Video: Describing a Product or Service

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Del curso dictado por University of Washington

Business English: Capstone Project

30 calificaciones

University of Washington

Business English: Capstone Project

30 calificaciones

Curso 5 de 5 en SpecializationBusiness English Communication Skills

The capstone project will give you opportunities to demonstrate your competence in the learning objectives for this Specialization. For the project, you’ll use formal, written methods and more casual visual and audio methods of communication to demonstrate your ability to use language appropriate for different business contexts. The goal of this course is to demonstrate competence in writing and presenting a plan using skills and language appropriate for business. Course Learning Objectives • Use appropriate vocabulary to write a mini business plan • Communicate a business plan orally in an organized and engaging presentation

De la lección

Week 2: Describing Company and Product or Service

In Week 2, you will review how to describe a product or service, how to introduce yourself in networking, and complete a peer review assignment.

Video: Describing a Product or Service7:02

Video: Example of Networking Introductions1:07

Conoce a los instructores

Richard Moore
Extension Lecturer, International & English Language Programs
UW Educational Outreach
Daphne Mackey
Extension Lecturer, International & English Language Programs
UW Educational Outreach

[MUSIC]

Welcome back.

So now that you've chosen a product or service,

you'll begin your work towards creating your written plan and your presentation.

Here are the objectives.

You'll create a name for your company and write a short description of its goals.

You will identify language to describe a product and a service.

Finally, for this milestone, you will use this information to create a short

networking introduction to yourself, your company, and your product or service.

So let's get started with describing the company by deciding on the name.

If you're using a product from a real company, you might think about changing

the name of the company to suit where you want to do business.

Otherwise you should choose a name that you like and

then you think your potential customers would like.

The name can also show something you believe in, in other words your values.

You can be creative or just keep it simple.

Sometimes a company name is made by taking a word or phrase and

changing the spelling a little.

For example, Evrnu represents the phrase Ever New.

You can probably see how this fits with the company's goal to recycle clothes,

so that they are forever new.

Do you know how Amazon got its name, or Starbucks?

Try to find the story behind the name, it might give you some ideas.

Once you have a name, let's think about a mission statement.

A mission statement is a simple description of the company's goals,

what it wants to achieve, and its values.

It is usually written in one or two sentences.

Let's look at some mission statements from some other companies we've met during

the specialization.

Read the mission statement and decide which company it belongs to.

Now read some of the mission statements from a few of the other companies and

organizations you've learned about during this specialization.

Here's Theo Chocolates' mission statement.

We're dedicated to making our world a better place and we're finding ways to do

it through our passion-bringing out the best of the cocoa bean.

Notice the very positive and

strong vocabulary, dedicated, a better place, and passion.

Now here is Caffe Ladro's mission statement.

We believe that profound service improves the world.

At Caffe Ladro, we strive to provide profound service.

The strong positive vocabulary here is profound, which means very strong and

strive to, which means try very hard to do something.

So you can see that often a mission statement includes strong positive

vocabulary.

Let's now look at the structure of a basic mission statement.

We can use the nouns, goal, mission, aim, or

purpose to introduce what we want the company to achieve.

For example, our goal is to, and then to continue with a verb to describe the goal.

Provide excellent customer service.

You can also simply start with to or we want to.

For example, Peach's mission is this.

Peach wants to make lunch easier for working professionals so

they can get back to changing the world.

If you also want to include something you value, you can use we value or

we believe in followed by a noun phrase.

For example we value (the environment).

We believe in (excellent customer service).

You can also use believe that followed by a clause.

We believe that (time is the most important gift we can give).

Think about a mission statement for your company.

What are the goals?

What are the values?

Write down some ideas for a possible mission statement.

You will include it later in your business plan.

When you are finished, continue with the video.

Now, let's work on describing a product or service that you're going to provide.

The first question a potential investor will ask is, what is your product or

service?

When you answer that question,

you might want to use a general noun that categorizes your product or service.

Both product and service are general nouns but here are a few other examples.

The nouns device, machine, and tool describe a physical product,

and here are some general nouns that could be used to describe

something that is not physical.

Application or app, system,

technology, method, way and solution.

Of course, there are many alternative nouns that you can use that more

specifically describe what the product is.

For example, a bottle, a game, a bicycle, a watch, a restaurant.

You'll also need to describe what the product or service does.

Often we can do this by adding a clause like this.

The MultyPeeler is a tool that can peel almost any fruit or vegetable.

Or we have designed an app that matches parents with babysitters.

Notice the connector that in these sentences.

If you've chosen a service for your product, you'll want to review the lesson

on describing your service in course three, planning and

negotiating which gives you some specific vocabulary to describe different services.

For this milestone, you're going to write a short networking Introduction to

yourself, your company, and the product or service that you provide.

Imagine that you are at a networking event and

you meet someone for the first time, what would you say?

Well, you would include your name, your company, your location,

what you do in the company, and what your company provides or makes.

You can also include your goals or values or the problem or need you address.

You'll be able to use this introduction by developing it

to include in your written plan, and in your presentation.

To help you with this milestone, it will be useful to review the previous lessons

on describing a company and describing a job in the networking course.

Anyway, good luck completing your next milestone.

[MUSIC]

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