Change – перемена, изменение, сдвиг
Viable – жизнеспособный
Direction – направление
Strategy – стратегия, поведение, линия поведения
Gourmet – гастроном, гурман
Craze (for) – (разг.) мода (на что-л.), повальное увлечение (чем-л.)
Goal – задача, цель, место назначения
Remarkable – замечательный, выдающийся, поразительный
Result – результат, исход, итог
Promotion – продвижение, раскрутка, рекламирование
To anticipate – ожидать, предвидеть, предчувствовать
To dust off – (разг.) стряхивать, сдувать пыль (с чего-л.), вспоминать
To realize – осуществлять, выполнять (план, намерение), реализовывать
To flip – переворачивать, перекидывать (резким движением)
To overcome – превозмочь, преодолеть, подавить (какое-л. чувство)
To succeed – достигать цели, преуспевать, иметь успех
To achieve – доводить до конца, выполнять
To win – победить, выиграть
To survive – выдержать, пережить, перенести
To determine – определять, решать, выносить решение
1. To flip – to turn over quickly, or to make something turn over.
2. Result – the final score, or the name of the winner of a sports event or election.
3. To achieve – to succeed in doing or having what you planned or intended, usually after a lot of effort.
4. Direction – the path that someone or something moves along when going towards a place.
5. To determine – to officially decide something.
6. Sales have shown the market is viable , but to produce other umbrellas for 10 targeted schools through out the next year will require a stronger capital position and greater marketing and distribution channels.
7. Along with localization correction, each of the characters is included in an identical number of the realized relations.
8. The goal could not be achieved without good governance, respect for the rule of law and policies and structures designed to unlock the creative energies of the people and promote internal as well as foreign direct investment.
9. I did not of course hope to win the bet; there were thirty-six chances against one that zero would not turn up again; but I proposed it out of swagger, and because I wanted to attract every one's attention.
10. It is not principal for the present invention because in any case it allows additional attraction of buyers and increase of sales as well as provision of additional promotion of goods without additional attraction of human resources.
SBA Delivering Success - Business Reality Check
This chapter of Delivering Success brought to you by the U.S. Small Business Administration and the United States Postal Service emphasizes being prepared to change course. Three entrepreneurs explained how to anticipate change. And how they made changes to keep their businesses viable. Warren Brown, owner of K-Club Bakeries in the Washington, D.C. area advises you to dust off your business plan and see where you are. It's really important to kind of take a step back every once in a while. And if it's, you know, pulling out the business plan, or pulling out something that's closely associated with it, that really does help to see where you are. David Kravetz and Aileen Spitalny are co-owners of Fairytale Brownies in Chandler, Arizona. Recognized as the 2006 Arizona small business persons of the year. Founded in 1993, David and Aileen began baking brownies in a friend's catering kitchen. Soon after starting in business they realized that a change in direction would allow for increased sales. Listen to how they decided to change their marketing strategy.
When we started the business we saw a trend with Mrs. Field's cookies and with Ben and Jerry's ice cream, more toward gourmet, premium products. And it was also the beginning of the coffee house craze. And our original business plan called for us to sell just wholesale to coffee houses. Fairytale Brownies in the beginning thought we'd go to the coffee house craze. But at the same time we were doing the farmer's markets to get the word out. And get people's names and address. And find out who is interested in our Brownies. What we realized is that we bake a perishable product. You know, all natural, no preservatives . And the coffee houses, they would buy a couple dozen. But we visit them the next week and if they didn't sell them we'd have to give them new ones. But at the farmer's market we could send -- sell a dozen at a time to a person. Or they'd say, oh, I'd love to ship these to my mom in New York, or my sister in Dallas. And we're like -- oh, we'd be selling dozens at a time instead of coffee houses with a couple dozen. So we flipped pretty quickly in the first year and realized we wanted to get more into mail order and direct marketing as a business. It just seemed to have more opportunity as far as volume and quality control. And so we did more than farmer's markets and then we moved into street fairs, an then we started mailing catalogs through the Postal Service. And that started as just a black – black ink on colored paper. And now we print almost 2 million catalogs, four-color, 28-pages a year – that get mailed. We know bake and ship over two-and-a-half million brownies a year.
Aaron Wolfson and his business partner Peter Menge [Phonetic], through an SBA-backed loan, launched the Savvy Gourmet two weeks prior to Hurricane Katrina hitting New Orleans. Designed to be a cooking school and a retail cookware business, they had to adapt their business plan to meet the needs of the community and survive the effects from the storm.
We – we wrote a fairly comprehensive business plan with specific projections and really researched the market. And the business plan we looked at basically three -- three revenue streams. The cooking classes, the retail, and the catering. We finished the build out of the location in late July of 2005. And in August of 2005 we opened the Savvy Gourmet for some soft opening classes. Some private events for family and friends. And those went very well. Everybody was impressed with the space and we were excited to get started. And then towards the end of August Katrina hit New Orleans. We – we – my partner and I evacuated to different parts of the country. Ultimately we hooked back up and had some discussions about what we were going to do with the business. If you remember those days after the storm, it was pretty harrowing . We were evacuated. We were not allowed back into the city. We didn't know the – the status of our business, our physical plant – we didn't know if we had damage, we didn't know if the roof blew off, we didn't know if we had flooding. So once we were able to get back in and start cleaning up, we realized we didn't have any damage to speak of. And decided that we had to open up as quickly as possible. We knew that people weren't going to be taking cooking classes because nobody was in town yet. It was just military and relief workers. So we opened up as a restaurant and started serving food in mid-October of 2005. And as I recall, we got together on a Tuesday and decided we were going open up as a restaurant. On Wednesday we sent out an e-mail to our e-mail list. On Thursday we had 35 people show up for lunch, and it just went on from there. Because at that point there was nowhere to eat in the city. There were no grocery stores open, there were no restaurants open. There were two places to go in town to get a frozen hamburger, bar food, and what have you. But we were the only place serving fresh food. And the way we did that was we had a strong connection with the Crescent City Farmer's Market and knew a lot of the farmers personally that sold there. Through some contacts we kept in touch with them. And they would actually drop off produce at our location. And then we would take orders from other chefs that were starting to open restaurants around New Orleans. They would come pick up the produce from us and we would serve whatever we had. If all they had were fresh carrots, we had carrot soup, we had roasted carrots, we had – you name it, it was carrots all day. But people enjoyed the fact that it was fresh food prepared right there in a clean, nice environment. We got wireless Internet very early in the Savvy Gourmet. So people were coming there to congregate and check in with their family and friends, and check on their insurance claims and you know , do all the business of living that they had to do. So directly after the storm it really became a place to meet; a community center. We started holding informational meetings there where the mayor's bring back New Orleans commission would hold a subcommittee meeting, and people would come from the neighborhood and around the city to hear how the mayor was hoping to help small businesses. We got involved with helping other restauranteurs who lost everything raise money to rebuild their restaurants. We got involved with the slow food movement to help raise awareness about buying locally, eating seasonally. We just found ourselves at the middle of this exciting place that none of us could have imagined before the storm hit. We always wanted to have something like that but it really took this type of tragedy to bring people together . I found that a lot of businesses that were open prior to Katrina have not reopened because they've not taken a good, close look at the current situation. They're trying to fit their old business model into the current landscape. So we've got to constantly look at what we're doing. Are we providing the service that people want. Do we need to add something that we didn't have before. Do we need to stop something that isn't working any more. So just a constant reanalysis of our resources, our relationships, and the business climate have allowed us to prosper and do well in that space.
For more information from SBA on managing for change and business preparedness, click on the provided links. And for business tips, log onto the United States Postal Service at usps.com/smallbiz.
Be creative: The best ad
Be motivated: The obstacle in our path
In ancient times, a King had a boulder placed on a roadway. Then he hid himself and watched to see if anyone would remove the huge rock. Some of the king's wealthiest merchants and courtiers came by and simply walked around it. Many loudly blamed the King for not keeping the roads clear, but none did anything about getting the stone out of the way.
Then a peasant came along carrying a load of vegetables. Upon approaching the boulder, the peasant laid down his burden and tried to move the stone to the side of the road. After much pushing and straining, he finally succeeded. After the peasant picked up his load of vegetables, he noticed a purse lying in the road where the boulder had been. The purse contained many gold coins and a note from the King indicating that the gold was for the person who removed the boulder from the roadway.
The peasant learned what many of us never understand! Every obstacle presents an opportunity to improve our condition.
List of questions for discussion
1. What is your biggest success in life?
2. What small successes do you have every day?
3. How would you define success?
4. Is success a journey or a destination?
5. What is your formula or recipe for success?
6. Does success keep you happy?
7. Do you think success breeds success?
8. Do you think you can teach someone to be successful?
9. Someone once said: "Success is getting what you want; happiness is wanting what you get." Do you agree with this quote?
10. Someone once said: "The two hardest things to handle in life are failure and success." What do you think of this?
11. How do you measure success?
12. What success stories do you have of studying English?
13. What part does luck play in success?
14. Woody Allen said: "Eighty percent of success is showing up.” Do you agree with him?
15. Albert Einstein said: "Try not to become a man of success, but rather try to become a man of value." What do you think of this?
Для обсуждения данной темы присоединяйтесь к разговорным клубам. Студентам индивидуального курса разговорные клубы предоставляются бесплатно. А если вы предпочитаете обучение в формате разговорных клубов, записывайтесь на групповые занятия.