Lecture 4

Business Decision-making
Models
02033100

Shenzhen University
College of International Exchange
Bachelor of Economics &
International Trade
Source: Marina Kotsianas
University of Southern California

Strategy: SCQA Framework

Identify Q & Work Backwards

Story-telling Technique

The Minto Pyramid

Principle
Problem
definition

Problem
structuring
q
q

q
q
q

MECE
Issue
True

q
q

q
q
q
q

q
q
q
q
q
q
q
q
q
q
q
q
q
q
q
q

Research

Analysis

Synthesis

Logic

Source: Structured Approach to Cases by Neal & Tanay Shah

Practice:

3. New York

9. Nuevo Leon

4. Orlando

10. Taiwan

5. Silicon Valley

11. Gangnam

6. Nanshan District

12. Toronto

Fill-in-the-blanks

Source: Structured Approach to Cases by Neal & Tanay Shah

Practice: Letter from Friend

Identifying Important Info

Who? (Hint: 4)
What? (Hint: 2)
When? (Hint: 4)
Where? (Hint: 2)
Why? (Hint: 3)

Shirley, Lucy, Lucys

bf, Lucys mom
I hate you, no longer
want to be your friend
Saturday, Sunday,
yesterday, day of letter
at the park, at Lucys
house
kissed my boyfriend,
insulted moms food,
kicked my cat

Structured Analysis

Draw your own pyramid

Question: ?

Reason
1.1

Answer: !

Main
Question

Key
Point 1

Key
Point 2

Key
Point 3

Reason
1.2

Reason
2.1

Reason
2.2

Reason
3.1

Sample Solution

Ideas can be grouped

inductively or deductively
Deductive
Logic
and...and...

Inductiv
e Logic
plus...plus...

Logic (1/2) Inductive

Example:

Logic (2/2) Deductive

Example:

Why? Why? Why?

What are the course

goals?
Learn
Practice
Apply

Your Individual Assignment

OPTION A DUE: Wednesday, April
27th
Visit the Canton Fair in Guangzhou
Stage 1: April 15-19

Interview 3 different exhibitors: How does

this fair help your business?

Your Individual Assignment

OPTION B DUE: Wednesday, May 11th
Use The Minto Pyramid Principle (SCQA) to write
a case arguing how would you select a university
(in the US) to study for Bachelor/Master degree?
Include details of business problem or
opportunity, including costs and benefits of each
possible solution, and your recommended
solution for approval.

Outline
1.

Executive Summary

2.

Problem Definition

3.

Organizational Impact
Impact on University mission and other services
Risks
Technology Migration Plan

Project Overview: A plan for the transformation

5.

Problem statement
Alternatives available
Summary of Preferred Alternative

Recommended action

4.

Issue
Recommendation
Justification

Goals and objectives of transformation

Success metrics
Major Project Milestones

Cost Benefit Analysis

Impacts on revenue
Impacts on costs
Comparisons with alternatives

Details
This is an individual writing assignment
can work together, but submit your own report

10 pages (including charts & tables)

12 point font, 1.5 spacing

Submit a hard copy at the beginning of

class
late submissions -10% per day

Polished & Professional

Grammar and spelling matter even
for great ideas!
There are NO excuses for spelling
mistakes in todays world
Avoid repetition
Use subject headers appropriately

22

Basics
Think about your audience
Who are they? (e.g. College Dean or President)
Why are they reading this?
What do they want to find out?

Make it easy for them

23

Sources
Citations and references
1. Use quotes ( ) when you quote.
2. Use a numbering system so that the reader can easily
find the source of your information.
3. Using a bibliography at the end of your document,
include the Author, date, title and location of your
source

An html address is not sufficient that ONLY gives the

location

24

Making a case for change

Make a structured argument for your recommendation. Here is
a good technique for persuasive writing, known as the Minto
Pyramid Principle:
S: Situation Where are we now
C: Complication What has changed
Q: Question What should we do?
A: Answer We need to
This technique can be used for speeches, documents,
presentations, etc.
These are NOT section headers and often work better
integrated subtly

25

S: Situation
Should be something everyone agrees on
Establishes that you know what you are
talking about, and the relevance of the
situation.
Facts, not opinions
Example:
Japan is one of the worlds largest
economies. Approximately 30% of their
power comes from nuclear power plants.
26

C: Complication
Something has happened to upset the status
quo.
A recent event or discovery
The audience should instantly see that is
raises a question
Example:
A massive earthquake then resulting tsunami
have caused damage to some of Japans
nuclear plants. The fallout may cost lives
and environmental damage, and will damage
confidence in nuclear power.
27

Q: Question
The question should be obvious from
the complication
This should lead to an answer

Example:
How should Japan plan for an
economical, safe energy future?
28

A: Answer
The answer is your main point.
Summarize first, then break down to details
The main body should all support this
answer

Example:
Japan should build 50 foot walls around their
northern coastline, while investing in
geothermal power stations for energy growth
29

Logical Arguments
Your answer should actually address the
question that was asked
Start with the main point and break down
the parts of it
Japan should build 50 foot walls around their
northern coastline, while investing in
geothermal power stations for energy
growth
Why 50 feet?
Why northern?
Why geothermal?
30

Use Logic
Deductive
Premises
Inference
Conclusion
Start with a premise. If all the premises
are true then the conclusion must hold.

Inductive
Premises provide evidence
Open to debate
31

In-Class Time to
Work on Assignment
Brainstorm
together
Ask me questions
Interview experts

TAKE MY ADVICE

Dont procrastinate
Dont plagiarize
Dont copy your
classmates

YOU HAVE BEEN

WARNED.