OPTIK DO DOMU

1. OPTIK DO DOMU A unique business idea

2. Exercise1 • The following enterpreneurs came up with a revolutionary business idea. Link the enterpreneur and the idea they developed: • 1) RadimJančura (Student Agency) a) User-friendly creative design in computing • 2) Henry Ford (Ford Company) b) Comfort in public travelling • 3) Steve Jobs (Apple) c) Mass car production with an assembly line • 2. Different products have different sales channels. Consider how books, cars, electronics, clothes, food, or music are sold? What are some of the advantages and disadvantages of their existing sales channels? Think of possible improvements for sales channels for different kinds of products or services. • 3. Add Peter Seidl to the list above. He and his wife came up with a revolutionary idea of selling eye glasses, before you found out what the idea is, think abput it on your own. What are the current sales-channels for eye glasses? What are the advantages and disadvantages of these channels? If you sold eye glasses, how would you try to win more customers than your competition? What do you think he may have created? BEFORE YOU WATCH

3. WHILE YOU WATCH Exercise2 • Anyone can join the team of Optik do domu. • 120 salesmen cooperate with Optik do domu. • The final products cost 50% less than in optical shops. • With Optik do domu you can still benefit from personal services. • Once a year Peter Seidl and his wife travel to special exhibition shows. • The company sells about 2000 glasses a year. • The company keeps their margins low by eliminating intermediaries. • The company combined two sales channels from traditional and Internet business models in order to innovate their concept. Are these statements TRUE or FALSE?

4. Exercise 3 Listen and fill in the gaps

5. AFTER YOU WATCH Exercise4 Match the expressions and definitions

6. Exercise5 ROLE PLAY 1. In smallgroups, brainstormpossibleproblemsthatcouldoccurduringhome and personalvisitswithan Optik do Domu salesperson on location. Develop a humorousskitaboutthepossiblechallenge and howitisresolved. Prepare a role play, assumetherolesofthecharacters in thesituation, and itoutforthe rest ofthegroups. Considerhow independent salespeopleneed to turnchallengesintoopportunities. 2. In yourgroup, make a list ofordinaryproductsthatyouneedorusuallybuy. Whatkindsofnewinnovationscouldyoucreatefortheir sales channels? Brainstorm a list ofpossibilities and thenchooseone to develop. Create a sales stratégy to pitchyour idea to a potential investor. Whatadvantagesdoesyournew sales channelgive to thecustomerthatwouldinterest a potential investor? Prepare a presentation to the rest ofthegroups and let themdecideifyour idea isworthinvestment.

7. Exercise5 DISCUSS 3. Besidesa good idea, what are someoftheconsiderationsthatnew start-upsbusinessesneed to explorewhentheyconducttheir market research? In somecases, doesthe ‚market‘ need to beeducated to acceptcertaininnovations? Canyouthinkofanexamplewheresomeonecreatedaninnovationthattookyearsorcenturies to produce (i.e. Leonardo da Vinci’sinventions – theelevator, theairplane, theescallator, etc.) Do youagreeordisagreethat a new idea cancatalyzeothers to developinnovations as well? Ifyouwere to develop a newinnovation, whatkindsof support systems do youneed to bringitintofruition?

8. Exercise6 DEVELOPING A BUSINESS CONCEPT 1. Considerwhatkindof a revolutionaryinnovationyoucouldcreate? Don’t censor your idea as unrealistic, let allofyourimaginativeideascount. Selectonethendevelopitbelow. 2. Concept Overview: Describe your business concept giving a functional definition. Ideally, you should be able to describe your concept in a few clear sentences. A) Is it 1) a product or 2) a service or 3) a concept? What is it called? What will it do? Can you describe it briefly. B) How will customers, groups of people in the society, or organizational systems benefit from your product, service, or idea? 3. Target Market: Describe your Target Market B) Who and why do you want to sell your product to? What do you know about your potential customers? (Age, sex, social status, income, education, etc.)

9. Exercise7 GRAMMAR AND SYNTAX TEST Develop a written paragraph about the concepts in the video using the following words and phrases: margins, founder, business concept, direct sales, produce, end user, salesmen, monetize, sales channels, design, portfolio, and intermediaries. 2. Answer the following questions: A) Who is the founder of the Optik do domu company? B) How are the new team members trained? C) Why are the Optik do domu glasses so cheap? D) What sales channels does the company combine? E) How many optical frames can their salesmen offer? F) How many employees are there in the company?

10. Exercise7 GRAMMAR AND SYNTAX TEST 3. Correct the sentences below so that they read correctly. State the grammatical rule that explains the error. A. There’s no prerequisitivness as to what he needs to know, everything we will train them, we have video tutorials, we have email tutorials and all other things that we will help them step-by-step in the first days and months in the business with us. B. We have them made in a factories according to exactly our design. C. It saves them a lot of time because sometimes a wife cannot choose the glasses or is afraid to choose the glasses and want to see the husband to get together and decide, so we will help them in that way. D. It means that we design, we produce and after the glasses is produced it goes directly to the end user and the customer. E. So there is no unnecessary margins in-between and that’s the major advantage for the customer. F. However, three, four times a year we travel around the world to see the special exhibition shows for optical products, where we choose new models and new concepts which we constantly, minimum three times a year, put as an extra additional models to our collections. G. We also run four classical optical shops, which also serve as a base for our optical representants on the field. We sell yearly about two thousand glasses, two thousand optical frames. And currently we employ five people, plus we have external agencies- accounting-another services that we associate with.