Your Industry
Recognizing Critical Success Factors
SWOT: Preparing for Opportunities and Threats
Chapter 6: Slicing and Dicing Markets
Separating Customers into Groups
Identifying Market Segments
Finding Useful Market Segments
Becoming Market Driven
Chapter 7: Getting Up Close and Personal with Customers
Keeping Track of the Big Picture
Categorizing Your Customers
Discovering the Ways Customers Behave
Figuring Out How Customers Make Choices
Understanding the Global Customer
Serving Your Customers Better
Looking at a Special Case: Business Customers
Chapter 8: Covering Your Competition
Understanding the Value of Competitors
Identifying Your Real Competitors
Tracking Your Competitors’ Actions
Predicting Your Competitors’ Moves
Competing to Win
7 Part 3: Weighing Your Company’s Prospects Chapter 9: Assessing Where You Stand Today Doing Situation Analysis Identifying Strengths and Weaknesses Analyzing Your Situation in 3-D Chapter 10: Profiting from Your Business Plan Describing What You Do Best Putting Together a Business Model Making Your Business Model Work Earmarking Resources Chapter 11: Figuring Out the Financial Details Reading Income Statements Interpreting Balance Sheets Examining Cash-Flow Statements Evaluating Financial Ratios Chapter 12: Forecasting and Budgeting Constructing a Financial Forecast Exploring Alternative Financial Forecasts Making a Budget
8 Part 4: Looking to the Future Chapter 13: Confronting Uncertainty Understanding the Dangers of Ignoring Change Defining the Dimensions of Change Anticipating Change Preparing for a Changing Future Chapter 14: Thinking Strategically Applying Off-the-Shelf Strategies Changing Your Boundaries Leading and Following Tailoring Your Own Strategy Chapter 15: Growing Up, Growing Bigger, and Growing Old Facing Up to the Product Life Cycle Finding Ways to Expand Managing Your Product Portfolio Asking Two Final Questions About Growth
9 Part 5: Putting Your Business Plan into Action Chapter 16: Shaping and Shape-Shifting Your Organization Recognizing That Form Follows Function Putting Together an Effective Organization Thinking and Organizing for the Future Chapter 17: Leading the Way Encouraging Leadership Roles Developing Business Skills (And Having the Right Personality Traits) Creating the Right Culture Following Through with Your Vision Bringing Your Plan to Life (And Making a Final Check)
10 Part 6: The Part of Tens Chapter 18: Ten (Or So) Signs That Your Business Plan Needs Refreshing — or Worse Your Business Goals Change Abruptly You Don’t Meet Your Plan Milestones New Technology Makes a Splash
