Business & Technology
Communication in English
2008
Kagoshima University
Inamori Academy
Jay A. Smith
Associate Professor
btce2008@bizsmith.com
Welcome!
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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!
Kagoshima University
© 2008, Jay A. Smith
Page 2
Today’s Class
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Course Objectives
Class Schedule & Activities
Self-Introductions
Evaluation Exercise
Homework & Resources
Kagoshima University
© 2008, Jay A. Smith
Page 3
Course Objectives
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Improved understanding and use of
English business/tech. communications
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Increase self-confidence & comfort business
and technology communications in English
Build practical skills in:
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Kagoshima University
Reading, listening & understanding
Speaking, writing & presenting
Informing, explaining & convincing
© 2008, Jay A. Smith
Page 4
Effective Communication Affects All
Aspects of Business (Especially of Venture Businesses)
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Internal Communications
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Working together (meetings, conversations…)
Presenting
Understanding
Decision-making
Motivating
Human Resources
External Communications
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Kagoshima University
Marketing
Advertising
Public Relations
Finance & Investor Relations
© 2008, Jay A. Smith
Page 5
Class Schedule (subject to change)
5/28
6/4
6/11
6/18
6/25
7/2
7/9
7/16
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
⑥
⑦
⑧
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
Elevator Pitches
Technical Writing & Presentations
Public Speaking
?[10/1](水)12:50-14:20 ⑨
Working with New Media
10/8 (水)12:50-14:20 ⑩ Formal Business Communication
10/22(水)12:50-14:20 ⑪ Business/Tech Project Plan Case Study
10/29(水)12:50-14:20 ⑫ Initial Presentation & Pitches
11/19(水)12:50-14:20 ⑬ Business/Tech Project Plan Workshop
11/26(水)12:50-14:20 ⑭ Final Plan Presentation
12/3 (水)12:50-14:20 ⑮ Final Plan Presentation
12/16(水)
Office Hour:
Ｔｕｅｓ： 13:30-15:00 VBL 2F
Kagoshima University
Final Report
電話285-3630
btce2008@bizsmith.com
© 2008, Jay A. Smith
Page 6
Venture Business English
assets
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
Kagoshima
supplier University
©
製造者／提供者
2008, Jay A. Smith
synthesize
総合する
Page 7
Self Introductions
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< 1 minute in ENGLISH
Introduce yourself to the class
Kagoshima University
© 2008, Jay A. Smith
Page 8
Jay Andrew Smith (45)
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1963
1985
1989
1989
1990
1992
1998
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Born in New Jersey, USA
Rutgers Univ. (Economics経済学, Physics 物理学)
Harvard Business School (MBA 1989)
Moved to Tokyo (Nikkei 39,000）
Management Consultant (NY, NJ, Tokyo)
Venture Business (IT, Internet, email)
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
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Visiting Professor >2005 Associate Professor
Kagoshima University
© 2008, Jay A. Smith
Page 9
Jay Andrew Smith (young < J < old)
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I am a U.S. born
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With over 18 years of experience including
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Educator, Advisor, Entrepreneur
Working internationally (12 years in Japan)
Helping companies, organizations, and people grow
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
Kagoshima University
© 2008, Jay A. Smith
Page 10
Self Introductions
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< 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
Kagoshima University
© 2008, Jay A. Smith
Page 11
Communications Strategy
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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?
Kagoshima University
© 2008, Jay A. Smith
Page 12
Evaluation
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Reading & Understanding
Listening & Understanding
Writing & Informing/Convincing
Speaking & Informing/Convincing
Kagoshima University
© 2008, Jay A. Smith
Page 13
Evaluation – Reading & Understanding
Japan Times
Kagoshima University
© 2008, Jay A. Smith
Page 14
Evaluation – Listening & Understanding
Japan Times
Kagoshima University
© 2008, Jay A. Smith
Page 15
Evaluation
– Writing & Informing/Convincing
Explain how to ride a bicycle in 100
words or less.
Kagoshima University
© 2008, Jay A. Smith
Page 16
Communications Strategy
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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?
Kagoshima University
© 2008, Jay A. Smith
Page 17
Homework
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Writing:
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Doing:
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Personal Business Card Creation
Reading:
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Answer Mary Oliver’s question in <500 words
Kazuo Inamori: Passion For Success xi, 4-7
21_21 Design Sight 9-14
Watching (video.google or youtube.com) :
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Charlie Rose www.charlierose.com
Inside the Actors Studio
Email to: btce2008@bizsmith.com by 6/3
Kagoshima University
© 2008, Jay A. Smith
Page 18
Big Question #1
What is it you plan to do
with your one
wild and precious life?
-- Mary Oliver
American Poet
Kagoshima University
© 2008, Jay A. Smith
Page 19
Homework Assignment
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Design your own personal business card
“Life Meishi”
My
Business Card
Kagoshima University
1. Your Name (as you want it)
- Nickname (optional)
2. Title (life position)
3. Purpose statement
4. Ideal living place(s)
5. Identifying email address
6. Anything else important
- Logo
- Website
- Business Name
- Cool Phone Number
© 2008, Jay A. Smith
Page 20
Homework Assignment
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Design your own personal
business card
SAMPLE
Jay Andrew Smith
International Educator
Promoting Growth
And Understanding
Around the World
New York + San Francisco + Chiran + Brugge
jay@soulproprietor.us
Kagoshima University
© 2008, Jay A. Smith
Page 21
Suggested Resources
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www.venturesmith.us
WWW
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Kagoshima University
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
© 2008, Jay A. Smith
Page 22
www.MakingMeaning.Org
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Accomplishment
Beauty
Community
Creation
Duty
Enlightenment
Freedom
Harmony
Justice
Oneness
Redemption
Security
Truth
Validation
Wonder
Kagoshima University
© 2008, Jay A. Smith
Page 23
Movies/DVDs
(American/British movies with English subtitles)
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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)
Kagoshima University
© 2008, Jay A. Smith
Page 24
Class 2
Getting 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
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Reading
Writing
Listening to native at native speed
Speaking …
Kagoshima University
© 2008, Jay A. Smith
Page 26
Evaluation Results - Challenges
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Listening to native at native speed
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Speakers vs. listeners
(Related to blood type?)
http://esl.about.com/od/englishlistening/English_Listening_Skills_and_Acti
vitiesEffective_Listening_Practice.htm
Text-to-speech website
http://free-translator.imtranslator.net/speech.asp
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DVD listening, first with ENGLISH subtitles
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Music listening with lyrics, karaoke
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Kagoshima University
www.lyricsfreak.com
© 2008, Jay A. Smith
Page 27
Speaking:
How to get your point across in 30
seconds or less – Milo O. Frank
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Objective
Listener
Approach
Hook
Subject
Ask for it
Kagoshima University
© 2008, Jay A. Smith
Page 28
Objective - Why
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What is your goal for the
communication?
Just ONE objective at a time
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5 minutes = 10 x 30 seconds
Is it clear to you?
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Kagoshima University
You don’t always have to state it to the
listener
© 2008, Jay A. Smith
Page 29
Listener – Whom
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With whom will you communicate?
Is it the right person?
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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?
Kagoshima University
© 2008, Jay A. Smith
Page 30
Approach
– Key Point / Persuading Idea
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Single idea or sentence that will
lead to your objective
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Kagoshima University
Supports your objective
Gives focus to your conversation
Considers needs of your listener
© 2008, Jay A. Smith
Page 31
Hook – Attention Getter
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Used to get attention
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Headline or catch-phrase
Most unique, interesting part of your subject
Supports your objective
Examples:
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Kagoshima University
“What not to do in bed” (pg. 47)
“Extinction is forever”
© 2008, Jay A. Smith
Page 32
Promotion
How we communicate
about our company and our products
to our customers and to the world
to advance our business
Kagoshima University
© 2008, Jay A. Smith
Page 33
Promotion - Advertising
Kagoshima University
© 2008, Jay A. Smith
Page 34
Promotion Message Strategy
Kagoshima University
© 2008, Jay A. Smith
Page 35
Humor to make a point
Kagoshima University
© 2008, Jay A. Smith
Page 36
Subject
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Main content
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Who, what, where, when, why & how
Explains and reinforces objective
Relates to listener and fits approach
Kagoshima University
© 2008, Jay A. Smith
Page 37
Ask for it – The Close
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Call to action or reaction
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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
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Kagoshima University
“Always Be Closing”
© 2008, Jay A. Smith
Page 38
Homework
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Writing: 80 words or less
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You should (or should not) support nuclear power
because…
(send by email by 6/10)
Reading:
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Handouts: economist.com
Websites: about.com
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Speaking
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http://esl.about.com/od/englishlistening/English_Listening_Skills_and_Activit
iesEffective_Listening_Practice.htm
Read articles/editorials/letters to the out loud
Voice recorder
Bring 20 copies of your life meishi
Kagoshima University
© 2008, Jay A. Smith
Page 39
Evaluation
– Speaking & Informing/Convincing
Why is 2008
better
2008
or
worse than …?
2000 1980 1950
1900 1800
Overall
Population
Transportation
Communication
Education
Entertainment
Manufacturing
Kagoshima University
© 2008, Jay A. Smith
Page 40
“The Stone Age didn’t end because they ran out of stones.”
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
--------------Analog Age------------------------------------- Digital Age
control
Bio Gene
Age Age
organic
energy
transfer
material
Stone Bronze
Age
Age
-2000
-4000
energy
Electrical Electronic Quantum
Age
Age?
Age
Mechanical Age
Animal
Power
• 動物
• 人間
Solar
Power
• sun
• wind
• plants
• fire
Kagoshima University
Plastics
Age
0
Nano
Age?
1800 1900 2000
Oil
Power
network
Nuclear
Power
Solar
Power?
Wired -> Wireless
Page 41
speed of change is accelerating
© 2008, Jay A. Smith
Class 3
Casual
Business
Conversations
Kagoshima University
© 2008, Jay A. Smith
Page 42
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?
Kagoshima University
© 2008, Jay A. Smith
Page 43
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?
Kagoshima University
© 2008, Jay A. Smith
Page 44
For/Against Nuclear Power
I think we should use nuclear power because we use
too much fossil fuels.
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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.
Kagoshima University
© 2008, Jay A. Smith
Page 45
For/Against Nuclear Power
I think we should use nuclear power because we use too
much fossil fuels.
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It is true that nuclear power has some dangers because
of radioactive substances involved.
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However if we use it correctly, it will help us solve some
problems about generating electric power.
Unanswered/unstated questions/issues/assumptions:
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Are there other power options beyond nuclear and fossil?
Can we be sure to use it correctly/safely?
Kagoshima University
© 2008, Jay A. Smith
Page 46
For/Against Nuclear Power
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.
Kagoshima University
© 2008, Jay A. Smith
Page 47
For/Against Nuclear Power
I think we should support peaceful uses of atomic energy.
 There are two reasons.
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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.
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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.
So, I think that the appeal to controls military use is our duty.
I am man in peaceful city Nagasaki.
Kagoshima University
© 2008, Jay A. Smith
Page 48
Nuclear Power, Climate Change
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Democrats on Nuclear Power
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http://jp.youtube.com/watch?v=TjDmyToTYBE
Climate Change
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Kagoshima University
Sir David Attenborough
http://uk.youtube.com/watch?v=S9ob9WdbXx
0&amp;feature=related
What’s the Worst that can happen?
http://uk.youtube.com/watch?v=zORv8wwiad
Q&feature=related
 Pascal’s Wager
© 2008, Jay A. Smith
Page 49
Kagoshima University
© 2008, Jay A. Smith
Page 50
Kagoshima University
© 2008, Jay A. Smith
Page 51
Kagoshima University
© 2008, Jay A. Smith
Page 52
Kagoshima University
© 2008, Jay A. Smith
Page 53
Pyramid Principle (by Barbara Minto)
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Pyramid based on
inductive and/or
deductive thinking
SCQ(A) Framework
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Benefits:
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Kagoshima University
Situation
Complication
Question (Answer)
© 2008, Jay A. Smith
Comprehensive
Clear
Concise
Page 54
Casual Business Conversations
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Chatting – Small talk
Discussing
Brainstorming
Informing
Explaining
Persuading/Convincing
Debating/Arguing
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Kagoshima University
“Playing devil’s advocate”
© 2008, Jay A. Smith
Page 55
Casual Business Conversations
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Chatting – Small talk
Office Discussion
Discussing
Brainstorming
Pay (It) Forward
Whose Line Prop Ideas
Informing
Explaining
Who's On First
Persuading/Convincing
Debating/Arguing

Kagoshima University
“Playing devil’s advocate”
Job Interview
7 x 13 = 28 (Business)
Argument Clinic
© 2008, Jay A. Smith
Page 56
Conversations & Comic Strips
Non Sequitur 10/2/2007
• Dialogue, discussion, argument
• Sarcasm/structure
Kagoshima University
© 2008, Jay A. Smith
www.gocomics.com
www.snoopy.com
www.dilbert.com
www.doonesbury.com
Page 57
Small Talk - Conversation Starters
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What do you do?
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What are you studying/researching?
handouts
Kagoshima University
© 2008, Jay A. Smith
Page 58
Interviews – on Youtube
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Famous U.S. Interview Shows:
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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:
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Kagoshima University
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
© 2008, Jay A. Smith
Page 59
Youtube Clips
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Classic Information Conversation
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Classic Convincing Conversation
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Abbott & Costello Who's On First
Monty Python Ministry of S.W. Interview
Abbott & Costello 7 x 13 = 28 (Navy)
Abbott & Costello 7 x 13 = 28 (Business)
Classic Argument
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Kagoshima University
Monty Python Argument Clinic
Monty Python Pet Store - Dead Parrot
© 2008, Jay A. Smith
Page 60
U.S. News Websites
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www.nbcnews.com
www.cbsnews.com
www.abcnews.com
www.foxnews.com
www.cnn.com
www.npr.org
www.c-span.org
Kagoshima University
© 2008, Jay A. Smith
Page 61
Movies/DVDs
(American/British movies with English subtitles)
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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)
Kagoshima University
© 2008, Jay A. Smith
Page 62
Homework

Homework requests:
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Put your Name/Task in the FileName (Tanaka-Oliver.doc)
Put the word “homework” in email subject:
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Subject: BTCE homework 6/11
Writing: (for next Wednesday)
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What did you do this week (week of 6/9-6/15)?
What did you accomplish this week? (week of 6/9-6/15)?
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Listening: practice listening from youtube, DVDs, other links
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Readings:
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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:

Kagoshima University
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
© 2008, Jay A. Smith
Page 63
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








Kagoshima University
© 2008, Jay A. Smith
Page 64
Class 4
Understanding
Business News
Kagoshima University
© 2008, Jay A. Smith
Page 65
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:

Kagoshima University
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
© 2008, Jay A. Smith
Page 66
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.
Kagoshima University
© 2008, Jay A. Smith
Page 67
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...
Kagoshima University
© 2008, Jay A. Smith
Page 68
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...
Kagoshima University
© 2008, Jay A. Smith
Page 69
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.
Kagoshima University
© 2008, Jay A. Smith
Page 70
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.
Kagoshima University
© 2008, Jay A. Smith
Page 71
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
Kagoshima University
© 2008, Jay A. Smith
Page 72
Business News & Information







News and/or Information
Sources
Channel
Audience
Content
Structure
Meaning
Kagoshima University
© 2008, Jay A. Smith
Page 73
Sources – each has its own goal

Media


Company






TV, Newspaper, Magazine, Radio, Internet
Press releases, brochures, website, reports
Other Companies
Employees (current, former, union)
Customers
Government
Investors, industry analysts, experts
Kagoshima University
© 2008, Jay A. Smith
Page 74
Company-Based Sources







Brochure
Website
Product literature, packaging
Advertisements (tv, magazine, web)
Press releases (news releases)
Public events
Financial reports
Kagoshima University
© 2008, Jay A. Smith
Page 75
Media

Print



Broadcast



Newspaper
Magazines/Journals
TV
Radio
Internet



Kagoshima University
Print/Broadcast/Multimedia
Global
Never Dies (archive/searchable)
© 2008, Jay A. Smith
Page 76
Print Media
Medium
Japan
U.S.
U.K.
National
Newspaper
Yomiuri,
Asahi,
Mainichi
New York Times,
Washington Post,
USA Today
The Times,
Guardian,
Independent
Financial
Newspaper
Nihon Keizai
Nikkan Kogyo
Wall Street Journal
Financial Times
Regional
Newspaper
Minami Nihon
Shimbun
New York Post,
Chicago Sun-Times,
Ballymoney &
Moyle Times
(800 local papers)
Sensational/
Sports Papers
Nikkan Sports
National Enquirer
Newswire
Kyodo Tsushin
AP, Bloomberg,
Knight-Ridder
Reuters
AFP (France)
BusinessWeek,
Forbes, Barrons
Economist
Business
Magazine
Trade Papers
Kagoshima University
& Magazines
President
?
Nikkei BP
New Orleans Times-Picayune
Women’s Wear Daily
のじ Weekly
?
Variety
築地 ©Ｄａｉｌｙ
2008, Ｎｅｗｓ
Jay A. Smith
Page 77
“The Internet Changes Everything”

Company

Websites (homepages)

Informational







Transactional
Email
Blogs (fake steve jobs)
Industry/Association
Media (news cycle)
Consumer




Emergency (eg.: UCSD.edu)
Wikipedia
My.yahoo
Search engines
Government
Kagoshima University
© 2008, Jay A. Smith
Page 78
Suggested Resources

www.eigosmith.info
WWW




















Kagoshima University
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
© 2008, Jay A. Smith
Page 79
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
Kagoshima University
© 2008, Jay A. Smith
Page 80
News Story Format



Headline: “Students Learn English”
Lead: 1-2 sentences of key points
Body: 5Ws & H, sometimes So?

Most important

Least important
Kagoshima University
© 2008, Jay A. Smith
Page 81
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.
Overview & Highlights
http://web.mit.edu/newsoffice/write-news.html
Kagoshima University
© 2008, Jay A. Smith
Page 82
Homework

Writing: (for next Wednesday)

Write a short news story about a recent event in Japan.





www.cbsnews.com
www.npr.org
www.economist.com
Readings:


http://web.mit.edu/newsoffice/write-news.html
Watching/Listening:


Headline – Lead – Body structure
Read Kikkoman & Judge/Jury news articles from Nikkei Weekly
Speaking:

Kagoshima University
Call a friend and either talk to me or leave voicemail for 30-60
seconds about something newsworthy you did this week.
© 2008, Jay A. Smith
Page 83
Class 5
Advertising,
PR (Public Relations) &
Marketing Communications
Kagoshima University
© 2008, Jay A. Smith
Page 84
Past Homework

Writing: (for next Wednesday)

Write a short news story about a recent event in Japan.





www.cbsnews.com
www.npr.org
www.economist.com
Readings:


http://web.mit.edu/newsoffice/write-news.html
Watching/Listening:


Headline – Lead – Body structure
Read Kikkoman & Judge/Jury news articles from Nikkei Weekly
Speaking:

Kagoshima University
Call a friend and either talk to me or leave voicemail for 30-60
seconds about something newsworthy you did this week.
© 2008, Jay A. Smith
Page 85
Promotion
How we communicate
about our company and our products
to our customers and to the world
to advance our business
Kagoshima University
© 2008, Jay A. Smith
Page 86
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)
Kagoshima University
© 2008, Jay A. Smith
Page 87
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)



Kagoshima University
© 2008, Jay A. Smith
Page 88
Promotion - Advertising
Kagoshima University
© 2008, Jay A. Smith
Page 89
Product Positioning Advertisement
Kagoshima University
© 2008, Jay A. Smith
Page 90
Promotion & Market Segmentation
Promotion Media
Direct Mail
Taro Tanaka
Overweight, Athletic,
Beer-Drinking Men,
Who care about their figure
Overweight, Athletic, Beer-Drinking Men
Overweight Athletic Men
Overweight Men
Kagoshima University
Men
People
© 2008, Jay A. Smith
Fitness
Magazine
Targeted
Poster
Football
Broadcast
Train Poster
Night TV
TV
Page 91
Sales/Buying Cycle
Awareness => Interest => Trial => Purchase => Repurchase
Hear About
Curious
Try
Buy
Use Again
This Exists
Educate
Test
Use it
Keep Buying
Kagoshima University
© 2008, Jay A. Smith
Page 92
Industry/Market Life-Cycle
SALES
Awareness  Interest  Trial  Purchase  Repurchase
Emerging
Kagoshima University
Growing
TIME
Maturing
© 2008, Jay A. Smith
Declining
Page 93
Emerging Industry









New market
Unproven
Little market info
Future uncertain
First-time buyers
Know-how developing
Technology changing
“Rules” not set
Structure unsettled
Kagoshima University
© 2008, Jay A. Smith
Page 94
Technology Adoption Life Cycle
Financial
Services
Academics
Tech. Fans
Innovators Early
Adopters
Main Market
Early
Majority
Late
Majority
Laggards
Time
Examples- Internet
Kagoshima University
Geoffrey Moore, Crossing the Chasm
© 2008, Jay A. Smith
Page 95
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
Kagoshima University
© 2008, Jay A. Smith
Page 96
Advertising vs. PR
Advertising
 Paid Placement
 Guaranteed
placement
 Creative and
content control
 Viewed as
ad/selling
 Longer life
Kagoshima University
Public Relations
 Free Placement
 Uncertain
coverage
 Little/no control
over final content
 Viewed as
information
 Short life (newsy)
© 2008, Jay A. Smith
Page 97
PR Tools






Press Release / News Release
Press Kits (backgrounders)
Press Conferences
Presentations & Speeches
Public Appearances
Public, Private Events / Sponsorships
Kagoshima University
© 2008, Jay A. Smith
Page 98
The Press Release



Written by company or its PR firm
Distributed to media (and internet)
Goals:



Kagoshima University
get media to create news story about it
help “manage” company information
legal requirements for public company
© 2008, Jay A. Smith
Page 99
Contact
Info
Event
Info
Product
Info
Quote
Quote
Company
Info
Kagoshima University
© 2008, Jay A. Smith
Page 100
Press Releases
Yahoo Press
Releases
http://yhoo.client.shareholder.com/press/releases.c
fm
Google
alternative
energy press
release
http://news.yahoo.com/s/ap/20071127/ap_on_hi_te
/google_green_power_6;_ylt=AsBR91dtTCBHS
4QtmOsicoAE1vAI
Press release
newswire
service
http://www.prnewswire.com/
Kagoshima University
© 2008, Jay A. Smith
Page 101
Local Community Targeted
Public Relations Activity/Event
Kagoshima University
© 2008, Jay A. Smith
Page 102
Media Focused Public Relations Event
Kagoshima University
© 2008, Jay A. Smith
Page 103
Kagoshima University
© 2008, Jay A. Smith
Page 104
Kagoshima University
© 2008, Jay A. Smith
Page 105
Kagoshima University
© 2008, Jay A. Smith
Page 106
Kagoshima University
© 2008, Jay A. Smith
Page 107
Kagoshima University
© 2008, Jay A. Smith
Page 108
Kagoshima University
© 2008, Jay A. Smith
Page 109
Kagoshima University
© 2008, Jay A. Smith
Page 110
Kagoshima University
© 2008, Jay A. Smith
Page 111
Media Relations

Typical: PR or Communications Dept.



Works best if:




Centralized person/group for all media
Works with others in company
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)
Kagoshima University
© 2008, Jay A. Smith
Page 112
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
Kagoshima University
© 2008, Jay A. Smith
Page 113
Homework

Writing: (for next Wednesday)


Watching/Listening/Reading:








Take your news story topic, write a press release as if you were the
company or organization involved in the event or product discusses.
www.ManageYourWriting.com
http://advertising.about.com/
http://advertising.about.com/od/smallbusinesscampaigns/u/smallbu
siness.htm
www.prnewswire.com
www.ketchum.com
www.infocomgroup.com/ME2/Default.asp (PR Professionals)
www.prwatch.org
Speaking:

Kagoshima University
Marketing Tounge Twister: “She sells seashells by the seashore”
© 2008, Jay A. Smith
Page 114
Class 6
Professional Writing
Kagoshima University
© 2008, Jay A. Smith
Page 115
Class Schedule (subject to change)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥ Elevator Pitches
7/9 (水)12:50-14:20 ⑦ Technical Writing & Presentations
7/16 (水)12:50-14:20 ⑧ Public Speaking
[10/1](水)12:50-14:20 ⑨ Working with New Media
10/8 (水)12:50-14:20 ⑩ Formal Business Communication
10/22(水)12:50-14:20 ⑪ Business/Tech Project Plan Case Study
10/29(水)12:50-14:20 ⑫ Initial Presentation & Pitches
11/19(水)12:50-14:20 ⑬ Business/Tech Project Plan Workshop
11/26(水)12:50-14:20 ⑭ Final Plan Presentation
12/3 (水)12:50-14:20 ⑮ Final Plan Presentation
12/16(水)
Office Hour:
Ｔｕｅｓ： 13:30-15:00 VBL 2F
Kagoshima University
Final Report
電話285-3630
btce2008@bizsmith.com
© 2008, Jay A. Smith
Page 116
Class Schedule (subject to change)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥ Professional Correspondence
7/9 (水)12:50-14:20 ⑦ Science & Technology Writing
7/16 (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 ⑨ Public Speaking
10/15(水)12:50-14:20 ⑩ Elevator Pitches
10/29(水)12:50-14:20 ⑪ Business/Tech Project Plan Case Study
11/5 (水)12:50-14:20 ⑫ Initial Presentation
11/19(水)12:50-14:20 ⑬ Business/Tech Project Plan Workshop
11/26(水)12:50-14:20 ⑭ Final Plan Presentation
12/3 (水)12:50-14:20 ⑮ Final Plan Presentation (continued)
12/5? Cocktail Party Exercise
Office Hour:
12/11(木)
Ｔｕｅｓ： 13:30-15:00
VBL 2F
Kagoshima University
Final Report
電話285-3630
Due
btce2008@bizsmith.com
© 2008, Jay A. Smith
Page 117
Homework

Writing: (for next Wednesday)


Watching/Listening/Reading:








Take your news story topic, write a press release as if you were the
company or organization involved in the event or product discusses.
www.ManageYourWriting.com
http://advertising.about.com/
http://advertising.about.com/od/smallbusinesscampaigns/u/smallbu
siness.htm
www.prnewswire.com
www.ketchum.com
www.infocomgroup.com/ME2/Default.asp (PR Professionals)
www.prwatch.org
Speaking:

Kagoshima University
Marketing Tounge Twister: “She sells seashells by the seashore”
© 2008, Jay A. Smith
Page 118
Contact
Info
Event
Info
Product
Info
Quote
Quote
Company
Info
Kagoshima University
© 2008, Jay A. Smith
Page 119
Kagoshima University
© 2008, Jay A. Smith
Page 120
Kagoshima University
© 2008, Jay A. Smith
Page 121
Purpose of Business Writing





Convey information
Deliver good or bad news
Explain of justify actions taken
Influence reader to take action
Direct action
Kagoshima University
© 2008, Jay A. Smith
Page 122
Specific Reasons for Many
Business Documents
















to
to
to
to
to
to
inform
explain
confirm
remind
follow up
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
Kagoshima University
© 2008, Jay A. Smith
Page 123
Harvard Business School on:
Effective Business Writing for:
Memos
Inside of Company


Letters
Outside of Company
manager «» employee
staff «» staff

business «» business
business «» customer
business «» shareholder

job applicant «» company


Email
Messages / Distribution Method
Kagoshima University
© 2008, Jay A. Smith
Page 124
SAMPLE BUSINESS LETTER FORMAT
Kagoshima University
© 2008, Jay A. Smith
Page 125
Harvard Business School on:
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)
Kagoshima University
© 2008, Jay A. Smith
Page 126
Malcom Forbes on:
How to Write a Business Letter






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

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
Kagoshima University
© 2008, Jay A. Smith
Page 127
Kagoshima University
© 2008, Jay A. Smith
Page 128
Kagoshima University
© 2008, Jay A. Smith
Page 129
Kagoshima University
© 2008, Jay A. Smith
Page 130
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 btce2008@bizsmith.com by 7/8
Kagoshima University
© 2008, Jay A. Smith
Page 131
Cover Letters

Keep it brief. Usually about four paragraphs:
1.
2.
3.
4.



Introduce yourself and explain why you’re writing.
Lay out your key, related skills and accomplishments.
Explain why you want to work for the company.
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.
Kagoshima University
© 2008, Jay A. Smith
Page 132
Class 6

Science & Technology Writing


Correspondence
Science & Technology Writing for general
audience

Technical Writing (manuals, instructions)

Reports and Journal Papers
Kagoshima University
© 2008, Jay A. Smith
Page 133
Class Schedule (subject to change)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥ Professional Correspondence
7/9 (水)12:50-14:20 ⑦ Science & Technology Writing
7/16 (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 ⑨ Public Speaking
10/15(水)12:50-14:20 ⑩ Elevator Pitches
10/29(水)12:50-14:20 ⑪ Business/Tech Project Plan Case Study
11/5 (水)12:50-14:20 ⑫ Initial Presentation
11/19(水)12:50-14:20 ⑬ Business/Tech Project Plan Workshop
11/26(水)12:50-14:20 ⑭ Final Plan Presentation
12/3 (水)12:50-14:20 ⑮ Final Plan Presentation (continued)
12/5? Cocktail Party Exercise
Office Hour:
12/11(木)
Ｔｕｅｓ： 13:30-15:00
VBL 2F
Kagoshima University
Final Report
電話285-3630
Due
btce2008@bizsmith.com
© 2008, Jay A. Smith
Page 134
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 btce2008@bizsmith.com by 7/8
Kagoshima University
© 2008, Jay A. Smith
Page 135
Cover Letters

Keep it brief. Usually about four paragraphs:
1.
2.
3.
4.



Introduce yourself and explain why you’re writing.
Lay out your key, related skills and accomplishments.
Explain why you want to work for the company.
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.
Kagoshima University
© 2008, Jay A. Smith
Page 136
Get a personal (business)
email address/domain
to use FOREVER
03110
Kagoshima University
© 2008, Jay A. Smith
Page 137
Great
Opening
(!/?)
enclosure
Kagoshima University
© 2008, Jay A. Smith
Page 138
FIT Matrix
Me
Company
Kagoshima University
Desires
&Goals
Abilities
&Talents
Goals
Activities
© 2008, Jay A. Smith
Page 139
Get a personal (business)
email address/domain
to use FOREVER
03110
Kagoshima University
© 2008, Jay A. Smith
Page 140
Kagoshima University
© 2008, Jay A. Smith
Page 141
Class 6

Science & Technology Writing


Correspondence
Science & Technology Writing for general
audience

Technical Writing (manuals, instructions)

Reports and Journal Papers
Kagoshima University
© 2008, Jay A. Smith
Page 142
Purpose of Sci-Tech Writing

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
Inform
Educate
Report
Persuade?
Entertain?
Kagoshima University
© 2008, Jay A. Smith
Page 143
10 ways to write boring papers…
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Avoid focus
Avoid originality and personality
Write long contributions
Remove implications and speculations
Leave out illustrations
Omit necessary steps of reasoning
Use many abbreviations and terms
Suppress humor and flowery language
Degrade biology to statistics
Quote numerous papers for trivial statements
Source: Kaj Sand-Jenson, Oikos
Kagoshima University
© 2008, Jay A. Smith
Page 144
8 Cs Handout (speaking & writing)
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Correct
Clear
Compact
Creative
Critical
Consistent
Conspicuous (emphasis, impact)
Considerate (audience, media, helpers)
Kagoshima University
© 2008, Jay A. Smith
Page 145
Sci-Tech Correspondence
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Audience:
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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

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
Kagoshima University
Have A Purpose Clear
Be Audience Focused
Make Your Message Clear
Keep Focused on Topic
Be Concise
Use Simple Sentences
© 2008, Jay A. Smith
Page 146
Sci-Tech Writing for a General Audience
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Books, articles, blogs, editorials, reports, grant
applications
Audiences at different levels of knowledge:

Science/technology “buffs”

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Business people

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Scientific American, Popular Mechanics
Economist, Wired Magazine
Government
Keep main idea in mind
 Some Famous (dead) Science Writers
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Kagoshima University
Steven Jay Gould
Carl Sagan
Isaac Asimov
© 2008, Jay A. Smith
Page 147
Technical Writing
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How-to: Manuals, Instructions, Handbooks,
What: White papers, Patents
Tech writer is “first end-user”
Audience:
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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
Kagoshima University
© 2008, Jay A. Smith
Page 148
Research Reports and Journal Papers
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Audience: peers, academics
Tone
Structure
Kagoshima University
© 2008, Jay A. Smith
Page 149
Critically Read a Scientific Paper

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Where is it published? (top peer-reviewed)
Who financed it? (drug co., govt., political group)
What kind of study?
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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/
Kagoshima University
© 2008, Jay A. Smith
Page 150
Watson & Crick


Where: Nature April 25, 1953
Who:



Announcement (not full paper)



Watson (25) geneticist
Crick (37) biophysist
Pre-empt Pauling (6 weeks away)
Propose “radically different
structure”
Sufficient credit to Rosalind Franklin?
Kagoshima University
© 2008, Jay A. Smith
Page 151
8 Cs Handout (speaking & writing)








Correct
Clear
Compact
Creative
Critical
Consistent
Conspicuous (emphasis, impact)
Considerate (audience, media, helpers)
Kagoshima University
© 2008, Jay A. Smith
Page 152
Standard Structure (use it!)
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Title
Abstract
Introduction
Material and Methods
Results
Discussion
Literature Cited
Kagoshima University
© 2008, Jay A. Smith
Page 153
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.)



Kagoshima University
A label, not a sentence
Avoid “waste” words (“Investigation on…”)
Use syntax carefully
© 2008, Jay A. Smith
Page 154
Abstract

Do:

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



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


Kagoshima University
Make any conclusion that is not found in the text
Write more than 100-200 words (unless it is
impossible, which is rare)
© 2008, Jay A. Smith
Page 155
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?

Kagoshima University
Casual?
© 2008, Jay A. Smith
Page 156
How to write Introduction?
Desired structure

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

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
Kagoshima University
© 2008, Jay A. Smith
Page 157
Introduction Checks
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Uniformity of expression
Precision of speech
Repetition
Contradiction
Repetition
Logical argument
Matches title, abstract, results, discussion
Kagoshima University
© 2008, Jay A. Smith
Page 158
Materials and Methods
“How did you study the problem?”


Goal: reproducibility
Be specific and precise
Kagoshima University
© 2008, Jay A. Smith
Page 159
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)


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All tables, figures should be referred to in the text
The selection of the right tables and figures is crucial.



The most important aspects should be summarized
Not every detail of the tables, figures need be repeated
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
Kagoshima University
© 2008, Jay A. Smith
Page 160
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
Kagoshima University
© 2008, Jay A. Smith
Page 161
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
Kagoshima University
© 2008, Jay A. Smith
Page 162
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
Kagoshima University
© 2008, Jay A. Smith
Page 163
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
Kagoshima University
© 2008, Jay A. Smith
Page 164
Class 7

Working with New Media
Kagoshima University
© 2008, Jay A. Smith
Page 165
Class Schedule (subject to change)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥ Professional Correspondence
7/9 (水)12:50-14:20 ⑦ Science & Technology Writing
7/16 (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 ⑨ Public Speaking
10/15(水)12:50-14:20 ⑩ Elevator Pitches
10/29(水)12:50-14:20 ⑪ Business/Tech Project Plan Case Study
11/5 (水)12:50-14:20 ⑫ Initial Presentation
11/19(水)12:50-14:20 ⑬ Business/Tech Project Plan Workshop
11/26(水)12:50-14:20 ⑭ Final Plan Presentation
12/3 (水)12:50-14:20 ⑮ Final Plan Presentation (continued)
12/5? Cocktail Party Exercise
Office Hour:
12/11(木)
Ｔｕｅｓ： 13:30-15:00
VBL 2F
Kagoshima University
Final Report
電話285-3630
Due
btce2008@bizsmith.com
© 2008, Jay A. Smith
Page 166
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
Kagoshima University
© 2008, Jay A. Smith
Page 167
Kagoshima University
© 2008, Jay A. Smith
Page 168
Kagoshima University
© 2008, Jay A. Smith
Page 169
Good How-to Guides



Focus on audience and needs
Write clearly, simply, use active
Do the instructions work?



Kagoshima University
Usable
Accurate
Complete
© 2008, Jay A. Smith
Page 170
Kagoshima University
© 2008, Jay A. Smith
Page 171
Kagoshima University
© 2008, Jay A. Smith
Page 172
Kagoshima University
© 2008, Jay A. Smith
Page 173
Kagoshima University
© 2008, Jay A. Smith
Page 174
How to How-to
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
Make it scannable.
Use proper grammar and punctuation.
Begin with an introductory paragraph.
Remember your humble beginnings.
Tell them how, not about.
Keep your paragraphs bite-sized.
Use white space.
Remove unnecessary words.
Try for variety.
Use simple language.
Avoid lingo.
Use acronyms sparingly.
Stay positive.
Stories help learners.
Pictures are your friends.
Promote gently.
Wrap it up (Closing).
Go back and edit.
Source: knowledgehound.com
Kagoshima University
© 2008, Jay A. Smith
Page 175
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
Kagoshima University
© 2008, Jay A. Smith
Page 176
Old vs. New Media
Old Media
New Media


Types



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



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

Analog

One-way



Mail/Fax
Newspapers
Books
Magazines
Newsletters
Radio (most)
LPs/CDs
TV/Video
Catalogs

Kagoshima University

Broadcast
Producer->users
Periodic
Types
Digital
2(or more) way



Email
Websites
Ebooks
Mail Magazines
Blogs
Chat
MP3/Podcasts/Itunes
Youtube
Online Shopping
Multipoint
User created content
Live: 24 hour
(hourly, daily weekly)
© 2008, Jay A. Smith
Page 177
Business Activities & Internet/New Media

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


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
Kagoshima University


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© 2008, Jay A. Smith
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
Page 178
Industries and Internet/New Media
News Companies

Email

TV Networks

Blogs

Radio Stations

WWW

Doctors

Instant Messenger/SMS

Insurance Companies

Chat

Branded Products

Wiki

Car Dealers

Yahoo Answers

Travel Agents

Search

Airlines

Skype

Sports

Youtube

Financial Services

MySpace/Facebook

Photographers

Search Engines

Book Publishers

Advertising Engines

Bookstores

Acrobat (pdf)

Musicians

Photoshop

Music Companies

Online Auctions

Politics

Online Shopping

Government

MP3/Itunes

Advertising Agencies

Virtual Worlds

Consultants

Broadband/Fiber

Comedians

Wireless/Wimax

Museums

Schools
http://www.webbyawards.com
Kagoshima University
© 2008, Jay
A. Smith
Page 179

The Internet

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
Available
Accessible
Printable
Downloadable
Updatable
Customizable
Adaptable
Reliable
Searchable
Affordable
Equitable
Fashionable
Inevitable
Knowledgeable
Aware-able?
Kagoshima University
© 2008, Jay A. Smith
Page 180
On the Internet








…nothing
…nothing
…nothing
…nothing
…nothing
…nothing
…nothing
…nothing
Kagoshima University
dies
is hidden
is secret
is safe
is off limits
for sure
is real?
is final
© 2008, Jay A. Smith
Page 181
Kagoshima University
© 2008, Jay A. Smith
Page 182
Photoshop
Kagoshima University
© 2008, Jay A. Smith
Page 183
Old vs. New Media
Old Media
New Media


Types




















Analog

One-way



Mail/Fax
Newspapers
Books
Magazines
Newsletters
Radio (most)
LPs/CDs
TV/Video
Catalogs

Kagoshima University

Broadcast
Producer->users
Periodic
Types
(hourly, daily weekly,
yearly)
Digital
2(or more) way



© 2008, Jay A. Smith
Email
Websites
Ebooks
Mail Magazines
Blogs
Chat
MP3/Podcasts/Itunes
Youtube
Online Shopping
Multipoint
Interactive/User-created
Live: 24 hour
Page 184
Centralized vs. Distributed
Kagoshima University
© 2008, Jay A. Smith
Page 185
Web Publishing
Kagoshima University
© 2008, Jay A. Smith
Page 186
Old vs. New Marketing
Kagoshima University
© 2008,
A. Smith
From
MikeJayManuel’s
blog
Page 187
Public Relations 2.0
Kagoshima University
© 2008, Jay A. Smith
Page 188
Politics blogs
•dinocrat.com
•dailykos.com
•Huffingtonpost.com
Kagoshima University
© 2008, Jay A. Smith
Page 189
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://informationarchitects.jp/
Blog hosting



http://prbooks.pbwiki.com/trust
www.blogger.com www.wordpress.com
www.blogspot.com www.typepad.com
www.waybackmachine.com
Kagoshima University
© 2008, Jay A. Smith
Page 190
Blogs Blogs Blogs
blogger.com
typepad.com
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
Kagoshima University
© 2008, Jay A. Smith
Page 191
Homework

Rewrite/Write in English the Title &
Abstract and Discussion of a recent
paper that you (co-)wrote


Submit original and revision by email
Facebook Page
Kagoshima University
© 2008, Jay A. Smith
Page 192
www.facebook.com




Use English menu option
Register
Connect to me by 8/1/2008
My facebook email address:
jay@bizsmith.com
Kagoshima University
© 2008, Jay A. Smith
Page 193
Class 9


Review
&
Intro to Public Speaking
Kagoshima University
© 2008, Jay A. Smith
Page 194
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
Kagoshima University
© 2008, Jay A. Smith
Page 195
www.facebook.com





Use English menu option
Register
Connect to me by 8/1/2008
My facebook email address:
jay@bizsmith.com
Join Kagoshima University Group
Kagoshima University
© 2008, Jay A. Smith
Page 196
Business/Technology English
NEW ROOM (from 11/19):


Inamori Academy
Seminar Room 32 (3rd Floor)
Library
Kagoshima University
© 2008, Jay A. Smith
Page 197
Class Schedule (OLD)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥
7/9 (水)12:50-14:20 ⑦
7/16 (水)12:50-14:20 ⑧
Professional Correspondence
Science & Technology Writing
Working With New Media
10/8 (水)12:50-14:20 ⑨
10/15(水)12:50-14:20 ⑩
10/29(水)12:50-14:20 ⑪
Public Speaking
Elevator Pitches
Business/Tech Project Plan Case Study
11/5 (水)12:50-14:20
11/19(水)12:50-14:20
11/26(水)12:50-14:20
12/3 (水)12:50-14:20
Initial Presentation
Business/Tech Project Plan Workshop
Final Plan Presentation
Final Plan Presentation (continued)
⑫
⑬
⑭
⑮
12/5? Cocktail Party Exercise
Office Hour:
Ｔｕｅｓ： 13:30-15:00 VBL 2F
Kagoshima University
12/11(木)
電話285-3630
btce2008@bizsmith.com
© 2008, Jay A. Smith
Final Report
Due
Page 198
Class Schedule (Revised A)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥ Professional Correspondence
7/9 (水)12:50-14:20 ⑦ Science & Technology Writing
7/16 (水)12:50-14:20 ⑧ Working With New Media
10/8 (水)12:50-14:20 ⑨ Public Speaking
11/19(水)12:50-14:20
11/26(水)12:50-14:20
12/3 (水)12:50-14:20
12/10(水)12:50-14:20
⑩
⑪
⑫
⑬
Elevator Pitches
Business/Tech Project Plan Case Study
Initial Presentation
Business/Tech Project Plan Workshop
1/14 (水)12:50-14:20 ⑭ Final Plan Presentation
1/21 (水)12:50-14:20 ⑮ Final Plan Presentation (continued)
12/5? Cocktail Party Exercise
1/28(水)
Office
Hour:
Ｔｕｅｓ： 13:30-15:00 VBL 2F
Kagoshima University
Final Report Due
電話285-3630
© 2008, Jay A. Smith
Page 199
Speaking In Public









Casual Discussions
Social Events
Meetings
Interviews
Panel Discussions
Debates
Poster Sessions
Formal Presentations
Unplanned Opportunities

Kagoshima University
Elevators, airplanes, trains, restaurants
© 2008, Jay A. Smith
Page 200
Warm Up


How did you spend your holiday
time?
Pair up
Kagoshima University
© 2008, Jay A. Smith
Page 201
Getting your point across
Communication does not occur
until the listener/reader understands
what you are communicating.
Kagoshima University
© 2008, Jay A. Smith
Page 202
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?
Kagoshima University
© 2008, Jay A. Smith
Page 203
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)
Kagoshima University
© 2008, Jay A. Smith
Page 204
President Ronald Reagan
“The Great Communicator”
Great historical
American speeches
http://www.americanrhetoric.com
with video and text
Reagan-Brandenburg http://www.americanrhetoric.com/speeches/ronaldreagan
(persuade)
brandenburggate.htm
Reagan-Challenger
(inform, bad news)
Kagoshima University
http://www.americanrhetoric.com/speeches/ronaldreagan
challenger.htm
© 2008, Jay A. Smith
Page 205
Warm-up 2
– Speaking & Informing/Convincing
Why is 2008
better
2008
or
worse than …?
2000 1980 1950
1900 1800
Overall
Population
Transportation
Communication
Education
Entertainment
Manufacturing
Kagoshima University
© 2008, Jay A. Smith
Page 206
“The Stone Age didn’t end because they ran out of stones.”
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
--------------Analog Age------------------------------------- Digital Age
control
Bio Gene
Age Age
organic
energy
transfer
material
Stone Bronze
Age
Age
-2000
-4000
energy
Electrical Electronic Quantum
Age
Age?
Age
Mechanical Age
Animal
Power
• 動物
• 人間
Solar
Power
• sun
• wind
• plants
• fire
Kagoshima University
Plastics
Age
0
Nano
Age?
1800 1900 2000
Oil
Power
network
Nuclear
Power
Solar
Power?
Wired -> Wireless
Page 207
speed of change is accelerating
© 2008, Jay A. Smith
Presentations & Public Speaking







Objective/Goal
People
Medium (eg. cnn/youtube debates)
Form/Format/Structure
Style
Content
Passion/Credibility/Gravitas/Quality
Kagoshima University
© 2008, Jay A. Smith
Page 208
Content & Structure


Pyramid based on
inductive and/or
deductive thinking
SCQ(A) Framework




Benefits:



Kagoshima University
Situation
Complication
Question (Answer)
© 2008, Jay A. Smith
Comprehensive
Clear
Concise
Page 209
Kagoshima University
© 2008, Jay A. Smith
Page 210
Kagoshima University
© 2008, Jay A. Smith
Page 211
Kagoshima University
© 2008, Jay A. Smith
Page 212
Style
Kagoshima University
© 2008, Jay A. Smith
Page 213
vaderpoint
Kagoshima University
Source:
presentationzen.blogs.com
© 2008,
Jay A. Smith
Page 214
yodaboard
Kagoshima University
Source:
presentationzen.blogs.com
© 2008,
Jay A. Smith
Page 215
Style
Steve Jobs vs. Bill Gates
Kagoshima University
Source: presentationzen.blogs.com
© 2008, Jay A. Smith
Page 216
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
Kagoshima University
© 2008, Jay A. Smith
Page 217
3 Keys to Good Speech (Dan Pink)

Brevity

Levity

Repetition
Kagoshima University
© 2008, Jay A. Smith
Page 218
Jay’s Presentation Tips


Start with a “Thank You”
Shorter is better





Start with a Bang! (a Hook!)



Simpler words
Shorter sentences
Fewer slides
Less time
Something interesting to catch attention
Then work to keep attention
Dreamgate
http://www.dreamgate.gr.jp/summit/entry/
Kagoshima University
© 2008, Jay A. Smith
Page 219
Obama @ Google

Innovation agenda
http://jp.youtube.com/watch?v=m4
yVlPqeZwo&feature=user
Kagoshima University
© 2008, Jay A. Smith
Page 220
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/prac
ticing-art-of-pitchcraft.html
Kagoshima University
© 2008, Jay A. Smith
Page 221
Use Clear, Creative, Correct Visuals
Kagoshima University
© 2008, Jay A. Smith
Page 222
Presentation Design Tips
http://www.garrreynolds.com/
Presentation/sample1.html
Kagoshima University
© 2008, Jay A. Smith
Page 223
Why Present?
Kagoshima University
© 2008, Jay A. Smith
Page 224
Appeal to Logic and Emotion
Kagoshima University
© 2008, Jay A. Smith
Page 225
Kagoshima University
© 2008, Jay A. Smith
Page 226
From Garr Reynolds
Kagoshima University
© 2008, Jay A. Smith
Page 227
Kagoshima University
© 2008, Jay A. Smith
Page 228
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 Innovation
http://www.youtube.com/watch?v=8AGTpu_i8sc&feature=related
Kagoshima University
© 2008, Jay A. Smith
Page 229
Public Speaking (w/o powerpoint)
Great American Speeches
with video and text
Reagan-Brandenburg
http://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-Farewell
http://www.americanrhetoric.com/speeches/lougehrigfarewelltobaseball.htm
Movie Speeches
The Fountainhead
http://www.americanrhetoric.com/MovieSpeeches/moviespeechthefountainhead.html
Tucker
http://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/
Kagoshima University
© 2008, Jay A. Smith
Page 230
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
Kagoshima University
© 2008, Jay A. Smith
Page 231
Prior Homework

Rewrite/Write in English the Title &
Abstract and Discussion of a recent
paper that you (co-)wrote


Submit original and revision by email
Facebook Page
Kagoshima University
© 2008, Jay A. Smith
Page 232
www.facebook.com




Use English menu option
Register
Connect to me by 8/1/2008
My facebook email address:
jay@bizsmith.com
Kagoshima University
© 2008, Jay A. Smith
Page 233
Homework


Next Class 11/19
Elevator Pitch






Kagoshima University
30-45 seconds
Practiced, but informal presentation
No power point
Self introduction
Business Idea or research
“commercial for you/your idea”
© 2008, Jay A. Smith
Page 234
More Steve Jobs vs. Bill Gates
Kagoshima University
Source: presentationzen.blogs.com
& supernews.com
© 2008, Jay A. Smith
Page 235
Lesson 10

Elevator Pitches
Kagoshima University
© 2008, Jay A. Smith
Page 236
Class Schedule (Revised A)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥ Professional Correspondence
7/9 (水)12:50-14:20 ⑦ Science & Technology Writing
7/16 (水)12:50-14:20 ⑧ Working With New Media
10/8 (水)12:50-14:20 ⑨ Public Speaking
11/19(水)12:50-14:20
11/26(水)12:50-14:20
12/3 (水)12:50-14:20
12/10(水)12:50-14:20
⑩
⑪
⑫
⑬
Elevator Pitches
Business/Tech Presentations
Initial Student Presentation
Business Plan/Tech Poster Workshop
1/14 (水)12:50-14:20 ⑭ Final Plan/Poster Presentation
1/21 (水)12:50-14:20 ⑮ Final Plan/Poster Presentation (continued)
12/5? Cocktail Party Exercise
1/28(水)
Office
Hour:
Ｔｕｅｓ： 13:30-15:00 VBL 2F
Kagoshima University
Final Report Due
電話285-3630
© 2008, Jay A. Smith
Page 237
Research Paper Rewrite

Check list of submissions

Set time for meeting to discuss


15 minutes each, semi-room 31 (next door)
Thurs. 11/20











16:30
16:45
17:00
17:15
17:30
__________________
__________________
__________________
__________________
__________________
Tuesday 11/25




Kagoshima University
___________________
___________________
___________________
___________________
___________________
___________________
Friday 11/21


15:00
15:15
15:30
15:45
16:00
16:15
16:00
16:15
17:00
17:15
__________________
__________________
__________________
__________________
© 2008, Jay A. Smith
Page 238
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?
Kagoshima University
© 2008, Jay A. Smith
Page 239
Presentations & Public Speaking







Objective/Goal
People
Medium (eg. cnn/youtube debates)
Form/Format/Structure
Style
Content
Passion/Credibility/Gravitas/Quality
Kagoshima University
© 2008, Jay A. Smith
Page 240
President (& CEO) Elect Barack Obama
Victory Speech Excerpts
(with written transcripts)
Part 1:
http://jp.youtube.com/watch?v=otA
7tjinFX4 (2:12)
Part 2:
http://jp.youtube.com/watch?v=qxu
o91L5f9Q&feature=related (1:45)
Part 3:
http://jp.youtube.com/watch?v=oHC
RqX6-zXw&feature=related (3:47)
Part 4:
http://jp.youtube.com/watch?v=oHCRq
X6-zXw&feature=related (3:25)
Full speech
http://jp.youtube.com/watch?v=Jll5
baCAaQU&NR=1 (17:00)
Kagoshima University
© 2008, Jay A. Smith
Page 241
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.
Kagoshima University
© 2008, Jay A. Smith
Page 242
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 Presidentelect 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.
Kagoshima University
© 2008, Jay A. Smith
Page 243
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.
Kagoshima University
© 2008, Jay A. Smith
Page 244
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
Kagoshima University
© 2008, Jay A. Smith
Page 245
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)
Kagoshima University
© 2008, Jay A. Smith
Page 246
Homework

Elevator Pitch






Kagoshima University
30-45 seconds
Practiced, but informal presentation
No power point
Self introduction
Business Idea or research
“commercial for you/your idea”
© 2008, Jay A. Smith
Page 247
“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
Kagoshima University
© 2008, Jay A. Smith
Page 248
What is an Elevator Pitch?
A concise, carefully
planned, and well
practised description
about your company
that your mother
should be able to
understand
--WTP Capital LLP
Kagoshima University
© 2008, Jay A. Smith
Page 249
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.
Kagoshima University
© 2008, Jay A. Smith
Page 250
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
Kagoshima University
© 2008, Jay A. Smith
Page 251
Technology Focus:
Business/Solution 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 realtime and develop a whole
new class of locationbased services.
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.
Kagoshima University
Source ©
WTP
LLP
2008,Capital
Jay A. Smith
Page 252
Speaking:
How to get your point across in 30
seconds or less – Milo O. Frank






Objective
Listener
Approach
Hook
Subject
Ask for it
Kagoshima University
© 2008, Jay A. Smith
Page 253
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?

Kagoshima University
What have we done new?
© 2008, Jay A. Smith
Page 254
Time Out


Take 5 minutes to think out and
organize your pitch
Pair up and practice
Kagoshima University
© 2008, Jay A. Smith
Page 255
Elevator Pitch Warm-up:
Enunciation & Pronunciation
The sixth sick sheik's sixth sheep's sick.
* Guinness Book of World Records
Kagoshima University
© 2008, Jay A. Smith
Page 256
Let’s Elevator Pitch




What is my company/product?
What problem does it solve?
How are we different?
Why should you care
Kagoshima University
© 2008, Jay A. Smith
Page 257
3 Keys to Good Speech (Dan Pink)

Brevity

Levity

Repetition
Kagoshima University
© 2008, Jay A. Smith
Page 258
Homework

Next Class 11/26 –


Topic: business & technology
presentations
Revise & Present Elevator Pitch
Focus on Business Idea
or
 Your research (for poster presentation
etc.)

Kagoshima University
© 2008, Jay A. Smith
Page 259
Elevator Pitches
Guide
http://www.canterburyhub.co.uk/services/planningdocs/Elevator_Pitc
h.pdf
Guide
http://www.answers.com/elevator+pitch?cat=technology
Guide
http://www.businessknowhow.com/money/elevator.htm
Guide
http://inventors.about.com/od/oneminutepitch/Make_a_Promotional_
Pitch_in_One_Minute_The_Elevator_Pitch.htm
Guide
http://www.businessweek.com/smallbiz/content/may2005/sb2005054
_8868_sb037.htm?campaign_id=nws_insdr_may6&link_position
=link23
Guide
http://www.startupnation.com/pages/contact/elevator_pitch.asp
Sample Elevator
Pitches (Rice
U.)
http://www.thebusinessmakers.com/2006/12/23/episode-81-ricealliance-elevator-pitches/
Pitch Wizard:
http://www.15secondpitch.com/new/pitch-wizard4.asp?tb=0
Kagoshima University
© 2008, Jay A. Smith
Page 260
Unusual Business Ideas
tumbleweeds
http://potw.news.yahoo.com/s/potw/55334/rolling-incash
pumpkins
http://potw.news.yahoo.com/s/potw/51271/extremehalloween;_ylt=AjertXbYexIpE77ddCzgwr8KwId4
teenagegirlsweb
http://potw.news.yahoo.com/s/potw/52250/teenmillionaire;_ylt=AgSCRyL2bDCrxyrvLjRilrwKwId4
wackydancing
http://potw.news.yahoo.com/s/potw/19574/dancedancerevolution;_ylt=At9JqTgNTdmt6afsgpi0vK8KwId4
CITRIS Fire Display
http://youtube.com/watch?v=6z7nD69yn08
Kagoshima University
© 2008, Jay A. Smith
Page 261
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/prac
ticing-art-of-pitchcraft.html
Kagoshima University
© 2008, Jay A. Smith
Page 262
Lesson 11
Kagoshima University
© 2008, Jay A. Smith
Page 263
Format Exercise

Outlining

Self-Introduction

Research Introduction
Kagoshima University
© 2008, Jay A. Smith
Page 264
Speaking exercise
Talk or Die
Kagoshima University
© 2008, Jay A. Smith
Page 265
Content & Structure


Pyramid based on
inductive and/or
deductive thinking
SCQ(A) Framework




Benefits:



Kagoshima University
Situation
Complication
Question (Answer)
© 2008, Jay A. Smith
Comprehensive
Clear
Concise
Page 266
Elevator Pitch


Goal: Get enough interest for a meeting
Pitch Content (most interesting parts of):







Kagoshima University
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
© 2008, Jay A. Smith
Page 267
Elevator Pitch Topics


Kagoshima University
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)
© 2008, Jay A. Smith
Page 268
Randy Pausch – the Last Lecture

http://jp.youtube.com/watch?v=ji5
_MqicxSo
Kagoshima University
© 2008, Jay A. Smith
Page 269
Reading a play
Kagoshima University
© 2008, Jay A. Smith
Page 270
PechaKucha.Org
Kagoshima University
© 2008, Jay A. Smith
Page 271
Poster Sessions

Poster Session
http://www.swarthmore.edu/NatSc
i/cpurrin1/posteradvice.htm
Kagoshima University
© 2008, Jay A. Smith
Page 272
Elevator Pitch – Key Ideas


Goal: Get enough interest for a meeting
Pitch Content (most interesting parts of):







Kagoshima University
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
© 2008, Jay A. Smith
Page 273
3-5 Minute Presentation

Add detail/background/support to your elevator
pitch




Opportunity/problem to be solved
Target market/customer
Product/service to be created





Images/diagrams/graphs
Value being created
Why it is better than competition
Business model (how firm will make money)
Key people/backgrounds
Resources needed – forecast, timeline
Kagoshima University
© 2008, Jay A. Smith
Page 274
Purposes of Communication



Inform
Convince
(Entertain)
Kagoshima University
© 2008, Jay A. Smith
Page 275
Prof Berkeley, Former Dean London B-School, Clinton Advisor:
Laura D. Tyson on Presentations



Content
Audience
Personal Style
Kagoshima University
© 2008, Jay A. Smith
Page 276
Format

Outlining Exercises
Kagoshima University
© 2008, Jay A. Smith
Page 277
Lesson 11
Kagoshima University
© 2008, Jay A. Smith
Page 278
Presentation Design Tips

http://www.garrreynolds.com/Prese
ntation/sample1.html
Kagoshima University
© 2008, Jay A. Smith
Page 279
Harvard Business School on:
Good Business Writing







Purpose Clear
Audience Focused
Message Clear
Topic Focused
Concise (Economy of Words)
Simple Sentence
Delivery Strategic
Kagoshima University
© 2008, Jay A. Smith
Page 280
Harvard Business School on:
Effective Business Writing for:



Memos (Inside the Company)
Letters (Outside the Company)
Email (messages, distribution)
Kagoshima University
© 2008, Jay A. Smith
Page 281
Classes 10-11




Revised Business Idea Presentation
Formal Business Communication
(continued) - writing
Business Plans & Presentations
Cocktail Party Exercise
Kagoshima University
© 2008, Jay A. Smith
Page 282
Homework Review


Outlining exercise
Revised


Kagoshima University
Presentation
Press release
© 2008, Jay A. Smith
Page 283
Harvard Business School on:
Effective Business Writing for:
Memos
Inside of Company
Letters
Outside of Company
Email
Messages / Distribution Method
Kagoshima University
© 2008, Jay A. Smith
Page 284
Harvard Business School on:
Good Business Writing







Purpose Clear
Audience Focused
Message Clear
Topic Focused
Concise (Economy of Words)
Simple Sentence
Delivery Strategic
Kagoshima University
© 2008, Jay A. Smith
Page 285
Business Plan Insights

Business Plan is a “sales” document



Most plans never read by Partner



Used to get investor to buy part of company
Used for internal planning
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
Kagoshima University
© 2008, Jay A. Smith
Page 286
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)
Kagoshima University
© 2008, Jay A. Smith
Page 287
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)
Kagoshima University
© 2008, Jay A. Smith
Page 288
Making a Successful Venture Business
Idea
Entrepreneur
Team
Kagoshima University
Capital
Yen/ $
Business
Model &
Strategy
R&D,
Production,
Operations
Sales &
Marketing
© 2008, Jay A. Smith
Strategic
Partners,
Suppliers,
Distributors Early
Users,
Supporters
Customer
Markets
Page 289
Typical Business Plan Outline




Cover Page
Table of Contents
Executive Summary
Opportunity/Solution





Product/Service
People







Kagoshima University
Market Dynamics
Value Proposition
Competition
Management, Key Employees, Staffing,
Directors, Advisors, Professional Services Providers)
Marketing
Distribution
Operations
Finance (Historical, Forecasts, Requirements
Risk Management
© 2008, Jay A. Smith
Page 290
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?)
Kagoshima University
© 2008, Jay A. Smith
Page 291
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
Kagoshima University
© 2008, Jay A. Smith
Page 292
Homework



Next Class 1/11/08
Business Teams/Presentation Template
Read



Skim


Pacnet Business Plan Case Study
Truck-it Now B-Plan Executive Summary
McKinsey GHG Report Exec. Summary
Have a Nice Holiday


Kagoshima University
In NY/NJ from 12/24-1/8 (snow, 5˚c)
What is your New Year’s Resolution?
© 2008, Jay A. Smith
Page 293
Classes 12 and 13


Pacnet Case
Business Plan Workshop
Kagoshima University
© 2008, Jay A. Smith
Page 294
Past Homework




Next Class 1/11/08
Anyone else have revised pitch/release?
Business Teams/Presentation Template
Read



Skim


Pacnet Business Plan Case Study
Truck-it Now B-Plan Executive Summary
McKinsey GHG Report Exec. Summary
Have a Nice Holiday


Kagoshima University
In NY/NJ from 12/24-1/8 (snow, 5˚c)
What is your New Year’s Resolution?
© 2008, Jay A. Smith
Page 295
PACNET BUSINESS PLAN
1993
Kagoshima University
© 2008, Jay A. Smith
Page 296
Basic Business Plan Questions

What is the opportunity?



What is the business strategy?




Does it fit?
Is it sustainable?
What is the business model?


What is happening? Why?
How big can it be? When?
How do they make money?
Are these the right people?
Does company/reader have enough
information?
Kagoshima University
© 2008, Jay A. Smith
Page 297
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
Kagoshima University
© 2008, Jay A. Smith
Page 298
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
Kagoshima University
© 2008, Jay A. Smith
Page 299
PacNet Investors

Current: Nakamoto, Wang?, Others?





($100,000)
Potential


How much?
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
Kagoshima University
© 2008, Jay A. Smith
Page 300
Table of Contents – Outlines Story


[Executive Summary] (should be listed)
Financial Outlook
4.1
4.2
4.3
4.4
4.5
4.6
4.7
Business Opportunity
1.1 Internet is Huge and Spans the Globe
1.2 Exponential Growth Will Continue for Foreseeable
Future
1.3 International Commercial Use is Fastest Growing
Segment
1.4 Unmet Needs of Target Market
1.5 Pacific Internet Nodes are Key Players
1.6 Technology is Proven



Financial Summary
Revenue Forecast
Income Statement
Cost Structure
Source and Use of Funds
Balance Sheet
Capitalization and Dilution
Risk Management
Business Strategy
2.1 Goals & Objectives (generic title vs. become dominant
provider)
2.2 Buy Existing Nodes
2.3 Deliver Value-Added Products & Services
2.4 Focus on Sales & Marketing
2.5 Consolidate Operations
2.6 Position Against Major Competitors

Organizational Plan (all generic titles)
3.1
3.2
3.3
3.4
Plan of Organization
Founders and Management Team
Implementation of Organizational Plan
Company Values
Kagoshima University
© 2008, Jay A. Smith
Page 301
Executive Summary - Highlights



Goal: be dominant Internet provider in Pacific Rim
Target: Businesses, professionals, corp. research
Opportunity driven by coupled phenomena




Strategy – to control key nodes (PINs) in region
Want $6 million dollars, plus some more later



from rapid Internet growth
Internet commercialization (from .edu to .com)
Is it enough?
Founders created other technology companies
If this works investor would get a great return
Kagoshima University
© 2008, Jay A. Smith
Page 302
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
Kagoshima University
© 2008, Jay A. Smith
Page 303
Company Team – Is it Right?

Dr. Wang




John Nakamoto



Asian-American, University Lecturer in Hawaii
on I.T.
Ex-telecom consultant for global companies
3 prior tech-venture successes (merged)
Currently business development for
fax/modem vendor – working with online
services AOL, CS
Worked with Wang on PXD & at Booz-Allen
Others


Kagoshima University
unknown, unsettled?
can current university staff change to for-profit
model?
© 2008, Jay A. Smith
Page 304
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?
Kagoshima University
© 2008, Jay A. Smith
Page 305
PacNet Business Strategy - Plan




Rapidly acquire
existing
nodes/PINs from
universities
Develop new
services, with
partners
Expand marketing
and sales
Improve
operations and
efficiency
Hawaii
Tokyo
Stanford
Kyoto
Seoul
Taiwan
San Diego
Hong Kong
Singapore
Sydney
Kagoshima University
Washington
© 2008, Jay A. Smith
Potential
Pacnet
Network
Page 306
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



Kagoshima University
Entrenched customer base
Proprietary software
High switching costs
Geographic focus
© 2008, Jay A. Smith
Page 307
Market & Customer Target

Current: 10 million users



Target:




Educators, scientists, some businesses
Used globally
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
Kagoshima University
© 2008, Jay A. Smith
Page 308
Chasm Challenge
Move from innovator/early adopters in to Early Majority
Main Market
Academics
Tech. Fans
Innovators Early
Adopters
Early
Majority
Late
Majority
Laggards
Time
Kagoshima University
© 2008, Jay A. Smith
Page 309
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


Kagoshima University
$9.1 mil. Security
<<$24,000/customer/year
$3.9 mil. Interface
© 2008, Jay A. Smith
Page 310
Expand marketing and sales


Create sales force at each PIN
Staged
3-vert. solutions
Segment
Targeting
2-new products


Good order?
Better order?
1-redesign
Vertical Markets:
Trading, Auto, Chem., Elect., Indus., Fin’l…
Pacific Rim Fortune 1000
Technical Departments in Medium
And Small High Tech Companies
expand
Now



Large High Tech Firms
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
Kagoshima University
© 2008, Jay A. Smith
Page 311
Rapidly acquire existing nodes


Preemptive strategy
Acquire from universities


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)


(versus build own)
“why 7?”
Have yet to show success, or step toward
contract
Kagoshima University
© 2008, Jay A. Smith
Page 312
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?
Kagoshima University
© 2008, Jay A. Smith
Page 313
Improve operations and efficiency

Standardize systems, equipment



Consolidate operations


Bigger has lower cost/unit
Are these realistic, significant?



Communication services under one supplier (p12)
Economies of Scale


Development, installation, maintenance
Customer service
Operations, customer service across borders?
One supplier risk
Many PINs have backlog of unfulfilled orders
Kagoshima University
© 2008, Jay A. Smith
(p16)
Page 314
PacNet Use of Cash

PIN acquisitions


Software development


(more needed earlier $4.8 mil. total)
(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”

Kagoshima University
Assumes PINs are not losing money
© 2008, Jay A. Smith
Page 315
Financial Statements

Income Statement (where is the mistake)




Sources & Uses (Cash Flow, Statement of Changes)






Why include this?
Why 30 P/E
Explains PIN ownership
Assumptions


What are the key assets, liabilities?
Value Projection (rare and dangerous)


Where does cash come from?
Where does it go?
How much cash is needed, when?
Balance Sheet


Costs: Staff 25%, Telecom: 20%
24% of operational cost is depreciation
Installation?
Biggest?
First year month-by-month missing
Kagoshima University
© 2008, Jay A. Smith
Page 316
Investors & Ownership

Two private placements



1993 $6 million
1994 $6 million (after 3 PINs
acquired)
Stock types

Common
 Unrestricted



Preferred



Restricted
Option Pool
1997
Investors 37.5%
Founders
18.75%
Options
18.75%
PIN 25%
Investors (Series A, B)
PIN (Series C, D, E, F)
Stock pricing increases over
time
Kagoshima University
© 2008, Jay A. Smith
Page 317
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?
Kagoshima University
© 2008, Jay A. Smith
Page 318
Business Presentation/Plan Workshop



Widget Inc format
Truck It Now
Your Business ideas
Kagoshima University
© 2008, Jay A. Smith
Page 319
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)



Kagoshima University
Executive summary
3 pages (English) – similar to Truck it Now
Goal: convince to make investment
© 2008, Jay A. Smith
Page 320
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
Kagoshima University
© 2008, Jay A. Smith
Page 321
Communications Strategy







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?
Kagoshima University
© 2008, Jay A. Smith
Page 322
So What?
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
Kagoshima University
© 2008, Jay A. Smith
Page 323
Business Plan Insights

Business Plan is a “sales” document



Most plans never read by Partner



Used to get investor to buy part of company
Used for internal planning
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
Kagoshima University
© 2008, Jay A. Smith
Page 324
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)
Kagoshima University
© 2008, Jay A. Smith
Page 325
Executive Summary




Most important section
Often used to filter out plans
Often written/revised last
Typical Components





Kagoshima University
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
© 2008, Jay A. Smith
Page 326
Class Schedule (Revised B)
5/28
6/4
6/11
6/18
6/25
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
(水)12:50-14:20
①
②
③
④
⑤
Intro/ Self-Introductions
Getting Your Point Across
Casual Business Conversations
Understanding Business News
PR & Marketing Communication
7/2 (水)12:50-14:20 ⑥
7/9 (水)12:50-14:20 ⑦
7/16 (水)12:50-14:20 ⑧
Professional Correspondence
Science & Technology Writing
Working With New Media
10/8 (水)12:50-14:20 ⑨
Public Speaking
11/12(水)12:50-14:20
11/19(水)12:50-14:20
11/26(水)12:50-14:20
12/3 (水)12:50-14:20
12/10(水)12:50-14:20
12/17(水)12:50-14:20
Elevator Pitches
Business/Tech Project Plan Case Study
Initial Presentation
Business/Tech Project Plan Workshop
Final Plan Presentation
Final Plan Presentation (continued)
⑩
⑪
⑫
⑬
⑭
⑮
12/5? Cocktail Party Exercise
Office Hour:
Ｔｕｅｓ： 13:30-15:00 VBL 2F
Kagoshima University
1/11(木)
電話285-3630
btce2008@bizsmith.com
© 2008, Jay A. Smith
Final Report
Due
Page 327