CONTENTS

Publisher’s acknowledgements

About the author

Preface

Introduction

PART 1
PREPARING YOUR PLAN

1Essential preparation

Result

Need

Preparation

A business plan for SMEs

PART 2
WRITING YOUR PLAN

2The business

Background

Business mix by segment

Segmentation in a start-up

3Market demand

Market size

Market growth

Market demand for a start-up

Market demand risks and opportunities

4Competition

Your competitors

Competitive intensity

Competition in a start-up

Industry competition risks and opportunities

5Strategy

Competitive position

Strategy

Strategy in a start-up

Strategic risks and opportunities

6Resources

Management

Marketing

Operations and capital expenditure

Resource risks and opportunities

7Financials and forecasts

Historic financials

Market-driven sales forecasts

Competition-driven margin forecasts

Funding the plan

Full financial forecasts

Forecasts in a start-up

Financial risks and opportunities

8Risk, opportunity and sensitivity

Meet the Suns and Clouds chart

What the suns and clouds tell you

Sensitivity testing

9Conclusion

Conclusion

Executive summary

Investment highlights

Postscript: Tips by business type

PART 3
USING YOUR PLAN

10Pitching your plan

Focusing the content

Using PowerPoint

Delivering the message

11Setting targets

Choosing key performance indicators

Setting milestones

12Performing to plan

Monitoring your plan

Appraising managerial performance

Evaluating your plan

Epilogue: Beware these characters!

Appendices

Appendix A: Deriving competitive position

Appendix B: Structured interviewing of customers

Appendix C: Alternative sources of funding

Appendix D: An example business plan

Appendix E: Further reading

Index

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