ON TRACK 6 (editie 2024) - Inkijkexemplaar

CHECK IN

MAIN TRACK

Step 1: Talking about business

Step 2: Setting goals and ambitions for the future

SUMMARY

Step 3: Using argumentative language

ON DIFFERENT TRACKS

proefversie©VANIN

TRACE YOUR STEPS

CHECK OUT: PITCHING A START-UP

CHECK IN

LET’S

BID IT!

1 Take a look at these products. Some have been really successful, and some turned out to be complete disasters.

a Guess what each product is about. Write it under each picture.

b Match the correct amount of money and share of the company that potential investors asked for.

£50,000 for 40% equity – £100,000 for a 4% stake – £100,000 for a 40% share –£150,000 for a 36% stake – $250,000 for 25% equity – $1m for 30% equity

SPOKEN INTERACTION

proefversie©VANIN

2 You and your partner have a budget of €250,000 to invest. Which product(s) would you invest in and why?

SPOKEN INTERACTION

Reggae Reggae Sauce

Wonderbly

Breathometer

Magic Whiteboard

Sweet Ballz

Chocbox

MAIN TRACK

STEP 1 ⁄ If life gives you lemons

Talking about business

1 Meet Mikaila Ulmer, a self-made social entrepreneur.

a Before watching the video, discuss the questions below.

Which business do you think she runs?

At what age do you think she started her business? What could ‘social entrepreneurship’ mean?

b Now watch the video from back in the days and check your answers.

c Answer the following questions.

proefversie©VANIN

1 Briefly explain in your own words how Mikaila started her business and how it has grown.

2 Why did the investor from Shark Tank decide to give her the money?

3 If needed, watch the video again and make a list of idioms linked to the product.

2 If you were the guy from Shark Tank, would you have invested in her story? Explain your answer.

3 Let’s see what has become of Mikaila 8 years later.

a Before reading the text, make a prediction and discuss it with a partner.

b Read the text and answer the questions.

1 Prove that Mikaila’s business has evolved throughout the years. Use evidence from the text to make your point.

4-year-old Mikaila

proefversie©VANIN

18-year-old Mikaila

2 Explain in your own words what is meant by ‘Mikaila awakens the go-getter in us’.

Where Is She Now?

Me & The Bees Lemonade’s Mikaila Ulmer Gives Company Update On Her Third Shark Tank Appearance

Teen social entrepreneur Mikaila Ulmer is back on Shark Tank on March 17 to give an update on her national lemonade company she started when she was just four years old.

Teen CEO shares the growth story of her missiondriven company that she started as one little lemonade stand when she was just four years old. It has since grown to millions of dollars in sales, offering five flavors of lemonade with distribution to all 50 states.

AUSTIN, Texas, – Teen social entrepreneur, Mikaila Ulmer, will make her third appearance on Shark Tank on ABC on Friday, March 17 at 7 PM CT/8 PM ET to update the world on her purpose-based brand’s tremendous growth as the all-natural lemonade company forges ahead with its goal of becoming America’s favorite lemonade.

4

Mikaila and her dad, Theo Ulmer who serves as the company’s chief operating officer, first appeared on Shark Tank 8 years ago when Mikaila was just 10 years old. She explained then that her lemonade, which was inspired by her Great Granny Helen’s 1940s flaxseed lemonade recipe, was not only “good, but good for you.” They struck a deal with Daymond John who has continued to be a mentor and resource for Me & the Bees.

“I’m proud to take this celebratory moment of being back on Shark Tank to update all of our stakeholders and ‘bee-lievers’ on just how far we have come since our humble beginnings and initial big dreams,” said Mikaila Ulmer, founder and CEO, Me & the Bees Lemonade. “I hope my story inspires viewers thinking of starting their own businesses to find their passion for becoming the next generation of changemakers.”

Mikaila and her “hive” have grown the family- and minority-owned business since its founding in days in 2009 as a single lemonade stand, to sales of more than $10 million today and have:

• grown to nearly 6,000 points of distribution in all 50 states including major retailers like Target, Whole Foods Market, World Market, H-E-B and Publix.

• secured food service deals including Sysco, Sodexo/Sodexo Magic, and Compass, and even at airports, thanks to a partnership with Delaware North.

• scaled up manufacturing capabilities to produce over 12,000 cases per day.

• grown the company’s compound annual growth rate to over 10 times the industry average for the category over the past 5 years alone.

• donated over a quarter of million dollars to helping save the bees and promoting youth social entrepreneurship.

The company did all of this while staying true to its mission to save pollinators and inspire the next generation of youth social entrepreneurs. With its “Buy a Bottle. Save a Bee.” approach, Me & the Bees Lemonade donates a percentage of net sales to the Healthy Hive Foundation, Mikaila’s non-profit organization is dedicated to saving all bees through education, research, and protection, and to inspiring social entrepreneurship.

“From running a multi-million dollar business to making time for her schoolwork, Mikaila awakens the go-getter in us and inspires us all to dream like kids and pair our passions with our purpose,” said brand consultant and “the people’s shark,” Daymond John. “The continuous growth of her company has been so impressive and has become an inspiration to other budding entrepreneurs out there. Me & the Bees Lemonade continues to outperform in the beverage category while meeting the needs of today’s health-conscious consumers.”

proefversie©VANIN

1 goal-oriented

2

3

4 a collaborator

5

5 Highlight other typical business terms in the article and look up what they mean.

Business term

Meaning

proefversie©VANIN

6 First, scan the text on the next page and look for acronyms used in economics. List them and write down what they mean. READING

By Phillip Inman

Figures give fuel to claims that profiteering has played a big part in the UK’s high levels of inflation

British companies have boosted their profitability, according to the latest official figures, insulating themselves against cost pressures and fuelling claims that profiteering has played a big part in the UK’s inflation story.

In a week when Joe Biden said he was only winning the war against inflation in the US because corporate profits were declining, figures released on Thursday by the Office for National Statistics showed UK business profits increased in the first quarter of 2023.

Manufacturing firms increased their net rate of return to 8.8% in the first quarter, from 8.4% in the fourth quarter of 2022. Services companies, which account for about threequarters of economic activity, increased their net rate of return to 16.1%, an increase of 0.4 percentage points from the last three months of 2022.

The rate of return is a measure of profitability that shows the margin between operating profits and the cost of assets used to generate those profits. Unions have accused firms of putting up prices by more than the rise in their costs, a trend nicknamed ‘greedflation’.

It is a hot topic because the Bank of England has consistently said the small ups and downs registered by the ONS in its calculations of corporate profitability show little evidence of profiteering. It has repeatedly urged workers to restrain wage demands and played down the need to tell companies to restrain price rises.

On the other side of the argument stand a growing number of academics, thinktanks and unions.

The TUC general secretary, Paul Novak, said he was shocked by the ONS figures, which he claimed showed “a culture of entitlement is alive and well” among the large corporations that he said were mostly to blame for higher prices.

Sharon Graham, the head of the Unite union, arguably credited with doing more than anyone in the UK to promote research into corporate profits, said companies were exploiting a crisis.

Philip King, a former government adviser and small business commissioner until 2021, said many small and medium-sized companies would wonder what the fuss was about. He said it was clear from the figures that “companies are maintaining their profitability despite the difficult trading conditions they have faced”, and it was large businesses that would be to blame. These “typically have more flexibility when it comes to increasing prices and cutting costs”, he said.

proefversie©VANIN

The International Monetary Fund (IMF), the Organisation for Economic Co-operation and Development (OECD) and many leading academics say steady profit margins show businesses are doing better than any other participants in the economy, in particular workers.

An OECD report last month found average profit margins in the UK increased by almost a quarter between the end of 2019 and early 2023. Stefano Scarpetta, a director of the OECD, said it was “somewhat unusual that in a period of slowdown in economic activity we see profit picking up”.

George Dibb, an economist at the IPPR thinktank, said the Bank of England was “plain wrong” to consider steady profit margins a non-story.

On closer inspection the headline average is if anything worse than it first appears.

Overall, the net rate of return for all non-financial businesses – a measure that excludes banks and insurance companies but includes North Sea oil and gas firms – increased from 9.8% in the last quarter of 2022 to 9.9% in the first quarter. That shows margins remained consistent through one of the worst winters for cost of living rises and cuts in disposable incomes for several generations.

However, excluding North Sea oil and gas firms, which showed a slump in profitability in the first quarter as energy prices fell from their peaks, dragging down the average, the level of profitability for most firms jumped from 9.6% in the last quarter of 2022 to 10.6% in the first quarter of 2023.

Richard Murphy, a professor of accounting at the University of Sheffield, said low wage rises in most sectors outside financial services meant large companies were probably doing much better than smaller ones.

Murphy said half of all UK company profits were generated by small and medium-sized companies and the other half by a few thousand larger firms.

Another interest rate rise is expected next month and the main reason given by the Bank will be that wages are rising too quickly, not that profits are rising too quickly. It is a stance that is going to become increasingly contentious.

7 Read the business-related article in more detail and answer the questions.

a Summarise the article in 2 sentences in your own words.

b Now formulate an appropriate title.

c Explain the term ‘greedflation’.

8 Expand your vocabulary knowledge. Find words or expressions in the text that mean the following.

a to make more money:

b the company’s earnings went down:

c to spark:

d exploitation:

e to produce:

f a resource:

g to minimise:

h to raise:

i to decrease:

9 Match each business term from the article with the correct meaning.

Word

proefversie©VANIN

Meaning

1cost pressureAperiod of 3 months

2profit marginBway to measure how much profit a business generates compared to the cost of the resources

3net rate of returnCthe difference between the money a business earns and the costs it takes to make or provide those products or services

4quarter Dprice paid for acquiring or producing something

5union Especific requests or expectations that workers or labour unions make regarding the compensation they receive for their work

6wage demandsFgroup of workers who come together to have a stronger voice to advocate their rights

123456

10 Look at the last 3 answers in exercise 8.

a What type of verbs are they?

b How are they formed?

c Add 1 more example from Mikaila’s text.

11 The verbs below are often part of phrasal verbs.

a Indicate which combinations of verb and preposition are possible. Use an online dictionary if needed.

VerbBackIn Off OutUp

1back

2bring

3carry

4cash

5cut

6follow

7hold

8lay

9pay

10phase

11pull

12sell

13set

14work

15write

proefversie©VANIN

b Now find a phrasal verb to match the definitions below.

1 to perform a task

2 to spend less

3 to start something new, e.g. a business

4 to sack people because of financial reasons

5 to gradually end or withdraw something

6 to introduce something new

7 to sell large amounts of goods usually at a low price

8 to reduce the value of an item from the books of account

9 to take (financial) advantage of a situation

10 to repay a loan or money

11 to withdraw

12 to increase production or capacity

13 to support

14 to come up with a plan or arrangement

15 to delay

16 to accept money in exchange for something that represents value

17 to pursue or investigate something further

18 to be successful

12 When starting your own business, people give you tons of good advice. Watch the video and find out what advice Jacob Hopkins is giving. Then fill in the chart.

WATCHING

Business 1:

Business 2:

Business 3:

Business 4:

Business = are crucial.

13 Do you agree with Hopkins?

a First form your opinion on the following questions.

Do you agree with what Hopkins is saying?

Would you start your own business? Why (not)?

If yes, what type of business do you have in mind?

Do you already have some of the skills mentioned?

b Now team up with a partner and share your thoughts. Take brief notes on what your partner is saying on a separate piece of paper.

c Now share your partner’s thoughts with the rest of the group.

CHECK 1, see p. xx

STEP 2 ⁄ From the ground up Setting goals and ambitions for the future

/ If I had known

1 Look at the logos of these global food companies.

a Can you name a product made by each of the companies? If not, look up the answer.

SPOKEN INTERACTION

proefversie©VANIN

SPOKEN INTERACTION

proefversie©VANIN

b Can you guess which are the top 3 companies worldwide by retail product sales? If not, look up the answer.

3

2 KFC is now part of a group, but that hasn’t always been the case. Watch the video and answer the questions below.

a Write down the different steps Mr Sanders took to build his empire from the ground up.

b What setbacks did Mr Sanders have to deal with while building his company?

proefversie©VANIN

c When Sanders sold his franchise he had a number of conditions. Explain them.

d Explain how KFC adapts to the market.

3 Watch the video a second time if necessary, and then fill in the correct business terms in these newspaper headlines.

In , things go worse for Coke

WATCHING

Former KPMG partner urges royal into consulting industry following damning report into PwC scandal Alphabet unexpectedly rises in first quarter amid industry slowdown

Fancy launching the next Starbucks?

Here’s how to your business

Did you know?

The term ‘a buck’ is used in colloquial English for a dollar. It is believed to date back to colonial times when deerskins were used in trade. These skins were valued and considered a form of currency.

4 Take a look at this sentence that was taken from the KFC video and answer the questions.

If I had met such a failure at the age of 66, I would have counted my days till the end.

proefversie©VANIN

a What type of sentence is this?

b Indicate the 2 parts of the sentence. Name the tenses and the verb forms used.

c Discuss the meaning of the sentence.

d What is the exact name of this grammar function?

5 Complete the grammar box below.

HOW TO talk about possibilities and conditions

A condition is something that must be fulfilled before something else can or will happen. A condition mostly starts with There are 4 types of conditionals.

Use:

Conditional sentences that express:

a situation in which 1 thing another conditional

a or consequence conditional something or conditional a situation that conditional

Form:

Zero conditional e.g. If you start a business, you need a product or service to sell. if-clause: present simple main clause: present simple (= condition) (= general truth)

First conditional e.g. If we get an investor on board, we will launch our start-up soon. if-clause: present tense main clause: will + verb (= condition) (= possible result)

Second conditional e.g. If our business achieved an annual revenue target of $1,000,000, we would open a second retail point.

if-clause: past simple main clause: would + verb (= condition) (= imaginary result because the business doesn’t achieve the target of $1,000,000)

Third conditional e.g. If Hopkins had managed his finances better, he wouldn’t have gone bankrupt. if-clause: past perfect main clause: wouldn’t have + verb (= condition) (= Hopkins didn’t manage his finances better, so he is bankrupt now.)

Sometimes you want to express something that happened in the past with results in the present or future. Then we use e.g. If I had invested in that start-up last year, I could be making a lot of money now. +

See p. 39

proefversie©VANIN

6 Fill in a correct third or mixed conditional.

1 If the start-up (to receive) proper funding, the business (to flourish) more.

2 The company (to grow) exponentially if the CEO (not to make) that critical mistake.

3 If they (to consult) more experienced people, the concept store (not to fail).

4 If we (to anticipate) the financial crisis, we (to avoid) bankruptcy.

5 If they (to hire) more diverse employees, their story (to come across) as more credible.

6 Our business (to thrive) if we (to recognise) the importance of digital marketing sooner.

7 Choose the correct form of the verb between brackets.

1 If our socials had been more customer-oriented, our online sales (to be) a lot higher.

2 If I (to have) more experience, I would start my own business.

3 If I find a good partner, I (to start) my own business.

proefversie©VANIN

4 If we had invested in new technology, we (to survive) the difficult times.

5 A company (to attract) more costumers if it (to provide) excellent customer service.

6 If your start-up (to lower) its production costs, the profits increase.

7 If the management had spent more time listening to their employees, they (to have) a bigger chance at improving.

8 If the CEO (to be) more experienced, the company (to do) better.

9 If our competitors (to lower) their prices, we will do the same.

10 We (to take) a bigger share of the market if we (to launch) our business sooner.

8 Read these 10 tips from experienced entrepreneurs sharing their best advice for starting a business.

a Fill in the verb in the correct form.

1 If you (to struggle) to get ahead in the race, I (to have) a small piece of advice for you; I have never met any successful person with an easy past.

2 As entrepreneurs, we always want to focus on the fun stuff of building, creating and seeing our dream become a reality. However, the fact is that none of these things (to matter) if you (not to be prepared).

3 I’m fuelled by the service my start-up offers to the world and I love what I do; I’ve merged government and technology, 2 of my favourite things. If you (to have) true passion for your start-up, you (to turn) your idea into reality.

4 It’s a lot of work, so base your business on something you’re incredibly passionate about, and don’t chase the money. You probably (not to last) long when things aren’t going your way if you (to be) only about the money.

5 Whatever your estimates are, know that it will take twice as long and cost twice as much. Be prepared for this. If you (not to be), (not to launch) your enterprise.

6 I don’t take this calling on my life lightly, but I know without a doubt, I (not to be) who I am today if I (not to have) coaches and mentors in my life.

7 This sounds super cheesy and mushy, but if I (not to like) what I was doing, I (to close) Accelity’s doors.

8 If you try to figure everything out before you get started, you (quickly to get) discouraged because you likely (not to have) all the answers before you begin.

proefversie©VANIN

9 You have to prioritise your personal life just like you do to your business. I am a slave to my calendar in the best way possible – if you (to take) it away from me I (to have) no idea where to show up or who I was meeting!

10 Starting a business is about sacrifice. How much are you willing to give up to have a successful business? Make no mistake, there is a cost to success. If it (to be) easy to achieve more people (to have) it. Make sure before you take the leap that you are willing to sacrifice, because if you (not to be willing) to sacrifice, you (to lose) out to a competitor who is.

Adapted from: Startup Savant

b Discuss these questions with a partner.

Which of the tips from the experienced entrepreneurs do you find (very) valuable?

Are there any tips you don’t agree with? If so, which one(s)?

9 It is never too late for a second chance. You are Hopkins 2.0 (p. 19) and you get a chance to pitch any of your 4 (failed) businesses to an investor.

a Preparation:

1 Reread the information about Hopkins’ businesses.

2 Pick 1 business and analyse its strengths and weaknesses. If needed, look up more information.

3 Make a list of terms or figures that you will use to convince your investor.

b Action: write a short text (150-200 words) in which you persuade the investor. Write at least 2 conditional sentences. Use a separate sheet of paper.

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: Hopkins 2.0

1 Preparation

• I reread the information about the 4 businesses.

• I analysed the strengths and weaknesses of 1 of the businesses.

• I made a list of convincing terms and figures.

2 Content

• I wrote a convincing text of about 150-200 words.

3 Language

• I used correct vocabulary.

• I used at least 2 correct conditionals.

• I used correct grammar.

• I paid attention to the structure of my sentences.

• I used correct spelling and punctuation.

Yes I think soNo

SPOKEN INTERACTION

WRITING

proefversie©VANIN

Feedback

2 / Mark your milestones

1 Preparation and planning are quintessential.

a Watch the video and write down the necessary steps of a 1-page business plan on the worksheet you will get.

b Watch the video again and briefly explain what each category means.

WATCHING

proefversie©VANIN

2 Use a separate piece of paper to fill in the 1-page business plan for Mikaila Ulmer on p. xx. WRITING

3 Thinking ahead is also crucial for an entrepreneur. Let’s focus on the milestones in the business plan. Watch the video and answer the questions.

a Why is achieving goals so hard?

b What is the name of the framework to set achievable goals?

c What does each letter stand for?

4 Read more about the framework mentioned in exercise 3 and answer the following questions.

a What are the conditions to increase your chances of success?

b Why are goals like ‘make more money’ or ‘have 10 times more clients this year’ not a great idea?

WATCHING

c Using the framework from the text, explain which mistake(s) these business owners are making.

1 A start-up plans to ‘become a market leader’.

2 A company aims to ‘cut costs’.

3 A salesperson sets a goal to ‘close more deals’.

4 A business owner wants to ‘enhance online presence’.

5 A company wants to ‘reduce energy consumption’.

6 An E-commerce business wants to increase the number of office plants by 25% in 6 months.

READING

How to Set Achievable Business Goals

Setting achievable goals is one of the key skills necessary for managing a business. However, as leaders try to envision their future, they can often stumble in determining what goals are achievable within a given time frame. They can also go wrong by being too vague or too easy.

• Business goals should be specific and challenging to maximize your chances for success.

• SWOT analyses and other methods can help companies determine the right goals to pursue.

• After setting goals, businesses must track their performance and progress to stay on track.

• This article is for business owners and leaders seeking to set ambitious, attainable goals for their organizations.

No matter their industry or offerings, all companies need realistic goals to fuel business growth and success. By setting goals, organizations can allocate resources appropriately and get team members on the same page about priorities. Established businesses may have long track records to guide them on realistic goals, while start-ups must employ more guesswork.

We’ll explore how to set specific, challenging, and achievable business goals to help organizations map their blueprint for success.

What are achievable business goals?

Achievable business goals are targets an organization sets for a specific period, such as a quarter or year. They’re realistic, not vague or hopeful expectations. When setting achievable goals for your business, it’s crucial to make them specific and challenging.

Many organizations use frameworks to help them set detailed, precise business objectives.

A popular business goal-setting framework is SMART Goals. SMART stands for specific, measurable, attainable, relevant, and time-based. The SMART Goals framework aims to help organizations stay on target with systematic goal achievement.

40 45

For example, say your business wants to expand its operations. It’s unhelpful to set a goal of “make more money” or “have 10 times as many clients this year.” Both goals are too vague. Additionally, the first goal is too easy because making $1 more could count, while the second goal is difficult and overreaching. All three factors – being too vague, easy, or difficult – decrease the likelihood you’ll follow through as planned.

The SMART Goals framework urges you to consider your goal as an action plan. Be as specific as possible about what you will do, when it will happen, and how you’ll work toward it. Motivate yourself by aiming for achievements that are challenging but feel possible.

For example:

proefversie©VANIN

• I will have written out a blueprint for a new workshop by March, have tested it with my local chamber of commerce in April, and will have started selling regionally in May.

• I will have improved my media presence by signing up for HARO and responding to three to five queries per week.

• I will have finished my e-book by March, send it to an editor in April, and start selling it on my website by June.

• I will have pitched three new clients every week until I have doubled my client load.

Widely cited research on goal setting and task performance states that 90 percent of the time, setting specific, challenging goals leads to higher success rates.

Adapted from: Business News Daily

5 Look at the examples in the text above (lines 39-47).

a Analyse the examples. What do they have in common?

b Indicate the time frame on the timeline below.

NOW

c Which tense is used here?

6 Fill in the grammar box below.

HOW TO talk about actions that will be completed in the future

1/ To talk about actions or events that will be completed before a specific moment in the future we use the

e.g. By the end of November, we will have reached our sales target for this year.

2/ When we are looking back to the past from a point in the future and we want to emphasise the length or duration of an activity, we use the . It is possible for the action to continue beyond the specific moment in the future.

e.g. By the end of November, our business will have been growing steadily for 18 months.

We use time markers like ‘by’, ‘by the time’, ‘in’ to indicate the time when the action will be completed or the time frame in which something will happen.

See p. 41

proefversie©VANIN

7 Fill in the correct form of the future perfect tense.

1 Our team (to finish) preparing the project by next month.

2 We (not to achieve) our yearly revenue by December.

3 The shareholders (to receive) good news consistently.

4 The CEO (to lead) the company for 20 years by the time he retires.

5 By next year, we (to manage) to cut back unnecessary expenses by 30%.

6 Our intern (to practise) here for 6 months before we offer her a job.

7 By the time we move into the new warehouse we (to reduce) our stocks for almost a year.

8 We (to train) 10 new employees by the time we open a second store.

8 Time for some milestone planning.

a Preparation:

1 Look back at Hopkins’ 4 businesses on p. 19. If needed, watch the video again.

2 Pick one of his 4 businesses and write down what went wrong.

Chosen business:

b Action:

1 Think of at least 4 good, well-formulated steps to make his business successful.

2 Put the steps in the graphic organiser below, using the framework for achievable goals.

SMART milestone planning

proefversie©VANIN

3 Then rewrite your milestones in a 200-250-word text on a separate sheet of paper. Use appropriate conditionals and verb tenses to express your ideas.

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: milestone planning Yes I think soNo

1 Content and structure

• I reread the story or watched the video and have chosen 1 failed business.

• I wrote down at least 4 valuable actions that could have saved the business.

• I used the framework when formulating my action plan.

• I wrote a well-structured text of 200-250 words.

2 Language

• I used correct vocabulary.

• I used correct grammar.

• I used the conditionals correctly.

• I used the future perfect correctly.

• I used correct spelling.

Feedback

CHECK 2, see p. 53

STEP 3 ⁄ Be fearless

Using argumentative language

1 Have you ever set foot in a dragon’s den? Or tried swimming in a shark tank? Read the text below and answer the questions.

a Compare the 2 TV shows.

Name Country Goal Origins

Investors’ profile

proefversie©VANIN

b Discuss these questions with a partner.

1 Which of the 2 titles of the TV shows do you find the best? Why?

2 Would you consider taking part in any of these shows? Why (not)?

Dragons’ Den and Shark Tank: An In-Depth Comparison of Two Entrepreneurial Powerhouses

Entrepreneurs all over the world are looking for opportunities to grow their businesses, and two popular TV shows have captured the attention of millions with their unique formats: Dragons’ Den in the UK and Shark Tank in the US.

The shows have been adapted and localized in various countries worldwide, and they feature entrepreneurs pitching their business ideas to a panel of wealthy investors who have the opportunity to invest in the entrepreneurs’ businesses in exchange for a stake in the company.

Dragons’ Den UK

In “Dragons’ Den,” which originated in the UK, the investors are called “dragons.” The entrepreneurs make their pitch to the dragons, who then ask questions and evaluate the proposal before deciding whether to invest or not. The entrepreneurs can negotiate with the dragons to try to secure the best possible deal for themselves.

35

Shark Tank US

In “Shark Tank,” which originated in the US, the investors are called “sharks.” The term “shark” is often used to describe successful and aggressive investors who are willing to take risks in order to make a profit.

The entrepreneurs make their pitch to the sharks, who also ask questions and evaluate the proposal before deciding whether to invest or not. Like in “Dragons’ Den,” the entrepreneurs can negotiate with the sharks to try to secure the best possible deal.

Origins of Shark Tank and Dragons’ Den

Both Dragons’ Den and Shark Tank originate from the same Japanese show, The Tigers of Money. Both shows are a part of the 40 localised adaptions of the Dragons’ Den franchise.

Why do Shark Tank and Dragons’ Den have different titles?

Shark Tank and Dragons’ Den are two different shows that have evolved independently of each other, even though they share a similar format and origin show.

The name “Shark Tank” was chosen for the US show because it evokes the idea of a group of fierce and predatory sharks circling their prey, which in this case are the entrepreneurs who come on the show seeking investment. The name also plays on the word “tank,” which can refer to a container for holding sharks or a place where one’s dreams can be dashed.

On the other hand, the name “Dragons’ Den” was chosen for the UK show because it evokes the image of a medieval court where a wise and powerful dragon listens to the pleas of supplicants seeking its favor. The name also plays on the word “den,” which can refer to a secret lair where dragons hoard their treasure.

Investor profiles

The investors on “Dragons’ Den” are often successful entrepreneurs and businesspeople, while the investors on “Shark Tank” are typically high-profile investors and celebrities.

Adapted from: Medium

2 Your teacher will tell you which pitch to watch.

a Answer the questions below.

1 Name of the product/company?

2 Which problem does it solve?

3 What are the pros?

4 How much money do they want and how big is the share of the company they are offering?

5 Is there a counteroffer?

6 Why (not)?

7 Anything else interesting or worth sharing?

b Now focus on the style of the pitcher. How do they get the panel’s attention?

c Divide into teams. Share the information from your video with your classmates. Then decide which of the other videos you would invest in.

3 Read the text about the perfect business pitch.

a What is the main argument the author of the text is making?

b What is meant by ‘You don’t want to wing it’ in line 7?

c Summarise the 5 steps briefly in your own words.

proefversie©VANIN

d Check off whether these steps were part of the video that you watched in exercise 2.

SPOKEN INTERACTION

READING

5 STEPS TO THE PERFECT BUSINESS PITCH

Investors back the rider, not the horse.

“Sage words for entrepreneurs to live by”, says Doug Mollenhauer.

The Vancouver communications coach and founder of Quantum Leap Learning says few will ever leave a boardroom, an impromptu elevator meeting, or even the Den with a deal unless they can pitch a product and sell themselves.

“Delivery considerations are huge in a business presentation,” says Mollenhauer, who runs sales-pitch workshops. “You don’t want to wing it. The single most potent antidote to anxiety is rehearsal.”

Here’s what Mollehauer calls his “Big Five” elements of winning presentations.

EMPATHY

Know what’s important to the investor and to the clients.

“Empathy is a good understanding of where your audience is coming from,” Mollenhauer says. “Be attuned to the needs of the audience.”

To a Dragon, a top priority may be making money, so it’s important not to lose sight of the economic case — not just the practical —for why an idea is worth backing.

VALUE

Ensure the core message behind the benefits of a business are well understood, Mollenhauer says.

“Value is really the core message,” he says. “You may be using empathy to anticipate questions that the audience would have, and your value is really how you’re addressing answers to those questions.”

CLARITY

Perhaps the ultimate deal killer is a lack of clarity, or an ability to be succinct yet on message.

“If I don’t get it, the message is not going to be acted on,” Mollenhauer says, adding that among the main threats to clarity is an overly “technical perspective.”

“People will get bogged down in the aspects of a product, but you really need to stay at a higher level about what it does,” he says.

That’s where visual aids, live demonstrations, and graphs projecting sales come in to play.

TRUST

Venture capitalists often don’t just invest in a product or a service, but a person or a team pushing that business plan. That takes a leap of faith.

So make it easy on the investors, Mollenhauer says. Get them to like you and trust you before they buy in. “The Dragons know they’re essentially forming a partnership with you,” he says. “Your authenticity, your competency, your candour and conviction reveals a lot.”

Delivery tips:

• Spread eye contact around the room.

• Keep a grounded stance, don’t pace.

• Speak to be heard but don’t be shrill.

55

CLOSURE

There will almost always be tough follow-up questions. Don’t leave these unresolved. “Closure is about your ability to respond to question in ways that are convincing,” Mollenhauer says. “There will be some degree of pushback because an investor or a buyer is going to be looking for whether you’ve anticipated questions.”

Listen carefully to the questions, and even repeat it aloud if necessary. “But give them the short answer first. If you wade into a long answer, there’s a good chance they’re going to cut you off,” Mollenhauer says. “Close by asking if you’ve answered their question. Has that addressed your concern? It’s not a bad way to close the loop.”

Lastly, he says, it always helps to know when to throttle back on a pitch when encountering resistance. While less severe forms of resistance (“I’m confused; you’ve lost me”) can be extinguished with a quick explainer, and the next level up (“I don’t like it”) might take a bit more massaging, what a presenter absolutely wants to avoid is the “I don’t like you” scenario.

“Now they’re reacting to your style. They get it, they think it’s a decent idea, but they’re like, ‘No thanks,’ to you,” Mollenhauer says. “That’s when you know you need to just shut up.”

Source: CBC

to get bogged down: to be so involved in something so difficult that you cannot do anything else

candour: the quality of being open and honest, frankness

impromptu: without any preparation

sage: very wise

succinct: expressed briefly and clearly

4 You will get a pitch. Check whether the pitcher meets the criteria to deliver a successful pitch. Then suggest improvements.

a Preparation:

1 Go through the 5 essentials again, and write them down on a separate piece of paper.

2 Then watch the video and take notes while watching.

3 Rate the pitcher on each of the essentials on a 5-point scale.

b Action: write a 50-word paragraph for each of the 5 steps in which you assess the quality of the pitch and formulate advice for improvement.

proefversie©VANIN

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: the 5 essentials

1 Content and structure

• I wrote a well-structured 5-paragraph text.

• I analysed the pitch on each of the 5 essentials.

• I scored the quality of the pitch on each essential.

• I formulated advice for improvement.

2 Language

• I used correct vocabulary.

• I used correct grammar.

• I paid attention to the structure of my sentences.

• I used correct spelling and punctuation.

Feedback

Yes I think soNo

proefversie©VANIN

CHECK 3, see p. 60

SUMMARY

HOW TO talk about possibilities and conditions

(Conditional sentences)

Conditional sentences describe the result of a certain condition. Most often the word ‘if’ is present in conditional sentences. Conditional sentences consist of a conditional subclause (= ifclause) and the consequence (= main clause).

There are 4 types of conditional sentences in English. They each express a different degree of probability that a situation will happen, could/would happen, or would have happened under certain circumstances:

FORM USE

If-clause

Main clause

If you start a business, you need a product or service to sell.

Zero conditional to talk about situations that are always true or facts present simple present simple

If we get an investor on board, we will launch our start-up soon.

certainty probability

First conditional to talk about real and possible situations (now or in the future) present simple future simple

If our business achieved an annual revenue target of $1,000,000,

we would open a second retail point.

past simple would/wouldn’t + base form of the verb

If Hopkins had managed his finances better, he wouldn’t have gone bankrupt.

low probability impossibility

Second conditional to describe imaginary or unreal situations (now or in the future)

Third conditional to talk about things that did not happen, imaginary situations (in the past) past perfect simple would/wouldn’t + have + past participle

Sometimes you want to express something that happened in the past with results in the present or future. Then we use mixed conditionals.

e.g. If I had invested in that start-up last year, I could be making a lot of money now. if-clause of a 3rd conditional + main clause of the 2nd conditional

e.g. My dad would not suffer from anxiety and stress now if he hadn’t been such a ruthless CEO during his career!

= mixes a second and a third conditional

Keep in mind:

– In the zero conditional, ‘if’ = ‘when’.

e.g. If you buy online, local shops suffer. = When people buy online, local shops suffer.

– The if-clause can be in the beginning or at the end of the sentence.

Add a comma if you put the if-clause first.

e.g. I would definitely buy from a local start-up if their products were homemade. = If the products were homemade, I would definitely buy from a local start-up.

– ‘If not’ can be replaced by ‘unless’.

e.g. Unless we let our products deliver in a pick-up point, we will produce more carbon dioxide.

= If we don’t let our products deliver in a pick-up point, we will produce more carbon dioxide.

– You can also use ‘were’ for 1st and 3rd person singular subjects instead of ‘was’.

e.g. This makes the sentence even more hypothetical.

If I were you, I would sell homemade soap bars.

proefversie©VANIN

HOW TO talk about actions that will be completed in the future

(Future perfect tense)

In English there are 4 future tenses: the future simple, future continuous, future perfect simple and future perfect continuous.

In previous years you have already discussed the future simple and future continuous. Below you will learn more about the form and use of the future perfect tenses. In Unit 2 you will get an overview of all future tenses.

FORM

1 Future perfect simple (Time reference)

Subject Auxiliary verb (= ‘have’ in future simple)

Past participle of main verb

Rest of sentence

By the end of November we will have reached our sales target for this year.

By tonightI will not have finished the sales report yet.

For questions in the future perfect simple tense:

Auxiliary verb

SubjectAuxiliary verb Past participle of main verb

Rest of sentence (Time reference)

Will he have reached his targetsby the end of the business quarters?

2 Future perfect continuous (Time reference)

Subject Auxiliary verb (= ‘have’ in future perfect)

Present participle of main verb

Rest of sentence

By the end of November our business will have been growing steadily for 18 months.

We will not have been working there long by the time the company breaks even.

For questions in the future perfect continuous tense:

Auxiliary verb

SubjectAuxiliary verb Past participle of main verb

Rest of sentence (Time reference)

Will they have been hiring more diverse employees?

Keep in mind:

We use time markers like ‘by’, ‘by the time’, ‘in’ to indicate the time when the action will be completed or the time frame in which something will happen.

1/ The future perfect simple is used to talk about actions or events that will be completed before a specific moment in the future.

e.g. By the time I turn 40, I will have opened at least 1 shop on each continent.

2/ The future perfect continuous is used when we are looking back to the past from a point in the future and we want to emphasise the length or duration of an activity. It is possible for the action to continue beyond the specific moment in the future.

e.g. Ishaan will have been consulting at Meta for 3 years by the time he graduates from college.

The future perfect tenses on a timeline:

proefversie©VANIN

He will have been consulting

I turn 40 I will have opened he graduates

Word Translation

1 BUSINESS TERMS

an asset een troef, een vermogen to boost profitabilityde winst verhogen a brand consultanteen merkadviseur a chief executive officer (CEO) een algemeen directeur a chief operating officer (COO) een operationeel directeur

the compound annual growth de samengestelde jaarlijkse groei

the cost pressurede kostendruk to decline afnemen, dalen to decrease verminderen distribution een verdeling an employee een werknemer entrepreneurshipondernemerschap for % equity voor % aandeel for a % share voor % aandeel for a % stake voor % aandeel a founder een oprichter to generate aanmaken, opleveren to give fuel to aanwakkeren greedflation hebzuchtflatie inflation een waardevermindering mission-drivengedreven zijn vanuit een missie

My notes

proefversie©VANIN

a net rate of returneen nettorendement non-profit organisationeen organisatie zonder winstoogmerk to outperform beter presteren dan a point of distributioneen verdeelpunt the premises bedrijfsgebouwen a profit margineen winstmarge a quarter een kwartaal to restrain bedwingen, beperken a social entrepreneureen sociaal ondernemer a stakeholder een belanghebbende a union een vakbond

2 PHRASAL VERBS

to back up ondersteunen to bring in binnenbrengen to carry out uitvoeren to cash in winst maken to cash out uitbetalen to cut back bezuinigen to drag down neerhalen to follow up opvolgen to hold off tegenhouden to lay off ontslaan to pay back terugbetalen to pay off afbetalen, lonen to phase out uitfaseren, laten uitdoven to pull out terugtrekken to scale up opschalen, vergroten to sell off uitverkopen to set up opzetten to work out berekenen, gunstig evolueren to write off afschrijven

proefversie©VANIN

HOW TO deliver a business pitch

Before pitching 1

Do your research

Empathy: understand where your audience is coming from. Know what is important to your audience. Be attuned to their needs.

Value: why is your business good and valuable to your audience? Think about questions people might have. How does your business answer those questions?

Prepare, prepare, prepare

Clarity: prepare your pitch first.

Think about what visual aids and/or graphs you can use.

Don’t be overly technical.

A lack of clarity is the ultimate deal killer!

proefversie©VANIN

While pitching

2

Trust: get your investors to like and trust you. People don’t just invest in a product or service, but in the person pushing the business plan.

• Tell a great story and make an emotional connection.

• Be authentic.

• Show your competence.

• Be candid and show conviction. Deliver with confidence.

• Make eye contact around the room.

• Keep a grounded stance.

• Speak to be heard.

After pitching 3

Closure: keep your cool.

Respond to questions in a convincing way.

Don’t leave tough follow-up questions unresolved.

• Give the short answer first.

• Close by asking if you’ve answered the question. Slow down when you encounter resistance.

Follow up: nurture the relationship and seal the deal.

Timing is crucial: send a follow-up email within 24-48 hours after the pitch. Call back only if your potential partner is open to this type of communication. Use social media to follow up (e.g. LinkedIn).

Consider the frequency: 2 or 3 follow-up attempts spaced a few days apart is a general guideline.

ON DIFFERENT TRACKS

CHECK 1 ⁄ Talking about business

1 Watch the video.

a Fill in the general outline below.

proefversie©VANIN

1 Name of the company:

2 Product:

3 Sales in an average month:

4 Production process: vibe

5 During Covid: figured out how to scale

b Explain what she means by ‘baking is like a physical practice of take one small step after another’.

c What type of employees does she need? Which 3 categories of people does she mention to prove her point?

d Fill in the correct economic terms in the sentences below.

1 Janie Deegan is the

2 New York City is the .

3 Getting out of the metaphorical kitchen allowed her to .

4 1.3 million dollars in sales per year is the

5 The first couple of years were really hard; she all the duties for up to 20 hours a day.

6 The cakes were taken off the menu or

7 The invention of the product has definitely

Score < 12 12-16 > 16

Next exercise ex. 3 ex. 4 ex. 2

2 Watch the video that presents the 5 steps for starting your first business.

a Before watching the video, make a prediction: which steps do you expect to find?

b Answer these questions after watching the video.

1 Explain what the CAS(T)LE method is.

2 Explain in your own words what ‘The Hedgehog Concept’ is. Draw it!

WATCHING

proefversie©VANIN

3 Explain the importance of emotion, logic and urgency.

4 Apply these 3 elements to Apple.

proefversie©VANIN

5 Apply these 3 elements to a different but very successful company of your choice.

6 Explain in your own words what the golden law of business is.

7 In which step, and why, should a company hire a CEO coach?

8 Rate Abdaal’s trustworthiness.

Score < 12 ≥ 12

Next exercise ex. 4 Check 2, p. 53

3 Read the text about EcoWares written by ChatGPT and fill in economic terms and phrasal verbs.

Meet Sarah, the (1) and (2) of EcoWares, a sustainable online (3) with a mission to revolutionise the way people shop for eco-friendly products. Sarah’s journey from concept to reality exemplifies the challenges and triumphs that come with building a business from the ground up.

As the founder of EcoWares, Sarah was driven by her passion for environmental sustainability and her belief that consumers deserved more eco-conscious options. With a clear vision in mind, she embarked on her entrepreneurial journey, initially operating from her garage as she sought to establish a loyal customer base.

proefversie©VANIN

In the early days, Sarah faced numerous challenges. The (4) were razor-thin, and it was evident that she needed to (5) on expenses while boosting (6) streams. To achieve this, she brought in a team of like-minded individuals who shared her vision for sustainable living. Together, they developed strategies to enhance EcoWares’s product offerings, customer service, and marketing efforts.

One key strategy was to (7) products with low-profit margins and instead focus on items that aligned better with EcoWares’s mission. By doing this, they not only improved the overall (8) but also strengthened the brand’s identity as a retailer committed to sustainability.

To further (9) profitability, Sarah made the tough decision to (10) some non-essential assets that were draining resources. This move allowed her to reinvest the funds into expanding the product line, creating a more comprehensive range of eco-friendly alternatives for customers.

As EcoWares continued to grow, Sarah made it a priority to (11) any losses as valuable learning experiences. She encouraged her team to adopt a growth mindset, viewing setbacks as opportunities for improvement. This attitude helped them refine their business model and continuously refine their approach to customer engagement and product development.

With dedication and perseverance, EcoWares gradually (12) its operations. Sarah’s vision had become a reality, and her commitment to sustainable living had resonated with an ever-expanding customer base. The company’s reputation for quality, eco-conscious products, and outstanding customer service fuelled its growth, and EcoWares soon became a prominent player in the sustainable retail sector.

In the end, Sarah’s journey serves as a testament to the power of passion, resilience, and the ability to adapt and grow in the face of adversity. The start-up’s success story demonstrates that with the right vision, strategies, and a dedicated team, any business can overcome challenges, scale up, and make a meaningful impact on the world.

Score < 9 ≥ 9

Next exercise ex. 4

4 Read the article below and answer these questions.

a Before reading the text, answer these questions: are you a frequent e-shopper? Which items do you usually buy and on which websites?

b Are these statements true, false or not mentioned in the text (NIT)? Correct the false statements.

Statement

1 E-commerce is replacing traditional shopping in almost all aspects of life.

proefversie©VANIN

TrueFalseNIT

2 E-commerce business owners don’t need to rent premises.

3 The text states that the delivery time is the biggest challenge for e-commerce.

4 Customers who buy online are less likely to return their purchases compared to traditional shops.

5 Online customers use online reviews and ratings to decide what to buy.

c Which of the pitfalls do you find the worst from the perspective of you as a customer and you as an entrepreneur?

d Give at least 1 other e-commerce pitfall that you can think of that wasn’t mentioned in the article.

5 E-commerce Pitfalls That Are Not Talked About Enough

Today, online shopping is replacing traditional shopping in nearly all spheres of life. Many offline stores are closing, leaving for the virtual world, or at least acquiring a strong presence on the web. Users can order any product without leaving their homes and save a lot of time, which is key for their shopping experience.

For business owners, the cost of managing an e-commerce business is very different from the cost of running an offline store. After all, there is no need to buy or rent premises and cash register equipment, pay salaries to many employees, etc. But despite the advantages, there are pitfalls in any area, and below we consider 5 of them.

1 Possible problems with the system

When an online store isn’t available to users, there are no sales. If you don’t use reliable hosting, problems are inevitable. Moreover, there is a threat of hacking. When business owners want to save on security, it results in the loss of valuable data and a negative reputation too. Especially if the website stores the credit card information of your customers.

The breach where people’s financial data gets stolen, is not just an avalanche of unhappy customers. It’s a potential lawsuit, loss of great sums, and a tainted name to work against all the time.

Thus, a perfectly working site as well as security and fraud protection are vital. One of the hardest parts is choosing an e-commerce hosting provider that can keep your business safe and available at all times. Pick a website provider that can really guarantee all this, as clients won’t come back after a disappointing experience.

2 Lengthy checkout

Speaking of user experience issues, pay extra attention to the checkout process. If it’s hard to complete, a customer is likely to ditch your website and company altogether. The great appeal of online shopping to a traditional experience is how fast and easy it is. There is an immediate satisfaction of clicking a few times and getting your products in a few days. For example, with a write my essay service, you can enjoy a short straightforward sign-up process.

Since you still have to give many instructions and details, some sites even offer a support manager to complete the order form for you. But the lengthy checkout form just cancels

it all out. Especially if a customer has spent hours on your website and is ready to be done with a purchase. Keep the form simple. Split it into sections to make it easy on the eyes:

• personal contacts

• delivery

• payment

proefversie©VANIN

Provide standard options for delivery and payment types, so the customer can choose without typing it themselves. And if there is any additional information to the order, you should always have a comments section. Thus, you’ll be keeping customers happy by fulfilling any of their requests.

3 Difficulties with delivery

Delivery time is the biggest challenge that e-commerce stores face. Some guarantee that the product will be sent on the day it was bought, but many stores simply can’t offer such services. Until you find a way to ship your orders fast, the competition will outperform you.

You must develop an effective delivery strategy and consider:

• Delivery costs;

• Packaging – why not order a custom one for your items?

• Delivery company – the service you use determines the overall operation and management of the shipment;

• International shipping – you must prepare the necessary documents and figure out who will pay duties and taxes;

• Return policies and refunds.

Implementing the wrong shipping strategy can harm your business. On the one hand, you can lose customers if you charge high shipping fees. However, covering all expenses on your own can also negatively affect the growth of your business.

If you want to avoid such problems, be sure to calculate all the possible costs and offer customers a transparent shipping procedure on your website.

4 The inability to try out the product

The major issue of online shopping is buying without trying. A customer is likely to be reluctant to purchase something if they are not sure it will meet their expectations.

Some online stores have solved this issue by implementing virtual fitting rooms and augmented reality technologies on their websites to ensure a product can be viewed from any angle. Yet, there are still qualities you just cannot experience online. For example, the feel of the fabric. There is no fun in buying a flattering sweater that itches.

Yes, AR technology allows buyers to try on the product. But sometimes, due to technical limitations, AR is far from the real experience. Notably, it’s not only clothes and shoes. Think about trying out makeup products online. The color rendering on your screen alone will complicate things. And that’s why offline retail is still popular, especially for more expensive products.

5 A big number of returns

Since buyers can’t test your products directly, you must be prepared to accept product returns. To ensure your customers have the best shopping experience, your store should

75

80

have a return policy. Make sure it clearly states what your customers can expect from you in terms of procedures and return requirements.

Note that a customer will be suspicious of any online store without a return policy. In e-commerce, you cannot guarantee that a product will satisfy your client. It might not fit them, maybe they expect the color to be a different hue, or the product came damaged. All of that can happen. And that prompts a larger number of returns than with traditional stores.

Moreover, people usually feel more comfortable ordering and returning their products without physical contact. All they have to do is ship it back and get a refund. You’ve probably already heard tons of YouTubers casually mentioning that they will just return the item in haul videos. And even though a customer has a right to do so, it does not make an online seller’s life easier.

Adapted from: Synder

Score < 7 ≥ 7

Next exercise Check 2, p. 53

CHECK 2 ⁄ Setting goals and ambitions in the future

1 Watch Cassidy’s pitch.

a Write her milestone planning. Start with 3 past milestones, then add 5 future milestones.

SMART past milestones

proefversie©VANIN

b Write a well-structured paragraph on a separate piece of paper in which you describe 5 (past or future) milestones. Make sure to use the conditionals and future perfect correctly.

Score < 12 12 - 16 > 16

Next exercise ex. 2 ex. 4 ex. 6

2 Fill in the correct conditional form. Choose between the zero, first, second, third or mixed conditional.

1 If you study entrepreneurship, you (to learn) valuable skills.

2 If they (to choose) to create their own app, they would have more customers.

3 If the demand of electronic components (to exceed) supply, prices rise.

4 Our sales (to increase) if our marketing campaign succeeds.

5 If they hadn’t made the mistake to produce in sweatshops, their company (to be) in operation today.

6 If the international market (to be) more stable, we would consider expanding to Asia.

7 If I were a young entrepreneur, I (to focus) on innovation and environmentalism.

8 Jax would have a different career if he (to study) business in college.

9 If I (to take) that opportunity, I would be a successful entrepreneur today.

10 Olivia (to have) better digital marketing skills if she had taken that online course.

Score < 7 ≥ 7

Next exercise ex. 3

proefversie©VANIN

3 Fill in the correct form of the future perfect tense. Change the time markers where necessary.

1 The company (to expand) into international markets by 2040.

2 (Amelia, to turn 30), she (to launch) a chain of 10 local businesses.

3 By the time you arrive, we should have finished our financial report, which we (to discuss) for 8 hours straight.

4 By the end of this quarter, they (to hire) 2 new staff members.

5 Our CEO (to expand) the company’s sales network to each continent before he retires.

6 In less than 6 months’ time, we (to operate) our business in this location for 10 years.

7 (5 years), we (to launch) a sustainability initiative.

8 By the time we launch our new software package, we (to work) on it with a team of developers from all over the world for over a year.

Score < 7 ≥ 7

Next exercise Check 3, p. 60

4 We asked ChatGPT to shed its light on business start-ups. Fill in the correct form of the conditional, the future perfect or other verb forms.

In the competitive world of start-ups, success (1 to hinge) on numerous factors. If young entrepreneurs (2 to have) a visionary idea and secure initial funding, they (3 to embark) on a challenging yet rewarding journey. However, they (4 to stay) adaptable, for, without innovation, even the most promising start-ups

(5 to fail). Provided that a start-up manages to navigate the turbulent early stages successfully, it (6 likely to attract) investors and (7 to build) a solid foundation. By the time a start-up reaches its fifth anniversary, it (8 to expand) its market reach and (9 to establish) a strong brand identity. Should external factors such as economic downturns or unforeseen industry shifts (10 to occur), a well-prepared start-up (11 to diversify) its revenue streams to mitigate risks. Furthermore, if the start-up’s leadership (12 to maintain) a steadfast commitment to sustainability and ethical practices, it (13 to foster) a loyal customer base and (14 to position) itself as an industry leader by the end of the decade. Ultimately, the future success of a start-up (15 to depend) on its ability to combine ambition with adaptability, innovation, and a long-term vision.

Score < 12 ≥ 12

Next exercise ex. 3 ex. 5

proefversie©VANIN

5 Read about Morgan Hipworth.

a Write down 4 of his past milestones.

SMART past milestones

What?

How? Who?By when?

proefversie©VANIN

Subtotal / 12

b Add 2 possible future milestones.

SMART milestone planning

What?

How? Who?By when?

Subtotal / 6

c Write a well-structured paragraph in which you describe the future milestones. Make sure to use the conditionals and future perfect correctly.

Subtotal / 10

How Melbourne’s Morgan Hipworth created $200m empire in high school

Morgan Hipworth was just 15 years old when he opened his first store but he’s now worth an estimated $200 million after dominating the doughnut space.

He started experimenting in the kitchen when he was seven, trying to recreate dishes from a cooking reality TV show that had got another contestant kicked out, with his family scoring his food out of 10.

Then at 13 his first big break came via a local cafe which asked him to become their cake supplier, where he would whip up everything from chocolate tarts to lemon slices.

But the order would only come in at 3pm meaning Hipworth never knew what to expect.

“Some nights you could come home and I have heaps of homework and then all of a sudden I would get hit with a huge order,” he told the I’ve Got News For You podcast.

“And I would just smash out that homework as fast as I could and then be baking until you know, one (or) 2am in the morning to get that delivered the next day. So it was definitely a juggle in those first sort of early years.”

The now 20-year-old stumbled on his love for doughnuts when the cafe asked him to make a batch for Valentine’s Day, which were a hit.

His venture then grew to supplying 20 cafes but when he wanted to open his own store he had to battle his parents, who were insistent that he focus on school.

They compromised on a pop-up store in the school holidays while he was completing year 10.

proefversie©VANIN

“We ended up selling over 10,000 doughnuts in eight days which was really hectic,” he noted.

Still, it was another battle for him to take on the space permanently when it came up for lease two months later, with many “almost arguments” among the family, before his parents eventually caved.

This launched his doughnut store in Melbourne called Bistro Morgan, but he admits the name doesn’t really fit with the sweet treat he sells.

“But you got to understand the backstory. So obviously, when I started cooking back at seven and eight, when I was that old, I used to love French food and I used to set up our dining room at home as a restaurant,” he said.

Since launching the store, he has sold over one million doughnuts and has also experimented with 5000 different flavours.

Morgan Hipworth has handled over a million doughnuts. Picture: @morganhipworth / Instagram

The cookie monster and creme brulee are by far the most popular though, according to Hipworth.

“Our cookie monster … that one’s got like a cake batter feeling so it’s like funfetti cake batter. So it’s almost like raw cake before it gets baked and then it goes in inside of that doughnut, and it’s topped with white chocolate, confetti and Oreos,” he explained.

The entrepreneur said he sells between 8000 and 20,000 sweet treats a week, with cookie doughnuts also helping to grow the business.

However, his success had been hard work with the young Aussie admitting he practically works 24/7, whether he’s in store, doing business planning or jumping on his laptop after dinner to write emails or pay invoices, while his “brain never stops”.

With 25 staff members ranging in age from 15 to 40, Hipworth revealed it hasn’t always been easy as a young boss with older employees to manage.

“I’ve always tried to look past the age thing as long as there’s sort of like a mutual respect for everyone, no matter what the age is,” he said.

“That’s the main thing for me, obviously I’ve had some issues, especially when I was younger from some of the older staff, but it’s a bit of an interesting dynamic, but I think it’s all about finding those right people and then it’s nice and easy.”

“So I really love to be able to get that out there and share some inspiration with the world and help younger kids you know, with finding their passion … I think there’s such a stereotype nowadays, especially from the older generation that you know, the Gen Z and Millennials are lazy, but for me, I think it’s just because they haven’t found what they’re passionate about yet.”

Adapted from: news.com.au

Score < 20 ≥ 20

Next exercise

Check 3, p.60

6 Write your own fictional, conditional story.

a Preparation:

1 Look at the prompts given and choose the prompt you think you could write a paragraph of 200-300 words about.

2 Make a mind map, using the elements that you want to include in your text.

If you received a generous start-up budget, what kind of business would you create, and where would it be located?

What if you could partner with a famous entrepreneur to launch your start-up?

Imagine you missed a life-changing job opportunity. If you had accepted the job offer, how would your life be different now?

What if you had invested in a start-up a few years ago? If you had, what would your financial situation be today, and what opportunities would you have?

proefversie©VANIN

b Action: write a well-structured text on a separate sheet of paper.

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: my fictional and conditional story

1 Preparation and content

• I picked one of the prompts.

• I made a mind map to map out what I could write about.

• I wrote a story of 200-300 words.

2 Language

• I used correct vocabulary.

• I used correct conditionals.

• I used correct grammar.

• I paid attention to the structure of my sentences.

• I used correct spelling and punctuation.

Feedback

Yes I think soNo

Score

D

Next exercise ex. 5

Check 3, p. 60

CHECK 3 ⁄ Using argumentative language

1 You will prepare a pitch for a fictional product.

a Preparation:

1 Roll the dice 3 times. The tips will guide you to the name of your product.

2 Answer these questions on a sheet of paper.

Name:

1 The astonishingedible flashlight

2 The breathtakinginflatableflip-flops

3 The captivatingreusable peeler

WRITING

4 The dazzlingscented rocking chair

5 The majesticsquare tea bag

6 The supremevoice-controlledbarbecue

– What problem is your product solving?

– What does your product look like?

– What makes your product unique?

– What would be the selling price and the production price of your product?

b Action: write a well-structured paragraph in which you present your product.

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: my fictional pitch

1 Preparation and content

• I used the name of my product as a lead.

• I mentioned the problem my product is solving.

• I described what my product looks like.

• I described what makes my product unique.

• I came up with a selling price and production price for my product.

2 Language

• I used correct vocabulary.

• I used correct grammar.

• I used correct adjectives and adverbs.

• I used argumentative language.

• I paid attention to the structure of my sentences.

• I used correct spelling and punctuation.

Feedback

proefversie©VANIN

Yes I think soNo

Score

2 Watch this pitch and answer the questions below.

a Answer the questions below.

1 What is the name of the product?

2 Who is the pitcher?

3 What does he ask for?

4 Rate these aspects of the pitch:

– Product Clarity of the pitch

Argumentative language

Interaction with the board

WATCHING

b Do you think he has convinced the board? Why (not)?

proefversie©VANIN

Score < 7 ≥ 7

Next exercise ex. 4

3 Make a text sound more argumentative.

a Preparation: read this text about the ‘Wake’n Bacon’.

WRITING

The Wake’n Bacon is a combination of an alarm clock and a small oven. You set the time and you wake up to the smell of bacon. The Wake’n Bacon alarm clock functions by heating up precooked bacon ten minutes before the time you set to wake up. The user would need to place a couple of slices into the teflon-coated cooking pan the night before, and a halogen lamp would heat the bacon to a crisp.

b Action: now rewrite the text about the ‘Wake‘n Bacon’ to make it more argumentative.

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: the Wake’n Bacon

1 Preparation and content

• I wrote an enticing first sentence to grab the audience’s attention.

• I mentioned the problem my product is solving.

• I described what my product looks like.

• I described what makes my product unique.

2 Language

• I used correct vocabulary.

• I used correct grammar.

• I used correct adjectives and adverbs.

• I used argumentative language.

• I used correct spelling and punctuation.

Feedback

Yes I think soNo

proefversie©VANIN

Score

Next exercise ex. 4 All done!

4 Pitch the CitiKitty.

a Preparation: study the packaging of the CitiKitty and list the features of the product.

b Action: write an argumentative paragraph (150-200 words) to pitch the product.

c Reflection: check your writing by filling in the checklist. Ask your teacher for feedback.

Checklist: pitching CitiKitty

1 Preparation and content

• I mentioned the problem my product is solving.

• I described what my product looks like.

• I described what makes my product unique.

• I came up with a selling price and production price for my product.

2 Language

• I used correct vocabulary.

• I used correct grammar.

• I used correct adjectives and adverbs.

• I used argumentative language.

• I paid attention to the structure of my sentences.

• I used correct spelling and punctuation.

Feedback

Yes I think soNo

proefversie©VANIN

Score < 7 ≥ 7

Next exercise

All done!

CHECK OUT

PITCHING A START-UP ORIENTATION

You will pitch your business plan for your start-up in front of a panel of peers.

PREPARATION

1 Start by brainstorming about which start-up you would consider. Dream big!

Write down some ways of putting your ideas into practice. Be more concrete.

Narrow down your ideas to just 1 feasible idea.

2 Look up more information.

Check out the competition.

Check prices.

Where would you get your goods of service from?

How much money would you need, etc.?

3 Write your 1-page business plan.

4 Prepare your speech

What are you going to say? What are the key points?

Which argumentative language are you going to use?

How are you going to structure your speech to make it even more powerful?

Which visual aids or materials could support your pitch?

ACTION

5 Write out your speech.

6 Practise it until you know it by heart. Make sure your pitch is between 2.5 and 3 minutes.

7 Prepare for unexpected questions from the panel.

8 Deliver your speech.

Dress up for the occasion!

Make sure that you believe in your idea.

Breathe positivity!

Keep an eye on the timing.

Pay attention to your intonation and articulation.

9 Afterwards, you will be part of the panel which will judge 5 pitches from your classmates.

Take brief notes during each presentation.

Ask further questions or for clarification after each presentation.

Decide which pitch you would invest your money in.

REFLECTION

10 Reflect on your task by filling in the checklist.

Checklist: pitching my start-up

1 Preparation and content

• I presented a feasible idea for my start-up.

• I presented the jury with a solid 1-page business plan.

• My presentation was well-structured.

• I added visuals to my presentation.

• My pitch is between 2.5 and 3 minutes long.

• I knew my presentation by heart.

• I was able to answer unexpected questions from the panel.

• As a member of the panel, I asked each pitcher a complex question.

2 Language and structure

• I used argumentative language.

• I used correct vocabulary.

• I used correct grammar.

• I used conditional sentences where possible.

• I used the future perfect where possible.

• I paid attention to my pronunciation.

• I paid attention to my intonation.

Feedback

proefversie©VANIN

Yes I think soNo

Trace your steps on diddit.