Transcript How to write your Businessplan - Royal Institute of Technology

How to write your
Businessplan
Mats Danielsson
Kungl Tekniska Högskolan
September 2007
Executive summary (1 page)
purpose of the plan, business opportunity, business
model, market, product/service, technology,
management, summary of five years income
statement, profit, head count, required capital
Customer need and Business opportunity
Product or service idea and technology description,
end users and customers.
Value proposition.
Your advantage can be:
-More environmentally friendly
-less costly
-less time-consuming
-safer
-easier to use
-smaller
-quieter
-more comfortable or attractive
Business Strategy and Key milestones
Plan how to outmaneuver the competition
Show cumulative head count and cash need
for the following milestones:
•proof-of-principle prototype,
•prototype for product,
•serial production
Marketing plan
Ideal customer
Market segmentation and size of markets
Channels of distribution
Strategic partners
(Business model,) branding plan
Sales strategy and plans
Customer support
Five-years sales forecast
Competition, positioning and unfair advantage
Business model definition
“ A business model is a conceptual tool that contains a big set
of elements and their relationships and allows expressing the
business logic of a specific firm. It is a description of the value
a company offers to one or several segments of customers
and of the architecture of the firm and its network of partners
for creating, marketing, and delivering this value and
relationship capital, to generate profitable and sustainable
revenue streams. ”
— Osterwalder, Pigneur and Tucci (2005
Operations plan
Engineering plan
Web site plan
Manufacturing/outsourcing plan
Facilities and administration plan
Management and key personnel
Organization
Staffing plan and head count projections
(Detailed resumes of leadership)
Incentive compensation program
Company culture plan
Financial Projections
Overview and key assumptions
Five year forecast
(Income statement)
(Balance sheet)
Cash-flow statement
Risks and Mitigating Actions
Your Businessplan
Max 10 pages – can be shorter
All important issues should be adressed – no big questionmarks
No obvious flaws or errors
Should look professional
NDA possible to arrange?
A ”pass” may be a step in the direction towards a succesful
business but it is of course not even close to a guarantee