You are thinking of starting a new business or revitalising your existing one. How do you create a complete, consistent picture of where you're going and how you'll get there? You need a Business Plan.

Attempting to create a complete, consistent picture of where you are going and how you are going to get there is highly time consuming, error-prone, complicated and "intensely muddy". So, what are your options? Either you can attempt to develop your plan yourself, or you can invest in professional assistance.


How do you justify professional assistance?

	Share practical expertise and tools Professionals have built up experience through working with many businesses in different situations. They should also have a base of more advanced tools to help you analyse your specific circumstances.
	Get you moving It's so easy to become immobilised, especially when getting started. Professionals can help remove the barriers and enable you to choose and follow the best path.
	Get the right focus The biggest problem faced by entrepreneurs is finding the right focus. You probably need help to see the bigger picture and to develop your niche.
	Remove the emotion One of the key drivers for success is Passion. You have to be emotional about your business. Nevertheless, it is vital that your emotions are tempered by an independent, impartial and experienced adviser.
	Give you confidence You need to know that you're making the right decisions for your business, your future and your family.

How do you choose the right help?

In choosing an adviser, you need to know what questions to ask, and how to judge the answers. Here are some key questions for you to ask:

	Will I gain insights into the key factors that will determine the success of my business? "With you" - facilitation, education, transfer of insights and understanding of their application
	Do you have credibility with lenders and investors? Why? The lending and investment community take a justifiably jaundiced view of professional business plan writers because they frequently concoct cosmetically-rich plans with dubious realism. Such plans are devised for just one purpose - to hoodwink funders into supporting the business. That approach does no one any favours, least of all the aspiring business owner. It is important that the plan represents your understanding of your proposed business and that the projections are conservative
	Are the projections the result of a critical analysis or are they merely plugged in? Spreadsheets and packaged business planning software encourage a "click and drag" approach. The projections may look like they represent a successful business, but there is no way of judging the assumptions on which they are based. Business decisions involve balancing many factors. Ensure that your business adviser is able to help you to identify and understand the points of sensitivity that may cause your business to topple.
	What experience have you had personally in owning and managing your own business? Many advisers have substantial experience in corporate life but are not "street-wise" in the context of owner-managed businesses. There is a world of difference between the financial literacy that your banker or accountant will have and the business acumen that they may not have.
	Does your approach and deliverable support my unique business and current circumstance and requirements? Will you work with me on a one-on-one basis, ensuring that you give your full attention to my specific circumstances? Every situation is unique. It is not possible to rely on a standard textbook or classroom approach. A truly professional adviser will work with you on a one-on-one basis, ensuring that you really understand each element of your business and how you will manage it. They will ensure that you understand and address the common faults made in start-up and growth situations.
	What is your approach? What are its benefits? Many business advisers will ask you for information and will then prepare a business plan on their own. Look for someone who will make your business plan truly yours. The only way to do this is to work with you each and every step of the way, ensuring that you do most of the work. That way, the real benefit will not be the business plan itself, but the knowledge and insights that you develop by having worked through the process yourself.
	Will my business plan be a tool to help me manage my business over time? Sadly, the majority of business plans are prepared but not fully utilised. Having been submitted to a bank to support a loan approval, the business plan gathers dust in a cupboard. Business planning should be a cycle, where the actual performance of the business is monitored against the projections and the plan updated to reflect the changing circumstances of the business.
	Will you help me address all the aspects of my business, including marketing? The key to any business is its ability to attract and retain loyal customers. In an environment of ever increasing competitiveness, marketing becomes increasingly important. Most owner-managed businesses cannot afford traditional marketing methods, using expensive marketing specialists. You need someone who can help you do address the basic marketing issues yourself.

Andrew McGregor is a director of the business PLAN. He can be contacted at adm@tbp.co.za or (011) 782 6746.

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