01-04-2020-3rd Edition ML Pre-Int(1) (1171843), страница 42
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One of my biggest customers will be visitingDirectors was unhappy because we didn't meet the deadline for openingI 5th. It finally opened in January. However, wetrade magazines and did a number of presentations to our distributors.forecast sales of at least $ 1 ,000,000 in the first year.It was money well spent. We've had a lot of orders already and goodC02 TRACK 30 (I = INTERVIEWER, IS = IAN SANDERS)comments from customers.1:M: I'm really pleased to hear that.C02 TRACK 23 (F = FIONA, M MARTIN)M: Anything else to report?=How far ahead should businesses plan?IS: I think that depends on the size of the business. Ifyou're a businessthat has a commitment from a client for three years, you have a threeyear contract, it makes sense to have a three-year plan, because you can161Scanned for Agus SuwantoAUDIO SCRIPTSproject forward those revenues, you know that relationship will be inplace, and you can make some assumptions about what you need todo as a business in order to deliver the requirements of that contract.But 1 think for a lot of other businesses, three years is a long time.
Fora lot of smaller businesses, new businesses entering the market, um,especially in tcclmology for instance, when who knows what trendsarc going to come into play next month - new software, new platforms- you really can't have a three-year plan.
For me personally, I like theidea of a three-month plan, because it feels very manageable. I'm notguessing. And I think that is the problem with business planning; itcan sometimes be 'business guessing:C02 TRACK 31 (I = INTERVIEWER, IS = IAN SANDERS)1: What are the best business plans you know?IS: I think the best business plans are ones that arc simple and flexibleenough to take into account changing markets and changingsituations. Any plan that is too fixed or too set in stone becomes veryunwieldy, because it can't accommodate economic changes, marketchanges, technology changes.C02 TRACK 32 (I = INTERVIEWER, IS = IAN SANDERS)1: Can you think of a business plan that failed?IS: Yes. I think there are thousands of business plans that have failed,because you're not always going to get it right.
Entrepreneurs andbusiness owners cannot predict the futme, and I don't think that'sa bad thing that the business plans fail. I think it's important thatwe as entrepreneurs learn lessons, and ifsomething's not right,we can adapt it.So I think, um, failure is not a bad thing. I mean, I can think of abusiness, an entrepreneur I met recently, who had set up a verysuccessful international web-based business, where entrepreneurs andstart-ups can create business cards very cost-cA'cctively. Now, whenhe was planning that business, he planned a previous version of it,and the previous version failed.
And it was his lessons that he learnedin that failure that led him to create Version 2, if you like, which hasbeen enormously successful. A11d I said to him, 'Well, could you everhave anticipated or planned for what is the success now?' And hesaid, 'Well, no, because I was focused very much on something else. Ilearned my lessons. It didn't work. And now we've created somethingelse.' So great! He is a success because he failed, you know, that's ...and that's fine.CD2 TRACK33A: We need to decide exactly when we're going to move.
Any suggestions?B: Er, I thinkJuly would be the best time. It's very quiet then, isn't it?A: You mean, we don't do too much business then.B: Exactly. Our sales are always down that month, and quite a few staffC:B:C:B:C:B:A:B:A:B:A:B:A:B:arc away on holiday. We could move all the office equipment at theweekend. Do everything at once. That's the best way ...Could I just say something?Go ahead.I think we should take longer to move. A weekend's too short.ln my opinion, we should do it department by department.How do you mean exactly?Well, each week a different department can move.
·n1at way, therewould always be people here who could handle customer enquiries,phone calls and so on.Hmm, I see what you mean. Maybe it would be better to phase themove over several weeks. Of course, we'll have to keep our staffinformed at every stage of the move. We can do that mainly by e-mail.Now, moving on to the question of transport. We've contacted twocompanies, National Transport and Fox Removals.Sorr)', could I just comment on that, Mark?Certainly.I don't think it would be a good idea to usc National. I've heard oneor two things about them - I don't think they're very reliable. But Foxwould be fine. They've got an excellent reputation in the trade.OK, perhaps it would be better to use Fox, then.
You know, there'sanother possibility. We could get our own people to do the moving.What? You think our transport department could do the job?Why not? "fl1ey're not too busy in July.I don't think that's a good idea. This is a really big job. We need aspecialised firm for that, like Fox. 1l1cy've got the experience and willdo a good job, even if it docs cost us a bit more. Also, Fox oflers a freeconsultation service.Mmm, you're probably right. I'll call Fox and discuss the relocationwith them.
I'll see if I can persuade them to lower their price a little.C02 TRACK 34A: You know, I think the magazine could do really well if we plan itB:A:B:A:B:A:B:A:carefully. 1l1ere's a really big market for it, and I feel it's the right timeto launch. 1l1e main thing will be to make it different from the othermagazines out there.Yes, it's got to have some unique features, but 1 'm sure we'll come upwith some. OK, what about target consumers? l'd say we should beaiming at men and women in the 20 to 40 age range. Right?That makes sense to me. l think the magazine will also need to haveclear sections. I've looked at a lot of health-and-fitness publications inthe last few weeks. Some are an absolute mess, you've no idea where tolook for the topics you're interested in.Yes, we must have well-organised content and really interestingfeatures. Maybe a regular feature on a celebrity - a film star or topathlete talking about health and fitness?Yeah, that'd be very popular.
But pretty expensive ...It would really increase sales. People love reading about the lives ofcelebrities. Another thing, you k.J10w, once we get some readers, weneed to keep their loyalty, so they go on buying the magazine. We mustfind ways of doing that.Of course. 'Jl1e website can help us to stay closely in touch with readersand keep them buying the magazine. Do you think the online contentshould be free of charge?Mmm, I suppose we could ofler some free content. Then make readerspay a subscription for premium content - extra materials like DVDworkout programmes - that sort of thing.OK, let's sec what the teams th.ink about that.
1l1ey'll have plenty ofgood ideas for the magazine and website.WORKING ACROSS C U LTURES 3CD2TRACK35CALL lA: It's the first time we have heard about this, and my view isthat we should find out more about what the markets think,becauscB: No, I think this isA: -and then it wiiiB: -because of the way thatCD2TRACK36CALL 2It's the right time to think about the new marketing strategy for all the newranges across all the markets, except for the Latin American region, whereI think we should ...CD2TRACK37CALL3A: Well, I don't think it will work here, but I like the idea in general ...B: Sorry, I don't k.J10w who said that ...
where are you?A: Yes, sorry, this is Carlos in Australia.CD2TRACK3BCALL 4Yes, about the marketing strategy ... well, this reminds me of the time whenI was playing golfwith Mr Takagi, and he told me about the best way tohit the ball. 1l1ere's an old Japanese proverb, which is a very good way ofremembering the ...CD2TRACK39CALL 5Yes ... hello ... is there anybody there? I'm a bit late, sorry.
How docs thismicrophone work again? Let's see ... If I do this, then maybe ...CD2TRACK40CALL 6A: Martin, what do you think?B: Well, my suggestion is to look at the finance again to try and save ...CD2TRACK41Hello, everyone. Right, in this afternoon's session of the cultural trainingcourse, and before you go to your breakout groups, I'd like to talk a bitabout international conference calls.
1l1ese arc becoming more and morecommon and cheaper, now that the Web is being used for phone calls.Firstly, I'd like to look at the most common problems, and then moveon to a few tips and pieces of advice.I suppose many things are common sense. However, it can all take somegetting used to. 1l1e first thing to say is about technology. This is probablythe most common problem I hear about. ll1ere arc a lot of difl'crentsystems and, as with all technology, it sometimes goes wrong. Systemscan crash and people get cut off- so be prepared for that, as it can be veryfrustrating.
Also, there are times when there are people taking part in a162Scanned for Agus SuwantoAUDIO SCRIPTSconference call who are not f.1miliarwith the technolog)' and who don'tknow how the equipment works. ll1is is a training issue.The other thing is, background noise can be a big problem, especially if amobile or cell phone is used, as these tend to pick up a lot ofbackgroundnoise.
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