The-PlanAsYouGo-Business-Plan.pdf

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Library of Congress Cataloging-in-Publication Data

Berry, Timothy.

The plan-as-you-go business plan/by Tim Berry.

p. cm.

ISBN-13: 978-1-59918-190-5 (alk. paper)

ISBN-10: 1-59918-190-8

1. Business planning. I. Title.

HD30.28.B4569 2008

658.4'01—dc22

2008015788

Printed in Canada

12 11 10 09 08

10 9 8 7 6 5 4 3 2 1

Contents

Foreword by Guy Kawasaki . . . . . . . . . . . . . . . . . . . . . . vii

Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix

CHAPTER 1

About This Book . . . . . . . . . . . . . . . . . . . . . . . . . 1

What’s Different About This Book? . . . . . . . . . . . . . . . . . 5

Why Plan as You Go? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

What’s Different About This Approach? . . . . . . . . . . . . . 9

Why Is This Approach Better? . . . . . . . . . . . . . . . . . . . . . 11

Chapter Outline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

iii

THE PLAN-AS-YOU-GO BUSINESS PLAN

Read This Even If You Read Nothing Else . . . . . . . . . . . . . . . . . . . . . . 13

Do You Have a Business Plan Event? . . . . . . . . . . . . . . . . . . . . . . . . . . 20

About that Big Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

CHAPTER 2

Attitude Adjustment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Start Anywhere. Get Going. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Form Follows Function . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Let It Evolve Organically, as You Need It To . . . . . . . . . . . . . . . . . . . . 36

Fundamental Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Mixing Numbers and Words: Keep It Simple . . . . . . . . . . . . . . . . . . . 39

Separate Supporting Information from the Plan . . . . . . . . . . . . . . . . . 42

Inside Out from the Heart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

Planning, Not Accounting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

It Has to Be Your Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

It’s About Controlling Your Destiny . . . . . . . . . . . . . . . . . . . . . . . . . . . 59

Like Planning a Trip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63

CHAPTER 3

The Heart of the Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

Your Business Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

Your Market Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83

Strategic Focus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92

Remember: Your Plan Is Not Necessarily a Written Document . . . . 96

CHAPTER 4

Flesh and Bones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101

Action Plan: What’s Going to Happen? When? . . . . . . . . . . . . . . . . . 103

Basic Business Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126

It’s Not Rocket Science . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178

CHAPTER 5

Dressing and Growing . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

From Basic Numbers to Financial Projections . . . . . . . . . . . . . . . . . . 180

■

CONTENTS

THE PLAN-AS-YOU-GO BUSINESS PLAN

Market Research on the Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210

Simple and Practical Market Research . . . . . . . . . . . . . . . . . . . . . . . . . 210

Documents, Presentations, Live . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220

CHAPTER 6

Planning Process. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245

A Plan vs. Actual Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 246

Management and Accountability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258

Crystal Ball and Chain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260

Set Expectations and Follow Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261

Final Thought . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265

CONTENTS

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