Arcentales Jonathan Business I Portfolio

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UNIVERSIDAD TÉCNICA DE AMBATO
FACULTAD DE CIENCIAS HUMANAS Y DE LA
EDUCACIÓN
CARRERA DE IDIOMAS
MODALIDAD PRESENCIAL
PORTFOLIO
“BUSINESS I”
Fourth Semester “A”
Student´s name: Jonathan Esteban Arcentales Santana
Professor´s name: Lic. Edgar Encalada Trujillo. Mg.
AMBATO – ECUADOR
October 2015 – March 2016

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TABLE OF CONTENTS
MISIÓN (MISION STATEMENT) .................................................................................................................... 3
VISIÓN (VISION STATEMENT) ...................................................................................................................... 3
PERFIL DE EGRESO (EXIT PROFILE) ............................................................................................................... 4
STATEMENT OF PERSONAL LEARNING GOALS.............................................................................................. 6
EVIDENCE FOR ELEMENT 1 .........................................................................................................................13
FINAL REFLECTION .....................................................................................................................................41
RUBRIC TO ASSESS PORTFOLIO...................................................................................................................41

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FACULTAD DE CIENCIAS HUMANAS Y DE LA
EDUCACIÓN
CARRERA DE IDIOMAS
MISIÓN (MISION STATEMENT)
Formar profesionales líderes competentes, con visión humanista y
pensamiento crítico a través de la Docencia, la Investigación y la
Vinculación, que apliquen, promuevan y difundan el
conocimiento respondiendo a las necesidades del país.
VISIÓN (VISION STATEMENT)
La Carrera de Idiomas de la Facultad de Ciencias Humanas y de
la Educación de la Universidad Técnica de Ambato por sus
niveles de excelencia se constituirá como un centro de formación
superior con liderazgo y proyección nacional e internacional

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FACULTAD DE CIENCIAS HUMANAS Y DE LA EDUCACIÓN
CARRERA DE IDIOMAS
PERFIL DE EGRESO (EXIT PROFILE)
Al concluir la Carrera de Idiomas los estudiantes demostrarán haber adquirido y
desarrollado las siguientes competencias, capacidades, habilidades, destrezas y
desempeños como resultados de su formación profesional:
1. Usa el idioma inglés a un nivel B2 del Common European Framework.
2. Maneja competentemente los métodos y estrategias metodológicas para
la enseñanza del idioma inglés según las exigencias del Teaching Knowledge
Test (TKT)
3. Diseña programas o cursos específicos y sus respectivos materiales
didácticos.
4. Elabora materiales didácticos mediante la utilización de NTIC´s.
5. Transforma el contexto educativo a tráves de la práctica de valores.
6. Genera escenarios de aprendizaje significativos dando lugar a la
investigación participativa, el aprendizaje basado en problemas y el trabajo en
equipo.
7. Maneja leyes y reglamentos de Educación Ecuatoriana.
8. Aplica técnicas de valoración de los aprendizajes, así como también de
su propio desempeño docente.
9. Manejo de los aspectos sociales, intelectuales y psicológicos de los
estudiantes para promover el aprendizaje.
La Carrera de Idiomas adopta como instrumentos de evaluación interno del perfil de
ingreso dos simulaciones de exámenes con estándares internacionales. Siendo así,
Teaching Knowledge Test (TKT) test de acreditación internacional para la enseñanza
del inglés y Test of English as a Foreign Language (TOEFL) para la competencia
comunicativa. Para ello la Coordinación de Carrera de Idiomas organizará dentro de los
módulos optativos seminarios taller de preparación para dichos tests, los mismos que
podrán ser aprobados a partir del séptimo semestre.

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Jonathan Esteban Arcentales Santana
Av. Victor Hugo and Ernesto Alban
0995627813
Objective Full-time position of English Teacher, Full – time position of
international translator.
Education Primary Stuidies at “Lana Fermi
School” in Italy
Bachelor of Science, May 2014,
Colegio “Nacional Bahía de
Manta”.
Experience French tutor at “Lana – Fermi”
School (2006-2007)
Teach and help students that have problems with French language
at “Lana Fermi” primary School.
English tutor at “Lana – Fermi” School (2007)
Help students that have problems with English language from my
classroom at “Lana Fermi” School.
Skills Experienced with teaching strategies
Fluent in Spanish, Italian and English
Skill in teaching Italian and English
Good at learning languages
Achievements Graduated at “Colegio Bahía de Manta” as a bachelor. With a
special honor in the English subject
Graduated at “Lana Fermi School”

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STATEMENT OF PERSONAL LEARNING GOALS.
The world is connected more and more every year. Technologies that made these
connections possible are growing rapidly. Learning a different language is one of the
most important skills nowadays.
English is the second most spoken language; a language for business, science,
technology and communication. It is important to use every single skill in order to be an
efficient English speaker, reader and writer. That’s why I’m going to do my best in this
semester to improve all my skills. Especially in the module of Business I is one of the
most important modules that I am studying at the university. In fact, Business module is
useful in many ways; first, it allows students to have a more technical language and
vocabulary of business in general. Second, the module helps those students that have
troubles in the speaking skill since business is about speaking and giving presentations.
Third, it is important to have knowledge about other cultures and Business I has many
topics regarding cultural aspects. I think I will improve a lot all my skills in this
semester and I will achieve this goal by giving the best of me with this module and by
practicing a lot since I have many difficulties when it comes to give oral presentations.
I think the Business I module will help me to overcome all of these problems.
I think I will achieve these goals by studying and practicing English every day or at
least 2 days a week because I have more subjects to study but I think I will keep
improving all my English skills in the future. Business I is a subject that requires a lot of
practice so I will do my best to attend at every single lesson and practice a lot at home.
Only in this way I will be a good English teacher.

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FACULTAD DE CIENCIAS HUMANAS Y DE LA EDUCACIÒN
CARRERA DE IDIOMAS
MODALIDAD PRESENCIAL
SÍLABO
BUSINESS “EMPRENDIMIENTO”
Octubre 2015 – Marzo 2016
EDGAR ENCALADA TRUJILLO
Magister en Lingüística Aplicada a la Educación Bilingüe Español – Inglés
Licenciado en Ciencias de la Educación especialidad Inglés
AMBATO - ECUADOR
2015

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I. GENERAL INFORMATION
Subject
Business (Emprendimiento)
Program
Carrera de idiomas
Code: FCHE/I/MP/2129/06/06 Prerequisites: NONE
Study Modality: Presencial
Subject Code
Curricular Organization Unit:
Profesional
Credits: 3
Level:
Fourth
Corequisites:
Subject Code
1. Language
Teaching Strategies
FCHE/I/MP/2129/06/05
Hours per Week
Class Hours:
3
Theoretical:1 Practical:2
Tutoring Student
Hours:
On Campus:1 Virtual:
TOTAL LEARNING HOURS :
WEEK HOURS:3
HOURS DURING THE SEMESTER
NUMBER OF SEMESTER HOURS: (16 weeks x 3 hours) = 48 hours
INTERDEPENDENT HOURS: 56 hours
ACADEMIC TUTORING: 16 hours
TOTAL HOURS: 48+56+16 = 120 hours (3 credits)
II. PROFESSOR'S TEACHING PROFILE
Professor's name: Encalada Trujillo Edgar Guadia
Academic degree: Magister en Lingüística Aplicada a la Enseñanza Bilingüe Español -
Ingles
Knowledge area:
Broad field 01 Education
Narrow field 011 Education
Detailed field 0114 Teacher training with subject specialization
Bachelor's degree: Licenciado en Ciencias de la Educación especialidad Inglés
Knowledge area:
Broad field 01 Education
Narrow field 011 Education
Detailed field 0114 Teacher training with subject specialization
Professional experience: 15 years
Teaching experience: 18 years
Program Academic area: Pedagogical and Psycholinguistics Competence
Professsor's schedule (practical application and learning experimentation) :
Wednesday from 10:00 to 12:00
Friday from 9:00 to 10:00

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Professor's schedule (Academic tutoring):
Tuesday and Thursday from 13:00 to 14:00
Phone numbers: 032 800 435 - 0996575373
E-mail: encalada.edgar@yahoo.com
III. COURSE DESCRIPTION AND OBJECTIVES
Purpose
Use English in an oral and written way to communicate efficiently in a business context
according to the requirements of a global world.
Course Description:
Business communication involves constant flow of information as a fundamental part of
any organizations. It involves number of people. Communication here plays a very
important role in process of directing and controlling the people in the organization.
Immediate feedback can be obtained and misunderstandings if any can be avoided.
So, the aim is to develop learners’ confidence and fluency in some basic areas of
business; as well as improving communication techniques and developing and
consolidating the target language in this context. Besides, students will be able to
recognize some technical vocabulary within the business context, apply rules of
socialization with people from different cultures; analyze rules of communication
through technological resources. Also they will prepare simulated telephone support
and assess business projects. This syllabus contributes to the development of the
Communicative Competence in correspondence to the Council Common European
Framework level B2.
Course General Objective:
To communicate in English using the language skills of reading, listening, speaking and writing
in the business world.
Course Specific Objectives :
1. Recognize some technical vocabulary for communication within the business context
2. Apply rules of socialization with people of different cultures in order to interact in the
business world.
3. Analyze rules of communication through technological resources for business issues
4. Prepare simulated telephone support in different commercial aspects
5. Assess business projects for entrepreneurships

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IV. COURSE STUDY PROGRAM
Curricular Units
U.1 Recognize some technical vocabulary for communication within the business context
Thematic Units
Class Hours Tutoring
Hours
Independent hours
including research and
community service
Assessment tools
Theoretical Practical
1.1 Some business terms 1 3 Tasks
1.2 Cross cultural understanding 1 2 1 3 Scoring scales
1.3 Welcome visitors 1 2 1 3 Questionnaires
1.4 Small talks: keeping the conversation going 1 2 1 3 Mind maps
Written tasks
Summative tests
Digital tasks in Excell
SUBTOTAL HOURS 4 6 3 12 TOTAL HOURS 25
Learning outcome:Present a conversation about keeping the conversation going during small talks based on the corresponding units of the book
Learning Methodologies: Collaborative Learning; Project based learning, Study case,problem based learning
Educational Strategies: Simulations; Conferences; Mind maps creation
Didactic Resources: Slides, markers, projector, audiovisual aids, internet

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U.2 Apply rules of socialization with people of different cultures in order to interact in the business world.
Thematic Units
Class Hours
Hours of
Tutoríng
Independent study
including research and
relationship with the
society
Mechanisms and assessment
toolsTheoretical Practical
2.1 Cross cultural understanding 1 1 1 3 Tasks
2.2 Inviting, and accepting or declining. 1 1 1 Scoring scales
2.3 Eating out with visitors 1 1 1 3 Questionnaires
2.4 Cross cultural understanding 1 1 1 Mind maps
2.5 Inviting, and accepting or declining. 1 1 2 Written tasks
Summative tests
Tasks
Scoring scales
Questionnaires
Unit Learning outcome: Write and present scripts about ways to invite visitors to have a social time based on what was covered in class.
Learning Methodologies: Collaborative Learning; Project based learning, Study case, problem based learning

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U.3 Analyze rules of communication through technological resources for business issues
Thematic Units
Class Hours
Hours of
Tutoring
Independent study including
research and relationship
with the society
3.1 Preparing to make telephone calls. 1 2 1 2 Tasks
3.2 Receiving calls. 1 1 1 Scoring scales
3.3 Asking for and giving repetition 1 1 1 2 Questionnaires
3.4 The secretarial barrier 1 1 1 3 Mind maps
3.5 Sample Business Letter 1 1 1 3 Written tasks
Summative tests
Tasks
Scoring scales
Unit Learning outcome: Participate in role plays about receiving phone calls and a Business letter based on the contents of the textbook.
U.4 Prepare simulated telephone support in different commercial aspects

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Thematic Units
Class Hours
Hours of
Tutoring
with the society
4.1 Cross-cultural communication on the telephone(1) 1 1 2 Tasks
4.2 Setting up appointments 1 1 1 Scoring scales
4.3 Changing appointments 1 1 3 Questionnaires
4.4 Ending a call 1 1 1 Mind maps
4.5 Cross-cultural communication on the telephone (2)- 1 3 Written tasks
4.6 Problem solving on the telephone 1 1 2 Summative tests
4.7 Complaints 1 1 Digital tasks in Excell
Tasks
Scoring scales
SUBTOTAL HOURS
5 6 4 10 TOTAL HOURS 25
Unit Learning outcome: Design and present a short role play about using the telephone based on the dialogues covered in class

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U.5 Assess business projects for entrepreneurships
Thematic Units
Class Hours
Hours of
Tutoring
with the society
5.1 The structure of decision making meetings 1 Tasks
5.2 Starting and asking for opinion 1 2 Scoring scales
5.3 Interrupting and handling interruptions 1 1 1 2 Questionnaires
5.4 The structure of decision making 1 Mind maps
5.5 Stating and asking for opinion 1 1 Written tasks
5.6 Interrupting and handling interruptions 1 2 Summative tests
5.7 Asking for and giving clarification 1 Digital tasks in Excell
5.8 Delaying decisions 1 1 2 Tasks
5.9 Ending the negotiation 1 Scoring scales
SUBTOTAL HOURS
5 5 3 8 TOTAL HOURS 21
Unit Learning outcome: Create a project according to an enterprise trying to sell a product based on the suggestions given in class. Interdisciplinary project

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V. NORMATIVE STANDARDS EVALUATION
Specific Objectives Diagnostic
Evaluation
Formative
Evaluation
Summative
Evaluation
1. Recognize some technical vocabulary for communication within the business context
Techniques and
instruments:
Teacher observation
Questionnaire
Oral test
Oral presentations
Rubrics for Oral
presentation
Questionnaire
2. Apply rules of socialization with people of different cultures in order to interact in the
business world.
Techniques and
instruments:
Questionnaire
Oral participation
Observation
Questionnaire
Written activity
Presentation
Oral and written
quizzes
3. Analyze rules of communication through technological resources for business issues
Techniques and
instruments:
Oral test
PORTFOLIOS
Oral presentations
Oral and written
quizzes and tests.
Oral presentations.
Rubric for oral
presentations
Questionnaire
4. Prepare simulated telephone support in different commercial aspects
Techniques and
instruments:
Teacher observation. Oral and written
quizzes and tests.
Portfolios.
Rubric for mid-
term oral
presentations
5. Assess business projects
Techniques and
instruments:
Teacher
observation.
Oral presentations.
Portfolios.
Learning logs.
Oral and written
quizz
Rubric for final oral
presentations

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VI. BIBLIOGRAPHY
AUTHOR (S)
ISSUED
YEAR
BOOK TITLE
EDITION
NUMBER
EDITORIAL
CITY/COUNTRY NUMBEROF
PAGES
Sweeney,S. 2004 Communicating in
business
2nd
Edition
Cambridge
University
Press
England, Essex 320
CODE/ DATABASE LOCATION:
Código de Biblioteca 659=20)
(Inventario: 08011)
COMMENTARY:
This is a short course for business English students which will be familiarized
with the business world
NUMBEROF
ISSUES
PRINTED: X
DIGITAL:
1
VIRTUAL: X
URL: http://assets.cambridge.org/97805215/49127/sample/9780521549127ws.pdf
AUTHOR (S)
ISSUED
YEAR
BOOK TITLE
EDITION
NUMBER EDITORIAL
CITY/COUNTRY
NUMBEROF
PAGES
Heisterberg,R. 2014 Creating Business Agility:
How Convergence of
Cloud,Social,Mobile,
Video, and Big Data
EnablesCompetitive
Advantage.
Editorial
Wiley
387
CODE/ DATABASE LOCATION: COMMENTARY:
The book describes the agility that comes from collaborative commerce, and
provides key decision makers the implementation roadmap they need to build a
successful business ecosystem.
NUMBEROF
ISSUESPRINTED:
DIGITAL: X
VIRTUAL:
 URL: http://site.ebrary.com/lib/uta/docDetail.action?docID=10925541&adv.x=1&p00=hb1&f00=lccn&p00_upper=hj9999

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AUTHOR (S)
ISSUED
YEAR
BOOK TITLE
EDITION
NUMBER
EDITORIAL
PAGES
Esteban, J. L. 2014 Vive tu sueño, emprende. Editorial UOC,
S.L., 2014
249
CODE/ DATABASE LOCATION:  COMMENTARY:
It is necessary to keep on struggling constantly in order to achieve our
goals, this text gives you a series of strategies to get your dreams.
NUMBEROF
ISSUESPRINTED:
DIGITAL: X
VIRTUAL:
URL: http://site.ebrary.com/lib/utasp/docDetail.action?docID=10902828&p00=emprendimiento
ADDITIONAL BIBLIOGRAPHY
AUTHOR (S)
ISSUED
YEAR
BOOK TITLE
EDITION
NUMBER
EDITORIAL
PAGES
Frey, R 2012 Successful Proposal
Strategies forSmall
Businesses:Using
Knowledge Management
to Win Government,
Private-Sector,and
International Contracts
6th Edition Editorial
Artech House
Chicago, Illinois 723
CODE/ DATA BASE: COMMENTARY:
This guide maps and details every stage of the contractor proposal response
lifecycle and shows readers how to produce proposals which maximize their
company's strengths and respond fully to client criteria.
NUMBEROF
ISSUESPRINTED:
DIGITAL: X
VIRTUAL:
 URL: http://site.ebrary.com/lib/uta/docDetail.action?docID=10583833&p00=enterpreneurship

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VII. SYLLABUS APPROVAL
Date prepared: September 21st, 2015
Lic. Edgar Encalada Trujillo. Mg.
SUBJECT PROFESSOR
Date of approval: September 23rd, 2015
Lic. Marbella Escalante. Mg. Mg. Verónica Chicaiza Redin PhD.
Area Coordinator Program Coordinator
Syllabus Evaluator Syllabus Validator
Dr. Marcelo Núñez Mg.
Faculty Sub-Dean
Approval

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Evidence for Element 1
Element 1. Recognize some technical vocabulary for communication within the
business context.
Learning Outcome 1: Present a conversation about keeping the conversation going
during small talks based on the corresponding units of the book.

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Element 2: Apply rules of socialization with people of different cultures in order to
interact in the business world.
Learning Outcome 2: Write and present scripts about ways to invite visitors to have a
social time based on what was covered in class.

17
Element 3: Analyze rules of communication through technological resources for
business issues
Learning Outcome 3: Participate in role plays about receiving phone calls and a
Business letter based on the contents of the textbook.

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Element 4: Prepare simulated telephone support in different commercial aspects
Learning Outcome 4: Design and present a short role play about using the telephone
based on the dialogues covered in class

27
Element 5: Assess business projects for entrepreneurships
Learning Outcome 5: Create a project according to an enterprise trying to sell a
product based on the suggestions given in class. Interdisciplinary project

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FACULTAD DE CIENCIAS HUMANAS Y DE LA EDUCACIÓN
CARRERA DE IDIOMAS
BUSINESS I
ELEMENT 5 – BUSINESS PLAN
Names: Nataly Mesias
Jonathan Arcentales
AMBATO – ECUADOR
2015 – 2016

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EXECUTIVE SUMMARY
Grupo Oceano is a book editorial company that distributes scholar books from
science and history to languages and mathematics in Ecuador. Grupo Oceano offers a
variety of brilliant, diverse, dynamic, easy to read, educational and unique didactic
books for teachers and students. In addition, the editorial offers one of the most
affordable prices in the market so that everyone can take the opportunity to study. By
distributing a huge variety of didactic books, Grupo Oceano tries to improve the
educational performance of both students and teachers in Ecuadorian schools, high
schools and universities.

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Objectives
The main objectives that the company wants to achieve are:
 Distribute scholar books in every single region of Ecuador.
 Reach the poor Ecuadorian villages and distribute free books for its inhabitants.
 In the future, expand the market to Latin American countries.
 Improve the learning process in schools, high schools and universities.
 Distribute didactic book with the most affordable prices on the market.
 Expand the market by distributing literature books.
Mission
Grupo Oceano’s main mission is to provide and distribute didactic and educational
books with affordable prices to most of the Ecuadorian educational institutions.

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Company summary
Grupo Oceano is located in Quito. The company will distribute scholar books and
eventually literature books in Ecuador. Grupo Oceano will have very affordable prices
in order to reach a large market around Ecuador, but the company will also relay on
very didactic and brilliant books for its repertory. Furthermore, the company will
provide those Ecuadorian regions, especially villages where there is a high level of
poverty of free books in order to improve the rate of people with education in Ecuador.
By doing so, the company will help in the development of the country. Finally, Grupo
Oceano will distribute educational books in schools, high schools and universities and
most of the educational institutions in Ecuador, no matter if the institutions were well
recognized or not.

TABLE OF CONTENTS
EXECUTIVE SUMMARY 29
Objectives.................................................................................................................... 30
Mission........................................................................................................................ 30
Company summary..................................................................................................... 31
TABLE OF CONTENTS ............................................................................................... 32
THE BUSINESS............................................................................................................. 33
Description of business ............................................................................................... 33
Product ........................................................................................................................ 33
Market ......................................................................................................................... 33
Marketing plan.......................................................................................................... 34b
Location ...................................................................................................................... 34
Management and operations ....................................................................................... 35
Personnel..................................................................................................................... 35
Loan and investment ................................................................................................... 35
FINANCIAL DATA....................................................................................................... 36
Projected financial statements..................................................................................... 36
Strategy and implementation summary ...................................................................... 36
Marketing strategies.................................................................................................... 36
Sales strategies ............................................................................................................ 37
Management summary................................................................................................ 37
Financial plan.............................................................................................................. 38
General assumptions ................................................................................................... 39
Break-even analysis .................................................................................................... 39

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THE BUSINESS
Description of business
Grupo Oceano is a book editorial company. As a distributing company, Grupo Oceano
is starting up its business activity; however there are lots of contacts available to start the
business project. In addition, the products that will be distributed are mainly books with
educational and didactic purpose. For instance, the principal customers will be educational
institutions in Ecuador. The reason why the company will be successful is because it has a
clear vision, contrary to other existing and surviving book editorial companies in Ecuador
that are almost at the point of going bankrupt. Even though, the company has not yet
started, the opportunities that it offers are varied. For example, there lots of educational
institutions in Ecuador and the market are not very competitive in this field. That’s why this
is the perfect opportunity to build a successful company.
Product
Grupo Oceano will distribute educational and didactic books in Ecuadorian educational
institutions. Lot of people will be beneficed, especially people who are teachers or students.
Since the company will focus on distributing educational books, the books must be very
affordable, but at the same time of high quality talking about education. The customers will
surely prefer to buy good books at a low price to study or to teach in the case of teachers.
Market
Since this is a book distributing company. The number of people who will ask for
books is very promising. In fact, in the last few years, education is Ecuador is becoming
more demanding and better as a result of the new laws and government projects. That’s
why the market will be even more lucrative in the future than it is now. In addition, there is
no such a very competitive market. In fact; there are few companies like Grupo Oceano that
are located in Ecuador.

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Marketing plan
Location
The location of the company will be settled in Quito. There is an old apartment building
on the Amazonas Avenue that is in perfect conditions, but is on sale. The building is
located in a beautiful street surrounded by many commercial and bank companies. In
addition, the area is well known because of its little business premises that sell second hand
books to the public.
PRODUCT Books.
CUSTOMERS Readers, book stores, educational institutions.
PRICING STRATEGIES Frequent sale prices, always affordable prices.
PACKAGE SYSTEM Big boxes.
NEW PRODUCTS FOR
THE FUTURE
Literature books, comics, documentary books.
COMPETITIVE
STRATEGY
Offer the most affordable prices in the market and the biggest repertory
of books.
IMAGE Responsible and serious company, social aid promoter.
COST OF THE
MARKETING PLAN
The average cost of the marketing plan including package system and
promoting campaign strategy will be around 5’000 $.

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Management and operations
FUNCTIONAL AREAS Finance & accounts, marketing, sales, human
resource, production, customer services and
administration.
SALARIES According to the function of each employee.
EXTERNAL RESOURCES Package company and delivering service company.
Personnel
At the beginning, the company will not need much personnel. Just few people located in
every single functional area of the company. All the new employees must have training in
order to guide them to give the best of them and do what their job requires. Since there are
different areas in which people will work; employees must be graduated in specific fields or
at least have a lot of previous experience in other companies. All employees will work
under the protection of the laws and the company will offer a nice atmosphere inside the
walls of the building.
Loan and investment
TOTAL INVESTMENT 10’000 $
USE FOR THE LOAN Products, selling strategies, personnel,
package and deliver service, location and
building.
TIMELINE TO REPAY 2 years.

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FINANCIAL DATA
Projected financial statements
Grupo Oceano is broadly based and is defined as the editorial business group at all the
teaching levels in our country.
Market segments are defined by organizational affiliation.
Media strategy and execution may vary by segment.
Strategy and implementation summary
Our strategy is based on distribute scholar books in every single region of Ecuador. By
having an identifiable market with available lists and related memberships, the management
of The Group believes we can exceed publishing industry standards for conversion of
potential subscribers. The task is to reach the poor Ecuadorian villages and distribute free
books for its inhabitants. The strategy is to expand, inform and reach the market to Latin
American countries.
Marketing strategies
New marketing will be done to improve and expand our editorial. Several of these new
marketing is already available to our members. "Aprendo Inglés" has access to a list of 100
sounds recording. All will be sampled with each book.
Sample runs will be: 5,000 issues on the first and second runs, 10,000 issues on the
second and third runs, and 25,000 issues on the fifth and sixth issues. All cost associated
with these sampling programs are included in the advertising and promotion budgets for
those months. A total of $362,000 will be spent on direct mailed sampling geared to
subscription.
In alternate months, print media will be used. Publications will be employed.
Mathematics, science, history and English books will have the early insertions. As
subscription base grows general interest media will be used later in the year. Literature and
information technology fields are likely choices.

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Finally, sales to books supply and retail bookstores through books distributors will also
be accomplished. Key distributors have already expressed interest in the publication.
All sales projections through this multi-channel approach will reflect the different pricing
and margin considerations pertinent to each.
Sales strategies
Our combined sales strategy of sampling, direct mail, and organizations will result in
the following first year sales goals:
 90,000 one-year subscriptions.
 50,000 one-year subscriptions through organizations.
 10,000 two-year subscriptions.
Four book titles are factored in in the second half of the year. Two are "trade" and two
are "booklets." Sales goals are modest.
The following sections illustrate annual revenue over the next three years of $3.1, $4.8,
and $6.4 million respectively.
Management summary
With production and fulfillment services outsourced, Grupo Oceano has need for
general management, editorial, sales & marketing, and financial expertise.
The following table includes the personnel plan and projected salaries for all key
people.

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Financial plan
After initial capitalization growth can be financed largely through internal cash flow
provided subscription targets are met. In the event of a sales shortfall, marketing can be cut
back temporarily to preserve cash. Or, more likely, additional investment may be sought to
re-accelerate productive campaigns if growth demands more funding.
The company created by this plan will generate cash as soon as subscription base
reaches critical mass.

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General assumptions
Break-even analysis
This break-even analysis is applicable to the first year only. Key fixed costs represent
the "burn" rate prior to major acceleration of marketing plans. Thus, if subscriptions didn't
flow in as planned this represents the point at which the company could continue to survive
without increasing marketing. In that event, management could "buy" time to raise
additional capital.

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FINAL REFLECTION
Nowadays, it is very important to know the universal language “English”, when we
travel to another country, because every person, whatever his nationality is, must know at
least a few words in English to communicate with foreign people. Knowing grammar and
vocabulary is not enough anymore. For example, in Ecuador, English as a second language,
but most people and specially students, struggle a lot when it comes to write, read or even
worse listen to someone talking in English. That’s why the module and teaching of
Business I is probably the best way to overcome those troubles. In fact, the elements in the
module and the activities done at home and at the university were all very useful to improve
most of my skills, but especially the oral skill.
The most important aspect about the module was that thanks to it, I learned a lot of new
vocabulary regarding business and technical commercial language. I also learned how to
make good oral presentations. Thanks to the Business I module, I was able to overcome
those difficulties and nowadays I can do better oral presentations in class.
In addition, I learned a lot of vocabulary in this semester. There were lots of different
topics in the book from cultural differences and communication to business strategies. All
the units were plenty of new words and the complementary books contained even more
vocabulary that I could learn thanks to the explanation in class.
Finally, thanks to the Business I module, I improved my speaking skill a lot more than I
did the previous semester.
I think this module was very helpful for me because I could notice many differences
when I came to the front to present a topic. In my opinion, this module can help all those
students and other people who want to improve their English in the speaking skill.

Arcentales Jonathan Business I Portfolio

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Arcentales Jonathan Business I Portfolio