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<p>The Elements of Business Plan
Elena Andonova, Isis Enterprise
isis-enterprise.com
© Copyright 2011 Isis Innovation Ltd.
Business Plan
• Why do you write a business plan?
• To inform about your intentions
• To persuade a third party to provide resources or assistance
• To set a goal and explain how you are going to achieve it
• To set financial targets so you can forecast sales & control costs
• All real plans are unique
• Format: few page summary, slide presentation or around 15 page Word
document
• There is software for facilitating business plan writing; prices vary from
£25 to over £1000. For small/medium size business, expect to pay around £50 to
£90
isis-enterprise.com
© Copyright 2011 Isis Innovation Ltd.
Business Plan
• Business plan outline
• Executive summary
• The Opportunity (Proposition or Business Objective)
• The Market Analysis
• The Technology/Product
• Key People
• Business Model (Operations)
• Financials
• Exit Strategy
• IP Position
• Risk Analysis
• Appendix including: customer testimonials; product specifications;
market research details; management CVs; supplier agreements
isis-enterprise.com
© Copyright 2011 Isis Innovation Ltd.
Executive Summary
• 2-3 pages
• Outlines the background and purpose of the business
plan
• Should include the most important numbers
isis-enterprise.com
© Copyright 2011 Isis Innovation Ltd.
The Opportunity
• 2-3 pages long
• Should outline the need for the product
• Have to explain the potential return on investment
• Answers the question: Why would an
investor/stakeholder fund/support this start up
company?
isis-enterprise.com
© Copyright 2011 Isis Innovation Ltd.
The Market Analysis
• Long Section (5 to 10 pages)
• Market Analysis
• Market size
• Geography
• Outlines existing players
• Discusses competition
• Competitive advantage
• Target Market
isis-enterprise.com
© Copyright 2011 Isis Innovation Ltd.
The Technology/Product
• Describes the background of the invention
• Explains the technology/product characteristics
• Should include the