2/1/2018

Course Tutor: Jane Tsoi BUSI3005 Session 3 - Semester 2 (2017-18)

Session 3 Agenda
1. Pitch Presentation Assignment
 Assessment Brief & Rubrics
 How Do I Submit My Pitch Idea via Moodle?

2. Pitch Presentation Video Analysis

3. Coming Up With a Workable Pitch Idea

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Pitch Presentation Assignment Brief

(totalling 30% of course grade)

See Pitch Presentation Brief & Rubrics document

on your Moodle BUSI3005 site
under the topic “Pitch Presentation” (at the bottom of the site)

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Pitch Presentation Assignment Milestones (S2)

(totalling 30% of course grade)

1% of
Step 1

11.59pm on Thur 8 February:

course
grade Submit pitch idea

After receiving intern’s go-ahead:

Step 2

Start working on pitch video & script

4% of
Step 3

course
8.30am on Fri 9 March:
grade Submit pitch video & script
25% of
Step 4

course
Fri 13 Apr / Fri 20 Apr:
grade Deliver final pitch

The Pitch Presentation

Self-development Process
Checkpoints to help you with your self-development
 Before Session 4:
Submit elevator pitch idea
Continuous
 Before Session 6: self-
Submit elevator pitch video and script regulation,
and self-
 Session 8: reflection on
Receive written feedback on your video and script ways you
can improve
 Weeks of Sessions 8-9: your own
Have the opportunity for face-to-face consultation performance
to talk through the written feedback received or
specific questions you have

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See “Pitch Presentation” section of the BUSI3005 Moodle site

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BUSI3005 Pitch Video Analysis

1. What is the HKHE subsidiary / its line of business?
2. What is the business idea being proposed? (name and
function)
3. What is the strategic objective being addressed (= what does the
company want to do so as to achieve its vision of becoming the
market leader in Hong Kong)? In what way does the proposed
idea meet this strategic objective?
4. In what way does the presenter think the idea will be profitable
for this business?
5. Who is the target audience of this idea? What need does this
idea meet?
6. Does the presenter apply any persuasive techniques to
convince you to approve his idea (logical appeal, emotional
appeal, use powerful & vivid language, address audience
objections)? 9

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Pitch Tips (Reminder)

1. Do you understand who you’re dealing with?
2. Why should they care about your idea?
3. What are their pain points?
4. Have you highlighted the business opportunity?
5. Have you convinced with data to make your argument
objective?

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Which (Non-digital) Pitch Idea is the Most Well

Thought Through & Why?
Idea/Topic 1
 Tour guide service in 3 different European
languages and providing tour guide courses

Idea/Topic 2
 A new customer service strategy to enhance
pre-sales and after-sales service of HKHE’s
“Super Home” home appliances business

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Which Idea Seems More Workable & Why?

Idea/Topic 1
Tour guide service in different European languages and providing tour guide
courses

Possible questions raised in a Director’s mind:

1. How does this align with HKHE’s current business strategy?
2. Is there a genuine market need/demand for this service?
3. Who are the target customers? Is there any evidence of a large enough
potential market for this service to “ensure” profitability?
4. Where, how and when will this service be implemented?
5. Do we already have the resources/capabilities in-house to launch this idea?
6. How much will it cost?
7. What are the potential returns?
8. What are potential risks/barriers to implementation? Can they be overcome?
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Which Idea Seems More Workable & Why?

Idea/Topic 2
A new customer service strategy to enhance pre-sales and after-sales service
of HKHE’s “Super Home” home appliances business

Possible thoughts/questions raised in a Director’s mind:

1. Seems to align with HKHE’s current business strategy
2. Value proposition quite clear (enhancing existing home appliances service;
strengthening customer retention / reducing customer attrition – particularly likely
to be approved if any of these goals is one of HKHE’s current strategic
imperatives)
3. Target customers easily identified (could further focus on specific customer
segment as appropriate e.g. a preferential service for high net-worth customers)
4. Location of new service clear (business line = home appliances)
5. Where, how and when will this strategy be implemented?
6. Do we already have the resources/capabilities in-house to launch this idea?
7. How much will it cost?
8. What are the potential returns?
9. What are potential risks/barriers to implementation? Can they be overcome? 14

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Which Idea Seems More Workable and Why?

 If your idea raises more questions than answers in a Director’s mind, you
will likely have a harder time convincing him/her to approve your idea
within 4 minutes.

 Unusual or large-scale ideas will raise more questions and so are harder
to present in 4 minutes. If you want to go with an unusual idea anyway, it
is up to you. After all, many industries are increasingly experiencing
disruption from competitors operating unconventional business models
(e.g. Uber taxi service)

 To take a less high-risk approach, you could fine-tune/revise your choice

of idea to one that would likely meet less immediate resistance / be more
immediately appealing to the Directors

 Either way, you will be graded on your ability to make your idea sound
convincing and workable

 Use the 100-word limit on your description wisely to answer as many

Director’s questions as possible (but do NOT write more than 100 words).
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Pacman

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Sample Pitch Idea

Pacman is a classic computer game from the
1980s. For a long time his popularity has waned,
but recent consumer surveys show the market is
ready to be Pacman fans again, and HKHE's
Gameworld subsidiary is ready to buy the rights
to the Pacman brandname. This new product is
Pacman Returns
expected to become a key contributor to
(video game) Gameworld's 2016-18 strategic plan to grow its
customer base in Hong Kong. Our preliminary
studies suggest that Pacman, an easy-to-learn,
easy-to-operate game, will flourish in both the
mainstream and elderly gamer markets.
(88 words)

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Pitch Idea 2 – Strong or Weak?

An on-line community to change the

Kill the CEO
HKHE style of management….

Very risky pitch title (remember who your audience is).

Risky idea (remember you are pitching to the most
senior managers in the company – can you be sure they
are open to changing the management style?). 19

Pitch Idea 3 – Strong or Weak?

Cooperating with Henn-na Hotel ("Strange

Hotel" in English) which launched a hotel
Robot Hotel runs by robots in Japan, to establish a
robot hotel in Hong Kong.

A bit dubious at first sight. Why would HKHE want to

invest in this idea? How would it fit with HKHE strategy?
Why would people want to live in a hotel staffed only by
robots? Why would Henn-na Hotel want to cooperate
with HKHE? Provide references to give your work
credibility and to pre-empt plagiarism concerns!
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Grading of Pitch Ideas (1% of course grade)

1 mark for complete submission via Moodle by the deadline;
0.5 marks deduction if submit via Moodle by deadline but key
information is missing; 0 marks for non-submission or plagiarism

When preparing this submission:

1. Make careful effort to think through your idea before submission,
and show this in your submission

2. Show you have applied what you have learnt in class about
identifying good business ideas

3. Show you have researched your idea using credible sources by

referencing your sources of information used (Plagiarism will be
penalized)

4. Write in grammatically accurate business English and proof-read

your work before submission

5. Type your submission directly into Moodle (copying from another

source may cause technical problems) 21

Prioritised, well-organized content!

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Pitch Presentation Content Tip

Remember a strong pitch has:

 A strong start (“hook” your audience)

 A strong body

 A strong close

 Key ideas that stand out clearly to the audience

i.e. don’t neglect the start and close of your pitch, and
practise good organization of your ideas!

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Preparing your Whole Pitch

 Anticipate your audience's (the directors’) interests, concerns,
objections, and address them in your pitch

 Prioritise & clearly organize your content

 What content will add most credibility/appeal to your presentation?

 What content can you take out/make more concise to make room for
important ideas?

 Use persuasive techniques learnt in session 2 to make your

presentation sound more convincing

 Practice, practice, practice

 For your session 6 submission, record and review your

presentation. Look for and try out improvement opportunities as
you record your video
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Students Who Have Come Up

With Workable Business Ideas
 UK
 https://www.theguardian.com/education/2016/apr/04/entrepreneurial-students-starting-
businesses-at-university-lifestyle-niggle

How did these students come up with their business ideas?

Nafisa Bakkar Dhruvin Patel Andrew Norton

https://www.amaliah.co.uk/ https://www.ocushield.com/
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Students Who Have Come Up

With Workable Business Ideas
 Hong Kong
 http://www.scmp.com/lifestyle/technology/innovation/
article/1735913/could-tiny-fish-be-answer-chinas-
food-safety-woes
 http://www.cpjobs.com/hk/article/team-basks-glow-
triumph

Eric Chen
Forbes Asia “30 under 30” Winner (2016)
http://www.vitargent.com

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Some More (Startup) Pitch

Examples from Youtube
 Katie Sunday, winner of the 2011 University of
Dayton Business Plan Elevator Pitch Competition
http://www.youtube.com/watch?v=dqIEE-g_-Uc&feature=related

 Genevieve Catalano, winner of the 2011-12

University of Dayton Business Plan Elevator Pitch
Competition
http://www.youtube.com/watch?v=r_Dgsf4iiZg&feature=relmfu

Note that these are startup pitches. They are therefore much shorter than your
BUSI3005 pitch, and are slightly different in terms of content and tone. With a
startup pitch, one can be much more sales-like in tone. With BUSI3005, remember
to be respectful of your audience, and to give sufficient evidence to convince that
your idea will be workable in practice.

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Assessment Preparation Work

Submit one pitch topic/idea via Moodle.

First come, first served.

S2 Topic submission deadline:

this coming Thur 8 Feb at 11.59pm

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