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Campus Guardian Corporation

Campus Guardian Corporation. www.campusguardian.com. Strategies in winning the 2007 Business Plan Competition. CG BPlan Rev 0.01. Evolved over 2 years Strategy, strategy and… Was a collection of: customer problem definitions product/service definitions

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Campus Guardian Corporation

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  1. Campus Guardian Corporation www.campusguardian.com Strategies in winning the 2007 Business Plan Competition

  2. CG BPlan Rev 0.01 • 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 Campus Guardian Corporation, Jamestown, RI 02835

  3. Next Revision • 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

  4. Competition Version • 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

  5. Financials • 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 Campus Guardian Corporation, Jamestown, RI 02835

  6. Avoid Certain Mistakes • 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 Campus Guardian Corporation, Jamestown, RI 02835

  7. Get Feedback • 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

  8. Investor Presentation

  9. Hot Topics I • 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 Campus Guardian Corporation, Jamestown, RI 02835

  10. Hot Topics II • 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

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

  12. Note Well… • 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 Campus Guardian Corporation, Jamestown, RI 02835

  13. Final Thoughts

  14. What did winning do for CG? • 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 Campus Guardian Corporation, Jamestown, RI 02835

  15. Win or Lose • 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 Campus Guardian Corporation, Jamestown, RI 02835

  16. Good Luck

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

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

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