Your business idea is as successful as how you sell it (Part 1)

Yvonne Urbach from Businessplan-Wettbewerb Berlin-Brandenburg tells us what a business plan should look like to make it sell

The road towards the perfect business plan is not easy. There isn’t just one solution for every business model, every industry or every idea. But still, there should be a few essential elements to every business plan. Yvonne Urbach from Businessplan-Wettbewerb Berlin-Brandenburg knows what to look out for when making one. In our two-part series, she sums up the best advice she can give.

The first part of the series is above all about you: your business idea, your team and what the perfect market entrance should look like to get you and your idea started in the scene.

All the important information at a glance: the résumé

The résumé is an essential part of the business plan and should not contain any information that will not be expanded on later. It contains a short outline of all the important aspects of the business plan and gives some information on the product or service. Additionally, the necessary capital, the expected profitability and the market potential should be worked out here. A short explanation of the USP, the customer value, as well as target group and competition analysis are also expected.

Getting down to business: the business idea

The central feature of a business concept is its detailed description of the product or service and the identifiable customer value. In other words, how your business idea distinguishes itself from pre-existing models. It illustrates development phases and builds on previous milestones. And perhaps most importantly of all: what problem does it solve for your customer? The description of the customer value can then lead directly to the target group. How you present the target group will be the basis for your market analysis and marketing. Explain in this part the development phase you are in. If a prototype exists or if you already have a pilot customer, then give a detailed description of what or who it is.

Give your company a face: the founding team

The success of a company rises and falls according to the personalities and competences of the founding team. Provide here a detailed account of your diverse competences and how they contributed to the division of labour. It is a good idea to also include work experience in earlier jobs alongside your professional and commercial competences.

A word of advice: starting with short, personal anecdotes gives you a human touch that makes you more likable.

Giving it your all: the market analysis

While doing your market analysis, look closely at your market, your potential customers and your competitors. Examine what inner and outer factors influence your market. Apart from the macroeconomic, socio-demographic and technological developments, this also includes the political and legal conditions. In this section, specify the market size, the sales quantities, the revenue, the expected growth and other factors of the total market. Market analysis helps to figure out the market potential for your plan and to decide how you want to position your company.

Stop the presses: marketing

Your marketing concept represents how you are going to make your market entrance and reach the market potential you want. A good market concept also includes: product policy, price policy, communications policy and sales policy – these points should all have a logical sequence.

About Yvonne Urbach

Yvonne Urbach from Businessplan-Wettbewerb Berlin-Brandenburg

Yvonne Urbach has been working at IBB Business Team since 2015 and is here responsible for the Businessplan-Wettbewerb Berlin-Brandenburg (Business Plan Competition Berlin Brandenburg).

Businessplan-Wettbewerb Berlin-Brandenburg (BPW) supports startups in creating a business plan free of charge, offering consultations, seminars, mentoring and feedback. For a more detailed step towards the perfect business plan, look online at Handbuch des BPW.

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