Description of business - project ideas. How to make a financial budget. Types of goods and services

Claudio Fernandez-Araos; per. I. Yushchenko Chapter from the book "Surround Yourself with the Best"
Publishing house "Mann, Ivanov and Ferber"

Context

Like the explanation itself, the context should be written in simple and understandable language. It is an important part of an explanation that makes an idea, fact, or story clearer and more useful. Like the illustration at the beginning of this chapter, I regard context as a fundamental element of explanation. It brings people and ideas together. Used correctly, it brings ideas to life and allows them to be used in new ways. Unfortunately, context is often limited or forgotten altogether. This makes our ideas seem like jokes to a small circle of insiders, where the climax requires a preliminary clarification.

As an example, I will give the following situation: imagine that you are meeting with friends for a beer. When you arrive, you find them talking. Not wanting to interrupt, you sit quietly and listen. In a few minutes you get some information. They talk about sports, they say the names Chelsea and Arsenal, and it makes you think they are talking about the football teams of the English Premier League.

Then you hear other names: Barcelona, \u200b\u200bJuventus. This clarifies the picture a little, but you cannot enter into a conversation. The problem is you don't know the context. The keywords you hear have no base, they are drowned in your consciousness, which is struggling to find some meaning in it.

At this point, your friend turns to you and says: “Oh, sorry, we're talking about the UEFA Champions League, which brings together the best teams in Europe. Now we were discussing the English teams and how they perform. "

Everything falls into place. A couple of your friend's sentences created a foundation built on context. With this foundation, you are able to associate keywords in your mind, they no longer blur in your mind. Now you are listening with great interest and are not afraid to enter the conversation.

This simple example demonstrates another important topic of the book - the meaning of context. Our ideas can be helpful and informative, but without context they are limited. If they exist without a foundation or without connection with other ideas, they become isolated, which reduces their potential.

You've probably heard the saying: "He doesn't see the forest behind the trees." This means that you are overly focused on details, do not see the big picture - and is directly related to the role of context in the explanation. Trees are good, they can help a lot, but information about the forest makes them useful.

In the previous history, the names of the teams are trees, good clues, but they become understandable only when we see the whole forest (the performance of the English teams in the Champions League).

The problem is that when we present ideas, we neglect the context and rarely use it. There are solid trees inside the bubble, no context needed - everyone knows the forest.

But when we get out of the bubble, everything changes. To make our ideas clearer, we need to focus on the forest. As my friend Tony O Driscoll said, "Content is king and context is kingdom."

Let's take a look at a story in which big ideas come true.

Forest and then trees

After leaving school, Angela changed several jobs and was ready for something new. She was a cashier, a barista, and even a florist, and acquired many valuable skills. But now she wants to make a career. After discussing this with friends and family, she decided she could get into accounting. She loves to work with numbers, she is very attentive - these are good qualities for such a profession. But, unfortunately, she has absolutely no experience as an accountant. Although she has had time to work in different places, she never dealt with finances.

In the local newspaper, Angela saw advertisements for courses in accountants, which seemed to her a good reason to take the first step. On the day of the seminar, she was very positive.

The instructor rushed into the classroom, tossing his coat and bag at the front desk. Angela thought he really looked like an accountant, though she couldn't explain why. His name was Mr. Tidwell and he introduced himself as a long-time accountant and teacher of accounting... Angela sighed and opened the book at the instructor's request.

However, within an hour, her optimism began to melt. Although Tidwell was a good accountant and teacher, he used terms that were unfamiliar to her: credit, debit, income, and expense.

At first it seemed that she would cope with it, in the end she could remember these definitions and correctly indicate them in the test problem. But she lacked confidence. She didn't know if she could apply this knowledge in practice. Worst of all, her fellow practitioners seemed to understand everything without difficulty. They nodded and took notes behind Tidwell.

As time went on, it became increasingly difficult to rely on memory. What is depreciation, debit or credit? The faster the information arrived, the harder it was to keep up. When it came to financial reporting, she started to panic. How do people understand this, how is it all connected? Is it an accountant's job to understand how it all works? Angela was stunned and disappointed. She eventually decided that she was not smart enough to become an accountant.

One evening, over an evening cocktail, she told a friend about this incident, who listened sympathetically to her. Since her friend studied accounting in college, she knew that it was a difficult subject, which had to be carefully studied to make everything fall into place, and she saw that Angela did not understand it. She invited her to try again and sign up for other courses, with another teacher. Encouraged, Angela decided to do so.

A few weeks later, she entered an already familiar audience, hoping for better results. Much to her surprise, the new teacher looked like she was Tidwell's sister. But fortunately, Ms. Stowe turned out to be very different.

After a short presentation of her own impressive achievements, she asked the audience to share their experience in business. Several people shared previous jobs, and Stowe used these examples to explain how to start a business. In the first few hours, Angela never heard the word debit. Instead, she learned about the basics of business. Stowe talked about what it takes to survive. She explained how money flows through companies, what must happen to make a profit, and how profit makes a business successful. Although Angela has worked in business all her life, she never thought about it from this position.

This seminar was fundamentally different from Tidwell's lecture. Angela returned home inspired. She didn't learn anything about accounting, but she got a basic understanding of how companies manage money and why it is necessary.

Within a few days, Stowe introduced the same concepts as Tidwell, but in a different way. She presented debit and credit in the context of business management. Angela's head cleared, now she didn't have to memorize all the time. It became clear how money flows through companies and how the accounting department controls it. Of course, office supplies are an expense, the girl thought. Now she understood the meaning.

Within a few weeks Angela successfully completed the course. She was not yet ready to become a professional accountant, but she already owned the tools and could confidently take the next step.

You are probably familiar with similar stories. You may have happened to walk into a class or a presentation and feel confused listening to the teacher pouring in ideas without even thinking of creating a context that connects them to the foundation. For Angela, such ideas turned out to be debit and credit, for others it could be product characteristics without information about its purpose or obtaining business data without understanding. overall strategy companies.

Tidwell's approach was unfortunate for Angela because he focused only on trees. Debit and credit are important, but he never associated them with the forest.

But Stowe started from the forest. She took the time to paint the big picture, that is, the world in which the accountant works. This gave Angela a context for understanding trees - debit and credit - and why they are needed.

One way to understand Angela's story is with an explanation scale. Since she started at end A, she needed wood. But when she got a general idea, she was more prepared for trees.

Another way to link the context and the scale of explanations is that the explanations answer the questions of how and why. Angela first needed to understand why, but as she moved up the scale, how became more important to her.

We can show this progression on a scale and see that as the chart progresses, the balance between how and why changes sequentially.

Solving the context problem

The ability to effectively use context in an explanation is based on understanding the level of knowledge of the audience, but it happens that it has a heterogeneous background. Those teachers who have a clear idea of \u200b\u200bwhat their students know and what they don’t know are in an advantageous position. But, speaking at a conference, you know almost nothing about your audience. At best, the organizers will give you superficial information about the participants and their interests. So you have to solve the problem. To do this, it is helpful to answer the following questions:

How do you determine the right amount of context?
How do you assess the level of knowledge of the listeners?
How to impress professionals and beginners at the same time?

Another story will help us answer these questions.

Beginners, then experts: Paolo and his presentation at the conference

Paolo is very smart. Several years ago he graduated from one of the best universities with a degree in Computer Science. Since then, he has been engaged in research in the field of genetics, where powerful computers are increasingly used.

Paolo's friends know him as a friendly, sincere person, but sometimes his mind prevents him from conducting an equal dialogue. He is able to dismiss the mental abilities of the interlocutors and not even notice it.

During the past year Paolo has been working on a project that could be a great achievement in his field. After the publication of the first results, he received a number of invitations to present his work at conferences. Despite the fact that he has the skill of giving presentations, he, like many, has stage fright. He is completely confident in his project, but knows that it is difficult for him to explain. People with different levels of knowledge come to the conference, including experts. As a young specialist Paolo is interested in showing himself and his project from the best side.

In preparation for his first performance, Paolo learned that the university where he was invited is known for its innovative research in genetics. Therefore, he decided to conduct his presentation in a language that genetic scientists can understand. Paolo launched the first slide and immersed himself in complex scientific problems, assuming that his level of knowledge corresponds to the preparedness of the audience. He referred to influential articles, important discoveries, and used acronyms. In his opinion, he managed to communicate as much information as possible in the allotted time. He smiled proudly, confident that the audience was amazed at the depth of his knowledge.

Paolo felt great throughout the presentation, spoke fluently and the audience seemed to be listening intently. At the end of his speech, he left some time to answer questions.

The first question was completely unexpected: the young man asked about the role of computers in genetics. Paolo was dumbfounded. After all, this was the essence of the presentation! How could a person working at such a prestigious university miss the main point of his speech? He answered the question, but was confused.

At the end of the conference, Paolo mingled with a group of other speakers, many of whom were his colleagues. Those with whom he managed to talk, including the real luminaries of science, confirmed that his work made a great impression. They understood all the subtleties of his research, and they were encouraged. Paolo was delighted. His presentation was liked by those whom he respected.

If Paolo plans to make a career through his project, then he needs to make sure that he inspires people. But how can you explain the work in a way that engages experts and non-specialists alike?

Paolo asked this question to many and met with a consultant who helped him to take a different look at the presentation. They discussed how he prepared for the performance and how he perceived the audience. It became clear: Paolo focused his main attention on the experts. His main task is to become an expert in his field, so he considers every performance as a chance to demonstrate his knowledge. Since he is passionate about research, spends a lot of time on them, he got the impression that the audience has the same level of knowledge as himself, that they are in the same bubble. In addition, he feels that he will damage his career if he speaks on general topics, so he decided to enhance the impression with details.

But he realized all this only after he analyzed his speech with a consultant. Now it became clear to him: his speech was not clear to most of the listeners, and the young man who asked the question, like many others, did not understand the essence of the matter.

This means that he must change something, a new approach must be found. To do this, the consultant recommended Paolo to do a couple of mental exercises that will help him look at the presentation in a new way.

He proposed to imagine the following situation: there are ten people in the room, two of them are not attracted by this topic, six people listen with interest, but they lack knowledge, and two more are experts.

Paolo's goal was to gain understanding from everyone in the audience within an hour. It seemed to him a very difficult task, because he could make a bad impression on the experts - his main listeners. However, after doing the exercise, he realized that it was not necessary.

The consultant then suggested that Paolo think of the presentation in terms of its value, such as the price of a negative experience. Every time his performance does not meet the needs of the audience, he will have to pay a certain amount. He offered Paolo the following formulation: all his words have a certain price. If the information is too complex, then its value is small, but when multiplied by eight people, he still gets some amount. But if the information turns out to be oversimplified, then the experts will cost him dearly. So it all comes down to a balance issue. How to proceed?

In retrospect, Paolo realized that he wanted to impress the experts the most. And he had to pay dearly for this - the bulk of the audience left without understanding anything. He made a negative impression on the newcomers. No, the cost of this approach is too high.

And then it dawned on him. When he was a student, he sometimes studied the same topics in different subjects. But it was interesting: different professors looked at the same ideas from different points of view, and in most cases, repeating what he already understood just confirmed his own thoughts. Anyway, repetition is the mother of learning!

He reviewed the issue with experts from a cost perspective. There is nothing wrong with repeating the common knowledge. Would experts think worse of him if he spends some of his time explaining the ideas behind his work? Most likely no. As the consultant explained, the cost of creating a context is low because it doesn't create a negative experience for anyone - it just confirms knowledge and helps to feel confident. Context is inexpensive but highly profitable.

Paolo realized how much he underestimated the repetition of the basics and the desire to help those who wanted to improve their level. Realizing the mistake, he decided not to repeat it.

At the next presentation, he started from scratch. Asked those present to raise their hands if they do not understand any term on the screen. Several people did so, but they ended up at different ends of the hall and there were fewer of them than he expected. This allowed him to adjust his view of the audience. He simplified the text of his speech somewhat and focused the audience's attention on how his work fits into international research, what he hopes to achieve and who it might influence. Paolo spoke simple language and gave clear examples to everyone. Having spent some of the time describing his work as a whole, he at first slightly, and then more and more delved into the details. He did not expect that all listeners would understand him, but created conditions for people to become interested and want to know more. He himself enjoyed his second talk and answered numerous questions that showed that the audience had internalized the main ideas.

This time colleagues congratulated Paolo from the bottom of his heart on a successful presentation. But more importantly, they praised him for his ability to interest the audience and convey the significance of the work done to everyone in the audience. He has accomplished more than he expected.

In this example, we can clearly see how the right context matters. Paolo was able to make sure that the time spent on the context was not wasted. The context allowed him to raise the level of knowledge of most of the audience without compromising his own authority among colleagues.

Context in explanation: we all agree

Effective use of context is one of the most powerful skills of an explainer because it can engage people, show value, and impress. In most cases, writing context boils down to a few declarative statements. These may be ideas that do not require proof and are understandable to most of the listeners. Their job is to create a sense of agreement. By setting it at the beginning of the talk, we ensure that the listeners feel confident and that the explanation moves in a direction that is easy for them to understand.

For example, a product manager of a high-tech company might start his talk to management with a few statements that set the direction of the message and explain the forest. These statements will create the feeling that all the information offered is correct, that is, that the group will definitely agree with everything. These can be the following statements:

Such statements engage listeners and serve important functions:

• Create a starting point for discussion.
• Give direction to the performance.
• They inspire the listeners with confidence that the speech is talking about things that are clear and interesting to them.
• Explain the forest.

It is at this stage that the speaker can present his possibilities and ideas within the framework of more general topics. That is, the explanation receives a foundation, the essence of which is clear to everyone. As my business consultant friend Boris Mann said about marketing calls, "you try to get everyone to nod their heads."

We use this approach in Common Craft videos. Although they are only three minutes long, we take the time to create context, usually through such declarative statements.

A good example is our video explaining what the securities market is.

In this film, we build on the premise that stock markets only make sense in context. specific type business, public companies. For the explanation to be effective, the forest had to be said first. We knew that the viewer needed to see the stock markets in the context of more general topics. Our video begins by explaining the differences between public and private companies:

The numbers we see every day can give us important information about the economy, but where do they come from and what do they mean? This is "Stock Markets in Good English".

Let's start by talking about companies. There are two main types of companies. The first is private companies. They are private property. This means that they are not available to everyone. They are usually small to medium in size and vary widely, from street bakeries to local trucking organizations. Usually such companies are owned by one person or a small group of people. Since ownership is limited, we will not dwell on this topic.

Let's focus on companies that can be owned by anyone. These are the so-called public companies. This is how they work.

By starting the explanation by looking at the basic structures of a business, we can frame the idea of \u200b\u200bthe stock market within the broader theme of the existence of public and private companies. Only by clarifying this difference can you ensure that people gain a comprehensive understanding of the stock markets. The forest of business types helps to understand the meaning of the stock market trees.

Context and despair

Usually the plot of a story includes the following basic elements: the hero is striving for something or in need of something. He is desperate that he does not have it, and must overcome the obstacle in order to get what he wants. Ultimately he succeeds.

In Common Craft, we use this storyline a lot using the following expressions:

• Meet Bob, he has problems and is desperate.
• He finds a solution and tries to use it.
• Now he is happy.
• Don't you want to feel like Bob?

This structure is appropriate for storytelling as it touches on basic human emotions.

We all know the feeling of despair when we cannot have what we strive for. It doesn't matter if it's about a friend, an experience, or a product. We are also familiar with the feeling of satisfaction when we overcome an obstacle.

These ideas apply to explanations, in particular to create context in them. For example, the context is very convincing, which concerns not so much the world as a whole, but how it affects people and causes them a sense of despair. Then the context becomes a person's feelings - this has a very strong impact.

Example: Google Docs

One of our first orders was a video for the Google Docs program, which allows you to create documents using the site, and not software computer. To write these words, I also used Google Docs.

It turned out to be difficult to create this video, not because of the properties of Google Docs, but because it required a complete change in the way people think about how to use computers to create documents. Since computers have become a familiar attribute of our everyday life, users usually use Microsoft Word to write letters and create documents.

The document was usually on the computer. To send it, they attached it to an e-mail (made an attachment). This is a familiar pattern of thinking, and few people have thought of creating an alternative way to attach to emails.

But Google Docs appeared to perform the same tasks. You can create a blank document and write whatever you want on it. Use bold, italic, and underline, the tools most people use and are found in all programs. But since Google Docs is web-based software, it has new possibilities.

In writing the script for this explanation, we found that the details were secondary. The first priority was to create context and demonstrate how the model in the home computer creates despair. Starting with a story about how a person sends attachments, and describing the inconveniences that come with it, we created the conditions under which the viewer identifies with the hero. We wanted people to say, "I know this feeling!"

Below is a transcript of the first part of the video:

Home is where we store the things we need. This is a lawn mower, a coffee pot, and everything we need for life. And in this, our documents are similar to these things. For years they have lived in our computers. Each person has his own computer storage of documents. Whenever a document needs to be sent, we attach it to an email and email it to a friend or colleague.

Therein lies the problem: when you attach a document to an email, copies are created. Count: if you sent an attachment to three recipients, then this document will exist in four different places. But there's a better way, which means we can say goodbye to messy email attachments.

As you can see, we have built a context based on two ideas:

1. Computers are at home for your documents.
2. Your current paperwork house creates problems and despair.

Our goal was to show in the first part of the video that the familiar method creates problems. This context allowed us to move investment into the efficiency forest, which everyone understands. We wanted the viewer to say, "Of course, investment is a reason for despair, but I never thought I could do otherwise!"

Having achieved this goal, we can use the rest of the explanation to show how Google Docs creates an online warehouse that prevents the clutter and despair of attachments.

For the first time, products commonly kept at home now have a common place to create and edit, which can be accessed over the Internet from any computer. The problem has been resolved.

Sam is relieved. She no longer needs to fiddle with attachments and make multiple revisions, she can get rid of all this clutter and just edit, not create a document! In response to the next newsletter, she didn't send out any attachments and got the job done a week ahead of schedule!

To appreciate the power of this kind of explanation, try talking about Google Docs focusing only on facts, without mentioning the desperation of investing. So you can:

• create electronic documents is free;
• invite other users to view your documents online;
• store your documents on the Internet so that they are accessible from anywhere in the world.

The listed possibilities make it possible to understand what exactly the explanation does. These provisions are devoid of context and an answer to the main question of any explanation: why should I be interested in this? When used effectively, context helps us answer this question by creating a sense of agreement about the forest. Indeed, it is difficult to take care of trees until you see the forest.

On the scale of explanations

In Part II, at the end of each chapter describing one of the main elements of explanation, we will refer to the explanatory scale to show which point on the scale the chapter corresponds to. You need to understand that our example is about an unremarkable audience at the end of the A scale. But your real audience may be in the middle too.

As already mentioned, the left side of the scale is mainly focused on the question why or why do I need it? So it's a matter of agreement and context. Our goal here is to create confidence in the audience that the explanation applies to them. And of course it must be expressed in a way that can be understood. Thus, our first step consists of context and agreement.

Summary

When explaining, we too often forget about the powerful effect of context. Communication in professional jargon that helps win the respect of peers and experts can be harmful outside of our bubble. We must admit that people outside of his zone perceive our explanations differently. Creating a context means that we first talk about the forest, and only then move on to the trees. Because a well-written context allows you to see an idea from a new perspective and understand it better, it equates experts and newbies a bit.

We can now take it one step further towards effective explanation and consider stories that add an element of humanity to dry facts.

Connections

Hollywood filmmakers regularly face enormous difficulties explaining the films they want to make. To get a studio, they have to interest their project management. This is an important first step that a small group of people take. Studios receive an endless stream of proposals, so for your idea to be noticed, you need to properly interest the studio, that is, create the right connection, plus a little luck, and the film starts shooting.

So what should an aspiring director or screenwriter do? What approach should they take if they have the opportunity to present the idea for a film? How can the team explain the film to make the studio want to make it? While I am not claiming that I have experience with Hollywood, nor have I tried to interest them with my films, I understand that for an attempt to be successful, a good explanation is necessary. There is a popular tale about this topic that also illustrates one of the most important elements of explanation: making connections.

In the 1970s, a team of filmmakers worked out the idea for a film in which a formidable alien would act. Dan O "Bannon and Ron Chasette worked on the story and, like most filmmakers, needed a way to get the studio interested. They did it with three words:" jaw in space. "

The film "Jaws" directed by Steven Spielberg was released in 1975 and became a real hit. It was watched by millions of viewers, even those who did not know this story.

By including the word "jaws" in the title, O "Bannon and Chacette set the stage for their idea. Apparently it worked. Their film Alien, directed by Ridley Scott and starring Sigourney Weaver, won an Oscar. in 1979, he grossed over $ 100 million worldwide. Anyone who has seen this film understands that the phrase "jaw in space" was a good approach to the main idea of \u200b\u200bthe film.

Why did it work? Because O'Bannon and Shacette were able to connect their idea with what their audience already knew. The studio saw Jaws and used that knowledge to imagine that Alien was based on a robust idea. This is the main theme. of this chapter is to understand the role of linking ideas in an explanation.

Reuniting with a Long-Lost Uncle: Old vs. New

If you think about it, many new products are actually a modern approach to old problems. Groupon is a new approach to coupons. Netflix is \u200b\u200ba new approach to movie rentals. Google Docs is a new approach to electronic word processing. In all these cases, new products are built on a foundation that everyone understands. Hardly anyone needs to be told what a coupon, movie rental, or word processing is. And the existing knowledge is a great starting point for an explanation. When we associate an old, well-known idea with a new one, we create confidence in the audience that they can understand that idea too. Here's an example.

Let's imagine that your Uncle Jed recently emerged from the forest after living in a cave for 30 years. The modern world is a mystery to him, and he has many questions.

One of the biggest changes he witnessed was the advent of computers, and he began to study their work.

Jed is a smart man, but he was behind the times and did not use new technologies. Over the years in the cave, he missed out on knowledge about email and websites. But he is interested, he asks you to explain what e-mail is. You use daily email over the years, it has become a habit, second nature to you. But you've never had to explain it, because it's a familiar part of everyone you know's life. Jed is an exception.

You think for a few minutes and soon realize that you are mentally describing the details of the email: the address, the various services it provides, and even backend infrastructures such as POP3, IMAP, SMTP. But these details won't help Jed. These are trees, and he first of all needs to see the forest. To explain an email, you need to associate information about it with what he already knows. If he understands everything, then he will have an interest and he will want to know more.

And then an idea comes to your mind. Jed knows how regular mail works. He undoubtedly wrote letters and sent them by dropping them into the mailbox. More importantly, he knows what the point of mail is. This will serve as an excellent link for your explanations. If we draw an analogy with the previous example, then e-mail is, in fact, "letters through a computer." A thought so simple means that Jed will be able to relate the concept of email to regular mail, and that will be enough to make him feel like learning more.

In Common Craft, we often use the connection between old and new because it is so useful. But the comparison between old and new can be strengthened. If you take a closer look at Jed's story, you will realize that there is no element in it that could make this connection much more powerful. There is no despair here.

You described the mail without specifying the existing problems. You do not focus on how slow, inconvenient, expensive it is. And these are important points of explanation because they set the stage for discussion about which new method is better, etc. Jed has just come out of the cave, so he might not need to feel desperate at the thought of mail. But in most of these explanations, despair can be an important and useful element.

Notice how the following statements create context by building on the despair associated with the old ways. They are non-controversial and push for quick agreement.

Groupon. We all love getting discounts, but the idea of \u200b\u200bcoupons seems outdated. They tend to appear in newspapers and magazines and are good for things like shampoo and orange juice. However, when it comes time to use them, you have to stand in line at the store. But what about coupons for exotic travel or dinner at your favorite restaurant?

Netflix. Few people can afford to have a giant DVD library, so it makes sense to rent them. But your local movie rental shop is scarce and inconvenient. You have to drive to the rental shop and then it turns out they don't have the movie you dreamed of.

Google Docs. Have you noticed attachments in emails cause problems? When you send a document to three recipients, it means that there are four versions of the document and at the end of the project you will have to collect all this information.

These connections with the old way, presented in the form of despair, make the need for new solutions clear and understandable. For example, we made a video about podcasting, a new concept for many people. But instead of introducing podcasting as a new idea, we started our film by talking about what everyone understands - the radio.

Remember the good old days with TV and radio? Everyone gathered around and waited to be entertained. The shows were broadcast at a certain time, and if you didn’t make it home in time, you missed it - what a pity! The broadcasts were dissolved on the air. But everything is changing. This is Podcasting in Good English. Here's the general idea. With podcasting, show timing doesn't matter. When a new show comes out, podcasting gives you the option to download it and take it with you to watch or listen to later and usually for free. This makes the show personal and on-demand, which is different from broadcast. Podcasting creates a link between the site and the computer so that when new shows come out, you can easily watch them.

This approach allowed skeptical viewers to associate podcasting with what they already know and then explain why the old medium is far from perfect. After the broadcast, the broadcast disappears, this is undeniable. Having come to an agreement on this, we invite viewers to find out how podcasting solves this problem.

Building versus introducing a new one

The great thing about this type of relationship is that it builds on existing knowledge rather than introducing a completely new idea. Consider the movie example at the beginning of this chapter: The authors realized that Alien was influenced by Jaws and used this idea to interest the studio. Instead of introducing a completely new idea, they made a build based on existing knowledge. You did the same when explaining the email to Uncle Jed. "Jaws in Space". Letters using a computer. Connections make complex concepts easier.

Making connections is not a new idea, although they are often overlooked in the context of explanations. When we are asked to explain something, we can assume that the idea is new to the audience, and explain it precisely as innovation. This may lead us to tend to describe in detail instead of looking for a connection.

But this may not appeal to entrepreneurs who want their product to look innovative to potential customers. They strive to show that they have created a product that is unlike anything else. Although in fact, such products already exist. Most products live in a world of connections with similar ideas. Ignoring these connections can reduce the possibility of explaining a new product, since the new often serves as an analogy to something difficult to understand.

But making connections with similar ideas can lead people to make unflattering comparisons. For example, a CEO may not want to pair his new gadget with a Sony Walkman. (Imagine a headline in the Wall Street Journal that says, “CEO announces their new gadget looks like a Sony Walkman.”) The professional marketer would go berserk when you compare new service his company with a diner or fax. It is not uncommon for the marketing team and public relations department to try to avoid such comparisons. In the context of sales and marketing, getting the message across is often not the top priority.

But these connections can be useful in the context of an explanation, when you want to make ideas understandable, or are trying to show why they are needed, since they are based on the knowledge that people already have. If explanation is the goal, then the benefit of making ideas clear outweighs the potential cost of unflattering comparisons. As we'll see in Chapter 10, in order for an explanation to work for an audience, we sometimes have to sacrifice technical detail in favor of a higher level of understanding.

Let's say you're trying to explain cloud formation to a ten-year-old girl named Jasmine. Jasmine is a precocious child and is not afraid to ask questions. She came to you with her parents, you are sitting in the yard, and she suddenly asks: "How do the clouds appear?"

You smile, but your thoughts jump. You have two options: introduce new concepts or provide an explanation based on ideas that Jasmine already knows. Let's see how these approaches change your explanation.

Option 1. Explain clouds by introducing new concepts

With this approach, in order to understand what clouds are, Jasmine must have a basic understanding of evaporation, condensation and weather. You would need to introduce some new concepts:

• Clouds form when water evaporates in oceans, lakes and rivers.
• Clouds are made up of tiny droplets of water.
• Clouds are part of the atmosphere that surrounds the Earth.

Option 2. Explain clouds by creating links

With this approach, you will look for concepts that Jasmine already knows and use them as a foundation to introduce the general idea of \u200b\u200bcloud formation. Then the question arises: what does Jasmine already understand? what can be associated with the formation of clouds? And then you guess - water boiling. Jasmine undoubtedly saw the water boiled and watched the steam coming out of the kettle. Knowing this, you start at a level that makes her feel confident. You are asking:

[You] You saw the water boil, didn't you? What happens when the water heats up?
[Jasmine] Bubbles appear. [You] Yes, that's right. And when bubbles appear, steam starts to come out of the pan, did you see that?
[Jasmine] Yes. [You] When the water gets hot, it changes and some of it turns into droplets that are so small that they float in the air.
[Jasmine] What does this have to do with the clouds? [You] Well, the steam that rises is a little cloud. Instead of a pot of water, Earth has oceans, lakes and rivers. All this water slowly turns into tiny droplets that are lighter than air, and when there are many, clouds form in the sky. Look at this cloud - it is made up of tiny droplets, as small as those that rise from boiling water.

Which of the two options do you think works best for Jasmine? I consider option 2. By linking the clouds to what she already knows, we help her see the general idea and instill confidence from the beginning that she can understand it. Who knows, maybe this simple explanation will lead her to study meteorology.

Analogy

You may have noticed that almost everything we've discussed in this chapter is based on analogy, that is, comparing two ideas in order to emphasize the connection between them.

When two ideas are related, they are similar. In an explanation, using analogy is the key to making ideas easier to understand. We've already looked at a few examples:

• "Alien" is an analogue of "Jaws".
• Email is an analogue of regular mail.
• Clouds are analogous to steam over boiling water.

Before we get into the details, let's tackle one of the more vexing questions about analogy and something I've always struggled with: what is the difference between analogy, metaphor, and likeness. Here's my simplified version:

Analogies explain.

Metaphors and the like emphasize, emphasize.

In an explanation, analogy is an approach to solving a message problem. She often shows the connection between two ideas to clarify a question.

Underlining is your intention to connect.

Metaphors and similarities are different because they are figures of speech that link two dissimilar concepts to emphasize a certain aspect. Underlining is done using a specific word selection.

An example of a metaphor is the phrase "my class is a zoo." It is a metaphor because it compares two dissimilar things to better convey meaning. The class is not really a zoo, but it emphasizes the idea that the class is uncontrollable and the students are savages. In general, similarities work in much the same way, but with a word like: "My class is like a zoo." Again, underlining is done by word selection.

Metaphors and comparisons can appear in explanations, they are a way of formulating, that is, expressing in words. We are interested in analogy, since it is an explanation strategy and is suitable for connecting ideas.

Common Craft Videos

Connections have always been an important element in Common Craft videos.

Analogy is used as a connection in many videos, but not in all. Some videos are entirely based on analogy, in others the analogy method is a way to quickly get to the point.

For example, in 2011 we published a video explaining augmented reality, which was a new idea for most people. We chose this theme because augmented reality, appearing on smartphones and other devices, is becoming more common. The purpose of the video was to explain the general idea and how it might affect us in the future. However, before describing the future or how augmented reality is being used today, we wanted to add confidence to our viewers. To do this, we needed to associate it with something that people already understand.

In fact, augmented reality has been around for a long time, but few people noticed it. Nevertheless, most of us have seen how this is done in the movies. One example is the movie Terminator. In some scenes, we see the world through the eyes of this hero. In this case, the data layer is transferred to the visual world. This layer tells us about the information that the Terminator has, what he sees, and the data that helps him to identify the right people, that is, height and facial features.

Its reality is complemented by a layer of information.

Another example is the picture the pilot sees from the cockpit of a fighter jet. He sees real planes and at the same time additional data about their speed, altitude, location, etc. And this reality is also augmented.

It was the second example that we chose for communication in order to explain augmented reality to our viewers. Here is the script for the start of the video.

If you have ever seen a film about a fighter pilot, then you have seen the picture he observes from his cockpit. However, it is not enough for the pilot. He needs a layer of additional information that expands the picture of reality, adding additional useful points to it. Recently, the same layer has appeared on your smartphone. But instead of flight data, it contains information about the surrounding world. This is augmented reality.

You can see that the analogy allowed us to take advantage of what everyone knows and apply that knowledge to a new idea. In the explanation, we took the picture that the pilots see and turned it into something that can appear on the smartphone screen, but instead of flight data, the smartphone shows information about the world around it, which comes from the Internet.

On the scale of explanations

Using connections is another way to build confidence in people and reduce the cost of understanding a particular issue. Without communication, people on the left side of the scale can look at things like the cloud or augmented reality and see this:

Instead, we want viewers to understand: connection is just a stepping stone to understanding; a small step, such as a story, that they can take with confidence and for a low price.

Once again, I draw your attention to the fact that the elements "History" and "Link" are at the same level above the scale. This does not mean that they are in sequence; they can be used together or separately or at any time.

Summary

Using the example of how Jaws in Space was able to explain the idea of \u200b\u200bthe movie Alien, we saw that connections are one of the most valuable explanatory tools that make ideas easier to understand. They allow you to refer to concepts that people already know and use them as a basis for building. If we can use communication to create confidence among viewers that these ideas are easy to understand, then they will agree to take the next steps. This is the same as saying, “You know x, don't you? And y is like x, that's why ... "

We can now move on to more specific questions and consider a necessary and useful element of explanation - description.

Description

In the previous chapters, we discussed the elements of explanation that serve to introduce a new idea or to interpret it in a way that helps the audience see an idea in a new way. These elements - context, history and connection - are essential. They are especially useful when listeners are at the end of the A scale, where they help identify why an idea is needed and answer that question.

But some explanations are formulated for people on the opposite end of the scale, which means that the approach to explanation must be different. Let's remember a scale of explanations with a how / why curve.

As this curve shows, if a person is at the K level, then he would rather need an explanation that answers the question of why, not how. It is important for these people to understand what the idea is for. And a person at the R level, who already understands the general meaning of the idea, will probably need an explanation that answers the question how. Probably, understanding the main meaning, he needs more detailed information. Consider the case of Andre's team and their early adopters. They believe they are at the end of the Z. Therefore, for this audience, explanations should answer the question of how, not why.

For example, a group of mechanics who are learning to use new instrument, it is hardly worth explaining the importance of car repairs or talking about those who have already used this tool. Their level of understanding is close to the end of the scale and may be at U. Since they understand the general idea, they need an explanation that focuses on how.

Another example would be someone who bought a microwave oven. He knows why it is needed and why it makes sense to use it. He should be told how to get the most benefit from it.

It may seem that we are moving away from explanations to other forms of communication - recipes or instructions. This is only partially true. The explanation talks about principles, not rules. Here intention is more important than form.

It is almost impossible to clearly mark the beginning and end of an explanation. Even tactical instructions can be considered an explanation if they make an idea clearer.

There is just a slight modification of the question: instead of "why should I be interested in this?" the topic of "how can I use this?" is discussed.

As we will see, elements of explanation remain useful up to the end of the Z scale.

Explained browsers

We published this video in early 2012, and our subscribers called it "Common Craft Browsers Explained." During the preparation of the video, we realized that both it and its name would be different from the usual Common Craft product. Our previous films have demonstrated the introduction of new concepts such as search engine optimization. Specifically, our video explaining QR Codes was targeted at an audience at the end of the A scale.

But the topic of browsers is different. They are already widely used, installed by default on almost all new computers, and those who visit web pages use browsers. Therefore, we assumed that future viewers have already used browsers and are familiar with the basic concept. They didn't need an answer to the question why.

At first, we decided that their knowledge starts at level G. They did not need background information, they wanted to know how to get the most benefit. However, given the curse of knowledge and the experience of bad assumptions, we decided that we would place them at the E level and help us feel more confident about the browser as part of the software of each computer at the beginning of the video. So we started with the confidence-building connection. Here is an excerpt from the script.

When you use a computer, the software allows you to write letters, edit photos, and watch videos. The same thing happens when you connect your computer to the internet. The software makes it easy to find the pages you want. This program is called a browser.

Since the idea behind the browser is probably clear, we got down to the details - the steps you need to take to use the browser.

You open your browser with one click, and it connects you to the pages it finds using web addresses or URLs. You enter an address into the address bar or click on a link, and your browser finds the page you want.

Computers and mobile devices have default browsers, but you can download new ones for free and have more than one browser on your computer.

At this point, we have built a basic platform to help the audience feel confident. We introduced (or reviewed - it depends on the level of understanding of the individual) the idea that browsers are software that is automatically installed on computers in order to view sites.

Now is the time to think about how to give the viewer an idea of \u200b\u200bthe capabilities that the most common browsers have. Of course, as with other software, almost everything is done in several ways. The learning objective is to increase knowledge of how to find and use browser functions. Therefore, we spend some of the time describing the browser functions in order to later refer to them in a visual form.

But browsers can do a lot more. To explore the options available, we'll be using menus like this and quick links, which is achieved by pressing two keys at the same time.

This is another stepping stone to a complete explanation. Then it is required to show the specific tools that are required to obtain maximum benefit.

For example, it is difficult to keep track of important information among billions of long URL pages. The browser will help you, as it remembers the pages that you visited. If you have been there recently, then return by pressing the "Return" button, and if for a long time - using the "History" menu item. Also, to quickly return to any page, bookmark it.

The browser is somewhat similar to a car, it can be adapted for yourself. Only instead of new wheels and a stereo system, you add add-ons or extensions to the browser. You can download them from the website and paste them into your browser with one click. But even without extensions, your browser is capable of many functions.

For example, you need to open three sites at the same time to compare the start times of movies. Instead of opening three browsers, you can open three tabs in one window. Even if you already have several tabs open, it is possible to add new ones to them from the browser or using short access.

What would you do without searching? Fortunately, most browsers have a search box built in. Enter into it keywordand your browser will show the results.

In addition, the browser makes it easy to remember passwords. When you enter the password, he can remember it and use it on the next visit. But be careful: don't use this feature on shared computers - it's like giving a stranger the keys to your car.

And here's a wonderful shortcut. If you see a long list of travel data and you are only interested in Hawaii, your browser will be able to find it on the page. Just use the Find function using the edit menu or keyboard shortcut and that word will be highlighted throughout the page.

Finally, you need to update your browsers regularly. Do not hesitate and install updates when they are sent. This will allow you to search safely and hassle-free.

The browser is a window into the online world, and if you are familiar with its capabilities, then they will benefit you.

So we have explained browsers. Although we didn't introduce characters, tell a story, or establish a connection that would run like a red thread throughout the video, the principles of explanation were still valid here.

With a few sentences, we created context by establishing that we would discuss computer software. Used a short link to explain the idea of \u200b\u200bbrowser extensions by converting the idea of \u200b\u200btabs into a short story about movie start times. We then wrapped the idea into a reminder that the browser is a window to the online world. We still applied the principles of explanation, but the elements were more concise and used more accurately.

To make it even clearer, let's compare this explanation with the recipe.

Explanation is not a recipe

From time to time we are all addicted to recipes - I mean not only culinary ones. Whether it's baking a cake, changing a tire or installing software, recipes (instructions) tell you exactly what to do to get the desired result. All actions are checked and documented. In these cases, no extraneous information is required, because the recipes are designed in such a way that anyone can use them, regardless of their level of knowledge.

They are designed to exist without context.

Let's take a look at our browser example from a recipe perspective. We could choose the following option:

Ingredients

• Computer with browser.
• Internet connection.

Browser use

• Start your computer, open your browser program.
• To visit the site, enter the URL in the address bar.
• Open the bookmark menu in the toolbar, put a bookmark on the current site.
• For more features, visit the browser website and download the extensions.
• Click File - New Tab to open new tabs in one browser window.

I think you got what you want.

Is the recipe for using a browser effective? Yes, and its clarity may be preferred by some. But it lacks elements that reinforce the usefulness of the explanation — the packaging of ideas and the answer to the question why. The explainer video doesn't just tell you how to open tabs, it explains why you should. This is not just a story about how to use the Find function - it offers examples when you might need it.

What if the recipes worked differently?

Pick up any cookbook - you will see beautifully designed recipes for amazing dishes. Each ingredient, quantity, and step is presented in an easy-to-read and logical form. For example, a bread recipe will likely require the use of baking powder, while a beer recipe will likely require hops. If you follow the recipe exactly, you will get the expected result.

What if you know why the recipe includes these particular ingredients? If you have more information on hops and why they are the most important ingredient in beer? What if you understand how hops affect bitterness and balance the sweetness of the barley in the drink? What if you have the information to make your own recipe? All of this will open up a whole world of possibilities and allow you to understand why you should be interested in hops, and you will surely want to know more. This is the difference between a recipe and an explanation: the recipe tells you how to do something, and from the explanation you understand why it is needed.

On the scale of explanations

Descriptions are a typical and effective piece of explanation and are best used at the end of the Z scale, where people are looking for an answer to the question of how, not why. As you will see, descriptions are more appropriate as you approach the end of the Z scale.

Summary

Explanations can be of different shapes and sizes. Perhaps the most useful form of explanation is the one that makes it easier to understand complex ideas and allows you to understand why this knowledge is needed. But explanations can be useful in other situations as well. Once people are comfortable with a concept, they may need a different kind of explanation that focuses on how, not why. These are situations where we use recipes (instructions) and focus on specific tasks that will lead to the desired result. Sometimes this is the best approach. But if we apply explanations, then we have the opportunity to present the idea in a way that will interest the audience and encourage people to learn more. Such explanations can include context, links, or short stories that show not only how to complete the task, but also what the point is.

Now let's move from specific steps to more general ideas that are suitable for all types of explanations, and start with the basics of simplification.

Explanation in work: Jeri Jaco, teacher at K-8

Jerry Jaco is a K-8 teacher and also teaches continuing education courses. He uses various types of explanations and believes in the power of video.

Jaco explains: “I usually use video presentations throughout the year, both those that I create myself and those that I get from other sources. I have found that creating simple yet compelling imagery, followed by a brief off-screen explanation (in the well-established Common Craft style), is the most effective way for my students to memorize what they have learned. "

Research shows that when a student simultaneously sees and hears information, it is more firmly fixed in his memory, because he simultaneously processes it using two different channels. Many teachers prefer the traditional form of teaching, overloading one channel over the others, which reduces memorization. In addition, activating another channel of information is especially useful for students with speech or vision problems.

“I also use Explainer Videos as a component of my educational sites. If you put a lot of written explanations on the site, most people get bored and miss information. But if you insert key elements into a short video, it will be of great benefit because the students will be more willing to spend time watching it. ”

Jaco also sees explanation as a great way to keep students engaged in complex and confusing subjects such as intellectual property rights.

“One of the most important areas of knowledge that my students, both adults and young, should master is intellectual property and copyright. This is very difficult, in particular for teachers, but everyone should have a general understanding of these issues. Explainer videos help me present information in a way that students can more easily put into practice. ”

In terms of the results he expects from explanations, Jaco believes in the power of video and in helping students remember information better. Jaco then expresses a conviction that aligns perfectly with the central thought of this book: being unusual is a great advantage.

"This key component is at the heart of any presentation: the content must be compelling and therefore memorable. You cannot rely on stamps or conventional word-to-image translations to create such presentations. Creators should look for the most graceful expressions and brilliant imagery to convey the material as efficiently as possible. Otherwise, the content of the presentation will seem uninformative and boring to the audience. "

Professor at the Fuqua School of Business, Duke University, USA. Approx. ed.

The person who works at the bar and specializes in making coffee. Approx. ed.

Forrester Research is an independent information technology market research company. Approx. per.

An approach to the placement, provision and consumption of software and IT resources. Approx. per.

The American company, a provider of streaming media technologies, initially rented video films. Approx. lane

The backend is the administrative part of the site that ordinary visitors cannot see. Approx. ed.

Sony portable audio player brand. Approx. per.

Schools in the USA where children are taught from senior group kindergarten (pre-school grade) to grade 8 high school. Approx. ed.

INi do not write in this article how to "give birth" to a project idea - I am considering the option that you first had an idea, and then you decided to write a business plan.

Xi would like to make a reservation that I mean not the idea of \u200b\u200b"starting your own business" as an idea, but a specific thought about what you will be doing - a business idea, the idea of \u200b\u200byour business. The idea must be stated verbally on paper., Clearly, clearly, understandably.

ABOUT However, the presentation of an idea does not mean that you will implement it. In the process of drawing up a business plan, you will analyze, calculate and check everything. If necessary, correct and change the wording. But still - the Idea is the leading one in drawing up a business plan.

E If in the process of drawing up a business plan it turns out that the idea is too risky, then you can refuse it.

H at this stage, you must set the direction for business planning: formulate a business idea, substantiate its relevance (necessarily based on market analysis), conditions for the implementation of the idea. It is worth describing the benefits of the proposed idea and its market benefits.

E If you do not have marketing data, then first describe the relevance and conditions based on your assumptions, but be sure to check the correctness of the assumptions during the development process.

ANDat the end of the business plan, you will write the day of the project in the project summary, and then you can correct it.

AND so, to summarize. This section of the business plan aims to know where to go and imagine how the final result of the project will look like. In addition, it allows you to show future investors the attractiveness of the project. The idea should be written brightly, emotionally, capaciously reflect the relevance and necessity of the project, draw attention to it.

An example of an idea description.

ABOUTi say right away that the examples in the section "Development of a business plan" I give abstract, not tied to the real situation on the market. Accurate marketing information is commercial.

Online store "Online Product" of food products with round-the-clock delivery in Yekaterinburg.

ANDthe online store will be the only online food store in Yekaterinburg that accepts and delivers orders around the clock.

ANDthe online store "Online Product" offers customers prices below average prices in the city, a wide range and a complex additional services... As part of the Internet project, there is a product planning and reminder service, where a person can program the consumption once food, and orders will be processed automatically.

Pthe project involves special conditions for retirees and disabled people, thanks to which orders can be controlled and paid by relatives at a distance and, in addition, receive a remote report on the delivery of products and feedback from the elderly.

AND The assortment includes all product groups, except alcohol, including chilled meat and freezing.

Zakaz are accepted both by phone and through the website form.

Relevance of the idea:

E katerinburg - Center of the Ural Federal District.

Ekaterinburg has been a millionaire city since January 1967. As of January 1, 2009, according to the City Administration, the population of Yekaterinburg was 1.4 million people. Taking into account the satellite cities, Big Yekaterinburg (Yekaterinburg agglomeration) is already the third city in the country, in which 2.06 million people live.

Hthe population of working age makes up 62% of the total.

FROMaccording to statistics, every fifth resident of Yekaterinburg uses the Internet and every second of them uses the services of Internet shops.

Tthus, the potential customers of the online store are about 300,000 people.

Hand at the moment in Yekaterinburg there are 3 online food stores, but none of them has the resources offered, and none of them works at night.

Section "The main idea of \u200b\u200bthe project"must explain in an accessible and concise form what the project initiator is confident about in the real possibility of creating a new business.

Here you need to describe the business idea of \u200b\u200bthe project.

Indicative list questions to be reflected in the section "Main idea of \u200b\u200bthe project":

1. What is the main goal of the project (business idea)?

2. What specific tasks need to be solved to achieve this goal?

3. What problems will hinder the successful solution of tasks at your enterprise? How can these problems be overcome?

4. What specific actions and in what time frame do you intend to take to achieve the goal of the project?

5. What arguments can you confirm your confidence in the success of the project?

Often, based on the results of studying the strengths and weaknesses of the project, it is customary to conduct its SWOT analysis.

SWOT- abbreviation of the initial letters of English words: Strengths - strength; Weaknesses - weaknesses; Opportunities - opportunities; Threats - threats. Thus, SWOT analysis is the definition of the strengths and weaknesses of the enterprise, as well as the opportunities and threats emanating from its immediate environment ( external environment). External characteristics often include the fact

that the company cannot change, but can create a set of measures to eliminate this problem.

In a business project when conducting a SWOT analysis as internal factorsparameters such as product quality, after-sales service, additional service, product versatility, company management level, personnel qualifications, etc. can be used.

As external factorsthe degree of market growth, changes in customer solvency, the level of direct and indirect competition, changes in legislation, political changes, etc. can be used.

The section usually does not exceed 1 page.

IN Annex 1a template for this section of the business plan is presented to the Methodological Guidelines (see clause 2).

3. How to outline a marketing plan

Types of goods and services

This part of the business project describes the goods and services that you want to offer future customers. It is necessary to determine for yourself and present in a business project those advantages of your products that meet the desires and needs of buyers, but are not satisfied with a similar product of competitors.

That is, the main purpose of this section is to prove that your goods (services) are of value to buyers and will be in demand.

The following list of questions can be taken as a basis:

1. What kind of product (or service) will you offer your customers?

2. What needs will this product or this service satisfy?

3. How carefully designed is your product? Do you have a patent for this product? Do you already have experience in the production and sale of these products?

4. In what areas can it be used?

5. What is the advantage of your product (service) from the point of view of a potential buyer?

6. Why will buyers give preference to your product (service)?

7. What disadvantages can your product (service) have, and how will you try to overcome them?

8. What characteristics make your product unique?

9. How will your products or services reach the consumer?

For a more objective characterization of the advantages and disadvantages of the offered product (service) from the point of view of a potential buyer, it is recommended to draw up a comparative table.

IN Annex 1a template for this subsection of the business project is presented to the Methodological Guidelines (see clause 3.1).

Demand

The purpose of this section is to show that you can sell your product (service) and clearly know who exactly will be your buyer. To do this, you need to study the sales market and identify your potential customers, as well as predict their demand for your goods at your prices.

You must demonstrate that there is a market for your product (services) and that you can take advantage of the opportunities it provides.

If possible, a general description of the market should first be made, which may include the following characteristics:

Estimated size and composition of the market, including distribution by area and description of the main types of customers;

The current market position and its expected development: will grow, will remain unchanged, or some other scenario;

Market mechanisms and basic types of competition: price, quality, service, reputation.

Then you need to analyze the market segment (customer group) in which you will sell your product. The market can be segmented by geographic location, by type of buyers, by types of goods and services.

As an aspiring entrepreneur with no previous sales experience, it will be difficult to conduct market analysis and will have to act on the basis of sound assumptions, personal observation and experience of similar businesses.

What sources can be used to study the market? This can be information of a reference nature in industry and professional journals, reports in periodicals and mass media, information sources presented on the Internet. It is also recommended to use personal observations, survey of future customers and competitors.

Most importantly, it is necessary to clearly establish who is your future buyer of your products? (age, gender, social status, occupation, income level, etc.) and explain what considerations were you guided by when choosing one or another group of buyers (market segment) who would be interested in your product?

In the text of the business project, you must clearly explain what considerations dictated your choice of target segments (groups of potential buyers).

For example, such considerations might be:

Market size (capacity) or total number of consumers;

Market growth rate;

Competition level;

Possibility of clients leaving for other segments;

Sensitivity to economic changes (inflation, payment crisis, currency fluctuations, etc.);

Barriers to market entry in the selected segment;

Compliance of this type of activity with the experience of the project initiator;

Business profitability, etc.

Having outlined your priorities, you are ready to more convincingly select and name the target groups of buyers for the enterprise: who are they by age, gender, social status, occupation, income level, education, place of residence (work), lifestyle, tastes and preferences, etc. etc.

By answering the last question, you can, speaking in the language of marketers, describe the profile of the target customer (make a kind of "customer portrait").

In other words, at the end of this subsection, you need to answer the following questions:

1. Where (in what area?) Do your future customers live?

2. At what price is a similar product now being bought?

3. How volatile is the demand for these goods (services)?

4. What stimulates the demand for these goods (services)?

5. What are the specific features of the demand for these goods (services) for selected target groups of buyers?

IN Annex 1a template for this subsection of the business plan is presented to the Methodological Guidelines (see clause 3.2).

Competition

In this section, you need to describe your potential competitors and show what their strengths and weaknesses are:

1. Which of the competing firms operate in your market segments?

2. Which of them produces goods or services similar to yours?

3. What is the size of these firms, experience in the market?

4. Which of the competing firms is located in the neighborhood?

5. What are their products - their distinctive features, design, etc.?

6. What is the price level for the goods (services) of your competitors?

7. How do competitors find their customers - advertising, distribution channels, other forms of promotion?

8. How is your competitors' business developing? What are the reasons for the ongoing changes: increasing or decreasing volumes, expanding or narrowing the range, growth or reduction of staff?

9. What your goods (services) will have competitive advantages over other manufacturers of similar goods (services)?

It should be borne in mind that a thorough analysis of your competitors will help you avoid their mistakes and use their successful experience in your work.

In conclusion, it is useful to do comparative analysis Your main competitors by completing the following table:

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The idea of \u200b\u200bthe Gurulook project, a social service for searching for goods by pictures with game elements, where the user posts a photo of the thing he liked, and other users publish the answer in the form of a link to the desired product, was suggested to us by the clients themselves. In the Kitmall and Kupinatao groups (our online stores of goods from China) in social networks requests began to appear frequently asking for help in finding a product. Users came across a beautiful thing on the Internet, but they did not know where to find it. At some point, they started posting requests asking them to find a "similar dress" or something else and attached a picture. I had to create a separate topic for discussion "help me find". And here the idea of \u200b\u200bcreating a service came up.

Stage 2: Team

Stage 3: Market

Try to estimate the size of the market. If the market for the services you offer has not yet been formed, try to analyze the data from similar and related segments. To determine the return on investment in your project, you need to understand how many potential customers there are. Study your competitors, identify their strengths and weaknesses, and based on this formulate your unique advantages.

Stage 4: Concept

At this stage, you will create a short description of the initial hypotheses about your business. It is worth starting with the formation of the goal: what, why and, most importantly, for whom you want to create. It is advisable to support this information with numbers. It is important to research the target audience in detail and draw a portrait of the prospective client based on the information received. This will help to more clearly define his needs and correctly form an offer. From the right choice target audience the conversion rate of a user to a permanent consumer directly depends.

To accurately predict the behavior of a potential consumer, try to describe in detail one day in your life, breaking it down into intervals of 15-30 minutes. Pay special attention to your time on the Internet.

You need to understand that in addition to the main audience - the one to which you will primarily target the project, there may also be a secondary audience - persons potentially interested in your product. Describe how you see the customer from each group. An important point is to estimate the size of the audience willing to pay for your product. Typically, this group of people is much smaller than the total number of potential users. Close attention should be paid to the analysis of the strategic prospects of the project (SWOT analysis), as well as possible ways of its monetization. Describe how the company's income will change over the course of three years? How much traffic should you achieve during this time in order to achieve the indicators you need? After the income clarity has appeared, start forecasting expenses for the same period. Based on this, estimate the possible profit. If you plan to attract investments, then determine their share in the project in advance.

Stage 5: Terms of reference

There is little point in detailed startup design at this stage. The project develops and grows in real time, taking into account the wishes of users and the new vision of the author, until his entire concept is fully implemented within the framework of the original idea. Start development technical specifications reasonable from dividing the entire project into separate, holistic stages.

Be sure to set deadlines! And it is better to allocate twice as much time for each stage as you initially think.

Stage 6: Prototype

Don't start attracting investment in a startup without building a prototype. Create a product project with a set of basic characteristics. The prototype should be easy to understand and use. These can be page diagrams that show what information and controls should be located in sections of the site. This way you can see how the startup will work before programming it.

Stage 7: Testing

Once the prototype is ready, ask someone you know to start using it. Your job is to determine if you have correctly identified the problem and whether your proposed solution meets the needs of the potential user. Prototype testing allowed us to improve some elements of the service.

The key idea of \u200b\u200bGurulook is the ability to search for a product using images. It turned out to be important for users the most simple and convenient photo uploading. After analyzing the comments of users, we simplified the process of publishing a photo and added additional options for changing its size.

Stage 8: Alpha version

This is the stage at which the project is ready, but not yet tested. In the course of internal tests, some minor adjustments are made to the interface that were not taken into account when developing and creating a technical task. Negotiations with the first clients begin.

Stage 9: Closed beta

The project has a small number of followers attracted to test the product. After testing, work is done on the errors. During the closed beta testing, we analyzed the color preferences of the audience and realized the need for a website redesign.

Stage 10: Public beta

There is a moderately active attraction of users interested in the services that you offer, or users who are constantly in search of something new. The number one challenge at this stage is to turn the founders' original hypotheses about the market and consumers into facts. In parallel, work is underway on errors.

Beta testing of the service showed that the planned gamification options were not actively accepted by the target audience. We assumed that the female audience would certainly have a competitive interest. For their activity on the Web, we gave them a rating, but we did not publish it anywhere. This did not generate interest. In this regard, it was decided to slightly modify the project. We began to visualize the ratings on the main page, added leaderboards for the week. We also slightly revised the scoring mechanism itself: initially, the participant accrued points for links published in responses, now points are awarded if the user, following the link, makes a purchase. These points can then be used to pay for your purchases in partner online stores.

Stage 11: Launch

The beginning of the project, its promotion and registration of a package of legal documents. Even after fully implementing the original idea successful startup continues to develop: the technical and ideological components are being improved, and pop-up errors are being corrected. This also raises the question of registering a trademark. It makes sense to file an application for registration of a trademark in the case when you have invested some funds in your name, realized that it works, but it has not become popular yet. A trademark has a territorial limitation: if it is registered in Russia, then it is protected only in Russia. It is possible to register a trademark in the United States if you have used it for two years.

Stage 12: Finding investors (can often follow the prototyping stage)

It is important to understand what part of the business you are willing to give to the investor. In order for the project to have a chance of life, some experts recommend giving no more than 15-25%. Arrange meetings with a large number of investors, find several potentially interested partners, and move on to negotiating the structure of the deal and its closure. Do not be afraid to challenge investors' proposals and offer your terms. Clearly define the boundaries of investor control and options for exiting the business. Be sure to write down these questions.

Oleg Zhuk, a leading developer in the company

Having entered some time ago on a slippery path called "I want to write my own game", I came to the conclusion that this process, despite a long history and a large number of successful examples, is very mysterious for novice developers and slightly shamanic. I am by no means claiming that there is no information on this topic on the net, but it is all divided into two broad categories:

1. Global general philosophical reasoning from the category of "10 reasons why you shouldn't become an indie game developer";
2. Highly specialized tutorials that solve a specific problem: "Rotate the image in% framework_name% by an arbitrary angle using% tool_name%"

The connecting link between these two categories is very vague, but, meanwhile, these are infinitely important stages in the choice of an idea, formalization, its translation into a plan. It is on this component that I want to dwell today.
It should be remembered that a formal description of the project is necessary for negotiations with investors of any type: be it an acquaintance from whom you ask for a loan, or Kickstarter, in any case, you will be required to have a clear presentation.
So, if a decision has already been made that game development is yours, there is a rough understanding of how a future masterpiece should look like, but you cannot tell all this coherently even to your friend, not to mention a potential team, then welcome under the cut , there is a lot of text. I hope this article will be useful for both young developers and venerable developers who create great code, but are not friendly with marketing.

Denial of responsibility

Based on the results of the article, it may turn out that your idea is "not very" or not at all. I am just suggesting a packaging form, and if your super_game_future_killer_% game_name% does not fit into this form, then you have two options:

1. Find the description format that suits you. The main thing is to formalize your thoughts in an understandable form.
2. Accept that in the current state your idea is weak and not suitable for anything other than coursework or personal practice, and start thinking about it.

I am not responsible for emotional experiences, disappointments and sleepless nights.

0.0. General principles

First of all, I propose to agree on the tasks and principles of formalization.
Key task: Create a document that can fully reflect and convey the essence of the idea without additional comments.
In other words, anyone who reads the final description must unambiguously understand what is at stake, and in the future dialogue with the bearer of the idea, possess the full amount of knowledge.
It should be noted here that we restrict ourselves to the top-level business logic, without diving into the tools and implementation subtleties - this is the next stage.

As we work, we will follow these principles to help us structure the flow of thoughts and make it smoother:

1. The reader of the forthcoming document is not an expert in programming or game development.
2. At the same time, the reader is not an idiot and he has access to Google.
3. The document should be as unambiguous and concise as possible. In order to transfer it to the format powerPoint presentations, just copy the text onto the slides and add pictures to your liking.
4. The final document is the basic version of the complete description, which can be freely supplemented and expanded without the need to rewrite individual parts or change the structure. In other words, we make a blank, which in the future will become overgrown with technical details and clarifications. It is very likely that you will not want to show all of them to the general public before release.
5. The author of the document is already familiar with the articles below, and the reader can read it at any time.

From Wikipedia: Computer game
From Wikipedia: Classification of computer games

0.1. Document structure

Further in the text we will go through the main components of the formal description of the idea. In each block, I will give a short description of it, links to additional materials and an example based on my personal project. The general structure will look like this:

If the community offers to add something, I will gladly consider it in the comments.

1. Concept

The first section is like the first page commercial proposallike the first three slides of a presentation, like a Facebook profile picture. The importance of this section cannot be overemphasized. If you could not interest a person here, then he will not read further. If you have the thought “Now I’ll fill it in quickly, so that it will be, and I’ll tell you all the most interesting in the middle!”, Then immediately drive her away, or do nothing at all: a bad start \u003d\u003d meaningless work in the future.

1.1. Name

As my experience shows, only 1 person out of 10 thinks about this before development. In principle, this is understandable, since at the initial stage the only use of the name is the name of the project in the development environment. But if we are serious about our idea, then the name will play a very important role. The most obvious: presentation of a project to an investor or a team.
A very useful article on choosing a name can be read and. The following is fundamentally important for us:
0. The name should reflect one of the components of the game: setting, gameplay or other features.
Here you can give examples that completely realize this idea: "SpacePuzzle", "DragonRace", "Farm Frenzy", etc. From one name, the future player can guess what he will have to deal with.

1. What is displayed on Google for this name? Next to what we will coexist in the future and what are the chances for us to take the first line in the search results with such a name?
Simple names like "Ants", "WarLand", etc. - a guarantee of huge costs for promotion in search and advertising of other projects.

2. Is the domain that matches the name free? If not, how appropriate is it to use the -game suffix?
Using the unsuccessful examples from the previous paragraph, we have the following logic: ants.ru -\u003e ants-game.ru, warland.ru -\u003e warland-game.ru
If with ants it still did not go where, then with warland the situation is sadder.

3. How easy is the name to pronounce? What will users call the game in shorthand?
The logic here is simple: if the name is simple, then it will be used easily and with pleasure, but if it is too complex, then users will come up with a replacement: CounterStrike -\u003e Contra, WorldOfWarcraft -\u003e WoW, etc.

Example:
I chose the name for my project " The AndLand". Google does not give out anything unambiguous, domains are free, for short it can be called TAL or" Anda ".

1.2 Genre

The most common problem here is trying to mix genres and promote it as a key difference. Several times I heard "Now let's stir up a mixture of StarCraft, MineCraft, some other * Craft and take over the world!" Do not scoff at the player, forcing him to waste energy trying to understand what it is in front of him. Be that as it may, the genre of the game should be ONE. Of course, you can mix gameplay elements from neighboring genres, but the key motive should be monotonous. If we return to the idea of \u200b\u200bthe presentation, then on this slide there should be one word (RTS, RPG, FPS, etc.) and one sentence that can clarify or clarify this word. In the links to Wikipedia, which I gave at the very beginning, you can find a description of all genres and a lot of information for clarification.

Example:
In my case, the genre is RTS.
Clarification: a multiplayer real-time economic strategy.

1.3. Key difference

As a rule, at this point, many give up. To articulate clearly why your idea is better than everyone else is not an easy test. Moreover, even if at the moment you have managed to form something intelligible, there is still a block “Analogs” ahead, which will subject your idea to another wave of criticism.
Basically, everything is simple here: "How will your game stand out from everyone else in the genre?" In marketing, this is called "Positioning - a simple, clear, unambiguous, advantageous difference from competitors." The materiel on the issue can be viewed either in the books of J. Trout. Here are some examples:
MineCraft is a large open world completely changeable;
StarCraft - classic RTS with perfect balance;
Catch-up is a simple mobile gameplay that does not require additional equipment.

Example:
The tech tree in the game is created by the community.
The game lacks the classic tree "Build building A to get access to technologies X, Y, Z and building B", the gaming community itself constructs technologies and the direction of their development.

1.4. Platform

This section is purely formal at the moment, but in the future it will be fundamental for the team and investors. This is important for potential team members, because it is necessary to assess their skills and development vector: do I want to participate in a project for the web, when I have been writing code for mobile devices all my life? And for investors, this point is important, because you can quickly assess trends in the development of the platform, see simple risks.
It is now popular to create projects for almost all platforms at once. If yours is just that, then in any case, you should remember that there is one, maximum - two starting platforms, from which everything starts, and for the rest it is later ported.
The list of platforms now ranges from classic PC / Mac to game consoles and mobile phones, and do not forget about browser games that can be run everywhere, and only on certain systems. Several important points fundamentally depend on the choice of the platform:
1. The general range of implementation technologies;
2. Method of distribution;
3. Speed \u200b\u200bof game obsolescence;
4. The number of potential players.

Example:
The initial launch of the game is planned for PC Win / Linux / Mac with registration and player profile management via a web platform. In the future, it is possible to release a mobile application with full or limited gameplay.

1.5. The target audience

Another section that confuses the vast majority of future game developers. And the question here is very simple: “Who is your game for? Who will be the core of the community? " The most common answer is “for everyone!”, And it is also the most incorrect. Marketers know that advertising aimed at everyone does not hit anyone, the same story with products. Of course, there are "goods popular consumption", But their list is very small and in total minor. Everything else that does not fall into this list is created for a specific group. Mercedes - for the successful, Rollex - for the show-off, StarCraft - for the advanced, Farm Frenzy - for housewives, MineCraft - for schoolchildren.

Again, we do not need to take the formalized audience literally, we do not limit our players ONLY to this portrait, but the main emphasis in promotion and gameplay will be on them. I think you will not argue that a game for a housewife and an excellent student in mathematics is generally different games? Although, the student sometimes wants to play something casual. Quite capaciously for this reason, the person unsubscribed here.

MineCraft is a good example in this sense. The developer never clearly singled out his players anywhere, but it is obvious that the core of the target audience is an advanced student. This fact does not change the cases of the creation of MineCraft in MineCraft, imitation of Manhattan, and other serious things. But ask yourself: would a serious scientist get involved in creating a city in a game if by this point most of the PC gamers of school age had not played it?

Example:
Target audience of the project: office workers, high school students and students who have an understanding of the basics of economic theory, regardless of gender.

Results of the first section

As I promised, despite the abundance of text, the final result is very modest and easily fits into 3-4 slides of the presentation. The basic concepts that I have touched upon here may seem obvious and unnecessary to many, but this means only one thing: you have not tried to apply them. Those who already have everything ready, look, maybe I forgot what or lied where. And to test the form of describing the idea, I propose to answer in a survey.

P.S.

I would like to thank user tac for bringing this post up. The need to answer his question forced me to put all my thoughts in order.
In the comments S_A gave a link to a book on the topic: "Game Marketing" - a book by Sergei Galyonkin. I will already read it for the next part, I will give feedback.

Only registered users can participate in the survey. , you are welcome.