business resource center - group presentation skills seminar mktg 2800 – introduction to marketing

Business Resource Center - Group Presentation Skills Seminar

MKTG 2800 – Introduction to Marketing

Communications Resource Center

Presentation Map• Getting started

• Organization

• Delivery

• Avoiding common pitfalls


Getting Started

• Know the audience

• Choose a topic

• Narrow the subject


OrganizationIntroduction

Body

Conclusion


Introduction

• Controlling Idea

• Preview

• Credibility

• “WIIFM”


Introduction Example

Excel is a crucial tool for all levels of management [controlling idea] for budgeting, forecasting, and organizing information [preview]. As you move into supervisory roles [wiifm], I guarantee that you will find Excel as imperative as I did in my previous five years of management experience [credibility].


Develop the Main Points

• Introduce each main point

• Show how it relates to the controlling idea

• Include examples, facts, and statistics as support


Transitions• Verbal Transitions

– Key words or phrases

– Intriguing questions

– Involving questions

– Number system

• Non-Verbal Transitions – Pausing

– Body language and movement


Example Transition

“That wraps up our analysis of the regulatory factors (refers back) and clearly they influence profit potential (reinforces main idea).

A second influence on profit is the impact of our plan on middle management (introduces second point), and Jennifer (handshake) will present our analysis of the important management aspects.”


Conclusion

• Cue the audience that you are wrapping up

• Reinforce the controlling idea

• Summarize: briefly refer back to the main points

• Do not introduce new information


• To show relationships

• To summarize data– key words– graphs, charts

• To emphasize points or information

• To relate clearly to the presentation

Use Visuals Purposefully


DeliveryVerbal:

Word choiceVocal variety Speech rhythms Slang or informal

speech Fillers

Non-Verbal: Movement Gestures Facial expressions Eye contact Professional Dress


Marketing Research Results for Coffee Shop at Evans and University

1) How often do you purchase coffee? 32.567% at least once a day. 19.1% 2-3 times a weed 48.34% once a week2) The avg. amount spent on coffee is $15.82 /wk3) Most people said they would spend $4.50 on a cup of coffee4) 47 people said décor is most important, 23 people said price was most

important, 31 people said that quality of coffee was most important.5) Respondents were:

70% DU students 30% residents of the area


Financials Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Revenues 15750 18900 20475 23625 31500 39375 40950 44100 47250 47250 47250 47250

Units 100 120 130 150 200 250 260 280 300 300 300 300

Cost of Goods Sold 472.5 567 614.25 708.75 945 1181.25 1228.5 1323 1417.5 1417.5 1417.5 1417.5

Gross Profit 15277.5 18333 19860.75 22916.25 30555 38193.75 39721.5 42777 45832.5 45832.5 45832.5 45832.5

Expenses

Rent 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000

Manager's salary 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500

employees 750 750 750 750 750 750 750 750 750 750 750 750

insurance 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000

utilities 565 565 565 565 565 565 565 565 565 565 565 565

marketing 1500 1000 1000 1000 800 800 1000 1000 1000 800 700 700

Total Expense 36,315 35815 35815 35815 35615 35615 35815 35815 35815 35615 35515 35515

Net Profit -21037.5 -17482 -15954.25 -12898.75 -5060 2578.75 3906.5 6962 10017.5 10217.5 10317.5 10317.5


Target Market• Ages 19-34 years old• 10330 people in the zip code• DU students with limited budget• Spend $21.00 per week on coffee

• Ages 35- 55 years old

• 11,734 people in the zip code

• Higher income, famillies

• Spend $12.20 per week on coffee

• Ages 55+ years old• 2,130 people in the zip code• Fixed Income, empty nesters• Spend $3.20 per week on coffee• Not profitable segment


Break Even Analysis

Break Even Analysis

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Year 1 Year 2 Year 3 Year 4 Year 5

Units/year

Break Even


Evaluation of Presentation

• Your Opinion– Content– Organization– Delivery– Transitions– Visuals

Wake-U-Up Coffee Shop - A Market Analysis


Agenda

• Target Markets

• Market Surveys

• Financials

• Conclusion


Target Markets

• DU Students– 5,200 people in 80200 zip code– Spend $21.00 per week on coffee

• Non-students– 11,700 people in 80200 zip code– Spend $12.00 per week on coffee


Marketing ResearchImportant Attributes

0

5

10

15

20

25

30

35

40

45

50

Per

cen

tag

e o

f R

esp

on

den

ts

Décor Price Quality


Once a week, 48%

At least one a day, 33%

2-3 times a week, 19%

Marketing Research

Frequency of Coffee Purchases


Financials Qtr 1 Qtr 2 Qtr 3 Qtr 4

Revenues $55,125 $94,500 $132,300 $141,750

Cost of Goods Sold 1,654 2,835 3,969 4,253

Gross Profit $53,471 $91,665 $128,331 $137,498

Expenses

Rent $90,000 $90,000 $90,000 $90,000

Wages & Salary 9,750 9,750 9,750 9,750

Insurance 3,000 3,000 3,000 3,000

Utilities 1,695 1,695 1,695 1,695

Marketing 3,500 2,600 3,000 2,200

Total Expense $107,945 $107,045 $107,445 $106,645

Net Profit $(54,474) $(15,380) $20,886 $30,853


Break Even Analysis

$-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

Qtr 1 Qtr 2 Qtr 3 Qtr 4

Fiscal Quarter

Am

ount

($)

Revenues

F/Costs

Break Event: 12,677 units sold.

V/Costs


Summary

• Growth Potential

• Financial Profit


Evaluation of Presentation

• Your Opinion– Content– Organization– Delivery– Transitions– Visuals


Avoid Common Pitfalls!!

• Script-reading

• Weak introduction/conclusion

• Lack of a uniform “look” and “feel”

• No transitions between speakers

• Awkward Visual Aids


Communication Resource Center

Room - Daniels 181

303-871-3211

business resource center - group presentation skills seminar mktg 2800 – introduction to marketing

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