Business Plan Game презентация

Business Plan Lecturers
Rob Warmenhoven (Marketing)
Florentien Popescu (Finance)
Yvette Hartink (Finance)
Jan Luijten(Finance)
Chris Daniels (Finance)
Tijmen Weber(Marketing)
Arnhem Business School

Arnhem
city on the river Rhine
1 hour from Amsterdam,
5 hours from Paris,
5 hours from Londen,
5 hours from Berlin

Arnhem

Arnhem Business School
HAN 30,000 students
Faculty of Economics, Management and Law
has 9,000 students:
> 1,000 international students, 2 exchange students from Plekhanov

Lets begin

Purpose of the Business planproject
In the Business Plan Game you will work with fellow students on the creative process of developing an business idea to a business plan

Step 1 Kick off

Step 2- Choosing your business Idea

step 3 write Businessplan

step 4 End Presentation

The Businessplan

Introduction
Intoduction to the group and the product idea
Personal data
Company data

A Marketing and a Financial part

Structure Marketing part
External Analysis/DESTEP
Competition
Marketing strategy( including Customers)
Marketing mix

Structure Finance part
Explanation about:
Balance sheet
Income statement
Cash flow statement
Financial performance, ratios

Grading Criteria Business Plan
Marketing grade
counts 40% in End grade
+
Finance grade
is 40% in End grade
.

General Criteria

Presentation
presentation grade is 20% of the End grade
The purpose of the presentation :
Briefly present your idea to the audience (what is your idea?)
Present your business plan to the audience (how are you going to market and finance your idea?)
Defend your business plan by answering questions from a team of lecturers and Business Professionals

Program BP

VK group
Join: 2018 BP Plekhanov ABS
Example commercials
Reader BusinessPlan
Extra information
Example businessplan

Group(s) !
All Groups please report to Floretine Popescu between 11:00 and 12:00 to check attendence of groups/students.
Every day write in the board where we can find you in building 1 or 3
We are in the room on the schedule , visiting other groups or in the Lenin auditorium.

Example advertisements of BSP groups
3 movies from other years

Questions?

Be Creative

Structure Marketing part Businessplan
External analysis
Competitors
Customers Segmentation
Marketing Strategy
Marketing mix

External analysis Tools
Macro-environment (DESTEP model)
Competitors analysis
Customer analysis

Macro Environment (DESTEP)
Political

Demographics
Population Size
Age groups
Gender
Ethnic group
Income
Educational level
Occupation
Family structure

Birth Rate in Russia 2017

Economic
An increase in the value of the trading currencies increases the prices of products in overseas markets.
Income distribution and changes in purchasing power
Tax rates
Interest levels
GDP levels (national income)
© 2013

Average income in dollars $

The sociocultural environment
Characteristics of society
Characteristics of people in that society
Cultural values and beliefs.
Trends

breakfast

© 2013

Technological environment
Fast pace of technological change
High research and development costs and equally high budgets to ensure advancement.
The emergence of the Internet
© 2013

Macro-economics: Ecological
Growing shortage of raw materials
Increased pollution
Increased government intervention
Global warming
Nuclear energy

Political and legal environment
New legislation requiring the company product to be modified for safety reasons.
Protecting companies/ consumers
Growth of public interest groups

Political developments
Food Safety/ labour laws
© 2013

DESTEP
© 2013

Write them down
© 2013

3) Competition

What about competition?
Strategy
Target group(s)
Product Positioning
Marketing mix

Industry analysis
Give Details about the market of your product
Market potential
Trends, Market size
Market growth,
Seasonal influences

Sales of Candy in the Netherlands
© 2013

Set Objectives , choose main strategy, and marketing strategy

Types of marketing plan objectives
Marketing objectives
To manage key relationships/activities
To develop a new product
To organize an event with at least 500 targeted visitors in 2012
Financial objectives
To attain certain financial results
Make € 100.000 profit within two years in the market of green pot plants
Societal objectives (People-Planet-Profit)
To achieve social responsibility results. Help workers
To produce environmentally friendly, reduction of waste
with 10% in the coming production year 2012
Presentation © 2005 Marian Burk Wood - all rights reserved
5-7

Strategy

Step 1 Segmentation
The process of dividing a larger market into smaller pieces based on one or more meaningful shared characteristics

Segmentation

Consumer/customer Analysis
1 Who are the customers?
2 When do the buy ?
3 What do customers do with our products ?
4 Where do they buy
5 Why do consumers / customers buy ?
6 Why do they don’t buy your

Step 2 Targeting
Core strategy is the matching of company strengths and market opportunities
Identification of group of customers to whom the company can clearly show it has a differential advantage.

Step 3: Product Positioning

Differentiating markets
Companies and their market offerings can be differentiated along the lines of Product differentiation, Service differentiation, Personal differentiation, Image differentiation

Differentiating markets (1)
Product differentiation
Features and benefits
Quality
Performance
Innovation
Consistency
Reliability
Style and design
Durability
Repairability

Differentiating markets (2)
Services differentiation
Delivery
Installation
Repair services
Customer training services
Consulting services
Speed of service
Student company

Differentiating markets (3)
Personnel differentiation
Hiring
Training
Customer focused
students

Differentiating markets (4)
Image differentiation
Images that reflect the ‘soul’ or ethos of the company

Example Positioning
For Russian students that need EnergyChocolate, Arnhem Chocolate Company produced a solition that creates an ultimate cocao-energy shot unlike the competitors, our product have a very strong flavour

Perceptual Map

Marketing Mix

Product

Layers of the product

Individual Product Decisions

Dimensions of Product Quality
Figure 9.4

Features as a tool for differentiation
Value of features versus cost to company
Style based solely on visual impact
Does not make product perform better
Design contributes to usefulness
Product Attributes

Branding
Name, term, sign, symbol or design or a combination intended to identify goods or services of a seller or group to differentiate them from competitors

Pricing

Price
Set Price, Credit terms, payment period, discounts, commissions

Figure 16.5 Primary considerations in price settings
Pricing objectives

Four price-positioning strategies

In marketingmix
What is your pricing Objective/
Consumer price and retailer price
Discounts possible ?
Different prices senior, children, holidays

Promotion

the coordination of marketing communication efforts to influence attitudes or behavior
Promotion

INTEGRATED MARKETING COMMUNICATIONS STRATEGY
Personal
Selling
Public
Relations
Direct
Marketing
Sales
Promotion
Advertising
Consistent
and Clear
Messages
Social Media

MARKETING COMMUNICATIONS MIX:
ADVERTISING
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Personal Selling
Personal presentation by a firm’s sales force for the purpose of making sales and building customer relationships

Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or service

PUBLIC RELATIONS
Building good relations with the company’s various publics by obtaining favourable publicity, building a good “corporate image”, and handling or heading off rumours, stories, or events

Public Relations/Sponsorship

DIRECT MARKETING
Direct communications with carefully targeted individuals to obtain an immediate response

12-
Social Media/Buzz Marketing

Place (Distribution)

How to reach your customer

WHY USE MARKETING INTERMEDIARIES?

CONSUMER MARKETING CHANNELS

Structure Marketing part Businessplan

Financial Part Business Plan

Balance sheet

Balance sheet (example)
Current assets
cash
A/R
Inventories
prepaid expenses (rent etc.)
Fixed assets
machines
transportation vehicles
buildings
Current liabilities
bank overdraft
A/P
N/P
tax payable
interest payable
Long term debt
Bank loan
Mortgage payable
Owners’ equity
capital
retained earnings

Current assets

Fixed assets

Current liabilities

Long Term Debt

Owners’ Equity

Income statement

Income statement (example)
Revenues
Cost of goods sold -/-
Gross profit
Other expenses -/-
EBITDA
Depreciation and amortization -/-
EBIT
Interest -/-
EBT
Taxes -/-
EAT

Cash flow statement

Cash flow statement (example)
jan febr march april etc.
CASH FLOW IN:
collections from customers
-
-
Total cash flow IN 20 32 x x
CASH FLOW OUT:
payments to suppliers
payments to employees
-
-
-
Total cash OUT 15 34 y y
CHANGE IN CASH (x-y) 5 (2)
+ beginning cash +2 7 5
= ending cash 7 5

Ending Balance sheet

Ratios