42629 lecture 6 pt2

Writing a Business PlanTim C. [email protected]

With major contributions from: Internet sources, McKinsey & Venture Cup

Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:

“Original material by Tim C. McAloone for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”

mailto:[email protected]

2012Original material by Tim C. McAloone for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

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Today’s agenda

• How to identify a business idea – concept and presentation

• Developing the business plan

1. Executive summary

2. Product/service concept

3. Marketing strategy

4. Business model/system

5. Business case and risks

6. Implementation plan & Checklists

• Video case exercise


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Marketing strategy

• Marketing is not an exact science – instinct and common sense are often the best tools

• Beware! The worst mistakes in business plans are often due to a bad marketing strategy


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M1 is Denmarks best online mobile providerM1 A/S er et mobile company. M1 blev etableret i 2003. Koncepter er at du selv kan sammensætte dit mobilabonnement nøjagtigt efter dit behov.

M1 has no physical shops, but operates solely via the internet. Vi har specialiseret os i at lave billig og enkel mobiltelefoni og gøre tingene så brugervenlige som overhovedet mulig.

I 2006 den flotte anerkendelse at vinde Ernst & Young "Entreprenuer of the year" i start-up kategorien.

I 2008 vandt M1 Dagbladets Børsens Gazelle konkurrence i Nordjylland og på landsplan. Hvilket gjorde M1 til Danmarks absolut hurtigst voksende virksomhed i 2008, med en vækst på over 4000%.

I 2009 vandt M1 igen Dagbladets Børsens Gazelle konkurrence i Nordjylland med en vækst på over 1.000%.

M1 kan tilbyde lave priser, fordi vi tænker nyt og enkelt. One of our largest priorities is to keep our costs to an absolute minimum, without at the same time comprimising quality and service. M1's kunder skal opleve den bedste service. Vi satser derfor på online kundeservice, som giver adgang til service 24 timer i døgnet.

M1 does not have its own mobile network, men lejer sig i stedet ind hos TDC, og tilbyder derved nøjagtig samme netværksdækning som TDC. Det betyder, at we can use all of our energy to offer a good product and a good service. M1 har hovedkontor i den jyske hovedstad - Aalborg, hvor kundeservice, IT, administration og ledelse er placeret. M1 er et datterselskab af Telmore A/S.

http://m1.dk/mobiltelefoni/mobilselskab.html


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Marketing strategy

• Marketing is not an exact science – instinct and common sense are often the best tools

• The worst mistakes in business plans are often due to a bad marketing strategy


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Marketing strategy

1. Analyse the market and the competition

• Estimating is an important part of the planning and decision-making processes.

• “It is better to be approximately right than precisely wrong”

• Useful tips when estimating:

– Start from a solid basis– Follow a logical path– Compare your sources– Be creative– Check for plausibility


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Marketing strategy


Estimating the market size:

• Existing market or entirely new market?

• Improved version of product already available on the market:– Figures relatively easily available– Trade publications, public authorities, trade associations– Forecast the growth over next five years based on history

• Completely new product on new market:– Derive figures from number of potential customers or

customer segments– Own market research (e.g. questionnaire)– Interview experts or potential customers (and not just mum,

dad, and partner!)


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What is the size of the market for disposable nappies/diapers in Denmark?

BUZZ GROUPS


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Marketing strategy


If there’s no competition, there’s probably no market…

• Anyone offering something in a market will have to face competitors (sooner or later)

– Who are your most important competitors?– What is their market share?– What market/industry forces are at work?

• Think also about substitutes– Substitutes are products that provide the

same customer benefit in a different fashion

– E.g. the evolution of themusic playback device market


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Marketing strategy


Competitor analysis:

[McKinsey]


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Marketing strategy

2. Choosing your target market

• Your product will not be of equal interest to all customers. Therefore you should identify this customers who:

– Will benefit most from your product/service– Can best be reached by you– Are ready to pay

• Criteria for “customer segmentation”

– Should yield customer groups that are as internally consistent as possible, but large enough to allow you to serve them efficiently

– The criteria must be applicable to product design, pricing, publicity and distribution


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Marketing strategy


• Demographics of target customer segments

[McKinsey]


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Marketing strategy


Positioning your product

• Why should a potential customer buy your product rather than your competitor’s?

– More value– Better in some way– Unique Selling Point (USP)

• Formulating a USP is a key task– Positioning and branding– Brand recognition and association– Possibility to differentiate from competition


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Marketing strategy


• Overall positioning based on segments

[McKinsey]


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Marketing strategy

3. Determine marketing strategy

• Defines what measures you will employ to get sales of your product

• The 4 P’s of marketing:

– Product: What characteristics must your product have to meet the relevant customer needs?

– Price: What price can you ask for your product and what goal are you pursuing with your pricing strategy?

– Place: How are you going to reach the customers with your product?

– Promotion: What means of communication are you going to use to sell your idea?


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Marketing strategy


Product: Product Characteristics

• Consider:– Whether your product really meets the customer needs– To what extent the product may need to be adapted

• Product dimensions:– Features/options– Quality– Sizes/colours– Services– Packaging


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Marketing strategy


Price: Pricing

• Based on your positioning, you should determine:– What price can you ask?– What pricing strategy should you adopt?

• The price you can ask is the price the consumer is prepared to pay!

– Price is never determined directly by cost– But cost does of course play a role

• Pricing dimensions to consider:– List price– Discounts– Bundle offers– Credit terms


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Marketing strategy


Place: Distribution

• Through which channel will you distribute your product?– How many potential customers exist?– Are thy companies or individuals?– How do they want to acquire the product/service?– Does your product need explaining?– Is it in an upper or lower price bracket?

• Have you considered all dimensions of distribution?– Channels– Market coverage– Locations– Inventory needs


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Marketing strategy


Promotion: Communicating with your customer

• Your potential customers must know about your product– Advertising– Customer benefit– USP’s– Differentiation

• Have you considered all dimensions of promotion?– Classic advertising– Direct marketing– Public relations– Exhibitions, fairs– Customer visits– Fee samples


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Marketing strategy summary

[McKinsey]

42629 lecture 6 pt2

Education

product development

product development2012

marketing

pricing strategy

marketing

marketing

marketing

potential