products, services & marketing for sustainable [youth]markets
DESCRIPTION
¤. Products, services & marketing for sustainable [youth]markets. Programme 09.05.02005 B usiness models. The CLIENT General layout of a business plan for a social enterprise Basic idea Structure of plan & details Deadline for draft business plans: 01.06 .0200 5 End (approx. 16.30). - PowerPoint PPT PresentationTRANSCRIPT
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Products, services & marketing forsustainable [youth]markets
¤
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Programme 09.05.02005Business models
¤ The CLIENT
¤ General layout of a business plan for a social enterprise– Basic idea– Structure of plan & details
¤ Deadline for draft business plans: 01.06.02005
¤ End (approx. 16.30)
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Programme 23.05.02005 Business models
No programme, but…
Available for individual appointments
To be made just now or later on
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Programme 06.06.02005 Business models
10.00 – 16.00
Elevator pitchFishbowl (brief feedback on plan in learning set-up)
Issues following from business plans & fish bowl
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Programme 20.06.02005 Business models
No programme, but…
Available for individual appointments
To be made just now or later on
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The client
What is the client or customer benefit;or, what problem does the idea solve?¤ Market success comes from satisfied customers
¤ A clear statement what need it will satisfy, and in what form (product or capacity)
¤ The distinctiveness of the product is often referred to by marketing specialists as its ‘Unique Selling Proposition’
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Unique selling points (USP’s)
Traditional business¤ More convenient¤ More attractive¤ Safer¤ More flexible¤ Less expensive¤ Quicker¤ Smaller¤ Lighter¤ Simpler¤ More comfortable¤ More reliable
The clientUSP’s
Social entrepeneurship¤ Additional norms and values
that built a world that is
¤ More in balance / equal¤ More diverse¤ More equal¤ More honest / social¤ Less consuming¤ Less harming environment¤ Etc.
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The client
Who is the client?
¤ In the case of the Emmaus project?
¤ In the case of the ProRail project?
Client generally is the one paying the bill ;-)
1. Try to sketch all stakeholders2. Try to sketch the flow of money
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What is a business plan?
Business idea
¤ Business idea of Kuyichi:
– We sell high priced designers clothing
– Our clients contribute to the well being of those farmers & sewers in a fair, direct and commercially sensible way
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What is a business plan?
Business idea with graphic symbols
¤ Explore with small groups the business idea of
¤ neau [www.neau.nl, Dutch only]¤ NOTS [www.nots.nl]¤ Free Energy Int. [www.free-energy.net/fei]¤ F0 [www.formulazero.nl]¤ sprmrkt [www.sprmrkt.nl]
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Why develop a business plan?
Why develop a business plan?
¤ Consumer market¤ New product introduction
% of succesful market introductions?% of start ups that succeed?
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Why develop a business plan?
Purpose of a business plan [1]
¤ Getting your ideas across
¤ So others are willing to invest time and/or money in it
¤ This is mainly an issue of getting new ideas accepted by others (convince people of your plans)
¤ Indicating risk versus security
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Why develop a business plan?
Purpose of a business plan [2]
¤ Indicate how it will make money (business idea or revenue mechanism)?
¤ What are the costs/investments?
¤ Why you and not somebody else???
¤ Direction for further development: planning
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What is a business plan?
Checklist for your business plan [1]Does you business idea answer the followingquestions?¤ Who is the customer?¤ Why should the customer buy the product?
What need does it meet?¤ What exactly is innovative about the business
idea?
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What is a business plan?
Checklist for your business plan [2]Does you business idea answer the followingquestions?¤ Why is the product better than comparable
alternatives?¤ What do you actually sell? A product or
capacity?¤ How unique is the business idea? Can it be
protected? Who owns the design?
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What is a business plan?
Business plan [3]A business plan ideally addresses:¤ Setting up the company¤ Building up the organisation and management¤ Building up production¤ Publicity¤ Market entry¤ Reaction to threats: competition, technological
developments¤ Expanding production¤ Entering new markets¤ Developing new products
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What is a business plan?
Business plan [4]Characteristics of a promising business plan:
¤ Meets a customer need - a problem is solved¤ Innovative¤ Unique¤ Clear focus¤ Offers long-term profitability
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What is a business plan?
How will it make money?¤ Most products make money directly, from sales to
customers
¤ In some cases, however, the ‘revenue mechanism’ can be more complicated– For example, the product is given away for free to the
consumer, and paid for by advertisers
¤ How money will be made, and how much
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What is a business plan?
How will it make money? Revenuemechanisms [1]Classic profit calculation for a business works asfollows: ¤ A business buys materials or services from
suppliers, the payments for which represent costs for the business.
¤ The business then sells products or services to its customers, and this produces revenue.
¤ Leasing and renting are other common revenue mechanisms.
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What is a business plan?
How will it make money? Revenuemechanisms [2]¤ License fees charged to franchise holders.¤ ViaVia, a classified ads newspaper, is financed
by the price paid by the people buying the paper; the advertisements appear for free.
¤ If your business idea is also based on an innovative form of revenue mechanism, you will need to explain it at the business idea stage.
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Your business plan
Requirements for your business plan 01.06.02005¤ Maximum of two pages of text, including:
– Elevator pitch – Your name/group name– Name of product or service– Illustration– Description of product or service (are you offering
mainly a product or a capacity)?– Customer benefit– Description of customer(s)– Innovative characteristics– Some ideas for traffic generation (especially for
Emmaus)– Who will pay the bill & estimation of price
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Your business plan
Feedback on the following aspects:
¤ Elevator pitch: is the basic idea of the business plan clear in about 1 minute¤ What is the customer benefit?¤ What problem does the idea solve for
whom?
¤ Feasibilty of the business idea & directions for improvement
¤ Business model: revenue mechanism (how will it make money)?
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Your business plan
¤ 01.06.02005¤ Deadline to mail/deliver draft business plan
¤ [email protected] Emmasingel 7c5611 AM Eindhoven
(across the street opposite Design Academy)(email smaller than 2 Mb, else print)