David McNeal

Whitepaper Questionaire II. Executive summary Include everything that you would cover in a 5-minute interview. Explain the fundamentals of the proposed business: what will your product be, who will be your customers, who are the owners, what do you think the future holds for your business and your industry? III. General Company Description What business will you be in? What will you do? Mission Statement: Many companies have a brief mission statement, usually in thirty words or less, explaining your reason for being and their guiding principles. Company goals and objectives: Goals are destinations -- where you want your business to be. Objectives are progress markers along the way to goal achievement. For example, Objectives might be annual sales targets and some specific measures of customer satisfaction. Business philosophy: What is important to you in business? To whom will you market your products? Your target market? (State it briefly here - you will do a more thorough explanation in the Marketing section). Describe your industry. Your most important company strengths and core competencies: What factors will make the company succeed? What do you think your major competitive strengths will be? What background experience, skills, and strengths do you personally bring to this new venture? Legal form of ownership: Sole Proprietor, Partnership, Corporation, Limited Liability Corporation (LLC)? Why have you selected this form? IV. Products and services Describe in depth your products and/or services (technical specifications). What factors will give you competitive advantages or disadvantages? For example, level of quality or unique or proprietary features. What are the pricing, fee or leasing structures of your products and/or services? V. Marketing plan Notes on preparation: Market research - Why? Market research - How? In your marketing plan, be as specific as possible; give statistics & numbers and sources. The marketing plan will be the basis, later on, of the all-important sales projection. Economics Facts about your industry: What is the total size of your market? Current demand in target market Trends in target market - growth trends, trends in consumer preferences, and trends in product development. Growth potential and opportunity for a business of your size What barriers to entry do you face in entering this market with your new company? Some typical ones are: High capital costs High production costs High marketing costs Consumer acceptance/brand recognition Training/skills Unique technology/patents Unions Shipping costs Tariff barriers/quotas And of course, how will you overcome the barriers? How could the following affect your company? Change in technology Government regulations Changing economy Change in your industry Product In the Products/Services section, you described your products and services as YOU see them. Now describe them from your CUSTOMER'S point of view. Features and Benefits List all your major products or services. For each product/service: Describe the most important features. That is, what will the product do for the customer? What is special about it? Now, for each produce/service, describe its benefits. That is, what will the product do for the customer? Customers Identify your targeted customers, their characteristics, and their geographic locations; i.e., demographics. You may well have more than one customer group. Identify the most important groups. Then, for each consumer group, construct what is called a demographic profile: Age Gender Location Income level Social class/occupation Education Competition What products and companies will compete with you? List your major competitors: How will your products/services compare with the competition? Strategy Now outline a marketing strategy that is consistent with your niche. Promotion Have you identified low cost methods to get the most out of your promotional budget? What image do you want to project? How do you want customers to see you? Pricing Compare your prices with those of the competition. Are they higher, lower, the same? Why? Proposed Location Is your location important to your customers? If yes, how so? Distribution Channels How do you sell your products/services? VI. Operational Plan Explain the daily operation of the business, its location, equipment, people, processes, and surrounding environment. Production How and where are your products/services produced? Explain your methods of: Production techniques & costs Quality control Customer service Product development Legal Environment Describe the following Licensing and bonding requirements Permits Special regulations covering your industry or profession Insurance coverage Trademarks, copyrights, or patents (pending, existing, or purchased) Personnel Number of employees Quality of existing staff Who does which tasks? For certain functions, will you use contract workers in addition to employees? ICO Token Sale Total Current 30 Days 60 Days 90 Days Over 90 Days Time Peried Price Professional and Advisory Support List board of directors and management advisory board. Consultant(s) Mentors and key advisors in addition to the above XI. Appendices Include details & studies; for example: Brochures & advertising materials Industry studies Blueprints & plans Maps & photos of location Magazine or other articles Detailed lists of equipment owned or to be purchased Letters of support from future customers Any other materials needed to support the assumptions in this plan Market research studies For Raising Capital For Investors Investors have a different perspective. They are looking for dramatic growth, and they expect to share in the rewards. Funds needed short term Funds needed in 2 to 5 years How company will use funds, and what this will accomplish for growth. Estimated return on investment Exit strategy for investors (buyback, sale, or IPO) Percent of ownership you will give up to investors Milestones or conditions you will accept Financial reporting to be provided Involvement of investors on the Board or in management What are the key competitive factors in this industry? Your prices Methods used to set prices Strategy for keeping client base