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Business plan checklist
Details of the business
Name of the business
Type of business (limited company, partnership, etc.)
Relevant work experience
Number of people / job function
Product / service
Describe your market. Who are your customers? Is your market static, growing or in decline? Who are the main competitors? What are the advantages of your product or service over the competition?
What sort of marketing or advertising do you intend to do?
Premises / machinery / vehicles
Where do you intend to locate business and why? What sort and size of
area will you need? What machinery / vehicles do you require?
What objectives do you have for the business?
II. Think of a business you would like to set up. To get a loan from the bank
in order to establish the company, you should present your business plan.
Prepare the plan using Business plan checklist.
I. Describe some of your favourite products. Why do you like them? What do
they say about you?
II. What product would you like to own? Why?
III. Do you agree or disagree with these statements? Give reasons for your
Using animals for testing new products is wrong.
Multinational companies which manufacture products in developing world help the world economy.
Companies spend too much on launching and promoting new products.
BUILD YOUR VOCABULARY
I. Do you know the meaning of the adjectives in the list? Work in pairs.
Think of the products that match the words.
attractive economical expensive fashionable reliable
practical comfortable popular
II. Write adjectives with the opposite meanings to those in task I.
III. Complete these sentences with the words from the list.
well high best long hard high
IBM manufactures … -tech computer products.
Salamander makes a range of … -wearing footwear.
Ferrari produces … -quality sports cars.
Coca-Cola and Pepsico both developed … -selling soft drinks.
Duracell sells … -lasting alkaline batteries.
Levi jeans are a … -made clothing product.
IV. Use the adjectives in task III to describe other companies and products.
V. Match the verbs in the left column to their meanings. Then put the verbs
into a logical order to show the life cycle of a new product.
(Market Leader Pre-Intermediate Unit 12 Recording 12.1)
I. Five people were asked the question, ‘What is the best thing you have
Listen and write down the things that each person mentions.
Presenting a product
(Market Leader Pre-Intermediate Unit 12 Recording 12.2)
I. Listen to a sales manager presenting a product to some buyers. Which of
the adjectives in the list are used?
attractive fashionable stylish robust elegant user-friendly
high-quality well-designed reliable flexible popular practical
II. Listen again. How does the sales manager describes the product? Fill in the
words and phrases.
As you can see, it’s ____ and ____ .
The tower ____ ____ of wood.
Let me ____ ____ its dimensions.
It ____ in three colours.
Its ____ ____ price is just under 25 pounds.
It’s ____ for storing CDs and CD-Roms.
It has several ____ ____ which should appeal to our ____ .
____ ____ is that it’s easy to select the CD you want.
The tower is well-designed. It’s ____, ____ and user-friendly.
It really does ____ ____ ____ of music lovers.
III. Work in small groups. Choose one of the three products from the list and
read the information about them. Prepare a short presentation about the
product using the adjectives from tasks I and II and the Useful language
box. Add any additional information that you wish.
Leather attaché case.
Function: to carry business documents.
Expandable case with desktop facility
Twin combination locks
2 extra pockets
Pen and credit card holders
Dimensions: 40cm (height) 49cm (width) 15cm (depth)
Price: 70 euros
Function: to extract juice from fruit and vegetables
Juices whole fruit and vegetables (hard and soft)
Easy to pour juice
Safety locking lid
All parts easy to remove and can be washed in a dishwasher
Stainless steel filter
10-year motor guarantee, 3-year parts and labour guarantee
Free recipe book
Price: 68 euros
Function: to check the health of a sleeping baby
Works up to a 100-metre range
Powered by mains or battery
Has a belt clip and also a stand
Easy to use and very light
Price: 48 euros
Gerunds and Infinitives
We sometimes use one verb after another verb. Often the second verb is
in the infinitive form.
Examples. We are continuing to reduce manufacturing costs.
The managers asked the staff to attend the meeting.
The verbs below are often followed by the infinitive.
intend attempt promise plan
claim try arrange offer
want pretend hope forget
seem fail wish expect
But sometimes the second verb must be in the –ing form (the gerund). This depends on the first verb.
Example. The decision involves reducing our heavy losses.
The verbs below are usually followed by the gerund.
admit appreciate contemplate resent delay
give up involve deny risk suggest
enjoy consider carry on avoid miss
mean mind justify recommend
can’t stand don’t mind remember look forward (to)
Some verbs can be followed by the gerund or the infinitive form without a big change in meaning.
Example. She started loading the software. /She started to load the software.
Sometimes, however, the meaning changes.
Examples. She stopped to read the manual. (She stopped what she was doing in
order to read the manual.)
She stopped reading the manual. (She no longer bothered to read the
I. In these sentences two of the verbs are possible and one is incorrect. Tick
the two correct verbs.
He ……………. to review our quality procedures.
a. promised b. delayed c. wanted
I …………….. improving reliability.
a. undertook b. suggested c. recommended
She ………….. to check the large order.
a. refused b. put off c. failed
I …………… to meet the Quality Director.
a. decided b. didn’t mind c. arranged
We …………. to invest in new machinery.
a. consider b. hope c. plan
II. Match these sentences halves.
III. Choose the most appropriate form of the verb from the brackets to
complete these sentences.
1. He stopped (working/to work) on the project after three months because of ill-health.
2. She was driving in a hurry but she stopped (answering/to answer) her mobile phone.
3. Did you remember (calling/to call) the customer yesterday?
4. I can’t remember (offering/to offer) you a replacement.
5. The sales assistant forgot (giving/to give) the customer a discount.
6. The customer forgot (completing/ to complete) the five-year guarantee form.
IV. Create five sentences about yourself using a selection of these verbs.
avoid finish agree suggest hope be interested in plan
enjoy manage refuse look forward (to)
I. Before reading think how new products may be developed. Then read the
text and check your ideas.
Developing New Products
Great ideas are generated in different ways. Sometimes an idea may simply be when a company exploits an opportunity to extend the product range, to offer more choice to existing customers. Or a great idea could allow a company to enter a market which was closed to it before.
Companies which are prepared to spend a lot on R&D may make a breakthrough by having an original idea for a product which others later copy, for example Sony and the Walkman.
On the other hand, some products are developed in response to customer research. They come from customer ideas. These products meet a real need. Or the product does something similar to another product, but faster, so it saves time. Some people will buy new products because the product enhances their status – makes them feel more important. Other people will buy any ‘green’ product which reduces waste or protects the environment, even if it is more expensive.
If an idea is really good – perhaps the product fills a gap in the market – it may even win an award for innovation.
Isis Innovation is a company owned by the University of Oxford, and their job is to take the ideas that have developed in the university’s research laboratories and help the researchers turn them into commercial opportunities. The company does this either by negotiating licences or by helping researchers to start new companies. There’s one company which uses technology developed in the engineering department to make car bodies more quickly and therefore more economically. Another company makes houses for bees to help people who grow fruit as the bees help the trees to be more productive. Isis Innovation also started a company for archaeologists which trains them in the use of computer techniques and also sells them the software that they need.
II. Decide whether these statements are true or false.
A new product may be developed when a company decides to give extended opportunities to its customers.
It’s possible for a company to enter a market which is closed to it without any great ideas.
If R&D is financed well, original ideas are born easier.
The research of customer ideas and needs often gives an impulse to the upgrading of the existing products.
Customers usually don’t buy new products if they are more expensive.
A really good idea always leads to filling a gap in the market.
The University of Oxford owns the company called Isis Innovation.
Researchers are getting the company’s help in setting up new businesses.
Technologies developed at Oxford are used in manufacturing high quality products.
Isis Innovation produces cars and computer software.
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