8 - 1Copyright © 2009 The McGraw-Hill Companies, Inc., All Rights

Reserved.McGraw-Hill/Irwin

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Chapter

8

The Business Plan

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The Business Plan

• Objectives• Carefully articulate the merits, requirements,

risks, and potential rewards of the opportunity and how it will be seized

• Demonstrate how the four anchors reveal themselves to the founders and investors by converting all the research, careful thought, and creative problem solving from the Venture Opportunity Screening Exercises into a thorough business plan

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What Does It Reveal?

• A business plan for a high potential venture reveals the business’ ability to:• Create or add significant value to a customer or

end user• Solve a significant problem, or meet a significant

want or need for which someone will pay a premium

• Have robust market, margin, and moneymaking characteristics

• Fit well with the founder(s) and management team at the time, in the marketplace, and with the risk-reward balance

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Who Develops the Plan?

•YOU

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Writing a Business Plan

• Steps outlining the process by which a business plan is written• Segmenting information• Creating an overall schedule• Creating an action calendar• Doing the work and writing the plan

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Business Plan

I. EXECUTIVE SUMMARY• Description of the business concept and the business

opportunity and strategy• Target market and projections• Competitive advantages• Costs• The team• The offering

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Business Plan

II. THE INDUSTRY AND THE COMPANY AND ITS PRODUCT(S) OR SERVICE(S)

• The industry• The company and the concept• The product(s) or service(s)• Entry and growth strategy

III. MARKET RESEARCH AND ANALYSIS• Customers• Market size and trends• Competition and competitive edge• Estimated market share and sales• Ongoing market evaluation

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Business Plan

IV. THE ECONOMICS OF THE BUSINESS• Gross and operating margins• Profit potential and durability• Fixed, variable, and semivariable costs• Months to breakeven• Months to reach positive cash flow

V. MARKETING PLAN• Overall marketing strategy• Pricing• Sales tactics• Service and warranty policies• Advertising and promotion• Distribution

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Business Plan

VI. DESIGN AND DEVELOPMENT PLAN• Development status and tasks• Difficulties and risks• Product improvement and new products• Costs• Proprietary issues

VII. MANUFACTURING AND OPERATIONS PLAN• Operating cycle• Geographical location• Facilities and improvements• Strategy and plans• Regulatory and legal issues

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Business Plan

VIII. MANAGEMENT TEAM• Organization• Key management personnel• Management compensation and ownership• Other investors• Employment and other agreements and stock

option and bonus plans• Board of directors• Other shareholders, rights, and restrictions• Supporting professional advisors and services

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Business Plan

IX. SUSTAINABILITY AND IMPACT• Issues of sustainability of the venture• Impact on the environment• Impact on the community, nation

X. OVERALL SCHEDULE

XI . CRITICAL RISKS, PROBLEMS, AND ASSUMPTIONS

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Business Plan

XII. THE FINANCIAL PLAN• Actual income statements and balance sheets• Pro forma income statements / forma balance

sheets• Pro forma cash flow analysis• Breakeven chart and calculations• Cost control• Highlights

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Business Plan

XIII. PROPOSED COMPANY OFFERING• Desired financing• Offering• Capitalization• Use of funds• Investor’s return

XIV. APPENDICES

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