Description
On this brief elucidation regarding to develop the entrepreneurial bent.
Academic Guide
Subject: Business Creation
4
th
year
DEGREE IN MARKETING AND SALES
MANAGEMENT (TSDMK)
Academic Year 2014/2015
Campus: Pozuelo (Madrid)
Teacher: Fernando Moroy Hueto
Term and year: 2
nd
Semester,
4
th
Year
Type: OB Obligatory
Language: English
ECTS Credits: 4,5
Hours per week: 3
Business Management Department
Last update: october 2014
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
1
Summary
1. Teacher’s Contact Information ........................................ 3
2. Description of the subject ............................................... 3
3. Goals and expected takeouts: ......................................... 3
4. Competencies: ............................................................... 4
TRAINING ACTIVITIES: ........................................................ 5
4.1 Training Activity ...................................................................... 5
4.2 Teaching Methodologies .......................................................... 6
5. Evaluation System: ........................................................ 6
5.1 Written tests ........................................................................... 8
5.2 Mandatory works ..................................................................... 8
5.3 Active participation: ................................................................. 9
5.4 Final exam .............................................................................. 9
6. Program of the subject .................................................. 10
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
2
6.1 Analytical Program ................................................................. 10
7. Relationship among competencies, Subject units and
evaluation system .............................................................. 13
8. Recommended information sources ............................... 14
8.1 Basic Bibliography (not specifically required to follow the course)14
8.2 BiblioWeb: ............................................................................. 14
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
3
1. Teacher’s Contact Information
Fernando Moroy Hueto [email protected]
2. Description of the subject
To develop the entrepreneurial bent of the students. Is true that successful
entrepreneurs share common attitudes and behaviors.
All the activities of the Business Creation program try to help the entrepreneurs
to run their own companies.
3. Goals and expected takeouts:
The subject will provide the students all the tools to become a successful
entrepreneur and therefore how to conceive, launch and build companies that
could créate value (not only money) at the long haul.
The entrepreneur’s preparedness for the entrepreneurial process is very
important. Hence the program will reach the next main aims:
- To think about the attitudes and behaviors of the entrepreneur.
- To understand the great difference between an idea and an opportunity.
- To figure out the need to build a team.
- To write a business plan to launch the Company.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
4
4. Competencies:
Primary and General Competencies:
CT01- Analisys and syntesis.
CT02- Organization and planning.
CT08- Problem solving.
CT09- Decision making.
CT10- Apply formal criteria to problems, based on technical instruments
and techniques.
CT14- Work in interdisciplinary groups and teams.
CT21- Autonomous learning.
CT18- Critical and self-critical skills.
CT27- Sensitivity to environmental and social issues.
CT28- Practical applicability of learnings.
CT26- Motivation for quality.
Specific Competencies:
CE04- Being able to provide assessment and write reports about specific
situations happening in real companies and markets.
CE05- Being able to prepare projects on marketing and market research
for companies or specific functional areas.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
5
TRAINING ACTIVITIES:
TOTAL DISTRIBUTION OF THE WORKING SCHEDULE
4.1 Training Activity
? AFE1- Preparation of the theory contents.
? AFE3- Group work. This teaching metodology requires the creation of
small research Works. Bibliography, structure, and content will be
evaluated. There will be a joint discussion among the students. This
activity may require an oral presentation.
? AFE4- Debate and constructive criticism. Debate and constructive
criticism to current issues related to the subject. The themes will be
proposed by the teacher, who will act as a moderator, incentivating
student participation, based on the learnings from previous clases.
Teaching hours Non teaching hours
45 hs 90 hs
Hours Classroom
Total: 35 hs
Teaching: 35
100
Non teaching: 0
Hours Classroom
Total: 76 hs
Teaching: 0
50
Non teaching: 76
Hours Classroom
Total: 10hs
Teaching: 10
100
Non teaching: 0
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
6
? AFE5- Academic mentoring. The teacher will be available to meet
periodically with the students, individually or in groups, to review the
status of the Works and to provide orientation and solve doubts.
4.2 Teaching Methodologies
? MD1- Theorical sessions
? MD2- Practical sessions
? MD3- Mentoring
5. Evaluation System:
We will apply continuous evaluation. Assistance to class sessions is mandatory.
To be able to pass the subject by continuous evaluation the assistance to the
sessions must be of at least a 70%.
Evaluation System:
? SE2 Group work: 70%
? SE3 Theorical tests: 20%
? SE5 Active participation: 10%
Hours Classroom
Total: 14 hs
Teaching: 0
100
Non teaching: 14
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
7
PONDERATION OF THE CONTINUOUS EVALUATION
EVALUATED ACTIVITY Ponderation
Evaluation
system
Remarks
E.1 Written tests: At
least 2 tests
Each test will have a
specific percentage
value, adding up to
20%:
TOTAL: 20%
(SE3)
No final exam will be
required if the
student achieves a 5
over 10 in all the
tests or a 6 over 10
on average..
E.2 Mandatory Work
TOTAL: 70% Grupal (SE2)
E.3 Active Participation
TOTAL: 10%
Problem solving
and individual
practical Works.
Participation in
class.
(SE5)
FINAL EXAM
40%
Alternative exam,
for students who
don’t pass the
continuous
evaluation (SE3)
Ordinary and
extraordinary
examination sittings
? The methodology is specially practical in order that the students build a
business plan to launch a new Company.
? Issues addressed will require a priori knowlwdge of the main managerial
áreas like: strategy, marketing, finance, human resources, operations, etc.
The entrepreneurial process needs to put it all together in the right order,
“learning by doing”.
To achieve this goal, we´ll divide the class in two parts:
a) 1st part: a teacher´s pesentation about the main topics of the subject
highlighting the critical points.
b) 2nd part: Tutorial.
There will be working groups (máximum 5 people) each group will
develop a new business and therefore will write a business plan.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
8
Hence this subject has their clases divided in two parts: theory and
practice. The teacher will explain the process to build the business plan
at the first part and after each group will explain each order how they are
developing the project.
The teacher doesn´t explain managerial áreas (strategy, finance,
marketing, human resources, operations, etc), to built the business plan.
Coach and tutor the groups to build the business plan.
Final output for each group: The Business Plan for a new business.
? The students will not have to attend the final exam in case their achieved
grade is at least 5 over 10 in each test or a 6 over 10 on average. To pass
the subject the student must also present the mandatory work.
? Students who haven’t atended at least a 70% of the class sessions will be
evaluated only taking into account the final exam, and with a máximum of
70%, both in the ordinary and extraordinary examination sittings.
? All the students repeating the subject and not required to attend the class
sessions will be evaluated only through the final exam. In that case the
exam will have a value of 100%.
5.1 Written tests
The written tests in continuous evaluation will be done within the regular class
hours, and there will not be individual exam revisions.
5.2 Mandatory Works
The students, either individually or as a part of a group, will execute the
mandatory works requested by the teacher, who will detail the general norms
and rules of evaluation.
The works must be original and unpublished. The students can include up to a
25% of published works always including the proper citations. Plagiarism will
imply a fail in the subject as a whole, not only in the specific work where the
plagiarism is found.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
9
5.3 Active participation:
During class sessions the teacher will solve some of the exercises requested to
the students.
There may be unexpected/surpise written tests during class sessions. Also,
during the course of the subject there will be an evaluation of the active
participation of the students and their behaviour.
5.4 Final exam
The continuous evaluation will apply to both oficial exam sittings: ordinary and
extraordinary, and the ponderation over the total of the grade will be 40% in
both cases. There will be an exception to this rule for students repeating the
subject, who are not required to attend the class sessions. In that case the
value of the final exam will be of up to 100%.
There will not be any exam in any date different to the official dates designated
by the school.
The students will be able to review their final exam in the specified official date
that will be published together with the grades of the exams.
Structure of the final exam
The final exam will be composed of theoretical questions and practical
exercises. The exam will have a value ot 10 points and the student will have to
prove the understanding and the basic required knoledge associated with the
subject.
According to the Yearly Academic Guide, there will be a correction between +1
and -1 that will be automatically applied to the final grade depending on the
assistance to the class sessions.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
10
6. Program of the subject
6.1 Course Detail
1.-INTRODUCTION/ PRESENTATION. EXECUTIVE
SUMMARY.
2.-BUSINESS DESCRIPTION.
3.-STRATEGIC PLANNING.
4.-MARKETING AND SALES PLAN.
5.-OPERATIONS PLAN.
6.-ORGANIZATION AND HUMAN RESOURCES.
7.-ECONOMIC AND FINANCIAL PLANNIG.
8.-CONTROL SYSTEMS, BALANCED SCORECARD AND
CONTINGENCY PLANS.
9.-CONCLUSIONS.
a. Course Development
1.-INTRODUCTION/ PRESENTATION. EXECUTIVE SUMMARY.
2.-BUSINESS DESCRIPTION.
2.1. Description of the business idea.
2.2. The election of the business name.
2.3. Business activity.
2.4. Describing the product/service from the technical, commercial
and customer view.
2.5. Products/services portfolio.
2.6. Needs met and the customer benefits they will receive with
your purchase or acquisition.
2.7. Differences with regard to competition. Differential advantages.
2.8. Mision, vision, and values.
2.9. Type of business association (for example Business
Corporation). Legal aspects.
2.10. Market research.
2.10.1. External Analysis
2.10.2. Internal Analysis
2.10.3. Location Criteria.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
11
3.- STRATEGIC PLANNING.
3.1. Strengths and weaknesses of the company.
3.2. Company objectives
3.3. Our competitive strategy.
3.4. Corporative strategies.
3.5. General strategies.
3.6. Porfolio strategy.
3.7. Marketing strategies.
3.8. Setting objectives.
4.- MARKETING AND SALES PLAN.
4.1. Products, services.
4.2. Selling prices for each product and service.
4.3. Distribution channels.
4.4. Sales force.
4.5. Promotion (Communication).
5.- OPERATIONS PLAN.
5.1. Description of the process: manufacturing process, service process,
etc, the process workflow.
In deep, describe the interaction (workflow) between the customer and
the company.
5.2. Operating cycle, number of units to manufacture, volume máximum
to manufacture, numbers of hours and days to meet production forecast,
personnel needs, their qualification and costs.
5.3. Geographic location of the facilities (installations). Advantages and
disadvantages, labor force qualification, their total cost, labor unrest, tax
incentives and local government help to build the factory there,
environmental regulation, proximity to raw material sources and/or to the
customers, accessibility of facilities (installations).
5.4. Buildings required in square meters, stores, security systems, others
fixed assets, etc.
5.5. Study and analyze the financial instruments to get these fixed
assets, production capacity, estimated cost and accrual of the
acquisition. Finally, the depreciation period and the yearly depreciation,
compared to the competition.
5.6. Strategy of the manufacturing process, outsourcing strategy:
reasons, who they are, their cost and qualifications.
5.7. Description of the quality control processes, inventory control and
inspection procedures.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
12
6.-ORGANIZATION AND HUMAN RESOURCES.
6.1. Personnel needs, profiles and qualifications. The organization chart.
6.2. Competences and skills required. Profiles and experienced people
required.
6.3. The compensation system. How to train, evaluate and compensate
the people.
7.-ECONOMIC AND FINANCIAL PLANNING.
7.1. Investment Plan (to start the business).
7.2. Financial Plan.
7.3. Treasury Plan (forecast, prevision 1 year)
7.4. Profit and Loss Account (forecast, prevision 5 years)
7.5. Balance Sheet (forecast, prevision 5 years)
7.6. Break-even point.
7.7. Ratios: profitability, solvency, liquidity, investor.
8.-CONTROL SISTEMS, BALANCED SCORECARD (KPI TO MANGE THE
COMPANY) AND CONTINGENCY PLANS.
9.- CONCLUSIONS.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
13
7. Relationship among competencies, Subject units
and evaluation system
COMPETENCIES TRAINING
ACTIVITIES
UNITS EVALUATION PONDERATION
CT01
CT02
CT08.
CT09
CT10
CT14
CT21
CT18
CT27
CT28
CT26
AFE1
AFE3
AFE4
AFE5
U.1
U.2
U.3
U.4
U.5
U.6
U.7
U.8
U.9
S2
S3
S5
30%
CE04
CE05
AFE1
AFE3
AFE4
AFE5
U.1
U.2
U.3
U.4
U.5
U.6
U.7
U.8
U.9
S2
S3
S5
70%
TOTAL EVALUATION 100%
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
14
8. Recommended information sources
Mandatory Reading
Timmons, Jeffry A.; Spinelli, Stefen Jr (2009): New Venture
Creation. Entrepreneurship for the 21 st Century. (Eight Edition).
McGraw Hill International Edition.
Further Reading
? Friend, G; Zehle, S (2009): Guide to Business Planning (Second
edition). The Economist and Bloomberg Press, New York.
? Osterwalder, A; Pigneur, Y; (2010): Business Model Generation.
(1 st edition) John Wiley and Sons, Inc.
? Harvard Business School Press, Pocket Mentor (2007):
Creating a Business Plan. Harvard Business School Publishing,
Boston.
8.1 BiblioWeb:
There are several online resources about the subject. During the course we
will share the most updated and interesting.
doc_362227416.pdf
On this brief elucidation regarding to develop the entrepreneurial bent.
Academic Guide
Subject: Business Creation
4
th
year
DEGREE IN MARKETING AND SALES
MANAGEMENT (TSDMK)
Academic Year 2014/2015
Campus: Pozuelo (Madrid)
Teacher: Fernando Moroy Hueto
Term and year: 2
nd
Semester,
4
th
Year
Type: OB Obligatory
Language: English
ECTS Credits: 4,5
Hours per week: 3
Business Management Department
Last update: october 2014
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
1
Summary
1. Teacher’s Contact Information ........................................ 3
2. Description of the subject ............................................... 3
3. Goals and expected takeouts: ......................................... 3
4. Competencies: ............................................................... 4
TRAINING ACTIVITIES: ........................................................ 5
4.1 Training Activity ...................................................................... 5
4.2 Teaching Methodologies .......................................................... 6
5. Evaluation System: ........................................................ 6
5.1 Written tests ........................................................................... 8
5.2 Mandatory works ..................................................................... 8
5.3 Active participation: ................................................................. 9
5.4 Final exam .............................................................................. 9
6. Program of the subject .................................................. 10
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
2
6.1 Analytical Program ................................................................. 10
7. Relationship among competencies, Subject units and
evaluation system .............................................................. 13
8. Recommended information sources ............................... 14
8.1 Basic Bibliography (not specifically required to follow the course)14
8.2 BiblioWeb: ............................................................................. 14
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
3
1. Teacher’s Contact Information
Fernando Moroy Hueto [email protected]
2. Description of the subject
To develop the entrepreneurial bent of the students. Is true that successful
entrepreneurs share common attitudes and behaviors.
All the activities of the Business Creation program try to help the entrepreneurs
to run their own companies.
3. Goals and expected takeouts:
The subject will provide the students all the tools to become a successful
entrepreneur and therefore how to conceive, launch and build companies that
could créate value (not only money) at the long haul.
The entrepreneur’s preparedness for the entrepreneurial process is very
important. Hence the program will reach the next main aims:
- To think about the attitudes and behaviors of the entrepreneur.
- To understand the great difference between an idea and an opportunity.
- To figure out the need to build a team.
- To write a business plan to launch the Company.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
4
4. Competencies:
Primary and General Competencies:
CT01- Analisys and syntesis.
CT02- Organization and planning.
CT08- Problem solving.
CT09- Decision making.
CT10- Apply formal criteria to problems, based on technical instruments
and techniques.
CT14- Work in interdisciplinary groups and teams.
CT21- Autonomous learning.
CT18- Critical and self-critical skills.
CT27- Sensitivity to environmental and social issues.
CT28- Practical applicability of learnings.
CT26- Motivation for quality.
Specific Competencies:
CE04- Being able to provide assessment and write reports about specific
situations happening in real companies and markets.
CE05- Being able to prepare projects on marketing and market research
for companies or specific functional areas.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
5
TRAINING ACTIVITIES:
TOTAL DISTRIBUTION OF THE WORKING SCHEDULE
4.1 Training Activity
? AFE1- Preparation of the theory contents.
? AFE3- Group work. This teaching metodology requires the creation of
small research Works. Bibliography, structure, and content will be
evaluated. There will be a joint discussion among the students. This
activity may require an oral presentation.
? AFE4- Debate and constructive criticism. Debate and constructive
criticism to current issues related to the subject. The themes will be
proposed by the teacher, who will act as a moderator, incentivating
student participation, based on the learnings from previous clases.
Teaching hours Non teaching hours
45 hs 90 hs
Hours Classroom
Total: 35 hs
Teaching: 35
100
Non teaching: 0
Hours Classroom
Total: 76 hs
Teaching: 0
50
Non teaching: 76
Hours Classroom
Total: 10hs
Teaching: 10
100
Non teaching: 0
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
6
? AFE5- Academic mentoring. The teacher will be available to meet
periodically with the students, individually or in groups, to review the
status of the Works and to provide orientation and solve doubts.
4.2 Teaching Methodologies
? MD1- Theorical sessions
? MD2- Practical sessions
? MD3- Mentoring
5. Evaluation System:
We will apply continuous evaluation. Assistance to class sessions is mandatory.
To be able to pass the subject by continuous evaluation the assistance to the
sessions must be of at least a 70%.
Evaluation System:
? SE2 Group work: 70%
? SE3 Theorical tests: 20%
? SE5 Active participation: 10%
Hours Classroom
Total: 14 hs
Teaching: 0
100
Non teaching: 14
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
7
PONDERATION OF THE CONTINUOUS EVALUATION
EVALUATED ACTIVITY Ponderation
Evaluation
system
Remarks
E.1 Written tests: At
least 2 tests
Each test will have a
specific percentage
value, adding up to
20%:
TOTAL: 20%
(SE3)
No final exam will be
required if the
student achieves a 5
over 10 in all the
tests or a 6 over 10
on average..
E.2 Mandatory Work
TOTAL: 70% Grupal (SE2)
E.3 Active Participation
TOTAL: 10%
Problem solving
and individual
practical Works.
Participation in
class.
(SE5)
FINAL EXAM
40%
Alternative exam,
for students who
don’t pass the
continuous
evaluation (SE3)
Ordinary and
extraordinary
examination sittings
? The methodology is specially practical in order that the students build a
business plan to launch a new Company.
? Issues addressed will require a priori knowlwdge of the main managerial
áreas like: strategy, marketing, finance, human resources, operations, etc.
The entrepreneurial process needs to put it all together in the right order,
“learning by doing”.
To achieve this goal, we´ll divide the class in two parts:
a) 1st part: a teacher´s pesentation about the main topics of the subject
highlighting the critical points.
b) 2nd part: Tutorial.
There will be working groups (máximum 5 people) each group will
develop a new business and therefore will write a business plan.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
8
Hence this subject has their clases divided in two parts: theory and
practice. The teacher will explain the process to build the business plan
at the first part and after each group will explain each order how they are
developing the project.
The teacher doesn´t explain managerial áreas (strategy, finance,
marketing, human resources, operations, etc), to built the business plan.
Coach and tutor the groups to build the business plan.
Final output for each group: The Business Plan for a new business.
? The students will not have to attend the final exam in case their achieved
grade is at least 5 over 10 in each test or a 6 over 10 on average. To pass
the subject the student must also present the mandatory work.
? Students who haven’t atended at least a 70% of the class sessions will be
evaluated only taking into account the final exam, and with a máximum of
70%, both in the ordinary and extraordinary examination sittings.
? All the students repeating the subject and not required to attend the class
sessions will be evaluated only through the final exam. In that case the
exam will have a value of 100%.
5.1 Written tests
The written tests in continuous evaluation will be done within the regular class
hours, and there will not be individual exam revisions.
5.2 Mandatory Works
The students, either individually or as a part of a group, will execute the
mandatory works requested by the teacher, who will detail the general norms
and rules of evaluation.
The works must be original and unpublished. The students can include up to a
25% of published works always including the proper citations. Plagiarism will
imply a fail in the subject as a whole, not only in the specific work where the
plagiarism is found.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
9
5.3 Active participation:
During class sessions the teacher will solve some of the exercises requested to
the students.
There may be unexpected/surpise written tests during class sessions. Also,
during the course of the subject there will be an evaluation of the active
participation of the students and their behaviour.
5.4 Final exam
The continuous evaluation will apply to both oficial exam sittings: ordinary and
extraordinary, and the ponderation over the total of the grade will be 40% in
both cases. There will be an exception to this rule for students repeating the
subject, who are not required to attend the class sessions. In that case the
value of the final exam will be of up to 100%.
There will not be any exam in any date different to the official dates designated
by the school.
The students will be able to review their final exam in the specified official date
that will be published together with the grades of the exams.
Structure of the final exam
The final exam will be composed of theoretical questions and practical
exercises. The exam will have a value ot 10 points and the student will have to
prove the understanding and the basic required knoledge associated with the
subject.
According to the Yearly Academic Guide, there will be a correction between +1
and -1 that will be automatically applied to the final grade depending on the
assistance to the class sessions.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
10
6. Program of the subject
6.1 Course Detail
1.-INTRODUCTION/ PRESENTATION. EXECUTIVE
SUMMARY.
2.-BUSINESS DESCRIPTION.
3.-STRATEGIC PLANNING.
4.-MARKETING AND SALES PLAN.
5.-OPERATIONS PLAN.
6.-ORGANIZATION AND HUMAN RESOURCES.
7.-ECONOMIC AND FINANCIAL PLANNIG.
8.-CONTROL SYSTEMS, BALANCED SCORECARD AND
CONTINGENCY PLANS.
9.-CONCLUSIONS.
a. Course Development
1.-INTRODUCTION/ PRESENTATION. EXECUTIVE SUMMARY.
2.-BUSINESS DESCRIPTION.
2.1. Description of the business idea.
2.2. The election of the business name.
2.3. Business activity.
2.4. Describing the product/service from the technical, commercial
and customer view.
2.5. Products/services portfolio.
2.6. Needs met and the customer benefits they will receive with
your purchase or acquisition.
2.7. Differences with regard to competition. Differential advantages.
2.8. Mision, vision, and values.
2.9. Type of business association (for example Business
Corporation). Legal aspects.
2.10. Market research.
2.10.1. External Analysis
2.10.2. Internal Analysis
2.10.3. Location Criteria.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
11
3.- STRATEGIC PLANNING.
3.1. Strengths and weaknesses of the company.
3.2. Company objectives
3.3. Our competitive strategy.
3.4. Corporative strategies.
3.5. General strategies.
3.6. Porfolio strategy.
3.7. Marketing strategies.
3.8. Setting objectives.
4.- MARKETING AND SALES PLAN.
4.1. Products, services.
4.2. Selling prices for each product and service.
4.3. Distribution channels.
4.4. Sales force.
4.5. Promotion (Communication).
5.- OPERATIONS PLAN.
5.1. Description of the process: manufacturing process, service process,
etc, the process workflow.
In deep, describe the interaction (workflow) between the customer and
the company.
5.2. Operating cycle, number of units to manufacture, volume máximum
to manufacture, numbers of hours and days to meet production forecast,
personnel needs, their qualification and costs.
5.3. Geographic location of the facilities (installations). Advantages and
disadvantages, labor force qualification, their total cost, labor unrest, tax
incentives and local government help to build the factory there,
environmental regulation, proximity to raw material sources and/or to the
customers, accessibility of facilities (installations).
5.4. Buildings required in square meters, stores, security systems, others
fixed assets, etc.
5.5. Study and analyze the financial instruments to get these fixed
assets, production capacity, estimated cost and accrual of the
acquisition. Finally, the depreciation period and the yearly depreciation,
compared to the competition.
5.6. Strategy of the manufacturing process, outsourcing strategy:
reasons, who they are, their cost and qualifications.
5.7. Description of the quality control processes, inventory control and
inspection procedures.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
12
6.-ORGANIZATION AND HUMAN RESOURCES.
6.1. Personnel needs, profiles and qualifications. The organization chart.
6.2. Competences and skills required. Profiles and experienced people
required.
6.3. The compensation system. How to train, evaluate and compensate
the people.
7.-ECONOMIC AND FINANCIAL PLANNING.
7.1. Investment Plan (to start the business).
7.2. Financial Plan.
7.3. Treasury Plan (forecast, prevision 1 year)
7.4. Profit and Loss Account (forecast, prevision 5 years)
7.5. Balance Sheet (forecast, prevision 5 years)
7.6. Break-even point.
7.7. Ratios: profitability, solvency, liquidity, investor.
8.-CONTROL SISTEMS, BALANCED SCORECARD (KPI TO MANGE THE
COMPANY) AND CONTINGENCY PLANS.
9.- CONCLUSIONS.
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
13
7. Relationship among competencies, Subject units
and evaluation system
COMPETENCIES TRAINING
ACTIVITIES
UNITS EVALUATION PONDERATION
CT01
CT02
CT08.
CT09
CT10
CT14
CT21
CT18
CT27
CT28
CT26
AFE1
AFE3
AFE4
AFE5
U.1
U.2
U.3
U.4
U.5
U.6
U.7
U.8
U.9
S2
S3
S5
30%
CE04
CE05
AFE1
AFE3
AFE4
AFE5
U.1
U.2
U.3
U.4
U.5
U.6
U.7
U.8
U.9
S2
S3
S5
70%
TOTAL EVALUATION 100%
DEGREE IN MARKETING AND SALES MANAGEMENT
4 th year/ 2nd Semester
BUSINESS CREATION
Ed. 4
14
8. Recommended information sources
Mandatory Reading
Timmons, Jeffry A.; Spinelli, Stefen Jr (2009): New Venture
Creation. Entrepreneurship for the 21 st Century. (Eight Edition).
McGraw Hill International Edition.
Further Reading
? Friend, G; Zehle, S (2009): Guide to Business Planning (Second
edition). The Economist and Bloomberg Press, New York.
? Osterwalder, A; Pigneur, Y; (2010): Business Model Generation.
(1 st edition) John Wiley and Sons, Inc.
? Harvard Business School Press, Pocket Mentor (2007):
Creating a Business Plan. Harvard Business School Publishing,
Boston.
8.1 BiblioWeb:
There are several online resources about the subject. During the course we
will share the most updated and interesting.
doc_362227416.pdf