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TRANSCRIPT
Presentation OutlinePurpose of a Business PlanExecutive SummeryCompany OverviewProduct of Service PlanMarket and Industry AnalysisMarketing PlanOperations PlanRisksFinancial Plan
Purpose of A business plan
Who Should Write ?
Why Write ?
What Are the Uses of a Plan ?
• Action Plan
• Road Map
• Fund Raising
• Sales Tool
Executive Summary IObjective : Capture the reader’s interest .
The last section to be written .
The reader should be able to tell what your plan is all about .
Max of two pages.
Executive Summary II
1. Concept Description
2. Opportunity
3. Product Service
4. Value Proposition
5. Marketing Strategy
6. Competitive Advantage
7. Management
8. Financial
9. Funding
Company Overview
Objective : The reader should know where your company is now and where it will be in the future .
Written after you complete your business plan .
Elements : Elements :
1. Introduction
2. Vision
3. Mission Statement
4. Business Model
5. Value Proposition
Competitive Advantage
Product or Service Plan
The reader is excited to hear about your operations, marketing and financial planning .
Sources of Information :
1. Technical Specifications and Drawings .
2. Prototype
3. Competitor Product/Service Matrix
4. Interviews
5. Surveys
6. SWOT Analysis
Product/Service Plan IIFeatures :
Key Attributes
• Function , Speed, Taste, Cost Reduction, Stability , Reliability , Responsiveness ... Etc
Enhancements :
• Unique Process, Delivery Method, Location, Packaging, Tech Support , Delivery , Warranty , Payment Terms .
Product/Service Plan III
Product or Service Strategy :
What is the extend of the product/service mix ?
What will be introduced initially ? 3 years ? Five years ?
Show your Evidence .
Milestones of Development .
Differentiation ( Bundling , Warranty , Packages , Price Matrix ... etc .
Product/Service Plan IVBenefits to the Customer
Easier to use , delivery on time , used based on demand , quality , durability , appearance .
Are the customers aware of these benefits ?
Are they really benefits ?
Market and Industry Analysis
Objective : Prove that there is an Opportunity .
No passion , just data .
No mention of your business.
You should be able to Validate the need for your product/service .
Market AnalysisHow Large is your market ?
Large ?
Number of Products/ Services Or Customers
Growing ?
The Growth Rate
Segmentation ?
Trends and Opportunities?
Market Analysis IIAddressable Market
You can target various sectors and various segments .
Usually, Capturing the entire market is hard .
Example : Consumer Products .
Market Analysis IIIEntry Point :
Based on your Segmentation , Choose your Entry Point .
However, Do they really need your Product/Service ?
Do They Understand the Benefits ?
What Future Segments Would Join ? Why ?
Industry Analysis I
Objective : Know you competitors and how they compete . Understand the nature of the market
Elements :
Industry Organization
What are the goods ? Where are they produced ?Supply Chain ?How do your competitors see themselves ?
Competitive Environment
How do they compete ? Service ? Quality ? Price ? Technology ? Customer Support ?
Highly Competitive ? Price based ?
Profit Margins ? Net Profit Margins ?
How do they deal with new comers ?
Industry Analysis II
Barriers to Entry
Legal ?
Economy of Scale ?
Customer Loyalty ?
Agreements with Suppliers ?
Control of Distribution Channels ?
High Cost of Entry ?
Social Conventions ?
Industry Analysis IIIControl
How much control do you have over : Prices , Costs , Channels of Distribution , Buying your way in .
Competition
Direct
Indirect
Future
Financial Analysis
Objective : Project your Revenues and calculate key Ratios .
Method : Excel Modeling