2. Business Planning for Success NORMANDY PARTNERS LLC INTEGRATING TECHNOLOGY, EXPERIENCE, AND OPPORTUNITY

3. The Zen of Business Planning Business Plans: Document Choices Expose Fallacies Force Internal Consistency Induce Self-Reflection Demand Rhetorical Alignment

4. The Big Picture Business plans are the method by which entrepreneurs communicate their vision and structure to their organizations, each other, and potential investors. A better business results from logical analysis and planning. Business plans fall into two categories; operational plans, and plans designed to attract investors. Though they share many of the same data, their spin is different. All business plans are about the choices you have made, or will make, and about where you are going and how you will know it when you get there.

5. The Four Corners of the Plan Describes the business and its opportunity Establishes performance plans, goals, and objectives and systematizes their evaluation Presents the management team and organizational design Documents the company’s message to management, employee prospects, and potential investors

6. The Five-Step Program Identify your Audience Outline the Business Plan Write the Plan Review the Plan Update the Plan

7. Step 1Identify your Audience Possible Audiences: – Investor – Employee Prospect – Partner – Management Team Consider the Priority and Attention Span Use of the Plan’s Information Obligations to Update the Audience

8. Step 2Outline the Business Plan Customize a Generic Outline (see attached) Utilize the Outline as a Delegation Tool Socialize Basic Content with Management Team and Advisors Identify Content Areas requiring Research Be aware of ‘write once, use often’ Opportunities

9. Step 3Write the Plan Three Steps Before Writing: – Complete Information – Relevant Research In Hand – Pro Formas Itemize/Catalog Assumptions While Drafting Executive Summary is Contingent Upon Plan Completion Focus on: – Internal Consistency – Uniform Depth – Editorial Perfection

10. Step 4Review the Plan Get Feedback on: – Comprehensiveness – Flow and Structure – Logic – Design and Format – Quality vs. comps – Passion Avoid too Many Cooks in your Kitchen

11. Step 5Update the Plan It’s Alive! Commit to Regular Updates Track Each Copy and Publish Updates Align with Other Communications Tools Remember: A Business Plan is Always a Draft

12. Contact Normandy Partners Normandy Partners 800 Fifth Avenue Suite 4100 Seattle, Washington 98104 www.normandypartners.com Telephone 206-322-4100 Fax 206-322-4105