1. Copyright 2008 John R. Castle What is in a good Business Plan1 What is in Good Business Plan? What is in a Good Business Plan? John R. Castle, Sc.D. Lecturer in Entrepreneurship UW School of Business castlej@u.washington.edu 425-503-1079

2. Copyright 2008 John R. Castle What is in a good Business Plan2 Summary of a Good Business Plan What do you do? Who wants it and why? Who are you? What is in it for me?

3. Copyright 2008 John R. Castle What is in a good Business Plan3 Mt Tenerife, North Bend, Washington “I have the skills to go anywhere. Where do I want to go?”

4. Copyright 2008 John R. Castle What is in a good Business Plan4 The Opportunity What industry are you in? What is missing from it? Why does anyone want it? What is it worth to them?

5. Copyright 2008 John R. Castle What is in a good Business Plan5 Window Pueblo Bonito Chaco Canyon, NM

6. Copyright 2008 John R. Castle What is in a good Business Plan6 Industry Analysis What events have shaped this industry? What is happening now? What is changing? What is causing the changes?

7. Copyright 2008 John R. Castle What is in a good Business Plan7 Who wants your solution? Who are these potential customers? What do they need? How important is it to their business? What are their options?

8. Copyright 2008 John R. Castle What is in a good Business Plan8 Old Mining Equipment, Nolan Lake Mine, Colorado

9. Copyright 2008 John R. Castle What is in a good Business Plan9 Who wants your solution? How many people have this problem? Who are they? Describe them. Why do they each want your answer? What is a solution worth to them?

10. Copyright 2008 John R. Castle What is in a good Business Plan10 What do you do? What does your product look like? What does it do? How does it solve the problem? How is it protected?

11. Copyright 2008 John R. Castle What is in a good Business Plan11 Nolan Lake, Colorado

12. Copyright 2008 John R. Castle What is in a good Business Plan12 How well do you do it? Why is your product better? How much value does it provide to the customer? Does the customer believe you can provide those benefits ?

13. Copyright 2008 John R. Castle What is in a good Business Plan13 Hummingbird Avon, Colorado

14. Copyright 2008 John R. Castle What is in a good Business Plan14 Who will beat you to it? What other companies do something similar? How else can the customer get the job done? How this pie is divided? Where you fit in the picture?

15. Copyright 2008 John R. Castle What is in a good Business Plan15 Who will beat you to it? Bandera Mtn, WA Ptarmigan Trail, CO

16. Copyright 2008 John R. Castle What is in a good Business Plan16 How will you reach customers? How will they know you exist? How can you show them your product? When will they buy? Who will make the decision?

17. Copyright 2008 John R. Castle What is in a good Business Plan17 Old silver mine, Fancy Pass, Colorado “I know where I want to go. How do I get there.” Can You Forecast Sales?

18. Copyright 2008 John R. Castle What is in a good Business Plan18 Can you forecast sales? How many can you sell? At what price? Who will be the first buyers? Which customers are your real targets? How soon will they start buying?

19. Copyright 2008 John R. Castle What is in a good Business Plan19 Who are you anyway? Who is on the team? What are the team members good at? What are their personal work styles?

20. Copyright 2008 John R. Castle What is in a good Business Plan20 The titan; Snoq Falls The Titan, Fisher Towers State Park, Moab, UT Snoqualmie Falls Snoqualmie, WA

21. Copyright 2008 John R. Castle What is in a good Business Plan21 How cohesive is the team? What has the team done like this before? How well do you work together? Do you have a common goal?

22. Copyright 2008 John R. Castle What is in a good Business Plan22 No Whiners on Silver Peak, WA

23. Copyright 2008 John R. Castle What is in a good Business Plan23 What is this all worth? How much money will you make and how soon? How much will you spend and how fast? How will I get my money out? What do you want from me?

24. Copyright 2008 John R. Castle What is in a good Business Plan24 Sitting on top of the world, New York Mountain, Colorado