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Business Planning
How to Build A Successful Business Plan for a Start-Up
Business plan by Omar shawky
Why write a Business Plan
1. Because I have to…
– Needed for financing
– Strategic partnering
– Attract key people/investors
– Organize my thoughts
Why write a Business Plan
2. Because I Need to Understand My Business
– The Plan is the result of a planning process
– People Don’t Plan to Fail; They Fail to Plan
• Who are my customers?
• Why will they buy my product or service?
• What will they pay?
• How will I make and deliver/sell the service/product?
• What resources (people, money, technology) do I need?
• Can I make money / create value?
• Do I have the right team on board?
Elements of the Business Plan
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Executive Summary
The opportunity, company, product/service, vision, mission & objectives
Market research/analysis / SWOT Analysis
Marketing plan
Design and development plan
Manufacturing and operations plan
Management team
Financial plan (Capital Required, Projections, Returns)
Company Formation
Action Plan
Investors’ Presentation
The Right Ingredients
•
•
•
•

A TEAM with Relevant Experience
Market Size
Idea
Technology

• Competitive Advantage
• Reasonable Projections
• Exit Strategy
Company
Structure
Idea

Financials

Market
Operations
&
Production
Competitive
Edge

Team
Marketing
Strategy

Business
Plan
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation, Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation, Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
1. The Idea
• Innovative product or service
• Visualize a market gap – you can
add value
• Imported idea
Planning Model
VISON
Evaluation
Environmental
Scanning

Strategy Formulation

Strategy Implementation

&

Control

External
Country
Analysis:
PEST Forces
Industry
Analysis:
Porter 5 Forces
Internal

Company
Analysis:
Value Chain

Mission
Reasons
for
existence

Objectives
What
Strategies
results to
accomplish Plan to
when
achieve
mission &
objectives

Policies
Broad
guidelines
for
decision
making

Programs
Activities
Budget
needed
to
Cost of the
accomplish
programs
a plan

Feedback Learning

Procedures

Sequences
of steps
needed to
do the job

Performance
Actual
Results
SWOT Analysis
Strengths

How maximize them
Internal

Weaknesses

How minimize their effects

Opportunities

How you capitalize on them

External
Threats

How you avoid them
Vision
Where do you want to go at
the end?

Vision

Objectives
What is the road
map and major mile
stones?

4th Objective
Strategy

3rd Objective
SMART
Specific
Measurable
Achievable
Relevant
Time-Bound

2nd Objective

1st Objective

How will
you reach
your
objectives?
Who are your stakeholders and what is
your mission to each one of them?
Religion

Community

Country

Family

Mission:
Stakeholders

Work

Friends
Who are your stakeholders and what is
your mission to each one of them?
Suppliers

Community

Country

Shareholders

Mission:
Stakeholders

Employees

Customers
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation, Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
2. Market Analysis
• Market size
– How big is it NOW?
– Trends – how fast is it or will it grow?

• Market Players – Competitors
– Competitive Advantage
– Estimated market shares
– Existing/planned products in the marketplace

• Is this the RIGHT TIME for my product?
• Is there a GAP that I can fill?
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation, Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
3. Marketing Strategy
• Who are my TARGET customers?
• Why would they buy my product?
• How much would they pay?
• What are the special features in my product?
• What is my competitive advantage

It is all about your EDGE
Marketing Plan Process
Defining Target Market
Needs, Wants, Demand

Marketing Mix
4 Ps

Marketing Research
Product

Segmenting Targeting

Positioning

Price

Place

Promotion

Variety
Quality
Design
Features
Brand
Packaging
Size
Services
Warranty
Return

Price List
Discounts
Allowances
Payments
Credit

Channels
Coverage

Promotions
Advertising

Location

Sales Force

Inventory
Transport

Public
relation

Push / Pull

Direct
marketing
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation , Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
4. Production plan
• Technology
• Equipment
• Raw Material Sourcing
• Operation Plan and Capacity
Business Planning Steps
1.

2.
3.
4.
5.
6.
7.

Idea generation , Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
5. Management Plans
• Getting the RIGHT Team on board
• Training
• Delegation
• Empowerment
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation , Vision, Mission, Objectives,
Strategies
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
Financial Section
What Investors is looking for in Financial Section:
1.
2.
3.
4.
5.
6.
7.
8.
9.

Total Investments
Breakdown of Investments (Land, Building, Equipment, People, Working
Capital, …etc.)
Income Statement Projections
Cash Flow Statement Projections
Initial Balance Sheet
Net Present Value (NPV)
Internal Rate of Return (IRR)
Breakeven Analysis
Payback Period
Financial Plans
• Income Statement Projections
–
–
–
–
–

Revenues Assumptions
Costs/Expenses Assumptions
Depreciation Assumptions
Interest Expenses Assumptions
Taxes

• Cash Flow Projections
–
–
–
–

Initial investment
Working Capital (Payables vs Receivables)
Capital Expenditure (Capex)
Debt Assumptions
Income Statement
Statement
Income

Objective: provides information about the firm’s operating activities over a specific
period of time.
Revenue:

100

100%

60
40

60%
40%

8

8%

Sales & Marketing
- Total Operating Expenses
Earning Before Interest, Tax, Depreciation & Amortization (EBITDA)
- Depreciation & Amortization
Earning Before Interest and Tax (EBIT)
- Interest Expenses
Net Income Before Tax
-Taxes

12
20
20
5
15
5
10
2

12%
20%
20%
5%
15%
5%
10%
2%

Net Income

8

8%

- Cost of Goods Sold (COGS):
Gross Profit (Profit Margin)
Operating Expenses:
General & Administration
Cash Flow Statement
Objective: provides information about the firm’s cash position and sources of cash in and cash-out
1- Cash Provided from Operations:
+ Net Income
8
+Depreciation & Amortization
-Increase in Receivables
+Increase in Payables

5
(1)
4

Total Cash from Operations
2- Cash Provided from Investing:
-Capital Expenditure

16

+Sale of equipment, land..etc
+Sale of stocks in portfolio

(3)
1
1

Total Cash from Investing
3- Cash from Financing:

(1)

-Repayment of debt
+Sale of common stock
-Cash Dividends
Total Cash from Financing
Total Cash Flow

(1)
1
(5)

(5)
10
Balance Sheet
Objective: provides summary of what the business owns and what it owes
to both lenders and investors. (Assets = Liability + Shareholder's Equity)

Liabilities

Assets
Current Assets:
Cash and securities
Account Receivables
Inventories

15
10
25

Total Current Assets 50
Plant
Land
Furniture

30
15
5

Total Assets

100

Current Liabilities:
Accounts Payables 10
Short-term borrowing
Total Current Liabilities
Long Term Debt

Total Liabilities

15
25
25

50

Shareholders’ Equity
Common Stocks
Retained earnings

20
30

Total S.E.
Total Liab. + S.E.

50
100
Measuring Performance
1.

Net Present Value (NPV)

2.

Internal Rate of Return (IRR)

3.

Breakeven Analysis

4.

Payback Period
Business Planning Steps
1.
2.
3.
4.
5.
6.
7.

Idea generation
Market research and Analysis
Marketing strategy
Production planning
Management and Organization
Financial plan
Company formulation
7. The Company
• Name – logo - slogan
• Legal structure

• Location
Elements of the Business Plan
1.
2.
3.
4.
5.
6.
7.
8.
9.

Executive Summary
The opportunity, company, product/service, vision, mission & objectives
Market research/analysis / SWOT Analysis
Marketing plan
Design and development plan
Manufacturing and operations plan
Management team
Financial plan (Capital Required, Projections, Returns)
Company Formation

10. Action Plan – Objectives
11. Investors’ Presentation
Finally: No Risk … No Gain

“If we all did the things we are really capable of doing, we would
literally astound ourselves”
Thomas Edison
Business plan by Omar shawky
Thank You and May Allah Bless You

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Business plan by Omar shawky

  • 1. Business Planning How to Build A Successful Business Plan for a Start-Up
  • 3. Why write a Business Plan 1. Because I have to… – Needed for financing – Strategic partnering – Attract key people/investors – Organize my thoughts
  • 4. Why write a Business Plan 2. Because I Need to Understand My Business – The Plan is the result of a planning process – People Don’t Plan to Fail; They Fail to Plan • Who are my customers? • Why will they buy my product or service? • What will they pay? • How will I make and deliver/sell the service/product? • What resources (people, money, technology) do I need? • Can I make money / create value? • Do I have the right team on board?
  • 5. Elements of the Business Plan 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Executive Summary The opportunity, company, product/service, vision, mission & objectives Market research/analysis / SWOT Analysis Marketing plan Design and development plan Manufacturing and operations plan Management team Financial plan (Capital Required, Projections, Returns) Company Formation Action Plan Investors’ Presentation
  • 6. The Right Ingredients • • • • A TEAM with Relevant Experience Market Size Idea Technology • Competitive Advantage • Reasonable Projections • Exit Strategy
  • 8. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation, Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 9. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation, Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 10. 1. The Idea • Innovative product or service • Visualize a market gap – you can add value • Imported idea
  • 11. Planning Model VISON Evaluation Environmental Scanning Strategy Formulation Strategy Implementation & Control External Country Analysis: PEST Forces Industry Analysis: Porter 5 Forces Internal Company Analysis: Value Chain Mission Reasons for existence Objectives What Strategies results to accomplish Plan to when achieve mission & objectives Policies Broad guidelines for decision making Programs Activities Budget needed to Cost of the accomplish programs a plan Feedback Learning Procedures Sequences of steps needed to do the job Performance Actual Results
  • 12. SWOT Analysis Strengths How maximize them Internal Weaknesses How minimize their effects Opportunities How you capitalize on them External Threats How you avoid them
  • 13. Vision Where do you want to go at the end? Vision Objectives What is the road map and major mile stones? 4th Objective Strategy 3rd Objective SMART Specific Measurable Achievable Relevant Time-Bound 2nd Objective 1st Objective How will you reach your objectives?
  • 14. Who are your stakeholders and what is your mission to each one of them? Religion Community Country Family Mission: Stakeholders Work Friends
  • 15. Who are your stakeholders and what is your mission to each one of them? Suppliers Community Country Shareholders Mission: Stakeholders Employees Customers
  • 16. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation, Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 17. 2. Market Analysis • Market size – How big is it NOW? – Trends – how fast is it or will it grow? • Market Players – Competitors – Competitive Advantage – Estimated market shares – Existing/planned products in the marketplace • Is this the RIGHT TIME for my product? • Is there a GAP that I can fill?
  • 18. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation, Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 19. 3. Marketing Strategy • Who are my TARGET customers? • Why would they buy my product? • How much would they pay? • What are the special features in my product? • What is my competitive advantage It is all about your EDGE
  • 20. Marketing Plan Process Defining Target Market Needs, Wants, Demand Marketing Mix 4 Ps Marketing Research Product Segmenting Targeting Positioning Price Place Promotion Variety Quality Design Features Brand Packaging Size Services Warranty Return Price List Discounts Allowances Payments Credit Channels Coverage Promotions Advertising Location Sales Force Inventory Transport Public relation Push / Pull Direct marketing
  • 21. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation , Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 22. 4. Production plan • Technology • Equipment • Raw Material Sourcing • Operation Plan and Capacity
  • 23. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation , Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 24. 5. Management Plans • Getting the RIGHT Team on board • Training • Delegation • Empowerment
  • 25. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation , Vision, Mission, Objectives, Strategies Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 26. Financial Section What Investors is looking for in Financial Section: 1. 2. 3. 4. 5. 6. 7. 8. 9. Total Investments Breakdown of Investments (Land, Building, Equipment, People, Working Capital, …etc.) Income Statement Projections Cash Flow Statement Projections Initial Balance Sheet Net Present Value (NPV) Internal Rate of Return (IRR) Breakeven Analysis Payback Period
  • 27. Financial Plans • Income Statement Projections – – – – – Revenues Assumptions Costs/Expenses Assumptions Depreciation Assumptions Interest Expenses Assumptions Taxes • Cash Flow Projections – – – – Initial investment Working Capital (Payables vs Receivables) Capital Expenditure (Capex) Debt Assumptions
  • 28. Income Statement Statement Income Objective: provides information about the firm’s operating activities over a specific period of time. Revenue: 100 100% 60 40 60% 40% 8 8% Sales & Marketing - Total Operating Expenses Earning Before Interest, Tax, Depreciation & Amortization (EBITDA) - Depreciation & Amortization Earning Before Interest and Tax (EBIT) - Interest Expenses Net Income Before Tax -Taxes 12 20 20 5 15 5 10 2 12% 20% 20% 5% 15% 5% 10% 2% Net Income 8 8% - Cost of Goods Sold (COGS): Gross Profit (Profit Margin) Operating Expenses: General & Administration
  • 29. Cash Flow Statement Objective: provides information about the firm’s cash position and sources of cash in and cash-out 1- Cash Provided from Operations: + Net Income 8 +Depreciation & Amortization -Increase in Receivables +Increase in Payables 5 (1) 4 Total Cash from Operations 2- Cash Provided from Investing: -Capital Expenditure 16 +Sale of equipment, land..etc +Sale of stocks in portfolio (3) 1 1 Total Cash from Investing 3- Cash from Financing: (1) -Repayment of debt +Sale of common stock -Cash Dividends Total Cash from Financing Total Cash Flow (1) 1 (5) (5) 10
  • 30. Balance Sheet Objective: provides summary of what the business owns and what it owes to both lenders and investors. (Assets = Liability + Shareholder's Equity) Liabilities Assets Current Assets: Cash and securities Account Receivables Inventories 15 10 25 Total Current Assets 50 Plant Land Furniture 30 15 5 Total Assets 100 Current Liabilities: Accounts Payables 10 Short-term borrowing Total Current Liabilities Long Term Debt Total Liabilities 15 25 25 50 Shareholders’ Equity Common Stocks Retained earnings 20 30 Total S.E. Total Liab. + S.E. 50 100
  • 31. Measuring Performance 1. Net Present Value (NPV) 2. Internal Rate of Return (IRR) 3. Breakeven Analysis 4. Payback Period
  • 32. Business Planning Steps 1. 2. 3. 4. 5. 6. 7. Idea generation Market research and Analysis Marketing strategy Production planning Management and Organization Financial plan Company formulation
  • 33. 7. The Company • Name – logo - slogan • Legal structure • Location
  • 34. Elements of the Business Plan 1. 2. 3. 4. 5. 6. 7. 8. 9. Executive Summary The opportunity, company, product/service, vision, mission & objectives Market research/analysis / SWOT Analysis Marketing plan Design and development plan Manufacturing and operations plan Management team Financial plan (Capital Required, Projections, Returns) Company Formation 10. Action Plan – Objectives 11. Investors’ Presentation
  • 35. Finally: No Risk … No Gain “If we all did the things we are really capable of doing, we would literally astound ourselves” Thomas Edison
  • 37. Thank You and May Allah Bless You