Communication Audit Project

AB ConsultiNG
Group
Communication Audit Project
For

Qualifications

“ To effectively communicate, we must realize
that we are all different in the way we perceive
the world and use this understanding as a
Addison Kinney
University of Alabama
Bachelors Degree: Business Marketing
Statistical analysis
Excel skills
Brandon May
University of Alabama
Bachelors Degree: Business Marketing
Good Excel skills
Established Powerpoint skills
guide to our communication with others.

”
Tony Robbins Alex Lederle Bradley Utsey
University of Alabama University of Alabama
Bachelors Degree: Managment Bachelors Degree: Accounting
Refined presentation skills Strong graphical design ability
Business writing skills Good Powerpoint skills

Addison kinney

Alex Lederle

Brandon May

Bradley Utsey

Contact information:
Bradley Utsey
bradleyutsey@yahoo.com
251-404-0465

Contents
Executive Summary 6
document comparison 8
Introduction 11
Methodology 12
Initial Findings 14
Recommendations 16
Post test Findings 18
Final document 20
Conclusion 21
Appendix 23

6 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 7

Executive Summary Conclusion:
After showing the original and revised document to each interviewee, the revised document will
allow the Reed Group to communicate more effectively. Based on the survey provided with the
revised document, the majority of the interviewees chose it over the original.
Objective:
The objective of this communication audit is to create a more effective way for the Reed Group to
communicate its Business Preview to potential customers. The reason for this audit is to develop
and more clear and concise document based on areas we thought could be improved.

Recommendations:
Based on our findings, the following changes are recommended
•Improve the grammar in the business summary
•Change the layout to make it more reader friendly
•Add color to add attractiveness

Methodology:
•Select Document
•Interview author of document
•Interview 20 individuals using the plus minus system
•Analyze findings and provide recommendations for improving document

Findings:
Based on the interviews, the following information was determined
Positive Findings
•Use of the table chart
•Header and logo
Negative Findings
•Comprehending the overall document
•Lack of color
•Large amounts of information provided


Original document final document


Introduction

The communication audit document project gives our group the opportunity to
analyze and make recommendations about a document we have chosen from a
local business using on the knowledge gained from GBA 300. The document is
from The Reed Group, Inc. located in Fairhope, Al.

The document is a “Business Preview” page. This document shows basic
information about the business that is available for sale. Included on the
document is: the generic business name, key financial numbers, business
statistics, and a general description about what the business does. There were
several areas of the document that we saw opportunity for improvement.

A clear and concise document is crucial to all businesses. This is especially
true when the buyer is looking to spend millions or tens of millions of dollars to
acquire a business that is being represented by The Reed Group. The changes
that we made allow the reader to more clearly and quickly interpret the
information that is displayed in the document.


Methodology Recommendations:
All of the people interviewed had recommendations on how to make the document better.
Recommendations consisted of moving the table of information on the left side of the page needs
Document Selection: to switch positions with the information given on the right. The logo needs to be bigger and
The process began to audit a document by a group discussion. We looked at many potential centered. Move “Business Preview” below the logo. Put the address of the company at the top of
clients and decided to pick The Reed Group Incorporated. Bradley Utsey, a group member the page next to the company’s logo.
currently works for the company and we all agreed that this document could use some revising.
Post Test:
Client Contract: The proposed recommendations were given to twenty people. We tried to get the same people
In order to have permission to audit the document we needed to have a signed contract from we interviewed about the original document. We handed them the original document as well as
the company. This was an easy task for us since Bradley works for the company. We drafted a the revised document to get their opinion of what they thought.
proposal and Brad delivered it to The Reed Group asking for their permission.
Recommendations against Post Test:
Writer Interview: We compared the Post Test findings to the recommendations gained from the initial survey. We
After getting permission to audit a business preview from the Reed Group an author interview were able to measure our progress based on this analysis.
was needed. Bradley set this interview up with his manager Dock Reed. The main purpose for
this interview was to get a better understanding of the document and what is was trying to convey Conclusion:
to its customer. Bradley had a list of questions that as a group we came up with to ask Dock. Based on the feedback we gained at each step of the process, the revised document clearly
communicates to the reader what the Reed Group is offering. This will help the Reed Group
Surveys: communicate to their consumers more effectively.
Surveys were given to twenty people, five by each member of the group. These were question
asked about what they thought about the document. We asked them to evaluate the layout/color,
grammar, clarity, and effectiveness of the document.

Plus/Minus Method:
Each member of the group was asked to complete the Plus/Minus Method. This consisted
everyone in the group asking five people what they thought was positive and negative about the
document. If there was something the interviewee found positive, a plus sign was marked; any
negative information was followed by a negative sign.


Initial Findings

Plus/Minus Survey Results Attribute’s Average Rating

+ -
36 63 3.15 2.1 1.85 2.25
75 5

60
4

45
Interviewees

3

Average Rating (Mean)
30

2
15

0
1
Positive Attributes (+) Negative Attributes (-)

0
Layout Grammar Color Understandability

Attributes


Recommendations Revised document
Based on analysis of the findings, the following recommendations are proposed: The following document was revised based on information gained from the post test.

Layout: Average score overall was 3.15
•Centered the title and made it bigger
•Moved “Business Preview” down the page

Roofing, Waterproofing, and Metal Fabrication
•Moved the information chart to the ride side of the document, and the text information to Business Preview:
the left
•Made the contact information more visible
This is a well-established family owned business that
•Minimized the disclaimer and moved to bottom of document has been serving the southeast for more than 50 years.
Preview # 268
The pre-tax profits exceed 24% and there is a backlog
of contracts that exceeds last year’s revenues. This SIC # 1761
Grammar: Average score overall was 2.1 company provides services to a wide variety of
•Re-worded sentences without deleting any content customers and organizations both commercial and
Revenues: $7,458,711
residential. These customers and organizations include:
•Inserted punctuation when needed NASA, military facilities, utility companies, educational
•Switched order of sentences facilities, hotels, casinos, hospitals, shopping centers, Cash Flow: $675,322
condominiums, apartment complexes, personal homes,
and many more. The key personnel are in place and are
Color: Average score overall was 1.85 willing to stay after the business changes ownership. Asking Price: $1,938,927
These personnel have many years of experience and
•Added more color to title and top of page are responsible for all areas of company management Inventory: $65,000
•Improved clarity of information chart including: cost estimating, contract bidding, design,
material purchasing, installation, maintenance, along
with all finance and accounting functions of the FMV-FFEV: $1,560,807
Understandability: Average score overall was 2.25 business. All of the equipment used in daily functions,
including vehicles, is up to date in order to achieve
•Simplified wording Corp. Structure: “C” Corp
maximum efficiency. There are also in-house
•Improved Title Placement maintenance personnel to service all equipment. The
facilities used by the company include a separate office Employees: 75
•Improved Contact Placement
and fabrication facility, two material storage
•More free space around summary and information chart warehouses, along with equipment and vehicle
maintenance facility. This entire infrastructure is Region: Southeast
spread over 4± acres of prime real estate.

The Reed Group, Inc.
www.trgi.net
Toll Free: 800-952-2515
Additional information will require receipt of our confidentiality agreement including financial qualifications. We will be prompt in forwarding a Confidential Business Review
and answering any questions to qualified interested parties.
We suggest you contact us for a conference call with the owner as soon as possible. All the numbers will be explained during a site visit and verified in due diligence.
We go to the marketplace without a price due to the structure of the transaction. Tax ramifications and real estate are considerations to be negotiated. We have a
straightforward methodology without surprises and/or empty promises.

Disclaimer: This information is taken from sources provided by the owner and is not audited or warranted by TRGI. All information is subject to corrections and/or changes by
the owner(s). Adjustments made to balance sheets and income statements can be verified.


Post test Findings

Attribute’s Average Rating
Plus / Minus Survey Results

+ - + - 44% Increase 90% Increase 105% Increase 64% Increase
5
122% Increase 294% Decrease
4.55
80 80

4 4
3.8 3.7
75

63 3.15
3

Average Rating (Mean)
60
Number of +/- Marks

2.25
2.1
45
2
36 1.85

30

1

16
15

0
0 Layout Grammar Color Understandability
Original Document Revised Document
Attributes

Pretest
Post Test


final document Statistics
Based on feedback received during the final presentation we made the necessary changes
to further fine-tune the document. These changes create were made in order to create the
greatest appeal in the eye of the reader.
105% 90%
Increase in the Increase in the
document’s overall grammar of the
color appeal business description

5:1 254%
Ratio of (+) to (-) Decrease in total (-)
marks on the revised marks on the post-test
document compared to initial test

Conclusion
Based on the post-test data, the changes made from the original to the revised
document have significantly improved the overall effectiveness, clarity, and
aesthetic value. If the Reed Group chooses to adopt the suggested changes,
there is potential to increase business turnover. This is clearly displayed upon
final analysis of our data and the changes made in the categories of layout, color,
understandability, and grammar. We experienced a 122% increase in positive
findings and a 254% decrease in negative findings on our revised document.
This new document would affect the entire array of businesses currently for
sale, because the same template is used for every business that The Reed Group
represents.


Appendix

24 AB Consulting Group | Communication Audit Project

Appendix 3
Writer interview

1. Who is the intended reader? What type of person?
Strategic Party already in this business. Private Equity Group wanting to enter into this
space; or, as an add-on to a company that they already own. Finally, financial buyers and/or
high net worth individuals.

2. What is your reason for creating this document?
Present opportunity for acquisition to the marketplace (world-wide) in a generic manner as
a “teaser” if you will without disclosing name, location or anything to break the confidential
nature of our agreement with our client. (Opposite of the way real estate is marketed) Also
to get our confidentiality agreement executed by an interested party coupled with financial
qualifications to move forward.

3. What knowledge do you want your readers to gain from this document?
A straight-forward positive overview of the strengths of the business coupled with what our
client (business owner) wants to accomplish. Is there an interest in acquiring this business or
not?

4. What are a few things you like and dislike about this document?
I personally designed it about 20 years ago and it has served us well. Simple, to the point.
Regarding a dislike, always open for improvement in substance, style and presentation to
the customer. Welcome any feedback.

5. When was the “business preview” document written initially? Has the format been revised since?
The very first time we meet with a Business Owner, we present a blank draft and explain the
purpose, how, when and why use it. We solicit them to assist us in writing a summary of ap-
proximately 100 words. Our client approves everything before we go to market. Format has
not changed; however, wording does sometimes as the business changes.


Appendix 1
Initial survey results


Appendix 2
Post-Test survey results

46 AB Consulting Group | Communication Audit Project

Appendix 3
Audit document contract

AB Consulting Group
Addison Kinney
Alex Lederle
Brandon May
Bradley Utsey

GBA 300 Fall Semester 2012

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