One Day Business Administration for Growth Hack

The Startup Course for Future Entrepreneurs focuses on issues of Innovation, Creativity and Entrepreneurship. It leads the students through the entire process of creating a start-up from an idea.

We believe the barrier to entry for people to start a startup is still too high. We want to make it easier for people to start a company, regardless of who or where you are, so we're starting by sharing what we've learned, through this course.

Producer: Animate U, Japan

Script Writer: Daniel Morgan, UK

Female Voice Talent: Shayna Keller, US

Male Voice Talent: Brandon Landis, Sweden

Animator: Mohammed Al Nahhas, Egypt

Liam finds himself working in a

dead-end job, and feels the desire to strike out on his own and start a

business. He’s got a really great idea for an app that can put freelancers in

touch with restaurant and cafe owners, and allow them to book tables for work

purposes, mutually benefiting both parties. But, his only issue is that he’s

never been to business school, and doesn’t know how to even start a business.

He turns to Emma, who explains to him that the first step in this process is

research. She explains that it’s important to conduct a lot of market research,

to try and minimise the risk of prematurely launching into a market that’s not

ready for your product. She then goes on to explain that it’s really, really

important to take time over the decision, as once you start, there’s no going

back. The onus is on you if you launch a company, and you’ll always have the

last word. As such, it’s imperative you’re ready, and able, before you do start

a company.

Liam assured Emma he’s ready to

do it - he’s got the passion, and the motivation, but lacks the knowledge. She

responds by informing him of something called Startup Mechanics, which refer to

the potential pitfalls that new businesses may run into. Liam’s never heard of

them, so takes out a notepad to make notes. Emma tells him that there’s such a

thing as a lifecycle of a company, which involves a series of steps that all

have their own potential problems. Firstly, she talks about how there are

different types of start-ups, like a Sole Tradership, Partnership, Limited and

Unlimited Companies, Corporations, and lots more, and how each is suited to a

type of business. Most countries will have a governing body that will need to

recognise and or register you as the type of company you are, before you can

start trading. Opening a business puts you in a position where you have to

consider taxes, income, and other legal matters, so it’s important to cover all

these bases before starting so that they don’t affect you later on.

Liam believes that his idea

will revolutionise the world, but he’s not done a lot of research into how long

it will take to develop his idea, how much it would cost, what competition is

on the market. She tells him that most of the time, the idea you start with

initially is too large, complicated, and often not possible to carry forward,

and as such, Liam needs to be prepared to make compromises. It’s important to

adapt to each new hurdle, and let the market guide you moving forward. You may

think your product is great, but other people might not. And as you have to

please them, it’s important to continually allow feedback and other market

factors guide you moving forwards. While he’s inventing, and reinventing his

product, and learning more and more about the market, she tells him it’s

imperative that he constantly keeps track of the potential customers and the

market. She tells him that keeping hold of all figures moving forward will

reveal patterns in his business.

Liam is confident now that he’s

evolved his idea to a point where he’s ready to go into production, but Emma

tells him to slow down, because the next step is very important. She brings up

the idea of ‘minimum viable product’, which involves stripping the idea back to

the simplest form it can possibly be, before going to market. This entails

cutting overheads and doing things as simply, and as cheaply as possible in

order to minimise the amount of money that is risked being lost. But, alongside

that, she tells him that it’s a balance, because the thing that users may love

about your product over others may not necessarily be vital for its function,

and may well be something that could be scrapped and save money on the

production side of things, but it may make it so that users won’t buy your

product. With this in mind, building your products is a fine line to tread, and

customer feedback is vital in the refining process.

Emma tells Liam that now that

he has his product, and he’s confident that it’s going to sell, that he needs

to get it in front of the right people. The key to growth is retention. The

people who already use your service or product are the cornerstone of our

business and Emma tells Liam that his business plan should be as much about

finding new customers as it as about keeping your existing customers satisfied.

Even if you have a very small organic growth figure, but your retention rate is

very high, then your business will continue to grow. Businesses that rely on

one-time transactions often see a fall in total sales if they aren’t doing

enough to keep their old customers coming back for more. Emma explains that

it’s important to get your product championed by your existing customers, than

to just push it on as many people as possible.

Liam tells Emma that now that

he’s got his product developed, and knows that it will please people, resulting

in customer retention, he wants to go to market. Emma once more informs him

that he needs to think about something before he does. Is his product

sustainable? She tells him that product sustainability isn’t to do with the

environmental impact, but relates instead to how the current product will fare

in the market a year from now. She talks to him about inventing the future -

which is to pioneer new ideas that consumers will want one, ten, or a hundred

years from now. Demand moves quickly, and Liam needs to be prepared for the

tide to change.

Liam has done some thinking,

and is now sure that he’s ready to start his business, but once more, Emma

tells him he needs to think about the future. Inventing for the future isn’t

just about creating a product that you think people will want. She tells him he

has to imagine what the world is going to be like in a year’s time, and then

about what his potential market is going to be like, too. This means, where are

his competitors going to be - are his consumers going to be in the same frame

of mind? It takes time to get a product to market, into shops, and in front of

people, so planning for the future is imperative. The further ahead you can

look, the more chance your product has of bedding into the market. Even if

someone has a revolutionary design for the petrol engine, but in a year,

everyone will be driving electric cars, then the idea, no matter how great,

isn’t future-proof.

Now that Liam has a

future-proof idea, and he’s thought a lot about his customers, Emma tells him

he’s ready to start thinking beyond his transactional interactions. She tells

him that he needs to consider his PR, or public relations. A lot of people will

research and get in contact before committing to a purchase, and as such, it’s

important to have a great relationship with the public, whether they’re buying

from you or not. People are strange, and as such, will decide against buying,

even if they love the product, if they don’t like the company. Being

approachable, contactable, and trustworthy is a much overlooked factor in

business that Emma tells Liam he needs to be aware of. Whether he’s handling it

himself, or getting someone in, she encourages him to consider his PR style

carefully.

Emma asks Liam whether he’ll be

hiring anyone to work at his company, and he says yes, he intends to, but

hasn’t really thought much about it yet. Emma says that in today's society,

with internet driving a large portion of commerce, it’s important to be aware

of all the different people that are going to be accessing your services and

products. In doing so, it’s important to move forward with marketing and growth

with many different perspectives. Having employees from different classes of

society, from different countries, of different genders, and races, with

different views and opinions, is all very important for building a balanced

company that can survive in today’s modern world. Liam agrees, saying he’d not

considered that before, but he agrees that more viewpoints are inherently

better, as he couldn’t possibly view the world as others might.

Emma tells Liam that it’s not

just about diversity and inclusion, and that hiring people to work for a new

startup is critical to its success. She tells him that the people he hires

first will go on to shape the company. They’ll be working closely together, in

a high stress environment, so it’s important that Liam look for people who are

of a similar mind-set. These people need to have similar goals to Liam in the

business world, and need to be capable of representing his mindset in his

stead, acting as he would. With this as the necessity, he can begin to find

people that possess the skills that he does not, to help the company grow.

Finding experts to fill spaces is a great way to build a strong team that will

then go on to expand. Emma informs Liam that he’ll be very busy as the company

grows, and that having people who will represent his interests and make

decisions as he would, for the good of the company, is imperative to keep the

business on its trajectory.

Emma tells Liam that when he

begins his startup, there will be lots of costs in incur. He’ll likely have to

invest money in the company for lots of things he never considered - website

construction and maintenance, office space, wages, subscriptions, equipment,

fees, and lots of other outgoings. As such, Emma stresses the importance of

having all the figures laid out before he starts, so that he knows exactly how

much money is on the line, and how much he stands to lose. By doing this, he

can calculate the risk to himself, and move forward with a figure in mind for how

money he’ll need to invest to sustain the company until it’s able to pay for

itself. She tells him that this is the most important part of the process,

because without having those figures and a business plan reflecting it, he’ll

find it impossible to gain investment from outside investors, or a bank. Anyone

willing to stake their money in a startup needs to be sure that the risk is

worth the reward, and if Liam plans look for investment to expand his company

in the future, he’ll need to have all of this data written down and organised.

Content

This course is designed to help students develop management skills, and better

understand different leadership styles and fundamental business concepts.  Students will follow the story of Noah, who

has just accepted a new position as a product manager for a candy maker.  He is excited to take on this role, but has

no idea where to begin! 

Noah

needs to familiarize himself with the skills necessary to be a successful

leader, as well as basic business terms and functions he will use in his daily

routine.  Luckily, he is friends with

Olivia who has an MBA degree and is willing to help. 

Olivia

explains how to organize and develop the department Noah will be responsible

for, including how to hire and retain the right employees.  She demonstrates how to properly manage time

and expectations, as well as workplace conflict.  The most common business types and

departments are also reviewed, as are some business basics, including economics,

finance, accounting, ethics and law. 

By

the conclusion of their interaction, Noah has all of the tools he needs to

succeed in his new position.  Students,

too, will have an excellent understanding of what is expected of business

leaders, including how to succeed in a managerial role.

Staff

Producer: Animate U, Japan

Animator: Uliana Ovchar, Ukraine

Writer: Sara Teller, United States

Voice Talent: Laura Mills, United States

Voice Talent: Brandon Landis, Sweden

Susan

will show Erik that successful managers have strong leadership skills.  They coordinate and execute their plans while

motivating others to believe in a company’s overall mission and goals.  In order for a company to meet its

objectives, everyone must work together toward a specific vision.  Great managers are great motivators able to

create unity within a team.  They are

open to new ideas and suggestions, making each individual feel as if their

voice is heard while building trust and rapport with all members of the

group.  A great manager is able to lead

with confidence, while being held accountable for decision-making, coaching and

mentoring employees and always listening for feedback.

A

manager needs to fully understand the company’s mission, products and services

offered, and what is expected of them as a leader in the organization.  He or she will also need to know what the

specific role of their department is and how their team integrates into the

company’s overall structure. 

Establishing goals for the department and hiring those able to work

toward them is key. Susan will explain that the ability to train team members

to ensure they fully understand their job functions, monitoring the production

process and offering feedback are all expectations of a successful manager.

Susan

will show Erik how he can hire the right individuals for the job, and retain

them for as long as possible.  Depending

on the nature of the company, retainment can be challenging.  It’s important for a manager to openly

communicate his or her management style and expectations, and recruit those

with both the soft skills and experience to thrive under this style.  Managers are judged by their supervisors and

employees by their ability to hire and retain the right people.  If a bad hiring decision is made, it can

bring down the morale of an entire team and reflect poorly on its leader.  Erik must determine exactly what he is

looking for, outline this in specific job descriptions, and be patient with the

interviewing process.  Creating a hiring

kit with questions designed to select the appropriate candidates is

important.  Developing a training and

orientation process may also be needed in addition to measurable milestones for

performance tracking.

Susan

will demonstrate that understanding equal employment laws prior to developing

and initiating conflict resolution guidelines is necessary.  With differing personalities and backgrounds (social,

ethnic, cultural, etc.) all working together, conflict may be inevitable.  What one sees as a productive work

environment may be offensive and hostile to another.  It’s best to try to head off conflict before

its inception by creating a diverse atmosphere of acceptance and equality.  Creating guidelines around appropriate dress,

personal hygiene, attendance, and behavior is a great first step.  The ability to properly investigate and

address problems as they arise is also important.  A step-by-step disciplinary action process

distributed to employees upon hiring will help them to understand what is

expected of them from day one, when warnings will be issued and what is

considered grounds for termination.  This

will also protect the manager and company from potential litigation. 

Because

a manager’s job is multi-faceted it is nearly impossible to juggle all of the

tasks that need to be completed without the help of a team.  A successful leader is comfortable with

delegating certain functions to team members in order to prioritize and make

the best use of his or her time.  Trying

to juggle too many tasks at once will leave a manager feeling stressed,

unorganized and as if he or she is unable to be fully present.  Susan will explain that employees will also feel

as if they are not valued or trusted if a manager is unwilling to give them

tasks.  Proper delegation will enable

Erik to best utilize his time and brain power to problem-solving and make

adjustments to the process as necessary. 

Stress management strategies will also be discussed.

Susan

will demonstrate the various ways in which a manager communicates with team

members and other stakeholders within an organization.  There are many ways to communicate, including

verbally (i.e., one-on-one, in small groups or meetings), over the phone and

via emails or other written communications (i.e., memos and bulletins).  She will show him which type of communication

is most appropriate in various scenarios so Erik can ensure he is conveying a

clear and concise message.  She will also

show him the importance of being able to schedule, coordinate and present in

meetings, including how to handle employee feedback and manage impromptu

discussions.

Susan

will discuss various types of businesses with Erik (i.e., sole proprietorships,

partnerships, corporations and LLCs). 

They will also discuss the importance of a business’s code of ethics and

what constitutes unethical behavior as well as when/how to take legal

action.  She will discuss the economic

functions of a company, including finance, accounting and inventory

management.  Susan will discuss the

importance of developing a budget, performance measurements and an inventory

tracking system.  Erik will need to ensure

his team has the necessary tools to complete tasks. 

Operations

management includes the production workflow of a company.  It’s all of the behind-the-scene functions

that make a company tick, including customer service, product delivery,

information systems, technical support and human resources.  Erik will learn about each of these pieces in

context, as well as how they work together to enable a company to function

properly.  He will learn about the

various tools utilized by managers to determine needs, and how to forecast

timeframes and costs.  Identifying exactly

what customers want, when and how it will be delivered will be discussed.

Susan

will show Erik the ins and outs of a successful marketing and sales

campaign.  Different methods of marketing

will be discussed as well as strategies for determining an effective price

structure.  Erik will learn how to

successfully sell his product and to whom. 

Susan will also show him what a marketing budget should be composed of

and how to track sales and expenses.  The

marketing mix will be reviewed as well as touchpoints for engaging consumers

and optimizing sales.

This course is designed to help

students understand basic business skills and language etiquette.  Students will follow Justin, who searches for

a programming engineer position, secures a spot at an IT software company, and

performs his daily duties.  Areana,

Justin’s supervisor, helps him along the way.

Students will learn how to develop a cover

letter and resume in order to search and apply for job opportunities.  They will also learn basic interviewing

skills and how to perform common business functions, such as

giving presentations, producing agendas, coordinating meetings, planning

business trips, and attending annual performance reviews.  Business terminology, including Key

Performance Indicators, OARRs, and SMART goals, among others, will be

discussed, and business collocations will be used throughout each chapter.

This course is a valuable tool

for anyone looking to hone their business and language skills.  It is especially helpful for those venturing

into the corporate world, who are likely to encounter individuals and

situations like the ones used in the story.

Following Justin and Areana

through all ten mini-chapters will ensure first-time learners enhance their

command of business etiquette and business language while getting a feel for

what it’s like to secure a cutting-edge position in the fast-paced corporate world.

- Producer: Animate U, Japan

- MBA Writer: Sara Teller, United States                                

- Female Voice Talent: Kim Zewatsky, United States

- Male Voice Talent: Kevin Orland, New Zealand

- Animator: Mariana Havryliv, Uklaine

Justin,

a software engineer, is searching for a senior level professional position at

an IT software company.  He has decided

to register with a staff agency for outplacement.  He will also search related career

publications, websites (i.e., Monster, LinkedIn), social media and contact

lists to find a vacancy, and he will keep his eyes and ears open for television

and radio ads.  He is considering

attending a job fair.  There are a few

companies Justin is interested in that he will approach directly. Eventually,

Justin finds a new position at a global software company.

Business

Collocations: plan on; apply for; prepare for; get

ready; get a job; decide on; demand for; depend on; fear of; depends on; focus

on; golden opportunity; hire staff; business model; big break; big chance; big

decision; bright future; gray area; web page; interested in; on TV

Vocabulary: advertisement; advice; description;

employee; employer; enquiry; environment; instructions; interest; product;

production; profit; turnover; deadline; decrease; facilities; factory;

increase; industry; admit; advertise; complete; consider; dismiss; employ;

join; recruit

Justin

will need to prepare a detailed, yet easy-to-read resume and

accompanying cover letter.  In the letter

of intent, he should include his intention to apply for the position, where he

found information regarding the vacancy, what he likes about it and why he is

qualified.  He should include brief

bullets listing his educational and professional background.  The letter should close with when he is

available for an interview.

When

drafting his resume, Justin should include his educational

achievements, professional affiliations and awards and job history.  He should also include a summary of his

skills set, including soft skills. 

Justin should be prepared to answer questions regarding anything he puts

on his resume during an interview.

Business

Collocations: send a copy; send a message; great

skill; take your time; from scratch; good at; graduate from; in charge of;

write an email; write a letter; write a note; business people; good chance;

looks good/bad; send a letter; big mistake

Vocabulary: experience; explanation; knowledge; limit; message; mistake;

objective; sales; add; lengthen; send; separate; shorten; split; structure;

succeed; share; advantage; difference; disadvantage; guarantee; encourage

Areana

is a manager at a global software company looking for a senior level

professional to join her team. 

She

has created a shortlist of candidates she plans to interview.  She selects Justin as one potential candidate

after reviewing his cover letter and resume.  Given his prior experience and stated skills

set, she feels he may be a good fit.  Areana

will review and explain the job description during the interview process.  She will also be prepared to discuss certain

aspects of the company, including the company’s mission statement, product

lines and customer base.  She will

provide specific position details, including the salary, benefits package and

any extra incentives. 

Areana

plans to choose a candidate who is open, honest, a good communicator and

experienced.  Therefore, she asks “Why should I hire you?” searching for

the best answer, and allowing Justin to explain why he is a strong

candidate.  She will also administer a

brief quiz to test his knowledge.  In

turn, Justin will need to make sure he thoroughly researches the company and

position, and is prepared to discuss the skills he brings to the table.

Business

Collocations: conference room; benefits package;

employee benefits; stock options; invest money; invest resources; invest time;

accept a job; sign a contract; accept an offer; accept a position; join an

organization; make a decision; make an offer; change one’s mind; get excited;

go well; smile at; high/low risk; high/low salary; honest answer; straight

answer; strong belief; strong feeling; strong opinion; stiff competition; wise

choice; honest answer; daily commute; daily routine; business plan; age

discrimination; take a test/quiz

Vocabulary: commission; comparison; competition; competitor;

confirmation; decision; feedback; goal; goods; growth; offer; opinion; option;

promotion; possibility; salary; schedule; stock; success; signature;

suggestion; apology; accept; confirm; reply; resign; respond; return

At

the advice of Areana, Justin schedules an internal meeting to discuss the

launch of a new software product and its associated marketing campaign.  Acting as the chairperson for this meeting,

he will collect relevant information from Areana, use this to create an agenda

and a presentation, then contact everyone who must attend.  Both Areana and Justin ultimately facilitate

the meeting, deciding to contact a large-scale retail store.

Business

Collocations: conference

call; call attention; cancel a meeting; chair a meeting; develop a strategy;

exchange ideas; raise questions; reach an agreement; reach a consensus; reach a

decision; do well; do your best; do your duty; do your part; do your share;

participate in

on a committee; take part in; have an appointment; have an argument; have a

conversation; have a meeting; have problems; have a talk; have time; have

trouble; take notes; advertising campaign; brand awareness; brand identity;

brand name; brand recognition; break into a market; competitive advantage

Vocabulary: reminder; agenda; department;

distribution; count; mention; organize; remind; suggest

Justin

will be calling a manager at a large-scale retail store with which he is hoping

to do business in his new position.  He

will have a conversation with a representative named David, advising him how

his company’s IT software would benefit the company.  But, first, he must go through the steps of

actually connecting directly with this individual.  He speaks to the gatekeeper (the company’s

receptionist) first and eventually is transferred to schedule an in-person

appointment.

Business

Collocations: perfect example; positive attitude;

top priority; customer satisfaction; customer service; product line; on the phone; make a telephone call; get

started; get used to; accept a meeting request; make an appointment

Vocabulary: customer; creditor; debt; debtor; advise;complain; maintain; manage; sell

Justin

and Areana deliver a presentation of their new product to David.  They discuss the purpose of the presentation,

outline their findings, and ask for input. 

David asks questions, which the two answer effectively.  Eventually, David decides to introduce their

product line.

Business

Collocations: gain knowledge; gain experience;

launch a product; present a problem; raise awareness; get the message;

get motivated; in depth; in great detail; product launch

Vocabulary: report; responsibility; result; rise; risk; brand; budget;

deficit; comparison; delivery; improvement; loss; margin; market; target;

develop; dispatch; distribute; fix; improve; Increase;

inform; install; invest; measure; plan; present; promote; provide; purchase;

raise; reach; receive;

rise

David

gives Justin a call after the new product is implemented, because it has a

serious problem.  Justin tries to explain

and solve the program using his negotiation skills.  In the end, he is able to problem solve and

diffuse the tense situation.

Business

Collocations: apply pressure; sales team; boost

confidence; build trust; cancel an order; close a deal; cut costs; fix a

problem; gain ground; reach a compromise; save money; save time; do business;

do a favor; do good/bad; do research; agree on something; agree with someone;

aware of; believe in; in control

Vocabulary: equipment; estimate; goods; inventory; invoice; reduction;

repairs; output; supply; support; wholesaler; afford; approve; authorize;

avoid; borrow; convince; build; buy; calculate; cancel; change; choose; decide;

decrease; deliver; discount; establish; exchange; lend; lower; owe; pay;

prevent; process; produce; promise; reduce; refuse; reject; accept

responsibility; make a complaint; get angry; argue about something; argue with

someone; by accident; cause of; trouble with 

Areana conducts an annual performance review for

Justin using Key Performance Indicators (KPI). 

For the most part, she is pleased with Justin’s performance.  They discuss what he’s done well, what he’ll

need to improve upon and exchange ideas regarding future performance goals.

Business

Collocations: business partner; cost reduction; performance review; sales

figures; time management; accept responsibility; admit fault; admit a mistake;

measure progress; meet criteria; meet a deadline; provide assistance; provide support;

make an attempt; make a change; make a choice; make a difference; make an

effort; make progress; take responsibility; responsible for; trouble with; rely

on; immediate impact; make a mistake; satisfied with; admit fault; take

responsibility; by mistake; customer base; mission statement

Vocabulary: permission; costs; participate;

order; obtain

Justin

and Areana plan to travel together from the U.S. to their company’s

headquarters in Germany to attend an annual meeting.  They will interact frequently in order to

schedule the transportation and accommodations. 

Justin ultimately books their flight and hotel rooms online. 

The

two then travel together, with continued discussions at the airport, including

a conversation Justin must have with a customs official.  Finally, they make it to Germany and Justin

speaks with a hotel receptionist to check into their hotel. 

Business

Collocations: on a list; on a plane/bus/train; on

a team; business trip; company policy; go home; go ahead; go home; go to

work; plan for; in a car/taxi; heavy traffic; in a group;

in advance; in charge

Vocabulary: transport; pack; penalty; invoice

Justin

and Areana will be representing their team at the annual conference.  They will network with other industry

professionals, discussing their company, products, and positions.  They will also discuss properly submitting

documentation for reimbursement at the conclusion of the trip, including all

transportation, hotel, shopping and dining receipts.

Justin

and Areana meet with Sarah who is the director at the headquarters during the

conference and report their progress. 

She is pleased and gives Areana an award for excellent salesmanship.

Business

Collocations: restrictions on; pay for

(something); get permission; have coffee/tea; have breakfast/lunch/dinner; have

work

Vocabulary: purchase; refund; authorization;

bill; retailer; fund; remove; order; payment; charge; check