【正文】 MPLE 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 * In addition to key questions answered by idea description (step 1) Source: McKinsey MARKETING AND SALES – ADDITIONAL QUESTIONS* Rough business plan ? In which partial market segments will you make your market entry? How do you plan to turn this toehold into a highvolume business? ? What sales volumes are you targeting (detailed data by market segment)? ? Describe the typical process of selling your product/service. Who, among your buyers, ultimately makes the purchasing decision? ? How will you win reference customers? ? How much, in time and resources, will it cost to acquire a customer? ? Which advertising materials will you use to do so? ? What other planning steps are necessary in the run up to launching your product/service? Draw up a schedule with the most important milestones! STEP 2 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 McKinseyCompany – Copyright 2023 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 m