商务英语入门第二章-外教社修订版.ppt

1、高等学校英语拓展系列教程,主 编：任书梅 王璐,副主编：曹颖,外语教学与研究出版社,Chapter 2,企业创建,Business Start-up,Lecture Outline,What Does it Take to Be an Entrepreneur? 企业家需要哪些素质？,How to Discover a Winning Idea 如何挖掘成功的商业理念,Evaluating Your Chance for Success 审视成功的机率,Getting Started 启动并运作,Organizing your business 组织企业,Now That You are Up

2、 and Running 发展与腾飞,Determining If You Are Succeeding 明确企业是否走向成功,Lead-in activities,Nowadays it is very popular for students to send flowers to teachers, friends, or classmates. You see this opportunity and want to open a flower shop on campus.,Lead-in activities,Do you think it is right for you? How

3、 can you transform your dream into reality? What capital and personal skills do you need, but dont have? What other aspects should you consider?,Lead-in activities,You can use the words or expressions in the following box:,location name size customers money employee run manage consult information al

4、one partner advertising consistent hard-working main product or service short-term goals self-confidence get professional help long-term goals self-discipline how to arrange time make sacrifices business plan business opportunity first things first make a profit full-time part time,What Does It Take

5、 to Be an Entrepreneur?,See Opportunity Where Others Do Not, See opportunity and build your dream into reality, then realize Chinese Dream.,Self-Motivated, Keep your focus; Have your own motivation to go on and get the work done; Have the determination to get through the tough times.,Willing to Make

6、 Sacrifices,Know Where You Are Headed, Work long hours; Cut leisure activities like getting on line, watching TV, dancing, etc. Have less time to chat with friends., You should have a strong set of business skills and get a better idea of yourself.,What Does It Take to Be an Entrepreneur?,Arent Afra

7、id to Fail, Failure is mother of success. Business can fail. They fail all the time. You must be able to take some risks.,What Does It Take to Be an Entrepreneur?,Additional Info,Personal Traits,What Does It Take to Be an Entrepreneur?,The Successful Entrepreneur and Philanthropist,Additional Info,W

8、hat Does It Take to Be an Entrepreneur?,What Traits do You Find in Bill Gates?, Strongly believes in hard work; Being ambitious, intelligent and competitive; When in college, he and his close friend Allen started a new company; Developed a small computer to measure traffic flow to found around $200,

9、000; Dropped out from Harvard; Worked very hard to achieve his vision.,What Does It Take to Be an Entrepreneur?,Additional Info,Chapter,2,10 Traits of Steve Jobs,1. Focus 2. Aim for simplicity 3. Be brutal with yourself 4. Constantly reinvent your work 5. “Stay hungry, stay foolish” 6. Create a “rea

10、lity distortion field” 7. Realize one day you are going to die 8. Embrace failure 9. Diversify your experiences 10. “Good artists copy, great artists steal”,What Does It Take to Be an Entrepreneur?,Additional Info, What traits do you think you posses? What is most important to be a successful entrep

11、reneur? Do you know anyone who seems to have the entrepreneurial spirit? Why?,What Does It Take to Be an Entrepreneur?,Questions for discussion,Take Hongmin Yu, the founder of New Oriental, for example,How to Discover a Winning Business Idea,Examine Your Own Skill Set for Business Ideas, What have I

12、 done? What can I do? Will people be willing to pay for my products or service?,Keep up-to-date and Identify Business Opportunities, Read or watch news regularly to find possible business ideas. Keeping up with current events will help you identify market trends, new fads, industry news.,Invent a Ne

13、w Product or Service, Ask people about additional services that they would like to see. Focus on a particular target market and brainstorm business ideas for services that that group would be interested in.,Add Value to an Existing Product, Put a product through an additional process that increases

14、its value Add services, or combine the product with other products,How to Discover a Winning Business Idea,Investigate Other Markets, Finding out about other cultures and investigating other market opportunities is an excellent way to find business ideas.,Improve an Existing Product or Service, Ther

15、e are very few products (or services) that cannot be improved. Start generating business ideas by looking at the products and services you use and brainstorming ideas as to how they could be better.,How to Discover a Winning Business Idea,Get on the Bandwagon, Sometimes sudden events can bring a gre

16、at demand for something, like during H7N9 epidemic, for facial masks.,How to Discover a Winning Business Idea,Chapter,2, How many business ideas can you discover around you after reading this part Write them down and see which one is more practical?,Questions for discussion,Computer maintenance Clea

17、ning service Pet sitter restaurants for dogs and cats selling traditional jewelry Employee-monitoring services Traveling salon,Hints:,How to Discover a Winning Business Idea,Evaluating Your Chance for Success,Market Assessment,Do some research to get to know more about your market. Find out the foll

18、owing in your research: Who are your potential customers? Will their characteristics affect where you need to be? How can you reach your customers? How much will they pay for your product or service? Who are your competitors? How will you be positioned in the marketplace?,市场估计,Financing Assessment 资

19、金估计,If the startup costs are more than you have on hand and more than you will be able to earn right out of the gate: one possible solution is to get a loan for your business from a bank. A second solution, chosen by many small businesses, is to raise the money yourself, perhaps by taking out a seco

20、nd mortgage or by selling some of your possessions.,Evaluating Your Chance for Success,Financing Assessment 资金估计, A third solution is to borrow from family and friends; A fourth solution is to take on partners and investors.,Evaluating Your Chance for Success,Learning From Others,One of the best way

21、s to learn how to run a small business is to talk to others who have already done it. They will tell you that location is critical. They will caution you not to be undercapitalized. They will warn you about the problems of finding and retaining good workers. They will tell you to keep good records a

22、nd hire a good accountant.,Getting Started,Getting Some Experience, Learn small-business management by becoming an apprentice or working for a successful entrepreneur, at least for three years. Start a business part-time, during your off hours or at weekends, you can experience the rewards of workin

23、g for yourself while still enjoying a regular paycheck.,Getting Started,Getting Started,Building a Business Plan, Business plan: a detailed written document that defines the goals of your business and describes the means you will use to attain those goals. Some essential components: Description of t

24、he business. The marketing plan. The financial management plan. The operations management plan.,Organizing Your Business,Choosing a Form of Organization, Sole proprietorship Partnership Corporation Limited liability company Joint venture Franchise,Organizing Your Business,Naming Your Business, When

25、selecting a name, try to make the name short, easy to remember, descriptive of the business, and capable of drawing attention. The name of your business must not be misleading or in any way imply something that the business is not.,Organizing Your Business, Choosing whether to lease office space or

26、work from home; Choosing the best geographic location for your business ; Negotiating a lease for your office. A lease agreement is a contract between you and the owner of the property.,Locating Your Business,Organizing Your Business,Opening Your Business at the right time,A couple of suggestions fo

27、r timing the start of your business: If your business is seasonal, start it at the beginning of the strongest season. If you want to open a retail business, consider starting it just before the Spring Festival holiday, or on National Day, etc.,Organizing Your Business,Buying or Leasing Equipment, Fi

28、rst, you will have to determine what you need. Next, you will have to determine how best to acquire it (for example, whether you should buy or rent. If you decide to lease your equipment, youll have to enter into a lease agreement. ) Finally, you will have to determine how to install it and take car

29、e of it.,Organizing Your Business,Getting Licenses and Permits, A general business license is assessed annually for the privilege of operating a business in the jurisdiction. A special license is one that is issued to a business that will provide products or services that require regulation.,Organiz

30、ing Your Business,Getting Licenses and Permits,In order to get a permit to operate your business, you must comply with state and local ordinances. State and local governments regulate the safety, structure, and appearance of the community through the use of local laws,Organizing Your Business,Market

31、ing Your Product or Service,A few suggestions for marketing and advertising on a shoe-string budget: Advertise in the local newspaper; Mail or hand deliver flyers announcing your business; Advertise through coupon mailing services; Develop customer lists from friends, family, and business associates

32、, and send out direct mailings.,Organizing Your Business,Marketing Your Product or Service, Put a business sign on your car door; Allow customers to sample your product or service by giving it away for free for a short time; Get professionally designed business cards.,Organizing Your Business,Hiring

33、 Employees,Step 1 Writing Job Descriptions Before hiring employees you need to have a clear understanding of the position that needs to be filled. A job description is a statement detailing the job duties and responsibilities.,Additional Info,Organizing Your Business,Hiring Employees,Step 2 Recruiti

34、ng employees When recruiting candidates your goal is to attract a large quantity of qualified individuals to apply for your job position. You can do this through various recruiting methods.,Additional Info,Organizing Your Business,Step 3 Screen Candidates You can screen potential employees by: revie

35、w their resumes; short phone interviews; applications. Note: In your application be sure to include contact information, education background, employment history, and references.,Hiring Employees,Additional Info,Organizing Your Business,Step 4 Interviewing Employees After you have shortened your lis

36、t to the most qualified candidates you are ready to schedule interviews.,Step 5 Checking References Checking your candidates references is your opportunity to get first hand information about your candidate and their past work experiences.,Hiring Employees,Additional Info,Organizing Your Business,St

37、ep 6 Making the Hire Now you can call the lucky candidate and tell him/her the good news. You can include statements such as “We appreciate you taking the time to apply for our job position” and “We wish you the best of luck in the future.”,Hiring Employees,Additional Info,Organizing Your Business,S

38、tep 7 Completing legal paperwork You must obtain an Employers Identification Number (EIN) and you are required to have workers compensation insurance. Be aware that you will be responsible for making social security tax payments for your employees.,Hiring Employees,Additional Info,Now That You Are U

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

40、he mail as well. Valuable information and opportunities come in the mail.,In order to secure your success, you should get in the habit of：,Now That You Are Up and Running,Practicing Computer Security, Use passwords, and change them often. Restrict access to your electronic files as much as you can.

41、Also, back up your data every day., Be discreet about how much you reveal of your business or personal information to anyone, including your banks.,Maintaining Confidentiality,Now That You Are Up and Running,Using Locks, Alarms, and Cameras, Locks and keys are a high priority for securing physical a

42、ssets. A subtle notice or a dummy TV camera with a little flashing red light.,Now That You Are Up and Running,Managing Risks,Managing risk can be done in several ways. prevent it by, for example, practicing good fire safety; avoid it by, for example, subcontracting a part of your product manufacture

43、 involving hazardous materials; spread it by, for example, backing up your computer files and keeping the copy at a separate location;,Now That You Are Up and Running, absorb it by assuming that certain losses are an acceptable cost of doing business; transfer it by sharing the risks with an insuran

44、ce company.,Managing Risks,Determining if You Are Succeeding,The First Step to Success: Infancy, how to get customers; how to deliver the product/service to the customers; how to broaden the sales base to get more customers; how to get enough cash to cover the startup phase;,The three basic stages on the road to success are:,Determining if You Are Succeeding,The Second Step: Survival, Income is sufficient to cover expenses, to break even, and to renew assets as necessary. Income is growing so that a small profit might be realized. Employees may be necessary, but systems are still