Transcript. to differentiate – to distinguish;

Listening

Reading

The lesson plan

Lesson 6

Homework

Reading the article

Reading

I.

to differentiate – to distinguish;

the first part of a website’s aqddress, which usually begins with ‘www.’ and ends with ‘com’, ‘.org’, ’uk’, or other letters that show which country the website is from – domain.

II. True or False?

1. The symbol @ meant the only preposition on the keyboard before Ray started to use it (F).

2. It took Ray too much time to decide to use @ (F).

3. He has forgotten his first message (T).

4. Ray’s idea made him very rich (F).

spam – email messages that a computer user has not asked for and does not want to read, for example from someone who is advertising something;

spambots – a special program, which looks for new emails in the Internet for sending spams;

to distort – to change the appearance, sound, or shape of something so that it is strange or unclear;

to apart – here to distinguish, to differentiate.

Prepare presentation

1. Lead-in (5-7 min)

2. Reading (15 min)

3. Listening (15 min)

4. Presentation (40 min)

To extract – to remove an object or a substance from somewhere or something, especially with difficulty;

Tumor – a mass of diseased cells in your body that have divided and increased too quickly;

Application – here practical us;

Accomplished – very skillful.

to drip – to let liquid fall in drops;

backer – someone who supports a plan, especially by providing money;

to commit – to say that someone will definitely do something or must do something.

Interviewer: How did you get the idea for the Anywayup cup?

Mandy Haberman: I first had the idea for a totally non-spill cup when I saw a littlle girl

drinking from a conventional trainer cup. She dropped the cup and her

mother dived to catch it before it hit the floor. This made me think that it

must be possible to make a cup that it would close and wouldn’t spill or

drip when the child wasn’t drinking from it.

Interviewer: How did you go about producing the cup?

Mandy Haberman: Well, I had some experience of working with plastics, and, starting in my

kitchen, I made a series of prototypes. After about a year I was ready to

look for a financial backer to develop and sell the product.

Interviewer: How did you go about finding one?

Mandy Haberman: I had applied for a patent before I went to see possible backers, and over

a period of a couple of years I showed my prototypes to about 20

companies.

Interviewer: Aha. How did companies respond when you went to see them?

Mandy Haberman: Responses varied. Typically, companies wanted to hold on to the

prototypes, while they assessed the product. Months would go by and

I’d becomevery nervous about it until finally I would demand that they

returned the product.

Interviewer: Mmm...

Mandy Haberman: Those that were interested were either not prepared to invest enough

money or were not prepared to commit to the sort of minimum sales

figures that I considered possible.

Interviewer: So where did you go from there?

Mandy Haberman: I exhibited at trade shows. We showed prototypes which were convincing

as real product samples. We demonstrated our moment drinking from

them, and the next moment shaking them over people’s clothes! Not a

drop came out The shows were a huge success. We took about 10,000

Euros of advance orders.

Interviewer: What happened next?

Mandy Haberman: With the 10,000 Euros from the advance orders, I set up my own

company – The Haberman Company Ltd. - to make the cups, and we

rocketed into business. Later on, I licensed my product to V & A

Marketing Ltd. in the UK, and a company called The First Years in the

U.S.

Interviewer: How did you establish your routes to market?

Mandy Haberman: We realised that we needed to get the product into the supermarkets but

this wasn’t going to be easy – we had already been in contact with all the

big claims, but they weren’t interested.

Interviewer: Aha...

Mandy Haberman: So we filled a cup with fruit juice and put it loose inside a white box and

posted it to the buyer at Tesco, with a note to say that if it arrived

without spilling, she should give us a call. A few days later, the telephone

rang – we were in Tesco!

Bill Mascull, Jeremy Comfort, Best Practice; Business English in a global Context

to make a series of prototypes - to want to see if your idea works in practice;

to look for a financial backer – to want someone to invest in your product;

to apply for a patent – to want to protect your idea so that others cannot copy it;

to exhibit at trade shows – to want to show your product to possible buyers;

set up my own company – to want to sell your product yourself.

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