Transcript: Do you have any questions? Thank you for attending Executive Summaries GM Conference 2012
Transcript: References BRICK Avon Academy School. (n.d.). School vision and mission statement. Retrieved from http://www.nps.k12.nj.us/23522092802729590/site/default.asp Dervarics, C & O’Brien, E. (2011). Back to school: How parent involvement affects student achievement (At a glance). The Center for Public Education. Retrieved from http://www.centerforpubliceducation.org/Main-Menu/Public-education/Parent-Involvement Ruben, M. (2009). Ten best practices for leading organizational change. Ruben Consulting Group. Retrieved from http://www.leadershiptangles.com/leadership-tangles-blog/bid/40661/Ten-Best-Practices-for-Leading-Organizational-Change Spiro, Jody. (2010). Leading Change Step-by-Step: Tactics, Tools, and Tales. John Wiley & Sons (P&T), 12/2010. <vbk:9781118397060#page(60)>. The “small win” began with the recruitment of a team of teachers that serve as the facilitators of the parent workshops. This team of teachers provides the successful training and serves as advisors for the parent participants. The benefits of the win included the development of a community partnership of stakeholders. The community includes the administration, parents, and teachers who will collaboratively work together as well informed decision-makers that will provide the foundation and support of increased student academic achievement. BRICK Avon Academy In conclusion, according to Ruben (2009) ten best practices for leading organizational change, BRICK Avon Academy is using best practice to implement the change strategy. The practices include the ability to assess and plan, demonstrated leadership and commitment, building an implementation team that includes key stakeholders and influential leaders in the organization; and assess and monitor the impact of the change. The next steps in the change strategy include increasing parent attendance, creation and implementation of additional workshops in accordance to parent feedback, and tracking the impact on academic achievement, motivation, and student confidence. The goal of BRICK’s change strategy is to enhance student learning and support scholars enabling them to be successful productive individuals that can enter the 21st century workforce. According to BRICK Avon Academy’s mission statement (n.d.) building responsible, intelligent, and creative students through partnership of school, parents, and the community with prepare scholars to be successful in the 21st century globally society. Shared values are created when the stakeholders work in partnership, accountability is upheld, as parents gain knowledge and skills they become better role models and supporters of their children. The partnership must be created around student learning to identify the barriers to achievement, resulting in increased student achievement (Dervarics and O’Brien, 2011). In solidifying the foundation of the family, the students will thrive, be highly motivated and develop from that stronger parental foundation resulting in higher academic achievement and success. The change strategy addresses the lack of parental awareness of the components of the programs and use of Internet tools to support student success. Workshops will continue throughout the school year. For results and correspondence for those workshops, visit the community blog. "Small Win" Parents have begun to attend educational workshops held at BRICK Avon Academy. At the end of meetings, each parent responded to an “ABC” evaluation:" What action will you take as a result of the meeting?" What was the best part of this meeting?" What concerns do you have? Post these concerns and ask for resolutions to be offered in the BRICK Community Blog. Additional comments, responses, and resolutions will be used to revise any upcoming workshops and be included in decision making changes in our school curriculum and schedule. Educational Opportunities for Parents
Transcript: Reduces temptation to fake Does not depend as much on verbal abilities Taps both conscious & unconscious traits Same as etnography, but adapted to online communities Understand needs & decisions influences 6 steps: Research question Find the right community Observe behavior Data analysis and interpretation Disclose your presence to Community members Present results to community members QUALITATIVE RESEARCH Group size : between 6 and 15 people Group includes: moderator and participants Avoid : experts and dominant personalities Monopolization of the discussion and tendency to lead Knowledge Clear /Structured Be open Be critical Good interpretation Sensitive Constructive techniques Individual The 3 main techniques: Individual/Groups/ On responsibles Types of questions : Introducing questions -> avoid yes/no answers Follow-up questions Probing questions Specify questions Direct/Indirect questions Structuring questions Silence Interpreting questions Choice/ordering techniques Associative techniques Main qualities needed to be a good interviewer? Belief is to believe in something that is intangible and invisible. QUESTIONS ? Tuesday, March 18, 2014 CHF 1.25 QUANTITATIVE QUALITATIVE Projective Techniques Questionnaire Methods Universe Sampling Data collection NETNOGRAPHY Completion techniques (Napoleon Bonaparte) Why, How and What ? designed to let a person respond to ambiguous stimuli, presumably revealing hidden emotions and internal conflicts Gentle Good at remembering Steering Observative Memo use thick description Focus Groups Vol XCIII, No. 311 Individual techniques Group Techniques Projective techniques Interview Guide Moderation Guide EXECUTIVE SUMMARY GROUP DISCUSSIONS
Transcript: How will we market EasyNote? Entry of lower-cost foreign competitors. To combat this, we will have a strong team of engineers, whose R&D will give us a competitive edge over these competitors. Costly regulatory requirements Patents, trademarks New technologies that could emerge offering assistance to our target market. WEAKNESSES Our primary target market will be students, specifically those with learning disabilities; however, as these students graduate and enter the work force, our market will expand to include companies. EasyNote Meaghan Shimota How will we reach the market? Co-Chief Executive Officers Marketing Plan Capital Required Advisors Pete Reckert, Owner Legacy Graphics, Inc. Thomas Finke, Chairman & CEO Babson Capital Management, LLC The role of the COO manages EasyNote's operations, making sure they run smoothly and in the most timely and economically efficient manner possible without sacrificing quality and customer satisfaction. Future and present planning One in every five students has a learning disability. Our goal is to have each of them use EasyNote because of its revolutionary effect on learning and processing information. Our primary target market will be students, specifically those with learning disabilities; however, as these students graduate and enter the work force, our market will expand to include companies. EasyNote is a software that recognizes voices—it can be set to pick up a specific voice, for example, of a professor, or to pick up all voices during class discussion—and automatically type out the speaker(s)’s words in a Microsoft Word document. The software will recognize and pick up voices using the computer’s microphone (almost all computers are equipped with microphones, so this will not limit our target market). The role of the CFO is to both seek money from various investors for capital resources and manage the company's money by keeping watch over the assets of the company. Lack of experience amongst our management. Our use of experienced, external advisors minimizes this weakness. Lack of major advertising in the first year. Our trial offers minimize the lack of marketing. S.W.O.T. Analysis OPPORTUNITY We are currently looking for a head engineer to be our production manager. With start up fees of $170,000, we will put up $20,00 of our own money, and ask for $150,000. Lower price than Dragon Great customer service Easy, efficient installation and use Provide exceptional customer satisfaction. Forge long-term relationships with our customers, employees, and investors Take advantage of the potential opportunities for growth and expansion in the industry Patent and trademark THREATS Caroline Brown, Meaghan Shimota, Steven Vaccari Ability to serve additional customer groups. Because our product will transform the way people learn and process information, as the students who use our product graduate and enter the work force, the market demand will increase. Word of mouth advertising Student to student promotion On popular student websites such as Spark Notes and Shmoop Social Media Management Team STRENGTHS Advisors David Vaccari, Co-Owner Advanced Hydronics Please see the attached Excel document for our income statement. Market Differentiators The role of the co-CEO's is to be the driving force behind EasyNote by coming up with the resources needed to support the company as well as taking the finished product to the market. Caroline Brown, Meaghan Shimota, Steven Vaccari The role of the CMO is to manage our marketing plan, watching general consumer trends as well as industry-specific trends and adjusting the plan accordingly. What is Easy Note? Social Media Tactical planning Strategic Planning Financial Plan Facebook Twitter EasyNote aims to enhance the learning experience of all students, particularly those with learning disabilities, in an effort to improve the education system as a whole. Chief Operating Officer Maximize utility Online installation PayPal Customer support services Warrantees Utilize our engineers and financial resources to have effective R&D Chief Financial Officer The role of the VP of Production will comprise his team of two engineers; this head engineer will take leadership in the process of the initial development of EasyNote as well as R&D of the product. Exceptional customer satisfaction through maximizing utilities. Our trademark and patent make us the only company offering this software. We are the pioneers of the market. Cost efficiency. Secure transactions and installations. Advisors Rick Shimota, Sr VP CFO InVentiv Health Clinical Michael Grad, Senior Vice President at Lender Processing Services, Inc. (LPS) The following is an analysis of EasyNotes' strengths, weaknesses, opportunities, and threats. Schools and universities, specifically those where students struggle with learning disabilities everyday. Schools specifically designed for those with learning disabilities. All schools because all schools have students with learning
Transcript: Beta out Launch Executive Summary Break even The promise 2011 Problem ! Problem business model I'll show you how I'm better than anyone out there! solution YOUR MARKET What's the problem you're solving? Opportunity Team ready Solution Team Research Facts 2013 The Ask The Grab and & Product/Service Future Projections Competitive Advantage
Transcript: Business Description Cont.. Consumer Benefits-gain a convenient way to become informed users of health services while protecting their confidentiality through at least four features: Off- and On-line Community HealthCapsules Referrals Privacy Protection Business Partner Benefits-increased access to a growing population. Other beneficial services include: Online market research New product management tools Office and practice management applications Web Hosting services. Carlos R, De Jesus- Marketing has achievements in marketing, operations, and technology Executive Summary Anticipate and respond to consumer preferences for content, partnerships and service Attract, excite and retain a large audience of users to the SanaSana community Create and maintain successful strategic alliances with high quality partners Deliver high quality, "24/7" customer service and web site performance Build the SanaSana brand rapidly and substantially Compete effectively against better-established Internet health companies, such as DrKoop or webMD Operational Risks Adam W. Farkas-MD Technology brings both depth and breadth of technology-related experience. Ricardo Fernandez-Business Development *De Jesus, Fernandez, and Khoury are hispanics that want to give back to their community. Farkas and Kim are physicians that want to extend their impact. Combined, the founders have over 50 years of direct experience in general management, e-commerce, finance, marketing, medicine, and operations M. Elizabeth Barton- Expertise in consulting, finance, marketing and technology Barriers to Entry Management Team Barriers to entry that stem from two sources: Content- Sana Sana makes health information understandable for the hispanic community Community-SanaSana will create a vibrant community between medical institutions, prominent Hispanic doctors, technology and Hispanic consumers. Provides an efficient, mutually beneficial partnership between Hispanic consumers of health care and the businesses-payers, providers and suppliers of health services and non-health related companies alike-which would like to serve them. Concept stems from our founders' realization of five marketplace trends: The Hispanic segment is currently growing faster than and their health needs differ from those of other ethnicities. Hispanics are becoming more technologically savvy and want more Hispanic-specific. information. Internet-based information in general, and health care in particular, lacks quality control. Internet-based health information, while abundant, lacks currency, personalization and impact. Many companies are trying to understand and reach the Hispanic population. Business Risks THANK YOU Financial Risks : May fluctuate from quarter to quarter as a result of; Changes in our own or competitors' pricing policies Fluctuations in expected revenues from advertisers, sponsors and strategic relationships Timing of costs related to acquisitions or payments. Legislative/ Legal Landscape Malpractice and other related liability Federal and State regulations on privacy, insurance and the practice of medicine Storage, transmission and disclosure of medical information and healthcare records Business Description Financial Projections
Transcript: Strictly Professional Or Humorous? Don' be afraid to change the tone for different audiences Use personal pronouns (we, our) instead of general terms (the company) Be Confident Length One to Four pages What to Avoid superlatives clichés any over-used expressions 'the best' 'groundbreaking' 'cutting-edge' 'world class.' Now you are done... Is It Any Good? Ask a 5th Grader The Executive Summary Why... Helps you to determine which aspects of your company have the clearest selling points, and which aspects may require a bit more explanation. What about the rest? Do your research You develop a better vision of what your business is all about, and you become better at telling your story Executive summary needs an executive summary • Do you have a unique partnership? • Do you already have customers and traction? • Do you have patents or technology? • Is your marketing plan special in a certain way? Make the structure as relevant as possible for the reader, who is typically an investor or a lender No one really wnats to read an 80 page business plan Brief Financial Summary One plan is to summarize each section of the business plan in the same order The First Paragraph The "Why Now" makes your executive summary timely. Clearly explain what the company does grab your reader's attention and let them know what it is you do and why they should read the rest Include the MAJOR details..... not the boring ones! Tone To get your foot in the door! • A Company Description Summary • The Problem • Your Solution • Why Now
Transcript: Healthy alternative to sugary deserts Use only organic fruits, vegetables, and flavorings Use honey and agave nectar instead of refined sugars Target children/ parents of picky eaters Help parents feel better about what they are feeding their children Strengths The mission of the company is to make a nutritious, reachable snack delicious enough for children to want and parents to buy. A healthy, kid-friendly frozen juice bar Prevent childhood obesity Threats Competition: Fruit and vegetable juices Whole fruit popsicles Frozen yogurts Marketing Objectives CEO Marketing Environment Questions for Children: Do you like the taste of the Vegsticles? If you had to choose between the healthy popsicle (Vegsticle) or a conventional popsicle, which would you choose and why? Which flavor of Vegsticle would you be most interested in trying? With a startup cost of one million dollars and our contribution margin equaling out to be two dollars and sixty-five cents, our breakeven point will be approximately 377,359 boxes of Vegsticles sold. Prices of crops Based on the weather, the farm’s acreage, and the government’s interference Effective Channels: Elementary schools Health stores & superstores Ice cream trucks Work with schools around the nation to educate kids about health Expand to all grocery stores Partner with the government to fight the childhood obesity epidemic We will spend our initial advertising efforts on schools. We want to start a health awareness campaign to stop childhood obesity. Create a health awareness month sponsored by Vegsticle Health month will be advertised in school newsletters and local papers, so the events can also attract parents. Lastly, we will buy TV ads and sample our product in superstores. Questions for Adults: Do you buy popsicles for your kids to enjoy as a snack? Would you be interested in buying a healthy popsicle alternative for your children? Do you think your children would have interest in the Vegsticle? What do you think is a reasonable price for the Vegsticle? What is a flavor you are most interested in trying? Expensive to produce Spoilage of the fresh produce Difficult to predict initial and future sales Product Raw Materials and Manufacturing Costs: Celery stick Fruits and Vegetabes $700 per ton Making a Vegsticle takes roughly a quarter of a pound of vegetables to create, so the cost to create one is estimated to be nine-hundredths of a cent. Machines and Molds 1 Million $$$ Enter Health Stores Intermediaries Schools Grocery stores Price will remain the same when selling to schools and wholesalers. For individual boxes sold in stores the price will be slightly higher than our competitors since we will have healthier ingredients. By the time our product enters superstores, we hope to have a strong brand amongst different school in the United States, thus giving us an edge on our competition and allowing us to charge more. Create Relationships Marketing Research TVC: $10,700 Cost/ Box: $8 Killer Kale: Kale, cucumber, watermelon, apples, agave nectar Crazy Carrot: Carrot, pineapple, oranges, honey Loveable Lemon: Apples, lemons, romaine lettuce, ginger root Groups: Advertising School Relations Health Awareness Campaign Social Media Store Relations Free of added sugars, corn syrup, and artificial coloring Sweetened only with local honey and agave nectar The stick is made of celery Action Programs Price Customers Children who refuse to eat healthy because of the taste Parents who want to rid their homes of unhealthy, sugar-filled foods Individuals who like "juicing" trend Advertising: TV Ads Day Time (12pm - 4pm) $300 for TV ad Samples cost = price of product 5 Sectional Managers 1 Year Plan: Government Schools Health Stores & Super Stores Ads and Sampling Booths Health Awareness Month (schools) Analyze past year and brainstorm for the future Executive Summary Vegsticle offers a healthy frozen treat alternative to consumers. There are different fruits and vegetables infused inside the frozen bar without added sugars or corn syrup. Ex. Kale, Carrot, and Lemons Satisfies consumers want for a frozen treat and provides the nutrients needed for balanced diet. The packaging will be brightly colored and have bold words to attract children. The brand aims to become more of a lifestyle than just a name, encourage healthier future. We will be relying on a government initiative to help Vegsticle integrate into schools by promoting a health awareness campaign to prevent childhood obesity. Michelle Obama "Let's Move" Plan B: If we cannot intrigue the national government, we will target the local governments. Once integrated into schools, revenue generated will help us branch out into super stores and health stores. Wal-Mart, Whole Foods, Costco, etc Targeted Customers (STP) Promotion Locations we will find our demographic: schools, parks, pools, and health/ grocery stores send our mobile truck transported in a refrigerated capsule regulated to below freezing temperatures Weaknesses Budget
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