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Application Instructions

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DETAILED BUSINESS PLAN OUTLINE

  1. Cover Page
  2. Table of Contents
  3. EXECUTIVE SUMMARY
  4. COMPANY & TECHNOLOGY
    1. Brief Company Introduction
      1. Mission
      2. Location, size, history
      3. Overview of company capabilities
      4. Customers & past performance
    2. Product or Technology Description
      1. Brief description
      2. Present state of development
      3. Intellectual property status
    3. Commercialization Strategy
  5. CUSTOMERS
    1. Customers & End-Users
      1. How need is currently filled
      2. Distribution channel
      3. Demographics
    2. Buying Behavior
      1. Decision makers
      2. Basis for purchase decisions
        1. Frequency of purchase decision
        2. Features, advantages, benefits of competing products
  6. MARKET
    1. Market Definition
      1. Primary market
      2. Secondary markets
    2. Market Size and Trends - Primary Market
      1. Current total and served markets
      2. Predicted annual growth rate
  7. INDUSTRY ANALYSIS
    1. Industry Definition and Description
      1. Relevant SIC
      2. Current industry status
        1. New products and developments within the industry
    2. Legislation and Policies Driving This Industry
      1. Future and historical trends
  8. COMPETITORS
    1. Indirect Competitors
    2. Direct Competitors
      1. Who are they?
      2. Strengths & weaknesses (product features, management team, financial resources, sales & distribution)
      3. Market share of competitors
  9. MARKETING/SALES PLAN
    1. Marketing & Sales Objectives
    2. Current Customers (if appropriate)
    3. Potential Customers
      1. Customers targeted for intensive selling efforts
      2. How other customers will be identified & qualified
      3. Product features to be emphasized and how to contrast with competitors
    4. Pricing
      1. Basis for targeted price point
      2. Margins & levels of profitability at various levels of production & sales
    5. Sales Plan
      1. Sales force analysis (reps, distributors, direct)
      2. Sales expectations for each salesperson & each distribution channel
      3. Margins given to intermediaries
      4. Service & warranties
      5. Organizational chart for sales/marketing staff, indicating planned growth for 3 years
    6. Advertising
      1. Year 1 - Plans for trade show, press releases, direct mailings, advertisements
      2. Year 2 - 5 (general)
    7. Sales / Marketing Budget
      1. Assumptions
  10. R&D PLAN
    1. R&D Objectives
    2. Milestones & Current Status
      1. What remains to be done to make the product marketable?
    3. Difficulties and Risks
    4. Staffing
    5. R&D Budget
      1. Assumptions
  11. MANUFACTURING/ENGINEERING PLAN
    1. Objectives
    2. Use of Subcontractors
    3. Quality Control
    4. Staffing
    5. Manufacturing / Engineering Budget
      1. Assumptions
  12. HUMAN RESOURCE PLAN
    1. Staffing Objectives
    2. Organizational Structure (phased over 3 years)
      1. Introduction of management team
      2. Key individuals to be recruited and plans for doing so
      3. Board of Directors
      4. Incentives for commitment
    3. Human Resource Budget
      1. Assumptions
  13. CONTINGENCIES
    1. Potential Risks:
      1. R&D delays, funding delays, etc.
    2. Alternate Scenarios
  14. FINANCIALS
    1. Financial Objectives
      1. Commercialization strategy
      2. Use of funds
      3. Terms & conditions of any previous financing arrangements
    2. Analysis of Potential Teaming Partners
      1. Who are they?
      2. Basis for selection
      3. Strengths, weaknesses, benefits
    3. Projected Profit & Loss Statements
    4. Projected Cash Flow Projections
    5. Projected Balance Sheet
    6. Alternative Return Scenarios
    7. Exit Scenario
  15. Appendices
  16. References

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