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Business Plans ( general discussion, not just games)

Business Plans ( general discussion, not just games). Business Plan. Form follows function Purpose of your plan: Attract someone’s interest Consider How long do you have to get someone interested? How quickly do you judge people that you meet?

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Business Plans ( general discussion, not just games)

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  1. Business Plans(general discussion, not just games)

  2. Business Plan • Form follows function • Purpose of your plan: Attract someone’s interest • Consider • How long do you have to get someone interested? • How quickly do you judge people that you meet? • How much do youread before deciding that its “not interesting”?

  3. Business Plan • Title Page • Executive Summary • Industry Analysis • Customer Analysis • Competitor Analysis • Company and Product Description • Marketing Plan • Development & Operations Plans • Team • Critical Risks • Financial Plan

  4. Title Page: More Important that You Think! • Company name and logo • Tagline • Just Do It! • Others that have survived? • Contact • Date • (Controls)

  5. Executive Summary • Write it last • Summary = short • Tell the story • Excite the reader • Elaborate your tag line

  6. Industry Analysis • 3 Ms • Market demand • Market size • Market analysis • What’s hot? What’s not? • What is happening in the market in general • Is it a growing? • Local market conditions

  7. Pain Points • What is “pain point”? • Why a key market issue? • We are willing to change if we have a problem • What is the game analogy of a pain point?

  8. Customer Analysis • Who is your customer? • The more specific the better • How does this customer behave? Moore, Crossing the Chasm

  9. Competitor Analysis • Who are they? • How do you position yourself? • BROAD view of your competitors • Related businesses • Businesses or behaviors that eliminate your market • Free alternatives • Work arounds • … • Are your competitors just games?

  10. Company & Product Description • (Company) • How you are organized • What you have accomplished • Product or service description • Customer value proposition • What differentiates it from others? • Growth plan • How do you start? • Where do you grow from here?

  11. Target Market & Product Strategy • Dimensions on which you need to sell • What dimensions do people consider? • What dimensions will you deliver? • Relate to your competitors • Are you more focused or more general? • Are you going for different aspects? • Justification of your assessment

  12. Marketing Plan • Target Market and Product Strategy • Advertising and Promotion • Sales Strategy • Service Strategy • Pricing Strategy • Distribution Strategy

  13. Marketing • Marketing vs. sales • Marketing: advertising, promotions • Public relations and publicity • Sales • Focus groups

  14. Viral Marketing • Any strategy that encourages people to pass on the message • Why does it work? • How much do you talk about products you like? Dislike? • Reduces decision time

  15. Viral Marketing Principles • Gives away products or services • Provides for effortless transfer to others • Scales easily from small to very large • Exploits common motivations and behaviors • Utilizes existing communication networks • Takes advantage of others' resources Ralph Wilson

  16. Advertising and Promotion • How will you reach your target group? • Advertising • Television • Radio • Newspapers • Magazines • Internet: which sites? • Viral • Flyers • Press • Publicity • Social Media

  17. Pricing Strategy • Market-demand • Look at current market • Determine where you should fall • Customer-based • Purchase • Monthly fees • Goal is not to lose money

  18. Sales Strategy • Who will sell for you? • Stores • Internet • Sales and Marketing Forecasts • Comparable – derive from competitors • Build up – based on what you expect to sell, profit per unit, sales per day, …

  19. Software Strategies • Fixes • Upgrades • Help Desk • Physical Media • Electronic • Both Service Distribution

  20. Development & Operations Plans • Development • What needs to be done before you’re “in business” • Operations • Ongoing activity • Cash flow: it’s possible to fail even with sales • Outsourcing: control your competitive advantage

  21. Team: Company • As important as the idea • If your life depended on a particular piece of software, what would you want to know about it? • Writer “highly intelligent and possessed by an extremely rigorous, almost fanatical desire to make their program work the way it should.” Bollinger (2001)

  22. Team Compensation • $$$ • Sweat Equity (Part Ownership)

  23. Team: Advisory Board • Mentoring • Formal or informal • Real board of directors • Personal board of directors • People with different skills • People with influence • Co-opt people that you need

  24. Critical Risks • Creates credibility • Include • Critical assumptions • Factors that need to happen for success • Typical risks • Market • Competitors • Development cost • Operating expenses • Financing

  25. Financial Plan • Expenses and expected revenues

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