<p>Table of Contents<br/>Preface ......................................................................................................................4<br/>1. THE ROUTE FROM CONCEPT TO COMPANY ................................................... 4<br/>1.1 Success factors.................4<br/>1.2 Stages of development ....5<br/>2. THE BUSINESS IDEA ........................................................................................... 8<br/>2.1 Development of a business idea .....................................................................................................................8<br/>2.2 Elements of a promising business idea ..........................................................................................................9<br/>2.3 Protecting your business idea ......................................................................................................................13<br/>2.4 Presenting to investors .14<br/>3. THE BUSINESS PLAN........................................................................................ 16<br/>3.1 Advantages of a business plan .....................................................................................................................16<br/>3.2 Characteristics of a successful business plan..............................................................................................16<br/>3.3 The investor's point of view .........................................................................................................................18<br/>3.4 Tips on preparing a professional business plan .........................................................................................21<br/>4. STRUCTURE AND KEY ELEMENTS OF A BUSINESS PLAN .......................... 23<br/>4.1 Executive summary.......23<br/>4.2 Product or service.........24<br/>4.3 Management team ........26<br/>4.4 Market and competitio28<br/>4.5 Marketing and sales......32<br/>4.6 Business system and organization ...............................................................................................................37<br/>4.7 Implementation schedu41<br/>4.8 Opportunities and risks42<br/>4.9 Financial planning and financing................................................................................................................42<br/>5. CASE STUDY: "CITYSCAPE" ............................................................................ 48<br/>5.1 "CityScape": Idea and business concept ...................................................................................................48<br/>5.2 "CityScape": Business plan .........................................................................................................................49<br/>5.2.1.- EXECUTIVE SUMMARY .................................................................................................................50<br/>5.2.2. - SERVICE IDEA .52<br/>5.2.3. - MANAGEMENT TEAM...................................................................................................................53<br/>5.2.4. - MARKET AND COMPETITION......................................................................................................54<br/>5.2.5. - COMPETITOR ANALYSIS ..............................................................................................................55<br/>5.2.6. – CITY SCOPE'S COMPETITIVE ADVANTAGES ..........................................................................56<br/>5.2.6. - MARKETING AND SALES..............................................................................................................57<br/>5.2.7. - BUSINESS SYSTEM AND ORGANIZATION................................................................................58<br/>5.2.8. - IMPLEMENTATION SCHEDULE...................................................................................................60<br/>5.2.9. - OPPORTUNITIES AND RISKS........................................................................................................61<br/>5.2.10. - FINANCIAL PLANNING AND FINANCING ...............................................................................62<br/>5.3.- Critique of elements of "CityScape" business plan .................................................................................68<br/></p><p></p><p>
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