One Voice Marketing Plan US Template- BP for startup companies

					   Phase III - Example
Business Plan Template
Business Plan Template for Start-up Companies




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Business Plan Template for Start-up Companies




                                                     Table of Contents


TABLE OF CONTENTS ...................................................................................................... 3
EXECUTIVE SUMMARY ................................................................................................... 4
I.     PRODUCT/SERVICE ............................................................................................ 5
   PRODUCT/SERVICE .............................................................................................................5
II.    BUSINESS SYSTEM ............................................................................................. 7
   BUSINESS SYSTEM..............................................................................................................7
III.   MANAGEMENT TEAM ........................................................................................... 8
   MANAGEMENT TEAM ...........................................................................................................8
IV.    MARKET AND COMPETITION .............................................................................. 9
   MARKET AND COMPETITION ...............................................................................................9
V.     MARKETING AND SALES ................................................................................... 10
   A. SALES ...................................................................................................................... 11
   B. SUPPORT AND SERVICES.......................................... ERROR! BOOKMARK NOT DEFINED.11
   C. MARKETING ............................................................................................................. 11
VI.    IMPLEMENTATION PLAN .................................................................................. 12
   IMPLEMENTATION PLAN ................................................................................................... 12
VII.   FINANCING ....................................................................................................... 14
   FINANCING ...................................................................................................................... 16
   REVIEW OF KEY FINANCIAL INDICATORS ........................................................................... 17
   REVIEW OF TYPICAL TYPES OF FINANCING ASSUMPTIONS ................................................. 17
VIII. OPPORTUNITIES AND RISKS ........................................................................... 18
   OPPORTUNITES AND RISKS............................................................................................... 18




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Business Plan Template for Start-up Companies




                                   Executive Summary


Two page summary describing the initiative, explaining the nature of the opportunity, and giving
recommendation to decision maker.
The summary should introduce the initiative to the reader by reviewing the key information for each of
the sections and enable the decision maker to reach a preliminary decision:

Section                                       Content

Product/service:                               Description of product/service
Business System:                               Description of the main inputs required for
                                               product/service (technology, materials, resources, etc.)
Management Team:                               Key management roles and individuals
Market and Competition:                        Key market data (size, growth, trends, etc.)
Marketing and Sales:                           Marketing and sales plan
Implementation Plan:                           Key elements of implementation plan
Financing:                                     Financial impact and required investments
Opportunities and Risks:                       Description of further likely opportunities or risks




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Business Plan Template for Start-up Companies




                                      I.     Product/Service


Product/service section has to prove that entrepreneur can integrate the customers' perspective by
discussing the following;

       Describes the function the product/service fulfills and the benefits the customer will gain from it
            o Product/service description
            o Customer value
       Explains status and next steps of product/service development
       Addresses patents/IP protection issues



         PRODUCT/SERVICE


 Customer needs/target            Define customer group(s) that this initiative is targeted at.
 group                            Describe key customer needs and explain how is this initiative
                                  going to address those needs.
                                  How would you describe buying audience and its key
                                  characteristics?
                                  What are the key needs of prospective buyers?
 Future customer                  Identify future customer needs and explain how this initiative
 needs/market trends              aligns with them. Review sources used for predicting future
                                  customer needs:
                                      Analysts’ predictions of customers’ future needs
                                      Best-in-class products of similar type/functionality
                                      Interviews with our customers about their future needs
 Product value                    Give the overview of product’s value proposition.
 proposition
                                  What is unique, or significantly different, about the product that is
                                  appealing to customers?
                                  What is the benefit capture that can be expected?
 Products/services/fun-           List products, and/or services, and/or functionalities that this
 ctionalities                     initiative is going to create.
 Distinctiveness                  Describe how do new products and services that will be created by
                                  the initiative compare to those of major competitors.
                                  What will be the three distinctive product/solution characteristics?




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Business Plan Template for Start-up Companies




 Development                   What stage of development has your product or service
                                reached?
                               What resources (time, personnel, materials) do you require for
                                each subsequent development?
                               What competitor products already exist or are under
                                development?
 Licenses and royalties        What income from royalties/sales do you estimate from
                                possibly marketing the property rights?
                               Who would be your licensees/buyers?




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Business Plan Template for Start-up Companies




                                      II.   Business System


Briefly describes all necessary elements that enable the venture to physically deliver the customer value.
The business system;

       Outlines what parts of the value chain are covered by the venture
       Discusses organizational issues
       Describes necessary partnerships
       Makes "make or buy" decisions



         BUSINESS SYSTEM


 System overview                  What does the business system for your product/service look like?


 Organizational issues                Where will the focus of your own activities lie?
                                      What business functions make up your organization, and how
                                       is it structured?
 Resources                            What resources do you need (quantitative and qualitative) to
                                       create your product/service?
                                      How high is your need for technical input (raw materials,
                                       materials to create your service)?


 Partners                             What will you make, what will you buy?
                                      Which partners will you work with? What are the advantages of
                                       working together for you and your partners?




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Business Plan Template for Start-up Companies




                                  III. Management Team


Venture capitalist will invest only if the venture is managed by an excellent team. This section should
highlight the following key points;

       Outlines educational background and professional experience of founders
       Describes how existing skill gaps can be closed in the future
       Convinces potential investors that both managerial and technological expertise is present to run
        the venture



         MANAGEMENT TEAM


 Team                                 Who are the members of your management team?
                                      What distinguishes them: education, professional experience,
                                       success, standing in the business world?
                                      What experience or abilities does the team possess that will be
                                       useful for implementing your concept and setting up your
                                       company?
 Skill gap analysis                   What experience or abilities are lacking? How will the gaps be
                                       closed? By whom?
                                      What targets do the team members pursue by starting up the
                                       business? How high is the motivation of the individual team
                                       members?




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Business Plan Template for Start-up Companies




                            IV.     Market and Competition


The market and competition section has to outline the full economic potential of the venture. This is
achieved by providing a thorough understanding of markets and competitors, including:
     Market size and growth
     Market segmentation
     Competition
     Positioning of product vis-à-vis the competition



        MARKET AND COMPETITION


 Market trends                  Describe market conditions that make the initiative compelling.
                                Make an assessment of how are these conditions likely to evolve.
                                What are the barriers to entry in your market and how will you
                                overcome them?
                                Identify major players in this market.
                                What will influence growth in your market segments?
                                What is current and anticipated reaction of major competitors in
                                this market after your entry?
 Market size/growth             What are the different market segments for the solution?
                                Analyze company’s current market position (revenue, customer
                                reference, pipeline) and market share for particular market.
                                What is the expected growth rate for particular market segment
                                that is of interest in next three years?
                                What is the sustainable market?
 Competitors’ offering          Compare/asses company’s product/service offering to that of
                                major competitors. Describe how this initiative will help in
                                achieving target market position and competitive advantage.
                                What competitive attributes will provide us with the ability to
                                obtain 20% market share?
                                What are the competitors’ features that make them distinctive?
                                Who are competitors’ reference clients?




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Business Plan Template for Start-up Companies




                             V.        Marketing and Sales


Briefly review the strategy on how to identify key customer areas, enable sales channels, define
support/service requirements, and develop marketing plan.




        Exhibit 10 – Go-to-Market Strategy and Execution




             Sales             • List 3-5 key points from “Sales” section, below.




             Support and
             services          • List 3-5 key points from “Support and services” section, below.




             Marketing         • List 3-5 key points from “Marketing” section, below.




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Business Plan Template for Start-up Companies




       A. SALES


Sales initiation            Estimate the size of the sales force required (for target customers/
                            regions).
Field readiness and skill   Determine gap between current and required capabilities of the
gap                         sales force.
                            Can the existing sales force be leveraged?
                            What key activities are required to prepare sales force?
Training program/           Describe plans to close capability gap. Specify the content of the
schedule/budget             training program, schedule, and budget.
Incentive structure         Propose, if appropriate, new incentive structure and explain how it
                            would drive effective sales force behavior.
Key partners/alliances      List and describe new partner channels and how they drive
and new channels            additional revenues.
Pricing model               Describe key elements of the pricing model.




      B. MARKETING


Target stakeholders         Identify target stakeholders for the marketing effort (e.g.,
                            research analysts, industry executives).
Out-bound marketing         List key out-bound marketing activities planned (e.g., marketing
                            communication, PR, event planning, etc).
Budget and timing           Specify budgeting needs and timing of the marketing activities.




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Business Plan Template for Start-up Companies




                                VI.     Implementation Plan



Provides the investor with a clear roadmap to control the business development, and typically includes;

       Describing the most important activities and milestones for the development of the business
       Listing the planned short- and long-term investments
       Linking the investment needs with major milestones



         IMPLEMENTATION PLAN


 Activities and                      What are the most important milestones for the development of
 milestones                           your business, and when must they be reached?
                                     How do you plan to structure the work to reach these targets?
                                     For which tasks/milestones do you anticipate bottlenecks?


 Short and long term                 How many new employees will you need in the individual
 investments                          business areas over the next five years? What will this cost?
                                     How much real capital is necessary to achieve initial sales?
                                     List your planned short-term investments!
                                     List your planned longer-term (3 - 5 years) investments!
                                     What investments will be required when which milestones are
                                      reached?
                                     How high is the annual depreciation for each investment?




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Business Plan Template for Start-up Companies




 Exhibit 9 – Sample Timeline



                               12/01              5/02        12/02

                     Phase I           Phase II          Phase III


     Key
     activities


     Milestones



     Stakeholders/
     responsibles




     Business
     value
     delivered




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Business Plan Template for Start-up Companies




                                         VII. Financing


Briefly explains the timing and volume of necessary financing rounds, and typically includes;

       Cash-flow forecasts
       Forecasts of profit and loss statements
       Overview of future balance sheet structure

                                        Cash flow calculation

                                                        2006   2007   2008   2009   2010   2011     2012

CASH AT BEGINNING OF YEAR                                  0      0      0      0      0        0     0

Cash inflow
   Net profit                                              0      0      0      0      0        0     0
   Plus depreciation/amortization                          0      0      0      0      0        0     0
Plus changes in:
   Liabilities from performance                            0      0      0      0      0        0     0
   Wage provisions                                         0      0      0      0      0        0     0
   Tax provisions                                          0      0      0      0      0        0     0
   Long-term debt/loans                                    0      0      0      0      0        0     0
Total cash inflow                                          0      0      0      0      0        0     0

Cash outflow
Minus changes in:
  Net receivables from performance                         0      0      0      0      0        0     0
  Stock                                                    0      0      0      0      0        0     0
  Gross fixed assets                                       0      0      0      0      0        0     0
Total cash outflow                                         0      0      0      0      0        0     0

CASH INCREASE/DECREASE                                     0      0      0      0      0        0     0

FINANCING (INCREASE IN EQUITY)                             0      0      0      0      0        0     0

CASH AT END OF YEAR                                        0      0      0      0      0        0     0



Check sums:
  Check balance sheet                                      0      0      0      0      0        0     0
  Check cash flow and profit & loss statement              0      0      0      0      0        0     0
  Check cash flow and balance sheet                        0      0      0      0      0        0     0




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Business Plan Template for Start-up Companies




                                       Profit & Loss Statement

                                                       2006     2007   2008   2009   2010   2011   2012

Sales
   Product/service   1                                      0     0       0     0      0      0      0
   Product/service   2                                      0     0       0     0      0      0      0
   Product/service   3                                      0     0       0     0      0      0      0
   Product/service   4                                      0     0       0     0      0      0      0
Total sales                                                 0     0       0     0      0      0      0

Cost of services provided                                   0     0       0     0      0      0      0

Gross margin                                                0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%

Operating costs
  Development/Engineering                                   0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%
  Marketing & Sales                                         0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%
  Administration                                            0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%
Total operating costs                                       0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%

Operating profit                                            0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%

   Financing expenditure                                    0     0       0     0      0      0      0
   Financing income                                         0     0       0     0      0      0      0

Profit before tax                                           0     0       0     0      0      0      0
   Income tax                                               0     0       0     0      0      0      0

Net profit                                                  0     0      0      0      0      0      0
  In % of sales                                            0%    0%     0%     0%     0%     0%     0%



                                Balance sheet at end of accounting year

                                                       2006     2007   2008   2009   2010   2011   2012
Assets
Liquid assets
   Cash                                                     0     0       0     0      0      0      0
   Net receivables from customers                           0     0       0     0      0      0      0
   Stock/inventory (30, 60 or 90 days)                      0     0       0     0      0      0      0
Total liquid assets                                         0     0       0     0      0      0      0

Gross fixed assets                                          0     0       0     0      0      0      0
  Minus cumulated depreciation                              0     0       0     0      0      0      0
Net fixed assets                                            0     0       0     0      0      0      0

TOTAL ASSETS                                                0     0       0     0      0      0      0

LIABILITIES
Debt
Short-term debt
   Open third-party invoices (creditors)                    0     0       0     0      0      0      0
   Provisions for wages                                     0     0       0     0      0      0      0
   Provisions for taxes                                     0     0       0     0      0      0      0
Total short-term debt                                       0     0       0     0      0      0      0

Long-term debt
  Loans and mortgages                                       0     0       0     0      0      0      0
Total long-term debt                                        0     0       0     0      0      0      0

TOTAL DEBT                                                  0     0       0     0      0      0      0

Equity
  Share capital                                             0     0       0     0      0      0      0
  Reserves                                                  0     0       0     0      0      0      0
  Profit/loss carried forward                               0     0       0     0      0      0      0
Total equity                                                0     0       0     0      0      0      0

TOTAL LIABILITIES                                           0     0       0     0      0      0      0




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Business Plan Template for Start-up Companies




        FINANCING


 Financing Needs               How will your revenues, expenses and income develop?
                               How will your cash flow develop? When will you expect to break
                                even (= sum of all revenues greater than the sum of all
                                expenses)?
                               How high is your need for financing based on your liquidity
                                planning?


 Assumptions                   How much cash is needed in the worst case scenario?
                               What assumptions underlie your financial planning?
 Sources of capital            Which sources of capital are available to you to cover your
                                financing needs?
 Returns                       What deal are you offering potential investors?
                               What return can investors expect?
                               How will they realize a profit (exit options)?




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Business Plan Template for Start-up Companies




          REVIEW OF KEY FINANCIAL INDICATORS


 P&L
 Revenues                 Give revenue projections that the initiative is going to generate
                          within next 3-5 years. Break revenue projections by major
                          regions/markets.
                          Identify all revenues expected to come from partners.
                          Break down total revenue contribution into contributions from each
                          individual product/service.
 Total Expenses/          Estimate total expenses/investments for this initiative for each of the
 Investments              development phases.
                          Break down total expenses by component. List integration expense, if
                          any, separately.
                          Prioritize individual components to be developed in case that there
                          are insufficient funds to undertake the whole project.
 Profit                   Forecast what impact the initiative will have on profit.
 Value creation/financial performance
 ROI                        Calculate Return on Investment for the initiative.




          REVIEW OF TYPICAL TYPES OF FINANCING ASSUMPTIONS
 Assumptions                Provide complete list, with detailed explanations, of all the
                            assumptions used in estimating revenues, expenses, ROI, etc.
                            Split the number of internal/external FTEs necessary for realizing
                            the initiative by phase, as well as their skill level needed/salary
                            grade.
                            Break further the number of internal FTEs by organization
                            (different departments/units within Product Development).
                            Give total number of sales force necessary for executing Go-to-
                            Market strategy, estimated training period, and training program
                            cost per sales person.




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Business Plan Template for Start-up Companies




                              VIII. Opportunities and Risks


Briefly describes new venture’s specific opportunities and risks. A thoughtful analysis, especially towards
risks can significantly enhance the confidence of a potential investor. This section should;

       Describe the new venture's specific opportunities
       Identifies the venture's main challenges
       Try to assess and quantify risks (e.g., with sensitivity analysis)
       Develop countermeasures for "killer" risks



         OPPORTUNITES AND RISKS


 Opportunities and risks              What basic risks (market, competition, technology) does your
                                       business venture face?
                                      What extraordinary opportunities/business possibilities do
                                       you see for your company?
 Mitigating measures                  What measures will you take to counter these risks?
                                      How could an expansion of your capital base help?
                                      What effect will this have on your need for capital and
                                       your return?
                                      What consequence do they have on your business planning?
 Best and worst case                  What will your planning look like for the next five financial years
 scenarios                             under both a best and worst case scenario?
                                      In your view, how realistic are these scenarios?




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