Table of Contents

1.0 Executive Summary.............................................................................................................................1

1.1 Objectives...................................................................................................................................2
1.2 Mission ........................................................................................................................................3
1.3 Keys to Success........................................................................................................................3
2.0 Company Summary.............................................................................................................................3
2.1 Company Ownership.................................................................................................................4
2.2 Start-up Summary......................................................................................................................4
2.3 Company Locations and Facilities..........................................................................................7
3.0 Products...............................................................................................................................................7
3.1 Product Description ...................................................................................................................7
3.2 Competitive Comparison ..........................................................................................................8
3.3 Sourcing ......................................................................................................................................8
3.4 Technology..................................................................................................................................9
3.5 Future Products..........................................................................................................................9
4.0 Market Analysis Summary ..................................................................................................................9
4.1 Market Segmentation ..............................................................................................................10
4.2 Target Market Segment Strategy...........................................................................................12
4.2.1 Market Trends.............................................................................................................12
4.2.2 Market Growth.............................................................................................................13
4.2.3 Market Needs..............................................................................................................13
4.3 Industry Analysis.......................................................................................................................13
4.3.1 Distribution Patterns ...................................................................................................14
4.3.2 Competition and Buying Patterns .............................................................................14
4.3.3 Main Competitors.......................................................................................................15
4.3.4 Industry Participants....................................................................................................16
5.0 Strategy and Implementation Summary ..........................................................................................17
5.1 Strategy Pyramid.....................................................................................................................17
5.2 Value Proposition....................................................................................................................18
5.3 Competitive Edge....................................................................................................................18
5.4 Marketing Strategy..................................................................................................................18
5.4.1 Promotion Strategy .....................................................................................................19
5.4.2 Distribution Strategy...................................................................................................19
5.4.3 Marketing Programs...................................................................................................20
5.4.4 Positioning Statement ................................................................................................21
5.4.5 Pricing Strategy...........................................................................................................21
5.5 Sales Strategy..........................................................................................................................21
5.5.1 Sales Forecast............................................................................................................22
5.5.2 Sales Programs..........................................................................................................25
5.6 Strategic Alliances...................................................................................................................26
5.7 Milestones................................................................................................................................26
6.0 Management Summary....................................................................................................................27
6.1 Management Team.................................................................................................................28
6.2 Management Team Gaps.......................................................................................................29
6.3 Organizational Structure..........................................................................................................29
6.4 Personnel Plan .........................................................................................................................30
7.0 Financial Plan....................................................................................................................................31
7.1 Important Assumptions............................................................................................................32
Table of Contents
Page 2
7.2 Key Financial Indicators..........................................................................................................32
7.3 Break-even Analysis................................................................................................................33
7.4 Projected Profit and Loss.......................................................................................................34
7.5 Projected Cash Flow...............................................................................................................38
7.6 Projected Balance Sheet........................................................................................................40
7.7 Business Ratios.......................................................................................................................41
7.8 Exit Strategy.............................................................................................................................43