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Did I Include Adequate Information in My Business Presentation?*

CASELET, STATISTICS FOR MANAGEMENT
ET Cases - GSMC, 7 Pages
AUTHOR(S) : Hareesh N Ramanathan - Professor - Toc H Institute of Science and Technology, Cochin, Mukesh Kumar - Assistant Professor, Sanjeev Prashar - Professor, Priyanka Gupta - Research Scholar - IIM Raipur

Case Preview

Did I Include Adequate Information in My Business Presentation?

 

On January 15th 2015, Vikas Sachdeva (Sachdeva) had to make a presentation to investors to attract the next round of funding for JewelShine, an e-commerce company for imitation jewelry. In this highly competitive jewelry segment, funding was greatly desired for growth and survival. In pursuit of the next round of funding, Sachdeva was going to make a presentation before the investors who had earlier invested in a few ecommerce companies in India. Since this presentation was critical for the company’s growth, he sought suggestions from some colleagues in the company. His colleagues suggested that he should influence the investors by enhancing the effect of difference between his company and the competitors. They said that the other factors that could influence would be the data on the growth of revenue over the years. Struggling with the task of  choosing from a long list of available metrics, he was now facing another dilemma of data manipulation.

Company Overview

Popular among working women and college-going girls, JewelShine was an e-commerce company, founded in 2005. Having started as a portal for designer apparel, JewelShine shifted its focus on jewelry later. This Bangalore based company had its warehouse in Faridabad with more than 4500 orders per month, which consistently moved up. Designed by master craftsmen from around the world, over 13,000 designs from simple toe-rings to designer necklaces were available on this portal. Since inception till early 2015, the company had won the trust of over 5 lakh customers. To provide an omni-channel experience, the company opened 92 stores across India and had plans to open a few more by next year. The mission of the company was to offer affordable jewelry for all, along with quality assurance. The management team of the company comprised competent executives from top business schools, fashion and technology institutes from India. In 2014, the company had a loss of INR4.57 crore (USD0.57 million) with a revenue of INR130 crore (USD19 million)..............

Imitation Jewelry Market in India

In 2013, India was ranked as the second largest manufacturer of imitation jewelry after China. Indian jewelry had huge demand in markets like the US, UK, Europe, Canada, Austria and many other Asian countries. Market analysts expected that this category could surge from INR8000 crore (USD1.17 billion) to INR15000 crore (USD2.2 billion) by 2015. Consumers’ interest had increased in this category as was evident from the rising number of clicks on jewelry related keywords...........

The Tentative Plan of Presentation

Influenced by the suggestions from his colleagues, Sachdeva decided to include only those details that would have positive effect on the decision. He first reviewed the long list of metrics available regarding his e-commerce business (Refer Exhibit III) and selected a few that could present the story of the phenomenal growth of the company over the last few years..............

Closing

The company had clocked a substantial number of unique visitors to its site in the last few months, but the lead it had over its competitors was marginal. Sachdeva made this difference appear significant by using a specific chart type (Refer Exhibit I)............

Assignment Questions

I. How should presenters adapt themselves to different audience types?
II. Discuss the best practices for precisely displaying data to facilitate quick analysis during a business presentation.
III. ............

Exhibits

Exhibit I: Monthly Traffic of JewelShine and Its Top Competitors

Exhibit II: Revenue of the JewelShine (in million $)

Exhibit III: Metrics Measured by Ecommerce Companies

Teaching Note Preview

Did I Include Adequate Information in My Business Presentation?

 

Synopsis

Ahead of an important presentation to potential investors, Vikas Sachdeva (Sachdeva), the CEO of an imitation jewelry start-up was mulling over the plan of his presentation. Besides the metrics to be included in the presentation, he faced the challenge of accentuating the difference using statistics. Even though Sachdeva had already decided on the metrics and created charts that looked convincing, he was not confident that his methods were professional and ethical.

Case Setting and Case Positioning

This caselet is suitable for the students at MBA level for courses on Business Communication, Entrepreneurship and Business Statistics. The primary objective of this caselet is to provide guidance on creating a comprehensive presentation with suitably designed charts. In addition, the caselet can be used for classroom discussion on planning a fund-raising presentation for an existing business. Another aspect of management education, Business Ethics can also be discussed using this caselet. The participants, thus, can learn to plan and present statistics, especially targeted to investors.

Assignment Questions

I. How should presenters adapt themselves to different audience types?
II. Discuss the best practices for precisely displaying data to facilitate quick analysis during a business presentation.
III. Which factors influence the choice of chart types during a business presentation?
IV. .............

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Abstract

Ahead of an important presentation to potential investors, Vikas Sachdeva (Sachdeva), the CEO of an imitation jewelry startup was mulling over the plan of his presentation. Besides the metrics to be included in the presentation, he faced the challenge of accentuating the difference between his company and competitors, using statistical methods. Even though Sachdeva had already decided on the metrics and created charts that looked convincing, he was not confident that his methods were professional and ethical.



Pedagogical Objectives

  • To plan a business presentation as per audience types
  • To learn to visualize data in a business presentation
  • To discuss the ethical concerns with data visualization ?

Case Positioning and Setting

This caselet is suitable for the students at MBA level for courses on Business Communication, Entrepreneurship and Business Statistics. The primary objective of this caselet is to provide guidance on creating a comprehensive presentation with suitably designed charts. In addition, the caselet can be used for classroom discussion on planning a fund-raising presentation for an existing business. Another aspect of management education, Business Ethics can also be discussed using this caselet. The participants, thus, can learn to plan and present statistics, especially targeted to investors.


* GSMC 2017, IIM Raipur

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