A not so serious guide to building a business plan?

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A business plan is a very serious exercise, which is why we wanted to have a bit of fun! Includes some suggestion on structure, on how and why building and Executive Summary, present financials and risks, business systems, channels, consumers and customers, marketing and commercial plan

---->>>> PDF Version Available for download at the following URL:
http://www.amati-associates.com/free-reports/
In the "Free Download" Tab

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A not so serious guide to building a business plan?

  1. 1. AMATI & Associates A NOT SO SERIOUS GUIDE TO BUILDING A BUSINESS PLAN 1
  2. 2. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 2
  3. 3. AMATI Executive Summary & Associates How long is the executive summary? Take your knowledge So that it can be read In 5 minutes…. Summarize it …While creating a Great first impression 3
  4. 4. Executive Summary: the structure AMATI & Associates Five topics 1.  2.  3.  4.  5.  Product and Service •  --------•  --------•  --------Market Size, Trends and Competition •  --------•  --------•  --------Business System •  --------•  --------•  --------Financing Needs •  --------•  --------•  --------Risks and Hurdles •  --------•  --------•  --------- 4
  5. 5. Executive Summary Key Dimensions: Product/Service AMATI & Associates Start with what makes your idea unique (and keep it credible!) What are your unique super-powers? 5
  6. 6. Executive Summary Key Dimensions: Product/Service AMATI & Associates Who is your target? What value are your creating for them? 6
  7. 7. Executive Summary Key Dimensions: Market and Competition AMATI & Associates How big is the ‘pie’? Who are your competitors? Asia Pacific South America Global Sales by Category (Value; 2011) Europe North America 7
  8. 8. AMATI Executive Summary Key Dimensions: Market and Competition & Associates What are the key market trends? Value Volume +13% -3% +13% 2002 2005 2009 Price 2002 2005 2009 Customer Service •  •  •  •  •  •  •  •  •  ---------------------------------------------------------------------------------- +10% -2.5% +17% 2002 2005 2009 2002 2005 2009 8
  9. 9. AMATI Executive Summary Key Dimensions: Marketing and Commercial Plan & Associates Marketing and sales investment, and revenues expectations Marketing Investment n n+1 n+2 Commercial Investment n n+1 n+2 Revenues n n+1 n+2 9
  10. 10. AMATI Executive Summary Key Dimensions: Business System & Associates Describe your business system and which activities you plan doing in-house R&D PRODUCTION MARKETING ✔   •  •  •  •  •  •  ------------------------------------- SALES ✔   •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- DISTRIBUTION SERVICE ✔   •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- 10
  11. 11. AMATI Executive Summary Key Dimensions: Financing Needs & Associates How much money do you need? And what for? Cumulative Cash Flow! •  Capex •  Marketing •  Operations •  Commercial •  …. n n+1 n+2 n+3 Source: own analysis 11
  12. 12. Executive Summary Key Dimensions: Risks and Hurdles AMATI & Associates What are the risks, how do they impact the cash flow? EBITDA Yr. 3 (‘000 EUR) Average transaction (-10% /+ 10%) Price (-10% /+ 10%) COGS (+10% /-10%) Logistics (+10% /-10%) FX (+10% /-1%) Insurance (+10% /-10%) Source: own analysis 12
  13. 13. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 13
  14. 14. Product/ Service AMATI & Associates What are your unique super-powers? 14
  15. 15. The product/ service AMATI & Associates Describe your product/ service by highlighting its benefits, ambition and uniqueness Source: own analysis 15
  16. 16. Which Consumers/ Customers and Need-states AMATI & Associates Describe your target(s) and identify their need-states. What do you offer them, that your competitors don’t? Enjoyment Vitality Us vs. Them! Comparison! Conviviality Power Belonging Recognition Security •  --------! •  --------! •  --------! •  --------! •  --------! •  --------! Control Source: own analysis 16
  17. 17. AMATI Sources of Revenues & Associates What are you going to make money from? Detail all of your source of revenues Revenues (‘000 EUR) Product 1 •  ------------•  ------------•  ------------•  ------------Product 2 •  ------------•  ------------•  ------------Licensing •  ------------- n n+1 Product 1 n+2 Product 2 n+3 Licensing 17
  18. 18. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 18
  19. 19. AMATI & Associates
  20. 20. AMATI Market and Competition & Associates How big is the cake? Volume, Value, Market Trends, specific and relative to your opportunity Value Volume +13% -3% +13% 2002 2005 2009 Price 2002 2005 2009 Customer Service •  •  •  •  •  •  •  •  •  ---------------------------------------------------------------------------------- +10% -2.5% +17% 2002 2005 2009 2002 2005 2009 20
  21. 21. AMATI Market and Competition & Associates Consider major channels/ segments if their development is not uniform Value Volume Channel B, 49% Channel A, 51% Channel B, 53% Channel A, 47% CAGR Volume 05-09 Forecast Volume 10-12 Channel A Channel A Channel B •  •  •  •  •  •  ------------------------------------- Channel B 21
  22. 22. AMATI Market and Competition & Associates Position on relevant axes your competitors and identify opportunities Competitors Mapping Variety   Source: Skopos 22
  23. 23. AMATI Market and Competitors & Associates Who is taking the Lion’s share? And where? By segment or by region…. Asia Pacific South America Global Sales by Category (Value; 2011) Europe North America 23
  24. 24. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 24
  25. 25. AMATI & Associates 25
  26. 26. AMATI The Team & Associates Education Experience Present the team professionally…. •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- 26
  27. 27. AMATI The Team & Associates …. Don’t hide weaknesses, address them! •  •  •  Industry •  Competences •  •  ------------------------------------- •  •  Other •  Competences •  •  •  ------------------------------------- ✔ ✖ ✔ ✔ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✖ ✖ ✔ ✔ ✔ ✖ ✔ ✖ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 27
  28. 28. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 28
  29. 29. AMATI & Associates 29
  30. 30. AMATI Marketing and Commercial Plan & Associates Develop a detailed marketing plan for the first 12 months and provide top-line investments by marketing segment for Year 2 and 3 Marketing Activities •  •  •  •  •  •  ------------------------------------- J F M A M J J A S O N D BUDGET BUDGET Yr. 1 Yr. 2 •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- BUDGET Yr. 3 •  •  •  •  •  •  ------------------------------------- 30
  31. 31. AMATI Marketing and Commercial Plan & Associates Develop a detailed account/commercial plan for the first 12 months by clarifying promotional activities as well as expected sales Activities •  •  •  •  •  •  ------------------------------------- Investment •  •  •  •  •  •  ------------------------------------- Expected Sales •  •  •  •  •  •  J F M A M J J A S O N D ------------------------------------- 31
  32. 32. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 32
  33. 33. AMATI & Associates 33
  34. 34. AMATI Business System & Associates Detailed analysis of the business system, by providing benchmarks/ examples if available R&D PRODUCTION MARKETING ✔   In-house SALES ✔   ✔   Description Examples •  ------•  ------- •  ------•  ------- •  ------•  ------- •  ------•  ------- •  ------•  ------- •  ------•  ------- Rationale •  ------•  ------•  ------- •  ------•  ------•  ------- •  ------•  ------•  ------- •  ------•  ------•  ------- •  ------•  ------•  ------- •  ------•  ------•  ------- ------------------------------------- •  •  •  •  •  •  SERVICE •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  DISTRIBUTION ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- •  •  •  •  •  •  ------------------------------------- 34
  35. 35. AMATI Business System & Associates If your reference market has sub-channels/sub-segments you should detail each one of them Description Channel 1 Rote-toMarket •  ------•  ------- Channel 2 •  ------•  ------- Channel 3 Relative Size •  ------•  ------Channel n.1 •  ------•  ------- Channel n Channel n.2 •  ------•  ------- 35
  36. 36. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 36
  37. 37. AMATI & Associates 37
  38. 38. AMATI Financials & Associates First of all a summary of best/worst case scenarios Gross Margin I EBITDA Capex EBITDA Margin Year 3 EBITDA (Yr. 3) Break Even € 406,023 € 1,600,000 8% € 1,700,000 Alternative 2 50.6% Gross Margin II 74.6% Gross Margin II Alternative 1 Gross Margin I 74.6% 50.6% EBITDA Capex EBITDA Margin Year 3 € 386,223 € 1,800,000 8% EBITDA (Yr. 3) € 600,000 Break Even ca. 5 years ca. 4 years Source: own analysis 38
  39. 39. AMATI Financials & Associates Detailed presentation of sources of revenues and hypothesis Revenues (‘000 EUR) Product 1 •  ------------•  ------------•  ------------•  ------------Product 2 •  ------------•  ------------•  ------------Licensing •  ------------- n n+1 Product 1 n+2 Product 2 n+3 Licensing 39
  40. 40. AMATI Financials & Associates Assess the marketing and commercial investment, and explain how they drive revenues Marketing Investment n n+1 n+2 Commercial Investment n n+1 n+2 Revenues n n+1 n+2 40
  41. 41. AMATI Financials & Associates Focus on how you build the Costs and what Capex you require COGS Hypotheses •  ------------•  ------------•  ------------•  ------------•  ------------•  ------------•  ------------•  ------------- n n+1 n+2 Capex n n+1 Hypotheses •  ------------•  ------------•  ------------•  ------------•  ------------•  ------------•  ------------•  ------------- n+2 41
  42. 42. AMATI Financials & Associates Detailed assessment of Cash flow needs Cumulative Cash Flow! •  Capex •  Marketing •  Operations •  Commercial •  …. n n+1 n+2 n+3 Source: own analysis 42
  43. 43. AMATI Financials & Associates Provide a valuation for the company based on several methods and % you are willing to sell What % of Shares?! DCF •  ------------•  ------------•  ------------•  ------------Multiples •  ------------•  ------------•  ------------- Source: own analysis 43
  44. 44. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 44
  45. 45. AMATI & Associates 45
  46. 46. AMATI Risks & Associates Present the risks, define the impact on the base financial scenario and which countermeasures you are planning to take EBITDA Yr. 3 (‘000 EUR) Risks •  -----------•  -----------•  -----------•  ------------ Countermeasures •  -----------•  -----------•  -----------•  ------------ Source: own analysis 46
  47. 47. AMATI Agenda & Associates •  Executive Summary •  The Product and/or Service •  Market opportunity and competition •  Team •  Marketing and commercial plan •  Business System •  Financials •  Risks •  Project Plan 47
  48. 48. AMATI & Associates 48
  49. 49. AMATI Project Plan & Associates Detailed Gantt Chart! Identify the critical path! Q4-2013 Q1-2014 Q2-2014 Q3-2014 STAGE I •  -------------•  -------------•  -------------•  -------------STAGE II •  -------------•  -------------•  -------------•  -------------•  -------------•  -------------- 49
  50. 50. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 50

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