Campus Guardian
Corporation
www.campusguardian.com
Strategies in winning the 2007 Business Plan Competition
CG BPlan Rev 0.01
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Evolved over 2 years
– Strategy, strategy and…
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Was a collection of:
– customer problem definitions
– product/service definitions
– current market information, observed trends,
intercept points
– competition, real and expected
– obstacles, barriers and brick walls
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Campus Guardian Corporation, Jamestown, RI 02835
Next Revision
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Settle on an outline
– solves the blank sheet problem
– use to break up assignments
– but let it evolve
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Tell the whole story
– positives/negatives
– avoid the “Prospectus” format
– CG’s outline will be available as reference
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Campus Guardian Corporation, Jamestown, RI 02835
Competition Version
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Tactics must be clear, thorough
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Accurate financials
– pass the “sniff” test
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Milestone plan on funding
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Reveal what you can about:
– secret sauce
– go to market details
– pricing and how it was determined
Campus Guardian Corporation, Jamestown, RI 02835
4
Financials
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One of the most challenging components
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determine as many costs as you can
no expense is too small
if estimating, find a metric to support
evolves with each version of the plan
Outside review a must
– take a finance person to lunch
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Campus Guardian Corporation, Jamestown, RI 02835
Avoid Certain Mistakes
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Don’t say anything more than once
– reviewer's have day jobs
– exec summary is the sole exception
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Minimize time on the plan “design”
– logo + some color + functional layout = more
time for content and your business
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Campus Guardian Corporation, Jamestown, RI 02835
Get Feedback
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From?
– outside reviewers are best
– advisors, board members
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Tactics while developing:
– by area of expertise
– by section; whole plan process lengthy
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Final version
– designate the devil’s advocate, or
– take a prospective investor to lunch and ask
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Campus Guardian Corporation, Jamestown, RI 02835
Investor Presentation
Hot Topics I
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Value propositions
– find the compelling ones
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Ways to get the Money
– market/sales strategy and tactics (very high level)
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Time/Events to the Money
– timeline graphic
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Pricing
– be prepared to defend in Q&A
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Campus Guardian Corporation, Jamestown, RI 02835
Hot Topics II
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Intellectual Property
– patents & trademarks very helpful
– trade secrets good, difficult to hold/defend
– find/declare your “edge”
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Exit
– who might buy/acquire
– find today’s examples and use multiples
– “Heard on the Street” = 5X/3yr, >10X/5yr
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Campus Guardian Corporation, Jamestown, RI 02835
Market Funnel
What is the total market opportunity?
Known or evolving?
Qualifiers?
Portion of market available to you?
Portion owned by competition?
Your filtered opportunity
Where
will you sell?
$
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Forecast of market = (share?)
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Other metrics
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Campus Guardian Corporation, Jamestown, RI 02835
Note Well…
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Believe what they say about the time limit
– no exceptions; rehearse until you meet your time
goals
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Minimize product/service description
– the classic nemesis of timed presentations
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A triple opportunity
– they are the reviewers, but also play the role of
both prospective investors AND customers
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Campus Guardian Corporation, Jamestown, RI 02835
Final Thoughts
What did winning do for CG?
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Cash
– help with financing pilot installations at RI
universities
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Financial firm credits
– cash flow planning, improvements to chart of
accounts
– audits/certification
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Legal firm credits
– contracts, software licensing, new IP
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Campus Guardian Corporation, Jamestown, RI 02835
Win or Lose
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Plan is your roadmap
– test your beliefs, change if necessary
– but stick to it
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Focus on the journey
– loss of focus can cripple, create dissension
– do we think we will enjoy the trip?
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Find time and ways to support your team
– respect is earned, never granted
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Campus Guardian Corporation, Jamestown, RI 02835
Good Luck
BPlan Outline, Pt 1
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I.
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III.
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IV.
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H.
EXECUTIVE SUMMARY
Business concept
The Problem
Target market projections
The strategy
Competitive advantages
Economics, profitability and ROI potential
The Team
The offering
THE INDUSTRY, THE COMPANY AND ITS PRODUCTS AND SERVICES
Industry
The problem and the solution concept
Products and services
Market entry and growth strategy
Initial Market entry
Market size and trends
Competitive analysis and competitive edges
Architectural and competitive advantages
Barriers to entry
Estimated market share and sales
Marketing strategy and tactics
Group marketing
ECONOMICS OF THE BUSINESS
Gross and operating margins
Profit potential and durability
Fixed & variable cost categories
Fixed costs
Variable costs
Months to reach positive cash flow
MARKETING PLAN AND OVERALL MARKETING STRATEGY
Strategy
Pricing Plan
Pricing factors
Pricing
Sales Models
Sales tactics
Sales plan
Initial corporate office, sales offices
Sales Compensation
Advertising and promotion
Software Distribution
Sales cycle
Marketing assumptions
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Campus Guardian Corporation, Jamestown, RI 02835
BPlan Outline, Pt 2
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V.
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B.
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VI.
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VII.
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B.
VIII.
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B.
C.
IX.
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B.
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X.
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B.
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XI.
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2.
MANAGEMENT TEAM
Key management personnel
Compensation, equity, employment and non-compete agreements
Compensation
Deferred Compensation
Equity, employment and non-compete agreements
OTHER AGREEMENTS
Key agreements
Operating Agreement
Other Intellectual Property
Shareholder’s rights and restrictions
Professional services
STATUS AND SCHEDULE
Status
Schedule
ASSUMPTIONS, RISKS AND PROBLEMS
Assumptions
Risks
Weaknesses
FINANCIAL PLAN
Pro forma statements
Pro forma income and balance sheets
Break even calculation, revenue per employee
PROPOSED COMPANY OFFERING
Desired financing
Offering
Capitalization Table
Use of funds
Exit, Investor return
APPENDIX A – FINANCIALS
Notes to the Financials
Balance Sheet
Income Statement
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Campus Guardian Corporation, Jamestown, RI 02835