The Structure of a Business Plan
The structure of the business plan is not fixed, but its main points are listed below.
Business Plan Headers
· Company profile— This provides a description of the company and of its activities from its establishment to the present day.
· Market and competition analysis—This section of the business plan should include the results of detailed primary and secondary research conducted by the company with respect to the demand for its products. In addition, this section usually includes an analysis of the profitability of the industry and of legal and regulatory restrictions imposed in the field.
· Vision and strategy— In this part, the company should specify its vision and its strategy for realizing it.
· Product or service description— This part focuses on the solution proposed by the company, including a detailed description of the product and the technology, the company's intellectual property, competing products, and why the product is superior to them.
· Development plan— This part describes the development process, the current development status of each product and service, and the scope of the development team and budget.
· Operating plan— This part describes the company's organizational structure, such as the structure of the production setup, the costs of labor and materials, logistics and service, and a plan for acquiring the means of production and computers.
· Marketing plan— In this part, the company needs to specify, among other things, its objectives with respect to each segment of the target markets, the existing and planned marketing channels, the pricing of the products for distributors and the structure of their remuneration, the advertising plan, and the incentives to be given to customers.
· Management and ownership— This part describes the management team, including brief resumes of the senior management.
· Financial forecasting— The forecasts need to be accompanied by full and detailed statements, and will usually include the projected operating budget (research and development, operations, general and administrative expenses, marketing), projected financial statements, economic analyses (return on equity, return on investment, and so on), and sensitivity analyses (the projected effect of any change in the various parameters on the forecasted business results).
· Appendices— Here will be found a specification of the expenses, table of comparison to competitors, full executives bios, letters from customers, and so on.
The order in which items are presented in the business plan and the degree to which various issues are emphasized change from one company to another in accordance with its field, innovativeness (for instance, a more detailed explanation of the product, as opposed to an emphasis on the description of the competitors), current status, and so on.
Лексика к тексту:
restriction – ограничение, сужение
to impose – налагать, помещать, навязывать
superior – начальник, превосходный
scope – область, сфера деятельности
current – поток, ток, течение, направление
to acquire – приобретать, получать
target – предназначаться, иметь целью, цель, мишень
remuneration – вознаграждение, компенсация
incentive – побудительный, поощрительный
forecast – предсказывать, прогнозировать
equity – акция, активы, собственный капитал
accordance – соответствие, гармония
oppose – выступать, возражать, противодействовать
16) Разделитесь на группы по 3 – 4 человека и попробуйте построить собственный бизнес-план, опираясь на текст.
Foreign Trade
International trade can be defined as the exchange of goods and services between different countries. Depending on what a country produces or needs, it can either export (send goods to another country) or import (bring in goods from another country). Goods brought from abroad or sold abroad are called visible imports or exports. Services, such as insurance, freight, tourism, technical expertise are called invisible imports or exports.
The total amount of money a country makes including money from visible and invisible exports, for a certain period of time, usually for a year, is Gross National Product, or GNP. If a country sells more goods than it buys, it will have a surplus. If a country buys more than it sells, it will have a deficit.
The main difference between domestic trade and international trade is the use of foreign currencies to pay for the goods and services crossing international borders. Whenever a country imports or exports goods and services, there is a resulting flow of funds: money returns to the exporting nation and money flows out of the importing nation. Trade and investment is a two-way street, and with a minimum of trade barriers, international trade and investment usually make everyone better off. International trade is controlled by governments in different ways. The most common measures taken are tariffs and quotes. A tariff is a tax imposed on imported goods, where as a quota is the maximum quantity of a product that may be admitted in a country during a certain period of time. These measures are said to be protectionists in that they raise the price of imported goods so that domestically produced goods will gain a price advantage.
Some trade barriers will always exist as long as any two countries have different sets of laws. However, when a country decides to protect its economy by erecting artificial trade barriers, the result is often damaging to everyone, including those people whose barriers were meant to protect. The purpose of international organizations such as GATT (General Agreement on Traffics and Trade) or EFTA (European Free Trade Association) is to regulate tariffs and to reduce trade restrictions between member countries. The European Community (EC) was founded in 1957 in order to create a common market free of all physical, technical and fiscal barriers. EC members are: Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Luxemburg, the Netherlands, Portugal, Spain, the UK and others.
Лексика к тексту:
foreign trade – внешняя торговля
domestic trade – внутренняя торговля
visible – видимый
invisible – невидимый
total – общий, целый
amount – сумма
freight – фрахт
surplus – излишек, активное сальдо
deficit – дефицит
tariff (tax) – налог
quota – квота
border – граница
measure – мера
protectionist – протекционистский
artificial – искусственный
to earn – зарабатывать
earnings – доходы, поступления
expenditure – расходы
commodity – товар
Commodity Exchange – товарная биржа
Stock Exchange – фондовая биржа
17) Ответьте на вопросы:
1. What goods are called visible and invisible ones?
2. What is the main difference between domestic trade and international trade?
3. What are the most common ways of controlling international trade?
4. A quota is a tax imposed on imported goods, isn’t it?
5. What is GNP?
6. How long will trade barriers exist?
7. What international trade organizations do you know?
18) Найдите синонимы:
The market is easy, financial market, producer, the market is week, quantity, goods, money market, the market is flat, commodities, the market is off, amount, manufacturer.
19) Найдите антонимы:
The market is steady, flat market, buyer’s market, bear market, closed market, quantity, seller’s market, bull market, the market is unsettled, open market, quality, active market.
20) Прочитайте текст и заполните пропуски соответствующими вариантами ответов.
The company (1) ___ in 1946 as Tokyo Telecommunications Engineering Corporation and changed its name to Sony Corporation in 1958. In 1960 it (2) ___ the Sony Corporation of America in New York and Sony S. A. in Switzerland. In 1961 Sony became the first Japan-based company (3) ___ its shares on the United States stock market.
In the late 1970s Sony introduced the Walkman, a portable headset stereo system, and later the Watchman, a television small enough (4) ___ as a wristwatch. Sony’s Betamax was the first home videotape recorder on the market, but the system eventually (5) ___ by the VHS videotape format; the VHS format became the industry videotape standard. Sony’s Betacam system is now the standard in commercial broadcasting equipment, however.
Nowadays, after the acquisition of CBS Records and Columbia Pictures Entertainment, Sony (6) ___ a major force in the recording, motion-picture, and television production industries as well as the leading producer of computer games with advanced three-dimensional graphics.
For the last several years Sony actively (7) ___ innovation by its employees. The company (8) ___ an annual contest in which engineers show off their prototypes; bonuses (9) ___ to those whose prototypes (10) ___ for eventual manufacture and marketing.
1. a) established b) was established c) has been established d) has established
2. a) was established b) was establishing c) has been established d) established
3. a) offered b) had offered c) to offer d) was offered
4. a) to be worn b) wearing c) wore d) had worn
5. a) replaced b) to replace c) was replaced d) has replaced
6. a) become b) has become c) became d) had become
7. a) encourages b) are encouraging c) has been encouraging d) encouraged
8. a) holds b) is held c) has been held d) is being held
9. a) awarded b) are awarded c) award d) had awarded
10. a) had selected b) selected c) select d) are selected
КОНТРОЛЬНЫЕ УПРАЖНЕНИЯ
1. Дополните второе предложение так, чтобы значение было таким же как в первом предложении. Используйте Passive Voice.
1. People in the west buy too much food.
Too much food ___ in the west.
2. We do not eat all the food we buy.
Not all the food we buy ___ .
3. Last year we threw away more than six million tones of food.
More than six million tones of food ___.
4. The “Love Food Hate Waste” organization started a campaign to stop waste.
A campaign to stop waste ____ by ___.
5. The campaigners persuaded thousands of people to waste less food.
Thousands of people ___.
2. Выберите правильную форму глагола.
Tower Bridge is probably the most famous bridge in London. It (1) calls / is called Tower Bridge because it (2) locates / is located near the Tower of London. The City of London first (3) started / was started to plan a new bridge across the Thames in 1876. A public competition (4) organized / was organized to choose the best design. More than 50 designs (5) received / were received and it (6) took / was taken eight years for the judges to choose the winning design. The bridge finally (7) completed / was finally completed in 1983. The bridge still (8) uses / is still used today. More than 40000 people (9) cross / are crossed the bridge every day.
3. Напишите предложения в Passive Voice, используя слова в скобках:
1. This is a very popular TV program. (every week it / watch / by millions of people)
2. What happens to the cars produced in this factory? (most of them / export?)
3. A: Was there any trouble at the demonstration?
B: Yes. (about 20 people / arrested)
4. A: There is no longer military service in Britain.
B: Really? (when / it / abolish?)
5. A: Did anybody call an ambulance to the scene of the accident?
B: Yes. (but nobody / injure / so it / not / need)
6. A: Last night someone broke into our house.
B: Oh, dear. (anything / taken?)
7. Mr. Kelly can’t use his office at the moment. (it / redecorate)
8. Gorge didn’t have his car yesterday. (it / service / at the garage)
9. Where’s my bicycle? It’s gone! (it / steal!)
10. The people next door disappeared six month ago. (they / not / see / since then)
11. The room looks different. (it / paint / since I was last here?)
12. A tree was lying across the road. (it / blow / down in the storm)
4. Переведите на английский язык:
1. Эти вопросы обычно обсуждаются в офисе. 2. Много домов строится в вашем городе? 3. Знаете ли вы, что эта книга была переведена на английский язык только два года назад? 4. Меня попросили помочь ему закончить эту работу сегодня, поэтому я должен был остаться в офисе после работы. 5. Ему могут дать эти журналы в понедельник утром. 6. Вам показали все, что вы хотели посмотреть? 7. Эго нужно сейчас же найти. 8. Об этом фильме много говорят. 9. Лекции Брауна слушают с интересом. 10. Надо сейчас же послать за врачом. 11. Детям велели быть дома в восемь часов. 12. Кем была написана эта статья? 13. Когда принесут письма и газеты? 14. Нас спросили, когда будет отправлена телеграмма? 15. Когда будет отправлено это письмо? 16. Его спросили, когда будет импортирован товар. 17. В первый раз меня повели в театр, когда мне было 5 лет. 18. После лекции было задано много вопросов. 19. Мне сказали, что вы завтра уезжаете. 20. Я думаю, что об этой книге будут много говорить.
5. Прочитайте текст и заполните пропуски соответствующими вариантами ответов.
Microsoft is the largest software company in the computer world, and its operating systems are on almost all computers. Its release of Windows 95 and the Microsoft Office 95 (1) ___ the size of already giant company. It (2) ___ so successful because of the low priced and easy (3) ___ software it creates. From six year olds to presidents of large corporations use their products.
William Gates, a 19-year old dropout from Harvard, (4) ___ Microsoft with his friend Paul Allen. The two (5) ___ BASIC, a language that let people (6) ___ programs for their PC. Then, IBM chose them (7) ___ an operating system for the new IBM-PCs. Gates and Allen (8) ___ $50,000 to Tim Paterson for his QDOS, and (9) ___ it to MS-DOS. The operating system was extremely successful, and soon all other PC manufacturers (10) ___ to be compatible with IBM. This gave Microsoft the chance (11) ___ huge profits, and they (12) ___. Their next big success was Windows, which was a graphical operating system that (13) ___ popular because it was extremely easy to use. Then, in 1993, they (14) ___ Windows NT, which (15) ___ networking extremely easy. By this time, Bill Gates (16) ___ the PC operating system market and (17) ___ a billionaire.
1. a) has increased b) had increased c) having increased d) increasing
2. a) is being b) were c) has been d) had been
3, a) using b) has been using c) to use d) has used
4. a) found b) had founded c) had found d) founded
5. a) rewrote b) rewrite c) had rewritten d) are rewriting
6. a) to create b) create c) creating d) created
7. a) writing b) to write c) to have written d) to be writing
8. a) have paid b) paid c) had paid d) paying
9. a) renaming b) had renamed c) renamed d) having renamed
10. a) wanted b) want c) had been wanted d) wanting
11. a) to make b) making c) having made d) made
12. a) did b) was done c) do d) had done
13. a) became b) becoming c) had become d) to become
14. a) releasing b) were released c) had been released d) released
15. a) making b) had been made c) made d) to make
16. a) monopolized b) had monopolized c) have monopolized d) monopolizing
17. a) became b) has become c) had become d) become
5.6 Тексты для чтения и перевода
Текст 1
A modern office
We arrived at Richard’s main office in downtown Manhattan. It was on the twenty-fifth floor of a skyscraper. I saw a plaque in the lobby that said MEDEQ, Inc. I guessed that MEDEQ stood for MEDical EQuipment. A man operated the elevator.
Before the meeting Richard showed me his office. I was really impressed with the state-of-the art office equipment. I didn’t see a single typewriter there. Everybody worked on a PC (personal computer). I had heard that every office worker had a dictionary because English spelling is so difficult. But I didn’t see any dictionaries there. Richard explained that there were special computer programs to check spelling. Every PC was connected to a printer to print out processed documents. There was a copier which made copies in colour. The office also had telex and fax facilities. I noticed a strange-looking machine in the corner. Richard explained that it was a paper shredder. I wished we had an office like that in Omsk!
The office workers were very efficient. They knew how to run every piece of equipment. And they worked very fast. I said I’d like to learn how to run everything too. Richard introduced me to the staff. They were very friendly. He asked them to give me a hand in mastering the office equipment.
Текст 2
Education
Education is important in the upbringing of the entrepreneurs. Its importance is reflected not only in the level of education obtained but in the fact that it contines to play a major role in helping to cope with problems and correcting deficiencies in business training. Although a formal education (a diploma in a pocket) is not necessary for starting a new business, as reflected in the success of such entrepreneur high school dropouts as Andrew Carnegie, William Durant, Henry Ford, it does provide a good background, particularly when it is related to the field of the venture. Entrepreneurs need education in the areas of finance, strategic planning, marketing (particularly distribution) and management. The liability to deal with people and to clearly communicate in the written and spoken word is important in any entrepreneurial activity.
Текст 3
Characteristics of Entrepreneurs
Motivation
What motivates an entrepreneur to take all the risks and launch a new venture? Although many people are interested in starting a new venture and even have a background and financial resources to do so, few decide to actually start their own businesses. Individuals who are comfortable and secure in a job situation, have a family to support, like their present life-style and predictable leisure time often do not want to take the risks associated with venturing out alone.
The most often reason for becoming an entrepreneur is independence – not wanting to work for anyone else. This desire to be one’s own boss is what drives both male and female entrepreneurs to accept all the social, psychic, and financial risks and to work the numerous hours needed to create and develop a successful new venture. Money is the second reason for starting a new venture for men while job satisfaction, achievement, opportunity, and money are reasons in rank order for women.
Текст 4
Entrepreneurship in Russia
It is impossible to create successful small and medium-size businesses, to develop financial infrastructure and transform large industrial business without high quality management and entrepreneurship. In Russia entrepreneurs desire economic freedom, innovations and organizational creativity. The transition to a full-fledged marked-based economy will give birth to a great diversity of entrepreneurial profiles, different forms of ownership, and a variety of strategies.
Millions new enterprises start each year despite more than a 50% failure rate. Consumers, business people, and the government officials take interest in this activity. This interest is evidenced in the increasing research on the subject, the increased number of courses in entrepreneurship.
Starting and managing a new business involves considerable risk and effort to overcome all the inertia against creating something new. In creating and helping a new venture to grow, the entrepreneur has all the responsibility for its development, growth and survival as well as corresponding risks and rewards.
Who wants to accept all the risks and effort involved in creating a new venture? The person may be a man or a woman, come from an upper-class or a lower-class background, have a college or a university degree or be a high school dropout. The person may have been a student, a teacher, an engineer, a salesperson, a manager, a retired person, etc.
Лексика к тексту 4:
enterprises - business firms; background - a person’s experience and education
dropout - a person who drops out of school or college without completing the course
Текст 5
Finding Trading Partner
You will need to find suitable trading partners. Through the Trade Development Service we can give you access to our unique database of trading partners, which has been developed in cooperation with other leading European banks – your product or service, or your requirements can be advertised in Business, a worldwide electronic “noticeboard”.
We can also obtain status report for you on companies, to help you determine their financial standing. An alternative to dealing directly with trading partners abroad is to arrange overseas representation. Another alternative is to sell abroad through UK – based organizations. There are a number of channels open to you.
Текст 6
Foreign companies
Telford has the biggest concentration of Japanese companies in the UK: Seiko, NEC, Hitachi, Ricoh and others. Seiko Epson has invested £ 11 millions in a new plant manufacturing computer printers. NEC has just opened a £ 3,7 millions plant manufacturing videos and TVs which will employs nearly 900 people. Hitachi Maxell have their European HQ here and make video cassettes and floppy discs. Ricoh manufactures photocopies for sale throughout Europe.
Текст 7
Finding markets
For many businesses the most difficult problem of exporting is knowing where to start. Do you have a product which you think will be successfully overseas yet have no clear idea of the best place to begin. Are you already a successful exporter but want to expand sales into other countries and so need to find the most promising markets?
Barclays can help you discover vital information, like the size of potential markets; the demand for your product; trading and economic conditions; the type and extent of competitions; local tastes, languages and customs.
If your research is encouraging, you will need to find out about import duties, Government policy and technical requirements – and to investigate methods of trading, distribution, packaging and advertising.
Тема 6. «Деловые контакты Деловые письма, факсы, телексы. Деловые и телефонные переговоры. Business contacts
(correspondence, talks, a contract)»
1. Фонетика
2. Лекскика по теме
3. Грамматика: Причастие I, II; Условные предложения
4. Тексты: 1) Деловые контакты
2) Правила ведения деловых переговоров
2) Бизнес в США
3) Правила написания делового письма
4) Контракты
5) Письмо-запрос, письмо предложение
7) Правила ведения телефонных переговоров
5. Контрольные упражнения
6. Тексты для чтения и перевода
ФОНЕТИКА
1) Прочитайте и отработайте произношение следующих словосочетаний:
joint venture, bilateral cooperation, principal goal, to establish contacts, to fix date, terms of delivery, terms of payment, to offer goods, to discuss details, to come to an agreement
2) Прочитайте и переведите на русский язык интернациональные слова:
personnel, business, company, effective, president, motivation, alternative, leader, analyze, communication, problem, process, function, information, plan, results, organize, operation, control, activity, element, transporting, cooperation
ГРАММАТИКА
Participle