Selling a Vision
Research Proposals and Business Plans
M. Satyanarayanan
15-821/18-843 Fall 2005
Carnegie Mellon University
©2005 M. Satyanarayanan
15-821/18-843 November 2005 - 1
Recurring Situation
You have a vision that excites you
• you are certain that realizing the vision is valuable
• you have a plan to get there
Alas, the plan needs resources owned by someone else
• skilled people
• equipment, space, etc.
• your time
How do you convince the resource owner to support you?
This situation occurs in many guises
• scientific research
• creating startup company
• internally, in setting direction for an established company
• 
©2005 M. Satyanarayanan
15-821/18-843 November 2005 - 2
Elements of Solution
Convince resource owner that vision is valuable
• “value” is in the eyes of the beholder
• scientific research  important new scientific knowledge
• business  profits
Convince resource owner that you can deliver
• your past track record
• clarity and credibility of plan to realize vision
• clear identification of target audience (“customers”)
• identification of risks, and plan to mitigate them
Typically involves writing a document that makes the case
• called “research proposal” for scientific research
• called “business plan” for startup companies
• very different goals, evaluation criteria, formats, etc.
• but they are similar at a deeper level
©2005 M. Satyanarayanan
15-821/18-843 November 2005 - 3
Similarities & Differences
Scientific Research
Business
Driver of vision
Principal Investigator
Entrepreneur
Evaluation criterion
Likelihood of generating new
knowledge
Likelihood of generating
profits
At stake for driver
Scientific reputation
24x7 time for N years
Exit strategy
Publication of results, opensource code release
IPO or buyout
Success predictor
Past publications, results from
past funding
Past startups (successful
or unsuccessful)
co-PIs, senior personnel
Management team
Consolation prize
Negative results often ok
No substitute for profit
Risk tolerance
High-risk, high-payoff is best
Low-risk, high-payoff
Time scale
3-5 years, annual review
1-3 years, quarterly review
©2005 M. Satyanarayanan
15-821/18-843 November 2005 - 4
• Writing an NSF Proposal
• Example NSF proposal
• Business Plan talk (Eric Cooper)
• Example business plan
©2005 M. Satyanarayanan
15-821/18-843 November 2005 - 5
Your Assignment
By Friday, November 11
• send Dan and me a title and 1-page summary of your idea
• topic must be relevant to Mobile and Pervasive Computing
• use plain text; clarify research or business
• we will give approval by next class (Nov 15)
By last class (Thu, Dec 8)
• deliver research proposal or business plan summary
• 5-10 pages (typical is about 7-8)
• express resources in people/skill level, equipment, etc.
• don’t bother converting to real dollars
Resources:
• example research proposal, grading criteria
• example business plan, grading criteria
©2005 M. Satyanarayanan
15-821/18-843 November 2005 - 6