www.campusguardian.com
Strategies in winning the 2007 Business Plan Competition


Evolved over 2 years
– Strategy, strategy and…

Was a collection of:
– customer problem definitions
– product/service definitions
– current market information, observed trends, intercept points
– competition, real and expected
– obstacles, barriers and brick walls
2
Campus Guardian Corporation, Jamestown, RI 02835


Settle on an outline
– solves the blank sheet problem
– use to break up assignments
– but let it evolve

Tell the whole story
– positives/negatives
– avoid the “Prospectus” format
– CG’s outline will be available as reference
Campus Guardian Corporation, Jamestown, RI 02835
3


Tactics must be clear, thorough

Accurate financials
– pass the “sniff” test

Milestone plan on funding

Reveal what you can about:
– secret sauce
– go to market details
– pricing and how it was determined
Campus Guardian Corporation, Jamestown, RI 02835
4


One of the most challenging components
– determine as many costs as you can
– no expense is too small
– if estimating, find a metric to support
– evolves with each version of the plan

Outside review a must
– take a finance person to lunch
5
Campus Guardian Corporation, Jamestown, RI 02835


Don’t say anything more than once
– reviewer's have day jobs
– exec summary is the sole exception

Minimize time on the plan “design”
– logo + some color + functional layout = more time for content and your business
6
Campus Guardian Corporation, Jamestown, RI 02835


From?
– outside reviewers are best
– advisors, board members

Tactics while developing:
– by area of expertise
– by section; whole plan process lengthy

Final version
– designate the devil’s advocate, or
– take a prospective investor to lunch and ask
Campus Guardian Corporation, Jamestown, RI 02835
7


Value propositions
– find the compelling ones

Ways to get the Money
– market/sales strategy and tactics (very high level)

Time/Events to the Money
– timeline graphic

Pricing
– be prepared to defend in Q&A
9
Campus Guardian Corporation, Jamestown, RI 02835


Intellectual Property
– patents & trademarks very helpful
– trade secrets good, difficult to hold/defend
– find/declare your “edge”

Exit
– who might buy/acquire
– find today’s examples and use multiples
– “Heard on the Street” = 5X/3yr, >10X/5yr
Campus Guardian Corporation, Jamestown, RI 02835
10

What is the total market opportunity?
Known or evolving?
Qualifiers?
Portion of market available to you?
Portion owned by competition?
Your filtered opportunity
Where will you sell?
$

Forecast of market = (share?)

%

Other metrics
11
Campus Guardian Corporation, Jamestown, RI 02835


Believe what they say about the time limit
– no exceptions; rehearse until you meet your time goals

Minimize product/service description
– the classic nemesis of timed presentations

A triple opportunity
– they are the reviewers, but also play the role of both prospective investors AND customers
12
Campus Guardian Corporation, Jamestown, RI 02835




Cash
– help with financing pilot installations at RI universities
Financial firm credits
– cash flow planning, improvements to chart of accounts
– audits/certification
Legal firm credits
– contracts, software licensing, new IP
14
Campus Guardian Corporation, Jamestown, RI 02835


Plan is your roadmap
– test your beliefs, change if necessary
– but stick to it

Focus on the journey
– loss of focus can cripple, create dissension
– do we think we will enjoy the trip?

Find time and ways to support your team
– respect is earned, never granted
15
Campus Guardian Corporation, Jamestown, RI 02835












































5.
6.
E.
F.
2.
3.
4.
A.
B.
C.
D.
1.
E.
F.
G.
H.
II.
I.
A.
B.
C.
D.
2.
D.
IV.
A.
B.
III.
A.
B.
C.
1.
2.
3.
E.
F.
G.
H.
1.
2.
C.
D.
1.
EXECUTIVE SUMMARY
Business concept
The Problem
Target market projections
The strategy
Competitive advantages
Economics, profitability and ROI potential
The Team
The offering
THE INDUSTRY, THE COMPANY AND ITS PRODUCTS AND SERVICES
Industry
The problem and the solution concept
Products and services
Market entry and growth strategy
Initial Market entry
Market size and trends
Competitive analysis and competitive edges
Architectural and competitive advantages
Barriers to entry
Estimated market share and sales
Marketing strategy and tactics
Group marketing
ECONOMICS OF THE BUSINESS
Gross and operating margins
Profit potential and durability
Fixed & variable cost categories
Fixed costs
Variable costs
Months to reach positive cash flow
MARKETING PLAN AND OVERALL MARKETING STRATEGY
Strategy
Pricing Plan
Pricing factors
Pricing
Sales Models
Sales tactics
Sales plan
Initial corporate office, sales offices
Sales Compensation
Advertising and promotion
Software Distribution
Sales cycle
Marketing assumptions
17
Campus Guardian Corporation, Jamestown, RI 02835


































X.
A.
B.
C.
D.
C.
IX.
A.
B.
C.
E.
XI.
A.
1.
2.
1.
2.
B.
C.
VII.
A.
B.
VIII.
A.
B.
V.
A.
B.
1.
2.
3.
VI.
A.
MANAGEMENT TEAM
Key management personnel
Compensation, equity, employment and non-compete agreements
Compensation
Deferred Compensation
Equity, employment and non-compete agreements
OTHER AGREEMENTS
Key agreements
Operating Agreement
Other Intellectual Property
Shareholder’s rights and restrictions
Professional services
STATUS AND SCHEDULE
Status
Schedule
ASSUMPTIONS, RISKS AND PROBLEMS
Assumptions
Risks
Weaknesses
FINANCIAL PLAN
Pro forma statements
Pro forma income and balance sheets
Break even calculation, revenue per employee
PROPOSED COMPANY OFFERING
Desired financing
Offering
Capitalization Table
Use of funds
Exit, Investor return
APPENDIX A – FINANCIALS
Notes to the Financials
Balance Sheet
Income Statement
18
Campus Guardian Corporation, Jamestown, RI 02835