CdLM Business Administration

Business Plan

Business Plan

Academic year 2020/2021

Sommario del corso

• Course objectives
• Results of learning outcomes
• Course delivery
• Learning assessment methods
• Program
• Suggested textbooks and readings
• Notes
• Teaching tools

Course objectives

In Fall 2020, this course will be taught by a serial entrepreneur with a background in Economics and Finance. The nudge will therefore be mastering the business plan from a Founding Team's point of view. The "business" being a start-up, a division of a corporate, or a product within a company.

The goal is understanding what our counterparts call a business plan in different moments and contexts, and being able to build one, evolve it over time, and deliver it. To ourselves, our team, our potential investors, our business partners.

For those amongst you pursuing the investor career, the course will give a practical no-BS view from inside the start-up. For all, we'll get a little bit into how to build a (successful) business.

We will have some guest speakers, if Mr. Covid will allow us.

Results of learning outcomes

Students will be able to evaluate Business Cases using the Business Model Canvas, a spreadsheet, and their critical thinking. You will know what type of document you need in what context and how to prepare it. You will be more likely to understand your context. You’ll learn how to deliver via email, one-on-one, via phone conversation, and from stage.

Course delivery

Frontal classes and group work

Learning assessment methods

Program

1) What is a business plan?

• What is a business, to start with?
• The internal plan
• The “spreadsheet”
• The presentation for investors, aka “the deck” or “the powerpoint”
• The “elevator pitch”
• The “one pager”
• The “three-liner”
• The executive summary and the business plan

2) Business Plan Structure

• The napkin or back-of-the-envelop: what do you want to do..
• .. and who will do what, when?
• The product: prototype, MVP, evolution and (final?) product
• The market: the Geoffrey Moore model. Beach-head: product, geographical, social niches
• Market sizing. Top-down and bottom-up.
• Go-to-market plan
• How to communicate it
• Your team
• Business structure
• The Kawasaki 10-20-30 model.

3) The Business Model Canvas

• The problem-solution logic
• Lean startup (Eric Ries)
• From product to product-market
• The pivot.
• The Business Model Canvas tool

4) Competitive Advantage and Unit Economics

• Customer Lifetime Value
• Customer Acquisition Costs
• Back to marketing costs and conversion metrics
• Define / adjust your business model by iterations

5) Let's build the spread-sheet

• We create and fill up the Excel file per each team

6) The financial system for new ventures

• Budgeting and business evaluation within an established company
• Start-ups: bootstrapped vs. financed
• The actors: F&F, Business Angels, VC funds, PE
• The rounds
• The VC mechanics: LPs and invest-divest cycle
• Evaluation and expected return

7) Group work

• Refining of the Excel model
• Building the set of documents needed to present the business
• Delivering them to the class via PowerPoint or KeyNote.

Note

• Teaching materials
• Exams and finals
• Go to Moodle
• Visit the forums