- Subject index
Business Planning and Market Strategy offers students, entrepreneurs, and executives penetrating insights into developing business plans and market strategies that bolster the odds of succeeding in today's highly competitive marketplace. Rather than reduce the planning process to mechanistic, step-by-step instructions, which promote “thinking inside the box”, author E.K. Valentin provides practical planning guidelines that encourage creative strategic problem solving. Drawing on both his business experience and the business literature, he explains not only what entrepreneurs and executives should look at when pondering plans and strategies, but also what they should look for. The book's unique applied perspective, sets Business Planning '; Market Strategy apart from conventional “how” planning guides.
Chapter 12: Writing and Pitching a Business Plan
Writing and Pitching a Business Plan
I keep six honest serving-men
[They taught me all I knew];
Their names are What and Why and When
And How and Where and Who.
Hard writing makes easy reading.
Easy writing makes hard reading.
Writing and pitching a business plan amount to telling and selling, but without overselling. By the time you are ready to write your business plan and a corresponding script for pitching it, you should have performed the tasks outlined in earlier chapters and accumulated plenty of notes and numbers along the way. In particular, you should already have
- a vivid description of the business, including the business model (Chapter 3);
- a thorough situation analysis, including competitor profiles and assessments of the competitive environment and ...