Making the Business Case

Do you have an idea for a business? This book will help you to determine how to go about turning your idea into reality and cash. More importantly, though, as a first step it will help you determine if the idea is even worth pursuing in the first place. To get partners and investors, you must make a business case. This means having the answers to some tough questions, the most important question being: How will your idea make money? You will also learn how to best communicate your idea using an effective Executive Summary and a well-honed elevator pitch.

1. Introduction
   1. From Concept to Company
   2. The Business Case
   3. How Big?
   4. Who is your audience?
   5. Odds of failing
   6. Have you got what it takes?
   7. You can be a millionaire!
   8. Making it Happen
2. Communicating Your Idea
   1. Telling Your Story
   2. The Executive Summary
   3. Investor Presentations
   4. Next Steps
3. Product or Service
   1. What are you selling?
   2. How much is it?
4. Intellectual Property
   1. What is your unique advantage?
   2. Will someone steal my idea?
   3. Keeping it secret
   4. Trademarks, Copyright and Industrial Designs
   5. Do you really own it?
5. Market Need
   1. Who needs it?
6. Market Scope
   1. How big is the market?
   2. Sizing the Market – An Example
   3. Does Size Matter?
   4. Where’s the Market?
   5. Forecasting Sales
7. Distribution
   1. How will your product get to market?
   2. How will customers know about it?
8. Competition
   1. Who will eat your lunch?
   2. What about timing?
9. The Team
   1. Who’s on Board?
10. Financial
    1. What are the numbers?
    2. How many years out?
    3. The hockey stick forecast
    4. Investment returns
11. Risks
    1. What’s the biggest risk?
12. Business Plan
    1. What needs to be done?
    2. Business Model
    3. Business Model Canvas
    4. Information Sources
    5. Business Evolution
13. Selling Out or Building Out
    1. What’s your Exit Strategy?
    2. Why worry about it?
14. Final Thoughts
15. Endnotes
16. Additional References