Glossaries

Audism is the notion that one is superior based on one's ability to hear or to behave in the manner of one who hears, or that life without hearing is futile and miserable, or an attitude based on pathological thinking which results in a negative stigma toward anyone who does not hear.

Tom L. Humphries coined the term in his doctoral dissertation in 1975, but it did not start to catch on until Harlan Lane used it in his own writings. Humphries originally applied audism to individual attitudes and practices; whereas Lane broadened the term to include oppression of deaf people.

from: https://en.wikipedia.org/wiki/Audism

The crab theory is based on the metaphor of what happens when you put several crabs together in a bucket. The crabs crawl over each other, trying to get out of the bucket, and in the process, none of them escape because they keep pulling each other back down.

This is something that many communities struggle with, including the Deaf community. For a long time, Deaf people have provided each other with a network of support and mutual understanding and commitment. They still do. However, back when it was more difficult for Deaf people to become successful due to discrimination, an invisible standard–a status quo–was established. Anyone who then stepped outside of the status quo immediately became a product of  “the crab theory.”

So, for example, if someone decided that they wanted to work somewhere other than in printing or for the post office, they were then labeled “HEARING-MINDED.” HEARING-MINDED is a sign that means “think like a person who is not like us.” That is how the crab theory goes.!

(from: https://gallaudetblog.wordpress.com/2009/07/08/what-ive-learned-at-gallaudet-crab-theory/)

When Deaf and hard-of-hearing individuals interact in shares spaces that are part of Deaf community, a deaf ecosystem is also created within the same space, community. 

The community invests in Deaf businesses, professionals, organisations and schools. The deaf individuals share resources within the community and become self-reliant. If enough of us invest in the deaf ecosystem, the community will thrive and become more self-reliant. 

(https://intercom.help/convosupport/frequently-asked-questions/introduction/what-is-the-deaf-ecosystem-and-why-should-i-care )  

Deafness is often seen as an economic burden to society, but in addition to the well-documented research on visual-processing and visual attentiveness including enhancements in spatial cognition, facial recognition, peripheral processing, and speed in detecting images, deafness can be and is an economic advantage. 

Diversity in cognitive, creative, linguistic and cultural platforms can generate new inventions and new ways of thinking. (Bauman & Murray 2014) 

Resilience in deaf individuals is not only the capability to withstand adversity but the capability is grounded on the deaf community cultural wealth: deaf-centric aspirational, social, linguistic, resistant and navigational capitals are learned from the deaf community.

The availability of the abovementioned resources promote resilience and foster later success both in the academic and work life. (Yosso; 2005; Hauser, 2014)

BSLZone: What is Deafhood? (BSL and English Subtitles):https://www.bslzone.co.uk/watch/deaf-world-what-deafhood

The word “Deafhood” was first developed by Paddy Ladd in 1993.

Understanding the concept of colonization is an integral part of the Deafhood philosophy. The term “Deafness”, and others like it, are seen as arising from the colonization process. Hence there was a need to develop a Deaf-centered term, “Deafhood”.

Disability and disabled are outdated terms, literally meaning individual inability and unable, which are both inaccurate and insulting. Difability is a portmanteau that more accurately and politely describes people with biological, cognitive difability like deafness, autism and cerebal palsy. (article from John Bosco Conama!) 

Employability is a set of achievements – skills, knowledge, understandings and personal attributes that make people more likely to gain employment and be successful in their chosen occupations, which benefits themselves, the workforce, the community and the economy. (Yorke & Knight, 2004)

A business adds value when the selling price of an item produced is higher than the cost of all the resources used to make it.

AIDA is an acronym that stands for Attention, Interest, Desire and Action.

In financial accounting, an asset is money and other valuables belonging to an individual or business.

B2B, B to B, or B-to-B is short for: Business-to-business.

It refers to commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

B2C is short for: Business-to-Consumer. It refers to businesses that sell products or provide services directly to end-user consumers.

B2G = Business-to-government or business-to-administration (B2A)^.  It is a derivative of B2B marketing.

It is often referred to as a market definition of "public sector marketing", which encompasses marketing products and services to various government levels.

Bartering is a form of trading or swapping: people or organisations exchange goods or services, instead of paying for them.

For instance, you can use someone's video studio, and in return you design of a new logo for the owner of the studio. Or: they can use your office, for a presentation.

Bartering enables persons or businesses who lack hard currency, to obtain goods and services.

A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.Brands are used in business, marketing, and advertising.

A powerful brand can result in higher sales of not only one product, but of other products associated with that brand. Examples of well-known brands are Apple, Lego, Disney.

When you start a business, your business will cost you money. There will be many expenses: you have to pay for the development of the product, your advertising, etc. etc. At the  same time, there will be no, or very little income. Because you have nothing to sell yet, or because your potential customers haven't found you yet. 

If all goes well, over time your expenses will go down and/or your income will increase. At some point in time, your expenses will match your income. This is the 'break-even point': no profit, no loss.  

A business is an organization where people work together. In a business, people work to make and sell products or services. Other people buy the products and services. The business owner is the person who hires people for work.

A business can earn a profit for the products and services it offers.

The word business comes from the word busy, and means being occupied.

https://simple.wikipedia.org/wiki/Business 

A business model is a description of how your business is going to operate and how you are going to make money. At the most basic level, it involves:

• a producer
• making something and
• selling it directly to customers
• at a profit.

Business Model Canvas is a template for developing new or documenting existing business models. It is a visual chart with elements describing a firm's or product's value proposition, infrastructure, customers, and finances. It assists firms in aligning their activities by illustrating potential trade-offs.

For more info, see for instance: https://canvanizer.com/new/business-model-canvas

When you start a business, you have to choose a legal structure for your business. The legal structure determines:

• The requirements for setting up the business, including the financial requirements
• The amount of taxes that you will pay.
• The liability: are you personally responsible for all business transactions, including financial transactions?

Cold acquisition, or cold calling, means: contacting someone who you don't know, to try and sell your product or service. Often this is done by telephone: you call a number, or you have a call center call people, and you do your 'sales pitch': "Hi, would you be interested in .... "  Cold calling is difficult, search the web and you will find many 'tips and tricks'. 

A cooperative (also known as co-operative, co-op, or coop) is a democratically controlled enterprise, that is jointly owned by an group of persons who work together to meet their common economic, social, or cultural needs and aspirations.

A copyright is a law that gives the owner of a written document, video, composition, book, picture, or other creative work, the right to decide what other people can do with it.

CRM: Customer Relationship management.

CRM software, or a CRM system, lets you store all your business relationships in one place: names, addresses,  purchase history, previous contacts, and more. This information helps you interact with clients, anticipate their needs, recognize customer updates and track performance goals when it comes to sales.

CRM software's main purpose is to make interactions more efficient and productive. Automated procedures within a CRM module include sending marketing materials based on a customer's selection of a product or service. 

Crowdfunding is asking a lot of people (usually strangers who you do'nt know: a crowd) to help finance your business plans.

Crowdfunding uses social media and crowdfunding websites to bring entrepreneurs and investors together. 

Corporate social responsibility (CSR) means that a business contributes to activities that benefit society as a whole. CSR can be about employing people with disabilities, about 'fair trade', and/or about sustainability.

Customer needs are the wants and desires of buyers.

Direct marketing is a form of advertising: marketing materials are provided directly to the (potential) customers. Direct marketing does not involve advertisements placed on the internet, on television or over the radio. Types of direct marketing materials include catalogs, mailers and fliers.

It is called direct marketing because it removes the "middle man" from the promotion process. Instead, the company's message is provided directly to the potential customer. This type of marketing is typically used by companies with smaller advertising budgets.

An "Elevator Pitch" is a concise, carefully planned, and well-practiced description about your company that your mother should be able to understand in the time that it takes to ride up an elevator. 

1. An undertaking, especially one of some scope, complication, and risk.
2. A business organization.
3. Industrious, systematic activity, especially when directed toward profit: Private enterprise is basic to capitalism.
4. Willingness to undertake new ventures; initiative.

An entrepreneur is a person who starts and runs a business or organization. An entrepreneur is also called a founder. He or she develops a business plan, obtains financing and hires employees necessary to run the business.

The entrepreneur starts with a good idea for a new business.

While the business grows, the entrepreneur is the central person in the business.

(https://simple.wikipedia.org/wiki/Entrepreneur)

The European Union wants to promote and support entrepreneurship in its citizens.

In this context, 'entrepreneurship' means more than 'starting or running your own business': 

Europass is the name for a set of standardized documents that were developed to make it easier for people to apply for jobs or traineeships in other EU countries:

Focus groups are used in traditional market research to gather opinions and feedback from a target group about a product, service or concept. A focus group usually consists of 6-10 people that are representative of the target group. 

A Franchise is a business, that uses the name, products, and other services of a larger company. You are the owner of the business, but you pay the Franchiser for the use of its name etc. 

Examples: MacDonalds, PizzaHut.

Businesses exist to provide goods or services. Goods are physical products such as hamburgers or cars.
Services are non-physical items such as hairdressing.

An umbrella organization or facility that is established to nurture young (start-up) businesses during their early months or years.

It usually provides affordable space, shared offices and services, hands-on management training, marketing support and, often, access to some form of financing.

A jobcoach is a professional who helps you find and keep a job. The job-coach can go with you to a job interview, they can help you get the training you need, they can stay with you during the first hours or days or even weeks on the job. 

In some countries, jobcoaches are paid for by the government. Usually, jobcoaches are only available for specific groups, e.g. people with disabilities, people who have been unemployed for a long time, young people.  

In most countries, 'jobcoach' is not a protected term, anyone can call him/herself a jobcoach. So always check: are you qualified, is the jobcoach qualified, what do you get, who pays? In some countries, there are special jobcoaches for deaf people; you may be able to find jobcoaches who know sign language.

KISS is an acronym for "Keep it simple, stupid". People use it to indicate that most systems work best if they are kept simple rather than complicated; therefore simplicity should be a key goal in design, and that unnecessary complexity should be avoided.

Businesses sell to customers in markets. A market is any place where buyers and sellers meet to trade products - this can be a high street shop or a website.

The marketing mix is the combination of elements necessary to the marketing of your product or service. 

Usually, the marketing mix is divided into 4 Ps: 

1. Product: what you are selling;
2. Place: where you are going to sell this;
3. Price and 
4. Promotion: what you are going to do to advertise your product or service. 

An NGO is a Non-Governmental Organization. An NGO is a non-profit organization that is independent of governments and international governmental organizations.

A 'niche' (pronounciation as in French: neash) is a small, specialised segment of the market. 

Niche marketing means that you offer a product or service, not for the mainstream, but for a special 'sub-population'. As a strategy, niche marketing means that your goal is to be a big fish in a small pond, instead of a small fish in a big pond. 

A non-competition clause or non-compete clause can be part of a contract with an employer. The clause says that, if in the future you resign or you are fired, you are not allowed to start your own business in the same field as your current employer: you are not allowed to compete with your current employer. Sometimes the clause also says that you cannot be employed by a competing business, after you resign or are fired.

Usually, there is a time limit: 6 months, or 12 months or maybe even 3 years. Sometimes, distance is specified: you cannot do this in the same city as your current employer, or within a distance of 100 or 250 kilometres. 

The non-competition clause protects your current employer. When you leave, you cannot take business secrets or clients with you to a competitor. 

When you really want the job, you probably have no problems with the non-competition clause in the contract. If you are dreaming of setting up your own business in the future - in the same field as your current employer - then the clause can be a real problem. You may end up having to wait for the specified number of months, or pay a sometimes hefty fine.   

A patent gives an inventor the right to stop other people making or using his or her invention. If someone makes or uses that invention without being allowed to, the inventor can sue that person in court to make them stop. The inventor can sell the patent to another person or company.

In the UK, you are self-employed if:

• run your business for yourself and take responsibility for its success or failure;
• have several customers at the same time;
• can decide how, where and when you do your work;
• can hire other people at your own expense to help you or to do the work for you;
• provide the main items of equipment to do your work;
• are responsible for finishing any unsatisfactory work in your own time;
• charge an agreed fixed price for your work;
• sell goods or services to make a profit (including through websites or apps).

You can be both employed and self-employed at the same time, for example, if you work for an employer during the day and run your own business in the evenings. 

In the UK, you’ll need to register as self-employed to make sure you pay the correct Income Tax and National Insurance.

Always check to see what the legal requirements are in your country!

Also see: Business Structure.

Businesses exist to provide goods or services. Goods are physical products such as hamburgers or cars.
Services are non-physical items such as hairdressing.

SMART is an abbreviation that stands for criteria for goals and targets:

• Specific 
• Measurable
• Achievable
• Results-focused (or: Realistic)
• Time-bound (or: Timely).

A business start- up is a new firm operating in a market for the first time.

Sustainability means that a company meets the needs of the present, without compromising the ability of future generations to meet their own needs. 

A sustainable business tries to minimize the negative effects of the business, on the environment. E.g. by buying locally and/or by minimizing the use of fossil fuels. 

SWOT Analysis is a tool to find out the Strengths, Weaknesses, Opportunities, and Threats that are to be expected in a project or in a business or in something similar. It means that the marketing environment (internal and external to the organization or individual) is looked at.

When examining the potential for a new business or product, a SWOT analysis can help determine the likely risks and rewards. 

The unique selling proposition (USP) or unique selling point is a marketing term.

If you want people to buy your product or service, your USP says why your product or service is better than other products or services. It is your "Choose me!" statement.