business communication

businessproposalinstruction1 x

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You work as a communication specialist at Warby Parker, reporting to co-CEO David Gilboa. Using the skills you’ve been practicing in this course, respond to this challenge:

You’re helping Gilboa prepare a report about the company. Gilboa characterizes the report as a “public business plan,” in that it will discuss the company and its objectives, strategies, and operations without disclosing the sort of confidential information that a typical business plan includes. The secondary audience includes potential investors, employees, and business partners.

To help overcome shoppers’ reluctance to buy eyewear online, Warby Parker has been test marketing the concept called Home Try-On, in which people in the South Florida test market can order five pairs of frames, keep them for five days at no cost, then decide which pair they would like to order, and which they will send back. This gives shoppers lots of time to try on the frames they are considering and get the opinions of family and friends.

On the job (Internal, Unsolicited Proposal)

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Write a 2-3 page (2 if single-spaced, 3 or more if double-spaced) internal proposal, in memo form, to Mr. Gilboa, with your evaluation of the test market results and your recommendation how the company should proceed with this concept based on that test. Remember to include headings or sub-headings for each section in the proposal that explain this program-e.g. Background, Solution, Recommendation, etc. Make sure to correctly identify and analyze your audience, as well as any possible secondary audiences. Remember, Mr. Gilboa, the person to whom you submit your proposal, is in a position to order the implementation of the change recommended.

It is important that you develop this memo with your own thoughts and input. You can make the test market experience good or bad, and base your recommendation on that. Make up any information you wish to bolster your case; in the real world, you would have this kind of data and information before you would write this memo.

Here is an example: A rough outline for a favorable recommendation:

Subject: Home Try-On Market Concept Test

Background: As you know…profits down, store rents rising, we are seen as an old-fashion, undynamic company by the general public. Question: is the internet the answer? Marketing came

up with concept of Home Try-On, and began test marketing it in South Florida in November of last year.

Perceived Risks Prior to Test Market: Concept too confusing for public? What if customers did not return the 4 pair of frames they did not want? What sort of breakage might be expected? Would postage and handling be too costly?

Test Market Results: Public seemed to love the concept. Orders very high. 98% return rate on 4 pairs they did not want. Virtually no breakage. Minimal shipping and handling costs, because customer had to agree beforehand to absorb these costs.

Recommendation: Expand test market to entire East Coast for an additional 4 months. Prepare to go nationwide if results from that test equally encouraging.

Business Proposal Rubric 100

20 pts

20 pts

Business Proposal Rubric 100

Criteria

Ratings

Pts

This criterion is linked to a Learning OutcomeFormat

20 to >15.0 pts

Excellent
• Proper headings, spacing, paragraph breaks, and margins.

15 to >10.0 pts

Good
• Good headings, spacing, paragraph breaks, and/or margins with minor errors.

10 to >5.0 pts

Fair
• Inconsistent headings, spacing, paragraph breaks, and/or margins.

5 to >0.0 pts

Unacceptable
• Incorrect headings, spacing, paragraph breaks, and/or margins

0 pts

No Submission
• Author did not include a submission.

20 pts

This criterion is linked to a Learning OutcomeContent & Organization

40 to >30.0 pts

Excellent
• Fully developed background information, solution and recommendation. • Logically developed paragraphs, comprehensive content, and effective transitions.

30 to >20.0 pts

Good
• Mostly developed or supported background information, solution and recommendation. • Fairly effective use of transitions.

20 to >10.0 pts

Fair
• Partially undeveloped or supported background information, solution and recommendation. • May use questionable transitions.

10 to >0.0 pts

Unacceptable
• Unfocused ideas, ineffective paragraphs, incorrect content, and/or non-existent transitions.

0 pts

No Submission
• Author did not include a submission.

40 pts

This criterion is linked to a Learning OutcomeSpelling & Grammar

20 to >15.0 pts

Excellent
• Varied and effective sentence structure; concise, clear, courteous, and correct language

15 to >10.0 pts

Good
• Minor errors in sentence structure, spelling, and/or word choice.

10 to >5.0 pts

Fair
• A moderate number of errors in sentence structure, spelling, and/or word choice.

5 to >0.0 pts

Unacceptable
• Poor sentence structure, incorrect word usage, several misspelled words, and/or discourteous language.

0 pts

No Submission
• Author did not include a submission.

This criterion is linked to a Learning OutcomePunctuation

20 to >15.0 pts

Excellent
• Evidence of careful proofreading. Errors do not interfere with comprehension and do not negatively influence the reader’s perception of the writer.

15 to >10.0 pts

Good
• Minor errors that may interfere with comprehension or may negatively influence the reader’s perception of the writer.

10 to >5.0 pts

Fair
• A moderate number of errors that may interfere with comprehension or may negatively influence the reader’s perception of the writer.

5 to >0.0 pts

Unacceptable
• Frequent and serious errors that significantly interfere with comprehension and negatively influence the reader’s perception of the writer.

0 pts

No Submission
• Author did not include a submission.

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