3 april business plans marketing. business plan title page executive summary industry analysis...
TRANSCRIPT
3 April
Business Plans
Marketing
Business Plan Title Page Executive Summary Industry Analysis Customer Analysis Competitor Analysis Company and Product Description Marketing Plan Development & Operations Plans Team Critical Risks Financial Plan
Title Page
Company name and logo Tagline
Just Do It! Others that have survived?
Contact Date (Controls)
Executive Summary
Write it last Tell the story Excite the reader Elaborate your tag line
Industry Analysis
3 Ms Market demand Market size Market analysis
What’s hot? What’s not? What is happening in the market in general
Is it a growing? Local market conditions
Customer Analysis
Who is your customer? The more specific the better
How does this customer behave?
Competitor Analysis
Who are they? How do you position yourself?
BROAD view of your competitors Related businesses Businesses or behaviors that eliminate your
market Free alternatives …
Company and Product Description
(Company) How you are organized What you have accomplished
Product or service description Customer value proposition What differentiates it from others? Growth plan
How do you start? Where do you grow from here?
Marketing Plan
Target Market and Product Strategy Service Strategy Pricing Strategy Distribution Strategy Advertising and Promotion Sales Strategy
Marketing
Marketing vs. sales Marketing: advertising, promotions Public relations and publicity Sales
Focus groups
Target Market & Product Strategy
Dimensions on which you need to sell What dimensions do people buying a car
consider? What dimensions will your customer deliver?
Relate to your competitors Are you more focused or more general? Are you going for atmosphere or bare bones?
Justification of your assessment
Service Strategy
Physical product Warranty
Software Upgrades
Customer support
Pricing Strategy
Two models Cost-plus
Much harder to evaluate Market-demand
Look at current market and determine where you should fall (above, average or below)
Goal is not to lose money
Distribution Strategy
Options Mail Trucking Delivery Pick-up
Consider Weight Fragility Set up Where your customers are
Advertising and Promotion
How will you reach your target group? Advertising
Television Radio Newspapers Magazines Internet
Grass Roots Flyers Press Publicity
Sales Strategy
Who will sell for you? Dedicated sales force Other stores Internet
Sales and Marketing Forecasts Comparable – derive from competitors Build up – based on what you expect to sell, profit
per unit, sales per day, …
Development & Operations Plans
Development What needs to be done before you’re “in
business” Operations
Ongoing activity Cash flow: it’s possible to fail even with sales Outsourcing: control your competitive advantage
Operations Plan
Ongoing activity Cash flow
It’s possible to fail even with sales What you will do yourself and what will you
outsource Control your competitive advantage
Team: Company
As important as the idea If your life depended on a particular piece of
software, what would you want to know about it? Writer “highly intelligent and possessed by an
extremely rigorous, almost fanatical desire to make their program work the way it should.”
Bollinger (2001) Compensation
Team: Advisory Board
Mentoring Formal or informal
Real board of directors Personal board of directors
People with different skills People with influence Co-opt people that you need
Critical Risks
Creates credibility Include
Critical assumptions Factors that need to happen for success
Typical risks Market Competitors Development cost Operating expenses Financing