The One Page Business Plan

1. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
2. THE ONE PAGE BUSINESS PLAN
No plan survives the first
encounter with reality !
Thoughtform 2 of 5

2. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Get started...
The One Page Business Plan
Start with a clean
A4 sheet of paper...

3. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Get started...
...divide it into
5 equally sized
columns.
The One Page Business Plan

4. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
What are we going to do?
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
In column 1, add 5*
bullet points to set
out what the
business is about.
What’s the vision?
*) must be 5, not 4 or 6!!!
The One Page Business Plan

5. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Why are we going to do it?
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
In column 2, add 5*
bullet points setting
out the purpose of
the business.
Why do we want to
do this and why
now?
*) must be 5, not 4 or 6!!!
The One Page Business Plan

6. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
How are we going to do it?
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
HOW?
Which FIVE
statements
best
describes
how the
business will
be run?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
In column 3, add 5*
bullet points setting
out how you are
going to achieve (1).
Think strategy!
*) must be 5, not 4 or 6!!!
The One Page Business Plan

7. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
When are we going to do what?
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
HOW?
Which FIVE
statements
best
describes
how the
business will
be run?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHEN?
Which are
the FIVE
most critical
milestones
to secure
success?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
In column 4, list the
5* most important
milestones.
And they have to
be tangible and
measurable!
*) must be 5, not 4 or 6!!!
The One Page Business Plan

8. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Who is going to do what?
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
HOW?
Which FIVE
statements
best
describes
how the
business will
be run?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHEN?
Which are
the FIVE
most critical
milestones
to secure
success?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHO?
Who are the
FIVE most
important
facilitators
(people or
otherwise)?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
Finally, in column 5,
list the 5* critical
facilitators; whether
people, authorities,
companies, etc.
Who’s going to make
it happen!
Think
accountability!!
*) must be 5, not 4 or 6!!!
The One Page Business Plan

9. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
It’s not as easy as you first think!!
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
HOW?
Which FIVE
statements
best
describes
how the
business will
be run?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHEN?
Which are
the FIVE
most critical
milestones
to secure
success?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHO?
Who are the
FIVE most
important
facilitators
(people or
otherwise)?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
When you have 5*
clear and
unambiguous bullets
in each of the
columns, you have
a very powerful
single-sheet
document that
everyone in the
company need to
understand and
subscribe to...
*) must be 5, not 4 or 6!!!
The One Page Business Plan

10. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
It’s not as easy as you first think!!
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
HOW?
Which FIVE
statements
best
describes
how the
business will
be run?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHEN?
Which are
the FIVE
most critical
milestones
to secure
success?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHO?
Who are the
FIVE most
important
facilitators
(people or
otherwise)?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
...and you can
then expand on
each of the sections
as appropriate.
The One Page Business Plan

11. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
It’s not as easy as you first think!!
WHAT?
Which FIVE
statements
best describe
what the
business is
going to do?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHY?
Which are
the FIVE
most
important
reasons for
the business?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
HOW?
Which FIVE
statements
best
describes
how the
business will
be run?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHEN?
Which are
the FIVE
most critical
milestones
to secure
success?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
WHO?
Who are the
FIVE most
important
facilitators
(people or
otherwise)?
1. Aaaa
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
What about the
budget?
Well, the budget
is not the purpose
of the business, but
without it you don’t
have a business...
...so it should go
into one of the
columns, but
which??
WHEN?
Which are
the FIVE
most critical
milestones
to secure
success?
1. Budget!!
2. Bbbb
3. Cccc
4. Dddd
5. Eeee
The One Page Business Plan

12. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
You’ve done it!!
And don’t forget
that the only
certainty with a
plan is that it will
not happen as
planned! So when
the plan hits
reality, it’s time to
review…
1. Gothenburg based
airline, operating
domestic and
European scheduled
and charter routes;
2. Customer focused
service delivery based
on innovative culture
with the aim to exceed
expectations;
3. Producing flights
based on tried-and-
tested LCC operating
principles;
4. Relentless focus on
safety, best practice ,
environmental
responsibilities and
profitability;
5. Providing an open and
transparent working
environment that
reward and stimulate
individual qualities to
function in results-
oriented team.
1. Secure contracts for
operating the two
existing aircraft
following the
completion of the
current airworthiness
programme;
2. Establish a network
structure for 7 aircraft
based on 6-8 sectors
per day and aircraft
operating 0700-2200;
3. Define a high quality
product aligned to
business and key
leisure destination
travellers;
4. Develop and establish
a strong integrated
identity and brand, and
communicate same to
the target market;
5. Select and appoint
strong management
members to vacant
position and to the
Board of Directors.
1. Lars Welinder *,
Interim MD, overall
project manager and
responsible for
shareholder relations:
2. Marcus Rost to head
the setting up of
commercial and
service delivery
departments;
3. Anders T Eriksson,
Accountable Manager
and head of airline
operations;
4. Niclas Olsson head of
fleet management and
airworthiness;
5. Christian Scheel,
managing the setting
up of the business
infrastructure.
1. There is an existing
and proven market for
a regional airline
based in Gothenburg;
2. Vital systems ,
procedures and
operational manuals
available and ready for
certification;
3. There is a complete
team of postholders
acceptable to the
regulatory authorities;
4. The management team
is strong, competent
and dedicated to the
task in hand, sharing
the critical values of
accountability and all
have a ”point to prove”;
5. There is a drive to
deliver real and
tangible shareholder
values in terms of
financial goals and a
corporate position for
strategic development.
WHAT?
Business Vision
WHY?
Shareholder Values
HOW?
Strategic Outlook
WHEN?
Timeline
WHO?
Key Resources
1. 00/00/00
Completion of
acquisition and
capitalisation of
operating company;
2. 00/00/00
Signing off the
airworthy operation
with regulatory
approval;
3. 00/00/00
Finalising branding
and communications
concept;
4. 00/00/00
Detailed infrastructure
programme, inc office
facilities, business
contracts,
administrative and
operative systems and
web platform;
5. 00/00/00
Detailed marketing
communications
programme and PR
plan.
*) Dates to be agreed
*) LW represents Mango
Aviation Partners Ltd, that
will also provide resources
and services required on an
ad-hoc basis.
The One Page Business Plan

13. © Macaw Management Ltd
www.macawgroup.com
Lars A Chr Welinder
www.linkedin.com/in/larswelinder | www.macawgroup.com
Lars A Chr Welinder
Lars brings some 40 years experience gained from entrepreneurial
and international businesses and management; both “hands-on” and
at board level, including business design, finance, build and launch
and all gained from both the industrialised and developing worlds.
Founded several successful businesses, including a highly awarded
international marketing services group, a global retail services
business and brought a leading edge IT company to a public listing.
For 10 years, Lars has been a Partner of Mango Aviation Partners Ltd and its Director
of Europe, Middle East & Africa and he is the Founder Partner & Managing Director of
Macaw Management Ltd.
He is active as a London City Liveryman in the World Traders’ Company and a Fellow
Member of both the Chartered Institute of Marketing and the Institute of Directors.
www.linkedin.com/in/larswelinder
Macaw Management Ltd
lars.welinder@macawgroup.com
www.macawgroup.com