【正文】 ve you set? Most important questions an investor asks! STEP 1 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 EXECUTIVE SUMMARY – ADDITIONAL QUESTIONS* * In addition to key questions answered by idea description (step 1) Source: McKinsey Rough business plan ? How high do you estimate your financing needs? ? What are the sales, cost, and profit situations? ? What are the most important milestones along the way to your goal? ? What test customers have you approached/ could you approach? ? What distribution channels will you use? ? What partnerships would you like to enter into? ? What opportunities and risks do you face? ? What is the picture on patents? Most important questions an investor asks!* STEP 2 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 RUSMAR – EXECUTIVE SUMMARY * See following blank form sheets Source: Inc. Magazine Product/service ? Potential foam plus applicator to replace expensive and space consuming earth that must be spread over garbage dumps every day ? Space savings of ~30% for dump operators ? Costs of coverage reduced by ~50% for dump operators Market and petition ? Customers: household garbage dump operator ? Market: 300 to 500 dumps in Eastern USA with capacity of 500 to 10,000 tons/day ? Major petitor: 3M/Sanifoam (application takes longer and is more plicated) Marketing and sales ? 1997: Investments of USD 850,000 required ? 1998: Sales of USD 2 million (breakeven) ? 2023: Sales of USD 15 million, profit of USD million Business system ? Sale of foam and applicators (product business) Opportunities and risks ? Necessary approval from authorities ? Proof of system39。McKinseyCompany – Copyright 2023 商業(yè)計劃 企業(yè)家培訓(xùn)教程 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 現(xiàn)有的 新的 商業(yè)體系 現(xiàn)有的 新的 產(chǎn)品 / 服務(wù) 商業(yè)類型 Source: Planen, gr252。nden, wachsen (McKinsey) 新的高成長性 風(fēng)險 EXAMPLES 新產(chǎn)品 ?Palm ?Smart ?Sony Playstation ?Rollerblades 新產(chǎn)業(yè) ?Direct satellite TV ?Netscape ?Mobile telephony 現(xiàn)有產(chǎn)業(yè)和系統(tǒng) 新商業(yè)系統(tǒng) ?Dell ?Fotolabo ?Charles Schwab ?FedEx 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 商業(yè)計劃的用途 Source: McKinsey ? Startup panies: –Application for venture capital –Search for management team members –Communication with partners, suppliers, … ? Established, developed businesses for investment decisions –Inhouse budget allocations –External financing ? High insecurity concerning technology, timing, and cash need ? Difficult data situation due to newness of innovative products ? Necessity of external knowhow transfer ? Lack of skills/motivation/ time 標(biāo)準(zhǔn)用途 Complications for New Venture projects Startup business plans to be tailored to new venture needs 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 GENERIC REQUIREMENTS Source: McKinsey Constantly adapting Impressing by clarity Convincing by facts Understandable even for nonexperts Consistent and concise Optically pelling Explanation Business planning is an iterative and adaptive process that requires constant update and adjustment work Not the quantity of analyses, but the clarity and preciseness of the pack are important No hype, but factual statements. Enthusiasm will be generated by the investor realizing the opportunity on his own Those who allocate investment resources rarely are technical experts for the technology used in the proposal The storyline and all the facts presented must fit together and generate a well rounded impression A clear, precise structure is a courtesy to those investing their time in reading the proposal 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 Source: McKinsey Milestones Completion of financing Step 3: VCtailored business plan Step 2: Rough business plan Step 1: Idea description ? External evaluation (due diligence) ? Deal structuring ? Management team ? Implementation plan ? Financing ? Marketing and sales ? Business system ? Opportunities and risks New decision on further proceeding when next milestone is reached Level of maturity of business idea Time ? Product/service ? Market and petition DEVELOPMENT STEPS FOR BUSINESS PLANS 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 AGENDA ?Short introduction to the use of business plans ?Preparation guidelines for business plans ?Wrapup 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 CHAPTERS OF COMPLETE BUSINESS PLAN Source: McKinsey Executive summary Product/ service Manage ment team Market and petition Marketing and sales Business system Imple mentation plan Financ ing Opportunities and risks 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 CONTENT OF EXECUTIVE SUMMARY Source: McKinsey Executive summary Product/ service Management team Market and petition Marketing and sales Business system Implementation plan Opportunities and risks Financ ing ? Gives a brief overview of the concept39。s operational efficiency Exercise 1: Training participants check quality of executive summary with key questions* CASE EXAMPLE 020607MVA1_ZXK_265_V5 McKinseyCompany – Copyright 2023 EXERCISE 1 – EXECUTIVE SUMMARY (1/2) Source: McKinsey Key questions for idea description ? What is your business idea? In what way does it fulfill the criterion of uniqueness? ? Who are your target customers? ? What is the value for those customers? ? What market volume and growth rates do you forecast? ? What petitive environment do you face? ? What additional stages of development are needed? ? How much investment is necessary (estimated)? ? What