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Don't make my eyes bleed - Neil Davidson
 

Don't make my eyes bleed - Neil Davidson

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    Don't make my eyes bleed - Neil Davidson Don't make my eyes bleed - Neil Davidson Document Transcript

    •   Over  the  past  few  years  I’ve  read   a  lot  of  business  plans.  Hundreds.   They  were  all  too  long,  and   almost  all  missed  the  point.  A   5,000  word  plan  will  bore  and   confuse  me.  Maybe  worse.     Here  are  the  questions  my  ideal   business  plan  would  answer.   Everything  else  is  fluff.  
    •  
    • What  is  your  mantra?   Make  it  as  simple  to  understand   as  Blinkpipe’s:  “Video  calling  as   natural  as  a  handshake,  as   reliable  as  the  telephone  and  as   easy  to  install  as  a  toaster”.      
    •  
    • Who  is  the  customer?   It’s  not  ‘everybody’.   It’s  not  ‘all  30  year  old  geeks’.    
    • It’s  Jess.  She’s  thirty  years  old  and  works  in  the   IT  department  of  a  bank.  She  lives  with  three   cats.  She  hates  ice  cream.  Or  whatever.     Make  your  customer  concrete.  Give  her  life.  
    • Why  will  your  customer  pay  for   what  you’re  selling?   Sorry,  why  will  Jess  pay  for  what   you’re  selling?  Why  will  she   knock  on  your  door  with  fistfuls   of  cash?  What  problem  does  it  solve?  How   did  she  cope  before?  How  will   your  product  change  her  life?   How  much  will  she  pay?  
    • How  will  you  reach  Jess?   What  web  sites  does  she  visit?  What  magazines  does  she  read?   How  (and  why)  will  Jess  shout  ‘holy  cow,  this  is  brilliant’  about  your  product  to  her  friends  and   colleagues?  
    • How  many  people  like  Jess  are   there?   How  big  is  your  market?  
    •  
    • Who  is  in  your  team?  Why  will  you  succeed  where   others  will  fail?  
    • If  you  want  bonus  points,  tell  me  how  you’ll  apply  the  principles  of   Eric  Ries’s  Lean  Startup   movement  to  your  plan.  
    •  
    • If  you  want  extra  bonus  points,   fit  this  all  onto  a  single  sheet  of   paper.   It  can  be  large.  
    •  
    • If  you  want  triple  plus  bonus  marks,  don’t  fit  this  onto  a  single   sheet  of  paper.   Make  it  stand  out.   Be  different.   You’re  an  entrepreneur.  Since  when  did  you  follow  dumb   ‘rules’?   Surprise  me.  
    •             I  hope  you  enjoyed  this  small  pamphlet.   If  you  did,  please  share  it.  You  can  find  out  more  about  me  at  http://neildavidson.com