Welcome to Business

Communication Course
LECTURE 5

BY: MUHAMMAD ALI

VERBAL COMMUNICATION
Purpose Of The Speech

Informative Speech
 The purpose of an informative speech is to teach the audience a small
but useful titbit of information
 E.g. Tuition fees were raised by 10%
Persuasive Speech
The purpose is a persuasive speech is to change people's minds or
behaviour about something.
E.g. Vote for Me
Purpose Of The Speech

Special Occasion Speech

 is an emotional speech that marks a major event or rite of
passage.

 Sample of SOS are;

• Welcoming speech,
• Introductory speech,
• Inauguration Speech, and
• Entertainment Speech
Characteristics of a good speech

 Clarity
 Length
 Informative
 Appeal
 Wavelength
 Informal
 Concrete Facts
Planning and Audience Awareness

 An audience is a group of people who participate in a show or

encounter a work of art, literature, theatre, music or academics in
any medium.
 Audience members participate in different ways in different kinds of
art; some events invite overt audience participation and others
allowing only modest clapping and criticism and reception.
 Age, gender, race
 Academic or Non-academic
 Hostile, Neutral, Un-uniform or supportive
 Large group or small group
The Sense of Audience

 There‘s no excuse for boring your audience. Try to put them first and
always keep them in your mind when you prepare your speech.
 Ask friends for feedback. Try to see yourselves as others see you. (Watch
or listen to yourself in video/ audio recording)
 Show enthusiasm. Don‘t look and sound dull. Practice helps to overcome
nervousness
 Look confident by standing straight and being well prepared; it‘s natural
to feel a bit nervous, but work on mastering/ controlling the feeling.
Speaking consists of two parts…

1) “What to Speak.”
and

2) “How to Speak.”
 1) “What to Speak.”

Content development:
*The first step is Brainstorming.
*The next step is to choose a Presentation Format/ Storage System.
*The Final step is the Presentation itself.
Brain Storming…

 Individual Brainstorming is the process of you getting your

ideas out on paper.
 The idea is to put down all of / most of your ideas on paper. This
has two advantages.
 1.It encourages the unrestricted flow of thoughts.
 2. It facilitates the strategic or comparative evaluation of
your ideas .ie. Once on paper, you have the opportunity of
ranking your ideas in terms of importance and efficacy. You may
now put your ideas against one another and choose the best
ones.
Putting them all together…

Now that we know what we are going to speak, we need to put down all
our ideas in the most presentable manner.

We need a Format as per which we may

present these Ideas. We may call it a Presentation/Display Format or a
Storage System.
Need for Storage Systems…

Asked a question, “Do we forget due to nervousness or Do

we get nervous due to forgetting?”

Eg. “What if you had to recite the alphabet in front of an

audience?”…
“would you get nervous?” … “Obviously Not!”

Or…
Why do we get Nervous?

Nervousness does not cause as much Forgetting

as…..
Forgetting causes Nervousness.

*One of the main causes of Nervousness is “Forgetting”,

or rather, “The Fear of Forgetting”.

*In other words, we would not get nervous if we knew

for certain that we would not forget…our lines.
So, to prevent forgetting, we need …

A Good Storage System or

A Good Retrieval System….

A Good Storage System or Display Format, also

makes it easy for our listeners to understand our Ideas
easily.

Let us check out a few of these “Filing Systems.”

Storage System 1

IBC…Introduction, Body, Conclusion format…

1. Introduce the Topic or what you are going to say.
2. In the Body, add a few Supporting ideas to build further.
3. End with appropriate Conclusion.
Storage System 2

WHPI…

1. What… Begin with the End/Conclusion….

2. How….How do we support the Conclusion..
3. Prove It…. Using examples/Case Studies/Statistics.
4. Conclude with… I hope I have been able to…..(use
conclusion used in the beginning).
Storage System 3

Time Sequence…
1. Start with Reference/Relevance to The Past…
2. Continue with Reference/Relevance to The Present…
3. Project The Future (With Personal Touch).
Storage System 4

+ve , -ve, personal touch

1.Introduction with +ve (advantages/strengths).
2.Continue with –ve (disadvantages/weaknesses).
3.Give your Personal opinion based on how you’ve evaluated the
+ve and –ve.
 2. “How to Speak.”

Guidelines…
 Speed
 Clarity
 Punctuation
 Pronunciation
 Familiarity
 Fluency
 Expression
Speed

Speed….number of words per minute.

 While Most Pakistanis speak at 170 to 180 wpm,
their foreign counterparts speak at 110 to 120 wpm.

 Slowing down on rate of speech is the first step towards better

speech.
Clarity

Clarity…if audible & free of distortion.

 Speech should be loud enough to carry to all the listeners.
 Voice Clarity can be mastered with regular practice.
Pronunciation

Pronunciation….
 Always remember that English is not "phonetic". That means that we do
not always say a word the same way that we spell it.
 Use a Good Dictionary or work with your Trainer to Correct
pronunciation.
Punctuation

Punctuation…use of various kinds of pauses.

 Pause at Full Stops.
 Pause at Commas.
 Pause at Semi colons.
 Pause at Interjection marks.
 Pause at Question marks.
Familiarity

Familiarity with words used.

 Learning new words…
 Using known words in new contexts…
 Understanding contexts and situations before reading again..
Fluency

Fluency…Able to express easily.

 Developing Fluency is a matter of having all the other
parameters in place.
 Fluency indicates that a comfortable working ability with the
language has been established.
Expression

Expression…transforming of ideas into words

 Expression of different feelings with words,word stress, tone,
pitch and inflection.
Voice and Body Language

The speed at which you speak

Too Slow Too Fast

 Bore the audience  Hard to understand.
 Run out of breath

PITCH: The vocal notes that you hit while speaking—the highs and lows
of your voice

Do not speak in a monotone—it bores your audience

How To Make Speech Effective?

IN THE BEGINNING OF THE SPEECH

• Raising a Question
• Narrating a related interesting story
• Opening with a striking quotation
• Telling how the topic affects the vital interests of the audience.
• Highlighting the shocking facts
How To Make Speech Effective?

DURING THE SPEECH

• Put one‘s heart into the talk
• Stress the important words
• Vary the pitch of voice
• Maintain eye contact
• Speak loudly
How To Make Speech Effective?

AT THE END OF THE SPEECH

• Summarize
• Appeal for action
• Pay compliment
• Raising a laugh
• Quoting a verse of poetry
• Using a biblical quotation
Voice Inflection

Altering your pitch to help bring attention and emphasis to what you are
speaking
 I think that you are the best.
 I think that you are the best.
 I think that you are the best.
 I think that you are the best.
 I think that you are the best.
 I think that you are the best.
Do’s and Donts
 DO‘s
 Maintain good eye contact with ALL of the audience – move your
head to include everyone
 Use small index cards as cue cards/ prompts
 Pause appropriately; give the audience time to digest your
points; emphasize key words and phrases; aim for stress timed
delivery, not syllable-timed
 Pay attention to diction ; remember to articulate final consonant
sounds
Do’s and Donts

 DONT‘s
 Read direct from your notes all the time
 Use excessive gestures, fidget, play with your hair/ tie etc. as this
can be very distracting
PRESENTATIONS
Presentation Skills
Ideas, concepts or issues talked about or spoken to a group or audience may be
referred to as presentations

Food for Thought: What is the difference between a speech and a

presentation?

Public speaking is one of the most feared things

“I could make such a fool of myself”

Skills required to give a good presentation can be developed

Preparation is the Key
Presentation Skills

 Helpers

What do you want to present (content)?

Why do you want to present (purpose)?
Where will you be presenting (place)?
How do you want to present (words to be used or not, slides to
be used)
Who is your audience?
Presentation Skills

 Preparation: Audience Analysis

 What is the audience interested in
 What does the audience want
 What does the audience already know and needs to know
 What are their needs, expectations from this presentation
 How will the audience benefit from this presentation
Presentation Skills

 Structure the content in line with the audience’s needs

 What do you want to tell the audience?
 What is your objective?
 Prepare keeping in mind the time allotted
 Anticipate the questions and prepare
 Collect material from a variety of sources
 Arrange points logically and sequentially
 Prepare handouts as well
Presentation Skills

 Structuring the presentation

2 to 2.5 mins--- opening/beginning
20 to 21 mins--- middle section
2 to 3 mins --- closing/end
5 mins --- questions
Presentation Skills

The Beginning
 Should be carefully designed
 Get attention
- shock, humour, question, story, facts &figures
- well rehearsed yet natural
 Motivate audience to listen
- listen to their needs
Presentation Skills

 Prepare Closing
 Last 2 to 2.5 minutes are as critical as the first five minutes for
a successful presentation
 Summarize- highlight important points
 Suggest action- what to do and when, where and how to do it
Presentation Skills

Preparation – Structure
 Sequence should be logical & understandable
 Interim summaries- Recaps
 Value of visual aids-flip charts, handouts etc.
Presentation Skills

Stage Fright
 Everyone has it to some degree
 Can be used constructively
 Key issue is not elimination of fear
Instead channel the energy it generates for an effective
presentation
What happens when you fear?
Presentation Skills

Effective Delivery
 Be active - move
 Be purposeful - controlled gestures
 Variations – vocal (pitch, volume, rate)
 Be natural
 Be direct – don’t just talk in front of the audience talk to them
Presentation Skills

Verbal Communication- barriers

 Speaking too fast
 Using jargon
 Tone and content
 Complicated or ambiguous language
 Not questioning
 Physical State of the audience
Presentation Skills

Sensitivity to the audience

 “see” the audience

 Take non-verbal feedback
-congruent and incongruent body language
 Modify to meet audience needs
 Don’t just make it as a presentation
Presentation Skills

Handling Questions

 Do not get confused

 You are not supposed to know everything
 Anticipate and keep answers ready
 Sometime questions themselves give you a lead to highlight
your point of view
Presentation Skills

Visual Aids
 While using an over head projector face the audience while
talking
 Point with a pen
 Appropriate lighting
 Watch the colors
 Ensure clear visibility
 10 lines, 10 words per line
BUSINESS PLAN
Objectives

1. Explain the purpose of a business plan.

2. Describe who reads a business plan and what
they’re looking for.
3. Discuss the guidelines to follow to write an
effective business plan.
4. Identify and describe a suggested outline of a
business plan.
5. Explain how to effectively present a business plan
to potential investors.
 What Is a Business Plan?

 Business Plan
 A business plan is a written narrative, typically 25 to 35 pages
long, that describes what a new business plans to accomplish.
 Dual-Use Document
 Formost new ventures, the business plan is a dual-purpose
document used both inside and outside the firm.
Who Reads the Business Plan—And What
Are They Looking For?
There are two primary audiences for a firm’s business plan

Audience What They are Looking For

A Firm’s A clearly written business plan helps the

Employees employees of a firm operate in sync and move
forward in a consistent and purposeful manner.

Investors and A firm’s business plan must make the case that the
other external firm is a good use of an investor’s funds or the
stakeholders attention of others.
 Guidelines for Writing a Business Plan
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 Structure of the Business Plan

 To make the best impression a business plan should follow a
conventional structure, such as the outline for the business plan
shown in the chapter.
 Although some entrepreneurs want to demonstrate creativity,
departing from the basic structure of the conventional business
plan is usually a mistake.
 Typically, investors are busy people and want a plan where they
can easily find critical information.
 Guidelines for Writing a Business Plan
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 Structure of the Business Plan (continued)

 Software Packages
 Thereare many software packages available that employ an interactive,
menu-driven approach to assist in the writing of a business plan.
 Some of these programs are very helpful. However, entrepreneurs should
avoid a boilerplate plan that looks as though it came from a “canned” source.
 Sense of Excitement
 Along with facts and figures, a business plan needs to project a sense of
anticipation and excitement about the possibilities that surround a new
venture.
 Guidelines for Writing a Business Plan
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 Content of the Business Plan

 The business plan should give clear and concise information on
all the important aspects of the proposed venture.
 Itmust be long enough to provide sufficient information yet short
enough to maintain reader interest.
 For most plans, 25 to 35 pages is sufficient.
 Types of Business Plans
 There are three types of business plans, which are shown on the
next slide.
Guidelines for Writing a Business Plan
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Types of Business Plans

 Guidelines for Writing a Business Plan
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 Recognizing the Elements of the Plan May Change

 It’s
important to recognize that the plan will usually change
while written.
 New insights invariably emerge when an entrepreneur or a team
of entrepreneurs immerse themselves in writing the plan and start
getting feedback from others.
Outline of Business Plan

 Outline of Business Plan

 A suggested outline of a business plan is shown on the next
several slides.
 Most business plans do not include all the elements
introduced in the sample plan; we include them here for the
purpose of completeness.
 Each entrepreneur must decide which elements to include
in his or her plan.
 Section 1: Executive Summary
1 of 2

 Executive Summary
 The executive summary is a short overview of the entire business
plan.
 It provides a busy reader with everything that needs to be known
about the new venture’s distinctive nature.
 An executive summary shouldn’t exceed two single-spaced pages.
 Even though the executive summary appears at the beginning of
the business plan, it should be written last.
 The plan itself will evolve as it’s written, so not everything is known at the
outset.
Section 1: Executive Summary
2 of 2

Key Insights
• In many instances an investor will
ask for a copy of a firm’s executive
Executive Summary summary and will ask for a copy of
the entire plan only if the executive
summary is sufficiently convincing.
• The executive summary, then, is
arguably the most important
section of a business plan.
 Section 2: Industry Analysis
1 of 2

 Industry Analysis
 This section should begin by describing the industry the business
will enter in terms of its size, growth rate, and sales projections.
 Items to include in this section:
 Industry size, growth rate, and sales projections.
 Industry structure.
 Nature of participants.
 Key success factors.
 Industry trends.
 Long-term prospects.
Section 2: Industry Analysis
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Key Insights
• Before a business selects a target
market it should have a good grasp
Industry Analysis of its industry—including where its
promising areas are and where its
points of vulnerability are.
• The industry that a company
participates in largely defines the
playing field that a firm will
participate in.
 Section 3: Company Description
1 of 2

 Company Description
 This section begins with a general description of the company.
 Items to include in this section:
 Company description.
 Company history.
 Mission statement.
 Products and services.
 Current status.
 Legal status and ownership.
 Key partnerships (if any).
Section 3: Company Description
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Key Insights
• While at first glance this section
may seem less important than the
Company Description others, it is extremely important.
• It demonstrates to your reader that
you know how to translate an idea
into a business.
 Section 4: Market Analysis
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 Market Analysis
 The market analysis breaks the industry into segments and zeros
in on the specific segment (or target market) to which the firm
will try to appeal.
 Items to include in this section:
 Market segmentation and target market selection.
 Buyer behavior.
 Competitor analysis.
Section 4: Market Analysis
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Key Insights
• Most start-ups do not service their
entire industry. Instead, they focus
Market Analysis on servicing a specific (target)
market within the industry.
• It’s important to include a section in
the market analysis that deals with
the behavior of the consumers in the
market. The more a start-up knows
about the consumers in its target
market, the more it can tailor its
products or services appropriately.
 Section 5: The Economics of the Business
1 of 2

 The Economics of the Business

 This section addresses the basic logic of how profits are earned in
the business and how many units of a business’s profits must be
sold for the business to “break even” and then start earning a profit.
 Items to include in this section:
 Revenue drivers and profit margins.
 Fixed and variable costs.
 Operating leverage and its implications.
 Start-up costs.
 Break-even chart and calculations.
Section 5: The Economics of the Business
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Key Insights
• Two companies in the same industry
may make profits in different ways.
The Economics of the One may be a high-margin, low-
Business volume business, while the other
may be a low-margin, high-volume
business. It’s important to check to
make sure the approach you select
is sound.
• Computing a break-even analysis
is an extremely useful exercise for
any proposed or existing business.
 Section 6: Marketing Plan
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 Marketing Plan
 The marketing plan focuses on how the business will market and
sell its product or service.
 Items to include in this section:
 Overall marketing strategy.
 Product, price, promotions, and distribution.
 Sales process (or cycle).
 Sales tactics.
Section 6: Marketing Plan
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Key Insights
• The best way to describe a start-up’s
marketing plan is to start by
Marketing Plan articulating its marketing strategy,
positioning, and points of
differentiation, and then talk about
how these overall aspects of the
plan will be supported by price,
promotional mix, and distribution
strategy.
• It’s also important to discuss the
company sales process.
 Section 7: Design and Development Plan
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 Design and Development Plan

 If you’re developing a completely new product or service, you
need to include a section in your business plan that focuses on
the status of your development efforts.
 Items to include in this section:
 Development status and tasks.
 Challenges and risks.
 Projected development costs.
 Proprietary issues (patents, trademarks, copyrights, licenses, brand
names).
 Section 7: Design and Development Plan
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Key Insights
• Many seemingly promising start-ups
never get off the ground because
Design and Development their product development efforts
Plan stall or the actual development of
the product or service turns out to
be more difficult than thought.
• As a result, this is a very important
section for businesses developing a
completely new product or service.
 Section 8: Operations Plan
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 Operations Plan
 Outlines how your business will be run and how your product or
service will be produced.
 A useful way to illustrate how your business will be run is to
describe it in terms of “back stage” (unseen to the customer) and
“front stage” (seen by the customer) activities.
 Items to include in this section:
 General approach to operations.
 Business location.
 Facilities and equipment.
Section 8: Operations Plan
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Key Insights
• You have to strike a careful balance
between adequately describing this
Operations Plan topic and providing too much
detail.
• As a result, it is best to keep this
section short and crisp.
 Section 9: Management Team and Company
Structure
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 Management Team and Company Structure

 The management team of a new venture typically consists of the
founder or founders and a handful of key management personnel.
 Items to include in this section:
 Management team.
 Board of directors.
 Board of advisers.
 Company structure.
Section 9: Management Team and Company
Structure
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Key Insights
• This is a critical section of a
business plan.
Management Team and • Many investors and others who
Company Structure read the business plan look first at
the executive summary and then go
directly to the management team
section to assess the strength of the
people starting the firm.
 Section 10: Overall Schedule
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 Overall Schedule
 A schedule should be prepared that shows the major events required to launch
the business.
 The schedule should be in the format of milestones critical to the business’s
success.
 Examples of milestones:
 Incorporating the venture.
 Completion of prototypes.
 Rental of facilities.
 Obtaining critical financing.
 Starting production.
 Obtaining the first sale.
Section 10: Overall Schedule
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Key Insight
• An effectively prepared and
presented schedule can be
Overall Schedule extremely helpful in convincing
potential investors that the
management team is aware of
what needs to take place to launch
the venture and has a plan in
place to get there.
 Section 11: Financial Projections
1 of 2

 Financial Projections
 The final section of a business plan presents a firm’s pro forma
(or projected) financial projections.
 Items to include in this section:
 Sources and uses of funds statement.
 Assumptions sheet.
 Pro forma income statements.
 Pro forma balance sheets.
 Pro forma cash flows.
 Ratio analysis.
Section 11: Financial Projections
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Key Insights
• Having completed the earlier
sections of the plan, it’s easy to see
Financial Projections why the financial projections come
last.
• They take the plans you’ve
developed and express them in
financial terms.
Presenting the Business Plan to Investors
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 The Oral Presentation

 The first rule in making an oral presentation is to follow
directions. If you’re told you have 15 minutes, don’t talk
for more than the allotted time.
 The presentation should be smooth and well-rehearsed.
 The slides should be sharp and not cluttered.
 Questions and Feedback to Expect from Investors
 The smart entrepreneur has a good idea of the questions
that will be asked, and will be prepared for those queries.
Presenting the Business Plan to Investors
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Twelve PowerPoint Slides to Include in an Investor Presentation

1. Title Slide 7. Marketing and sales

2. Problem 8. Management team
3. Solution 9. Financial projections
4. Opportunity and target market 10. Current status
5. Technology 11. Financing sought
6. Competition 12. Summary