the business plan - mit opencourseware · pdf filethe business plan hst.921 tutorial march 5,...
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The Business Plan
HST.921 Tutorial
March 5, 2009
Developed by The CONTeXO Group for HST.921
HST.921 / HST.922 Information Technology in the Health Care System of the Future, Spring 2009Harvard-MIT Division of Health Sciences and TechnologyCourse Directors: Dr. Steven Locke, Dr. Bryan Bergeron, Dr. Daniel Sands, and Ms. Mirena Bagur
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Agenda
• What is a Business Plan?
• Elements of a Business Plan
• Investor Presentation
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WHAT IS A BUSINESS PLAN?
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The Foundation Of Your New Venture
MarketingPlan
ProductPlan
FinancialPlan
MfgPlan
OtherPlans
30-60 seconds
1-2 pages
15-30 minutes
20-40 pages
Elevator Pitch
Executive Summary
Presentation
Business Plan
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Why Does One Need A Business Plan?
• To serve as a disciplined focal thinking point for building the business
• To raise financing
• To attract talent and management team
• To pursue strategic partners
• After (each) financing, it becomes the operational plan, constantly updated
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ELEMENTS OF A BUSINESS PLAN
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Business Plan Outline
• Executive Summary • Company description• Management Team• Products • Market • Competition • Marketing Program• Business Model• Manufacturing • Service
• Facilities• Staffing• Board/Advisory Board• Ownership• Milestones• Capital required/use of
proceeds • Financial data/forecasts • Risks/Risk Management• Appendices
(Not all Business Plans will contain all elements…)
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Executive Summary
Short summary of the business plan, including:
• The company
• Management team
• Target market
• Principal products or services
• Marketing plan
• Financing requirements
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Company Description
• History and status
• Background and industry
• Company's objectives
• Company's strategies
• What makes the company different from others
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Management Team
• Founders and key employees
• Entrepreneurial Experience
• Industry Experience
• Functional/Operational Experience
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Products
• Product description and comparisons • Innovative features/IP (patent coverage) • Applications • Technology • Product development and R&D effort • Product introduction schedule and major
milestones • Future products (product evolution)
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Market
• Market summary and industry overview
• Market analysis and forecasts
• Industry trends
• Initial product(s) /Total Available Market
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Competition
• Similar Products
• Product Comparisons
• Company Comparisons
• Market Share
• Outlook
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Marketing Program
• Objectives
• Marketing strategy
• Communications and PR/Analysts
• Strategic Alliances
• Sales and distribution channels
• Customers
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Business Model
• Your company’s plan to make money– How can you transform your technology or scientific idea
into economic value?– Who will pay? How much? How often?
• Some possible business models– Licenses (perpetual or term) – Subscriptions (annual, monthly) - SaaS– Pay-per-use - SaaS– “Razor/Razorblade”– Auctions– Software + services bundles
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Manufacturing
• Process
• Costs
• Life Cycle
• Manufacturing Engineering
• Supply Chain
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Service
• Customer Service/Call Center
• Field Service
• Service Policy/Contracts/SLAs
• Service Lifecycle
• Field Engineering
• Spare Parts & Distribution
• Organization
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Facilities
• Office Space
• Manufacturing Space
• Remote Offices
• Telecomms/Networking
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Staffing
• Founder and key employees
• Organizational structure
• Headcount growth
• By job function/department
• Recruiting sources
• Geographic labor pool (local v. relo)
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Board/Advisory Board
• Board members (typical)– Smaller is better– CEO/Founder(s)– 2 Investors– 2 industry experienced veterans (optional)
• Advisory Board– Credibility, customer access– Industry experienced veterans– Luminaries
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Ownership
• Founders/employees
• Outside investors
• Incentive plan (stock options/stock purchase)
• Cash investments to date
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Milestones
• Major events that increase valuation; e.g.– Working Beta/Beta customers
– Complete commercial product
– First n paying customers
– First major strategic partner/reseller
– Follow-on product
– P&L/cash flow breakeven
– Etc.
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Capital Required/Use of Proceeds
• By Milestone
• By “Uses” for each milestone
• “Rule of thumb” is 50% more than plan
• Make sure Cash Flow works
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Financial Data/Forecasts
• Give Assumptions Used
• By month for first 6 months• By quarter for following 6 quarters• By year for another 3 years (total 5 years)
• Revenue• Expenses• Cash Flow
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Risks/Risk Management
• Product Risks
• Market Risks
• Team Risks
• Other Critical Success Factors
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Appendices
• Detailed management profiles
• References
• Product descriptions, sketches, photos
• Recent literature on product, market, etc.
• Analyst reports
• …
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INVESTOR PRESENTATION
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Overview
• Objective: Get another meeting/initiate Due Diligence
• A summary of key points, not the whole Business Plan
• Not selling product - selling stock• Typical initial meeting is one hour• Begin by asking about the investor firm• Presentation - no more than 20-30 minutes• Leave ample time for discussion
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Presentation Content
• What an investor wants to know– Who you are– What you have accomplished– What you plan to do
• Focus on the “Big Four”– Management Team– Market– Product (keep light, demo OPTIONAL)– Finance
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THANK YOU
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