Activity 5: Storytelling

Luis Rodrigo Almanza Rosales A01661703

Victor Hernández Martínez A01656341
Santiago De La Roche Macías A01662287
Ximena Montserrat Lozano Lozano A01656378
Elisa Carolina Molina Galván A01662755

Freytag Pyramid version.

1.-Exposition: Ray Kroc was just a man on a simple journey, to sell milkshake machines so
he can have success at his sale company Prince Castle Sales. It went…..just alright, there
were no signs of a massive opportunity for success. ‘Till one day, he stumbled upon a
humble restaurant: McDonalds, he initially didn’t think much of it until he saw that people
were coming out just as fast as they were coming in and with a high quality meal. And so he
discovers the 30 second system and he becomes fascinated by it, much more he wants part
of it.

2.-Initial Incident: As Ray Kroc introduces himself to the owners and offers his milkshake
machines, the brother lay it straight to him by saying his machines just don’t work on their
system and they are not interested. Kroc, sensing that he is losing his goldmine opportunity,
decides to be honest and say that he wants to be part of the development of McDonalds and
says that with his business and sales skill he can help expand McDonalds further than the
brothers could ever imagine. And lucky for him, the brothers accept and now he is part of
McDonalds, let the games begin.

3. -Rising action

The McDonalds were the talent. McDonald was the idea but Ray Kroc was the persevering,
the boost that McDonald’s needed to grow in order to expand their business across the
country and even all over the world. But, after he convinced the brother to let him be part of
Mcndonalds, it didn’t take too long for Kroc to shown his real colors, an ambitious and
unloyalty businessmen, disposed to sacrifice moral and ethical values only to succeed. He
accomplished his goal, but he started turning McDonald’s from a small fast food restaurant
where every detail was controlled to a food empire as fast as industrialized, starting to lose
quality control and the purity of the product one of the priorities of the McDonald’s brothers
idea.

Climax
The founder notes that restaurant companies are cheap and very profitable, the model is
expanded so that people can eat in the place at the same time that the food is dispatched in
record time. Due to the demand, they realized that in other parts of the United States they
could put more McDonald's stores and that is how they expanded, creating the fast food
empire.

4.- Falling Action

As the business began to expand rapidly and Kroc was starting to sell more franchises, the
McDonald brothers started to lose control of their business as they well predicted. Owners of
the franchises started to sell products that the original menu didn’t have and they also
started to change the original ingredients. All of this obviously created tension between the
Mcdonalds brothers and Kroc because he was really ambitious and wanted to have even
more money and more franchises. To solve all of these issues, the partners had a contract,
but with some help, Krok found a loophole that allowed him to become the owner of the
lands where they were building the franchise, letting him control the franchisees but also to
have control over the Mcdonalds brothers.

5.-Resolution
Ray Crock decided to rebuild the McDonald's business model, his main objectives were to
offer a fast food service using automated methods of food preparation but of high quality and
at an affordable price,moreover to expand McDonald's around the world through franchising,
where he promoted the slogan "a business that is yours alone but without being alone” to
those who would accept its vision and wish to be part of this company,but always sticking to
its fundamental principles which are quality, service, cleanliness and price.

6.- Denouement
Kroc managed to buy the brand from the McDonald brothers in exchange for two million
dollars, that the brothers would keep the first location and royalties of 1% of total profits,
which were unofficially agreed. Kroc led the company to become one of the most powerful
and largest leaders in the fast food market and positioned itself as one of the largest
companies in the world, having a presence in more than 100 countries and revenues of 700
million dollars in just a few years. The brothers kept their first location and the purchase
money, but did not receive their royalties because they could not prove that the agreement
existed.

BluePrint

1.- Who’s your audience?

The audience of the story are entrepreneurs and students that are passionate about
business and enterprise.
Also, fanatics of the history of big business can be added to the audience because normally
people try to analyze and study companies' cases to establish fundamentals on marketing,
work, vocations and consumers.

2.-What does your audience care about?

The audience cares about business success and how to achieve business goals. They are
trying to learn how to create their own enterprise, and they are trying to understand the
common mistakes that big companies have made so they don’t make the same mistakes.
They also want to feel inspired by the achievements of the big companies that started from
the bottom as well.

3.-What are you trying to achieve?

We want to inspire entrepreneurs and leave learning, such as the importance of innovating,
thinking big and having vision when undertaking, and the significance of having a well-
structured,organized and clear objective business model.
4.-Your big idea (de que se trata en resumen)
To show the humble beginnings of Ray Krok as an example that anybody can find that big
opportunity and with determination and strategy one can profit off of that opportunity.

5.-Which medium do you think would best serve your story and why?
Documentary would be the best option because it would work not only to tell the story form
multiple perspectives but also provide external opinion and information about the world of
business and how Ray Krok handled it.

References:
The Founder (2016) Retrieved from:
https://www.youtube.com/watch?v=xFbwD4tig3A&feature=youtu.be