UoM Commercial Business Planning (v. brief) Richard Day UoM Commercial 2012

1 UoM Commercial Key Messages you must convey  We have a compelling product which meets a need in the market  We understand the competition and the market  We can execute in the market window open to us  We can make you a LOT of money

2 UoM Commercial Typical Contents of a Business Plan  Exec Summary (including objectives)  Background  Problem (what is the market need?)  Solution (what is the product / service that will met this need?)  Value Proposition / Why this solution (IP, performance, etc)?  Market details including Competition  Pricing / Marketing / Sales / Distribution  Business Model (how money will be made from the solution)  Team (Management and Board)  Financials (projections), including use of funds/capital  Investment Proposition  Next Steps (including Timeframes

3 UoM Commercial Use a framework to help to write your plan....

4 UoM Commercial Framework : Benefit Model The External situation drives Internal focus Problem/Need/Desire Benefit Feature $ Internal focus External situation A simple way to consider a business is to view is as an entity that responds to (and seeks to exploit) situations in the marketplace. The external situation drives the internal focus of the business (its direction, structure and activities)

5 UoM Commercial Framework : Benefit Model Benefits arise when a need is matched by a feature Problem/Need/Desire Benefit Feature $ Market Consumers are willing to pay money for a valued ‘benefit’ A ‘benefit’ arises when a feature of a product/service matches a need in the marketplace Product (has features)

6 UoM Commercial Framework : Benefit Model Step 1: Answer questions prompted by the External Situation Problem/Need Internal focus Benefit Features External situation  What is the need in the marketplace?  Exactly what should we sell?  What are the benefits that arise for the customer?  What form do the benefits take?  Are these benefits sustainable?  Who are we selling to?  How should we price it?  How many can we sell?  How often can we sell?  How long is the sale cycle?  Is the market attractive?  What barriers will we face?  How do we position the product/service?  What marketing will we need?  How should we access the market?  When do we need to launch? Market Examine the external factors to answer questions such as…

7 UoM Commercial External Factors to consider …Nature & Extent of Demand  Who – Define the customer?  What – is the product or service?  Where – Wholesale/retail? Purchase decision made? In value chain?  When – Seasonal patterns, lead times?  Why – why purchase?  How – how purchase: tender? point-of- sale? cash? internet?  Market size and shares?  Customer Segments and needs?  Competitors?  Trends?  Gaps in Services?  Substitute products / services?

8 UoM Commercial Framework : Benefit Model Step 2: Use the External Situation to drive the Internal Focus Problem/Need Internal focus Benefit Features $ External situation  When will incur these all of costs (at what stage of the development cycle)?  When do we need money, and how much?  How much will it cost us to produce our product / deliver our service?  What pricing model should we use?  What distribution model should we use?  How much will it cost us to access the market?  How will we raise awareness of our product with our target market? Given your understanding of the external situation, determine how the you will structure your business and design it’s functions/parameters so that it can meet the markets needs  What is our strategy?  What company structure do we need?  What resources do we need ?  How many staff do we need at what point?  How much will admin expenses be?  How much will product development be?  How much will marketing expenses be? Product

9 UoM Commercial Random Thoughts  The Business Plan is only a representation of The Plan  You must be able to verbalise The Plan in seconds –What is your business selling? –To whom? –Why they will buy it? –How the business will make money? –What is the Exit Strategy?  Understand your audience’s drivers and decision criteria  State your assumptions – be able to defend them!  Investors back people, NOT ideas or plans

10 UoM Commercial Appendix – Summary of q’s to answer  What am I selling?  Who am I aiming to selling it to? How much will I charge? How many will I sell?  What is the nature of the market am I operating in? (the demand, existing competitors, trends)  Why will the market purchase my product / what is the opportunity?  How am I getting it to them? (Marketing & Distribution, Channels, Alliances)  What is my timeframe?  What resources to I need to do this?