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/ Business Plan (Word Document) / Domaining Training Presentation (Powerpoint)


GO TO: Transparent Trendsto see more Business Trends We Are "Buying" Domains For

  • OpenID : Became the next big thing on the internet only in February of 2008. The "open source" Identigication project is just starting. ONE USERNAME FOR THE WHOLE INTERNET. Feb 08 is when it gained support of Google
  • wiki : Bringing businesses and people to a new level of transparency and collaboration
  • Check out this Resource to DETERMINE YOUR OWN TRENDS


Any Section Labeled"SOURCE" has been taken verbatim from the class notes.

See the Final Business Plan

Contents

To Do

  • Write Business Plan
  • Presentation
    • presenter unity/authority – no disagreeing between each other during presentation. Why would they want to deal with you if you cant get along as a group, anticipate who is responsible for what questions which is known from who produced that particular part of the business plan- makes sure no one is timid
    • forward focused conclusion - be positive, motivate people on short term and long-term ideas ( potentials beyond money but also increase in quality of life) try to make them know the true value and limited engagement of the opportunity


Entrepreneurship Foundations


  • MGO 330 Course Packet Shortcuts
    • PEST & SWOT – P.31-32
    • CORE COMPETENCIES– P.30
    • Business Plans p.33- 41
    • Feasibility Analysis –p. 42 + p.54
    • Legal Form – p.59
    • Financials – p.63-67
    • MANAGEMENT FUNCTIONS – p.71 - planning, organizing, structure
    • EMPLOYMENT RELATIONSHIPS – P.76
    • MARKET INTERFACE – P.80
    • TECHNOLOGICAL INTEGRATION – P.85



REQUIREMENTS: Your final report should contain the following:

IDEA: Business Concept

  • Requirement(s): Provide a Clear Statement of the Business Concept
  • Our Plan:



OPPORTUNITY: Market Opportunity


GOALS: Strategic Objectives

  • Requirement(s):Present the company’s strategic objectives (Goals)
  • Our Plan: Objectives


PLANS: Strategy / Step-by-Step Plan

  • Requirement(s):Present company’s plans to achieve those objectives (Strategy & Structure)
  • Our Plan:Strategy /Plan


SUSTAINABLE COMPETITIVE OBJECTIVES: Competition & Competitive Advantage

  • Requirement(s):Demonstrates how the realization of the objectives will lead to a sustainable competitive advantage in the marketplace and economic profits that result from such advantages
  • Our Plan: Competition / Competitive Advantage
    • How to realize objectives??
    • Core competencies??
    • Competitive Advantages??


MAJOR EVENTS/ PARTS: Timeline & Milestones


UNDERLYING IDEAS: Assumptions

  • Requirement(s): the assumptions underlying the venture.
  • Our Plan: Assumptions


PLANNED OPERATION: Organizational Structure & Implementation

  • Requirement(s):Describes in detail how the business will be operated and plans will be implemented
  • Our Plan: Structure / Implementation

VENTURE REQUIREMENTS: Resources

  • Requirement(s): Discusses the resources required to achieve the goals of the venture
  • Our Plan: Resources


EXPECTED RESULTS: Expected Market & Financial Outlook

  • Requirement(s): demonstrates the expected market and financial results.
  • Our Plan: Market Financial

____

TheBusiness Plan

1. Cover Page

  • Company name:
  • Company location:
  • Phone/fax numbers:
  • E-mail address:
  • Owners/officers:
  • Plan number (version):
  • Date:
  • Non-disclosure statement:


2. Table of Contents

  • Logical sequence:
  • Pages numbered:


3. Executive Summary: Austin

  • Substantive overview of the full plan:
  • Business Model: Buying Domains Through Brainstorming Trend-Based Online Business Concepts & Calculating the variations of saying the same thing, in order to get the strongest possible position in and Industries Information Economy Market
  • Legal Form and Employee Organization
    • Domaining Training is a think tank of people working together to develop and apply unique methods of buying and selling domain names. The legal form of this domaining business is a limited partnership. As compared to a person acting as a sole proprietor domainer, this team-based model spreads the risk out among many parties, increases available resources, and enforces equal profit sharing. This collaboration increases the amount of valuable trend-analyzing creativity available and provides more money to purchase determined domain names.


Industry KSF's Why?
Domaining D  ?
Domaining D  ?
Domaining D  ?
Internal External
organization state vary by industry  ??
urgency are influenced by customer preference and acceptance Domain Name turnover - Need to pay yearly fees to avoid going under
competitive advantage require identification, monitoring and maintenance  ??
followers and support are useful in evaluating daily activities, decisions  ??



  •  ??? Core Competencies: refers to specific unique strengths provide a competitive advantage, should be broadly integrated in operations
    • SOURCE - Knowledge: unique insights, access to information
    • SOURCE - Expertise: unique skills, proven procedures, effective delivery
    • SOURCE - Experience: prior exposure, “ground-up” perspective, familiarity with nuances, developed networks
    • SOURCE - Vision: market awareness, future orientation, creative perspective



  • STRATEGY: Describes strategic choices:What strategy will be used to attract and grow market share?
    • SOURCE - Stregic Edge: focus on competitive edge, identify current Abest practices, conceive innovative approaches, determine promotional approach
    • Market Strategy: Design product/ services for Target Market



  • MARKET: Recognizes market issues:
    • SOURCE - Personal Make-Up: right person, access to capital, managerial/professional support
    • SOURCE - Market Conditions: identifiable consumer groups, consumer behavior patterns, location and volume of consumers
    • SOURCE - Competitive Environment: number and nature of competitors, best practices assessment, core competencies, critical success factors
    • SOURCE - Market Entry: barriers, life cycle analysis
      • timing: economic conditions, life cycle recognition, societal trends
    • SOURCE - Marketing Objectives: create and deliver P/S to customers, attract and retain customers, identify and understand the target audience, emphasize quality, service, convenience, value
    • SOURCE - Market Aspects: image creation, distribution, pricing
    • SOURCE - Business Climate: degree of certainty, degree of stability, predictability market support


  • OPPORTUNITIES: Identifies and addresses opportunities:
    • SOURCE - Opportunity: What specific advantage(s) will be leveraged? low-cost, service, quality, location, availability, warranty, convenience, selection, up-to-datedness, etc.
    • Growth phase of industry life cycle: Domain names have only been around since the internet was introduced in the late 1980-90s. The availability of "type-in" domain names made this industry relatively non-existant until recently. Up until recently domainers just bought and sold domain names straight up, now to better market DN's domainers are building basic websites to shows its potential online business model uses. The introduction phase of establishing technological standards and doing a lot of experimentation has passed. International standards and open source programming have been established, and are now driving quick adoption in the growth stage.
    • Small # of competitors in domain names coupled with online business models industry
    • INTERNET LOCALIZATION: Increasing # of opportunities & customers: As the internet becomes more localized, specialized, and customized more businesses and people will seek to find their "permanent" place on the internet
    • More Higher Paying Customers: Surge in recent Big Business investments - These organizations (as of 07-08) have started purchasing vast numbers of domain names for their future marketing campaigns.
    • Open Source CMS: Free to the public source coding that makes it easy to create a website with almost any type of advanced service



  • PLANNED OUTLOOK: Explains why/how success will occur:
    • Minimal Industry/ Market Entry Costs: Only need a computer (about $1500 one-time) running open source software (FREE) with a connection to the internet($50+ a month), and about $10 per domain name (yearly) to startup a domaining business. only $$ for yearly domain name registration needed beyond property already owned by the average student
    • First-mover Advantage: Dealing DN's internationally, since internet was built by US in english, we have a first mover advantage. Also we are students (access to resources & international body of students) young (free-time, open minds) and are technologically educated (internet experience 10+ years) Ability to capitalize on first-mover advantages
    • Free-time to build a domain name business out of nothing (Most people can't/ won't use their time to create a business from scratch)
    • Education resources to learn anything
    • Prime position to network with international students to form a creative diverse think tank
    • Access to Trend Tools-Able to locate, distribute, and apply the vast number of trend resources on the internet
    • Access to Keyword Tools- Doublecheck marketability of DN
    • Open source cms to apply what we learned as online service quickly and easily
    • SOURCE - Utility: innovation, tangible need vs. novelty
    • SOURCE - Uniqueness: niche (gap) analysis, non-imitable
    • SOURCE - Sustainability: long-term potential, competitive advantage


  •  ??? Feasibility Analysis:



  1. Brainstorm Trends: R&D a list logical trends
    • Sources/ Types of Trends
      • New Markets Emerging AKA New technologies, methods, etc.
      • Established Businesses/ Industries in need of better information services/ features AKA Logical extension of particular business model into the information economy
      • Evolution of markets and consumer preferences (Customization & Transparency , AKA Rights of an Individual to make better choices for themselves. )
  1. Identify main trend relating-concepts in a specific chosen industry: Concepts are directly related to the types of potential online services that would work alongside these future trends. Businesses/ Industries will continually be in need of better information service in the near future, in order to maintain any competitive advantage.
  2. Brainstorm the ultimate logical conclusive potential of a website for any business in that particular industry (regardless of all $ costs) based upon the concepts focused-upon above
  3. Combine one or more of the following into the Domain Variation Formula, to calculate all variations of the Trend-Based Online Business Concepts
    1. the trend-related concepts
    2. name of business/industry
    3. Type of CMS


4. Vision Statement: Rob

  • What you see your company becoming
  • How you want your company to be seen
    • “DomainingTraining.com wants to be seen as a strong force in the domaining industry. There are many companies that are seen as leaders in the industry, and we would like to build off of their structure and expand.
    • Unlike other domainers, we want to be seen as the leader of new ideas. Just like in regular business, there should be ethics in domaining and we will be the ones to follow it. Buying a site, maintaining it, and selling it for a fair price is one of our top priorities. We want our customers to feel like they have been sold the product that they want at the fair price.
    • Also, we are the earliest adopter of Boolean Domain Name buying, which will help this industry grow and expand.

5. Mission Statement: Rob

  • What you provide to who
    • Target Market #1: Provide Business Owners & Entrepreneurs with their sought after "type-in" domain names - Our business model specializes in the buying and selling of “type-in” generic word domain names. We primarily target big businesses in major industries. These organizations (as of 07-08) have started purchasing vast numbers of domain names for their future marketing campaigns. Buyers that want to pick up one of our owned domains.'
    • Target Market #2: Provide Domainers with bulk-buying Boolean expressions - other domainers that want to buy Boolean expressions in bulk so they can cover all of their bases


  • Your focus on quality, value, and/or service
    • QUALITY RESEARCH FOCUS: We seek to newly register (purchase) domain names composed of generic “type-in” words which were derived from trend and keyword analysis.
    • LEGAL PROTECTION:The focus of quality is not as important to us as making sure that we are legally buying and selling domains. The legal issues in our industry far out weigh any other stress that is applied to our business.
    • LONG-TERM VALUABLE ASSETS:By purchasing one of our domains, the buyer is receives a valuable asset that cannot be duplicated. Domain names are needed to sustain business opeartions in an increasingly competitive world.
    • SOURCE - Utility: innovation, tangible need vs. novelty
    • SOURCE - Uniqueness: niche (gap) analysis, non-imitable


  • How you will operate to achieve your vision
    • Future Market Focus: GENERIC TYPE-INS: 1) Analyze trends (Trend Tools) 2)Identify (Think Tank) future trend-related business models 3) Compile list of quality keywords relating to business model trends (Analyze word quality with Keyword Tools) 4)Purchase Boolean variations of domain names containing quality keywords 5) Build basic operable website showing potential uses/ business models for particular domain name 6) Market (advertise) domain name concept
    • Competitive Advantage - Monopolizing Concepts: BOOLEAN DOMAINING: The way that we will become a strong force in the industry is by our Boolean expression bulk buyer methods. When a domainer buys names from us they have the option to put our new service to the test.
    • Minimize Legal Risk -LEGAL-PROTECTION: cover all legal issues that are posed when buying many similar domains at a time.
    • SOURCE - Sustainability: long-term potential, competitive advantage

6. The Company:Austin

  • Goals
    • Build a respectable (re-sellable) portfolio of 1000+ domain names
    • R&D, establish and continually refine a Boolean keyword variation calculator- Bulk domain name purchases of the monopolized online business concept manner.


  • Strategies
    • Market Strategy: Design our business model around our Target Market (business owners & entrepreneurs)
    • First Mover Advantage:
    • SOURCE - Total Quality Management (TQM): focus on customer satisfaction, multi-level and multi-function input, continuous improvement focus
    • SOURCE Team Based work groups: self managed units, task spanning skills, allows task rotation, development, group accountability
    • Establish Creative Incubator Think Tank: Form a diverse think tank with lifelong learners whom have combined their business & personal lives into one united focus. They should be self-managed, self-educated, and self-driven for maximum think tank creativity.
    • Utlize Online Tools for Maximum Effectiveness: Keyword Tools, & Trend Analysis Tools
    • Open Source:Use free public project programs & CMS to build company


  • Actions
    • SOURCE - What action plans will be used to forward the strategy? marketing mix elements/ costs, mark-up, contributions/ performance monitoring plan
    • Form a diverse think tank for maximum creativity
    • Determine Industries with the largest potential (short-term & long-term) returns from target market
    • Buy Domain Names
    • Sell Domain Names
    • SOURCE - Total Quality Management (TQM): focus on customer satisfaction, multi-level and multi-function input, continuous improvement focus
    • SOURCE Team Based work groups: self managed units, task spanning skills, allows task rotation, development, group accountability
    • Purchase GENERIC TYPE-INS: 1) Analyze trends (Trend Tools) 2)Identify (Think Tank) future trend-related business models 3) Compile list of quality keywords relating to business model trends (Analyze word quality with Keyword Tools) 4)Purchase Boolean variations of domain names containing quality keywords 5) Build basic operable website showing potential uses/ business models for particular domain name 6) Market (advertise) domain name concept



  • Technological Integration
    • SOURCE MAIN FACTORS - status quo within industry, degree of reliance on technology, susceptibility to technological changes
    • SOURCE Before/ After - provides a competitive advantage, requires a comprehensive plan, extent and reliance factor, must be budgeted, mesh with company market objectives
    • SOURCE Adding Value - processing time, accuracy/reduced errors, storage/retrieved, portability, simultaneous use/access, productivity (factor substitution)
    • SOURCE Process - review and explain current activities, identify process/procedures to computerize, develop an all-inclusive tech budget, map out how information is created, used, determine the nature and flow of information, locate and evaluate software, select expandable hardware, implement and integrate
    • SOURCE Concerns - current vs. future capability (capacity), system down time and impact on customer satisfaction, dependency on updatedness, on-going training needs, degree of central importance
    • SOURCE Software Issues - cost
    • SOURCE E-Commerce - virtual location, primary vs. secondary distribution, provides increased market scope, requires both hardware and software, order processing may be outsourced, requires relationship building and backend focus, enhances visibility, database creation, communications, information flows, service factors, security and billing elements
    • SOURCE Website Levels - presence, information, relationship, backend value, information source
    • SOURCE Website Ammenities - attractive, ease of navigation, speed, currency, fit-to-audience
    • Computers
    • Internet
    • Open Source CMS & Web Design
    • Domain Names
    • Quality Research- Using particular online services to better research
    • Wiki- Planning


7. The Market: Shannon

  • The industry, its size, its state (life cycle):
    • Industry: Domain Names (Internet Addresses/ URLs) & Internet Consulting
    • Industry Size: December 2006 there are an estimated 8,000 to 10,000 individuals globally who make buying and selling domain names a part of their business. A report in USA Today states that known sales of 5,851 domain names generated $29 million in 2005, compared with known sales of 3,813 names for $15 million in 2004.
    • age of industry: 15-25 years old (when did the internet go public?
    • growth potential stage: This industry is just beginning
    • adaptability of firms: Highly adaptable. Resources and Online Tools allow a firm to switch the industry they are focusing upon
    • 'standardization of operations: Gloalized standardization, becaus ethe internet is available everywhere
    • Industry State (Life Cycle) Growth Phase OR in between Takeoff and High Turnover Stage Domain names have only been around since the internet was introduced in the late 1980-90s. The availability of "type-in" domain names made this industry relatively non-existant until recently. Up until recently domainers just bought and sold domain names straight up, now to better market DN's domainers are building basic websites to shows its potential online business model uses. The introduction phase of establishing technological standards and doing a lot of experimentation has passed. International standards and open source programming have been established, and are now driving quick adoption in the growth stage.
      • SOURCE - Life Cycle Stage: age of industry, maturity of existing firms, standardization of operations, adaptability of firms to consumer changes, growth potential or decline stage


  • Customer profile:
    • Target Market #1: Business Owners & Entrepreneurs - Our business model specializes in the buying and selling of “type-in” generic word domain names. We primarily target big businesses in major industries. These organizations (as of 07-08) have started purchasing vast numbers of domain names for their future marketing campaigns. A.K.A. Buyers that want to pick up one of our owned domains.
    • Target Market #2: Domainers - other domainers that want to buy Boolean expressions in bulk so they can cover all of their bases


  • The competition:
    • Very Low # of Competitors As of December 2006 there are an estimated 8,000 to 10,000 individuals globally who make buying and selling domain names a part of their business.
    • locate and identify competitors:
    • develop SWOT profile of competitors:
    • assess competitor market share:
    • assess possibility of new entrants:
    • SOURCE - Competitive Environment : number and nature of competitors, best practices assessment, core competencies, critical success factors
    • SOURCE - How will competition be addressed? : locate and identify competitors, develop SWOT profile of competitors, assess competitor market share, assess possibility of new entrants
    • SOURCE - Competitor Pressures: rivalry tactics / price, service, publicity



  • Marketing strategy, mix:
    • SOURCE - Market Mix: interactive elements, major components of strategy, must be used in support of image and mission, known as the 4 P=s, influenced by stage of life cycle
    • SOURCE - Market Conditions: identifiable consumer groups, consumer behavior patterns, location and volume of consumers
    • SOURCE - Market Entry: barriers, timing, life cycle analysis
    • SOURCE - Marketing Objectives: create and deliver P/S to customers, attract and retain customers, identify and understand the target audience, emphasize quality, service, convenience, value
    • SOURCE - Market Aspects: image creation, distribution, pricing

8. The Product/Service: Rob

  • Description, utility, uniqueness
    • GENERIC TYPE-INS: “generic words or terms (describing a product or service in any particular industry) in the .com extension (http://www.namenewbie.com.)” Double-checked for marketability by keyword tools.
    • BULK BUYING SERVICE (BOOLEAN): The service that we are providing is our copyrighted Boolean Expression Bulk Buyer. This is a new form of buying domains and will be seen as a differentiation other sellers of domains.
    • SOURCE - Utility: innovation, tangible need vs. novelty
    • SOURCE - Uniqueness: niche (gap) analysis, non-imitable
    • SOURCE - Sustainability: long-term potential, competitive advantage


  • Step-By Step: How P/S is created
    • GENERIC TYPE-INS: 1) Analyze trends (Trend Tools) 2)Identify (Think Tank) future trend-related business models 3) Compile list of quality keywords relating to business model trends (Analyze word quality with Keyword Tools) 4)Purchase Boolean variations of domain names containing quality keywords 5) Build basic operable website showing potential uses/ business models for particular domain name 6) Market (advertise) domain name concept
    • BOOLEAN: This will enable domainers to buy a website that incorporates two or more words to automatically mix the words in the domain, and then be able to purchase all of the mixtures.


  • Resources used (equipment)
    • People Resources: properly trained, talented, teamwork focused
      • Types of Resources? computer programmer- web design, Management, Accountant
      • Availability? Semi-scarce
      • Volatility? semi-volatile??
    • Information Resources: data collection, development of meaningful information, transfer and application
    • Technology Resources: acquisition, integration, application
      • Types of Resources? Computers, internet
      • Availability? Readily available
      • Volatility? semi-volatile??


  • Suppliers
    • ICANN: Government-owned & operated supplier of domain names- Internet Corporation for Assigned Names and Numbers. California non-profit corporation that was created on September 18, 1998 in order to oversee a number of Internet-related tasks previously performed directly on behalf of the U.S. Government. The tasks of ICANN include managing the assignment of domain names and IP addresses. To date, much of its work has concerned the introduction of new generic top-level domains.
    • number of: 1
    • locations: California non-profit corporaion ICANN
    • reliability: highly-reliable


  • Manpower, productivity
    • Also we would have to plan for lawyer fees, because as the domain business grows so do the legal issues.
    • Manpower, productivity?
    • Think Tank business model. Incubator - Very few people needed. Primarily creative groups. So the more diverse the more creative
    • SOURCE - Organization Manpower Needs: result from business objectives, contingent on business structure, influenced by company mission and culture, must recognize work climate and organizational make-up
    • SOURCE - Manpower Needs: Dependent on forecasted volume level, Influenced by productivity levels, Must be viewed from an internal supply chain perspective
    • SOURCE - Manpower Planning: job description, work load analysis, volume forecasting, worker indivisibility, facility capacity, personality



  • Delivery
    • Supply Chain: ICANN --> Domainer Registrar --> Target Market Registrar
      • Delivery is all through the internet.
    • Transfer Domains - Direct communication between sellers Registrar and buyers registrar (Ex. GoDaddy & Moniker)
    • Deliver Money - Escrow.com : Secure payment services, Protects Online Buyers and Sellers from Fraud
    • SOURCE - complexity:


  • Pricing policy (mark-up)
    • Pricing policy…? What is the normal percentage Austin? Pricing is highly variable. If the domain name
    • SOURCE- Price Determinants: basis for profit, acceptable to market, influenced by competition, in-line with image, psychological factor
    • SOURCE- Worth Value Price Influence:
      • SOURCE- Worth - a market issue/price, business climate, proximate population, popularity, real estate value
      • SOURCE- Value - a personal issue, specificity of purpose, exchange + utility
      • SOURCE- Price - market factor, affordability, budgetary cost, changes with W + V changes


  • Warranty information
    • Once we have sold a domain to a person than we really have no affiliation with that customer. What they buy they own and it is theirs.
    • We guarantee that the domains that we sell are free from legal restrictions and public policy at the time of sale. We stand behind our domains and what we have bought over the years. With that being said, if there is a new law that inhibits you from using a domain that you previously purchased from us, we are not responsible for it. When we sold it to the customer it was legal and proper.
    • If there is an opportunity that we can buy the domains back from them, or renew it for them (ultimately taking ownership), then we will look into it and make decisions based on the case.


9. Promotion and Sales: Mark

  • The elements of your marketing strategy
    • Design whole product/ service around Target Market- Business Owners & Entrepreneurs: sell them "type-in" domain names - We primarily target big businesses in major industries. These organizations (as of 07-08) have started purchasing vast numbers of domain names for their future marketing campaigns.
  • How your customers will learn about you and your product/services
  1. Directly through our website
  2. When they "type-in" a domain name that we own
  3. On domain name auction websites
  4. Through domain name appraisers


  • The approaches, mediums, and expected sales



  • Your pricing strategy
    • SOURCE- Price Determinants: basis for profit, acceptable to market, influenced by competition, in-line with image, psychological factor
    • SOURCE- Worth Value Price Influence:
      • SOURCE- Worth - a market issue/price, business climate, proximate population, popularity, real estate value
      • SOURCE- Value - a personal issue, specificity of purpose, exchange + utility
      • SOURCE- Price - market factor, affordability, budgetary cost, changes with W + V changes



  • Marketing scenarios and expected sales

10. Financial Data:Austin

  • Expected financial results:
  • Balance sheets, income statements, cash flow projections:
  • Optimistic, pessimistic, and realistic projections:


11. Exit Considerations:Mark

  • Personal goals:
  • Successors:
  • Stem losses:

Presentation

  • The purpose of your presentation is to verbally and visually display the essence and viability of your business idea. This exercise is an important facet in attracting the support of stakeholders who may be critical to the success of the business. Generally, the presentation follows the distribution of a hard copy of the business plan and allows the pre-informed audience to gain greater insight, understanding and clarity of the proposed venture. Additionally, the audience is given an opportunity to raise questions concerning the content of both the written and verbal disclosures provided.
  • Please note, the presentations are not forums for debate. Presenters present, the audience listens

and asks questions about the content to which presenters respond. The content and answers are

not to be debated.


Presentation Requirements

  • should include all group members as presenters
  • should include power point presentations
  • will be allotted a maximum of 15 minutes including Q&A
  • should elaborate on the power point content rather than read it.
  • should clearly describe the nature of the business, its customers, operations, its value proposition and pro-form financial information.
  • should allow time for questions which are answered directly and succinctly.


Resources

Resources Used in Business Plan


Digital Real Estate Development


ICANN

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