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How to Write a Business Plan


 Prof. Steven A. Gedeon BSc, PEng, MSc, MBA, PhD
Why Write a Plan?

• Writing is a Guide to Thinking
• Analysis Tool to Research the Market and How
  to Deliver
• Marketin...
“Try Not!
DO or DO NOT,
There Is NO TRY!”
The Entrepreneurial Process




                Design                     Marshall      Grow
    Spot
               Busi...
The Entrepreneurship Program
                 Ent Basics     Intellectual Property
THEORY                 Ent Theory      ...
Entrepreneurship
                      DOMAIN
                     KNOWLEDGE
                Design                     Ma...
Design
             Business   Business Plan
              Model



•   Business Model Canvas as a Design Tool
•   Rapid P...
Viable
   Spot
Opportunity           Entrepreneurial
                       Opportunities




                 Your       ...
Spot
Opportunity




• Exciting to YOU!
• A Well-Defined “Niche” (“Small Area”)
• You Can Acquire the Resources to Pull it...
Design
           Business
            Model



• Most Elements in the Business Model Canvas
  will end up in your Busines...
The Business Model Canvas




Free First Chapter of Book at:
http://www.businessmodelgeneration.com/downloads/businessmode...
Customer Segments

• Focus Focus Focus
• Big Useless Numbers vs a
  Guide to Management Action
• The Market Will Tell You
...
Value Propositions



• Benefits vs. Features
• 10X Improvement
• Differentiation – How
  are you Different from
  your Co...
Channels

• How do you Find Your
  Customers?
• Is the Channel Part of
  Your Overall Value
  Proposition?
• Channel Confl...
Customer Relationships



• One-Off Purchase or On-
  going Relationship?
• Self-Serve, Full-Serve
Revenue Streams

• How do you Make
  Money?
• Many Revenue Models
  – Subscription
  – Advertising
  – Transaction Fees
  ...
Key Resources

• What Can You Do that Nobody Else Can Do?
• How Different are Your Key Resources?
• Core Competencies
Key Activities

• What Specific Activities will lead to Strategic
  Advantage?
• What Activities will Customers Love?
Key Partnerships

• Suppliers vs. Partners
• Partners are Involved in Delivering Value
• Differentiation through a Bundle ...
Cost Structure

• Cost Drivers
  – Cost of Customer Acquisition vs ARPU
• Break-Even
The Business Model Canvas
Design
             Business   Business Plan
              Model



•   Business Model Canvas as a Design Tool
•   Rapid P...
Entrepreneurship

               Thinking

                   Design                     Marshall      Grow
    Spot
     ...
Business Plan Overview
•    Executive Summary
1.   Mission, Goals & Objectives
2.   The Business Overview
3.   Market Anal...
Marshall
Gaining “Traction”   Business Plan   Resources &
                                       Launch
Marshall
Gaining Traction          Business Plan   Resources &
                                            Launch


     •...
Marshall      Grow
Keys to Success             Resources &    Adapt
                              Launch      Change




 ...
Keepin’ It Real


• Be Really Good at Something!
• Know Your Stuff!
   – Know your Customers, Competition…
• Meritocracy
 ...
Make Deep Connections


• Be Really Important!
  – To Customers, Employees, Stakeholders
• Connect at a Deeper Level than ...
Set Great Goals


• What Gets Measured Gets Done
• Higher Goals > Higher Performance
  – Near and Long-Term Goals
  – Forw...
Actions Speak Louder than Words



•   “Blah Blah” vs. Real Leadership
•   Character = “Brand Promise”
•   Lead by Example...
Marshall      Grow
Success and Happiness      Resources &    Adapt
                             Launch      Change
come fr...
Entrepreneurship



• Fundamental to the Human Spirit
• Not Just a Business Discipline
• A Way of Seeing, Thinking and Act...
ENT is Experiential


•   Like Playing the Guitar
•   Need to Build Your Ent Muscles!
•   Get Started on Something!
•   Fa...
Vielen Dank für
die Aufmerksamkeit!
       Mehr Infos unter:
 www.entrepreneurship-center.de
How to write a business plan 10 sep12
How to write a business plan 10 sep12
How to write a business plan 10 sep12
How to write a business plan 10 sep12
How to write a business plan 10 sep12
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I gave this talk in Germany during an intensive week-long Summer School course at the Entrepreneurship Center in Wolfen

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How to write a business plan 10 sep12

  1. 1. How to Write a Business Plan Prof. Steven A. Gedeon BSc, PEng, MSc, MBA, PhD
  2. 2. Why Write a Plan? • Writing is a Guide to Thinking • Analysis Tool to Research the Market and How to Deliver • Marketing Tool to Excite Others to Join Your Adventure (Investors, Clients, Employees…) • Figure Out What to Do • Guide to Management Action!
  3. 3. “Try Not! DO or DO NOT, There Is NO TRY!”
  4. 4. The Entrepreneurial Process Design Marshall Grow Spot Business Business Plan Resources & Adapt Opportunity Model Launch Change
  5. 5. The Entrepreneurship Program Ent Basics Intellectual Property THEORY Ent Theory Ethics Innovation Law Economics Strategy Operations Management Design Marshall Grow Spot Business Business Plan Resources & Adapt Opportunity Model Launch Change Leadership Marketing Sales Negotiating Finance Accounting SKILLS Communication Teamwork Project Management
  6. 6. Entrepreneurship DOMAIN KNOWLEDGE Design Marshall Grow Spot Business Business Plan Resources & Adapt Opportunity Model Launch Change BUSINESS INSIGHT
  7. 7. Design Business Business Plan Model • Business Model Canvas as a Design Tool • Rapid Prototyping • Good for Brainstorming • Good for Explaining • “Figure Out” the Business before you Waste Your Time Writing the Plan
  8. 8. Viable Spot Opportunity Entrepreneurial Opportunities Your Market Situation Context
  9. 9. Spot Opportunity • Exciting to YOU! • A Well-Defined “Niche” (“Small Area”) • You Can Acquire the Resources to Pull it Off (i.e. something YOU can actually do) • This is Normally an Entire Course (or Lifetime of Hard Work and Experience!)
  10. 10. Design Business Model • Most Elements in the Business Model Canvas will end up in your Business Plan • The Canvas is a Design Tool to Visualize Key Business Elements on a Single Page – Good Tool for Brainstorming – Good Tool for Prototyping – Good Tool for Explaining
  11. 11. The Business Model Canvas Free First Chapter of Book at: http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf
  12. 12. Customer Segments • Focus Focus Focus • Big Useless Numbers vs a Guide to Management Action • The Market Will Tell You Everything You Need to Know if you Bother to Ask • Get “Into the Mind” of Your Customers
  13. 13. Value Propositions • Benefits vs. Features • 10X Improvement • Differentiation – How are you Different from your Competition?
  14. 14. Channels • How do you Find Your Customers? • Is the Channel Part of Your Overall Value Proposition? • Channel Conflict • Cost of Sales
  15. 15. Customer Relationships • One-Off Purchase or On- going Relationship? • Self-Serve, Full-Serve
  16. 16. Revenue Streams • How do you Make Money? • Many Revenue Models – Subscription – Advertising – Transaction Fees – Buy Low, Sell High… • Don’t Need More than One!
  17. 17. Key Resources • What Can You Do that Nobody Else Can Do? • How Different are Your Key Resources? • Core Competencies
  18. 18. Key Activities • What Specific Activities will lead to Strategic Advantage? • What Activities will Customers Love?
  19. 19. Key Partnerships • Suppliers vs. Partners • Partners are Involved in Delivering Value • Differentiation through a Bundle of Partners
  20. 20. Cost Structure • Cost Drivers – Cost of Customer Acquisition vs ARPU • Break-Even
  21. 21. The Business Model Canvas
  22. 22. Design Business Business Plan Model • Business Model Canvas as a Design Tool • Rapid Prototyping • Good for Brainstorming • Good for Explaining • “Figure Out” the Business before you Waste Your Time Writing the Plan
  23. 23. Entrepreneurship Thinking Design Marshall Grow Spot Business Business Plan Resources & Adapt Opportunity Model Launch Change Doing
  24. 24. Business Plan Overview • Executive Summary 1. Mission, Goals & Objectives 2. The Business Overview 3. Market Analysis 4. Key Success Factors (Strategy) 5. Marketing Plan 6. Operating Plan 7. Management Team 8. Financial Plan 9. Targets and Milestones • Summary
  25. 25. Marshall Gaining “Traction” Business Plan Resources & Launch
  26. 26. Marshall Gaining Traction Business Plan Resources & Launch • Identify the Opportunity (Start with an Idea) • Design the Business Model (Use the Canvas) • Analysis (Gather Info, Meet with Customers) • Validate Key Success Factors • Validate Goals and Finances • Verify Customer Interest (Key Reference Accounts) • Marshal Scarce Resources (Signed Contracts) • Implement the Plan (Exchange Cash) • Monitor and Revise the Plan (Reporting and Governance)
  27. 27. Marshall Grow Keys to Success Resources & Adapt Launch Change ACTIONS GOALS VALUES & BELIEFS REALITY
  28. 28. Keepin’ It Real • Be Really Good at Something! • Know Your Stuff! – Know your Customers, Competition… • Meritocracy – You Must Deserve to Lead! • Fantasies and B.S. Don’t Work
  29. 29. Make Deep Connections • Be Really Important! – To Customers, Employees, Stakeholders • Connect at a Deeper Level than $$ • Inspirational Leadership vs. Transactional Leadership
  30. 30. Set Great Goals • What Gets Measured Gets Done • Higher Goals > Higher Performance – Near and Long-Term Goals – Forward and Backward Looking Goals • Key Business Screamers
  31. 31. Actions Speak Louder than Words • “Blah Blah” vs. Real Leadership • Character = “Brand Promise” • Lead by Example • Walk the Talk
  32. 32. Marshall Grow Success and Happiness Resources & Adapt Launch Change come from Harmony ACTIONS GOALS VALUES & BELIEFS REALITY
  33. 33. Entrepreneurship • Fundamental to the Human Spirit • Not Just a Business Discipline • A Way of Seeing, Thinking and Acting
  34. 34. ENT is Experiential • Like Playing the Guitar • Need to Build Your Ent Muscles! • Get Started on Something! • Failure is OK!
  35. 35. Vielen Dank für die Aufmerksamkeit! Mehr Infos unter: www.entrepreneurship-center.de
  • PaulaLange2

    Nov. 30, 2021
  • HiddevanErp

    Aug. 29, 2017
  • ShawqiAhmedAli

    Mar. 24, 2016
  • Mnm5460

    Jan. 31, 2016
  • kristymunsie1

    Nov. 14, 2012
  • nehalkazim

    Oct. 22, 2012

I gave this talk in Germany during an intensive week-long Summer School course at the Entrepreneurship Center in Wolfen

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