The Definitive Business Plan

About the author Acknowledgements Foreword Introduction to the First Edition Introduction to the Revised Second Edition Introduction to the Third Edition Symbols used 1 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 SWOT Where 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 value The all-important management team Business organisation Business infrastructure Products and services Core competencies The next step 5 Know the world For or against you? The next steps Collecting information Understanding the world at large Business partners The market -- what you are fighting for The industry -- what you are up against Competitive advantages Now write about it Moving on 6 The core of your plan A strategy and an operating plan Portfolio strategy -- what businesses should you have? Business strategies to satisfy your desires Strategies for department managers Resource requirements Strategic objectives Documenting the strategy Creating an operating plan Documenting the operating plan Onwards 7 About these numbers 'The time has come', the walrus said, 'to speak of other things' Varying views of the same numbers The way that bean counters think The planning horizon Looking back Estimating the present Crystal ball gazing Software tools Putting it to good

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.