Business Plan Project
ISM 158, Spring 2007
The objective of this project is to put together a business plan that sets out the
strategic direction for a company utilizing information technology. The two
primary objectives are:
(1) To make realistic projections of opportunities and risks
(2) To present these in a compelling way that would attract funding and
support from the organization
You may select your own startup idea, or work with one of the following
scenarios. Note that one option is a business plan for a start-up idea, the other is
proposing a business plan for implementation within an existing business
Option 1: One-Number Voice Communication
You have developed software to integrate all of the voice connections in
someone’s life. With a single phone number and/or user name, your friends or
colleagues could call your home, work and mobile phones as well as your online
voice account. Each user can set the system to recognize where you are, and
one integrated voicemail system consolidates messages in one location.
Create a business plan of how you would go about releasing this product, what
market segments you would target, what the potential revenue and costs would
be, and what risks there are. Indicate more than one potential fee structure, and
which you anticipate would be the most attractive.
Option 2: Campus Transportation Network Management
You have been assigned by the director of operations for TAPS on campus to
run a more cost-effective, efficient bus service. You have developed a system
where the current combination of city buses and campus transport would be
enhanced by detailed forecasting of demand as well as online response to
fluctuations. For example, this could involve a less structured timetable, and
more back-up capacity. For example, by installing cameras at each bus stop to
monitor how many people are waiting, the manager could send extra buses in
response to high demand.
Create a business plan of how a program like this could be released, including
the technology requirements and costs. Pay attention to risks to the existing
infrastructure including what partnerships would need to be entered into.
Business Plan should include:
• Executive Summary
• Less than a page overview of the idea
• Customer Need and Business Opportunity
• An argument for the potential of the product or idea
• Business Strategy and Key Milestones
• Plan a timeline over about five years
• Marketing Plan
• Who is the intended customer?
• How will you convince them to adopt the product?
• Operations Plan
• What is needed to pull this off?
• Management and Key Personnel
• How many people
• How will the organization be structured, and what changes are
• Give brief profiles of key individuals
• Financial Projections
You are not expected to know exact numbers for costs etc. but the estimates
should be realistic. Use charts and tables wherever appropriate. Venture
capitalists and CEO’s do not like to do more work than they have to in evaluating.
Project Due date: May 24
Optional Early Draft: May 15 (get instructor feedback)