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How to write your Businessplan. Mats Danielsson Kungl Tekniska Högskolan September 2007. Executive summary (1 page).

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how to write your businessplan

How to write your Businessplan

Mats Danielsson

Kungl Tekniska Högskolan

September 2007

executive summary 1 page

Executive summary (1 page)

purpose of the plan, business opportunity, business model, market, product/service, technology, management, summary of five years income statement, profit, head count, required capital

customer need and business opportunity

Customer need and Business opportunity

Product or service idea and technology description, end users and customers.

Value proposition.

your advantage can be

Your advantage can be:

-More environmentally friendly

-less costly

-less time-consuming


-easier to use



-more comfortable or attractive

business strategy and key milestones

Business Strategy and Key milestones

Plan how to outmaneuver the competition

Show cumulative head count and cash need for the following milestones:

proof-of-principle prototype,

prototype for product,

serial production

marketing plan

Marketing plan

Ideal customer

Market segmentation and size of markets

Channels of distribution

Strategic partners

(Business model,) branding plan

Sales strategy and plans

Customer support

Five-years sales forecast

Competition, positioning and unfair advantage

business model definition

Business model definition

“ A business model is a conceptual tool that contains a big set of elements and their relationships and allows expressing the business logic of a specific firm. It is a description of the value a company offers to one or several segments of customers and of the architecture of the firm and its network of partners for creating, marketing, and delivering this value and relationship capital, to generate profitable and sustainable revenue streams. ”

— Osterwalder, Pigneur and Tucci (2005

operations plan

Operations plan

Engineering plan

Web site plan

Manufacturing/outsourcing plan

Facilities and administration plan

management and key personnel

Management and key personnel


Staffing plan and head count projections

(Detailed resumes of leadership)

Incentive compensation program

Company culture plan

financial projections

Financial Projections

Overview and key assumptions

Five year forecast

(Income statement)

(Balance sheet)

Cash-flow statement

your businessplan

Your Businessplan

Max 10 pages – can be shorter

All important issues should be adressed – no big questionmarks

No obvious flaws or errors

Should look professional

NDA possible to arrange?

A ”pass” may be a step in the direction towards a succesful business but it is of course not even close to a guarantee