Writing a Successful Business Plan

Transcription

1 Writing a Successful Business Plan

2 Purpse f a Business Plan Executive Summary Cmpany Overview Intrductin Visin Missin Statement Business Mdel Value Prpsitin Cmpetitive Advantage Prduct r Service Plan Features Prduct r Service Strategy Benefits Prprietary Rights Stage f Develpment Market and Industry Analysis Market Analysis Industry Analysis Opprtunity Marketing Plan Custmer Research Target Custmer Strategy Channel Strategy Psitining Branding Strategy Pricing Strategy Internet Strategy Cmmunicatin Strategy Sales Strategy Revenue Mdel Operatins Plan Intrductin Operatins Strategy Scpe f Operatins Research, Develpment and Engineering 2

3 Csts and Expenditures Develpment Plan Develpment Strategy Management Plan Management Team Crprate Scial Respnsibility Bards Cmpetitive Advantage Sustainable Cmpetitive Advantage Risks Financial Plan Key Drivers Financial Summary Financial Prjectins Funding Funding Requirements Funding Strategies Surces and Uses f Funds Offering Appendices Plan Length 3

4 Purpse f a Business Plan Wh Shuld Write? entrepreneurial venture Why Write? Nnprfit Added Benefit 4

5 What Are the Uses f a Plan? Actin Plan Rad Map Fund Raising Sales Tl Acknwledgements.The New Business Rad Test, 2008, Mullins, FT Prentice Hall 5

6 Executive Summary Cncept Descriptin Value Prpsitin Marketing Strategy Cmpetitive Advantage 6

7 Cmpany Overview Intrductin Visin Missin Statement Business Mdel 7

8 utsurcing B-t-C r B-t-B perating leverage Value Prpsitin Cmpetitive Advantage 8

9 Prduct f Service Plan Guidelines t Prepare This Sectin renderings Surces f Infrmatin prttype SWOT Analysis Features Key Attributes e-tailing 9

10 ASP s netwrking Enhancements Prduct r Service Strategy Benefits Key Benefits 10

11 Prprietary Rights Patents design patent utility patent 11

12 Trade Secrets Cpyrights Stage f Develpment 12

13 Market and Industry Analysis Guidelines t Prepare This Sectin Surces f Infrmatin Market Analysis Overall Market baby bmers 13 e-cmmerce

14 Addressable Market cruisers Segmentatin cnservatives trend setter standard mark-up dr-t-dr Entry Pint 14

15 Industry Analysis Industry Organizatin VAR s system integratrs Cmpetitive Envirnment 15

16 SOT s Barriers t Entry switching csts Cntrl sltting allwances Cmpetitin 16

17 branding strategy 17

18 Opprtunity 18

19 Marketing Plan Guidelines t Prepare This Sectin Surces f Infrmatin Custmer Research fcus grups 19

20 Target Custmer Strategy Custmer Prfile Cnsumers attitudes Businesses r Organizatins Frtune 100 cmpany 20

21 Buying Decisins glbal just-in-time reach WebMD Custmer Understanding 21

22 cad cam Channel Strategy riginal equipment manufacturers (OEM s) ut f yur trunk infmercials Psitining 22

23 perceptual r attribute map Branding Strategy Brand Identity Brand Experience Brand Persnality Pricing Strategy Value Pricing O O O custmer prfit PayBack Perid 23 O

24 keystne pricing O O cst plus + markup O O razr and razr blade click-thrugh affiliate cmmissin fee a la carte O O Internet Strategy 24

25 affiliate prgrams brand building lead generatin Extranet Cmmunicatin Strategy junk mail direct respnse advertising manuals 25

26 trade shws buzz r viral marketing Sales Strategy telephne slicitrs service peratins Revenue Mdel Tp Dwn 26

27 Rll-ut strategy bslescence Bttm Up 27

28 Operatins Plan Guidelines t Prepare This Sectin )pint f sale (POS) backend systems Surces f infrmatin Thmas Registry (thmasnet.cm) دليل Yellw pages 28

29 Intrductin Operatin Strategy Scpe f Operatins 29

30 Order Size Lead Time Cmmunicatins Intellectual Prperty Exchange Rate hedging Research, Develpment and Engineering 30

31 scaling alpha and beta Cst and Expenditures Materials cst Labr Csts Prductin and Service Capacity 31

32 thrugh-put Inventry 32

33 Develpment Plan Guidelines t Prepare This Sectin business cards Surces f infrmatin Develpment Strategy 33

34 34

35 Management Plan Guidelines t Prepare This Sectin Surces f infrmatin Management Team stck ptin plan Crprate Scial Respnsibility 35

36 Bards 36

37 Cmpetitive Advantage Guidelines t Prepare This Sectin Surces f Infrmatin Sustainable Cmpetitive Advantage accumulated wisdm 37

38 serial entrepreneur Dell first t market 38

39 39

40 Risks Guidelines t Prepare This Sectin predatry pricing clsing windw 40

41 41

42 Financial Plan Guidelines t Prepare This Sectin Surces f infrmatin Almanac f Business and Industrial Financial Ratis موديز Nrms and Key Business Ratis, Mdy's Industry Review S&P Analysts' Handbk Myes and Lawrence Financial Prjectins Mdel O O Key Drivers 42

43 Financial Summary Summary f Financial Prjectins ($) ملخص التوقعات المالية )دوالر أمريكي( Revenue Grss Prfit EBIT EBITDA ( ) ( ) Net Earnings Net Cash frm Operating Activities ( ) ( ) Capital Expenditures Interest Incme (Expense) Dividends ( ) ( ) ( ) Cash Ttal Equity Ttal Debt Grwth 43

44 Revenue Grwth Rate (CAGR) Net Earnings Grwth Rate (AAGR) Ratis Current Rati Debt t Capital (LT Debt + Equity) Prfitability Grss Prfit % Operating Expenses % Net Earnings %. Returns Return n Assets Return n Equity Return n Capital (LT Debt + Equity) 44

45 Financial Prjectins COMPs 45

46 46

47 Funding Guidelines t Prepare This Sectin Surces f infrmatin Small Business Valuatin Frmula Multiples, Bizcmps venture capital Funding Requirements.)equity dilutin 47

48 Funding Strategies Equity Funding angel investrs Debt Financing 48

49 Small Business Administratin Nntraditinal Financing O O O O 49

50 Small Business Innvatin Research (SBIR) Natinal Institutes f Health (NIH) Natinal Science Fundatin (NSF) Surces and Uses f Funds, 50

51 , Offering term sheet Equity sell ut Valuatin 51

52 Price/Earnings (P/E) ratis Debt 52

53 Appendices Required Items Optinal Items 53

54 54

55 Plan Length 55