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Welcome to this video-lecture of Live Text Access:
Training for real-time intralingual subtitlers.
This is unit 4. Entrepreneurship and service competence.
Element 3: Business strategies.
My name is Julia Borchert
and this lecture is about developing an own service portfolio.
The materials are created by SUBTI-Access and ZDF Digital.
This is the learning outcome:
The trainee can develop an own service portfolio
and adapt it to the market needs.
Here you see the agenda.
At first something about identification of strengths,
weaknesses, opportunities and threats.
After that we will have a look how to create a business model
with the help of the canvas business model.
And at the end a portfolio analysis
using the Boston Consulting Group - Matrix.
Let’s get started with a method how to Identify strengths,
weaknesses, opportunities and threats.
The SWOT Analysis.
A SWOT Analysis provides a comprehensive overview
of how you can position yourself on the market.
You can use it when you want to gather information about you,
your business, your organization, or your process, or a special project.
A SWOT Analysis can be implemented via an internal analysis:
brainstorming of your strengths and weaknesses,
your opportunities and threats.
Ideally work in an S-shaped flow.
Start with strengths, then move to weaknesses,
then opportunities, and finally threats.
What exactly is meant by these four factors you should analyse?
Strengths are things internal to your business, organization,
process, or project, that are within your control.
Weaknesses are also internal factors within your control.
These might be obstacles, blockers, or other things
that obstruct your ability to meet your goals.
Opportunities should be treated as external factors that the business,
organization, process, or project should or could develop.
Ideally, these already exist in some fashion.
Threats are external factors to your business,
organization, process, or project.
These are beyond your control but are good to be aware of
because of the potential risk.
Answer the following questions
to start planning your next plan of attack.
How do you use your strength to take advantage of opportunities?
And how do you overcome weakness
preventing you from taking advantage of opportunities?
Furthermore: How can your strength reduce the probability of threats?
What can you do about your weakness to make the threats less likely?
Let’s take a look at creating a business model now.
What is the Business Model Canvas?
It facilitates the structured and clear presentation
of your business model.
The Business Model Canvas serves for the analysis
of existing business models
or for the development of new business models.
The right side of the Business Model Canvas
focuses on the customer, the external.
While, the left side of the canvas focuses on the business, internal.
Both - external and internal factors -
meet around the value proposition,
which is the exchange of value between your business
and your customer or clients.
Here you can see an example of a Business Model Canvas structure
with all relevant questions that should be answered.
Like you can see it’s very detailed
and to explain everything now would go beyond the scope.
But you can find this table as a template at the additional material.
Let’s talk now about a portfolio analysis.
BCG-Matrix is named after the Boston Consulting Group
and was created in 1968 by BCG's founder, Bruce Henderson.
This Matrix is a portfolio management framework,
which helps companies to decide how to prefer their different businesses.
It is a table, split into four quadrants,
each with its own unique symbol
that represents a certain degree of profitability.
By assigning each business to one of these four categories,
executives could then decide where to focus their resources
and capital to generate the most value,
as well as where to cut their losses.
Here you can see the colourful Boston Consulting Group Matrix.
I will explain it to you and describe each category very shortly.
Let’s start with the cow.
It's low Growth and High Share at the bottom left:
Companies should milk these “cash cows” for cash to reinvest.
The red one. High Growth, High Share at the top left:
Companies should significantly invest in these “stars”
as they have high future potential.
The purple one. High Growth and Low Share at the top right:
Companies should invest in or discard these “question marks”
depending on their chances of becoming stars.
And the green one. Low Share and Low Growth at the bottom right:
Companies should liquidate, divest, or reposition these “dogs”.
Summary.
A SWOT analysis provides a comprehensive overview
of how you can position yourself on the market.
It can be implemented via an internal analysis:
strengths, weaknesses, opportunities and threats.
The Business Model Canvas facilitates the structured and clear presentation
of your business model.
BMC serves for the analysis of existing business models
or for the development of new business models.
The Boston Consulting Group Matrix is a portfolio management framework
using four categories with its own unique symbol.
It helps to decide where to focus resources and capital
to generate the most value, as well as where to cut losses.
Exercises.
The exercises for this video-lecture
are in the trainer's guide and the PowerPoint file.
Thank you for your attention.
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LTA - LiveTextAccess.
Universitat Autònoma de Barcelona.
SDI - Internationale Hochschule.
Scuola Superiore per Mediatori Linguistici.
ZDF Digital.
The European Federation of Hard of Hearing People - EFHOH.
VELOTYPE. SUB-TI ACCESS.
European Certification and Qualification Association - ECQA.
Co-funded by the Erasmus+ Programme of the European Union.
Erasmus+ Project: 2018-1-DE01-KA203-004218.
The information and views set on this presentation
are those of the authors and do not necessarily reflect
the official opinion of the European Union.
Neither the European Union institutions and bodies
nor any person acting on their behalf may be held responsible for the use
which may be made of the information contained here.