30+mba-第59章

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The　executive　summary　should　start　with　a　succinct　table　showing　past　
performance　in　key　areas　and　future　objectives。　This　will　give　readers　a　
clear　view　of　the　business’s　capacity　to　perform　as　well　as　the　scale　of　the　
task　ahead　（Table　12。1）。　
Table　12。1　Executive　summary　–　history　and　projections　
Last　
year　
This　
year　
Business　area　Year　1　Year　2　Year　3　
etc　
Sales　turnover　by　product/service　
1。　
2。　etc　
Total　sales　
Gross　profit％　
Operating　profit　％　
Total　staff　nos　
Sales　staff　nos　
Capital　employed　
Return　on　capital　employed　％　
Then　the　executive　summary　should　continue　with　sections　covering　the　
following　areas：　
。　what　the　primary　products/services　are　and　why　they　are　be。。er　or　
different　from　what　is　around　now；　
。　which　markets/customer　groups　will　most　need　what　you　plan　to　offer　
and　why；　
。　how　close　you　are　to　being　ready　to　sell　your　product/service　and　what　
if　anything　remains　to　be　done；　
。　why　your　organization　has　the　skills　and　expertise　to　execute　this　
strategy　and　if　new　or　additional　people　are　required；　who　they　are　or　
how　you　will　recruit　them；　
。　financial　projections　showing　in　summary　the　sales；　profit；　margins　and　
cash　position　over　the　next　three　to　five　years；　
。　how　the　business　will　operate；　sketching　out　the　key　steps；　from　buying　
in　any　raw　materials　through　to　selling；　delivering　and　ge。。ing　paid；　
。　what　physical　resources　–　equipment；　premises　–　the　plan　calls　for。
276　The　Thirty…Day　MBA　
The　contents　–　putting　flesh　on　the　bones　
Unlike　the　executive　summary；　which　is　structured　to　reveal　the　essence　of　
your　business　proposition；　the　plan　itself　should　follow　a　logical　sequence　
such　as　this：　
。　Vision：　A　vision’s　purpose　is　to　stretch　the　organization’s　reach　beyond　
its　grasp。　Generally；　few　people　concerned　with　the　pany　can　now　
see　how　the　vision　is　to　be　achieved；　but　all　concerned　agree　that　it　
would　be　great　if　it　could　be。　Once　your　vision　bees　reality　it　may　
be　time　for　a　new　challenge；　or　perhaps　even　a　new　business。　
。　Mission：　A　mission　statement　explains　concisely　what　you　do；　who　you　
do　it　for　and　why　you　are　be。。er　or　different　from　others　operating　in　
your　market。　It　should　be　narrow　enough　to　give　focus　yet　leave　enough　
room　for　growth。　Above　all；　it　should　be　believable　to　all　concerned。　
。　Objectives：　These　are　the　big　picture　numbers　such　as　market　share；　
profit；　return　on　investment　that　are　to　be　achieved　by　successfully　
executing　the　chosen　strategy。　
。　Marketing：　This　section　provides　information　on　the　product/service　
on　offer；　customers　and　the　size　of　the　market；　petitors；　proposed　
pricing；　promotion　and　selling　method。　
。　Operations：　This　area　covers　any　processes　such　as　manufacture；　assembly；　
purchasing；　stock　holding；　delivery/fulfilment　and　website。　
。　Financial　projections：　Detailed　information　on　sales　and　cash　flow　for　
the　period　of　the　plan；　showing　how　much　money　is　needed；　for　what；　
by　when　and　what　would　be　the　most　appropriate　source　of　those　funds：　
long…　or　short…term　borrowings；　equity；　factoring　or　leasing　finance；　for　
example。　
。　Premises：　What　space　and　equipment　will　be　needed　and　how　your　
home　will　acmodate　the　business　while　staying　within　the　law。　
。　People：　What　skills　and　experience　you　have　on　board　that　will　help　run　
this　business　and　implement　the　chosen　strategy；　what　other　people　
you　will　need　and　where　you　will　find　them。　
。　Administrative　ma。。ers：　Do　you　have　any　IP　（intellectual　property）　on　
your　product　or　service；　what　insurance　will　you　need；　what　changes　if　
any　will　be　needed　to　the　accounting　and　control　and　record　systems。　
。　Milestone　timetable：　This　should　show　the　key　actions　you　have　still　to　
take　to　be　ready　to　achieve　major　objectives　and　the　date　these　will　be　
pleted。　
。　Appendices：　Use　these　for　any　bulky　information　such　as　market　
studies；　petitors’　leaflets；　customer　endorsements；　technical　data；　
patents；　CVs　and　the　like　that　you　refer　to　in　your　business　plan。　
All　these　topics　are　covered　in　this　book　and　by　using　the　index　and　table　of　
contents　you　can　find　your　way　to　them　quickly。
Strategy　277　
Using　business　planning　software　
There　are　a　number　of　free　so。。ware　packages　that　will　help　you　through　
the　process　of　writing　a　business　plan。　The　ones　listed　below　include　some　
useful　resources；　spreadsheets　and　tips　that　may　speed　up　the　process；　
but　are　not　substitutes　for　finding　out　the　basic　facts　about　your　market；　
customers　and　petitors：　
。　American　Express　（h。。p：//home3。americanexpress/smallbusiness/　
tool/biz_plan/index。asp）：　American　Express　runs　something　it　calls　the　
Small　Business　Exchange　Business　Plan　Workshop。　This　workshop　will　
help　you　create　a　business　plan　to　guide　your　business　through　the　
start…up　or　growth　phase；　or　with　a　search　for　capital。　Learning　on　its　
fictional　plan；　you　will　be　ready　to　create　one　of　your　own。　
。　BizPlanit　（bizplanit/free。html）　has　free　resources；　
including　free　business　plan　information；　advice；　articles；　links　and　
resources　and　a　free　monthly　newsle。。er；　the　‘Virtual　Business　Plan’；　to　
pinpoint　information。　
。　Bplans　（bplans）；　created　by　Palo　Alto　So。。ware；　offers　
thousands　of　pages　of　free　sample　plans；　planning　tools　and　expert　
advice　to　help　you　start　and　run　your　business。　Its　site　has　60　free　sample　
business　plans　on　it　and　its　so。。ware　package；　Business　Plan　Pro；　has　
these　plans　plus　a　further　140。　The　sample　business　plans　are　tailored　
for　every　type　of　business；　from　aircra。。　rental　to　wedding　gowns。　
。　Royal　Bank　of　Canada　（royalbank/sme/index。html）　has　a　
wide　range　of　useful　help　for　entrepreneurs　as　well　as　its　business　plan　
writer　package　and　three　sample　business　plans。　
WHAT　BUSINESS　ARE　YOU　REALLY　IN？　
This　is　the　question　posed　by　Harvard’s　Theodore　Levi。。　in　his　quintessential　
Harvard　Business　Review　article　‘Marketing　Myopia’；　published　in　1960。　
In　the　article　he　argued　that　business　strength　and　growth　opportunities　
resided　in　customer　relationships　and　not　in　products　alone。　So　start　and　
finish　any　strategic　analysis　with　this　question。
Appendix：　
Personal　
development　
and　lifetime　
learning　
。　Moving　your　career　forward　
。　Adding　to　your　skills　and　experience　
。　Knowledge　for　free　
。　The　best　Business　Schools　for　post　programme　management　
development　
。　Taking　tests　
Although　personal　development　is　not　an　academic　discipline；　it　is　on　the　
syllabus　at　all　the　top　business　schools。　There　is　no　mon　ground　either　
on　what　its　content　is；　how　it　is　delivered；　or　how　much　time　is　devoted　
to　it。　At　the　London　Business　School；　its　Career　and　Professional　Skills　
Development　Programme　（CPSDP）　aims　to　provide　the　skills　needed　to　
apply　knowledge　gained　on　the　MBA。　It　covers　an　eclectic　mix　of　topics；　
including　assertiveness；　conflict　management；　negotiating　strategic　transactions；　
high…impact　presentations；　business　writing；　public　speaking；　
interview　skills；　networking　and　work/life　balance。　Instituto　de　Empresa　
（IE）　Business　School；　Madrid；　offers　as　its　career…boosting　proposition　
Appendix　279　
the　option　of　taking　a　fully　bilingual　（Spanish–English）　MBA　programme　
should　you　wish　to；　boosting　your　mand　of　the　world’s　second　most　
important　business　language。　China　Europe　International　Business　School　
（CEIBS）　in　Pudong；　Shanghai；　has　a　Career　Development　Centre　（CDC）　that　
provides　a　whole　range　of　services　to　MBAs　to　help　them　plan　their　career。　
Mock　interviews；　self…assessment　tests；　career　counselling　and　pany　
visits　ensure　that　91。5　per　cent　of　graduates　have　successfully　landed　a　job　
within　three　months　a。。er　graduation。　
The　lifetime　learning　proposition　is　as　varied　as　the　personal　development　
in　terms　of　content　and　emphasis。　The　proposition；　however；　is　mon　to　
all　top　business　schools。　While　the　MBA　programme　is　considered　a　good　
foundation　for　a　career　in　business　or　indeed　any　organization；　it　is　just　a　
foundation。　That　knowledge　needs　to　be　built　on；　enhanced　and　extended　
over　the　MBA’s　lifetime。　As　their　career　needs　change　their　alma　mater　
is　there　to　help。　Columbia　Business　School　offers　courses　on　Turnaround　
Management；　Value　Investing；　and　Launching　New　Ventures。　The　Indian　
School　of　Business；　launched　in　1997　in　association　with　The　Wharton　
School　and　The　Kellogg　School　of　Management　（later　joined　by　LBS）；　
offers　focused　courses　such　as　Marketing　Fundamentals　for　Hospitality　
Businesses　as　well　as　more　general　ones　such　as　Strategic　Negotiations。　ISB　
also　lays　claim　to　successfully　encouraging　81　per　cent　of　its　students　to　
make　remarkable　career　shi。。s；　with　an　Army　Colonel　heading　a　real…estate　
venture；　an　orthopaedic　surgeon　assuming　the　role　of　a　COO；　and　a　rocket　
scientist　opting　to　be　the　production　head　of　a　media　concern。　
Under　the　headings　below　you　will　find　everything　you　need　to　keep　
your　MBA　knowledge　up　to　date；　progress　your　career　and　enhance　your　
earning　power。　
LEARNING　FOR　FREE　FROM　THE　WORLD’S　
TOP　BUSINESS　SCHOOLS　
There　are　no　subjects　either　within　the　core　MBA　disciplines　covered　in　this　
book　or　in　respect　of　any　conceivable　subsidiary　elective　field；　however　
obscure；　in　which　you　can’t　get　a　free　video　or　audio　lecture；　detailed　subject　
notes；　worked　examples　or　application　templates。　These　are　all　made　
available　either　accidentally　or　o。。en　intentionally；　courtesy　of　generous　
knowledge…sharing　endowments　provided　to　top　business　schools。　The　
resources　listed　below　represent　just　the　tip　of　a　very　large　iceberg　and　
cover　only　the　resources　from　business　schools　consistently　listed　among　
the　best　in　the　world。　With　a　modest　investment　of　time　you　can　unravel　
many　more　sources　using　the　business　school　ranking　sources　listed　later　
in　this　chapter。
280　Appendix　
Berkeley　University　of　California　（United　States）　
The　Haass　School　of　Business　（haas。berkeley。edu/haas/video_room）　
links　to　lectures　by　star　outsiders　such　as　Steve　Wozniak；　co…founder　of　
Apple　Inc；　speaking　about　entrepreneurship　and　his　experiences　during　
the　early　days　of　Apple；　Starbucks　co…founder　Dave　Olsen　on　his　successes　
and　the　importance　of　‘Leading　from　the　Heart’；　and　John　Doerr；　a　partner　
at　Kleiner　Perkins　Caufield　&　Byers；　the　venture　capital　firm　that　backed　
paq；　Intuit；　Macromedia；　Netscape；　Sun　Microsystems；　Amazon　and　
Symantec。　There　are　also　talks　from　the　school’s　star　professors。　
The　university　also　has　a　webcast　site　（h。。p：//webcast。berkeley。edu/index。　
php）　providing　free　teaching　materials。　
Boston　College　（United　States）　
Boston　College　Front　Row　（h。。p：//frontrow。bc。edu）　is　a　website　that　offers　
free　access　through　streaming　media　to　tapes　of　cultural　and　scholarly　
events　at　Boston　College。　It　is　produced　by　the　Office　of　Marketing　munications　
in　partnership　with　the　colleges；　schools；　departments　and　programmes　
of　the　university。　Under　‘Browse　by　category’；　select　‘Business　
and　management’。　There　you　will　find　around　60　lectures；　including　such　
luminaries　as　Alan　Greenspan　discussing　the　stresses　between　the　increasing　
demand　for　skilled　workers　in　the　United　States　and　the　decreasing　supply　
of　such　workers；