Формула успеха в предпринимательстве

ФЕДЕРАЛЬНОЕ АГЕНТСТВО ПО ОБРАЗОВАНИЮ 
РОСТОВСКИЙ ГОСУДАРСТВЕННЫЙ ЭКОНОМИЧЕСКИЙ УНИВЕРСИТЕТ 
«РИНХ» 
 
 
 
 
 
 
 
 
Романов Л.В., Насилевич К.А., Богрова Ю.Т. 
 
 
 
 
 
ФОРМУЛА УСПЕХА 
 
В ПРЕДПРИНИМАТЕЛЬСТВЕ 
 
 
 
 
Учебное пособие 
по английскому языку 
 
 
 
 
 
 
 
 
 
 
 
 
 
Ростов-на-Дону 
2009 

УДК 811.112.2 (075) 
Р 69 
 
 
Р 69 
Романов, Л.В. Формула успеха в предпринимательстве: учеб. пособие по англ. яз. /  
 
Л.В. Романов, К.А. Насилевич, Ю.Т. Богрова ; Рост. гос. эконом. ун-т «РИНХ». –  
 
Ростов н/Д, 2009. – 116 с. 
 
 
ISBN 978-5-7972-1442-7 
 
 
 
Данное пособие направлено на развитие навыков чтения, говорения, перевода, 
обсуждения экономических текстов. Их тематика способствует формированию навыков 
профессионально ориентированного говорения на материале прочитанного. 
Пособие состоит из двух частей и приложения.  
В первой части подробно рассматриваются все основные аспекты, связанные с 
созданием 
своего 
дела. 
Особое 
внимание 
уделяется 
лексическому 
материалу, 
способствующему развитию профессиональных навыков деловой коммуникации. 
Вторая часть включает в себя упражнения на двусторонний перевод, позволяющий 
представить реальную речевую ситуацию. Упражнения носят продуктивный и творческий 
характер, а также служат для более глубокого понимания текста и воспроизведения наиболее 
существенной информации в форме дискуссии, беседы.  
В приложение предлагаются тексты, посвященные актуальным проблемам бизнеса. 
Пособие рекомендовано студентам II, III курсов экономических факультетов. 
 
 
Рецензенты: 
кандидат педагогических наук, доцент Лысакова Л.А.  
кандидат филологических наук, доцент Молчанова С.Е. 
 
 
 
Утверждено в качестве учебного пособия редакционно-издательским советом РГЭУ 
«РИНХ». 
 
 
УДК 811.112.2 (075) 
Р 69 
 
ISBN 978-5-7972-1442-7 
 
 
 
 
© 
Ростовский 
государственный 
экономический 
университет «РИНХ», 2009 
© Романов Л.В., Насилевич К.А., Богрова Ю.Т., 2009 
 

Contents 
 
 
Introduction..................................................................................................... 4 
Part I. Starting up your own business ............................................................. 5 
Chapter 1. Do you have what it takes to be a successful entrepreneur?. 5 
Chapter 2. Planning Your Business ........................................................ 14 
Chapter 3. Finance for the Long Term.................................................... 22 
Chapter 4. Balance Your Books.............................................................. 29 
Chapter 5. Practice Good Management .................................................. 36 
Chapter 6. Know Your Market ............................................................... 41 
Chapter 7. Hire the Right People ............................................................ 47 
Chapter 8. Choosing the Right Location................................................. 54 
Chapter 9. Quality & Customer Service ................................................. 64 
Chapter 10.Technology – Key To Future Success ................................. 70 
Part II. Two-way translation ........................................................................... 75 
Appendix ......................................................................................................... 105 
References ....................................................................................................... 115 
 

Introduction 
 
Many people dream about starting their own business and being their own 
boss. Now a growing number of Russians are turning that dream into reality. 
Thousands of young Russians are starting their own businesses. And as owners of 
small businesses they are creating a dynamic force that is revolutionizing business in 
Russia. 
This new age of the entrepreneurship is also an age of opportunity. Most 
Russian entrepreneurs are self-made. They may have started off in business with a 
small kiosk, but they are now major players in the Russian economy. 
But success is far from automatic. These businesses have been built from the 
owners’ sweat and tears. Starting a small business is risky. In America, only 50% of 
small businesses survive their first year of operation. By the tenth year, more than 
80% have failed. 
These figures aren’t intended to scare you, but rather to prepare you for the 
sometimes rocky path that lies ahead. Underestimating the difficulties inherent in 
running a business is one of the biggest obstacles entrepreneurs face.  
However, the chances of surviving and prospering are greatly increased if you 
are patient, willing to work hard, and take the necessary steps. 
The make-up of the book. This manual consists of 2 parts, each including 10 
chapters and additional texts for reading and discussion. 
The 1st 10 chapters are the most important ones for new business owners to 
consider. Not heeding them is often the reason entrepreneurs spend so much time 
trying to survive, instead of climbing the ladder of success. 
The 2nd part of the book is aimed at forming and developing students’ skills 
and habits in two-way-translation from Russian into English and vice versa. Each 
theme consists of two texts in two-way-translation based on one of the units from the 
1st chapter. They are represented in a form of discussion on professional subjects 
between two interlocutors who speak different languages; hence they’ll have to turn 
to an interpreter for help.  
Recommendations. Exercises in two-way-translation are recommended to be 
done after each of the units has been carefully gone through by the students so it will 
make practicing of new words and strengthening of students’ skills and habits more 
effective. While offering texts in two-way-translation make sure that the length of the 
segment to be translated is appropriate to the student’s skill level. At the beginning, 
too long sentences should be divided into separate syntagmas. Later on with students 
getting necessary habits, we can offer one, two and even more sentences to be 
translated at once depending on the students’ abilities. 
 
 
L. Romanov 

PART I. STARTING UP YOUR OWN BUSINESS 
 
Chapter 1. Do you have what it takes to be a successful entrepreneur? 
 
Not everyone is cut out to be an entrepreneur. It takes a special talent. Some 
owners of small businesses have it and some don’t. Before investing, time, energy, 
money and a piece of your heart, it’s important to do some serious self-analysis. 
Answer such questions as: Am I prepared to work hard and make sacrifices? Am I 
self-disciplined? Do I have management ability? Am I experienced enough in this 
field? What do I want out of life? Are my goals realistic and attainable? 
Studies have shown that successful entrepreneurs share certain characteristics 
including an overpowering need to achieve. Entrepreneurs tend to be more creative 
and innovative than the average person. They are self-confident and not easily 
defeated. They also thrive in a challenging environment and have a tremendous need 
to be in control. They are risk takers. They welcome responsibility, and are willing 
and able to make decisions. In addition, they are able to learn from their mistakes. 
Successful entrepreneurs possess an optimistic and cooperative outlook, and usually 
get along well with people. They have well developed oral and written communication 
skills, and overall technical knowledge of the goods or services they produce. 
Moreover, successful entrepreneurs are patient and able to wait out the 
sometimes slow beginnings of a business. They devote countless hours to their 
endeavor, often at the expense of family and friends. Entrepreneurs, in short, are 
often termed “workaholics”. They will continue to work despite headaches or other 
ailments which might keep others away from the job. 
Entrepreneurs share another feature. They desire independence at all costs and 
feel they can do a better job than the current business owners. 
Think about yourself. Do you have the characteristics of an entrepreneur? If 
you are planning on to start a business, be prepared to work more than 60 hours a 
week. Starting a new business is a great challenge. A successful business takes a lot 
of time and work. 
One thing is obvious: you have to love your work. And if you choose a 
business that meshes with your personality, those extra hours spent won’t be as 
difficult. The key is to identify what you enjoy doing the most, and then find a 
business opportunity that makes use of your skills and interests. 
 
Entrepreneur Test 
 
Starting your own business is very difficult. Before you invest the money in a 
business, you need to take an unemotional look at yourself. Are you the type of person 
who would be a good entrepreneur?  
 
1. Are you a self starter?  
A.-------I like to do things on my own. Nobody needs to tell me what to do. 
B.--------If someone gets me started, I follow through well enough. 
C.--------Easy does it. I try to do the minimum amount of work possible. 

2. How do you feel about other people? 
A.--------I like people, I get along well with all types of people. 
B.--------I have plenty of friends, I don’t try to meet new people. 
C.--------Most people irritate me. 
 
3. Can you lead others? 
A.-------When I have an idea, I can get other people to go along with it. 
B.--------I can give orders if someone tells me what to do. 
C.--------I’m not a leader, I usually do what everyone else is doing. 
 
4. Can you take responsibility? 
A.--------I like to take charge and if I start a task, I will finish it. 
B.--------I can take charge when I have to, but I prefer to let someone else be 
responsible. 
C.--------There is always someone who wants to show how smart he is. I say let him. 
 
5. How good of an organizer  are you? 
A. ----- I usually make plans before I do something. I’m normally the organizer for 
my group. 
B. ----- I’m not bad, but when things get too confusing I quit.  
C. ----- I don’t like plans. I take life as it comes. 
 
6. How good a worker are you? 
A. ----- I stay motivated until I complete a task. I don’t mind hard work. 
B. ----- I work hard for a while, but if I get tired I quit. 
C. ----- I don’t like to work. 
 
7. Can you make decisions. 
A. ----- I can make quick decisions. Most turn out well. 
B. ----- I try not to make quick decisions. 
C. ----- I try not to have to make any decisions. 
 
8. Can people trust you 
A. ----- Yes. I don’t say I’ll do something unless I intend to do it. 
B. ----- I usually tell the truth. But, sometimes I’ll just say what is easiest. 
C. ----- I say whatever is best for me. If they don’t know the truth, it is their problem. 
 
9.Can you stick with it. 
A.------If I start something, no matter what, I finish it. 
B.------If I start something and it is going well, I will finish it.  
C.------If I’m not having fun, I quit. Life is too short. 
 
 

10. Is your health good. 
A.------very good. 
B.------Not bad. 
C.------Not good. 
 
Words, terms and phrases in chapter 1: 
 
1. Entrepreneur 
a person who organizes and manages any enterprise, 
especially a business, usually with considerable 
initiative and risk. 
 
2. To be cut out to be 
something(or for something) 
If you are cut out to be something (or for something), 
you have the qualities that will make you able to be it. 
 
3. Innovative 
Something that is innovative introduces changes and 
new ideas in the way things are done or made. 
 
4. Average 
is used of a person or thing to indicate that they are of 
a standard or normal type. 
 
5. To thrive 
If someone or something thrives, they do well, prosper, 
grow richer or rich and are healthy, happy successful. 
 
6. Challenging 
stimulating, interesting and thought-provo-king. A 
challenging task or job requires great effort and 
determination if you are going to succeed in it. 
 
7. Environment 
Someone’s environment is all the circumstances, 
people, things and events around them that influence 
their life. 
 
8. Tremendous 
if you say something is tremendous you mean it is 
very great, important, or impressive. 
 
9. Endeavor 
is hard work and effort in attempting to do things, 
especially new or original things. 
 
10. Workaholic 
is a person who finds it difficult to stop working in 
order to do other things. 
 
11. Ailment 
is an illness, especially one that does not seem serious 
even though it might be unpleasant or painful and last 
a long time. 
 

12. At all costs 
If something must be done at all costs, it must be done 
regardless of how much time, money, effort, or 
sacrifice is needed. 
 
13. To mesh 
If two things mesh, they fit together closely. 
 
14. To identify 
If you can identify someone or something, you are 
able to recognize them because they are like other 
people or things or because they have a particular 
quality. 
 
15. To match 
If one thing matches something else or if the two 
things match, they are the same as ore another, or have 
similar qualities. 
 
In this episode a young Russian businessman and a prospective entrepreneur, 
Victor, is having a talk with a very successful businessman from the USA, Mr. Kelly, 
on what it takes to be a successful entrepreneur. 
 
(In Rostov State Economic University, Rostov-on-Don) 
 
Victor 
Well, Mr. Kelly, I know you are a very successful and experienced 
entrepreneur. How have you achieved this and what it takes to be a 
successful entrepreneur? 
Mr. Kelly 
O.K., Victor. It’s not so easy to answer your question but I’ll try. 
You know, not everyone is cut out to be an entrepreneur. It takes 
special characteristics and talents. Some people have these 
characteristics and some don’t. 
Victor 
What are these characteristics and talents? 
Mr. Kelly 
They are many. Before investing time, money and a piece of your 
heart, it’s important to do some serious self-analysis. 
Victor 
Please, what sort of self-analysis do you mean? 
Mr. Kelly 
O.K. First of all, answer such questions as: Am I prepared to work 
hard and make sacrifices? Am I self-disciplined? Do I have 
management ability? Am I experienced enough in my field? What do 
I want out of life? Are my goals realistic and attainable? 
Victor 
They are many and very important questions indeed. Please, Mr. 
Kelly, could we come to a closer look at the problems involved? 
Mr. Kelly 
O.K. Studies have shown that successful entrepreneurs have certain 
characteristics including a strong need to achieve. And they are 
generally more creative and innovative than the average person. 
Victor 
Do they have other characteristics that make them successful in 
business? 
 

Mr. Kelly 
Yes, they are self-confident and not easily defeated. And that is very 
important for a successful entrepreneur. They are also risk takers. 
Victor 
From what I know a true entrepreneur is never afraid to shoulder 
responsibility. What can you say to this? 
Mr. Kelly 
You are quite right. They welcome responsibility and are willing and 
able to make decisions. In addition, they are able to learn from their 
mistakes. 
Victor 
Well, how do successful entrepreneurs look on life and get along 
with other people? 
Mr. Kelly 
Successful entrepreneurs share an optimistic and cooperative outlook 
on life and usually are able to get along well with other people. 
Besides, they have well developed oral and written communication 
skills and overall technical knowledge of the goods or service which 
they produce. 
Victor 
O.K. Mr. Kelly you know that different people look on their jobs 
differently. Some people like and even love their work, others don’t. 
What does the work mean for a true entrepreneur? 
Mr. Kelly 
Entrepreneurs in short are often termed “workaholics”. They devote 
countless hours to their work, often at the expense of family and 
friends. They will continue to work despite headaches or other 
ailments, which might keep others away from the job. 
Victor 
Mr. Kelly, you have drawn a picture of a real entrepreneur. Is this 
picture complete? 
Mr. Kelly 
Well, I think I should mention one more feature. Last  but not least. 
Entrepreneurs desire independence at all costs. They feel that they 
can do a better job than the current business owners. And now 
Victor, let’s sum up. If you are planning on to start a business, be 
prepared to work more than 60 hours a week. And one more thing 
that is obvious: you have to love your work. 
Victor 
Thank you very much, Mr. Kelly. Now I’ve got very good 
knowledge of what it takes to be a successful entrepreneur. 
 
Exercises 
 
1. Say the practice  sentences on the record: 
1. Not everyone is cut out to be an entrepreneur.  
2. It takes special characteristics and talents. 
3. They are self-confident and not easily defeated. 
4. They are risk takers. 
5. Entrepreneurs, in short, are often termed “workaholics”. 
6. Entrepreneurs share another, characteristic. 
7. Do you have the characteristics of an entrepreneur? 
8. A successful business takes a lot of time and work.  
9. One thing is obvious: you have to love your work. 

10. Starting a new business is a great challenge. 
 
2. Give Russian equivalents to the following: 
1. entrepreneur; 
2. special characteristics and talents; 
3. to do some serious self-analysis; 
4. to work hard and make sacrifices; 
5. management ability; 
6. realistic and attainable; 
7. overpowering need to achieve; 
8. creative and innovative; 
9. the average person; 
10. not easily defeated; 
11. a challenging environment; 
12. to be in control; 
13. oral and written communication skills; 
14. patient and able to wait; 
15. are often termed workaholics;  
16. at all costs; 
17. that meshes with your personality; 
18. that matches your skills and interests. 
 
3. Complete the following sentences with suitable words and phrases: 
1. Not everyone is cut out to be... 
2. Before investing time, money and a piece of your heart, it’s... 
3. Studies have shown that successful entrepreneurs share... 
4. Entrepreneurs tend to be... 
5. They are self-confident and not... 
6. They welcome responsibility, and are willing and able... 
7. In addition, they are able to learn... 
8. They have well developed... 
9. Moreover, successful entrepreneurs are patient and able to wait out...  
10. They devote countless hours to their endeavor, often at the... 
11. Entrepreneurs, in short, are often termed... 
12. They will continue to work despite... 
13. They desire independence... 
14. Starting a new business is... 
15. A successful business takes... 
 
... easily defeated. 
... workaholics. 
... sometimes slow beginnings of a business. 
... headaches or other ailments.