A not so serious guide to building a business plan?
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A business plan is a very serious exercise, which is why we wanted to have a bit of fun! Includes some suggestion on structure, on how and why building and Executive Summary, present financials and risks, business systems, channels, consumers and customers, marketing and commercial plan ---->>>> PDF Version Available for download at the following URL: http://www.amati-associates.com/free-reports/ In the "Free Download" Tab
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A not so serious guide to building a business plan?
- 1. AMATI & Associates A NOT SO SERIOUS GUIDE TO BUILDING A BUSINESS PLAN 1
- 2. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 2
- 3. AMATI Executive Summary & Associates How long is the executive summary? Take your knowledge So that it can be read In 5 minutes…. Summarize it …While creating a Great first impression 3
- 4. Executive Summary: the structure AMATI & Associates Five topics 1. 2. 3. 4. 5. Product and Service • --------• --------• --------Market Size, Trends and Competition • --------• --------• --------Business System • --------• --------• --------Financing Needs • --------• --------• --------Risks and Hurdles • --------• --------• --------- 4
- 5. Executive Summary Key Dimensions: Product/Service AMATI & Associates Start with what makes your idea unique (and keep it credible!) What are your unique super-powers? 5
- 6. Executive Summary Key Dimensions: Product/Service AMATI & Associates Who is your target? What value are your creating for them? 6
- 7. Executive Summary Key Dimensions: Market and Competition AMATI & Associates How big is the ‘pie’? Who are your competitors? Asia Pacific South America Global Sales by Category (Value; 2011) Europe North America 7
- 8. AMATI Executive Summary Key Dimensions: Market and Competition & Associates What are the key market trends? Value Volume +13% -3% +13% 2002 2005 2009 Price 2002 2005 2009 Customer Service • • • • • • • • • ---------------------------------------------------------------------------------- +10% -2.5% +17% 2002 2005 2009 2002 2005 2009 8
- 9. AMATI Executive Summary Key Dimensions: Marketing and Commercial Plan & Associates Marketing and sales investment, and revenues expectations Marketing Investment n n+1 n+2 Commercial Investment n n+1 n+2 Revenues n n+1 n+2 9
- 10. AMATI Executive Summary Key Dimensions: Business System & Associates Describe your business system and which activities you plan doing in-house R&D PRODUCTION MARKETING ✔ • • • • • • ------------------------------------- SALES ✔ • • • • • • ------------------------------------- • • • • • • ------------------------------------- DISTRIBUTION SERVICE ✔ • • • • • • ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- 10
- 11. AMATI Executive Summary Key Dimensions: Financing Needs & Associates How much money do you need? And what for? Cumulative Cash Flow! • Capex • Marketing • Operations • Commercial • …. n n+1 n+2 n+3 Source: own analysis 11
- 12. Executive Summary Key Dimensions: Risks and Hurdles AMATI & Associates What are the risks, how do they impact the cash flow? EBITDA Yr. 3 (‘000 EUR) Average transaction (-10% /+ 10%) Price (-10% /+ 10%) COGS (+10% /-10%) Logistics (+10% /-10%) FX (+10% /-1%) Insurance (+10% /-10%) Source: own analysis 12
- 13. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 13
- 14. Product/ Service AMATI & Associates What are your unique super-powers? 14
- 15. The product/ service AMATI & Associates Describe your product/ service by highlighting its benefits, ambition and uniqueness Source: own analysis 15
- 16. Which Consumers/ Customers and Need-states AMATI & Associates Describe your target(s) and identify their need-states. What do you offer them, that your competitors don’t? Enjoyment Vitality Us vs. Them! Comparison! Conviviality Power Belonging Recognition Security • --------! • --------! • --------! • --------! • --------! • --------! Control Source: own analysis 16
- 17. AMATI Sources of Revenues & Associates What are you going to make money from? Detail all of your source of revenues Revenues (‘000 EUR) Product 1 • ------------• ------------• ------------• ------------Product 2 • ------------• ------------• ------------Licensing • ------------- n n+1 Product 1 n+2 Product 2 n+3 Licensing 17
- 18. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 18
- 20. AMATI Market and Competition & Associates How big is the cake? Volume, Value, Market Trends, specific and relative to your opportunity Value Volume +13% -3% +13% 2002 2005 2009 Price 2002 2005 2009 Customer Service • • • • • • • • • ---------------------------------------------------------------------------------- +10% -2.5% +17% 2002 2005 2009 2002 2005 2009 20
- 21. AMATI Market and Competition & Associates Consider major channels/ segments if their development is not uniform Value Volume Channel B, 49% Channel A, 51% Channel B, 53% Channel A, 47% CAGR Volume 05-09 Forecast Volume 10-12 Channel A Channel A Channel B • • • • • • ------------------------------------- Channel B 21
- 22. AMATI Market and Competition & Associates Position on relevant axes your competitors and identify opportunities Competitors Mapping Variety Source: Skopos 22
- 23. AMATI Market and Competitors & Associates Who is taking the Lion’s share? And where? By segment or by region…. Asia Pacific South America Global Sales by Category (Value; 2011) Europe North America 23
- 24. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 24
- 26. AMATI The Team & Associates Education Experience Present the team professionally…. • • • • • • ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- 26
- 27. AMATI The Team & Associates …. Don’t hide weaknesses, address them! • • • Industry • Competences • • ------------------------------------- • • Other • Competences • • • ------------------------------------- ✔ ✖ ✔ ✔ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✖ ✖ ✔ ✔ ✔ ✖ ✔ ✖ ✔ ✖ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ 27
- 28. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 28
- 30. AMATI Marketing and Commercial Plan & Associates Develop a detailed marketing plan for the first 12 months and provide top-line investments by marketing segment for Year 2 and 3 Marketing Activities • • • • • • ------------------------------------- J F M A M J J A S O N D BUDGET BUDGET Yr. 1 Yr. 2 • • • • • • ------------------------------------- • • • • • • ------------------------------------- BUDGET Yr. 3 • • • • • • ------------------------------------- 30
- 31. AMATI Marketing and Commercial Plan & Associates Develop a detailed account/commercial plan for the first 12 months by clarifying promotional activities as well as expected sales Activities • • • • • • ------------------------------------- Investment • • • • • • ------------------------------------- Expected Sales • • • • • • J F M A M J J A S O N D ------------------------------------- 31
- 32. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 32
- 34. AMATI Business System & Associates Detailed analysis of the business system, by providing benchmarks/ examples if available R&D PRODUCTION MARKETING ✔ In-house SALES ✔ ✔ Description Examples • ------• ------- • ------• ------- • ------• ------- • ------• ------- • ------• ------- • ------• ------- Rationale • ------• ------• ------- • ------• ------• ------- • ------• ------• ------- • ------• ------• ------- • ------• ------• ------- • ------• ------• ------- ------------------------------------- • • • • • • SERVICE • • • • • • ------------------------------------- • • • • • • DISTRIBUTION ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- • • • • • • ------------------------------------- 34
- 35. AMATI Business System & Associates If your reference market has sub-channels/sub-segments you should detail each one of them Description Channel 1 Rote-toMarket • ------• ------- Channel 2 • ------• ------- Channel 3 Relative Size • ------• ------Channel n.1 • ------• ------- Channel n Channel n.2 • ------• ------- 35
- 36. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 36
- 38. AMATI Financials & Associates First of all a summary of best/worst case scenarios Gross Margin I EBITDA Capex EBITDA Margin Year 3 EBITDA (Yr. 3) Break Even € 406,023 € 1,600,000 8% € 1,700,000 Alternative 2 50.6% Gross Margin II 74.6% Gross Margin II Alternative 1 Gross Margin I 74.6% 50.6% EBITDA Capex EBITDA Margin Year 3 € 386,223 € 1,800,000 8% EBITDA (Yr. 3) € 600,000 Break Even ca. 5 years ca. 4 years Source: own analysis 38
- 39. AMATI Financials & Associates Detailed presentation of sources of revenues and hypothesis Revenues (‘000 EUR) Product 1 • ------------• ------------• ------------• ------------Product 2 • ------------• ------------• ------------Licensing • ------------- n n+1 Product 1 n+2 Product 2 n+3 Licensing 39
- 40. AMATI Financials & Associates Assess the marketing and commercial investment, and explain how they drive revenues Marketing Investment n n+1 n+2 Commercial Investment n n+1 n+2 Revenues n n+1 n+2 40
- 41. AMATI Financials & Associates Focus on how you build the Costs and what Capex you require COGS Hypotheses • ------------• ------------• ------------• ------------• ------------• ------------• ------------• ------------- n n+1 n+2 Capex n n+1 Hypotheses • ------------• ------------• ------------• ------------• ------------• ------------• ------------• ------------- n+2 41
- 42. AMATI Financials & Associates Detailed assessment of Cash flow needs Cumulative Cash Flow! • Capex • Marketing • Operations • Commercial • …. n n+1 n+2 n+3 Source: own analysis 42
- 43. AMATI Financials & Associates Provide a valuation for the company based on several methods and % you are willing to sell What % of Shares?! DCF • ------------• ------------• ------------• ------------Multiples • ------------• ------------• ------------- Source: own analysis 43
- 44. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 44
- 46. AMATI Risks & Associates Present the risks, define the impact on the base financial scenario and which countermeasures you are planning to take EBITDA Yr. 3 (‘000 EUR) Risks • -----------• -----------• -----------• ------------ Countermeasures • -----------• -----------• -----------• ------------ Source: own analysis 46
- 47. AMATI Agenda & Associates • Executive Summary • The Product and/or Service • Market opportunity and competition • Team • Marketing and commercial plan • Business System • Financials • Risks • Project Plan 47
- 49. AMATI Project Plan & Associates Detailed Gantt Chart! Identify the critical path! Q4-2013 Q1-2014 Q2-2014 Q3-2014 STAGE I • -------------• -------------• -------------• -------------STAGE II • -------------• -------------• -------------• -------------• -------------• -------------- 49
- 50. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 50