financial times essential guide to writing a business plan how to win backing to start up or grow your business

Description

Front Cover Title Page Copyright Page Contents Publisher's acknowledgements About the author Preface Introduction PART 1 PREPARING YOUR PLAN 1 Essential preparation Result Need Preparation A business plan for SMEs PART 2 WRITING YOUR PLAN 2 The business Background Business mix by segment Segmentation in a start-up 3 Market demand Market size Market growth Market demand for a start-up Market demand risks and opportunities 4 Competition Your competitors Competitive intensity Competition in a start-up Industry competition risks and opportunities 5 Strategy Competitive position Strategy Strategy in a start-up Strategic risks and opportunities 6 Resources Management Marketing Operations and capital expenditure Resource risks and opportunities 7 Financials and forecasts Historic financials Market-driven sales forecasts Competition-driven margin forecasts Funding the plan Full financial forecasts Forecasts in a start-up Financial risks and opportunities 8 Risk, opportunity and sensitivity Meet the Suns and Clouds chart What the suns and clouds tell you Sensitivity testing 9 Conclusion Conclusion Executive summary Investment highlights Postscript: Tips by business type PART 3 USING YOUR PLAN 10 Pitching your plan Focusing the content Using PowerPoint Delivering the message 11 Setting targets Choosing key performance indicators Setting milestones 12 Performing to plan Monitoring your plan Appraising managerial performance Evaluating your plan Epilogue: Beware these characters! Appendices Appendix A: Deriving competitive position Appendix B: Structured interviewing of customers Appendix C: Alternative sources of funding Appendix D: An example business plan Appendix E: Further reading Index Back Cover