project of yoga

1. Business Summary

a. About the Company

i. Describe the origins, ownership, history, management and activity of your business. 


ii. If it is a start-up business, describe the business concept. 


b. Products and Services

i. Summaries the product or service that your company sells/will sell

c. The Market

i. Describe the market in which you will operate. Include the size and growth potential of the market. 


ii. (you may need to invest in some market research information to support your case e.g. IBIS World) 


iii. Describe the segments you will be targeting, your anticipated market segments and your positioning within them. 


d. The Business Potential

i. Outline your business competitive advantages 


ii. Describe your business directions for growth 


e. Vision, Mission, Goals & Objectives

i. Write your vision Statement 


ii. Write your mission statement 


iii. Clearly state your business objectives, including performance measures and a deadline for achieving each one (often these are annual targets but many will have a longer timeframe with the annual target being a milestone toward achieving the longer term target. 


iv. Your business objectives might cover targets for growth, customer numbers, revenue, profit and any other relevant measures 


f. Strategies

i. Summaries your product; pricing; marketing; sales; distribution strategies

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g. Business Structure

i. Outline briefly the organizational structure of your business and key management personnel.

h. Finance

i. State your financial objectives and will come from your financial analysis and will usually include revenue; gross and net profit

2. The Market

a. Industry profile

i. Describe briefly what industry you are in and the major characteristics of the market 


ii. Outline the size of the market and its prospects for growth and any trends likely to impact it in the future 9such as Political; Economic; environmental; social; technological; fashion; consumer behavior; demographic) 


iii. Provide substantiation for your growth predictions. Some good sources are www.IBISWorld.com.au; market research reports; newspaper articles; trade associations etc. You may need to commission your own research. 


b. Competition

i. Describe each of the major competitors. Include any relevant information on their size, market share, distribution channels, pricing strategy, target markets, brands etc. 


ii. It is sometimes useful to list their relative strengths and weaknesses 


iii. Describe any barriers to entry into the industry. How will you 
overcome them? How will your competitors react to your entry to the market and what will be your response? 


c. Market Segmentation

i. Describe how the customers in this market can be segmented into groups (this can be based on age; income; location; psychographic; Company size etc.) 


ii. Summaries the size and characteristics of each segment. (It may be useful to summaries in a table) 


iii. ABS; industry associations; IBIS World ; government; ABARE may be useful sources of information. 


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3. Marketing Plan

a. Your Customers

i. When considering which segments to target consider the size of the segment, the sales margin achievable and the “fit” of your product and service. 


ii. This may include information on age income occupation lifestyle etc 


iii. It may be useful to create a “typical” or “ideal” customer profile 


iv. From your analysis of the various segments in the previous section, 
discuss which segments of the market you will focus on. What are 
your reasons for doing so? 


v. What do you know about the customers in your target segments? 


vi. What are they looking for from a product or service such as yours? 


vii. How do they value the relative importance of the various characteristics of your product / service offering (eg price 
competitiveness; quality; aftersales service etc) 


viii. Describe their buying behavior – when where and how do they buy? 


ix. What media do they read watch and listen to 


x. Outline any specific customers contracts or orders you have in place. 


b. Strengths Weaknesses Opportunities Threats (SWOT)

i. Outline the strengths of your business 


ii. Outline the weaknesses of your business 


iii. Outline the Opportunities for your business 


iv. Outline the threats to your business 


v. Note 


vi. Strengths and weaknesses focus on the internal capabilities and 
sources of competitive advantage/ disadvantage of your business 


vii. Opportunities and Threats focus on external issues 


c. Sales & Marketing Opportunities

i. State the sales targets you expect to achieve over the next 12months & 3 years (time periods chosen need to be relevant to your business) 


ii. State your marketing objectives, ensuring they are SMART (Specific; Measurable; Achievable; Realistic and Time bound) 


iii. Typical objectives focus on customer acquisition, customer retention, brand awareness etc 


d. Value Proposition

i. What are the compelling reasons for a customer to purchase your product or service

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ii. Describe the ideal customer experience when dealing with your company or when using your product or service 


iii. What are your “brand values” – what feelings or emotions will customers associate with your business, your products and your services? 


iv. Frame the above statements, summaries how your business will deliver value to the target customers, you identified previously. This is your customer value proposition. 


v. This statement should also take into account the factors that your target customers find important. 


e. Your Product or Service

i. Describe the products or services that your business will sell 


ii. What are its unique features 


iii. How will the customers use it – will it change the way they are currently doing things? What Customer problem will it solve? What benefits will it provide to the customer? 


iv. How will your range of products and services change over time? 


v. If it is a new product or service to the market, describe any other 
markets in which it is currently sold 


vi. What stage of development has your product or service reached? 
What is required to get it ready to market? 


f. Pricing

i. Outline the price structure for your product or service 


ii. How have your determined this price (market based, cost plus, value 
based etc) 


iii. How does your pricing strategy compare to the market, to your 
competitors 


g. Promotion

i. Some of the major activities you may consider are Advertising; Public Relations; Direct Marketing; Website and Internet marketing; Events; Sponsorships 


ii. Outline the ways in which you will promote your product or service to the selected target markets. 


iii. Outline a timeframe and budget for each initiative and if possible, describe how you will measure the success of each promotional activity. (Link back to your objectives) 


h. Sales and Distribution

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i. Describe the channels through which your customers will buy your product or service. Include estimates of the sales expected through each channel 


ii. Assess the costs and benefits of each channel. 


4. Operational Plan

a. Production

i. If you are selling a product, describe how you will produce it. Describe the production processes involved (especially if they are unique to your business) 


ii. Outline any policies regarding “make or Buy” decisions (which components of the product will be purchased and which operations will be performed by your workforce) 


iii. Outline any strategic partnerships or supplier agreements that you have in place 


b. Premises Plant and Equipment

i. Describe the premises necessary to operate the business. Include details of relevant lease details, property valuations, rental assessments etc. 


ii. Describe the plant and equipment required to run the business. Do you expect to lease or buy? What maintenance is required? What is the expected life of the plant and Equipment 


iii. Discuss reasons for the location of the business. Consider things such as foot traffic, proximity to suppliers and customers; access to workforce etc 


5. Finance Plan

a. Capital Requirements and funding proposal

i. Indicate what finance is required to operate the business and where it will come from. 


ii. If you are seeking external lending or Investment what will it be used for and how you intend to repay it or provide returns to investors 


b. Current Financial Position

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i. If the business is currently trading provide financial record for previous years. This would include Profit and Loss Statement and Balance Sheet

c. Financial Forecasts and Assumptions

i. Provide financial forecasts for the business for the next 3 -5 years 


ii. Describe all assumptions used in preparing the forecasts 


iii. Conduct sensitivity analysis on critical assumptions 


d. Cash Flow Projection

i. Provide a cash flow forecasts on monthly and annual basis

e. Projected profit and Loss

i. Provide a projected profit and loss for the business as per section on financial forecasts

f. Exit strategy.

i. This section is only required when you expect outside investors. 


ii. These investors want to know that you are thinking about a liquidity 
event – when and how they will get their money out, with ROI. 


6. Risk Review

a. Risk Identification and Mitigation

i. Outline the major risks to the business. 


ii. What strategies and actions will you take to mitigate the risks 


iii. Consider such things as market risks, technology risks; fashions; loss of key personnel etc 


iv. It may be useful to present as a table detailing the Risk; Likelihood of occurrence; Impact and Mitigation action 


7. Structure and Management

a. Organizational Structure

i. Describe the structure of the business, including number of employees the management team and owners. 


ii. Draw an organizational chart 


iii. Describe the key business functions required by the business (eg 
marketing sales admin production etc) and who will be responsible. 
Include any outside contractors you intend to use. 


iv. Outline how you expect the number of employees and organizational 
structure to change as the business grows. 


b. Key personnel

i. For each member of the management team, give a summary of their background skills and experience. Your management team may include your accountant lawyer and other professional advisors. 


ii. Identify any skill gaps or weaknesses in your management team and how you intend to overcome them. 


8. Project Plan

a. Action Plan

i. Identify the key milestones required to action the business plan and when each will need to be completed. 


ii. Consider what impact each task will have on other tasks. It may be useful to present the action plan as a table or timeline 


9. Recommendations

10.Conclusion

11. Appendices

a. SWOT Analysis

b. Marketing analysis

c. Competitor analysis

d. Marketing mix

e. Stakeholder Analysis

f. Financial Analysis

i. GANTT Chart with costs at each Task.

ii. Start-up Cost Breakdown

iii. 1st year Balance Sheet

iv. iv. 3 year Projections

v. Returns on Investment (RIO) and

vi. Payback Period.

· 3500 words

· Up to 10 Harvard reference

· 15 slide of presentations power-point slide for presentation regarding about project