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How to use the workbook 1 Why prepare a business plan? 6 What backers look out for 10 Phase 1: History and position to date 21 Assignment 1: Business purpose and aims 25 Assignment 2: A description of your business 34 Assignment 3: A description of your products and/or services 53 Phase 2: Market research 71 Assignment 4: Customers 75 Assignment 5: Competitors 91 Assignment 6: A plan for market research 105 Phase 3: Competitive business strategy 129 Assignment 7: Pricing 142 Assignment 8: Advertising and promotion 150 Assignment 9: Place and distribution 166 Phase 4: Operations 181 Assignment 10: The selling methods plan 185 Assignment 11: Making, outsourcing and supplies 193 Assignment 12: People and related administrative procedures 200 Assignment 13: Legal and regulatory factors affecting operations 211 Assignment 14: Building a website 219 Assignment 15: Communication systems 232 Phase 5: Forecasting results 245 Assignment 16: The sales forecast 249 Assignment 17: Pro forma cash-flow statement 259 Assignment 18: Pro forma profit and loss statement 267 Assignment 19: Pro forma balance sheet 275 Assignment 20: Break-even analysis 284 Assignment 21: Financing requirements 295 Phase 6: Business controls 321 Assignment 22: Financial controls 325 Assignment 23: Sales and marketing controls 336 Assignment 24: Other business controls 339 Phase 7: Writing up and presenting your business plan 341 Assignment 25: Writing up and presenting your business plan 345 Appendix : Sources of business help, information and advice 359 Index 367