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Business Plan - Outline /

The strategic plan of a company begins with a list of variables that could represent the strengths, weaknesses, opportunities and threats (SWOT) for her. Whether for a going concern or a new business initiative, begins with a list of opportunities and threats that were identified in the environmental analysis and industry analysis, through study or market survey.

When it comes to a going concern, it is necessary to show what their resources, their capabilities and core competencies to be used to create a competitive position in the market because, making use of these items companies make best activities competitors differentiate themselves, create greater value for their customers. Through this analysis of the components of an organization, the employer may decide what are the strengths and weaknesses inside the company, which will help you seize the opportunities and fight against environmental threats.
But when it comes to a new business how do you assess the strengths and weaknesses and relation to development opportunities and control of threats? If the company does not is, how We can evaluate an organization's internal factors exist? In this case, internal evaluation is based on the analysis of the skills, knowledge and resources founding entrepreneurial team. Therefore, there will be an assessment of a company but a team of people.

Vision and Mission "project"

mission statements and vision characterized not only their business plan but also your company. Inform the reader what your business represents, their beliefs and trying to achieve.

Vision: Made

SWOT analysis, the next step is to determine the company's vision in a practical way, the vision is the dream we aspire to, an ambitious goal to which you want to go in the future. It is very important that the vision is shared by all members of the organization. Example

For an exporter of Paprika the U.S. market, his vision might be:
"Being the largest exporter of fruits and vegetables of Peru", or
"Being an exporter of vegetables highest quality in Peru " or
"Being the largest exporter in the world Paprika"

Mission:

The mission of a company shows why the organization and what to do, is its raison d'etre. To define it must answer the following questions:

• About us
• What We Do
• Who we do it?
• How do we do?
• Where do we do?
• Why do we do?
• What do we believe?

exporting company for Paprika, the mission could be:

"We are an agribusiness company Ica Valley, dedicated to the production and marketing of vegetables and vegetables for the U.S. market. Our clients are large international wholesalers, mainly from United States looking to have a timely supply of quality that complies with the certification of organic products. We have a team of workers committed to the values \u200b\u200bof the organization and identified with the philosophy of quality. provide welfare for our workers, their families and the families of the valley of Ica that indirectly are linked to the company. "

should take note:

• Any public or private organization, for a fee or for free, where no mission is like a ship adrift.
• The mission should be geared to consumers or to beneficiaries or users (customers).
• The mission must be known and carried out daily by all members of the organization, and must be known in the community.

Strategic Objectives There is no consensus as to which areas in which competitive firms should set their strategic goals. However, it is known that all strategic goal must meet three conditions:

1. set for the entire organization.
2. permanent settlement.
3. Set in quantitative terms as far as possible.

For example, a company that offers adventure travel for national and foreign tourists, may have strategic objectives:
a) Positioning in the next five years as the best adventure travel company Colca Canyon, the quality of their services.
b) Have qualified personnel Colca Valley, for the optimal development of business activities.
c) Get a 18% net annual return over the next 5 years.
d) Have partnerships with three hotels in the Colca Valley for the next five years.
In this case, the strategic objectives are often expressed in quantitative terms,
are generally long term and permanent nature.

Another aspect that is essential as part of strategic planning of a project or a going concern is the definition of called "Critical Success Factors."
These factors can be many and varied depending on the rotation of the company or industry, but are about ten who "send the royalties"

• sales
• average cost of inputs
• human
• penetration
• customer retention rate
• production error rate
• staff productivity
• delivery
• number of returns
• logistics

Each of these critical factors also must be evaluated continuously with a accurate indicator. For Sales for example, is obviously the number of units sold per period.

Analysis of Strengths, Weaknesses, Opportunities and Threats (SWOT).

Also known as SWOT or SWOT. Is a strategic tool used to determine the present situation of a company. It is a tool used to analyze the strengths, weaknesses, opportunities and threats of a company and determine its competitive position against competitors. Its main function is to detect and analyze external variables that could affect the organization as well as internal resources and capabilities with which the organization has and then design appropriate strategies to achieve the objectives.

External Factors

• Opportunities: Business opportunities are external factors that benefit or benefit to thecompany. To this end, these opportunities must first be correctly identified. Make a list of all the positive factors are presented and then arrange them in order of importance. Keep them there to use them.
• Threats: Threats are situations occur that affect the development of the project. The threats are of a different nature: legal, tax, sectoral policy, accidental disasters and other situations that can significantly affect the project. Identify threats and if it is possible to eliminate at least Esquivel.

Internal Factors

• Strengths: What we need to enhance and maximize. Therefore, we must make a list of all the positive factors that depend on our performance.
• Weaknesses: The weaknesses are internal factors (that depend on us and our performance) and affecting the development of our project. What to do with them? Then, delete them. Identify the weaknesses of your company and make a plan and take steps to eliminate them. Some measures that can help eliminate the weaknesses include training, strategic alliances, cooperation agreements, among other measures.

Business Strategy

strategies relate to the way organizations achieve their objectives. In this effect, strategies respond to the question: How can I act to achieve the objectives and how I will respond to competition?
The MSEs, ie companies with a business unit, have only four options to enter a market or stay on it. These are:

cost leadership strategy: usually applies when the employer wants to capture a large market share and it does not show the differentiation. In this case, the average price of the product tends to be below the industry average price, sufficient quality for that market. Such companies are very focused on analysis and cost control, as the work efficiency is a key feature for success. The cost leadership strategy, it is often effective when:

• The market is composed of many price-sensitive buyers, there is little chance of achieving the differences between products.
• Buyers do not appreciate the differences between the two marks.
• When there is a lot of buyers with significant bargaining power.

Strategy differentiation: are in a constant struggle to maintain the characteristics or attributes that show their difference. Companies that opt \u200b\u200bfor this model should continue to be efficient, but also constantly seek to differentiate themselves, so they must have a good marketing budget, to disclose to customers the unique features that make your product or service. The company is focused on providing a product or service with distinctive characteristics and attributes that are valued by the customer and therefore are willing to pay a price above the market average.

In this case, the company "focuses" only on a portion or market segment that has been clearly defined. This may be because the employer is interested NO cover a large proportion of the market nor be known to many potential clients or their resources, capabilities and core competencies can not reach a significant market share. This strategy of approach in turn has two options: Focus on costs and focus on differentiation.
cost focus strategy: cost focus strategy is when the objective is oriented only to specific segments of the company's strength lies in its ability to control costs with high standards efficiency.

differentiation focus strategy: When the objective is geared only to specific segments of the company's strength lies in its ability to differentiate the product or service and presenting it as unique.

In general, when it comes to a new company, with a single business unit, the main objective is to enter the market and through one of the four strategies presented above, to compete in search a position in the industry.
However, if the company is already underway, or has some time on the market, the entrepreneur has the possibility of making the company grows, expands, shrinks or disappears. At that time, the employer should analyze the environment, the capabilities of the company and will have to define what is best for the organization. Then, strategic analysis is not to define competitive strategy is used, but to determine a competitive stance. The three competitive bids for companies that are running and looking to grow or expand their operations tend to be:

• integration strategies.
• intensive strategies.
• diversification strategies.

Although the employer of the MSE is not the need to choose one of these strategies, it is important to know them, because they will help you have a vision of your company.

Source providing competitive advantage

Competitive advantage is what a company owns and which serves to create value for its customers, being very expensive, rare and difficult to imitate part of current or potential competitors.
The chances of business success will be greater, to the extent that the employer is able to:

• Make a proper analysis of the environment and its capabilities.
• propose a realistic and positive future of the company.
• Establishing a mission that meets the needs of all customers of the organization (shareholders, consumers, workers and society in general).
• propose realistic goals, achievable and motivating.
• Identify the most appropriate strategy to compete successfully in the market.
• build competitive advantage.

Sources

- Business Plan
tool to assess the viability of a business
Karen Weinberger Villarán
- Manual for Business Plan Guide
work based on models, templates and check lists
Lazaro Droznes
- A Guide for Managers SMEs to develop a Business Plan
bank of Argentina
- Course: Business Plans
Business Training Center

White Thing Out Of My Cat's Butt

Strategic Planning Business Plan - Scheme / Plan of Marketing and Sales.

The Marketing Plan is therefore an essential element in our Business Plan. We must be able to convince investors that, for our idea, there is a market that can serve profitably.
Before starting the development of the marketing plan, it is important that the employer have completed the market survey and be clear and precise answers to the following questions :

What
• attributes of the product or service that add customer value?
• What is the customer profile?
• What is consumer behavior?
• What are the characteristics of the competitors?
• What is the market segment you want to meet?
• What is the number of potential customers?

The objective of the Marketing Plan (marketing, marketing) and Sales is to generate strategies that allow you to place products in front of those who produce and market competition and thus secure care and profitability.

We can work plans for the short and medium term.
Among the objectives we hope to achieve in the short term may be: i) to estimate the possible participation in the local market and ii) achieving customer satisfaction.
For the medium term is sought, however, more ambitious goals and objectives, including: setting sales growth rates by periods or other periods, precise positioning (level of recall and fixing in the mind of the consumer) of nuestroproducto ; set goals of coverage and depth of distribution, among others.

Every good marketing plan should include two main parts: a definition of target or target group and marketing program to promote their market and sell your product or service.

1. CHOICE OF TARGET MARKET

The objective in this section is to describe a demographic profile of the typical consumer. The more clearly you defined the customer, the easier it will build a marketing program to reach it effectively.
Although your product or service can meet the needs of a wide area of \u200b\u200bpotential clients, the goal is to define your customer base as specific as possible (both quantitatively and qualitatively).

To determine the target market we can begin to divide the market into more homogeneous parts
it possible to determine which segment we serve. This exercise is known as market segmentation .

Customer segmentation has two aims. First, it serves to define the market you can get Nuesto product. Secondly, the segmentation of customers helps us to design a strategy Marketing-specific and therefore more effectively to different segments. They may show an interest in our product
for different reasons.

Consider the following items to define their clientele:

Individuals

* Age * Gender * Level

income * family life cycle (single, married, divorced, widowed)
* Occupation

* Education * Race / Ethnicity * Social Class


Business
* Product / service sold
; * Years in Business

* Billing * Number of employees.
* Private / public

Geography
Where are their customers?
Are they in urban areas live in rural areas?
Technology has made for many projects, the location is not a relevant factor, but it remains an important element in defining the target.
correctly decide what should run an ad every day will save you money and help generate more effective marketing results. Identify your customer for the following features:
* Country / region

* State * City / Town
* Population size

* Climate * Population density
* Psychology and customer behavior

is important to define the psychological characteristics of the target: attitudes , beliefs, hopes, fears, prejudices, needs and desires. For these definitions should be considered: * Social class

Lifestyle
* * Leader / follower
* Extravert / introvert
* Independent / dependent
* Conservative / liberal
* Traditional / open to change
* With awareness social / self-centered

customer psychology is related to their behavior as consumers and their mode of purchase and use of their products and services. The questions to be answered are:
* Do you use products and services similar to yours?
* How often?
* What benefits the customer perceives your product or service?
* How the customer uses the product / service?

Market Size
After identifying the client, you may define the size of its customer base.
How big is the target market? Correctly decide which newspaper should put a warning will save you money and help generate more effective marketing results. Identify your customer for the following features:
* Country / region

* State * City / Town
* Population size * Weather

* Population density
* Psychology and customer behavior
is important to define the psychological characteristics of the target: attitudes, beliefs, hopes, fears, prejudices, needs and desires. For these definitions should be considered:
* Social class
* Lifestyle
* Leader / follower
* extravert / introvert
* Independent / dependent
, * Conservative / liberal
* Traditional / open to change
* With social consciousness / self-centered
customer psychology is related to their behavior as consumers and their mode of purchase and use of their products and services. The questions to be answered are:
* Do you use products and services similar to yours?
* How often?
* What benefits the customer perceives your product or service?
* How the customer uses the product / service?
* Market Size
* After identifying the client, you may define the size of its customer base.
* How big is the target market?
* There are millions of potential customers to buy your product?
* Or your target is a small handful of very important clients?
If too big, consider shrink it and focus on a particular niche. Trying to sell a large number of consumers is difficult and costly, especially because competition is likely to prevent you from achieving a considerable market share.
If it is too small, you may be able to capture enough customers to make a profit enough?

Market Trends

have defined his client and determined its size. It is time to explore trends in your market. Within the next few years to respond:

* What growth rate can be expected within their target?
* What changes are occurring and will occur in your market?
* What changes will occur in the future use of the product or service?

2. DETERMINE THE COMPOSITION AND CHARACTERISTICS OF MARKETING - MIX

defined target market, you must determine how it will be achieved. Explain the processes to follow to reach potential customers and make them effective and faithful customers. It is important to show investors that you have identified specific procedures to position effectively marketing and selling your product or service.

Marketing determinants are the price, product, Distribution and Promotion of the good or service to offer. This combination is known as the Marketing Mix or the 4 "P" of marketing (product and service, price, promotion and place).

is important to note that in developing the marketing mix the employer must establish:

• What are the characteristics of the product or service to offer?
• What is the price level established?
• Where do you offer the product or service or what the distribution channel?
• How will you communicate to the target audience the benefits and attributes of your products?
• Who will have direct contact with the customer?
• How to provide the service?
What
• environmental conditions will develop the service, ie what is the physical evidence of the product or service?

All these elements of the marketing mix up the offer. In this sense, the offer is more than the product. It's a value proposition that meets the needs of the customer.

Product: What features Nuesto product must be at the height of the main needs of the customer?
Price: How much can we ask for our product and what purpose we want to achieve with our pricing strategy prices?
Position: How will we be able to reach customers with our product?
Promotion: What media will resort to convince our customers of the advantages of our product?

acontinuación define each of these concepts.

A. Product Description

The first element of the marketing mix is \u200b\u200bthe product or service. When he describes is covering: design, its characteristics, benefits, quality and quality of ancillary services, the quantity, availability and variety of the product attributes of the container and packaging, customer service, brand and the benefits .

B. Pricing Strategy: With our position, we decided how we will differentiate our product from the competition and that includes pricing. More specifically, we seek an answer to the following questions:

What may be the price of our product? The price list will be determined according to the cost structure of the company, competitive prices, the perception of customers and financial results expected by the employer. Remember that your sales represent revenue dela company. In general, the price of the goods is determined according to:

• The perception we have of the good or service.
• The intensity of unmet need.
• positioning the product or service in the minds of consumers.
• customer purchasing power.
• The cost structure of the product or service.
• The price of competing products or substitutes.

What pricing strategy we adopt?

This strategy will depend on what our goal: We want to enter the market quickly with low prices or get the maximum gains from the beginning?

new companies generally have many reasons to develop strategies based on the idea of \u200b\u200b"maximum profits from the beginning", normally the new product is positioned as "better", so that its price may increase. More prices produce high, in general, wider margins, allowing the new company to finance their expansion. It is possible to carry out new investments to these benefits, thus avoiding having to resort to other investors outside the company
.

The strategy of "low prices" may be more indicated in the following cases: If the competition is fierce: When the barriers to entry is low, it is likely to rise to a strong competition, and strategy "low prices" is the best way to get a large market share before competitors. However, it also raises the question of whether this practice advisable for a start-up company.

C. Distribution Strategy and square

Our product or service has to reach the consumer. However simple it may seem, this statement is an important marketing decision. Why avenue through which "distribution channel" we will introduce our product?. Several questions arise that will influence the election.

At this point, we need to analyze what are the distribution channels that the industry has, ie

• Do you sell directly to customers?
• Do you use sales representatives, distributors or agents?
• What are the advantages and disadvantages of using third parties to sell?
• How do customers access to "valuable"?
• How many distributors there are and how they are distributed geographically?
• Do dealers have any bargaining power?
• "Distributors are partners?

The distribution channel can be intensive when using all channels of distribution, can be selective when using some of the intermediaries and may be unique when it comes directly from producer to consumer or end user.
For example, when a bread bakery sells directly to a housewife, said that the distribution channel is unique, growing from producer to customer.
On the other hand, a farmer who sells a product to an intermediary or carrier, who in turn sells it to a wholesale market wholesaler, who sells to a street that has a seat on the municipal market, so that finally the product reaches the Decasa love is an intensive distribution channel.
The distribution channel for an exporting firm. In can be seen that there are two or more export opportunities. One of them is exported to international markets through an export agent and the other case, shows a selective distribution channel in order to reach the user or customer.

D. Promotion Strategy

Having a good product or service is not a guarantee of success. You have to make their products or services, and inform how and where to buy them. We explain to our customers what constitutes the benefits, or "customer value" of your product or service. Need to convince them that meets their needs better than products or services from the competition or any other alternative.
Describe how you will get to know. Highlight the activities you will undertake to this end, for example, investment in advertising, trade shows, direct mail, telemarketing and other means of promotion that uses or will use to reach potential customers.

promotion strategies are related to:

• advertising activities.
• Direct Marketing.
• Personal Selling.
• sales promotions.
• Coupons.
• Sweepstakes. Promotions
• joint.
• Loyalty programs.
• Public Relations

Another aspect that the entrepreneur or management team must define the methods of sale are:

• Will it sell over the phone?
• Catalogue Will it sell?
• Do call and visit directly customer?
• "will be used for e-mail?
• Do they fit a store?
• Do participate in local fairs, national or international?
• Will there be advertising on radio or television?
• Is used print media like magazines and newspapers?
• What promotional material such as videos, brochures, leaflets will be provided to seller to help you meet your sales target?

The employer should be very clear that there various sales and marketing strategies for:

• Getting to the international market.
• Reach local, regional or national level.
• Sell products or consumer services to the consumer.
• Sell products or services or exclusive luxury to the ultimate consumer.
• Sell products or services to companies or intermediaries.

Sources

- Business Plan
tool to assess the viability of a business
Villarán Karen Weinberger
- Manual for Business Plan Guide
work based on models, templates and check lists
Lazaro Droznes
- A Guide for Managers SMEs to develop a Business Plan
bank of Argentina
- Course: Business Plans
Business Training Center