Business Plan - Outline

Transcription

1 Business Plan Outline 1 Business Plan - Outline 1. Strategy 2. Market Analysis 2.1. Industry Description and Outlook Description of your primary industry Size of industry Historically Currently In five/ten years Industry characteristics and trends Historically Currently In the future Major Customer Groups Businesses Governments Consumers 2.2. Target Markets Distinguishing Characteristics Critical Needs Extent needs are met Demographics Geographic location Purchasing influences

2 Business Plan Outline Seasonal/cyclical trends Primary/target market size Number of customers Annual total market volume Geographic area Anticipated market growth Market Penetration Market share Number of customers Geographic coverage Rationale for market penetration estimates Pricing/gross margin targets Price levels Gross margin levels Discount structure (volume, prompt payment, etc.) Methods of potential customer identification Directories Trade association publications Government documents Media for communication Publications Radio/television broadcasts Sources of influence Source of advice Purchasing cycle of potential customers Needs identification Research for solutions to needs

3 Business Plan Outline Solution evaluation process Final solution selection Key trends and anticipated changes in target markets Secondary target markets Needs Demographics Significant future trends 2.3. Market Test Results Potential customers contacted Information/demonstration given to potential customers Reaction of potential customers Importance of satisfaction of targeted needs Test groups willingness to purchase 2.4. Lead times Initial orders Reorders Volume purchases 2.5. Competition Identification Existing Market share Potential Direct Indirect Strengths Ability to satisfy customer needs Market penetration

4 Business Plan Outline Track record and reputation Staying power (financial) Key personnel Weaknesses (competitive disadvantages) Ability to satisfy customer needs Market penetration Track record and reputation Staying power (financial) Key personnel Importance of your target market to your competition Barriers to entry into market Cost Time Technology Key personnel Customer inertia (brand loyalty, existing relationships) Existing patents and trademarks 2.6. Regulatory restrictions Customer or governmental requirements Methods of meeting the requirements Timing involved Cost Anticipated changes in regulatory requirements

5 Business Plan Outline 5 3. Company Description 3.1. Nature of Your Business Marketplace to be satisfied Methods of need satisfaction Individuals/organizations with the needs 3.2. Your distinctive competencies Superior customer need satisfaction Production/service delivery efficiencies Know-how Personnel Geographic location 4. Marketing and Sales Activities 4.1. Overall Marketing Strategy Marketing penetration strategy Growth strategy Internal Acquisition Franchise Horizontal (providing similar products to different users) Vertical (providing the products at different levels of the supply chain) Distribution channels Original equipment manufacturers Internal sales forces Distributors Retailers Communication

6 Business Plan Outline Promotion Advertising Public relations Personal selling Printed materials Market introduction 4.2. Sales Strategies Sales force Own vs outside Size Recruitment and training Compensation Sales activities Identifying prospects Prioritizing prospects Number of sales calls made per period Average number of sales calls per sale Average dollar size per sale Average dollar size per reorder

7 Business Plan Outline 7 5. Products and Services 5.1. Product/Service Definition 5.2. Detailed Product/Service Description Specific benefits/features of product/service to customers Ability to meet needs Competitive advantage Specific benefits/features of product/service for your company Present stage (idea, prototype. Small production, etc.) 5.3. Product Life Cycle Description of the product within its life cycle Factors that might change the anticipated life cycle Lengthen it Shorten it 5.4. Copyrights, Patents and Trade Secrets Existing or pending Anticipated Key aspects of your products that can be patented or copyrighted Key aspects of your product that qualify trade secrets Existing legal agreements with owners and employees Nondisclosure agreements Noncompete agreements 5.5. Research and Development Activities Activities in process Future activities Anticipated results of future R&D activities New products or services New generations of existing products

8 Business Plan Outline Complementary products Replacement products R&D activities of others in your industry Direct competitors Indirect competitors Suppliers Customers 6. Operations 6.1. Production and Service Delivery Procedures 6.2. Production and Service Delivery Capacity 6.3. Operating Competitive Advantages 6.4. Suppliers 7. Management and Ownership 8. Funds required and Their Uses 8.1. Current Funding requirements 8.2. Funding Requirements over the Next Five Years 8.3. Use of Funds 8.4. Long-Range Financial Strategies

9 Business Plan Outline 9 9. Financial Data (Various scenarios can be included) 9.1. Historical Financial Data 9.2. Prospective Financial Data 9.3. Analysis