Business Plan
Level 1 473 Bourke Street, Melbourne VIC 3000
Prepared By: ABMN Management Team
Table of Contents
TABLE OF CONTENTS
2
1. BUSINESS OVERVIEW
4
Vision
4
Mission Statement
4
Our Values
4
Our Clients
5
Our Workforce
5
2. PRODUCTS/SERVICES
6
Membership
6
Training Products
6
Consultancy Services
7
HR Management
7
Marketing
7
Quality Auditing
8
Small Business Advisory Service
8
PRICING STRUCTURE
9
3. MARKET ANALYSIS
10
4. COMPETITION
11
5. MARKETING STRATEGY
12
Branding
12
Promotional Strategies
12
Communication with Members
12
Advertising strategies
12
6. BUSINESS STRUCTURE AND MANAGEMENT
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ABMN Business Plan
ABMN ORGANISATIONAL CHART
15
7. FINANCES
16
ABMN Budget 2013
16
8. ACTION PLAN
17
APPENDIX I: COMPETITOR ANALYSIS
19
APPENDIX II: STRATEGIC SWOT ANALYSIS
20
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1. Business Overview
Since it was established in 2004, the Australian Business and Management Network
(ABMN) has grown from a modest business network of 22 business professionals to
become one of the largest networking communities in Australia, with more than
2,500 members. ABMN has consistently embraced change in a constantly evolving
business environment, but has kept the same goals to provide members with
opportunities to expand their network and to share information and knowledge.
While face-to-face networking remains at the heart of ABMN’s business philosophy
and practice, ABMN has embraced technology and online mediums enabling
members to engage with the ABMN community.
As well as offering its members opportunities for professional development through
networking activities, events and seminars, ABMN has recognised the need for the
ongoing skill development of its members. Over time ABMN has introduced a range
of training products designed to ensure its members and non-members stay current
and informed on new and emerging practices in their profession.
ABMN also provides reliable and expert support and advice in Human Resources
(HR), Marketing, Quality Auditing (QA) and Small Business, to assist members and
clientele in achieving their professional and business goals. ABMN employs experts
from a range of professions and industries, handpicked to ensure that members and
clientele are given the very best advice and support.
Vision
Setting the global standard for business excellence and innovation
Mission Statement
To be integral to the business success of ABMN members through the provision of
exceptional services, support and advice
Our Values
Integrity: in everything we say and do
Innovation: to pioneer and revolutionise
Best practice: setting the industry standard
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Excellence: in member services, knowledge and advice
Leadership: fostering industry leaders.
Our Clients
ABMN attracts members and clientele from all industry types and business sizes –
from small, family-owned business to large corporate with over one thousand staff.
We appeal to all age groups and have attracted men and women who are starting up
their first business, as well as individuals and businesses working in large
corporations. ABMN also attracts non-members who require occasional training,
support and advice.
Our Workforce
ABMN is an employer of choice, offering many benefits to its staff, including flexible
working hours, working from home and generous leave provisions. Head Office is
located in the heart of Melbourne’s CBD - at the pulse of business - providing ready
availability to our corporate and city-based clientele. ABMN staff are located at Head
Office, with around 85% of the team working from their home-based office. ABMN
also employs staff from all over the world. In common, all ABMN recruits are experts
in their field with outstanding skills and talents. The organisational structure enables
staff to diversify providing a flexible and reliable workforce.
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2. Products/Services
For over 10 years, ABMN has developed a suite of products designed to meet the
needs of its members. The reason for our long term success is simple - we meet our
members’ needs cost effectively. Below are some of the products and services that
ABMN provide.
Membership
ABMN offers two levels of membership: Individual and Corporate. Aside from having
access to one of the largest networking communities in Australia, membership offers
a range of other benefits, such as free and discounted training, support and advice,
as well as access to ABMN’s exclusive monthly eNewsletter and eBulletin, providing
insight into new and emerging professional and business practices.
Training Products
ABMN offers both face- to-face and online training products, designed to meet the
needs of busy professionals. One-day, face- to-face training services are provided at
the Melbourne and Sydney offices and some other locations. The focus of training is
on providing essential and specialised skills to professionals, as well as introductory
knowledge on various operational aspects of a business. Webinars run for
approximately two hours, and are designed to ensure participants stay current and
informed on trends and emerging practices in their profession.
ABMN currently positions its training products for two distinct markets:

Professionals
Professionals (including salaried workers working in small, medium and large
corporations, as well as contractors and consultants) working in HR, Marketing or
QA Management who upgrade their skills regularly to stay informed and current
about new and emerging principles and practices in their profession.

Small business owners
Small business owners and managers that want to understand the fundamentals
of HR, Marketing and QA Management so they can manage these functions in
their small business.
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Training products are closely aligned with the needs of employers and industry, and
ABMN conducts regular surveys with employers to ensure they receive the right skills
to meet the training and development needs of their organisation.
Consultancy Services
ABMN recognises that industry and employer needs are constantly changing. Given
this evolving business environment, ABMN acknowledges that its member and
customers may require ad-hoc support and advice. ABMN’s consultancy services are
designed to provide members with ongoing advice and support as needed,
specifically in the areas of:

HR Management

Marketing

Quality Auditing

Small Business
HR Management
ABMN provides advice, support and consulting on a range of HR and Management
functions, including:

Recruitment and Induction

Workforce planning

Remuneration and staff retention

Separation and termination

360 profiling.
Marketing
Our Marketing Team uses their extensive knowledge and experience to assist
members to expand their customer base, focus on their target markets and
ultimately to achieve a greater return through tried and tested marketing activities.
ABMN can assist marketing professionals to:

Undertake segmentation to identify their target market

Conduct focused market research

Develop marketing plans

Undertake marketing audits.
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Quality Auditing
The QA team provides exceptional auditing assistance and advice to support the
needs of its members working within a QA framework. TABMN certified quality
auditors can assist with:

Internal Audit planning

Assurance mapping

Developing QA performance measures

Implementing a Total Quality Management (TQM) system

ISO 9001 compliance
Small Business Advisory Service
Micro and small business represents the majority of businesses in Australia, so ABMN
provides a range of specialist knowledge and advice for those working as sole traders
and small business owners, including:

Business planning

Marketing and sales

Bookkeeping and financial management

Recruiting and managing staff

Website and promotions

Legal services
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Pricing Structure
Service
Non-Members
Membership
Individual
Corporate (11+)
$300 per year
$3000 per year
Training Products:
$500 Per Day
2 free courses per
20 free courses per

Courses
$80 per webinar
year
year

Library
Unlimited access to
Unlimited access to

Resources
Library and
Library and Resources

Webinars
Resources
10% training discount

Blogs
10% training
Free webinars
discount
Free webinars
Consulting
$250 per hour
1 free consultation
5 free consultations
Services:
(up to 2 hours) then
(up to 8 hours) then

HR Management
$200 per hour
$200 per hour

Marketing

Quality Auditing

Small Business
Events and
Dependent on
Free award night
5 conference
Conferences:
the event
Event discounts
delegates free award

Breakfasts

Conferences

Seminars

Awards night
night and annual
conference
Event discounts
News:
On request
Electronic + 1
Electronic + 5 printed

Monthly
Weekly e-
printed copy (upon
copies (upon request)
Newsletter
Bulletin
request)
Weekly e-Bulletin
Weekly e-Bulletin
(extra upon request)

Weekly e-Bulletin
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3. Market Analysis
ABMN is the only professional services business that offers services in an online
environment, in addition to, face-to-face and phone support. This includes
consultation and training, as well as resourcing. Client benefits include:

Ready access to services

Convenience

Access to services 24/7
ABMN is a competitive player in the business services industry, filling around 22% of
the served market space.
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4. Competition
The main competitor in the business services membership space is the Australian
Institute of Management (AIM). AIM is recognised within the Australian business
community as the leader in the business services market. There are several other
smaller competitors, offering specialised services and advice. Some operate from
outside Australia, and are slowly making inroads into the Australian market.
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5. Marketing Strategy
Branding
The ABMN brand is recognised by the distinctive ABMN logo with blue bold print and
a red map of Australia. ABMN uses branding on: communications, advertising, the
website, the eBulletin and personal correspondence.
Promotional Strategies
ABMN uses a variety of promotional strategies to build business, and supports
creative approaches and new ideas. Ideas for promoting products and services to
build business include:

Cross-promoting activities, such as using the Business Breakfast Series, or
training programs to promote other products or services

Membership drives

Discounted memberships

Discounted member fees for products and services

Incentives and free items, such as books for attending events

Conducting website, Newsletter, and eBulletin campaigns to promote products
and services
Communication with Members
ABMN has a strong online presence and contacts members through a weekly
eBulletin and a monthly newsletter.
Advertising strategies

Online

SMS

Mail out

Social media release

Events

Print media

Giveaways

TV and Radio

Measuring success
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Our products and services are advertised on a quarterly basis. All advertising formats
are utilised in our advertising.
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6. Business Structure and Management
Providing members with a range of products to support business objectives and
create success, ABMN forms ongoing relationships that endure over time and beyond
change.
ABMN provides reliable and expert advice, instilling confidence and reducing risk – a
need for all business. With an online presence and a growing overseas market, our
appeal is increasingly universal.
ABMN organisational structure is shown on the next page.
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ABMN Organisational Chart
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7. Finances
ABMN Budget 2013
Every department at ABMN has a budget for all costs which is managed by the
department manager.
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8. Action Plan
Key Objectives
Task
Priority Growth
Agreement and decision on
Areas
implementation
By Whom
By When
New members
New services
Create diverse
Identify processes for equity in
workforce
recruitment and performance
Increase diversity in the
workplace and in management
Increase ‘employer of
Implement strategies to improve
choice’ status and
employee of choice status
promote this message
Develop plan to promote as
to attract the best new
employee of choice
staff
Formalise selection
HR to document steps required in
processes
the specific selection process
Formalise induction and
HR to document steps required in
probation processes
the induction and probation
Greater development
Identify opportunities for
opportunities for staff
employee learning and
development
Recruit and retain high
Identify options to recruit and
quality staff
retain high performing staff
Creating a safe and
Review workplace health and
supportive workplace
safety process
culture
Develop awareness of Code of
Conduct
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Consultative and
Develop consultative committee
collaborative employee
with employee, management and
relations
union representation
Marketing
Determine sales and
Identify sales in each quarter
marketing objectives
Outline plan
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Appendix I: Competitor Analysis
Competitor
Australian Institute of
Market share
Value to customers
(%)
58%
Management (AIM)
Cheap rates for all AIM courses,
qualifications, events, consulting and
research services
The institute of Internal
63%
Auditors
Professionals Australia
Specialist training, advice and support in
QA and ISO 9001 compliance
18%
Discounted provision of financial planning,
marketing updates, member advantage
programs
Australian Human
82%
Resources Institute
Australian Marketing
Specialised human resources training,
conferences and networking
79%
Specialised marketing training and events
Institute
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Appendix II: Strategic SWOT Analysis
Strengths
Advantages the business can exploit, e.g.

Poor customer service identified
in recent surveys

Lacks gravitas of competitors
business
with longer history in the market
low overheads due to business
space
model – telecommuting staff
Opportunities

innovation – ahead with ideas
and new ways to conduct

Weaknesses

unique products

value for money

young image

Too many customer complaints
Strategies using strengths to
Strategies to reverse
address opportunities
weaknesses to address
opportunities
Marketplace areas that can be
Ways to take advantage of business
Ways to ensure weaknesses don’t
built on:
strengths, e.g.
hamper opportunities:

Innovation –

marketplace looking
for cheaper and



employer of choice – appealing to
Gen Y and X
coming up with new ideas and

excellent induction
surprising our members

strategies to engage remote
providing a one shop stop for all
competitor closure
business needs so clients do not
during GFC creating
need competitors to meet their
less competition
needs
Threats

to attract competitor’s customers
better ways to do
business
promoting good customer service
Strategies to counter threats
workforce
Strategies to fix vulnerabilities
with strengths
External issues that could
Ways to use business strengths so
Ways to address areas where the
affect the success of the
threats are not a problem:
business may be vulnerable, e.g.
business:

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regularly launching new

utilising new technologies and
ABMN Business Plan



decrease in consumer
products
social media to reach all
potential customers
demand

responding to client demands
change in client

to provide services that our
preferences to
clients cannot conduct business
outsource for services
without
change in preferences
of workforce – staff
turnover
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