BLUEPRINT (ENT600) : GUIDELINES & TEMPLATE

TECHNOLOGY ENTREPRENEURSHIP
(ENT600)

WRITTEN REPORT TECHNOLOGY VENTURE BLUEPRINT (20%)

OVERVIEW

A technology venture blueprint is a document that details out what a business wants to
accomplish with its new technology product. It is a detailed road map used to convert ideas
and visions into a real and functioning product that is profitable and viable for the business
to market.

INSTRUCTIONS

1. This is a group project and the students are required to form groups comprising of
4 - 5 MEMBERS ONLY.

2. Each group needs to choose and write one viable business idea (product or
service).

3. The group needs to write and present final report blueprint using the given format.

4. Use Times New Roman 12 or Arial 11 with 1.5 spacing for written blueprint report.
5. The report must be submitted on or before ______________. Failure to do so will
jeopardize the student’s grade for this subject.

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1. COVER PAGE

ENT600
TECHNOLOGY BLUEPRINT

TECHNOLOGY BLUEPRINT TITLE (NAME OF PRODUCT)

Faculty :

Program Code :

Group :

Course :

Semester :

Group Name :

Group Members :

Submitted to:

PUAN NOOR FAIZAH BINTI MOHD LAJIN

Submission Date:
30 April 2018

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2. TABLE OF CONTENTS

Page Number

Contents

1.0 EXECUTIVE SUMMARY 1

2.0 PRODUCT OR SERVICE DESCRIPTION 5

3.0 TECHNOLOGY DESCRIPTION 8

4.0 MARKET ANALYSIS AND STRATEGIES 10

5.0 MANAGEMENT TEAM 15

6.0 FINANCIAL ESTIMATES 20

7.0 PROJECT MILESTONES 25

8.0 CONCLUSION 28

9.0 APPENDICES 29

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BLUEPRINT OUTLINE
Note:

Before you begin writing within this section make sure that you have done some research.
Blueprint research helps you make informed decisions and create a successful direction for
your blueprint.

 Gather information sources

 Record relevant information
 Analyze the information you have gathered and note the associated opportunities and
risks
 If you are going to submit the blueprint to investors, research what types of investment
opportunities are available to you, why you need investment (banks, government, private
equity investors, etc.)

1. EXECUTIVE SUMMARY

The executive summary is usually short and concise. It is usually prepared after the
other sections of the blueprint are completed.

1.1. Brief description of the business and product concepts

1.2. The target market and projections
1.3. The competitive advantages
1.4. The profitability
1.5. The management team

2. PRODUCT OR SERVICE DESCRIPTION

2.1. Describe in some detail the product or service to be produced/sold.

2.2 Discuss the application of the product or service and describe the primary end
use as well any significant secondary applications.

2.3. Emphasize any unique features of the product or service and how these will
create or add significant value; also, highlight any differences between what is
currently on the market and what you will offer that will account for your market
penetration.

2.4. Give a computer image or hand drawn photograph or picture of the product.

2.5. Describe any intellectual property or other proprietary features of the product or
service.

2.6. Discuss any opportunities for the expansion of the product line or the
development of related product or service.

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3. TECHNOLOGY DESCRIPTION

Using the computer image or hand drawn photograph, identify the key components
of the product. Give a description and specifications of the key components. If
relevant, the followings can be highlighted - the intellectual property involved,
specialized knowledge, experience and skills involved and regulations that may
govern the use of the technology to deliver the product/service.

4. MARKET RESEARCH AND ANALYSIS

Information in this section needs to support the assertion that the venture can capture
a substantial market in growing industry and stand up to the competition. Because of
the importance of market analysis and the critical dependence of other parts of the
blueprint for this information, you are advised to prepare this section first.

4.1. Customers

Identify target market of the product/service

 Who are the customers – can be based on demographic factors and/or other
factors – geographic/ psychographic/ behavioral.

 Examples:

• Households

• University/college students

• Registered motorcycles owners

• Female workers

• Population above the age of 60

 Where:

• country/region

4.2. Market Size and Trends

Estimate the market size for the proposed innovation. Give an estimation in
units or Ringgit Malaysia (RM)

 Example:

• The number of households in a country/region and the percentage of

households who are potential customers and the estimated
purchase in units/ringgit.
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• Estimate the market size for the proposed innovation. Give an

estimation in units or Ringgit Malaysia (RM)

• Example:

• The number of households in a country/region; and the percentage of

households who are potential customers and the estimated
purchase in units/ringgit.

• Discuss the major factors affecting the market growth (e.g. industry
trends, socioeconomic trends, government policy, and population
shifts)

• Estimates are often done for a three-year period

4.3. Competition and Competitive Edges

a. Make a realistic assessment of the strengths and weaknesses of

competitors.

Competitors Strengths Weaknesses

b. Compare competing and substitute products or services on the basis of

market share, quality, price, performance, delivery, timing, service
warranties, and other pertinent features.

c. Compare the fundamental value that is added or created by your product or

service, in terms of economic benefits to the customer and to your
competitors.

d. Discuss the current advantages and disadvantages of these products or

services and say why they are not meeting customers’ needs.

e Highlight the fundamental value that is added or created by your product or

service, in terms of economic benefits to the customer and to your
competitors

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4.4. Estimate Market Share and Sales

Estimate the percentage of market share of the market size in units or Ringgit.
The amount in Ringgit is the sales forecast; or the market commercialization
value for new technology product.

Estimates are made based on:

• new technology introduced

• value of the new product/service

• advantages of the product or service

• market size and trends

• competitors and their products

• other relevant factors

 It is recommended that market share is calculated for 3 years.

 Remember to show assumptions used

Product/service Market Share and Sales

Year
2019 2020 2021

Market share (%)

Total sales in units

Total sales in RM

Sales Forecast (= market share in RM)

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4.5. Marketing Strategy

 Develop marketing strategies that are appropriate for the product/service. It

should be clear and market driven

 There are four important components of marketing strategy. They are called
the 4 Ps (also known as marketing mix) – product, price, place (distribution)
and promotion. Poor strategies regarding even one of the 4 Ps can lead to
business failure

 The product strategy should differentiate the new product/service from

existing product/services. Elements in product strategy include
 New technology
 Brand name
 Value of product
 Design
 Special features
 Packaging
 Warranties
 After sales services

 The followings are common price strategy used to determine pricing for a
product/service
 Cost-plus pricing – selling price is determined by adding a desired
amount/percentage of mark-up
 Competitive pricing - set price based on competitors’ price
 Value-based pricing – price is set based on how people perceive the
product and the price they are willing to pay for the product

 Promotion is the activity of informing, persuading and influencing the consumers’

purchase decisions
 Common methods used as promotion strategy are:
 Advertising
 Sales promotion
 Personal selling
 Publicity

 Distribution strategy is the strategy used to guide a firm’s presence or entry into its
intended market. Considerations include the distribution channel, the degree of
market coverage, and the selection of the best modes of transportation

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 Common distribution channels are:

 Direct/Internet
 Wholesaler/Distributor
 Retailer
 Sales Agent/Sales team/Consultant

5. MANAGEMENT TEAM

This section includes a description of the key management personnel and their
primary duties and responsibilities. If relevant, include ownership position, amount
invested and salary. Indicate the support services that will be required, such as
experts from other disciplines and advisors - legal, accounting, advertising, consulting,
and banking advisors

The organizational chart can be included in this section.

5.1. Organizational Chart

Draw the firm organizational chart.

5.2. Key Management Personnel

a. For each key person, describe the background and working experiences.

Names & Background Working Experience

b. Describe the exact duties and responsibilities of each of the key members of
the management team.

Names & Positions Duties & Responsibilities

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5.3. Management Compensation and Ownership

a. State the salary to be paid, the share ownership planned, and the amount of
equity investment (if any) of each key member of the management team.

Names & Positions Monthly salary Share of ownership Amount of Equity Invested

5.4. Supporting Professional Advisors And Services

a. Indicate the supporting services that will be required.

b. Indicate the names and affiliations of the legal, accounting, advertising,

consulting, and banking advisors selected for your venture and the services
each will provide.

Name of Professional Advisors Services Provided

6. FINANCIAL PLAN

Sound financial management is one of the best ways for the business venture to
remain profitable and solvent. In this section think through some of the general issues
you will have to address in your formal business plan.

To effectively manage your venture finances, plan a sound, realistic budget by

determining the actual amount of money needed to start your venture (start-up costs)
and the amount needed to keep it open (working capital or operating costs).

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6.1 Start-up Cost

Estimate the costs incurred in conjunction with one-time activities that the venture
undertakes when it opens a new facility, introduces a new product or service,
conducts business in a new territory or with a new class of customer or beneficiary,
initiates a new process in an existing facility or commences some new operation after
considerable research and discussion.

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6.2 Working Capital

Working capital represents the amount of initial expenditure required to finance the
daily operation until the business gets its first sale. The amount of working capital is
therefore dependent upon the period until the firm can generate enough sales to
cover its short-term expenditure.

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6.3 Start-up Capital and Financing

Total start-up capital incorporates both start-up cost and working capital needed to
start a project. The most common source of finance for new venture is the
entrepreneur’s own equity contribution. The equity contribution can be in the form of
cash or assets. The next most common source of finance is term loan. This is a form
of long term financing offered by most commercial banks. The term loan can be used
to finance fixed assets as well as working capital requirements. The interest rate and
the loan period depend on the current interest rate and the amount of loan required
respectively.

7. PROJECT MILESTONES

This section includes a month-by-month schedule that shows the deadlines or

milestones of activities critical to the venture’s success. Examples of activities that are
critical to the success of the venture are: Incorporation of the venture, completion of
design and development, completion of prototypes, obtaining of sales representatives,
signing of distributors and dealers, ordering of materials in production quantities,
starting of production or operations, receipt of first orders, delivery of first sales.

Activities Deadlines

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8. CONCLUSION

End with a brief conclusion and the next step of action to be taken. The conclusion
can include the entrepreneur’s decision on how to proceed next. It can be a statement
providing viability of the proposal business and seeking grants or loan approval.

9. APPENDICES

Attach any material that does nots easily fit into the body of a blueprint such as:
 Resumes of the top management team members.
 Photos or diagrams of product or prototype
 All charts, financials, visuals, and other related items can be placed here and
referenced in the report.
 Market research projections.

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