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Business Plan Project

ISM 158, Spring 2006


The objective of this project is to put together a business plan that sets out the
strategic direction for a company utilizing information technology. The two
primary objectives are:
(1) To make realistic projections of opportunities and risks
() To present these in a compelling way that would attract funding and
support from the organization
!ou may select your own startup idea" or work with one of the following
scenarios. #ote that one option is a business plan for a start$up idea" the other is
proposing a business plan for implementation within an e%isting business
environment.
Option 1: In-fligt cell-pone connecti!it"
!ou have developed a way to allow people to talk on cellular telephones during
airplane flights without disturbing their neighbor. The technology itself involves
enclosing the passenger in a sound$protected device (looking remarkably like a
motorcycle helmet&) and connecting to cellular networks through a central
airplane system. The pilot has over$ride capability to block calls and make
announcements at her discretion.
'reate a business plan of how you would go about releasing this product" what
market segments you would target" what the potential revenue and costs would
be" and what risks there are. (ndicate more than one potential fee structure" and
which you anticipate would be the most attractive.
Option 2: #e$-$ase% &%ucation 'e!elop(ent

!ou have been assigned by the director of (T for )'*' to analyze the option of
making classes available live on the web to students outside of the *anta 'ruz
area. The idea is to +scale up, the classes that are already being offered" and
attract more students.
'reate a business plan of how a program like this could be released" including
the technology re-uirements and costs. .ay attention to risks to the e%isting
business of education in *anta 'ruz" as well as economic and other potential
benefits.
Business Plan soul% inclu%e:
/%ecutive *ummary
0ess than a page overview of the idea
'ustomer #eed and 1usiness 2pportunity
3n argument for the potential of the product or idea
1usiness *trategy and 4ey 5ilestones
.lan a timeline over about five years
5arketing .lan
6ho is the intended customer7
8ow will you convince them to adopt the product7
2perations .lan
6hat is needed to pull this off7
5anagement and 4ey .ersonnel
8ow many people
8ow will the organization be structured" and what changes are
needed7
9ive brief profiles of key individuals
:inancial .rojections
&sti(ates:
!ou are not e%pected to know e%act numbers for costs etc. but the estimates
should be realistic. :or e%ample" if your business plan says you will deploy
option 1 on every seat for every domestic flight in )*3" your plan should indicate
reflect a reasonable estimate of how many that is. )se charts and tables
wherever appropriate. ;enture capitalists and '/2,s do not like to do more work
than they have to in evaluating.
.roject <ue date: 5ay =
2ptional /arly <raft: 5ay 1>