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Business Plan
June 2009
COMPANY CONFIDENTIAL
Prepared by:Kurt TherrienErich SpikereitNicole BisnettWilliam ChronisterUnion Graduate College
 
Table of Contents
Executive Summary
1
1.0
 
Business Overview
4
 
1.1
 
The Company 41.1.1
 
Contact Information 41.1.2
 
The Business 41.1.3
 
Product Differentiation 51.2
 
Business Goals 6
2.0
 
Marketing Plan
7
 
2.1
 
Target Market 72.2
 
Market Trends 82.3
 
Competitive Analysis 92.3.1
 
Strengths 102.3.2
 
Weaknesses 112.3.3
 
Opportunities 112.3.4
 
Threats 122.4
 
Marketing Strategy 122.4.1
 
Price 122.4.2
 
Promotion 15
3.0
 
Operations Plan
19
 
3.1
 
Organizational Overview 193.1.1
 
Golf Commission 193.1.2
 
Committees 193.1.3
 
Superintendant & Maintenance 203.1.4
 
Golf Pro & Concessions 213.2
 
Organizational Reporting Structure 213.3
 
Personnel 233.3.1
 
Qualifications 233.3.2
 
Documentation and Training 253.3.3
 
Metrics 253.4
 
Capacity Planning & Utilization 273.4.1
 
Point of Sales System 273.4.2
 
Metrics 283.5
 
Value Added Processes 293.5.1
 
Maintenance and Upkeep 293.5.2
 
Metrics 313.5.3
 
Surveys 313.5.4
 
Speed of Play 313.5.5
 
Capacity Planning 323.6
 
Scalability 323.7
 
Golf Professional Services 333.7.1
 
Cart Management 34
 
4.0
 
Financial Plan
36
 
4.1
 
Revenue Model 364.1.1
 
Revenue Generation 364.1.2
 
Time Horizon 374.2
 
Estimating Revenues and Costs 384.3
 
Cash Flow Statement 384.3.1
 
Net Present Value & Internal Rate of Return 394.4
 
Balance Sheet 404.5
 
Financing Strategy 414.6
 
Risk Analysis 414.6.1
 
Financial Risks 414.6.2
 
Strategic Risks 424.6.3
 
Operational Risks 434.6.4
 
Risks Outside of AMGC’s Control 434.7
 
Timeline 44
5.0
 
Conclusion
45
 
Appendices
 Business Plan Appendices
Appendix A – Committees and ResponsibilitiesAppendix B – Superintendant ResponsibilitiesAppendix C – Critical ProceduresAppendix D – POS System OutlineAppendix E – Maintenance ScheduleAppendix F – People FlowAppendix G – Income StatementAppendix H – Revenue ModelAppendix I – Cash Flow ModelAppendix J – NPV and IRRAppendix K – Balance SheetAppendix L – Timeline
 Detailed Appendices
Appendix M – OverviewAppendix N – MarketingAppendix O – OperationsAppendix P – Finance
 Additional Research
Appendix Q – Pricing ResearchAppendix R – Revenue Sources ResearchAppendix S – Communications ResearchAppendix T – Driving Range Research
 
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