Podcast
Questions and Answers
Which of the following is NOT a phase of the customer journey outlined?
Which of the following is NOT a phase of the customer journey outlined?
- Retention
- Consideration
- Awareness
- Purchase (correct)
Customers need to be aware of your company before they consider making a purchase.
Customers need to be aware of your company before they consider making a purchase.
True (A)
What is one marketing channel that can help create awareness among potential customers?
What is one marketing channel that can help create awareness among potential customers?
Social media sites
In the consideration phase, customers evaluate ________ before making a purchase decision.
In the consideration phase, customers evaluate ________ before making a purchase decision.
Match the marketing channels with their corresponding characteristics:
Match the marketing channels with their corresponding characteristics:
What is crucial in the consideration phase?
What is crucial in the consideration phase?
All marketing channels are equally effective for every target audience.
All marketing channels are equally effective for every target audience.
What should a communications strategy outline during the consideration phase?
What should a communications strategy outline during the consideration phase?
What is the primary market in a business context?
What is the primary market in a business context?
Identifying secondary markets is irrelevant for a business growth strategy.
Identifying secondary markets is irrelevant for a business growth strategy.
What should be considered when estimating the size of target markets?
What should be considered when estimating the size of target markets?
A competitive landscape includes both direct and __________ competitors.
A competitive landscape includes both direct and __________ competitors.
Which element is NOT highlighted when describing ideal customers?
Which element is NOT highlighted when describing ideal customers?
Match the following market types to their descriptions:
Match the following market types to their descriptions:
Trade associations play no role in supporting business products or services.
Trade associations play no role in supporting business products or services.
What should a business do in relation to opportunities and threats in their industry?
What should a business do in relation to opportunities and threats in their industry?
What is the purpose of a break-even analysis?
What is the purpose of a break-even analysis?
Fixed costs change significantly from month to month.
Fixed costs change significantly from month to month.
What are the three pieces of information required to perform a break-even analysis?
What are the three pieces of information required to perform a break-even analysis?
The _____ statement is more detailed than cash flow projections, breaking down costs into various categories.
The _____ statement is more detailed than cash flow projections, breaking down costs into various categories.
Match the following terms with their definitions:
Match the following terms with their definitions:
Which costs are included in variable costs?
Which costs are included in variable costs?
Monthly sales must be above the break-even quantity to avoid losing money.
Monthly sales must be above the break-even quantity to avoid losing money.
What should you compare to demonstrate profitability?
What should you compare to demonstrate profitability?
What does the break-even quantity (BEQ) represent for a business?
What does the break-even quantity (BEQ) represent for a business?
P&L statements are unnecessary for businesses that are not yet operational.
P&L statements are unnecessary for businesses that are not yet operational.
What should be included in the section regarding prior financing?
What should be included in the section regarding prior financing?
The financial need section should outline how much money is needed to __________ or expand the business.
The financial need section should outline how much money is needed to __________ or expand the business.
What is the main purpose of creating a commercialization strategy for a new product?
What is the main purpose of creating a commercialization strategy for a new product?
Match the following financial activities with their descriptions:
Match the following financial activities with their descriptions:
Startup costs should be itemized and detailed in the financials section of a business plan.
Startup costs should be itemized and detailed in the financials section of a business plan.
What formula is used to calculate the break-even quantity (BEQ)?
What formula is used to calculate the break-even quantity (BEQ)?
What is a crucial component of the exit strategy?
What is a crucial component of the exit strategy?
Any amount of monthly sales above your BEQ should turn into _____ .
Any amount of monthly sales above your BEQ should turn into _____ .
An appendix is used to include supporting documentation relevant to the business plan.
An appendix is used to include supporting documentation relevant to the business plan.
What factors need to be explained when discussing how finances will be obtained?
What factors need to be explained when discussing how finances will be obtained?
Match the financial terms with their definitions:
Match the financial terms with their definitions:
Which of the following is NOT a consideration when setting financial objectives?
Which of the following is NOT a consideration when setting financial objectives?
Additional financing is often needed to grow a business.
Additional financing is often needed to grow a business.
What can businesses monitor to avoid difficulties associated with growth?
What can businesses monitor to avoid difficulties associated with growth?
What should be emphasized in a business plan if investors are the audience?
What should be emphasized in a business plan if investors are the audience?
The table of contents in a business plan does not need to follow the exact sections included in the document.
The table of contents in a business plan does not need to follow the exact sections included in the document.
Name two components that should be included in the financial section of a business plan.
Name two components that should be included in the financial section of a business plan.
A business plan should contain an ______ that summarizes the essential components of the plan.
A business plan should contain an ______ that summarizes the essential components of the plan.
Match the sections of a business plan with their descriptions:
Match the sections of a business plan with their descriptions:
Which financial document outlines expected revenues and expenses?
Which financial document outlines expected revenues and expenses?
SBDC consultants can provide business plan support at no cost.
SBDC consultants can provide business plan support at no cost.
The ______ outlines the anticipated growth and future direction of the business.
The ______ outlines the anticipated growth and future direction of the business.
Flashcards
Primary Market
Primary Market
The group of customers most likely to buy your products or services frequently or in large quantities.
Secondary Market
Secondary Market
The group of customers who are also likely to buy, but not as often or in as large quantities as your primary market.
Customer Description
Customer Description
Detailed information about your ideal customer, including their characteristics, demographics, and buying habits.
Targeting Geography
Targeting Geography
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Direct Competitors
Direct Competitors
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Indirect Competitors
Indirect Competitors
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Awareness Phase
Awareness Phase
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Awareness Marketing Channels
Awareness Marketing Channels
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Consideration Phase
Consideration Phase
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Talking Points for Consideration Phase
Talking Points for Consideration Phase
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Brand Identity
Brand Identity
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Understanding Customer Needs
Understanding Customer Needs
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Communications Strategy
Communications Strategy
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Marketing and Advertising Materials
Marketing and Advertising Materials
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Startup Costs
Startup Costs
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Monthly Costs
Monthly Costs
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Break-Even Point
Break-Even Point
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Fixed Costs
Fixed Costs
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Variable Costs
Variable Costs
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Commercialization Strategy
Commercialization Strategy
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Profitability Analysis
Profitability Analysis
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Financial Projections
Financial Projections
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Average Price per Unit
Average Price per Unit
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Break-Even Analysis
Break-Even Analysis
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Monthly Cash Flow Projections
Monthly Cash Flow Projections
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Profit and Loss (P&L) Statement
Profit and Loss (P&L) Statement
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Financial Assumptions
Financial Assumptions
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Sales Dip Below BEQ
Sales Dip Below BEQ
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Break-Even Quantity (BEQ)
Break-Even Quantity (BEQ)
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Prior Financing
Prior Financing
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Financial Need
Financial Need
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Exit Strategy
Exit Strategy
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Appendices
Appendices
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Financing Section
Financing Section
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Customer Description Section
Customer Description Section
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Executive Summary
Executive Summary
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Market Analysis
Market Analysis
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Marketing and Sales Plan
Marketing and Sales Plan
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Management and Operations
Management and Operations
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Financials
Financials
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Growth and Development
Growth and Development
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Study Notes
Business Plan Outline
- A business plan tells a compelling story about the business, goals, market, and funding needs.
- Plan sections should be interesting to the reader, especially if the plan is for funding.
- Create a cover sheet and table of contents after drafting the major sections.
- Every plan should include the following major sections:
Section 1: Company Introduction and Description
- Introduce and describe the company, answering questions like:
- How and why was the company formed?
- How long has the company been operating?
- Where is the company located?
- What is the company's legal structure?
- Include elements like:
- Company capabilities
- Location and operating hours
- Product/service description
- Development status (if applicable)
- Mission, vision, and values
- Intellectual property (patents, copyrights, etc.)
- Commercialization strategies (if applicable)
- SWOT analysis (strengths, weaknesses, opportunities, threats)
Section 2: Market Analysis
- Include a wide range of information gathered in earlier planning stages.
- Consider breaking down the analysis into sections like:
Industry
- Describe the industry, explaining how your company will take advantage of opportunities.
- Demonstrate realistic sales projections by showing industry growth, sales figures, customer numbers, and profit trends.
- Analyze if any industry segments are growing faster than others and how your company can leverage that.
Market
- Describe the primary and secondary markets.
- Primary market: customers who frequently purchase at high volumes
- Secondary market: customers who purchase less frequently.
- Describe the primary markets in terms of attributes, demographics, and buying behavior.
- Explain how the product/service addresses their needs/problems.
- Estimate the size of target markets (number of customers and spending potential), and predict growth rates.
Customers
- Describe the ideal customer, including attributes and demographics.
- Explain how the selling approach will appeal to those customer segments.
Competition
- Describe the competitive landscape (direct and indirect competitors).
- Answer questions like:
- How much of the market do competitors hold?
- Who has the largest market share, and what are their strengths and weaknesses?
- What gives the company a competitive advantage?
- Include competitor analysis (strengths, weaknesses, market share).
Section 3: Management and Operations
- Focus on how the business will be operated.
- Include details about:
- Customer satisfaction
- Staff roles and responsibilities
- Company growth strategy
- Key areas within the management and operations plan include:
- Human resources
- Operations, including processes, decision-making procedures, and customer satisfaction.
- Growth and development plans.
Section 4: Financials
- Outline the financial goals, projections, and funding sources.
- Include:
- Startup costs, monthly operating expenses.
- Sales estimates and revenue projections.
- Break-even analysis to determine required sales for profitability.
- Monthly cash flow projections (for 3-5 years).
- Financial assumptions and explanations.
- Profit and loss statements (if applicable).
- Provide prior financing information (if applicable).
- Describe financial need and how to meet those needs (loans, investments, personal contributions).
- Outline exit strategy.
Section 5: Appendices
- Include supporting documents not fitting neatly into other sections.
- Examples:
- Resumes of individuals mentioned
- Owner information
- Income tax forms
- Letters of recommendation
- Purchase orders
- Market research
- Site plans
- Contracts
- Other supporting documents.
Final Touches:
- Include financial goals, projections, and funding sources (monthly costs, fixed vs. variable).
- Detail how many products/services need to be sold to break even or make a profit.
- Include a cover page with business details (name, contact info, logo, website).
- Include an executive summary that provides a high-level overview of the plan, including the primary purpose.
- Include a table of contents with page numbers for easy navigation.
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