Your Block 1 for your Business Plan will require that you develop the following objectives which will be an integral part o
Your Block 1 for your Business Plan will require that you develop the following objectives which will be an integral part of the first five sections of the business plan. As a model and guide use the "table of contents" for "The Daily Perc" Business Plan on pages 490-522 for Edition 3 & for Edition 2 pages 50-73. DO NOT USE DAILY PERC AS YOUR BUSINESS. Your grade will be dismissed.
(The Chapters related to this Block 1 are 1,2 and 3)
1.0 Executive Summary
1.2 Keys to Success
2.0 Mission, Vision, and Culture
2.1 Mission
2.2 Vision
2.3 Culture
3.0 Company Summary
3.1 Company Ownership
4.0 Market Analysis Summary
4.3.1 Competition and Buying Patterns
5.0 Strategy and Implementation Summary
5.2 Competitive edge
Business Plan Template
U.S. Small Business Administration Small Business Training Network
www.sba.gov/training
Five Important Tips Before You Start!
1. The business plan should tell a compelling
story about your business, explaining who, what, when, where, how and why.
2. Your plan should be focused and clear. It’s not about the number of pages or style of the cover.
3. The plan should define specific business objectives and goals with general parameters to guide the organization.
4. Writing a business plan should force logic and discipline into a business.
5. A good business plan is a living document. It should be updated regularly.
2
Title Page
Your Company Name
Street Address City, State & Zip Code
Phone Number E-Mail Address Web Address
Business Plan Date
3
Table of Contents
1. Table of Contents…………………………………
2. Executive Summary………………………………
3. Business Description & Vision………………….
4. Definition of the Market………………………….
5. Description of Products and Services…………….
6. Organization & Management…………………….
7. Marketing and Sales Strategy…………………….
8. Financial Management……………………………
9. Appendices……………………………………….
4
Executive Summary
This section should:
• Be written last • Provide an enthusiastic snapshot of your company,
explaining who you are, what you do and why • Be less than 2 pages
After reviewing this section the reader should:
• Want to learn more about your business • Have a basic understanding about your company
Start here…
5
Business Description & Vision
This section should include:
• Mission statement (business purpose) • Company vision (statement about company growth) • Business goals and objectives • Brief history of the business • List of key company principals
After reviewing this section the reader should know:
• Who the business is and what it stands for • Your perception of the company’s growth & potential • Specific goals and objectives of the business • Background information about the company
Start here…..
6
Definition of the Market
This section should:
• Describe your business industry and outlook • Define the critical needs of your perceived or existing
market • Identify your target market • Provide a general profile of your targeted clients • Describe what share of the market you currently have
and/or anticipate
After reviewing this section the reader should know:
• Basic information about the industry you operate in and the customer needs you are fulfilling
• The scope and share of your business market, as well as who your target customers are
Start here…..
7
Description of Products and Services
This section should:
• Specifically describe all of your products and services • Explain how your products and services are
competitive • If applicable, reference a picture or brochure of your
products, which would be included in the plan’s appendix
After reviewing this section the reader should know:
• Why you are in business • What your products and services are and how much
they sell for • How and why your products & services are
competitive
Start here…..
8
Organization & Management
This section should:
• Provide a description of how your company is organized as well as an organization chart, if available
• Describe the legal structure of your business (proprietorship, partnership, corporation, etc.)
• Identify necessary or special licenses and/or permits your business operates with
• Provide a brief bio description of key managers within the company
After reviewing this section the reader should know:
• The legal form of ownership for your business • Who the leaders are in your business as well as their
roles • The general flow of operations within the firm
Start here…..
9
Marketing and Sales Strategy
This section should:
• Identify and describe your market – who your customers are and what the demand is for your products & services
• Describe your channels of distribution • Explain your sales strategy, specific to pricing,
promotion, products and place (4Ps) After reviewing this section the reader should:
• Who your market is and how you will reach it • How your company will apply pricing, promotion,
product diversification and channel distribution to sell your products and services competitively
Start here…..
10
Financial Management This section should include: Click here: for automated Balance Sheet template Click here: for automated Income Statement template Click here: for automated Cash Flow Statement template
New Business • Estimate of start-up costs • Projected balance sheet (1 year forward) • Projected income statement (1 year forward) • Projected cash flow statement (12 months forward)
Existing Business
• Balance sheets (last 3 years) • Income statements (last 3 years) • Cash flow statement (12 months)
If Applying for a Loan
• Current personal financial statement on each principal • Federal tax return for prior year
After reviewing this section the reader should:
• Have a good understanding regarding the financial capacity and/or projections for your company
Start here…..
11
Appendices
This section should include as attachments:
• Company brochures • Resumes of key employees • List of business equipment • Copies of press articles and advertisements (if
available) • Pictures of your business location and products
(optional) • Information supporting the growth of your industry
and/or products (optional) • Key business agreements, such as lease, contracts, etc.
(optional) Start here…..
,
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ENTREPRENEURSHIP: STARTING & OPERATING A SMALL BUSINESS
Fifth Edition
Steve Mariotti • Caroline Glackin
Vice President, Business, Economics, and UK Courseware: Donna Battista
Director of Portfolio Management: Stephanie Wall Director, Courseware Portfolio Management: Ashley Dodge Senior Sponsoring Editor: Neeraj Bhalla Editorial Assistant: Linda Albelli Vice President, Product Marketing: Roxanne McCarley Product Marketing Assistant: Marianela Silvestri Manager of Field Marketing, Business Publishing: Adam
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Library of Congress Cataloging-in-Publication Data Names: Mariotti, Steve, author. | Glackin, Caroline, author. Title: Entrepreneurship: starting & operating a small business / Steve Mariotti, Caroline Glackin. Description: Fifth Edition. | New York: Pearson Education, [2020] | Revised edition of the authors’ Entrepreneurship, 2016. | Includes index. Identifiers: LCCN 2018028031 | ISBN 9780135210529 (softcover) Subjects: LCSH: New business enterprises—Management. | Entrepreneurship. Classification: LCC HD62.5 .M3567 2019 | DDC 658.1/1—dc23 LC record available at https://lccn.loc.gov/2018028031 1 18
ISBN 10: 0-13-5210526 ISBN 13: 978-0-13-5210529
Special thanks to Kathryn Davis, Shelby M. C. Davis, Kimberly La Manna, Abby Moffat, and Diana Davis Spencer.
Also to my mother, Nancy Mason Mariotti, who taught me that a great teacher can affect eternity.
—Steve Mariotti
To my children, Elise and Spencer, whose support and love are essential parts of this book.
To my parents, Howard and Maria Wiedenman, who truly understood the importance of education, my love and gratitude.
—Caroline Glackin
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vii
Brief Contents
UNIT 1 Entrepreneurial Pathways 1 Chapter 1 Entrepreneurs and
Entrepreneurship 2 Chapter 2 Pathways to Success: Processes
and Instruments 36 Chapter 3 Creating Business
from Opportunity 98 Unit 1 Entrepreneurial Pathways:
SPANX—Idea to Entrepreneurial Opportunity 131
UNIT 2 Integrated Marketing 135 Chapter 4 Exploring Your Market 136 Chapter 5 Developing the Marketing
Mix and Plan 164 Chapter 6 Smart Selling and Effective
Customer Service 204 Unit 2 Integrated Marketing:
Kitchen Arts & Letters, Inc.—An Independent Bookstore Defies Industry Odds 229
UNIT 3 Show Me the Money: Finding, Securing, and Managing It 233
Chapter 7 Understanding and Managing Start- Up, Fixed, and Variable Costs 234
Chapter 8 Using Financial Statements to Guide a Business 260
Chapter 9 Cash Flow and Taxes 296
Chapter 10 Financing Strategy and Tactics 328 Unit 3 Show Me the Money: Finding,
Securing, and Managing It—Liu’s Sweet Treats 361
UNIT 4 Operating a Small Business Effectively 365
Chapter 11 Addressing Legal Issues and Managing Risk 366
Chapter 12 Operating for Success 398 Chapter 13 Management, Leadership, and
Ethical Practices 430 Unit 4 Operating a Small Business
Effectively: ONLC Training Centers—Virtual IT Training in a Classroom 467
UNIT 5 Cashing in the Brand 471 Chapter 14 Franchising, Licensing,
and Harvesting: Cashing in Your Brand 472
Unit 5 Cashing in the Brand: Honest Tea— From Start-Up to Harvest 491
Appendix 1 BizBuilder Business Plan 497 Appendix 2 Resources for Entrepreneurs 505 Appendix 3 Useful Formulas and Equations 511 Glossary 513 Index 519
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ix
UNIT 1 Entrepreneurial Pathways 1
Chapter 1 Entrepreneurs and Entrepreneurship 2 Understanding Entrepreneurs and Entrepreneurship 3
What Is an Entrepreneur? 3
The Free-Enterprise System 5 Voluntary Exchange 5
Benefits and Challenges of Free Enterprise 5
What Is a Small Business? 6 Definitions of Success—Monetary and Other 6
Taking the Long View 7
Benefits and Costs of Becoming an Entrepreneur 8
Potential Benefits of Entrepreneurship 8
Potential Costs of Entrepreneurship 10
Cost/Benefit Analysis 11
Opportunity Cost 11
Seeking Advice and Information to Succeed 12
Entrepreneurial Options 14 The Many Faces of Entrepreneurship 16
Unicorns 17
How Do Entrepreneurs Find Opportunities to Start New Businesses? 17
Entrepreneurs Creatively Exploit Changes in Our World 18
Where Others See Problems, Entrepreneurs Recognize Opportunities 18
Train Your Mind to Recognize Business Opportunities 19
Entrepreneurs Use Their Imaginations 19
An Idea Is Not Necessarily an Opportunity 19
Opportunity Is Situational 20
The Five Roots of Opportunity in the Marketplace 21
Paths to Enterprise Ownership 22 Secure Franchise Rights 22
Buy an Existing Business 22
License Technology 23
Making the Business Work Personally and Professionally 23
A Business Must Make a Profit to Stay in Business 23
Profit Is the Sign That the Entrepreneur Is Adding Value 24
Profit Results from the Entrepreneur’s Choices 24
The Team Approach 24
Developing Skills for Your Career— Entrepreneurship or Employment 25
Chapter 2 Pathways to Success: Processes and Instruments 36 Feasibility Analysis: Does My Idea Work? 38
Analyzing Product and/or Service Feasibility 38
Analyzing Market and Industry Feasibility 39
Analyzing Financial Feasibility 41
Using the Lean Startup Methodology 42 Creating a Business Model Canvas 43 What Is a Business Plan? 46 Do You Need a Business Plan? 47
Your Business Plan Is the Key to Raising Capital 48
The Business Plan Is an Operations/ Execution Guide 48
Business Plan Components 49 Cover Page and Table of Contents 49
Executive Summary: A Snapshot of Your Business 50
Mission, Vision, and Culture: Your Dreams for the Organization 50
Company Description: Background and Track Record 50
Opportunity Analysis and Research: Testing Ideas 51
Marketing Strategy and Plan: Reaching Customers 52
Management and Operations: Making the Plan Happen 53
Financial Analysis and Projections: Translating Action into Money 54
Contents
x CONTENTS
Funding Request and Exit Strategy: The Ask and the Return 58
Appendices: Making the Case in Greater Detail 59
Business Plan Suggestions 59 Presenting Your Business Plan 60
Business Plan, Venture, Business Model, and Pitch Competitions 61
Honest Tea Business Plan 69
Chapter 3 Creating Business from Opportunity 98 What Defines a Business? 99 Use Effectual Reasoning to Your Advantage 100 What Sort of Organization Do You Want? 101
Your Company’s Core Values 101
Your Company’s Mission Is to Satisfy Customers 102
Your Company’s Vision Is the Broader Perspective 102
Your Company’s Culture Defines the Work Environment 102
The Business Opportunity Decision Process 103 Your Competitive Advantage 105
Find Your Competitive Advantage by Determining What Consumers Need and Want 105
You Have Unique Knowledge of Your Market 106
Factors of Competitive Advantage 106
Is Your Competitive Advantage Strong Enough? 107
Checking Out the Competition 108
Example: The Most Chocolate Cake Company 108
Competitive Strategy: Business Definition and Competitive Advantage 111
Feasibility Revisited: The Economics of One Unit as a Litmus Test 112
Defining the Unit of Sale 113
Cost of Goods Sold and Gross Profit 113
Your Business and the Economics of One Unit 114
The Cost of Direct Labor in the EOU—An Example 115
Hiring Others to Make the Unit of Sale 116
Going for Volume 117
Determining the Value of a Business 118 Asset Valuation Method 118
Earnings Valuation Method 119
Cash Flow Valuation Method 119
Unit 1 Entrepreneurial Pathways: SPANX—Idea to Entrepreneurial Opportunity 131
UNIT 2 Integrated Marketing 135
Chapter 4 Exploring Your Market 136 Markets and Marketing Defined 137 Research Prepares You for Success 138
Research Your Market Before You Open Your Business 138
Types and Methods of Research 139
Getting Information Directly from the Source: Primary Research 139
Getting Information Indirectly: Secondary Research 141
Segment and Industry Research Help You Make Decisions 143
Customer Research 144
Industry Research: The 50,000-Foot Perspective 145
Make Research an Integral Part of Your Business 146
Owning a Perception in the Customer’s Mind 148
Features Create Benefits 148
Home Depot: Teaching Customers So They Will Return 148
Which Segment of the Market Will You Target? 149
Successful Segmenting: The Body Shop 149
Applying Market Segmentation Methods 150
The Product Life Cycle 152
Is Your Market Saturated? 154
Market Positioning: Drive Home Your Competitive Advantage 154
Chapter 5 Developing the Marketing Mix and Plan 164 The Marketing Mix 165 Product: What Are You Selling? 167
Focus Your Brand 167
Ford’s Costly Failure: The Edsel 168
Ford’s Focus on Success: The Mustang 168
How to Build Your Brand 169
xi CONTENTS
Price: What It Says about Your Product 170 Strategies and Tactics for Effective Pricing 170
Place: Location, Location, Location! 172 Key Factors in Deciding on a Location 173
Promotion: Advertising and Publicity 173 Use Integrated Marketing Communications for Success 173
Promotional Planning and Budgeting 174
Delving into the Advertising Advantage and Sales Promotion 177
Types of Advertising 178
Media Planning and Buying: Focus on Your Customer 178
Marketing Materials Should Reinforce Your Competitive Advantage 178
Sales Promotion Solutions 179
Additional Marketing Options 181
Electronic and Social Media Marketing 183
Publicity Potential 186 Telling the Story 187
Sample Press Release 188
Follow Up a Press Release 188
Public Relations 188
The Additional P: Philanthropy 190 Cause-Related Marketing 190
Gaining Goodwill 190
Not-for-Profit Organizations 191
What Entrepreneurs Have Built 191
You Have Something to Contribute 192
Developing a Marketing Plan 192 Marketing Analysis 192
Marketing as a Fixed Cost 193
Calculate Your Breakeven Point 193
Chapter 6 Smart Selling and Effective Customer Service 204 Selling Skills Are Essential to Business Success 205
Selling Is a Great Source of Market Research 206
The Essence of Selling Is Teaching 206
The Principles of Selling 206
The Sales Call 208 Email, Blogs, and Social Networks 208
Prequalify Your Sales Calls 209
Focus on the Customer 209
The Eight-Part Sales Call 210
Three Call Behaviors of Successful Salespeople 211
Analyze Your Sales Calls to Become a Star Salesperson 212
Turning Objections into Advantages 212
Use Technology to Sell 213
Creating a Sales Force 213 Company Sales Team—Selling Directly 213
Independent Sales Representative Firms 214
Outsourced Customer Service Representatives 214
Successful Businesses Need Customers Who Return 214
Customer Service Is Keeping Customers Happy 215
The Costs of Losing a Customer 215
Customer Complaints Are Valuable 216
Customer Relationship Management Systems 217
Why Does CRM Matter? 218
Components of CRM for the Small Business 219
How Technology Supports CRM 220
Unit 2 Integrated Marketing: Kitchen Arts & Letters, Inc.— An Independent Bookstore Defies Industry Odds 229
UNIT 3 Show Me the Money: Finding, Securing, and Managing It 233
Chapter 7 Understanding and Managing Start-Up, Fixed, and Variable Costs 234 Start-Up Investment 236
Brainstorm to Avoid Start-Up Surprises 236
Keep a Reserve Equal to One-Half the Start-Up Investment 237
Predict the Payback Period 239
Estimate Value 239
Fixed and Variable Costs: Essential Building Blocks 240
Calculating Critical Costs 240
Fixed Operating Costs Do Change over Time 244
Allocate Fixed Operating Costs Where Possible 244
The Dangers of Fixed Costs 246
xii CONTENTS
Using Accounting Records to Track Fixed and Variable Costs 246
Three Reasons to Keep Good Records Every Day 247
Cash versus Accrual Accounting Methods 249
Recognizing Categories of Costs 249
Chapter 8 Using Financial Statements to Guide a Business 260 Scorecards for the Entrepreneur: What Do Financial Statements Show? 261 Income Statements: Showing Profit and Loss Over Time 262
Parts of an Income Statement 262
A Basic Income Statement 263
The Double Bottom Line 264
An Income Statement for a More Complex Business 264
The Balance Sheet: A Snapshot of Assets, Liabilities, and Equity at a Point in Time 266
Short- and Long-Term Assets and Liabilities 267
The Balance Sheet Equation 268
The Balance Sheet Shows Assets and Liabilities Obtained through Financing 268
The Balance Sheet Shows How a Business Is Financed 269
Analyzing a Balance Sheet 270
Depreciation 272
Financial Ratio Analysis: What Is It, and What Does It Mean to You? 272
Income Statement Ratios 273
Balance Sheet Analysis 275
Chapter 9 Cash Flow and Taxes 296 Cash Flow: The Lifeblood of a Business 297
The Income Statement Does Not Show Available Cash 298
Rules to Keep Cash Flowing 299
Noncash Expenses Can Distort the Financial Picture 299
The Working Capital Cycle 299 The Cyclical and Seasonal Nature of Cash Flow 300
Using a Cash Flow Statement 302 The Cash Flow Equation 302
Forecasting Cash Flow: The Cash Budget 304
Creating a Healthy Cash Flow 305
Managing Inventory to Manage Cash 306
Managing Receivables to Manage Cash 307
The Cash Effects of Accounts Receivable 308
The Life Cycle of Accounts Receivable 308
The Financing of Accounts Receivable 309
Managing Accounts Payable to Manage Cash 309
Negotiating Payment 309
Timing Payables 310
Capital Budgeting and Cash Flow 310 The Burn Rate 311
The Value of Money Changes over Time 312
The Future Value of Money 312
The Present Value of Money 313
Taxes 314 Cash Flow and Taxes 314
Filing Tax Returns 315
Collecting Sales Tax 315
Tax Issues for Different Legal Structures 315
Make Tax Time Easier by Keeping Good Records 316
Chapter 10 Financing Strategy and Tactics 328 Going It Alone Versus Securing Financing 329
How Often Do Small Businesses Really Fail? 330
What Is the Best Type of Financing for You and Your Business? 331 Gifts and Grants 331 Debt Financing 332
Debt Financing: Pros and Cons 334
Debt Advantages 334
Debt Disadvantages 335
Equity Financing 335 Equity Financing: Pros and Cons 335
Where and How to Find Capital That Works for You 336
Having an Excellent Business Plan Goes a Long Way 336
Family and Friends 339
Peer-to-Peer Lending 339
xiii CONTENTS
Financial Institutions and Dimensions of Credit 339
Community Development Financial Institutions 341
Venture Capitalists 342
Angel Investors 343
Insurance Companies 344
Vendor Financing 344
Federally Supported Investment Companies 345
Financing for Rural/Agricultural Businesses 345
Self-Funding: Bootstrap Financing 345
Accessing Sources Through Online Networking 346
Investors Want Their Money to Grow: Can You Make It Happen? 346
How Stocks Work 347
How Bonds Work 348
Unit 3 Show Me the Money: Finding, Securing, and Managing It—Liu’s Sweet Treats 361
UNIT 4 Operating a Small Business Effectively 365
Chapter 11 Addressing Legal Issues and Managing Risk 366 Business Legal Structures 367
Sole Proprietorship 367
Partnership 368
Corporation 369
Tips for Entrepreneurs Who Want to Start a Nonprofit Organization 372
Contracts: The Building Blocks of Business 374
Working with an Attorney 374
Drafting a Contract 375
Letter of Agreement 376
Breach of Contract 376
Small Claims Court 376
Arbitration 376
A Contract Is No Substitute for Trust 376
Commercial Law and the Entrepreneur 377 The Uniform Commercial Code (UCC) 377
The Law of Agency 378
Bankruptcy 378
Protecting Intangible Assets: Intellectual Property 380
Trademarks and Service Marks 380
Copyright 381
Electronic Rights 382
Patents 384
Protecting Tangible Assets: Risk Management 384
Insurance Protects Your Business from Disaster 384
Basic Coverage for Small Business 385
How Insurance Companies Make Money 386
Protect Your Computer and Data 387
Disaster Recovery Plans 387
Licenses, Permits, and Certificates 388 </p
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