Table of Contents
Preface ...............................................................................................................4
1. THE ROUTE FROM CONCEPT TO COMPANY .............................................. 4
1.1 Success factors..............................................................................................4
1.2 Stages of development ..................................................................................5
2. THE BUSINESS IDEA .......................................................................................8
2.1 Development of a business idea ....................................................................8
2.2 Elements of a promising business idea ..........................................................9
2.3 Protecting your business idea ......................................................................13

2.4 Presenting to investors ................................................................................14
3. THE BUSINESS PLAN.....................................................................................16
3.1 Advantages of a business plan ....................................................................16
3.2 Characteristics of a successful business plan...............................................16
3.3 The investor's point of view ..........................................................................18
3.4 Tips on preparing a professional business plan ...........................................21
4. STRUCTURE AND KEY ELEMENTS OF A BUSINESS PLAN .......................... 23
4.1 Executive summary........................................................................................23
4.2 Product or service.........................................................................................24
4.3 Management team .......................................................................................26
4.4 Market and competition.................................................................................28
4.5 Marketing and sales......................................................................................32
4.6 Business system and organization ...............................................................37
4.7 Implementation schedule..............................................................................41
4.8 Opportunities and risks.................................................................................42
4.9 Financial planning and financing..................................................................42

5. CASE STUDY: "CITYSCAPE" .........................................................................48
5.1 "CityScape": Idea and business concept ......................................................48
5.2 "CityScape": Business plan ..........................................................................49
5.2.1.- EXECUTIVE SUMMARY ...........................................................................50
5.2.2. - SERVICE IDEA .......................................................................................52
5.2.3. - MANAGEMENT TEAM..............................................................................53
5.2.4. - MARKET AND COMPETITION.................................................................54
5.2.5. - COMPETITOR ANALYSIS ......................................................................55
5.2.6. – CITY SCOPE'S COMPETITIVE ADVANTAGES ....................................56
5.2.6. - MARKETING AND SALES........................................................................57
5.2.7. - BUSINESS SYSTEM AND ORGANIZATION.............................................58
5.2.8. - IMPLEMENTATION SCHEDULE..............................................................60
5.2.9. - OPPORTUNITIES AND RISKS.................................................................61
5.2.10. - FINANCIAL PLANNING AND FINANCING ..............................................62
5.3.- Critique of elements of "CityScape" business plan ......................................68