The document outlines the essential components and structure of a marketable business plan from an investor's perspective, emphasizing clarity, conciseness, and organization. It details key elements such as the executive summary, business concept, financials, and SWOT analysis while offering writing and design tips to enhance presentation. The importance of demonstrating past successes and maintaining relevance and objectivity is underscored to attract investors.

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

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

3. Ice Breaker

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

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

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

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

8. 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

9. 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

10. 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?

11. 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

12. 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

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

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

15. Structure… Market Customers Competition Distribution Promotion

16. Structure… Operations Production process Input Process Output Special Technology

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

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

19. Structure… Legal Agreements Certification Licenses Government Policies Regulations Compliance

20. Structure… SWOT Strengths Weaknesses Opportunities Threats

21. Structure… Appendix Diagrams Pictures Charts Research papers Etc.

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

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

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

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

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

27. 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

28. 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

29. Writing Tips - Interpret Why should we interpret the facts for our readers? Helps the reader make the best decision Demonstrates our knowledge and skill

30. 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

31. Writing Tips – Both Sides Why should we provide both the pros and the cons of each option? Helps the reader make the best decision Improves our good will

32. 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

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

34. 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”

35. 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

36. Design Tips Bind Neatly

37. Design Tips Use lots of pictures & diagrams

38. Design Tips Use lots of white space

39. 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

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

41. 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?

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

43. 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?

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

45. 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?

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

47. Good Luck! The End