10 Key Value Drivers 2　Strategy and competitive advantage　中文

Main Idea

Goals detail where you want your venture to go and your strategy defines how you intend to get there. You then position your venture advantageously in order to beat your competition.

Supporting Ideas

In this section of your business plan, you are attempting to show that you can profitably match what you have to offer with an opportunity that already exists in the marketplace.

1．Your business strategy

Your strategy is your plan for working within the existing competitive environment in order to achieve your goals.

• Discuss how your strategy evolved—your underlying strategic vision, the core competencies you have and how these were acquired, and your corporate history.
• Look at the performance metrics you have tradition-ally used—and demonstrate you have a good grasp for the critical numbers which will generate value for your business venture. Also, mention how the performance measures of your various stakeholders align.
• Outline the key elements of your projected business model—in terms of:
  • How your venture plans to make money.
  • Who your target customers are.
  • How much discretionary income customers have.
  • The current pricing dynamics of your industry.

2．Your sustainable competitive advantage

How you plan to deliver customer value better than your competitors.

• Detail the source of your competitive advantage—and explain whether it is based upon factors like:
  • The expertise and know-how of your management team.
  • Exclusive rights to some intellectual property.
  • Established relationships with strategic partners.
  • The availability of highly desirable content.
  • Established channels of distribution and relationships.
  • A high level of cash or other resources.
• Discuss how you intend to sustain your competitive advantage—that is, what can be done to ensure that competitors aren't able to develop a business model which is comparable to yours. Perhaps this will involve securing a patent, a trademark or copyright over your intellectual property so as to strategically manage your intellectual assets. Or you may enter into contractual licensing arrangements with third parties under which they will pay a licensing fee for the use of your proprietary rights.