This document provides an outline for building a business plan and presentation deck. It includes 8 key sections to address: 1) describing the product or service, 2) identifying the target customer, 3) analyzing the competition, 4) outlining the marketing and sales strategy, 5) explaining how the business will generate revenue, 6) providing forecasted financial projections, 7) introducing the founding team, and 8) determining the funding needs. Each section poses questions to consider and provides examples to help develop the relevant content and narrative for the business plan.

1. BUILDING A BUSINESS PLAN & DECK
2018 • Confidential & Proprietary • Lisa Morales-Hellebo • lisa@refashiond.com • 202-251-0420

2. BUSINESS PLAN DEV
Building a Business Plan
© LMH Consulting, LLC 2018
2
1. What is your product/service?
2. Who is your customer?
3. Who is your competition?
4. How will you sell to
your customers?
5. How do you make money?
1. What are your forecasted
financials, expected ROI,
& profits?
2. Who is on your team?
3. How much money do
you need to execute
your business model?
1.
2.
3.
4.
6.
7.
8.
5.

3. 1. ● What pain points does your product/service solve?
● Will it replace or add to an existing solution?
● Is it a NEED or a WANT?
● Do you control your supply chain and customer
service?
● What are your manufacturing costs, COGS, & margins?
● Why are YOU the person to create this business?
● What is your brand mission?
3
What is your
product or
service?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
product

4. Design thinking
...a human centered approach to innovation

5. D
E
S
I
R
A
B
I
L
I
T
Y
(
H
U
M
A
N
)
V
I
A
B
I
L
I
T
Y
(
B
U
S
I
N
E
S
S
)
FEASIBILITY
( TECHNICAL )
INNOVATION

6. EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST

7. EMPATHIZE
How might we…
What if…
What is the future of...
Start with questions

8. EMPATHIZE
Aim to understand
people on all levels

9. How might we...
create dinnerware that is respectful of
and useful for handicapped people?

10. LISTEN to what
people say, think,
feel & do Problem Statement
NEEDS A
WAY TO
BECAUSE
STAKEHOLDER NEED INSIGHT
DEFINE

11. Talk & listen
to all key players involved.

12. IDEATE
Explore ALL
possible
solutions

13. Brainstorming
is a team activity. Ideas suck until challenged & discussed.

14. PROTOTYPE
Start
LOW TECH

15. Janky
is what you are aiming for with your first prototype.

16. TEST
Your
assumptions
are WRONG

17. Listen, record, & watch
what people do without your guidance.

18. EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
ITERATE

19. COGS
COST OF GOODS SOLD
Beginning Inventory + Purchases During the Period - Ending Inventory =
GP
GROSS PROFIT
Sales Profit - Cost of Goods Sold =
GM
GROSS MARGIN
Net Sales - Cost of Goods Sold / Net Sales =
Key Formulas

20. CPU
MANUFACTURING / COSTS PER UNIT
Direct Materials + Direct Labor + Overhead / Total # Units Manufactured
=
Key Formulas

21. Examples

22. 22
● flesh out COGS, GP, GM
● review & discuss
WORKSHOP
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

23. 2. ● Detailed personas — age, gender, household income,
where do they live, where do they shop, etc.
● Why will they purchase your product?
● What role will your product & brand play in their
life?
23
Who is your
customer?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
customer

25. 25
● flesh out answers & create personas
● review & discuss
WORKSHOP
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

26. 3. ● Competitive landscape — who are your primary,
secondary, & tertiary competitors?
● How much market share do they account for?
● How is your product & brand differentiated?
● SWOTs
26
Who is your
competition?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
competitors

29. 29
● competitive landscape & SWOTs
● review & discuss
WORKSHOP
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

30. marketing
4. ● B2B or B2C or B2B2C?
● What social media are your customers on?
● How much time do they spend on social platforms?
● What are they using the platforms for?
● Are there any online marketplaces you can sell
through?
● What types of marketing will best resonate?
● How much does it cost to acquire a new customer
through each channel?
● Which channels drive highest purchases vs brand
engagement?
30
How will you
sell to your
customers?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

33. Key Formulas
CAC
CUSTOMER ACQUISITION COST
Total Spend / Total Conversions =
LTV
CUSTOMER LIFETIME VALUE
(Monthly Revenue) * (Gross Profit % ) * (Lifetime Months) =
GPPC
GROSS PROFIT PER CUSTOMER
CAC - LTV =

34. CAC
=CUSTOMER ACQUISITION COST
Examples

35. 35
● strategy, channels, budget, CAC, LTV, GPPC
● review & discuss
WORKSHOP
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

36. 5. ● Size of market?
● Realistic slice you can own?
● One time or recurring revenue?
● Direct to consumer sales, wholesale sales, affiliate,
advertising, subscription, or transaction fee?
● Is your model optimized for profits?
36
How do you
make money?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
model

39. 39
● prep individual answers
● review & discuss
WORKSHOP
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

40. 6.
● Getting comfortable with Excel or Google Sheets
● Simple profit & loss
40
Forecasted
profit & loss?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
financials

41. Simple P&L

42. 42
● prep individual answers
● review & discuss
WORKSHOP
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

43. 7. ● Who are the owners/founders? Expertise?
● Current org chart?
● Who do you need to hire & when?
● Advisors?
43
Who is on
your team?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
team

45. 8. ● How much capital do you need for the
next 12-18 months?
● What milestones will this capital help you achieve —
# of customers & projected revenue?
● Friends & family, Angel, Seed, Venture, Series A?
● Loans, grants, crowdfunding?
● When to raise?
45
How much
capital does your
business need?
BUSINESS PLAN DEV © LMH Consulting, LLC 2018
the ask

47. 47
BUSINESS PLAN DEV © LMH Consulting, LLC 2018

48. 48
BUSINESS PLAN DEV © LMH Consulting, LLC 2018