A HANDBOOK OF English for Specific Purposes Using the Storyline Approach dr. Eva Boh 1 Kolofon A Handbook of English for Specific Purposes Using the Storyline Approach Avtor: dr. Eva Boh Format: PDF Naslov URL: https://alfabet.si/a-handbook-of-english-for-specific-purposes-using-the-storyline-approach.pdf Kraj in leto izdaje: Celje, 2025 Izdal: Alfabet, d.o.o, Celje ------------------------------------------------------------------------ Kataložni zapis o publikaciji (CIP) pripravili v Narodni in univerzitetni knjižnici v Ljubljani COBISS.SI-ID 234291459 ISBN 978-961-96999-2-8(PDF) ------------------------------------------------------------------------ 2 A HANDBOOK OF ENGLISH FOR SPECIFIC PURPOSES DR. EVA BOH USING THE STORYLINE APPROACH Table of Contents Part 1 : A Handbook of English for Specific Purposes Using 4 the Storyline Approach Introduction: Why the Storyline Approach? 5 Chapter I: The Philosophy of the Storyline Approach 6 Chapter II: The Elements of Storyline 7 Chapter III: Decluttering Tips and Techniques 9 Part 2: The Storyline cousebook 10 Storyline 1: Let’s open our own business 11 Storyline 1: Let’s open our own business 43 3 A HANDBOOK OF English for Specific Purposes Using the Storyline Approach Part 1 - The Storyline Approach dr. Eva Boh 4 PART 1 - THE STORYLINE APPROACH INTRODUCTION Why the Storyline Approach? It has always fascinated me that something Starting from this simple example, I began as simple as a stack of paper can open the to think about how I could shape my path to knowledge and enable an individual English lessons into a story that students to know anything, to learn anything, to could easily remember, that would engage become anyone. and motivate them more in their learning, and even encourage them to co-create it I first encountered the internationally themselves according to their interests and recognised pedagogical approach of suggestions. I see the internationally storyline while studying English and English recognised pedagogical approach of Literature; I further deepened my storyline as the answer to the problem. This knowledge while writing my thesis, piloting book is the result of my doctoral thesis, and justifying the positive effects of using where I confirmed that the use of this textbook material based on elements of approach contributes to a better quality of the storyline approach. English language learning and that it motivates students more. I was immediately attracted to this approach because of the pedagogical use The book consists of 2 parts. Firstly, the of story. I am convinced that the story can theoretical background of the storyline be used to increase motivation and also to approach is explained. The second part of improve retention. I can illustrate my the book presents an example of a hypothesis with a simple test. If we ask storyline material which teaches English for students which units or topics of specific purposes and is intended for the vocabulary they have covered in their teaching of English as a first foreign English lessons during the school year, they language to students in a secondary struggle to name them all. When asked to school. reconstruct a novel they have read in a foreign language, they can easily I truly believe that the storyline reconstruct the content in a meaningful approach can change the perception order, inadvertently using the relevant of foreign language teaching. vocabulary they have learnt in each chapter. dr. Eva Boh 5 PART 1 - THE STORYLINE APPROACH CHAPTER I The Philosophy of the Storyline Approach What is storyline? The original idea for the storyline approach was developed in response to changes in the primary education system in Scotland, when the Department of Education published the report Primary Education in Scotland in 1965, introducing the idea of cross-curricular integration. One of the main features of storyline In foreign language teaching, it is very relates to the distinction between teaching important to place language teaching in a facts and information and teaching the meaningful context, which is very difficult skills needed to operate with information. to recreate in the classroom. It is stories In a world where access to information is that can help us contextualise foreign relatively easy, new knowledge is language teaching. accumulating at an alarming rate and teachers are finding it difficult to keep up Not only does storyline improve students’ with these changes, it is imperative that language skills, it also motivates them to curricula move away from factor-based participate in class and study more easily. education and begin to emphasise the importance of teaching abilities and skills. Why does the name “storyline” represent? The name ‘Storyline’ symbolises a story, symbolically represented by the learner, and a line, drawn by the teacher. 6 PART 1 - THE STORYLINE APPROACH CHAPTER II The Elements of Storyline Features of the storyline elements This section describes the key features of the storyline approach. Different authors have different views on the principles and tenets used in the storyline approach. I have therefore developed an overview of the key features or elements of storyline that have been cited in the literature to date. 1. Key questions In the storyline approach, the teacher is not the transmitter of knowledge and the learners are passive receivers, but the teacher plays the role of a facilitator, while in the storyline approach the teacher presents an environment in which learners ask questions, are curious and eager to explore. Key questions are used to check how much students already know about a topic, activating prior knowledge that will help them learn a new topic. When asking key questions, make sure they are open-ended, in order to encourage creative and imaginative thinking. There are no right or wrong answers, they are all right, you just have to justify your choice. 7 PART 1 - THE STORYLINE APPROACH 2. Story The story presents a clear structure of the learning process and the meaningful flow of the story is an authentic input and communicative way of using the foreign language. 3. Hypothesising Hypothesising about certain topics and issues contributes to the high level of foreign language input that students encounter when they test these hypotheses through their own research into the sources 4. Inventiveness and creative thinking Through inventiveness and creative thinking, problem-solving activities bring students closer to learning in real-life situations outside the classroom and prepare them to learn independently to solve problems in everyday life. 5. Visualisation Visualisation helps to increase recall and personalise the learning process. 6. Group work Group work allows all students in a group to achieve the same learning goals, thanks to peer support and group work. This benefits weaker students who might not be able to achieve the same learning objectives on their own, but also better students who might otherwise be bored, and it is an opportunity for them to express themselves with the help of others, while gaining a better overview of their own knowledge. 7. The use of langauge structures Storyline contributes to the use and fluency of a foreign language by presenting learning content and grammatical structures in a meaningful context, without rigidly explaining theory in abstract terms. 8 PART 1 - THE STORYLINE APPROACH CHAPTER III The Storyline Coursebook Storyline can also be incorporated not only in the classroom, but also in the design of a coursebook material. Part 2 of this book provides a practical example of the coursebook material which supports the storyline teaching approach and helps guide the teacher and students through the process of creating a storyline syllabus. This part illustrates two storyline ideas, each presented in a separate module. The first is called Let’s open our own business and the second storyline is named New business opportunities. Each unit develops a story within the coursebook story and has a beginning, main focus, sometimes also climax and ending. This particular coursebook material is intended for students of English for specific purposes. The coursebook is written in such a way that it can be applied to any educational program. The idea of the coursebook is to encourage the students to start their own company. Through the process of starting their own business students learn the necessary vocabulary and grammatical structures that the syllabus requires, however they still control the story and are free to develop it in any way they wish. 9 A HANDBOOK OF English for Specific Purposes Using the Storyline Approach Part 2 - The Storyline Coursebook dr. Eva Boh 10 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 Let’s open our own business 11 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.1 My business idea You are thinking of having your own company, so it would be a good idea to think about what it takes to run a business. Write down 10 key questions everyone should ask themselves before opening their own business. For example: 1) Which services will my company provide ? 2)______________________________________________? 3)______________________________________________? 4)______________________________________________? 5)______________________________________________? 6)______________________________________________? 7)______________________________________________? 8)______________________________________________? 9)______________________________________________? 10) ______________________________________________? Now try to think of the possible answers for those questions. 1)_______________________________________________ 2)_______________________________________________ 3)_______________________________________________ 4)_______________________________________________ 5)_______________________________________________ 6)_______________________________________________ 7)_______________________________________________ 8)_______________________________________________ 9)_______________________________________________ 10) _______________________________________________ 12 PART 2 - THE STORYLINE COURSEBOOK Now read the following text about a business owner John and how he managed to open his own company. John’s story John had always been passionate about creating something of his own. From a young age, he was fascinated by the idea of building a business from the ground up. After years of working in various industries and gaining valuable experience, he decided it was time to take the plunge and start his own company. The journey began with a simple idea. John spent countless hours researching the market, identifying potential opportunities, and understanding the needs of his target audience. He knew that a solid business plan was crucial for success, so he meticulously crafted one that outlined his vision, mission, and goals. This plan also included detailed financial projections, marketing strategies, and operational plans. One of the first challenges John faced was securing funding. He approached several banks and investors, armed with his well-prepared business plan. Despite facing numerous rejections, he remained persistent and eventually secured a loan from a local bank. This initial funding was crucial in getting his business off the ground. With the financial aspect sorted, John turned his attention to finding the right location for his business. He spent weeks scouting various locations, considering factors such as foot traffic, accessibility, and proximity to suppliers. After much deliberation, he found the perfect spot and signed a lease. Next, John focused on building a strong team. He knew that having the right people on board was essential for the success of his business. He carefully selected individuals who shared his vision and were passionate about the industry. He invested time in training them, ensuring they were well-equipped to handle their roles and responsibilities. Marketing was another critical aspect of John's business strategy. He leveraged both traditional and digital marketing channels to create awareness and attract customers. He invested in a professional website, social media campaigns, and local advertising. His efforts paid off, and soon, his business started gaining traction. As the business grew, John faced several challenges. There were times when he had to make tough decisions, such as cutting costs or pivoting his business model. However, he remained resilient and adaptable, always keeping his long-term vision in mind. He sought advice from mentors and industry experts, learning from their experiences and applying their insights to his business. 13 PART 2 - THE STORYLINE COURSEBOOK John also understood the importance of customer satisfaction. He made it a priority to provide exceptional service and build strong relationships with his customers. He regularly sought feedback and used it to improve his offerings. This customer-centric approach helped him build a loyal customer base and generate positive word-of-mouth. Over time, John's hard work and dedication paid off. His business grew steadily, and he began to see the fruits of his labor. He expanded his operations, hired more staff, and even opened additional locations. Despite the challenges and setbacks, John never lost sight of his dream. His journey was a testament to the power of perseverance, passion, and hard work. Today, John is a successful business owner, proud of what he has achieved. His story serves as an inspiration to aspiring entrepreneurs, showing that with determination and the right mindset, it is possible to turn a dream into reality. Underline all unknown expressions in the text that are related to business and look them up in the dictionary. Having read the text about an entrepreneur, brainstorm about the advantages and disadvantages of owning your own business. Make a mind map. 14 PART 2 - THE STORYLINE COURSEBOOK Explore the topic further by listening to two classmates acting out an interview with the help of the following transcript of an interview between the journalist Amy and the business owner Natalie who explains the advantages of owning your own business. Amy: Good morning, Natalie. Thank you for joining us today. As a successful business owner, can you share some of the advantages of being your own boss? Natalie: Good morning, Amy. It's a pleasure to be here. There are numerous advantages to being your own boss, and I'd be happy to share some of them. Amy: Great! Let's start with the most obvious one. What do you think is the biggest advantage? Natalie: For me, the biggest advantage is the freedom to make decisions. When you're your own boss, you have the autonomy to steer your business in the direction you believe is best. You're not bound by someone else's vision or rules, which allows for a lot of creativity and innovation. Amy: That sounds empowering. How does this freedom impact your daily work life? Natalie: It makes a huge difference. I can set my own schedule, prioritize tasks based on what I think is most important, and adapt quickly to changes in the market. This flexibility is invaluable, especially when it comes to balancing work and personal life. Amy: Speaking of balance, how has being your own boss affected your work-life balance? Natalie: It's definitely improved it. While running a business can be demanding, the ability to control my schedule means I can carve out time for family, hobbies, and self-care. It's about finding a rhythm that works for me, rather than adhering to a rigid 9-to-5 structure. Amy: That's wonderful to hear. What about financial benefits? How does being your own boss impact your earnings? Natalie: There's certainly potential for greater financial rewards. As a business owner, you're directly responsible for your company's success, which means your earnings can reflect the effort and dedication you put in. Of course, there are risks involved, but the upside can be significant. Amy: Risks are an inherent part of any business. How do you manage them? Natalie: It's all about planning and being prepared. I make sure to stay informed about industry trends, maintain a solid business plan, and have contingency plans in place. Networking with other business owners and seeking advice from mentors also helps in navigating challenges. Amy: Networking sounds crucial. Can you elaborate on how it benefits you as a business owner? 15 PART 2 - THE STORYLINE COURSEBOOK Natalie: Absolutely. Networking opens doors to new opportunities, partnerships, and valuable insights. It helps in building a support system of like-minded individuals who can offer guidance and share experiences. This sense of community is incredibly beneficial Amy: That's insightful. Lastly, what personal growth have you experienced from being your own boss? Natalie: The journey has been transformative. I've developed resilience, problem-solving skills, and a deeper understanding of my strengths and weaknesses. It's a continuous learning process that has made me more confident and capable, both professionally and personally. Amy: Thank you, Natalie, for sharing your experiences and insights. It's clear that being your own boss comes with many advantages. Natalie: Thank you, Amy. It's been a pleasure discussing this with you. I hope my experiences can inspire others to pursue their entrepreneurial dreams. Now that you have an idea of what it is like to own your own business, read the article about the downsides of owning your own business and write down main points. Don’t be your own boss! In today's economic landscape, business owners face a myriad of challenges that can fluctuations, with varying impacts on different and government spending, while investment saw a decline. Economists predict that the sectors. While some industries are thriving, economy may slow to near-standstill or even others are grappling with uncertainties and The global economy is experiencing This growth was primarily driven by consumer make entrepreneurship a daunting endeavor. slow growth. slip into recession in 2025, with a projected growth rate of just 0.8%. These economic Recent data indicates that the U.S. economy conditions create a challenging environment grew at an annual rate of 2.4% in the fourth for business owners, who must navigate the quarter of 2024, a slight decrease from the complexities of market dynamics and 3.1% growth in the third quarter. consumer behavior. 16 PART 2 - THE STORYLINE COURSEBOOK One of the significant downsides of owning a Navigating administrative tasks and regulatory business in such an economy is the financial requirements is another downside of owning a risk involved. Entrepreneurship does not business. Entrepreneurs must stay abreast of guarantee a steady income, and business changing regulations and ensure compliance owners often face periods of financial with various laws and standards. This can be instability, especially in the early stages. The time-consuming and requires a thorough initial investment required to start a business understanding of legal and financial matters. can be substantial, and there is always the Additionally, dealing with accounting, possibility that the venture may not yield the taxation, and audits can be complex and may expected returns. This financial uncertainty require professional assistance, adding to the can be stressful and may impact personal overall cost of running a business. savings and overall financial security. Despite these challenges, many business Another challenge is the long working hours owners find the rewards of entrepreneurship that business owners often endure. Unlike a to be worth the effort. The autonomy to make typical 9-to-5 job, running a business requires a decisions, the potential for financial success, high level of commitment and dedication. and the opportunity to pursue one's passion Entrepreneurs frequently find themselves are compelling reasons to embark on this working late nights and weekends to ensure journey. However, it is essential for aspiring their business operates smoothly. This can lead entrepreneurs to be aware of the downsides to burnout and negatively affect work-life and prepare themselves for the realities of balance, making it difficult to find time for owning a business in today's economy. family, friends, and personal interests. In conclusion, while the current economic The responsibility and accountability that conditions present significant challenges for come with owning a business can also be business owners, understanding and overwhelming. Business owners are addressing these downsides can help mitigate responsible for every aspect of their risks and pave the way for a successful operations, from managing finances and entrepreneurial venture. marketing to dealing with customers and employees. This can be particularly challenging during economic downturns when maintaining profitability and growth becomes even more difficult. The pressure to meet financial targets and commitments to investors adds to the stress, making entrepreneurship a demanding and often solitary journey. Now that you have an idea of what it is like to own your own business, read the article about the downsides of owning your own business and write down main points. 17 PART 2 - THE STORYLINE COURSEBOOK Now that you have an idea of what it is like to own your own business, read the article about the downsides of owning your own business and write down main points. Writing a for-and-against essay INTRODUCTION: 1.Nowadays there more and more…+TOPIC (state the topic) 2.There are several advantages to …, however there are also some arguments against it which we should consider. (state the type of essay-for/against) MAIN BODY PARAGRAPH 1: 3.On the one hand, there are several advantages to +TOPIC it. (topic sentence) 4.Firstly, +ARGUMENT FOR #1 5.To illustrate, /As a result, + JUSTIFY ARGUMENT #1 6.Secondly, +ARGUMENT FOR #2 7.For instance, /Consequently, + JUSTIFY ARGUMENT #2 8.Thirdly, +ARGUMENT FOR #3 9.To exemplify, /In this manner, + JUSTIFY ARGUMENT #3 MAIN BODY PARAGRAPH 2: 10.On the other hand, …TOPIC… has certain disadvantages which should be taken into account. 11.To begin with, +ARGUMENT AGAINST #1 12.For example, /Therefore, +JUSTIFY ARGUMENT #1 13.Furthermore, +ARGUMENT AGAINST #2 14.Specifically, / In this way, +JUSTIFY ARGUMENT #2 15.Above all, + ARGUMENT AGAINST #3 16.Due to this/Thus, +JUSTIFY ARGUMENT #3 CONCLUSION: 17.All things considered, although there are (dis)advantages to …TOPIC…, I am convinced that +YOUR OPINION. 18.Therefore, + JUSTIFY YOUR OPINION 18 PART 2 - THE STORYLINE COURSEBOOK In order for the essay to be coherent it is essential to use linking words. Linking words, also known as transition words or phrases, are essential in writing essays as they help to connect ideas, sentences, and paragraphs smoothly. They guide the reader through the text, making it easier to follow the writer's argument or narrative. Study various types of linking words. Linking words SEQUENCE/ORDER: to begin with, for one thing, in the first place, firstly, next, then, secondly, thirdly, finally, lastly, in the end, to conclude CONCLUSION/SUMMARY: To conclude, to sum up, to summarize, in sum, in summary, finally, in the end, in the final analysis, on the whole, altogether, overall, in short, in a word, in brief, thus, so, then, therefore EXPLANATION/REFORMULATION: So, in other words, that is to say, in fact, as a matter of fact, actually, namely. EXAMPLE/ILLUSTRATION: For example, for instance, such as, to illustrate, specifically, namely ADDITIONAL SUPPORT/EVIDENCE: Again, also, and, as well, besides, equally important, moreover, further, furthermore, in addition, additionally, above all, what is more, then CAUSE AND EFFECT: So, therefore, consequently, in consequence, as a result, thus, hence, accordingly REFERING/POINTING: with regard to/regarding, as far as…is considered, talking about, with reference to, in terms of EMPHASIS: Indeed, in fact, of course, truly, even NARROWING DOWN: Particularly, especially, including GENERALIZATION: Generally, on the whole, in most cases, broadly speaking, as a rule SHOWING THE ATTITUDE: In my opinion, personally, I believe, frankly, no doubt, I'm afraid, regretfully, sadly, luckily, fortunately EXCEPTION/CONTRAST: but, yet, still, however, at the same time, although, in spite of, despite, on the one hand …on the other hand, nevertheless, nonetheless, notwithstanding, though, in contrast, by contrast, on the contrary, conversely EXPRESSING SIMILARITY: similarly, likewise, not only…but also, also, in the same way, just as … so to TIME EXPRESSIONS: before, easily, now, currently, then, subsequently, later, after, afterward, immediately, during, simultaneously, recently, meanwhile, at last, nowadays Write your own essay related to the advantages and disadvantages of owning your own business. Your essay should be 180 to 220 words long and should include an introduction, two body paragraphs which explain the advantages and disadvantages of owning your own business and a conclusion which in which you summarize your ideas and express your opinion. 19 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.2 A new business partner This is ______________(choose a male name). He would like to start his own business and open a ______________ (choose a business in your field of profession). He has been thinking about this for years and he feels now is the time to fulfil his wish. He wants to open his new store in one of the biggest cities in Slovenia. He has not quite decided in which city he will rent business premises. However, he knows for sure that he wants to have his business located in an industrial zone, as this would attract many customers and regular clients. Being close to big companies and factories may, however, mean that he will have to use English a lot in order to communicate with foreigners. Not only all the promotional leaflets, but also price lists and advertisements will have to be in English as well. That sounds like a lot of work, which is why he needs your help! He would like you to become his business partner and be the manager of the salon. You will help him run the salon and assist him when speaking English, as he is not so good at foreign languages. You can start by deciding on the name of the business and creating a logotype! Furthermore, decide where the business is going to be located, fill in the identity card and draw the logo on the board on the cover page. 20 PART 2 - THE STORYLINE COURSEBOOK However, before deciding to partner up with someone, you should think about whether this is a good idea or not. Read the interview about the partnership and write down main ideas. Interview: Friends Turned Business Partners Discuss Their Journey In today's edition, we sit down with Emma and Jake, two friends who decided to embark on a business venture together. They share their experiences, highlighting the advantages and struggles of being business partners. Interviewer: Emma and Jake, thank you for joining us. Let's start with the beginning. What inspired you to start a business together? Emma: Thanks for having us. Jake and I have been friends for years, and we've always shared a passion for entrepreneurship. We realized that our skills complemented each other perfectly, so we thought, why not combine forces and start something together? Jake: Exactly. Emma has a knack for marketing and customer relations, while I handle the Interviewer: Trust and shared vision are financial and operational aspects. It seemed like indeed important. How does your friendship a natural fit. impact your business relationship? Interviewer: That sounds like a great Emma: Our friendship definitely strengthens partnership. What would you say are the main our business relationship. We communicate advantages of being business partners? openly and honestly, which helps in Emma: One of the biggest advantages is trust. resolving conflicts and making tough Since we've known each other for so long, decisions. Plus, it's great to have someone there's a strong foundation of trust and mutual you enjoy working with every day. respect. This makes decision-making smoother Jake: Absolutely. It also makes the journey and helps us navigate challenges together. more enjoyable. Running a business can be Jake: I agree. Another advantage is the shared stressful, but having a friend by your side vision. We both have a clear understanding of makes it more fun and less daunting. where we want the business to go, and we're Interviewer: Speaking of stress, what are equally committed to achieving our goals. This some of the struggles you've faced as alignment is crucial for any partnership. business partners? 21 PART 2 - THE STORYLINE COURSEBOOK Emma: One of the main struggles is balancing Jake: We've also established a rule to never personal and professional boundaries. It's easy let conflicts linger. Addressing them to let business discussions spill over into our promptly helps prevent resentment and personal time, which can be exhausting. We've keeps our partnership strong. had to learn to set boundaries and respect each Interviewer: That's a wise approach. What other's space. advice would you give to friends considering Jake: Another challenge is differing opinions. starting a business together? Even though we share a vision, we sometimes Emma: I'd say, make sure you have a solid have different ideas on how to achieve it. We've foundation of trust and respect. It's also had to learn to compromise and find solutions important to have clear roles and that work for both of us. responsibilities to avoid stepping on each Interviewer: How do you handle conflicts when other's toes. they arise? Jake: And don't forget to set boundaries. It's Emma: Communication is key. We make sure crucial to maintain a healthy balance to discuss any issues openly and honestly, between your personal and professional without letting emotions get in the way. It's relationship. Lastly, be prepared for important to listen to each other's perspectives challenges and stay committed to your and find common ground. shared vision. Interviewer: Thank you, Emma and Jake, for sharing your insights. It's clear that being business partners comes with both advantages and struggles, but with the right approach, it can be a rewarding experience. Emma: Thank you for having us. We hope our story inspires others to pursue their entrepreneurial dreams. Jake: Thanks, it's been a pleasure discussing our journey. In order to explore this option further you have decided to write an opinion essay about it. Before writing it, study the outline of the structure of an opinion essay. 22 PART 2 - THE STORYLINE COURSEBOOK Opinion essay INTRODUCTION: Nowadays there more and more…+TOPIC (state the topic). In my opinion (State your opinion) MAIN BODY PARAGRAPH 1: To begin with, + TOPIC SENTENCE (REASON FOR AGREEING #1). (To illustrate, + example) (Consequently, + justification) MAIN BODY PARAGRAPH 2: Moreover, + TOPIC SENTENCE (REASON FOR AGREEING #2). (To exemplify, + example) (As a result, + justification) MAIN BODY PARAGRAPH 3: However, + TOPIC SENTENCE (REASON FOR DISAGREEING). (For instance, + example) (In this way, + justification) CONCLUSION: In conclusion, /To conclude, /To sum up, /All in all, there are some (REASON FOR DISAGREEING), I am strongly convinced that (REASON FOR AGREEING). Now write your opinion essay on why it is a good idea to have a business partner. The essay should have 5 paragraphs and should be 180 to 220 words long. Do not forget about the use of linking words to make your essay better. Start by writing a draft of your essay in a form of a mind map. 23 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.3 Our field of profession You and your partner are trying to come up with ideas for your business. Here are a few questions every future business owner should discuss with their business partner. PRE-READING ACTIVITY Try to answer the following key questions. Why have you decided for this school? Where would you like to work after you finish school? Why do you think someone would want to have their own business? Would you like to be a business owner? Why? _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ Before starting a business you should decide whether your business should focus on production of certain items or you would rather focus on providing services for your customers. First read an article of a business analytic who talks about businesses related to the production of goods and some of the challenges this kind of business may present. 24 PART 2 - THE STORYLINE COURSEBOOK You and your partner are trying to come up with ideas for your business. Here are a few questions every future business owner should discuss with their business partner. PRE-READING ACTIVITY Try to answer the following key questions. Why have you decided for this school? Where would you like to work after you finish school? Why do you think someone would want to have their own business? Would you like to be a business owner? Why? _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ Before starting a business you should decide whether your business should focus on production of certain items or you would rather focus on providing services for your customers. First read an article of a business analytic who talks about businesses related to the production of goods and some of the challenges this kind of business may present. 25 PART 2 - THE STORYLINE COURSEBOOK Navigating the Complexities of Goods Production: Insights from a Business Analyst Workforce Shortages and Skills Gaps The production sector often struggles with workforce shortages and skills gaps. An aging workforce and a lack of skilled labor can hinder production efficiency and innovation. To address this, companies need to invest in workforce development programs, upskilling initiatives, and automation technologies to bridge the talent gap and ensure a seamless In the ever-evolving landscape of business, transition to modern manufacturing practices. companies involved in the production of goods face unique challenges. As a business analyst, I Regulatory Compliance have observed various trends and obstacles that Compliance with regulatory standards is these businesses encounter. This article delves another significant challenge. Businesses must into the intricacies of goods production and adhere to various regulations related to safety, highlights some of the significant challenges that environmental impact, and quality control. companies must navigate to succeed. Navigating these regulations requires a thorough understanding of legal requirements Understanding Goods Production and continuous monitoring to ensure Goods production involves transforming raw compliance. Failure to comply can result in materials into finished products through various hefty fines and damage to the company's processes. This sector encompasses a wide range reputation. of industries, from manufacturing and construction to food production and textiles. The Cost Pressures and Inflation primary goal is to create high-quality products Rising costs of raw materials, energy, and labor efficiently and cost-effectively while meeting put pressure on production businesses to consumer demands and regulatory standards. maintain profitability. Inflation can further exacerbate these challenges, making it difficult Key Challenges in Goods Production to control expenses. Companies must adopt Supply Chain Disruptions cost-control measures, such as lean One of the most pressing challenges in goods manufacturing techniques and strategic production is supply chain disruptions. Global sourcing, to manage these pressures effectively. supply chains are vulnerable to geopolitical tensions, natural disasters, and pandemics, which Strategies for Overcoming Challenges can lead to delays and shortages of raw Embracing Digital Transformation materials1. Companies must develop resilient Digital transformation is crucial for supply chain strategies, such as diversifying modernizing production processes and suppliers and leveraging technology for improving efficiency. predictive analytics, to mitigate these risks. 26 PART 2 - THE STORYLINE COURSEBOOK Implementing technologies like the Internet of Focusing on Sustainability Things (IoT), artificial intelligence (AI), and Sustainability is becoming increasingly robotics can streamline operations, reduce waste, important for consumers, investors, and and enhance productivity. A clear digital strategy regulators. Companies must align their aligned with business objectives is essential to operations with environmental, social, and ensure these technologies deliver tangible governance (ESG) goals to remain competitive. benefits. This includes reducing carbon footprints, adopting circular economy models, and Enhancing Supply Chain Resilience ensuring ethical sourcing of materials. Building a resilient supply chain involves diversifying suppliers, fostering strong Conclusion collaborations, and utilizing predictive analytics The production of goods is a complex and to anticipate disruptions. By creating a more challenging endeavor, but with the right flexible and responsive supply chain, companies strategies, businesses can navigate these can better withstand external shocks and obstacles and thrive. By embracing digital maintain steady production. transformation, enhancing supply chain resilience, investing in workforce development, Investing in Workforce Development and focusing on sustainability, companies can Addressing workforce shortages requires a position themselves for long-term success in an proactive approach to talent management. ever-changing market. As a business analyst, I Companies should invest in training and believe that understanding and addressing these development programs to upskill their existing challenges is crucial for any company involved workforce and attract new talent. Partnering in the production of goods. with educational institutions and offering apprenticeships can also help build a pipeline of skilled workers. Having read the article you have an idea of what it takes to start a business related to the production of certain items. Now listen to two classmates acting out a short dialogue between a radio presenter and Jim who is a successful business entrepreneur. While listening make notes about the advantages and disadvantages of owning a business in the service sector. Presenter: Good morning, listeners! Today, we have a special guest with us, Jim, a successful entrepreneur in the service sector. Welcome, Jim! Jim: Good morning! It's great to be here. Presenter: Jim, you've built a thriving business in the service sector. Can you share some of the advantages of owning a business in this field? Jim: Absolutely. One of the biggest advantages is the ability to build strong relationships with customers. In the service sector, customer satisfaction is paramount, and providing excellent service can lead to repeat business and referrals. This creates a loyal customer base, which is essential for long-term success. 27 PART 2 - THE STORYLINE COURSEBOOK Presenter: That makes sense. How does this customer-centric approach impact your business operations? Jim: It has a significant impact. We focus on understanding our customers' needs and preferences, which allows us to tailor our services accordingly. This personalized approach not only enhances customer satisfaction but also helps us stand out in a competitive market. Presenter: Speaking of competition, how do you handle the competitive nature of the service sector? Jim: Competition is indeed fierce, but it drives us to continuously improve and innovate. We invest in training our staff, adopting new technologies, and refining our processes to ensure we offer the best possible service. Staying ahead of the curve is crucial in this industry. Presenter: Innovation sounds key. What other advantages do you see in owning a service-based business? Jim: Another advantage is the relatively lower initial investment compared to product-based businesses. Since we don't have to worry about manufacturing or inventory costs, we can allocate resources to areas like marketing, customer service, and technology. This flexibility allows us to scale our business more efficiently. Presenter: That's interesting. Now, let's talk about the challenges. What are some of the disadvantages of owning a business in the service sector? Jim: One of the main challenges is the intangible nature of services. Unlike products, services are not physical items that customers can see or touch before purchasing. This can make it difficult to convey the value of our offerings and build trust with potential clients. Presenter: How do you overcome this challenge? Jim: We focus on building a strong brand and reputation. Positive reviews, testimonials, and word-of-mouth referrals are invaluable in establishing credibility. Additionally, we offer guarantees and transparent communication to reassure customers about the quality of our services. Presenter: That sounds like a solid strategy. What other challenges do you face? Jim: Another challenge is managing customer expectations. In the service sector, expectations can vary widely, and it's crucial to ensure that we consistently meet or exceed them. This requires effective communication, setting realistic expectations, and delivering on promises. Presenter: Managing expectations must be tough. How do you ensure consistency in service delivery? Jim: Consistency is achieved through rigorous training and quality control measures. We have standardized procedures and protocols in place to ensure that every customer receives the same high level of service. Regular feedback and performance reviews help us identify areas for improvement and maintain our standards. Presenter: That's impressive. Are there any other disadvantages you'd like to highlight? 28 PART 2 - THE STORYLINE COURSEBOOK Jim: Yes, the dependency on human resources is another challenge. Since our services are delivered by people, factors like staff turnover, training, and morale can significantly impact our operations. It's essential to invest in our team and create a positive work environment to ensure they are motivated and committed. Presenter: How do you keep your team motivated? Jim: We prioritize employee engagement and development. Offering competitive compensation, opportunities for growth, and a supportive work culture are key. Recognizing and rewarding hard work also goes a long way in maintaining high morale and productivity. Presenter: That's great to hear. Finally, what advice would you give to aspiring entrepreneurs in the service sector? Jim: My advice would be to focus on building strong relationships with customers and employees. Understand your market, stay adaptable, and continuously strive for excellence. The service sector can be challenging, but with dedication and the right strategies, it can also be incredibly rewarding. Presenter: Thank you, Jim, for sharing your insights. It's clear that owning a business in the service sector comes with both advantages and challenges, but with the right approach, success is achievable. Jim: Thank you for having me. It's been a pleasure discussing this with you. I hope my experiences can inspire others to pursue their entrepreneurial dreams. Presenter: Thank you, Jim. And to our listeners, stay tuned for more inspiring stories and insights. Have a great day! Think about two types of business ideas. One related to the production of goods and the other related to providing services and decide which business module may be best for you and your business partner. The next thing to do is to check the competition first to get some ideas and then create a business plan. WHILE-READING ACTIVITY On the Internet find a text related to your business idea, or an interview with a business owner or a famous person from your professional filed. Copy the text below and state the website link. While reading the text do the following: underline all the unknown words, try to guess from the context what they mean. POST-READING ACTIVITY Think about your own wish. Write a short paragraph about what you wish to do professionally. Think of the previous questions and what you have just read. Include the following points: explain what career you want to pursue, why you want to do this kind of work for a living, what your dream job would be like. 29 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.4 Who is our business partner? Your dream may partly come true now that you are helping your business partner in your company called ...............................(NAME). In order to be able to successfully work with him, you need to get to know him a bit better. Read some facts about him and fill in the missing gaps with the most appropriate forms of the verbs in brackets by using Present Simple or Present Continuous. Your partner ............................... (be) 25 years old. He ............................... (live) in Celje. He ............................... (study) business management at University of Ljubljana. Every day he ............................... (go) to the library of the faculty to study there. He ............................... (wake up) at 7 o’clock, ............................... (eat) breakfast and ............................... (take) a bus to school. Actually he ............................... (just finish) his diploma thesis now and he will soon have a degree. Tomorrow he ............................... (meet) his mentor at 7 a.m. to discuss the final details of his work, which is why he has to wake up earlier than usual, because the bus ............................... (leave) the station already at 6.30. The topic of the thesis he ............................... (research) is connected to opening a new business and its management. He ............................... (be) really interested in this process and managing a business ............................... (represent) a real challenge for him. This is also why he probably ............................... (want) to own it himself. 30 PART 2 - THE STORYLINE COURSEBOOK PLANS FOR THE FUTURE: Read what your business partner is planning for the future and insert the most appropriate forms of the verbs in brackets into the gaps by using Present Simple or Present Continuous. Be careful about stative verbs. Besides his degree, your business partner ............................... (also think) about continuing his studies and signing up for a Master’s Degree in this field. In Slovenia Faculty of Economics ............................... (offer) a MA programme in business management, but he ............................... (have) a wish to study abroad. But before he ............................... (do) that he will work for a while, as he ............................... (believe) it ............................... (be) necessary to work first. When you ............................... (work) for a period of time you ............................... (also gain) more practical knowledge and ............................... (get) more experience. This ............................... (enable) you to get to know the work in the company better. It also ............................... (help) you to decide what field you ............................... (wish) to be specialised in and consequently also which fields of studies you ............................... (prefer). For this reason, it ............................... (seem) to make more sense to work in a company for a few years first and only later continue with the studies. 31 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.5 How much? Your business partner needs to set the prices and he needs your advice. PRE-SPEAKING ACTIVITY What are the factors which contribute to the height of the prices? Do you think it is important where the company is located or how much your competition charges? Now read an article published in a business magazine related to the price range and make notes. Factors Influencing Pricing: Location and Competition Setting the right price for products or services Market Demand is a critical decision for any business. Prices Market demand plays a crucial role in directly affect profitability, market determining prices. If a product or service positioning, and customer perception. Several is highly sought after, businesses can factors contribute to the height of prices, charge higher prices. Conversely, if demand including the company's location and the is low, prices may need to be reduced to pricing strategies of competitors. This article attract customers. Analyzing consumer explores these factors and their impact on behavior and market trends helps business success. businesses gauge demand and adjust prices accordingly. This dynamic approach Cost of Goods Sold (COGS) ensures that pricing strategies align with One of the fundamental factors influencing market conditions and customer pricing is the cost of goods sold (COGS). This expectations. includes all expenses required to produce and deliver a product or service, such as raw Perceived Value materials, labor, manufacturing overhead, and The perceived value of a product or service shipping. Businesses must cover these costs to significantly impacts pricing. Customers are avoid losses, making COGS the baseline for often willing to pay more for items they setting a profitable price. Understanding and perceive as high-quality, unique, or managing COGS effectively allows companies essential. Effective marketing and branding to set competitive prices while maintaining can enhance perceived value, allowing healthy profit margins. businesses to justify higher prices. 32 PART 2 - THE STORYLINE COURSEBOOK Highlighting features, benefits, and Regulatory Compliance differentiators helps create a strong value Compliance with regulatory standards can proposition that resonates with customers. affect pricing. Businesses must adhere to various regulations related to safety, Location of the Company environmental impact, and quality control. The geographic location of a business can Meeting these requirements often incurs greatly influence its pricing strategy. Location additional costs, which can be reflected in the affects various aspects, including access to final price of products or services. Staying customers, visibility, resource availability, and informed about regulatory changes and cost management. For instance, businesses ensuring compliance is essential for situated in high-demand urban areas may maintaining profitability and avoiding legal charge higher prices due to increased issues. operational costs and greater market access. Conversely, companies in rural or less Strategies for Effective Pricing competitive regions might offer lower prices to Embracing Digital Transformation attract local customers. Strategic location Digital transformation is crucial for decisions can enhance long-term performance modernizing production processes and and profitability. improving efficiency. Implementing technologies like the Internet of Things (IoT), Competition artificial intelligence (AI), and robotics can Competitive pricing is another critical factor. streamline operations, reduce waste, and Businesses must consider the prices set by enhance productivity. A clear digital strategy their competitors when determining their own aligned with business objectives is essential pricing strategies. In highly competitive to ensure these technologies deliver tangible markets, companies may need to lower prices benefits. to attract customers, while in less competitive environments, they might have the flexibility Enhancing Supply Chain Resilience to charge more. Understanding competitors' Building a resilient supply chain involves pricing and positioning helps businesses find diversifying suppliers, fostering strong the right balance between profitability and collaborations, and utilizing predictive market share. analytics to anticipate disruptions. By creating a more flexible and responsive Economic Conditions supply chain, companies can better Economic conditions, such as inflation rates withstand external shocks and maintain and consumer spending habits, also influence steady production. pricing decisions. During economic downturns, consumers tend to be more conservative with their spending, prompting businesses to adjust prices to maintain sales volumes. Conversely, in times of economic growth, businesses may have the opportunity to increase prices without significantly impacting demand. 33 PART 2 - THE STORYLINE COURSEBOOK Investing in Workforce Development Conclusion Addressing workforce shortages requires a Several factors contribute to the height of proactive approach to talent management. prices, including the cost of goods sold, Companies should invest in training and market demand, perceived value, company development programs to upskill their existing location, competition, economic conditions, workforce and attract new talent. Partnering and regulatory compliance. Understanding with educational institutions and offering and managing these factors effectively allows apprenticeships can also help build a pipeline businesses to set prices that balance of skilled workers. profitability, competitiveness, and customer satisfaction. By considering the impact of Focusing on Sustainability location and competition, companies can Sustainability is becoming increasingly develop pricing strategies that align with important for consumers, investors, and their goals and market dynamics. In today's regulators. Companies must align their complex business environment, a well- operations with environmental, social, and informed pricing strategy is crucial for long- governance (ESG) goals to remain competitive. term success. This includes reducing carbon footprints, adopting circular economy models, and ensuring ethical sourcing of materials. Videocall one of your classmates. One of you will do Activity 1 and the other one Activity 2 and then you will discuss the ideas together. Write down your classmate’s name and your answers. SPEAKING ACTIVITY 1 Discuss and suggest reasonable prices for the following services in your company: repairing and counselling services, selling tools and equipment, or other services you can. With your classmate try to agree on the prices and find arguments for your decisions. SPEAKING ACTIVITY 2 Try to estimate the costs of tools needed for the services given below and the time needed to perform them. Combine the two and try to estimate the cost of the following services: repairing and counselling services, selling tools and equipment, or other services you can think of. SPEAKING ACTIVITY 3 Compare suggestions from Activity 1 and estimations of the costs in Activity 2. Discuss the prices based on the findings of both groups and correct them if necessary. Once you agree on the prices for all services, fill in the price list for the company. 34 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.6 The leaflet The company ...............................(NAME) will soon open, so it would be a good idea to advertise it. Because your company is located near an industrial estate with a lot of foreign companies, an advertisement should be also in English. Read an article from a marketing magazine about the importance of design of a leaflet and which information should a leaflet contain in order to be effective. Make notes. The Power of Effective Leaflet Design: Key Elements for Success In the world of marketing, leaflets remain a Brand Consistency: Consistent design powerful tool for reaching potential customers. elements, such as colors, fonts, and logos, Despite the rise of digital marketing, well- reinforce brand identity. A cohesive design designed leaflets can effectively convey messages, helps build brand recognition and trust among promote products or services, and drive customer your audience. engagement. This article explores the importance of leaflet design, the essential information it Clarity and Readability: Effective design should contain, and best practices for creating an ensures that the information is presented in a impactful leaflet. clear and organized manner. This makes it easier for recipients to understand the message The Importance of Leaflet Design and take the desired action. Leaflets are a tangible representation of your brand and can leave a lasting impression on Engagement and Retention: A well-designed recipients. A well-designed leaflet can capture leaflet can engage the reader and encourage attention, communicate key messages clearly, and them to keep the leaflet for future reference. persuade potential customers to take action. Here This increases the chances of them acting on are some reasons why leaflet design is crucial: the information provided. First Impressions Matter: A visually appealing Essential Information for an Effective Leaflet leaflet can grab attention and create a positive first To create an effective leaflet, it is important to impression. It sets the tone for how your brand is include the right information. Here are the perceived and can influence the recipient's key elements that should be present: decision to read further. 35 PART 2 - THE STORYLINE COURSEBOOK Headline: The headline is the first thing Use High-Quality Images: Visuals play a crucial recipients will see, so it should be attention- role in leaflet design. Use high-resolution grabbing and relevant. It should clearly convey images that are relevant to the content and the main message or offer. enhance the overall look of the leaflet. Subheadings: Subheadings break up the text and Choose the Right Colors: Colors can evoke make it easier to read. They should highlight key emotions and influence perceptions. Use colors points and guide the reader through the content. that align with your brand and create a visually appealing contrast. Ensure that the text is easily Body Text: The body text should provide readable against the background. detailed information about the product, service, or event being promoted. It should be concise, Select Appropriate Fonts: Choose fonts that are informative, and persuasive. Use bullet points or easy to read and consistent with your brand short paragraphs to enhance readability. identity. Avoid using too many different fonts, as this can make the leaflet look unprofessional. Call to Action (CTA): A strong CTA is essential for encouraging recipients to take the desired Balance Text and Visuals: Strike a balance action, whether it's visiting a website, making a between text and visuals to create an engaging purchase, or attending an event. Make the CTA and informative leaflet. Too much text can clear and compelling. overwhelm the reader, while too many visuals can distract from the message. Contact Information: Include all relevant contact details, such as phone numbers, email addresses, Include a Clear CTA: Make sure the call to and social media handles. This makes it easy for action is prominent and easy to find. Use recipients to get in touch or learn more. action-oriented language and provide clear instructions on what the recipient should do Visuals: High-quality images, graphics, and icons next. can enhance the visual appeal of the leaflet and support the message. Ensure that visuals are Proofread and Test: Before printing, proofread relevant and aligned with the brand. the leaflet to ensure there are no errors or typos. Test the design with a small audience to get Logo and Branding: Incorporate your logo and feedback and make any necessary adjustments. brand elements consistently throughout the leaflet. This reinforces brand identity and ensures Conclusion a professional appearance. A well-designed leaflet can be a powerful marketing tool that effectively communicates Best Practices for Leaflet Design your message and drives customer engagement. Designing an effective leaflet involves more than By including essential information, following just including the right information. Here are best practices, and focusing on clarity and visual some best practices to ensure your leaflet stands appeal, you can create a leaflet that leaves a out: lasting impression and achieves your marketing goals. In a world where first impressions matter, Keep It Simple: Avoid clutter and keep the design investing in professional leaflet design is a step clean and simple. Focus on the key message and towards success. use white space effectively to make the content more readable. 36 PART 2 - THE STORYLINE COURSEBOOK Help your business partner write and design a promotional leaflet in English. The advertisement should include the following points: list the services your company is offering, state the opening date: 1stOctober (current year), describe each service in a sentence, mention the brand names of products your company will sell or use. Write about 100 words. You may also include a picture if you like. 37 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.7 Preparing a speech Today is the day of the grand opening of your company ...............................(NAME) in ...............................(CITY) and your business partner is preparing the speech he is going to give in front of all the invited guests and potential clients. However, your business partner has some problems with his speech and does not know what to say to the guests. Read an insert form a book from a famous expert in communication about important factors one must consider when delivering a speech. Make notes. Mastering the Art of Speech Delivery: Insights from a Communication Expert Delivering a speech can be a daunting task, Demographics: Age, gender, cultural whether it's for a business presentation, a public background, and profession can influence event, or a personal occasion. Effective speech how your audience perceives your message. delivery requires careful planning, practice, and Knowledge Level: Assess the audience's an understanding of key communication familiarity with the topic to determine the principles. As a communication expert, I have appropriate level of detail and complexity. identified several important factors that one Interests and Concerns: Identify what matters must consider to ensure a successful and most to your audience and address those impactful speech. This article explores these points to keep them engaged. factors and provides practical tips for mastering the art of speech delivery. Structuring Your Speech A well-structured speech is easier to follow Understanding Your Audience and more impactful. Organize your speech One of the most crucial aspects of delivering a into clear sections: speech is understanding your audience. Knowing Introduction: Start with a strong opening that who you are speaking to allows you to tailor your grabs attention. This could be a quote, a message to their interests, needs, and question, or a compelling story. Introduce the expectations. Consider the following: main topic and outline what you will cover. 38 PART 2 - THE STORYLINE COURSEBOOK Body: Divide the body of your speech into key Visual Aids: Utilize slides, charts, or props to points or sections. Use logical transitions to move enhance understanding and retention. from one point to the next. Support your points Handling Questions with evidence, examples, and anecdotes. Be prepared to handle questions from the Conclusion: Summarize the main points and audience. Here are some tips: reinforce the key message. End with a memorable closing statement that leaves a lasting impression. Active Listening: Listen carefully to the question Practicing Delivery and ensure you understand it before responding. Practice is essential for effective speech delivery. Clear and Concise Answers: Provide clear and Rehearse your speech multiple times to become concise answers. If you don't know the answer, familiar with the content and improve your it's okay to admit it and offer to follow up later. delivery. Consider the following tips: Stay Calm and Professional: Maintain composure and professionalism, even if faced Timing: Ensure your speech fits within the with challenging questions. allotted time. Practice with a timer to manage pacing. Delivering a speech is an art that requires careful Voice Modulation: Vary your tone, pitch, and consideration of various factors. By volume to emphasize key points and maintain understanding your audience, structuring your audience interest. speech effectively, practicing delivery, Body Language: Use gestures, facial expressions, managing nervousness, engaging the audience, and eye contact to convey confidence and engage and handling questions professionally, you can with the audience. master the art of speech delivery. Remember, Managing Nervousness effective communication is not just about what It's natural to feel nervous before delivering a you say, but how you say it. With these insights speech. Here are some strategies to manage from a communication expert, you can deliver anxiety: impactful and memorable speeches that resonate Preparation: Thorough preparation can boost with your audience. confidence. Know your material well and anticipate potential questions. Breathing Techniques: Practice deep breathing exercises to calm your nerves and maintain steady breathing during your speech. Positive Visualization: Visualize yourself delivering a successful speech. Focus on positive outcomes rather than potential mistakes. Engaging the Audience Engagement is key to a successful speech. Here are some techniques to keep your audience involved: Interactive Elements: Incorporate questions, polls, or activities to encourage audience participation. Storytelling: Use stories and anecdotes to illustrate points and make your speech more relatable. 39 PART 2 - THE STORYLINE COURSEBOOK WRITING ACTIVITY Help your partner write a short speech of 150 words. The speech should include the following points: greet the guests, present yourself and your business partner, explain why and how you have chosen the name of the company, present your business idea and services you offer, present the equipment you have bought, say why there is a need for a business like yours, explain your long term vision for this company for the future. First make a draft of the main points of the speech. 40 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.8 The big day Today is the day of the grand opening of your company ...............................(NAME) in ...............................(CITY) . SPEAKING ACTIVITY: Now that you have written your speech, practice speaking. Call your classmate and tell him or her your speech. He/She will listen to you and make some notes about your speech. WHILE-LISTENING ACTIVITY: You did a great job with your speech! Congratulations! Now listen very carefully to your classmate’s speech and make some notes while listening by answering the questions below: Does the speech begin with a greeting? What is the name of your classmate’s business partner? What is the name of the company? Why does the company have this logo? Where is the company located? Which services does the company offer? Which equipment does the company have? Why is there a need for such a business in this city? What are some future plans of the company? POST-LISTENING ACTIVITY So, how did you like your classmate’s speech? Was it convincing? Discuss what the important characteristics of a good speech are and give your business partner 5 guidelines for the speech before the big night. 41 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 1 1.9 Quarterly report Every business person has to sit down from time to time and evaluate the work that has already been done. Answer the following questions in order to figure out what you have learnt and how helpful you have been to your business partner. 1.Introduce your business partner and his wishes in a few sentences. Use Present tenses. 2.In 10 sentences describe your company and what has been done so far. Use Present Simple, Present Continuous and Present Perfect tense! 3.Have you written a promotional leaflet? YES/NO. 4.Have you set the price list of the services? YES/NO. 5.Have you given and listened to a speech and were able to understand it? YES/NO. 6.Which furniture have you bought for your company? 7.Which equipment is needed for your business? 8.Which rooms does your company have? storage room , ________________, ________________, ________________, ________________, ________________. WRITING TASK: Write a report with the help of the answers to the above questions. Make an outline of the report first. 42 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 New business opportunities 43 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.1 New collaboration Your business has been really successful so far which is why your business partner is thinking of finding new business opportunities. An international company contacted you with a new business proposal and a long-term collaboration. They want to expand their business, which is why they are looking for new partners. ACTIVITY 1: Write down 10 key questions everyone should ask themselves before expanding their business. For example: 1) Which additional services could my company provide ? 2)______________________________________________? 3)______________________________________________? 4)______________________________________________? 5)______________________________________________? 6)______________________________________________? 7)______________________________________________? 8)______________________________________________? 9)______________________________________________? 10) ______________________________________________? ACTIVITY 2: Discuss the above questions in pairs and think of the possible answer: 1)_______________________________________________ 2)_______________________________________________ 3)_______________________________________________ 4)_______________________________________________ 5)_______________________________________________ 6)_______________________________________________ 7)_______________________________________________ 8)_______________________________________________ 9)_______________________________________________ _______________________________________________ 44 PART 2 - THE STORYLINE COURSEBOOK ACTIVITY 3: Write a short description of about 150 words about your company and past achievements. ACTIVITY 4: Read the article about what is it like to start working with an international company, what are the advantages and what you must be careful about when merging the company with an international company. Starting and Merging with an International Company: Opportunities and Challenges Working with an international company can It also enhances personal growth, as be an exciting and rewarding experience. It working in such an environment helps opens doors to new markets, diverse develop intercultural communication cultures, and innovative practices. skills and adaptability. However, it also comes with its own set of challenges, especially when merging with Global Opportunities an international entity. This article explores Working with an international company what it's like to start working with an provides access to global opportunities. international company, the advantages it Employees may have the chance to offers, and the critical factors to consider travel, work in different countries, and during a merger. collaborate with colleagues worldwide. This exposure can lead to career The Experience of Working with an advancement and broaden professional International Company networks. Starting to work with an international company often involves adapting to different business practices, communication styles, and cultural norms. Here are some aspects of the experience: Diverse Work Environment International companies typically have a diverse workforce, bringing together people from various backgrounds and cultures. This diversity fosters creativity and innovation, as employees can share different perspectives and ideas. 45 PART 2 - THE STORYLINE COURSEBOOK Learning and Development Employees can take on challenging International companies often invest in roles, lead global projects, and move up employee development through training the corporate ladder. The experience programs, workshops, and mentorship gained from working in different markets opportunities. This focus on continuous and cultures can be a significant asset in learning helps employees stay updated career progression. with industry trends and enhances their skills, making them more competitive in the Challenges of Merging with an job market. International Company While merging with an international Advantages of Working with an company can bring substantial benefits, International Company it also presents several challenges that There are several advantages to working must be carefully managed: with an international company, including: Cultural Differences Access to New Markets Cultural differences can impact One of the primary benefits is access to communication, decision-making, and new markets. International companies overall business operations. It's operate in multiple countries, allowing essential to understand and respect employees to gain insights into different these differences to ensure smooth markets and customer preferences. This integration. Companies should invest in knowledge can be invaluable for career cultural training and promote open growth and business development. communication to bridge gaps. Enhanced Competitiveness Regulatory Compliance International companies often adopt best Merging with an international company practices from various regions, making involves navigating different regulatory them more competitive. Employees can environments. Each country has its own learn from these practices and apply them set of laws and regulations that must be to their work, improving efficiency and adhered to. Ensuring compliance can be productivity. complex and time-consuming, requiring thorough research and legal expertise. Exposure to Innovation Working with an international company Integration of Systems and Processes exposes employees to innovative Integrating systems and processes from technologies and business models. This two different companies can be exposure can inspire creativity and drive challenging. Differences in technology, innovation within the organization. workflows, and business practices must be addressed to create a cohesive Career Advancement operation. This may involve significant International companies offer numerous investment in IT infrastructure and opportunities for career advancement. process reengineering. 46 PART 2 - THE STORYLINE COURSEBOOK Managing Expectations Starting to work with an international Managing expectations of stakeholders, company and merging with one can offer employees, and customers is crucial numerous advantages, including access during a merger. Clear communication to new markets, enhanced about the goals, benefits, and potential competitiveness, exposure to challenges of the merger can help build innovation, and career advancement. trust and support. It's important to address However, it also comes with challenges concerns and provide regular updates to such as cultural differences, regulatory keep everyone informed. compliance, integration of systems and processes, managing expectations, and Financial Risks financial risks. By understanding these Merging with an international company factors and preparing adequately, involves financial risks, including costs businesses can successfully navigate associated with integration, potential loss the complexities of working with and of customers, and market uncertainties. merging with international companies, Conducting thorough due diligence and ultimately achieving growth and success developing a robust financial plan can help in the global market mitigate these risks. 47 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.2 Reading the Memo Mr. Henry Smith, project manager at the international company, sent you an e-mail. He is preparing a kick-off meeting with you and your business partner to discuss the possibilities of collaboration. PRE-READING ACTIVITY: What do you think the e-mail is about? Discuss. WHILE-READING ACTIVITY: Read the following e-mail and check new vocabulary items. from: to: subject: Kick-off meeting Dear Sir or Madam, The mail reason I am writing to you today is to present me and my company. My name is Henry Smith and I am the project manager. We are a company which is looking for ways to expand our business. Your field we are particularly interested in, so people with experience in this filed are the ones we’d most like to have on board. I propose a kick-off meeting which will take place on 6 April. Our CEO will also be connecting with us by video conference. Please let me know if you are interested in our proposal. Greetings Henry Smith 48 PART 2 - THE STORYLINE COURSEBOOK POST-READING ACTIVITY 1: Discuss the ways in which you could collaborate with this company. POST-READING ACTIVITY 2: Write an email of 150 words. Reply to Mr. Smith by introducing you, your business partner and your company and discuss possible ways of collaboration. WRITING: Study the outline of the structure of formal writing first. Types of letters 1. A LETTER OF APPLICATION: Beginning: I am writing to apply for the post advertised in the Delo, on 18th August... With respect to your advertisment in the Delo for the post of ... I would like to ... End: I enclose my CV. I am looking foreward to your reply. I am looking foreward to your response. I am looking foreward to meeting you. I am looking foreward to seeing you. I am looking foreward to hearing from you. 2. A LETTER OF COMPLAINT: Beginning: I am writing to complain about... End: I would appreciate an early response. I hope this matter will soon be resolved. I hope this matter will recieve your immediate attention. 3. A LETTER OF INQUIRY: Beginning: I am writing to inquire about.../to get some (basic) information... End: I would like to thank you for your help/time/information... I would appreciate if you could send me the information to the above address. I would appreciate if you could contact me at the above address. 4. A THANK YOU LETTER: Beginning: I am writing to thank you for your help. I am writing to thank you for the hospitality. I am writing to experss my grattitude for... End: I would like to thank you again and... 49 PART 2 - THE STORYLINE COURSEBOOK WRITING TASK: Write the response in a form of a formal email. 50 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.3 Safety at Work You are having a visit from the Department of Safety at Work this week. Your business partner wants to make sure everything is in order so he wants you to check all the equipment and to go through safety signs and rules. Read the following text about safety at work and answer the questions. Ensuring Safety at Work: A Comprehensive Guide Workplace safety is a critical aspect of any organization, regardless of its size or industry. Ensuring a safe working environment not only protects employees from injuries and illnesses but also enhances productivity, morale, and overall business success. This comprehensive guide explores the importance of workplace safety, key safety measures, and strategies for fostering a culture of safety. The Importance of Workplace Safety Workplace safety is essential for several reasons. First and foremost, it protects employees from potential hazards that could cause injuries or illnesses. A safe working environment reduces the risk of accidents, which can lead to costly medical expenses, legal liabilities, and loss of productivity. Moreover, a commitment to safety demonstrates that an organization values its employees' well-being, which can boost morale and job satisfaction. Key Safety Measures Implementing effective safety measures is crucial for preventing workplace accidents and ensuring a safe environment. Here are some key safety measures that organizations should consider: 51 PART 2 - THE STORYLINE COURSEBOOK 1. Conducting Risk Assessments Regular risk assessments help identify potential hazards in the workplace. By evaluating the risks associated with various tasks and processes, organizations can implement appropriate control measures to mitigate these risks. Risk assessments should be conducted periodically and whenever there are changes in the workplace, such as new equipment or procedures. 2. Providing Safety Training Safety training is essential for educating employees about potential hazards and safe work practices. Training programs should cover topics such as proper use of equipment, emergency procedures, and hazard recognition. Regular refresher courses can help reinforce safety knowledge and keep employees updated on new safety protocols. 3. Implementing Safety Policies and Procedures Clear safety policies and procedures provide a framework for maintaining a safe working environment. These policies should outline the responsibilities of employees and management, as well as the procedures for reporting and addressing safety concerns. Ensuring that all employees are familiar with these policies is crucial for their effective implementation. 4. Using Personal Protective Equipment (PPE) Personal protective equipment (PPE) is essential for protecting employees from specific hazards. Depending on the nature of the work, PPE may include items such as helmets, gloves, safety glasses, and respiratory protection. Organizations should provide the necessary PPE and ensure that employees are trained in its proper use and maintenance. 5. Maintaining Equipment and Facilities Regular maintenance of equipment and facilities is vital for preventing accidents and ensuring safe operations. This includes routine inspections, repairs, and replacements of faulty equipment. Keeping the workplace clean and organized also helps reduce the risk of accidents. Fostering a Culture of Safety Creating a culture of safety involves more than just implementing safety measures; it requires a commitment from all levels of the organization. Here are some strategies for fostering a culture of safety: 1. Leadership Commitment Leadership plays a crucial role in promoting workplace safety. When management demonstrates a commitment to safety, it sets a positive example for employees. Leaders should actively participate in safety initiatives, communicate the importance of safety, and allocate resources for safety programs. 52 PART 2 - THE STORYLINE COURSEBOOK 2. Employee Involvement Engaging employees in safety initiatives can enhance their commitment to maintaining a safe working environment. Organizations should encourage employees to participate in safety committees, report hazards, and provide feedback on safety practices. Recognizing and rewarding employees for their contributions to safety can also motivate them to prioritize safety. 3. Continuous Improvement Workplace safety is an ongoing process that requires continuous improvement. Organizations should regularly review and update their safety policies, procedures, and training programs to address new hazards and incorporate best practices. Conducting safety audits and analyzing incident reports can help identify areas for improvement. 4. Open Communication Open communication is essential for addressing safety concerns and promoting a culture of safety. Employees should feel comfortable reporting hazards and near-misses without fear of retaliation. Establishing clear channels for communication and encouraging a proactive approach to safety can help identify and resolve issues before they lead to accidents. Conclusion Ensuring workplace safety is a shared responsibility that requires the commitment and cooperation of both management and employees. By implementing effective safety measures, fostering a culture of safety, and continuously improving safety practices, organizations can create a safe and healthy working environment. This not only protects employees but also contributes to the overall success and sustainability of the business. Answer these comprehension questions to check your knowledge about safety at workplace: 1.Why is workplace safety important for organizations? 2.What are the potential consequences of not ensuring workplace safety? 3.What is the purpose of conducting risk assessments in the workplace? 4.How often should risk assessments be conducted? 5.What topics should safety training programs cover? 6.Why are regular refresher courses important for safety training? 7.What should safety policies and procedures outline? 8.What is the role of personal protective equipment (PPE) in workplace safety? 9.What types of PPE might be required depending on the nature of the work? 10. Why is regular maintenance of equipment and facilities important? 11. How can leadership demonstrate a commitment to workplace safety? 12. Why is employee involvement important in promoting workplace safety? 13. What are some ways to engage employees in safety initiatives? 14. Why is continuous improvement necessary for workplace safety? 15. How can open communication contribute to a culture of safety in the workplace? 53 PART 2 - THE STORYLINE COURSEBOOK Read a text about the safety signs and what do they represent. Make notes while you read the text and underline all new expressions. Are you familiar with all the rules? Understanding Safety Signs: Their Importance and Meanings Safety signs are essential tools for communicating important information about hazards, instructions, and emergency procedures in various environments. They use standardized symbols and colors to convey messages quickly and effectively, ensuring that individuals can recognize and respond to potential dangers. This article explores the different types of safety signs, their meanings, and the importance of using them correctly. Types of Safety Signs Safety signs are categorized into several types based on their purpose and design. Here are some common types of safety signs: 1. Prohibition Signs Prohibition signs indicate actions that are not allowed. They are typically round with a red border and a diagonal line through a black pictogram on a white background. Examples include "No Smoking" and " "No Entry" signs. 2. Warning Signs Warning signs alert individuals to potential hazards. These signs are usually triangular with a yellow background and a black border and pictogram. Examples include "High Voltage" and "Flammable Material" signs. 3. Mandatory Signs Mandatory signs indicate actions that must be taken. They are round with a blue background and a white pictogram. Examples include "Wear Safety Glasses" and "Wear Hard Hat" signs. 4. Emergency Signs Emergency signs provide information about emergency exits, first aid, and safety equipment. They are rectangular or square with a green background and a white pictogram. Examples include "Emergency Exit" and "First Aid" signs. 54 PART 2 - THE STORYLINE COURSEBOOK Meanings of Safety Signs Understanding the meanings of safety signs is crucial for ensuring safety in the workplace and public spaces. Here are some common safety signs and their meanings: Prohibition Signs No Smoking: Indicates that smoking is not allowed in the area to prevent fire hazards and health risks. No Entry: Indicates that entry is prohibited, often used in restricted or dangerous areas. Warning Signs High Voltage: Warns of electrical hazards that can cause serious injury or death. • Flammable Material: Indicates the presence of materials that can easily ignite and cause fires. Mandatory Signs • Wear Safety Glasses: Indicates that safety glasses must be worn to protect eyes from hazards. • Wear Hard Hat: Indicates that hard hats must be worn to protect the head from falling objects. Emergency Signs • Emergency Exit: Indicates the location of emergency exits for safe evacuation during emergencies. • First Aid: Indicates the location of first aid facilities for medical assistance. Importance of Safety Signs Safety signs play a vital role in preventing accidents and ensuring the well-being of individuals in various environments. Here are some reasons why safety signs are important: 55 PART 2 - THE STORYLINE COURSEBOOK Immediate Recognition Safety signs use universally recognized symbols and colors, allowing individuals to quickly understand the message regardless of language barriers. This immediate recognition is crucial in emergencies where quick action is needed. Clarity in Communication Safety signs provide clear and concise information about hazards and required actions. This clarity helps prevent misunderstandings and ensures that individuals know how to respond appropriately. Compliance with Regulations Using safety signs helps organizations comply with health and safety regulations. Regulatory bodies often require specific signs to be displayed in certain areas to ensure safety standards are met. Promoting Safety Culture Safety signs contribute to a culture of safety by constantly reminding individuals of potential hazards and safe practices. This ongoing awareness helps reinforce the importance of safety in the workplace and public spaces. Safety signs are essential for communicating important information about hazards, instructions, and emergency procedures. By understanding the different types of safety signs and their meanings, individuals can respond appropriately to potential dangers and ensure a safe environment. Organizations should prioritize the use of safety signs to promote a culture of safety and comply with regulations. 56 PART 2 - THE STORYLINE COURSEBOOK Just to be sure you know all the details check your knowledge with the help of a quiz about safety at work. Choose the correct answer. Safety at Work Quiz What is the primary purpose of conducting risk What does an "Emergency Exit" sign indicate? A. The assessments in the workplace? A. To increase productivity location of emergency exits for safe evacuation B. The B. To identify potential hazards C. To reduce employee location of the main entrance C. The location of the break turnover D. To improve customer satisfaction room D. The location of the restroom Which of the following is a key element of effective safety Which of the following strategies can help manage training? A. Increasing sales targets B. Educating nervousness before delivering a speech? A. Ignoring the employees about safe work practices C. Reducing audience B. Practicing deep breathing exercises C. marketing expenses D. Enhancing product design Reducing preparation time D. Avoiding eye contact What does a "No Smoking" prohibition sign indicate? A. Why is open communication important for promoting a Smoking is allowed in the area B. Smoking is not allowed culture of safety? A. To increase employee salaries B. To in the area C. Smoking is mandatory in the area D. address safety concerns and resolve issues promptly C. To Smoking is optional in the area enhance product design D. To reduce marketing expenses Which type of safety sign is typically triangular with a What does a "Wear Safety Glasses" mandatory sign yellow background and a black border? A. Prohibition indicate? A. Safety glasses must be worn to protect eyes sign B. Warning sign C. Mandatory sign D. Emergency from hazards B. Safety glasses are optional C. Safety sign glasses are prohibited D. Safety glasses are not required What is the purpose of personal protective equipment How can organizations ensure compliance with health and (PPE)? A. To enhance employee comfort B. To protect safety regulations? A. By ignoring regulatory standards B. employees from specific hazards C. To improve workplace By displaying specific safety signs and implementing safety aesthetics D. To increase employee productivity measures C. By reducing employee benefits D. By increasing production quotas Why is regular maintenance of equipment and facilities important? A. To reduce marketing costs B. To prevent What is the benefit of engaging employees in safety accidents and ensure safe operations C. To increase initiatives? A. Reducing their work hours B. Enhancing employee salaries D. To enhance customer service their commitment to maintaining a safe working environment C. Increasing marketing expenses D. What role does leadership play in promoting workplace Improving product design safety? A. Setting a positive example and allocating resources for safety programs B. Reducing employee Why is continuous improvement necessary for workplace benefits C. Increasing production quotas D. Enhancing safety? A. To reduce employee benefits B. To address new product features hazards and incorporate best practices C. To increase production quotas D. To enhance product features How can employees contribute to workplace safety? A. By ignoring safety protocols B. By participating in safety committees and reporting hazards C. By reducing their work hours D. By focusing solely on their individual tasks 57 PART 2 - THE STORYLINE COURSEBOOK SPEAKING TASK: Which of these signs can you find in your workplace? Explain what do they mean. Find an example of work accident on the Internet for your filed of work. Write a report in which you: briefly describe the recent work related accident explain ways your company ensures safe working environment exaplin the safety protocols you have at work assess work safety in your company sugges improvements and recommend further actions in order to increase work safety. Your report should be 180 to 220 words long. 58 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.4 Workspace Since you have decided to expand your business, your business partner suggested moving into a bigger place with an office and more rooms. Below there is a floor plan of your new business premises. Together with your classmate, help your business partner decide on the layout of the rooms by labelling them and using the following expressions: workstation, office, storage room, toilet, entrance, other Now that you have decided what purpose each room serves, you need furniture. Here is the list of furniture your business partner has bought. What else do you need? Complete the list below. Decide which furniture goes where. If you want you can draw furniture into the floor plan and see how it all fits into the rooms. Complete the list below, so that the delivery service will know where to put things. 59 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.5 Advertising Your business partner has decided to advertise the new services of your company. He believes it is best to create two advertisements, one on social media and the other as an advertisement at the beginning of a podcast, since most of your clients are still using social media or listening to podcasts. Help him create an advertisement in English in order to promote the company. First read the text from a marketing magazine about effective online advertising to get ideas for the ad. Make notes. Effective Online Advertising: Strategies for Success In the digital age, online advertising has become Key Elements of Effective Online Advertising a cornerstone of marketing strategies for Targeted Reach businesses of all sizes. With billions of people One of the most significant advantages of using the internet daily, the potential to reach a online advertising is the ability to target vast audience is immense. However, effective specific audiences. Unlike traditional online advertising requires more than just placing advertising methods, online platforms allow ads; it involves crafting a data-driven approach businesses to narrow down their audience that resonates with your target audience. This based on demographics, interests, behaviors, article explores the key elements of effective and geographic location. This targeted online advertising, the benefits it offers, and best approach ensures that your ads reach the practices for maximizing your advertising efforts. right people, increasing the likelihood of engagement and conversion. Understanding Online Advertising Online advertising encompasses various methods Engaging Content of promoting products and services through Creating compelling and relevant content is internet channels. These methods include search crucial for effective online advertising. Your engine advertising, social media advertising, ads should be visually appealing, informative, display advertising, and more. The goal is to and tailored to the preferences of your target create engaging content that captures attention audience. High-quality images, videos, and and drives action, whether it's making a interactive elements can enhance the user purchase, signing up for a newsletter, or visiting experience and make your ads stand out. a website. 60 PART 2 - THE STORYLINE COURSEBOOK Data-Driven Decisions Best Practices for Online Advertising Online advertising provides access to valuable Define Clear Objectives data that can inform your marketing strategies. Before launching an online advertising Metrics such as impressions, clicks, conversions, campaign, it's essential to define clear and return on investment (ROI) help you objectives. Whether your goal is to increase understand the performance of your ads. website traffic, generate leads, or boost Analyzing this data allows you to make informed sales, having specific objectives will guide decisions, optimize your campaigns, and improve your strategy and help measure success. Align your overall advertising effectiveness. your ad content and targeting with these goals to ensure a focused approach. Benefits of Online Advertising Increased Brand Awareness Optimize for Mobile Online advertising can significantly boost brand With the increasing use of mobile devices, awareness by putting your business in front of a optimizing your ads for mobile is crucial. large audience. With billions of users online, your Ensure that your content is mobile-friendly, ads have the potential to reach new customers loads quickly, and provides a seamless user and expand your market presence2. Consistent experience. Mobile optimization can exposure to your brand can lead to increased significantly impact engagement and recognition and trust among consumers. conversion rates. Cost-Effective Marketing Utilize Multiple Platforms Compared to traditional advertising methods, Diversifying your advertising efforts across online advertising is often more cost-effective. multiple platforms can enhance your reach Platforms like Google Ads and Facebook Ads and effectiveness. Consider using a allow you to set budgets and bids, ensuring that combination of search engine ads, social you only pay for the desired actions, such as media ads, display ads, and email marketing. clicks or conversions. This flexibility helps Each platform offers unique advantages and maximize your advertising spend and achieve a can help you connect with different segments higher ROI. of your audience. Measurable Results Test and Iterate One of the most significant advantages of online Continuous testing and iteration are key to advertising is the ability to track and measure successful online advertising. Experiment with results. Detailed analytics provide insights into different ad formats, content, and targeting how your ads are performing, allowing you to options to identify what resonates best with adjust your strategies in real-time. This your audience. Use A/B testing to compare transparency helps you understand what works variations and refine your campaigns based and what doesn't, enabling continuous on performance data. improvement. 61 PART 2 - THE STORYLINE COURSEBOOK Focus on Quality Quality should always be a priority in online advertising. Invest in high-quality visuals, engaging copy, and professional design to create ads that capture attention and drive action. Poorly designed ads can negatively impact your brand image and reduce effectiveness. Effective online advertising is a powerful tool for reaching and engaging your target audience. By leveraging targeted reach, creating engaging content, making data-driven decisions, and following best practices, businesses can maximize their advertising efforts and achieve their marketing goals. In the ever-evolving digital landscape, staying informed and adaptable is crucial for success. Embrace the opportunities that online advertising offers and watch your business grow. The first advertisement should contain only around 90 characters (with spaces) and 25 characters for the title which is written in bold, as it is going to be published on Facebook under the advertisement section. Also add a picture. The other advertisement should be in a form of a radio ad which lasts for 3 minutes. Prepare the text for it, containing a minimum of 100 words, and think of possible sound effects to make your ad more memorable. The advertisement should contain the following features: a catchy slogan, a short description of the services your company offers, a short description of why clients should pick your company, general information of the company (name, contact details...). 62 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.6 We’re hiring! Since you have started working on a new big project in collaboration with another company you and your business partner have been very busy. That is why it's time to get some help. Your business partner suggested hiring a secretary to help you manage the records, orders and answering emails and phone calls. Think about what is important when hiring a new employee? Write down 5 key questions every employer should consider when hiring. Now read the article about challenges when hiring a new employee. Make notes. Challenges When Hiring a New Employee Hiring a new employee is a critical process Employers often face the dilemma of that can significantly impact the success balancing qualifications with potential, as and dynamics of an organization. While it some candidates may have the right presents opportunities for growth and credentials but lack the soft skills or bringing fresh perspectives, it also comes adaptability required for the role. with several challenges that employers must navigate to ensure they find the right fit for Attracting Qualified Applicants their team. This article explores some of the Attracting qualified applicants is another common challenges faced during the hiring significant challenge. In a competitive job process and offers insights on how to market, top talent may have multiple address them effectively. offers and opportunities, making it essential for employers to stand out. Identifying the Right Candidate Crafting compelling job descriptions, One of the primary challenges in hiring is offering competitive salaries and benefits, identifying the right candidate for the job. and promoting a positive company culture With numerous applications to sift through, it are crucial strategies for attracting the can be difficult to determine who possesses best candidates. Additionally, leveraging the necessary skills, experience, and cultural social media, professional networks, and fit for the organization. recruitment agencies can help reach a broader pool of potential applicants. 63 PART 2 - THE STORYLINE COURSEBOOK Screening and Interviewing Onboarding and Training The screening and interviewing process can Once a candidate is hired, the onboarding be time-consuming and complex. Employers and training process presents its own set must develop effective methods for of challenges. Effective onboarding is evaluating candidates, including reviewing crucial for integrating new employees into resumes, conducting phone screenings, and the organization and setting them up for organizing multiple rounds of interviews. success. Employers must provide Ensuring that the interview process is comprehensive training, introduce new structured and consistent helps in making hires to the company culture, and offer fair comparisons between candidates. support during the transition period. A However, biases and subjective judgments well-structured onboarding program can can sometimes influence decisions, making it enhance employee engagement and important to use standardized assessment productivity, while a lack of proper tools and involve multiple interviewers to onboarding can lead to confusion and provide diverse perspectives. decreased morale. Assessing Cultural Fit Retention and Turnover Cultural fit is a critical factor in hiring, as it Retention is a major concern for affects employee satisfaction, retention, and employers, as high turnover rates can be overall team dynamics. Assessing whether a costly and disruptive. Ensuring that new candidate aligns with the company’s values, hires feel valued, supported, and mission, and work environment can be motivated is key to retaining talent. challenging. Employers need to ask the right Employers should focus on creating a questions during interviews and observe positive work environment, offering candidates’ interactions to gauge their opportunities for career development, and compatibility with the existing team. recognizing employee achievements. Additionally, involving current employees in Regular feedback and open the interview process can provide valuable communication can also help address any insights into the candidate’s potential fit. issues early on and prevent turnover. Managing Expectations Hiring a new employee is a multifaceted Managing expectations is essential for both process that requires careful planning and employers and candidates. Employers must execution. By understanding and clearly communicate the job responsibilities, addressing the challenges associated with performance expectations, and growth identifying the right candidate, attracting opportunities to avoid misunderstandings. qualified applicants, screening and Candidates, on the other hand, should have interviewing, assessing cultural fit, realistic expectations about the role and the managing expectations, onboarding and company. Transparent communication helps training, and retention, employers can build trust and ensures that both parties are improve their hiring practices and build a on the same page. strong, cohesive team. While the process may be complex, the rewards of finding the right fit for the organization are well worth the effort. 64 PART 2 - THE STORYLINE COURSEBOOK Your business partner has selected one of the candidates. Read their application letter and prepare some questions for the interview. Dear Sir or Madam, I am writing to express my interest in the position of Secretary at your company, as advertised on your website. With a strong background in administrative support and office management, I am confident in my ability to contribute effectively to your team. In my previous role as an Administrative Assistant at the previous Company, I developed excellent organizational skills, including managing schedules, handling correspondence, and organizing meetings. My ability to multitask and prioritize tasks has been instrumental in ensuring smooth office operations. Additionally, my proficiency in Microsoft Office Suite and various office management systems has enabled me to streamline processes and improve efficiency. I possess strong communication skills, which allow me to interact effectively with colleagues, clients, and vendors. My attention to detail and commitment to maintaining confidentiality are qualities that I believe are essential for the role of a Secretary. Furthermore, my experience in handling travel arrangements, preparing reports, and managing office supplies has equipped me with the ability to handle various administrative tasks with precision and professionalism. I am particularly drawn to your company because of its reputation for excellence and innovation in the industry. I am eager to bring my skills and experience to your organization and contribute to its continued success. I am confident that my background in administrative support and office management aligns well with the requirements of the position and the goals of your company. Enclosed is my resume, which provides additional details about my qualifications and experience. I would welcome the opportunity to discuss how my skills and experiences can benefit your company. Thank you for considering my application. I look forward to the possibility of contributing to your team. Sincerely, Sarah Newton 65 PART 2 - THE STORYLINE COURSEBOOK STORYLINE 2 2.7 What's next? Congratulations on your successful business! Here are some ideas for your next move: Expand Your Market: Consider entering new geographic markets or targeting different customer segments. Diversify Your Product Line: Introduce new products or services that complement your existing offerings. Invest in Technology: Upgrade your technology to improve efficiency, customer experience, and scalability. Enhance Marketing Efforts: Increase your marketing budget to boost brand awareness and attract more customers. Focus on Customer Retention: Implement loyalty programs and improve customer service to retain existing customers. Explore Partnerships: Collaborate with other businesses to create synergies and expand your reach. Optimize Operations: Streamline processes and reduce costs to increase profitability. Invest in Employee Development: Provide training and growth opportunities to enhance your team's skills and motivation. Consider Franchising: If your business model is replicable, franchising can be a way to expand rapidly. Seek New Investments: Look for opportunities to invest in other businesses or ventures to diversify your portfolio. Which of these ideas resonates most with you? Brainstorm with your classmates what your next move may be in business world. 66 A HANDBOOK OF English for Specific Purposes Using the Storyline Approach This handbook provides an insight to the foreign language teaching of English for specific purposes with the help of storyline - the internationally recognised teaching approach. It consists of two parts. The first part of the book focuses on the theoretical background of the approach. The second part of the book includes two examples of storyline based materials to help the teacher understand this approach better and get practical ideas for classroom use. dr. Eva Boh 67