Sách Lập kế hoạch kinh doanh trong 24 giờ - Teach Yourself Business Plans in 24 Hours

Alpha Teach Yourself Business Plans in 24 Hours is a step-by-step guide for writing a business plan that any entrepreneur can provide to bankers, venture capital firms, and other potential investors. The author explains what investors look for in a business plan and shows how to create a plan that will result in funding and support.

Editorial Reviews From the Back Cover Alpha Teach Yourself Business Plans in 24 Hours is a step-by-step guide for writing a business plan that any entrepreneur can provide to bankers, venture capital firms, and other potential investors. The author explains what investors look for in a business plan and shows how to create a plan that will result in funding and support.

About the Author Michael Miller is a successful and prolific author and consultant with a reputation for practical advice, technical accuracy, and an unerring empathy for the needs of his readers and clients. Mr. Miller has written more than three dozen nonfiction titles since 1989. His books include The Complete Idiot's Guide to Online Search Secrets, The Complete Idiot's Guide to Home Theater Systems, and The Complete Idiot's Guide to Playing Drums. He is known for his casual, easy-to-read writing style and his practical, real-world advice-as well as his ability to explain a wide variety of complex topics to an everyday audience. Mr. Miller is also president of The Molehill Group, a strategic consulting and authoring firm based in Carmel, Indiana. As a consultant, he specializes in providing strategic advice to and writing business plans for Internet- and technology-based businesses.

Contents
PART I Plan for Research 1
HOUR 1 Analyze Your Objectives 3
Business Plans: Facts and Fiction 4
Articulating the Strategic Direction 4
Communicating with Potential Investors 5
Who the Target Audience Really Is for Your Business Plan 6
Business Plans and Customers 6
Business Plans and Employees 7
Business Plans and Investors 7
Why Your Business Needs a Business Plan 8
The Components of a Successful Business Plan 9
Who Writes Your Business Plan? 11
How to Move from Idea to Reality 11
How to Define Success 12
Homework 13
HOUR 2 Analyze Your Audience 15
Determining the Audience for Your Business Plan 16
Writing for Your Audience 17
You Are Not the Audience 18
Your Employees Aren’t the Audience 19
Your Customers Aren’t the Audience 20
Your Audience Is the Audience 21
Understanding Specific Audiences 23
Bankers and Loan Officers 23
Small Investors 24
Strategic Investors 25
Venture Capitalists 26
Researching What Others Have Done 27
Picking a Plan 27
Finding a Plan 28
Studying a Plan 29
Homework 29
HOUR 3 Analyze Your Market 31
Why Market Analysis Is Important 32
The Market Drives Everything 32
How to Keep in Touch 33
Defining Your Market 34
Your Competitors’ Market Is Your Market 34
Broad or Narrow? 35
Your Market—As Others See It 35
Quantifying Your Market 36
Finding the Data 36
Creating Your Own Data 37
Detailing the Market 39
Projecting the Future 40
Considering the Pundits 41
Extrapolating Current Trends 42
Anticipating Future Developments 43
Putting It All Together 43
Key Market Information 44
Homework 44
HOUR 4 Analyze Your Strengths 45
Identifying What You Do Well 46
Different Kinds of Strengths 46
Product Strengths 46
Brand Strengths 47
Marketing and Advertising Strengths 48
Sales and Distribution Strengths 48
Operational Strengths 49
Other Strengths 50
Determining Your Strengths 50
Learning from Your Strengths 51
Broadcasting Your Strengths 52
Figuring Out Where You’re Weak 53
Understanding Different Kinds of Weaknesses 53
Determining Your Weaknesses 55
Fixing What’s Wrong—Or Minimizing Its Impact 55
Acknowledging Your Weaknesses 56
Completing the Strengths and Weaknesses Checklist 57
Homework 59
HOUR 5 Analyze Your Strategy 61
What You Are—And What You Want to Be 62
Vision 63
Mission 64
Goals 64
Strategy 65
Tactics 66
Figuring Out Where You Want to Be in the Future 66
Forging a Path to Your Future Business 68
Growth Strategy 69
Product Strategy 69
Pricing Strategy 70
Marketing Strategy 70
Sales Strategy 71
Distribution Strategy 71
Internal Operations Strategy 72
Management Strategy 72
Funding Strategy 73
Elements of a Sound Business Strategy 73
Homework 74
HOUR 6 Analyze Your Options 75
Determining How Much Money You Need—And Why 75
Why Do You Need This Money? 76
How Much Money Do You Need? 77
Now What? 79
Nonequity Funding 80
Banks and Lenders: Borrowing the Money You Need 80
Self-Financing: Going It Alone 83
Equity Funding 83
Small Investors: Friends and Family Funding 85
Strategic Investors: Big Money from Big Business 87
Venture Capital: Betting on Growth 90
Which Is the Right Option for Your Business? 93
Comparing the Options 93
The Best Options for Small Businesses 94
The Best Options for Fast-Track Startups 95
The Best Options for Growing Existing Businesses 96
The Best Options for Cash-Strapped Businesses 97
Homework 97

PART II Plan the Plan 99
HOUR 7 Create Your Outline 101
Telling the Story 101
The Elements of a Typical Business Plan 103
The Basic Outline 103
Mapping the Story to the Plan 105
Determining the Length 106
Variations 106
Making Your Business and Your Plan Fit Together 109
Matching Your Organization to the Outline 109
Fine-Tuning Your Outline 110
Adding Other Elements 111
Homework 111
HOUR 8 Marshal Your Resources 113
Getting Organized 114
Splitting the Project into Parts 114
Assigning a Project Manager 115
Determining What You Need—Before You Start 115
Setting the Schedule 116
What Kind of Help Do You Need? 117
Someone Who Knows Your Business 118
Someone to Manage the Pieces and Parts 118
Someone Who Can Write—And Sell 118
Someone Who Can Make It Look Professional 119
Who Can You Use? 120
You 120
Your Staff 121
Outside Resources 121
Who Does What? 122
Homework 123
HOUR 9 Build Your Numbers 125
A Quick Financial Refresher Course 125
Revenues, Expenses, and Profits 126
Assets and Liabilities 127
The Difference Between Profits and Cash 128
Essential Financial Statements 128
The Income Statement 131
The Balance Sheet 134
The Cash Flow Projection 136
Other Financial Statements 137
Assumptions 138
Margins and Ratios 139
Gross Margin 139
EBITDA Margin 140
Net Margin 140
Return on Investment (ROI) 140
Current Ratio 141
Quick Assets Ratio 142
Debt-to-Equity Ratio 142
Homework 142

PART III Plan to Write 143
HOUR 10 Executive Summary 145
Why You Need an Executive Summary 146
How to Summarize Your Plan 146
Different Styles of Summaries 147
Straight Narrative 148
Narrative with Subheadings 149
Narrative with a Financial Table 149
Bulleted Outline 152
Narrative/Bulleted Blend 152
What to Include in the Executive Summary 152
Vision 152
Mission 152
Opportunity 155
Market Strategy 155
Business Strategy 156
Financial Goals 156
What Not to Include in the Executive Summary 158
Organization and Operations 158
Management 158
Core Competencies and Challenges 159
Detailed Financials 159
Charts and Graphs 160
Alternate Approaches 160
Describe the Business Up Front 160
Ask for the Money 161
Sidebar the Details 161
What to Do If Your Summary Runs Long 161
Executive Summary Checklist 163
Homework 164
HOUR 11 Vision and Mission 165
The Vision Statement 166
Criteria for an Effective Vision Statement 166
Examples of Vision 167
The Mission Statement 168
Criteria for an Effective Mission Statement 168
Examples of Missions 169
Presenting Your Vision and Mission 170
Vision and Mission Checklist 170
Homework 171
HOUR 12 Opportunity 173
Choosing the Data You Need 174
What You Need, If You Can Get It 174
Where to Look for Data 175
What If You Can’t Find the Data You Want? 177
How Much Data Is Enough? 178
Don’t Forget the Source 179
Writing the Opportunity Section 180
Presenting Data in Alternate Formats 182
Bullets 182
Tables 183
Charts and Graphs 185
Pictures and Graphics 188
Opportunity Checklist 191
Homework 191
HOUR 13 Market Strategy 193
Building Your Market Strategy 193
Writing the Market Strategy Section 194
Product 195
Defining Product 196
Three Ps: Positioning, Pricing, and Packaging 196
Sales and Distribution 198
Marketing 199
Competitive Comparison 201
Market Strategy Checklist 202
Homework 203
HOUR 14 Business Strategy 205
Building Your Business Strategy 205
Defining Your Business Model 207
Revenue Streams 207
Profit Margins 209
Market Share 211
Growth 212
Identifying Necessary Strategic Initiatives 213
Preparing a Timeline 214
Business Strategy Checklist 216
Homework 216
HOUR 15 Organization and Operations 219
Outlining and Preparation 219
Building Your Outline 220
Assembling the Details 221
Presenting Your Organization 222
Discussing Your Operations 224
Product Development 225
Manufacturing 225
Warehouse and Distribution 225
Sales 226
Marketing 226
Information Technology 226
Finance and Accounting 227
Facilities 227
Human Relations 228
Copyrights and Patents 228
Franchise 228
Organization and Operations Checklist 228
Homework 229
HOUR 16 Management 231
Providing a Strong Lead-In 231
Writing a Compelling Bio 232
Making the List 234
Defining Key Management 234
Including the Board of Directors 235
Utilizing Large and Strategic Investors 235
Making the Most of Advisors 236
Ordering the List 236
Management Section Checklist 237
Homework 237
HOUR 17 Core Competencies and Challenges 239
Presenting Your Strengths and Weaknesses 239
One Section or Two? 240
Alternate Titles 240
Text, Bullets, or Table 241
The Question of Challenges 242
Presenting Core Competencies 244
Choosing Your Strengths 244
Writing About Your Strengths 245
Presenting Challenges 246
Choosing Your Challenges 246
Turning Challenges into Strengths 247
Core Competencies and Challenges Checklist 248
Homework 249
HOUR 18 Financials 251
What Financials to Include 251
Core Financial Statements 252
How Much Detail? 254
Preparing Projections 255
Bottom-Up Forecasting 256
Top-Down Forecasting 257
Formatting for Impact 259
Why Numbers Look Bad 259
Choosing a Style 261
Financials Checklist 264
Homework 265

PART IV Plan the Package 267
HOUR 19 Appendixes and Attachments 269
How and When to Use Appendixes and Attachments 269
Potential Supplements to Your Business Plan 271
Additional Market Data 271
Analyst and Research Reports 272
News Stories 272
Press Releases 273
Product Information 273
Brochures and Marketing Materials 274
History and Accomplishments 274
Web Pages 275
Glossary 276
Additional Financials 276
IT Infrastructure 277
Supplemental Schedules 278
Detailed Processes 278
Investor Lists 278
Management Bios 278
Other Detail from Your Main Narrative 279
Appendixes and Attachments Checklist 279
Homework 280
HOUR 20 Table of Contents and Index 281
The Elements of Navigation 282
Adding Page Numbers 283
Manual Page Numbers 283
Automatic Page Numbers 284
Where to Start Numbering 284
Alternative Number Formats 284
Assigning Headings 284
Building a Table of Contents 285
Incorporating an Index 287
Using Footnotes and Endnotes 287
Navigation Elements Checklist 289
Homework 290
HOUR 21 Format and Print 291
Design for Success 292
Formatting Your Document 293
Choosing a Program 293
Doing the Work 294
Black and White or Color? 294
Picking a Color Scheme 295
Formatting the Page 297
Formatting Headers and Footers 297
Formatting Headings 298
Formatting Text 299
Formatting Lists 300
Formatting Graphics 300
Formatting the Title Page 301
Before You Print—Proof 302
Printing Your Business Plan 302
Choosing a Printer 303
File Formats 304
File Transfer 304
Colors 305
Paper 306
Binding 307
Printing and Proofing 308
Printing Checklist 308
Homework 309

PART IV Plan for Success 311
HOUR 22 Present the Plan 313
You’ve Printed the Plan—What Comes Next? 313
Porting to PowerPoint 315
Title 317
Executive Overview 317
Vision 318
Mission 318
Opportunity 318
Market Strategy 318
Business Strategy 319
Organization and Operations 319
Management 319
Core Competencies 320
Financials 320
Appendixes 321
Presenting Your Plan 321
Tell, Don’t Read 321
Prepare—And Practice 322
Adapting for Different Audiences 323
The Passive Audience 323
The Active Audience 324
After the Presentation 326
Presentation Checklist 326
Homework 327
HOUR 23 Use the Plan 329
Why Business Plans Are Often Ignored 329
Sharing the Plan 331
Who Should See It? 331
What Should They See? 332
How to Present It? 338
Expanding the Plan 341
Managing by the Plan 342
Implementation Checklist 343
Homework 344
HOUR 24 Create a Private Placement Memorandum (PPM) 345
Private vs. Public Offerings 346
Private Placements 346
Public Offerings 348
The Private Placement Process 349
Why You Need a PPM 350
Investors Expect It 350
Lawyers Demand It 351
Creating a PPM 351
Cover Page 353
Description of the Offering 354
Risk Factors 355
Certain Transactions 356
Everything Else 357
PPM Checklist 357
Homework 358

APPENDIX A 20-Minute Recap 359
Hour 1: Analyze Your Objectives 359
Hour 2: Analyze Your Audience 359
Hour 3: Analyze Your Market 359
Hour 4: Analyze Your Strengths 360
Hour 5: Analyze Your Strategy 360
Hour 6: Analyze Your Options 360
Hour 7: Create Your Outline 360
Hour 8: Marshal Your Resources 360
Hour 9: Build Your Numbers 361
Hour 10: Executive Summary 361
Hour 11: Vision and Mission 361
Hour 12: Opportunity 361
Hour 13: Market Strategy 362
Hour 14: Business Strategy 362
Hour 15: Organization and Operations 362
Hour 16: Management 362
Hour 17: Core Competencies and Challenges 362
Hour 18: Financials 363
Hour 19: Appendixes and Attachments 363
Hour 20: Table of Contents and Index 363
Hour 21: Format and Print 363
Hour 22: Present the Plan 363
Hour 23: Use the Plan 364
Hour 24: Create a Private Placement Memorandum (PPM) 364

APPENDIX B Glossary 365

APPENDIX C Outline 371
Sample Business Plan Outline 371

APPENDIX D Financial Formulas 375
Index 377