05 Jul STRATEGIC MARKETING – EVENT PLANNING WITH FACILITY
Business Plan Outline NEED ONLY FROM POINT II THROUGH VIII
prepare a business plan outline for a start-up company. The written project will be a minimum of 12 pages in length (not including Title page, Table of Contents, and Appendices). The report will be double spaced, 12 font and in APA format. References must be included in the paper.
The business plan must contain but not limited to the following:
I. Executive Summary. Present a brief summary of the main goals and recommendations of the plan for management review, helping top management to find the plans major point quickly. A table of contents should follow the executive summary.
II. Background. In one- to three-page summary, describe the companys products/services, their user benefits, and evidence of their acceptance by customers; managements qualifications and major accomplishments; the amount of and uses for capital required; investor benefits; market size and growth rate; and the identity of the companys market niche.
III. Management. For each officer of the company, please provide the following information: name, years of experience in the companys industry, responsibilities/functions of positions with company; salary, bonus, ownership interest in the company; relevant qualities, achievements, track record, and education. What are the strengths and weaknesses of the companys management team and its board of directors?
Explain how the company will add capable members to its management team.
Explain how will the management team grow and continually improve itself.
Provide an organization chart that reflects the companys management hierarchy.
IV. Strategic Plan. Consists of the following: Mission, Goals, Core competency and Sustainable Competitive Advantage, and Situation Analysis (SWOT)
V. Marketing Strategy. Define the approximate size, in units and dollars, of the target market for each of the companys products/services.
Provide managements estimate of the companys market share and associated industry rank for both the last three years (actual) and the next three years (projected).
What has been the growth and profitability history of the industry, and what are its future prospects? If the projected growth rate exceeds the historical growth rate, discuss the major factors behind the companys assumptions (e.g., technological breakthroughs, lower production costs that can be passed on to customers).
In which geographic areas are the companys sales concentrated?
Please explain why customers have purchased/will purchase the companys products/services. What benefits do your products/services offer to your customers (e.g., quality, service, price, styling, convenience, and improved technology)? What previously unsatisfied customer needs do the companys products/services fulfill?
How will the companys products/services be marketed (i.e., pricing, promotion, advertising, trade show participation, distribution channels/sales organization, customer service/warranty program, return privileges)?
VI. Competitive Analysis. Explain the competitive forces that affect your industry and/or market segment (i.e., rivalry among existing firms, threat of new entrants, threat of substitute products, bargaining power of suppliers, bargaining power of customers).
Define your major competitors future goals, current strategies, and assumptions about the industry.
Compare the companys strengths and weaknesses with those of its major competitors.
Provide an analysis of how the companys management plans to capitalize on competitors weaknesses and how it will counteract competitors strengths. Understand the competitions strengths and weaknesses, as well as your own, are key to defending your market share, uncovering market opportunities and developing an effective unique selling proposition.
Explain how the company differentiates/will differentiate its products/services from the competitions.
Describe how your company will monitor the competition on the continual basis.
VII. Customer Analysis. Assess customer characteristics (demographic, household composition etc.)
VIII. Selling Tactics. Define how the company will sell its products/services (e.g., executive selling, in-house sales force, sales representatives, distributors, direct mail, and retailers). Provide economic justification for your choice of selling methods.
IX. Action Programs. Spells out how your marketing strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who is responsible for doing it? How much it will cost?
X. Budgets. Detail a supporting budget that is essentially a projected profit-and-loss statement. It must show expected revenues (forecasted number of units sold and the average net price) and expected costs (of production, distribution, and marketing). The difference is the projected profit.
XI. Controls. Outline the control that will be used to monitor progress and allow upper management to review implementation results and spot products/and or services that are not meeting their goals.
REFERENCES: SBA.ORG, ELPASOTEXAS.GOV/CITY-DEVELOPMENT, CITY-DATA.COM/US-CITIES/THE-SOUTH/EL-PASO-ECONOMY.HTML
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