1 / 59

Class Information

Class Information. Business 095 – 4 credits Tuesday - 5pm-8:40pm KCI building, Room 4006 Ben Dubin ben@dubin.com ben@assetman.com Work number: 650-621-8808 and mention that you are a Foothill student in my Business 95 class. 1. Class Blog. http://bus95.blogspot.com

norman
Télécharger la présentation

Class Information

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Class Information • Business 095 – 4 credits • Tuesday - 5pm-8:40pm • KCI building, Room 4006 Ben Dubin ben@dubin.com ben@assetman.com Work number: 650-621-8808 and mention that you are a Foothill student in my Business 95 class 1

  2. Class Blog • http://bus95.blogspot.com • All files from class will be there along with some interesting required readings 2

  3. Agenda • Draper University • Sample student presentations • Business Plan basics • Mystery Founder 7

  4. Draper University 4

  5. Draper University 5

  6. Draper University 6

  7. Draper University 1.Who are you? 2.Why were you put on the earth? 3.What is your greatest achievement? 4.Tell us a story. 5.Draw us a picture. 6.Sing us a song. 7.Make us a movie. 8.Design a math problem, computer program or a puzzle. 9.What would you have a robot or a computer do for you? 10.Who is your hero and why? 11.Name one thing you must accomplish in your life. 12.Who is your favorite teacher? 13.What would you bring to your classmates or the school? 14.Tell us about your business idea(s). 9

  8. BUSINESS PLANS 12

  9. OLD! = Business Plan Basics • Executive Summary • Market Analysis • Company Description • Organization & Management • Marketing & Sales Strategy • Service or Product Line • Funding Request • Financials • Appendix 12

  10. OLD! = Business Plan Basics Each one of these sections was just that – a section. A chapter. From one to 10 pages each. When you finished you had a neat bound 10-100 page business plan document. The bible for how your were going to start, run and exit your business. 13

  11. OLD! = Business Plan Basics All you needed was $$Money$$ and you were sure to be a huge success. But that wasn’t the case. Things change. In fact………… 14

  12. BIG RULE The only constant is change. 15

  13. OLD! = Business Plan Basics • Executive Summary – still kind of ok • Market Analysis • Company Description • Organization & Management • Marketing & Sales Strategy • Service or Product Line • Funding Request • Financials • Appendix 16

  14. Market Analysis • The market analysis section should illustrate your knowledge about the particular industry your business is in. • It should also present general highlights and conclusions of any marketing research data you have collected; however, the specific details of your marketing research studies should be in the appendix section of your business plan.This section should include: an industry description and outlook, target market information, market test results, lead times, and an evaluation of your competition. 17

  15. Company Description • Without going into detail, this section should include a high level look at how all of the different elements of your business fit together. The company description section should include information about the nature of your business as well as list the primary factors that you believe will make your business a success.When defining the nature of your business (or why you're in business), be sure to list the marketplace needs that you are trying to satisfy; include the ways in which you plan to satisfy these needs using your products or services. Finally, list the specific individuals and/or organizations that you have identified as having these needs. 18

  16. Organization & Management • This section should include: your company's organizational structure, details about the ownership of your company, profiles of your management team, and the qualifications of your board of directors. 19

  17. Marketing & Sales • SWOT • Market penetration strategy • Strategy for growing your business. would offer them at different levels of the distribution chain. • Channels of distribution strategy. Choices for distribution channels could include: original equipment manufacturers (OEMs), an internal sales force, distributors, or retailers. • Communication strategy. How are you going to reach your customers? Usually some combination of the following works the best: promotions, advertising, public relations, personal selling, and printed materials such as brochures, catalogs, flyers, etc.Once you have defined your marketing strategy, you can then define your sales strategy. How do you plan to actually sell your product? 20

  18. Product or Service What are you selling? In this section, describe your service or product, emphasizing the benefits to potential and current customers. For example, don't tell your readers which 89 foods you carry in your "Gourmet to Go" shop. Tell them why busy, two-career couples will prefer shopping in a service-oriented store that records clients' food preferences and caters even the smallest parties on short notice.Focus on the areas where you have a distinct advantage. Identify the problem in your target market for which your service or product provides a solution. 21

  19. Funding Request In this section, you will request the amount of funding you will need to start or expand your business. If necessary, you can include different funding scenarios, such as a best and worst case scenarios, but remember that later, in the financial section, you must be able to back up these requests and scenarios with corresponding financial statements. 22

  20. Financials The financials should be developed after you've analyzed the market and set clear objectives. That's when you can allocate resources efficiently. The following is a list of the critical financial statements to include in your business plan packet.Historical Financial Data Prospective Financial Data 23

  21. Appendix Photos, diagrams, etc – anything that can help describe your business Things you come across when doing research – if you are opening a restaurant, you could include a sample menu here or even a menu of restaurant that you will be competing against. Credit history (personal & business) Resumes of key managers Product pictures Letters of reference Details of market studies Relevant magazine articles or book references Licenses, permits, or patents Legal documents Copies of leases Building permits Contracts List of business consultants, including attorney and accountant 24

  22. Business Plan Basics • Executive Summary • Market Analysis • Company Description • Organization & Management • Marketing & Sales Strategy • Service or Product Line • Funding Request • Financials • Appendix 25

  23. Business Plan Basics “Everybody has a plan until they get punched in the mouth.” Mike Tyson 26

  24. Business Model Canvas!!! 27

  25. Business Model Canvas 28

  26. Business Model Canvas • What do I mean by Guess??? • You need to figure it out. • And when you figure it out, it WILL change • It is an iterative process 29

  27. Business Model Canvas • “Great products are becoming a commodity. It's the combination between great products and a great business model that is going to keep you ahead of the competition in the coming decade." 30

  28. Business Model Canvas • Alexander Osterwalder and Steve Blank invent the future! • http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2877 31

  29. Business Model Canvas • The whole model is broken down into 4 main categories (or blocks) • Infrastructure • Offering • Customers • Finances • You need to figure it out. • And when you figure it out, it WILL change • It is an iterative process 32

  30. Business Model Canvas • Infrastructure: Key Activities • The most important activities in executing a company's value proposition. An example for Bic would be creating an efficient supply chain to drive down costs. 33

  31. Business Model Canvas • Infrastructure: Key Resources • The resources that are necessary to create value for the customer. They are considered an asset to a company, which are needed in order to sustain and support the business. These resources could be human, financial, physical and intellectual. 34

  32. Business Model Canvas • Infrastructure: Partner Network • In order to optimize operations and reduce risks of a business model, organization usually cultivate buyer-supplier relationships so they can focus on their core activity. • Someone to help you sell! 35

  33. Business Model Canvas • Offering: Value Proposition • The collection of products and services a business offers to meet the needs of its customers. • A company's value proposition is what distinguishes itself from its competitors. • The value proposition provides value through various elements such as newness, performance, customization, "getting the job done", design, brand/status, price, cost reduction, risk reduction, accessibility, and convenience/usability. 36

  34. Business Model Canvas • Customers: Customer Segments • To build an effective business model, a company must identify which customers it tries to serve. • Various set of customers can be segmented base on the different needs and attributes to ensure appropriate implementation of corporate strategy meets the characteristics of selected group of clients. 37

  35. Business Model Canvas • Customers: Customer Segments • The different types of customer segments include: • Mass Market: There is no specific segmentation for a company that follows the Mass Market element as the organization displays a wide view of potential clients. • Niche Market: Customer segmentation based on specialized needs and characteristics of its clients. 38

  36. Business Model Canvas • Customers: Customer Segments • Segmented: A company applies additional segmentation within existing customer segment. In the segmented situation, the business may further distinguish its clients based on gender, age, and/or income. • Diversify: A business serves multiple customer segments with different needs and characteristics. • Multi-Sided Platform / Market: For a smooth day to day business operation, some companies will serve mutually dependent customer segment. A credit card company will provide services to credit card holders while simultaneously assisting merchants who accept those credit cards. 39

  37. Business Model Canvas • Customers: Channels • Channels: A company can deliver its value proposition to its targeted customers through different channels. • Effective channels will distribute a company’s value proposition in ways that are fast, efficient and cost effective. An organization can reach its clients either through its own channels (store front), partner channels (major distributors), or a combination of both. 40

  38. Business Model Canvas • Customers: Customer Relationships • To ensure the survival and success of any businesses, companies must identify the type of relationship they want to create with their customer segments. 41

  39. Business Model Canvas • Customers: Customer Relationships • Personal Assistance: Assistance in a form of employee-customer interaction. Such assistance is performed either during sales, after sales, and/or both. • Dedicated Personal Assistance: The most intimate and hands on personal assistance where a sales representative is assigned to handle all the needs and questions of a special set of clients. 42

  40. Business Model Canvas • Customers: Customer Relationships • Self Service: The type of relationship that translates from the indirect interaction between the company and the clients. Here, an organization provides the tools needed for the customers to serve themselves easily and effectively. • Automated Services: A system similar to self-service but more personalized as it has the ability to identify individual customers and his/her preferences. An example of this would be Amazon.com making book suggestion based on the characteristics of the previous book purchased. 43

  41. Business Model Canvas • Customers: Customer Relationships • Communities: Creating a community allows for a direct interaction among different clients and the company. The community platform produces a scenario where knowledge can be shared and problems are solved between different clients. • Co-creation: A personal relationship is created through the customer’s direct input in the final outcome of the company’s products/services. 44

  42. Business Model Canvas • Finances: Cost Structure • This describes the most important monetary consequences while operating under different business models. 45

  43. Business Model Canvas • Finances: Cost Structure • Classes of Business Structures: • Cost-Driven - This business model focuses on minimizing all costs and having no frills. i.e. SouthWest • Value-Driven - Less concerned with cost, this business model focuses on creating value for their products and services. i.e. Louis Vuitton, Rolex 46

  44. Business Model Canvas • Finances: Cost Structure • Characteristics of Cost Structures: • Fixed Costs - Costs are unchanged across different applications. i.e. salary, rent • Variable Costs - These costs vary depending on the amount of production of goods or services. i.e. music festivals • Economies of Scale - Costs go down as the amount of good are ordered or produced. • Economies of Scope - Costs go down due to incorporating other businesses which have a direct relation to the original product. 47

  45. Business Model Canvas • Finances: Revenue Streams • The way a company makes income from each customer segment. 48

  46. Business Model Canvas • Finances: Revenue Streams • Several ways to generate a revenue stream: • Asset Sale - (the most common type) Selling ownership rights to a physical good. i.e. Wal-Mart • Usage Fee - Money generated from the use of a particular service i.e. UPS • Subscription Fees - Revenue generated by selling a continuous service. i.e. Netflix • Lending/Leasing/Renting - Giving exclusive right to an asset for a particular period of time. i.e. Leasing a Car 49

  47. Business Model Canvas • Finances: Revenue Streams • Licensing - Revenue generated from charging for the use of a protected intellectual property. • Brokerage Fees - Revenue generated from an intermediate service between 2 parties. i.e.Broker selling a house for commission • Advertising - Revenue generated from charging fees for product advertising. 50

  48. Business Model Canvas 51

  49. Executive Summary • This is still used – often as an email message, etc – to someone about your company. • It provides a concise overview of the entire plan along with a history of your company. • This section tells your reader where your company is and where you want to take it. • It's the first thing your readers see; therefore it is the thing that will either grab their interest and make them want to keep reading or make them want to put it down and forget about it. • This section is important because it tells the reader why you think your business idea will be successful. 52

  50. Executive Summary • Now Guy Kawasaki’s point of view. 53

More Related