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Starting up
 Achieving success with professional business planning 
 
Contents
The New Venture Business Plan Competition 4Preface 7Acknowledgements 9
 About this manual
11
Part 1: Starting up a company - how companies grow
17
Part 2: The business idea concept and presentation
31Example: CatchMabs49
Part 3: Developing the business plan
53Introduction 551. Executive Summary 592. Product idea613. Management team 674. Marketing 755. Business system and organization 976. Realization schedule 1137. Risks 1198. Financing 125
CatchMabs business plan
153
Part 4: Valuing a start-up and raising equity
191
 Appendix 
223Extended table of contents 225Glossary 231References for further reading 238
3AuthorsThomas KubrHeinz MarchesiDaniel IlarHerman KienhuisMcKinsey & Company, Inc. The NetherlandsAmstel 344, 1017 AS Amsterdam© 1998 by McKinsey & Company, Inc. SwitzerlandDesign and realization:Mifflin-Schmid, Zurichidkit, Oudewater [www.idkit.nl]Printed in The NetherlandsISBN 90-9011748-2
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