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Your+Partner+for+Ventures+in+Science+and+Technology%0d%0a%0d%0aBusiness+Case%0d%0a%0d%0aInnovation+Business+Series%0d%0a%0d%0aThe+U.S.+Civilian+Research+and+Development+Foundation+(CRDF)+Industry+Partner+Development+Program+(PDP)%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a1%0d%0a%0d%0a%0cBusiness+Communication+Mistakes%0d%0a%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+Talking+first+(in+meeting)+Too+much+information+Addressing+the+wrong+issues+Political+statements+Irrelevant+commentary%0d%0a%ef%82%a7+Personal+passionate+issues%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a2%0d%0a%0d%0a%0cPrimary+Purpose%3f%0d%0a%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+Inform%3f+Explain%3f+Reference%3f+Demonstrate%3f+Convince%3f+Encourage+Action%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a3%0d%0a%0d%0a%0cWhat+Action+%26+Who%3f%0d%0aWhat+action%3f%0d%0a%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+Schedule+a+meeting+Convince+superior+Review+a+demo+Explore+a+business+relationship%0d%0a%0d%0aWho+should+take+action%3f%0d%0a%ef%82%a7+Decision-maker+%ef%82%a7+Trusted+advisor+%ef%82%a7+Financial+officer%0d%0a%0d%0aWhy%3f%0d%0a%ef%82%a7+They+need+(not+want)%0d%0aMay%2c+2005+(c)+2005%2c+US+Civilian+R%26D+Foundation+4%0d%0a%0d%0a%0cDetermine+what+they+NEED%3f%0d%0a%e2%80%a2+Listen%2c+don%e2%80%9ft+talk+%e2%80%a2+Ask+questions%3a%0d%0a%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+Primary+business+goal%3f+Current+situation%3f+Next+steps%3f+Top+Challenges%3f+Where+technology+might+help%3f%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a5%0d%0a%0d%0a%0cBusiness+Goals+versus+Desires%0d%0a%e2%80%a2+Test+business+goals%3a%0d%0a%ef%82%a7+Ask+them+to+define+their+success%3f+What+measures%3f+%ef%82%a7+Test+their+answers%3a%0d%0a%e2%80%a2+Successful%3f+if+%e2%80%9ea%e2%80%9f%2c+but+not+%e2%80%9eb%e2%80%9f%3f%0d%0a%0d%0a%e2%80%a2+Determine+most+important+and+realistic+goals+%e2%80%a2+Customize+your+pitch%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a6%0d%0a%0d%0a%0cDetermine+Decision+Makers%0d%0aWho+makes+business+decisions%3f+Who+takes+actions%3f+Who+makes+financial+decisions%3f+Who+makes+technical+recommendations%3f+What+is+the+relationship+between+the+individuals%3f+%e2%80%a2+What+is+the+last+decision+and+how+was+that+made%3f+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a7%0d%0a%0d%0a%0cReady+to+Start%3f+(Checklist)%0d%0a1.+2.+3.+4.+5.+6.+What+they+need+How+you+can+help+Who+is+the+decision-maker+(action+taker%2ftarget)+What+action+you+desire+What+you+must+convince+Your+argument%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a8%0d%0a%0d%0a%0cBusiness+Argument%0d%0a%e2%80%a2+Credibility%0d%0a%ef%82%a7+Who+are+you+%ef%82%a7+What+are+you+there+to+do+%ef%82%a7+Why+they+should+care%0d%0a%0d%0a%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2%0d%0aMay%2c+2005%0d%0a%0d%0aThe+issue+(confirm%3f)+Solution+(summary)+Key+benefits+Competitive+position+Achievable+results+What+you+need%0d%0a9%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a%0cForms+of+Argument+Needed%0d%0a%e2%80%a2+Statement+(Pitch)%0d%0a%ef%82%a7+5+to+30+seconds%0d%0a%0d%0a%e2%80%a2+Presentation%0d%0a%ef%82%a7+5+to+10+slides%0d%0a%0d%0a%e2%80%a2+Proposal%0d%0a%ef%82%a7+1+to+2+pages+%ef%82%a7+Appendix+in+RARE+cases%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a10%0d%0a%0d%0a%0cTarget%e2%80%9fs+Language+and+Mindset%0d%0a%e2%80%a2+Terms%0d%0a%ef%82%a7+Business+advantages+%ef%82%a7+Business+costs%0d%0a%0d%0a%e2%80%a2+Goals%0d%0aLower+costs+Higher+profit+margin+More+sales+Better+market+position+Lower+product+returns+Lower+customer+service+costs+%ef%82%a7+Etc.+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7%0d%0aMay%2c+2005+(c)+2005%2c+US+Civilian+R%26D+Foundation+11%0d%0a%0d%0a%0cPresentation+vs.+Proposal%0d%0aPresentation+(1+slide+each)+%e2%80%a2+Title+slide+%e2%80%a2+Business+issue+%e2%80%a2+Technical+issue+%e2%80%a2+Technical+solution%0d%0a%ef%82%a7+Summary%3a+key+aspects%0d%0a%0d%0aProposal+Fact+box%0d%0a%ef%82%a7+Contact+info%2c+project+name%2c+proposition%2c+funding%2c+schedule%2c+return%0d%0a%0d%0a%e2%80%a2+%e2%80%a2+%e2%80%a2+%e2%80%a2%0d%0a%0d%0aBusiness+benefits+Market+%26+competitors+ROI+(time+and+money)+Next+step%0d%0a%0d%0a%e2%80%a2+Proposition+statement+%e2%80%a2+Diagrams%2c+charts%2c+tables+%e2%80%a2+Sections%3a%0d%0a%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+%ef%82%a7+Proposition+Issue+and+solution+Market+%26+competition%0d%0a%0d%0aSales+%26+distribution+Management+plan+Projections%0d%0aROI+(time+and+money)%0d%0a12%0d%0a%0d%0aMay%2c+2005%0d%0a%0d%0a(c)+2005%2c+US+Civilian+R%26D+Foundation%0d%0a%0d%0a%0cLength+%26+Style%0d%0a%e2%80%a2+Short+and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