Prof. Dr. –Ing. Kalamullah Ramli 1 Business Plan

  For this course: ◦ The Enterprise ◦ The Market ◦ The Offerings ◦ The Marketing Strategy ◦ Competitive Analysis 2 General View

 This topic should describe your enterprise by: ◦ stating primary objectives ◦ a short description of origin and financial achievements ◦ key personnel and organization structure ◦ current and projected size ◦ facilities locations ◦ scope of activities, and ◦ plans for changes in the future. 3 The Enterprise

 Other factors to consider: ◦ Legal structure (partnership or corporation) ◦ Enterprise ownership ◦ Products/services ◦ Critical operations ◦ Patents, trademarks or proprietary technologies ◦ Community relations ◦ Ability to compete 4 The Enterprise

 Describe the general characteristics of the distinct segments of prospects that make up the market for your offerings.  Factors to consider: ◦ Extent of market (local, regional, national, international) ◦ General description of segments ◦ Current versus new customers ◦ Size of the typical prospect ◦ Prospect profitability 5 The Market

◦ Current ability of prospects to use your offerings ◦ Prospect's incentive to buy ◦ Prospect's decision process 6 The Market

 Address capabilities relative to competition, industry standards, environmental influences and the impact on the user's day-to-day operations.  Factors to consider: ◦ Benefit to user ◦ Comparison to competition ◦ Patent/trademark ◦ Adherence to industry standards ◦ Emotional/visual appeal 7 The Offerings

◦ Environmental influences ◦ Ease of use ◦ Impact on user operations ◦ Use of proprietary technology ◦ Pricing 8 The Offerings

 Describe your strategy for achieving your goals. Explain why this strategy will succeed.  Factors to consider: ◦ Pricing strategy ◦ Promotion strategy ◦ Market shares ◦ Type of sales force ◦ Sales support activities ◦ Critical dependencies 9 Marketing Strategy

◦ Channels of distribution ◦ Advertising commitment ◦ Promotional commitment ◦ Use of outside agencies 10 Marketing Strategy

 Provide a summary of the competition as a group  Factors to consider: ◦ Number of competitors ◦ Is market gaining or losing competitors? ◦ Are competitors profitable? ◦ Do competitors have manufacturing or marketing advantages? ◦ Do you expect more or less pricing pressure from the competition? 11 Competitive Analysis

 Describe each competitor and their offering and why they are such strong competition  Describe how your enterprise is positioned as one of the competitors 12 Competitive Analysis

 Describe your expectations for profit (or loss) over the five year planning period  Be sure to explain when you will start operating at a profit, when you expect to reach a break even point and what the  profit margins will be following the break even point  If you are proposing a capital investment, explain your financial needs and how the investor can expect to achieve a return on their investment. 13 Projection

What will you highlight mostly from this task is Projection That is, Business calculation on investment, annual revenue, profit/loss and how many years you expect to achieve the break event point 14 Closure