Business in Boulder Colorado for Sale - PowerPoint

							          Business Plan
           Preparation
                                  Frank Moyes
                         Leeds School of Business
                          University of Colorado
                            Boulder, Colorado


Value Proposition and Business Analysis             1
   Tonight’s Agenda
    Topics
         Value Proposition
         Business Analysis
         Customer Research
    One Button Business Plan
    In the Fire - Opportunity/Need
    Write Value Proposition



Value Proposition and Business Analysis   2
    Next Week
       Topics
           PRODUCT/SERVICE DESCRIPTION
           Margins
           Elevator Speech
           Making slide presentations
       Assignment: read BP pp 6-7
       Hand-in:
           3 Alternative Value Propositions
           Customer survey questionnaire
       Activity: In the Fire
           Preliminary Market analysis
           Preliminary Interview results

Value Proposition and Business Analysis        3
    Value Proposition
       Product/service features
       Target market
       Benefits




Value Proposition and Business Analysis   4
    Product/Service Features
        Description of attributes & environment
        What is unique?
        How produce & deliver?




Value Proposition and Business Analysis            5
    Target Market
       Targeted entry point based on segmentation
       Demographics & psychographics
           Must understand how make buying decisions
       Business sector, size, characteristics




Value Proposition and Business Analysis                 6
    Benefits
         Emotional: ambition, power, independence,
          achievement, ambition, pride of ownership, comfort,
          love, friendship, security, style, self improvement, etc.
         Social: status, image, popularity with friends or family
          members, reputation of brand, personal relationships,
          style, fashionable, etc.
         Health: stress, fitness, mental capacity, strength, sex
          life, quality of life, muse, etc.
         Financial: revenue, costs, savings, productivity,
          pricing, profitability, market share, save time,
          productivity, etc.


Value Proposition and Business Analysis                               7
Simple Value Proposition
SST Corporation

 “SST is a stainless steel toothbrush
 company. By its one bristle brush made of
 high tensile stainless steel, it provides an
 exhilarating tooth cleaning experience to
 thrill-seeking X-gen consumers”
         http://gizmodo.com/gadgets/gadgets/tifinity
         -titanium-toothbrush-like-a-metal-scouring-
         pad-for-your-teeth-235314.php



                   Value Proposition and Business Analysis   8
Simple Value Proposition
Pete’s Coffee

 “Pete’s Coffee is a Denver based coffee
 house. Its gourmet coffee, convenient and
 fast service provide a welcoming
 environment for people who want to meet
 with their friends and a stimulating
 morning coffee for the on-the-go business
 person.

              Value Proposition and Business Analysis   9
    Value Proposition
       Why segmentation is important
       Differentiation is essential
       Home work for next week
           3 alternatives value propositions
           So what! Why should your customer should care?




Value Proposition and Business Analysis                 10
    Market Segmentation
       Groups of customers – (demographics &
        psychographics) baby boomers, grandparents
       Products – features, benefits, prices
       Benefits – enhance image, trend setter, weather
        protection, save money
       Geography – see Hecho en Casa business plan
       Distribution channels
       Sector – industrial (see MRT business plan),
        consumer, government
Value Proposition and Business Analysis               11
    Business Analysis Assignment
     Present Oct 10 PowerPoint 10 minutes, 6-
      8 slides
     Market Analysis
     Industry Analysis
     Product/Service Description
     Profitability



Value Proposition and Business Analysis   12
  Business Analysis Assignment (cont)
       Hand-in 3 ring binder
           Market Analysis - draft
           Industry Analysis - draft
           Product/Service Description - draft
           Value Chain analysis
           Competitive matrix
           Financial COMP’s
           Revenue Model
           20 interview Call Reports

Value Proposition and Business Analysis   13
    Customer Research
       Qualitative – see handout
       Quantitative – do later




Value Proposition and Business Analysis   14
    Next Week
       Topics
           PRODUCT/SERVICE DESCRIPTION
           Margins
           Elevator Speech
           Making slide presentations
       Assignment: read BP pp 6-7
       Hand-in:
           3 Alternative Value Propositions
           Customer survey questionnaire
       Activity: In the Fire
           Preliminary Market analysis
           Preliminary Interview results

Value Proposition and Business Analysis        15
     Differentiation Road Map                                    Brand
                                                                 Trademark
                                                                 Bundling
Delivery
                      Communications
Warranty
Installation
Time of sale       Augmented Attributes                         Features
Service                                                         Packaging
After sales         Tangible Attributes                         Quality
Special terms                                                   Color
Usergroups                                                      Size
                        Core Needs                              Style
Design help
                                                                Options
                                                                Timeliness
                                                                Customize
                         What’s it for?
                         What’s it do?
      Example:
     Morton Salt
                      Value Proposition and Business Analysis                16