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2. (c) John Mullins 2004. The Problem: This Turkey Won't Fly!. Occurs for many student teams partway through the courseToo late to turn back and write a plan for a better opportunityStudents are faced with convincing your panel of judges why their turkey will fly (when really it won't). 3. (c) John Mullins 2004.
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1. 1 (c) John Mullins 2004 What to Do Before Your Business Plan Course John W. Mullins
London Business School
REE 2004
2. 2 (c) John Mullins 2004 The Problem: This Turkey Won’t Fly! Occurs for many student teams partway through the course
Too late to turn back and write a plan for a better opportunity
Students are faced with convincing your panel of judges why their turkey will fly (when really it won’t)
3. 3 (c) John Mullins 2004 The Solution Create a preceding course to focus on opportunity assessment and development
Market, industry, team dimensions
Deliverable: a feasibility study, based on actual primary and secondary research
Either conclusion is welcomed
Feed the best into the business plan course
4. 4 (c) John Mullins 2004 The Genesis of the Course “When a business with a reputation for poor fundamentals meets a management team with a reputation for brilliance, it’s the reputation of the former that remains intact.”
Warren Buffett
5. 5 (c) John Mullins 2004 Research Question How do successful entrepreneurs (and investors, too) assess market opportunities?
6. 6 (c) John Mullins 2004 Point of Confusion #1: The Market / Industry Distinction What’s a market?
What’s an industry?
These are frequently confused!
7. 7 (c) John Mullins 2004
8. 8 (c) John Mullins 2004 Point of Confusion #2:The Macro / Micro Distinction Large and growing markets are important, but…
Structurally attractive industries (in a five forces sense) are also important, but…
9. 9 (c) John Mullins 2004
10. 10 (c) John Mullins 2004 Point of Confusion #3:What’s Crucial about Entrepreneurs and Their Teams… It’s not found on their CVs
Not simply about “chemistry” or “character” or “entrepreneurial drive”
11. 11 (c) John Mullins 2004
12. 12 (c) John Mullins 2004 Putting the Seven Domains to Work No opportunity is perfect – all have significant question marks or negatives at the outset
Thus, the opportunity development challenge:
Reshape: turn question marks or minuses into pluses (different market, industry, or team)
Mitigate: weaknesses offset with compensating strengths
13. 13 (c) John Mullins 2004 The Seven Domains… Identify key weaknesses
Questions to be answered
Suggest avenues for reshaping the opportunity
Identify key strengths, jump-start business planning
Crucial in telling the story to resource providers
Integrate and bring to life material seen (learned?) in the core
14. 14 (c) John Mullins 2004 A Final Note For the seven domains…
Scores are not additive: summing the scores across the seven domains is meaningless
Strong scores at the micro level can mitigate poor macro-level scores
15. 15 (c) John Mullins 2004 But don’t just take it from me… “When a business with a reputation for poor fundamentals meets a management team with a reputation for brilliance, it’s the reputation of the former that remains intact.”
Warren Buffett
16. 16 (c) John Mullins 2004 If You Need a Textbook… The New Business Road Test
17. 17 (c) John Mullins 2004 To Download Chapter 1 for Your Business Plan Course:www.london.edu/faculty/jwmullins