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Slide 1
1 Practical Advice on how to write a business plan Dr. Thomas
Kunz
Slide 2
2 Why is a business plan necessary? - For detailed planning and
controlling - To win investors
Slide 3
3 Business Plan Structure 1. Executive Summary 2. Product Idea
3. Management Team 4. Marketing 5. Business System and Organization
6. Realization Schedule 7. Chances and Risks 8. Financing
Slide 4
4 1. Executive Summary Purpose: To give a clear, concise and
compelling summary of the intended business To provide an complete
overview of the business plan for reader who is under time pressure
To get the reader excited about the presented opportunity Size: 1-3
pages
Slide 5
5 2. Product Idea Most important: The whole purpose of any
company is to solve a problem that exists in the market or
otherwise said to satisfy the costumer needs. Detailed Description
of the costumer needs and the provided solutions. Very important is
to stress out the unique selling proposition. Distinction between
Products/Services:
Slide 6
6 2. Product Idea Product Overview What is the product? What
does the product? What are the features? What are the benefits?
What is innovative about the product (Picture of the
product/protype, if possible an if it helps the reader to better
understand the product)
Slide 7
7 2. Product Idea Product Explanation of the product
characteristics: size, shape, color, cost, design, quality,
capabilities, technological life- span Patent protection of the
product. Explanation of the way of production, the materials
required, and the type of labor needed.
Slide 8
8 2. Product Idea Service Overview What is/are the offered
service(s)? How the service(s)work What need do the services
address in the marketplace? Where will you operate? What makes your
service different? What materials or equipment is needed? Days and
hours of operation? Explanation of the service process What is
innovative about the service(s)?
Slide 9
9 3. Management Team The management team is the crucial factor
in a startup- company. It is important to have a very good business
idea but it is the people behind the business that have to work out
the idea. A description of each team member should include the
following points: - Title of the position of the team member -
Duties and responsibilities of the position - Work experience and
success of the team member
Slide 10
10 3. Management Team - Education of the team member - C.V. of
the team member Description of the board of directors
Slide 11
11 4. Marketing Description of the target Market: Market size,
market growth, costumer characteristics (age, gender, geographic
location, income bracket, buying similarities, and more),
competitors (most important suppliers and their market share, way
of operation, market share, strengths and weaknesses, also
substitutes and potential competitors should be considered)
Description of the marketing plan (4p: product, price, place,
promotion)
Slide 12
12 5. Business System and Organization Typical Business System:
Resarch & Development Production Marketing & Sales
DistributionService Task: Develop a specific business system for
your company!
Slide 13
13 5. Business System and Organization Organisation: Definition
of Responsibilities
Slide 14
14 6. Realization Schedule The Realization Schedule should
consist of: - A Chart showing the whole realization schedule with
all work packages in detail - Important Milestones - Important
Interdependencies between the work packages
Slide 15
15 7. Chances and Risks Point out the opportunities that lie in
the enterprise! Every Enterprise also involves risks: environmental
risks and risks that lie in the company itself. Risks are not
static and can change. Task: Identification of all the risks and
development of counteractions!
Slide 16
16 8. Financing Content: - Sources and uses of funds - Balance
sheet - Profit and loss statement - Liquidity planning - Financial
ratios
Slide 17
17 8. Financing Sources and Uses of Funds This section should
explain to the reader which sources you expect to secure capital
from, and what you specifically plan to spend it on. Possible
Sources: Equity (Own savings, venture capital, funds, ) Loan
Capital (bank loans, state support, mortgages, )
Slide 18
18 8. Financing Balance Sheet Year 1 : quarterly Projections
Year 2-5: Yearly projections
Slide 19
19 8. Financing Profit & loss statement Year 1 : quarterly
Projections Year 2-5: Yearly projections
Slide 20
20 8. Financing Liquidity Planning Year 1 : monthly projections
Year 2-5: quarterly projections
Slide 21
21 8. Financing Financial ratios: Financial ratios are formed
from two or more numbers taken from the financial statements of
businesses. The numbers may be taken from the balance sheet, the
profit & loss statement, or the Cash flow statement and
combined in any number of combinations. Examples: - Return of
Capital Employed (ROCE) - Return on investment (ROI)