The importance of having a good business plan

Wednesday February 4, 2009

The importance of having a good business plan
RSM EYE - By Girish Ramachandran

THE business plan remains the cornerstone in determining whether you can attract potential funders and investors.
However, statistics show that only 5% of business plans are read beyond the executive summary. And only 10% of proposals that pass the initial screening qualify for due diligence and receive funding.
That means on average, only six in 1,000 business plans get the funding they ask for.
Different types of funders look at business plans from different perspectives.
These individuals seek out businesses with good potential and sound strategies that will provide high financial returns, coupled with an option to exit the venture.
The 3Fs (founder, friends and family), angel investors and venture capitalists observe the highest risk levels as they gain entry into the business at its seeding points.
In contrast, to manage their risks, equity investors and commercial banks are more likely to look for entry points between the growth and maturity stages of the business.
The implication for entrepreneurs is that they must customise their business plan according to whether they are seeking funding from a bank or a venture capital fund.
A good business plan provides a clear roadmap to your corporate destination.
It may be your most important communication tool to investors. It will include a marketing plan, a management plan and financial projections for five years.
The financial projections are an integral part of the plan, since nothing speaks louder to bankers than numbers.
The marketing plan provides an overview of the business, its location and your marketing strategies. The management plan basically details the credentials and experience of those in the decision-making capacity.
To sum it up, you have to be prepared. Many people are unsure of what the bank can or cannot do for you, and why. Bankers expect you to know the basics before you walk in their door. Do your homework and set realistic assumptions.
A bank that wants to start a relationship with you will read your plan to know who you are and what you plan to do. Some things they are likely to look for:

The business background
You will have more credibility if you’ve had experience in the business and field you’re entering.
Attempt to show an overview of the market and highlight your advantages of your business over its competitors.
The business plan should detail strategies for breaking into the industry and show good potential for demand and further expansion.
People are an all important factor in a business, so describe the management team with short biographies of main managers.

Your financial projections
Bankers expect to see the three main financial statements – income statement, balance sheet and cash flow – projected monthly for the first year, and annually for four years after that. The cash flow is imperative.
These financial projections give bankers a sense of your profit and cash flow if they provide you with a loan.
You need to prove that you will have more than enough cash to cover the monthly loan repayments and any overheads.
The financial projections should mirror that of reality as much as possible. This implies that if you are able to obtain actual numbers (rents, insurance, equipments quotes and prices), use the actual numbers.
Some bankers like to say if they see too many zeros, they know the numbers aren’t reliable.
Take note, if you underestimate capital or operational expenses, you may end up overspending in the future and eating into your working capital.

Realism in your financials
Granted, you can’t really forecast your income or expenses. The temptation is to use over-optimistic assumptions to show strong projections.
That may work to your disadvantage in the long run. Over-optimism on your part will definitely come face to face with plenty of doubt on the banker’s.
The trick is to use conservative assumptions but still show strong projections. This is because bankers will compare your projections to industry reports on average performance of different kinds of businesses.
If you project margins way better than those, you’d better be able to explain why or how you’re going to accomplish that.
·Local alignment in the financials
Amounts have to logically match so that the amount you ask to borrow matches the financial gaps in your plan.
For example, don’t try to show you don’t need any money, because if you didn’t, you wouldn’t be borrowing. Don’t show that you need much more money than you can afford to borrow. Your cash flow should be realistic and show how much money you need and why.

A complete plan
A good banker will also expect to see a readable plan from executive summary through to the end. It should cover what you sell, your market, your company background, and specific dates and activities.
So the business plan is a two-way test.
Although most banks will require a plan, not all of them will really process the plan. Be grateful if they do. That means they are interested in your business and want to build a long-term relationship.

Girish Ramachandran is executive director of RSM Strategic Business Advisors. He is of the opinion that failure to plan is most certainly planning to fail. Feedback to this article is welcome. Please email starbiz@thestar.com.my

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