“ENTREPRENEURSHIP”

BUSINESS PLAN CONTENTS

Unit 2: The Business Plan

Lesson 2
The Business Plan Contents (I):
Introduction, Executive Summary, and
Proponents

Entrepreneurship
Senior High School Applied - Academic
 Why is it
important to
have an
introduction to
every product
or service that
we have?

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 Business Plan Introduction

The business plan

introduction serves as
the “birds-eye view” of
your plan.

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 Business Plan Introduction

It is written at a high
level while not going into
details.

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What is the difference between
the business concept and
business model?

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 The Business Concept

A business concept should have

the essence of the business in a
short but powerful manner.

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 The Business Model

A business model is a formula on

how the business plans to make
money out of business.

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 Four Areas of Business Modelling

1. Raising revenue
2. The cost of the enterprise
products and other costs of
doing business
3. Major investments of the
enterprise
4. Financing the investment

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Why should you have measurable
goals and objectives in your
business plan?

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 The Business Goals

The business goals show the long-term and

future prospects of the enterprise.

It is composed of the vision, mission,

objectives, key results area, and
performance indicators.
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 The Business Goals

Goals tell you wherever you want to go;

objectives tell you precisely the way to get
there.

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 The Business Goals

Goals will increase your effectiveness;

objectives back your goals, and cause you
to be more economical.

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 The Business Goals

Goals are usually represented in words;

objectives usually go together with numbers
and specific dates.

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 The Business Goals
1. Specific Goal Setting
2. Self-Efficacy
3. Need for Achievement
4. Ambition
5. Willingness to Learn
6. Adaptability and Flexibility
7. Willingness to Take Risk
8. Interpersonal Skills

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Tip

Always think of a goal that is

measurable. By establishing
measurable goals, you'll be able
to track your progress and
acknowledge right away once
your efforts are going off target.
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 Example: Writing Goals and Objectives

Situationer:

You want to establish a web-conferencing

service for educational purposes. You can
have the following goals and objectives (in
terms of launching the service):

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 Example: Writing Goals and Objectives

● Placing print and airing radio ads to gain

awareness.
● Attract first-time customers by offering a
discount on their first try.

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 Example: Writing Goals and Objectives

● Cultivate prospects by implementing a

permission-based weekly email to 2,500
targeted contacts.
● Convert 10 percent of prospects to clients,
using email reminders.

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Why is it important that your
executive summary is written
perfectly?

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 The Executive Summary

The executive summary summarizes the

necessary details of the business plan for
its readers.

It is timesaving for readers, for they are

able to get the gist of the business plan.

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 Contents of the Executive Summary

For startup business

● The business opportunity

● Taking advantage of the opportunity
● The target market
● Business model

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 Contents of the Executive Summary

● Marketing and sales strategy

● The competition
● Financial analysis
● Owners/Staff
● Implementation plan

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Remember

In writing your executive

summary, you already need to
capture the audience's attention
immediately so that they are
motivated to read the remainder
of the document.
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Tip

You need to end your business

plan’s executive summary with a
strong and clinching closing
sentence that will justify why your
proposed business is a winning
one.
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 Example: Executive Summary of a Bakery

Johanne’s Bakery (JB) is a starting coffee

and cake shop located in San Pedro City,
Laguna. JB is expected to catch the interest
of its loyal and regular customers with a
variety of coffee, pastry, and cake products.

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 Example: Executive Summary of a Bakery

The company plans to have a strong market

established in the town because of its mild
competitive climate and our partner’s
experience in the area.

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 Example: Executive Summary of a Bakery

JB aims to offer its bread and pastry

products at a competitive price to meet the
needs and demands of the lower- to
middle-income local market area residents
and tourists.

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 Example: Executive Summary of a Bakery

Because of its variety of product offerings,

Johanne’s Bakery will be the no. 1 coffee
and bakeshop in the city.

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What are the things that you need
to keep in mind when writing
your executive summary?

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 On Writing an Executive Summary

1. Focus on providing a summary.

2. Keep your language sturdy and positive.
3. Keep it short.
4. Polish your executive summary.
5. Put yourself in your readers’ place.

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Who are considered to be the
business proponents in a certain
business?

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 Proponents

● a person who puts

forward a
proposition or
proposal

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 Types of Stakeholders

Resource Mobilizers or Financial Backers

Technology Providers and Applicator
Governance and Top Management
Operations and Support Team

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Remember

Each of the proponents has

something to contribute, and they
can be divided based on their
capabilities, skills, and interests.

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 Wrap Up

A business plan introduction serves as the “birds-

eye view” of your plan.

A business concept emphasizes the value of

the product to be offered to the target
customers who would most likely buy it.

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 Wrap Up

A business model is a formula on how the

business plans to make money out of business.

The business goals show the long-term and

prospects of the enterprise.

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 Wrap Up

The executive summary provides the key points

of a document for its readers, saving them time
and getting them ready for the entire content.

The business proponents contain information

about the stakeholders of your business.

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Wrap Up

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Unit 2: The Business Plan

Lesson 3
The Business Plan Contents (II): Target
Customers, Value Proposition, Market, and
Product Offering

Entrepreneurship
Senior High School Applied - Academic
What is your idea of
presenting your
proposed product or
service?

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Why is it important to
have a catchy tagline for
your business?

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 How can you
integrate your
tagline in
promoting your
business?

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 Target Customers

The target market refers

to a selected and well-
defined client segment
among the businesses’
serviceable market.

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 How to define your market?

Segment the market:

Segment the serviceable market consistent
with their demographics, geography,
psychographics, and behavioral patterns.

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 How to define your market?

Identify the Unique Selling Proposition

(USP):
The USP is what differentiates you from other
competitors. It's why shoppers like your
product over others.

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 How to define your market?

Analyze the customer base:

If you’re already in business, the most effective
way to outline your target market is to gather
your client information and to analyze it.

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 How to define your market?

Analyze the competitors’ customer base:

Who does your competitor aim to target
through their promotional efforts? Where do
they sell their products? You can either choose
the same target market or opt for a rather
completely different phase.
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Why does a good value
proposition have a big impact in
attracting customers?

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 Value Proposition

A value proposition refers to the worth an

organization guarantees to deliver to
customers should they prefer to obtain their
product.

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 Value Proposition

● Create a strong differentiation between you

and your competitors.
● Increase the standard of prospective leads.
● Gain market share in your targeted
segments.

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 Value Proposition

● Improve your operation potency.

● Increase your revenue.
● Ensure that everybody in your company
communicates a similar message.

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Remember

A successful value proposition should be

communicated to customers directly,
either via the company's internet site or
alternative promotion or advertising.

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 Product and/or Services Offering

This section must showcase the standard,

value, and advantages your business offers.

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 Product and/or Services Offering

● a short explanation of the products or

services you are offering
● the proposed price of the products or
services
● differentiation between your products or
services to be offered and your competitors’
offering
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 Product and/or Services Offering
● information about your marketing styles and
strategies
● the process on how your customers will
process or fulfill their orders
● any legal issues that you need to address like
intellectual property and/or trademarks
● any products or services you plan to offer in
the future
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Remember

The business plan’s products and

services section is the heart of the
business plan itself. While other parts of
the business plan are also important, the
products and services section is the soul
of the business. All other parts of the
business plan should be anchored in this
section.
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Tip

When you draft your products

and services section, consider
your reader as someone who has
very little knowledge about your
business. Be clear to the purpose.

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 Wrap Up

The target market refers to a selected and well-

defined client segment among the business’s
serviceable market.

A value proposition refers to the worth an

organization guarantees to deliver to customers
should they prefer to obtain their product.

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 Wrap Up

The products and services section of your business

plan is not only the inventory of what your
business wants to produce.

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 Activity

1. What are your takeaways during your Entrep

Week?
2. What is your role or what did you do to help
your booth/business?
3. What is/are your unforgettable moment/s
during the event?
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Wrap Up

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