How to write a business plan

Components Of A Marketable Business Plan The Investor’s Perspective By Tony Osime

Topics
Ice Breaker
What is a business plan?
Structure
Writing tips
Design tips
The Investor

Ice Breaker

Standing Out From The Crowd How many business plans are circulating right now? How will yours stand out?

Model on Success Look for a business plan in your industry that was successful– Use that as your benchmark

What is a Business Plan? Purpose
Clarify Strategy
Raise Financing
Attract Collaboration
Focus on your purpose Content & style will differ

What is a Business Plan? Form
Document
Sample
Slides
Film
Demonstration
Use different forms for best effect

Key Drivers What are the key success factors? Top 5 Only Use the perspective of each stakeholder What is most important to them Make sure your plan focuses on these drivers

Structure
Introduction
Table of contents
Fact Sheet
Executive Summary
Business Concept
Market
Operations
Financials
Organization
*Legal
SWOT
Appendix
Thousands of structures on the internet i.e. www.deloitte.com * Added

Structure…
Introduction
What is this document?
Who is it for?
Why should they read it?
Who wrote it?
When was it written?
What should be done with it after reading?
Confidential?

Structure… List the contents and the respective page numbers Topic 1……………. 4 Topic 2……………. 7 Topic 3…………….12 Topic 4…………….15 Topic 5…………….16 Topic 6……...……..24 Table Of Contents

Structure…
Fact Sheet (A list of key facts)
Name of company
Legal structure
Location
Size
Investment amount
Return on investment
Promoter
Auditor
Etc.
A table One line per fact Only important facts Can be long > 50 35% ROI N3m Investment N2m Size Lagos Location Ltd Legal form XYZ Name

Structure…
Executive Summary
Summary of each section of the plan
Brief – 1-2 pages

Structure…
Business Concept
USP – Unique Selling Proposition
Basic idea of the business
What makes this project different
What opportunities are captured
Vision Mission Objectives

Structure…
Market
Customers
Competition
Distribution
Promotion

Structure…
Operations
Production process
Input
Process
Output
Special Technology

Structure…
Financials (5 years?) (Historic + Projected)
Income statement
Balance Sheet
Cash Flow
Ratios

Structure…
Organization
Ownership
Directors
Key staff (Do a chart)
Position
Education
Experience
Past Success
Future Potential

Structure…
Legal
Agreements
Certification
Licenses
Government
Policies
Regulations
Compliance

Structure…
SWOT
Strengths
Weaknesses
Opportunities
Threats

Structure…
Appendix
Diagrams
Pictures
Charts
Research papers
Etc.

Writing Tips - Clarity What do you understand by clarity?
Easy to understand
One meaning
Obtained quickly

Writing Tips - Concise What do you understand by conciseness?
Using the minimum number of words
Not just short
But efficient (ideas/words)

Writing Tips - Organization What do you understand by well organized?
Clear purpose
Only relevant facts & ideas
Coherent grouping of content
Minimal repetition

Writing Tips - Layout What do you understand by well laid out?
Attractive
Easy to understand
Good use of graphics

Writing Tips - Natural What do you understand by natural? Simple shorter words arranged in a conversational way

Writing Tip - Positive What do you understand by being positive? Only using words which make the reader feel good – or at least feel neutral Negative Neutral Positive

Writing Tips - Relevance Why should we provide all relevant facts - not just those suitable for your purpose?
Helps the reader make the best decision
Improves our good will

Writing Tips - Interpret Why should we interpret the facts for our readers?
Demonstrates our knowledge and skill

Writing Tips - Conclusions What happens when we jump to conclusions? What is jumping to conclusions? Making statements not supported by facts Could loose good will

Writing Tips – Both Sides Why should we provide both the pros and the cons of each option?
Improves our good will

Writing Tips – Facts v Opinions What is the difference between a fact and an opinion? Why should we differentiate between a fact and an opinion?
Facts are objective & supported by reality
People may interpret our opinions as facts

Writing Tips – Sources of information Why should we state our sources of information?
Shows our objectivity
Shows the quality of our information

Writing Tips - Sentences Word Choice Sentence Length What is a good length for a sentence? Maximum 15 – 20 words Depending on the number of syllables. “ Keep sentences simple – one idea per sentence”

Writing Tips - Style What do you understand by write the way you speak? Write what you would say to your reader if they were in front of you. Use this as your first draft Write the way you speak! Style & Tone Write the way you speak

Design Tips Bind Neatly

Design Tips Use lots of pictures & diagrams

Design Tips Use lots of white space

Business Plan Tips
Have it professionally re– written
Do not copy another plan
Make sure it is perfect
No typos
No spelling errors
No grammatical errors
No stains
Have it proof read 5+ times by 5+ people

The Investor’s Perspective Why Should I give you my money?

The Promoter’s Perspective Why Should I give you my money? Because I have a great idea? Because I am a nice person? Because I am honest? Because I work hard?

The Investor’s Perspective Because I will grow your money Why Should I give you my money?

The Investor’s perspective How do I know you will grow my money? Because I have a great idea? Because I am a nice person? Because I am honest? Because I work hard?

The Investor’s perspective Because I have done it before! Directly or indirectly How do I know you will grow my money?

The Promoter’s Perspective Only when I cannot show past success do I rely on the usual arguments… Because I have a great idea? Because I am a nice person? Because I am honest? Because I work hard?

Success Stepping Stones Remember your past successes These are your stepping stones…

Good Luck! The End

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How to write a business plan

by Tony Osime

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