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Gest s5472012-2013-session7-businessplan-131008105634-phpapp02
1.
GEST-S547 Introduction to Entrepreneurship Session
7 – Business Plan Olivier Witmeur November 2012
2.
Desired outcomes of
the session • Understand what a business plan is. • Agenda – Room for deserts – Why a business plan – The content of a business plan GEST-S547 - 2012-2013 © Olivier Witmeur 2
3.
Case #2: Room
for desserts 3
4.
4
5.
THE BUSINESS PLAN 5
6.
Main targets of
a business plan • Prove the quality of the opportunity • Explain the business strategy • Define realistic and measurable targets • Convince potential partners • Create a benchmark for the management team in charge of implementing the plan • …and prove the quality of the entrepreneur who drew the plan GEST-S547 - 2012-2013 © Olivier Witmeur 6
7.
The big questions •
Who is in the management team? • What do you sell? Why is it unique? To what needs do you answer? • Who are the customers? • What are your goals (the strategy)? • What are the main risks? • What are the development stages of the venture? What need to be done (the action plan)? • How do you sell? • How and when go you make profits (the financial plan)? • What is missing before you start? GEST-S547 - 2012-2013 © Olivier Witmeur 7
8.
Typical business plan
structure Management Team Vision Strategy Business Model Production & Supply Chain Sales & Marketing Research & Development Organization & Administration Financial PlanFinancial Plan Opportunity Market & Industry Financing scheme Sensibility analysis Milestones Stages Risk analysis Plan B GEST-S547 - 2012-2013 © 8
9.
MANAGEMENT • The people –
The management team • Bio (CVs as appendixes) • Individual targets and motivations – Boards • Board of Directors • Advisory Board • The story – Where does the project and the people come from? GEST-S547 - 2012-2013 © Olivier Witmeur 9
10.
STRATEGY 1. Long term
vision: BE AMBITIOUS 2. Positioning: BE UNIQUE 3. Core business: FOCUS 4. Market niche: FOCUS + The Business Model: 9 blocks of the business model generation canvas GEST-S547 - 2012-2013 © Olivier Witmeur 10
11.
SALES AND MARKETING •
Marketing mix – Product – Price – Place – Promotion • Sales target List your first 10 customers GEST-S547 - 2012-2013 © Olivier Witmeur 11
12.
PRODUCTION • Scheme, cycles,
organization and methodologies • Internal resources & partners – Owned production facilities versus subcontracting – Production capacity and bottlenecks GEST-S547 - 2012-2013 © Olivier Witmeur 12
13.
RESEARCH & DEVELOPMENT •
Project planning – Deliverables – Risks & potential solutions • Intellectual property • Team and partners involved in the project GEST-S547 - 2012-2013 © Olivier Witmeur 13
14.
ADMINISTRATION • Governance • Future
organization chart • Human Resource management – Corporate culture – Wage and benefit policy – Recruitment, appraisal… • Finances and legal – Who’s in charge – The tools GEST-S547 - 2012-2013 © Olivier Witmeur 14
15.
RISK SECTION • Risk
types: Management Customer Competition Technology Finance Environment Legal … GEST-S547 - 2012-2013 © 15
16.
The perfect business
plan? • A dream team: capable, experienced, committed, adaptable and trustworthy • A unique offering with a proof of concept • An in-depth market research section (i.e. incl. demand, industry and competition) • Focus on one niche market and a strong Sales & Marketing plan • Focus on the core business • Ambition and realism • Clear milestones • Ready for execution • Strong governance • Risks analysis and Plan B included • Financial plan based on a limited set of benchmarked assumptions • Keep it simple VC will add: • Fast and scalable business model • Clear exit strategy GEST-S547 - 2012-2013 © Olivier Witmeur 16
17.
Content of a
Financial Plan • Profit & Loss statement – Sales – Cost of goods sold or Cost of sales Gross Margin – Fixed cost structure : S&M, R&D, G&A – EBIT – Net earnings • Balance sheet: Assets & Liabilities • Cash-flow statements + Benchmarking and sensibility analysis Help to define the security margins GEST-S547 - 2012-2013 © Olivier Witmeur 17
18.
To be continued •
Entrepreneurial growth strategies • More on financings GEST-S547 - 2012-2013 © Olivier Witmeur 18
19.
olivier.witmeur@ulb.ac.be Office: J1-107 (Janson
Building) If urgent & important: Tel +32.2.650.41.61 - Mob. +32.475.68.62.50 NEVER STOP ASKING GEST-S547 - 2012-2013 © Olivier Witmeur 19
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