About the author
Acknowledgements
Foreword
Introduction to the First Edition
Introduction to the Revised Second Edition
Introduction to the Third Edition
Symbols used
1   What’s it all about?
Have you heard the one about …   Â
Who should read this book Â
A quick fix or a longer-term tool?   Â
What is a plan anyway?     Â
Why bother?         Â
Key objectives for your plan
Your target audience         Â
Ten steps to a successful business plan       Â
Don’t trust consultants       Â
Who writes the business plan?        Â
How to use this book         Â
2   A winning presentation  Â
A concise communication  Â
Computer softwareÂ
Make it feel good  Â
First thoughts on layout      Â
Creating an outline document         Â
3Â Â Â Getting down to it
Why?       Â
When you don’t want to be a big fish          Â
What to do if you have several businesses   Â
Your list of contents          Â
The executive summary     Â
The conclusion      Â
Responsibilities – and the timetable Â
Be a SWOT
Where now?         Â
4   Know yourself     Â
Taking stock         Â
Start with the basics          Â
The central objective         Â
Are you visionary?Â
How did you arrive here?
Some numbers to please the bankers          Â
Building up value
The all-important management team
Business organisation
Business infrastructure
Products and services
Core competencies
The next step
5Â Â Â Know the world
For or against you?
The next steps
Collecting information
Understanding the world at large
Business partners
The market – what you are fighting for
The industry – what you are up against
Competitive advantages
Now write about it
Moving on
6Â Â Â The core of your plan
A strategy and an operating plan
Portfolio strategy – what businesses should you have?
 Business strategies to satisfy your desires
Strategies for department managers
Resource requirements
Strategic objectives
Documenting the strategy
Creating an operating plan
Documenting the operating plan
Onwards
7Â Â Â About these numbers
‘The time has come’, the walrus said, ‘to speak of other things’
Varying views of t