Business & Technology Communication in English 2008 Kagoshima University Inamori Academy Jay A. Smith Associate Professor

Business & Technology Communication in English 2008 Kagoshima University Inamori Academy Jay A. Smith Associate Professor btce2008@bizsmith.com

Kagoshima University© 2008, Jay A. SmithPage 2 Welcome!  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. SmithPage 4 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

Kagoshima University© 2008, Jay A. SmithPage 5 Effective Communication Affects All Aspects of Business (Especially of Venture Businesses)  Internal Communications Working together (meetings, conversations…) Presenting Understanding Decision-making Motivating Human Resources  External Communications Marketing Advertising Public Relations Finance & Investor Relations

Kagoshima University© 2008, Jay A. SmithPage 6 Class Schedule (subject to change) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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 ) Final Report Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 btce2008@bizsmith.com

Kagoshima University© 2008, Jay A. SmithPage 7 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 supplier 製造者／提供者 synthesize 総合する

Kagoshima University© 2008, Jay A. SmithPage 9 Jay Andrew Smith (45)  1963 Born in New Jersey, USA  1985 Rutgers Univ. (Economics 経済学, Physics 物理学 )  1989 Harvard Business School (MBA 1989)  1989 Moved to Tokyo (Nikkei 39,000 ）  1990 Management Consultant (NY, NJ, Tokyo)  1992 Venture Business (IT, Internet, email)  1998 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 Visiting Professor >2005 Associate Professor

Kagoshima University© 2008, Jay A. SmithPage 10 Jay Andrew Smith (young < J < old)  I am a U.S. born Educator, Advisor, Entrepreneur Working internationally (12 years in Japan) Helping companies, organizations, and people grow  With over 18 years of experience including 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. SmithPage 11 Self Introductions  < 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. SmithPage 12 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. SmithPage 18 Homework  Writing: Answer Mary Oliver’s question in <500 words  Doing: Personal Business Card Creation  Reading: Kazuo Inamori: Passion For Success xi, 4-7 21_21 Design Sight 9-14  Watching (video.google or youtube.com) : Charlie Rose www.charlierose.comwww.charlierose.com Inside the Actors Studio Email to: btce2008@bizsmith.com by 6/3

Kagoshima University© 2008, Jay A. SmithPage 20 Homework Assignment  Design your own personal business card My Business Card 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 “Life Meishi”

Kagoshima University© 2008, Jay A. SmithPage 21 Homework Assignment  Design your own personal business card Jay Andrew Smith International Educator Promoting Growth And Understanding Around the World New York + San Francisco + Chiran + Brugge jay@soulproprietor.us SAMPLE

Kagoshima University© 2008, Jay A. SmithPage 22 Suggested Resources  WWW International Association of Business Communicators www.iabc.comwww.iabc.com Inc. Magazine www.inc.comwww.inc.com Business 2.0 Magazine www.business2.comwww.business2.com Silicon Valley News www.siliconvalley.comwww.siliconvalley.com USA Today newspaper www.usatoday.comwww.usatoday.com Japan Times newspaper www.japantimes.co.jpwww.japantimes.co.jp New York Times newspaper www.nytimes.comwww.nytimes.com Wall Street Journal newspaper www.wsj.comwww.wsj.com Wall Street Journal’s Venture Website www.startupjournal.comwww.startupjournal.com Economist Magazine (UK) www.economist.comwww.economist.com Bloomberg financial news www.bloomberg.comwww.bloomberg.com CNN www.cnn.comwww.cnn.com MSNBC www.msnbc.comwww.msnbc.com National Public Radio www.npr.orgwww.npr.org Comic strips www.gocomics.comwww.gocomics.com Youtube www.youtube.comwww.youtube.com Google video video.google.comvideo.google.com Berkeley Center for Entrepreneurship & Technology cet.berkeley.edu/Teaching/LectureSeries.html cet.berkeley.edu/Teaching/LectureSeries.html www.answers.com www.worldlingo.com www.ieee.org www.acm.org www.ieee.orgwww.acm.org www.venturesmith.us

Kagoshima University© 2008, Jay A. SmithPage 23 www.MakingMeaning.Org 1. Accomplishment 2. Beauty 3. Community 4. Creation 5. Duty 6. Enlightenment 7. Freedom 8. Harmony 9. Justice 10. Oneness 11. Redemption 12. Security 13. Truth 14. Validation 15. Wonder

Kagoshima University© 2008, Jay A. SmithPage 24 Movies/DVDs (American/British movies with English subtitles)  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)

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

Kagoshima University© 2008, Jay A. SmithPage 27 Evaluation Results - Challenges  Listening to native at native speed Speakers vs. listeners (Related to blood type?)  http://esl.about.com/od/englishlistening/English_Listening_Skills_and_Acti vitiesEffective_Listening_Practice.htm 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  DVD listening, first with ENGLISH subtitles  Music listening with lyrics, karaoke www.lyricsfreak.com

Kagoshima University© 2008, Jay A. SmithPage 29 Objective - Why  What is your goal for the communication?  Just ONE objective at a time 5 minutes = 10 x 30 seconds  Is it clear to you? You don’t always have to state it to the listener

Kagoshima University© 2008, Jay A. SmithPage 30 Listener – Whom  With whom will you communicate?  Is it the right person? 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. SmithPage 31 Approach – Key Point / Persuading Idea  Single idea or sentence that will lead to your objective Supports your objective Gives focus to your conversation Considers needs of your listener

Kagoshima University© 2008, Jay A. SmithPage 32 Hook – Attention Getter  Used to get attention Headline or catch-phrase Most unique, interesting part of your subject  Supports your objective Examples: “What not to do in bed” (pg. 47) “Extinction is forever”

Kagoshima University© 2008, Jay A. SmithPage 38 Ask for it – The Close  Call to action or reaction 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 “Always Be Closing”

Kagoshima University© 2008, Jay A. SmithPage 39 Homework  Writing: 80 words or less You should (or should not) support nuclear power because … (send by email by 6/10)  Reading: Handouts: economist.com Websites: about.com  http://esl.about.com/od/englishlistening/English_Listening_Skills_and_Activit iesEffective_Listening_Practice.htm http://esl.about.com/od/englishlistening/English_Listening_Skills_and_Activit iesEffective_Listening_Practice.htm  Speaking Read articles/editorials/letters to the out loud Voice recorder  Bring 20 copies of your life meishi

Kagoshima University© 2008, Jay A. SmithPage 40 Evaluation – Speaking & Informing/Convincing Why is 2008 better or worse than …? 200820001980195019001800 Overall Population Transportation Communication Education Entertainment Manufacturing

Kagoshima University© 2008, Jay A. SmithPage 41 “The Stone Age didn’t end because they ran out of stones.” Stone Age Bronze Age Mechanical Age Solar Power sun wind plants fire Animal Power 動物人間 Oil Power Nuclear Power Plastics Age Bio Gene Age Nano Age? --------------Analog Age------------------------------------- Digital Age Solar Power? 1800 1900 2000 -4000 -20000 Wired -> Wireless Electrical Age Electronic Quantum Age Age? control organic material energy transfer energy network 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 speed of change is accelerating

Kagoshima University© 2008, Jay A. SmithPage 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. SmithPage 44 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. SmithPage 45 For/Against Nuclear Power I think we should use nuclear power because we use too much fossil fuels.  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. SmithPage 46 For/Against Nuclear Power I think we should use nuclear power because we use too much fossil fuels.  It is true that nuclear power has some dangers because of radioactive substances involved.  However if we use it correctly, it will help us solve some problems about generating electric power. Unanswered/unstated questions/issues/assumptions:  Are there other power options beyond nuclear and fossil?  Can we be sure to use it correctly/safely?

Kagoshima University© 2008, Jay A. SmithPage 47 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. SmithPage 48 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. SmithPage 49 Nuclear Power, Climate Change  Democrats on Nuclear Power http://jp.youtube.com/watch?v=TjDmyToTYBE  Climate Change Sir David Attenborough http://uk.youtube.com/watch?v=S9ob9WdbXx 0&feature=related http://uk.youtube.com/watch?v=S9ob9WdbXx 0&feature=related What’s the Worst that can happen? http://uk.youtube.com/watch?v=zORv8wwiad Q&feature=related http://uk.youtube.com/watch?v=zORv8wwiad Q&feature=related  Pascal’s Wager

Kagoshima University© 2008, Jay A. SmithPage 54 Pyramid Principle (by Barbara Minto)  Pyramid based on inductive and/or deductive thinking  SCQ(A) Framework Situation Complication Question (Answer)  Benefits: Comprehensive Clear Concise

Kagoshima University© 2008, Jay A. SmithPage 55 Casual Business Conversations  Chatting – Small talk  Discussing  Brainstorming  Informing  Explaining  Persuading/Convincing  Debating/Arguing “Playing devil’s advocate”

Kagoshima University© 2008, Jay A. SmithPage 56 Casual Business Conversations  Chatting – Small talk Office DiscussionOffice Discussion  Discussing Pay (It) ForwardPay (It) Forward  Brainstorming Whose Line Prop IdeasWhose Line Prop Ideas  Informing Who's On FirstWho's On First  Explaining  Persuading/Convincing Job InterviewJob Interview  Debating/Arguing 7 x 13 = 28 (Business)7 x 13 = 28 (Business) “Playing devil’s advocate” Argument Clinic Argument Clinic

Kagoshima University© 2008, Jay A. SmithPage 57 Conversations & Comic Strips Non Sequitur 10/2/2007 www.gocomics.com www.snoopy.com www.dilbert.com www.doonesbury.com Dialogue, discussion, argument Sarcasm/structure

Kagoshima University© 2008, Jay A. SmithPage 59 Interviews – on Youtube  Famous U.S. Interview Shows: Inside the Actors Studio movie stars Inside the Actors Studio Tonight Show famous people Tonight Show 60 Minutes famous news interviews 60 Minutes Larry King Live famous people Larry King Live Chris Matthews – Hardball politicians Chris Matthews – Hardball  Other interviews: 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

Kagoshima University© 2008, Jay A. SmithPage 60 Youtube Clips  Classic Information Conversation Abbott & Costello Who's On FirstWho's On First Monty Python Ministry of S.W. InterviewMinistry of S.W. Interview  Classic Convincing Conversation Abbott & Costello 7 x 13 = 28 (Navy)7 x 13 = 28 (Navy) Abbott & Costello 7 x 13 = 28 (Business)7 x 13 = 28 (Business)  Classic Argument Monty Python Argument ClinicArgument Clinic Monty Python Pet Store - Dead ParrotPet Store - Dead Parrot

Kagoshima University© 2008, Jay A. SmithPage 61 U.S. News Websites  www.nbcnews.com www.nbcnews.com  www.cbsnews.com www.cbsnews.com  www.abcnews.com www.abcnews.com  www.foxnews.com www.foxnews.com  www.cnn.com www.cnn.com  www.npr.org www.npr.org  www.c-span.org www.c-span.org

Kagoshima University© 2008, Jay A. SmithPage 62 Movies/DVDs (American/British movies with English subtitles)  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. SmithPage 63 Homework  Homework requests: Put your Name/Task in the FileName (Tanaka-Oliver.doc) Put the word “homework” in email subject:  Subject: BTCE homework 6/11  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: 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

Kagoshima University© 2008, Jay A. SmithPage 64 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. SmithPage 66 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: 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

Kagoshima University© 2008, Jay A. SmithPage 67 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. SmithPage 68 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. SmithPage 69 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. SmithPage 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 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. SmithPage 71 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. SmithPage 72 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. SmithPage 74 Sources – each has its own goal  Media TV, Newspaper, Magazine, Radio, Internet  Company Press releases, brochures, website, reports  Other Companies  Employees (current, former, union)  Customers  Government  Investors, industry analysts, experts

Kagoshima University© 2008, Jay A. SmithPage 75 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. SmithPage 77 Print Media MediumJapanU.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 JournalFinancial Times Regional Newspaper Minami Nihon Shimbun New York Post, Chicago Sun-Times, New Orleans Times-Picayune Ballymoney & Moyle Times (800 local papers) Sensational/ Sports Papers Nikkan SportsNational Enquirer Newswire Kyodo TsushinAP, Bloomberg, Knight-Ridder Reuters AFP (France) Business Magazine ?BusinessWeek, Forbes, Barrons Economist Trade Papers & Magazines ? Women’s Wear Daily Variety President Nikkei BP のじ Weekly 築地ＤａｉｌｙＮｅｗｓ

Kagoshima University© 2008, Jay A. SmithPage 78 “The Internet Changes Everything”  Company Websites (homepages)  Informational Emergency (eg.: UCSD.edu)  Transactional Email Blogs (fake steve jobs)  Industry/Association  Media (news cycle)  Consumer Wikipedia My.yahoo Search engines  Government

Kagoshima University© 2008, Jay A. SmithPage 79 Suggested Resources  WWW International Association of Business Communicators www.iabc.comwww.iabc.com Inc. Magazine www.inc.comwww.inc.com Business 2.0 Magazine www.business2.comwww.business2.com Silicon Valley News www.siliconvalley.comwww.siliconvalley.com Economist Magazine (UK) www.economist.comwww.economist.com USA Today newspaper www.usatoday.comwww.usatoday.com Japan Times newspaper www.japantimes.co.jpwww.japantimes.co.jp New York Times newspaper www.nytimes.comwww.nytimes.com Wall Street Journal newspaper www.wsj.comwww.wsj.com Wall Street Journal’s Venture Website www.startupjournal.comwww.startupjournal.com Nihon Keizai Shimbun www.nikkei.co.jpwww.nikkei.co.jp Bloomberg financial news www.bloomberg.comwww.bloomberg.com Kyodo Tsushin www.kyodo.co.jpwww.kyodo.co.jp AP News www.ap.orgwww.ap.org Reuters www.reuters.comwww.reuters.com CNN www.cnn.comwww.cnn.com MSNBC www.msnbc.comwww.msnbc.com National Public Radio www.npr.orgwww.npr.org www.ieee.org www.acm.org www.ieee.orgwww.acm.org My.yahoo.com www.eigosmith.info

Kagoshima University© 2008, Jay A. SmithPage 80 U.S. News Websites  www.nbcnews.com www.nbcnews.com  www.cbsnews.com www.cbsnews.com  www.abcnews.com www.abcnews.com  www.foxnews.com www.foxnews.com  www.cnn.com www.cnn.com  www.npr.org www.npr.org  www.c-span.org www.c-span.org

Kagoshima University© 2008, Jay A. SmithPage 82 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. http://web.mit.edu/newsoffice/write-news.html Overview & Highlights

Kagoshima University© 2008, Jay A. SmithPage 83 Homework  Writing: (for next Wednesday) Write a short news story about a recent event in Japan.  Headline – Lead – Body structure  http://web.mit.edu/newsoffice/write-news.html http://web.mit.edu/newsoffice/write-news.html  Watching/Listening: www.cbsnews.com www.npr.org www.economist.com  Readings: Read Kikkoman & Judge/Jury news articles from Nikkei Weekly  Speaking: Call a friend and either talk to me or leave voicemail for 30-60 seconds about something newsworthy you did this week.

Kagoshima University© 2008, Jay A. SmithPage 85 Past Homework  Writing: (for next Wednesday) Write a short news story about a recent event in Japan.  Headline – Lead – Body structure  http://web.mit.edu/newsoffice/write-news.html http://web.mit.edu/newsoffice/write-news.html  Watching/Listening: www.cbsnews.com www.npr.org www.economist.com  Readings: Read Kikkoman & Judge/Jury news articles from Nikkei Weekly  Speaking: Call a friend and either talk to me or leave voicemail for 30-60 seconds about something newsworthy you did this week.

Kagoshima University© 2008, Jay A. SmithPage 87 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. SmithPage 88 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. SmithPage 91 Promotion & Market Segmentation Men Overweight Men Overweight Athletic Men Overweight, Athletic, Beer-Drinking Men Overweight, Athletic, Beer-Drinking Men, Who care about their figure Taro Tanaka Night TV Direct Mail Football Broadcast Fitness Magazine Train Poster Promotion Media People TV Targeted Poster

Kagoshima University© 2008, Jay A. SmithPage 92 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. SmithPage 94 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. SmithPage 95 Technology Adoption Life Cycle Innovators Early Adopters Early Majority Late Majority Laggards Geoffrey Moore, Crossing the Chasm Time Examples- Internet Academics Tech. Fans Financial Services Main Market

Kagoshima University© 2008, Jay A. SmithPage 96 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. SmithPage 97 Advertising vs. PR Advertising  Paid Placement  Guaranteed placement  Creative and content control  Viewed as ad/selling  Longer life Public Relations  Free Placement  Uncertain coverage  Little/no control over final content  Viewed as information  Short life (newsy)

Kagoshima University© 2008, Jay A. SmithPage 98 PR Tools  Press Release / News Release  Press Kits (backgrounders)  Press Conferences  Presentations & Speeches  Public Appearances  Public, Private Events / Sponsorships

Kagoshima University© 2008, Jay A. SmithPage 99 The Press Release  Written by company or its PR firm  Distributed to media (and internet)  Goals: get media to create news story about it help “manage” company information legal requirements for public company

Kagoshima University© 2008, Jay A. SmithPage 101 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. SmithPage 112 Media Relations  Typical: PR or Communications Dept. Centralized person/group for all media Works with others in company  Works best if: 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. SmithPage 113 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. SmithPage 114 Homework  Writing: (for next Wednesday) Take your news story topic, write a press release as if you were the company or organization involved in the event or product discusses.  Watching/Listening/Reading: www.ManageYourWriting.com http://advertising.about.com/ http://advertising.about.com/od/smallbusinesscampaigns/u/smallbu siness.htm 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.infocomgroup.com/ME2/Default.asp www.prwatch.org  Speaking: Marketing Tounge Twister: “ She sells seashells by the seashore ”

Kagoshima University© 2008, Jay A. SmithPage 116 Class Schedule (subject to change) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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 ) Final Report Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 btce2008@bizsmith.com

Kagoshima University© 2008, Jay A. SmithPage 117 btce2008@bizsmith.com Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 Class Schedule (subject to change) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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) 12/11( 木 ) Final Report Due 12/5? Cocktail Party Exercise

Kagoshima University© 2008, Jay A. SmithPage 118 Homework  Writing: (for next Wednesday) Take your news story topic, write a press release as if you were the company or organization involved in the event or product discusses.  Watching/Listening/Reading: www.ManageYourWriting.com http://advertising.about.com/ http://advertising.about.com/od/smallbusinesscampaigns/u/smallbu siness.htm 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.infocomgroup.com/ME2/Default.asp www.prwatch.org  Speaking: Marketing Tounge Twister: “ She sells seashells by the seashore ”

Kagoshima University© 2008, Jay A. SmithPage 122 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. SmithPage 123 Specific Reasons for Many Business Documents  to inform  to explain  to confirm  to remind  to follow up  to 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. SmithPage 124 Memos Inside of Company manager «» employee staff «» staff Letters Outside of Company business «» business business «» customer business «» shareholder job applicant «» company Email Messages / Distribution Method Harvard Business School on: Effective Business Writing for:

Kagoshima University© 2008, Jay A. SmithPage 126 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. SmithPage 127 Malcom Forbes on: How to Write a Business Letter  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. SmithPage 131 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 7/8btce2008@bizsmith.com

Kagoshima University© 2008, Jay A. SmithPage 132 Cover Letters  Keep it brief. Usually about four paragraphs: 1. Introduce yourself and explain why you’re writing. 2. Lay out your key, related skills and accomplishments. 3. Explain why you want to work for the company. 4. 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. SmithPage 133 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. SmithPage 135 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 7/8btce2008@bizsmith.com

Kagoshima University© 2008, Jay A. SmithPage 136 Cover Letters  Keep it brief. Usually about four paragraphs: 1. Introduce yourself and explain why you’re writing. 2. Lay out your key, related skills and accomplishments. 3. Explain why you want to work for the company. 4. 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. SmithPage 142 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. SmithPage 144 10 ways to write boring papers… 1. Avoid focus 2. Avoid originality and personality 3. Write long contributions 4. Remove implications and speculations 5. Leave out illustrations 6. Omit necessary steps of reasoning 7. Use many abbreviations and terms 8. Suppress humor and flowery language 9. Degrade biology to statistics 10. Quote numerous papers for trivial statements Source: Kaj Sand-Jenson, Oikos

Kagoshima University© 2008, Jay A. SmithPage 145 8 Cs Handout (speaking & writing)  Correct  Clear  Compact  Creative  Critical  Consistent  Conspicuous (emphasis, impact)  Considerate (audience, media, helpers)

Kagoshima University© 2008, Jay A. SmithPage 146 Sci-Tech Correspondence  Audience: 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 Have A Purpose Clear Be Audience Focused Make Your Message Clear Keep Focused on Topic Be Concise Use Simple Sentences

Kagoshima University© 2008, Jay A. SmithPage 147 Sci-Tech Writing for a General Audience  Books, articles, blogs, editorials, reports, grant applications  Audiences at different levels of knowledge: Science/technology “buffs”  Scientific American, Popular Mechanics Business people  Economist, Wired Magazine Government Keep main idea in mind  Some Famous (dead) Science Writers Steven Jay Gould Carl Sagan Isaac Asimov

Kagoshima University© 2008, Jay A. SmithPage 148 Technical Writing  How-to: Manuals, Instructions, Handbooks,  What: White papers, Patents  Tech writer is “first end-user”  Audience: customers/users, business managers suppliers, competitors, critics, media other technical writers  www.istc.org.uk www.istc.org.uk  www.dummies.com, www.idiotsguides.com www.dummies.comwww.idiotsguides.com  www.soyouwanna.com, www.ehow.com www.soyouwanna.comwww.ehow.com

Kagoshima University© 2008, Jay A. SmithPage 150 Critically Read a Scientific Paper  Where is it published? (top peer-reviewed)  Who financed it? (drug co., govt., political group)  What kind of study? 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. SmithPage 151 Watson & Crick  Where: Nature April 25, 1953  Who: Watson (25) geneticist Crick (37) biophysist  Announcement (not full paper) Pre-empt Pauling (6 weeks away)  Propose “radically different structure”  Sufficient credit to Rosalind Franklin?

Kagoshima University© 2008, Jay A. SmithPage 152 8 Cs Handout (speaking & writing)  Correct  Clear  Compact  Creative  Critical  Consistent  Conspicuous (emphasis, impact)  Considerate (audience, media, helpers)

Kagoshima University© 2008, Jay A. SmithPage 154 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.) A label, not a sentence Avoid “waste” words (“Investigation on…”) Use syntax carefully

Kagoshima University© 2008, Jay A. SmithPage 155 Abstract  Do: 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 Make any conclusion that is not found in the text Write more than 100-200 words (unless it is impossible, which is rare)

Kagoshima University© 2008, Jay A. SmithPage 156 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?  Casual?

Kagoshima University© 2008, Jay A. SmithPage 157 How to write Introduction? Desired structure  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. SmithPage 158 Introduction Checks  Uniformity of expression  Precision of speech  Repetition  Contradiction  Repetition  Logical argument  Matches title, abstract, results, discussion

Kagoshima University© 2008, Jay A. SmithPage 160 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) The most important aspects should be summarized Not every detail of the tables, figures need be repeated  All tables, figures should be referred to in the text  The selection of the right tables and figures is crucial. 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. SmithPage 161 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. SmithPage 162 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. SmithPage 163 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. SmithPage 164 Links Writing Guides:  http://web.mit.edu/writing http://web.mit.edu/writing  http://web.mit.edu/uaa/www/writing/links/ http://web.mit.edu/uaa/www/writing/links/  http://standards.ieee.org/duides/style http://standards.ieee.org/duides/style  http://www.betterwritingskills.com/ 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.nature.com  www.sciencemag.org www.sciencemag.org www.sciencenow.org www.scienceexpress.org www.sciencenow.orgwww.scienceexpress.org www.sciencecareers.org  www.scientificamerican.com www.scientificamerican.com  www.wired.com www.wired.com  www.popularmechanics.com www.popularmechanics.com  www.popsci.com www.popsci.com  www.nationalgeographic.com www.nationalgeographic.com

Kagoshima University© 2008, Jay A. SmithPage 167 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. SmithPage 175 How to How-to 1. Make it scannable. 2. Use proper grammar and punctuation. 3. Begin with an introductory paragraph. 4. Remember your humble beginnings. 5. Tell them how, not about. 6. Keep your paragraphs bite-sized. 7. Use white space. 8. Remove unnecessary words. 9. Try for variety. 10. Use simple language. 11. Avoid lingo. 12. Use acronyms sparingly. 13. Stay positive. 14. Stories help learners. 15. Pictures are your friends. 16. Promote gently. 17. Wrap it up (Closing). 18. Go back and edit. Source: knowledgehound.com

Kagoshima University© 2008, Jay A. SmithPage 176 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. SmithPage 177 Old vs. New Media Old Media  Types Mail/Fax Newspapers Books Magazines Newsletters Radio (most) LPs/CDs TV/Video Catalogs  Analog  One-way Broadcast Producer->users  Periodic (hourly, daily weekly) New Media  Types Email Websites Ebooks Mail Magazines Blogs Chat MP3/Podcasts/Itunes Youtube Online Shopping  Digital  2(or more) way Multipoint User created content  Live: 24 hour

Kagoshima University© 2008, Jay A. SmithPage 178 Business Activities & Internet/New Media  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  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© 2008, Jay A. SmithPage 179 Industries and Internet/New Media  Email  Blogs  WWW  Instant Messenger/SMS  Chat  Wiki  Yahoo Answers  Search  Skype  Youtube  MySpace/Facebook  Search Engines  Advertising Engines  Acrobat (pdf)  Photoshop  Online Auctions  Online Shopping  MP3/Itunes  Virtual Worlds  Broadband/Fiber  Wireless/Wimax  News Companies  TV Networks  Radio Stations  Doctors  Insurance Companies  Branded Products  Car Dealers  Travel Agents  Airlines  Sports  Financial Services  Photographers  Book Publishers  Bookstores  Musicians  Music Companies  Politics  Government  Advertising Agencies  Consultants  Comedians  Museums  Schools http://www.webbyawards.com

Kagoshima University© 2008, Jay A. SmithPage 180 The Internet  Available  Accessible  Printable  Downloadable  Updatable  Customizable  Adaptable  Reliable  Searchable  Affordable  Equitable  Fashionable  Inevitable  Knowledgeable  Aware-able?

Kagoshima University© 2008, Jay A. SmithPage 181 On the Internet  …nothing dies  …nothing is hidden  …nothing is secret  …nothing is safe  …nothing is off limits  …nothing for sure  …nothing is real?  …nothing is final

Kagoshima University© 2008, Jay A. SmithPage 184 Old vs. New Media Old Media  Types Mail/Fax Newspapers Books Magazines Newsletters Radio (most) LPs/CDs TV/Video Catalogs  Analog  One-way Broadcast Producer->users  Periodic (hourly, daily weekly, yearly) New Media  Types Email Websites Ebooks Mail Magazines Blogs Chat MP3/Podcasts/Itunes Youtube Online Shopping  Digital  2(or more) way Multipoint Interactive/User-created  Live: 24 hour

Kagoshima University© 2008, Jay A. SmithPage 190 Links  www.webbyawards.com www.webbyawards.com  www.ted.com http://www.universalleonardo.org/ www.ted.comhttp://www.universalleonardo.org/  www.barackobama.com www.johnmccain.com www.barackobama.comwww.johnmccain.com  www.facebook.com www.myspace.com www.facebook.comwww.myspace.com  www.linkedin.com www.plaxo.com www.linkedin.comwww.plaxo.com  http://sncr.org/ http://sncr.org/  http://prbooks.pbwiki.com/ http://prbooks.pbwiki.com/ http://prbooks.pbwiki.com/trust  http://informationarchitects.jp/ http://informationarchitects.jp/  Blog hosting www.blogger.com www.wordpress.com www.blogger.comwww.wordpress.com www.blogspot.com www.typepad.com www.blogspot.comwww.typepad.com  www.waybackmachine.com www.waybackmachine.com

Kagoshima University© 2008, Jay A. SmithPage 191 Blogs Blogs Blogs Tom Peters' blog roll &other great stuff www.tompeters.com/freestuff/index.php business/marketingsethgodin.typepad.com advertising www.brainposse.com vc's blogwww.allensblog.typepad.com venture hacks bloghttp://www.venturehacks.com/ computers/technologyfakesteve.blogspot.com computers/technology www.lifehacker.com politicsandrewsullivan.theatlantic.com politicswww.blogforamerica.com humor at workdilbertblog.typepad.com/the_dilbert_blog/ economics illustratedindexed.blogspot.com drawings/illustrationsdrawn.ca designwww.mocoloco.com personal growthwww.stevepavlina.com cutehttp://mfrost.typepad.com/cute_overload/ businesshaikuwww.businesshaiku.com blogger.com typepad.com

Kagoshima University© 2008, Jay A. SmithPage 192 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. SmithPage 195 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. SmithPage 196 www.facebook.com  Use English menu option  Register  Connect to me by 8/1/2008  My facebook email address: jay@bizsmith.com jay@bizsmith.com  Join Kagoshima University Group

Kagoshima University© 2008, Jay A. SmithPage 198 btce2008@bizsmith.com Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 Class Schedule (OLD) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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 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) 12/11( 木 ) Final Report Due 12/5? Cocktail Party Exercise

Kagoshima University© 2008, Jay A. SmithPage 199 Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 Class Schedule (Revised A) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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 ⑩ Elevator Pitches 11/26( 水 )12:50-14:20 ⑪ Business/Tech Project Plan Case Study 12/3 ( 水 )12:50-14:20 ⑫ Initial Presentation 12/10( 水 )12:50-14:20 ⑬ 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) 1/28( 水 ) Final Report Due 12/5? Cocktail Party Exercise

Kagoshima University© 2008, Jay A. SmithPage 200 Speaking In Public  Casual Discussions  Social Events  Meetings  Interviews  Panel Discussions  Debates  Poster Sessions  Formal Presentations  Unplanned Opportunities Elevators, airplanes, trains, restaurants

Kagoshima University© 2008, Jay A. SmithPage 204 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. SmithPage 205 President Ronald Reagan “The Great Communicator” Great historical American speeches http://www.americanrhetoric.com with video and text Reagan-Brandenburg (persuade) http://www.americanrhetoric.com/speeches/ronaldreagan brandenburggate.htm Reagan-Challenger (inform, bad news) http://www.americanrhetoric.com/speeches/ronaldreagan challenger.htm

Kagoshima University© 2008, Jay A. SmithPage 206 Warm-up 2 – Speaking & Informing/Convincing Why is 2008 better or worse than …? 200820001980195019001800 Overall Population Transportation Communication Education Entertainment Manufacturing

Kagoshima University© 2008, Jay A. SmithPage 207 “The Stone Age didn’t end because they ran out of stones.” Stone Age Bronze Age Mechanical Age Solar Power sun wind plants fire Animal Power 動物人間 Oil Power Nuclear Power Plastics Age Bio Gene Age Nano Age? --------------Analog Age------------------------------------- Digital Age Solar Power? 1800 1900 2000 -4000 -20000 Wired -> Wireless Electrical Age Electronic Quantum Age Age? control organic material energy transfer energy network 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 speed of change is accelerating

Kagoshima University© 2008, Jay A. SmithPage 208 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. SmithPage 209 Content & Structure  Pyramid based on inductive and/or deductive thinking  SCQ(A) Framework Situation Complication Question (Answer)  Benefits: Comprehensive Clear Concise

Kagoshima University© 2008, Jay A. SmithPage 217 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. SmithPage 219 Jay ’ s Presentation Tips  Start with a “Thank You”  Shorter is better Simpler words Shorter sentences Fewer slides Less time  Start with a Bang! (a Hook!) Something interesting to catch attention Then work to keep attention  Dreamgate http://www.dreamgate.gr.jp/summit/entry/ http://www.dreamgate.gr.jp/summit/entry/

Kagoshima University© 2008, Jay A. SmithPage 221 Other Great Presentation Sits  http://www.TED.com http://www.TED.com  http://jp.youtube.com/user/citrisuc 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 http://blog.guykawasaki.com/2005/12/the_102030_rule.html  VC http://whohastimeforthis.blogspot.com/2006/01/prac ticing-art-of-pitchcraft.html http://whohastimeforthis.blogspot.com/2006/01/prac ticing-art-of-pitchcraft.html

Kagoshima University© 2008, Jay A. SmithPage 229 Sample Powerpoint Presentations Powerpoint Presentations Berkeley/CITRIShttp://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 Innovationhttp://www.youtube.com/watch?v=8AGTpu_i8sc&feature=related

Kagoshima University© 2008, Jay A. SmithPage 230 Public Speaking (w/o powerpoint) Great American Speecheswith video and text Reagan-Brandenburghttp://www.americanrhetoric.com/speeches/ronaldreaganbrandenburggate.htm Reagan-Challengerhttp://www.americanrhetoric.com/speeches/ronaldreaganchallenger.htm Minow-FCChttp://www.americanrhetoric.com/speeches/newtonminow.htm Gehrig-Farewellhttp://www.americanrhetoric.com/speeches/lougehrigfarewelltobaseball.htm Movie Speeches The Fountainheadhttp://www.americanrhetoric.com/MovieSpeeches/moviespeechthefountainhead.html Tuckerhttp://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 Interviewhttp://www.joebiden.com/welcome/

Kagoshima University© 2008, Jay A. SmithPage 231 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 Speecheshttp://athome.harvard.edu/ Archiveshttp://athome.harvard.edu/archive New Harvard President Inauguration http://athome.harvard.edu/faust/watch Jane Goodallhttp://athome.harvard.edu/janegoodall

Kagoshima University© 2008, Jay A. SmithPage 232 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. SmithPage 234 Homework  Next Class 11/19  Elevator Pitch 30-45 seconds Practiced, but informal presentation No power point Self introduction Business Idea or research “commercial for you/your idea”

Kagoshima University© 2008, Jay A. SmithPage 237 Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 Class Schedule (Revised A) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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 ⑩ Elevator Pitches 11/26( 水 )12:50-14:20 ⑪ Business/Tech Presentations 12/3 ( 水 )12:50-14:20 ⑫ Initial Student Presentation 12/10( 水 )12:50-14:20 ⑬ 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) 1/28( 水 ) Final Report Due 12/5? Cocktail Party Exercise

Kagoshima University© 2008, Jay A. SmithPage 238 Research Paper Rewrite  Check list of submissions  Set time for meeting to discuss 15 minutes each, semi-room 31 (next door) Thurs. 11/20  15:00 ___________________  15:15 ___________________  15:30 ___________________  15:45 ___________________  16:00 ___________________  16:15 ___________________ Friday 11/21  16:30 __________________  16:45 __________________  17:00 __________________  17:15 __________________  17:30 __________________ Tuesday 11/25  16:00 __________________  16:15 __________________  17:00 __________________  17:15 __________________

Kagoshima University© 2008, Jay A. SmithPage 240 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. SmithPage 241 President (& CEO) Elect Barack Obama Victory Speech Excerpts (with written transcripts) Part 1: http://jp.youtube.com/watch?v=otA 7tjinFX4 (2:12) http://jp.youtube.com/watch?v=otA 7tjinFX4 Part 2: http://jp.youtube.com/watch?v=qxu o91L5f9Q&feature=related (1:45) http://jp.youtube.com/watch?v=qxu o91L5f9Q&feature=related Part 3: http://jp.youtube.com/watch?v=oHC RqX6-zXw&feature=relatedhttp://jp.youtube.com/watch?v=oHC RqX6-zXw&feature=related (3:47) Part 4: http://jp.youtube.com/watch?v=oHCRq X6-zXw&feature=relatedhttp://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) http://jp.youtube.com/watch?v=Jll5 baCAaQU&NR=1

Kagoshima University© 2008, Jay A. SmithPage 242 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. SmithPage 243 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 President-elect 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. SmithPage 244 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. SmithPage 245 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. SmithPage 246 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. SmithPage 247 Homework  Elevator Pitch 30-45 seconds Practiced, but informal presentation No power point Self introduction Business Idea or research “commercial for you/your idea”

Kagoshima University© 2008, Jay A. SmithPage 248 “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. SmithPage 249 A concise, carefully planned, and well practised description about your company that your mother should be able to understand What is an Elevator Pitch? --WTP Capital LLP

Kagoshima University© 2008, Jay A. SmithPage 250 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. SmithPage 251 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. SmithPage 252 Technology 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 real- time and develop a whole new class of location- based services. Business/Solution Focus: 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. Source WTP Capital LLP

Kagoshima University© 2008, Jay A. SmithPage 254 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? What have we done new?

Kagoshima University© 2008, Jay A. SmithPage 259 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. SmithPage 260 Elevator Pitches Guide http://www.canterburyhub.co.uk/services/planningdocs/Elevator_Pitc h.pdf Guidehttp://www.answers.com/elevator+pitch?cat=technology Guidehttp://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 Guidehttp://www.startupnation.com/pages/contact/elevator_pitch.asp Sample Elevator Pitches (Rice U.) http://www.thebusinessmakers.com/2006/12/23/episode-81-rice- alliance-elevator-pitches/ Pitch Wizard:http://www.15secondpitch.com/new/pitch-wizard4.asp?tb=0

Kagoshima University© 2008, Jay A. SmithPage 261 Unusual Business Ideas tumbleweeds http://potw.news.yahoo.com/s/potw/55334/rolling-in- cash pumpkins http://potw.news.yahoo.com/s/potw/51271/extreme- halloween;_ylt=AjertXbYexIpE77ddCzgwr8KwId4 teenagegirlsweb http://potw.news.yahoo.com/s/potw/52250/teen- millionaire;_ylt=AgSCRyL2bDCrxyrvLjRilrwKwId4 wackydancing http://potw.news.yahoo.com/s/potw/19574/dance- dance- revolution;_ylt=At9JqTgNTdmt6afsgpi0vK8KwId4 CITRIS Fire Displayhttp://youtube.com/watch?v=6z7nD69yn08

Kagoshima University© 2008, Jay A. SmithPage 262 Other Great Presentation Sits  http://www.TED.com http://www.TED.com  http://jp.youtube.com/user/citrisuc 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 http://blog.guykawasaki.com/2005/12/the_102030_rule.html  VC http://whohastimeforthis.blogspot.com/2006/01/prac ticing-art-of-pitchcraft.html http://whohastimeforthis.blogspot.com/2006/01/prac ticing-art-of-pitchcraft.html

Kagoshima University© 2008, Jay A. SmithPage 266 Content & Structure  Pyramid based on inductive and/or deductive thinking  SCQ(A) Framework Situation Complication Question (Answer)  Benefits: Comprehensive Clear Concise

Kagoshima University© 2008, Jay A. SmithPage 267 Elevator Pitch  Goal: Get enough interest for a meeting  Pitch Content (most interesting parts of): 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

Kagoshima University© 2008, Jay A. SmithPage 268 Elevator Pitch Topics 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)

Kagoshima University© 2008, Jay A. SmithPage 272 Poster Sessions  Poster Session http://www.swarthmore.edu/NatS ci/cpurrin1/posteradvice.htm http://www.swarthmore.edu/NatS ci/cpurrin1/posteradvice.htm

Kagoshima University© 2008, Jay A. SmithPage 273 Elevator Pitch – Key Ideas  Goal: Get enough interest for a meeting  Pitch Content (most interesting parts of): 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

Kagoshima University© 2008, Jay A. SmithPage 274 3-5 Minute Presentation  Add detail/background/support to your elevator pitch Images/diagrams/graphs  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 – forecast, timeline

Kagoshima University© 2008, Jay A. SmithPage 280 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. SmithPage 281 Harvard Business School on: Effective Business Writing for:  Memos (Inside the Company)  Letters (Outside the Company)  Email (messages, distribution)

Kagoshima University© 2008, Jay A. SmithPage 282 Classes 10-11  Revised Business Idea Presentation  Formal Business Communication (continued) - writing  Business Plans & Presentations  Cocktail Party Exercise

Kagoshima University© 2008, Jay A. SmithPage 285 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. SmithPage 286 Business Plan Insights  Business Plan is a “sales” document Used to get investor to buy part of company Used for internal planning  Most plans never read by Partner 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. SmithPage 287 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. SmithPage 288 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. SmithPage 289 Making a Successful Venture Business Idea EntrepreneurTeam Customer Markets Strategic Partners, Early Users, Supporters Capital Yen/ $ Business Model & Strategy Sales & Marketing R&D, Production, Operations Suppliers, Distributors

Kagoshima University© 2008, Jay A. SmithPage 290 Typical Business Plan Outline  Cover Page  Table of Contents  Executive Summary  Opportunity/Solution Market Dynamics Value Proposition Competition  Product/Service  People Management, Key Employees, Staffing, Directors, Advisors, Professional Services Providers)  Marketing  Distribution  Operations  Finance (Historical, Forecasts, Requirements  Risk Management

Kagoshima University© 2008, Jay A. SmithPage 291 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. SmithPage 292 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. SmithPage 293 Homework  Next Class 1/11/08  Business Teams/Presentation Template  Read Pacnet Business Plan Case Study Truck-it Now B-Plan Executive Summary  Skim McKinsey GHG Report Exec. Summary  Have a Nice Holiday In NY/NJ from 12/24-1/8 (snow, 5˚c) What is your New Year’s Resolution?

Kagoshima University© 2008, Jay A. SmithPage 295 Past Homework  Next Class 1/11/08  Anyone else have revised pitch/release?  Business Teams/Presentation Template  Read Pacnet Business Plan Case Study Truck-it Now B-Plan Executive Summary  Skim McKinsey GHG Report Exec. Summary  Have a Nice Holiday In NY/NJ from 12/24-1/8 (snow, 5˚c) What is your New Year’s Resolution?

Kagoshima University© 2008, Jay A. SmithPage 297 Basic Business Plan Questions  What is the opportunity? What is happening? Why? How big can it be? When?  What is the business strategy? Does it fit? Is it sustainable?  What is the business model? How do they make money?  Are these the right people?  Does company/reader have enough information?

Kagoshima University© 2008, Jay A. SmithPage 298 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. SmithPage 299 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. SmithPage 300 PacNet Investors  Current: Nakamoto, Wang?, Others? How much? ($100,000)  Potential 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. SmithPage 301 Table of Contents – Outlines Story  [Executive Summary] (should be listed)  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  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 Plan of Organization 3.2 Founders and Management Team 3.3 Implementation of Organizational Plan 3.4 Company Values  Financial Outlook 4.1 Financial Summary 4.2 Revenue Forecast 4.3 Income Statement 4.4 Cost Structure 4.5 Source and Use of Funds 4.6 Balance Sheet 4.7 Capitalization and Dilution  Risk Management

Kagoshima University© 2008, Jay A. SmithPage 302 Executive Summary - Highlights  Goal: be dominant Internet provider in Pacific Rim  Target: Businesses, professionals, corp. research  Opportunity driven by coupled phenomena from rapid Internet growth Internet commercialization (from.edu to.com)  Strategy – to control key nodes (PINs) in region  Want $6 million dollars, plus some more later Is it enough?  Founders created other technology companies  If this works investor would get a great return

Kagoshima University© 2008, Jay A. SmithPage 303 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. SmithPage 304 Company Team – Is it Right?  Dr. Wang Asian-American, University Lecturer in Hawaii on I.T. Ex-telecom consultant for global companies 3 prior tech-venture successes (merged)  John Nakamoto Currently business development for fax/modem vendor – working with online services AOL, CS Worked with Wang on PXD & at Booz-Allen  Others unknown, unsettled? can current university staff change to for-profit model?

Kagoshima University© 2008, Jay A. SmithPage 305 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. SmithPage 306 PacNet Business Strategy - Plan  Rapidly acquire existing nodes/PINs from universities  Develop new services, with partners  Expand marketing and sales  Improve operations and efficiency Washington Stanford San Diego Hawaii Tokyo Kyoto Seoul Taiwan Hong Kong Singapore Sydney Potential Pacnet Network

Kagoshima University© 2008, Jay A. SmithPage 307 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 Entrenched customer base Proprietary software Geographic focus High switching costs

Kagoshima University© 2008, Jay A. SmithPage 308 Market & Customer Target  Current: 10 million users Educators, scientists, some businesses Used globally  Target: 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. SmithPage 309 Chasm Challenge Move from innovator/early adopters in to Early Majority Innovators Early Adopters Early Majority Late Majority Laggards Time Academics Tech. Fans Main Market

Kagoshima University© 2008, Jay A. SmithPage 310 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 $9.1 mil. Security <<$24,000/customer/year $3.9 mil. Interface

Kagoshima University© 2008, Jay A. SmithPage 311 Expand marketing and sales  Create sales force at each PIN  Staged Segment Targeting Good order? Better order?  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 Large High Tech Firms Technical Departments in Medium And Small High Tech Companies Pacific Rim Fortune 1000 Vertical Markets: Trading, Auto, Chem., Elect., Indus., Fin’l… 3- vert. solutions 1- redesign 2- new products Now expand

Kagoshima University© 2008, Jay A. SmithPage 312 Rapidly acquire existing nodes  Preemptive strategy  Acquire from universities (versus build own)  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) “why 7?”  Have yet to show success, or step toward contract

Kagoshima University© 2008, Jay A. SmithPage 313 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. SmithPage 314 Improve operations and efficiency  Standardize systems, equipment Development, installation, maintenance Customer service  Consolidate operations Communication services under one supplier (p12)  Economies of Scale Bigger has lower cost/unit  Are these realistic, significant? Operations, customer service across borders? One supplier risk  Many PINs have backlog of unfulfilled orders (p16)

Kagoshima University© 2008, Jay A. SmithPage 315 PacNet Use of Cash  PIN acquisitions (more needed earlier $4.8 mil. total)  Software development (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” Assumes PINs are not losing money

Kagoshima University© 2008, Jay A. SmithPage 316 Financial Statements  Income Statement (where is the mistake) Costs: Staff 25%, Telecom: 20% 24% of operational cost is depreciation Installation?  Sources & Uses (Cash Flow, Statement of Changes) Where does cash come from? Where does it go? How much cash is needed, when?  Balance Sheet What are the key assets, liabilities?  Value Projection (rare and dangerous) Why include this? Why 30 P/E Explains PIN ownership  Assumptions Biggest?  First year month-by-month missing

Kagoshima University© 2008, Jay A. SmithPage 317 Investors & Ownership  Two private placements 1993 $6 million 1994 $6 million (after 3 PINs acquired)  Stock types Common  Unrestricted  Restricted  Option Pool Preferred  Investors (Series A, B)  PIN (Series C, D, E, F)  Stock pricing increases over time PIN 25% Founders 18.75% Investors 37.5% Options 18.75% 1997

Kagoshima University© 2008, Jay A. SmithPage 318 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. SmithPage 320 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) Executive summary 3 pages (English) – similar to Truck it Now Goal: convince to make investment

Kagoshima University© 2008, Jay A. SmithPage 321 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. SmithPage 322 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. SmithPage 323 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 So What?

Kagoshima University© 2008, Jay A. SmithPage 324 Business Plan Insights  Business Plan is a “sales” document Used to get investor to buy part of company Used for internal planning  Most plans never read by Partner 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. SmithPage 325 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. SmithPage 326 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

Kagoshima University© 2008, Jay A. SmithPage 327 btce2008@bizsmith.com Office Hour: Ｔｕｅｓ： 13:30-15:00 VBL 2F 電話 285- 3630 Class Schedule (Revised B) 5/28 ( 水 )12:50-14:20 ① Intro/ Self-Introductions 6/4 ( 水 )12:50-14:20 ② Getting Your Point Across 6/11 ( 水 )12:50-14:20 ③ Casual Business Conversations 6/18 ( 水 )12:50-14:20 ④ Understanding Business News 6/25 ( 水 )12:50-14:20 ⑤ 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 11/12( 水 )12:50-14:20 ⑩ Elevator Pitches 11/19( 水 )12:50-14:20 ⑪ Business/Tech Project Plan Case Study 11/26( 水 )12:50-14:20 ⑫ Initial Presentation 12/3 ( 水 )12:50-14:20 ⑬ Business/Tech Project Plan Workshop 12/10( 水 )12:50-14:20 ⑭ Final Plan Presentation 12/17( 水 )12:50-14:20 ⑮ Final Plan Presentation (continued) 1/11( 木 ) Final Report Due 12/5? Cocktail Party Exercise

Business & Technology Communication in English 2008 Kagoshima University Inamori Academy Jay A. Smith Associate Professor

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Business & Technology Communication in English 2008 Kagoshima University Inamori Academy Jay A. Smith Associate Professor

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