A Company

Business Plan

Sometime

Business Plan
Updated 21/04/2010 15:09:00 A4/P4

Information memorandum wording
Insert LIMITED
This Information Memorandum ("the Memorandum") is based on information and opinions supplied by the Board of Directors of insert Limited (“insert”) solely for the use by you and a limited number of other parties who may be interested in acquiring shares in insert. The Memorandum is being made available only to persons who are deemed sufficiently expert or sufficiently substantial to understand the risks involved and as such fall within Article 11 of the Financial Services Act 1986 (Investment Advertisements) (Exemptions) Order 1996. The Memorandum does not purport to be all inclusive or to contain all the information that a prospective investor may desire. The purpose of the Memorandum is to provide initial information to interested parties upon which they may base a decision as to whether to pursue the matter. The information in this Memorandum does not constitute or form part of any offer to sell any shares in insert nor shall the Memorandum or any part of it, or the fact of its distribution, form the basis of, or be relied on, in connection with any contract. If you do not wish to pursue this matter you must return the Memorandum immediately. insert together with its respective officers, directors, partners, advisers, agents and employees, make no representation or warranty, express or implied, in relation to and accept no responsibility or liability for, the accuracy or completeness of the Memorandum or any other written or oral information transmitted or made available to you or any prospective investor and in accepting this Memorandum you acknowledge such exclusion of liability is reasonable in the circumstances. Notwithstanding the foregoing, nothing in this paragraph shall exclude liability for fraudulent misrepresentation. Any prospective investor shall rely solely on its own judgement, review and business analysis in its evaluation and nothing contained herein is, or shall be relied upon, as a promise or forecast of the future or warranty. The information in this Memorandum will not be warranted other than as may be specifically set out in any agreement that may be entered into. This Memorandum (including its contents), is confidential, has only been made available to persons who have signed and returned a confidentiality agreement, and the recipients are therefore bound by that agreement in respect of all the information contained in this Memorandum. By accepting the Memorandum, the recipient acknowledges and confirms that it is acting exclusively as principal and not as agent or representative for another party. This Memorandum is for the exclusive use of the persons to whom it is addressed and shall not be copied, reproduced, distributed or passed to others without the prior written consent of insert. By accepting the Memorandum the recipient agrees upon request to return promptly all material received from insert (including this Memorandum) without retaining any copies. In furnishing the Memorandum, insert undertakes no obligation to provide the recipient with access to any additional information or to update this document or to correct any inaccuracies in it. It is the responsibility of any person outside the United Kingdom to whom this Memorandum is provided to inform himself about and to observe in full any laws of the relevant territory in connection with the distribution to and/or the possession by him of the Memorandum including the obtaining of any governmental or other consents and compliance with any other necessary formalities.

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Neither the receipt of the Memorandum by any person or any information supplied in connection with any proposed investment is or is to be taken as constituting the giving of investment advice.

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Contents
A Company................................................................................................................. 1 Business Plan............................................................................................................. 1 Information memorandum wording......................................................................... 2 Insert LIMITED............................................................................................................. 2 Contents...................................................................................................................... 4 Executive Summary................................................................................................... The Business................................................................................................................ The Opportunity........................................................................................................... The Offering................................................................................................................. Business Model/Revenue Sources.............................................................................. Marketing Strategy....................................................................................................... Management Team...................................................................................................... Financing...................................................................................................................... Investment Proposal and Exit Strategy........................................................................ 6 6 6 6 6 6 6 6 6

Mission Statement..................................................................................................... 7 Company Description................................................................................................ 8 The Opportunity......................................................................................................... 9 Market Size.................................................................................................................. 9 Industry Analysis.......................................................................................................... 9 The Offering.............................................................................................................. 10 Business Strategy.................................................................................................... 11 Technology Strategy................................................................................................ 12 Sales and Marketing Strategy................................................................................. Target Market............................................................................................................. Sales Strategy............................................................................................................ Marketing Strategy..................................................................................................... 13 13 13 13

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Competitive Analysis............................................................................................... 14 Operations Plan........................................................................................................ 15 Management Team................................................................................................... 16 Critical Risk Factors................................................................................................ 17 Financial Plan........................................................................................................... 18 Required Funds........................................................................................................ 19 Investment Proposal................................................................................................ 20 Appendix................................................................................................................... 21 Help – Text hierarchies............................................................................................ 22 Help – Text layout.................................................................................................... 24 Help – Charts & Tables layout................................................................................ 25 Help - Information notes.......................................................................................... 28

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Executive Summary
The Business Start Here. Point your cursor to the number at the end of this line should you require more information about this section. The Opportunity Start Here. Point your cursor to the number at the end of this line should you require more information about this section. The Offering Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Business Model/Revenue Sources Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Marketing Strategy Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Management Team Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Financing Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Investment Proposal and Exit Strategy Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
1 2 3 4 5 6 7 8

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Mission Statement
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Company Description
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

The Opportunity
Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Market Size Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Industry Analysis Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
11 12 13

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

The Offering
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Business Strategy
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Technology Strategy
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Sales and Marketing Strategy
Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Target Market Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Sales Strategy Start Here. Point your cursor to the number at the end of this line should you require more information about this section. Marketing Strategy Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
17 18 19 20

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Competitive Analysis
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Operations Plan
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Management Team
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Critical Risk Factors
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Financial Plan
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Required Funds
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Investment Proposal
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Appendix
Start Here. Point your cursor to the number at the end of this line should you require more information about this section.
28

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Help – Text hierarchies
The following are some hints on how to layout your business plan. Any business plan text is divided into hierarchies. All these hierarchies need different styles of text which are available in the type tool bar, to the left of the typeface menu. This is what they look like: The Heading 1, Section Title

Executive Summary
In this template, all Sections Titles have been created and should not be moved or altered.

The Heading 2, Primary Heading The Business
Headings are the highest hierarchy within a section

The Heading 3, Secondary Heading

The Business
Secondary Headings are the second highest hierarchy within a section. Use them if you need headings within the text referring to a Primary Heading.

The Heading 4, Bullet Level 1

The Business
Use to create bullet points within the Body Text.

The Heading 5, Bullet Level 2

The Business
Use to create bullet points within another bullet point.

Body Text

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

This is body text. Trial settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention to themselves.

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Help – Text layout
This is what your text should look like when all the hierarchies are applied: Revenue Streams (Primary Heading) This is body text. Trial settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention to themselves. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

Ecommerce (Secondary Heading)
This is body text. Trial settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention to themselves.

CPD (Secondary Heading)
This is body text. Trial settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention to themselves. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

• Bullet point Level 1. This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.
Bullet Point Level 2. It is intended to be read but have no meaning. Bullet Point Level 2. This is dummy text. Bullet Point Level 2. What you see here is dummy text.
Partnerships (Primary Heading) This is body text. Trial settings which use other languages or even gibberish to approximate text have the inherent disadvantage that they distract attention to themselves. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive eye or brain.

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Help – Charts & Tables layout
The following three pages show you some examples on how to layout tables and charts. Every table and chart has its own data requirements, so follow the examples as a style guide only. As a general rule, avoid vertical lines in your tables. The first two examples were created in Excel and you can double click on them if you wish to change and use them.
July 2000
Phase 0 "Jump Start Value Phase 0 Proposition"

Jan 2001
Phase 1 "Build Collaboration Phase 1 & Commerce"

July 2001
Phase 2 "Test & Scale" Phase 2

Jan 2002
Phase 3 "Roll Out" Phase 3

July 2002
Phase Phase4 4 "Exit" June 2002

Marketing & Brand
Develop Brand Register Users Penetration Register Users Reg Subs Penetration Register Users Reg Subs Penetration Register Users Reg Subs International Rollout

Technolgy

Content Management System

Develop Marketplace V1 Streaming Technology

Rollout & Scale Marketplace V1 Advanced Products

Marketplace V2 ERP Integration

Emerging Technologies

-----------.com

Target Users 1

 Users 2

Target

 Round 2 Functionality

Expand into other media

-------------.com
People Candidate Partners Funding Required Team 18 Team 30, Hiring of CEO, COO, CFO. (Constitution of Non-Executive Board) Team 40, Marketplace Compliance Panel Team 50

MMF

£m

Funds for International Expansion

Consumables UK £000's Total value of spend Penetration into product range Penetration into surgeries Value of spend thru SO Smile-on margin Revenue Direct marketing Contribution

CY 2000 ( 6months) 78,125 75% 2% 1,171 10% 117 458 -341

CY 2001

CY2002

CY2003

CY2004

CY2005

156,250 84% 7% 8,515 10% 852 522 330

156,250 89% 10% 13,828 10% 1,383 440 943

156,250 90% 13% 18,281 10% 1,828 400 1428

156,250 93% 14% 20,344 10% 2,034 400 1634

156,250 95% 15% 22,266 10% 2,227 400 1827

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Title Item A Item B Item C Item D Item E Total

Title A 0 0 0 0 0 0

Title B 0 0 0 0 0 0

Title C 0 0 0 0 0 0

Title D 0 0 0 0 0 0

Title E 0 0 0 0 0 0

Title F 0 0 0 0 0 0

Key Strategies 1) Adopt a single positioning for all professional communication

Action Plans Recruit communications agency Research positioning (see appendix “a”) Develop launch creative bundle for UK and European Roll-out

Rational Dental insight into our product offering and communication plan will ensure we communicate the most motivating benefits in and an integrated launch plan in the most motivating way.

Budget - £25,000 Mkt research, £30,000 agency fee (May-August) - £25,000 (£5,000 agency retainer there after) Sub Total £80,000

2) Off-line communication

Direct response advertising Launch direct response mailing Follow up mailing

Establish brand positioning, communicate offer and get a response

- £50,000 on media - £30,000 on launch mailing - £20,000 on follow up mailing Sub Total £100,000

3) PR

Set up external agency Develop PR plan for next 12 months Implement

Editorial will add credibility to brand message

- £3,000 per month - £21,000 for rest of year Sub Total £40,000

4) Attend major Dental Exhibitions and sponsor key opinion former programmes

BDA 2000 and BDTA London Attend select satellite meetings Run training on the benefits of using the internet in practice Sponsor key opinion former events

Adds credibility (a public face) to brand Underpins ethical professional positioning

- £35,000 BDA - £30,000 BDTA London - £10,000 Satellite meetings - £70,000 European Expo’s - £30,000 Sponsorship Sub Total £175,000

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Key Strategies 5) Develop a one to one relationship with each dental practice and dental professional

Action Plans Select/purchase CRM software Select data handling resource/ database warehouse Set up a series of reports to track purchasing behaviour and effect of sales promotion activity

Rational To manage one to one relationship with profession and communicate the most motivating messages to the most motivated dentists.

Budget - £60,000 software build - £30,000 management fee Sub Total £90,000

6) Test and rollout a series of “added value” offers in the E-Shop

5-25% discount brochure price Loss leader offers Offer free IT Training Offer free qualifying hours of CPD Offer free use of recruitment pg Offer priority position on find a dentist search engine Offer discounted IT hardware

Drives sales using incentives that are not available off-line. Integrates the web site benefits. Test best mix of offers for European rollout.

£100.00 x 2,500 practices Sub Total £250,000

7) Educational Programmes

Develop/Research verifiable CPD programme. Develop Promotion Plan for CPD Develop patient education programme

Adds credibility to Smile-on’ ethical positioning. Generates revenue.

- £10,000 on research - £30,000 on promotion Sub Total £40,000

8) Dental Student Programmes

Gather information about student needs on-line Develop a range of online services Launch at freshers fairs (Oct)

We will build registrations, develop our understanding, appear to really listen to student needs etc..

- £15,000 promoting online research - £60,000 on sponsorship and promotion to students Sub Total £75,000

1999 Marketing Budget

Including £150,000 to staff Marketing Department

£1,000,000

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Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

Help - Information notes

Paul Green – Author & Profitability Specialist – Improve your profits in 60 days or you pay nothing t: 00933 375 300 ~ m: 07949 703137 ~ e: me@paulgreen.biz ~ w: www.paulgreen.biz

1 This section should contain a summary of what your business is: one-sentence description of what you do, what your vision/mission is, how you intend to generate revenue, what your initial focus will be. An investor should have a solid idea of what you are doing from this paragraph alone. Our advice is to leave this to last and only attempt to write it once you’ve done everything else. It is the most important part of this document and may be the only bit that anybody actually reads carefully…..so you must do the same. 2 Market size, trends, growth rates, needs, inefficiencies, fragmentation, etc. in the market you are going after. 3 What your business will deliver in response to the above opportunity. The value proposition. How exactly does your business add value to the industry? How does it reduce inefficiencies, aggregate industry players, etc. How will your business make money? 4 How will your business make money? What are the initial and long-term revenue sources? 5 How will you raise brand awareness, acquire customers, form partnerships etc. 6 . Who are the key members of your management team/ advisory board and how will their experience, expertise and connections allow you to execute? 7 What are your financial projections? What is the bottom line? What funds are required at what price (usually left blank) and how will your investors cash out? 8 What funds are required at what price (usually left blank) and how will your investors cash out? 9 What are your guiding principals or vision? What is the bigger picture for the business? 10 Company’s legal details: structure, location, number of employees, etc 11 A description of the opportunity your business is going after at, specifically tailored to what your business delivers! This section usually includes the following: 12 What is the size of the opportunity…..is the market growing? Is it trending up or down? Are multiple markets converging? Relevant graphs could include a pie chart, trendline, etc. 13 .How does this industry currently function? What are the current trends? What are the current inefficencies or needs in the industry? How do the different components of the industry currently interrelate? Relevant diagrams could include a cashflow diagram of the industry, a workflow 14 What is your business and what is the value proposition? How does it address the above industry conditions? How does it change the above diagrams? How will your business position itself with regard to the value chain? What exactly are the products and services you offer? How does your offering leverage the power of the network (community, positive feedback loops, network effect) ? Relevant graphs include the above diagrams (value chain, workflow, industry map, etc) with the addition of your business, to graphically show how your offering streamlines the workflow diagram, acts as a hub on the industry map, specific examples of value added, etc. 15 How will you execute? How will you deliver your offering? Include overall guiding principles as well as sequencing….in what order will you unfold your offering? Also include strategy for business development (strategic partnerships? Industry alliances?) 16 Is technology a significant part of your business? Are you developing technology from the ground-up or outsourcing it? How will internal/external technology be integrated? What are the reasons for these choices? Justify…competitive advantage, cost etc. 17 How will you get people to buy in to your offering? 18 Who is your target market? What are the relevant demographics of this market? 19 How will you sell your business? What is the pricing strategy? Justify. 20How will you raise brand awareness? How will you attract and retain customers? PR plan? Marketing plan? 21 If you are first mover in this space, how will you use this competitive advantage? What barriers to entry exist for potential competitors? Proprietary technology? Exclusive partnerships? Can you build critical mass before other competitors enter? What is the competitive landscape? Indirect competitors?

If you are not a first mover, where is the opportunity relative to the existing competition? Provide map of competitive landscape and analysis of the offerings of your competitors, direct and indirect. Future threats from other major industry players? 22 Detailed execution plan. What is your plan to unfold the above strategies? Timeline, workforce requirements,etc. See sample phase diagram in the help section of this document. 23 Who will execute? Why are they qualified to execute? Bios of team and board of advisors. 24 What could go wrong? Show that you have evaluated the worst possible case scenarios… 25 Projected cash flows……what are your projected revenues and expenses etc. when will you break even…what percent of marketshare must you capture to reach these revenues and what are your assumptions, sensitivity analysis, etc. 26 How much money do you require to execute your plan, given your timeline etc. 27 How much money are you raising and at what price. (exact amounts are rarely provided) 28 Supporting graphs, calculations etc.

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