Module 8: Writing and Presenting a Business Plan

by O'Rourke, James S.; Karlson, Carolyn Boulger

• ISBN13: 9780324301687
• ISBN10: 0324301685
• Edition: 1st
• Format: Paperback
• Copyright: 2005-07-15
• Publisher: Cengage Learning

Summary

This text, written by Carolyn A. Boulger, reviews the entire process of writing and presenting a business plan. From idea generation to feasibility analysis, and from writing the plan to presenting it to various audience groups, this text covers all steps necessary to develop and start a business. It also offers guidance on meeting with investors and getting funding for the new venture, and provides numerous samples of effective plans and presentations.

Table of Contents

Foreword	xi
Introduction	xvii
What to Do with That Great Idea	1	(14)
Start-up Profile: License Monitor	3	(1)
Where to Begin: Idea Generation	4	(4)
Option 1: Use the Problem/Solution Model	4	(1)
Option 2: Apply Time/Money Filters to the Problem/Solution Model	5	(1)
Option 3: Go for Efficiency	5	(1)
Option 4: Save the World, or at Least Help It Out a Bit	5	(1)
Option 5: Leverage Knockoffs with a Twist	6	(1)
Option 6: Play at Work	7	(1)
Option 7: Sell Yourself	7	(1)
Option 8: Create a New Industry	8	(1)
Put Something on Paper: Defining Your Mission, Values, and Goals	8	(2)
Task 1: Mission/Message Statements	8	(2)
Ben & Jerry's Mission Statement	10	(5)
Task 2: Blue Sky Executive Summary	10	(1)
Task 3: Create Your Identity	11	(1)
Review	12	(1)
Assignments	12	(1)
Endnotes	13	(2)
Can This Really Work?	15	(18)
Section 1: The Industry and Company	15	(3)
Writing Your Industry/Company Profile	16	(1)
The Company	17	(1)
The Industry	17	(1)
What to Watch For	18	(1)
Section 2: Your Product and/or Service	18	(2)
Description of Product/Service	19	(1)
Description of the Facilities	19	(1)
Proprietary Features	20	(1)
Future Development Plans	20	(1)
Product Liability	20	(1)
What to Watch For	20	(1)
Section 3: The Competition	20	(3)
Competitors' Profile	22	(1)
Product/Service Comparison	22	(1)
Market Niche and Share	22	(1)
Comparison of Strengths and Weaknesses	22	(1)
What to Watch For	22	(1)
Section 4: The Market Analysis	23	(3)
Target Market and Characteristics	25	(1)
Analyst Summaries	25	(1)
Market Share, Trends, and Growth Potential	25	(1)
Sales, Distribution, and Profits	26	(1)
What to Watch For	26	(1)
Section 5: Financial Forecasts	26	(3)
Who You'll Employ	27	(1)
What You'll Need to Make and Sell Your Product or Service	27	(1)
Where You'll Live	27	(1)
When You'll Hit Milestones	28	(1)
How You'll Market Your Business	28	(1)
Section 6: Management Team	29	(1)
Interview with Venture Capitalist Gary Gigot	29	(1)
Review	30	(1)
Assignments	31	(1)
Endnotes	31	(2)
Roll Up Your Sleeves and Start Writing	33	(12)
Major Business Plan Components	33	(9)
Executive Summary	34	(1)
Description of the Company	34	(1)
Description of Industry	34	(1)
Description of Product or Service	35	(1)
Competitive Analysis	35	(1)
Market Analysis	36	(1)
Marketing Plan	36	(2)
Management Team	38	(1)
Financial Analysis	39	(2)
Appendices	41	(1)
What to Watch For	42	(1)
Review	42	(1)
Assignments	43	(1)
Endnotes	43	(2)
Show Your Plan to the World	45	(12)
Show, Don't Tell	46	(8)
Content Objective: Introduce Your Company	47	(1)
Content Objective: Justification of Market Demand	48	(1)
Content Objective: What Problem Do You Solve?	49	(1)
Content Objective: Exactly How Does Your Product or Service Work?	50	(1)
Content Objective: Competition	51	(1)
Content Objective: Financial Forecasts	51	(1)
Content Objective: Milestones	52	(1)
Content Objective: The Q-&-A Session	53	(1)
Organizing Your Presentation	54	(1)
Finishing Touches	55	(1)
Review	55	(1)
Assignments	56	(1)
Endnotes	56	(1)
Talk and Listen to Those Who Can Help	57	(18)
Elevator Pitches: Not Just for Elevators Anymore	57	(1)
Venture or Business Plan Competitions	58	(5)
Meetings with Potential Investors	63	(1)
A Great Venture Capital Pitch	63	(7)
Questions and Answers on Q-&-A	70	(1)
Guidelines for Successful Presentations	70	(1)
Do's	70	(2)
Don'ts	72	(1)
Interview with David Brenner, CEO, IdeaWorks, L.L.C., Grand Rapids, Michigan	73	(1)
Conclusion	73	(1)
Review	74	(1)
Assignments	74	(1)
Endnotes	74	(1)
Appendix A Sample Business Plan: Montrose Urgent Care Facility	75	(24)
Appendix B Better Business Plan Competitions	99