PROGRAMME 1: CLAWS & PAWS

ACTIVITIES

Guidance

The programme can be used as the focus of a stand-alone lesson, or as a starter for learning about aspects of the business and working world, whether through direct or indirect experience.

These activities support a variety of individual, paired and group work and can be chosen and adapted to suit the needs of the students involved.

The questions and discussion points in 'Before viewing' might better come after viewing if the group is very new to business and enterprise concepts.

Before viewing

What do these business terms mean?

• Entrepreneur
• Corporate image
• Marketing
• PR
• Pricing structure
• Turnover

If you don't know, watch out for them while you're watching and try to define them afterwards. Look them up if you still don't know.

What do you already know about running a business? Have you every tried? What happened? Does anyone among your family and friends run a business? What do you think are the main advantages of running your own business? What are some of the disadvantages?

After viewing

To view 4Learning video clips you will need Windows XP/2000 and Windows Media Player 9, 10 or 11. Unfortunately, the clips are not supported on Macintosh computers.

The video clips may contain a few seconds of extra material at the beginning and end. We have therefore included opening and closing descriptions to help identify the intended scene.

What makes an entrepreneur?
Clip one: 02.55 – 04.07

• Opens with the narrator saying, 'Marketing expert Michael, who's in the business of making clients look great, knows the importance of self-promotion.'
• Closes with the narrator saying, 'Teens Adam and Michael arrive at Sharon's mobile base.'

What personal qualities and skills do Adam, Sarah and Michael all possess that make them successful entrepreneurs? Think of some key words that describe an entrepreneur. Do they need any formal qualifications? Did Adam, Michael or Sarah have any? How might qualifications help someone run a successful business?

Interviewing someone to work for you
Clip two: 10.09 – 11.38

• Opens with the narrator saying, 'Adam has arranged for Sharon to go to a dog grooming training school in Cheltenham.'
• Closes with the Sharon saying, 'Sometimes the feedback you get is very difficult to interpret.'

Sharon didn't find interviewing easy. What did she need to find out about someone she wanted to work for her? What skills did she need to use to find out what she wanted to know?

In pairs, role-play the interview, with one person playing Sharon and the other her potential new worker. If you're the interviewer, think of five questions you want to ask to find out what you need to know. If you're the interviewee, think of the qualities, skills and experience you would need to do the job well and persuade Sharon to employ you. When the interview is finished, share the experience with others in the group. What was easy and what was difficult about it? Sharon – would you have employed this person? Interviewee – would you have accepted the job?

Michael says that Sharon's turnover would increase by £8,000 a year with another person working for her. This wouldn't be clear profit. What costs would be involved?

Rebranding
Clip three: 11.09 – 13.34

• Opens with the narrator saying, 'Back in north London Michael's rebranding is progressing well.'
• Closes with Michael saying, 'What I do for my clients normally, all in all, it'll cost about £1,000.

Michael says he will rebrand Claws & Paws's corporate image by getting a 'whole theme going'. What are the elements of a corporate image? Think of some key words to describe a successful corporate image. Could Michael's ideas have been improved upon? What is the difference between 'marketing' and 'PR'?

Decide on a business activity you would like to take up. Design one or more elements of your corporate image. Think carefully about how you can best impress your potential customers.

Market research
Clip four: 17.40 – 19.21

• Opens with the narrator saying, 'Research stop two: the second parlour is also in London.'
• Closes with the narrator saying, 'Sharon will be paid for every minute she works.'

Whether you are selling a product or, like Sharon, a service, you need to find out a lot about your market – who would buy your service and what price would they pay for it? What was Sharon's 'unique selling point' (USP) that meant that she could expect people to pay her more? What are the advantages and disadvantages of charging by the half-hour rather than by the breed of dog?

What is the difference between 'costs' and 'prices'? Work out the costs of the business for which you designed the corporate image (for example, Sharon had to pay for her car, her overalls, dog shampoo, etc). Then work out your pricing structure. How much profit will you make?