Module 8: Writing and Presenting a Business

This text, written by Carolyn A. Boulger, reviews the entire process of writing and presenting a business plan. From idea generation to feasibility analysis, and from writing the plan to presenting it to various audience groups, this text covers all steps necessary to develop and start a business. It also offers guidance on meeting with investors and getting funding for the new venture, and provides numerous samples of effective plans and presentations.

Foreword

xi

Introduction

xvii

What to Do with That Great Idea

1

(14)

Start-up Profile: License Monitor

3

(1)

Where to Begin: Idea Generation

4

(4)

Option 1: Use the Problem/Solution Model

4

(1)

Option 2: Apply Time/Money Filters to the Problem/Solution Model

5

(1)

Option 3: Go for Efficiency

5

(1)

Option 4: Save the World, or at Least Help It Out a Bit

5

(1)

Option 5: Leverage Knockoffs with a Twist

6

(1)

Option 6: Play at Work

7

(1)

Option 7: Sell Yourself

7

(1)

Option 8: Create a New Industry

8

(1)

Put Something on Paper: Defining Your Mission, Values, and Goals

8

(2)

Task 1: Mission/Message Statements

8

(2)

Ben & Jerry's Mission Statement

10

(5)

Task 2: Blue Sky Executive Summary

10

(1)

Task 3: Create Your Identity

11

(1)

Review

12

(1)

Assignments

12

(1)

Endnotes

13

(2)

Can This Really Work?

15

(18)

Section 1: The Industry and Company

15

(3)

Writing Your Industry/Company Profile

16

(1)

The Company

17

(1)

The Industry

17

(1)

What to Watch For

18

(1)

Section 2: Your Product and/or Service

18

(2)

Description of Product/Service

19

(1)

Description of the Facilities

19

(1)

Proprietary Features

20

(1)

Future Development Plans

20

(1)

Product Liability

20

(1)

What to Watch For

20

(1)

Section 3: The Competition

20

(3)

Competitors' Profile

22

(1)

Product/Service Comparison

22

(1)

Market Niche and Share

22

(1)

Comparison of Strengths and Weaknesses

22

(1)

What to Watch For

22

(1)

Section 4: The Market Analysis

23

(3)

Target Market and Characteristics

25

(1)

Analyst Summaries

25

(1)

Market Share, Trends, and Growth Potential

25

(1)

Sales, Distribution, and Profits

26

(1)

What to Watch For

26

(1)

Section 5: Financial Forecasts

26

(3)

Who You'll Employ

27

(1)

What You'll Need to Make and Sell Your Product or Service

27

(1)

Where You'll Live

27

(1)

When You'll Hit Milestones

28

(1)

How You'll Market Your Business

28

(1)

Section 6: Management Team

29

(1)

Interview with Venture Capitalist Gary Gigot

29

(1)

Review

30

(1)

Assignments

31

(1)

Endnotes

31

(2)

Roll Up Your Sleeves and Start Writing

33

(12)

Major Business Plan Components

33

(9)

Executive Summary

34

(1)

Description of the Company

34

(1)

Description of Industry

34

(1)

Description of Product or Service

35

(1)

Competitive Analysis

35

(1)

Market Analysis

36

(1)

Marketing Plan

36

(2)

Management Team

38

(1)

Financial Analysis

39

(2)

Appendices

41

(1)

What to Watch For

42

(1)

Review

42

(1)

Assignments

43

(1)

Endnotes

43

(2)

Show Your Plan to the World

45

(12)

Show, Don't Tell

46

(8)

Content Objective: Introduce Your Company

47

(1)

Content Objective: Justification of Market Demand

48

(1)

Content Objective: What Problem Do You Solve?

49

(1)

Content Objective: Exactly How Does Your Product or Service Work?

50

(1)

Content Objective: Competition

51

(1)

Content Objective: Financial Forecasts

51

(1)

Content Objective: Milestones

52

(1)

Content Objective: The Q-&-A Session

53

(1)

Organizing Your Presentation

54

(1)

Finishing Touches

55

(1)

Review

55

(1)

Assignments

56

(1)

Endnotes

56

(1)

Talk and Listen to Those Who Can Help

57

(18)

Elevator Pitches: Not Just for Elevators Anymore

57

(1)

Venture or Business Plan Competitions

58

(5)

Meetings with Potential Investors

63

(1)

A Great Venture Capital Pitch

63

(7)

Questions and Answers on Q-&-A

70

(1)

Guidelines for Successful Presentations

70

(1)

Do's

70

(2)

Don'ts

72

(1)

Interview with David Brenner, CEO, IdeaWorks, L.L.C., Grand Rapids, Michigan

73

(1)

Conclusion

73

(1)

Review

74

(1)

Assignments

74

(1)

Endnotes

74

(1)

Appendix A Sample Business Plan: Montrose Urgent Care Facility

75

(24)

Appendix B Better Business Plan Competitions

99

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Module 8: Writing and Presenting a Business Plan

Summary

Table of Contents

Supplemental Materials