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I.

Executive Summary
Comprises all elements of the business plan (1-2 pp.) v purpose of the plan (to obtain funding for actualizing the vision) v current stage of development; what has already been done; where you are going; who will take you there.

II.

Company Description
(a) Vision
Graphical representation/organizational chart: illustrate structural components of the company and functions Describes the type of company you are establishing v (ie: corporation; sole proprietorship; limited liability company (l.l.c.), etc...) v how long you have been in business v where the company is headquartered v who/how the company was founded

(b) Vision Statement - (Purpose)


Far-reaching ideals; not actually attainable in foreseeable future. (May change with a change in leadership); Purpose

(c) Mission Statement

Defineable, attainable goals - in the foreseeable future

(d) Core Values & Philosophy


Basic principles that guide decision-making (ie: stewardship, integrity...) Note: many Japanese companies use such principles

(e) Short-Term Objectives

What you want to accomplish in 1 to 3 years Include matrix - timetable; measureable/quantifiable goals

(f) Long-Term Objectives

Accomplishments sought beyond 3 years

(g) Key Success Factors


Why will this company be successful? What makes this company unique or effective - that will lead to success?

Note: all goals should be 1) quantifiable; 2) time-driven; and 3) specific

III.

Products & Services


List products and describe in full: the nature of the product, its benefits, its characteristics ... indicate:

(a) Current Products


1 ... } products to start immediately 2 ... at the beginning of the company.

(b) Future Products


1 ... } products to begin 2 ... after the first year.

(c) Product Strategy


how each product will be developed ie: materials to be used; time frame

(d) Features & Benefits

(tabular form; matrix) ie: products/features/benefits

IV.

Marketing Plan/Analysis
(a) The Market Opportunity
1. explain (clearly, interestingly) why this is a compelling opportunity ie: re: market size, or other characteristics of the market. 2. describe size, growth rate of the existing market

3.

primary & secondary markets (tabular form: a - d organized columns) - ie: b importance of this segment dmu= decision-making dnp= decision-making unit process

a target segment (customers)

(b) Marketing Strategy

1. positioning - how we will enter the enter the market. 2 distribution - how to get product/service out to the market (by what means) 3. advertising and promotions - how to make people aware of services/promotions: incentives being offered 4. pricing 5. location analysis 6. note where information re: customer segments has been derived

(c) Competitve Analysis


who are the competitors - direct and indirect competitors; strengths/weaknesses of what they provide. How to decrease/offset (supplement/support??) their existence - ie: improve upon what they offer). Ie: use a comparison chart, including your own company.

(d) Sales Forecast

3 to 5 year projection by product & service categories sales by customer (table) - ie: year 1 service 1 service 2 year 2 year 3 year 4

(e) Market Research


(market survey: needs assessment) customers - who they are market segmentation analysis - grouping customers in different categories; note specific sizes of these customer categories customer acquisition strategy - how to obtain/retain customers. Note specific sizes of these customer categories.

V.

Operations & Logistics Plan

(a) Operations Strategy

graphical representation (ie: input/process/output function chart) - with regard to products, services, etc... internal processes: to get services to customers

(b) Facilities & Properties


v v

located where? transportation - convenience (accessibility) fo r targeted population

(c) Protection
v v v

copyrights trademarks licenses describe what is being protected; impact of protection (what does it allow you to do?)

VI.

Management & Organization


(a) Organizational Structure
organizational chart and narrative

(b) Management Members


- and their roles in the company v brief bio sketches of management team v founding members (responsible for conceptualizing, starting and running the venture

(c) Active Investors


(see financial plan)

(d) Key Employees


listing other employees and their roles (outside of management members)

(e) Board of Directors

- liable for well-being of the organization: fiduciary responsibilities - titles/roles/names - overall objective: ie: hands-on or hands-off, policy-making , etc.. v policy-setting: corporate organizational policy v hiring key executive personnel v financial responsibility set by specific organizations

(f) Board of Advisors


- providing technical assistance in specific areas - name them/roles, etc... - key people - provide advi ce, ie: v legal consultants v other consultants
v

accountants

(g) Key Advisors


do not sit on advisory board; have special relationshiop with the organization (ie: special consultants) - ie: not on board because they dont choose to be

(h) Board of Trustees (i) Policy & Strategy


1. timing of hiring people: job descriptions & dates ie: month 1 secretary assistant x x month 2 month 3

include salary next to each position 2. benefits package v bonus plan v profit sharing guidelines for hiring v procedures v standards

3.

VII.

Risks & Milestones

(a) Risks
identify all risks describe them ie: - management team (ie: if a member decides to leave) - developing products/services v explain how we will lessen the impact of risks ie: service development risk: - may not be a market for the service - or, with a product that has not been tested; is only a concept, no prototype solution: can be to develop a test - with the management team, build in long-term contract; or incentives
v v

(b) Milestones
put together a Gantt chart or Pert chart (people/how many hours/resource utilization) - ie: a timetable with bars to specify how long each task will take v list tasks that need to be performed for entire organization ... (ie: a timing-oriented strategic plan)
v

VIII.

Financial Plan
(a) Capitalization
a table which describes sources/types of funds and their allocations (uses)

(b) Financial Model


- of the organization detail three (3) financial statements (each with 3 -to 5-year ( preferably 5-year) projections/trajectories): 1. income statement v show sources of revenue and/or gunding and related expenses v profit/loss for the year 1st year - monthly projections 2nd or 3rd year - quarterly projections 4th or 5th year - yearly 2. cash flow statement v timing of cash receiving v accurate projection of cash needs/cash reserves (see above: 1st year - monthly, etc...)

balance sheet v annual: list assets/liabilities v excel charts - all are connected (income statement, cash flow statement, balance sheet)

3.

IX.

Exhibits (Appendices)
v v v v

rsums of key management personnel articles (about the organization, what were proposing) market research information other items of interest

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