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The Business Plan Chapter 35.1
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Explain the purpose and importance of a business plan Identify external planning considerations Objectives
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Business Plan Buying Behavior Business Philosophy Trading Area Key Terms
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A business plan will help you secure financial assistance A business plan is a proposal that outlines a strategy to turn a business idea into a reality It describes a business opportunity to potential investors and lenders Developing the Business Plan
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The business plan will guide you as you open the business and plan for its management Your business plan should convince investors and lenders that : your business idea is profitable Identify procedures necessary to legally establish the business Works as a management tool Developing the Business Plan
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A business plan must be well organized and easy to read It should include three components Description and analysis of the proposed business Organizational and marketing plan Financial plan Developing the Business Plan
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The description and analysis section introduces the proposed business concept This section should clearly identify the products and services the business will sell Description and Analysis of the Proposed Business
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This section also includes Trading area analysis Market segment analysis Analysis of potential locations It includes your personal business philosophy and self analysis Description and Analysis of the Proposed Business
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When preparing your plan, be as factual as possible Use up to date information The U.S. Small Business Administration and the Senior Core of Retired Executives can provide potential sources of information Description and Analysis of the Proposed Business
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Begin your plan with a description of the type of business you want to open You will present market research data and review significant trends Explain how a current or changing situation has created an opportunity for the business to fulfill consumer demands Business Philosophy and Products
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A Business philosophy explores how you think the business should be run and demonstrates your understanding of your business’s role in the marketplace It reveals your attitude toward your customers, employees, and competitors Business Philosophy
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The philosophy will help attract new customers and keep them Wal-Mart’s business philosophy is that it will not be undersold, and the return policy is that customers can always return merchandise if they are dissatisfied with it Business Philosophy
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After identifying your business philosophy, describe the product or service you will offer Explain the potential customer benefits and why your service or product will be successful Include many facts, trends, and statistics Type of Product or Service
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The next part of the business plan is a self analysis which describes your personal: Education Training Strengths Weaknesses A plan for personal development Self Analysis
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You need to highlight your strengths and skills in your chosen area You should describe how you will acquire the skills you lack through additional training or by hiring other professionals Experiences, Skills, and Plans
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Indicate the education and training you have had so far to prepare you for operating your new business Your educational and work experience shows potential lenders that you can understand the industry and have that required skills for running a successful business Experiences, Skills, and Plans
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Some businesses require applying for a special license In this section, you should explain if you already have this license or if it is in process Licenses
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Include the special personal traits and work habits you posses Examples of: past leadership activities Personal initiatives and willingness to work hard These add strength to your business plan Personal Traits
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After the explanation of personal skills, define your trading area A trading area is the geographical area from which a business draws its customers. You must analyze your trading area to become familiar with geographic, demographic and economic data Trading Area Analysis
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Geographic data include how many people live in a certain area Geographic are identifiable and measureable population statistics such as Age Gender Marital status Race/ethnicity Geographic, Demographic & Economic Data
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Knowing the demographics of your trading area will help you identify market trends that may have a direct impact on your business Prevailing economic conditions are among the major factors affecting a business Geographic, Demographic & Economic Data
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Economic factors include: Economic growth Projections Trends in employment Interest rates Business mergers Governmental regulations Geographic, Demographic & Economic Data
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Taxes increases or decreases levied by the local, state and federal government affect consumer buying power It is important to include how much disposable income the potential consumers in your trading area hafe Geographic, Demographic & Economic Data
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It is important to include how much disposable income the potential consumers in your trading area have This is the personal income remaining from wages after all taxes have been taken Personal income is also known as buying income Geographic, Demographic & Economic Data
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List all the competitors in your trading area: Products Prices Locations General quality of products Strengths and weaknesses Try to estimate your competitor’s sales volume and identify how they promote and sell products Competition
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The next part of your business plan should contain a market segment analysis, a description of your target marking and the buying behavior of your potential customers Market Segment Analysis
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Target market is the specific group of people you want to reach You can identify target market by common geographic characteristics You must carefully identify your target market so that you will know the needs and wants of different markets for your product Target Market
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After you have identified your target market, you will need to explain how the market’s buying behavior will be good for your business Buying behavior is the process individuals use to decide what they will buy, where they will buy it, and from whom they will buy it Customer Buying Behavior
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The decision where the locate your store is vital to your success You can select your location after you have analyzed your trading area and your market segment, including your target market and your competition Analysis of Potential Locations
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The advantages of leasing outweigh the other options for most new businesses With leasing, you: Avoid a large initial outlay of cash, Your risk is reduced by the shorter commitment You lease expenses are tax deductable Lease, Buy, or Build?
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The process of buying or building is more complex and almost always requires major financing Regardless of whether you buy, lease, or build, you need to compare certain terms of each potential method of financing your property Lease, Buy, or Build?
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Those terms include: Monthly rent/payments Length of commitment You must also find out who is responsible for insurance You should have an attorney review any documents before you sign them Lease, Buy, or Build?
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Before you decide, consider the number and size of potential competitors in the area If your business is similar in size and merchandise to its competitors, you may want to locate near them This encourages comparison shopping Competing and Complementary Business
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A larger business that offers more variety than the competition should be able to generate its own customers and therefore can be situated away from the competition A complementary business is one that would help generate store traffic such as shoes and accessories store located next to clothing stores Competing and Complementary Business
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The nature of your business will dictate if you locate your business in a: mall neighborhood shopping center freestanding location Online That location will determine your hours of operation and the number of customers who will see your business Hours of Operation
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Restaurants and other businesses that rely on high visibility or prime locations may spend the extra mo0ney to locate in a high traffic location Such a site may not be a priority or profitable for all businesses Visibility
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Customer safety should be a consideration when choosing a business location Research the community’s crime rate Find out whether the fire department is a volunteer of municipal one and contact them about safety codes Safety
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Make sure your customers can get to you location easily Identify the highways, streets and public transportation options that they can make use of to get to your site Customer Accessibility
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Learn about any local ordinances or laws that may affect your business Research and restrictions that might prevent you from locating in a particular area Zoning and Other Regulations
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Plans to build or renovate will require the necessary building permits Operating a regulated business, such as a service station, will call for the necessary local zoning approvals and state licenses Zoning and Other Regulations
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1. Why is it important develop a business plan? 2. Identify the three major parts of a business plan 3. What is a trading area? After you read
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Chapter 35.2 The Marketing and Financial Plans
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Develop a business’s organization plans Construct a marketing plan Identify the financial elements of a business plan Describe financing sources for businesses Objectives
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Job Description CollateralCredit UnionDebt Capital Organization Chart Equity Capital Key Terms
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The second section of the business plan explains how you will organize the new business It describes your current and anticipated staffing needs It also reviews how you plan to sell your product and how you intend to reach customers Organizing the Plan
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The details of your proposed product are explained along with your: potential suppliers manufacturing or selling methods inventory policies It also includes your marketing plan which details your pricing strategies and promotional plans Organizing the Plan
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The organizational section of your business plan is a blueprint or a foundation for the structure of your proposed business You must construct a clear, solid foundation around which to build the rest of your business Proposed Organization
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There are three main types of business ownership structures: Sole proprietorships Partnerships Corporations In this part of the business plan you state which structure you chose and why Types of Ownership
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You will outline the steps you plan to take to establish your business The specific steps you will take depend on how you organize your business Steps in Establishing Your Business
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You need to demonstrate to potential investors and lenders that you know how to staff the business so that it operates successfully List your personnel needs in your business plan and identify the people who will perform those jobs Staffing
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Prepare job descriptions for your partners, employees, and yourself Job descriptions are written statements listing the requirements of a particular job and the skills needed to fulfill those requirements Job Descriptions
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Each job description includes the Purpose of the job Qualifications Skills needed Duties to be performed Equipment to be used Expected work conditions These help employees know what is expected of them Job Descriptions
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Once you have completed the job description, develop an organization chart to establish the chain of command within your business An organizational chart is a diagram of the company’s departments and jobs with lines of authority clearly shown Organization Chart
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Your organization chart tells employees to whom they report and to whom they can turn to with problems and questions It also establishes department responsibilities Organization Chart
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Trained professionals will help you avoid mistakes that could damage your prospects for success If you decide to use outside professionals, identify them and their responsibilities son your organization chart Outside Experts
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Professionals who can help include accountants, attorneys, bankers, and insurance agents You can also use technical assistance to identify employment practices in your state or locality Outside Experts
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One part of your business plan should include information on the types of products and services you will offer Your investors or lenders will also want to know what the associated cost will be Proposed Product or Service
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For products, you will need to develop a plan that details all the purchasing or manufacturing requirements as well as your inventory policy and anticipated costs Your inventory system depends on the size and scope of your proposed business Trade associations can give you suggestions for the best inventory control system Proposed Product or Service
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For services, you need to develop a plan that addresses who will provide the service to your customers and how and when that will happen State the services provided by competitors and describe additional distinct services you will provide and their estimated costs Proposed Product or Service
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Marketing mix strategies are vital to the success of your business It is important to look at key areas such as Pricing policies Promotional activities Proposed Marketing Plan
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Your business plan must outline your pricing policies You might be able to set a price high enough to cover your costs and make a profit, but competitive enough to attract customers Pricing Policies
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Identify how to reach the greatest number of potential customers in your target market in the most efficient and effective way The firms promotional mix includes Advertising Public relations Promotions Personal selling Promotional Activities
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Your business plan will outline the mix that will be most effective in persuading prospects to do business with you This plan will explain why you have selected this mix and what costs you anticipate Specify an annual budget for each activity Promotional Activities
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In the financial section of a business plan, lenders and investors can see what monies are needed to start and operate the business They will also review the entrepreneurs statements of personal external and internal forms of capital Financial Section
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Capital is the funding needed to finance the operation of a business It includes all goods used to produce other goods In business, capital may include owned property and cash resources Sources of Capital
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Raising money from within your company or by selling part of the interest in the business is called using equity capital The advantage of using equity capital is that you do not need to repay the money or pay interest However, the investor becomes a co-owner in the business Equity Capital
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The larger the share of your business that you sell, the more control you relinquish to your investors Equity capital sources include Personal savings Partners Shareholders Equity Capital
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The most common method of financing a business is using personal savings Although you may not prefer this option, you probably cannot avoid investing part of your savings Starting a new business involves risk and your investors will also be at risk Personal Savings
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Having partners is another way to raise capital for your business Partners may bring in their own money and have access to other sources As with equity investors, you may have to share control of the business when you bring in a partner Partners
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You may sell stock to shareholders as a way to raise capital You will first need to form a corporation Share holders will have influence over general corporate policy decisions but it is limited to the amount of shares they hold Shareholders
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Debt capital is a term used to describe borrowed funds that must be repaid Some debt capital sources are, banks, credit unions, the SBA, friends, relatives, suppliers, and previous business owners Debt Capital
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Debt capital can work to your advantage when you finance a new business because borrowing money and repaying it on a timely basis builds a good credit standing In turn, a good credit standing makes it easier for you to borrow additional money Debt Capital
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Although interest may be paid, the interest becomes tax deductible However, if you cannot pay back the debt, you will be forced to file bankruptcy This does not mean the business may close, but creditors may take it away from the owner Debt Capital
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Commercial banks are one of the most common sources of business financing They know their local areas and economies will and offer a number of different loans and services on competitive and government regulated terms Banks
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To evaluate a business owner’s credit worthiness, banks follow a criteria called the six C’s of credit Capital Collateral Capability Character Coverage Circumstances Banks
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How much of your own money, or capital, is being invested into the business? Banks, like other potential lenders, will want to know how much capital you are willing to invest in your new venture Banks
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What assets can be used as collateral for a loan? Collateral is something of value that you pledge as payment for a loan incase of a default Some banks require a collateral to be greater than the value of the loan Banks
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A resume of your previous training and related work experience will answer questions about your capability and character Your personal credit will also be reviewed to see if you regularly pay your bills on time Banks
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Banks will want to know the amount of insurance coverage that you carry and the general circumstances of your business This is outlined in the description and analysis section of your business plan Banks
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A credit union is a cooperative association formed by labor unions or groups of employees for the benefit of its members Credit unions often offer lower interest rates on loans but require you to be a member They also use the six C’s criteria Credit Unions
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After you have identified your source(s) of business capital, the last part of your business plan is to develop your financial statements Your financial statements display your business’s projected income and expenses and help persuade investors to lend money. Financial Statements
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1. What are the three major parts in the organization and marketing section of the business plan? How is an organization chart used in a business? What are the six C’s or credit? After you read.
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