Gwellwch eich cwricwlwm drwy roi sylw i'r Canllawiau QAA ar sgiliau ar gyfer eich pwnc, ac ymgorffori'r Canllawiau QAA ar Menter ac Entrepreneuriaeth.

Datganiad Meincnod QAA

  • Ymarfer menter a chyfrifoldeb personol
  • Cyfathrebu'n effeithiol ar bob lefel
  • Gweithio'n effeithiol fel aelodau o dîm
  • Dadansoddi a datrys problemau ac ymdrin ag ansicrwydd
  • Rheoli amser, pennu blaenoriaethau a gweithio i derfynau amser penodedig
  • Cyfathrebu'n effeithiol
  • Blaenoriaethu llwyth gwaith a rheoli amser yn effeithiol
  • Y gallu i gasglu a gwerthuso tystiolaeth a gwybodaeth o ystod eang o ffynonellau
  • Y gallu i ddefnyddio dulliau ymholi i gasglu a dehongli data er mwyn darparu gwybodaeth a fyddai'n llywio neu’n elwa ymarfer.
  • Meddwl rhesymegol a systematig
  • Y gallu i ddod i gasgliadau rhesymegol a dyfarniadau cynaliadwy
  • Sgiliau effeithiol wrth gyfathrebu gwybodaeth

 

Ymgorffori Menter

Gall yr offer ETC canlynol eich helpu i gyflwyno'r sgiliau hyn yn y cwricwlwm.

Canllawiau Sut i

Mae'r canllawiau hyn wedi eu dewis i adeiladu sgiliau QAA yn eich addysgu.


Creativity (Rich Pictures) (QAA 1,3,7)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Small group (teams of 4-6), Individual Task

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Carousel Tables (small working group)

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

1Creativity and Innovation 3Decision making supported by critical analysis and judgement 7Communication and Strategy

Objective:

  • To explore, understand and describe a situation or problem
  • To create a collective understanding or meaning from a group
  • To visualise and communicate complex ideas effectively

Overview

This task focuses upon visual representation of problems and how this helps define a situation. It is essentially the transmission of ideas into pictures. It is used to stimulate participants in a programme to express themselves and their ideas in a pictorial form, often with the use of metaphor. It then stands as a basis for discussion of participant ideas and concepts.
This approach is recognised within some subject specialism as a rich picture, as a way to explore, acknowledge and define a situation and express it through diagrams to create a preliminary mental model or visual representation of the situation or challenge. A rich picture helps to open discussion and come to a broad, shared understanding of a situation.

Activity

Participants are asked, usually in groups, to discuss the meaning of a concept or an event or to explore a situation or problem. They are asked to portray this in pictorial form as a basis for presentation and discussion with other participants.

  • The class is divided into small groups and each group is given pens and a flip chart sheet. The group are asked to ‘discover’ their own meaning through discussion and to write down or draw what they see as the key components
  • The group is then asked to draw a picture which they believe encapsulates the meaning or the issue
  • The picture is then shown to the rest of the class and the class (not the group) are asked to describe what it means to them
  • This is then compared with the meaning that the group was trying to portray and the group are asked to explain this to other participants
  • The facilitator notes all the meanings given and attempts to pull these together for discussion of the concept and why it was given different meanings. Academic concepts and research work can be introduced to build wider understanding (and credit can be awarded for its inclusion).

The approach can be used in a number of ways but most importantly to test understanding after readings and discussion and, to harvest pre-conceived views and attitudes relating to a subject as a basis for discussion.

If you wish to focus the activity, you can ask the group to identify opposing elements inherent within their challenge and use these are axis. So a groupmight identify “speed” as a key element of an activity (such as inherent within the eating-out experience) and also “service”. This would create two axis of Fast and Slow (for Speed) and High levels of service with No service. This creates four quadrants that they can seek to describe through a rich picture. This would show what fast, high level of service restaurant experience would be like, against a slow high service experience etc. You can then invite them to title these quadrants and explore them for benefits/costs.

Skill Development:

The exercise aims to stimulate creative expression. It also is designed to give ownership of learning to participants by creating discussion on the basis of their existing knowledge and ideas. With sufficient pens available, there will be no ‘lead author’ and therefore a strong basis for mutual understanding is created. A sense of ownership is given to the group and participation in learning is maximised.
Explore with the whole group the power of visual presentation and their perceptions of their involvement. Explore their satisfaction with the finished product and how well they feel it worked as a mechanism for communicating with a group.

Resources:

  • Flip Chart / large paper
  • Pens

References:

Gibb, A and Price, A “A Compendium of Pedagogies for Teaching Entrepreneurship” ncee 2nd Edition, 2014; first published in 2007
http://ncee.org.uk/wp-content/uploads/2013/12/Compendium-of-Pedagogies.pdf

Seek additional guidance relating to Rich Pictures from work within Soft systems methodology

About the Author
This guide was produced by Professor Allan Gibb and Alison Price.

Communication Icebreaker (Physical) (QAA 4,5,7)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Any

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Presentation Space

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

4Implementation of ideas through leadership and management 5Reflection and Action 7Communication and Strategy

Objectives: 

  • Ice breaker (which builds a connection between pairs)
  • Participants will have to interact and adapt their communication skills to help their team member 
  • Participants will reflect and evaluate their performance as a pair
  • Improve communication and listening skills and to highlight the importance of trust when working in a team or pair

Overview: 

This physical task engages the whole person in supporting a colleague and ensuring their safety through good communication.  The activity can be used at any time during the session, however it is highly effective as and ice breaker.  It is a fun method to start participants communicating and is simple to deliver in an appropriate environment and can be adjusted depending upon group size, age etc. However health and safety is paramount and you must consider the appropriateness of the group and room for this challenge.

Activity:

You should initiative this activity by stressing the nature of the challenge and stressing that the safety of those involved is paramount.  You can also agree across the group that “stop” can be initiated by any member of the team by raising a hand if they don’t feel that it is safe to proceed.  This can be actioned by anyone and will not result in any penalties.

To run the task, gather the group outside the room and:

  1. Scatter furniture that can be used as obstacles but ensuring that safety is not compromised. 
  2. Put team members into pairs and should decide amongst them who is to be blindfolded first. 
  3. The sighted and blindfolded member should stand at one end of the room. 
  4. Aim of the task is for the sighted individual to guide their partner across the room and giving concise information to avoid the obstacles. 
  5. Once each team reaches the other side, the pairs are to swap roles 

It could also be possible to create a preferred route or course (as seen in horse show jumping) which they need to accomplish (if you didn’t wish to use obstacles for safety or mobility reasons) which would lead the pair to particular numbers/letters indicated on the wall.

Subject specialisms could also be tested by placing knowledge based answers on the walls and asking the pairs to walk to their answer through the course (see QAARunaround for details of how to do a multiple choice but don’t mix the games in play for safety reasons).

Skill Development: 

This task requires listening and communication skills and also helps builds trust and connections across the pairings.  However the skill development and improved future practice comes from evaluating performance across the group and understanding how and when particular techniques were effective and what lessons that provides for the future.  It is important to acknowledge fears and concerns, or frustrations between the pairings but keep the discussion to the general learning, rather than focusing upon particular experiences of individual pairings as the depth of learning will come from the lessons that can be applied in future group work or communication challenges.  These lessons include clear communication; agreeing ground rules for working together; recognising the need of feedback or support; understanding the importance of clear short messages within these circumstances etc.

Resources:

  • Blindfolds
  • Large room  - large, safe, open space
  • Items that can be used as obstacles which will act as safe barriers (not fall over; not hurt if walked into – no sharp edges)

About the Author
This guide was produced by EntEv.

Introducing Interactivity in Large Group Teaching (QAA 1,3,7)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Large Group

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Lecture Theatre

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

1Creativity and Innovation 3Decision making supported by critical analysis and judgement 7Communication and Strategy

Objective:

Engaging large groups of students in delivery and content interactively can be a challenge, often made more difficult by the lay-out of teaching spaces.  Using the potential of the mobile or smart phone for texting, voting, or twitter can engage all the individuals in the room, allowing them to ask questions that are unlikely to be raised as questions during a traditional lecture format.

Overview:

Engaging students in their learning, particularly in the static environment of large lecture theatres is a challenge.  However learners are likely to have smart phones available to them during class and rather than banning them from the room, it can be more engaging to encourage your students to use their phones to raise questions, vote and share their opinions or indicate their views on specific topics.  By developing your traditional‘lecture’ style to involve decision points, questions or votes, you can check understanding in the room, and if you wish to use specialised text apps or features (such as Twitter or voting apps) you can open your entire input to comment and reaction.

Activity:

This activity can be incorporated into your traditional large group teaching (particularly with large group or in lecture theatre) and although it doesn’t specifically take much time to set up and engage them, you need to ensure that you allocate time for discussion of any points within class to review and clarify the learning.  By creating point of engagement, or inviting students to comment you can change the dynamic of your lectures and develop a ‘conversation’ not only with the learners and yourself, but also across the learners together.

Note of caution: obviously this approach needs consideration relating to the age range and appropriateness of this type of engagement.  There are issues of privacy when using texts (phone numbers) and providing open communication, such as a full twitter ‘wall’ can lead to humour and irrelevant topics appearing on the screen which become distracting to your educational message. You however have the choice to open this screen fully to your students throughout the class, making all communications visible (if using twitter etc) either on a screen or through individual phones or lap tops, or you can keep this dialogue direct to you.  Ownership of accounts (such as in twitter) create a more direct link to individuals without disclosing personal contact details, but it is important to agree ground rules of respect to avoid any trolling of those actively engaging.  Typically students are responsible when engaging with this public forum, but it is important that you are clear about the need to respect contributions and those making them.

Skill Development:

In allowing the learners to voice their concerns, vote on their views and share their feelings or confusion you are opening up their learning experience and showing that other students, as well as themselves as individuals, can develop and deepen their understanding through discussion and clarification.  The skill of concise and effective communication is displayed in the voting and within the precision of short texts or 140 characters in twitter.  This task builds confidence if you, as the tutor, welcome comment and develop the “conversation” with your learners.  It is important to acknowledge questions and areas of concern and respond within the class, or specifically state when you will review this topic further, to create a legitimate feedback loop between yourself and students.

Resources:

Note: Check that students have access to mobile or smart phones and that they are happy to engage in learning by sending text messages (many phone packages allow for free texts but it is important to understand the group perception/position on undertaking this task before starting as it may involve expense).  If wifi is available, then many of the features of apps will be free to use and typically university students have access to institutional wifi in order to engage. However you need to check that your particular teaching room will support your proposed activity without students incurring costs to engage.
A little preparation can be needed (either for individuals to prepare (or establish an account) and/or  the tutor to  establish twitter accounts or to familiarise yourself as the tutor with specific apps, such as Poll Everywhere http://www.polleverywhere.com/ or a twitter wall to display (such as https://tweetwall.com/ or similar).   There are lots of different applications available which will display tweets, or visually display votes or words from students, many free to use, so consider the constraints of your teaching room (such as wifi enabled etc) and encourage your learners to be prepared in advance by making any downloads required.

References:

About the Author
This guide was produced by Alison Price.

Understanding Enterprise Skill Development through Reflective Practice (QAA 5)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Large Group

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Lecture Theatre, Carousel Tables (small working group)

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

5Reflection and Action

Objective:

To provide student group with the underpinning to support the development of their own personal reflective practice

To embed reflective practice into student learning

To evidence the skills that learners have already developed 

Overview:

This quick activity works well as an ice-breaker in any large group where you are seeking to establish a practice of reflection and build skills through your teaching. Most learners benefit from really understanding this within the context of their own experience, recognising that they bring to their formal education, a wide range of prior learning. 

Activity:

By introducing the words "enterprise" and "entrepreneurship" ask the students to write down their initial thoughts. Ask them first to write down when they have been either enterprising or entrepreneurial and consider if there have been other examples in their lives. Question them to consider whether they are different, and what does it make them think about (you can include TV programmes, role models, famous people, current news topics etc) to encourage everyone to have made a note of something (such as Dragon's Den, Richard Branson, Anita Roddick, etc).

Ask them to share these initial notes (withholding any personal stories they wish) and then share again (if the room permits, you can ask them to share in a group of 4- 6 but within a lecture theatre you can ask them to share "left" to create small discussion groups).

As tutor, you now need to seek feedback from the group to create a clear understanding of what makes something/someone enterprising or entrepreneurial (attempting to define the words).

Seeking feedback can be done verbally in a small group, using flip chart with the tutor seeking comments from each group to help form an understanding of these terms. However in a lecture theatre, it is possible to provide each person with a post-it (use different colours for the different words or ask them to write at the top of the note what they are defining) to write down what they consider to be a component of enterprise or entrepreneurship. Collate these responses and explore with the group through discussion examples (famous and personal experiences of prior learning) of what constitutes these terms.

It can be fruitful to allow the groups (or 2s) to discuss this wider response in the context of their thinking and experience and reflect upon this together. Invite them to make notes and share any key learning.

Introduce the QAA Guidance terminology and themes and ask whether the group to comment on these, against their group and team understanding. Ask them to consider (in groups or 2s) how this relates to their subject or profession and whether these skills and behaviours are useful to professionals working in their field.

You can use the definitions within the QAA Guidance or the Enterprise Graduate Outcomes Themes which underpin the ETC Toolkit (below).

Creativity and Innovation

Opportunity recognition, creation and evaluation

Decision making supported by critical analysis and judgement

Implementation of ideas through leadership and management

Reflection and Action

Interpersonal Skills

Communication and Strategy Skill

Draw their discussion to a close with an invitation to do further consideration and reflection on their own approach to problem solving, creativity, judgement and evaluation etc and to consider why reflection, and action, are a key element.

Ask them to determine what action they will take from their own reflection in this area (to keep a learning diary / skills journal or to reconsider their CV or profile; to reflect more regularly; to consider prior experience within learning tasks and challenges etc) and if possible, return to this commitment to act in future weeks to remind them of their individual challenge and to comment on progress.

Skill Development:

This activity is designed to draw out fears, thoughts, ideas and practice as quickly as possible. Using post-its to collate ideas can be powerful in depersonalising the comments made, and still encouraging every student to participate. However the wider impact of this activity is the reflection and challenge to reflect and act.

By connecting education/topics to their lived experience, students are more engaged with the subject and can start to make connections which typically they refer to in other classes.

By referencing this activity and inviting students to reconsider their understanding, you are building their exposure to reflection and developing a "habit" which is transferable across their learning. It can be difficult as a tutor (time keeping) to ensure that you retain sufficient time at the end of any class or activity to reflect, but by having this tangible group experience to make reference to, the group can be invited to discuss this further each week in their friendship groups and comments can be taken at the start of the following week, as well at the end of the task.

Resources:

References:

About the Author
This guide was produced by Alison Price, Enterprise Evolution.

Enhancing Reflective Practice: Think Pair Share (QAA 5)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Any

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Any

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

5Reflection and Action

Objective:

  • Build deeper reflection by working with others
  • Explore and understand process and experience through reflection
  • Develop reflective practice within learning

Overview:

This simple and effective reflective technique works in all teaching spaces and across all group sizes. This requires some individual time, some time working in pairs and then working wider across the group. It is a collaborative process that deepens individual reflection and shares collective thinking effectively with a group of any size.

Activity:

This activity is a cooperative learning technique that encourages individual reflection that builds through three distinct steps:

Think: Students think independently about the question that has been posed, forming ideas of their own or reflecting up their own learning experience or journey. This stage should not be rushed as it is key that individuals take time to think on their own, making notes or reflecting personally.

Pair: Students are grouped in pairs to discuss their thoughts. This step allows students to articulate their ideas and to consider those of others.

Share: Student pairs share their ideas with the full group and the tutor supports or facilitates a group discussion on the consensus of ideas.

This technique works well for reflection but also any open-ended questions or problems that require discussion. Other amends are to "Write- pair-share" which ensures that the individual element of the task is not rushed, or to avoid the third stage of "share" across the whole group.

Skill Development:

You can enhance the presentation skills within this task by asking each person to stand and respond individually, moving round the group – or to create a powerpoint slide to share their individual or joint thinking from the process. However the immediacy of this process, requiring no resources and yet engaging all the learners in reflective practice is very attractive to use in class, with large groups.

References:

http://www.cultofpedagogy.com/think-pair-share/

http://blogs.edweek.org/teachers/coach_gs_teaching_tips/2014/12/a_think-pair-share_on_think-pair-share_1.html?intc=es&intc=mes

http://www.learner.org/jnorth/tm/InstrucStrat36.html

http://blogs.edweek.org/teachers/coach_gs_teaching_tips/

About the Author
This guide was produced by ARP.

Eich Canllaw Sut i Yma

If you would like to have your How to Guide featured, please download the template and email the completed version to hello@etctoolkit.org.uk.

We have produced a guidance sheet which will assist you in completing the How to Guide.

If you have any questions regarding completing the template, please Contact Us.

Enghreifftiau Achos

Eich Enghraifft Yma

Os hoffech i’ch Astudiaeth Achos gael sylw, llawrlwythwch y templed ac e-bostiwch y fersiwn wedi ei gwblhau i hello@etctoolkit.org.uk

Rydym wedi cynhyrchu taflen canllawiau a fydd yn eich cynorthwyo i gwblhau'r Astudiaeth Achos.

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Ymgorffori Entrepreneuriaeth

Os oes gennych chi neu eich myfyrwyr ddiddordeb mewn datblygu syniad busnes, dod yn hunangyflogedig / gweithio ar eich liwt eich hun neu greu busnes dyma rywfaint o offer i helpu a hefyd rhai cysylltiadau ar gyfer cefnogaeth dechrau busnes.

Canllawiau Sut i

Mae'r canllawiau hyn wedi eu dewis i adeiladu sgiliau QAA yn eich addysgu.


Pitching to a Financier – Business Pitch (QAA3,4)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Individual Task

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Any

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

3Decision making supported by critical analysis and judgement 4Implementation of ideas through leadership and management

Objective:

Construct and deliver a focused and precise summary of their business proposal, that is attractive and engaging to a potential financer.

Prepare the entrepreneur for opportunities to present their business proposal, formally and informally, in a short space of time.

Overview: 

An ‘Elevator Pitch’ is a succinct summary of business opportunity for example, 1 minute or in no more than 300 words. The term is typically used in the context of an entrepreneur pitching an idea to a potential investor.  This task invites the student to prepare for a minute pitch.

Activity: 

Invite the entrepreneur/small business owner to prepare a 3 minute pitch for their business The challenge for many entrepreneurs is how to describe their proposal in such a short space of time and what aspects of their business model and plan to focus on. A useful approach is to use Sahlman’s recommended four critical factors.

The People

Who’s involved?
What are their mission and aspirations?
What skills, know-how and experience do they have?

The Opportunity

What will the business sell?
Who are its customers?
What problem is it solving?
Why is it better than existing solutions (competition)?

The Context

What’s the bigger picture?
What trends e.g. economic, social, technological, political affect the business?

Risk and Rewards

What are the main risks?
How can they be mitigated?
What are the potential financial, and other, rewards?

Entrepreneurs/small business owners should be given time to prepare their pitch, either working independently at home or within a training programme. In a group situation this should take no more than 20 mins.

Entrepreneurs should then be invited to pitch their business with a strict time limit. This can be done in a number of ways depending on the environment, for example,

  • For a small number of entrepreneurs, invite them to line up to encourage swift movement from one to another
  • In large groups, invite entrepreneurs to move around the room to meet other participants who they do not know and pitch to each other
  • In large groups, participants are invited to pitch to their neighbour, or others at a table/in their group
  • In a competitive environment, where entrepreneurs are invited to pitch to an expert judging panel.

Skill Development:

This activity helps the entrepreneur to focus how they think about their business and provides a safe environment in which to develop their communication and presentation skills, whilst refining their business pitch. 

It can help the entrepreneur /small business owner effectively present their business proposal in both informal and unexpected situations and confidently to a potential financier.  Repetition of this type of exercise builds confidence and expertise.  

To provide formative experiences of pitching, before any assessment, you can create sub-groups within which the students pitch to each other, giving and receiving constructive criticism, before conducting the final presentation.

Resources:

VC Pitching

About the Author
This guide was produced by Alison Price.

Defining the Marketing Message (QAA3,7)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Individual Task

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Any

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

3Decision making supported by critical analysis and judgement 7Communication and Strategy

Objective:

  • Develop their own ‘marketing message’ – content that can be used to describe their product / service that will inform customers about what it is; inspire them to make a purchase by explaining the benefits the product / service offers; and provide details of how to engage so that the customers knows what to do to make a purchase.

Overview:

The focus of this task is to develop a well-constructed marketing message which describes the benefits of a product/service to customers.

Activity:

Instructions  

Invite the entrepreneur to complete the ‘Message Matrix’ below to describe their product or service:

Inform

What is it you are selling?

Inspire

Why should the customer buy from you? 

Engage

What should the customer do next? Ensure they have all the information they need

     

By sharing and discussing their Message Matrix with a business development provider or fellow entrepreneur, the ‘Marketing Message’ can be refined and developed to ensure that it is clear, understandable to a wider audience and that key information is not omitted.

This activity can be undertaken for different groups of customers as a slightly different message may be needed for each.

Skill Development:

By working in groups, or through watching each other present their work, students are able to learn further and deepen their own work.  It is useful to draw any presentation or discussion session to a close by asking what they now wished they had done, or what they are now going to do, in order to ensure there is action from learning.

Defining your Customer Base (QAA4,5)

Group Size ? 1.) Small group (teams of 4-6)
2.) Individual Task
3.) Large Group
4.) Any

Individual Task

Learning Environment ? 1.) Lecture Theatre
2.) Presentation Space
3.) Carousel Tables (small working group)
4.) Any
5.) Outside
6.) Special

Any

QAA Enterprise Theme(s) ? 1.) Creativity and Innovation
2.) Opportunity recognition, creation and evaluation
3.) Decision making supported by critical analysis and judgement
4.) Implementation of ideas through leadership and management
5.) Reflection and Action
6.) Interpersonal Skills
7.) Communication and Strategy
8.) Digital and Data Skills

4Implementation of ideas through leadership and management 5Reflection and Action

Objective:

  • Develop and demonstrate their understanding of their customers, by describing their characteristics and motivations.

Overview: 

This activity should be undertaken individually by the entrepreneur, then to be discussed with the business development provider or peers in a group situation.  Asking the entrepreneur to explain their answers will help them to deepen their understanding of their customers, help to identify where there are information gaps and therefore what additional market research may be required.

Activity: 

Instructions

Invite the entrepreneurs / small business owner to consider their customers and to describe them in terms of each of the following categories:

  • Demographic, who are your customers?  What is their typical profile in terms of age, gender, income, employment status etc.? 
  • Geographic, where are your customers and where do they buy your products / services?
  • Psychographic, what’s important to your customers? What are their values and aspirations; what kind of lifestyle do they have? 
  • Behaviour, how often and when do your customers buy?

And then describe what the benefits the product or service brings to customers.

My customers …..

The benefit of my product / service to my customers is …..

Skill Development:

By developing analytical and reasoning skills within entrepreneurial learners, it is possible to test assumptions and explore research findings with a clear context of start-up.  This activity focuses upon the understanding of the potential customer and requires research and reflective skills.

About the Author
This guide was produced by Lisa McMullan.

Eich Canllaw Sut i Yma

If you would like to have your How to Guide featured, please download the template and email the completed version to hello@etctoolkit.org.uk.

We have produced a guidance sheet which will assist you in completing the How to Guide.

If you have any questions regarding completing the template, please Contact Us.

Enghreifftiau Achos

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Os hoffech i’ch Astudiaeth Achos gael sylw, llawrlwythwch y templed ac e-bostiwch y fersiwn wedi ei gwblhau i hello@etctoolkit.org.uk

Rydym wedi cynhyrchu taflen canllawiau a fydd yn eich cynorthwyo i gwblhau'r Astudiaeth Achos.

Os oes gennych unrhyw gwestiynau ynghylch llenwi'r templed, Cysylltwch â Ni

Adnoddau Ychwanegol

Gellir dod o hyd i Astudiaethau Achos o Arfer Da

yn llyfryn Academi Addysg Uwch (2014) Gwella Cyflogadwyedd trwy Astudiaethau Achos Menter Addysg

Adnoddau Cychwyn Busnes (BOSS)

Mae BOSS yn sefyll am y Gwasanaeth Cymorth Busnes Ar-lein, a ddarperir gan Busnes Cymru. Mae'r gwasanaeth hwn yn darparu cyrsiau dysgu ar-lein i helpu pobl sy'n meddwl am, neu mewn gwirionedd, ddechrau busnes, sydd eisoes yn rhedeg busnes neu'n chwilio i dyfu eu busnes.

Syniadau Mawr Cymru Mae’r ymgyrch Syniadau Mawr Cymru yn rhan o wasanaeth Busnes Cymru, a gynlluniwyd i gefnogi'r genhedlaeth nesaf o entrepreneuriaid ifanc yng Nghymru.

Pecyn Cymorth Menter Greadigol Nesta

Mae ein pecyn cymorth adnoddau menter yn cynnwys dulliau a roddwyd ar brawf a dulliau a brofwyd ar gyfer addysgu sgiliau menter i unigolion creadigol sy'n meddwl am sefydlu busnes. Ar gael i'w brynu - gyda mynediad at adnoddau yma http://www.nesta.org.uk/sites/default/files/cet_worksheets_case_studies_and_tutor_notes.pdf