Ramirez Ana Business I Portfolio

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UNIVERSIDAD TÉCNICA DE AMBATO
FACULTAD DE CIENCIAS HUMANAS Y DE LA
EDUCACIÓN
CARRERA DE IDIOMAS
MODALIDAD PRESENCIAL
STUDENT’S PORTFOLIO
“BUSINESS I”
Fourth Semester “A”
Student´s name: Ana Gabriela Ramirez Chicharron
Professor´s name: Lic. Mg. Edgar Encalada Trujillo
AMBATO – ECUADOR
October 2015 – March 2016

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Contenido
MISIÓN (MISION STATEMENT) .......................................................................................3
VISIÓN (VISION STATEMENT)........................................................................................3
PERFIL DE EGRESO (EXIT PROFILE) ..............................................................................4
STUDENT´S CURRICULUM VITAE..................................................................................5
STATEMENT OF PERSONAL LEARNING GOALS. ........................................................6
SYLLABUS............................................................................................................................7
Evidence for Element 1 ........................................................................................................19
FINAL REFLECTION .........................................................................................................40

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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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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 través 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.

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STUDENT´S CURRICULUM VITAE
PERSONAL INFORMATION
Name: Ana Gabriela Ramirez Chicharron.
CDI: 1550060220.
Date of Birth: October 19, 1995.
Marital Status: Single.
Address: Ambato, Barrio la Cumanda.
Phone: (06) 856273, 0982573818.
E-mail: anigaby1539@hotmail.com.
EDUCATION
Basic Education: “Santa Marianita de Jesus” School
Media education: Bachelor in Social Sciences, July 2013
“Juan Bautista Montini” High School
Top Education: Studying Languages Career
Technical University of Ambato
EXPERIENCE I don’t have experience in any job.
SKILLS Experienced with children
Fluent in Spanish and English
ACHIEVEMENTS Graduated with Honors at the High school as standard-bearer.

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STATEMENT OF PERSONAL LEARNING GOALS.
The main reason to take “Business I” module is because it helps English learners to
produce oral texts in English using the language skills of reading, listening, speaking and
writing in the business world. Also, I will take this module because I have some
expectations of it. They are: to learn new vocabulary and to improve my speaking.
First at all I want to learn new vocabulary because it will contribute a lot to my future
professional development. I’m going to be an English teacher. I need to have a variety
of vocabulary. If I have a variety of vocabulary, I will be able to talk about any topic.
Especially I want to learn vocabulary of business. I’m sure that in this module I learn a
lot of them.
Secondly I want to improve my speaking. I would like to express my ideas in a more
spontaneous and genuine form. I want to learn new techniques to improve my fluency.
If I speak English fluently, I will be able to speak easily with foreigners. It will help me
to the improvement of my speaking skills.
Definitely “Business I” module will be very useful. It will give the opportunity to
improve my speaking skills. I will take the advantage of it. I will research new
vocabulary about business. I will apply new techniques to my speaking skills’
improvement. I will achieve my expectations.

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SYLLABUS
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.
Didactic Resources: Slides, markers, projector, audiovisual aids, internet

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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.

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U.4 Prepare simulated telephone support in different commercial aspects
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
AUTHOR (S) ISSUED BOOK TITLE EDITION EDITORIAL CITY/COUNTRY NUMBEROF

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YEAR NUMBER 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 CITY/COUNTRY
NUMBEROF
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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EDUCACIÓN
CARRERA DE IDIOMAS
“BUSINESS I”
Evidence for Element 1
Learning outcome: Present a conversation about keeping the conversation going
during small talks based on the corresponding units of the book.
AMBATO – ECUADOR

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EDUCACIÓN
CARRERA DE IDIOMAS
“BUSINESS I”
Learning outcome: Write and present scripts about ways to invite visitors to have a
social time based on what was covered in class.
AMBATO – ECUADOR
October 2015 – February 2016

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EDUCACIÓN
CARRERA DE IDIOMAS
“BUSINESS I”
Learning outcome: Participate in role plays about receiving phone calls and a
Business letter based on the contents of the textbook.
AMBATO – ECUADOR

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EDUCACIÓN
CARRERA DE IDIOMAS
“BUSINESS I”
Learning outcome: Design and present a short role play about using the telephone
based on the dialogues covered in class.
AMBATO – ECUADOR

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EDUCACIÓN
CARRERA DE IDIOMAS
“BUSINESS I”
Learning outcome: Create a project according to an enterprise trying to sell a product
based on the suggestions given in class. Interdisciplinary project.
AMBATO – ECUADOR

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Broad Bean Coffee.
1. Executive Summary
Broad Bean Coffee( BBC) is a specialty coffee retailer. This coffee uses a system that is
new. It is a healthy coffee. Provides its customers the ability to try a different coffee. It
offers its customers the best coffee. BBC is offering a high-quality option to the stores, gas
station or supermarkets and any customer that want to try this product.
It is very healthy coffee substitute drink made from broad beans that is rich in protein and
carbohydrates. This product has medicinal properties. It relieves the Alzheimer's symptoms
and lower cholesterol levels. It contains potassium and it helps people’s memory. It doesn’t
contain caffeine, so it doesn’t cause insomnia. Everybody can drink this coffee substitute,
children, old people, young people, etc. You should use this product because it is 100%
natural. It is 100% Ecuadorian. Drink Broad Bean Coffee.
1.1. Objectives
 Our company has established two firm objectives it wishes to achieve in few time.
 Become selected as the Best taste Coffee in all Ecuador.
 Sales approaching and surpassing $1. million by the end of the first year.
1.2. Mission
BBC will make its best effort to create a unique taste and this product will be the best
coffee. Provide customers the finest quality coffee. We will help our customers to relieve
their daily stresses by providing piece of mind through a cup this coffee, and products of
consistently high quality. And grow at a profitable rate through sound economic decisions.
1.3. Keys to success
The keys to success in this business are:
1. The best product - freshest Broad Bean, cleanest equipment, and consistent flavor.
2. Its design that will be both visually attractive to customers.
3. Employee training to insure the best coffee preparation techniques.
4. Building a solid base of loyal customers.
2. Company Summary
Broad Bean Coffee ( BBC) is a specialty coffee retailer, distributes coffee, BBC uses a
system different to make coffee that is new to the coffee industry to provide. It provides its
customers the ability to try something different and addition something healthy. Broad
Bean Coffee is offering a high quality option to the restaurants, stores, and supermarket.

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2.1. Company Ownership
Broad Bean Coffee( BBC) is founded by partners Ana Ramirez and Erika Vaca. Miss,
Ramirez ows 55% of the business and Miss, Vaca 45%
2.2. Start-up Summary
Broad Bean Coffee´s start-up expenses and funding are shown in the tables and chart
below. The majority of these funds will be used to build the first facility, machinery, initial
inventory and other one-time expenses. Broad Bean Coffee anticipates the need for
operating capital for the first few months of operation.
2.3. Company Locations and Facilities
Broad Bean Coffee will be located at the corner of Cevallos Avenue and Bolivar in
Ambato. Our company plan will include 4 office, storage area and two bathrooms, a
parking, a customer service area and machinery room. Our company has a decor that will
convey the quality of the coffee.
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
Start-up
building machinery initial inventory other expenses
$500
$700
$ 1000
$ 2000

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3. Products
Broad Bean Coffee provides its patrons the finest beverage. this will be achieved by using
high-quality ingredients and strictly following preparation guidelines. specializing in
specialty broad bean and broad bean will be transformed to a coffee different. In addition,
BBC will offer domestic and soft coffee and the next year, we will create some healthy.
The clientele that prefers a healthy coffee. It will be your solution.
3.1. Product Description
Broad Bean Coffee provides its customers a delicious and healthy coffee. This coffee
doesn't have caffeine because it is the better beverage that we will offer. This product is
healthy because it is made with broad bean. It is made with this bean because it has a lot of
proteins and vitamins.
3.2. Sales Literature
Two thousand flyers will be distributed in Ambato and also, through webs , on the
University campus, at the malls and in the selected office buildings. Also, free postcards
with BBC endorsement will be printed to increase the company visibility among the
patrons.
3.3. Machinery
The Broad Bean Coffee's delivery system is based on its automatic and professional
machinery. BBC is using a useful machinery that allowing its clientele try a unique taste.
Also, This machinery facilities to provide convenience and efficiency for its clientele.
Broad Bean Coffee has also designed state-of-the-art Mobile Cafes that will be deployed
from time to time on high school and college campuses, corporate campuses, and at special
events.
4. Marketing Analysis Summary
Broad Bean Coffee will focus on two markets:
Broad Bean Commuter - someone traveling to or from work, out shopping, delivering
goods or services, or just out for a drive.
The Captive Consumer - someone who is in a restricted environment that does not allow
convenient departure and return while searching for refreshments, or where refreshments
stands are an integral part of the environment.

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4.1. Market Segmentation
Broad Bean Coffee will focus on two different market segments: Commuters and Captive
Consumers. To access both of these markets, BBC has two different delivery systems. For
the commuters, BBC has the Drive-thru coffee house. For the captive consumer, BBC has
the Mobile Cafe.
Commuters are defined as any one or more individuals in a motorized vehicle traveling
from point "A" to point "B." The Broad Bean's greatest concentration will be on commuters
heading to or from work, or those out on their lunch break.
Captive Consumers would include those who are tethered to a campus environment, or in a
restricted entry environment that does not allow free movement to and from. Examples
would include high school and college campuses, where there is limited time between
classes, and corporate campuses where the same time constraints are involved, but
regarding meetings and project deadlines, and special events--such as carnivals, fairs or
festivals--where there is an admission price to enter the gate, but exiting would mean
another admission fee, or where refreshments are an integral part of the festivities.
4.2. Target Market Segment Strategy
BBC's target market is the mobile individual who has more money than time, and excellent
taste in a choice of beverage, but no time to linger in a cafe. By locating the Drive-Thrus in
high traffic/high visibility areas, this unique--and abundant--consumer will seek Broad
Bean Coffee out and become a regular guest.
To penetrate the target market for the Mobile Cafes, these units will do what they were
designed to do. Broad Bean Coffee will take the cafe to the customer! By using the
community support program BBC is instituting, arrangements will be made to visit a high
school, college campus, or a corporate campus once or twice a month (Even visit these
facilities for special games, tournaments, recruiting events, or corporate open houses). And,
for every cup or baked good sold, a portion is returned to the high school or college. It
becomes a tremendous, painless way for the institution to gain a financial reward while
providing a pleasant and fulfilling benefit to their students or employees.
4.3. Market Grown
According to industry statistics, the consumption of coffee and flavored coffee products is
growing rapidly. The largest national brand for retail coffee outlets achieved $2.2 billion in
sales in 2000 with 3,000 retail outlets. They are anticipating opening 7,000 more outlets in
the next five years and increasing revenues to over $6 billion.
That is the coffee consumer market. The segment of that market we are targeting is the
commuter and that number is increasing. In the metropolitan area, as with many
metropolitan areas in the country, there is a migration away from the cities.
It is estimated that there are well over 2.5 million commuters driving to and from work
each day in our market. Statistically, at least 50% of those are coffee drinkers. That gives
Broad Bean Coffee a significant daily target for its products. Those numbers are growing
by 6% per year.
4.4. Market Needs

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Ecuador is a very mobile society. With the introduction of the automobile, we became a
nation that thrived on the further freedom of going where we wanted when we wanted. It
has only gotten worse. There are over 250 million men, women and children in America,
half of whom are too old, too young, or too poor to drive an automobile. Yet, there are
more licensed vehicles in the country than people. And that mobility has created a unique
need in our society.
4.5. Industry Analysis
The coffee industry has grown by tremendous amounts in Ecuador over the past five years.
Starbucks, the national leader, had revenues in fiscal 2000 of $2.2 billion. That is an
increase of 32% over Fiscal 2006. Starbucks plans to increase revenues to over $6.6 billion
from 10,000 retail outlets by 2012.
5. Strategy and Implementation Summary
Broad Bean Coffee will penetrate the commuter and captive consumer markets by
deploying Drive-thru facilities and Mobile Cafes in the most logical and accessible
locations. The Drive-thrus are designed to handle two-sided traffic and dispense customer-
designed, specially ordered cups of specialty beverages in less time than required for a visit
to the locally owned cafe or one of the national chains.
Broad Bean Coffee has identified its market as busy, mobile people whose time is already
at a premium, but desire a refreshing, high quality beverage or baked item while
commuting to or from work or school.
In addition to providing a quality product and an extensive menu of delicious items, to
ensure customer awareness and loyalty, as well as positive public and media support, Broad
Bean Coffee could be donating up to 7.5% of revenue from each cup sold in individual
Drive-thrus to the charities of the customers' choice.
5.1. Sales Strategy
There will be several sales strategies put into place, including posting specials on high-
profit items at the drive-up window. The Baristas will also hand out free drink coupons to
those who have purchased a certain number of cups or something similar. BBC will also
develop window sales techniques such as the Baristas asking if the customer would like a
fresh-baked item with their coffee.
5.2. Strategic Alliances
Broad Bean Coffee has and will continue to depend heavily on our alliance with PJ's
Coffees, as well as our alliances with the Mobile Cafe and Drive-thru facility manufacturers
and consumable products providers. However, we will always be looking for better quality
products, more favorable pricing, or more timely delivery from other potential alliances.
We also consider the schools, non-profit organizations, and even corporations who host one
of our Mobile Cafes as a strategic alliances, since they are providing exposure to our
products and we are providing them a financial benefit.
6. Management Summary
Broad Bean Coffee is a relatively flat organization. Overhead for management will be kept
to a minimum and all senior managers will be "hands-on" workers. There is no intention of
having a top-heavy organization that drains profits and complicates decisions.

39
At the zenith of this three-year plan, there will be four "Executive" positions: chief
operating officer, chief financial officer, chief information officer, and director of
marketing. There will be other mid-management positions, such as district managers for
every four Drive-thrus, and a facilities manager to oversee the maintenance and stocking of
the Mobile Cafes, as well as overseeing the maintenance and replacement of equipment in
the Drive-thru facilities.
6.1. Personnel Plan
Broad Bean Coffee expects the first year to be rather lean, since there will only be two
locations and one mobile unit--none of which will be deployed for the entire year. The total
headcount for the first year, including management, administrative support, and customer
service (production), will be 15, with a payroll and payroll burden total expenditure as
shown in the following table and in the monthly breakdowns appendices.
The second year, with the addition of two Drive-thrus and two mobile units, Broad Bean
Coffee will add customer service personnel, as well as a district manager and some
additional support staff at headquarters, including an Inventory Clerk, Equipment
Technician, and administrative support. The headcount will increase by nearly 100% in the
second year to 29, with a proportionale increase in payroll of and payroll burden.
The third year will see the most dramatic growth in headcount, due to the addition of nine
Drive-thrus and another mobile unit. In the third year, there will also be an increase of
180% over the previous year. Total payroll and payroll burden for the third year will reflect
this, as well as the significant increase in the senior management team, with the addition of
a chief financial officer, a chief information officer, and a director of marketing. There will
also be a second and third district manager, and a corporate events sales executive. Total
personnel will reach 81.
The chief financial officer will be brought on to oversee the increase in numbers of retail
outlets and to manage a dramatically more detailed P&L statement and to manage the
Balance Sheet. The chief information officer will be brought in to help us with the
deployment of a Point-of-Sale computerized cash register system that will make tracking
and managing receipts and charitable contributions more robust. Ideally, this individual will
have a large amount of point of sale and Internet experience. Specifically, how to tie in
POS systems to the Internet and inventory controls. Also, knowledge in establishing
technology guidelines for the company and franchisees in the future. This individual will
also be added in fiscal year three.
The director of marketing will be charged with managing the relationships with advertising
agencies, public relations firms, the media, and our website.

40
FINAL REFLECTION
“Business I” module contributed a lot to the improvement of my speaking skills. I learned
some strategies to improve my speaking. It learned new and varied vocabulary about
business. I also learned some new expressions. It’s was a very useful module. I achieved all
my expectations in this module. I did some activities to achieve them.
First of all I applied the best strategies to improve my speaking. One of them is planning
presentations. It’s about organizing your ideas before exposing a presentation. It helped me
a lot. Now I can produce organized oral presentations. I’m able to exchange ideas critically
and constructively.
Secondly I learned new and varied vocabulary about business. For example I learned
vocabulary about business plan. I did role-plays and oral presentations to use this
vocabulary. It helped me a lot. Now I’m able to produce oral texts in English using the
speaking skills in the business world.
Definitely “Business I” was the most useful module in this semester. I learned new
techniques to improve my speaking skills. I learned useful vocabulary about business. I also
learned native-speaker slang expressions. I applied this new vocabulary and expressions in
my oral presentations. It contributed a lot to my learning.

Ramirez Ana Business I Portfolio

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