Communicating your business plan to investors James Hoggan & Associates June 25, 2002.
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Transcript of Communicating your business plan to investors James Hoggan & Associates June 25, 2002.
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Communicating your business plan to investors
Communicating your business plan to investors
James Hoggan & AssociatesJune 25, 2002
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Keys to communicating your business planKeys to communicating your business plan
1.Discuss business value drivers2.Clearly define stage of development3.Explain your business roadmap4.Set and meet milestones5.Know what investors think6.Develop and follow a clear communications
plan
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Overview Overview
Selling your story…………….Terry McDonald
Communications planning……Karen Cook Boas
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Business Plan Value Drivers Business Plan Value Drivers
• IP protection for technology
• Attractive commercial potential
• Management with track record
• Financial strength
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Business Plan Value Drivers (cont’d)Business Plan Value Drivers (cont’d)
• Big pharma partnership
• Third-party validation
• Technology platform
• Pipeline
• Growing revenues and profits
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Technology Stage Technology Stage
• Research
• Pre-clinical
• Clinical stage: early, middle or late
• NDA filed
• Approval
• Commercial launch
• Revenues and profits
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Road Map for Investors Road Map for Investors
• Where did you begin?• Where are you now?• How far have you come in the past year?• Where will you be in the next year?• What is your ultimate destination?• How are you going to get there?
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The Business of Milestones The Business of Milestones
• Milestones help you communicate progress
• Milestones help non-experts monitor your progress
• Measurable milestones vs. hot air
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They love us, they love us not They love us, they love us not
• Know what investors expect.
• Know what you can achieve.
• Make sure the achievements and expectations jive.
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Competence + integrity = credibility
Selling the story
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Communications Planning
Karen Cook Boas
Communications Planning
Karen Cook Boas
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Why plan?Why plan?
• strategic approach
• “roadmap”
• builds agreement
• educates team
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StructureStructure
Consider format: chronological, by issue, by audience:1.Overview/Analysis2.Goal and measurable objectives3. Target audiences4. Strategies and Tactics5. Action plan/Timeline
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Overview/AnalysisOverview/Analysis
Where are we now?
• research-based analysis
• management’s and investors’ perspective
• challenges and opportunities
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Goal and measurable objectivesGoal and measurable objectives
• demonstrate progress and achievements• gauge success of program
examples:– # of participants on conference calls– # of media articles– analysts covering company– new meetings during roadshows– new cities on roadshows
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Target audiencesTarget audiences
• decision makers• influencers
examples:– analysts/institutions - government– employees - patients– Media - retail investors– investigators/clinicians - VC’s
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StrategiesStrategies
• address challenges and maximize opportunities• tied to research and objectives
examples:– research based key messages– regularly scheduled investor meetings– designated, trained spokespeople
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TacticsTactics
• outline specific tasks to implement each strategy
examples:– news releases– teleconferences– roadshows– one-on-ones– contact lists
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Action Plan/TimelineAction Plan/Timeline
• month-by-month plan of activities
• assigns and tracks responsibilities and due dates
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Other Items?Other Items?
• news release approval process
• handling media inquiries
• disclosure policy
• employee blackout policy
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Keys to communicating your business planKeys to communicating your business plan
1.Discuss business value drivers2.Clearly define stage of development3.Explain your business roadmap4.Set and meet milestones5.Know what investors think6.Develop and follow a clear communications
plan