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Introduction Part 1 Preparing your plan 1 Essential preparation Result Need Preparation Part 2 Writing your plan 2 The business Background Business mix by segment Segmentation in a start-up 3 Market demand Market size Market growth Market demand for a start-up Market demand risks and opportunities 4 Competition Your competitors Competitive intensity Competition in a start-up Industry competition risks and opportunities 5 Strategy Competitive position Strategy Strategy in a start-up Strategic risks and opportunities 6 Resources Management Marketing Operations and capital expenditure Resource risks and opportunities 7 Financials and forecasts Historic financials Market-driven sales forecasts Competition-driven margin forecasts Funding the plan Full financial forecasts Forecasts in a start-up Financial risks and opportunities 8 Risk, opportunity and sensitivity Meet the Suns and Clouds chart What the Suns and Clouds tell you Sensitivity testing 9 Conclusion Conclusion Executive summary Investment highlights Part 3 Reviewing your plan 10 Monitoring and evaluating Monitoring your plan Evaluating your plan Beware these characters! Postscript: 12 hot potatoes Appendices Appendix A: Deriving competitive position Appendix B: Structured interviewing of customers Index

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