About the authorAcknowledgementsForewordIntroduction to the First EditionIntroduction to the Revised Second EditionIntroduction to the Third EditionSymbols used1 What� s it all about?Have you heard the one about � Who should read this book A quick fix or a longer-term tool? What is a plan anyway? Why bother? Key objectives for your plan Your target audience Ten steps to a successful business plan Don� t trust consultants Who writes the business plan? How to use this book 2 A winning presentation A concise communication Computer software Make it feel good First thoughts on layout Creating an outline document 3 Getting down to it Why? When you don� t want to be a big fish What to do if you have several businesses Your list of contents The executive summary The conclusion Responsibilities � and the timetable Be a SWOTWhere now? 4 Know yourself Taking stock Start with the basics The central objective Are you visionary? How did you arrive here?Some numbers to please the bankers Building up valueThe all-important management team Business organisationBusiness infrastructureProducts and servicesCore competenciesThe next step5 Know the worldFor or against you?The next stepsCollecting informationUnderstanding the world at largeBusiness partnersThe market � what you are fighting forThe industry � what you are up againstCompetitive advantagesNow write about itMoving on6 The core of your planA strategy and an operating planPortfolio strategy � what businesses should you have? Business strategies to satisfy your desiresStrategies for department managersResource requirementsStrategic objectivesDocumenting the strategyCreating an operating planDocumenting the operating planOnwards7 About these numbers� The time has come� , the walrus said, � to speak of other things� Varying views of the same numbersThe way that bean counters thinkThe planning horizonLooking backEstimating the presentCrystal ball gazingSoftware toolsPutting it to good use8 Getting to gross profitBreathe easilyForecasting sales volumesThe big picture � the economyUp close and personal � industry and product demandPulling it all togetherCost of salesGross profitWriting it up9 Getting to net profitWhere the money goesCapital spendingCapital assets that you already ownCapital assets that you want Accounting for fixed assetsOperating expenditureNet profitOther income and expenditureMoving on10 Funding the businessBalancing your cheque bookBalance sheets and cash flow mechanicsBalance sheet headingsProducing the paper Watching cash flow Using a surplusGetting it fundedDebt or equity? What� s the deal? Putting a price on successDoes it all hold together?11 Managing risksIdentify risks and improve planningIt� s normally like thisHow many coconuts do you need to sell?Marginal likelihood of shutting down? What you need, when you need itWill it pay off? What if?The economyIf the worst comes to the worst ...Grand finale12 Getting it approvedPulling it all togetherFocusWhat readers of the plan will look forThose financials againFinal check on the planThey don� t know what� s coming to themPreparing for the meetingAt last, the first meetingMeeting post-mortemsFollow upBack to the drawing boardDue diligenceThe contractCash in the bank13 Now make it happenTime for a break? From plan to realityA change of focusCommunicating the planWhere do you draw the line? Policies, rules and proceduresWho does what? Employee objectivesHow much freedom? Financial objectivesMonitoring other objectivesMonitoring the worldConfirming and revising strategy and plansDon� t forget the carrotsAnd into the next business planTrying to catch the tail Appendix: Tetrylus Inc business planIndex
Richard Stutely has handled business plans on every scale � as a manager with HM Treasury (the UK finance ministry); a stockbroker and member of the London Stock Exchange; and subsequently as general manager of an international bank, where he saw business planning from a financial and funding perspective. Richard runs training courses, workshops, seminars and lectures for MBA students and corporate audiences. His books include The Definitive Guide to Business Finance, Brilliant Business The Economist Guide to Economic Indicators and The Economist Numbers Guide.