Business Plan for Innovation Business
Intellectual property-based innovation business plan competition
Ratchakrit Klongpayabal
Financial and Venture Capital Consultant
Office of SMEs Promotion

Overview for innovation business
Intellectual Property Invention Innovation
New Idea
Science-based
Intellectual property Invention
Technology-based
+ +
+
Product or Service Commercialization
Technology proof
Prototype Business management
Novelty proof
Individual Entrepreneur
Researcher, Inventor
Inventor
Business firm
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 2

Business feasibility factors
 Marketing
 Management
 Production or service
 Financial
 Laws, regulations, standards, codes
 Politics and economics
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 3

Judging criteria for inno.business plan
 Innovation and intellectual property management
 Creative thinking from business model
 Competitive advantage
 Commercial viability and potential
 Product or service process
 Marketing management
 Financial results or return to business
 Communication and presentation skills
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 4

Sample of business plan structure 1
Executive Business Product
Summary Idea or Service
Description
Business
Mkt.analysis Mkt.plan Production
Plan
And and or service
Competition Implementation Plan
Management Financial Appendices
and and Risks
Management Data, Charts, Tables,
Operations Revenue Diagrams, Research
Should be 20-30 pages Should be 10-15 pages
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 5

Business plan suggested outlines
TOPIC PAGES
Executive Summary 1-2
Business Idea / Business statement 2-3
Product or service description / IP or technology exploitation 2-3
Market analysis and Competition 2-3
Marketing plan and implementation 3-5
Production or service plan 2-3
Management and operation 2-3
Financial Plan and Revenue Projection 5-6
Risk management 1-2
Appendices 10-15
Total 30-45
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 6

Sample of business plan structure 2
Executive Business Product
Summary Idea or Service
Description
Business
IP or Mkt.analysis Mkt.plan
Plan
Technology and and
exploitation Competition Implementation
Management Production Financial Appendices
and or service and Data, Charts, Tables,
Operations Plan Revenue Diagrams, Research
Should be 20-30 pages Should be 10-15 pages
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 7

How to start writing a business plan
Step 1 Step 2 Step 3 Step 4 Step 5
Start to write
a business plan
Business Business
and model
Data market
Choose Collection analysis
a good business
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 8

Business model components
Value Proposition Core capabilities
Market Segments Partner Network
Business Distribution Channels Commercialize Network
Model
Customer Relationship Cost Structure
Value Configurations Revenue Model
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 9

Process for develop a business plan
Business Idea or Business Overview
Mkt. or Industrial Analysis
Risk Assessment
Operating Production
Business Business
Model Model
Marketing Financial
Appendix or Exhibit
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 10

Process for develop a business plan
Business Idea or Business Overview
Mkt. or Industrial Analysis
Risk Assessment
Operating Production
Business Business
Business
Model Model
Plan
Marketing Financial
Appendix or Exhibit
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 11

Types of business
 Product oriented business
 Personal product business
 Service oriented business
 Personal service business
 Retail business
 Distribution business
 Technology-based or internet business
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 12

Business investment
 Not too small
 Not too large
 Depend on your business type
 1,000,000 - 5,000,000 THB
 5,000,000 - 20,000,00 THB
 20,000,000 - 50,000,000 THB
 More than 50,000,000 THB
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 13

7Cs of good business plan
C Communicate
C Commercial
C Competitive
C Correct Business
Plan
C Clear
C Complete
C Convince
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 14

Executive summary
 Appears first in the plan, normally write last
 Wait until you’re almost done so you can include the
main highlights
 Cover the most important facts
 Very important for presentation
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 15

Sample of executive summary outline
 Business overview
 Business idea
 Product or service
 Market overview
 Competitive edge
 Target customer
 Marketing strategy
 Production or service plan
 Management or operation
 Financial conclusion
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 16

Business idea
 Explain about your business idea
 How your IP make your business innovate?
 Why you choose to do this business not others?
 Identify business relation factors
 What business you are in
 Business model and Business set-up
 Product and service
 How and what is the innovation in your business?
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 17

Business statement
 Identify vision and mission of business
 Describe or explain about your business goals and
objectives
 Short-term (first year)
 Mid-term (1-3 years)
 Long-term (3-5 years or more)
 Keys of success
 Specific, Measurable, Achievable, Reliable, Time horizon
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 18

Product or service description
 Describe your product or service
 Type or model
 Size or dimension
 Features or how to use
 Price and sale condition
 Etc.
 Add-on photo, pictures, graphic, manual etc.
 Comparison to existing product or service
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 19

IP or technology exploitation
 Intellectual property type
 Intellectual property protection method
 Identify the important for Intellectual property or
technology for your product or service and for
customers or market
 Exploitation method of Intellectual property or
technology to your product or service
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 20

Market analysis
 Explain and analysis the market which you are in
 Market growth, trend, needs
 Demand and supply
 Market segmentation
 Analysis in industry and target customers
 By age, income, product or service type,
geography, buying patterns, needs, behavior
or other classifications
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 21

Competition
 Describe your main competitors
 How well established are they?
 What are their main strengths and weaknesses?
 How will you compete with them?
 SWOT Analysis
 (Strength, Weakness, Opportunity and Threat) to
define your business for market and competitor
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 22

Marketing plan
 Explain the marketing plan
 Fundamental marketing plan contains 4 strategic
plans, product or service strategy, pricing
strategy, place or distribution strategy and
promotion strategy
 Remember that all of strategy use money to do, so
you must careful in expense to use for your
strategies
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 23

5Fs of customers needs
Features
Finance
Freedom
Feelings
Future
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 24

Marketing strategies
Innovation
Customer Customer
Product solutions costs Price
Customer satisfaction
Place Customer Communication Promotion
convenience to customer
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 25

Marketing and Implementation plan
 Explain the implementation plan / marketing plan
 Marketing programs
 Sales programs, personnel programs
 Production or services program
 Investment programs
 Must has the milestones, activities to do,
responsibilities, personnel, date to start and finish,
time to do and budget
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 26

Production or service plan
 Identify production or service policy
 Describe the production or service process
 Identify production or service cost and expenditure
 Describe the method of intellectual property or new
technology using in production or service
 Production or service forecast must relate to
marketing
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 27

Management and operations
 Explain the business management or operations
 What type of legal entity you expect to form
 Who will own it and how ownership will be divided
 The organizational structure or organization chart
 The management team and personnel plan
 Technology or IP operation
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 28

Resources requirement
 Describe the money required to start your business
 Investment structure for your business
 Land
 Building, factory
 Machinery and equipment
 Intellectual property
 Vehicle, fixture or fitting
 Working capital for stock/debtors/creditors etc
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 29

Financial plan and revenue projection
 summary topic, which is followed by detailed topic
covering your general assumptions
 Personnel management and operating
 Marketing
 Product or service
 Financial
 Revenue and cost forecast
 Profit and loss, cash flow, balance sheet
 Break-even analysis, and financial ratios
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 30

Risk management
 Describe your risk assessment
 Business risks (especially IP or technology risks)
 Financial risks
 Present and future of risks
 How will you protect or manage these risks?
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 31

Appendices
 Gathering information which supporting your
business plan such as research data, statistics,
information, news etc.
 Do not use all text or number but also use pictures,
chart, graph, table or other graphic tools to present
data or idea in your business plan
 Length should be 10-15 pages or less
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 32

Factors for business plan presentation
Business Plan A B Visual
Document Presentation
Business Plan
Presentation
Vocal C D Answers
Presentation from
Questions
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 33

Business plan presentation
 Formal presentation
 Informal presentation
5+5 Good
5 + 5+ 5 OK
5 + 5+ 5 + 5 Maximum
Ratchakrit Klongpayabal - Financial and VC Consultant - Office of SMEs Promotion Slide 34