bloomberg financial news www.bloomberg.com CNN www.cnn.com MSNBC www.msnbc.com National Public Radio www.npr.org Comic strips www.gocomics.com Youtube www.youtube.com Google video video.google.com Berkeley Center for Entrepreneurship & Technology

cet.berkeley.edu/Teaching/LectureSeries.html

www.answers.com www.worldlingo.com www.ieee.org www.acm.org

www.venturesmith.us


www.MakingMeaning.Org

1. Accomplishment2. Beauty3. Community4. Creation5. Duty

6. Enlightenment7. Freedom8. Harmony9. Justice10. Oneness

11. Redemption12. Security13. Truth14. Validation15. Wonder


Movies/DVDs (American/British movies with English subtitles)

Pay It Forward (Kevin Spacey) Big Kahuna ( ビッグ・チャンス )(Kevin

Spacey) Glengarry Glenn Ross (Kevin Spacey) Being There ( チャンス ) (Peter Sellers) Wall Street (Michael Douglas) World According to Garp (Robin Williams)

Class 2Getting Your Point Across

Getting your point across Communication does not occur until the listener/reader understands what you are communicating.

www.eigosmith.info


Evaluation Results - Challenges

Reading Writing Listening to native at native speed Speaking …


Evaluation Results - Challenges

Listening to native at native speed Speakers vs. listeners (Related to blood type?)

http://esl.about.com/od/englishlistening/English_Listening_Skills_and_ActivitiesEffective_Listening_Practice.htm

Text-to-speech website http://free-translator.imtranslator.net/speech.asp

DVD listening, first with ENGLISH subtitles

Music listening with lyrics, karaoke www.lyricsfreak.com


Speaking: How to get your point across in 30 seconds or less – Milo O. Frank

Objective 　　　　　　　　　　　

Listener Approach Hook Subject Ask for it


Objective - Why

What is your goal for the communication?

Just ONE objective at a time 5 minutes = 10 x 30 seconds

Is it clear to you? You don’t always have to state it to the

listener


Listener – Whom

With whom will you communicate? Is it the right person?

the one who can get it done What is the person’s background,

what are his/her objectives/role? What motivates this person, what is

important to him/her?


Approach – Key Point / Persuading Idea

Single idea or sentence that will lead to your objective Supports your objective Gives focus to your conversation Considers needs of your listener


Hook – Attention Getter

Used to get attention Headline or catch-phrase Most unique, interesting part of your subject

Supports your objective

Examples: “What not to do in bed” (pg. 47) “Extinction is forever”


Promotion

How we communicate about our company and our products to our customers and to the world to advance our business


Promotion - Advertising


Promotion Message Strategy


Humor to make a point


Subject

Main content Who, what, where, when, why & how

Explains and reinforces objective Relates to listener and fits approach


Ask for it – The Close

Call to action or reaction Action: ask directly to agree/act on next

step Reaction: “soft-sell” - no specific

request made…listener moves on his/her own based on motivation from conversation

Movie: Glengarry Glen Ross “Always Be Closing”


Homework

Writing: 80 words or less You should (or should not) support nuclear power

because… (send by email by 6/10)

Reading: Handouts: economist.com Websites: about.com

http://esl.about.com/od/englishlistening/English_Listening_Skills_and_ActivitiesEffective_Listening_Practice.htm

Speaking Read articles/editorials/letters to the out loud Voice recorder

Bring 20 copies of your life meishi


Evaluation – Speaking & Informing/Convincing

Why is 2008 better or worse than …?

2008 2000 1980 1950 1900 1800Overall

Population

Transportation

Communication

Education

Entertainment

Manufacturing


“The Stone Age didn’t end because they ran out of stones.”

Stone Age

BronzeAge

Mechanical Age

SolarPower• sun• wind• plants• fire

AnimalPower• 動物• 人間

OilPower

NuclearPower

PlasticsAge

Bio GeneAge Age

NanoAge?

--------------Analog Age------------------------------------- Digital Age

SolarPower?

1800 1900 2000-4000 -2000 0

Wired -> Wireless

ElectricalAge

Electronic QuantumAge Age?

control

organic

material

energy transfer

energy

network

石器時代はそれらが石を使い果たしたので終わらなかった

speed of change is accelerating


Class 3

Casual Business Conversations


For/Against Nuclear Power

I think that we should not support nuclear power. because nuclear power is militarily used as unclear weapons. But then, it (atomic energy) is peacefully used as nuclear plants, and represents more than 30% of amount of powers. There are many problems about nuclear power, for example, economic sanctions, security of energy and military, environmental and resources problem and so on. Especially, nuclear power as nuclear weapons has risk of life. For all the people live peacefully, should not we have and made nuclear power?



I think that we should not support nuclear power. Because nuclear power is militarily used as

unclear weapons. But then, it (atomic energy) is peacefully used as

nuclear plants, and represents more than 30% of amount of powers.

There are many problems about nuclear power, for example, economic sanctions, security of energy and military, environmental and resources problem and so on.

Especially, nuclear power as nuclear weapons has risk of life.

For all the people live peacefully, should not we have and made nuclear power?



I think we should use nuclear power because we use too much fossil fuels.

Actually nuclear power has some problems with the way of generating.

For example, it generates ultra violet and it's difficult to treat a radioactive substance.

In this respect, we must not forget the nuclear power is dangerous.

But if we use it correctly, it will help us solve some problems about generating electric power.



I think we should use nuclear power because we use too much fossil fuels.

It is true that nuclear power has some dangers because of radioactive substances involved.

However if we use it correctly, it will help us solve some problems about generating electric power.

Unanswered/unstated questions/issues/assumptions:

Are there other power options beyond nuclear and fossil? Can we be sure to use it correctly/safely?



I think we should support peaceful uses of atomic energy. There are two reasons. First, It is necessary to supply a clean, safe energy to all the people on the earth for the sustainable future. The supply of energy that relies on the fossil fuel has brought us the crisis of the oil dryness and the crisis of the environment. Next, It is understood that the nuclear power energy is safe if neatly operated. However, the risk of nuclear proliferation and the nuclear terrorism increases at the same time as expanding the use of the nuclear power energy. So, I think that the appeal to controls military use is our duty. I am man in peaceful city Nagasaki.



I think we should support peaceful uses of atomic energy. There are two reasons.

First, It is necessary to supply a clean, safe energy to all the people on the earth for the sustainable future. The supply of energy that relies on the fossil fuel has brought us the crisis of the oil dryness and the crisis of the environment.

Next, It is understood that the nuclear power energy is safe if neatly operated.

However, the risk of nuclear proliferation and the nuclear terrorism increases at the same time as expanding the use of the nuclear power energy.

So, I think that the appeal to controls military use is our duty.

I am man in peaceful city Nagasaki.


Nuclear Power, Climate Change

Democrats on Nuclear Power http://jp.youtube.com/watch?v=TjDmyToTYBE

Climate Change Sir David Attenborough

http://uk.youtube.com/watch?v=S9ob9WdbXx0&feature=related

What’s the Worst that can happen? http://uk.youtube.com/watch?v=zORv8wwiadQ&feature=related

Pascal’s Wager






Pyramid Principle (by Barbara Minto)

Pyramid based on inductive and/or deductive thinking

SCQ(A) Framework Situation Complication Question (Answer)

Benefits: Comprehensive Clear Concise



Chatting – Small talk

Discussing Brainstorming

Informing Explaining

Persuading/Convincing Debating/Arguing

“Playing devil’s advocate”



Chatting – Small talk Office Discussion

Discussing Pay (It) Forward Brainstorming Whose Line Prop Ideas

Informing Who's On First Explaining

Persuading/Convincing Job Interview Debating/Arguing 7 x 13 = 28 (Business)

“Playing devil’s advocate” Argument Clinic


Conversations & Comic Strips

Non Sequitur 10/2/2007

www.gocomics.comwww.snoopy.comwww.dilbert.comwww.doonesbury.com

• Dialogue, discussion, argument• Sarcasm/structure


Small Talk - Conversation Starters

What do you do?

What are you studying/researching?

handouts


Interviews – on Youtube

Famous U.S. Interview Shows: Inside the Actors Studio movie stars Tonight Show famous people 60 Minutes famous news interviews Larry King Live famous people Chris Matthews – Hardball politicians

Other interviews: Bill Gates & Steve Jobs together Stephen Hawking Interviews David Frost and Richard Nixon Dick Cavett Interviews John Lennon and Yoko Ono Seiji Ozawa and Herbert von Karajan


Youtube Clips

Classic Information Conversation Abbott & Costello Who's On First Monty Python Ministry of S.W. Interview

Classic Convincing Conversation Abbott & Costello 7 x 13 = 28 (Navy) Abbott & Costello 7 x 13 = 28 (Business)

Classic Argument Monty Python Argument Clinic Monty Python Pet Store - Dead Parrot


U.S. News Websites

www.nbcnews.com www.cbsnews.com www.abcnews.com www.foxnews.com www.cnn.com www.npr.org www.c-span.org


Movies/DVDs (American/British movies with English subtitles)

Pay It Forward (Kevin Spacey) Big Kahuna ( ビッグ・チャンス )(Kevin

Spacey) Glengarry Glenn Ross (Kevin Spacey) Being There ( チャンス ) (Peter Sellers) Wall Street (Michael Douglas) World According to Garp (Robin Williams)


Homework

Homework requests: Put your Name/Task in the FileName (Tanaka-Oliver.doc) Put the word “homework” in email subject:

Subject: BTCE homework 6/11

Writing: (for next Wednesday) What did you do this week (week of 6/9-6/15)? What did you accomplish this week? (week of 6/9-6/15)?

Listening: practice listening from youtube, DVDs, other links

Readings: gocomics.com…find a favorite U.S. comic strip Read and answer Business Vocabulary questions: 1.1, 1.2, 1.3, 2.1, 2.2

Speaking: Call me and either talk to me or leave voicemail for 30-60 seconds about

something interesting you did this week. cellphone: 080-5095-8777


Brain Relaxation Exercise

First person says category Throws the ball Catcher has to say item quickly Throws the ball to anyone Catcher has to say item quickly Throws the ball to anyone Can’t repeat Can’t lose rhythm If misses timing or repeats…start new topic

IN ENGLISH


Class 4

Understanding Business News


Prior Homework

Writing: (for next Wednesday) What did you do this week (week of 6/9-6/15)? What did you accomplish this week? (week of 6/9-6/15)?

Listening: practice listening from youtube, DVDs, other links

Readings: gocomics.com…find a favorite U.S. comic strip Read and answer Business Vocabulary questions: 1.1, 1.2, 1.3,

2.1, 2.2

Speaking: Call me and either talk to me or leave voicemail for 30-60

seconds about something interesting you did this week. cellphone: 080-5095-8777


What did you do this week?

I performed an experiment and study of the superconductor at a university from 9th to 13th. Unfortunately I caught a cold from 14th to 15th, and it was not possible to like oneself on the weekend. However, I enjoyed to see an American drama(prison break) while I caught a cold. I want to enjoy study and entertainment this week.

I performed an experiment studying a superconductor at the university from the 9th to 13th. Unfortunately I caught a cold from the 14th to 15th, and it was not possible to enjoy myself on the weekend. However, I enjoyed watching an American drama (Prison Break) while I had a cold. I want to enjoy studying and entertainment this week.


What did you accomplish this week?

I acquired taking a picture with the single lens reflex camera.

I took the photograph with the single lens reflex camera for the first time learning from the friend last Saturday night.

Up to now, I had taken the photograph only with the digital camera.

So the manual operation was difficult for me.

In the adjustment of diaphragm and the white balance, the same subject reflected in various situations. That was very interesting!

We kept taking small articles in the laboratory, the friend and the night view it rained.

Time was forgotten and it took a picture until the morning.

The next day I overslept...


What did you accomplish this week?

I accomplished acquired taking a picture with a single lens reflex camera.

I took a photograph with a single lens reflex camera for the first time learning from a friend last Saturday night.

Up to now, I had taken the photograph only with a digital camera. So the manual operation was difficult for me.

By adjustment of the diaphragm and the white balance, the same subject (reflected) various (situations.) That was very interesting!

We kept taking pictures of small articles in the laboratory, and my friend and the night view as it rained.

Time was forgotten and we took pictures until the morning.

The next day I overslept...


What did you do this Week?

Last week, I was listening to music chiefly when I was in my home. Using youtube, I was anxious about one music. So I bought music CD about this music using Amazon.co.jp.

I had used this shop several time up to now. But this time, I changed how to pay price. So far, I had paid with price substitution. Last week, I tried to paying in convenience store, when I used Amazon.

After ordering music CD, I get E-mail from Amazon. And in this mail, order ID was written. I forward this mail to my cell phone, and went to Family Mart near my home.

In Family Mart, I input order number to Fami-Port, and I get order seat from this. After this, going to cash register, I paid money of order of music CD.

I think it is very easy thing. But when we do something first time, we may be puzzled. So I think this experience is precious. And I studied about new social mechanism.


What did you do this Week?

Last week, I was listening to music (chiefly) when I was (in my) home. Using youtube, I was (anxious) about one song(music.) So I bought the music CD about this music using Amazon.co.jp.

I had used this shop several times. up to now. But this time, I changed how to pay. price. So far, I had paid with price (substitution). Last week, I tried to paying in convenience store, when I used Amazon.

After ordering themusic CD, I got an E-mail from Amazon. And in this mail, the order ID was written. I forward this mail to my cell phone, and went to a/the Family Mart near my home.

At Family Mart, I input the order number to Fami-Port, and I got an order sheet. from this. After this, I went to the cash register and paid money for the CD.

I think it is a very easy thing. But when we do something for the first time, we may be puzzled. So I think this experience is (precious.) And I learned (studied) about a new social mechanism.


Work & Jobs Handout

Preposition choices Verb Tense Verbals

Gerunds (verb as noun) Participles (verb as adjective)

http://owl.english.purdue.edu/owl/printable/627/

Comprehension


Business News & Information

News and/or Information

Sources Channel Audience

Content Structure Meaning


Sources – each has its own goal

Media TV, Newspaper, Magazine, Radio, Internet

Company Press releases, brochures, website, reports

Other Companies Employees (current, former, union) Customers Government Investors, industry analysts, experts


Company-Based Sources

Brochure Website Product literature, packaging Advertisements (tv, magazine, web) Press releases (news releases) Public events Financial reports


Media

Print Newspaper Magazines/Journals

Broadcast TV Radio

Internet Print/Broadcast/Multimedia Global Never Dies (archive/searchable)


Print Media

Medium Japan U.S. U.K.

NationalNewspaper

Yomiuri,Asahi,

Mainichi

New York Times, Washington Post,

USA Today

The Times, Guardian,

Independent

Financial Newspaper

Nihon KeizaiNikkan Kogyo

Wall Street Journal Financial Times

Regional Newspaper

Minami Nihon Shimbun

New York Post, Chicago Sun-Times, New

Orleans Times-Picayune

Ballymoney & Moyle Times

(800 local papers)

Sensational/ Sports Papers

Nikkan Sports National Enquirer

Newswire Kyodo Tsushin AP, Bloomberg, Knight-Ridder

Reuters AFP (France)

Business Magazine

? BusinessWeek, Forbes, Barrons

Economist

Trade Papers & Magazines

? Women’s Wear DailyVariety

PresidentNikkei BP

のじ　 Weekly築地　Ｄａｉｌｙ　Ｎｅｗｓ


“The Internet Changes Everything”

Company Websites (homepages)

Informational Emergency (eg.: UCSD.edu)

Transactional Email Blogs (fake steve jobs)

Industry/Association Media (news cycle) Consumer

Wikipedia My.yahoo Search engines

Government


Suggested Resources

WWW International Association of Business Communicators www.iabc.com Inc. Magazine www.inc.com Business 2.0 Magazine www.business2.com Silicon Valley News www.siliconvalley.com Economist Magazine (UK) www.economist.com USA Today newspaper www.usatoday.com Japan Times newspaper www.japantimes.co.jp New York Times newspaper www.nytimes.com Wall Street Journal newspaper www.wsj.com Wall Street Journal’s Venture Website www.startupjournal.com Nihon Keizai Shimbun www.nikkei.co.jp Bloomberg financial news www.bloomberg.com Kyodo Tsushin www.kyodo.co.jp AP News www.ap.org Reuters www.reuters.com CNN www.cnn.com MSNBC www.msnbc.com National Public Radio www.npr.org www.ieee.org www.acm.org My.yahoo.com

www.eigosmith.info


U.S. News Websites

www.nbcnews.com www.cbsnews.com www.abcnews.com www.foxnews.com www.cnn.com www.npr.org www.c-span.org


News Story Format

Headline: “Students Learn English” Lead: 1-2 sentences of key points Body: 5Ws & H, sometimes So?

Most important

Least important


News Style “Inverse Pyramid”

Chronological:

A faculty meeting was held on Monday in Room 10-250 at 3:00. There were about 150 people in attendance. The meeting opened with a welcome by Professor John Doe. Professor Jane Smith then read the minutes of the May meeting. Following that, President Charles Vest announced that all MIT employees will receive a new car on reaching their 20th anniversary of employment.

'Inverse pyramid' (preferable):

All MIT employees will receive a new car on reaching their 20th anniversary of employment, President Charles Vest told a startled faculty on Monday. Vest made the surprise announcement in the middle of the faculty meeting in Room 10-250.

http://web.mit.edu/newsoffice/write-news.html

Overview & Highlights


Homework

Writing: (for next Wednesday) Write a short news story about a recent event in Japan.

Headline – Lead – Body structure http://web.mit.edu/newsoffice/write-news.html

Watching/Listening: www.cbsnews.com www.npr.org www.economist.com

Readings: Read Kikkoman & Judge/Jury news articles from Nikkei Weekly

Speaking: Call a friend and either talk to me or leave voicemail for 30-60

seconds about something newsworthy you did this week.


Class 5

Advertising, PR (Public Relations) & Marketing Communications


Past Homework

Writing: (for next Wednesday) Write a short news story about a recent event in Japan.

Headline – Lead – Body structure http://web.mit.edu/newsoffice/write-news.html

Watching/Listening: www.cbsnews.com www.npr.org www.economist.com

Readings: Read Kikkoman & Judge/Jury news articles from Nikkei Weekly

Speaking: Call a friend and either talk to me or leave voicemail for 30-60

seconds about something newsworthy you did this week.


Promotion

How we communicate about our company and our products to our customers and to the world to advance our business


Part of “Marketing Mix” (4Ps)

Product (what do we make) Place (where do we sell it) Price (how much we sell it for) Promotion (how we communicate

about it/us)


Promotion

Advertising Push (direct mail, email)

Is each customer readily identifiable? Pull (TV, radio, poster, newspaper, some banner ad)

Can’t readily identify individual customers

Internet can be push or pull Chirashi?

Public Relations (target: media, customers…) Investor Relations (target: investors, business media)


Promotion - Advertising


Product Positioning Advertisement


Promotion & Market Segmentation

Men

Overweight Men

Overweight Athletic Men

Overweight, Athletic, Beer-Drinking Men

Overweight, Athletic, Beer-Drinking Men,

Who care about their figure

Taro Tanaka

Night TV

Direct Mail

FootballBroadcast

FitnessMagazine

Train Poster

Promotion Media

People TV

Targeted Poster


Sales/Buying Cycle

Awareness => Interest => Trial => Purchase => Repurchase

Hear About Curious Try Buy Use Again

This Exists Educate Test Use it Keep Buying


Industry/Market Life-Cycle

Emerging Growing Maturing Declining

SALES

TIME

Awareness Interest Trial Purchase Repurchase


Emerging Industry

New market Unproven Little market info Future uncertain First-time buyers Know-how developing Technology changing “Rules” not set Structure unsettled


Technology Adoption Life Cycle

Innovators EarlyAdopters

EarlyMajority

LateMajority

Laggards

Geoffrey Moore, Crossing the Chasm

Time

Examples- Internet

AcademicsTech. Fans

FinancialServices

Main Market


Public Relations (PR)

Brands are created by PR, not by advertising

Why PR: Faster (broader reach) Cheaper (Nikkei ad/article) Word of mouth / Buzz Outside “expert, approver”

IPO as PR event Advertising used to maintain brands


Advertising vs. PR

Advertising Paid Placement Guaranteed

placement Creative and

content control Viewed as

ad/selling Longer life

Public Relations Free Placement Uncertain

coverage Little/no control

over final content Viewed as

information Short life (newsy)


PR Tools

Press Release / News Release Press Kits (backgrounders) Press Conferences

Presentations & Speeches Public Appearances Public, Private Events / Sponsorships


The Press Release

Written by company or its PR firm Distributed to media (and internet) Goals:

get media to create news story about it help “manage” company information legal requirements for public company


Contact Info

EventInfo

Product Info

CompanyInfo

Quote

Quote


Press Releases

Yahoo Press Releases

http://yhoo.client.shareholder.com/press/releases.cfm

Google alternative energy press release

http://news.yahoo.com/s/ap/20071127/ap_on_hi_te/google_green_power_6;_ylt=AsBR91dtTCBHS4QtmOsicoAE1vAI

Press release newswire service

http://www.prnewswire.com/


Local Community Targeted Public Relations Activity/Event


Media Focused Public Relations Event










Media Relations

Typical: PR or Communications Dept. Centralized person/group for all media Works with others in company

Works best if: Close relationship with CEO and good working

relationship with management team Good relationship with the press (media)

Good News & Bad News Crisis Management (worst news)


Crisis Management

When bad news happens Talk to EVERYONE involved at company Get the truth out to the public

Frame response/strategy Talking points NO SPIN

Internal announcement Work the story Begin rebuilding


Homework

Writing: (for next Wednesday) Take your news story topic, write a press release as if you were the

company or organization involved in the event or product discusses.

Watching/Listening/Reading: www.ManageYourWriting.com http://advertising.about.com/ http://advertising.about.com/od/smallbusinesscampaigns/u/smallbus

iness.htm www.prnewswire.com www.ketchum.com www.infocomgroup.com/ME2/Default.asp (PR Professionals) www.prwatch.org

Speaking: Marketing Tounge Twister: “She sells seashells by the seashore”


Class 6

Professional Writing



5/28 (水 )12:50-14:20 Intro/ Self-Introductions ①6/4 (水 )12:50-14:20 Getting Your Point Across ②6/11 (水 )12:50-14:20 Casual Business Conversations ③6/18 (水 )12:50-14:20 Understanding Business News ④6/25 (水 )12:50-14:20 ⑤ PR & Marketing Communication

7/2 (水 )12:50-14:20 ⑥ Elevator Pitches7/9 (水 )12:50-14:20 ⑦ Technical Writing & Presentations7/16 (水 )12:50-14:20 ⑧ Public Speaking

[10/1](水 )12:50-14:20 Working with New Media⑨

10/8 (水 )12:50-14:20 ⑩ Formal Business Communication10/22(水 )12:50-14:20 ⑪ Business/Tech Project Plan Case Study10/29(水 )12:50-14:20 ⑫ Initial Presentation & Pitches

11/19(水 )12:50-14:20 ⑬ Business/Tech Project Plan Workshop11/26(水 )12:50-14:20 ⑭ Final Plan Presentation12/3 (水 )12:50-14:20 ⑮ Final Plan Presentation

12/16(水 ) 　 Final Report　　　 Office Hour:

Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-3630

[email protected]

Kagoshima University © 2008, Jay A. Smith Page [email protected]　　　 Office Hour:

Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-3630



7/2 (水 )12:50-14:20 ⑥ Professional Correspondence7/9 (水 )12:50-14:20 ⑦ Science & Technology Writing7/16 (水 )12:50-14:20 ⑧ Working With New Media

[10/1](水 )12:50-14:20 ⑨ Public Speaking 10/8 (水 )12:50-14:20 Public Speaking⑨10/15(水 )12:50-14:20 Elevator Pitches⑩

10/29(水 )12:50-14:20 Business/Tech Project Plan Case Study⑪11/5 (水 )12:50-14:20 Initial Presentation ⑫

11/19(水 )12:50-14:20 Business/Tech Project Plan Workshop⑬11/26(水 )12:50-14:20 Final Plan Presentation⑭12/3 (水 )12:50-14:20 Final Plan Presentation (continued)⑮

12/11(木 ) 　 Final Report Due

12/5? Cocktail Party Exercise


Homework

Writing: (for next Wednesday) Take your news story topic, write a press release as if you were the

company or organization involved in the event or product discusses.

Watching/Listening/Reading: www.ManageYourWriting.com http://advertising.about.com/ http://advertising.about.com/od/smallbusinesscampaigns/u/smallbus

iness.htm www.prnewswire.com www.ketchum.com www.infocomgroup.com/ME2/Default.asp (PR Professionals) www.prwatch.org

Speaking: Marketing Tounge Twister: “She sells seashells by the seashore”


Contact Info

EventInfo

Product Info

CompanyInfo

Quote

Quote




Purpose of Business Writing

Convey information Deliver good or bad news Explain of justify actions taken

Influence reader to take action Direct action


Specific Reasons for Many Business Documents to inform to explain to confirm to remind to follow up to formalize decisions

to express thanks to apologize to congratulate

to invite or welcome to introduce a person or policy

to recommend to reject a proposal or offer

to request to persuade To direct or command


MemosInside of Company

manager «» employee staff «» staff

LettersOutside of Company

business «» business business «» customer business «» shareholder job applicant «» company

EmailMessages / Distribution Method

Harvard Business School on:

Effective Business Writing for:


SAMPLE BUSINESS LETTER FORMAT



Good Business Writing

Have A Purpose Clear Be Audience Focused Make Your Message Clear Keep Focused on Topic Be Concise Use Simple Sentences Make Delivery Strategic (Who, When, How)


Malcom Forbes on:

How to Write a Business Letter

Know what you want (to accomplish) Dive right in - Tell what your letter is about in the first paragraph Write so it is enjoyable for the reader (customer)

Be positive Be nice Be natural Be specific Be interesting (sense use humor – be careful about this)

Use more nouns and verbs than adjectives Use active voice, not passive voice Make the letter look good – format, spelling, grammar Keep it short Be honest, don’t exaggerate Be clear End with action statement and simple close





Homework

Write a cover letter in English to apply for a job in a U.S. or U.K. company where you may want to work. Check their website to see if there are jobs

available (or make one up if no jobs are posted)

Extra Credit: Write a letter to Prime Minister Fukuda recommending that he take some action to improve Japan.

Email to [email protected] by 7/8


Cover Letters Keep it brief. Usually about four paragraphs:

1. Introduce yourself and explain why you’re writing. 2. Lay out your key, related skills and accomplishments. 3. Explain why you want to work for the company. 4. Thank the reader, invite him to contact you or write your follow-up plans.

Personalize. Address your letter to a specific person. (Make sure the spelling is correct.) Avoid generic greetings such as "To Whom It May Concern" or "Dear Sir or Madam".

Sell your skills. Don’t just rehash your resume. Highlight the skills that are most relevant. Illustrate how they relate to the position.

Be clear. Be direct (but not pushy); write clearly and concisely. Don’t make the reader guess why you’re writing or how your skills match the position.

Be proactive. State how you can be reached and be specific about your plans for follow-up. Once you've said it, do it; follow through.

Review carefully. Double-check for typos; don’t rely on spell-check. Ask a friend to look it over. Make your changes and review again.


Class 6

Science & Technology Writing

Correspondence

Science & Technology Writing for general audience

Technical Writing (manuals, instructions)

Reports and Journal Papers


Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-3630










Homework

Write a cover letter in English to apply for a job in a U.S. or U.K. company where you may want to work. Check their website to see if there are jobs

available (or make one up if no jobs are posted)

Extra Credit: Write a letter to Prime Minister Fukuda recommending that he take some action to improve Japan.

Email to [email protected] by 7/8


Cover Letters Keep it brief. Usually about four paragraphs:

1. Introduce yourself and explain why you’re writing. 2. Lay out your key, related skills and accomplishments. 3. Explain why you want to work for the company. 4. Thank the reader, invite him to contact you or write your follow-up plans.

Personalize. Address your letter to a specific person. (Make sure the spelling is correct.) Avoid generic greetings such as "To Whom It May Concern" or "Dear Sir or Madam".

Sell your skills. Don’t just rehash your resume. Highlight the skills that are most relevant. Illustrate how they relate to the position.

Be clear. Be direct (but not pushy); write clearly and concisely. Don’t make the reader guess why you’re writing or how your skills match the position.

Be proactive. State how you can be reached and be specific about your plans for follow-up. Once you've said it, do it; follow through.

Review carefully. Double-check for typos; don’t rely on spell-check. Ask a friend to look it over. Make your changes and review again.


Get a personal (business) email address/domain

to use FOREVER

03110


GreatOpening

(!/?)

enclosure


FIT Matrix

Me

Company

Desires Abilities &Goals &Talents

Goals Activities


Get a personal (business) email address/domain

to use FOREVER

03110



Class 6

Science & Technology Writing

Correspondence

Science & Technology Writing for general audience

Technical Writing (manuals, instructions)

Reports and Journal Papers


Purpose of Sci-Tech Writing

Inform Educate Report Persuade? Entertain?


10 ways to write boring papers…

1. Avoid focus2. Avoid originality and personality3. Write long contributions4. Remove implications and speculations5. Leave out illustrations6. Omit necessary steps of reasoning7. Use many abbreviations and terms8. Suppress humor and flowery language9. Degrade biology to statistics10. Quote numerous papers for trivial statements

Source: Kaj Sand-Jenson, Oikos


8 Cs Handout (speaking & writing)

Correct Clear Compact Creative Critical Consistent Conspicuous (emphasis, impact) Considerate (audience, media, helpers)


Sci-Tech Correspondence

Audience: Academia: administrators, faculty, societies Outside Professionals: engineers, scientists, editors,

customers, suppliers.. Your company: your boss, your staff Funders: foundations, investors, government Fans: friends, family

Follow business writing guidelines Have A Purpose Clear Be Audience Focused Make Your Message Clear Keep Focused on Topic Be Concise Use Simple Sentences


Sci-Tech Writing for a General Audience

Books, articles, blogs, editorials, reports, grant applications

Audiences at different levels of knowledge: Science/technology “buffs”

Scientific American, Popular Mechanics Business people

Economist, Wired Magazine Government

Keep main idea in mind Some Famous (dead) Science Writers

Steven Jay Gould Carl Sagan Isaac Asimov


Technical Writing

How-to: Manuals, Instructions, Handbooks, What: White papers, Patents Tech writer is “first end-user” Audience:

customers/users, business managers suppliers, competitors, critics, media other technical writers

www.istc.org.uk www.dummies.com, www.idiotsguides.com www.soyouwanna.com, www.ehow.com


Research Reports and Journal Papers

Audience: peers, academics Tone Structure


Critically Read a Scientific Paper

Where is it published? (top peer-reviewed) Who financed it? (drug co., govt., political group) What kind of study?

Experimental (is the test sample appropriate) Survey (watch for causality vs. correlation) Mathematical Model (do assumptions make sense) Meta-analysis (summarizes many studies) Qualitative (is the context relevant to you?)

Theory testing vs. theory proposing Null-hypothesis

Finding no evidence of a relationship Finding evidence of no relationship

Source: http://thewaronbullshit.com/2007/09/10/readpapers/


Watson & Crick

Where: Nature April 25, 1953 Who:

Watson (25) geneticist Crick (37) biophysist

Announcement (not full paper) Pre-empt Pauling (6 weeks away)

Propose “radically different structure”

Sufficient credit to Rosalind Franklin?


8 Cs Handout (speaking & writing)

Correct Clear Compact Creative Critical Consistent Conspicuous (emphasis, impact) Considerate (audience, media, helpers)


Standard Structure (use it!)

Title Abstract Introduction Material and Methods Results Discussion Literature Cited


Title – most titles are too long

Most frequently read part of paper Vital for abstracting and indexing

Avoid abbreviations, ”jargon” and colons”:” Use the fewest words possible to describe

the contents (10-12 words max.) A label, not a sentence Avoid “waste” words (“Investigation on…”) Use syntax carefully


Abstract

Do: Start with a general statement on an

interesting/unsolved problem Make explicit the hypothesis/question of the paper Mention specific methods if necessary (unique, key) State clearly the most important results, conclusions Usually write it after the paper has been finished

Don’t Make any conclusion that is not found in the text Write more than 100-200 words (unless it is

impossible, which is rare)


Introduction“What is the problem studied?

Introductory sentence A general statement, a truism A citation of an authority A self-citation

Description of the state-of-the-art Questions and hypotheses of this paper: Clear

statement of what is intended

First mention of own previous work In first sentence? In state-of-the-art description? Casual?


How to write Introduction? Desired structure

Intro: Introduce first important item What makes it a good research object What is important, what is specific

Intro cont.: Introduce second important item The study object itself and scope

What is known? Previous research Literature review

What do I want to know? Questions and/or hypotheses, What will be studied General method of the investigation Major observations (to be) made


Introduction Checks

Uniformity of expression Precision of speech Repetition Contradiction Repetition Logical argument Matches title, abstract, results, discussion


Materials and Methods “How did you study the problem?”

Goal: reproducibility Be specific and precise


Results “What did you find?”

The “meat” or “core” of your paper Goal: provide the data from the methods applied Generally the most boring part of the paper. Mostly consists of the description of tables and figures (in

past tense) The most important aspects should be summarized Not every detail of the tables, figures need be repeated

All tables, figures should be referred to in the text The selection of the right tables and figures is crucial.

Do not overload the paper. If >8 tables and figures think about dividing the paper into 2 papers.

Best to keep to maximum of 1/3 of a 6000 word paper Statements on methods should be in the Methods section

Jay


Discussion“So, what do your findings mean?”

The “mind” of your paper Present principles, relationships,

generalizations Point out exceptions, lack of correlations,

unsettled issues Show how your results agree or disagree

with previous works Discuss any theoretical implications or

practical applications of results Reaffirm clearly your major conclusions or

findings; summarize the evidence for each


Literature Cited

Most mistakes occur here Follow the style of each journal Use significant, published

references Use original references (don’t cite a

citation) Double check


Homework

Sentence corrections

Rewrite/Write in English the Title & Abstract and Discussion of a recent paper that you (co-)wrote Submit original and revision by email

How to _______. in 1 page or less


Links

Writing Guides: http://web.mit.edu/writing http://web.mit.edu/uaa/www/writing/links/ http://standards.ieee.org/duides/style http://www.betterwritingskills.com/

http://www.scribe.com.au/plain-english.html http://www.scribe.com.au/Plain-English-Sample-Chapter.pdf

Writing skill handbook: http://www.techcommunicators.com/publications/sharp.html

Publications: www.nature.com www.sciencemag.org

www.sciencenow.org www.scienceexpress.org www.sciencecareers.org

www.scientificamerican.com www.wired.com www.popularmechanics.com www.popsci.com www.nationalgeographic.com


Class 7

Working with New Media


Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-3630










Homework

Sentence corrections


How to _______. in 1 page or less




Good How-to Guides

Focus on audience and needs Write clearly, simply, use active Do the instructions work?

Usable Accurate Complete






How to How-to1. Make it scannable.2. Use proper grammar and punctuation.3. Begin with an introductory paragraph.4. Remember your humble beginnings.5. Tell them how, not about.6. Keep your paragraphs bite-sized.7. Use white space.8. Remove unnecessary words.9. Try for variety.10. Use simple language.11. Avoid lingo.12. Use acronyms sparingly.13. Stay positive.14. Stories help learners.15. Pictures are your friends.16. Promote gently.17. Wrap it up (Closing). 18. Go back and edit.

Source: knowledgehound.com


Informing: howstuffworks.com

howstuffworks.com

http://www.howstuffworks.com/

howstuffworks on youtube

http://www.youtube.com/user/HowStuffWorks

What if I shot my television?

http://www.youtube.com/watch?v=30926oqZ758


Old vs. New Media

Old Media Types

Mail/Fax Newspapers Books Magazines Newsletters Radio (most) LPs/CDs TV/Video Catalogs

Analog One-way

Broadcast Producer->users

Periodic (hourly, daily weekly)

New Media Types

Email Websites Ebooks Mail Magazines Blogs Chat MP3/Podcasts/Itunes Youtube Online Shopping

Digital 2(or more) way

Multipoint User created content

Live: 24 hour


Business Activities & Internet/New Media Email Blogs WWW Chat Instant Messenger/SMS Wikipedia Search Second Life Skype Youtube MySpace/Facebook Search Engines Advertising Engines Acrobat (pdf) Photoshop Online Auctions Online Stores (Rakuten, etc.) MP3/Itunes Virtual Worlds Broadband/Fiber Wireless/Wimax

Product Development Market Research Polling/surveys Correspondence Advertising Sales Purchasing Recruiting Research Design Support Tax Office space Compliance Meetings PR Training Logistics Order management Payments Collections Planning Scheduling Finance


Industries and Internet/New Media Email Blogs WWW Instant Messenger/SMS Chat Wiki Yahoo Answers Search Skype Youtube MySpace/Facebook Search Engines Advertising Engines Acrobat (pdf) Photoshop Online Auctions Online Shopping MP3/Itunes Virtual Worlds Broadband/Fiber Wireless/Wimax

News Companies TV Networks Radio Stations Doctors Insurance Companies Branded Products Car Dealers Travel Agents Airlines Sports Financial Services Photographers Book Publishers Bookstores Musicians Music Companies Politics Government Advertising Agencies Consultants Comedians Museums Schools

http://www.webbyawards.com


The Internet

Available Accessible Printable Downloadable Updatable Customizable Adaptable Reliable Searchable Affordable Equitable Fashionable Inevitable Knowledgeable Aware-able?


On the Internet

…nothing dies …nothing is hidden …nothing is secret …nothing is safe …nothing is off limits …nothing for sure …nothing is real? …nothing is final



Photoshop


Old vs. New Media

Old Media Types

Mail/Fax Newspapers Books Magazines Newsletters Radio (most) LPs/CDs TV/Video Catalogs

Analog One-way

Broadcast Producer->users

Periodic (hourly, daily weekly, yearly)

New Media Types

Email Websites Ebooks Mail Magazines Blogs Chat MP3/Podcasts/Itunes Youtube Online Shopping

Digital 2(or more) way

Multipoint Interactive/User-created

Live: 24 hour


Centralized vs. Distributed


Web Publishing


Old vs. New Marketing

From Mike Manuel’s blog


Public Relations 2.0


Politics blogs•dinocrat.com •dailykos.com•Huffingtonpost.com


Links

www.webbyawards.com www.ted.com http://www.universalleonardo.org/ www.barackobama.com www.johnmccain.com www.facebook.com www.myspace.com www.linkedin.com www.plaxo.com http://sncr.org/ http://prbooks.pbwiki.com/

http://prbooks.pbwiki.com/trust http://informationarchitects.jp/ Blog hosting

www.blogger.com www.wordpress.com www.blogspot.com www.typepad.com

www.waybackmachine.com


Blogs Blogs Blogs

Tom Peters' blog roll &other great stuff

www.tompeters.com/freestuff/index.php

business/marketing sethgodin.typepad.com

advertising www.brainposse.com

vc's blog www.allensblog.typepad.com

venture hacks blog http://www.venturehacks.com/

computers/technology fakesteve.blogspot.com

computers/technology www.lifehacker.com

politics andrewsullivan.theatlantic.com

politics www.blogforamerica.com

humor at work dilbertblog.typepad.com/the_dilbert_blog/

economics illustrated indexed.blogspot.com

drawings/illustrations drawn.ca

design www.mocoloco.com

personal growth www.stevepavlina.com

cute http://mfrost.typepad.com/cute_overload/

businesshaiku www.businesshaiku.com

blogger.comtypepad.com


Homework


Facebook Page


www.facebook.com

Use English menu option Register Connect to me by 8/1/2008 My facebook email address:

[email protected]


Class 9

Review & Intro to Public Speaking


Course Objectives

Improved understanding and use of English business/tech. communications Increase self-confidence & comfort business

and technology communications in English

Build practical skills in: Reading, listening & understanding Speaking, writing & presenting Informing, explaining & convincing

Website: www.eigosmith.info


www.facebook.com


[email protected] Join Kagoshima University Group


Business/Technology EnglishNEW ROOM (from 11/19):

Inamori Academy Seminar Room 32 (3rd Floor)

Library


Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-3630

Class Schedule (OLD)



10/8 (水 )12:50-14:20 Public Speaking⑨10/15(水 )12:50-14:20 Elevator Pitches⑩10/29( 水 )12:50-14:20 Business/Tech Project Plan Case ⑪

Study

11/5 (水 )12:50-14:20 Initial Presentation ⑫11/19(水 )12:50-14:20 Business/Tech Project Plan Workshop⑬11/26(水 )12:50-14:20 Final Plan Presentation⑭12/3 (水 )12:50-14:20 Final Plan Presentation (continued)⑮





3630

Class Schedule (Revised A)



10/8 (水 )12:50-14:20 Public Speaking⑨

11/19(水 )12:50-14:20 Elevator Pitches⑩11/26(水 )12:50-14:20 Business/Tech Project Plan Case Study⑪12/3 (水 )12:50-14:20 Initial Presentation ⑫12/10(水 )12:50-14:20 Business/Tech Project Plan Workshop⑬

1/14 (水 )12:50-14:20 Final Plan Presentation⑭1/21 (水 )12:50-14:20 Final Plan Presentation (continued)⑮

1/28(水 ) 　 Final Report Due



Speaking In Public

Casual Discussions Social Events Meetings Interviews Panel Discussions Debates Poster Sessions Formal Presentations Unplanned Opportunities

Elevators, airplanes, trains, restaurants


Warm Up

How did you spend your holiday time?

Pair up


Getting your point across

Communication does not occur until the listener/reader understands what you are communicating.







Effectiveness, Leadership, Action

“…in classical times when Cicero had finished speaking, the people said, ‘How well he spoke,’ but when Demosthenes had finished speaking, they said, ‘Let us march!’”

-- Adlai Stevenson (~1960)


President Ronald Reagan “The Great Communicator”

Great historical American speeches

http://www.americanrhetoric.comwith video and text

Reagan-Brandenburg (persuade)

http://www.americanrhetoric.com/speeches/ronaldreaganbrandenburggate.htm

Reagan-Challenger (inform, bad news)

http://www.americanrhetoric.com/speeches/ronaldreaganchallenger.htm


Warm-up 2 – Speaking & Informing/Convincing

Why is 2008 better or worse than …?

2008 2000 1980 1950 1900 1800Overall

Population

Transportation

Communication

Education

Entertainment

Manufacturing


“The Stone Age didn’t end because they ran out of stones.”

Stone Age

BronzeAge

Mechanical Age

SolarPower• sun• wind• plants• fire

AnimalPower• 動物• 人間

OilPower

NuclearPower

PlasticsAge

Bio GeneAge Age

NanoAge?

--------------Analog Age------------------------------------- Digital Age

SolarPower?

1800 1900 2000-4000 -2000 0

Wired -> Wireless

ElectricalAge

Electronic QuantumAge Age?

control

organic

material

energy transfer

energy

network

石器時代はそれらが石を使い果たしたので終わらなかった

speed of change is accelerating


Presentations & Public Speaking

Objective/Goal People Medium (eg. cnn/youtube debates) Form/Format/Structure Style Content Passion/Credibility/Gravitas/Quality


Content & Structure








Style


vaderpoint

Source: presentationzen.blogs.com


yodaboard



Style

Steve Jobs vs. Bill Gates



Informing: howstuffworks.com

howstuffworks.com

http://www.howstuffworks.com/

howstuffworks on youtube

http://www.youtube.com/user/HowStuffWorks

What if I shot my television?

http://www.youtube.com/watch?v=30926oqZ758


3 Keys to Good Speech (Dan Pink)

Brevity

Levity

Repetition


Jay’s Presentation Tips

Start with a “Thank You” Shorter is better

Simpler words Shorter sentences Fewer slides Less time

Start with a Bang! (a Hook!) Something interesting to catch attention Then work to keep attention

Dreamgate http://www.dreamgate.gr.jp/summit/entry/


Obama @ Google

Innovation agenda

http://jp.youtube.com/watch?v=m4yVlPqeZwo&feature=user


Other Great Presentation Sits

http://www.TED.com

http://jp.youtube.com/user/citrisuc (Berkeley Center for Information Technology Research in the Interest of Society)

Guy Kawasaki http://blog.guykawasaki.com/2005/12/the_102030_rule.html

VC http://whohastimeforthis.blogspot.com/2006/01/practicing-art-of-pitchcraft.html


Use Clear, Creative, Correct Visuals


Presentation Design Tips

http://www.garrreynolds.com/Presentation/sample1.html


Why Present?


Appeal to Logic and Emotion



From Garr Reynolds



Sample Powerpoint Presentations

Powerpoint Presentations

Berkeley/CITRIS http://www.citris-uc.org/

http://youtube.com/citris

Future of Search (Slides) http://youtube.com/watch?v=VGlVzGhWt6A&feature=user

Future of Search - Google (Slides)

http://youtube.com/watch?v=0zRUozxcOxo&feature=user

Future of Search - Lawyer (No Slides)

http://youtube.com/watch?v=aQ5eXAWsZdM&feature=user

Tom Peters on Passion http://www.youtube.com/watch?v=OYLhthJA6qc

Tom Peters on Innovationhttp://www.youtube.com/watch?v

=8AGTpu_i8sc&feature=related


Public Speaking (w/o powerpoint)Great American Speeches

with video and text

Reagan-Brandenburghttp://www.americanrhetoric.com/speeches/ronaldreaganbrandenburggate.htm

Reagan-Challenger http://www.americanrhetoric.com/speeches/ronaldreaganchallenger.htm

Minow-FCC http://www.americanrhetoric.com/speeches/newtonminow.htm

Gehrig-Farewellhttp://www.americanrhetoric.com/speeches/lougehrigfarewelltobaseball.htm

Movie Speeches

The Fountainheadhttp://www.americanrhetoric.com/MovieSpeeches/moviespeechthefountainhead.html

Tuckerhttp://www.americanrhetoric.com/MovieSpeeches/moviespeechtucker.html

Interviews

Steve Jobs and Bill Gates interview

http://www.youtube.com/watch?v=M3tUkyCRp0A&feature=related

Steve Jobs and Bill Gates interview

http://www.youtube.com/watch?v=K_TyX-wHI0k&feature=related

Senator Biden Interview http://www.joebiden.com/welcome/


More No PPT Speaking

U2's Bono at Harvard (w/video & text)

http://www.americanrhetoric.com/speeches/bonoharvardcommencement.htm

2001 Commencement Speeches

http://harvardmagazine.com/2001/07/speeches.html

Harvard Speeches http://athome.harvard.edu/

Archives http://athome.harvard.edu/archive

New Harvard President Inauguration

http://athome.harvard.edu/faust/watch

Jane Goodall http://athome.harvard.edu/janegoodall


Prior Homework


Facebook Page


www.facebook.com


[email protected]


Homework

Next Class 11/19 Elevator Pitch

30-45 seconds Practiced, but informal presentation No power point Self introduction Business Idea or research “commercial for you/your idea”


More Steve Jobs vs. Bill Gates

Source: presentationzen.blogs.com & supernews.com


Lesson 10

Elevator Pitches



3630

Class Schedule (Revised A)




11/19(水 )12:50-14:20 Elevator Pitches⑩11/26(水 )12:50-14:20 Business/Tech Presentations⑪12/3 (水 )12:50-14:20 Initial Student Presentation ⑫12/10(水 )12:50-14:20 Business Plan/Tech Poster Workshop⑬

1/14 (水 )12:50-14:20 Final Plan/Poster Presentation⑭1/21 ( 水 )12:50-14:20 Final Plan/Poster Presentation ⑮

(continued)

1/28(水 ) 　 Final Report Due



Research Paper Rewrite

Check list of submissions

Set time for meeting to discuss 15 minutes each, semi-room 31 (next door) Thurs. 11/20

15:00 ___________________ 15:15 ___________________ 15:30 ___________________ 15:45 ___________________ 16:00 ___________________ 16:15 ___________________

Friday 11/21 16:30 __________________ 16:45 __________________ 17:00 __________________ 17:15 __________________ 17:30 __________________

Tuesday 11/25 16:00 __________________ 16:15 __________________ 17:00 __________________ 17:15 __________________







Presentations & Public Speaking

Objective/Goal People Medium (eg. cnn/youtube debates) Form/Format/Structure Style Content Passion/Credibility/Gravitas/Quality


President (& CEO) Elect Barack Obama Victory Speech Excerpts(with written transcripts)

Part 1: http://jp.youtube.com/watch?v=otA7tjinFX4 (2:12)

Part 2: http://jp.youtube.com/watch?v=qxuo91L5f9Q&feature=related (1:45)

Part 3: http://jp.youtube.com/watch?v=oHCRqX6-zXw&feature=related (3:47)

Part 4: http://jp.youtube.com/watch?

v=oHCRqX6-zXw&feature=related (3:25)

Full speech http://jp.youtube.com/watch?v=Jll5baCAaQU&NR=1 (17:00)


Obama Victory Speech (Part 1)If there is anyone out there who still doubts that America is a place where all

things are possible; who still wonders if the dream of our founders is alive in our time; who still questions the power of our democracy, tonight is your answer.

It's the answer told by lines that stretched around schools and churches in numbers this nation has never seen; by people who waited three hours and four hours, many for the very first time in their lives, because they believed that this time must be different; that their voice could be that difference.

It's the answer spoken by young and old, rich and poor, Democrat and Republican, black, white, Latino, Asian, Native American, gay, straight, disabled and not disabled - Americans who sent a message to the world that we have never been a collection of Red States and Blue States: we are, and always will be, the United States of America.

It's the answer that led those who have been told for so long by so many to be cynical, and fearful, and doubtful of what we can achieve to put their hands on the arc of history and bend it once more toward the hope of a better day.

It's been a long time coming, but tonight, because of what we did on this day, in this election, at this defining moment, change has come to America.


Obama Victory Speech(Part 2)I just received a very gracious call from Senator McCain. He fought long and

hard in this campaign, and he's fought even longer and harder for the country he loves. He has endured sacrifices for America that most of us cannot begin to imagine, and we are better off for the service rendered by this brave and selfless leader. I congratulate him and Governor Palin for all they have achieved, and I look forward to working with them to renew this nation's promise in the months ahead.

I want to thank my partner in this journey, a man who campaigned from his heart and spoke for the men and women he grew up with on the streets of Scranton and rode with on that train home to Delaware, the Vice President-elect of the United States, Joe Biden.

I would not be standing here tonight without the unyielding support of my best friend for the last sixteen years, the rock of our family and the love of my life, our nation's next First Lady, Michelle Obama.


Obama Victory Speech (Part 3)The road ahead will be long. Our climb will be steep. We may not get there in one year or even one term, but America - I

have never been more hopeful than I am tonight that we will get there. I promise you - we as a people will get there.

There will be setbacks and false starts. There are many who won't agree with every decision or policy I make as President, and we know that government can't solve every problem. But I will always be honest with you about the challenges we face. I will listen to you, especially when we disagree. And above all, I will ask you join in the work of remaking this nation the only way it's been done in America for two-hundred and twenty-one years - block by block, brick by brick, calloused hand by calloused hand.

What began twenty-one months ago in the depths of winter must not end on this autumn night. This victory alone is not the change we seek - it is only the chance for us to make that change. And that cannot happen if we go back to the way things were. It cannot happen without you.

So let us summon a new spirit of patriotism; of service and responsibility where each of us resolves to pitch in and work harder and look after not only ourselves, but each other. Let us remember that if this financial crisis taught us anything, it's that we cannot have a thriving Wall Street while Main Street suffers - in this country, we rise or fall as one nation; as one people.

Let us resist the temptation to fall back on the same partisanship and pettiness and immaturity that has poisoned our politics for so long. Let us remember that it was a man from this state who first carried the banner of the Republican Party to the White House - a party founded on the values of self-reliance, individual liberty, and national unity. Those are values we all share, and while the Democratic Party has won a great victory tonight, we do so with a measure of humility and determination to heal the divides that have held back our progress. As Lincoln said to a nation far more divided than ours, "We are not enemies, but friends...though passion may have strained it must not break our bonds of affection." And to those Americans whose support I have yet to earn - I may not have won your vote, but I hear your voices, I need your help, and I will be your President too.

And to all those watching tonight from beyond our shores, from parliaments and palaces to those who are huddled around radios in the forgotten corners of our world - our stories are singular, but our destiny is shared, and a new dawn of American leadership is at hand. To those who would tear this world down - we will defeat you. To those who seek peace and security - we support you. And to all those who have wondered if America's beacon still burns as bright - tonight we proved once more that the true strength of our nation comes not from our the might of our arms or the scale of our wealth, but from the enduring power of our ideals: democracy, liberty, opportunity, and unyielding hope.


Obama Victory Speech (Part 4)This election had many firsts and many stories that will be told for generations. But one that's on my mind tonight is about a woman who cast

her ballot in Atlanta. She's a lot like the millions of others who stood in line to make their voice heard in this election except for one thing - Ann Nixon Cooper is 106 years old.

She was born just a generation past slavery; a time when there were no cars on the road or planes in the sky; when someone like her couldn't vote for two reasons - because she was a woman and because of the color of her skin.

And tonight, I think about all that she's seen throughout her century in America - the heartache and the hope; the struggle and the progress; the times we were told that we can't, and the people who pressed on with that American creed: Yes we can.

At a time when women's voices were silenced and their hopes dismissed, she lived to see them stand up and speak out and reach for the ballot. Yes we can.

When there was despair in the dust bowl and depression across the land, she saw a nation conquer fear itself with a New Deal, new jobs and a new sense of common purpose. Yes we can.

When the bombs fell on our harbor and tyranny threatened the world, she was there to witness a generation rise to greatness and a democracy was saved. Yes we can.

She was there for the buses in Montgomery, the hoses in Birmingham, a bridge in Selma, and a preacher from Atlanta who told a people that "We Shall Overcome." Yes we can.

A man touched down on the moon, a wall came down in Berlin, a world was connected by our own science and imagination. And this year, in this election, she touched her finger to a screen, and cast her vote, because after 106 years in America, through the best of times and the darkest of hours, she knows how America can change. Yes we can.

America, we have come so far. We have seen so much. But there is so much more to do. So tonight, let us ask ourselves - if our children should live to see the next century; if my daughters should be so lucky to live as long as Ann Nixon Cooper, what change will they see? What progress will we have made?

This is our chance to answer that call. This is our moment. This is our time - to put our people back to work and open doors of opportunity for our kids; to restore prosperity and promote the cause of peace; to reclaim the American Dream and reaffirm that fundamental truth - that out of many, we are one; that while we breathe, we hope, and where we are met with cynicism, and doubt, and those who tell us that we can't, we will respond with that timeless creed that sums up the spirit of a people:

Yes We Can. Thank you, God bless you, and may God Bless the United States of America


Effectiveness, Leadership, Action

“…in classical times when Cicero had finished speaking, the people said, ‘How well he spoke,’ but when Demosthenes had finished speaking, they said, ‘Let us march!’”

-- Adlai Stevenson (~1960)


Homework

Elevator Pitch 30-45 seconds Practiced, but informal presentation No power point Self introduction Business Idea or research “commercial for you/your idea”


“Elevator Pitch”

“Summarize the company’s business on the back of a business card.”

-Sequoia Capital

And then say it.

Whenever you need it

With Confidence, Honesty & Spirit


A concise, carefully planned, and well practised description about your company that your mother should be able to understand

What is an Elevator Pitch?

--WTP Capital LLP


Example

Dyson’s new washing machine:

Washing machine design has not developed for several decades, and current technology is ineffective and inefficient. More and more consumers are time-constrained and demand a fast wash, without losing cleanliness and efficiency. This revolutionary product design, with the ‘Contrarotator’ twin drum technology, manipulates and flexes the clothes in a unique way to release dirt more effectively. This results in a cleaner, faster and more efficient wash for the busy and environmentally aware household.


Structure & Content – Business Pitch

There are several things you could say: What market you’re in What the opportunity is What size is the opportunity/ market What your solution is Why it’s unique How you will make money

Choose the most important and interesting items. You could say more… but you won’t have time


Technology Focus:

We have developed a proprietary algorithm that models moving objects as trajectories and uses a dynamic variable to manage uncertainty. Our technology allows companies to optimize their mobile assets in real-time and develop a whole new class of location-based services.

Business/Solution Focus:

We offer software that improves a company’s ability to manage its mobile resources like trucks, equipment and personnel. Our solution is capable of sensing and reporting material deviations from routing plan or delivery schedules, as they happen, allowing quick corrective action where others can’t.

Source WTP Capital LLP


Speaking: How to get your point across in 30 seconds or less – Milo O. Frank

Objective Listener Approach Hook Subject Ask for it


Let’s Elevator Pitch

What is my company/product/research? What problem does it solve/study? Why should you care?

Why is it important? How are we different?

What have we done new?


Time Out

Take 5 minutes to think out and organize your pitch

Pair up and practice


Elevator Pitch Warm-up: Enunciation & Pronunciation

The sixth sick sheik's sixth sheep's sick.

* Guinness Book of World Records


Let’s Elevator Pitch

What is my company/product? What problem does it solve? How are we different? Why should you care


3 Keys to Good Speech (Dan Pink)

Brevity

Levity

Repetition


Homework

Next Class 11/26 – Topic: business & technology

presentations

Revise & Present Elevator Pitch Focus on Business Idea or Your research (for poster presentation

etc.)


Elevator Pitches

Guidehttp://www.canterburyhub.co.uk/services/planningdocs/

Elevator_Pitch.pdf

Guide http://www.answers.com/elevator+pitch?cat=technology

Guide http://www.businessknowhow.com/money/elevator.htm

Guidehttp://inventors.about.com/od/oneminutepitch/

Make_a_Promotional_Pitch_in_One_Minute_The_Elevator_Pitch.htm

Guidehttp://www.businessweek.com/smallbiz/content/may2005/

sb2005054_8868_sb037.htm?campaign_id=nws_insdr_may6&link_position=link23

Guidehttp://www.startupnation.com/pages/contact/

elevator_pitch.asp

Sample Elevator Pitches (Rice U.)

http://www.thebusinessmakers.com/2006/12/23/episode-81-rice-alliance-elevator-pitches/

Pitch Wizard: http://www.15secondpitch.com/new/pitch-wizard4.asp?tb=0


Unusual Business Ideas

tumbleweedshttp://potw.news.yahoo.com/s/potw/55334/

rolling-in-cash

pumpkins

http://potw.news.yahoo.com/s/potw/51271/extreme-halloween;_ylt=AjertXbYexIpE77ddCzgwr8KwId4

teenagegirlswebhttp://potw.news.yahoo.com/s/potw/52250/teen-

millionaire;_ylt=AgSCRyL2bDCrxyrvLjRilrwKwId4

wackydancing

http://potw.news.yahoo.com/s/potw/19574/dance-dance-revolution;_ylt=At9JqTgNTdmt6afsgpi0vK8KwId4

CITRIS Fire Display

http://youtube.com/watch?v=6z7nD69yn08


Other Great Presentation Sits

http://www.TED.com

http://jp.youtube.com/user/citrisuc (Berkeley Center for Information Technology Research in the Interest of Society)

Guy Kawasaki http://blog.guykawasaki.com/2005/12/the_102030_rule.html

VC http://whohastimeforthis.blogspot.com/2006/01/practicing-art-of-pitchcraft.html


Lesson 11


Format Exercise

Outlining

Self-Introduction

Research Introduction


Speaking exercise

Talk or Die


Content & Structure





Elevator Pitch

Goal: Get enough interest for a meeting Pitch Content (most interesting parts of):

Opportunity/problem to be solved Target market/customer Product/service to be created

Value being created Why it is better than competition

Business model (how firm will make money) Key people/backgrounds Resources needed Anything else unique that will capture

attention/interest


Elevator Pitch Topics

Class Project: Create a simulated “company”

1) Prepare Elevator pitch 30-60 second presentation in ENGLISH Idea for new business (we can create

in class)


Randy Pausch – the Last Lecture

http://jp.youtube.com/watch?v=ji5_MqicxSo


Reading a play


PechaKucha.Org


Poster Sessions

Poster Session http://www.swarthmore.edu/NatSci/cpurrin1/posteradvice.htm


Elevator Pitch – Key Ideas

Goal: Get enough interest for a meeting Pitch Content (most interesting parts of):



Business model (how firm will make money) Key people/backgrounds Resources needed Anything else unique that will capture

attention/interest


3-5 Minute Presentation

Add detail/background/support to your elevator pitch Images/diagrams/graphs



Business model (how firm will make money) Key people/backgrounds Resources needed – forecast, timeline


Purposes of Communication

Inform Convince (Entertain)


Prof Berkeley, Former Dean London B-School, Clinton Advisor:

Laura D. Tyson on Presentations

Content Audience Personal Style


Format

Outlining Exercises


Lesson 11


Presentation Design Tips

http://www.garrreynolds.com/Presentation/sample1.html




Purpose Clear Audience Focused Message Clear Topic Focused Concise (Economy of Words) Simple Sentence Delivery Strategic




Memos (Inside the Company) Letters (Outside the Company) Email (messages, distribution)


Classes 10-11

Revised Business Idea Presentation Formal Business Communication

(continued) - writing Business Plans & Presentations Cocktail Party Exercise


Homework Review

Outlining exercise Revised

Presentation Press release


MemosInside of Company

LettersOutside of Company

EmailMessages / Distribution Method






Purpose Clear Audience Focused Message Clear Topic Focused Concise (Economy of Words) Simple Sentence Delivery Strategic


Business Plan Insights

Business Plan is a “sales” document Used to get investor to buy part of company Used for internal planning

Most plans never read by Partner Most filtered out by junior staff May read exec summary

Good Length about 20 pages 2-5 page executive summary 2-3 pages of financials Additional support in appendices


A Good Plan Concisely Explains…

Why this is a great idea How it will be executed How return will be maximized How risk will be minimized What is the sustainable competitive

advantage / barriers to entry (being copied)


Business Plan Topics

Opportunity Context/environment Pain/Cure Problem/(New)Solution Market Size and Analysis Competitor analysis (now and future)

Model Product/Service definition and path Sales & Marketing Plan Strategic Plan, Alliances Team (right team is basic requirement) Financials (risk, reward, assumptions, drivers)


Making a Successful Venture Business

Idea Entrepreneur Team

CustomerMarkets

StrategicPartners,EarlyUsers,Supporters

Capital Yen/ $

BusinessModel &Strategy

Sales & Marketing

R&D, Production,Operations

Suppliers, Distributors


Typical Business Plan Outline

Cover Page Table of Contents Executive Summary Opportunity/Solution

Market Dynamics Value Proposition Competition

Product/Service People

Management, Key Employees, Staffing, Directors, Advisors, Professional Services Providers)

Marketing Distribution Operations Finance (Historical, Forecasts, Requirements Risk Management


Executive Summary

Most important section Often used to filter out plans Often written/revised last Typical Components

Vision Statement – What we want to create Mission Statement – How we create it Business Strategy & Model Summary of key components Credible promotion of investment opportunity

Handout Sample (are you interested? convinced?)


The Cocktail Party Exercise

Loosely based on MIT Sloan School Entrepreneurship Center exercise

Goals: more effective Personal Networking Casual business conversations Enjoyment and learning

Pick 2 topics from the hat Meet, greet and speak


Homework

Next Class 1/11/08 Business Teams/Presentation Template Read

Pacnet Business Plan Case Study Truck-it Now B-Plan Executive Summary

Skim McKinsey GHG Report Exec. Summary

Have a Nice Holiday In NY/NJ from 12/24-1/8 (snow, 5˚c) What is your New Year’s Resolution?


Classes 12 and 13

Pacnet Case Business Plan Workshop


Past Homework

Next Class 1/11/08 Anyone else have revised pitch/release? Business Teams/Presentation Template Read

Pacnet Business Plan Case Study Truck-it Now B-Plan Executive Summary

Skim McKinsey GHG Report Exec. Summary

Have a Nice Holiday In NY/NJ from 12/24-1/8 (snow, 5˚c) What is your New Year’s Resolution?


PACNET BUSINESS PLAN1993


Basic Business Plan Questions

What is the opportunity? What is happening? Why? How big can it be? When?

What is the business strategy? Does it fit? Is it sustainable?

What is the business model? How do they make money?

Are these the right people? Does company/reader have enough

information?


Background (p 1-2)

Early 1993 Dr. Kevin Wang Team prepared business plan What stage is PacNet? (no business yet) Will meet 3 groups of possible investors Negotiating with consultants and advisors

who had been helping to advise, develop plan could he get them to join company, if capital is

raised Planned Silicon Valley headquarters Sitting on the beach nearby


Market Context 1993

Almost no general public reference to or awareness of Internet (but awareness in certain markets)

Sense of “Changing Tide” from educational use to commercial (commerce use) of Internet

DOS V / Windows 3.1


PacNet Investors

Current: Nakamoto, Wang?, Others? How much? ($100,000)

Potential Japanese Trading Firm (potential customer, channel) Group of Private Hong Kong Investors 　 Venture Capital Firm

Why interested (strategically, financially) How to position and convince investors


Table of Contents – Outlines Story

[Executive Summary] (should be listed)

Business Opportunity1.1 Internet is Huge and Spans the Globe1.2 Exponential Growth Will Continue for Foreseeable Future1.3 International Commercial Use is Fastest Growing

Segment1.4 Unmet Needs of Target Market1.5 Pacific Internet Nodes are Key Players1.6 Technology is Proven

Business Strategy2.1 Goals & Objectives (generic title vs. become dominant

provider)2.2 Buy Existing Nodes2.3 Deliver Value-Added Products & Services2.4 Focus on Sales & Marketing2.5 Consolidate Operations 2.6 Position Against Major Competitors

Organizational Plan (all generic titles)3.1 Plan of Organization3.2 Founders and Management Team3.3 Implementation of Organizational Plan3.4 Company Values

Financial Outlook4.1 Financial Summary4.2 Revenue Forecast4.3 Income Statement4.4 Cost Structure4.5 Source and Use of Funds4.6 Balance Sheet4.7 Capitalization and Dilution

Risk Management


Executive Summary - Highlights

Goal: be dominant Internet provider in Pacific Rim Target: Businesses, professionals, corp. research Opportunity driven by coupled phenomena

from rapid Internet growth Internet commercialization (from .edu to .com)

Strategy – to control key nodes (PINs) in region Want $6 million dollars, plus some more later

Is it enough? Founders created other technology companies If this works investor would get a great return


PacNet Business

PacNet provides Internet service (ISP) Customer application: low cost

communication email, files, information communicate with employees, customers,

vendors (assumes customers, vendors also have access)

global reach at no extra charge


Company Team – Is it Right?

Dr. Wang Asian-American, University Lecturer in Hawaii

on I.T. Ex-telecom consultant for global companies 3 prior tech-venture successes (merged)

John Nakamoto Currently business development for fax/modem

vendor – working with online services AOL, CS Worked with Wang on PXD & at Booz-Allen

Others unknown, unsettled? can current university staff change to for-profit

model?


PacNet Business Strategy - Goal

Goal (p.8): Become dominant provider of Internet services to Pacific Rim businesses, professionals and corporate research, in 3-4 years

Possible? likely? dreaming? necessary?


PacNet Business Strategy - Plan

Rapidly acquire existing nodes/PINs from universities

Develop new services, with partners

Expand marketing and sales

Improve operations and efficiency

Washington

Stanford

San Diego

HawaiiTokyo

Kyoto

Seoul

Taiwan

Hong Kong

Singapore

Sydney

PotentialPacnetNetwork


Competition

Current: PSI, ANS, Universities Future:

Big Players?: NTT, ATT, MCI+ many resources, customer relationships, access does Internet compete with their current business

Other Dr. Wongs: is he the only one “sensing” this Online services: AOL, Compuserve (not mentioned

as direct competitors, but as Nakamoto’s contacts) Competitive Advantages

Entrenched customer base Proprietary software Geographic focus

High switching costs


Market & Customer Target

Current: 10 million users Educators, scientists, some businesses Used globally

Target: Pacific Rim (currently 2 million) – large, fast growing Move focus to commercial business (expect 50% use) Businesses, professionals, corporate research (not

consumer, not e-commerce) Key product requirements for corporate use

Economical Reliable Convenient


Chasm Challenge

Move from innovator/early adopters in to Early Majority

Innovators EarlyAdopters

EarlyMajority

LateMajority

Laggards

Time

AcademicsTech. Fans

Main Market


Revenue Forecast Assumptions (p19)

PIN Access $29.9 million by 1997 200 customers/PIN @ $24,000/large

customer Add 100/PIN/Year <$24,000?

Value-Added Services $13 million by 1997 $9.1 mil. Security

<<$24,000/customer/year $3.9 mil. Interface


Expand marketing and sales

Create sales force at each PIN Staged

Segment Targeting

Good order? Better order?

Is PacNet a marketing-based company or technology company? How important is sales and marketing? Much of target segment is unaware of Internet

Very expensive marketing

Large High Tech Firms

Technical Departments in Medium And Small High Tech Companies

Pacific Rim Fortune 1000

Vertical Markets:Trading, Auto, Chem., Elect., Indus., Fin’l…3-vert. solutions

1-redesign

2-new products

Nowexpand


Rapidly acquire existing nodes

Preemptive strategy Acquire from universities

(versus build own) Acquisition risks

Will universities sell? Can they? National differences? Is the “cash infusion” significant for them?

Need 7 PINs for plan “Critical mass” (p.9) “why 7?”

Have yet to show success, or step toward contract


Develop new services, with partners

Provide new proprietary products and services New revenue source Adds to inherent value of network Improve ease-of-use, create proprietary service

Partner (rather than develop) – lowers investment, focuses, moves faster, co-ops brand (e.g. Reuters)

What is their special “know-how” if everything comes from outside?


Improve operations and efficiency

Standardize systems, equipment Development, installation, maintenance Customer service

Consolidate operations Communication services under one supplier (p12)

Economies of Scale Bigger has lower cost/unit

Are these realistic, significant? Operations, customer service across borders? One supplier risk

Many PINs have backlog of unfulfilled orders (p16)


PacNet Use of Cash PIN acquisitions

(more needed earlier $4.8 mil. total) Software development

(grow from $1.4-3.0 million) Equipment purchases

(become largest in 1995) Daily business operations (working capital)

Strategy: Minimize cash needs by partnering using stock for acquisitions

Assumes all PINs operating at “breakeven” Assumes PINs are not losing money


Financial Statements

Income Statement (where is the mistake) Costs: Staff 25%, Telecom: 20% 24% of operational cost is depreciation Installation?

Sources & Uses (Cash Flow, Statement of Changes) Where does cash come from? Where does it go? How much cash is needed, when?

Balance Sheet What are the key assets, liabilities?

Value Projection (rare and dangerous) Why include this? Why 30 P/E Explains PIN ownership

Assumptions Biggest?

First year month-by-month missing


Investors & Ownership

Two private placements 1993 $6 million 1994 $6 million (after 3 PINs

acquired) Stock types

Common Unrestricted Restricted Option Pool

Preferred Investors (Series A, B) PIN (Series C, D, E, F)

Stock pricing increases over time

PIN 25%

Founders 18.75%

Investors 37.5%

Options 18.75%

1997


Risks (which is biggest?)

Acquisition Strategy not successful Software Partnership risks Value-added services not successful Depend on key employees Changes in government policies Major play competition

May acquire PacNet if it is at “critical mass” Unable to raise second round Other, unstated risks?


Business Presentation/Plan Workshop

Widget Inc format Truck It Now Your Business ideas


Final Assignments (1-2 people/plan)

1/25 Final Presentations (English) 10-15 minute presentation plus Q&A

I may also interrupt with questions Try to use format – cover the issues Goal: convince to make investment

2/?? Final Report (English) Executive summary 3 pages (English) – similar to Truck it Now Goal: convince to make investment


Advice and Comments

Relax and enjoy the opportunity English need not be perfect

Business communication is key Communication occurs when the

listener/reader understands Adjust to your own presentation style,

strengths/weaknesses



Why? – Why communicating? What’s your goal? Who? – Who is your audience? What? –What do you want them to know? How? – Approach, Tone, Format When? – Time, how long, how often Where? – Location, mode (online, real) So? - Are you convincing? Would you invest?


In classical times when Cicero had finished speaking, the people said, ‘How well he spoke,’ but when Demosthenes had finished speaking, they said, ‘Let us march.’ —Adlai Stevenson

So What?


Business Plan Insights

Business Plan is a “sales” document Used to get investor to buy part of company Used for internal planning

Most plans never read by Partner Most filtered out by junior staff May read exec summary

Good Length about 20 pages 2-5 page executive summary 2-3 pages of financials Additional support in appendices


A Good Plan Concisely Explains…

Why this is a great idea How it will be executed How return will be maximized How risk will be minimized What is the sustainable competitive

advantage / barriers to entry (being copied)


Executive Summary

Most important section Often used to filter out plans Often written/revised last Typical Components

Vision Statement – What we want to create Mission Statement – How we create it Business Strategy & Model Summary of key components Credible promotion of investment opportunity


Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285-3630

Class Schedule (Revised B)




11/12(水 )12:50-14:20 Elevator Pitches⑩11/19( 水 )12:50-14:20 Business/Tech Project Plan Case ⑪

Study11/26(水 )12:50-14:20 Initial Presentation ⑫12/3 (水 )12:50-14:20 Business/Tech Project Plan Workshop⑬12/10(水 )12:50-14:20 Final Plan Presentation⑭12/17(水 )12:50-14:20 Final Plan Presentation (continued)⑮

