99 questions winning entrepreneurs must answer: the minimum viable business plan
DESCRIPTION
TRANSCRIPT
99QUESTIONS WINNING ENTREPRENEURS MUST
ANSWER
BUILDING A COMPELLING BUSINESS PLAN ONE MESSAGE AT A TIME
a great business plan, tells a story
here is one commonly used story arc….
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
But what goes in the chapters?
Let's go through one at a time….
MARKET
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
KEY MESSAGEWe've found a specific market pain that will generate loads of cash sustainably
MARKETKEY MESSAGEWe'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
MARKETKEY MESSAGEWe'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
MARKETKEY MESSAGEWe'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
MARKETKEY MESSAGEWe'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
MARKETKEY MESSAGEWe'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
MARKETKEY MESSAGEWe can uniquely deliver a customer-pain-killing product today & tomorrow
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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 platform16. 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe can survive and thrive amidst competition
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEOur target customers will know what, why, and where to buy…and then will buy!
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEOur 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
MARKETKEY MESSAGEOur 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
MARKETKEY MESSAGEOur 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
MARKETKEY MESSAGEOur 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 strategy37. 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
MARKETKEY MESSAGEOur 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
MARKETKEY MESSAGEOur 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 plan48. Explains transport /
warehousing issues (FOB, customs, trade docs, etc)
49. Explains your location plan
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEOur 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 considerations52. 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 objections56. Shows that you interviewed
sales people of the same or similar products to check assumptions
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEWe will deliver on our promises
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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 protection61. Explains quality control62. Explains your differentiating
manufacturing processes63. 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
MARKETKEY MESSAGEWe 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
model68. 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGEWe 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 approach74. Explains your ability to find
the right skills 75. Explains key-person risks76. 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
MARKETKEY MESSAGEWe 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
MARKETKEY MESSAGETrust this Team!
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGETrust 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
MARKETKEY MESSAGETrust 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/mission82. 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
MARKETKEY MESSAGETrust 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
MARKETKEY MESSAGETrust 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
MARKETKEY MESSAGETrust 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
MARKETKEY MESSAGETrust 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
MARKETKEY MESSAGEEveryone involved is going to get rich
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKETKEY MESSAGEEveryone 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
MARKETKEY MESSAGEEveryone 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
MARKETKEY MESSAGEEveryone 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
MARKETKEY MESSAGEEveryone 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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