1. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. PowerPoint Presentation by Charlie Cook, The University of West Alabama The Business Plan: Visualizing the Dream PART 3 Developing the New Venture Business Plan

2. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–2 1.Explain the purpose and objectives of business plans. 2.Give the rationale for writing (or not writing) a business plan when starting a new venture. 3.Describe the preferred content and format for a business plan. 4.Offer practical advice on writing a business plan. 5.Explain what investors look for in a business plan. 6.Identify available sources of assistance in preparing a business plan. 7.Maintain the proper perspective when writing a business plan. Looking Ahead After studying this chapter, you should be able to:

3. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–3 An Overview of the Business Plan Business PlanBusiness Plan  A document that sets out the basic idea underlying a business and related startup considerations The Purpose of a Business PlanThe Purpose of a Business Plan  Identifies the nature and context of the business opportunity  Presents the entrepreneur’s approach to exploiting the opportunity  Identifies factors affecting the venture’s success  Serves as the entrepreneur’s tool for raising capital

4. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–4 Exhibit 6.1 Users of Business Plans

5. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–5 The Need for a Business Plan Primary FunctionsPrimary Functions  To provide a clearly articulated statement of goals and strategies for internal use  Imposes discipline on the entrepreneur and management team  To serve as a selling document to be shared with outsiders  Provides a credible overview for prospective customers, suppliers, and investors  Helps secure favorable credit terms from suppliers  Opens approaches to lenders and other sources of financing

6. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–6 How Much Business Planning is Needed? Factors affecting the extent of a business plan:Factors affecting the extent of a business plan:  Cost in time and money to prepare the plan  Management style and ability  Preferences of the management team  Complexity of the business  Competitive environment  Level of uncertainty

7. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–7 Types of Business Plans Mini-PlanMini-Plan  A short form of a business plan that presents only the most important issues and projections. Comprehensive PlanComprehensive Plan  A full business plan that provides an in-depth analysis of the critical factors that will determine a firm’s success or failure, along with all the underlying assumptions.

8. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–8 Preparing a Business Plan Issues critical in preparing a business plan:Issues critical in preparing a business plan:  The content and basic format of the plan  Factual support for the concept in the form of strong supporting evidence  The effectiveness of the written presentation  Clear writing that effectively communicates

9. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–9 Content of a Business Plan Factors that help determine the content of a business plan for a startup:Factors that help determine the content of a business plan for a startup:  The opportunity  Critical resources  The entrepreneurial team  The financing structure  The context (or external factors)

10. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–10 Exhibit 6.2 A Business Plan Identifies the Key Factors for Success

11. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–11 Exhibit 6.3 Abbreviated Business Plan Outline Section Heading Cover Page Table of Contents Executive Summary Industry, Target Customer, and Competitor Analysis Company Description Product/Service Plan Marketing Plan Operations and Development Plan Management Team Critical Risks Offering Financial Plan Appendix of Supporting Documents

12. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–12 The Content of a Business Plan Cover PageCover Page  Company name, address, phone number, fax number, and website  Tagline and company logo  Name and contact information of contact person  Date on which the business plan was prepared  Confidentiality disclaimer  Number of the copy Table of ContentsTable of Contents  Provides a sequential listing of the sections of the plan, with page numbers

13. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–13 Exhibit 6.4 Table of Contents for Business Plan of Atayne, LLC

14. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–14 The Content of a Business Plan (cont’d) Executive Summary/Synopsis/NarrativeExecutive Summary/Synopsis/Narrative  Description of the opportunity  Explanation of the business concept  Industry overview  Target market  Competitive advantage to be achieved in the market  Economics of the opportunity  Management team description  Amount and purpose of the money being requested (the “offering”) if seeking financing

15. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–15 The Content of a Business Plan (cont’d) Industry DescriptionIndustry Description  Broader industry in which the firm will compete  Industry size, growth rate, trends, and competitors  Different segments of the industry  Niche in which the firm plans to participate Target CustomersTarget Customers  Demographics and psychological variables—values, attitudes, and fears Competitor AnalysisCompetitor Analysis  Product or service attributes that are or are not provided by competitors

16. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–16 The Content of a Business Plan (cont’d) Company DescriptionCompany Description  When and where was this business started?  What is the history of the company?  What are the firm’s objectives?  What changes in structure and/or ownership?  In what stage of development is the firm?  What has been achieved to date?  What is the firm’s distinctive competence?  What are the nature and activity of the business?  What is its primary product or service?  What customers will be served?  What is the firm’s form of organization?  What are the projected economic states of the industry?  How is ownership of the firm to be structured?

17. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–17 Exhibit 6.5 Executive Summary for Business Plan of Atayne, LLC Atayne, LLC has a simple vision: inspire positive environmental and social change through the power of sports and active lifestyles. We deliver a powerful message for fellow members of the eco-active community: you do not have to sacrifice your environmental and social values for performance. Business and Company Overview Atayne is a newly launched company established in May 2007 to fi ll a void in the sporting goods market: performance and lifestyle apparel, footwear, accessories, and equipment that are sensitive on the environment and safe for the people that make and use them. Atayne employs a fundamentally different approach than the traditional industry model in developing its line of products: guided by Cradle-to- Cradle™ design philosophy, Atayne uses “trash” (worn garments, factory scraps, plastic bottles, etc.) as the primary input materials for its products. The Product Line Atayne will fulfill the needs of the eco-active community as they pursue their athletic and life goals. Atayne’s initial product offerings, performance and lifestyle apparel, are being developed from cutting edge recycled textiles and materials. Current materials include recycled polyester, Cocona (activated carbon derived from coconut shells), and Chitosan (derived from snow crab shells). Atayne will continually evolve its fabric and material composition with advancements in the sustainable textile industry.

18. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–18 The Content of a Business Plan (cont’d) Product/Service PlanProduct/Service Plan  Describes the product and/or service to be provided and explains its merits Marketing PlanMarketing Plan  Describes the user benefits of the product or service and the type of market that exists Operations and Development PlanOperations and Development Plan  How product will be produced or service provided Management TeamManagement Team  Describes the firm’s organizational structure and the backgrounds and qualifications of key personnel

19. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–19 The Content of a Business Plan (cont’d) Critical RisksCritical Risks  Identifies the potential risks that may be encountered by an investor OfferingOffering  Indicates to an investor how much money is needed and when, and how the money will be used Financial PlanFinancial Plan  Projects the company’s financial position based on well-substantiated assumptions and explains of how the figures have been determined  Pro forma statements project a firm’s financial condition for up to five years.

20. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–20 The Content of a Business Plan (cont’d) Appendix of Supporting DocumentsAppendix of Supporting Documents  Supplementary materials and attachments to expand the reader’s understanding of the plan:  Résumés of key investors and owners/managers  Professional references  Photographs of products, facilities, and buildings  Marketing research studies  Pertinent published research  Signed contracts of sale

21. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–21 Making an Effective Written Presentation Insist on confidentialityInsist on confidentiality Use good grammarUse good grammar Limit the presentation to a reasonable lengthLimit the presentation to a reasonable length Go for an attractive, professional appearanceGo for an attractive, professional appearance Provide solid evidence for any claimsProvide solid evidence for any claims Describe the product in lay termsDescribe the product in lay terms Emphasize the qualifications of the management teamEmphasize the qualifications of the management team Analyze the market thoroughlyAnalyze the market thoroughly Include financial statements that are neither overly detailed nor incompleteInclude financial statements that are neither overly detailed nor incomplete Don’t hide weaknesses—identify potential fatal flawsDon’t hide weaknesses—identify potential fatal flaws

22. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–22 Presenting Business Plan to Investors Understanding the Investor’s PerspectiveUnderstanding the Investor’s Perspective  Entrepreneurs are optimists; investors are skeptics.  Investors seek to maximize return through cash flow while minimizing exposure to risk.  Bad information and poor preparation cause investors to lose interest quickly. The Investor’s Short Attention SpanThe Investor’s Short Attention Span  A business plan must be an effective marketing document that quickly captures investor interest.

23. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–23 Plan Features that Attract Investors Plans that speak the investors’ language:Plans that speak the investors’ language:  Are market-oriented in meeting identifiable customer needs; are not product-oriented.  Show evidence of target customer acceptance of the proposed product or service.  Present credible and not overly optimistic financial projections.  Are not a formal prospectus or offering memorandum.

24. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–24 Resources for Business Plan Preparation Computer-Aided Business PlanningComputer-Aided Business Planning  Word-processors  Spreadsheets  Specialized business plan software packages Professional AssistanceProfessional Assistance  Accountants  Marketing specialists  Attorneys  Investment banker  Financial intermediary Professional Assistance (cont’d)Professional Assistance (cont’d)  Small business development centers (SBDCs)  Incubator organizations  Regional and local economic development offices.  Service Corps of Retired Executives (SCORE)  FastTrac Entrepreneurial Training Program

25. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–25 Keeping The Right Perspective Good business plans don’t ensure success.Good business plans don’t ensure success.  Effective implementation is what succeeds. Writing a business plan is an ongoing process and only secondarily the means to an outcome.Writing a business plan is an ongoing process and only secondarily the means to an outcome.  The process is just as important as—if not more so than—the finished product.  The plan represents what is has been anticipated; a good entrepreneur adapts the plan to fit the unexpected.

26. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–26 Key Terms business plan business plan mini-plan mini-plan comprehensive plan comprehensive plan executive summary executive summary product/service plan product/service plan marketing plan marketing plan operations and development plan operations and development plan management team management team critical risks critical risks offering offering financial plan financial plan pro forma statements pro forma statements prospectus (offering memorandum) prospectus (offering memorandum)

27. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–27 Suggestions for Writing a Business Plan Provide table of contents and section tabs.Provide table of contents and section tabs. Use a loose-leaf binder in case of revisions.Use a loose-leaf binder in case of revisions. Use visual aids—graphs, exhibits, and tabular summaries.Use visual aids—graphs, exhibits, and tabular summaries. Indicate that all information is confidential.Indicate that all information is confidential. Number copies of the plan and require written receipts.Number copies of the plan and require written receipts. Be careful about divulging competitive information or proprietary designs/technology.Be careful about divulging competitive information or proprietary designs/technology. Ask other entrepreneurs to review the plan.Ask other entrepreneurs to review the plan.

28. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible Web site, in whole or in part. 6–28 What Not to Do Mistakes to avoid in preparing a business plan:Mistakes to avoid in preparing a business plan:  Failing to provide solid data.  Failing to describe the product in lay terms.  Failing to thoroughly analyze the market.  Including financial statements that are overly detailed or incomplete.  Hiding weaknesses.  Overlooking the fatal flaw.  Using bad grammar.  Making the overall plan too long.