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Why a Business Plan?
to look ahead
allocate resources
focus on key points
prepare for problems
and opportunities
Take business to next
level
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Strategic Guide
Where Do You Want To Go?
How You Get There?
What is your Market?
What is your Niche?
How Much $ Cost?
Greatest Profit opportunity!
What Exit Strategy?
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What is in a Business Plan?
Executive Summary
Company Description
Product / Services
Industry Overview
Market Analysis
Competitors
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What is in a Business Plan?
Customers
Marketing & Sale Plan
Marketing Strategies
Marketing Program
Research & Development
Operations
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Executive Summary
Identify the company, its
background and structure
Describe what the company
does, and the market it serves
Describe the market potential
and market trends.
Competitive Advantage
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Executive Summary
Outline the backgrounds
and experience of the top
management team
Describe the funding $
required, the purposes,
collateral available and
the expected outcomes
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Example
Vision statement
Avon: To be the company
that best understands and
satisfies the product,
service and self-fulfillment
needs of women - globally.
Mission statement
Google's mission is to
organize the world's
information and make it
universally accessible and
useful
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Customers
Customer Characteristics
– Who are they?
– Why do they buy?
– Customers Need satisfied?
– How is the need currently filled?
– What are the alternatives?
– Who makes the decision to buy?
– How frequently do they buy?
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Marketing Strategies
Product or Service Strategy
Pricing Strategy
Distribution Strategy
Advertising and Promotion
Push and pull strategy
Sales Strategy
Marketing and Sales
Forecasts
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Marketing and Sales Plans:
Marketing Program
Conventional marketing
Internet Marketing
Social Media Marketing
Website and SEO
Networking /PR
Email campaign
Marketing Budget
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Marketing and Sales Plans:
Pricing (4)
Basis for targeted price
(cost analysis)
Margins and profitability
by volume levels
Add value
Competitors
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Marketing and Sales Plans:
Sales Plan
Sales force structure –
(direct or reps)
Sales expectations/quotas
Margins given to
intermediaries
Service and warranties
Sales Budget
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BEP and Contribution Margin
Fixed Cost- $10,000(Rent, insurance, manager, interest…)
Variable cost- $800/ea (Hourly, commission, inventory…)
Sales are $1,000 per unit
$1,000-$800=$200 Contribution Margin
$10,000/$200=50 Units to BEP Fixed Cost/Contribution Margin.
$10,000+5.000=$15,000/200=75 units to make a $5,000 profits.
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Market Research for your
Business Plan
Primary market Research
– Existing customers
– Potential customers
Your competition
Software
Equipment
Niche
Strategies
Secondary Market Research
Trade associations*
Government information
– Federal, state and local government reports
– Small Business Administration – SBA
– Small Business Development Center – SBDC
– U.S. Bureau of Census
Chambers of Commerce
Market research firms ($$$$$$$)