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Business Plan Template created by former Deloitte Management Consultants

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Business Plan Template created by former Deloitte management consultants and talented designers.

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Business Plan Template created by former Deloitte Management Consultants

  1. 1. Business Plan Template By Former Deloitte Management Consultants
  2. 2. 2 www.slidebooks.com2 Objective of this document Save time and make the difference by using a Business Plan Template in editable PowerPoint slides created by former Deloitte management consultants and talented designers “ ”
  3. 3. 3 www.slidebooks.com3 Agenda Business Plan definition Business Plan key success factors 1 2 Business Plan template3
  4. 4. 4 www.slidebooks.com4 Business Plan definition A business plan is a “must” when launching a new business or changing an existing business. It is a tool that helps to decide whether or not to invest money, resources and time to reach a set of goals The audience of a business plan can be internal (CEO, C-suite, executive managers, etc.) or external (investors, donors, customers, etc.) A business plan is a formal document which describes a set of achievable objectives and how to reach them ... a good business plan can help to make a good business credible, understandable, and attractive to someone who is unfamiliar with the business. Writing a good business plan can’t guarantee success, but it can go a long way toward reducing the odds of failure1 1. Eric S. Siegel, Brian R. Ford, Jay M. Bornstein (1993), 'The Ernst & Young Business Plan Guide' (New York: John Wiley and Sons) “ ”
  5. 5. 5 www.slidebooks.com5 An effective business plan needs to answer the following top 10 questions: • What is your current situation? • Who are the key players? • What is your goal? • How will you differentiate yourself? • How will you reach this goal? • What will be your marketing plan? • What do you offer? • What are the economics of your business? • How big is the business you are entering? • What is the capital requirement to get your business started? Effective Business Plan Business Plan definition
  6. 6. 6 www.slidebooks.com6 Agenda Business Plan definition Business Plan key success factors 1 2 Business Plan template3
  7. 7. 7 www.slidebooks.com7 Business Plan key success factors (1/5) A business plan has to be… …well structured …simple …concise 1 2 3 …visually attractive 4 Click here to download the editable PowerPoint version at www.slidebooks.com
  8. 8. 8 www.slidebooks.com8 Business Plan key success factors (2/5) A business plan has to be… • Before starting to write down your business plan, you need to identify the key sections and subsections you need to provide…or just copy paste the overall structure that our team of management consultants recommend in the following slides …well structured 1
  9. 9. 9 www.slidebooks.com9 A business plan has to be… • Your business plan should be understood by a 15 year old kid. If it’s not the case it means that either your business idea is not clear enough in your head, or that the sentences and words you use are too complex  If your idea is not clear enough in your head, you need to keep brainstorming until you find the perfect sequence of words that will be easily understood by anyone  Don’t try to prove to your audience that you are smart by using complex sentences and words. This is business, not literature! If one third of the population needs to read your sentence twice, you failed to communicate efficiently! …simple 2 Business Plan key success factors (3/5)
  10. 10. 10 www.slidebooks.com10 A business plan has to be… • Don’t provide a 100+ page business plan to your audience. The CEO, executive managers or investment bankers don’t have time to read so many pages and they will not rate your business idea according to the number of pages you have written. You need to demonstrate your ability to synthesize. Your can write a long version for yourself but for your audience you need to be straight to the point • Use diagrams and charts as they are “worth a thousand words” …concise 3 Business Plan key success factors (4/5)
  11. 11. 11 www.slidebooks.com11 A business plan has to be… • The form of your business plan is as important as the content • By inserting beautiful diagrams, charts and pictures in your business plan, you will:  Provide a good first impression to your audience  Save the time of your readers  Provide a pleasant reading experience to your audience  Send your business plan in PDF to avoid the format change that may appear if your audience has a different version of PowerPoint or Keynote …visually attractive 4 Business Plan key success factors (5/5)
  12. 12. 12 www.slidebooks.com12 Agenda Business Plan definition Business Plan key success factors 1 2 Business Plan template3
  13. 13. 13 www.slidebooks.com13 Overall guiding principles
  14. 14. 14 www.slidebooks.com14 Business Plan Company Name: Date: Founders/Owners: Address: Email: Phone: Example name 08/10/2014 John Example 4 Example Road, New York Example@business.com 04 20 30 40 50
  15. 15. 15 www.slidebooks.com15 Table of content 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  16. 16. 16 www.slidebooks.com16 1. Executive summary 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  17. 17. 17 www.slidebooks.com17 1. Executive summary Guiding principles (1/2) …to be short (1-2 slides) …to be done at the very end, even if it is the first section of your business plan …to be very convincing, as some stakeholders may not have/take time to read the rest of your document An executive summary needs… …to be well structured
  18. 18. 18 www.slidebooks.com18 1. Executive summary Guiding principles (2/2) An executive summary should answer some key questions such as:  What is your idea?  Why is it a good idea?  What products and services do you offer?  Who are your customers?  Who are your key competitors?  What is your marketing plan?  What is your Organizational plan?  What are your financial projections?
  19. 19. 19 www.slidebooks.com19 • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text • Replace by your own text 1. Executive summary Template • Main conclusion Title Context, idea and rationale Mission Statement, Goals and Objectives Market Analysis Competitor Analysis Marketing Plan Financial Plan Timeline Organizational Plan
  20. 20. 20 www.slidebooks.com20 2. Context, idea and rationale 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  21. 21. 21 www.slidebooks.com21 2. Context, idea and rationale Template (1/2) Insert a description of your background or your organization background (professional experience, skills, etc.) Insert the origin of your idea Insert a brief description of your idea Background Idea description Click here to download the editable PowerPoint version at www.slidebooks.com
  22. 22. 22 www.slidebooks.com22 2. Context, idea and rationale Template (2/2) Reason #1 title (e.g. high potential customer demand) Reason #2 title (e.g. Distribution competitive advantage) Reason #3 title (e.g. Low cost) Describe the reason #1 Describe the reason #2 Describe the reason #3 Rationale Insert the key reasons which explain why you think it is a good idea
  23. 23. 23 www.slidebooks.com23 3. Mission statement, goals and objectives 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  24. 24. 24 www.slidebooks.com24 3. Mission statement, goals and objectives Template • Define the purpose and the scope of the organization • Provide long-term direction • Reflect your beliefs, values and priorities Mission • State what must be done to accomplish mission • Identify targets • Serve as guide for objective setting Goal • Restate goal into operational terms • Quantify what and when results will be achieved Objective #1 • Restate goal into operational terms • Quantify what and when results will be achieved Objective #2 • Restate goal into operational terms • Quantify what and when results will be achieved Objective #3
  25. 25. 25 www.slidebooks.com25 4. Market analysis 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  26. 26. 26 www.slidebooks.com26 4. Market analysis 4.1.Target market - Template • Describe in this text block your target market(s), that is to say the group of customers that you want to market your products to. • To identify your target market(s), you can use customer segmentations such as: o Geographic segmentation o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in the family life cycle) o Attitudes o Psychological profiles • If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target markets Target Market description
  27. 27. 27 www.slidebooks.com27 4. Market analysis 4.2.Target market size - Template • Estimate the Total Available Market (TAM) size • TAM refers to the global revenue opportunity available for a product or service • Some sources of information such as government data, trade associations, financial data from major players and customer surveys should help you to provide a rough estimation Total Available Market (TAM) Total Available Market (TAM) Serviceable Available Market (SAM) • Estimate the Serviceable Available Market (SAM) size • SAM refers to the percentage of the Total Available Market (TAM) that you can actually serve Serviceable Available Market (SAM) • Estimate your Target Market size based on your estimation of the TAM and SAM size • Target market refers to the group of customers that you want to market your products to Your Target MarketTarget Market Market Share • Estimate your market share (in percentage and dollars) based on your unique selling proposition and marketing plan • Your market share refers to a percentage of your target market Your Market Share
  28. 28. 28 www.slidebooks.com28 4. Market analysis 4.3.Target market growth - Template • Estimate the Total Available Market (TAM) revenue growth Total Available Market (TAM) Total Available Market (TAM) Serviceable Available Market (SAM) • Estimate the Serviceable Available Market (SAM) revenue growth Serviceable Available Market (SAM) • Estimate your Target Market revenue growth Your Target MarketTarget Market Market Share • Estimate your market share growth Your Market Share • A simple way of forecasting the market growth is to extrapolate historical data into the future • A more accurate way is to study growth drivers such as demographic information and sales growth in complementary products - 10% every year between 2014 and 2020 + 1% every year between 2014 and 2020 + 10% every year between 2014 and 2020 + 2% every year between 2014 and 2020
  29. 29. 29 www.slidebooks.com29 4. Market analysis 4.4.Market profitability - Guiding principles The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market or industry by analyzing the forces acting upon it: Rivalry • British Airways • British Midland • Dan Air Bargaining power of Suppliers • Fuel companies • Aircraft companies • Labor • Catering suppliers Bargaining power of Buyers • Business travellers • Pleasure travellers Threat of new entrants • Foreign airlines • National airlines • New companies Threat of Substitute products • Bus, Rail, Car • Video conferencing Example of the Porter’s five forces tool applied in the airline industry
  30. 30. 30 www.slidebooks.com30 4. Market analysis 4.4.Market profitability - Template (1/2) The Porter’s Five Forces tool is helpful to assess the attractiveness and profitability of a market by analyzing the forces acting upon it: Rivalry • Insert a brief description Bargaining power of Suppliers • Insert a brief description Bargaining power of Buyers • Insert a brief description Threat of new entrants • Insert a brief description Threat of Substitute products • Insert a brief description
  31. 31. 31 www.slidebooks.com31 4. Market analysis 4.4.Market profitability - Template (2/2) • Insert a more comprehensive description Bargaining power of Suppliers • Insert a more comprehensive description Bargaining power of Buyers • Insert a more comprehensive description Rivalry among firms • Insert a more comprehensive description Threat of Substitute products • Insert a more comprehensive description Threat of new entrants
  32. 32. 32 www.slidebooks.com32 4. Market analysis 4.5.Market trends - Guiding principles
  33. 33. 33 www.slidebooks.com33 4. Market analysis 4.5.Market trends - Template • Insert the description of the trend #1 Insert the title of the trend #1 • Insert the description of the trend #2 Insert the title of the trend #2 • Insert the description of the trend #3 Insert the title of the trend #3
  34. 34. 34 www.slidebooks.com34 4. Market analysis 4.6.Key success factors (KSF) - Guiding principles
  35. 35. 35 www.slidebooks.com35 4. Market analysis 4.6.Key success factors (KSF) - Template • Insert the description of the KSF #1Insert the title of the KSF #1 • Insert the description of the KSF #2Insert the title of the KSF #2 • Insert the description of the KSF #3Insert the title of the KSF #3
  36. 36. 36 www.slidebooks.com36 5. Competitor analysis 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  37. 37. 37 www.slidebooks.com37 5. Competitor analysis 5.1.Competitor identification - Template • Competitor A • Competitor B • Competitor C • Competitor D 1.Key National Competitors • Competitor E • Competitor F • Competitor G • Competitor H 2.Key International Competitors • Competitor L • Competitor M • Competitor N • Competitor O 4.New Entrants • Competitor I • Competitor J • Competitor K 3.Substitutes Split your competitors in meaningful categories aligned with your scope
  38. 38. 38 www.slidebooks.com38 5. Competitor analysis 5.2.Competitor comparison - Template (1/2) Criteria Revenue Profit Market share Main activity Number of employee Product quality Insert your own text Competitor A Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Competitor B Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Competitor D Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Compare your competitors with relevant criteria
  39. 39. 39 www.slidebooks.com39 5. Competitor analysis 5.2.Competitor comparison - Template (2/2) 0 0.5 1 1.5 2 2.5 3 3.5 4 Competitor A Competitor B Competitor C Competitor D Competitor E Revenue Profit Competitor Revenue and Profit Insert your key message You can edit the data chart with the following process: >Double click on the graph > click Design > Click on “Edit Data” >Update the table with your own data
  40. 40. 40 www.slidebooks.com40 5. Competitor analysis 5.3.Competitor positioning - Template 20 15 10 5 0 -5 A B C Gaining market share Losing market share Average market growth 0 10 20 30 40 50 CompanyGrowth(%) Market Share (%) = $ xx million in sales Insert your key message 60 Position your competitors with a 2 by 2 or 3 by 3 matrix using relevant criteria D
  41. 41. 41 www.slidebooks.com41 5. Competitor analysis 5.4.Competitor ranking - Template Rank your top 3 competitors and insert their logo in the slide
  42. 42. 42 www.slidebooks.com42 5. Competitor analysis 5.5.Key findings - Template • Insert the description of the key finding #1 Insert the title of the key finding #1 • Insert the description of the key finding #2 Insert the title of the key finding #2 • Insert the description of the key finding #3 Insert the title of the key finding #3 Click here to download the editable PowerPoint version at www.slidebooks.com
  43. 43. 43 www.slidebooks.com43 6. Marketing plan 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  44. 44. 44 www.slidebooks.com44 Target Market 6. Marketing plan 6.1.Overview - Template The Marketing Plan will cover the 4 Ps: Promotion Product Place Price
  45. 45. 45 www.slidebooks.com45 6. Marketing plan 6.2.Product - Guiding principles A brief description of your product range A brief description of your product categories A description of your key products including: 1. Product Attributes: characteristics by which products are identified and differentiated. It usually comprise features, shapes, colors, functions and uses 2. Customer Benefits: a product attribute expressed in terms of what the user gets from the product rather than its physical characteristics or features 3. Price: A product is worth as much as people are willing to pay for it. The amount your target market is prepared to pay for your products/services depends on your target market's budget and the product attributes 4. Unique Selling Proposition (USP): It defines your company’s unique position in the marketplace. It is an often overlooked but very important element of creating a business that customers love. A strong unique selling proposition allows you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal group of customers The product section needs:
  46. 46. 46 www.slidebooks.com46 6. Marketing plan 6.2.Product - Template (1/3) Product category #1 Describe your product category with your own text Product A Product B Product E Product F Product category #3 Describe your product category with your own text Product range Describe your product range with your own text Product C Product D Product category #2 Describe your product category with your own text
  47. 47. 47 www.slidebooks.com47 6. Marketing plan 6.2.Product - Template (2/3) Product A Product B Product C Use your own text for describing the key attributes of your product Description (key attributes) Use your own text Key Customer Benefits Use your own text (note: different products can have the same USP) Unique Selling Proposition (USP) Use your own text for describing the key attributes of your product Use your own text Use your own text (note: different products can have the same USP) Use your own text for describing the key attributes of your product Use your own text Use your own text (note: different products can have the same USP)
  48. 48. 48 www.slidebooks.com48 6. Marketing plan 6.2.Product - Template (3/3) Product D Product E Product F Use your own text for describing the key attributes of your product Description (key attributes) Use your own text Key Customer benefits Use your own text (note: different products can have the same USP) Unique selling proposition (USP) Use your own text for describing the key attributes of your product Use your own text Use your own text (note: different products can have the same USP) Use your own text for describing the key attributes of your product Use your own text Use your own text (note: different products can have the same USP)
  49. 49. 49 www.slidebooks.com49 6. Marketing plan 6.3.Pricing - Guiding principles (1/3) Set the price regarding your production cost, your distribution cost and your expected profit margin E.g. it may cost $100 to produce a product and the company adds 20% as a profit margin so the selling price would be $120.00 1. Cost plus pricing Set a low price to increase sales and market share. Once market share has been captured the firm may then increase their price E.g. a television satellite company sets a low price to get subscribers then increases the price as their customer base increases 2. Penetration pricing strategy Set a price in comparison with competitors E.g. Conduct a competitor analysis and decide whether or not you want to set a higher, lower or the same price as them. If you have a significant competitive advantage you may want to set a higher price 4. Competition based pricing Set the price regarding the value perceived by the customer. A market survey may help you to set up the right price 3. Value-based pricing Top 10 pricing strategies that can help you to set the price of your products Set an initial high price and then slowly lower the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer E.g. Apple, with its Iphone products, uses a skimming pricing strategy 5. Skimming pricing
  50. 50. 50 www.slidebooks.com50 6. Marketing plan 6.3.Pricing - Guiding principles (2/3) Set different prices for different products within the same product range in order to reach different target markets E.g. Peugeot sells different cars at different prices 6. Product line pricing Set a price according to the customers’ psychology E.g. a product can be charged $99 instead of $100 7. Psychological pricing Set the same price as your main competitors in order to avoid price wars and maintain a moderate but stable level of profit E.g. Some telecom companies are using a Status Quo pricing 9. Status Quo Pricing Set a high price to reflect the exclusiveness of your product E.g. Ferrari uses a premium pricing strategy 8. Premium pricing Set optional pricing by presenting a low base price that is capable of attracting customers while maintaining the possibility of selling costly add-ons later E.g. Computer printers often have a very low initial entry price, while the cost of printer ink cartridges is substantial 10. Optional Pricing Top 10 pricing strategies that can help you to set the price of your products
  51. 51. 51 www.slidebooks.com51 6. Marketing plan 6.3.Pricing - Guiding principles (3/3) The quoted price to end users is known as the list price. This price can however be discounted for a period of time or for some customers. There are mainly 4 types of discount strategies: When the customer purchases in large quantities 1. Quantity discount Based on the time that the purchase is made and designed to reduce seasonal variation in sale 2. Seasonal discounts A short-term discounted price offered to stimulate sales 4. Promotional discount When the customer pays his bill before a specified date 3. Cash discount
  52. 52. 52 www.slidebooks.com52 6. Marketing plan 6.3.Pricing - Template • Describe your pricing strategy which can be a combination of the several pricing strategies described in the previous slides • Explain why you think it is the right strategy (e.g. “It will reflect the exclusiveness of our products…”) Pricing Strategy Insert the product A price Product A Insert the product B price Product B Insert the product C price Product C Insert the product D price Product D Insert the product E price Product E Insert the product F price Product F • Describe your discount strategy which can be a combination of several discount strategies described in the previous slides • Explain why you think it is the right discount strategy Discount Strategy Product price If you have a lot of products, only mention the key ones
  53. 53. 53 www.slidebooks.com53 • Paying an organization to use your brand or logo. The most common use of sponsorship is with sporting events such as the Olympics games • Promoting and selling your services online using various forms of marketing techniques such as banner advertisements, social media and search engine optimization • Direct marketing method in which carefully targeted prospects (chosen on the basis of age, income, location, profession, buying pattern, etc.) are presented with custom tailored offers for products or services through mail or email • Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public • Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers. • Selling a product service one to one • Any non personal paid form of communication using any form of mass media such as TV, radio, print and outdoor medias 6. Marketing plan 6.4.Promotion - Guiding principles There are 7 key types of promotion: Advertising Public Relations Sales Promotion Personal Selling Direct Mail Sponsorship Internet and Mobile Marketing
  54. 54. 54 www.slidebooks.com54 6. Marketing plan 6.4.Promotion - Template (1/2) • Insert your promotional purpose Promotional purpose • Insert your annual budget (it can be express as a percentage of your revenue) Annual Budget Advertising (40% of the budget) Public relations (20% of the budget) Sales Promotion (10% of the budget) Personal selling (30% of the budget) Direct Mail Sponsorship Internet Marketing   X  XX
  55. 55. 55 www.slidebooks.com55 • Describe your personal selling strategy • Describe your sales promotion strategy • Describe your Public relations strategy • Describe your advertising strategy 6. Marketing plan 6.4.Promotion - Template (2/2) Advertising (40% of the budget) Public relations (20% of the budget) Sales Promotion (10% of the budget) Personal selling (30% of the budget) Zoom on the type of promotion used:
  56. 56. 56 www.slidebooks.com56 6. Marketing plan 6.5.Place - Guiding principles Click here to download the editable PowerPoint version at www.slidebooks.com
  57. 57. 57 www.slidebooks.com57 6. Marketing plan 6.5.Place - Template (1/6) • Describe in this text block your production plan • This part should answer questions such as: o What plant and equipment will you need to operate your business? o How will you plan to finance your plant and equipment (rental, lease or buy)? o What will be the ongoing operating costs and maintenance requirements? o Where will you produce your products? o How will you manufacture your products? o When will you manufacture your products? o In which quantity will you produce? o Which raw material will you need? o Who will be your suppliers and what terms do they offer? o What will be the overall cost of production? o What will be the cost of production per unit? o Have you documented standard procedures? o What quality control measures will you use? o Do you have any strategies for new product development? o Where will you store your products before distribution? o What are your storage requirements (e.g. capacity, access, regulations, safety, product deterioration)? o What inventory control system will you use? Production plan
  58. 58. 58 www.slidebooks.com58 6. Marketing plan 6.5.Place - Template (2/6) • Describe in this text block your distribution plan • This part should answer questions such as:  Where will you distribute your products? Why?  How will you distribute your products?  When will you distribute your products?  Who will be your main clients/customers?  What will be the overall cost of distribution?  What will be the cost of distribution per unit? Distribution plan
  59. 59. 59 www.slidebooks.com59 6. Marketing plan 6.5.Place - Template (3/6) Production site Planes and trucks Wholesalers Worldwide production and distribution map1 1.Hundreds of maps are available on www.slidebooks.com
  60. 60. 60 www.slidebooks.com60 6. Marketing plan 6.5.Place - Template (4/6) Production site Planes and trucks Wholesalers United States production and distribution map1 1.Hundreds of maps are available on www.slidebooks.com
  61. 61. 61 www.slidebooks.com61 6. Marketing plan 6.5.Place - Template (5/6) Production site Trains and trucks Wholesalers Australian production and distribution map1 1.Hundreds of maps are available on www.slidebooks.com
  62. 62. 62 www.slidebooks.com62 6. Marketing plan 6.5.Place - Template (6/6) If you have a website, insert a description of your online and mobile distribution strategy Online and mobile distribution Insert print screens of your website
  63. 63. 63 www.slidebooks.com63 7. Organizational plan 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  64. 64. 64 www.slidebooks.com64 7. Organizational plan 7.1.Team of founders - Template Insert your profession Insert a summary of your professional experience 1998-2000: Provide details about your professional experience and education 2000-2010: Provide details about your professional experience and education Provide details about your professional experience and education John Example
  65. 65. 65 www.slidebooks.com65 7. Organizational plan 7.2.Business legal form - Template • Describe the legal form of your organization (sole trader, LLC, Ltd, etc.) • Explain why you chose this legal form
  66. 66. 66 www.slidebooks.com66 7. Organizational plan 7.3.Organizational form - Template • Describe the organizational form you would like to create in your company (matrix organization, functional organization, etc.) • Explain why you would like to create this organizational form Label Text Label Text Label Text Label Text Label Text Label Text Label Text Label Text
  67. 67. 67 www.slidebooks.com67 7. Organizational plan 7.4.Key personnel - Template Describe position Position Insert your own text Skills and ExperienceName Insert name Describe position Insert your own textInsert name Describe position Insert your own textInsert name Describe position Insert your own textInsert name Describe position Insert your own textInsert name Insert your own text Annual Wage Insert your own text Insert your own text Insert your own text Insert your own text
  68. 68. 68 www.slidebooks.com68 7. Organizational plan 7.5.Key external contacts - Template Accountant Profession Insert your own text Contact detailsName Insert name Lawyer Insert your own textInsert name Bankers Insert your own textInsert name Consultants Insert your own textInsert name Insurance company Insert your own textInsert name Insert your own text Fees Insert your own text Insert your own text Insert your own text Insert your own text
  69. 69. 69 www.slidebooks.com69 7. Organizational plan 7.6.Office and plant locations - Template Describe the location of your different offices and plants Headquarter Plants
  70. 70. 70 www.slidebooks.com70 8. Financial plan 1. Executive summary 2. Context, idea and rationale 3. Mission statement, goals and objectives 4. Market analysis 4.1. Target market 4.2. Market size 4.3. Market growth 4.4. Market profitability 4.5. Market trends 4.6. Key success factors 5. Competitor analysis 5.1. Competitor identification 5.2. Competitor comparison 5.3. Competitor positioning 5.4. Competitor ranking 5.5 key findings 6. Marketing plan 6.1. Overview 6.2. Product 6.3. Price 6.4. Place 6.5. Promotion 7. Organizational plan 7.1. Team of founders 7.2. Business legal form 7.3. Organizational form 7.4. Key personnel 7.5. Key external contacts 7.6. Office and plant locations 8. Financial plan 8.1. Overview 8.2. Set-up costs 8.3. Start-up capital 8.4. Profit and loss forecast 8.5. Cash flow forecast 8.6. Balance sheet forecast 8.7. Financial ratios 9. Action plan 10. Exhibits
  71. 71. 71 www.slidebooks.com71 8. Financial plan 8.1.Overview - Guiding principles
  72. 72. 72 www.slidebooks.com72 8. Financial plan 8.1.Overview - Template Financial Plan Start-up capital Financial ratios Profit and loss forecast Balance sheet forecast Cash Flow forecast Set-up costs
  73. 73. 73 www.slidebooks.com73 8. Financial plan 8.2.Set-up costs - Guiding principles Click here to download the editable PowerPoint version at www.slidebooks.com
  74. 74. 74 www.slidebooks.com74 8. Financial plan 8.2.Set-up costs - Template Accountant's fees $100 Solicitor's fees $100 Business registration $100 Domain name registration $50 Insurance $400 Licences $400 Workers compensation $800 Total $1,950 Lease deposit $1,000 Advance rent $1,000 Stationery and office supplies $500 Equipment $100 Vehicles $5,000 Telecommunications $400 Computers and software $1,000 Total $9,000 Advertising and promotion $1,000 Raw materials and supplies $1,000 Working capital $500 Total $2,500 I.Setting up the business II.Setting up the premises and equipement III.Starting Operations I.Setting up the business $1,950 II.Setting up the premises and equipement $9,000 III.Starting Operations $2,500 Total (I+II+III) $13,450 IV.Total Set-up costs Insert your key message (e.g. Our total set-up costs will be $13,450) Example of figures that you will have to replace by your own figures
  75. 75. 75 www.slidebooks.com75 Presentation Remaining Slides Screenshot Click here to download the editable PowerPoint version at www.slidebooks.com
  76. 76. 76 www.slidebooks.com76 Click here to download the whole presentation (96 slides) in an editable PowerPoint version at www.slidebooks.com

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