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GetFunded
StructuringYourStartUpDocuments
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emaginegroup Foundedin2003 Globalventuredevelopmentfirmwithinvestmentsin15countries
acrossmultipleindustries Groupmadeupof:
emagineconsulting–ConsultingandResearch iMedia–GraphicDesignandWebDevelopment teslacommunications–TechnologyPlanningandManagement WickedCode–SoftwareDevelopment 4SquarePeg–HumanResources
Weareventurecatalysts Weworkwithentrepreneursineverystageofbusiness
developmentfrombrainstormtoprivateequityinvestment
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OurHistoryInVentureCapital Inthepast5years
Wehaveheardover600elevatorpitches Wehavereceivedover400executivesummaries Wehavereadandassessed100businessplans WehaveinvestedoverUSD400millioninindustriesranging
fromtechnologytofashionandpublications OurcurrentinvestmentportfoliostandsatUSD700million
Asaresult,wehaveaspecialunderstandingofentrepreneurshipandhowtogetbusinessesfunded
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OurFundingProcessBrainstorm
InternalBusinessPlan ~50–150pages
Teaser 1–2pageintroduction
ElevatorPitch ~5minutequickpitch
PitchDeck ~15–20slides
BusinessPlan 20–30pageplan
ExecutiveSummary ~2pageintroductiontoBusinessPlan
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WhyDoEntrepreneursNeedBusinessPlans Writtensummaryofaproposedbusinessventure Helpsusunderstandanopportunityandhowtobestexploitit
Givesablueprintfortheoperationalandfinancialviabilityofabusinessventure
Explainsmarketingopportunities,go‐to‐marketstrategyandpostlaunchpromotionalplans
Identifieskeypersonnel’sskillsetsandexperience
Increasesthechancesofbusinesssuccessoreliminationofabusinessideabasedonfeasibility
Specifiesthepotentialriskstotheventure’ssuccess Providesabaselinetocompareprojectedvs.actualresults
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WhyDoVentureCapitalistsNeedBusinessPlans Helpsustoseethattheentrepreneurhasthoughtoutthebusiness
idea
Showsusthattheentrepreneurhasdonetheirhomeworkonhowtobringtheconcepttomarket
Providesuswiththefinancialrequirementsforstart‐up,productionandoperations
DefinesthereturnoninvestmenttotheVC
Setsatimelineforlaunch,growthandexpansion
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6C’sofBusinessPlans Complete Clear
Credible Compelling
CustomerFocused ConcernfortheInvestor
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DoYouKnowWhatYou’reGettingInto?
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BenefitsandChallenges
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WhatYouMayNotKnow
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ElementsofABusinessPlan
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WellStructuredBusinessPlan ExecutiveSummary MissionStatement
BusinessDescription IndustryAnalysis
BusinessStrategy CustomerAnalysis Product/ServiceOffering
MarketingStrategy PromotionalStrategy
CompetitorAnalysis TeamComposition
OperationalPlan TechnologyPlan
Research&Development FinancialForecasts InvestmentStrategy
SupportingAppendices
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ExecutiveSummary “TheElevatorPitch”thatsummarizesthebusinessplaninto2
pages
ThisshouldbewrittenlasttoassurethatallkeyelementsareexplainedfirstinthebusinessplanandthenrelatedintoastrongExecutiveSummary
IftheExecutiveSummaryisn’tstrong,thebusinessplanwillneverberead
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MissionStatement Entrepreneur’sVision Whatisthebusiness?
Whatwillitbecome? Whatwillitstandfor?
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BusinessDescription Introduceyourbusinessandexplainit
LegalStructure Locations MarketNeed(Pain)‐>Solution BusinessGoalsandObjectives OverviewofUniqueAdvantages WhatBenefitWillItProvideTheCustomer ProfessionalServices
Attorney Accountant Consultants Insurance
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IndustryAnalysis Currentindustrypositionandtrends Potentialtrendsthatcanbeleveragedforbusinesssuccess
Totalsizeofthemarket‐>Howmuchcanyouserve? Whatneeddoyourproducts/servicessolve?
Entrybarriers SWOTanalysis
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MarketingandStrategyPrinciples
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BusinessStrategy Howwillyougaincompetitiveadvantage? Whatmakesyouunique?
Howwillyoumeetyourgoalsandobjectives? Whatisthecompanybrand?
Whatwillitcosttoenterthemarket,establishpositionandmaintainit?
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CustomerAnalysis Whoisthetargetcustomer? Whatistheprofileofthecustomer?
Demographicandpsychographicbreakdown CustomerNeedAnalysis Buyingcriteria Valueproposition
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Product/ServiceOffering Tellusaboutyourproduct/service
KeyFeatures UniqueAdvantages
Whatdoesitdo/Whatneeddoesitsatisfy?
Howwillpeopleuseit? Wheredoesdevelopmentstandcurrently? Arethereanypatents,trademarksorcopyrightsthatwillaffect
productdevelopment? Howwilltechnologicalchangesaffectproductdevelopment?
Whataretheshortcomingsandhowdoyouplantoovercomethem?
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MarketingStrategy Provethataprofitablemarketexists Demonstratecustomerinterest
Howwillyoubuildawareness? Howwillyoupositionyourproduct/serviceandbrand?
Whatisyourpricingstrategy? WhatistheGo‐To‐Marketstrategy? Whatisthesalesanddistributionstrategy?
Isthereaserviceplanand,ifso,howwillitbeimplemented/followed?
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PromotionalStrategy Advertising PublicRelations
PersonalSales WebsitesandSocialMedia
DirectMarketing Telemarketing ArticlesandPublications
Budget?
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CompetitiveAnalysis Informationoncompetitors’marketshare,productsandstrategies Whatareyouradvantagesoverthecompetition?
Howelsecanyoursolutionbeachieved? Competitorresponse
Whatwillittakeforcustomerstoswitchtoyouroffering? Howwillcompetitorsrespondtoyourmarketentry?
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TeamComposition Breakdownofkeypersonnel
Education SkillSets ProfessionalExperience Directrelevantindustryexperience Accomplishmentsandtrackrecord(P&Lresponsibility) Experienceoftheteamworkingtogether StatusandNatureofCommitment
Additionalrolestobefilled
TalentAcquisitionStrategy BoardofAdvisors BoardofDirectors
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OperationsPlan Detailthedailyoperations Structure,OwnershipandLegalForm
OrganizationChartwithresponsibilities Leasesandagreementsnecessarytooperations?
Howwilltheofferingbeproduced? Requiredresources Capitalexpenditures In‐houseand/ourOutsourcedproduction
PostStartupProductionExpansionCosts
SupplierAgreements RequiredLicensesandPermits
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TechnologyPlan Howwillyourventureuse/utilizetechnology?
Cutcosts? Increaserevenues? Streamlineproduction/productdelivery? Obtainmoreclients/customers? BusinessInformationSystems?
Howwillithelptoachievebusinessgoalsandobjectives?
Whatwillbethecoststoimplement,maintainandupgrade? Whatarethetrainingcosts?
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Research&DevelopmentPlan Doesyourofferingrequireon‐goingresearchanddevelopment? Howwillitbefundedandcarriedout?
Whatindicatorswillbeusedtodeterminewheretheresearchanddevelopmentshouldbedirected?
Howwillitbeimplementedintoproduct/servicedevelopmentandmanagement?
Howwilltheresearchownershipbecontrolled?
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FinancialForecasts CapitalExpenditures SalesForecast
Willyouselloncredit? Whatwillyourpolicybe? Whatwillitcostyou?
BreakevenAnalysis 3SetsofForecasts
Optimistic MostLikely Pessimistic
MonthlyProformaforYear1 QuarterlyforYears2–5
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InvestmentStrategy Amountofrequiredcapital Personalinvestment
Useoffunds ReturnonInvestment
Exitstrategy
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Appendices Resumes
Owners Shareholders KeyPersonnel
Financials StartUpExpenditures IncomeStatement(1year) CashFlowStatement(12
months) BalanceSheet(1year) PersonalFinancial
Statements CompetitorWeaknesses
RiskAssessment RequiredBusinessEquipment
withQuotations MarketResearchStudies
IndustryStudies Research&Development KeyAgreements
TechnologyWhitePapers AdvertisingMaterials(if
available)
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HowDoWeDecideWhoToFund?
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ThreeTests RealityTest
Doesthemarketreallyexistfortheoffering? Canyoubuilditwithinthecostsdefinedintheplan?
CompetitorTest Companypositionrelativetokeycompetitors Management’sabilitytocreateacompanythatcangivea
competitiveadvantageoverrivals
ValueTest Willitmakemoney? Willitcoveroperatingexpenses? Doesitgiveinvestorsanattractiverateofreturnorahigh
probabilityofrepayment?
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ThingsThatKeepUsFromFunding Lackoflogicinthedevelopment
offinancials Unrealisticfinancialsorlackof
detail Lackofplanningforvariablesfor
business Underestimatingupfront
marketing&advertisingcosts Location!Location!Location! Noresearchonupfrontcosts,
purchasesandexpenses NoallowancesforA/RandA/P Forgettingtoincludeareasonable
salary PieInTheSkyProjections
Noquotesforrequiredproducts,servicesandequipment
Failingtorelatetoarealneed/requirement
Tryingtobeallthingstoallpeople
NoGo‐To‐Marketstrategy
“Wehavenocompetition”
Businessplantoolongortootechnical
Noriskanalysis
Poorlyorganizedbusinessplan
Badlydesignedorun‐proofreadbusinessplan
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