Business Plan

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4 principles of marketing strategy /Brian Tracy

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THE MARKETING MIX

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Operations Management at Sephora

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Exponents

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Business Plan

14. Loan/Investment Proposal

Evaluation of risk of new venture

Timetable for implementing proposed plan - start-up date, milestones

Repayment schedule & Exit strategy

relevant back up data e.g. vendor estimates of cost

Purpose of Financing (detailed), amt requested

13. Projected Financial Statemetns

Help coy run biz more effectively & efficiently after start-up - vs target & maintain ctrl

Realistic Forecast; & Assumptions

Use Past operting data & published statistics - BS, IS, CF

Limited Assurance

Lenders judge coy's ability to pay back; Investor look for return

12. Plan of Operation

Existing leases & contracts

Form of Ownership

Steps taken to retain important staff

Organisation Chart - key jobs & qualification of ppl doin it

11. Description of Management Team

Education, work history, biz experience (success & failure)

Qualifications of Key directors, key shareholders

10. Competitor Analysis

Competitor's competitive edge

Key Competitors, their strength & weakness

Sources: customers, industry journals, sales literature

Competitor's market shares, products & strategies

Documenting Market Claims

Link btw Pricing, Preceived Quality, & Company Image

Distribution

Pricing

Location

Market size & trend

Advertising

Market research - surveys, demographic studies

Showing Customer Interest

sell at great Discount

Prototype of new pdt get writen testimonials from potential customers

Marketing Strategy

How to Define coy's Target Market

basis for Differentiation coy in cust's mind

Reason they buy, Cust's need & wants

size of potential cust in coy's trading area

where they live, work, shop?

Who's target customer?

Technique for identify potential target mkt

Narrow down the list of ppl to 1 or 2

list type of ppl who need those benefits

translate features into list of benefits

list all features of g & s

Target Market & its characteristics

Description of Firm's Product or Service

Production process, strategic raw materials, sources of supply, plant layout

Features of G & S; Benefit customer will receive from it

Summary of patents, trademarks, copyright to protect G & S

Product's position in Product life cycle

Product description - jargon-free style;

Overall product line

Business Strategy

Methods the coy use to satisfy key success factor e.g. well-trained sales force

How to set the biz apart from the competition

Business & Industry Profile

General Biz Goals & Objectives

Current economic conditions

Significant industry trends; Key success factors

Strategic issue: ease of mkt entry & exit, economies of scale, seasonal econ trends

Industry Data e.g. mkt size, growth trends, econ & competitive strength of major firm in industry

overview of industry or mkt segment

Company History

current image in mktplace

Successful accomplishment

When & why coy was formed, how it evolved

Significant Financial & operational event

Vision & Mission Statement

Mission - Company's purpose & Direction

Vision - Generalised Goal

Executive Summary

Capture reader's attention

key financial highlights

qualification of founders & key employees

target market & benefit its g & s provide

Biz model & basis for competitive edge