MARKET LEADER Network Website Lessons
23 April 2003
P R E - I N T E R M E D I A T E I N T E R M E D I A T E
I N T E R M E D I A T E
UNIT 4 Great Ideas UNIT 7 Innovation
Before you read
Discuss these questions:
What safety problems do cyclists often have?
Do cyclists have to wear helmets in your country?
Is it safe for young children to ride bicycles on the road? Why/ why not?
Reading
Billy Morgan had a great idea for a new bicycle helmet. But he found it wasn t so easy to develop his
idea. To find out why, read the article: Turning a vision into a product is no easy ride. Then answer
the questions that follow.
Turning a vision into a product is no easy ride
And this week, the first UK national Mr Morgan discovered
FT Correspondent retail chain has started to stock them. problems when he tried to interest
Reevu is expected to turn over UK manufacturers. One said: 'I'm
Thinking of an innovative product about Ł400,000 in its first six months making helmets, I'm making money,
can be relatively easy - turning it into of trading and aims for sales of why do I want to make yours?' .
a commercial reality is the really big nearly Ł1m in 2004. This looks like a Instead, Mr Morgan tracked
challenge. straightforward success story. down a helmet maker, Pactuco, in
A friend's young son fell off his Yet it is also an example of the France, which manufactures for
bicycle while trying to look importance of access to ample outside clients rather than having its
backwards before turning right. Billy funding to support innovation; so far own brand. He worked with French
Morgan realised that the boy needed the project has cost Mr Morgan Ł1m consultants to refine the design for
a helmet with a built-in rear-view of his own money to develop, patent mass production and spent Ł450,000
mirror. internationally and get into mass on preparing the St Etienne plant to
Today, almost 10 years later, production. make the Reevu product.
Mr Morgan has produced the Reevu An inventor can only go so far As a north-east England
Vutech 363-degree technology using his own finance. Mr Morgan is businessman, he is irritated that he
helmet which has reflective surfaces. now in talks with venture capitalists has been unable to base production in
Images from behind are bounced to with the aim of raising funds to move his home region. Also that the
the reflector so the wearer has rear- the helmet from semi to fully financial support offered by the
view vision. automated production. French to base his R & D in France
The product sells in a dozen Looking ahead two years, he outstrips public sector support in the
countries from South Korea to expects flotation will be necessary to UK.
Finland; sales since it reached the support research and development,
market last autumn have topped and the manufacture of other rear-
27,000; and it has recently gained view helmets adapted for skiing,
safety certification for sale in the US. horse riding, security and other uses. From the Financial Times
www.market leader.net � Pearson Education Limited 2003 Photocopiable
MARKET LEADER Network Website Lessons
23 April 2003
P R E - I N T E R M E D I A T E I N T E R M E D I A T E
I N T E R M E D I A T E
UNIT 4 Great Ideas UNIT 7 Innovation
Reading comprehension
Mark these statements True or False, according to the information in the article.
1 The main problem inventors have is finding enough money to develop their ideas.
2 Mr Morgan got his idea after hearing about a child s cycling accident.
3 The Reevu helmet has been on the market for 10 years.
4 The helmet sells only in the UK.
5 Mr Morgan didn t have any money to invest in developing the Reevu helmet.
6 Production of the helmet is semi-automated at the moment.
7 Mr Morgan will probably go public to raise more money.
8 Skiers and horse-riders could use the Reevu helmet in the future.
9 A lot of UK manufacturers were interested in making the new helmet.
10 The main production facility is currently in the North East of England.
Grammar: Verb Tenses
Choose the correct verb form to complete each of these sentences:
1 Ten years ago, a small boy [(a) fell (b) felt] off his bicycle &
2 & when he [(a) he tried (b) was trying] to look backwards.
3 Mr Morgan [(a) worked (b) was working] in the timber business when he got the idea for the new
helmet.
4 It [(a) takes (b) took] Mr Morgan 10 years to develop the product.
5 He [(a) launched (b) has launched] the product last autumn.
6 Sales [(a) topped (b) have topped] 27,000 since the launch.
7 The Reevu helmet [(a) sells (b) sold] in 12 countries worldwide.
8 Mr Morgan [(a) is now trying (b) now tries] to raise more money.
9 He [(a) wanted (b) wants] to develop the helmet for other users.
10 He [(a) probably went (b) probably will go] public in two years time.
Vocabulary
Choose the word or phrase that has the same meaning as these words from the article:
1 topped
a) reached b) didn t reach c) exceeded
2 gained
a) applied for b) won c) didn t get
3 straightforward
a) common b) complicated c) clear
4 ample
a) sufficient b) immediate c) reliable
5 tracked down
a) knew b) found c) went to visit
6 irritated
a) annoyed b) pleased c) disappointed
www.market leader.net � Pearson Education Limited 2003 Photocopiable
MARKET LEADER Network Website Lessons
23 April 2003
P R E - I N T E R M E D I A T E I N T E R M E D I A T E
I N T E R M E D I A T E
UNIT 4 Great Ideas UNIT 7 Innovation
Ideas for classroom discussion
1 Tell the story of how Billy Morgan developed his invention in your own words.
2 Do you know any similar stories of inventors who tried to turn their ideas into a commercial success?
Tell the others in your class about them.
3 You have an idea for a new type of car roof which could save drivers and car passengers from
serious head injuries.
In small groups:
- Discuss what steps you would take to get your idea introduced onto the market.
- How would you research the market opportunities, at home and abroad?
- Where would you go to find finance?
- Which car manufacturers would you approach first?
www.market leader.net � Pearson Education Limited 2003 Photocopiable
MARKET LEADER Network Website Lessons
23 April 2003
P R E - I N T E R M E D I A T E I N T E R M E D I A T E
I N T E R M E D I A T E
UNIT 4 Great Ideas UNIT 7 Innovation
KEY
Reading comprehension
1 T
2 T
3 F
4 F
5 F
6 T
7 T
8 T
9 F
10 F
Grammar: Verb tenses
1 a
2 b
3 b
4 b
5 a
6 b
7 a
8 a
9 b
10 b
Vocabulary
1 c
2 b
3 c
4 a
5 b
6 a
www.market leader.net � Pearson Education Limited 2003 Photocopiable