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Index
Cover Page
Title Page
Copyright Page
Dedication Page
Contents
Introduction
Chapter 1: The Groundwork
The Purpose
The End Result
The Gorge Inn Business Plan: Executive Summary
The Preparation
Thinking Out of the Box: Creating Wealth
Chapter 2: The Business
Background
Thinking Out of the Box: Planning for Success
Business Mix by Segment
The Blues: IBM and Business Mix
Segmentation in a Startup
The Gorge Inn Business Plan: The Business
Chapter 3: Market Demand
Market Size and Marketcrafting
Market Growth
Stalling: Movie Theaters and Market Demand
App-Reciation: Mobile Apps and Market Demand
Market Demand for a Startup
Thinking Out of the Box: Identifying your Target Customer
Market Demand Risks and Opportunities
The Gorge Inn Business Plan: Market Demand
Chapter 4: Competition
Your Competitors
Who Said Mature? Groceries and Industry Competition
Competitive Intensity
Block-Busted: Movie Rentals and Industry Competition
Competition in a Startup
Thinking Out of the Box: Competing Strategically
Industry Competition Risks and Opportunities
The Gorge Inn Business Plan: Industry Competition
Chapter 5: Strategy
Competitive Position
Tasty: Samuel Adams’ Differentiation Strategy
What is your Strategy?
Cheap and Cheerful: Southwest Airlines’ Low-Cost Strategy
Strategy in a Startup
Thinking Out of the Box: Pumping up Profit
Strategic Risks and Opportunities
The Gorge Inn Business Plan: Strategy
Chapter 6: Resources
Management
Marketing
Thinking Out of the Box: Magical Marketing
Bullish: Red Bull's Marketing Resources
Operations and Capital Expenditure
Confronting China: Rodon's Production Resources
Resource Risks and Opportunities
The Gorge Inn Business Plan: Resources
Chapter 7: Financials and Forecasts
Historic Financials
Market-Driven Sales Forecasts
Competition-Driven Margin Forecasts
Funding the Plan
Full Financial Forecasts
Forecasts in a Startup
Thinking Out of the Box: Basic Budgeting
Financial Risks and Opportunities
The Gorge Inn Business Plan: Financials and Forecasts
Chapter 8: Risk, Opportunity, and Sensitivity
Meet the Suns & Clouds Chart
What the Suns & Clouds Tell You
How Material the Girl? Madonna and Risk
Sensitivity Testing
The Gorge Inn Business Plan: Risk, Opportunity, and Sensitivity
Thinking Out of the Box: Succeeding in Business
Chapter 9: Conclusion and Executive Summary
Conclusion
The Gorge Inn Business Plan: Conclusion
Executive Summary
The Gorge Inn Business Plan: Executive Summary
Investment Highlights
The Gorge Inn Business Plan: Investment Highlights
Chapter 10: Monitoring and Evaluating
Monitoring your Plan
Evaluating your Plan
Beware these Characters!
Epilogue: 12 Hot Potatoes
Appendix A: Deriving Competitive Position
Appendix B: Structured Interviewing of Customers
Appendix C: Templates for Creating your Own Plan
Appendix D: Sample Business Plans
The Gorge Inn and Oriental Spa
PermaRoll
Index
About the Authors
Free Sample Chapter from Raising Capital
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