基于技术创业的商业计划chinese PPT课件

3 BUSINESSPLANSFOREQUITYINVESTORS RandyHarmon NJSmallBusinessDevelopmentCenters RutgersBusinessSchoolNJSBDC com scitechBusinessPlanArticle 4 IDIDIT I VEGOTIT MAYBEISHOULDGOINTOBUSINESS Scienceandtechnologybasedbusinessesaretypicallyfoundedbyoneormoretechnicalprofessionalswithlittlebusinessexperience Theyarevulnerabletooveremphasizingthetechnology Ifwebuildit theywillcome Firststepinconsideringlaunchingatechnology basedbusinessistoaskyourself Whoisgoingtocareaboutthistechnologyandwhy WhatCUSTOMERproblemamIgoingtosolve whatunmetneedamIgoingtofill Isitalreadybeingfilled WhosepainamIgoingtoease Willtheycareenoughtopayformysolution productatapriceatwhichIcanaffordtomakeitavailable 5 RESEARCH RESEARCH ANDMORERESEARCH Preliminarymarketresearchincludingtheindustryyouareinandtheindustriesyouaretargeting customers andcompetitors Determineapproximatelyhowmuchmoneyyouaregoingtoneedtolaunchthebusinessandcarryittothebreak evenpointBeginthinkingaboutwherethismoneyisgoingtocomefromandtherequirementsforaccessingthismoney Conductapreliminarypatentsearchtomakesurethatyouarenotabouttosetouttoreinventsomeoneelse swheel Considerthelegalaspectsandimplicationsofsettingupabusiness YOUROBJECTIVEISTOCONDUCTSUFFICIENTLYDETAILEDANDCOMPREHENSIVERESEARCHTOENABLEYOUTOCOMPLETEAWRITTENBUSINESSPLAN 6 MISSIONSTATEMENT Whatthecompanydoes whatbusinessyouarein Whatindustryyouarein Customersandmarkets Whatthecompanyaspirestobecome Maximumof2 4sentences 7 WHERE STHEBEEF WHAT SCOMPELLING Whatunmetneeddoesthisfill Whyisthisimportant Whywillcustomerscare Whyshouldinvestorscare Whyyouwillbesuccessful 8 ELEVATORPITCH Networkingisoneofanentrepreneur smostimportantactivities TypicallyaoneminutedescriptionoftheBUSINESSOPPORTUNITYinLAYMAN Sterms Nomorethan15secondsonthetechnologyandproduct Entrepreneursshouldalsohavea10 15secondnetworkingpitch whichcanbeelaboratedonifthelistenerisinterested 9 ELEVATORPITCH ADDRESSEACHPOINTBELOWWITH1OR2SENTENCESANDTHENCOMBINEANDSELECTYOURBEST10 14 Whatthecompanydoes whatbusinessyouarein Whoyoudoitto customersandmarkets Whatthecompanyaspirestobecome Whatunmetneed customerproblemdoyousolve Briefproduct servicedescription 2sentencesmax non technicalterms Whythisisimportant whycustomerswillcare customerbenefits Whyshouldinvestorscare whatiscompelling Oneortwoexceptionalmilestonesthatdemonstratemomentumisbuilding Whatyouarepresentlylookingfor i e financing guidance teammembers Whyyouwillbesuccessful 10 BUSINESSPLAN TheFINALEXAMtestoftheadequacyofyourresearch Oneofthemostimportantstepsinpreparingtolaunchanewbusiness Describeswhatabusinessdoes whereitisgoing howitisgoingtogetthere andtheresourcesitisgoingtorequire Itwillonlybeasgoodasthedepthandthequalityofyourresearch Generallyaprerequisiteforformaldebtandequityinvestors 11 3PURPOSES Extraction Extracts translatesandexpandsuponanideaforacompanyfromtheentrepreneur sheadturningitintoawrittenoutlineandroadmapforhowtorunabusiness Mosteffectiveexerciseyouwillgothrough Communication Communicatesbusinesstoprospectiveadvisors managementteammembers investors strategicpartnersandemployees Management Effectivemanagementtool Servesasabenchmark Dynamic livingdocument 12 BUSINESSPLANOUTLINE ExecutiveSummary CompanyDescription MarketAnalysis Product Technology Service CompetitiveAnalysis MarketingandSalesPlan ManagementandOperations LongTermDevelopmentandRiskAnalysis FinancialPlan 13 EXECUTIVESUMMARY Mostimportantcomponentofplan ShouldconveytheessenceofyourbusinessINLAYMAN SLANGUAGEandsummarizethemostimportantinformationcontainedineachsectionoftheplan Startswiththemissionstatement Essentiallyanexpansionofyourelevatorpitch Identifieshowmuchmoneyyouarelookingtoraise yourplanneduseofthefunds earningsprojectionsandanexitstrategy Typicallyreadfirstbyinvestorsandbankers screeningtool Shouldarousecuriosityandbecompelling Youwanttodemonstratethroughafewsignificantmilestonesthatamomentumisbuilding Shouldbecompletedlastandrunnomorethan2to3pagesinlength 14 AGOODEXECUTIVESUMMARYANDBUSINESSPLANARELIKETHEFOUNDATIONOFABUILDING Buildreader sunderstandingofbusinessopportunityblockbyblock Eachblockmustbuilduponandfitwithonebeforeit Mustflowsmoothlyandbeeasytoread 15 COMPANYDESCRIPTION Companyfounding who what when why Structure Compellinginformationaboutoriginsofcompany Currentstatus Anticipatedpathwaytomarketentryandprofitability Introductiontocomplextechnologiesandtheirsignificance 16 MILESTONES Significantachievementstodate Youwanttobeabletodemonstratethatamomentumisbuilding Thenumberandsignificanceofthemdeterminestheirplacementintheplan 17 MARKETANALYSIS InvestorsexpectentrepreneurstoknowtheirmarketsatleastaswellasanyoneelseandtodemonstratethatunderstandingintheMarket CompetitiveAnalysisandMarketingandSalesPlansectionsoftheplan Tendtobeworstwrittensectionsofplan 18 MARKET Identify describeandquantifyyourmarketopportunity Biggerisbetter butbeginbytargetingniches Discusstargetedmarketsincludingsize growthandothertrends aswellashowtheyarelikelytobeimpactedbyeconomictrends Explainrationalefortargetingnichesandidentifyunmetneeds Demonstratedynamicsofhowmarketworksincludingthebuyingandsellingprocessandwhomakesdecisions Identifyanddiscussbarrierstoentry Profileyouraveragecustomer 19 PRODUCT TECHNOLOGY SERVICE Describeyourproductthoroughlyinlayman sterms Defineacronymsandscientificterms Whatareitsuniquefeatures Whatbenefitswillitdelivertocustomers Focusonwhatmakesthisacompellingbusinessopportunity notonhowthetechnologyworks Includemorerobusttechnicaldiscussionaswarrantedasanattachment Discussyourintellectualpropertyposition Newproductpipeline 20 COMPETITIVEANALYSISCREDIBILITYBUILDERORKILLER Identifyanddiscussyourcompetitors EVERYPRODUCTHASCOMPETITION Ataminimum yourcompetitionisNOSOLUTION Whatisthebasisforcompetition technology price features quality service advertising Competitorsstrengthsandweaknesses Whatareyourstrengthsandweaknessescomparedtoyourcompetitors Whatisyourcompetitiveadvantageandhowsustainableisit Howmayyourcompetitorsrespondtoyourentrytothemarket Arethereanydevelopingtechnologieswhichcoulddisruptthecompetitivefield 21 COMPETITIVEMATRIX Matrixesallowthepresentationoflotsofinformationinauseableformat XAxis Criticalevaluationcriteria YAxis Keycompetitorsorgroups 22 COMPETITIVEMATRIX Criteria1Criteria2Criteria3PriceSpeedUsefullifeCompetitor1 28 0008units hr7yearsCompetitor2 37 00010units hr10yearsCompetitor3 31 00010units hr8yearsYouInc 33 00012units hr10years 23 MARKETVALIDATION Sales Betatesting BusinessPartnerships Testimoniesfromprospectivecustomersandindustryleaders 24 MARKETINGANDSALESPLAN HOWYOUWILLSPREADTHEWORDABOUTYOURPRODUCT GETITINTOTHEHANDSOFYOURCUSTOMERSANDCLOSETHESALE Pricingstrategyincludinggrossmarginsandhowtheycomparewithcompetitors Marketingcommunicationsstrategyandmessage Publicrelations Advertising Howyouwilldistributeyourproduct Willyouhaveyourownsalesforce Discussmarketentrystrategybeginningwithfirstsale Howyouwillmaintainandincreasemarketshare Warranteesandcustomerservice 25 SOONERORLATER MOSTENTREPRENEURSWILLHAVETOBUILDAMANAGEMENTTEAM Fewpeoplehaveorcandevelopalltheskillsrequiredforasuccessfultechnology basedbusiness Thereisnotgoingtobeenoughofyoutogoaround Management Management Management Experience Experience Experience Equityinvestorsinvestinpeople particularlyteamsofpeople atleastasmuchastheydothebusinessconcept Allventurecapitalbackedbusinesseswillhavetobuildamanagementteam Entrepreneur sdilemma Businessadvisoryboards Creativeteambuilding 26 MANAGEMENTANDOPERATIONS Describeeachteammember sresponsibilities training strengthsandrelevantpriorexperience Appropriatecompositionoftheteamdependsonthestageofdevelopmentofthecompanyandwhetherandhowsoonequityfinancingwillbesought Discussplansforroundingoutanincompleteteam Discussadvisorsandsignificantoutsideresourceorganizations Identifytheownersofthebusiness Staffingplan Howwilltheproductbeproduced packagedanddelivered Facilities Equipment 27 LONGTERMDEVELOPMENT RISKANALYSIS Describethelongtermdevelopmentofyourcompany itsproductsandyourexitstrategy Identifyrisksbothinherentinyourventureandthebroaderbusinessenvironmentanddemonstratethatyouhaveaplantoaddresspotentialproblems Universaltruthsofentrepreneurship 28 FINANCIALANALYSIS Whatisthecompany scurrentfinancialstatus Capitalrequirements bothshortandlongterm Useoffunds Sourcesoffunding R Dgrants bankloans equity other Sourceofrepayment Projectednetincomeandcashflowforthefirst3years Notworththepaperthey rewrittenon Explanationofassumptionsunderlyingprojections Bottomupversustopdownfinancialprojections Break evenpoint Discussfinancialratios aretheyinlinewithindustrynorms 29 EXHIBITS FINANCIAL Proformaincomestatements Proformacashflow Proformabalancesheets Break EvenAnalysis Historicalfinancialstatements ifavailable SUPPORTINGDOCUMENTATION Resumes Marketresearchinformation Documentationofcustomerdemand Supplementaltechnicaldiscussions Productliterature 30 READY SET STOP Avoidapproachinginvestorsdirectly getreferred Avoidapproachinginvestorstooearly Milestones Marketvalidation 31 NJSMALLBUSINESSDEVELOPMENTCENTERS NJSBDC OFRUTGERSBUSINESSSCHOOL Partofanationalpublic privateandacademicpartnership