The Business Plan that Always Works
A Business Plan, which attempts to account for all the possible changes will happen in the future, is obsolete even before the ink is dry on the page.
Why is it that Business Plans never actually come to life? Why do almost all of them, once written, sit on a shelf and gather dust, while the future of the business is drifting to unknown waters?
Traditionally, a Business Plan is addressed to the logic (and not emotion – as a Marketing Plan does) and reflects the ideas, thoughts and strategies of the man who is undertaking it. Key reasons for its creation usually are:
- “That’s what most successful businesses do”
- The acquisition of a loan and/or investments
For the above mentioned reasons, these plans are detailed, evidence-based, assess the current situation, make predictions about the future and try to define the framework within the business will operate, in order to maximize market share and turnover.
The Business Plan that will always work starts from a different place, with a different set of operating assumptions. It starts from a heart-centered approach, which means it starts with experiencing the feelings you have (or the feelings the person who undertakes it has). Not only does this plan tolerate change, but it relies on your building in change as a key factor that will keep you on the best course.
When we advise entrepreneurs in Real Marketing, we lead them through the procedure of the “white room”. This is the step before the business plan. In the white room, you set out to imagine your business – but not from a logistics standpoint! Better, you dream about the vision for the business. Why do you want to build it? What is the bigger image and vision? Who will benefit? What will it mean to the world? Only after you understand those things, can you write any kind of tactical plan that will truly get you there.
The real difference between the Business Plan that works and the rest (traditional) Business Plans is in how you think and feel about the plan. In other words, it’s your attitude and your relationship to the plan that will make all the difference.
Check out some ideas and basic strategies, in order to deploy the best Business Plan for you:
- Refine and narrow down your concept
Start by assessing a summary describe the highlights of your plan, include only the most critical points, and leave out the less important issues and factors.
- Determine your priorities
Your Business Plan is supposed to walk the reader through your plan. What ranks high in terms of importance? The RnD? The HR? The Sales departement? The Marketing strategy? Acquiring the right location? Your simply-stated pose shows once again your determination.
- Make all other things easy
Once your Summary is complete, you can use it as an outline for the rest of your plan. Then, start by writing the below:
- Business summary – identity, vision, goals, targets, products, services,
- Market analysis – segmentation, competition analysis (reasons why)
- Marketing plan – Marketing mix, SWOT, PESTLE, action plan,
- Finances – pricing, sales, investments, loans,
In short, make readers want to turn the page and keep reading about your idea and vision. Just make sure your sizzle meets your steak by providing clear, factual descriptions.