1. QUESTIONS WINNING
ENTREPRENEURS MUST
ANSWER
BUILDING A COMPELLING BUSINESS PLAN ONE
MESSAGE AT A TIME

2. a great business plan, tells a
story

3. here is one commonly used
story arc….

4. MARKET
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
We've found a specific market pain that will
generate loads of cash sustainably
We can uniquely deliver a customer-pain-killing
product today & tomorrow
We can survive and thrive amidst competition
Our target customers will know what, why, and
where to buy…and then will buy
We will deliver on our promises
You can trust this team to make it all happen
Everyone involved is going to get rich

5. But what goes in the chapters?

6. Let's go through one at a
time….

7. MARKET
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably

8. MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• We have identified a large,
valuable & growing market
made up of customers who
share a common problem.
• Today, they workaround
this problem by doing X,
though this is shown to be
unsatisfactory.
• Within the large market,
we have identified a
beachhead segment who
experience the pain quite
acutely and would be
willing to try a new
solution.
• We understand the macro-
economic context.
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

9. MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• We have identified a large,
valuable & growing market
made up of customers who
share a common problem.
• Today, they workaround
this problem by doing X,
though this is shown to be
unsatisfactory.
• Within the large market,
we have identified a
beachhead segment who
experience the pain quite
acutely and would be
willing to try a new
solution.
• We understand the macro-
economic context.
YOUR BUSINESS PLAN…
1. Explains the market, including
overall size, segments,
growth rate, & profit
potential
2. Explains your market
validation methodology &
results
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

10. MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• We have identified a large,
valuable & growing market
made up of customers who
share a common problem.
• Today, they workaround
this problem by doing X,
though this is shown to be
unsatisfactory.
• Within the large market,
we have identified a
beachhead segment who
experience the pain quite
acutely and would be
willing to try a new
solution.
• We understand the macro-
economic context.
YOUR BUSINESS PLAN…
3. Explains how customers
currently solve the problem
and what are the problems
with this solution from the
customer's perspective.
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

11. MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• We have identified a large,
valuable & growing market
made up of customers who
share a common problem.
• Today, they workaround
this problem by doing X,
though this is shown to be
unsatisfactory.
• Within the large market,
we have identified a
beachhead segment who
experience the pain quite
acutely and would be
willing to try a new
solution.
• We understand the macro-
economic context.
YOUR BUSINESS PLAN…
4. Identifies the exact pain
points that drive buying for
your target
5. Details your beachhead and
bowling pin segments
(personas) - size, growth,
characteristics, historical
behavior, accessibility,
buying process, buying
frequency / seasonality
6. Explains how the needs of
your segments differ from
the needs of other segments
7. Explains how profoundly /
urgently customers need the
solution (don't show Maslow,
but incorporate the ideas)
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

12. MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• We have identified a large,
valuable & growing market
made up of customers who
share a common problem.
• Today, they workaround
this problem by doing X,
though this is shown to be
unsatisfactory.
• Within the large market,
we have identified a
beachhead segment who
experience the pain quite
acutely and would be
willing to try a new
solution.
• We understand the macro-
economic context.
YOUR BUSINESS PLAN…
8. Explains relevant key trends:
political, macro-economic,
cultural/social, tech, FX, tax,
repatriation of profits, etc
9. Explains where market power
lies (Don't do a Porter
Analysis, explicitly, but make
sure your plan reflects one)
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

13. MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

14. MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Minimum Viable
Product is scoped out
correctly (launch features
relate directly to customer
pain) and works.
• The product builds upon a
product platform and R&D
plan/team that is fit for
follow-on features or
product lines.
• There is a clear now, next,
and future plan and a clear,
comprehensive and
realistic IP strategy.
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

15. MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Minimum Viable
Product is scoped out
correctly (launch features
relate directly to customer
pain) and works.
• The product builds upon a
product platform and R&D
plan/team that is fit for
follow-on features or
product lines.
• There is a clear now, next,
and future plan and a clear,
comprehensive and
realistic IP strategy.
YOUR BUSINESS PLAN…
10. Describes the product
features vis-à-vis customer
pain points [one-to-one map
to pain points identified in the
Market Section] & explain
why they are part of the MVP
11. Explains the supply-chain and
manufacturing processes
12. Explains guarantees &
warranties
13. Explains how you satisfy
required gov't approvals
14. Explains how close are you to
launch (what exactly needs to
be done)
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

16. MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Minimum Viable
Product is scoped out
correctly (launch features
relate directly to customer
pain) and works.
• The product builds upon a
product platform and R&D
plan/team that is fit for
follow-on features or
product lines.
• There is a clear now, next,
and future plan and a clear,
comprehensive and
realistic IP strategy.
YOUR BUSINESS PLAN…
15. Explains the product platform
16. Explains R&D capabilities and
plan. What needs to still be
done (timeline to launch) and
then what's next?
17. Explains the iteration plan
(next version features or
products) and fast-failure /
rapid dev processes
18. Explains product shelf
life/operational life
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

17. MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Minimum Viable
Product is scoped out
correctly (launch features
relate directly to customer
pain) and works.
• The product builds upon a
product platform and R&D
plan/team that is fit for
follow-on features or
product lines.
• There is a clear now, next,
and future plan and a clear,
comprehensive and
realistic IP strategy.
YOUR BUSINESS PLAN…
19. Explains the Intellectual
Property strategy. Is this
defensible?
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

18. MARKET
KEY MESSAGE
We can survive and thrive amidst competition
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

19. MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substitutes
are, and who will enter
after us
• We also understand the
strengths and weaknesses
of our competitors in terms
of product (vis-à-vis
customer pain) and value-
chain.
• We know how they will
respond to us, and have a
plan to sustainably defend
ourselves in our chosen
niche.
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

20. MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substitutes
are, and who will enter
after us
• We also understand the
strengths and weaknesses
of our competitors in terms
of product (vis-à-vis
customer pain) and value-
chain.
• We know how they will
respond to us, and have a
plan to sustainably defend
ourselves in our chosen
niche.
YOUR BUSINESS PLAN…
20. Identifies direct and indirect
competitors by product or
geographic segment and
channel – ask your customers
who they think you compete
with
21. Identifies what share each
competitor has & what you
want / need
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

21. MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substitutes
are, and who will enter
after us
• We also understand the
strengths and weaknesses
of our competitors in terms
of product (vis-à-vis
customer pain) and value-
chain.
• We know how they will
respond to us, and have a
plan to sustainably defend
ourselves in our chosen
niche.
YOUR BUSINESS PLAN…
22. Charts you and your
competition against customer
pain points [identified earlier
in Market Section]
23. Identifies ballpark price,
revenue & profit numbers for
competitors
24. Analyzes competitors'
products. You should buy and
use them if possible
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

22. MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substitutes
are, and who will enter
after us
• We also understand the
strengths and weaknesses
of our competitors in terms
of product (vis-à-vis
customer pain) and value-
chain.
• We know how they will
respond to us, and have a
plan to sustainably defend
ourselves in our chosen
niche.
YOUR BUSINESS PLAN…
25. Explains how competitors will
respond to you (how have
they responded in the past?)
How strongly and quickly will
they retaliate?
26. Explains how you will
respond to their retaliation
(ideally without undermining
segment margin)?
27. Describes the barriers to
entry that you must
overcome to break in, and
what plans do you have to do
so?
28. Describes what barriers to
entry you will erect to
prevent followers?
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

23. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

24. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

25. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
YOUR BUSINESS PLAN…
29. Provides proof that the
product is viable –
testimonials, Purchase
Orders, Letters of
Intent/Interest, market
research (kickstarter is great
for this)
30. Explains how you will get
customers to repurchase
(follow-on)
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

26. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
YOUR BUSINESS PLAN…
31. Details your pricing strategy
(penetration, competitive,
premium, freemium, loss-
leadership, etc)
32. Explains how your pricing
compares to competitors and
the industry generally
33. Explains how the customer
perceives value? How did you
research this?
34. Explains the effective markup
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

27. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
YOUR BUSINESS PLAN…
35. Explains your promotion
media (viral, cross selling,
advertisement media, trade
shows/exhibitions and why
36. Explains your PR strategy
37. Explains incentive programs
(free trial/gift) or
endorsements
38. Explains how the
promotional mix will evolve
39. Explains advertising
objectives and messages
40. Explains how you will
measure success
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

28. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
YOUR BUSINESS PLAN…
41. Defines your Brand /
Trademark & Positioning
Strategy
• Logo
• Colors
• Slogans / Tag Line
• Positioning statement
42. Explains/shows your
packaging
43. Shows visuals or provides
physical demos if possible
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

29. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
YOUR BUSINESS PLAN…
44. Explains if you will sell direct
(sales force, retail,
telemarketing, catalog,
Internet, etc) or via channel
(agent, wholesaler, license,
franchise, MLM, etc)? If
channel, how do you
incentivize them to sell for you?
45. Explains your value prop to
partners – why will they push
you (if channel driven)
46. Explains how you will make
your first sale
47. Explains immediate sales plan
48. Explains transport /
warehousing issues (FOB,
customs, trade docs, etc)
49. Explains your location plan
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

30. MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We understand the
individual customers
making up the beachhead
& bowling pin segments,
and how they prioritize
wants / needs.
• We have a clear, relevant
and executable…
• Pricing Strategy
• Promotion Strategy
• Brand Strategy,
• Channel and Sales
Strategies
• We understand the cost
model, mgmt needs, and
life cycle underlying sales &
marketing
YOUR BUSINESS PLAN…
50. Explains costs associated with
marketing / sales (com-
mission & misc incentives)
51. Explains Int'l considerations
52. Documents the buyer's
buying process? Who decides
/ who influences? How long is
the sales cycle?
53. Explains sales training plan &
collateral / brochureware
54. Explains the expected close
rate and sales per
salesperson expectations
55. Explains expected objections
56. Shows that you interviewed
sales people of the same or
similar products to check
assumptions
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

31. MARKET
KEY MESSAGE
We will deliver on our promises
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

32. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

33. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
YOUR BUSINESS PLAN…
57. How will you ensure the
consistent and regular supply
of raw materials?
58. Explains cost of raw materials
and supply chain
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

34. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
YOUR BUSINESS PLAN…
59. Explains if you'll manufacture
yourself or contract
60. Explains IP protection
61. Explains quality control
62. Explains your differentiating
manufacturing processes
63. Identifies facilities (offices,
factories, etc) and explains
geographic placement rationale
(esp. with regards to supply
/distribution)
64. Explain manufacturing capacity
plan vis-à-vis projected (best
and worst case) growth (define
capacity limitations milestones)
& notes who else the
manufacturer manufactures for
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

35. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
YOUR BUSINESS PLAN…
65. Explains your workforce
growth plan and supporting
training & infrastructure
66. Explains needed job roles?
67. Documents salary / comp
model
68. Explains any unique aspects
of your culture or employee
engagement plan
69. Demonstrates that you
understand relevant
employment regulations &
contracts
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

36. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
YOUR BUSINESS PLAN…
70. Explains how you will provide
after-service support (people,
infrastructure)?
71. Explains how you will handle
complaints?
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

37. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
YOUR BUSINESS PLAN…
72. Explains how you deal with
risks of raw material shortfall
vis-a-vis growth projections.
Are suppliers powerful?
73. Explains your union approach
74. Explains your ability to find
the right skills
75. Explains key-person risks
76. Provides a sensitivity analysis
on profit depending on
supply or distribution
bottlenecks, defects, etc
77. Explains your plan for
responding to IP infringement
78. Documents your insurance
plan
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

38. MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produce
product at the right time,
right quality, and right cost.
• Supply chain
• Ops/Manufacturing
• Workforce
• We can support customers
after sale
• We understand our op &
emerging risks and deploy
appropriate controls
• Our plan is differentiated,
but makes logical sense in
our industry
YOUR BUSINESS PLAN…
79. Provides comparable data
from competitors on quality
levels, staffing, servicing,
warranties, methods &
metrics of sales, credit terms,
reputation, marketing
channels. You are allowed to
be different, but you should
look similar enough to be
believable
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

39. MARKET
KEY MESSAGE
Trust this Team!
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

40. MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
• We are clear about what is
to come, and are realistic,
street-smart, and complete
in our project plan
• We understand which set
of core competencies are
required for this business.
• We have gathered a team
of executives, advisors, and
directors that ensure
coverage.
• The executive team is
compete, clear, committed,
and has synergy.
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

41. MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
• We are clear about what is
to come, and are realistic,
street-smart, and complete
in our project plan
• We understand which set
of core competencies are
required for this business.
• We have gathered a team
of executives, advisors, and
directors that ensure
coverage.
• The executive team is
compete, clear, committed,
and has synergy.
YOUR BUSINESS PLAN…
80. Provides background story
about how the firm came
about
81. Shares your vision/mission
82. Identifies your legal &
ownership structures (cap
table) - ideally, with some of
your skin in the game
83. Lists accomplishments to
date
• Product Development
• Market Validation
• Sales
• Value-chain /
Partnerships
• Funding
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

42. MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
• We are clear about what is
to come, and are realistic,
street-smart, and complete
in our project plan
• We understand which set
of core competencies are
required for this business.
• We have gathered a team
of executives, advisors, and
directors that ensure
coverage.
• The executive team is
compete, clear, committed,
and has synergy.
YOUR BUSINESS PLAN…
84. Depicts the key post-funding
milestones and the action
plan
• Product Development
• Sales & Marketing
• Growth
• Marketing
• Hiring
Be honest with milestones.
You must hit them!
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

43. MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
• We are clear about what is
to come, and are realistic,
street-smart, and complete
in our project plan
• We understand which set
of core competencies are
required for this business.
• We have gathered a team
of executives, advisors, and
directors that ensure
coverage.
• The executive team is
compete, clear, committed,
and has synergy.
YOUR BUSINESS PLAN…
85. Identifies the key hard and
soft competencies that the
business needs to pull this off
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

44. MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
• We are clear about what is
to come, and are realistic,
street-smart, and complete
in our project plan
• We understand which set
of core competencies are
required for this business.
• We have gathered a team
of executives, advisors, and
directors that ensure
coverage.
• The executive team is
compete, clear, committed,
and has synergy.
YOUR BUSINESS PLAN…
86. Identifies how you’ll cover
the hard and soft skills with
executives, advisors, or
directors (quick, targeted
bios)
• Significant Industry
Knowledge
• Great Reputation
• Key Contacts (qualified
sales leads or channel
partners)
• Specialized skills (Legal,
Accounting, High-growth)
87. Explains who will do what in
the company (org chart & job
descriptions)?
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

45. MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
• We are clear about what is
to come, and are realistic,
street-smart, and complete
in our project plan
• We understand which set
of core competencies are
required for this business.
• We have gathered a team
of executives, advisors, and
directors that ensure
coverage.
• The executive team is
compete, clear, committed,
and has synergy.
YOUR BUSINESS PLAN…
88. Explains how long has the
team worked together – what
binds them to this great
challenge ahead?
89. Explains how you are
compensating everyone? Will
it maximize engagement but
also maximize the value of
shares/options?
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

46. MARKET
KEY MESSAGE
Everyone involved is going to get rich
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

47. MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our financial assumptions
are sound
• We know what we need
from investors
• Investors get a great deal if
they come in now
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

48. MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our 5-year financial
assumptions are sound
• We know what we need
from investors
• Investors get a great deal if
they come in now
YOUR BUSINESS PLAN…
90. Explains the assumptions
behind the large, high growth
opportunity (price, volume,
and growth)
91. Explains the assumptions
behind the cost model
(salary, COGS, cost of sales &
marketing, financial ratios)
92. Provides a sensitivity analysis
of worst, best, and expected
performance (incl. volume,
price, & costs)
93. Provides industry comparison
research points to anchor
assumptions
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

49. MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our 5-year financial
assumptions are sound
• We know what we need
from investors
• Investors get a great deal if
they come in now
YOUR BUSINESS PLAN…
94. Explains what you will spend
investment money on and
when it will be needed
(multiple phases required)
95. Explains the approach to
using investors money for
CAPEX vrs. OPEX and sunk
assets
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

50. MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our 5-year financial
assumptions are sound
• We know what we need
from investors
• Investors get a great deal if
they come in now
YOUR BUSINESS PLAN…
96. Explains valuation calculation
at time of investment
(including discount rate)
97. Explains valuation calculation
at time of exit (including
additional funding rounds)
98. Explains the exit plan (to
whom - if trade sale, how
much, and when)
99. Explains comparable exits as
baseline
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE

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