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Business Plan Game презентация
Содержание
- 1. Business Plan Game
- 2. Business Plan Lecturers Rob Warmenhoven
- 3. Arnhem city on the
- 4. Arnhem
- 5. Arnhem Business School HAN 30,000 students
- 6. Lets begin
- 9. Purpose of the Business planproject In
- 12. Step 1 Kick off
- 13. Step 2- Choosing your business Idea
- 14. step 3 write Businessplan
- 15. step 4 End Presentation
- 16. The Businessplan
- 17. Introduction Intoduction to the group and
- 18. A Marketing and a Financial part
- 19. Structure Marketing part
- 20. Structure Finance part Explanation about:
- 21. Grading Criteria Business Plan Marketing grade
- 22. General Criteria
- 23. Presentation presentation grade is 20%
- 24. Program BP
- 25. VK group Join: 2018 BP Plekhanov ABS
- 26. Group(s) ! All Groups please
- 27. Example advertisements of BSP groups 3 movies from other years
- 28. Questions?
- 30. Be Creative
- 31. Structure Marketing part Businessplan External
- 32. External analysis Tools Macro-environment (DESTEP model) Competitors analysis Customer analysis
- 34. Macro Environment (DESTEP) Political
- 35. Demographics Population Size Age groups Gender Ethnic group Income Educational level Occupation Family structure
- 36. Birth Rate in Russia 2017
- 38. Economic An increase in the value of
- 40. Average income in dollars $
- 41. The sociocultural environment Characteristics of society Characteristics
- 42. breakfast
- 43. © 2013
- 44. Technological environment Fast
- 45. Macro-economics: Ecological Growing shortage of raw materials
- 46. Political and legal environment New legislation
- 47. Political developments Food Safety/ labour laws © 2013
- 48. DESTEP © 2013
- 49. Write them down © 2013
- 50. 3) Competition
- 51. What about competition? Strategy Target group(s) Product Positioning Marketing mix
- 53. Industry analysis Give Details
- 54. Sales of Candy in the Netherlands © 2013
- 56. Set Objectives , choose main strategy, and marketing strategy
- 57. Types of marketing plan
- 58. Strategy
- 60. Step 1 Segmentation The process of dividing
- 61. Segmentation
- 62. Consumer/customer Analysis 1 Who are the customers?
- 64. Step 2 Targeting Core strategy is
- 65. Step 3: Product Positioning
- 67. Differentiating markets Companies and their
- 68. Differentiating markets (1) Product differentiation
- 69. Differentiating markets (2) Services differentiation
- 70. Differentiating markets (3) Personnel differentiation Hiring Training Customer focused students
- 71. Differentiating markets (4) Image differentiation
- 73. Example Positioning For Russian students that
- 74. Perceptual Map
- 76. Marketing Mix
- 77. Product
- 78. Layers of the product
- 79. Individual Product Decisions
- 81. Dimensions of Product Quality Figure 9.4
- 82. Features as a tool for differentiation
- 83. Branding Name, term, sign, symbol or design
- 84. Pricing
- 85. Price Set Price, Credit terms, payment period, discounts, commissions
- 86. Figure 16.5 Primary considerations in price settings Pricing objectives
- 87. Four price-positioning strategies
- 88. In marketingmix What is your pricing Objective/
- 89. Promotion
- 91. the coordination of marketing
- 92. INTEGRATED MARKETING COMMUNICATIONS STRATEGY Personal Selling Public
- 93. MARKETING COMMUNICATIONS MIX: ADVERTISING Any paid
- 94. Personal Selling Personal presentation
- 95. Sales
- 96. PUBLIC RELATIONS Building good relations
- 98. Public Relations/Sponsorship
- 99. DIRECT MARKETING Direct communications with carefully targeted individuals to obtain an immediate response
- 100. 12- Social Media/Buzz Marketing
- 102. Place (Distribution)
- 103. How to reach your customer
- 104. WHY USE MARKETING INTERMEDIARIES?
- 105. CONSUMER MARKETING CHANNELS
- 107. Structure Marketing part Businessplan
- 108. Financial Part Business Plan
- 109. Balance sheet
- 110. Balance sheet (example) Current assets cash
- 111. Current assets
- 112. Fixed assets
- 113. Current liabilities
- 114. Long Term Debt
- 115. Owners’ Equity
- 116. Income statement
- 117. Income statement (example) Revenues Cost of goods
- 118. Cash flow statement
- 119. Cash flow statement (example) jan febr march april etc. CASH FLOW
- 120. Ending Balance sheet
- 121. Ratios
Business Plan Lecturers Rob Warmenhoven (Marketing) Florentien Popescu (Finance) Yvette Hartink (Finance) Jan Luijten(Finance) Chris Daniels (Finance) Tijmen Weber(Marketing) Arnhem Business School
Слайд 2
Business Plan Lecturers
Rob Warmenhoven (Marketing)
Florentien Popescu (Finance)
Yvette Hartink (Finance)
Jan Luijten(Finance)
Chris Daniels
(Finance)
Tijmen Weber(Marketing)
Tijmen Weber(Marketing)
Arnhem Business School
Слайд 3
Arnhem
city on the river Rhine
1 hour from Amsterdam,
5 hours
from Paris,
5 hours from Londen,
5 hours from Berlin
5 hours from Londen,
5 hours from Berlin
Слайд 5
Arnhem Business School
HAN 30,000 students
Faculty of Economics, Management and Law
has 9,000
students:
> 1,000 international students, 2 exchange students from Plekhanov
> 1,000 international students, 2 exchange students from Plekhanov
Слайд 9
Purpose of the Business planproject
In the Business Plan Game you will
work with fellow students on the creative process of developing an business idea to a business plan
Слайд 19
Structure Marketing part
External Analysis/DESTEP
Competition
Marketing strategy( including Customers)
Marketing mix
Слайд 20
Structure Finance part
Explanation about:
Balance sheet
Income statement
Cash flow statement
Financial performance, ratios
Слайд 21Grading Criteria Business Plan
Marketing grade
counts 40% in End grade
+
Finance grade
is 40% in End grade
.
Слайд 23
Presentation
presentation grade is 20% of the End grade
The purpose of the
presentation :
Briefly present your idea to the audience (what is your idea?)
Present your business plan to the audience (how are you going to market and finance your idea?)
Defend your business plan by answering questions from a team of lecturers and Business Professionals
Briefly present your idea to the audience (what is your idea?)
Present your business plan to the audience (how are you going to market and finance your idea?)
Defend your business plan by answering questions from a team of lecturers and Business Professionals
Слайд 25VK group
Join: 2018 BP Plekhanov ABS
Example commercials
Reader BusinessPlan
Extra information
Example businessplan
Слайд 26
Group(s) !
All Groups please report to Floretine Popescu between 11:00 and
12:00 to check attendence of groups/students.
Every day write in the board where we can find you in building 1 or 3
We are in the room on the schedule , visiting other groups or in the Lenin auditorium.
Every day write in the board where we can find you in building 1 or 3
We are in the room on the schedule , visiting other groups or in the Lenin auditorium.
Слайд 31
Structure Marketing part Businessplan
External analysis
Competitors
Customers Segmentation
Marketing Strategy
Marketing mix
Слайд 32
External analysis Tools
Macro-environment (DESTEP model)
Competitors analysis
Customer analysis
Слайд 35Demographics
Population Size
Age groups
Gender
Ethnic group
Income
Educational level
Occupation
Family structure
Слайд 38Economic
An increase in the value of the trading currencies increases the
prices of products in overseas markets.
Income distribution and changes in purchasing power
Tax rates
Interest levels
GDP levels (national income)
Income distribution and changes in purchasing power
Tax rates
Interest levels
GDP levels (national income)
© 2013
Слайд 41The sociocultural environment
Characteristics of society
Characteristics of people in that society
Cultural values
and beliefs.
Trends
Trends
Слайд 44
Technological environment
Fast pace of technological change
High research and development costs and
equally high budgets to ensure advancement.
The emergence of the Internet
The emergence of the Internet
© 2013
Слайд 45Macro-economics: Ecological
Growing shortage of raw materials
Increased pollution
Increased government intervention
Global warming
Nuclear energy
Слайд 46
Political and legal environment
New legislation requiring the company product to be
modified for safety reasons.
Protecting companies/ consumers
Growth of public interest groups
Protecting companies/ consumers
Growth of public interest groups
Слайд 53
Industry analysis
Give Details about the market of your product
Market potential
Trends, Market
size
Market growth,
Seasonal influences
Market growth,
Seasonal influences
Слайд 57
Types of marketing plan objectives
Marketing objectives
To manage key relationships/activities
To
develop a new product
To organize an event with at least 500 targeted visitors in 2012
Financial objectives
To attain certain financial results
Make € 100.000 profit within two years in the market of green pot plants
Societal objectives (People-Planet-Profit)
To achieve social responsibility results. Help workers
To produce environmentally friendly, reduction of waste
with 10% in the coming production year 2012
Presentation © 2005 Marian Burk Wood - all rights reserved
To organize an event with at least 500 targeted visitors in 2012
Financial objectives
To attain certain financial results
Make € 100.000 profit within two years in the market of green pot plants
Societal objectives (People-Planet-Profit)
To achieve social responsibility results. Help workers
To produce environmentally friendly, reduction of waste
with 10% in the coming production year 2012
Presentation © 2005 Marian Burk Wood - all rights reserved
5-7
Слайд 60Step 1 Segmentation
The process of dividing a larger market into smaller
pieces based on one or more meaningful shared characteristics
Слайд 62Consumer/customer Analysis
1 Who are the customers?
2 When do the buy ?
3
What do customers do with our products ?
4 Where do they buy
5 Why do consumers / customers buy ?
6 Why do they don’t buy your
4 Where do they buy
5 Why do consumers / customers buy ?
6 Why do they don’t buy your
Слайд 64
Step 2 Targeting
Core strategy is the matching of company strengths and
market opportunities
Identification of group of customers to whom the company can clearly show it has a differential advantage.
Identification of group of customers to whom the company can clearly show it has a differential advantage.
Слайд 67
Differentiating markets
Companies and their market offerings can be differentiated along the
lines of Product differentiation, Service differentiation, Personal differentiation, Image differentiation
Слайд 68
Differentiating markets (1)
Product differentiation
Features and benefits
Quality
Performance
Innovation
Consistency
Reliability
Style and design
Durability
Repairability
Слайд 69
Differentiating markets (2)
Services differentiation
Delivery
Installation
Repair services
Customer training services
Consulting services
Speed of service
Student company
Слайд 71
Differentiating markets (4)
Image differentiation
Images that reflect the ‘soul’ or ethos of
the company
Слайд 73Example Positioning
For Russian students that need EnergyChocolate, Arnhem Chocolate Company produced
a solition that creates an ultimate cocao-energy shot unlike the competitors, our product have a very strong flavour
Слайд 82Features as a tool for differentiation
Value of features versus cost
to company
Style based solely on visual impact
Does not make product perform better
Design contributes to usefulness
Style based solely on visual impact
Does not make product perform better
Design contributes to usefulness
Product Attributes
Слайд 83Branding
Name, term, sign, symbol or design or a combination intended to
identify goods or services of a seller or group to differentiate them from competitors
Слайд 88In marketingmix
What is your pricing Objective/
Consumer price and retailer price
Discounts
possible ?
Different prices senior, children, holidays
Different prices senior, children, holidays
Слайд 91
the coordination of marketing communication efforts to influence attitudes or behavior
Promotion
Слайд 92INTEGRATED MARKETING COMMUNICATIONS STRATEGY
Personal
Selling
Public
Relations
Direct
Marketing
Sales
Promotion
Advertising
Consistent
and Clear
Messages
Social Media
Слайд 93
MARKETING COMMUNICATIONS MIX:
ADVERTISING
Any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor
Слайд 94
Personal Selling
Personal presentation by a firm’s sales force for the purpose
of making sales and building customer relationships
Слайд 95
Sales Promotion
Short-term incentives to encourage the purchase or sale of a
product or service
Слайд 96
PUBLIC RELATIONS
Building good relations with the company’s various publics by obtaining
favourable publicity, building a good “corporate image”, and handling or heading off rumours, stories, or events
Слайд 99
DIRECT MARKETING
Direct communications with carefully targeted individuals to obtain an immediate
response
Слайд 110Balance sheet (example)
Current assets
cash
A/R
Inventories
prepaid expenses (rent etc.)
Fixed assets
machines
transportation vehicles
buildings
Current liabilities
bank overdraft
A/P
N/P
tax
payable
interest payable
Long term debt
Bank loan
Mortgage payable
Owners’ equity
capital
retained earnings
interest payable
Long term debt
Bank loan
Mortgage payable
Owners’ equity
capital
retained earnings
Слайд 117Income statement (example)
Revenues
Cost of goods sold -/-
Gross profit
Other expenses -/-
EBITDA
Depreciation and
amortization -/-
EBIT
Interest -/-
EBT
Taxes -/-
EAT
EBIT
Interest -/-
EBT
Taxes -/-
EAT
Слайд 119Cash flow statement (example)
jan febr march april etc.
CASH FLOW IN:
collections from customers
-
-
Total cash flow IN 20 32 x x
CASH
FLOW OUT:
payments to suppliers
payments to employees
-
-
-
Total cash OUT 15 34 y y
CHANGE IN CASH (x-y) 5 (2)
+ beginning cash +2 7 5
= ending cash 7 5
payments to suppliers
payments to employees
-
-
-
Total cash OUT 15 34 y y
CHANGE IN CASH (x-y) 5 (2)
+ beginning cash +2 7 5
= ending cash 7 5
