Fra Idee til forretningsplan i 7 trinn, et rammeverk V1.2

1
Fra Idee til forretningsplan i 7 trinn, et
rammeverk V1.2

• Grunderskolens Forkurs, UIO 2004 og INF 5290
• Lars Monrad-Krohn

2
Gjenomgang av et case.

• Vi tar for oss et case der vi skal virkeliggjøre
  ideen om salg av en magisk golfball som triller
  i hullet av seg selv.
• Vi starter med noen kalkyler, ser hvordan det
  går, og skifter forutsetninger om nødvendig, og
  lager nye kalkyler for å komme fram til en
  økonomisk drivverdig forretningsplan

3
First step for realizing the ideaDecide on the
target for your sales effort

• Think of a A4-sheet to become you sales and
  product sheet, to be signed by the potential
  customer as he orders you product
• There should be 4 entries in the sheet in
  addition to the adress of the sheet.
• Before you can write a sheet you must decide who
  should read you offer and sign the purchase
  order (dvs definer målgruppen)
• Can you describe and identify your perfect
  customer?

4
1 Your potential customer 1

• Write down a practical way of determining who of
  this worlds population should receive you offer,
  that could be willing to sign up for your service
  or product, and that would have the money to pay
  for it.
• You could start by defining his needs and
  corresponding charateristics. (Finn en FRUST)
• When studying and defineing your customer, maybe
  you would want to modify you product?

5
Your potential customer 2

• Remember he also has to have money to pay for
  you product/service
• In some cases like brokerage, one potential
  customer would want you to connect to or deliver
  from, a third party. In this case you could ask
  money from one party or two parties.
• Keep in mind the price for you product,
• also that you need to reach him with you message

6
2 Top of sheet A promise

• Give your sheet reader a promise!
• (Promise to solve the FRUST)
• You can have Maslows pyramid in your mind, but
  also be very practical in you promise. Promise
  him or her something they will want very badly,
  given the
• job they have, or
• circumstances they are in, or
• responsibilities they have, or
• goals they have

7
The promise

• You may have to do some research about the needs
  of the group of potential customers you have
  chosen to focus on.
• You can always revert to some fundamental promise
  like You will have more success, (but that
  postpones only the deeper thought to writing down
  the next item on you sheet)
• Understanding the customers needs is crucial
  success! You can never work too much on this.

8
Summing up Customer Promise and evaluate your
feelings.

• You have defined a group of (potential)
  customers and defined an answer to some need they
  would have, formulating this as a promise to
  them.
• Also keep in mind Would I like to have this
  group of people as my customers? (If not, you are
  not likely to succeed in building a good customer
  relationship)

9
3 How to fulfill the promise

• Next item on your A4-sheet is a description for
  the customer of how you can fulfill the promise.
• Desribe how the product or service will work to
  fulfill the promise.

10
4 Price to be paid. (This one is difficult)

• As the 3rd item on the sheet write down the price
  to be paid for your product or service. And when.
• How much is the promise worth to the potential
  customer? (Not what it costs you!)

If it is difficult to decide on price, try to
follow others leads
11
5 Howww to order

• As the 4th item on the sheet, write down what the
  potential customer will have to do to order the
  product or service. ( Also provide a dotted line
  for the signature of those ordering at first
  sight.)
• Also think of what you have to do to make the
  cutomer order and pay for the product, serivce or
  oportunity

12
Summing up so far

• You now have a sheet
• that could become an advertisement in the
  magazine for the special group of potential
  customers you have selected,
• or it could conceivably be a Direct Mail sheet,
  complete for your customers to sign.
• Review it and modify.
• In case of brokerage, make two sheets

13
Additional 3 questions to consider

• When working with the development of a business
  idea, it is often quite useful to evaluate
  several business ideas, and their modifications
• You could start with 3-5 ideas, and eliminate
  ideas in successive rounds with increasing amount
  of evaluation work, ending up with the one you
  want to go for
• In such a process it is productive to consider 3
  more questions
• The answer to these 8 questions will form the
  basis for your business plan

14
6 Competitors?

• You may think that you have no real competitors,
  but you always have. (At least in the old way of
  doing things)
• Some things must be unique to your solution
• Your own way of doing things
• Unique combination of other things
• Unique end new technology, ahead of all others in
  the world
• A microscopic market niche, large enough for your
  business growth

15
7 Your unfair advantage

• What separates you from the rest of the crowd
  offering solutions for the same problems?
• Is your idea unique?
• Can your idea be protected in any way from beeing
  copied by others?

16
9 Market size

• Make an evaluation of the market size for your
  promise and solution.
• Is the market size large enough for your planned
  expansion and visions?
• Is the market size small enough for you to have
  reasonable chance for surviving the onslaught of
  prospective competitors?