the business plan blueprint: design for impact and ... · projected income and expenses guide to...
TRANSCRIPT
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THE BUSINESS PLAN
BLUEPRINT: DESIGN FOR
IMPACT AND
SUSTAINABILITY
SHELLI BISCHOFF President & CEO
Nonprofit Impact
Email: [email protected]
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Purpose
• Introduce the business plan blueprint as a
tool to guide growth, development, and
impact; and to tell your story and attract the
support you deserve
• Create an individualized
blueprint
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Agenda
• Introduction
• Presentations and work sessions
• Common gaps or conclusions
• Action plan
• Telling the story
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Integrated Strategy: Align and
Integrate
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Next-Level Success:
Leverage
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Identity
• Focus: your core, who you are
• Position: the place you occupy within a
given niche
What is your next-level
strategic focus and
position?
Constituents
• Target markets: those most likely to take
action on your behalf
• Marketing: a deep understanding of the
target market to be most relevant and
resonant
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Segment
Segment Segment
Segment
How do people relate to
Meals on Wheels?
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Strategic Partners
A specific and defined type of partner
relationship; interdependent, requiring an
explicit and more formalized relationship (i.e.,
not everyone who is a stakeholder).
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Capacity
• Organizational development: alignment of
strategies, structures, staffing, systems
(including leadership, management,
governance)
• Business model: the generation and
allocation of resources
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What are the organizational
and resource implications of
your next level?
This Photo by Unknown Author is licensed under CC BY-ND
Impact
• Metrics of success
• Cohesive, comprehensive story
Impact = success = organizational stability
and sustainability
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Business Plan Blueprint
• Comprehensive integrated approach
• Integrates programming, marketing,
organizational development (and plans)
• A single picture—the blueprint to build a
deliberate and solid foundation for your work
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Purpose • Guides next level growth or sustainability
• Guides decisions and actions towards a
cohesive, focused vision and direction
• Helps to maintain focus and a consistent
message
• Tells the story
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1. Introduction
a. Purpose
b. Process
c. Overview and prefaces
2. Situation Analysis
a. External analysis
b. Internal analysis
3. Organization Description
a. Vision, mission, goals
b. Legal form and history
c. Distinctive competence
d. Strategic issues and focus
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4. Markets a. Market analysis
b. Market segments
c. Target market profiles
d. Competition
5. Products, Services, and Programs a. Core products, services, or programs
b. Supporting products, services, or programs
c. Value proposition
6. Outreach Strategies a. Marketing, communication, and public relations
b. Direct contact, promotion, media (earned, paid, social), advertising
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7. Strategic Partnerships a. Necessary partners and complementary strengths
b. Partner relationship strategies
8. Organizational Development a. Leadership and governance
b. Management and staffing
c. Structure, systems, and processes
9. Finances a. Revenue model
b. Projected income and expenses
Guide to Creating a Blueprint
• Review guide content for each section
• Answer core questions for each section
• Address any gaps in blueprint drafts in a
final whole-group discussion
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1. Introduction
Purpose of the Blueprint
• A description of the plan’s intended audience
• A summary of the highlights of the
document; “plan at a glance”
• Prefaces to assist the reader, such as a
glossary of terms or acronyms
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2. Situation Analysis
Provides context for the Blueprint; defines current
and future operating environment?
• Sets up the rationale for what follows (e.g.,
because of X trend, we will offer Y program…)
• Defines the environment in which you operate,
thus informing challenges and opportunities
• Provides the data and information to help
determine feasibility and sustainability
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2. Situation Analysis
Situation analysis is more than a list of strengths,
weaknesses, opportunities, or threats (SWOT)
Focuses on most relevant or dominant trends and
issues
• What does this mean for our organization?
Focuses on implications for implementation of the
business blueprint
• What obstacles/deficits must be addressed?
• What opportunities/strengths can be leveraged?
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SWOT is NOT Analysis
Analysis is the objective and critical examination of relevant
information and data to determine fundamental issues or
root causes and to inform decisions and choices given
operating conditions, parameters, and desired outcomes
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Characteristics of Good Analysis
Objective: without bias or prejudice
Systematic: adherence to an orderly methodology
Comprehensive/holistic
Diagnostic: identifies causes, not symptoms
Efficient: does not over analyze
Qualitative, not necessarily quantitative, research
Confidentiality, anonymity, and impunity
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3. Organization Description
Who and what the organization is.
• Org. purpose—its mission and intended impact
• Delineates foundational strategic decisions
• Summarizes strategic focus (goals)
• Is the plan’s raison d’être • Everything that follows describes how the
organization will deliver the impact
• Guiding principles, values, or operating parameters
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4. Markets
Defines potential market, segments within that
market, and profiles your selected target
market(s).
• Market analysis
• Competition
• Target market profiles H
• Helps build constituency to be constituent-
centered
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4. Markets
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4. Sample
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5. Products, Services, And
Programs Describes the offerings for target markets in pursuit
of mission
• A clear, specific description of what you offer
• Connects the dots between your offerings and
your impact
• Connects the dots between your offerings and the
needs and interests of your target markets
• Defines rationale for revenue model
• (offerings value revenue from those who care
about that value and have means to support it)
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6. Outreach Strategies
Describes how you will communicate and
connect with target market
• The best outreach strategies are informed by
a deep understanding of that market
• Outreach strategies generally include
• Direct contact
• Indirect contact through traditional or social media
• Events or promotions
• Earned or paid media
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6. Marketing, PR,
Communications
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6. SAMPLE
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7. Strategic Partnerships
Describes those few individuals, organizations, or
businesses that must be your strategic partners.
• Defines with whom and for what purpose you will
collaborate (and implies with whom and in what
areas you don’t plan to collaborate)
• Signals the amount of effort to contribute to
collaborative efforts and that you are thoughtful in
developing and structuring partnerships
• Focuses partner relationship work
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8. Organizational Development
Describes current or projected organizational
capacity in order to achieve strategic goals.
• Defines how you will coordinate, organize,
and manage resources to achieve goals
• Provides a “reality check”: does capacity
support vision and execution?
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8. Alignment
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9. Finances:
Sources And Uses Of Funds
The numerical translation of the blueprint
• Demonstrates the financial feasibility of the
plan and the organization
• Communicates what it will really cost to
deliver impact
• Helps reader understand their investment
options and (social) return on investment
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9. Revenue Model
• Your mix of revenue sources and the strategies you will use to secure those funds
• Based on an understanding of the operating environment, value proposition, and those supporters / potential supporters who care about that value and have means
• Revenue-raising strategies represent deliberate decisions about how to best connect with supporters
• Comprehensive; aligns and coordinates your organizational approach to resource development
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9. Financial Continuum
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Putting it All Together
Action Steps
• Gaps
• Common issues
• Action steps
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