SlideShare a Scribd company logo
Elements of writing a BP Shared by 張育銓
Elements of Sustainable Companies Clarity of Purpose Large Markets Rich Customers Focus Pain Killers Think Differently Team DNA Agility Frugality
The goal of writing a BP is… To communicate the company’s story as clearly as possible To create excitement for the company to attract further resources  To get a presentation meeting!
Writing A  business Plan Company Purpose Problem Solution Market Competition Product/ Technology Business Model The Team/ Company Traction Financials
Company Purpose
Company Purpose Define the company/business in a single declarative sentence. Summarize the company's business on the back of a business card.
Problem
Problem What is the pain? Who has it? Will they pay for the solution? Who are your target customers?  How do they suffer from the pain? Is your solution “the pain killer/must have” or “the vitamin/nice to have”? Quantify the problem concisely! ($)  How much does the problem cost to its owner?
Solution
Solution Compelling presentation of your solution Graphics, illustrations or pictures are highly recommended (Remember: Keep It Simple) Relate to the problem part List the key points that will help the audience understand What is it? What it does? NOT how it does. What will happen if it is implemented? How much will it save? What will it allow your customer to do that couldn’t be done before? Why are they going to pay for a solution?  Cost savings? Increased market share? Elimination of a bottleneck?
Market
Market (How big is the problem?) Demonstrate a significant market opportunity Size, growth, maturity (graphs) Show how your solution is positioned in the market Demonstrate how uniquely your product fits into the market Focus on the smallest segment for credible penetration Ex, If you are selling wheat bread to the restaurant industry, the segmentation order should be: Restaurant industry size: $5555 (Total Available Market-TAM) Restaurants that buy the bread instead of cooking: $444 Restaurants that buys wheat bread: $33 Restaurants that you can reach (your target):$2 (Served Available Market – SAM)
Competition
Competition Competitive Landscape: list direct (same/similar solution providers) and indirect (current other methods, but can move into your space) competition Southwest Airline’s direct competitors are other airlines but they declared that they are indirectly competing with all other available travel choices If no, invent one! Large and small companies How you are different? Providing a detailed competitive analysis and listing the potential competitors increase your credibility Comparison of solutions based on customers’ decision making criteria  Customer feedback, why you versus others?
Competitive Advantage What is your unfairadvantage? What are the differentiated features that will hook the decision makers? How long does your solution last? How often it will be replaced? Why the customer should pay? What is the value proposition?
Value Proposition Articulate the exceptional value to your customers If there are more members in the value chain, articulate value propositions for each
Product/ Technology
Technology (Solution Description) If the value is in cost savings focus on that aspect, always relate to benefits Graphs, pictures work Assume that the audience does not know the technological field you are in Yet, give a compelling description without using abbreviations or techy terms
Business Model
Business Model ,[object Object]
How do they buy? Online? Trade?
Pricing model; how are you going to make money?
Revenue Model, how will your customers scale (sales strategy)
Sell direct? Sell through (channels to market)
Graphs work,[object Object]
The Team
The Team/ Company Traction Team (could be your greatest strength) Short summary of the members key strength and achievements, particularly as it relates to the business (address management risk) Possibly board of advisors (if recognized) Barriers to entry: Your existing IP/ IP strategy (address technology risk) Depending on the company stage, important milestones achieved Short personal experience to hook the audience and to have a smooth transition to the “Problem” part!
Financials
Financials Financial Plan – Pro-Forma Everyone knows that this is an estimate, but still they want to know how realistic are the financials and if you are capable of predicting the market 5 Year realistic estimates – graph is a must Highlight critical assumptions/milestones, and mention if there is an important issue for the realization of revenue projections
Funding (if seeking investment) How much $ are you seeking?  Where will the money be put to use? (i.e. 45% R&D, 20% Marketing, %10...etc) Pie Graphs work nicely How long will the money last? How long until you need another cash infusion or will this be all the financing you need?
Corporate Development Mass  Production (II) Phase II Development Pilot Test Project Milestone Mass Production (I) Phase I Development Strategic  Planning 2006 2007 2008 2009 2010 Financial Milestone Fund  Raising (I) US$ 1 M Fund  Raising (II) US$ 1.5M IPO Time
Take away
W.I.N. Donut Window of addressable Market Market potential / current market ROI on proven items/ Risk Precondition to Execute  Incentive of taking venture Necessary of the team
Thanks
5個YEF常見的 BP 弱點 Nathan Chiu nathan@funP.com
1. 吸引不了人的商品或服務 ,[object Object]
務必一槍斃命
How to solve?
請從現有的問題與需求出發。

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創業計畫

  • 1. Elements of writing a BP Shared by 張育銓
  • 2. Elements of Sustainable Companies Clarity of Purpose Large Markets Rich Customers Focus Pain Killers Think Differently Team DNA Agility Frugality
  • 3. The goal of writing a BP is… To communicate the company’s story as clearly as possible To create excitement for the company to attract further resources To get a presentation meeting!
  • 4. Writing A business Plan Company Purpose Problem Solution Market Competition Product/ Technology Business Model The Team/ Company Traction Financials
  • 6. Company Purpose Define the company/business in a single declarative sentence. Summarize the company's business on the back of a business card.
  • 8. Problem What is the pain? Who has it? Will they pay for the solution? Who are your target customers? How do they suffer from the pain? Is your solution “the pain killer/must have” or “the vitamin/nice to have”? Quantify the problem concisely! ($) How much does the problem cost to its owner?
  • 10. Solution Compelling presentation of your solution Graphics, illustrations or pictures are highly recommended (Remember: Keep It Simple) Relate to the problem part List the key points that will help the audience understand What is it? What it does? NOT how it does. What will happen if it is implemented? How much will it save? What will it allow your customer to do that couldn’t be done before? Why are they going to pay for a solution? Cost savings? Increased market share? Elimination of a bottleneck?
  • 12. Market (How big is the problem?) Demonstrate a significant market opportunity Size, growth, maturity (graphs) Show how your solution is positioned in the market Demonstrate how uniquely your product fits into the market Focus on the smallest segment for credible penetration Ex, If you are selling wheat bread to the restaurant industry, the segmentation order should be: Restaurant industry size: $5555 (Total Available Market-TAM) Restaurants that buy the bread instead of cooking: $444 Restaurants that buys wheat bread: $33 Restaurants that you can reach (your target):$2 (Served Available Market – SAM)
  • 14. Competition Competitive Landscape: list direct (same/similar solution providers) and indirect (current other methods, but can move into your space) competition Southwest Airline’s direct competitors are other airlines but they declared that they are indirectly competing with all other available travel choices If no, invent one! Large and small companies How you are different? Providing a detailed competitive analysis and listing the potential competitors increase your credibility Comparison of solutions based on customers’ decision making criteria Customer feedback, why you versus others?
  • 15. Competitive Advantage What is your unfairadvantage? What are the differentiated features that will hook the decision makers? How long does your solution last? How often it will be replaced? Why the customer should pay? What is the value proposition?
  • 16. Value Proposition Articulate the exceptional value to your customers If there are more members in the value chain, articulate value propositions for each
  • 18. Technology (Solution Description) If the value is in cost savings focus on that aspect, always relate to benefits Graphs, pictures work Assume that the audience does not know the technological field you are in Yet, give a compelling description without using abbreviations or techy terms
  • 20.
  • 21. How do they buy? Online? Trade?
  • 22. Pricing model; how are you going to make money?
  • 23. Revenue Model, how will your customers scale (sales strategy)
  • 24. Sell direct? Sell through (channels to market)
  • 25.
  • 27. The Team/ Company Traction Team (could be your greatest strength) Short summary of the members key strength and achievements, particularly as it relates to the business (address management risk) Possibly board of advisors (if recognized) Barriers to entry: Your existing IP/ IP strategy (address technology risk) Depending on the company stage, important milestones achieved Short personal experience to hook the audience and to have a smooth transition to the “Problem” part!
  • 29. Financials Financial Plan – Pro-Forma Everyone knows that this is an estimate, but still they want to know how realistic are the financials and if you are capable of predicting the market 5 Year realistic estimates – graph is a must Highlight critical assumptions/milestones, and mention if there is an important issue for the realization of revenue projections
  • 30. Funding (if seeking investment) How much $ are you seeking? Where will the money be put to use? (i.e. 45% R&D, 20% Marketing, %10...etc) Pie Graphs work nicely How long will the money last? How long until you need another cash infusion or will this be all the financing you need?
  • 31. Corporate Development Mass Production (II) Phase II Development Pilot Test Project Milestone Mass Production (I) Phase I Development Strategic Planning 2006 2007 2008 2009 2010 Financial Milestone Fund Raising (I) US$ 1 M Fund Raising (II) US$ 1.5M IPO Time
  • 33. W.I.N. Donut Window of addressable Market Market potential / current market ROI on proven items/ Risk Precondition to Execute Incentive of taking venture Necessary of the team
  • 35. 5個YEF常見的 BP 弱點 Nathan Chiu nathan@funP.com
  • 36.
  • 44.
  • 45. 3. 不可思議的神奇商品 如何證明你說的完美商品或服務可以由你發明出來 Solutions… 現有可以使用的專利或技術 與研究單位的合作 成本與利潤分享 堅強的研發團隊 相關的工作經驗
  • 46. 4. 永遠低估的營運成本 很多 BP 為了要賺大錢,都會訂一個很節儉的營運成本 Remember… 人事成本不止有薪水 義氣請勿寫在 BP 裡 製造成本要先估算 材料成本與可能的波動
  • 47. 5. 馬上大賺錢的夢想 很多 BP 強調 馬上大賺錢或是回本,但不一定是大家愛的模式。 Remember… 訂好合理的 Break Even 與 Cash Flow Break-Even 的點。 幫創投想合理的 Exit Strategy 請提及市場環境所可能遇到的風險 對手有新產品 銷售不順利 大環境低靡