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The Management Structure in Business Plan

The management team for PDAware is a diverse group with strong skills in technology, marketing and sales, finance and operations. Our primary criteria when filling these executive positions was extraordinary past achievement.

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Labels: Business, management, plan, structure

Strategies in Business Plan

Marketing Strategies
Positioning

PDAware will initially be positioned as the premier product for project managers in the IT industries. Our strategy is to build a strong loyalty within this key market before moving on to the phase two and three markets. The product will be promoted as the most technologically advanced on the market, and the use of wireless technology will be key to achieving this image.

Pricing
The product will be priced in line with the other leading products. A pricing chart listing leading competitors' products along with PDAware is below.

Promotion
We will begin promoting PDAware to the IT market through several avenues. These include:
Special IT and Project Management Conference sponsorships and demonstrations
Direct mail campaigns
Print advertising campaigns
Email and web promotional campaigns

Supplemental to these efforts will be development of the company web site, development of supporting print and electronic literature and multi-media presentations.

PDAware will be promoted heavily at the 2001 National Project Managers' Professional Development Conference in July, to begin to build product awareness in the overall project management market. A special open invitation session and cocktail reception will be held at the end of day two of the conference to introduce and demonstrate the product, focusing on it's PDA link and its benefits. Demo CDs will be placed in each attendee's seat prior to the session. This promotion will act as a practice run for two national IT conferences held in August and October of 2009 where a similar special session, demonstration, and reception will be held. While the goal of these sessions is to build brand awareness, ordering opportunities will also be available during and after conferences.

A direct mail campaign will begin immediately following the October IT conference with special time-limited pricing discounts for those on the mailing list who also attended the special demo sessions.

Print advertising campaigns will begin in July with prominent placement in the show programs, as well as in publications that will be available at the conferences. This campaign will be continue through January of 2010.

Email and web campaigns will also begin in July, with email announcements sent out to the pre-registered conference attendees notifying them of the special PDAware session and reception. A link to the PDAware web site will be included. The site will include a Flash demonstration of the PDAware concept for "successful project management." The site will not limit its audience to the IT market.

Distribution
The product will be initially sold through our direct sales force and company web site then gradually introduced into key software retail chains and direct mail catalogs beginning in May.

It will be available introduced into retail outlets where PDAs are sold in July.

Negotiations are also under way with the Project Management Institute to offer the product to their members at a slightly discounted price through both their website and other membership publications.

Sales Strategies
Our sales strategy is oriented toward the idea of arming the sales force with information so they completely understand both the product and the market and can hit the ground running. We will also be using the project management software within our own company, so the sales staff will have first hand knowledge of the product.

Our sales team (initially three representatives and a sales manager) will be divided by geographic territory and will be on a base salary plus commission structure. They will each go through two week-long training sessions on basic project management, as well as a week-long training session on project management needs in the IT field. (Led by a leading IT project manager.)

Special product training will also be done for retail merchants.

Sales Forecasts
We are forecasting the following sales for the first twelve months.

Strategic Alliances
PDAware has strategically aligned itself with the Project Management Institute to be the software vendor of choice for their members. The product will be offered to members at 35% off the retail price from August 2009 through December of 2009.

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Labels: Business, plan, Strategies

Market Segmentation in Business Plan

Market Segmentation
PDAware is taking a three-phase approach to market segmentation, initially targeting the high-end computing/software/data processing and information services industries as phase one. Once these markets have been penetrated, PDAware will move on to the telecommunications industry, and finally into finance and business services industries. This approach will allow our limited sales force and marketing dollars to more closely target their efforts.

Strengths
PDAware has three significant strengths.

The wireless PDA interface. No other product offers this interface.
Specialty versions for five major project management markets. Only one other competing product offers specific versions for different industries.
Customization by user. Three of the competing products offer a limited type of customization, but not with the capabilities of PDAware.

Weaknesses

A potential weakness for the PDA product is the current limitation of the wireless PDA hardware. Although this technology is spreading quickly and will improve significantly within the next 9-12 months, it could slow down the initial perceived value of the PDAware product. The number of wireless PDA products currently on the market is limited to approximately 15% of all units out there, but is expected to grow and be the majority within the next 3 years.

In the meantime, the PDAware product does not require wireless technology to be an effective and efficient tool, it will simply require synching the data manually via the PDA's PC linkup device if the user does not have a wireless enabled PDA.

Target Audience

According to the Project Management Institute, the profile of those working in project
management is as follows:
Sex : 75% male, 25% female;
Education: 90% have college or graduate degrees;
Age : 40% are 41-50 years of age
30% are between the ages of 31 and 40
Certified : 85% plan to obtain or already have their PMP® credential

According to PDA manufactures their typical user is:
Sex : 65% male, 35% female
Educations: 75% have college or graduate degrees
Age : 21-48
PDA Usage: 90% use their PDA for business

Competition

There are six similar project management applications available in the market. The leader is Primaproj, closely followed by Microbuilt Project, and Arteproj. Below is a table that lists competing products with a breakdown of the features most requested by project managers. While most of them have the essential software components necessary for project management, none offer connectivity to a PDA. There are also some shareware PDA project management software applications available, but these are very limited and do not offer the feature sets required by the majority of project managers.

Competing Software Products
PRIMAProj offers an interactive view of activities and relationships, a graphical interface, colored bands to organize data by activity code, resource, cost accounts, etc. It lets you define interrelated projects and project groups. Multiproject control allows users to roll up information to analyze and report on project progress. It offers scheduling and resource leveling options, and user-definable options. It shows the effect of progress on remaining work, and has multi-user capabilities, and customizable reports.

MICROBuilt PROJECT is a Windows-based collaboration tool, allowing two-way communication between everyone involved in a project and as well as data access to anyone via the internet.

Arteproj puts project planning, cost control, resource tracking, and project analysis into a single program. It uses a role-based approach to software design and implementation. It uses Windows-based interfaces, and offers separate role-based applications for project planning, resource and activity tracking, project cost control, and executive analysis and reporting. This allows for feedback on how schedule and personnel changes will impact productivity downstream—including deadlines, activity resourcing, and project costs.

Ever Plan includes interactive views, a project interface paradigm for management of projects, resource pools, codes, reports, etc. It offers hierarchical structures, inter-project relationships, cross-project resource analysis, and security. Ever Plan Professional is a multi-user application. If offers graphical manipulation on screen, so users can customize most views and reports. There is a full range of interactive, customizable, graphical project views - tables, bar charts, linked bar charts, flow charts, hierarchy diagrams, cost curves, etc. Data can be stored and processed on any size or type of server and accessed from PC clients. Data can be stored in Open Plan compatible Dbase files or in ODBC compliant databases such as Oracle and Sybase.

Track-Out monitors timesheets, invoices and expenses for employees, teams, and departments based on time, costs, projects and tasks. Track-Out prepares 65 customizable time and cost reports & graphs by individual, team, project, activity and more. Reports or graphs can be exported or sent by e-mail. Track-Out can create invoices, expense reports or track billing and receivables. Employees can use timesheet entry tools to record and submit their time and expenses. Track-Out gives employees feedback on their targets vs productivity .

WebGroove Project provides interactive views of activities and relationships, a graphical interface, colored bands to organize data by activity code, resource, cost accounts, etc. It lets you define interrelated projects and project groups. Multiproject control allows users to roll up information to analyze and report on project progress. It offers scheduling and resource leveling options, and user-definable options. It shows the effect of progress on remaining work, and has multi-user capabilities, and customizable reports.

WebGroove Project/Net is Internet/Intranet server-based and is designed to work with WebGrooveProject. It uses the Internet/Intranet to process and route project information and return project status information in a series of home pages for staff, managers, executives, and each person involved in a project. Pages containing project status can be viewed using a browser and progress can be entered on forms accessed from personal project home pages.

Competing PDA Software
PalmProject tracks project time and includes cost accounting software. No desktop software is included, information is exported to Excel and Access.

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Labels: Business, Market, plan, Segmentation

The Market in Business Plan

Market Analysis

During the research phase, preliminary focus groups were conducted, as well as surveys at the National Project Management Professional Development Conference. Findings indicated that there was a significant need for a new project management software product and the added capability of the PDA link was seen as "extremely beneficial" by 79% of those surveyed.

To arrive at the number of potential buyers of project management software for PDAs, we first researched the number of PDA’s currently on the market, and combined that with data on the current number of professional project managers.

As of December 2000, there had been 3.5 million PDA units sold by leading manufacturers. This number had increased from 1.3 million in the previous year. Palmä Computing is by far the industry leader with approximately 72% of all PDA sales in 2000 (Source: NPD Intellect) With an estimated 12 million PDA units in customers’ hands worldwide, the base for sales of the project management software, as well as future PDA software titles is quite large.

According to the Project Management Institute (the largest of all worldwide project management associations), current membership levels are at 71,000 thousand professional project managers worldwide. In January 2001, their overall membership had increased by 28% over the previous January. Over the past six years, membership growth has averaged 33% each year. So the number of project management positions is steadily increasing.

Growth Potential
The Project Management Institute’s top 5 industry areas include:

Computers/Software/DP 10,091
Information Technology 9,044
Telecommunication 6,975
Business Management Services 4,750
Financial Services 3,525

Using the growth of both the industries and employment within these industries as an indicator of future project management positions, the following tables show significant opportunities for future PDAware sales.

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Labels: Analysis, Business, Market, plan

The Business Plan

Business Concept

PDAware has produced a top-notch product that fills a gap in the project management market. Current PDA project management software does not come close to encompassing the features that PDAware’s product does. Our software will not only allow the user to update and track progress on projects via wireless technology, but will also to mport project data from other popular project management software packages. The PDAware's Project Management software along with its supplemental desktop component is intuitive and full featured, and has gotten rave revues in Beta testing. The market for these handheld computers is growing quickly and appears to have great potential for future growth as well.

PDAware Project Management software offers five specific versions that, while still being totally customizable, are also specifically targeted to groups such as IT, Finance, Consulting, and Telecommunications. This specialization will make setting up new projects less time consuming because the framework is already in place. Other innovative features include the capability for saving customized formats as templates for use in other similar projects.

PDAware will be focused on new product development, as well as enhancements and upgrades to the Project Management software program. We will begin development of additional software packages to fill other needs based on our market research in the coming year. PDAware is also investigating and staying on top of new technologies and the possibility of software compatibility with other wireless devices.

Current Situation
The developers and visionaries of PDAware have been working on the product since January of 2008. The first six months included research into the project management software market and the PDA markets. The information gleaned from that research laid the foundation for the key features of PDAware. The programmers of the product began work in July of 2008 and the product went into beta testing in January of 2009. The reviews and feedback from beta testing have indicated an excellent acceptance level for the product, and therefore, funding is being sought to get the product finalized, packaged, and into the market.

Objectives
Our objectives are:

To hold 20% of the PM software market for the IT industry by January of 2010.
To see a positive ROI by January 2011.
To hold 20% of the PM software market for the Telecommunications industry by January of 2011.
To hold 20% of the PM software market for the Business and Finance services industries by January 2012.

Labels: Business, Concept, plan

Business Plan Sample Format

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The $1.2 million we are seeking will be used to begin production, packaging, and marketing, and for short term capital and overhead needs. An additional $125,000 is being provided by the owne

The Business
The Market
Market Analysis
Market Segmentation
Strengths
Weaknesses
Target Audience
Competition

Strategies
Marketing Strategies
Sales Strategies
Strategic Alliances

The Management Structure
Key Players
Organization Chart
Staffing Costs (at end of year 1)

The Financial
Needs Summary
Revenue Model
Assumptions and Comments
Financial Statements
Profit and Loss-Year
Profit and Loss-Year
Profit and Loss-3
Year Summary
Flow-Year
Cash Flow-Year
Balance Sheet

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Labels: Business, plan

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