Business Plan Breakdown. I. Executive Summary

Transcription

1 Business Plan Breakdown I. Executive Summary Do your reports portray the following elements? - Product/service idea - Customer benefits - Relevant markets / sectors - Expertise of the team - Legal form being striven for - Company objectives / visions - Capital expenditure requirements - Potential yield Do you arouse the interest of the reader for your business idea and does the Executive Summary animate him/her to continue reading? Do you formulate the explanation of your business idea in an easily comprehensible manner? II. Product or service (what?) 1. Customer advantages/customer benefits Which idea is this based on? Which customer benefits does your product/service provide? What is the innovative aspect and USP of your idea? Which partnerships might be necessary to completely realise the customer benefits? Which measures must be implemented, which requirements must be fulfilled? 2. Development of Product/Service At which stage of development is your product / your service? Which further development steps are you planning? Which versions of your product will there be? Have you planned follow-up and further developments? Can the idea be patented? Have you already applied for the granting of industrial property rights? 3. Manufacture / production Which preconditions are necessary for the manufacture? Which resources and cooperative arrangements do you need for the production? Which machines and plant are needed for the production process? What part does the quality play and how do you assure it? III. Knowledge lead (what?)

2 How do you ensure that your products are permanently state of the art? How do you discover the changes in customer wishes on time? How do you ensure that your staff is sufficiently qualified? IV. Management and key positions (who?/how?) 1. Presentation of the foundation team Are all the members of the foundation team mentioned? Are the summary profiles meaningful: Training, professional experience, successes? Have you listed the consultants and network partners? Is it comprehensible in terms of who is responsible for what and why? Are all the necessary competences for the implementation of the business idea present? How and when are the absent competences filled? 2. Short-term personnel requirements V. Sector and market (where?) 1. Sector analysis Where is your market (geographically, sector-related, customer segment-related amongst other things) How great is the turnover in overall terms in your sector and how much market share can your company realistically achieve in it? How is the price progressing? Which economic developments influence your sector? How does the legislator influence your sector? What determines the growth of your sector How is the competition formed? Which strategies are pursued? Which barriers to market entry exist and how can you overcome them? What kind of yields and margins are achieved in your sector? 2. Market segments / target group Define your target group as specifically as possible! How high is the sales potential of individual business relations now and in the future? Who are the key customers? How many of such business relations exist now and will exist in the future? Which assumptions are your estimates based upon? What are the decisive purchase factors? What part play service, consultancy and maintenance? To what extent are you dependent upon major clients? Do you have launch customers?

3 3. Competition Which important competitors offer comparable products/services? Which new developments can be anticipated? Which target groups do the competitors address? How does your offer differ from that of your competitors? Compare your competitive strengths and weakness with those of your competitors in a summary profile! How sustained will your competitive advance be? Why? How will the competitors react to your market entry? How do you want to respond to this reaction? What levels of market share have your competitors already secured? VI. Marketing (where?) 1. Market entry concept What is your marketing concept like? Which steps do you plan to take to launch your product/service offer? What do the timetable and important milestones look like? Which target group do you hope to address by means of which marketing strategy? To what extent is advertising important for your product? How high is the planned budget for advertising? Do you have media partners? 2. Sales / distribution concept Have you stipulated a price or price margin? How did you arrive at this price? Which price setting strategy have you decided for? Why? How will you change your price strategy in the course of time? What sales levels are you striving to achieve? Which distribution channels are appropriate for your product? How great is the number of potential customers, which you can reach per distribution channel? Does your product need to be explained? What number of sales staff do you want to have, how well qualified and equipped should they be? 3. Sales promotion How do you attract the attention of the target customer groups towards your product/ your service? How much time and capacities do you have to invest to win over a customer? How difficult will it be to permanently gain a customer s loyalty and how much will it cost? Which expenses will arise during the launch and later?

4 What kind of payment policy will you choose? VII. Company objectives (when?) What is your vision? What is your strategy? What are your goals? Which sub-goals will possibly result from the formulation of the goals? Which measures must be implemented when, which requirements must be fulfilled in order to achieve the goals? Are your goals formulated precisely and realistically? VIII. Opportunities and risks (success?) Which opportunities and risks exist for your business project? How probable is it that these events will arise and how can they possibly be prevented in advance? Which cautionary measures do you consider to be useful and which costs will they cause? What will your planning look like in the most favourable scenario and in the worst possible scenario for the next five years? IX. Five year planning (what return?) 1. Personnel planning in figures Which personnel requirements do you expect for each sector of your company in the next five financial years? Which personnel costs will result from this including the incidental staff costs? Which services do you want to outsource? 2. Investment and depreciation planning How much real capital is necessary to generate your first sales? What does your short-term investment planning look like? Which large-scale investments will arise in the future? How high are the annual rates of depreciation and follow-up costs that arise from the respective investment? 3. Profit and loss account How will the sales, expenditure and revenue levels probably develop? What expenditure will be budgeted to achieve these sales levels? When do you expect to generate revenue, and how much revenue is anticipated?

5 4. Liquidity planning How will your liquidity develop in the short and medium term? When do you expect a surplus of deposits? X. Financial requirements How high are financial requirements of your company resulting from the liquidity planning? Which funding sources are available to you in this process? (Sources: NUK- Manual, AC_ manual, AGIT manual, WFG Ostbelgien)