1. Business Plans Marketing
3 April
Business Plans
Marketing

2. Business Plan Title Page Executive Summary Industry Analysis
Customer Analysis
Competitor Analysis
Company and Product Description
Marketing Plan
Development & Operations Plans
Team
Critical Risks
Financial Plan

3. Title Page Company name and logo Tagline Contact Date (Controls)
Just Do It!
Others that have survived?
Contact
Date
(Controls)

4. Executive Summary Write it last Tell the story Excite the reader
Elaborate your tag line

5. Industry Analysis 3 Ms What’s hot? What’s not?
Market demand
Market size
Market analysis
What’s hot? What’s not?
What is happening in the market in general
Is it a growing?
Local market conditions

6. Customer Analysis Who is your customer? How does this customer behave?
The more specific the better
How does this customer behave?

7. Competitor Analysis Who are they? How do you position yourself?
BROAD view of your competitors
Related businesses
Businesses or behaviors that eliminate your market
Free alternatives …

8. Company and Product Description
How you are organized
What you have accomplished
Product or service description
Customer value proposition
What differentiates it from others?
Growth plan
How do you start?
Where do you grow from here?

9. Marketing Plan Target Market and Product Strategy Service Strategy
Pricing Strategy
Distribution Strategy
Advertising and Promotion
Sales Strategy

10. Marketing Marketing vs. sales Focus groups
Marketing: advertising, promotions
Public relations and publicity
Sales
Focus groups

11. Target Market & Product Strategy
Dimensions on which you need to sell
What dimensions do people buying a car consider?
What dimensions will your customer deliver?
Relate to your competitors
Are you more focused or more general?
Are you going for atmosphere or bare bones?
Justification of your assessment

12. Service Strategy Physical product Software Customer support Warranty
Upgrades
Customer support

13. Pricing Strategy Two models Goal is not to lose money Cost-plus
Much harder to evaluate
Market-demand
Look at current market and determine where you should fall (above, average or below)
Goal is not to lose money

14. Distribution Strategy
Options
Mail
Trucking
Delivery
Pick-up
Consider
Weight
Fragility
Set up
Where your customers are

15. Advertising and Promotion
How will you reach your target group?
Advertising
Television
Radio
Newspapers
Magazines
Internet
Grass Roots
Flyers
Press
Publicity

16. Sales Strategy Who will sell for you? Sales and Marketing Forecasts
Dedicated sales force
Other stores
Internet
Sales and Marketing Forecasts
Comparable – derive from competitors
Build up – based on what you expect to sell, profit per unit, sales per day, …

17. Development & Operations Plans
What needs to be done before you’re “in business”
Operations
Ongoing activity
Cash flow: it’s possible to fail even with sales
Outsourcing: control your competitive advantage

18. Operations Plan Ongoing activity Cash flow
It’s possible to fail even with sales
What you will do yourself and what will you outsource
Control your competitive advantage

19. Team: Company As important as the idea
If your life depended on a particular piece of software, what would you want to know about it?
Writer “highly intelligent and possessed by an extremely rigorous, almost fanatical desire to make their program work the way it should.”
Bollinger (2001)
Compensation

20. Team: Advisory Board Mentoring Formal or informal
Real board of directors
Personal board of directors
People with different skills
People with influence
Co-opt people that you need

21. Critical Risks Creates credibility Include Typical risks
Critical assumptions
Factors that need to happen for success
Typical risks
Market
Competitors
Development cost
Operating expenses
Financing