One of the most important steps in launching or expanding a venture is the creation of a business plan. The absence of a written business plan can lead to failure for new businesses, and inhibit growth and development. Based on methodology developed at Cranfield School of Management, The Business Plan Workbook takes a practical approach to the topic of business planning. Perfect for those growing businesses, as well as a range of academic and professional courses, this title takes the reader step-by-step through each phase of the development of a business plan, from creating a competitive business strategy to its writing and presentation. With 29 corresponding assignments that each includes case studies such as Hotmail, Cobra Beer, IKEA and Amazon, actively engaging questions and worksheets, it will enable you to validate your business idea, brand your business, research your market, and raise finance.
This new edition includes an additional assignment covering online content, key words, SEO, Social Media, traffic tracking, affiliate marketing and online advertising. With a range of fresh case studies including BrewDog, Chilango and Honest Burgers, this fully updated ninth edition of The Business Plan Workbook is an invaluable and comprehensive guide to all aspects of business planning.
Following a career in business where he held senior staff and line positions, including that of managing director of a substantial manufacturing enterprise with multi -plant and multi-country operations he was Head of the Enterprise Group at Cranfield School of Management, a leading European Business School, for ten years. He has been a visiting professor in universities in the US, Europe and East Asia. For five years he was a non-executive director of a high tech venture capital fund, has sat on Government task forces and is now strategic advisor to a number of business owners.
As well as his own books he currently writes freelance, ghost writing and 'Anglicising' books for American authors and lectures extensively on business topics.
Paul Barrow is an author, a Visiting Professor at Cranfield, and also a consultant advising SMEs on growth strategies.
Robert Brown directed the Graduate Enterprise Programme at Cranfield School of Management, where he also led 3 MBA courses on entrepreneurship. He remains a Visiting Fellow at Cranfield, writing cases on business start-ups and growth. He is a three-time winner, with MBA Teams of the European Foundation for Management Development's Best Case on Entrepreneurship award.
