TECHNOP HANDOUTS

Marketing Plan - Industry Analysis - Marketing research for the new venture - Understanding the marketing plan - Steps in preparing the marketing plan - Contingency Planning Organizational Plan - Developing the Management Team - Legal Forms of Business - Business forms and fees - Designing the organization - Bulking the Management Team and a successful organization culture - The role of the Board of Directors The Financial Plan - Operating and Capital Budgets - Income statement - Balance sheet - Cash Flow Statement - Breakeven Analysis Marketing Analysis Steps: Define the purpose or objective Gather information from secondary sources Gather data from primary sources Analyze and Interpret the results Understanding the Marketing Plan - Where have we been? - Where do we want to go? - How do we get there? Sources and Application of Funds

Capital Funding - Sources of Capital - Financing the Business - Informal Risk Capital Markets - Venture Capital - Valuing your customer - Deal Structure Marketing Plan Market Analysis Sufficient knowledge of the business (scanning) environment (National, Local). Competitor Analysis Major suppliers or capacity. Marketing Research questions: Who is my customer? Size of the potential market Price How to distribute? What is the most effective marketing strategy?

7 Characteristics of a Marketing Plan - It should provide a strategy for accomplishing the company mission or goal. - It should be based on facts and valid assumptions. - An appropriate organization must be described to implement the marketing plan. - It should provide for continuity so that its annual marketing plan can be build on it successfully meeting long term goals or objectives. - It should be simple and short. - The success of the plan may depend on its flexibility or its ability to include what if scenarios - It should specify performance criteria that will be monitor and control. Internal Environment Scanning - Financial Resources - Management Team - Suppliers - Company Mission Marketing Mix Preparing a Marketing Plan - Define the business situation - Define the target market - Market segmentation - Consider strengths and weaknesses - Establish goals and objectives - Define the market strategy and action program - Make Marketing strategy - Budgeting for Marketing strategy - Monitoring the progress of the Marketing Action - Contingency Planning - Why some marketing plan fails? 4Ps Products, Price, Place, Promotion Why they failed? (Marketing Plan) - Lack of real plan Lack of adequate situation analysis - Unrealistic goals - Anticipated competitive moves Income Statement (gaining or loosing) - Profit and Loss Statement - Revenue and expense statement

Cash Flow Statement - Sources and Uses of Cash Balance Sheet - Assets = Liabilities and Equity - Liabilities - Equity The Organizational Developing the Management Team - The management team and employers ability and commitment to the new venture are important to the organization. Type Life Owner Proprietorship Coterminous Proprietor Partnership Coterminous Partners Corporation 50 years Stockholders Cooperative 50 years Members 5 Areas for the design of an organization - Organization Structure - Rewards - Selection Criteria - Training - Planning, Measurement and Evaluation Schemas Organizational Charts of Corporations BOD

CEO

Marketing

Production

HRD

Finance

MAARKETI NG BOD Board of Directors CEO Chief Executive Officer HRD Human Resource Department

Functions of the BOD - Reviewing operating and capital budget - Developing long term strategic plans - Supporting day to day activities - Resolving conflicts among owners and stockholders - Ensuring proper use of assets - Developing networks of information sources. Consideration and strategies in recruiting and assembling an effective management team - The entrepreneurs desired outcome must match the business strategy outlined in the business plan - The leader of the organization must lead and be role models for their employees - The entrepreneur must be flexible enough to try different things. - It is necessary to spend extra time in the hiring process. - The entrepreneur needs to remember that it is easier to change a persons behaviour , then change his attitudes. Types of Early Stage Financing - Debt-Financing through income - Equity-Financing through savings Criteria for Loan Approval - Character of the entrepreneur - Capacity - Capital Invested - Collateral (Assets) - Conditions Asset base for commercial bank loans - Account Receivable - Inventory - Equipment - Real Estate Categories of a Balance sheet - Assets - Liabilities - Owners Equity Parts of the Profit and Loss Statement - Expense - Revenue