Business Planning

1
Telling the story
The Business Plan Presentation
2
Business Plan Presentation

• Crafting a Business Plan Presentation
• The following slides present the components of a
  good business plan (whether written or in slide
  format)
• 30-50 slides describing major elements concept,
  business strategy,operating plans, and expected
  financial results. 10-15 page subset can be used
  as leave-behind investor pitch
• Graphical in nature to powerfully and simply
  convey complex ideas tells the whole story
• Complete and simple enough to be used by anyone
  in the startup firm to explain and sell venture
  opportunity
• Enough depth that investor can use to sell
  colleagues

3
Executive Summary

• 1-2 page summary of the business opportunity
  highlighting the key points.
• Company description/background
• Company mission/value proposition What problem
  or need does your product or service address? How
  is the income statement or balance sheet of your
  typical customer improved by your offering?
• Business concept/opportunity description with
  proposed or existing products and/or services
• Market opportunity/size
• Management team overview
• Expected financial results and funding
  requirements
• What are the key factors, or your companys core
  capability that will enable you to win?
• Amount of financing the company seeks

• Catch the interest of the reader and provide the
  core concept of your business and the business
  opportunity in 1-2 pages
• Capture the major strategy elements position
  yourself as a solution leader
• Compelling customer motivation (hook)
• Strong solution proposition (vision)
• Unique differentiation (sustainable competitive
  advantage)
• Success demands a synchronized strategy, vision
  and message

4
Executive Summary Example

• Written executive summary
• 2 pages 1st half-page is the most important
• 1 supporting graphic per section e.g. market
  size, competitive landscape chart, income
  statement graphic

• Presentation executive summary
• 1-2 pages
• Same major topics as written executive summary
• Pick the most important elements

Example presentation Executive Summary
5
Market Overview

• 1-5 page section analyzing the market and
  industries the company will be serving
• Market size in units and dollars of the market
  and market segments in which the company will
  compete
• Market growth how fast has the market and
  applicable market segments grown, and how are
  they projected to grow by leading industry
  analysts for the next 4-5 years?
• Market drivers what are the main trends or
  factors that will affect how the market will grow
  and change

• Use credible outside research (e.g. Gartner
  Group, IDC, Forrester, etc) validating
  market/market segment size and growth
• Be aggressive in your plans but do a sanity check
  of your sales projections against the size of
  your addressable market segment if you are
  capturing 50 in year one then investors will not
  take you seriously
• It is sometimes helpful to draw a diagram of the
  market model, or how the market is operating, to
  understand how the startup will fit into the
  market landscape see example on next page

• Market segments which segments of the market
  will the company address in the near and long
  term? What are the key customer requirements?
• What are the barriers to entry and/or areas of
  competitive strength for the company
• How does your company compete within this market
  landscape and what market position do you want to
  achieve in 1, 2, and 3 years?

6
Market Overview Diagram Example

• Market Overview or Market Model Diagram
• It is helpful to draw a diagram of the market
  model, or how the market is operating, to
  understand and explain how the new venture will
  fit into the market landscape

Generic market model diagram
7
Products and Services

• 1-2 page section describing the product and
  service offerings, and the plan for taking the
  idea from concept to reality
• The major components and capabilities of the
  product or service
• How the technology is different from and similar
  to existing technology? Could it become the
  standard, are you cultivating partners who can
  drive it to becoming the standard?
• The status of product or service development
• Are partners required in order to deliver the
  product or service? If so, who are the key
  partner candidates and what is the status of the
  partnering process?
• The proposed release date of the product or
  service and the key milestones that must be
  achieved to make that date. What are the key
  obstacles that must be overcome to make that date?

• Keep it at an investor level. Detailed
  feature/function charts are necessary internally
  in product planning and maybe even in marketing
  but this is the time for big picture
  differentiation
• A graphic of how the product or service works,
  especially if it is complex or is complementary
  to other products/services in the marketplace can
  be very helpful
• Focus on sustainable differentiation

Product Description Example
8
The remainder of the document intentionally left
blank to view it, it is one of the documents
included in the complete set available for
purchase from the download page (120). The set
includes 1. Executive Summary Text2. Business
Plan Text3. Business Plan Presentation4.
Financial Forecast Model - 15. Financial
Forecast Model -2 AFTER PURCHASE, A LINK TO
DOWNLOAD THE FULL SET OF UNRESTRICTED DOCUMENTS
WILL BE SENT TO THE EMAIL ADDRESS YOU PROVIDE.