Many small business owners operate their businesses without a business plan. They operate on a day-to-day basis without any planning for
long term. They only see
need to prepare one when they have to approach
bank for a loan or to tender for a big business contract.Is a business plan really necessary? Or is it just a show-piece to impress
bankers and business associates? Well, a well-prepared business plan, usually drawn up by a management consultant, does help to impress
bankers. But it is useless if
management do not understand
concepts behind
preparation of a business plan.
A business plan is just a static snapshot of what
business is like if all
assumptions about
environments and competitions remain static. But this is not
case in
real world. Consumers' expectations, market's supply and demand, competitions and other environmental factors change all
times. We have to modify and adapt our business strategies and operations continuously to meet
changing market conditions.
The true value of business planning lies not in
plan, but in
concept and planning process. The same thinking process can be used again and again to develop appropriate strategies to take advantage of
changes in
market place. Preparing a typical business plan would involve
following thinking process.
Step 1: Mission and Objectives - What do you hope to achieve in
long run? - Is this something you enjoy doing for
rest of your life? - Identify your mission with a purpose and not a product. For eg. to promote good reading habits among
people is better than being just a top bookseller. It gives you
flexibility to expand your business beyond bookselling to include publishing, educational seminars and others. - What are
steps or intermediate objectives needed to reach your ultimate goal.
Step 2: Competitive Analysis - Define your market in terms of size, market potential, growth rate, competitions, market segments and others. - What are
emerging opportunities and threats in your market? - Who are
consumers? Any peculiar buying behaviours? How can you reached them effectively? - What are your strengths and weaknesses? How best can you use your strengths to overcome
threats and take advantage of
opportunities? How can you counter
threats and your weaknesses with
help of strategic partners? - Who are your major competitors? What are their strengths? How can you capitalize on their weaknesses?
Step 3: Business Plan - Product or business concept: Answers to your competitive analysis will help you identify
market niche for your business. - Aim for a niche market unless you have
financial resources to take on
market leader head-on for a share of
mass market. - Profile of consumers in your niche market. - Market positioning - what do you want your customers to remember you for? - Product or service mix - what are you offering to customers (both tangible & intangible benefits)? - Pricing strategy - price is directly proportional to
product's exclusiveness. - Order fulfillment and distribution system - a sale is not complete unless
good is delivered properly to
consumer within a reasonable span of time. - Marketing and sales promotion. What is your budget? What are
effective channels to reach your target consumers? Include advertising, sales promotion, publicity and sponsorships, and personal selling.