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The Business Plan
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the marketing department to assign students to do it as a project for academic credit Questions to be answered include the following:
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What are the key customer market segments What is their size Where are these market segments located Are they regional, national, or international What are the past growth rates in the market and anticipated trends What are the market characteristics seasonal, cyclical, and so on Are there any anticipated changes within the primary market How will each customer market segment be reached How are purchasing decisions made By whom What are the factors that influence purchasing decisions How do customers buy products through competitive bidding, contracts, unit purchases, or some other way Is there a possibility to create new customer bases If so, how
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Product or Service Description Investors need to know the type of product or service the company will offer to customers They will need the following information:
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A detailed description of the product or service to be developed and marketed, including: The benefits of the product or service The stage of the product or service is it an idea, a prototype, or at some other stage Key product characteristics performance, quality, durability, price, service, and so on What is your differentiation strategy What is your positioning strategy What is your pricing strategy Why What are the chances of product obsolescence
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Are there legal issues relating to the product or service that provide legal protection, eg, obtained or pending patents, copyrights, trademarks, royalties, and so on Other legal and regulatory issues that relate to the product or service
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Competition Competition is a reality for every business You should not underestimate a competitor s capabilities or overestimate your capacity to deal with them Investors prefer to go with entrepreneurs who have a realistic assessment of their competitors and, accordingly, make a realistic plan for dealing with this competition In this section, key competitors direct and indirect should be identified, and an explanation of how the company will successfully compete should be provided Questions to be answered include the following:
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Who are the key competitors, both direct and indirect Are they mom-and-pop or high-growth entrepreneurs What are their strengths and weaknesses Where do they operate Are they local or national players What is the market share of each What are the key competitive factors pricing, quality, performance, or something else How does your company fare in this regard What are the competitors present market shares What are their expected market shares How will your company gain market share Are there any barriers to entry into the market eg, is this a capital-intensive industry What do you plan to do to mitigate this competition
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Marketing and Sales The main question to answer here is how the product or service is going to be made available in the marketplace
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What is your marketing strategy How is your product or service going to be advertised and promoted
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The Business Plan
How important is marketing to the industry What is the expected return on resources spent on marketing What is the sales growth historical, current, and expected in three years What is the sales strategy to achieve these sales levels At a regional or national level What is the product distribution strategy Will there be an in-house sales force or outside manufacturers representatives What is the sales compensation plan What are the sales per employee historical, present, future, and for the industry as a whole
Facilities Information provided in this section should include:
A description of plants and their operations size, location (eg, rural or urban), age, and condition of plants Ownership or lease Cost estimates to run facilities Capital equipment required Condition of equipment and property Sales per square foot Insurance coverage and name of provider(s) Access to public transportation Utilities Available parking for customers and employees
Operating Plan Information should be provided to explain the day-to-day operations of the company, including the following: Business Operations Days of operation and hours Shutdown periods Number of shifts
Production Production plans Key quality-control issues Capacity Utilization Bottlenecks Automation: technology versus manual Build to order versus build to inventory Purchasing Purchasing plans Material resource systems Inventory plan Suppliers local or national, proximity, single or multiple Product delivery Office: invoicing, payables, collecting Receiving and shipping Labor Force Number of employees Skill levels Gender Age range Union versus nonunion status Years of service Compensation and salary plan Hourly versus exempt Payroll weekly versus monthly Benefits Safety concerns Insurance Source of labor Productivity per employee Projections for labor force changes in the future
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