Enterprise Project

Sections

Content

Executive summary

· Brief summary of the elements of the plan NOT an introduction

Business Idea

Canvas (1)

· The opportunity the business is seeking to exploit, which may be framed in terms of the specific value that you propose to create.

· What’s special about the proposition and why it’s going to work?

· What is the trend that is being explored in the industry that is leading to the business positioning in the industry

· the macro factors affecting the business environment

· Explanation of the proposed business model.

· Its competitive advantage

Industry analysis

Canvas (2)

· this is about sellers - other people providing similar or related services or products

· analysis of competition and competitive dynamics within the industry- (evidence of usage of relevant academic tools)

· competitors’ analysis and likely competitors’ actions

· competitive strategy – informed by literature and academic tools

· evidence of appropriate data collection, analysis and usage.

Market analysis

Canvas (3, 4 & 5)

· What is the market for this business, its size and scope, and predicted sales, together with a discussion of key assumptions made

· explanation of customer segment that the business will serve – quantitative information is key here to inform sales forecast

· Demonstration of evidence of demand for your idea? – link to industry trend

· Use of primary and secondary data is key here.

· May include marketing plan ( use of academic tools)

· Marketing strategy, including consideration of the marketing mix: particularly plans for promotion and distribution and pricing strategy.

Operation plan

Canvas (7, 8 & 9)

· this section should explain the business model -how to deliver value created to customers

· Explanation of critical resources required to take the idea off the ground

· Resources to consider with costs to start the business – all need to be itemised and discussed.

· Operations plan, including the nature and location of the production/service process; staffing; and operations and service management issues, e.g. capacity, IP issues, partnership, business control and scalability.

Finance

Canvas 6&10

· how the idea needs to be funded and managed

· revenue forecast needs to be informed by sales forecast from market analysis, and factors considered in making forecast assumptions needs to be well explained – needs to be informed by industry, market analysis and primary and secondary information

· break even and cash flow analysis need to be clearly presented and in-line with forecast and sales assumptions

· simple PL statement to support (Balance sheet not reqd.)

Conclusions

· any risks to the business idea must be discussed - including legal issues; intellectual property issues; and ethical issues - if any

· What conclusions do they draw at this stage? – may include exit strategy