23716 - BUSINESS PLAN

Learning outcomes

The course focuses on the fundamentals of effective business planning. Topics covered include organizing a business plan, choosing a business name, developing a mission statement and executive summary, analyzing the environmental factors that can affect a business, marketing the business, and managing people and the competition.

Course contents

Module 1: Introduction Business plan overview: objectives, utility, and target audiences (banks, shareholders, internal use). Development plan and corporate mission. Business Model Canvas: agile tools for mapping the business model. Module 2: Market and Competitor Analysis Market research and analysis: gathering industry data and trends. Competitor analysis: positioning and competitive advantage. SWOT analysis: strengths, weaknesses, opportunities, and threats. Module 3: Marketing and Operational Plan The 4 Ps of marketing: Product, Price, Place, and Promotion. Pricing strategy: markup logic and margins. Operational and organizational plan: team structure, roles, skills, and bureaucratic/legal aspects. Risk management: analysis of internal and external risks (e.g., PESTEL model). Module 4: Economic-Financial Plan Revenue estimation with 3-5 year sales forecasts. Cost structure: fixed, variable, production, and overhead costs. Pro forma income statement to calculate expected profit. Operational and consolidated budgeting techniques to support business planning. Cash flow statement for managing cash flows and liquidity. Break-even point calculation. Projected financial requirements. Module 5: Specialized Topic The executive summary. Storytelling techniques to effectively convey the business model and identity. The business plan in the context of corporate recovery and the planning of turnaround and restructuring processes.

Readings/Bibliography

- C. Parolini, Business Planning. Dall’idea al progetto imprenditoriale, Pearson Education, 2020 (3rd edition) - Lecture slides and teaching materials provided during the course

Teaching methods

Examination arrangements:

Oral examination. The mark is obtained out of thirty and is the result of three questions posed during the oral exam. The questions are posed on topics related to the teaching program.

Assessment methods

Oral examination.

Teaching tools

Teaching tools

Office hours for students: students will be received in the Teacher office at the Bologna Department of Business Sciences n.34, Capo di Lucca Street, or online. Office hours will be communicated (as well as any amendments) through the web page of the Teacher.

Office hours

See the website of Massimiliano Zanigni [https://www.unibo.it/sitoweb/massimiliano.zanigni/en]

Office hours

See the website of Massimiliano Zanigni