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Sinopsis
Anyone involved in business will, at some point, have to prepare a business plan, whether it is to raise finance, sell a business or develop a specific project. While people are unlikely to invest solely in a beautiful document, they are very unlikely to support something that is scrappy, untidy and badly written.
Starting with the premise that there's only ever one chance to make a good impression, How to Write a Business Plan covers all the issues involved in producing a plan - from profiling competitors and forecasting market development, to the importance of providing clear and concise financial information.
Presented in a highly accessible format, How to Write a Business Plan also includes a full glossary, case histories and a detailed section on the related issue of how a company can best use internal business plans.
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Acerca del autor
Brian Finch is an independent consultant, with considerable experience of preparing and delivering effective business plans, as well as advising others on their preparation of winning material. He is the author of Effective Financial Management, also published by Kogan Page.
Fragmento. © Reproducción autorizada. Todos los derechos reservados.
Introduction 1
1. The structure of the plan 15
Using appendices 18
2. Summary 20
3. The business background 24
The business 24; What is the product or
service? 25; The markets 25; Supply 26;
How did you get here? 27
4. The market 29
Overview 29; Market structure 30; Competitors 31;
Customers 32; Distribution 32; Trends 35;
Competitive advantage 36; Market segmentation 37;
Differentiation 38; Pricing 39; Barriers to entry 39;
New technologies 40; Mixed strategies 41
5. Operations 42
Differences 43; Processes 43; Control 44;
Experience 45; Supply 46; Systems 46; Location
and environment 47; Regulatory control 48
6. Management 49
The essential difference 53; What skills are
required? 54; Organisation structure 55;
Demonstrating control 56
7. The proposal 61
Explain 61; The proposition 61; Why will you
succeed? 63; Ask for what you want! 64;
What have you invested? 65; Closing the deal 66;
The exit 67
8. The forecast 68
The sales forecast 68; Costs 70; The five-year
forecast 70; Reviewing the plan 72; Sensitivity 73;
Key assumptions 75; Explain important points 78
9. Financial information 80
Profit and loss account 81; Cash forecast 84;
Sensitivity 85; Funding 86; Reconciling and
checking 87; Timing 87; Balance sheet 89;
Some important terms 91
10. Risks 93
11. Legal issues and confidentiality 96
Confidentiality 96
12. Selling your business 100
Explain why are selling 101; Emphasise the great
opportunities for the business 101; Don't waste
time illustrating that sudden upturn in business
expected imminently 101; Do you include a
forecast 102; Who is the buyer? 103; Holding
back information 103
13. The internal business plan 105
How to use plans to help run organisations 105;
Planning is not budgeting!! 110; Non-traditional
plans 112; The corporate vision: soft data and
hard data 113; Creating strategy 116; Conduct
action-oriented planning 118; Where are you
starting from? 121; Involving staff - building
the team 125; Tips for producing and using the
internal plan 126; The dead hand of corporate
politics 130; Using business plans for bidding 134
Appendices 138
1. The confidentiality letter 138
2. Reconciling profit and cash flow 140
Glossary 143
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How to Write a Business Plan (Creating Success)
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