Business plan

Topics: Venture capital, Management, Business Pages: 120 (46403 words) Published: October 29, 2014
Starting-Up boek2 NV

16-06-2004

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Starting up
Achieving success with professional business planning

Starting-Up boek2 NV

16-06-2004

11:51

Pagina 2

Contents

Authors
Thomas Kubr
Heinz Marchesi
Daniel Ilar
Herman Kienhuis
McKinsey & Company, Inc. The Netherlands
Amstel 344, 1017 AS Amsterdam

The New Venture Business Plan Competition
Preface
Acknowledgements

4
7
9

About this manual

11

Part 1: Starting up a company - how companies grow

17

Part 2: The business idea concept and presentation
Example: CatchMabs

31
49

Part 3: Developing the business plan
Introduction
1. Executive Summary
2. Product idea
3. Management team
4. Marketing
5. Business system and organization
6. Realization schedule
7. Risks
8. Financing

53
55
59
61
67
75
97
113
119
125

CatchMabs business plan

153

Part 4: Valuing a start-up and raising equity

191

Appendix
Extended table of contents
Glossary
References for further reading

223
225
231
238

© 1998 by McKinsey & Company, Inc. Switzerland
Design and realization:
Mifflin-Schmid, Zurich
idkit, Oudewater [www.idkit.nl]
Printed in The Netherlands
ISBN 90-9011748-2

3

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T H E N E W V E N T U R E B U S I N E S S P L A N CO M P E T I T I O N

An incentive for setting up companies
New Venture is a business plan competition that gives students, researchers and others in the Netherlands the opportunity to set up a company on the basis of an innovative business idea. The stichting New Venture is an initiative of McKinsey & Company and is organized by de Baak, Management Centrum VNO-NCW.

New Venture is looking for ambitious new business ventures based on promising and viable ideas. Projects of this nature require great commitment and farsightedness on the part of their initiators, experience in starting up companies, and - of crucial importance - access to investors who are prepared to finance such projects. New Venture provides participants with the ideal environment for learning, refining, and actually setting up a promising business venture.

Three rounds
The Dutch New Venture business plan competition includes the following rounds: Round 1: Concept and presentation of a business idea. This round focuses on how to articulate your business idea. This is the first step towards the actual writing of a business plan: you have to get a clear picture of what exactly you want to deliver to which customers.

Participants of this round have to describe what problem their idea solves, what is new about their product, why customers would want to use it, who the target group is and who is going to pay for the product.

The jury, which mainly consists of professional venture capitalists, will provide feedback to the participants who entered an innovative idea at the end of the round.
Round 2: Assessing the feasibility and potential of the start-up company. This round examines the feasibility of your idea and what need the product or service adresses. With the help of your team coach (experienced 4

manager), and market researchers, lawyers and accountants, you will not only estimate your idea’s chances of success, but also discover unexpected opportunities.

In this round you have to answer the following questions: Are you able and allowed to produce your product on the necessary scale? In what way is your product better than its competition? Who are your competitors, and how can they be prevented from copying your idea? What is the current and long term market potential? What price are your customers willing to pay for your product, and will that be enough to make a profit? The analyses of this round will eventually end up in your business plan - if your idea proves to have the required potential. Should your idea fail to “pass” this feasibility test, you have at least been prevented from writing an entire business plan for...
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