8 CHAPTER 1 WHAT‘S IT ALL ABOUT?
It is not my prime intention to provide detailed instructions on how you perform the
analysis, strategic thought and planning that go into building the plan in the first place.
That is a much bigger subject. However, a book about writing a plan has to outline the
business planning process itself. I have identified the key steps and tried to include as
much thought-provoking material as possible. I have focused on important and useful
ideas that have worked for me. At the end of the day, I hope that I have created a practi-
cal guide to both planning and documenting. If there is one central theme to this book, it
is that business planning is to be commended and encouraged. If you work through the
process, document the plan, and use it as a management tool, maybe this book will help
you run your business more effectively. I hope so.
What is a plan anyway?
I know you hate them, but here is the one dictionary definition in this book.
‘A business plan sets out the method for running a specific activity over a specific future
period’.
The specific activity could be the operations of a one-person business or of a major multi-
national conglomerate, it might refer to the whole enterprise or just a small division, and
it could relate to a commercial venture, a charity or some other non-profit organisation.
The future period might be the first 6 months in the life of a brand new enterprise, 5
years in the life of an enduring corporation, or the entire duration of a specific project
such as the 18 months of intense activity that culminated in a 2-week exhibition and con-
ference. Usually, there is a detailed focus on the next 12 months, which is set against a
more general plan for the next 3 or 5 years.
It’s what photocopiers are for
Don’t let the publisher hear me saying this, but feel free to photocopy the checklists
and charts in this book. Use them as agendas or to stimulate debate in meetings.
This book should help you plan, assist your thinking and lead you to expect the
unexpected. I shall be delighted if, in arguing about the ideas in this book, you
come up with something completely new. That is where I want you to arrive – at
your own unique strategy. Send me feedback (see Introduction to the Third
Edition). By the way, if your photocopier is starting to overheat, maybe you should
buy some extra copies. Thanks.
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