【正文】 2 020607MVA1_ZXK_265_V5 DETERMINING TARGET SEGMENTS Source: McKinsey ? Select clearly separate and segments with a strong proposition Select segmentation criteria Determine segment volume ? Arrive at market segments plausibly and validate it Identify petition per segment Determine target segment and evolution strategy ? Consider direct petitors and substitutions ? Make focus clear for market launch ? Anticipate evolution path Segment 1 Segment 2 Segment 3 Analyse customer value per segment ? Understand customer value per segment ++ + o + ++ ++ o ++ + o Very high High Medium Critical 020607MVA1_ZXK_265_V5 Source: McKinsey ? Demographics: pany size, industry, location ? Operations: technology employed (., digital, analog) ? Buying habits: centralized or decentralized purchasing, purchasing criteria, supplier agreements ? Situational factors: urgency of need, order size, etc. POSSIBLE CUSTOMER SEGMENTATION CRITERIA (EXAMPLES) ? Location: country, urban/rural (population density) ? Demographics: age, sex, ine, profession, pany size ? Lifestyle: techies, counterculture, active seniors ? Behavior: frequency of product use, product application ? Buying habits: brand preferences, price consciousness Consumer goods markets Industrial goods markets 020607MVA1_ZXK_265_V5 CONTENT OF BUSINESS SYSTEM SECTION Source: McKinsey ? Outlines what parts of the value chain are covered by the venture ? Discusses anizational issues ? Describes necessary partnerships ? Makes make or buy decisions Business system section describes all necessary elements that enable the venture to physically deliver the customer value Executive summary Product/ service Management team Market and petition Marketing and sales Business system Implementation plan Opportuni ties and risks Financ ing 020607MVA1_ZXK_265_V5 BUSINESS SYSTEM – KEY QUESTIONS Source: McKinsey Rough business plan ? What does the business system for your product/service look like? ? What activities do you want to handle yourself? ? Where will the focus of your own activities lie? ? What business functions make up your anization, and how is it structured? ? What resources do you need (quantitative and qualitative) to create your product/service? ? How high is your need for technical input (raw materials, materials to create your service)? ? What will you make, what will you buy? ? Which partners will you work with? What are the advantages of working together for you and your partners? STEP 2 020607MVA1_ZXK_265_V5 Research Development BUSINESS SYSTEM – VALUE CHAIN Source: Planen, gr252。nden, wachsen EXEMPLARY Production Marketing Sales Distribution Service Generic value chain Case example City Scape City Scape system design Acquisition ? General information ? Businesses Inter production Marketing ? Consumers ? Businesses Develop ment of Inter tech nology Business sales Updates, services Licensing Covered by City Scape 020607MVA1_ZXK_265_V5 BUSINESS MODEL – REVENUES SOURCES Source: McKinsey EXEMPLARY Highest scalability Revenue potential Revenue sources Description Product line 1 Product line 2 Product line 3 Product business ? ., sale of software tools Services ? Revenues resulting from service provision or consulting Contract development ? Development of customerspecific solutions Others ? Customer training ? Support/Maintenance ? IP sale/license fees 020607MVA1_ZXK_265_V5 CONTENT OF IMPLEMENTATION PLAN SECTION Source: McKinsey ? Describes the most important activities and milestones for the development of the business ? Lists the planned short and longterm investments ? Links the investment needs with major milestones The implementation plan section gives the investor a clear roadmap to control the business development Executive summary Product/ service Management team Market and petition Marketing and sales Business system Implementation plan Opportuni ties and risks Financ ing 020607MVA1_ZXK_265_V5 IMPLEMENTATION PLAN – KEY QUESTIONS Source: McKinsey Complete business plan ? What are the most important milestones for the development of your business, and when must they be reached? ? How do you plan to structure the work to reach these targets? ? For which tasks/milestones do you anticipate bottlenecks? ? How many new employees will you need in the individual business areas over the next five years? What will this cost? ? How much real capital is necessary to achieve initial sales? ? List your planned shortterm investments! ? List your planned longerterm (3 5 years) investments! ? What investments will be required when which milestones are reached? ? How high is the annual depreciation for each investment? STEP 3 020607MVA1_ZXK_265_V5 IMPLEMENTATION PLAN Source: McKinsey Main activities ? Activity 1 ? Activity 2 ? Activity 3 … Investment need Milestones Responsible Key success factors ? KSF 1 ? KSF 2 ? KSF 3 12/04 01/00 02/00 03/00 … Milestone 1 USD xxx … USD xxx … USD xxx Time frame year 1 5 with decreasing level of detail … Gantt timeline to show the interdependence of the activities and the eventual bottlenecks Main milestones that pushes the business to the next level。 focus on external milestones (., market entrance, product launch etc.) Detailed explanation of investment needs: Main activities Expenses ? Activities 1 3 ? … ? Personnel ? Material ?