Online Business Marketing Plan

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					               Online Business Plan Challenge
                  2010-2011 Pilot Program
Objective
The objective of the 2010 - 2011 Online Business Plan Challenge (piloted in 2010-11) is to
provide Collegiate DECA members interested in the field of entrepreneurship a comprehensive
learning experience. This challenge will be different from most business plan competitions
because of its interactive nature. Most business plan competition teams create the plan, submit it
and then wait to hear if they made the next round. Teams that do not make it to the next round do
not continue throughout the competition and the finalists prepare their presentation.

The Collegiate DECA Online Business Plan Challenge will work differently, as it is based more
on the learning and development process of creating a new business. All participants will compete
in every section of activity. Along with continuing through each phase of the Challenge, each
team will be assigned to a mentor. This relationship will provide the members with support
throughout the process of establishing a business, get real entrepreneurial feedback, and allow for
the best development of the member’s business concept.

Rules and Guidelines
   1. The competition is open to all Collegiate DECA members as defined in the bylaws of
       Collegiate DECA.
   2. Members may only participate in one “team” per membership year. A “team” is
       comprised of 1-3 members.
   3. Plans should be considered new and have not been submitted in any other business plan
       competition.
   4. Ideas, concepts and situations must represent original work of the team.
   5. Participants acknowledge that while their submissions will only be shared with mentors,
       advisors, judges and DECA staff that is necessary for this activity, confidentially cannot
       be guaranteed to DECA. Materials will not be submitted to other parties or used by
       Collegiate DECA without written consent of the authors (for example, DECA may request
       permission from this year’s participants to use their submissions as examples for future
       challenges. No other steps will be taken to protect the intellectual property presented in
       the plan.
   6. Judges will consist of professionals and/or college faculty. Judge decisions are final.
   7. The names of the winners and a brief description of their plans may be used for
       promotional purposes by Collegiate DECA.




COL_Business_Plan_Challenge_Guidelines                                     Page 1 of 5
Structure
Members will participate in four (4) Internet-based activities that will help the potential business
owner. Information will be presented in both written and oral formats. Oral presentations will be
posted via YouTube. Written documentation can be submitted in Microsoft Word or Adobe PDF
formats.

Timeline
          Phase                          Task                             Due Date
        Phase 1        The Business Concept & Elevator Pitch        December 6, 2010
        Phase 2        Marketing Plan                               December 20, 2010
        Phase 3        Financial Plan                               January 19, 2011
        Phase 4        Final Business Plan & Presentation           February 7, 2011

Note: All submission forms and instructions can be found at
http://www.deca.org/events/collegiatebusinessplan/.

PHASE 1 | The Business Concept & Elevator Pitch
In the first phase of the Online Business Plan Challenge participants will introduce themselves
and their concept by completing the Online Business Concept Form that can be found at
http://www.deca.org/events/collegiatebusinessplan/.

For the Elevator Pitch component of the challenge participants will videotape and post their
elevator pitch on YouTube. The pitch should be a concise description of the business venture.
Elevator pitches must not exceed 2 minutes in length and should include:

   •   Name of company
   •   Product/service
   •   Your market and size
   •   Your competition
   •   Your leadership team
   •   Your competitive advantage




COL_Business_Plan_Challenge_Guidelines                                          Page 2 of 5
PHASE 2 | Marketing Plan
For the marketing plan portion of the challenge participants will create a document and present a
marketing plan on the proposed business. The following information, at a minimum, should be
included in the marketing plan:

    Market Analysis          •   Target Market:
                                  o Define your target market by developing customer
                                     profiles.

                             •   Market Size:
                                  o How much is currently being spent on the product by
                                     all customers?

                             •   Market Profile:
                                  o Who will buy?
                                  o Where are your customers located?
                                  o Why will customers purchase the product/service?
                                  o What are the buying habits of the customer?
                                  o What will your customers expect from your business?

    Competition              •   Who is your direct competition?
                             •   Who is your indirect competition?
                             •   SWOT Analysis of your top 3 competitors.
                             •   Compare yourself to your competitors in the areas of price,
                                 quality, and service.

    Proposed Product or      •   Description of the product or service, potential suppliers or
    Service                      manufacturing plans, legal requirements in the production,
                                 promotion and distribution of the product/service.
                             •   Identify your competitive advantages in the market.

    Promotional              •   Personal promotion: non-media sales plan, staffing and
    Activities                   merchandising appeal.
                             •   Non-personal promotion: media, basic appeal and initial
                                 promotion plan.

    Pricing                  •   Costs
                             •   Markups
                             •   Relationship to competitors

    Budget                   •   Detailed marketing budget for year 1 of operations




COL_Business_Plan_Challenge_Guidelines                                      Page 3 of 5
PHASE 3 | Financial Plan
For the financial plan portion of the challenge participants will create a detailed financial plan on
the proposed business. The following information should be included in the financial plan:

     Projected Income/Cash •         Projected budget describing income and expenditures
     Flow Statement                  for the first year

     Personal/Internal           •   Earnings
     Capital                     •   Borrowing
                                 •   Long-term equity

     Funding Plan                •   Short-term borrowing
                                 •   Long-term borrowing
                                 •   Long-term equity

     Repayment Plan              •   Plan to repay borrowed funds or provide a return on
                                     investment to equity funds



PHASE 4 | Final Business Plan & Presentation
For the final phase of the challenge participants will submit a formal business plan and present the
plan in a YouTube video. Presentations should not exceed 15 minutes in length.




COL_Business_Plan_Challenge_Guidelines                                          Page 4 of 5
                                                     Evaluation Form
           To be completed by judges. While evaluating both the written components and the video presentations
         (where applicable), judges will refer to the more detailed descriptions of the four (4) Phases when judging
                                    the students on the basic Evaluation Criteria below.

 EVALUATION                               Little/No           Below              Meets                 Exceeds           Judged
 CRITERIA                               Demonstration       Expectations      Expectations           Expectations         Score
 1.) Business concept:
 Description of the proposed idea
 for a business providing products
 and/or services.                            0, 1,2              3,4-5              6,7,8                 9,10

 2.) Elevator Pitch: Introduction
 of business concept, generation of
 interest, creativity, quality of
 presentation.                               0, 1,2              3,4-5              6,7,8                 9,10

 3.) Market Analysis:
 Including target market and com-
 petition.                                0, 1, 2, 3, 4        5, 6, 7, 8       9, 10, 11, 12          13, 14, 15


 4.) Product/Service and pricing:
 Description of the products and/or
 services, and their positioning in       0, 1, 2, 3, 4        5, 6, 7, 8       9, 10, 11, 12          13, 14, 15
 the marketplace.

 5.) Marketing plan:
 Uses of paid and non-paid market-
 ing strategies; marketing budget.        0, 1, 2, 3, 4        5, 6, 7, 8       9, 10, 11, 12          13, 14, 15

 6.) Financial plan:
 Income/cash flow, internal and
 external capital, repayment/return      0, 1, 2, 3, 4, 5    6, 7, 8, 9, 10   11, 12, 13, 14, 15    16, 17, 18, 19, 20
 for investors.

 7.) Presentation skills:
 Organization, clarity, tempo, vo-
 cabulary, grammar, pitch, volume,            0,1,2               3,4                5,6                   7,8
 enthusiasm, enunciation, and pro-
 nunciation
 8.) Video Production Quality:
 Including appropriate appearance,
 poise, confidence, creativity, tech-          0,1                2,3                4,5                   6,7
 nique, etc.




                                                                                            TOTAL _____/100
Tiebreaker: 6, 3, 4, 5, 1, 2, 7, 8


        COL_Business_Plan_Challenge_Guidelines                                                  Page 5 of 5

				
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