English for business and entrepreneurship: Canvas Course

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Business Plan Outline

  1. Executive Summary
  2. Business Description
    1. Product Description
      1. Type of product
      2. Target market
      3. General function(s)
    2. Management and Operations
      1. Number of managers and employees
      2. Description of the organization
  3. Marketing
    1. Market Research
    2. Competitive Analysis
      1. Clear description of direct and indirect competition
      2. Direct competitor’s price
      3. Indirect competition
    3. Marketing Mix
      1. Product
      2. Price
      3. Place
      4. Promotion
  4. Financials


Marketing mix (4Ps)

Company 1: Delicious tea

promotion: advertisement in local papers

product: green and black tea in bags

place: grocery stores, supermarkets, convenience stores

price: cheaper than competitors


Company 2

promotion: television and advertisement

product: hand-made casual shoes for men and women

place: shoe stores in expensive shopping malls

price: more expensive than competitors because they are hand made

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