The One–Hour Business Plan – The Simple and Practical Way to Start Anything New

<p>Setting the Tone ix<br /> <br /> Introduction xi<br /> <br /> Why These Cornerstones Build the Best Foundation for Any Business Plan xvi<br /> <br /> Module 1<br /> <br /> What Are You Offering? 1<br /> <br /> Create a Value Proposition That Makes a Stronger Business Model<br /> <br /> The Need 5<br /> <br /> The Solution 8<br /> <br /> Features versus Benefits 10<br /> <br /> Advantages 14<br /> <br /> Written Exercise:Write Your Value<br /> <br /> Proposition 19<br /> <br /> Value Proposition Exercise #1 The Value Proposition Building Blocks 20<br /> <br /> Value Proposition Exercise #2 What Do You Do? 22<br /> <br /> Value Proposition Exercise #3 What Do You Want? 24<br /> <br /> Module 2<br /> <br /> Who Are You Offering To?<br /> <br /> The Customer Target Market 27<br /> <br /> The Only Sustainable Source of Business Funding for the Long Term<br /> <br /> Customer Target Market Introduction 29<br /> <br /> Market Size: The Addressable Market 31<br /> <br /> Customer Demographics and Demographic Profiles 33<br /> <br /> Customer Categories 34<br /> <br /> Second–Phase Customers 35<br /> <br /> The Customer Target Market Funnel 35<br /> <br /> Public Relations 38<br /> <br /> Advertising 41<br /> <br /> Marketing 44<br /> <br /> Sales 47<br /> <br /> Written Exercise Preparation 51<br /> <br /> Customer Target Market Exercise: Methods and Lists 52<br /> <br /> Module 3<br /> <br /> Who Are Your Competitors?<br /> <br /> Competitive Positioning 55<br /> <br /> Viewing Your Offering Through Your Customers Eyes<br /> <br /> Competitive Positioning Table Exercise 64<br /> <br /> Module 4<br /> <br /> What s Next? Next Steps 69<br /> <br /> What Milestones and Action Plans Do for Your Business<br /> <br /> Milestone Introduction 72<br /> <br /> Business Milestone Definition 76<br /> <br /> Essential Elements of a Business Milestone 78<br /> <br /> Examples of Business Milestones 79<br /> <br /> Milestones in Practice: Sandbagging, Overstatement, and Balance 81<br /> <br /> Action Plan and Goals Defined 84<br /> <br /> Milestone Quality Control Check: Stiflegoal and Stiflestone 86<br /> <br /> Milestone and Action Planning Worksheets 89<br /> <br /> Module 5<br /> <br /> How Much Money Will You Make?<br /> <br /> The New Offering to Cash Mini–Budget 93<br /> <br /> A Simple Way to Predict How Much Money You Will Likely Make<br /> <br /> How Much Money Will Your Business Model Make? 96<br /> <br /> Selling Price 102<br /> <br /> Average Sales Cycle Time/Customer Acquisition Time 105<br /> <br /> Unit Sales Forecast 107<br /> <br /> The New Offering to Cash Mini–Budget Worksheet Exercise 112<br /> <br /> Conclusion: Pulling It All Together 117<br /> <br /> Using Your One–Hour Business Plan to Earn Customers Today<br /> <br /> I Love Beta Users of Innovations and You Should, Too 127<br /> <br /> CEOs and Entrepreneurs Have a Lot in Common 130<br /> <br /> Other Applications of the One–Hour Business Plan 132<br /> <br /> On the One–Hour Business Plan Concept Is It a Gimmick? 137<br /> <br /> Get Feedback on Your Plan Foundation from Advisors, Colleagues, and Mentors with Successful Exits 139<br /> <br /> Benefits of Sending Us Your Worksheets 142<br /> <br /> Help Us Get the Word Out ThisWorks! 143<br /> <br /> Final Thoughts 147<br /> <br /> Acknowledgments 153<br /> <br /> Index 159</p>