guide to writing a business plan - abmnetwork.com.auabmnetwork.com.au/resources/business plan...

Business PlanLevel 1 473 Bourke Street, Melbourne VIC 3000

Prepared By: ABMN Management Team

Table of Contents

1. BUSINESS OVERVIEW............................................................................................................ 3

Vision..............................................................................................................................3

Mission Statement..........................................................................................................3

Our Values.......................................................................................................................3

Our Clients......................................................................................................................3

Our Workforce................................................................................................................4

2. PRODUCTS/SERVICES............................................................................................................4

Membership....................................................................................................................4

Training Products............................................................................................................4

Consultancy Services.......................................................................................................5

HR Management.............................................................................................................5

Marketing........................................................................................................................5

Quality Auditing..............................................................................................................5

Small Business Advisory Service......................................................................................6

PRICING STRUCTURE................................................................................................................. 6

3. MARKET ANALYSIS................................................................................................................. 7

4. COMPETITION.......................................................................................................................... 7

5. MARKETING STRATEGY........................................................................................................7

Branding..........................................................................................................................7

Promotional Strategies....................................................................................................7

Communication with Members.......................................................................................8

Advertising strategies......................................................................................................8

6. BUSINESS STRUCTURE AND MANAGEMENT..................................................................8

ABMN ORGANISATIONAL CHART...........................................................................................9

7. FINANCES................................................................................................................................... 10

ABMN Budget 2013.........................................................................................................10

8. ACTION PLAN........................................................................................................................... 11

APPENDIX I: COMPETITOR ANALYSIS..................................................................................12

APPENDIX II: STRATEGIC SWOT ANALYSIS........................................................................13

of 13 ABMN Business Plan

1. Business OverviewSince it was established in 2004, the Australian Business and Management Network (ABMN) has grown from a modest business network of 22 business professionals to become one of the largest networking communities in Australia, with more than 2,500 members. ABMN has consistently embraced change in a constantly evolving business environment, but has kept the same goals: to provide members with opportunities to expand their network and to share information and knowledge.

While face-to-face networking remains at the heart of ABMN’s business philosophy and practice, ABMN has embraced technology and online mediums enabling members to engage with the ABMN community.

As well as offering its members opportunities for professional development through networking activities, events and seminars, ABMN has recognised the need for the ongoing skill development of its members. Over time ABMN has introduced a range of training products designed to ensure its members and non-members stay current and informed on new and emerging practices in their profession.

ABMN also provides reliable and expert support and advice in Human Resources (HR), Marketing, Quality Auditing (QA) and Small Business, to assist members and clientele in achieving their professional and business goals. ABMN employs experts from a range of professions and industries, handpicked to ensure that members and clientele are given the very best advice and support.

VisionSetting the global standard for business excellence and innovation.

Mission StatementTo be integral to the business success of ABMN members through the provision of exceptional services, support and advice.

Our ValuesIntegrity: in everything we say and do.Innovation: to pioneer and revolutionise.Best practice: setting the industry standard.Excellence: in member services, knowledge and advice.Leadership: fostering industry leaders.

Our ClientsABMN attracts members and clientele from all industry types and business sizes – from small, family-owned business to large corporate with over one thousand staff. We appeal to all age groups and have attracted men and women who are starting up their first business, as well as individuals and businesses working in large corporations. ABMN also attracts non-members who require occasional training, support and advice.


Our Workforce ABMN is an employer of choice, offering many benefits to its staff, including flexible working hours, working from home and generous leave provisions. Head Office is located in the heart of Melbourne’s CBD - at the pulse of business - providing ready availability to our corporate and city-based clientele. ABMN staff are located at Head Office, with around 85% of the team working from their home-based office. ABMN also employs staff from all over the world. In common, all ABMN recruits are experts in their field with outstanding skills and talents. The organisational structure enables staff to diversify providing a flexible and reliable workforce.

2. Products/Services For over 10 years, ABMN has developed a suite of products designed to meet the needs of its members. The reason for our long term success is simple - we meet our members’ needs cost effectively. Below are some of the products and services that ABMN provide.

MembershipABMN offers two levels of membership: Individual and Corporate. Aside from having access to one of the largest networking communities in Australia, membership offers a range of other benefits, such as free and discounted training, support and advice, as well as access to ABMN’s exclusive monthly eNewsletter and eBulletin, providing insight into new and emerging professional and business practices.

Training ProductsABMN offers both face- to-face and online training products, designed to meet the needs of busy professionals. One-day, face- to-face training services are provided at the Melbourne and Sydney offices and some other locations. The focus of training is on providing essential and specialised skills to professionals, as well as introductory knowledge on various operational aspects of a business. Webinars run for approximately two hours, and are designed to ensure participants stay current and informed on trends and emerging practices in their profession.

ABMN currently positions its training products for two distinct markets:

ProfessionalsProfessionals (including salaried workers working in small, medium and large corporations, as well as contractors and consultants) working in HR, Marketing or QA Management who upgrade their skills regularly to stay informed and current about new and emerging principles and practices in their profession.

Small business ownersSmall business owners and managers that want to understand the fundamentals of HR, Marketing and QA Management so they can manage these functions in their small business.

Training products are closely aligned with the needs of employers and industry, and ABMN conducts regular surveys with employers to ensure they receive the right skills to meet the training and development needs of their organisation.


Consultancy ServicesABMN recognises that industry and employer needs are constantly changing. Given this evolving business environment, ABMN acknowledges that its member and customers may require ad-hoc support and advice. ABMN’s consultancy services are designed to provide members with ongoing advice and support as needed, specifically in the areas of:

HR Management

Marketing

Quality Auditing

Small Business.

HR ManagementABMN provides advice, support and consulting on a range of HR and Management functions, including:

Recruitment and Induction

Workforce planning

Remuneration and staff retention

Separation and termination

360 profiling.

MarketingOur Marketing Team uses their extensive knowledge and experience to assist members to expand their customer base, focus on their target markets and ultimately to achieve a greater return through tried and tested marketing activities. ABMN can assist marketing professionals to:

Undertake segmentation to identify their target market

Conduct focused market research

Develop marketing plans

Undertake marketing audits.

Quality AuditingThe QA team provides exceptional auditing assistance and advice to support the needs of its members working within a QA framework. TABMN certified quality auditors can assist with:

Internal Audit planning

Assurance mapping

Developing QA performance measures

Implementing a Total Quality Management (TQM) system

ISO 9001 compliance.


Small Business Advisory ServiceMicro and small business represents the majority of businesses in Australia, so ABMN provides a range of specialist knowledge and advice for those working as sole traders and small business owners, including:

Business planning

Marketing and sales

Bookkeeping and financial management

Recruiting and managing staff

Website and promotions

Legal services.

Pricing Structure

Service Non-Members Individual Corporate (11+)

Membership $300 per year $3000 per year

Training Products:

Courses

Library

Resources

Webinars

Blogs

$500 Per Day

$80 per webinar

2 free courses per year

Unlimited access to Library and Resources

10% training discount

Free webinars

20 free courses per year

Unlimited access to Library and Resources

10% training discount

Free webinars

Consulting Services:

HR Management

Marketing

Quality Auditing

Small Business

$250 per hour 1 free consultation (up to 2 hours) then $200 per hour

5 free consultations (up to 8 hours) then $200 per hour

Events and Conferences:

Breakfasts

Conferences

Seminars

Awards night

Dependent on the event

Free award night

Event discounts

5 conference delegates free award night and annual conference

Event discounts

News:

Monthly Newsletter

Weekly e-Bulletin

On request

Weekly e-Bulletin

Electronic + 1 printed copy (upon request)

Weekly e-Bulletin

Electronic + 5 printed copies (upon request)

Weekly e-Bulletin (extra upon request)


3. Market Analysis ABMN is the only professional services business that offers services in an online environment, in addition to, face-to-face and phone support. This includes consultation and training, as well as resourcing. Client benefits include:

Ready access to services

Convenience

Access to services 24/7

ABMN is a competitive player in the business services industry, filling around 22% of the served market space.

4. Competition The main competitor in the business services membership space is the Australian Institute of Management (AIM). AIM is recognised within the Australian business community as the leader in the business services market. There are several other smaller competitors, offering specialised services and advice. Some operate from outside Australia, and are slowly making inroads into the Australian market.

5. Marketing Strategy

BrandingThe ABMN brand is recognised by the distinctive ABMN logo with blue bold print and a red map of Australia. ABMN uses branding on: communications, advertising, the website, the eBulletin and personal correspondence.

Promotional StrategiesABMN uses a variety of promotional strategies to build business, and supports creative approaches and new ideas. Ideas for promoting products and services to build business include:

Cross-promoting activities, such as using the Business Breakfast Series, or training programs to promote other products or services

Membership drives

Discounted memberships

Discounted member fees for products and services

Incentives and free items, such as books for attending events

Conducting website, Newsletter, and eBulletin campaigns to promote products and services


Communication with MembersABMN has a strong online presence and contacts members through a weekly eBulletin and a monthly newsletter.

Advertising strategies Online

SMS

Mail out

Social media release

Events

Print media

Giveaways

TV and Radio

Measuring success

Our products and services are advertised on a quarterly basis. All advertising formats are utilised in our advertising.

6. Business Structure and ManagementProviding members with a range of products to support business objectives and create success, ABMN forms ongoing relationships that endure over time and beyond change.

ABMN provides reliable and expert advice, instilling confidence and reducing risk – a need for all business. With an online presence and a growing overseas market, our appeal is increasingly universal.

ABMN organisational structure is shown on the next page.


ABMN Organisational Chart


7. Finances

ABMN Budget 2013

Every department at ABMN has a budget for all costs which is managed by the department

manager.


ABMN Australian Business Management NetworkOperating Budget 2013/2014

FY Q1REVENUE

8. Action Plan

Key Objectives Task By Whom By When

Priority Growth Areas Agreement and decision on implementation

New members

New services

Create diverse workforce

Identify processes for equity in recruitment and performance

Increase diversity in the workplace and in management

Increase ‘employer of choice’ status and promote this message to attract the best new staff

Implement strategies to improve employee of choice status

Develop plan to promote as employee of choice

Formalise selection processes

HR to document steps required in the specific selection process

Formalise induction and probation processes

HR to document steps required in the induction and probation

Greater development opportunities for staff

Identify opportunities for employee learning and development

Recruit and retain high quality staff

Identify options to recruit and retain high performing staff

Creating a safe and supportive workplace culture

Review workplace health and safety process

Develop awareness of Code of Conduct

Consultative and collaborative employee relations

Develop consultative committee with employee, management and union representation

Marketing

Determine sales and marketing objectives

Identify sales in each quarter

Outline plan


Appendix I: Competitor Analysis

Competitor Market share (%) Value to customers

Australian Institute of Management (AIM)

58% Cheap rates for all AIM courses, qualifications, events, consulting and research services

The institute of Internal Auditors

63% Specialist training, advice and support in QA and ISO 9001 compliance

Professionals Australia 18% Discounted provision of financial planning, marketing updates, member advantage programs

Australian Human Resources Institute

82% Specialised human resources training, conferences and networking

Australian Marketing Institute

79% Specialised marketing training and events


Appendix II: Strategic SWOT Analysis

Strengths Weaknesses

Advantages the business can exploit, e.g.

innovation – ahead with ideas and new ways to conduct business

low overheads due to business model – telecommuting staff

unique products

value for money

young image

Poor customer service identified in recent surveys

Lacks gravitas of competitors with longer history in the market space

Too many customer complaints

Opportunities Strategies using strengths to address opportunities

Strategies to reverse weaknesses to address opportunities

Marketplace areas that can be built on:

Innovation – marketplace looking for cheaper and better ways to do business

competitor closure during GFC creating less competition

Ways to take advantage of business strengths, e.g.

promoting good customer service to attract competitor’s customers

coming up with new ideas and surprising our members

providing a one shop stop for all business needs so clients do not need competitors to meet their needs

Ways to ensure weaknesses don’t hamper opportunities:

employer of choice – appealing to Gen Y and X

excellent induction

strategies to engage remote workforce

Threats Strategies to counter threats with strengths

Strategies to fix vulnerabilities

External issues that could affect the success of the business:

decrease in consumer demand

change in client preferences to outsource for services

change in preferences of workforce – staff turnover

Ways to use business strengths so threats are not a problem:

regularly launching new products

responding to client demands

to provide services that our clients cannot conduct business without

Ways to address areas where the business may be vulnerable, e.g.

utilising new technologies and social media to reach all potential customers


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