FundReady Training Manual 08 Sept.pdf

FundReady Training Manual
© 2023 GAD Consulting Services Inc 1
PROGRAMME
Training Manual
ABSTRACT
Empowering Entrepreneurs for Success:
A 12-Week JourneyThis comprehensive
training program equips entrepreneurs
with the knowledge, tools, and
strategies needed to thrive in today's
dynamic business landscape. From
crafting a winning business plan to
mastering the art of negotiation and
planning for a successful exit, our
program covers every crucial aspect
of entrepreneurial success.
Precious Mvulane
FUNDREADY PROGRAMME

Table of Contents
1. Overview .......................................................................................................................4
2. Who is this for.................................................................................................................4
2.1. Target entrepreneurs .....................................................................................................4
2.2. The entrepreneurs must have completed after attendance ...............................4
3. Objectives .....................................................................................................................5
4. How to use the workbook.............................................................................................5
5. Time Commitment.........................................................................................................6
6. FundReady Toolkit.........................................................................................................6
7. Weekly Agenda ............................................................................................................8
Weeks 1 : Understanding funding landscape in SA............................................................8
Week 1 Training Planner.............................................................................................................8
Pre-Assessment Questionnaire for Week 1 ......................................................................... 11
Quizzes for Week 1................................................................................................................... 27
Weeks 2 : Review of markets and business strategy ........................................................30
Weeks 3 : Review and update business plan....................................................................45
Week 3 Training Planner.......................................................................................................... 47
Free Tools to use ....................................................................................................................... 55
Week 3 Assignment: Review and Update Business Plan.................................................. 58
Week 4 : Building Your Financial Model............................................................................61
Templates and Tools for Week 4 ........................................................................................... 69
Checklist for your financial model to ensure it's comprehensive and effective: ....... 70
Week 5: Understand Financial Statement Analysis...........................................................72
Week 6 : Investment Evaluation Techniques.....................................................................83
Reading Material (before attending Class) ........................................................................ 86
YouTube Channels:.................................................................................................................. 86
Class Groups Activities............................................................................................................ 87
Week 7: Investment Decision Making ...............................................................................89
Reading Material...................................................................................................................... 93
Week 8: Developing Your Pitch Deck................................................................................98
Week 8 Training Planner........................................................................................................ 101
Week 9: Prepare for due diligence process....................................................................105
Pre-Assessment Questionnaire for Week 9 ....................................................................... 105
Week 9 Training Planner........................................................................................................ 106
Additional material ................................................................................................................ 120
Week 10 : Negotiation and Deal Structuring Process.....................................................121

Pre-Assessment Questionnaire for Week 10 ..................................................................... 121
Reading Material.................................................................................................................... 122
Negotiation and Deal Structuring Principles:.................................................................... 122
Week 11: Post-Investment Management ........................................................................125
Week 11 Training Planner...................................................................................................... 126
Tools to use .............................................................................................................................. 133
Week 12 : Exit Strategies...................................................................................................134
Week 12 Training Planner...................................................................................................... 135
8. Conclusion.................................................................................................................140
Appendices.......................................................................................................................142
FundReady Programme Checklists .................................................................................... 142
Problem and Solutions........................................................................................................... 142
Pre Assessments Answers * W3 see below........................................................................ 143

1. Overview
FundReady is a 12-week programme designed to help entrepreneurs prepare
for funding for both short term and long term. FundReady is an intermediate-
level course that is designed to equip entrepreneurs with the knowledge and
skills necessary to become ready for investment.
This course is ideal for entrepreneurs, business owners, and professionals who
are looking to raise funds for their ventures through debt or equity. The course
covers a wide range of topics related to investment readiness, including
business planning, financial management, market analysis, and valuation. The
other topics included is the various types of investments, investment strategies,
asset allocation, and risk management.
Entrepreneurs will learn how to analyze financial statements, evaluate
investment opportunities, and make informed investment decisions. The course
also focuses on developing key skills such as critical thinking, problem-solving,
and communication, which are essential for successful investing. Entrepreneurs
will also learn about the different types of investments, such as venture capital,
angel investing, and crowdfunding, and the various ways to attract and
negotiate with investors.
By the end of the course, entrepreneurs will have a solid understanding of
what it takes to become investment ready, and the confidence to pursue
funding opportunities for their ventures.
The program is intense and will require dedication and hard work from
entrepreneurs . Preparation time of 24 hours, and 72 hours of attendance over
12 weeks, where 1 day a week is dedicated to work on your business finances.
In each session pre evaluation before sessions and post evaluation sessions and
entrepreneurs expected to develop workplan for each session which will be
submitted to coaches.
2. Who is this for
2.1. Target entrepreneurs
a) Businesses generating above R1m and or assets above R5m
b) Have contracts or purchase order over R500k
c) Clear growth strategies including mergers and acquisitions
d) Been existing for more than 2 years
e) Graduates of NEF Entrepreneurship Training and Absa Accelerator
f) Rejected or unsuccessful applicants
2.2. The entrepreneurs must have completed after attendance
a) Business Model Canvas (1 page)
b) Full Business Plan with 3 - 5 year projections (14 slide template provided)
c) Recent Financial Statements 2023 and Management accounts (4
slides)

d) Tax compliant – have valid Tax Clearance with PIN
Entrepreneurs may need to present these documents as part of recruitment
in a video format of 15 min.
We assume that the entrepreneurs understand funding landscape and the
different types of funding available. The funding booklet online with different
funders will be available.
3. Objectives
The program aims to help entrepreneurs achieve the following:
1. Understanding funding landscape in SA and funding rejections
2. Conduct Self-assess 7C of credits and develop workplan
3. Review the Business Strategy: 1 page business strategy – PESTEL, 5 Forces
of Porter and SWOT
4. Review and analyse marketing strategy and plan (responding to
business strategy i.e. Go-To-Market)
5. Review and update business plan for short term and long term
6. Conduct Financial Statements Analysis and interpretation of ratios with
aim of identifying weaknesses and work plan and capitalise on strengths
to financial strategies
7. Understand financial model to be to raise capital (short or long term,
build a financial model, projections to enable to manage cash flow
8. Understand valuation and capitalization (investment) of the business
9. Analyse potential investors/funders and learn how to approach them
10. Prepare pitch deck, elevator speech and presenting
11. Prepare for due diligence process
12. Prepare for Negotiation and Deal Structuring
13. Manage Post-Investment Management and
14. Design Exit Strategies
4. How to use the workbook
Follow this proven approach to help you to learn and absorb quicker and
dedicate at least 4 to 6 hours per week.
1. Weekly Pre-assessment
2. Video Presentation : 20 min
3. Reading Material: FundReady Manual, Articles and Supplementary
Materials – about 2 hrs
4. Engage on the social media content, posing questions, making
comments and like and share.
5. Attend 1 hour workshop style group session 2 hours with Q&A, on the
same time after peer to peer sharing and group activities
6. Throughout work on update action list for the week to work on over
weekends with schedule timelines of Action Plans on gaps identified

7. Module Post Assessment – repeating pre assessment
8. Evaluate the weekly sessions on what’s up.
5. Time Commitment
The whole program will be delivered through a combination with a total of 50
to 55 hours spread over 12 weeks.:
1. Module Pre-assessment ( 1 hour )
2. Reading time at least 2 hours that’s 24 hours reading
3. View video recorded session – between 20 to 45min. i.e 4 hrs
4. Attend 2 hour group session with peer to peer and group activities – in
total 24 hours
5. Module Post Assessment ( 1 to 2 hours)
6. Schedule timelines of Action Plans on gaps identified, depends on your
business stage and systems in place.
Throughout the course, entrepreneurs will have the opportunity to work on
practical exercises and use their own business as case studies that will enable
them to apply the concepts and techniques they have learned. They will also
receive feedback from experienced instructors and industry experts, who will
provide valuable insights and guidance to help them refine their investment
strategies.
On Group workshop sessions ensure pre evaluation be completed and post
evaluation to establish comprehension. Entrepreneurs will also be allowed to
join peer review sessions based on their progress.
By the end of the course, entrepreneurs will have a strong understanding of
how to build a diversified investment portfolio, manage risks, and maximize
returns. They will also be equipped with the knowledge and skills needed to
confidently navigate the complex world of investing and make informed
decisions that align with their financial goals.
6. FundReady Toolkit
1. 12 weekly planner
2. FreshLSM – Lifetime access with recording, material and templates
3. https://elitelearning.io/features
4. https://equitest.net/
5. https://www.questionpro.com/
6. https://simplified.com/ai-copywriting/business-plan-for-a-small-business-
template
7. https://cookup.ai/a/business-plan-generator-vpmkmzys/
8. https://bit.ai/templates/business-plan-template
9. https://vizologi.com/
10.https://wordkraft.ai/writing-templates/business-plan-2/
11.30-60-90 days plan, post-training for monitoring and evaluation

12.Simplified Strategy – including several tools like balance score with KPIs
13.Lots of tools and templates including calculators
14.Top 10 VCs in SA https://www.basetemplates.com/investors/top-10-vc-
investors-in-south-africa; https://smesouthafrica.co.za/sme-guides/vc-
funding-in-south-
africa/#:~:text=The%20industry%20is%2C%20however%2C%20showing,e
stimated%20202%20venture%20capital%20funds.
15.Top 3 SA Fund Matchers
16.Pitch Deck Templates and Apps:
17.Articles by funders and SA fund Markers
• https://smesouthafrica.co.za/sme-guides/requirements-for-
business-loans-in-south-africa-in-2022/
• https://www.thesmallbusinesssite.co.za/nine-questions-to-ask-to-
improve-your-chances-of-getting-business-finance/
• https://smesouthafrica.co.za/read-this-if-you-have-ever-been-
rejected-for-funding/
• https://knowledge.finfind.co.za/understanding-funding
• https://www.finfind.co.za/hubfs/INAUGURAL-REPORT.pdf
•

7. Weekly Agenda
Weeks 1 : Understanding funding landscape in SA
Topics for this week
• Principles of Funding
• Debt funding
• Equity funding
• Grant Funding
• Other alternatives funding
• Reasons for rejections
• Preparing for funding processes and 7Cs,
Since this programme is also designed as self-pace consider using this and
studying daily. Your 4 hours can be allocated according to these topics.
Additional Material Articles to read:
https://www.fundinghub.co.za/business-finance
https://smesouthafrica.co.za/gap-between-funders-finance-seekers/
Week 1 Training Planner
Day 1: Introduction to Funding Landscape
• Principles of funding
• Explanation of the importance of understanding funding options for
business growth.
• Introduction to the different types of funding available: debt funding,
equity funding, grant funding, and alternative funding sources.
• Exploration of the benefits and challenges associated with each
funding type.
Day 2: Debt Funding and Equity Funding
• In-depth discussion of debt funding, its characteristics, and its role in
business financing.
• Examination of common sources of debt funding in South Africa, such
as banks and microfinance institutions.
• Explanation of equity funding, including ownership shares, investor
expectations, and its potential impact on the business.
• Overview of equity funding sources, including angel investors, venture
capital firms, and private equity funds.

Day 3: Grant Funding and Alternative Funding Options
• Understanding the concept of grant funding and its relevance to
entrepreneurs.
• Exploration of various types of grants available in South Africa, such as
government grants and industry-specific grants.
• Introduction to alternative funding options like crowdfunding and peer-
to-peer lending.
• Highlighting the benefits and considerations of each funding
alternative.
Day 4: Reasons for Rejections and Preparing for Funding Processes
• Identification of common reasons why funding applications may be
rejected.
• Discussion of factors such as weak financial projections, incomplete
business plans, and non-compliance with requirements.
• Introduction to the concept of the 7Cs of credit assessment: character,
capital, capacity, collateral, conditions, comprehension, and
communication.
• Explanation of how entrepreneurs can strengthen their funding
applications by addressing each of the 7Cs.
Alternative Funding
Alternative funding options refer to non-traditional ways of raising capital for a
business beyond the conventional methods of debt financing, equity
financing, and grant funding. These alternatives provide entrepreneurs with
diverse avenues to secure funding for their ventures. Here are some common
alternative funding options:
1. Crowdfunding: This involves raising small amounts of money from a large
number of people, typically through online platforms. It can be reward-
based (offering products or services in exchange for funding), donation-
based (contributors support a cause without expecting returns), or
equity-based (investors receive a stake in the business).
2. Venture Debt: This is a type of debt financing specifically designed for
startups and high-growth companies. It offers a combination of debt
and equity-like features and is often used to complement equity
financing rounds.
3. Angel Investors: These are individuals who invest their personal funds into
startups or early-stage companies in exchange for ownership equity or
convertible debt. They often provide mentorship and industry expertise
in addition to capital.
4. Family and Friends: This involves raising capital from close
acquaintances or family members. While it can be an accessible source
of funds, it's important to manage potential personal relationships and
risks.

5. Peer-to-Peer (P2P) Lending: This is a type of debt financing where
individuals or groups lend money directly to borrowers through online
platforms. It offers an alternative to traditional bank loans.
6. Revenue-Based Financing: In this model, investors provide funding in
exchange for a percentage of the business's future revenue. It's suitable
for businesses with steady cash flows.
7. Business Incubators and Accelerators: These programs provide funding,
mentorship, and resources in exchange for equity or a stake in the
business. They also offer networking opportunities and business
development support.
8. Corporate Partnerships: Businesses can partner with larger corporations
that may provide funding, resources, and access to their networks in
exchange for collaboration or future business opportunities.
9. Grants from Nonprofits or Competitions: Certain nonprofit organizations
or competitions offer grants or prizes to support innovative business
ideas. These can be industry-specific or focused on social impact.
10.Strategic Alliances and Joint Ventures: Collaborating with other
businesses in similar or complementary industries can provide access to
resources, expertise, and sometimes funding.
It's important to note that while these alternatives offer flexibility and unique
benefits, they may also come with specific challenges, such as higher interest
rates, dilution of ownership, or a more complex funding process. Entrepreneurs
should carefully consider their business needs and objectives before choosing
an alternative funding option.
Throughout the Week: Self-Assessment and Engagement
• Entrepreneurs will have access to quizzes or self-assessment exercises
to gauge their understanding of the material before and after.
• Engagement through discussion boards and forums to encourage
interaction among entrepreneurs and facilitators.
• Group Session where there will be opportunities for entrepreneurs to
ask questions and seek clarification on concepts covered during the
week.
By the end of the first week, entrepreneurs will have a solid understanding of
the funding landscape in South Africa, the different types of funding
available, and the factors that contribute to successful funding applications.
This knowledge will serve as the foundation for the upcoming weeks, where
entrepreneurs will delve deeper into each aspect of the funding process,
from developing a business strategy to engaging with investors and
preparing for due diligence.

Pre-Assessment Questionnaire for Week 1
Section 1: Funding Types: What are the different types of funding options
available to entrepreneurs in South Africa? (Select all that apply)
a) Debt funding
b) Equity funding
c) Grant funding
d) Other alternatives funding
Section 2: Reasons for Rejections 2. What are some common reasons why
entrepreneurs may face rejections when seeking funding? (Select all that
apply)
a) Lack of business plan
b) Weak financial projections
c) Insufficient collateral for debt funding
d) Inadequate market research
e) Non-compliance with grant funding requirements
Section 3: Preparing for Funding Processes
3. What are the 7Cs of credit assessment used by lenders to evaluate the
creditworthiness of borrowers?
a) Character, Capital, Capacity, Collateral, Conditions, Comprehension,
Communication
b) Collaboration, Creativity, Commitment, Confidence, Competence,
Compensation, Consistency
c) Compliance, Calculation, Customer, Competition, Cash flow,
Collateral, Contract d) Credibility, Capability, Capital, Collateral,
Commitment, Compliance, Communication
4. True or False: Equity investors typically invest in a business in exchange
for ownership shares and expect a return on their investment.
a) True b) False
5. True or False: Grants are typically provided by government agencies or
non-profit organizations and do not need to be repaid.
a) True b) False
Note: This pre-assessment questionnaire and workbook are designed to
gauge your existing knowledge and provide a starting point for the
FundReady program. The answers and exercises completed in this workbook
will serve as a baseline for measuring your progress and identifying areas for
further learning throughout the program.

12 Principles of Funding
These principles serve as guidelines for entrepreneurs as they navigate the
complex landscape of funding. Each principle contributes to a well-rounded
understanding of how to effectively secure and manage funding for business
success.
Principle 1: Investment Clarity Entrepreneurs need to clearly define how they
will use the funding they are seeking. This involves detailing the amount
required, the specific purposes for which the funds will be used, the expected
duration of use, and the type of asset or investment that will be created with
the funding.
Investment comes first
Principle 2: Risk and Return Entrepreneurs need to assess the potential risks
associated with the funding they seek. They should balance the level of risk
with the expected returns. Understanding the risk-return tradeoff is crucial in
making informed decisions about the type and amount of funding to pursue.
What is return, such must be higher than norm interest rates due to risk.
High the return, the higher the risk
Principle 3: Financial Sustainability Funding should align with the financial
sustainability of the business. Entrepreneurs must evaluate whether the funds
will lead to positive returns and sustainable growth. It's essential to consider how
the funding will impact cash flow, profitability, and the overall financial health
of the business.
Principle 4: Scalability Funds should be used to drive business scalability.
Entrepreneurs should consider how the funding will enable them to expand
operations, reach new markets, or enhance product offerings. Scalability
potential is an attractive factor for investors. Is your business model scalable,
what is your growth plans and what will use to measure performance i.e. KPIs.
Principle 5: Communication and Reporting Regular communication with
investors is crucial. Entrepreneurs should provide updates on business
performance, milestones achieved, and any challenges faced. Transparent
and timely communication helps build trust and can lead to continued
support. Openly discussing potential challenges and risks is important. No
business is without risks, and acknowledging them shows that the entrepreneur
is realistic and proactive in addressing potential obstacles.
Principle 6: Flexibility Funding needs may change as the business evolves.
Entrepreneurs should be open to adjusting their funding strategy based on
changing market conditions, business growth, and unexpected challenges.
Principle 7: Past Performance If the business has a history, sharing its past
performance – both successes and setbacks – is essential. This helps potential

investors understand the business's track record and how it has overcome
challenges. Sometime if you don’t have business success your own personal
success can be also added because that will show you are a person who can
do this if it is a new business.
Principle 8: Investor Alignment Entrepreneurs should seek funding from investors
whose values, goals, and expectations align with the business. Different
investors have different preferences for risk, involvement, and returns. Choosing
investors who are aligned with the business's mission and vision can lead to a
more productive partnership.
Principle 9: Exit Strategy Entrepreneurs should have a clear exit strategy in
mind when seeking funding. Whether it's through acquisition, initial public
offering (IPO), or other means, having a well-defined exit plan demonstrates
foresight and can instill confidence in investors.
Principle 10: Dilution Management Equity funding involves sharing ownership.
Entrepreneurs should carefully manage how much ownership they are willing
to relinquish in exchange for funding. Balancing the need for funds with
maintaining a significant stake in the business is important.
Do you prefer to own 100% of Zero
Principle 11: Due Diligence Both entrepreneurs and investors should conduct
thorough due diligence. Entrepreneurs should be transparent and provide
accurate information, while investors should assess the business's financials,
operations, and growth potential. Trust and credibility are essential in the
funding process.
Principle 12 : Be Teachable
• Learn from Rejections: Rejections are an inevitable part of fundraising.
Instead of being discouraged, entrepreneurs should view rejections as
opportunities to learn. Understanding why a particular funding source
didn't work out can lead to improvements in the next attempt.
• Embrace Feedback: Entrepreneurs should welcome constructive
feedback from potential investors, mentors, or advisors. Feedback
provides valuable perspectives and points out areas that may need
improvement.
• Seek Guidance: Learning from experienced individuals, such as mentors
or business advisors, can provide insights that might not be obvious.
Entrepreneurs should be proactive in seeking guidance from those who
have successfully navigated the fundraising process.
• Adapt Strategies: If a particular approach isn't yielding the desired
results, entrepreneurs should be willing to adapt their strategies. This

could involve refining the pitch, adjusting the business plan, or exploring
different funding sources.
• Continuous Improvement: Entrepreneurship is a journey of growth and
improvement. Entrepreneurs should consistently seek ways to enhance
their skills, expand their knowledge, and refine their approach to
fundraising.
Teachability and continuous learning create an environment where
entrepreneurs remain agile, adaptable, and well-prepared to navigate the
challenges and opportunities of the fundraising landscape. This principle not
only enhances the likelihood of fundraising success but also contributes to the
overall growth and development of the entrepreneur.
Types of Funding
There are many different types of funding available to businesses in South
Africa. Some of the most common types of funding include:
1. Debt funding: This is money that is borrowed from a lender, such as a
bank. Debt funding must be repaid with interest.
2. Equity funding: This is money that is invested in a business in exchange
for ownership shares. Equity investors do not have to be repaid, but
they do share in the profits of the business, through dividends.
3. Grant funding: This is money that is awarded to a business by a
government or nonprofit organization. Grant funding does not have to
be repaid.
4. Other alternative funding sources: There are many other alternative
funding sources available to businesses in South Africa, such as
crowdfunding, invoice financing, and merchant cash advances.
Understanding Funding Options for Business Growth in South Africa
In the vibrant landscape of South African entrepreneurship, securing funding
stands as a critical pillar for business growth and success. Entrepreneurs aiming
to propel their ventures forward must grasp the significance of different funding
avenues and how each can influence their journey.

Introduction to Funding Types:
1. Debt Funding: This form of financing involves borrowing money that
needs to be repaid over a specific period, often with interest. Common
sources include banks, microfinance institutions, and government-
backed loan programs. Debt funding offers quick access to capital but
carries the responsibility of repayment.
2. Equity Funding: Equity funding involves selling a portion of ownership in
the business to investors in exchange for capital. This can come from
angel investors, venture capitalists, or private equity firms. While it
doesn't require repayment, entrepreneurs relinquish a share of their
company's ownership and decision-making.
3. Grant Funding: Grants are non-repayable funds typically provided by
governments, organizations, or foundations to support specific projects
or sectors. Entrepreneurs pursuing grant funding need to align with the
grant's objectives and demonstrate eligibility. Grant funding can be a
boon, but competition is often fierce.
4. Alternative Funding: Beyond the conventional methods, alternative
funding sources like crowdfunding, peer-to-peer lending, or even
strategic partnerships are gaining traction. These options offer
innovative ways to raise capital, but they may demand creative
approaches.
Benefits and Challenges:
• Debt Funding: While debt funding offers quick access to capital, the
burden of repayment and interest rates must be managed effectively
to avoid financial strain.
• Equity Funding: Equity funding not only brings capital but also expertise
and networks of investors. However, it involves sharing ownership and
profits, necessitating a harmonious partnership.
• Grant Funding: Grants provide capital without repayment but require
alignment with grantor objectives. The application process can be
rigorous, and entrepreneurs must demonstrate how their project aligns
with the grant's intended impact.
• Alternative Funding: These methods can tap into community support or
niche investor interests. However, entrepreneurs need to navigate
platforms, showcase their venture compellingly, and manage investor
expectations.
Understanding these funding options empowers entrepreneurs to make
informed decisions tailored to their business goals and circumstances. It's not a
one-size-fits-all approach; rather, it's about aligning the funding strategy with
the business vision. With this understanding, South African entrepreneurs can
confidently embark on the journey to secure the resources they need to foster
growth, innovation, and lasting success.

Early-Stage Businesses:
1. Debt Funding:
• Pros: Quick access to capital, maintains full ownership, helps
establish creditworthiness.
• Cons: Debt repayment can strain early cash flow, interest
payments, collateral may be required, higher risk for startups.
2. Equity Funding:
• Pros: Infusion of capital and expertise, shared risk with investors,
can attract experienced partners.
• Cons: Dilution of ownership and control, need for strong investor
relations, sharing profits with investors.
3. Grant Funding:
• Pros: Non-repayable capital, validation from grantor, supports
research and development.
• Cons: Highly competitive, stringent eligibility criteria, aligning with
grant objectives may limit creativity.
4. Alternative Funding:
• Pros: Access to a broad investor base, potential for community
engagement, non-traditional approach.
• Cons: Varying success rates on crowdfunding platforms,
managing multiple investors' expectations can be complex.
Growth and Expansion:
1. Debt Funding:
• Pros: Allows for larger capital infusions, interest payments are tax-
deductible, established credit history can lead to better terms.
• Cons: Increased debt burden, inability to meet repayment could
risk assets, interest costs over time.
2. Equity Funding:
• Pros: Attracts growth-oriented investors, capital to fuel expansion,
potential for mentorship and partnerships.
• Cons: Continued dilution of ownership, potential for conflicts
among stakeholders, loss of control.
3. Grant Funding:
• Pros: Can support expansion plans, non-repayable boost to
projects, government incentives.
• Cons: Limited availability for established businesses, adherence
to strict grant requirements, lengthy application process.
4. Alternative Funding:

• Pros: Potential for large capital inflows, niche investor interest in
specific growth areas.
• Cons: Relies on unique funding platforms, may require strong
marketing efforts to attract investors.
The choice of funding should align with the business's growth stage and
objectives. Early-stage businesses often lean towards equity funding for
expertise and validation, while growth-stage businesses may consider debt
funding for larger capital needs. Grant funding can aid specific expansion
projects. Alternative funding can suit businesses with unique value propositions.
It's crucial to assess the risks, rewards, and long-term implications of each
option in the context of the business's current status and future aspirations.
Assess stage of your business
Assessing the stage of a business is crucial for making informed decisions,
especially when it comes to raising funds. Here are key factors to consider
when evaluating the stage of your business:
1. Revenue Generation:
• Early Stage: Limited or no consistent revenue.
• Growth Stage: Steady revenue growth and customer traction.
• Maturity Stage: Consistent revenue and potential for further
growth.
2. Market Presence:
• Early Stage: Testing the market and building initial customer base.
• Growth Stage: Established market presence, expanding customer
base.
• Maturity Stage: Recognized brand, significant market share.
3. Profitability:
• Early Stage: Likely operating at a loss due to investments.
• Growth Stage: Working towards profitability as revenue increases.
• Maturity Stage: Generally profitable with potential for consistent
returns.
4. Business Model:
• Early Stage: Validating business model, iterating on value
proposition.
• Growth Stage: Scaling business model, optimizing operations.
• Maturity Stage: Proven and refined business model.
5. Team and Talent:
• Early Stage: Small team with versatile roles.
• Growth Stage: Expanding team with specialized roles.

• Maturity Stage: Skilled and diverse team, leadership
development.
6. Product Development:
• Early Stage: Developing and refining initial product or service.
• Growth Stage: Expanding product offerings or features.
• Maturity Stage: Iterating and innovating based on customer
feedback.
7. Customer Base:
• Early Stage: Limited customer base, often early adopters.
• Growth Stage: Expanding and diversifying customer segments.
• Maturity Stage: Large and loyal customer base.
8. Competitive Landscape:
• Early Stage: Identifying competitors and differentiating factors.
• Growth Stage: Competing with established players, focusing on
unique value.
• Maturity Stage: Adapting to changes in market dynamics,
maintaining competitive edge.
9. Financial Health:
• Early Stage: Reliant on external funding, managing burn rate.
• Growth Stage: Generating more revenue, seeking capital for
expansion.
• Maturity Stage: Steady revenue, considering profitability and
sustainability.
10.Scale Potential:
• Early Stage: Testing scalability, potential for rapid growth.
• Growth Stage: Scaling operations, entering new markets.
• Maturity Stage: Focus on sustaining growth and market leadership.
By evaluating these factors, you can gain a holistic view of your business's
stage and tailor your funding strategy accordingly. Each stage has unique
challenges and opportunities, and understanding where your business stands
will help you make strategic decisions to ensure sustainable growth.

Reasons for Rejections
There are many reasons why a business may be rejected for funding in South
Africa. Some of the most common reasons include:
1. Lack of a clear business plan: Investors want to see a clear plan for how
the business will succeed. This plan should include information about the
product or service, the market, the target customers, the financial
projections, and the management team. Such clarity allow investor to
see how the business to respond to external environment and manage
risks.
2. Due Diligence: Be prepared for due diligence. Investors will thoroughly
analyze your business, financials, legal structure, and market
opportunity. Having organized and accurate information readily
available will streamline this process. Ensure accuracy when you cross
reference
3. Long-Term Vision: Focus on creating a sustainable and scalable business
that delivers value over the long term. Investors are often interested in
businesses with growth potential beyond immediate profitability.
4. Lack of experience: Investors are more likely to fund entrepreneurs who
have a proven track record of success. If you are a first-time
entrepreneur, you will need to find a way to demonstrate your
experience and expertise.
5. Lack of traction: Investors want to see that the business is already
generating revenue or has the potential to do so. You must have a proof
of demand based on buying patterns of customers or offtake
agreements. If your business is not yet profitable, you will need to show
that there is a clear path to profitability.
6. Lack of a strong team: Investors want to see that the business is being run
by a strong team with the skills and experience to succeed. If you are
the only person working on the business, you will need to find a way to
demonstrate that you have the skills and experience to run the business
on your own.
7. Asking incorrect amount and type of funding: The amount of funding
that a business needs will vary depending on the size,type and stage of
the business. If the business is asking for too much funding, it may be seen
as a risk to investors.
8. Business Non-compliance: The business is not compliant with SARS-tax
clearance and other regulatory bodies. Investors want to see that the
business is compliant with all applicable regulations. If the business is not
compliant, it may be seen as a risk to investors.

9. Unrealistic valuation: Investors are more likely to fund businesses that are
valued at a reasonable price. If you are overvaluing your business, you
will be less likely to get funded.
10. Poor presentation: Investors make their funding decisions based on a
number of factors, including the quality of the presentation. If your
presentation is poorly prepared or delivered, you will be less likely to get
funded.
11. Lack of access to information: Many entrepreneurs in South Africa do not
have access to the information they need to prepare a strong business
plan or to pitch their business to investors. This can be due to a lack of
education, a lack of resources, or a lack of awareness of the available
funding options.
12. Lack of experience in raising funds: The South African investment
landscape is still relatively young, and there are a limited number of
experienced investors. This can make it difficult for first-time
entrepreneurs to get their foot in the door.
13. Discrimination i.e. financial systematic exclusion : There is a history of
discrimination in South Africa, and this can sometimes impact
entrepreneurs' ability to access funding. For example, entrepreneurs
from historically disadvantaged groups may find it more difficult to get
approved for loans or to attract investment. Because they don’t have
security or even financial literacy to prepare adequate documents.
14. Regulatory challenges: The South African government has a number of
regulations that can make it difficult for businesses to get funded
including turnaround time by municipalities, regulators, etc.
15. Negotiate Wisely: Negotiate terms that are fair and align with your
business goals. Balance your needs with the expectations of investors to
create a mutually beneficial agreement.

7 Cs of credit assessment
The 7 Cs of credit assessment are a comprehensive framework for assessing a
borrower's creditworthiness. By considering all of these factors, lenders can
make more informed decisions about whether to lend money to a borrower.
The jockey must be worth the horse !!!
7 Cs of credit Examples Action List
Character:
This refers to the
borrower's
willingness and
ability to repay their
debts.
Lenders will look at
the borrower's
• credit history,
• employment
history, and
• other factors
to assess their
character.
A borrower with a good
credit history and no
history of defaults would
be considered to have
good character.
A borrower with a steady
job and a good
reputation in the
community would also
be considered to have
good character.
A borrower who is a
member of a reputable
organization, such as a
Chamber of Commerce,
would also be
considered to have
good character.
Run a credit report in
your personal
capacity and review
for any errors.
Update your CV and 1
page (template for 1
page)
Ideas: Look for
leadership role and
attend courses
including online to
grow.
Pay your bills on time
and in full. Minimise
credit utilization.you
need them

Capacity:
This refers to the
borrower's ability to
repay their debts
based on their
income and
expenses.
the borrower's
income statement
and cash flow
statement to assess
their capacity.
A borrower with a high
income and low
expenses would be
considered to have
good capacity.
A borrower with a stable
job and a track record of
increasing income would
also be considered to
have good capacity.
A borrower who has a
business plan that shows
a clear path to
profitability would also be
considered to have
good capacity.
Create personal
income statement to
show how can the
director earn his living
and supporting his
lifestyle.
Create a budget and
track your income and
expenses.
Make sure you have
enough savings to
cover unexpected
expenses.
Get a cosigner for a
loan if you have bad
credit.
Capital:
This refers to the
borrower's net
worth, or the
difference between
their assets and
liabilities.
the borrower's
balance sheet to
assess their capital.
A borrower with a high
net worth would be
considered to have
good capital.
A borrower who owns
their own home or other
valuable assets would
also be considered to
have good capital.
business with a good
track record of
profitability would also be
considered to have
good capital.
Create a balance
sheet to provide net
worth to the
funders/lenders.
Save money.
Get a loan from a
bank or credit union.
Get an investment
from a family member
or friend.
Get a grant from a
government or
nonprofit organization.
Crowdfund your
business.
This will also allow
lenders to see if there
are any assets to be
used as a security.

Collateral:
This refers to assets
that the borrower
can pledge to the
lender in case they
default on their
loan.
the value and
liquidity of the
collateral to assess
its risk.
Assets that are easy to
sell and have a high
value, such as property
or vehicles, would be
considered to be good
collateral.
Assets that are difficult to
sell or have a low value,
such as jewelry or
furniture, would be
considered to be bad
collateral.
Assets that are not easily
accessible, such as
shares in a company,
would also be
considered to be bad
collateral.
Can you work through
your assets to convert
them to be good
collateral.
Get a mortgage on
your home.
Get a car loan.
Get a personal loan.
Get a line of credit.
Pledge your assets as
collateral for a loan.
Conditions:
This refers to the
economic
conditions at the
time of the loan.
Lenders will
consider factors
such as the interest
rate environment
and the state of the
economy when
assessing the risk of
a loan.
The economic conditions
at the time of the loan,
such as the interest rate
environment and the
state of the economy,
would be considered
when assessing the risk of
a loan.
The borrower's industry,
such as tourism or
manufacturing, would
also be considered when
assessing the risk of a
loan.
The borrower's location,
such as a rural area or an
urban area, would also
be considered when
assessing the risk of a
loan.
Research the current
interest rate
environment.
Analyze the state of
the economy and
your industry
Consider the impact
of inflation and interest
on your loan
repayments.
Understand the risks
associated with your
industry.
Be prepared for
unexpected events.

Control:
This refers to the
borrower's
management skills
and ability to
operate their
business effectively.
the borrower's
business plan and
track record to
assess their control.
A borrower with a strong
management team and
a good track record of
operating a business
would be considered to
have good control.
business plan that is well-
written and realistic
would also be
considered to have good
control.
good understanding of
the industry they are in
would also be
considered to have good
control.
Create a business
plan.
Hire a qualified team.
Set realistic goals.
Manage your finances
carefully.
Be prepared to make
changes as needed.
Common sense:
This is a subjective
factor that lenders
may consider when
assessing a
borrower's
creditworthiness.
Lenders may look
at the borrower's
overall financial
situation and their
ability to make
sound financial
decisions.
A borrower who makes
sound financial decisions
and has a good
understanding of their
finances would be
considered to have
common sense.
A borrower who is able to
manage their debt
responsibly would also be
considered to have
common sense.
A borrower who is able to
adapt to change and is
not afraid to take risks
would also be considered
to have common sense.
Make sound financial
decisions.
Be aware of the risks
involved in borrowing
money.
Don't overextend
yourself.
Be prepared to work
hard.
Be patient. It takes from
15 days to 12 months to
raise funds depending
on the size and
investment and the
jockey.

Preparing for the Funding Process
There are a few things that businesses can do to prepare for the funding
process in South Africa. These include:
• Do your research: Before you start applying for funding, it is important
to do your research and understand the different types of funding that
are available in South Africa.
• Create a strong business plan: Your business plan should be clear,
concise, and well-written. It should also include a detailed financial
plan.
• Build a strong team: Your management team should be experienced
and capable. They should also be able to articulate the vision for your
business in English. Keep in mind financiers will start with you as director.
• Be prepared to answer questions: When you are applying for funding,
be prepared to answer questions about your business. Be clear and
concise in your answers, and be sure to highlight the strengths of your
business.
• Know Your Numbers: Be prepared to provide accurate and detailed
financial information, including revenue projections, expenses, profit
margins, and cash flow forecasts. Investors will closely examine your
financials to assess the viability of your business.
• Understand Your Funding Needs: Determine how much funding you
truly need and how it will be used. Separate short term, medium and
long term needs. Whether it's for product development, marketing,
expansion, or operational costs, having a clear purpose for the funds
will instil confidence in potential investors.
• Diversify Funding Sources: Consider a mix of funding options, such as
equity investment, debt financing, grants, and crowdfunding.
Diversifying your funding sources reduces risk and can provide different
benefits to your business.
• Investor Alignment: Choose investors who align with your business
values, goals, and long-term vision. A compatible partnership can lead
to better collaboration and support in achieving your objectives.
• Build Relationships: Building relationships with potential investors before
you need funding is essential. Attend networking events, conferences,
and industry gatherings to connect with potential investors and build
rapport over time.
• Pitch Effectively: Develop a compelling and concise pitch that
highlights your business's unique value proposition, market potential,
and growth strategy. Tailor your pitch to each investor's interests and
needs.

• Transparency: Be open and transparent about the risks and challenges
your business may face. Investors appreciate honesty and want to
understand how you plan to mitigate potential setbacks.
• Be aware of the funding landscape: There are many different funding
sources available in South Africa, so it is important to be aware of the
different options and to choose the right one for your business.
Conclusion
The FundReady Programme week is a great opportunity for students to learn
about the different types of funding available to businesses in South Africa. The
workbook that you have just completed will provide you with the knowledge
and skills that you need to successfully apply for funding.
Individual Exercise for Week 1
Instructions: Complete the following exercises to reinforce your understanding
of the funding landscape in South Africa.
Exercise 1: Funding Types
• Conduct Research and provide a brief description of each of the
following funding types: debt funding, equity funding, grant funding,
and other alternative funding options that apply in your industry and
market.
• Identify atleast 3 funding type that is relevant to your industry or
business.
Using Global Application Template to be provided.
Exercise 2: Reasons for Rejections
• List three reasons for rejection which apply to your business.
• For each reason, provide a brief explanation and propose one strategy
to address or mitigate that reason.
Reasons and explain it Propose a strategy

Exercise 3: Preparing for Funding Processes
• Research and familiarize yourself with the 7Cs of credit assessment used
by lenders.
• Develop a checklist or action plan outlining the steps you will take to
prepare for a funding process, considering the specific requirements
for debt funding, equity investment, and grant funding.
Quizzes for Week 1
Quiz 1: Introduction to Funding Landscape
1. Why is it important for entrepreneurs to understand the funding
landscape?
a) To impress potential investors
b) To navigate the complexities of business
c) To make quick decisions
d) To reduce competition
Quiz 2: Types of Funding
2. Which type of funding involves ownership shares and return expectations?
a) Debt funding
b) Equity funding
c) Grant funding
d) Alternative funding
Quiz 3: Debt Funding and Equity Funding
3. What is a common source of debt funding in South Africa?
a) Venture capital firms
b) Angel investors
c) Microfinance institutions
d) Government grants
Quiz 4: Grant Funding and Alternative Funding
4. Which funding type does not require repayment and is often provided by
government or nonprofits or ESD?
a) Debt funding
b) Equity funding
c) Grant funding
d) Crowdfunding
Quiz 5: Reasons for Rejections
5. What is a common reason for funding application rejections?
a) Strong financial projections

b) Incomplete business plans
c) Unlimited collateral
d) Limited market research
Quiz 6: The 7Cs of Credit Assessment
6. Which of the following is NOT one of the 7Cs of credit assessment?
a) Communication
b) Capacity
c) Collateral
d) Competence
Quiz 7: Equity Funding and Ownership
7. Equity funding involves:
a) Borrowing funds from a bank
b) Owning a share of the business
c) Acquiring grants from the government
d) Borrowing funds from family and friends
Quiz 8: Grant Funding Eligibility
8. Grant funding is typically provided by:
a) Commercial banks
b) Angel investors
c) Venture capital firms
d) Government agencies
Quiz 9: Alternative Funding Options
9. Crowdfunding is an example of:
a) Debt funding
b) Equity funding
c) Grant funding
d) Alternative funding
Quiz 10: Matching Funding Types
10. Match the funding type with its characteristic:
a) Debt funding i) Ownership shares b) Equity funding ii) Repayment
required c) Grant funding iii) Non-repayable d) Alternative funding iv)
Crowdfunding
7 Top Funding Resources in SA

1. SA Incubator Handbook 2019
http://www.seda.org.za/Programmes/HighImpact/Incubation/Shared%
20Documents/SA_incubator_handbook.pdf
2. Search using SA business incubators and your industry. Please note
3. SA Angel Investors https://www.investmentnetwork.co.za/
4. Crowd funding https://smesouthafrica.co.za/sme-review/the-top-
crowdfunding-platforms-in-south-africa/
5. Additional Resources : https://smesouthafrica.co.za/sme-funding
6. Funding Booklet
7. Platforms for funding matching capabilities
a) Finfund
b) https://smesouthafrica.co.za/sme-funding
c) www.Fundinghub.co.za
d) https://www.investmentnetwork.co.za/
e)
Now you have generic understanding of what is available to the market we
need to come back to this after each section and break it down to financial
instruments available based on your performance, industry and asset risk.

Weeks 2 : Review of markets and business strategy
• External Factors - Identify key PESTEL to finalise SWOT to identify strengths,
weaknesses, opportunities, and threats
• Review of market potential and competitive landscape using 5 Porter
Forces
• Review Responses to both internal and external factors including Value
opposition and Business Model Canvas
• Consider scaling strategies and tactics
• Produce 1 page business strategy, key projects with milestones and
metrics
During Week 2, when entrepreneurs are reviewing markets and refining their
business strategies, financiers and investors may ask a range of questions to
assess the viability and potential of the business.
Here are some questions that financiers and investors might pose which we
have converted as your Assignment No. 1
1. Market Analysis:
• What is your target market, and can you provide a detailed profile of
your ideal customer?
• What market trends or dynamics have you identified that present growth
opportunities?
• How do you plan to position your product or service within the market to
gain a competitive advantage?
• What market research or data have you collected to support your
market analysis?
2. Competitive Landscape:
• Who are your main competitors, and what sets you apart from them?
• What is your strategy for dealing with competition and potential market
disruptions?
• Have you assessed the strengths and weaknesses of your competitors
and identified any market gaps?
• How do you plan to maintain or gain market share within your industry?
3. SWOT Analysis:
• What are the key strengths of your business or product offering?
• Have you identified any weaknesses or areas that need improvement?
• What opportunities do you see in the market that align with your
strengths?
• What potential threats or challenges have you identified, and how do
you plan to mitigate them?

4. Value Proposition and Business Model:
• Can you clearly articulate your value proposition and how it addresses
customer needs?
• What revenue model do you plan to use, and how will it sustain your
business?
• Have you tested your value proposition with potential customers or
received feedback on your business model?
• What key partnerships or resources are essential to delivering your value
proposition?
5. Scaling Strategies:
• What are your short-term and long-term growth goals for the business?
• How do you plan to scale your operations, and what resources or
investments are required for scaling?
• What challenges do you anticipate when scaling, and what mitigation
strategies do you have in place?
• What milestones and metrics will you use to measure the success of your
scaling efforts?
These questions help financiers and investors assess the entrepreneur's
understanding of their market, competitive positioning, and the strategic
planning necessary for business growth. Entrepreneurs should be well-prepared
to provide detailed and convincing responses.
This Week 2, we focus on "Review of Markets and Business Strategy":
Day 1: External Factors Analysis
• Introduction to PESTEL analysis (Political, Economic, Social,
Technological, Environmental, Legal).
• Identify and discuss key external factors affecting the business
environment.
• Guidance on conducting a SWOT analysis using identified external
factors.
• Homework assignment: Prepare a list of strengths, weaknesses,
opportunities, and threats based on PESTEL analysis.
Day 2: Market Potential and Competitive Landscape
• Overview of Porter's Five Forces framework for assessing industry
competitiveness.
• Explanation of each force: Threat of new entrants, bargaining power of
suppliers/buyers, threat of substitutes, and competitive rivalry.
• Group activity: Analyze the competitive landscape using Porter's Five
Forces for a specific industry.

• Homework assignment: Identify potential areas for market
differentiation based on the analysis.
Day 3: Business Strategy Review
• Recap of the Business Model Canvas components.
• Discuss how the business responds to internal and external factors
through the Value Proposition Canvas.
• Group discussion: Share findings from the SWOT analysis and Value
Proposition Canvas.
• Introduction to scaling strategies and tactics for business growth.
• Homework assignment: Outline potential scaling strategies that align
with identified opportunities.
Day 4: Creating the 1-Page Business Strategy
• Importance of succinctly presenting business strategy.
• Guidelines for condensing the business strategy into a single page.
• Workshop: Crafting a 1-page business strategy with key projects,
milestones, and metrics.
• Group review and feedback on each participant's 1-page business
strategy.
• Summary of Week 2 and preparation for Week 3's topics.
Throughout the week, entrepreneurs will engage in interactive sessions,
group discussions, and hands-on activities to ensure they grasp the concepts
and can apply them effectively. By the end of Week 2, entrepreneurs will
have a clear understanding of their market landscape, competitive
positioning, and a concise 1-page business strategy that aligns with their
identified strengths and opportunities.
Pre-Assessment
Here are 20 multiple-choice questions for the pre-assessment of Week 2:
Question 1: Why is it important for entrepreneurs to regularly review their
business strategy and market conditions?
a) It is a regulatory requirement
b) It helps them avoid taxes
c) It allows them to adapt to changes and seize opportunities
d) It is a tradition
Question 2: What does the PESTEL framework analyze in a business context?
a) Internal strengths and weaknesses
b) Industry rivalry
c) External factors impacting the business
d) Marketing strategies
Question 3: Which element of SWOT analysis identifies areas where a business
outperforms competitors?
a) Threats

b) Weaknesses
c) Strengths
d) Opportunities
Question 4: What does Porter's Five Forces model assess?
a) The bargaining power of customers and suppliers
b) Internal business operations
c) Political factors
d) Technological advancements
Question 5: What is the main purpose of a value proposition in business
strategy?
a) To attract investors
b) To showcase product features
c) To differentiate a business from competitors and highlight its unique value
to customers
d) To create operational efficiencies
Question 6: Why should entrepreneurs consider scaling strategies in their
business plans?
a) Scaling strategies are only relevant for large corporations
b) Scaling strategies reduce costs
c) Scaling strategies help expand the business efficiently while maximizing
profits
d) Scaling strategies eliminate competition
Question 7: What does the Business Model Canvas provide a visual
representation of?
a) An artistic representation of the business
b) The organizational chart
c) The financial statements
d) Key components of a business model
Question 8: What is the significance of creating a 1-page business strategy
with key projects and milestones?
a) It helps save paper
b) It simplifies communication and execution of the business strategy
c) It replaces the need for a comprehensive business plan
d) It's a requirement from investors
Question 9: Why is reviewing responses to internal and external factors crucial
for a business strategy?
a) It's not important for a business strategy
b) It ensures that the business strategy aligns with its strengths and weaknesses
c) It's a time-consuming task without practical value
d) It's a regulatory requirement

Question 10: How does Porter's Five Forces analysis help entrepreneurs in
understanding their competitive environment?
a) It provides information on market trends
b) It predicts future sales
c) It evaluates the competitive intensity and attractiveness of an industry
d) It helps design a business logo
Question 11: Which of the following is a benefit of considering different
scaling strategies in a business plan?
a) It ensures that the business remains stagnant
b) It helps maximize profits without expansion
c) It provides flexibility for growth and adaptation
d) It guarantees immediate success
Question 12: What is the primary purpose of the Business Model Canvas?
a) To create complex financial models
b) To replace the need for a business plan
c) To provide a visual representation of key business components and their
relationships
d) To showcase the company's logo and branding
Question 13: Why is it essential for entrepreneurs to have a clear value
proposition?
a) It attracts investors regardless of the business idea
b) It helps in avoiding taxes
c) It communicates the unique value a business offers to its customers d) It
guarantees a higher stock price
Question 14: Which element of the PESTEL framework focuses on factors
related to the economy and their potential impact on a business?
a) Political
b) Economic
c) Social
d) Technological
Question 15: What does the "Opportunities" part of SWOT analysis refer to?
a) Areas where a business needs improvement
b) Factors that could negatively impact the business
c) Positive external factors that can benefit the business
d) The strengths of a business
Question 16: Why is it crucial for entrepreneurs to understand the competitive
landscape using Porter's Five Forces model?

a) To eliminate all competition
b) To predict the future of the market
c) To determine the strengths of the company
d) To make informed strategic decisions
Question 17: What role does a value proposition play in a business strategy?
a) It replaces the need for a business plan
b) It communicates the unique value a business offers to customers
c) It serves as a tagline for the company
d) It helps calculate the business's net worth
Question 18: What should entrepreneurs consider when identifying scaling
strategies?
a) The weather conditions of the region
b) The number of employees
c) The potential risks and benefits of each strategy
d) The personal preferences of the entrepreneur
Question 19: Why is it important to analyze both internal and external factors
when creating a business strategy?
a) External factors have no impact on a business strategy
b) Internal factors are not relevant to business success
c) Both internal and external factors influence a business's ability to succeed
d) Only internal factors affect business performance
Question 20: What is the primary goal of reviewing market potential and
competitive landscape?
a) To eliminate competition
b) To predict the exact market share
c) To identify business weaknesses
d) To make informed strategic decisions

Week 2 - Training Plan
Day 1: Introduction to PESTEL Analysis:
PESTEL analysis is a strategic tool used to identify and evaluate the key external
factors that can impact a business or organization. It stands for Political,
Economic, Social, Technological, Environmental, and Legal factors.
Understanding these factors helps businesses make informed decisions and
develop effective strategies to navigate the external environment.
Key External Factors Affecting the Business Environment:
1. Political Factors: These include government policies, regulations, political
stability, and potential changes in leadership that can affect business
operations and profitability.
2. Economic Factors: Economic conditions, such as inflation rates,
exchange rates, and economic growth, can influence consumer
spending, purchasing power, and overall market demand.
3. Social Factors: Demographics, cultural trends, social norms, and
consumer behavior all impact how businesses market their products and
services and engage with their target audience.
4. Technological Factors: Advances in technology, innovation, and digital
trends can create new opportunities for businesses or disrupt existing
industries.

5. Environmental Factors: Environmental concerns, sustainability efforts,
and climate change issues can impact how businesses operate and
their reputation among environmentally conscious consumers.
6. Legal Factors: Legal and regulatory frameworks, such as labor laws,
intellectual property regulations, and industry-specific regulations, can
affect how businesses operate and compete.
Conducting a SWOT Analysis Using Identified External Factors:
A SWOT analysis involves identifying the internal strengths and weaknesses of a
business and the external opportunities and threats it faces. External factors
identified through PESTEL analysis contribute to the "Opportunities" and
"Threats" sections of the SWOT analysis.

Steps to Conduct a SWOT Analysis:
1. Strengths: Internal attributes that give the business an advantage over
competitors.
2. Weaknesses: Internal attributes that put the business at a disadvantage
compared to competitors.
3. Opportunities: External factors that the business could exploit to its
advantage.
4. Threats: External factors that could negatively impact the business.

Homework Assignment: Prepare a list of strengths, weaknesses, opportunities,
and threats based on the PESTEL analysis conducted in class. Use real-world
examples and relevant observations to support your points. This assignment will
help you gain a deeper understanding of how external factors influence a
business's strategic planning and decision-making. Understanding external
factors is crucial for developing effective business strategies that respond to
both challenges and opportunities in the ever-changing business environment.
Conclusion:
PESTEL analysis provides valuable insights into the external factors that can
impact a business. Integrating these insights into a SWOT analysis helps
businesses make well-informed decisions and create strategies that align with
their strengths, mitigate weaknesses, capitalize on opportunities, and manage
threats effectively. This proactive approach enhances a business's ability to
adapt and thrive in a dynamic market environment.
PS: Remember to bring your completed assignment to the next session for
discussion and feedback.
Day 2 - Market Potential and Competitive Landscape
Overview of Porter's Five Forces Framework: Porter's Five Forces is a powerful
tool used to analyze the competitive dynamics of an industry. It helps
businesses assess the attractiveness and profitability of an industry by
considering five key forces that influence competition and market behaviour.

Explanation of Each Force:
1. Threat of New Entrants: This force evaluates the ease with which new
competitors can enter the market. High barriers to entry can limit new
entrants and reduce overall competition.
2. Bargaining Power of Suppliers: Suppliers can impact industry profitability
by exerting pressure on businesses to raise prices or limit the availability
of key resources.
3. Bargaining Power of Buyers: Buyers' ability to negotiate for lower prices
or demand higher quality products can influence industry profitability
and shape competitive behavior.
4. Threat of Substitutes: The availability of alternative products or services
that can satisfy the same customer needs can limit price increases and
impact industry attractiveness.
5. Competitive Rivalry: The intensity of competition among existing
competitors within the industry can impact pricing, innovation, and
overall profitability.
Group Activity: Analyzing the Competitive Landscape Using Porter's Five
Forces: In groups, you will analyze the competitive landscape of a specific
industry using Porter's Five Forces framework. Choose an industry of interest
and examine each force's impact on that industry. Discuss the factors
contributing to the level of competition, the role of suppliers and buyers, and
the presence of substitutes.
Conclusion: Porter's Five Forces framework provides a systematic approach
to assessing the competitive forces within an industry. By understanding the
dynamics of these forces, businesses can make informed decisions to shape
their strategies. Analyzing industry competition, supplier and buyer
relationships, threats of substitutes, and barriers to entry helps businesses
identify areas for market differentiation and develop strategies that enhance
their competitiveness and long-term success.
Homework Assignment: Identifying Potential Areas for Market Differentiation:
Based on the analysis conducted in class, your homework assignment is to
identify potential areas for market differentiation within the chosen industry.
Consider how your business could stand out and create a unique value
proposition based on the insights gained from the Porter's Five Forces analysis.
Your assignment will contribute to understanding the competitive landscape
and exploring strategies to position your business effectively within the
industry.
Understanding industry dynamics through Porter's Five Forces analysis is an
essential step in crafting a competitive business strategy that addresses
challenges and leverages opportunities in the market. Update SWOT.
Day 3 - Business Strategy Review

Recap of the Business Model Canvas Components: Recall the key components
of the Business Model Canvas, which provides a visual framework for
understanding how a business creates, delivers, and captures value. Each
element of the canvas contributes to the overall business strategy and helps
define its unique value proposition.
Responding to Internal and External Factors through the Value Proposition
Canvas: Explore how the business aligns its value proposition with customer
needs and responds to internal and external challenges. The Value Proposition
Canvas helps you map out customer segments and identify how your products
or services solve their problems or fulfill their desires.
Group Discussion: Sharing SWOT Analysis and Value Proposition Canvas
Findings: Discuss the insights gained from the SWOT analysis and the Value
Proposition Canvas in your groups. Share your observations on how the business
can leverage its strengths, address weaknesses, capitalize on opportunities,
and mitigate threats. Consider how the value proposition can be enhanced
to better meet customer needs.
Introduction to Scaling Strategies and Tactics: Scaling is about taking your
business to the next level while managing growth effectively. Learn about
various scaling strategies, such as market penetration, product development,
market expansion, and diversification. Understand how each strategy aligns
with your business's strengths and market opportunities.
Homework Assignment: Outlining Potential Scaling Strategies:

For your homework assignment, outline potential scaling strategies that align
with the opportunities identified in your SWOT analysis and Value Proposition
Canvas. Consider the resources, market conditions, and competitive
landscape as you evaluate which scaling strategy is most suitable for your
business.
The assignment will prepare you to explore growth avenues and strategically
position your business for success.
Scaling is a critical phase in business growth, and the right strategy can propel
your business to new heights. By aligning your growth approach with your
business's unique strengths and customer needs, you'll be well on your way to
achieving sustainable expansion.
Conclusion: Reviewing and refining your business strategy is essential for
growth and success. The Business Model Canvas and Value Proposition
Canvas provide a solid foundation for evaluating your business's internal and
external dynamics. Leveraging scaling strategies that align with your business's
strengths and market conditions is key to achieving sustainable growth. As you
consider potential avenues for expansion, remember to keep customer value
at the forefront of your strategic decisions.
Day 4 - Succinct Business Strategy Presentation
Importance of Succinctly Presenting Business Strategy: Understand why
presenting your business strategy concisely is crucial for effective
communication. A succinct business strategy captures the essence of your
vision, goals, and plans in a format that's easy to understand and share with
stakeholders.

Guidelines for Condensing the Business Strategy into a Single Page: Learn
practical techniques for distilling your comprehensive business strategy into a
single-page document. Discover how to prioritize key elements, such as value
proposition, target market, goals, and key performance indicators (KPIs).
Workshop: Crafting a 1-Page Business Strategy: Engage in a hands-on
workshop to craft your own 1-page business strategy. With the guidance of
our experts, you'll refine your messaging, prioritize key projects, set milestones,
and define relevant metrics to track progress.
Group Review and Feedback on Each Participant's 1-Page Business Strategy:
Share your crafted 1-page business strategy with your peers and receive
constructive feedback. This collaborative session offers valuable insights and
suggestions to enhance the clarity and effectiveness of your strategy.
Summary of Week 2 and Preparation for Week 3's Topics: Recap the key
takeaways from Week 2, including insights from PESTEL analysis, Porter's Five
Forces, and crafting a 1-page business strategy. Get a sneak peek into the
topics of Week 3, where you'll delve into marketing strategies, customer
acquisition, and building a compelling pitch.
Crafting a concise and impactful business strategy is a valuable skill that can
influence investors, partners, and team members. As you refine your ability to
present your strategy on a single page, you'll enhance your business's clarity,
alignment, and overall effectiveness.

Conclusion: Successfully condensing your business strategy into a single page
requires thoughtful prioritization and clear communication. By focusing on the
most critical aspects of your strategy and distilling them into a concise
format, you enhance your ability to convey your vision and goals to various
stakeholders. As you prepare for Week 3, remember that a well-crafted
business strategy serves as a powerful foundation for future growth and
success.
To celebrate finishing all talks and updating your business plan, we will give
you a voucher discou worth over R1000, it will costs you only R550.

Weeks 3 : Review and update business plan
• Review of the key components of a business plan
• Discussion of the importance of keeping your business plan up-to-date
• Exercises on how to identify and update outdated information in your
business plan
• Tips on how to make your business plan more effective
• Opportunities for entrepreneurs to get feedback on their business
plans from the instructors and other entrepreneurs
To prepare for Week 3, where entrepreneurs will be reviewing and updating
their business plans, it's essential to consider the following questions and
aspects of your business plan, as Assignment 2
1. Executive Summary:
• Can you provide a concise and compelling overview of your business
in the executive summary?
• Does the executive summary effectively communicate your business's
mission, vision, and value proposition?
• Have you updated this section to reflect any recent changes or
developments in your business?
2. Business Description:
• Is your business description clear and accurate?
• Have there been any changes in your business's structure, ownership, or
location that need to be reflected here?
• Is your business model still current and viable, or have there been any
adjustments?
3. Market Analysis:
• Have you reviewed your market analysis section?
• Are the market trends, customer profiles, and competitive landscape
still accurate?
• Have there been any shifts in the market that you need to address in
this section?
4. Marketing and Sales Strategy:
• Have your marketing and sales strategies evolved since initially
creating the business plan?
• Are your marketing channels and tactics still effective, or have you
made changes?
• Have you updated your sales projections and goals based on recent
performance?

5. Products or Services:
• Have there been any changes or enhancements to your products or
services?
• Are there new offerings or improvements that need to be incorporated
into this section?
• How have customer preferences or feedback influenced your product
or service development?
6. Financial Projections:
• Are your financial projections accurate and up-to-date?
• Have you compared your actual financial performance to your
projections and made necessary adjustments?
• Do you have a clear understanding of your financial needs for the
coming months or years?
7. SWOT Analysis:
• Have there been changes in your internal strengths and weaknesses or
external opportunities and threats?
• Is your SWOT analysis reflective of your current business environment?
8. Goals and Milestones:
• Have you met previously set goals and milestones, and if not, what
adjustments are needed?
• Do you have new objectives or targets that should be included in this
section?
9. Risk Assessment:
• Have you identified and evaluated any new risks or challenges facing
your business?
• What mitigation strategies have you put in place to address these risks?
10. Operations and Management:
• Have there been any changes in your team, leadership, or operational
processes? - Are there new hires, roles, or responsibilities that should be
documented?
11. Funding Requirements:
• Do you need to update your funding requirements based on your
current financial situation and future plans?

12. Appendices:
• Are any additional documents or data necessary to support the
updated business plan?
By addressing these questions and thoroughly reviewing each section of your
business plan, you'll be better prepared to engage in the activities and
discussions during Week 3 and ensure that your business plan remains a
valuable and relevant tool for your venture.
Day 1: Key Components of a Business Plan
• Introduction to the essential components of a comprehensive business
plan.
• Discussion on why a well-structured business plan is crucial for
attracting investors and guiding business growth.
• Interactive session: Entrepreneurs identify the key sections of their
business plans that require review and update.
• Case study analysis: Examining successful business plans to understand
effective structuring.
• Homework assignment: Review and list outdated or irrelevant
information in your business plan.
Day 2: Keeping Your Business Plan Current
• Importance of regularly updating your business plan to reflect
changing market dynamics.
• Group activity: Identifying changes in the business environment and
their impact on your business plan.
• Tips on researching and integrating the latest industry trends and
market data.
• Workshop: Strategies for maintaining a dynamic and adaptable
business plan.
• Homework assignment: Update the sections of your business plan
based on the identified changes.
Day 3: Enhancing Business Plan Effectiveness
• How to craft a compelling executive summary that grabs investors'
attention.
• Step-by-step guide to presenting financial projections with clarity and
accuracy.
• Practical tips for refining the language and tone of your business plan.
• Peer review session: Entrepreneurs exchange feedback on each
other's updated business plans.

• Recap of Week 3 and anticipation for the upcoming topics in Week 4.
Pre-Assessment Questionnaire for Week 3
Question 1: What is the purpose of regularly updating a business plan?
a) To create a lengthy and detailed document
b) To attract investors with irrelevant information
c) To reflect changing market dynamics and maintain relevance
d) To avoid the need for any changes in the future
Question 2: Which component of a business plan provides a concise
overview of the entire document?
a) Financial projections
b) Market analysis
c) Executive summary
d) Competitive analysis
Question 3: Why is it important to keep your business plan current?
a) It's a legal requirement
b) Investors prefer outdated information
c) Business needs and market conditions change over time
d) It's a one-time activity
Question 4: What should be the focus of updating a business plan?
a) Adding more pages to make it longer
b) Including every detail from the past
c) Reflecting the most recent industry trends and data
d) Keeping it identical to the original version
Question 5: Which section of a business plan typically includes information
about your target market and competition?
a) Executive summary
b) Financial projections
c) Marketing strategy
d) Product development
Question 6: How can you enhance the effectiveness of your business plan?
a) By making it as lengthy as possible
b) By including complex technical jargon
c) By presenting financial projections with clarity and accuracy
d) By focusing only on the executive summary
Question 7: What does the term "dynamic business plan" imply?
a) A plan that never changes
b) A plan that is too short to be effective
c) A plan that adapts to changing circumstances
d) A plan that is prepared by multiple authors

Question 8: In which activity would you analyze how changes in the business
environment affect your business plan?
a) Crafting an executive summary
b) Peer review session
c) Group activity on outdated information
d) Workshop on financial projections
Question 9: Which part of the business plan should be concise and engaging,
summarizing the main points?
a) Financial projections
b) Executive summary
c) Market analysis
d) Competitive analysis
Question 10: What should you consider when updating your business plan's
financial projections?
a) Keeping the projections exactly the same
b) Reflecting the most recent industry trends and data
c) Adding outdated financial data
d) Ignoring any changes in the market
Checklist for creating a solid business plan:
Pls note this checklist need to be customised to the funder’s guidelines.
1. Executive Summary:
• Concisely summarizes the entire plan
• Highlights key points, including your business concept, market
opportunity, competitive advantage, and financial projections
2. Company Description:
• Clearly defines your business, its mission, vision, and values
• Describes the products or services you offer
3. Market Analysis:
• Identifies your target market and its characteristics
• Analyzes the industry and market trends
• Identifies competitors and assesses their strengths and
weaknesses
4. Organization and Management:
• Outlines your company's organizational structure and key team
members
• Defines roles and responsibilities
5. Product or Service Line:
• Provides detailed information about your offerings
• Describes how your products or services meet customer needs
6. Marketing and Sales Strategy:
• Outlines your marketing efforts to reach and attract customers
• Describes your sales process and customer acquisition strategy
7. Funding Request:
• Specifies the amount of funding you're seeking
• Explains how the funds will be used

8. Financial Projections:
• Includes projected income statements, balance sheets, and
cash flow statements
• Accounts for different scenarios (best-case, worst-case, realistic)
9. Appendix:
• Provides supplementary materials such as detailed market
research, legal documents, and resumes of key team members
• Supports the information presented in the main sections
10.SWOT Analysis:
• Identifies your business's strengths, weaknesses, opportunities,
and threats
• Offers insights into how you can leverage strengths and address
weaknesses
11.Value Proposition:
• Clearly explains the unique value your product or service brings
to customers
• Highlights how you differentiate yourself from competitors
12.Operational Plan:
• Describes day-to-day operations of your business
• Covers manufacturing, distribution, supply chain, and other
logistical aspects
13.Implementation Timeline:
• Outlines key milestones and the timeline to achieve them
• Shows progress and helps with tracking and accountability
14.Exit Strategy:
• Discusses your plans for the future of the business
• Addresses potential scenarios like selling the business, going
public, or passing it on to successors
15.Risk Assessment:
• Identifies potential risks your business might face
• Discusses strategies to mitigate these risks
Effective Business Plan
Making your business plan more effective involves several key strategies that
can enhance its clarity, impact, and ability to communicate your business
vision and goals. Here are some steps you can take:
1. Start with a Strong Executive Summary: The executive summary is the
first impression of your business plan. Make it concise, engaging, and
compelling, summarizing the key points of your plan in a way that
captures the reader's attention.
2. Clearly Define Your Business Concept: Clearly articulate your business
idea, the problem it solves, and the value it offers to customers. Use
clear and concise language to convey the uniqueness of your product
or service.
3. Identify Your Target Market: Provide a detailed description of your
target audience, including demographics, preferences, and behaviors.

This helps investors and stakeholders understand the potential customer
base.
4. Conduct Thorough Market Research: Support your claims with data
and research about the industry, market trends, and competitors. This
demonstrates that you have a deep understanding of the market
landscape.
5. Set Clear Goals and Objectives: Outline your short-term and long-term
goals, along with specific, measurable, achievable, relevant, and time-
bound (SMART) objectives. This shows that you have a strategic plan for
achieving success.
6. Detail Your Marketing Strategy: Describe how you plan to reach and
attract customers. Highlight your unique selling proposition and outline
your promotional and distribution strategies.
7. Present Realistic Financial Projections: Provide accurate and realistic
financial projections, including revenue, expenses, profits, and cash
flow. Investors want to see that you've thought through your financial
strategy.
8. Explain Your Business Model: Clarify how your business generates
revenue and sustains profitability. Address questions about pricing,
sales channels, and cost structure.
9. Highlight Your Team: Showcase the qualifications and experience of
your management team. Highlight key team members' skills and how
they contribute to your business's success.
10.Address Risks and Mitigation Strategies: Acknowledge potential risks
your business may face and outline strategies for mitigating them. This
shows that you've considered potential challenges.
11.Include Visuals and Graphics: Use visuals such as charts, graphs, and
infographics to illustrate key points, market trends, and financial data.
Visuals can make complex information easier to understand.
12.Keep It Concise and Focused: While providing necessary details, avoid
unnecessary information that could overwhelm readers. A concise and
focused plan is more likely to be read and understood.
13.Edit and Proofread: A well-written and error-free plan enhances your
credibility. Review and edit your plan for grammar, spelling, and
formatting errors.
14.Tailor to the Audience: Customize your business plan for different
stakeholders, such as investors, lenders, or partners. Highlight the
aspects that matter most to each audience.
15.Seek Feedback: Get input from mentors, advisors, or colleagues.
Constructive feedback can help you refine your plan and ensure its
effectiveness.
Remember that a business plan is a living document that should evolve as
your business grows and changes. Regularly update and refine it to reflect
new developments and insights.
Biggest Myth about Access to Market : The Truth is, you just did not do Market
Research

Market research and competitive analysis
Market research helps you find customers for your business. Competitive
analysis helps you make your business unique. Combine them to find a
competitive advantage for your small business.
Use market research to find customers
Market research blends consumer behavior and economic trends to confirm
and improve your business idea.
It’s crucial to understand your consumer base from the outset. Market
research lets you reduce risks even while your business is still just a gleam in
your eye.
Gather demographic information to better understand opportunities and
limitations for gaining customers. This could include population data on age,
wealth, family, interests, or anything else that’s relevant for your business.
Then answer the following questions to get a good sense of your market:
• Demand: Is there a desire for your product or service?
• Market size: How many people would be interested in your offering?
• Economic indicators: What is the income range and employment rate?
• Location: Where do your customers live and where can your business
reach?
• Market saturation: How many similar options are already available to
consumers?
• Pricing: What do potential customers pay for these alternatives?
You’ll also want to keep up with the latest small business trends. It’s important
to gain a sense of the specific market share that will impact your profits.
You can do market research using existing sources, or you can do the
research yourself and go direct to consumers.
Asking consumers yourself can give you a nuanced understanding of your
specific target audience. But, direct research can be time consuming and
expensive. Use it to answer questions about your specific business or customers,
like reactions to your logo, improvements you could make to buying
experience, and where customers might go instead of your business.
Here are a few methods you can use to do direct research:
• Surveys
• Questionnaires
• Focus groups
• In-depth interviews

Use competitive analysis to find a market advantage. Competitive analysis
helps you learn from businesses competing for your potential customers. This is
key to defining a competitive edge that creates sustainable revenue. Your
competitive analysis should identify your competition by product line or
service and market segment. Assess the following characteristics of the
competitive landscape:
• Market share
• Strengths and weaknesses
• Your window of opportunity to enter the market
• The importance of your target market to your competitors
• Any barriers that may hinder you as you enter the market
• Indirect or secondary competitors who may impact your success
Source of different statistics relevant to the South African market:
1. Statistics South Africa (Stats SA): The official government agency
responsible for producing official statistics in South Africa. They provide a
wide range of demographic, economic, and social statistics, including
consumer-related data.
2. South African Reserve Bank: The central bank of South Africa provides
economic and financial data, which can include consumer spending
and inflation statistics.
3. National Consumer Commission (NCC): The NCC provides consumer-
related information, including reports on consumer complaints and
trends.
4. Marketing Research Companies: Companies like Nielsen South Africa,
Ipsos South Africa, and Ask Afrika conduct market research and provide
consumer insights and statistics.
5. Trade and Industry Associations: Industry-specific associations often
gather and publish consumer statistics related to their sectors.
6. South African Institute of Race Relations: Provides research reports on
various topics, including consumer behavior and socioeconomic trends.
7. Media and Research Companies: Companies like Media24, TPN,
Lightstone Consumer provide insights and analysis on consumer trends.
8. Academic Institutions: Universities and research institutions in South
Africa might conduct studies and research related to consumer
behavior and publish relevant statistics.
9. Online News Outlets: News websites often publish articles and reports on
consumer trends and economic indicators.
10.Social Media and Online Platforms: Social media platforms and online
forums might provide insights into consumer sentiments and preferences.
11.Government Publications: Various government departments and
ministries might publish reports with consumer-related data such will
include employment data.
12.Local Business Journals: Business journals and magazines in South Africa
might feature articles and reports on consumer trends and market
insights including employment data.

FundReady Training Manual 08 Sept.pdf

FundReady Training Manual 08 Sept.pdf

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