The document provides advice for developing a business plan including identifying if there is a market need and willingness to pay for a product, determining if the business can scale, specifying the target market and competitors, developing the business model around pricing and channels, and focusing on acquiring customers in a cost-effective way through content, SEO, and deal size. It also emphasizes getting feedback from users, creating short and long term plans, developing sales skills, and maintaining a positive yet realistic mindset.

1. Mark Penson
Co-Founder

2. A brilliant plan?
Look for evidence!
Your product or service ….
• Is it something people/businesses need?
• Are people/businesses prepared to pay for it?
Is your business going to be scalable?
• At what price: cash and effort?
• Team?
• Self-sufficient vs external cash (when?)

3. A brilliant plan?
Look for evidence!
Specify your target market(s)
• Competitors?
• What’s making you unique?
• Get to know your audience
• Get your message right
Business Model
• Direct / Indirect Channels
• Pricing, Recurring?, Outbound/Inbound mix,…

4. And now …
the serious stuff!
• Cost of acquisition: +
• Inbound/outbound mix
 Content Marketing
 SEO/SEA
 Deal size
 Belgium, Europe, Global?

5. And now …
the serious stuff!
• For your Customers: be …. reactive, efficient,
service minded, inspiring, convincing, …
• For your colleagues: be … positive and
constructive
• For yourself: be … patient and perseverant

6. And now …
the serious stuff!
• Get feedback from your user base:
 grow your offering
 sharpen your “message”
• Short and Mid Term Plan vs Long Term Plan
• Sales skills required

7. Be Positive
but primarily also
Realistic!
Wishful thinking doesn’t work!

8. And one day …
You’ll get the rewards
for the hard work!