Table of Contents - gedung · Your Comprehensive Workbook Page 2 Table of Contents Table of Contents ... Your unique selling proposition (USP, also seen as unique selling point) is

Your Comprehensive Workbook Page 2

Table of Contents

Table of Contents .................................................................................................................... 2!Overview ................................................................................................................................ 4!Setup ..................................................................................................................................... 5!

Q1.! Established Date ........................................................................................................... 5!Q2.! Financial Year End ........................................................................................................ 5!Q3.! Debtor Days / Accounts Receivable ................................................................................. 5!Q4.! Creditor Days / Accounts Payable ................................................................................... 5!Q5.! Stock / Inventory Days (WIP For Professional Firms) ......................................................... 5!Q6.! Dividend Paid On Profits ................................................................................................ 5!Q7.! Growth Stage ............................................................................................................... 6!Q8.! Types .......................................................................................................................... 6!

Important Outcomes ................................................................................................................ 7!Q1.! Marketing Outcomes ..................................................................................................... 7!Q2.! Management Outcomes ................................................................................................. 7!Q3.! Operational Outcomes ................................................................................................... 7!Q4.! Financial Outcomes ....................................................................................................... 8!

Your Business ......................................................................................................................... 9!Q1.! Outlets ........................................................................................................................ 9!Q2.! Intellectual Property ...................................................................................................... 9!Q3.! Important Memberships ................................................................................................ 10!Q4.! Current Plant & Equipment ............................................................................................ 11!

Key People ............................................................................................................................ 12!Q1.! People Details ............................................................................................................. 12!Q2.! Key Person Additional Information #1 ............................................................................ 13!Q3.! Other Key Person Information ....................................................................................... 14!

Your Direction ........................................................................................................................ 15!Q1.! Main Activities Of Your Business .................................................................................... 15!Q2.! Your Mission Statement ................................................................................................ 15!Q3.! Your USP .................................................................................................................... 15!Q4.! Success Factors ........................................................................................................... 16!Q5.! Historical Goals (Achievements) ..................................................................................... 16!Q6.! Goals ......................................................................................................................... 17!Q7.! Exit Your Business ....................................................................................................... 17!

Your SWOT ............................................................................................................................ 18!Strengths ........................................................................................................................... 18!Weaknesses ........................................................................................................................ 18!Mitigate Weaknesses ............................................................................................................ 19!Opportunities ...................................................................................................................... 19!Threats .............................................................................................................................. 20!Mitigate Threats .................................................................................................................. 20!

Your Competitors .................................................................................................................... 21!Q1.! Competitors Listed ....................................................................................................... 21!


Q2.! Your Competitive Advantage ......................................................................................... 22!Industry Overview .................................................................................................................. 23!

Q1.! Industry Name ............................................................................................................ 23!Q2.! Industry Description ..................................................................................................... 23!Q3.! Industry Trends ........................................................................................................... 23!Q4.! Industry Revenue ........................................................................................................ 23!Q5.! Historical Growth Rate .................................................................................................. 23!Q6.! Projected Growth Rate ................................................................................................. 23!Q7.! People Employed In the Industry ................................................................................... 24!Q8.! Outlets ....................................................................................................................... 24!Q9.! Industry Products ........................................................................................................ 24!

Customer Needs ..................................................................................................................... 25!Customer Segmentation .......................................................................................................... 26!Customer Management & Distribution ........................................................................................ 27!

Q1.! Customer Management ................................................................................................. 27!Q2.! Track Purchase History ................................................................................................. 27!Q3.! Pricing Your Products & Services .................................................................................... 27!Q4.! Getting Your Products Sold ........................................................................................... 27!

Your Gross Sales, Costs, Expenses ............................................................................................ 28!Q1! Gross Sales Prediction ................................................................................................... 28!Q2! Gross Cost Of Goods ..................................................................................................... 28!Q3! Gross Expenses ............................................................................................................ 28!Q4! Net Profit Check ........................................................................................................... 28!Q5.! Sales Inflow (Seasonal Months) ..................................................................................... 28!

Sales – For Y1 ........................................................................................................................ 29!COGS – For Y1 ....................................................................................................................... 30!Expenses – For Y1 .................................................................................................................. 31!Other Financial Areas .............................................................................................................. 32!

Q1.! Insurances Of The Business .......................................................................................... 32!Q2.! Capital Items You Want / Need To Purchase .................................................................... 32!Q3.! Funds Needed ............................................................................................................. 33!

Strategy Builder ..................................................................................................................... 34!Check Sheet .......................................................................................................................... 35!


Overview

Overview

This workbook is used in conjunction with your online planning system access. The workbook is

therefore used to build your information, so you can easily enter your online data when you gain

access to your online system.

Online Access

Your online planning systems access will be sent to you within the next 48 hours. Every system is

unique, and we will need to set your business up on these systems.

How You Need To Complete This Workbook:

! Read each question in full

! Be as accurate as possible

! Answer each question in as much detail as possible and supply expansive answers

! Be OK with not being perfect

! If you are working with an advisor, complete and send back by the due date

Time You Should Spend On This Workbook:

You should spend approximately 4 - 5 hours answering this Workbook

If Available – Items In Support Of Your Business Planning Model:

! Profit & Loss for last financial year

! Balance Sheet for last financial year

! Business Logo (sent to us via email)

Working With Us

! We are here to work with you toward the improvement of your business

! We are not technicians, but more importantly, strategist

! We can support you to find the right technicians if needed

! Be willing to open up to us as we are here to help

Just as we have committed to work with you and your business toward the completion of your business

plan, you need to commit to undertaking the process with diligence and effort. It’s simply not enough

for you to commit financially as the process of improvement and completing a robust business plan

requires your time, your input and your focus on a positive outcome.


Setup

To setup your individual business … please complete the following information!

Q1.$ Established$Date$The date your business was established and / or will be established:

________________ (Date)

Q2.$ Financial$Year$End$

What is the tax year-end date used by your business?

________________ (Date)

Q3.$ Debtor$Days$/$Accounts$Receivable$

What is the estimated, average number of days it takes a customer to pay you after they

purchase your goods / services?

________________ (# Days)

Q4.$ Creditor$Days$/$Accounts$Payable$What is the estimated, average number of days, it takes your to pay your suppliers after you

have purchased goods / services?

________________ (# Days)

Q5.$ Stock$/$Inventory$Days$(WIP$For$Professional$Firms)$What are the average numbers of days it takes you to shift stock (inventory), from delivery to

your business from your supplier, to the customer purchasing. If you are an Accounting Firm

and / or A legal form … this will be days WIP.

________________ (# Days)

Q6.$ Dividend$Paid$On$Profits$What percentage of the profits do you want to pay to shareholders (potentially you)?

________________ (% Dividend) $


Q7.$ Growth$Stage$Select your stage of growth:

" Established

" Exit

" Expansion

" Growth

" Mature

" Seed

" Start-Up

NOTE: Only select one of the above.

Q8.$ Types$

Please select the most appropriate (only select one from each list)

Customer Type " Client " Customer " Customer & Client What You Sell " Products " Services " Products & Services


Important Outcomes

Please detail what outcomes you want to achieve in the following 4 areas.

Below is an example of the financial area outcomes …

“To improve cash flow in areas of price increase, or more exactly - reduction of discounts, a reduction

in Cost of Goods as a percentage of revenue, overheads reduction as a percentage of revenue.“

Q1.$ Marketing$Outcomes$

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q2.$ Management$Outcomes$

________________________________________________________________________

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________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

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Q3.$ Operational$Outcomes$

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

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Q4.$ Financial$Outcomes$

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

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Your Business

Q1.$ Outlets$

Please detail the name and address details of any outlets e.g. the name of your premises,

address details of each premises and / or outlet you operate from.

Name Of Premises Address Details For Each

Location

Activities Carried Out At This

Location

1

2

3

4

5

Q2.$ Intellectual$Property$Please detail any intellectual property your business owns e.g. Type = * License, * Patents, *

Trademarks, * Rights To Operate, * Registered Business Names etc.

Name Of Intellectual Property Type Purpose

1

2

3

4

5

6

7

8

9

10


Name Of Intellectual Property Type Purpose

11

12

13

14

15

Q3.$ Important$Memberships$

Please detail any memberships held by your business and / of held by key people within your

business, which may benefit your business.

Name Of Membership Overall Benefits

1

2

3

4

5

6

7

8


Q4.$ Current$Plant$&$Equipment$Please detail any plant & equipment your business owns, plus the current estimated value.

Name Of Plant & Equipment Estimated Value.

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20


Key People

Q1.$ People$Details$

To define who are the Key People within your business, please answer the question below. Key

people are normally the following: Business Owners, Executive Directors, Shareholders who

work in the business, Higher Level Management e.g. General Manager, CEO, CFO etc.

Person’s Full Name Their Position Annual Salary Percentage

Shareholding

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Total Annual Salary (Key People Only) 100%

$


Q2.$ Key$Person$Additional$Information$#1$

From the table in question 12 – please list the following information:

Person’s Full Name (From Previous) % Time They

Spend in Sales

Management

Level

Productivity

Level

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

Levels of management = Low-level, middle-level, top-level management, non-management.

Productivity levels = (very low) 1, 2, 3, 4, 5, 6 (very high)


Q3.$ Other$Key$Person$Information$$

From the table on page 12 – please list the following information:

Person

#

Duties Qualities Education

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20


Your Direction

The following supports controlling the direction of your business, and as well, set what is unique about

your business compared to other similar businesses.

Q1.$ Main$Activities$Of$Your$Business$The Main Activities is a succinct statement telling the reader what your business does.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q2.$ Your$Mission$Statement$Your Mission Statement is a formal summary of the aims and values of your business.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q3.$ Your$USP$Your unique selling proposition (USP, also seen as unique selling point) is a factor that

differentiates a product OR your business from its competitors, such as the lowest cost, the

highest quality or the first-ever product of its kind.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________


Q4.$ Success$Factors$

As an example, if you were going to setup this type of business again, in another location etc …

what would the critical factors be, which would be needed to make it success?

Your Success Criteria are those key performance measures, or Must Have conditions to make a

business of this type successful e.g. rent below a certain price per meter2, certain quality of

sales person, certain quality of raw material, interest rated below a certain amount, interest

rates above a certain amount, etc.

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

Q5.$ Historical$Goals$(Achievements)$

To support a robust planning document … please list some achievements of your business.

1. ___________________________________________ Date: _____________ 2. ___________________________________________ Date: _____________ 3. ___________________________________________ Date: _____________ 4. ___________________________________________ Date: _____________ 5. ___________________________________________ Date: _____________ 6. ___________________________________________ Date: _____________ 7. ___________________________________________ Date: _____________ 8. ___________________________________________ Date: _____________ 9. ___________________________________________ Date: _____________ 10. ___________________________________________ Date: _____________


Q6.$ Goals$

What are some key goals you wish to achieve in your business?

1. ___________________________________________ Date: _____________ 2. ___________________________________________ Date: _____________ 3. ___________________________________________ Date: _____________ 4. ___________________________________________ Date: _____________ 5. ___________________________________________ Date: _____________ 6. ___________________________________________ Date: _____________ 7. ___________________________________________ Date: _____________ 8. ___________________________________________ Date: _____________ 9. ___________________________________________ Date: _____________ 10. ___________________________________________ Date: _____________

Q7.$ Exit$Your$Business$When do you want to exit your business? Put in an estimation date and a method of exit.

Possible Exit Date

________________ (Date) Possible Exit Strategy

" Merger & Acquisition (M&A).

" Initial Public Offering (IPO).

" Sell to a friendly individual.

" Sell / handover to family member(s)

" Make it your cash cow.

" Liquidation and close.

Please give an explanation / description of your desired exit from your business.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________


Your SWOT

A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to evaluate the

strengths, weaknesses, opportunities and threats involved in a business venture.

Strengths$Characteristics of the business that give it an advantage over others.

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

Weaknesses$Characteristics that place your business at a disadvantage relative to others

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

$


Mitigate$Weaknesses$In the same list sequence as the previous question – how will you mitigate each weakness listed?

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

$

Opportunities$Elements that your business could exploit to its advantage

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

$


Threats$Elements in the environment or market-place that could cause trouble for your business.

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

Mitigate$Threats$In the same list sequence as the previous question – how will you mitigate each Threat listed?

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________

$


Your Competitors

Q1.$ Competitors$Listed$

Please list your competitors – those people / business which compete for the same and / or

similar customer.

Name: (______________________________)

Their Strengths

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Their Weaknesses

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Their Pricing Is: There Revenue Is: They Are Located At Type: 1. Much higher 1. Much Higher 1. City Based 1. Direct 2. Higher 2. Higher 2. International 2. Indirect 3. A little higher 3. A little higher 3. Local 4. A little lower 4. A little lower 4. National 5. Lower 5. Lower 5. Regional 6. Much lower 6 Much lower 6. State based

Name: (______________________________) Their Strengths

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Their Weaknesses

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________



Name: (______________________________) Their Strengths

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Their Weaknesses

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________


Q2.$ Your$Competitive$Advantage$

What do you believe are your competitive advantages? How are you better than the three

competitors you listed?

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________


Industry Overview

Using the following support USA: http://www.ibisworld.com Canada: http://www.ibisworld.ca Australia: http://www.ibisworld.com.au UK: http://www.ibisworld.co.uk China: www.ibisworld.com.cn Please define the following:

Q1.$ Industry$Name$

________________________________________________________________________

Q2.$ Industry$Description$

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q3.$ Industry$Trends$

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q4.$ Industry$Revenue$

________________ (Revenue)

Q5.$ Historical$Growth$Rate$

________________ (Growth Rate - Historical)

Q6.$ Projected$Growth$Rate$

________________ (Growth Rate - Projected) $


Q7.$ People$Employed$In$the$Industry$

________________ (People)

Q8.$ Outlets$

________________ (Outlets)

Q9.$ Industry$Products$

1. ________________________________________________________________ 2. ________________________________________________________________ 3. ________________________________________________________________ 4. ________________________________________________________________ 5. ________________________________________________________________ 6. ________________________________________________________________ 7. ________________________________________________________________ 8. ________________________________________________________________ 9. ________________________________________________________________ 10. ________________________________________________________________


Customer Needs

When a customer is looking at purchasing products and services from your industry (you or other competitors) what is their ultimate needs focus e.g. will they require it fast and at a low price OR are they looking at quality of service and a named brand etc?

The Need: ________________ Need Described __________________________

__________________________

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__________________________

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__________________________

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___________________________________________ ___________________________________________


Customer Segmentation

How do you define your ideal customers … do you define them via gender e.g. dominated by male customers, female customers, a particular age group, a particular location, by home ownership, by a level of income etc?

Segment: ________________ Segment Described __________________________

__________________________

___________________________________________

___________________________________________

___________________________________________


__________________________

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__________________________

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__________________________

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Customer Management & Distribution

Q1.$ Customer$Management$How do you manage your customers to purchase again, visit your business again, maintain contact?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q2.$ Track$Purchase$History$How do you track what a customer has purchased, is likely to purchase in the future etc.

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q3.$ Pricing$Your$Products$&$Services$How do you price your products and services?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Q4.$ Getting$Your$Products$Sold$How do you sell your product and services … is it via retail outlets, internet sales, direct sales people, shop front, commission agents, party plan? Please explain.

Method: ________________ Method Explained __________________________

__________________________

___________________________________________

___________________________________________

___________________________________________


__________________________

___________________________________________

___________________________________________

___________________________________________


__________________________

___________________________________________

___________________________________________

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Your Gross Sales, Costs, Expenses

Q1$ Gross$Sales$Prediction$What do you believe will be your gross sales for the next 5 years? Please detail an end of financial year prediction for gross sales for each of the projected years listed.

Year 1 Year 2 Year 3 Year 4 Year 5

Gross Sales

Q2$ Gross$Cost$Of$Goods$What do you believe will be your gross cost of goods for the next 5 years? Please detail an end of financial year prediction for your Cost Of Goods for each of the projected years listed.


Gross COGS

Q3$ Gross$Expenses$What do you believe will be your gross Expenses (Not Including Key People – Previously Listed) for the next 5 years? Please detail an end of financial year prediction for your Expenses / Overheads for each of the projected years listed.


Expenses

You will use the information above, during the planning sessions, to check your final assumptions and match your desires with the end result in your dashboard.

Q4$ Net$Profit$Check$Please total your Cost of Goods and Expenses in the table below. Once you have done this – check to make sure that each year is not greater than the ‘Gross Sales’ predictions in Question #1.

COGS + Expenses

Totals Year 1 Year 2 Year 3 Year 4 Year 5

Q2 + Q3

Q5.$ Sales$Inflow$(Seasonal$Months)$

Please detail the percentage of revenue (from 100%) to be achieved each month. E.g., if there are no fluctuations in sales then the amounts are 8.333 for each month. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


Sales – For Y1

Please detail what you sell (name of product / service), the average price it’s sold for, and the number

you sell each year! Total each area and then check it’s the same as Question #1 on the previous page.

Name Of Product / Service Average

Value (a)

Number Sold Each Year

(b)

Gross Sales (a) X (b)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

Total Of All Costs (Sum Of Rows 1 to 30)


COGS – For Y1

Please detail the associated Cost of Goods / Cost of Sale for each of the items listed, and the number

you plan to sell each year! Make sure you total each area and then check it’s the same as Question #1

on the previous page.

Name Of Product / Service For The Above List Total Cost Of Goods / Cost Of Sales

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30



Expenses – For Y1

Please detail the general expenses e.g. Accounting Fees, Electricity, Rent, occupancy costs, Wages

(excluding any Key People Salaries previously listed etc., AND exclude any Insurances Costs). Check

that the total is the same for Question #3 on page 28

Name of Expense Total Value Of The Expense

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

Total Of All Expenses / Overheads (Sum Of Rows 1 to 30)


Other Financial Areas

Q1.$ Insurances$Of$The$Business$Please detail any insurances for the business

Name of Insurance Expense Total Value Of The Expense

1

2

3

4

5

6

7

8

9

10


Q2.$ Capital$Items$You$Want$/$Need$To$Purchase$Please detail any items of capital you need to purchase over the next 5 years.

Name of Capital Item Total Value Of The Item

(Or Amount Being Borrowed)

Payment Period E.g., Months / Years To

Pay Off 1

2

3

4

5

6

7

8

9

10

Total Of All Item (Sum Of Rows 1 to 10)


Q3.$ Funds$Needed$To bring your plan into reality … what funds will you need? Even though you may borrow funds in the previous question … this question is a total list of funds e.g. some you may borrow, some you may get from investors, some you may gain from family members with no financial pay back etc.

Name of Funds Value In Which year 1

2

3

4

5

6

7

8

9

10

Total Of All Item (Sum Of Rows 1 to 10)


Strategy Builder

To bring your plan into reality … please detail the Key Areas you believe you need strategies.

" Average Value Of Sale

" Break Even

" Cash Flow Specific

" COGS Reduction

" Competitiveness

" Conversion Rate

" Creditor’s Delay

" Debtor’s Reduction

" Lead Generation

" Master Of Your Business

" Number Of Transactions

" Price Improvement

" Profit Growth

" Reduction Of Overheads

" Reduction Of Stock Value

" Team Improvement

" Value Multiplier

" Working Capital Improvement


Check Sheet

To make your time enjoyable and to get the most out of your planning … you should have the following

during the workshop:

" Web browser software: Windows = Google Chrome, Mac = Safari

" Software (operating system e.g. windows or mac) are up-to-date

" This workbook

" Profit & Loss for last financial year

" Balance Sheet for last financial year Start-Up Business A profit & Loss and / or Balance Sheet is Not Required

Documents

Table of Contents - gedung · Your Comprehensive Workbook Page 2 Table of Contents Table of Contents ... Your unique selling proposition (USP, also seen as unique selling point) is