The	
  Business	
  Plan	
  and	
  Other	
  
Strategic	
  Communica7on	
  Tools	
  
me	
  
–  Venture	
  capital	
  
–  Founder	
  
–  Opera1ng	
  execu1ve	
  
–  Investor	
  
–  Mentor	
  
The purpose of business
is to create and keep a
customer.
- Peter Drucker
A	
  few	
  reasons	
  companies	
  fail	
  
• 
• 
• 
• 
• 
• 
• 

Misunderstanding	
  what	
  customers	
  want	
  
Under...
Business	
  Planning	
  Helps	
  Avoid	
  Failure	
  
Business	
  Planning	
  and	
  
Communica7on	
  Tools	
  
• 
• 
• 
• 
	
  

Elevator	
  Pitch	
  
Execu1ve	
  Summary	
  
...
Principles	
  for	
  Business	
  Planning	
  
and	
  Communica7on	
  
Factual	
  
Dynamic	
  
Visually	
  compelling	
  
C...
The	
  Elevator	
  Pitch	
  
  hMp://www.youtube.com/watch?v=Tq0tan49rmc	
  
The	
  Execu7ve	
  Summary	
  
• 
• 
• 
• 
• 
• 

Most	
  important	
  part	
  of	
  a	
  business	
  plan	
  
Write	
  it...
Essen1al	
  Parts	
  of	
  the	
  Business	
  Plan	
  
Execu7ve	
  
Summary	
  
Financials	
  
&	
  
Projec7ons	
  

Compa...
Company	
  Overview	
  
•  “About	
  Us”	
  
•  Describe	
  clearly	
  and	
  concisely	
  
•  Make	
  sure	
  the	
  read...
Market	
  Analysis	
  

Research	
  
market	
  

Select	
  
target	
  
market	
  

Project	
  

Write	
  
market	
  
analy...
Customer	
  Analysis	
  
The purpose of business is
to create and keep a
customer.
- Peter Drucker
Compe11ve	
  Analysis	
  

List	
  of	
  
Compe1tors	
  

Compe1tor	
  
Product	
  
Summary	
  

Compe1tor	
  
Strengths	
...
Marke1ng	
  Plan	
  -­‐	
  The	
  Four	
  Ps	
  
Corporate	
  Objec1ves	
  
Marke1ng	
  Strategy	
  

Product	
  

Promo1o...
Opera1ons	
  Plan	
  
Possible	
  Components	
  
Opera1ng	
  
facili1es	
  and	
  
equipment	
  

Produc1on	
  and	
  
ope...
The	
  Team	
  
Financials	
  
•  Don’t	
  ignore	
  financials	
  –	
  they	
  are	
  CRITICAL	
  
•  It	
  isn’t	
  the	
  spreadsheet	
 ...
Financials	
  con7nued…	
  
•  Must	
  be	
  able	
  to	
  show:	
  
–  	
  expected	
  revenues	
  
–  Expenses	
  
–  Ho...
Things	
  you	
  ABSOLUTELY	
  MUST	
  
REMEMBER	
  
Jane’s	
  Rule	
  #1:	
  
It’s	
  NOT	
  All	
  About	
  the	
  Technology	
  
Jane’s	
  Rule	
  #2:	
  

You	
  MUST	
  Understand	
  Your	
  Market	
  
Jane’s	
  Rule	
  #3:	
  

Yes,	
  You	
  Have	
  Compe77on	
  
Jane’s	
  Rule	
  #4:	
  

Think	
  Hard	
  About	
  Your	
  Exit	
  Strategy	
  
Jane’s	
  Rule	
  #5:	
  

Realis7c	
  Valua7on	
  is	
  Important	
  
Jane’s	
  Rule	
  #6:	
  

Don’t	
  Ignore	
  Milestones	
  
Jane’s	
  Rule	
  #7:	
  

Keep	
  Your	
  Wri7ng	
  Clu]er-­‐Free	
  
Jane’s	
  Most	
  Important	
  Rule:	
  

Tell	
  Your	
  Story!	
  

“If a story is not about the
hearer, he will not lis...
Business Plan and other Communication Tools - Entrepreneurship 101 (2013/2014)
Business Plan and other Communication Tools - Entrepreneurship 101 (2013/2014)
Upcoming SlideShare
Loading in …5
×

Business Plan and other Communication Tools - Entrepreneurship 101 (2013/2014)

2,307 views

Published on

This lecture presents tips, examples, techniques and tools for building the four essential communication documents for entrepreneurs including:

-The Elevator Pitch
-Executive Summary
-Company Presentation
-Business Plan

Learn how to create these communication tools and how to use them effectively to grow your business from an idea to a funded business.

Published in: Business, Economy & Finance
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,307
On SlideShare
0
From Embeds
0
Number of Embeds
592
Actions
Shares
0
Downloads
154
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Business Plan and other Communication Tools - Entrepreneurship 101 (2013/2014)

  1. 1. The  Business  Plan  and  Other   Strategic  Communica7on  Tools  
  2. 2. me   –  Venture  capital   –  Founder   –  Opera1ng  execu1ve   –  Investor   –  Mentor  
  3. 3. The purpose of business is to create and keep a customer. - Peter Drucker
  4. 4. A  few  reasons  companies  fail   •  •  •  •  •  •  •  Misunderstanding  what  customers  want   Underes1ma1ng  the  compe11on   Not  enough  differen1a1on  in  the  market   Underes1ma1ng  1me  and  effort  to  revenue   Lack  of  financial  planning   Poor  leadership   Bad  partners  
  5. 5. Business  Planning  Helps  Avoid  Failure  
  6. 6. Business  Planning  and   Communica7on  Tools   •  •  •  •    Elevator  Pitch   Execu1ve  Summary   Financials   Business  Plan  
  7. 7. Principles  for  Business  Planning   and  Communica7on   Factual   Dynamic   Visually  compelling   Consistent,  concise,  clear   Audience-­‐centric   Easy  to  understand  
  8. 8. The  Elevator  Pitch     hMp://www.youtube.com/watch?v=Tq0tan49rmc  
  9. 9. The  Execu7ve  Summary   •  •  •  •  •  •  Most  important  part  of  a  business  plan   Write  it  last   1  –  2  pages   Tell  your  story!   Emphasize  the  business  opportunity   Capture  investor’s  imagina1on/interest   or  lose  them  forever  
  10. 10. Essen1al  Parts  of  the  Business  Plan   Execu7ve   Summary   Financials   &   Projec7ons   Company   Overview   Market   Analysis   Team   Business  Plan   Customer   Analysis   Opera7ons   Plan   Marke7ng   Plan   Compe77ve   Analysis  
  11. 11. Company  Overview   •  “About  Us”   •  Describe  clearly  and  concisely   •  Make  sure  the  reader  understands  what  your   company  does  
  12. 12. Market  Analysis   Research   market   Select   target   market   Project   Write   market   analysis  
  13. 13. Customer  Analysis   The purpose of business is to create and keep a customer. - Peter Drucker
  14. 14. Compe11ve  Analysis   List  of   Compe1tors   Compe1tor   Product   Summary   Compe1tor   Strengths   and   Weaknesses   Compe1tor   Strategies   and   Objec1ves  
  15. 15. Marke1ng  Plan  -­‐  The  Four  Ps   Corporate  Objec1ves   Marke1ng  Strategy   Product   Promo1on   Price   Partnerships   Place  
  16. 16. Opera1ons  Plan   Possible  Components   Opera1ng   facili1es  and   equipment   Produc1on  and   opera1ng   procedures   Compliance  with   regula1ons   Supplies,  prices,   terms,  condi1ons,   alternates   Inventory   management   Quality  control   Customer  service   Web  hos1ng   Website   development  
  17. 17. The  Team  
  18. 18. Financials   •  Don’t  ignore  financials  –  they  are  CRITICAL   •  It  isn’t  the  spreadsheet  that  is  important,  it  is  the   thinking  behind  it   •  You  can’t  possibly  understand  your  business  poten1al   if  you  haven’t  forecasted   •  Yes,  it’s  hard  to  forecast  for  an  early  stage  company   •  Yes,  they’re  going  to  be  wrong   •  Show  what  you  have  anyway  and  explain  your   assump1ons   •  Be  able  to  explain  EVERY  number  instantaneously  
  19. 19. Financials  con7nued…   •  Must  be  able  to  show:   –   expected  revenues   –  Expenses   –  How  much  funding  company  needs   –  When  you  need  funding   –  How  lenders  will  be  paid  pack/investors  will   receive  a  return  on  their  investment  
  20. 20. Things  you  ABSOLUTELY  MUST   REMEMBER  
  21. 21. Jane’s  Rule  #1:   It’s  NOT  All  About  the  Technology  
  22. 22. Jane’s  Rule  #2:   You  MUST  Understand  Your  Market  
  23. 23. Jane’s  Rule  #3:   Yes,  You  Have  Compe77on  
  24. 24. Jane’s  Rule  #4:   Think  Hard  About  Your  Exit  Strategy  
  25. 25. Jane’s  Rule  #5:   Realis7c  Valua7on  is  Important  
  26. 26. Jane’s  Rule  #6:   Don’t  Ignore  Milestones  
  27. 27. Jane’s  Rule  #7:   Keep  Your  Wri7ng  Clu]er-­‐Free  
  28. 28. Jane’s  Most  Important  Rule:   Tell  Your  Story!   “If a story is not about the hearer, he will not listen. And here I make a rule—a great and interesting story is about everyone or it will not last.” - John Steinbeck

×