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Cover Page

Contents

Introduction
Background On XYZ Company
Our Product
Our Customer
Marketing Mix
Operations
Finances
Conclusion
References
Appendix


Introduction / Executive Summary
A brief (one page maximum) overview including:
 Overview of your company (who is in your group and their specialities/titles) and
your company’s product/service idea.
 Who is the ideal target audience/customer (end user via wholesaler/reseller, or
direct to end user?)
 Where the product/service would be used.
 Benefits of the product/service
 How it would be used
 Retail price & margin (difference between manufacture cost and retail price)
 Money/support required to get your product/service to market


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Background On XYZ Company
Company mission statement
Company objectives (SMART Objectives)
Who is in your company (background, name and job titles of people in your team)

















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Our Product
Who, What, Where, When about your product. i.e. (Price from the 4P’s)
Pictures, diagrams, Benefits of use etc

Competition? (Show via a table + brief explanation?)

























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Our Ideal Customer
Describe the characteristics of this market via relevant research (including competition).
This information you have got from the research paper you are doing with Allison?
The company clearly understands the target market or niche.
Company directors have demonstrated (via primary research in Allison’s paper??) the
product/service meets the needs of the target market...

You might have two groups of people who are your ‘customer’:
1. The client that purchases from you
2. The customer who uses/interacts with your product... (i.e. The customer of
your client)


















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Marketing Mix
The marketing mix (4P or 7P’s) is clearly explained and the pricing policy, promotional mix
and position in the market place all clearly relate to the product/service.
P = Product, Price, Place, Promotion
NOTE: You should have already answer ‘Product’ above.
PRICE:
 Don’t forget you need to give an indication of buy/manufacture cost and then retail
price, and therefore the margin (difference between the two).
PROMOTION:
 Advertising etc

POSITION:
 Position your product would ‘sit’ in the marketplace – (e.g. high-end, cheap, low
quality etc)

POTENTIAL SIZE OF MARKET:
Then the size of the market in NZ and the potential (‘carrot’ for the Dragons to invest) of the
worldwide market.












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Operations
Who is going to be your supplier(s) and sources of supply?
The production process and supply chain is thoroughly explained for the product/service
Explain any quality control measures you have in place.















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Finances
The sources of capital formation to start the company are explained and the rate of return
on investment (ROI) is explained using appropriate financial scenarios (what if?)
The company has a clear cost breakdown and know the volumes required to break-even
The directors have reported financial returns using a range of financial tools e.g. income
statement, cash flow forecast, profit margins
There is reference to financial controls.
You might have two sets of calculations:
1/ For your client how quickly will they get a ROI.
2/ For the Dragon investor(s) how quickly will they get a ROI.









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Conclusion
Blah, blah. Don’t forget to ask for $$$ and/or support to proceed.




References
Sources of all information gathered.... (APA referencing format please).

Appendix

This is additional material you find of interest;
 including list of suppliers,
 quotes you have received for getting items made
 additional charts
 diagrams
 etc). You can have different sections (e.g. Appendix A: Supplier Quotes. Appendix B:
Additional Concept Photos of Our Product... Appendix C: Team meeting minutes,
Appendix D: Team rules, Appendix E: etc