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Frank Moyes 1
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Frank Moyes Leeds School of Business
University of Colorado Boulder, Colorado
Frank Moyes 3
Strengthening Your Business Plan
Frank Moyes Leeds School of Business
University of Colorado Boulder, Colorado
Frank Moyes 4
Business Plan Must Address
What is the product/service?
What is the market?
What is the value proposition?
How will you market?
How will you differentiate your product/service?
Who is the management team?
What is your sustainable competitive advantage?
How will you make a profit?
How much money do you need and how will you spend it?
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What Is the Product/Service?
Describe features
Unique
Technology basis
Key benchmarks
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What is the market?
Compelling need
Sufficient size & growth
Favorable trends
Target market Segmentation
Describe customer persona
How make buying decisions
Evidence Customer understands there is a problem
Customer will take action
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What is the value proposition?
Benefits to the target customer
Don’t confuse features with benefits
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How will you market?
Roll-out strategy
Pricing
Sales & distribution
Internet strategy
Communication (advertising & promotion)
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How will you differentiate your product/service?
Positioning
Position statement
Attribute map
In the mind of the customer
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Who is the management team?
Key managers
Holes & how will fill
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What is your sustainable competitive advantage?
Describe current & future competition
Basis for competition
Sustainable advantage
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Competitive Advantage Challenges
Intellectual property
Agreements with
customers or suppliers
Long term contracts
Differentiation
Lowest Prices
Lowest Costs
Channel Relationships
Location
First to Market
Development Lead Time
Better Quality/Service
Patents
World Class Management
Establish a Brand
Execution
Relationships
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Competitive Advantage
Differentiation
Resources, capabilities & barriers
Really understand the market &
competition
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Sustainable
How will you make a profit?
Revenue
Margins
Financial projections
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How much funding do you need and how will you spend it?
Cash Flow
Assets (capital expenditures & working
capital
Funding
Sources & Uses
Valuation
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Business Plan Must Address
What is the Product/Service?
What is the Market?
What is the Value Proposition?
How will you Marketing?
How will you Differentiation your product/service?
Who is the Management team?
What is your sustainable Competitive Advantage?
How will you make a profit (Financial Projections)?
How much Funding do you need and how will you spend it?
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Executive Summary (One Page)
Opportunity
Product/Service
Marketing Strategy
Competitive Advantage
Management
Financial
Funding
Communicating the Plan
Executive Summary
Elevator speech
Presentations
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A Good Business Plan
Explains how you are going to do it
Provides evidence that customers want to
buy
Tells a story - creates excitement
Addresses the critical elements
Should be painful to write
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Business Plan Sections
Executive Summary
Product or Service Description
Industry and Marketplace Analysis
Marketing Plan
Operations Plan
Development Plan
Management
Competitive Advantage
Financial Projections
Offering, Funding, Valuation
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