Company Business Plan
| View some
pages of a Business Plan that encompasses strategy at the highest
level and outlines the general plan of implementation. It was
written for a startup technology company.
Overview is a short two-page piece that formed the opening
for the Company's Private Placement Memorandum ("PPM")
and became the Executive Summary.
Business Plan sample is also from the PPM. Because the
full Business Plan was written so thoroughly, it was able
to be included in the PPM as the bulk of the business disclosures
(the non-legal business specific verbiage).
These files are created using Adobe Acrobat, which enables
document content and formatting to be preserved even when
sent to and printed from different computers and platforms.
It is highly recommended for sending electronic copies of
your documents to others.
Pro Forma 1
Pro Forma 2
Pro Forma 4
Pro Forma 6
View part of the spreadsheet that produced
detailed projections for this same business. It formed the
foundation of the company's operational plan. It provided
traditional accounting style reports and automatically drove
all the dynamic charts and tables in the business plan.
The spreadsheet was created in such
a way as to allow months to be added or removed. The annual
total columns were put at the end and used special formulas
to compile the proper total. This method made modifications
much easier and helped reduce errors in the spreadsheet, since
the first month column could be copied straight across without
the interruption of annual total columns.
Everything culminated in the Pro Forma
Financial Statement tab, which could then be used to produce
simplified reports or charts to be printed separately or included
in the business plan (see Pro Forma 4, 6 below).
The major advantage of building financial
models in this fashion is that any modifications are automatically
reflected throughout the entire document package, including
the business plan, executive summary, and even the PPM.
View the related PowerPoint presentation
delivered to the financial community.
This pulls it all together into a concise
form that can be communicated in to a large audience in what
is usually a very short amount of time (oftentimes in less
than 10 minutes).
This presentation was structured to
allow for multiple time-frame presentations, depending on
the time limits imposed by the presentation circumstances.
Also, Q & A slides were prepared and appended to the presentation,
so they were available if needed to help respond to the audience.
Only the first 19 slides were needed for a full presentation.
The presentation also automatically updated from the spreadsheet
and business plan.
(The image detail has been reduced
to protect the property rights of the company involved, but
you can get a general idea of the depth of coverage available
as time allowed.)
View a sample of the Private Placement Memorandum.
This document, while prepared with the help of corporate
security attorneys, was built on the documents you see above.
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Promotion, and Packaging
|These are examples of work created at my direction
or under my guidance for CellBook (see web site link below).
They represent the end results of hard work done by many talented
promotional piece KABC-LA channel 7 did on CellBook.(Open
a separate player.)
View a sample marketing piece
This is a tri-fold marketing folder
design to tell 'the story' and hold additional collateral
material. It was designed to be multipurpose, serving customers,
supplies, and investors alike, simply by changing the additional
View the design model for the custom
bumper manufactured for CellBook.
The file being viewed here was actually used to drive a SLA
machine (stereo lithography) to rapidly produce a prototype
bumper. The prototype was then used to create a mold from
which the finished rubber bumper was made.
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Peruse the CellBook corporate web site.
Notice the layout and color scheme
matches that of the marketing piece above. I created this
thrown in. Each page is contained within its own file (unlike
the dynamic data drive beta site - see below).
The site is designed to scale well
regardless of the window size it is being viewed in. There
is also a secure password protected section for authorized
The hardware to run this site is modest.
One Windows NT server, with IIS4, protected by a firewall
actually serves many virtual domains, including the beta site
Peruse the CellBook BETA preview and
This site is dynamically created on
the fly by the server software. There is only one file, a
program actually, that creates every page as requested by
the visitor. The advantage of this concept is that many parts
of the code can be reused for each page. If you want to change
the navigation bar, do it once and every page reflects the
change. The layout is divided into three columns to allow
for the presentation of special content on either side, and
the main content in the center column. With a little programming
this layout can be dynamic as well, based on the user selection.
This is how portals, like Yahoo, allow for customization of
If you navigate into the site, under
the Traveler tab, you will be presented with a choice of hotels
followed by a choice of content. Each of these sets of choice
is dynamically compiled based on current data and the previous
selection. Every large portal and e-commerce site uses this
technique to generate pages. Trying to maintain and keep current
every possible page request by hand would be futile.
After much analysis, I chose Tango
to build this site based on cost, simplicity of maintenance,
and its association with Pervasive SQL (www.Pervasive.com).
There are many other packages that serve similar functions,
ranging from very expensive commercial packages to free open-source
View screen shots of the proprietary
database I built that drives the BETA site.
This custom written proprietary database is at the core of
providing the CellBook service. Every delivery site (usually
a hotel) needed to have a unique set of content specifically
compiled for its guests. CellBook customers (local advertisers)
need to be able to select a la carte those sites where they
would like their ad to run and when. Customers would likely
need to run different ad campaigns at different sites at various
times. Tracking all of this manually would be a nightmare.
This database application handles it all in stride.
As the data changed in the database, either through customer
request or a due to an ad expiring, the web site automatically
reflects the new information.
The tool used to create the database is Magic Software (www.magicsoftware.com).
It is a RADD product - Rapid Application Development and Deployment.
It is quite an impressive product, allowing developers to
build application quickly without much concern for the database
engine running in the background. In fact, one can produce
applications with Magic using multiple engines at the same
time. This makes integration with legacy systems easier. The
database engine in CellBook's case is Pervasive SQL.
In addition to reviewing and analyzing the needs of the company
and the application going forward versus the available tools
and products, I typically expose myself to at least the basic
training on the chosen product. This lets me give strong practical
support and motivational leadership to the people on the project
team and helps insure the project keeps moving ahead successfully.
In the sample case here, prompted by financial considerations,
I was able to build the core database application myself because
of the basic training I had.
|Contact me for more
I have been particularly successful
at helping workers be more productive using technology. The
greatest saving can be recognized here because of the long-term
nature of the effects. Saving just one hour a day amounts
to over $6,000 per employee every year in savings. How many
days go by in your organization where there isn't at least
one computer question or problem?
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Here are some sample Accounting Reports.
They include basic financial statements, with targets and
budgets, as well as departmental financial and progress reports.
There is nothing magical about these layouts; they are in
a traditional style. The trick is getting data from an operational
planning spreadsheet into an accounting software solution
that can then help one manage the finances.
Reviewing and analyzing accounting software can be challenging
as well, with many choices and vendor claims to sort through.
Every vendor will say, "Ours can do that!" Then
later you find out you meant one thing and they meant another.
Having a strong understanding of accounting systems in general,
coupled with a good understanding of a company's needs, is
fundamental to choosing the right package.
Regulatory and legal liaison.
I don't have any samples that I'm allowed to show you, but
I can say that I have coordinated many regulatory audits and
legal proceedings as CFO in my prior position. Regulatory
audits are routine in the securities industry and become a
de facto part of the operation. Planning and preparation are
always wise. In my experience it is more efficient to have
an individual as the key point person for working with auditors
or corporate counsel. It is important to have someone with
enough experience to know and comprehend the ramification
of making certain choices - to know when to stop and take
something under consideration. Of course good organization
and management skills will help prevent the unnecessary and
avoidable occurrences, and help get through the unavoidable
|Contact me for more
Other work: I have been involved in
most every aspect of managing a business and people.
One that was particular fun (and belongs
under this 'other work' category) was a large-scale office
lease, build-out, and move. My staff and I handled everything
from identifying the space and negotiating the lease, to designing
the office space and decor, to organizing the move out and
move in. We had professional help, of course, but we moved
the entire office facilities for 100 employees into 17,000
sq. ft. of new office space over one weekend. Talk
about an 'all-nighter.'
A multiphase move wasn't an alternative
and having minimal downtime was critical, so the effort was
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Some of these samples are Adobe Acrobat files. Get the free Adobe Acrobat Reader here.