QUESTIONS WINNING
ENTREPRENEURS MUST
ANSWER
BUILDING A COMPELLING BUSINESS PLAN ONE
MESSAGE AT A TIME
a great business plan, tells a
story
here is one commonly used
story arc….
MARKET
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
We've found a specific market pain that will
generate loads of cash ...
But what goes in the chapters?
Let's go through one at a
time….
MARKET
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
KEY MESSAGE
We've found a specific market pain that will generate lo...
MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• W...
MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• W...
MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• W...
MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• W...
MARKET
KEY MESSAGE
We've found a specific market pain that will generate loads of
cash sustainably
SUPPORTING MESSAGES
• W...
MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
PRODUCT
COMPETITION
MARKETING
...
MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Mini...
MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Mini...
MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Mini...
MARKET
KEY MESSAGE
We can uniquely deliver a customer-pain-killing product today
& tomorrow
SUPPORTING MESSAGES
• The Mini...
MARKET
KEY MESSAGE
We can survive and thrive amidst competition
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substi...
MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substi...
MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substi...
MARKET
KEY MESSAGE
We can survive and thrive amidst competition
SUPPORTING MESSAGES
• We know who our
competitors & substi...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
PRODUCT
COMPETITION
MARKE...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
Our target customers will know what, why, and where to
buy…and then will buy!
SUPPORTING MESSAGES
• We ...
MARKET
KEY MESSAGE
We will deliver on our promises
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
We will deliver on our promises
SUPPORTING MESSAGES
• We can scale seamlessly w/
market demand & produc...
MARKET
KEY MESSAGE
Trust this Team!
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
...
MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
...
MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
...
MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
...
MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
...
MARKET
KEY MESSAGE
Trust this Team!
SUPPORTING MESSAGES
• We're resourceful,
committed, and have
shown gumption thus far.
...
MARKET
KEY MESSAGE
Everyone involved is going to get rich
PRODUCT
COMPETITION
MARKETING
OPS
TEAM
FINANCE
MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our financial assumptions
are sound
• We k...
MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our 5-year financial
assumptions are sound...
MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our 5-year financial
assumptions are sound...
MARKET
KEY MESSAGE
Everyone involved is going to get rich
SUPPORTING MESSAGES
• Our 5-year financial
assumptions are sound...
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99 questions winning entrepreneurs must answer: the minimum viable business plan

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99 questions winning entrepreneurs must answer: the minimum viable business plan

  1. 1. QUESTIONS WINNING ENTREPRENEURS MUST ANSWER BUILDING A COMPELLING BUSINESS PLAN ONE MESSAGE AT A TIME
  2. 2. a great business plan, tells a story
  3. 3. here is one commonly used story arc….
  4. 4. MARKET PRODUCT COMPETITION MARKETING OPS TEAM FINANCE We've found a specific market pain that will generate loads of cash sustainably We can uniquely deliver a customer-pain-killing product today & tomorrow We can survive and thrive amidst competition Our target customers will know what, why, and where to buy…and then will buy We will deliver on our promises You can trust this team to make it all happen Everyone involved is going to get rich
  5. 5. But what goes in the chapters?
  6. 6. Let's go through one at a time….
  7. 7. MARKET PRODUCT COMPETITION MARKETING OPS TEAM FINANCE KEY MESSAGE We've found a specific market pain that will generate loads of cash sustainably
  8. 8. MARKET KEY MESSAGE We've found a specific market pain that will generate loads of cash sustainably SUPPORTING MESSAGES • We have identified a large, valuable & growing market made up of customers who share a common problem. • Today, they workaround this problem by doing X, though this is shown to be unsatisfactory. • Within the large market, we have identified a beachhead segment who experience the pain quite acutely and would be willing to try a new solution. • We understand the macro- economic context. PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  9. 9. MARKET KEY MESSAGE We've found a specific market pain that will generate loads of cash sustainably SUPPORTING MESSAGES • We have identified a large, valuable & growing market made up of customers who share a common problem. • Today, they workaround this problem by doing X, though this is shown to be unsatisfactory. • Within the large market, we have identified a beachhead segment who experience the pain quite acutely and would be willing to try a new solution. • We understand the macro- economic context. YOUR BUSINESS PLAN… 1. Explains the market, including overall size, segments, growth rate, & profit potential 2. Explains your market validation methodology & results PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  10. 10. MARKET KEY MESSAGE We've found a specific market pain that will generate loads of cash sustainably SUPPORTING MESSAGES • We have identified a large, valuable & growing market made up of customers who share a common problem. • Today, they workaround this problem by doing X, though this is shown to be unsatisfactory. • Within the large market, we have identified a beachhead segment who experience the pain quite acutely and would be willing to try a new solution. • We understand the macro- economic context. YOUR BUSINESS PLAN… 3. Explains how customers currently solve the problem and what are the problems with this solution from the customer's perspective. PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  11. 11. MARKET KEY MESSAGE We've found a specific market pain that will generate loads of cash sustainably SUPPORTING MESSAGES • We have identified a large, valuable & growing market made up of customers who share a common problem. • Today, they workaround this problem by doing X, though this is shown to be unsatisfactory. • Within the large market, we have identified a beachhead segment who experience the pain quite acutely and would be willing to try a new solution. • We understand the macro- economic context. YOUR BUSINESS PLAN… 4. Identifies the exact pain points that drive buying for your target 5. Details your beachhead and bowling pin segments (personas) - size, growth, characteristics, historical behavior, accessibility, buying process, buying frequency / seasonality 6. Explains how the needs of your segments differ from the needs of other segments 7. Explains how profoundly / urgently customers need the solution (don't show Maslow, but incorporate the ideas) PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  12. 12. MARKET KEY MESSAGE We've found a specific market pain that will generate loads of cash sustainably SUPPORTING MESSAGES • We have identified a large, valuable & growing market made up of customers who share a common problem. • Today, they workaround this problem by doing X, though this is shown to be unsatisfactory. • Within the large market, we have identified a beachhead segment who experience the pain quite acutely and would be willing to try a new solution. • We understand the macro- economic context. YOUR BUSINESS PLAN… 8. Explains relevant key trends: political, macro-economic, cultural/social, tech, FX, tax, repatriation of profits, etc 9. Explains where market power lies (Don't do a Porter Analysis, explicitly, but make sure your plan reflects one) PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  13. 13. MARKET KEY MESSAGE We can uniquely deliver a customer-pain-killing product today & tomorrow PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  14. 14. MARKET KEY MESSAGE We can uniquely deliver a customer-pain-killing product today & tomorrow SUPPORTING MESSAGES • The Minimum Viable Product is scoped out correctly (launch features relate directly to customer pain) and works. • The product builds upon a product platform and R&D plan/team that is fit for follow-on features or product lines. • There is a clear now, next, and future plan and a clear, comprehensive and realistic IP strategy. PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  15. 15. MARKET KEY MESSAGE We can uniquely deliver a customer-pain-killing product today & tomorrow SUPPORTING MESSAGES • The Minimum Viable Product is scoped out correctly (launch features relate directly to customer pain) and works. • The product builds upon a product platform and R&D plan/team that is fit for follow-on features or product lines. • There is a clear now, next, and future plan and a clear, comprehensive and realistic IP strategy. YOUR BUSINESS PLAN… 10. Describes the product features vis-à-vis customer pain points [one-to-one map to pain points identified in the Market Section] & explain why they are part of the MVP 11. Explains the supply-chain and manufacturing processes 12. Explains guarantees & warranties 13. Explains how you satisfy required gov't approvals 14. Explains how close are you to launch (what exactly needs to be done) PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  16. 16. MARKET KEY MESSAGE We can uniquely deliver a customer-pain-killing product today & tomorrow SUPPORTING MESSAGES • The Minimum Viable Product is scoped out correctly (launch features relate directly to customer pain) and works. • The product builds upon a product platform and R&D plan/team that is fit for follow-on features or product lines. • There is a clear now, next, and future plan and a clear, comprehensive and realistic IP strategy. YOUR BUSINESS PLAN… 15. Explains the product platform 16. Explains R&D capabilities and plan. What needs to still be done (timeline to launch) and then what's next? 17. Explains the iteration plan (next version features or products) and fast-failure / rapid dev processes 18. Explains product shelf life/operational life PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  17. 17. MARKET KEY MESSAGE We can uniquely deliver a customer-pain-killing product today & tomorrow SUPPORTING MESSAGES • The Minimum Viable Product is scoped out correctly (launch features relate directly to customer pain) and works. • The product builds upon a product platform and R&D plan/team that is fit for follow-on features or product lines. • There is a clear now, next, and future plan and a clear, comprehensive and realistic IP strategy. YOUR BUSINESS PLAN… 19. Explains the Intellectual Property strategy. Is this defensible? PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  18. 18. MARKET KEY MESSAGE We can survive and thrive amidst competition PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  19. 19. MARKET KEY MESSAGE We can survive and thrive amidst competition SUPPORTING MESSAGES • We know who our competitors & substitutes are, and who will enter after us • We also understand the strengths and weaknesses of our competitors in terms of product (vis-à-vis customer pain) and value- chain. • We know how they will respond to us, and have a plan to sustainably defend ourselves in our chosen niche. PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  20. 20. MARKET KEY MESSAGE We can survive and thrive amidst competition SUPPORTING MESSAGES • We know who our competitors & substitutes are, and who will enter after us • We also understand the strengths and weaknesses of our competitors in terms of product (vis-à-vis customer pain) and value- chain. • We know how they will respond to us, and have a plan to sustainably defend ourselves in our chosen niche. YOUR BUSINESS PLAN… 20. Identifies direct and indirect competitors by product or geographic segment and channel – ask your customers who they think you compete with 21. Identifies what share each competitor has & what you want / need PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  21. 21. MARKET KEY MESSAGE We can survive and thrive amidst competition SUPPORTING MESSAGES • We know who our competitors & substitutes are, and who will enter after us • We also understand the strengths and weaknesses of our competitors in terms of product (vis-à-vis customer pain) and value- chain. • We know how they will respond to us, and have a plan to sustainably defend ourselves in our chosen niche. YOUR BUSINESS PLAN… 22. Charts you and your competition against customer pain points [identified earlier in Market Section] 23. Identifies ballpark price, revenue & profit numbers for competitors 24. Analyzes competitors' products. You should buy and use them if possible PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  22. 22. MARKET KEY MESSAGE We can survive and thrive amidst competition SUPPORTING MESSAGES • We know who our competitors & substitutes are, and who will enter after us • We also understand the strengths and weaknesses of our competitors in terms of product (vis-à-vis customer pain) and value- chain. • We know how they will respond to us, and have a plan to sustainably defend ourselves in our chosen niche. YOUR BUSINESS PLAN… 25. Explains how competitors will respond to you (how have they responded in the past?) How strongly and quickly will they retaliate? 26. Explains how you will respond to their retaliation (ideally without undermining segment margin)? 27. Describes the barriers to entry that you must overcome to break in, and what plans do you have to do so? 28. Describes what barriers to entry you will erect to prevent followers? PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  23. 23. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  24. 24. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  25. 25. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing YOUR BUSINESS PLAN… 29. Provides proof that the product is viable – testimonials, Purchase Orders, Letters of Intent/Interest, market research (kickstarter is great for this) 30. Explains how you will get customers to repurchase (follow-on) PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  26. 26. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing YOUR BUSINESS PLAN… 31. Details your pricing strategy (penetration, competitive, premium, freemium, loss- leadership, etc) 32. Explains how your pricing compares to competitors and the industry generally 33. Explains how the customer perceives value? How did you research this? 34. Explains the effective markup PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  27. 27. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing YOUR BUSINESS PLAN… 35. Explains your promotion media (viral, cross selling, advertisement media, trade shows/exhibitions and why 36. Explains your PR strategy 37. Explains incentive programs (free trial/gift) or endorsements 38. Explains how the promotional mix will evolve 39. Explains advertising objectives and messages 40. Explains how you will measure success PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  28. 28. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing YOUR BUSINESS PLAN… 41. Defines your Brand / Trademark & Positioning Strategy • Logo • Colors • Slogans / Tag Line • Positioning statement 42. Explains/shows your packaging 43. Shows visuals or provides physical demos if possible PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  29. 29. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing YOUR BUSINESS PLAN… 44. Explains if you will sell direct (sales force, retail, telemarketing, catalog, Internet, etc) or via channel (agent, wholesaler, license, franchise, MLM, etc)? If channel, how do you incentivize them to sell for you? 45. Explains your value prop to partners – why will they push you (if channel driven) 46. Explains how you will make your first sale 47. Explains immediate sales plan 48. Explains transport / warehousing issues (FOB, customs, trade docs, etc) 49. Explains your location plan PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  30. 30. MARKET KEY MESSAGE Our target customers will know what, why, and where to buy…and then will buy! SUPPORTING MESSAGES • We understand the individual customers making up the beachhead & bowling pin segments, and how they prioritize wants / needs. • We have a clear, relevant and executable… • Pricing Strategy • Promotion Strategy • Brand Strategy, • Channel and Sales Strategies • We understand the cost model, mgmt needs, and life cycle underlying sales & marketing YOUR BUSINESS PLAN… 50. Explains costs associated with marketing / sales (com- mission & misc incentives) 51. Explains Int'l considerations 52. Documents the buyer's buying process? Who decides / who influences? How long is the sales cycle? 53. Explains sales training plan & collateral / brochureware 54. Explains the expected close rate and sales per salesperson expectations 55. Explains expected objections 56. Shows that you interviewed sales people of the same or similar products to check assumptions PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  31. 31. MARKET KEY MESSAGE We will deliver on our promises PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  32. 32. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  33. 33. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry YOUR BUSINESS PLAN… 57. How will you ensure the consistent and regular supply of raw materials? 58. Explains cost of raw materials and supply chain PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  34. 34. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry YOUR BUSINESS PLAN… 59. Explains if you'll manufacture yourself or contract 60. Explains IP protection 61. Explains quality control 62. Explains your differentiating manufacturing processes 63. Identifies facilities (offices, factories, etc) and explains geographic placement rationale (esp. with regards to supply /distribution) 64. Explain manufacturing capacity plan vis-à-vis projected (best and worst case) growth (define capacity limitations milestones) & notes who else the manufacturer manufactures for PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  35. 35. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry YOUR BUSINESS PLAN… 65. Explains your workforce growth plan and supporting training & infrastructure 66. Explains needed job roles? 67. Documents salary / comp model 68. Explains any unique aspects of your culture or employee engagement plan 69. Demonstrates that you understand relevant employment regulations & contracts PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  36. 36. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry YOUR BUSINESS PLAN… 70. Explains how you will provide after-service support (people, infrastructure)? 71. Explains how you will handle complaints? PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  37. 37. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry YOUR BUSINESS PLAN… 72. Explains how you deal with risks of raw material shortfall vis-a-vis growth projections. Are suppliers powerful? 73. Explains your union approach 74. Explains your ability to find the right skills 75. Explains key-person risks 76. Provides a sensitivity analysis on profit depending on supply or distribution bottlenecks, defects, etc 77. Explains your plan for responding to IP infringement 78. Documents your insurance plan PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  38. 38. MARKET KEY MESSAGE We will deliver on our promises SUPPORTING MESSAGES • We can scale seamlessly w/ market demand & produce product at the right time, right quality, and right cost. • Supply chain • Ops/Manufacturing • Workforce • We can support customers after sale • We understand our op & emerging risks and deploy appropriate controls • Our plan is differentiated, but makes logical sense in our industry YOUR BUSINESS PLAN… 79. Provides comparable data from competitors on quality levels, staffing, servicing, warranties, methods & metrics of sales, credit terms, reputation, marketing channels. You are allowed to be different, but you should look similar enough to be believable PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  39. 39. MARKET KEY MESSAGE Trust this Team! PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  40. 40. MARKET KEY MESSAGE Trust this Team! SUPPORTING MESSAGES • We're resourceful, committed, and have shown gumption thus far. • We are clear about what is to come, and are realistic, street-smart, and complete in our project plan • We understand which set of core competencies are required for this business. • We have gathered a team of executives, advisors, and directors that ensure coverage. • The executive team is compete, clear, committed, and has synergy. PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  41. 41. MARKET KEY MESSAGE Trust this Team! SUPPORTING MESSAGES • We're resourceful, committed, and have shown gumption thus far. • We are clear about what is to come, and are realistic, street-smart, and complete in our project plan • We understand which set of core competencies are required for this business. • We have gathered a team of executives, advisors, and directors that ensure coverage. • The executive team is compete, clear, committed, and has synergy. YOUR BUSINESS PLAN… 80. Provides background story about how the firm came about 81. Shares your vision/mission 82. Identifies your legal & ownership structures (cap table) - ideally, with some of your skin in the game 83. Lists accomplishments to date • Product Development • Market Validation • Sales • Value-chain / Partnerships • Funding PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  42. 42. MARKET KEY MESSAGE Trust this Team! SUPPORTING MESSAGES • We're resourceful, committed, and have shown gumption thus far. • We are clear about what is to come, and are realistic, street-smart, and complete in our project plan • We understand which set of core competencies are required for this business. • We have gathered a team of executives, advisors, and directors that ensure coverage. • The executive team is compete, clear, committed, and has synergy. YOUR BUSINESS PLAN… 84. Depicts the key post-funding milestones and the action plan • Product Development • Sales & Marketing • Growth • Marketing • Hiring Be honest with milestones. You must hit them! PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  43. 43. MARKET KEY MESSAGE Trust this Team! SUPPORTING MESSAGES • We're resourceful, committed, and have shown gumption thus far. • We are clear about what is to come, and are realistic, street-smart, and complete in our project plan • We understand which set of core competencies are required for this business. • We have gathered a team of executives, advisors, and directors that ensure coverage. • The executive team is compete, clear, committed, and has synergy. YOUR BUSINESS PLAN… 85. Identifies the key hard and soft competencies that the business needs to pull this off PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  44. 44. MARKET KEY MESSAGE Trust this Team! SUPPORTING MESSAGES • We're resourceful, committed, and have shown gumption thus far. • We are clear about what is to come, and are realistic, street-smart, and complete in our project plan • We understand which set of core competencies are required for this business. • We have gathered a team of executives, advisors, and directors that ensure coverage. • The executive team is compete, clear, committed, and has synergy. YOUR BUSINESS PLAN… 86. Identifies how you’ll cover the hard and soft skills with executives, advisors, or directors (quick, targeted bios) • Significant Industry Knowledge • Great Reputation • Key Contacts (qualified sales leads or channel partners) • Specialized skills (Legal, Accounting, High-growth) 87. Explains who will do what in the company (org chart & job descriptions)? PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  45. 45. MARKET KEY MESSAGE Trust this Team! SUPPORTING MESSAGES • We're resourceful, committed, and have shown gumption thus far. • We are clear about what is to come, and are realistic, street-smart, and complete in our project plan • We understand which set of core competencies are required for this business. • We have gathered a team of executives, advisors, and directors that ensure coverage. • The executive team is compete, clear, committed, and has synergy. YOUR BUSINESS PLAN… 88. Explains how long has the team worked together – what binds them to this great challenge ahead? 89. Explains how you are compensating everyone? Will it maximize engagement but also maximize the value of shares/options? PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  46. 46. MARKET KEY MESSAGE Everyone involved is going to get rich PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  47. 47. MARKET KEY MESSAGE Everyone involved is going to get rich SUPPORTING MESSAGES • Our financial assumptions are sound • We know what we need from investors • Investors get a great deal if they come in now PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  48. 48. MARKET KEY MESSAGE Everyone involved is going to get rich SUPPORTING MESSAGES • Our 5-year financial assumptions are sound • We know what we need from investors • Investors get a great deal if they come in now YOUR BUSINESS PLAN… 90. Explains the assumptions behind the large, high growth opportunity (price, volume, and growth) 91. Explains the assumptions behind the cost model (salary, COGS, cost of sales & marketing, financial ratios) 92. Provides a sensitivity analysis of worst, best, and expected performance (incl. volume, price, & costs) 93. Provides industry comparison research points to anchor assumptions PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  49. 49. MARKET KEY MESSAGE Everyone involved is going to get rich SUPPORTING MESSAGES • Our 5-year financial assumptions are sound • We know what we need from investors • Investors get a great deal if they come in now YOUR BUSINESS PLAN… 94. Explains what you will spend investment money on and when it will be needed (multiple phases required) 95. Explains the approach to using investors money for CAPEX vrs. OPEX and sunk assets PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  50. 50. MARKET KEY MESSAGE Everyone involved is going to get rich SUPPORTING MESSAGES • Our 5-year financial assumptions are sound • We know what we need from investors • Investors get a great deal if they come in now YOUR BUSINESS PLAN… 96. Explains valuation calculation at time of investment (including discount rate) 97. Explains valuation calculation at time of exit (including additional funding rounds) 98. Explains the exit plan (to whom - if trade sale, how much, and when) 99. Explains comparable exits as baseline PRODUCT COMPETITION MARKETING OPS TEAM FINANCE
  51. 51. SHARE THIS DECK & FOLLOW ME(please-oh-please-oh-please-oh-please) stay up to date with my future slideshare posts http://www.slideshare.net/selenasol/presentations https://twitter.com/eric_tachibana http://www.linkedin.com/pub/eric-tachibana/0/33/b53
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