9. แผนธุรกิจเป็นการพัฒนาความคิดธุรกิจ
• แนวคิดธุรกิจ Business Concept
• วัตถุประสงค์ Plan Objectives
• การประเมินเทคโนโลยี Technology Assessment
• การประเมินตลาด Market Assessment
• การประเมินการเงิน Financial Assessment
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• ทีมบริหาร Management Team
• กาหนดการและความต้องการเงิน Milestones and Capital Needs
Entrepreneurship@TBS 2012
10. Business Model
Customer Benefit Configuration Company Boundaries
Customer Core Strategic Value
Interface Strategy Resources Network
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Entrepreneurship@TBS 2012
11. Success Chances
Successful Product
Profit “Patience Launch
Period”
Successful Service
Launch
Zero
Unsuccessful
Product Launch
Time
11 Success Chances
From Idea to IPO: 1 / 6,000,000
From Idea to VC: 6 / 1,000
From VC to IPO: 1 / 10
High Tech Start Up: John Nesheim, Saratoga Venture Finance (SVF) 2000
Entrepreneurship@TBS 2012
12. Executive Summary
• Summary Description of Business
• Opportunity and Strategy to Capitalize on It
• Target Markets and Projected Demand
• Competitive Advantages and Sustainability
• Profitability and Harvest Potential
• Management Team
• Deal Offering: Investment/Expected Returns
• Compelling Reason(s) to Invest Now
Entrepreneurship@TBS 2012
13. Executive Summary
• Your Idea
• Your Markets
• Your business and sales models
• Your competitive advantages
• Your management team
• Your use of the funds
Entrepreneurship@TBS 2012
14. What’s the Business?
• The Business Opportunity • The products & their value add
• The Markets services
• The Technology – features & benefits,
• The Products innovation, technology
• The markets
• a clear Vision
– research data
• clear strategies
– competition
• a well defined business model
• a dedicated, believable Mission • The customers
• a strong sense of management – who they are & their needs
experience
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16. Sales & Marketing
– 3.1 What’s the Market? – 3.2 The Marketing Plan
– What are your marketing
– Customer analysis & strategies?
their needs
– Worldwide market size • What are the data points to
& trends measure success?
– Competitive strengths • What is your price
& weaknesses positioning & why?
– Value creation for your • What are your primary
products & services tactics in years 1 & 2?
• What are your primary
events in year 1?
16 Entrepreneurship@TBS 2012
17. Sales & Marketing
• 3.3 The Sales Plan
– What’s your Sales strategy?
• What standard channels will you use?
• Is there an innovative channel?
• What are your penetration tactics?
– What’s your sales model?
– What’s your hiring & training plan?
17 – What’s your measurement & reporting?
Entrepreneurship@TBS 2012
18. Engineering and R&D
• What are your core technologies?
– Provide sufficient, but not numbing, detail.
• What is your development status?
– Describe your primary milestones.
– Be conservative.
– Assume development will be late.
• Detail the technical team’s background.
• What is your strategy for future products?
– Define in text with graphics your roadmap
– Define common platforms and architectures.
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• What your IP & patent strategy?
– What is your IP strategy?
– If you have patents, provide a status table.
– If not, define why not in a positive manner.
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19. Operations/Manufacturing
• What’s your Manufacturing • What is your Customer Support
strategy? strategy?
– Outsource or not? – Customer order fulfillment
– Why & why not? tactics
• What is core in Manufacturing? – Primary objectives
• What are your unique capabilities • Delivery
• What are your unique processes? • Response time
– Primary policies
• Focus on your customers in your… – Outsource or not?
– Distribution strategy – Future services that you will
– Quality strategy provide?
– Value added services that you
will employ
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21. Key Success Factors and Risks
• What Are the Key Success Factors?
• What Is the Company’s Competitive Advantage/Customer Value
Proposition?
• What Are the Most Important Risks?
– What Happens If Things Go Right?
– What Action Will You Take With What Probable Outcome If
Key Risk Factors Go Against You?
Entrepreneurship@TBS 2012
22. The Financials
• The Rule: Everything • You need…
Must Hang Together
– P&L’s
– Your vision and strategies in • 1st year by month
text must tie in. • 2nd year by quarter
– Your market growth
objectives must tie in. • 3rd year by year
– Your business and sales – Balance Sheets for each
models must tie in. year
– Your margin percentages
must tie in. – Cash Flows for each year
– Your cost of goods must tie – 3-4 pieces of paper only
in.
– Your expenses must reflect
standard percentages
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23. The Financials
• You need to list your…
– Primary assumptions
– Primary categories for the use of the funds
– What are the primary risks?
• Other than the normal of early stage companies
• If nothing specific, do not list any.
– What’s your exit strategy?
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28. แผนธุรกิจที่ดีเล่าเรื่องราวที่น่าสนใจ
ผู้อ่านจะสนใจหากเขา
แผนธุรกิจ ประเด็น
สามารถเข้าใจแผนธุรกิจได้
จุดเริ่มต้น สถานการณ์ตลาด และสภาพการแข่งขัน อย่างชัดเจน
วิธีการนาเสนอจะต้อง
จุดเปลี่ยนแปลง กลยุทธ์และแผนดาเนินงาน น่าสนใจเชื่อถือได้และมีการ
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วิเคราะห์ที่ยอมรับ
ลักษณะเด่น ผู้ประกอบการและทีมบริหาร
Source: Adapted from lecture by Peter Kelly and Per Stenius Entrepreneurship@TBS 2012
29. • Levels of Questions: Fundamental, Strategic, Tactical
• Life Cycle: Initial Success, High Growth, Stable Maintenance
• Different Perspectives: Entrepreneur, Venture Capitalist, Market
Externalities Entrepreneur Market
Organization
Human Financial Competence Opportunity
Management Team Seed, Bridge Loan Sustainable Advantages Windows of Opportunity
Talented Employee More Round, Mezzanie Analysis / R&D Time
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