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Business Plan Guidelines (pt.3)

Marketing Plan, Organizational Plan, Implementation Plan, Financial Plan

Marketing Plan
(3 pp.)

Offer

Use the marketing mix models to indicate which levers you intend to exploit to position your product / service on the market:

  • 7 P (Price, Promotion, Physical Evidence, People, Product, Process, Place)
  • 4 C (Consumer, Cost, Convenience, Communication)

Pricing

Illustrate how you intend to define your prices by comparing them with the average reference prices resulting from benchmarking surveys, i.e. from a study of the level of service offered by competitors taking into account the market price of their solution.

Communication / ADV

List the tools, channels, initiatives and budgets that you intend to dedicate to promoting and communicating with customers, online and offline advertising, the use of promotional levers, the creation of the brand image of the company and the product / service. Any hints on the development of brand awareness campaigns, the use of crowdfunding campaigns and whether or not to use brand ambassadors.

Distribution and sale

Describe the methods of delivery and provision of the product / service.

Illustrate the commercial activities for creating contacts with customers up to the signing of the sales contract, the loyalty activities, indicate if the type of product / service allows repeated purchases by the same customer or if for each new sale it is necessary to acquisition of a new customer. Illustrate the expected sales projections, the objective to be achieved in terms of market shares to be conquered / maintained and the extent of the commercial effort required in the early stages of the company's life.

Organizational Plan
(1-2 pp.)

Roles, skills, duties and time commitment of all operational professional figures. Define the decision-making roles and their duties and responsibilities specifying whether they will be divided by functional areas (eg commercial / sales / mktg, production, R&D, AFC, etc…).

Indicate how employment relationships with the aforementioned resources will be regulated (subordinate employment, work for equity, self-employment, etc.), their remuneration and which recruiting and selection procedures will be adopted to insert the missing resources.

Indicate the company form chosen for the establishment, the division of the shares between shareholders and the agreements between them (e.g. shareholder agreements), the registered office and the operational headquarters (or offices) of the company.

Implementation Plan
(1-2 pp.)

Identify the milestones that the company aims to achieve in order to complete the start-up phase by including an overview that includes at least the first three years of life. Define the technological completion times of the product / service, the realization of an MVP (minimum viable product, minimum working product) and the consequent organization of a test program with the identification of one or more investigation groups that correspond to the typologies ideals of previously identified target users, of finding and consolidating commercial contacts including the definition of relationships with suppliers, the acquisition of material or intangible resources useful for the realization of the project and of the necessary human and financial resources.

Financial Plan
(5 pp.)

Indicate economic and financial data, commented on and organized in the specific tables with indication of which guiding criteria have been used to use and obtain them. Please provide in annex the elaborations / detailed diagrams on:

  • Revenue
  • Costs
  • Useful
  • Fixed assets
  • Credits
  • Cash desk
  • Net assets
  • Commercial debts
  • Payables to credit institutions
  • Cash Flow (also in light of the methods and terms of payment that will be accepted
  • Profitability and economic balance indices

Download here the file with the sample configurations of the prospectuses to attach to your BP

Author

Luca Coppolella
Head of Content

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