• Marketing plan, including consideration of the marketing mix: particularly plans for promotion and distribution and pricing strategy.
• Operations plan, including the nature and location of the production/service process; and operations and service management issues, e.g. capacity.
• Costings, including discussion/calculation of fixed/variable costs and unit costings, together with a discussion of key assumptions made. Referencing / audit trail should be provided.
• Financial plan, a narrative to include an explanation of sources of finance if used (see above), and exit strategy, together with a discussion of key assumptions made.
o Cash flow forecast and break even analysis (drawing on market analysis and costings sections above)
o Capital requirements
o Payback and exit strategy (if external finance is used)
• Critical risk factors, including intellectual property issues and potential ethical issues, if any.

Generic requirements: All business plans MUST also meet all of the following generic requirements:

i) Economic sustainability: The essence of the Enterprise Project is that we want you to write a business plan for an economically sustainable enterprise. This could be a conventional for-profit enterprise that creates economic value which is then appropriated by the founder (and others). Alternatively it could be a social enterprise where economic value is created but where the aims of the business are focussed more around creating social value. However, even in the latter case, the business would be expected to be sustainable in economic terms.
ii) Income generation: we expect the proposed business to generate enough cash for you to live on.
iii) Legality / reputational risk: Business plans should not be based on or around any activity, product or service which is illegal in the local jurisdiction, or which is illegal in the UK, or which could bring the University into disrepute.

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