Could You Be Setting Your Business Plan Up For Failure?
David E. Gumpert, author of Burn Your Business Plan, often tells the story about how he and his partner failed to raise money after sending their business plan around to venture capitalists and meeting with several others to make presentations. Disappointed by the fruits of their labor, they considered giving up on their venture in 1995. Fortunately, on the advice of their board of advisors, they chose to divert their time from massaging the business plan to making sales. The financing, they were told, would come later.
Turns out, they sold enough to stay afloat through 1996. In 1997, sales failed to grow as quickly as they expected, so they decided to seek financing again. This time, they expected positive results would be easier to obtain, after all they were fairly well established now. The board, however, told them to get out there and promote their business and make more sales.
If At First You Don't Succeed?
Gumpert and his partner instead decided to dust off their old business plan, spend many hours rewriting and updating the plan, and to set out once again to seek financing. And, once again they were turned down. How could this be? In the late 90's, it seemed like every new Internet-related venture in the world was obtaining financing. In fact, according to the MoneyTree Survey, sponsored by Price Waterhouse Coopers, Venture Economics, and the National Venture Capital Association, the amount of venture capital - $7.7 billion in 1995 -- had grown to $16.4 billion by 1997.
Nonetheless, the failed financing left Gumpert and his partner with two stark choices at this stage: Find ways to grow the business without financing or call it quits. They took the first choice. They also engaged public-relations professionals, and succeeded in getting several of their most successful corporate clients written up in business and industry trade publications - with their agency mentioned as the key force behind their clients' success. This publicity got the agency's phones ringing with new prospects, several of which converted into additional sales.
As the business grew, they remained on guard about monitoring their expenses and aggressively collecting receivables. By 1999, they were operating profitably at $2 million in annual revenues, with nearly 20 employees. Also, the amount of venture capital being invested nationally had soared to an astounding $55.5 billion. But, Gumpert and his partner paid little attention to this; their interest in outside financing had dropped significantly. (By 2000, Venture capital availability peaked at $85.5 billion.)
The Power Of Publicity
As Gumpert and his partner carried their success into 1998 and 1999, their promotional efforts eventually attracted the attention of a publicly held company that was seeking the expertise they offered in developing and managing online content. In December 1999 this company acquired Gumpert's company, NetMarquee. To Gumpert's surprise, the acquirer never asked to see their business plan; it only wanted to see their financial projections under several different scenarios.
In recounting his financing experience, Gumpert makes two points: First, even during good times, the venture capital route is closed to the vast majority of businesses that seek it out. While it might have seemed back then that nearly every business that asked was receiving venture capital, the reality is most carefully crafted business plans are rejected out of hand by venture capitalists. Second, you'll be surprised what you can accomplish without the financing you think you so desperately need to stave off failure.
The truth is that it's unlikely a business plan by itself will bring funding in the door, unless it is part of an overall marketing strategy.
Four Tools To Help Market Your Business Plan To Investors
The famous motivational speaker Jim Rohn says there are three steps to successful communications: "Have something good to say, say it well, and say it often." These three steps form the foundation of the Business Plan Secrets Revealed manual. They are essential to marketing your business plan with the intent of attracting investors and selling your business plan to them. Here are four tools to help you "say it often" so you can attract investors and sell your business plan to them.
One, a concise, well written twenty-five page business memorandum or "business plan" that builds a case to separate your venture from your competition. You don't need a two-inch thick business plan. Plans this long often lack aim; instead of building a case that leads investors to decide whether the business is the right investment for them, they "fire away" in hopes that some of the shots will take effect.
Two, an effective elevator pitch--a 60-second, to-the-point verbal pitch for your business-that communicates to your customers and investors what you do in an exciting and engaging way. The ability to separate your business from your competitors and get an investor's interest in the short time it takes to ride up an elevator is critical.
Three, an investor relation Web page to build credibility and help investors quickly get the information they need, when they need it. Of all the communications media available, the Web is particularly important. It's fast and available 24/7. With it, you can capture leads and automatically keep in touch with those who are interested in your business.
Finally, press releases to help you get your word out. A press release is the basic tool for gaining the attention of the media. The public's desire for interesting, relevant news remains strong, as does the importance of carefully selecting relevant target audiences. You are dealing with much more skepticism on the part of the public now than there has been in the past, which makes the evidence and objectivity in your press release paramount.
The process of raising money and attracting investors isn't easy. If it were, every business idea would get funded. You have to use all the tools that are available to you, and start looking at this process as a marketing process backed by hard, verifiable evidence. You just don't know when the plums-investors, on the tree will become ripe-ready to invest. But, you do know that if you do everything you can to take care of the tree-water it, fertilize it, and so on--it will ultimately bear fruit-raise money for your business.
Mike Elia is a chief financial officer and an advisor to venture capitalists and leverage buyout specialists. For more information about business plans and raising capital for your business or to review his business plan manual, visit Business Plan Secrets Revealed.
More Resources
Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exitingMore Strategic Planning Information:
Related Articles
Shortening Product Life Cycle!
The current state of the available technology at the disposal of designer is the most limiting determinant to what is technically and economically feasible to develop, therefore research into metatechnology such as computer science, whereby interdisciplinary spin off provides advances that both directly increase capabilities, and affects other technologies to dramatically improve system performance, is a necessity, the implication being that despite many of the basic principles being relatively static, the technology used is essentially in a state of constant development.Such developments result in smaller, more efficient, cheaper and more reliable components.
The Power of Planning
I am surprised how few sales professionals, independent consultants, and small business owners take the time to plan the strategy for their business. Most people spend more time writing out a grocery list or planning a vacation than they do planning the direction or outcome of their business.
Five Crucial Components of a Business Plan
The format of a Business Plan is something that has been
developed and refined over the years and is something that should
not be changed. Like a good recipe, a business plan needs to
include certain ingredients to make it work.
Buying Used Detailing Equipment and Rainy Day Services
Mobile auto detailing equipment becomes very inexpensive around March each year. If you look on eBay or your local classified section of the newspaper you will see.
Business Plan: The Simplest Business Plan Ever
If you're a solo professional like I am, you know how tough it is to find any time at all to do any business planning. Doing a full business plan is a must if you're planning to seek financing or investors, but most solo professionals don't need anything that complicated.
The Top Ten Rules of Effective Networking
Many of us are discouraged by the networking events that we go to. We feel swamped by people just looking to get money from us, and we rarely feel as though the event was worth our time.
Business Disaster? Wont Happen to Me
As fast as you can say business disaster, your business can go up in smoke. That's what happened a while back to Castle Carpet One.
Ten Steps To A Great Strategic Plan
Ask a small business owner about their strategic plan and they'll either laugh or get that stricken look in their eyes. Yet it's well documented that businesses with a strategic plan are more successful.
Offense: Beat the Odds
When in doubt, cut that out! Yeah, yea, doubting Thomas may have had a point in his day, and life may not be what you want it to be, but if you constantly doubt yourself, how can you accomplish anything?Where is your confidence? What possible good can come from taking the negative aspect of any situation and growing it into acceptance?Purpose of achievement is to attain a goal. So, if you set your goals and strive to get there, it should be assumed that you are moving toward your goal (at least so far as intent) no matter what you are doing, right?I vaguely remember an instructor from college saying once, "If there are two ways to take something, always input the benefit of doubt and assume the better more optimistic choice is the right way to take it.
Who is Responsible?
While writing an article recently on effective ways to bridge the IT/Management communication gap, I realized that few of us are eager to take responsibility in our business lives to make something different happen and be part of the solution.Indeed, we have a culture based on blaming: sellers would obviously close more sales if it weren't for the buyer; decisions could easily get made in meetings if people could make up their minds; systems would get designed correctly if the users could get it right the first time; teammates would get along if it weren't for those in the team that were difficult, etc.
Clearing the Path: 4 Ways Fear Wreaks Havoc on Your Dream and What to Do About It
Please take a moment before you read any further and answer these three simple questions:1. Are you making daily progress towards accomplishing your business vision?2.
Will and Vision
Remember Chux? The disposable diaper that took the market by storm in 1932?
Of course you don't. Chux saw its product as a luxury item, and happily kept its little throwaway business to itself for almost forty years.
Break-Even Analysis
A significant advantage of some business ideas is that the venture can break even at what seems to be an easily achievable volume. A technique for quantifying that volume, called break-even analysis, examines the interaction among fixed costs, variable costs, prices, and unit volume to determine that combination of elements in which revenues and total costs are equal.
Top Ten Reasons To Create A One Page Business Plan
There is a story, about a business owner who wasn't doing very well. She had no business plan, but had heard, quite a bit, how creating one would help.
How to Write a Business Plan in Five Steps
People often ask "What makes a good business plan? Or, "How do I make my plan attractive to lenders and investors?".The simple answer is that lenders and investors (I'll call them "readers" from here on out) are looking for "good deals".
Writing a Business Plan for Success in Business and for Funding
Writing a business plan to help you direct and manage your company is a key part of starting you new company that will help lead you and your company to success. Creating a "living and breathing" business plan makes that success even easier to reach.
Three Easy Ways To Know Thy Competitor
"Did you hear what your competitor is doing?" This question has caused many business people to freeze in their tracks. How about you? Does your sales team know what your competitors are doing? And if a prospect was to ask them, "give me 10 unique reasons why I should buy from you and your company," could they answer this question without a pause? "Knowing thy competitor" is critical, and this article will outline three easy ways to know more about them, than they know about you! Let's get started!Their people: Begin by "shopping" on the telephone, by mail and in-person, the competitors who offer similar pricing and products as your company.
Defining Go for It Business Goals
Many business start-up kits or consultants will tell you one of the first steps to starting a business is to define your business goals. Your goals may differ from the goals of another individual, for example; some people want freedom to do what they want to do, whenever they want, and without having to report to someone else.
More Uses for Your Business Plan
You have invested a lot of time and energy on writing a business plan just to get a loan or to attract an investor. What do you do when you get the money or, worse, should you be turned down?Do you just file it away? That's like investing in a boat that remains parked in your driveway after its inaugural voyage.
The Chasm of Change---- Restructuring ----- The Goliath
Richard L. Daft one of the country's recognized academic leadership experts raises the question, "What kind of people can lead an organization through major change?" A Turn-A-Round restructuring qualifies as major change and requires transformational leadership.
A Unique Joint Venture Twist: Make Huge Profits Even If You Have No Money, No Products, and No List
Would you like to jumpstart your online or offline business without spending a ton of money?Without a doubt, joint venture marketing is the most powerful secret to making money online or offline.In its simplest form, you partner with someone else: You either sell their product to your customer base or they sell your product to theirs.
Microsoft Great Plains Implementation: Pharmaceutical Corporation Specifics - overview
Microsoft Business Solutions Great Plains serves mid-size and large clients in horizontal and vertical markets. Historically Great Plains Software was encouraging ISV partner to write third party modules and later on - Great Plains Software had a chance to select the product for incorporation into their core set of modules: Manufacturing, Project Accounting, Purchase Order Processing, Collection Management, etc.
A Rough Cut on Feasibility
A piano tuner recently moved to Buffalo, NY, and would like to assess the business possibilities for him in his new home. He plans to estimate how many piano tuners the greater Buffalo area can support, and compare that to the number listed in the phone book.