New Venture Creation
Business Concept Structure Outline
Sentence
Number
Purpose
2




3

1

4

Describes business
Identifies target audience
Illustrates benefit
Describes process for
achieving customer benefit.
Provides point of
differentiation.
Describes marketing
strategy/channel of
distribution (how the benefits
will be delivered to the user)
Identifies cost and timing.
5
Example
ABC Company provides_(description) to
_(target audience)___
for _(benefit)_________.
This is achieved by (process).
ABC’s product/service is differentiated
from its major competitors by (USP).
ABC’s customers will be acquired via a
marketing plan which includes (key mktg
components).
Business startup costs are estimated at
$___, launch is planned for
__(qtr/yr)___ and breakeven (including
startup costs) is projected to occur by
__(qtr/yr)__.
Example:
A premium priced patented razor fashioned like a miniature yellow jet ski designed to
make it easy to share the head.
Product:
Customers:
Benefits:
Benefit Delivery Process:
Marketing Strategy/
Distribution:
A 2.25 inch long razor called the HeadBlade
Upscale men, aged 25-34, who like to share their heads
Provides a smoother shave with no nicks and cuts; easier
to use than regular shaving instruments
Provides a way for the user’s hand to become the handle
of the razor, giving the user better control of the blade
Direct to the consumer via the internet
(http://www.headblade.com)
Business Concept:
HeadBlade LLC provides a state-of-the-art way for men to shave their heads by making
the user’s hand the handle, allowing for better control of the blade with a smoother, nick
free shave as a result. HeadBlade is delivered direct to the consumer through the
internet site.