This document provides tips and suggestions for effectively communicating a business plan and presentation. It emphasizes painting a clear picture of the customer needs being addressed, focusing on the value proposition and competitive advantages, and progressing the narrative in a logical sequence. Traits of the entrepreneur and milestones should be conveyed to build trust. Myths and platitudes should be avoided, and the plan should reflect realism, feasibility and opportunities for growth. An effective plan tells a compelling story and connects all elements in a consistent manner.

1. Business Planning & Presenting:
Communicate, Connect, Convince
By: Ron Hash
For: RampCorp
Date: February 13, 2012
Texas State SBDC 2012

2. My Observation
Investor Partner/Customer Lender
Traits & Messages &
Characteristics Impressions
You Your Plan Your Business Your Website
Business Plan One-on-One Presentation
Texas State SBDC 2012

3. Your Objective
Reconsider
NO !
Inform, Hook, Reel
• I Don’t Know You ? • How Can I Help ?
• I Don’t Know This Business? • What are the Next Steps ?
• Why Should I Even Care ? • Where Do I Send the Check ?
Remember …
• It’s all about the Business (Opportunity, Customer, Product)
What is the Need or Problem You are Solving
• Turn Your Head Around – Consider Your Audience’s Perspective
• It’s all about You, and It’s Not About You (Focus on Now & Beyond)
What is Your Solution, Differentiation, Market Position
What is Your Value Proposition & Strategic Advantage
• It’s all about the Money !!!
Texas State SBDC 2012

4. Paint a Visual
Who Is Your Customer? Market?
What is the Need or Problem?
OPPORTUNITY
Who Are You? What is Your Business?
What is Your Product or Service?
Context ..
Socioeconomic, Temporal,
Geographic, Industry,
Ask Yourself … Regulatory, Competitive
Who Really Cares & Why?
How Will You Reach Them?
Why Isn’t Anyone Else Doing This?
Texas State SBDC 2012

5. Progress Logically
1. Introduction
– Who We Are, What We Do
2. Here is Our Customer/Market, Need/Problem
– Demographically & Psychographically
3. Make it Real (A Breather)
– Example, Anecdote, Quote, Statistic
4. Here is Our Solution (Product/Service)
– Our Value Proposition
– Our Differentiation & Market Position
– Our Strategic Advantages
5. Drill Down, Be Ready for Q&A, Wow-Time
Texas State SBDC 2012

6. Ten Traits to Convey in Ten Minutes
(by David Rose, Venture Capitalist)
Experience Leadership
Knowledge Commitment
Skills Vision
Passion
Integrity Listen
Trusted Make it Real
Realism Show Traction
Offer Milestones
Humility/Coachability
Texas State SBDC 2012

7. Dispel with Myths & Misconceptions
- Don’t say anything that could be disproven !!!
• If I build it, they will come…
• Just because you believe, doesn’t mean anyone else will
• No Platitudes, Please …
• It is flawless, it can’t fail • There is no competition
• I must maintain control • Best customer service
• Raising money is the end in itself …
• Money Validates You – No!
• Someone is going to steal my idea…
• Beware of confidentiality agreements
• The patent will protect me
Texas State SBDC 2012

8. What’s New!
by Rhonda Abrams (Business Plan Author)
• Consider Globalization / Outsourcing
• Greater Emphasis on Feasibility Analysis
• Plan for the Use of Technology and Social
Media/Mobile in Your Business
• Address Social Responsibility
• Have a Plan for Distributing your Plan
• Peter Gruber (Yahoo Finance) …
– “If you can’t tell it, you can’t sell it” (VIDEO)
Texas State SBDC 2012

9. What Characterizes a Good
Business Plan / Presentation?
• Targeted, direct, purposeful. Specific/Focused.
• Supported by verifiable research and insightful
analysis. Bottom-up, First.
• Recognizes risks, threats, and the competitive
environment. Realistic.
• Embodies real-world opportunities and planned
contingencies. Thoughtful & Agile.
• Reflects you & your business. Unique.
• Clear, Concise, and Compelling. Respect.
Texas State SBDC 2012

10. Additional Suggestions
• Know Your Plan (D.I.Y. “Walk the Talk”)
• Get Help & Solicit Genuine Feedback
• Make sure it all connects: Be consistent
• Be Passionate (Don’t “Follow Your Passions”)
– It’s all about the Business & Money
• Communicate @ 8th-Grade Level
• Professionalism Counts
• People Connect to People
Texas State SBDC 2012