Business Plan Template-1

A Company
Business Plan
Sometime
Business Plan
Updated 15/12/2010 02:08:00 PM
Information memorandum wording
Insert LIMITED
This Information Memorandum ("the Memorandum") is based on information and

opinions supplied by the Board of Directors of insert Limited (“insert”) solely for the
use by you and a limited number of other parties who may be interested in acquiring
shares in insert. The Memorandum is being made available only to persons who
are deemed sufficiently expert or sufficiently substantial to understand the risks
involved and as such fall within Article 11 of the Financial Services Act 1986
(Investment Advertisements) (Exemptions) Order 1996. The Memorandum does not
purport to be all inclusive or to contain all the information that a prospective investor
may desire. The purpose of the Memorandum is to provide initial information to
interested parties upon which they may base a decision as to whether to pursue the
matter. The information in this Memorandum does not constitute or form part of any
offer to sell any shares in insert nor shall the Memorandum or any part of it, or the
fact of its distribution, form the basis of, or be relied on, in connection with any
contract. If you do not wish to pursue this matter you must return the Memorandum
immediately.
insert together with its respective officers, directors, partners, advisers, agents and
employees, make no representation or warranty, express or implied, in relation to
and accept no responsibility or liability for, the accuracy or completeness of the
Memorandum or any other written or oral information transmitted or made available
to you or any prospective investor and in accepting this Memorandum you
acknowledge such exclusion of liability is reasonable in the circumstances.
Notwithstanding the foregoing, nothing in this paragraph shall exclude liability for
fraudulent misrepresentation. Any prospective investor shall rely solely on its own
judgement, review and business analysis in its evaluation and nothing contained
herein is, or shall be relied upon, as a promise or forecast of the future or warranty.
The information in this Memorandum will not be warranted other than as may be
specifically set out in any agreement that may be entered into.
This Memorandum (including its contents), is confidential, has only been made
available to persons who have signed and returned a confidentiality agreement, and
the recipients are therefore bound by that agreement in respect of all the information
contained in this Memorandum. By accepting the Memorandum, the recipient
acknowledges and confirms that it is acting exclusively as principal and not as agent
or representative for another party. This Memorandum is for the exclusive use of
the persons to whom it is addressed and shall not be copied, reproduced, distributed
or passed to others without the prior written consent of insert. By accepting the
Memorandum the recipient agrees upon request to return promptly all material
received from insert (including this Memorandum) without retaining any copies. In
furnishing the Memorandum, insert undertakes no obligation to provide the recipient
with access to any additional information or to update this document or to correct
any inaccuracies in it.
It is the responsibility of any person outside the United Kingdom to whom this
Memorandum is provided to inform himself about and to observe in full any laws of
the relevant territory in connection with the distribution to and/or the possession by
him of the Memorandum including the obtaining of any governmental or other
consents and compliance with any other necessary formalities.
2 15/12/2010
Paul Green – Personal Business Advisor – Effective Business Group
t: 0333 444 8522 ~ m: 07949 703137 ~ e: p@ulgreen.co.uk ~ w: www.effectivebusinessgroup.com
Neither the receipt of the Memorandum by any person or any information supplied in
connection with any proposed investment is or is to be taken as constituting the
giving of investment advice.
3 15/12/2010
Contents
A Company................................................................................................................. 1
Business Plan............................................................................................................. 1
Information memorandum wording......................................................................... 2

Insert LIMITED............................................................................................................. 2
Contents...................................................................................................................... 4
Executive Summary................................................................................................... 6
The Business............................................................................................................... 6
The Opportunity........................................................................................................... 6
The Offering................................................................................................................. 6
Business Model/Revenue Sources.............................................................................. 6
Marketing Strategy....................................................................................................... 6
Management Team...................................................................................................... 6
Financing...................................................................................................................... 6
Investment Proposal and Exit Strategy........................................................................ 6
Mission Statement..................................................................................................... 7
Company Description................................................................................................ 8
The Opportunity......................................................................................................... 9
Market Size.................................................................................................................. 9
Industry Analysis.......................................................................................................... 9
The Offering.............................................................................................................. 10
Business Strategy.................................................................................................... 11
Technology Strategy............................................................................................... 12
Sales and Marketing Strategy................................................................................. 13

Target Market............................................................................................................. 13
Sales Strategy............................................................................................................ 13
Marketing Strategy..................................................................................................... 13
4 15/12/2010
Competitive Analysis............................................................................................... 14
Operations Plan........................................................................................................ 15
Management Team................................................................................................... 16
Critical Risk Factors................................................................................................ 17
Financial Plan........................................................................................................... 18
Required Funds........................................................................................................ 19
Investment Proposal................................................................................................ 20
Appendix................................................................................................................... 21
Help – Text hierarchies............................................................................................ 22
Help – Text layout.................................................................................................... 24
Help – Charts & Tables layout................................................................................ 25
Help - Information notes.......................................................................................... 29
5 15/12/2010
Executive Summary
The Business
Start Here. Point your cursor to the number at the end of this line
should you require more information about this section. 1
The Opportunity
The Offering
Business Model/Revenue Sources

Marketing Strategy
Management Team
Financing
Investment Proposal and Exit Strategy

6 15/12/2010
Mission Statement
7 15/12/2010
Company Description
8 15/12/2010
The Opportunity
Market Size
Industry Analysis
9 15/12/2010
The Offering
10 15/12/2010
Business Strategy
11 15/12/2010
Technology Strategy
12 15/12/2010
Sales and Marketing Strategy
Target Market
Sales Strategy
Marketing Strategy
13 15/12/2010
Competitive Analysis
14 15/12/2010
Operations Plan
15 15/12/2010
Management Team
16 15/12/2010
Critical Risk Factors
17 15/12/2010
Financial Plan
18 15/12/2010
Required Funds
19 15/12/2010
Investment Proposal
20 15/12/2010
Appendix
21 15/12/2010
Help – Text hierarchies
The following are some hints on how to layout your business plan.
Any business plan text is divided into hierarchies. All these hierarchies
need different styles of text which are available in the type tool bar, to
the left of the typeface menu.
This is what they look like:
The Heading 1, Section Title
Executive Summary
In this template, all Sections Titles have been created and should not be moved or altered.
The Heading 2, Primary Heading
The Business
Headings are the highest hierarchy within a section
The Heading 3, Secondary Heading
The Business
Secondary Headings are the second highest hierarchy within a section. Use them if you need headings
within the text referring to a Primary Heading.
The Heading 4, Bullet Level 1
The Business
Use to create bullet points within the Body Text.
The Heading 5, Bullet Level 2
The Business
Use to create bullet points within another bullet point.
Body Text
22 15/12/2010
This is body text. Trial settings which use other languages or even
gibberish to approximate text have the inherent disadvantage that
they distract attention to themselves.
23 15/12/2010
Help – Text layout
This is what your text should look like when all the hierarchies are
applied:
Revenue Streams (Primary Heading)
they distract attention to themselves. As a simulation of actual copy,
using ordinary words with normal letter frequencies, it cannot deceive
eye or brain.
Ecommerce (Secondary Heading)

they distract attention to themselves.
CPD (Secondary Heading)

eye or brain.
Bullet point Level 1. This is dummy text. It is intended
to be read but have no meaning. As a simulation
of actual copy, using ordinary words with normal
letter frequencies, it cannot deceive eye or brain.
Bullet Point Level 2. It is intended to be read but have no
meaning.
Bullet Point Level 2. This is dummy text.
Bullet Point Level 2. What you see here is dummy text.
Partnerships (Primary Heading)

eye or brain.
24 15/12/2010
Help – Charts & Tables layout
The following three pages show you some examples on how to layout
tables and charts. Every table and chart has its own data
requirements, so follow the examples as a style guide only. As a
general rule, avoid vertical lines in your tables.
The first two examples were created in Excel and you can double click
on them if you wish to change and use them.
July 2000 Jan 2001 July 2001 Jan 2002 July 2002
Phase 0 Phase 1
"Jump Start Value "Build Collaboration
Phase 2 Phase 3 Phase
Phase 4 4
Phase 0 Phase 1 Phase
"Test 2
& Scale" Phase
"Roll 3
Out" "Exit"
Proposition" & Commerce" June 2002
Marketing
& Brand
Develop Brand Penetration Penetration Penetration International

Register Users Register Users Register Users Register Users Rollout
Reg Subs Reg Subs Reg Subs
Technolgy
Content Develop Marketplace V1 Rollout & Scale Marketplace V2 Emerging

Management Streaming Technology Marketplace V1 ERP Integration Technologies
System Advanced Products
-----------.com
Expand into
 Target Users 1  Target  Round 2 other
Users 2 Functionality media
-------------.com
Team 18 Team 30, Hiring of CEO, COO, CFO. Team 40, Team 50
People
(Constitution of Non-Executive Board) Marketplace Compliance Panel
Candidate MMF
Partners
Funding £m Funds for International Expansion

Required
Consumables UK CY 2000 CY 2001 CY2002 CY2003 CY2004 CY2005

£000's ( 6months)
Total value of spend 78,125 156,250 156,250 156,250 156,250 156,250

Penetration into product range 75% 84% 89% 90% 93% 95%
Penetration into surgeries 2% 7% 10% 13% 14% 15%
Value of spend thru SO 1,171 8,515 13,828 18,281 20,344 22,266
Smile-on margin 10% 10% 10% 10% 10% 10%

Revenue 117 852 1,383 1,828 2,034 2,227
Direct marketing 458 522 440 400 400 400

Contribution -341 330 943 1428 1634 1827
25 15/12/2010
Title Title A Title B Title C Title D Title E Title F
Item A 0 0 0 0 0 0
Item B 0 0 0 0 0 0
Item C 0 0 0 0 0 0
Item D 0 0 0 0 0 0
Item E 0 0 0 0 0 0
Total 0 0 0 0 0 0
26 15/12/2010
Key Strategies Action Plans Rational Budget
1) Adopt a single Recruit Dental insight into our - £25,000 Mkt

positioning for all communications product offering and research, -
professional agency communication plan £30,000 agency fee
communication will ensure we (May-August)
Research positioning communicate the
(see appendix “a”) most motivating - £25,000 (£5,000
benefits in and an agency retainer there
Develop launch integrated launch plan after)
creative bundle for in the most motivating
UK and European way. Sub Total £80,000
Roll-out
2) Off-line Direct response Establish brand - £50,000 on media

communication advertising positioning,
communicate offer - £30,000 on launch
Launch direct and get a response mailing
response mailing
- £20,000 on follow up
Follow up mailing mailing
Sub Total £100,000
3) PR Set up external Editorial will add - £3,000 per month

agency credibility to brand
message - £21,000 for rest of
Develop PR plan for year
next 12 months
Sub Total £40,000
Implement
4) Attend major BDA 2000 and BDTA Adds credibility (a - £35,000 BDA
Dental Exhibitions London public face) to brand
and sponsor key - £30,000 BDTA
opinion former Attend select satellite Underpins ethical London
programmes meetings professional
positioning - £10,000 Satellite
Run training on the meetings
benefits of using the
internet in practice - £70,000 European
Expo’s
Sponsor key opinion
former events - £30,000
Sponsorship
Sub Total £175,000
5) Develop a one to Select/purchase To manage one to - £60,000 software

one relationship with CRM software one relationship with build
each dental practice profession and
and dental Select data handling communicate the - £30,000
professional resource/ database most motivating management fee
warehouse messages to the most
motivated dentists. Sub Total £90,000
Set up a series of
reports to track
purchasing behaviour
and effect of sales
promotion activity
27 15/12/2010
Key Strategies Action Plans Rational Budget
6) Test and rollout a 5-25% discount Drives sales using £100.00 x 2,500
series of “added brochure price incentives that are not practices
value” offers in the available off-line.
E-Shop Loss leader offers Sub Total £250,000
Integrates the web
Offer free IT Training site benefits.
Offer free qualifying Test best mix of offers

hours of CPD for European rollout.
Offer free use of

recruitment pg
Offer priority position

on find a dentist
search engine
Offer discounted IT
hardware
7) Educational Develop/Research Adds credibility to - £10,000 on research

Programmes verifiable CPD Smile-on’ ethical
programme. positioning. - £30,000 on
promotion
Develop Promotion Generates revenue.
Plan for CPD Sub Total £40,000
Develop patient
education programme
8) Dental Student Gather information We will build - £15,000 promoting

Programmes about student needs registrations, develop online research
on-line our understanding,
appear to really listen - £60,000 on
Develop a range of to student needs etc.. sponsorship and
online services promotion to students
Launch at freshers Sub Total £75,000

fairs (Oct)
1999 Marketing Including £150,000 to £1,000,000

Budget staff Marketing
Department
28 15/12/2010
Help - Information notes
48013883.doc 15/12/2010
1 This section should contain a summary of what your business is: one-sentence description of what you do, what your vision/mission is,
how you intend to generate revenue, what your initial focus will be. An investor should have a solid idea of what you are doing from this
paragraph alone. Our advice is to leave this to last and only attempt to write it once you’ve done everything else. It is the most important part
of this document and may be the only bit that anybody actually reads carefully…..so you must do the same.
2 Market size, trends, growth rates, needs, inefficiencies, fragmentation, etc. in the market you are going after.
3 What your business will deliver in response to the above opportunity. The value proposition. How exactly does your business add value to
the industry? How does it reduce inefficiencies, aggregate industry players, etc. How will your business make money?
4 How will your business make money? What are the initial and long-term revenue sources?
5 How will you raise brand awareness, acquire customers, form partnerships etc.
6 . Who are the key members of your management team/ advisory board and how will their experience, expertise and connections allow you
to execute?
7 What are your financial projections? What is the bottom line?
What funds are required at what price (usually left blank) and how will your investors cash out?
8 What funds are required at what price (usually left blank) and how will your investors cash out?
9 What are your guiding principals or vision? What is the bigger picture for the business?
10 Company’s legal details: structure, location, number of employees, etc
11 A description of the opportunity your business is going after at, specifically tailored to what your business delivers! This section usually
includes the following:
12 What is the size of the opportunity…..is the market growing? Is it trending up or down? Are multiple markets converging? Relevant graphs
could include a pie chart, trendline, etc.
13 .How does this industry currently function? What are the current trends? What are the current inefficencies or needs in the industry? How
do the different components of the industry currently interrelate? Relevant diagrams could include a cashflow diagram of the industry, a
workflow
14 What is your business and what is the value proposition? How does it address the above industry conditions? How does it change the
above diagrams? How will your business position itself with regard to the value chain? What exactly are the products and services you offer?
How does your offering leverage the power of the network (community, positive feedback loops, network effect) ? Relevant graphs include
the above diagrams (value chain, workflow, industry map, etc) with the addition of your business, to graphically show how your offering
streamlines the workflow diagram, acts as a hub on the industry map, specific examples of value added, etc.
15 How will you execute? How will you deliver your offering? Include overall guiding principles as well as sequencing….in what order will you
unfold your offering? Also include strategy for business development (strategic partnerships? Industry alliances?)
16 Is technology a significant part of your business? Are you developing technology from the ground-up or outsourcing it? How will
internal/external technology be integrated? What are the reasons for these choices? Justify…competitive advantage, cost etc.
17 How will you get people to buy in to your offering?
18 Who is your target market? What are the relevant demographics of this market?
19 How will you sell your business? What is the pricing strategy? Justify.
20How will you raise brand awareness? How will you attract and retain customers? PR plan? Marketing plan?
21 If you are first mover in this space, how will you use this competitive advantage? What barriers to entry exist for potential competitors?
Proprietary technology? Exclusive partnerships? Can you build critical mass before other competitors enter? What is the competitive
landscape? Indirect competitors?
If you are not a first mover, where is the opportunity relative to the existing competition? Provide map of competitive landscape and analysis
of the offerings of your competitors, direct and indirect. Future threats from other major industry players?
22 Detailed execution plan. What is your plan to unfold the above strategies? Timeline, workforce requirements,etc. See sample phase
diagram in the help section of this document.
23 Who will execute? Why are they qualified to execute? Bios of team and board of advisors.
24 What could go wrong? Show that you have evaluated the worst possible case scenarios…
25 Projected cash flows……what are your projected revenues and expenses etc. when will you break even…what percent of marketshare
must you capture to reach these revenues and what are your assumptions, sensitivity analysis, etc.
26 How much money do you require to execute your plan, given your timeline etc.
27 How much money are you raising and at what price. (exact amounts are rarely provided)
28 Supporting graphs, calculations etc.

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A Company

This Information Memorandum ("the Memorandum") is based on information and

Information memorandum wording......................................................................... 2

Sales and Marketing Strategy................................................................................. 13

Critical Risk Factors................................................................................................ 17

Help – Text hierarchies............................................................................................ 22

Help – Text layout.................................................................................................... 24

Help – Charts & Tables layout................................................................................ 25

Help - Information notes.......................................................................................... 29

Business Model/Revenue Sources

Investment Proposal and Exit Strategy

This is what they look like:

The Heading 1, Section Title

The Heading 2, Primary Heading

The Heading 3, Secondary Heading

The Heading 4, Bullet Level 1

The Heading 5, Bullet Level 2

Use to create bullet points within another bullet point.

Ecommerce (Secondary Heading)

CPD (Secondary Heading)

Partnerships (Primary Heading)

Develop Brand Penetration Penetration Penetration International

Content Develop Marketplace V1 Rollout & Scale Marketplace V2 Emerging

Funding £m Funds for International Expansion

Consumables UK CY 2000 CY 2001 CY2002 CY2003 CY2004 CY2005

Total value of spend 78,125 156,250 156,250 156,250 156,250 156,250

Smile-on margin 10% 10% 10% 10% 10% 10%

Direct marketing 458 522 440 400 400 400

1) Adopt a single Recruit Dental insight into our - £25,000 Mkt

2) Off-line Direct response Establish brand - £50,000 on media

Sub Total £100,000

3) PR Set up external Editorial will add - £3,000 per month

Sub Total £175,000

5) Develop a one to Select/purchase To manage one to - £60,000 software

Offer free qualifying Test best mix of offers

Offer free use of

Offer priority position

7) Educational Develop/Research Adds credibility to - £10,000 on research

8) Dental Student Gather information We will build - £15,000 promoting

Launch at freshers Sub Total £75,000

1999 Marketing Including £150,000 to £1,000,000

7 What are your financial projections? What is the bottom line?

10 Company’s legal details: structure, location, number of employees, etc

17 How will you get people to buy in to your offering?

28 Supporting graphs, calculations etc.

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