Custom Coaching Package

Building a better business plan on your own can be hard. After all, if it was easy, you’d have done it by now.

But with the right support in place, the right approach and the right structure, you can most definitely create a better business plan…the sort of business plan that makes it easy for investors, lenders and financial backers of all sorts – including family and friends – to say “yes!”.

That’s exactly why I developed the Custom Coaching Package – to help you design your own slam-dunk business plan.

I’m with you every step of the way, helping you take advantage of every opportunity and giving you the pointers you need to side-step any potential problems long before your business plan goes anywhere near someone who can stop you in your tracks.

In over 25 years of working as a CFO, CEO, Chairman and Independent Non-Executive Director, I’ve complied, approved, advised on and reviewed hundreds of business plans. So I know what it takes to create a compelling, well-evidenced, well-structured business plan to attract the financial support your business needs.

The Custom Coaching Package is split into three phases:

Phase 1 – The opportunity

Bankers, investors and financial backers have targets to meet. But they also get penalised when their investment decisions go sour, so they’re cautious…if not downright sceptical…when a new business plan lands on their desk. So in this phase we get them excited about the potential for your business by:

  • Making the opportunity feel so real, they can almost taste it…in fact you’re going to make them more anxious about missing out than they will be about any potential downsides…all completely ethically, of course. This is where you let the potential in your business shine in a way that means your bank, investor or financial backer can’t help but get excited about your prospects and want to be part of it.
  • Demonstrating you have a team in place who can be relied on to make your plan happen. You need to reassure your backers they aren’t going to be embarrassed by another “good idea” which fizzled out because the team didn’t have the skills, knowledge and experience it needed. Remember, if your plan goes belly up, the person who signed off your business plan and approved the funding has their judgement called into question. So you need to demonstrate that the risk of anything going badly wrong with your business plan is vanishingly small.
  • Laying out the organisational systems and processes you’ll put in place to deliver the results in your business plan. It starts with the right people, of course. But poor management systems at the very least make your business less efficient than it could be, and in extreme cases can threaten its very existence – ironically, especially when things are going well, because your business is busy and every system is being stretched to the limit. Not every business survives that sort of stress test unless they’ve thought about it as part of their business plan.

Phase 2 – The revenue stream

No matter how good your idea, no business can survive for long if nobody buys what you’re selling. In fact, this is often the biggest problem for business plans – getting your financial backers to believe the revenue numbers. With strong sales revenue, you can make almost anything work. When revenues fall short of expectations, every business quickly goes past the point of no return. So we:

  • Find customers who are willing to pay what you need to cover your costs and make a profit. If you don’t know who they are, you won’t be able to target them effectively and you’ll run out of marketing budget before you start making sales at the run rate you need to deliver the revenues in your business plan. Shortly thereafter, you’ll inevitably run out of the cash flow you need to keep your business afloat.
  • Get really clear about the customers you don’t want and can’t afford to serve. There’s a mentality that every sale is a good sale…it becomes one of those “nice problems to have” that people who don’t need to solve your problems like to talk about. The wrong customers are more likely to scupper your business plan than just about anything else. Demonstrating to banks, investors and other financial backers that you know the people you want to keep out is just as important as demonstrating that you know the people you want to attract.
  • Demonstrate how you’ll take a lead and make it into a sale. The path is not always smooth, but getting clear on how you intend to do that is pivotal to generating the revenue you need in the early stages of a start-up or significant business expansion. Attracting the right leads is a great start, but if they all drop out before you make a sale, you’ll still run out of money before your business becomes self-financing.

Phase 3 – The money

While most of what we do together involves words rather than numbers, we do need to take the decisions you made about the products you sell, the customers you sell them to and the way you intend to organise your business, and translate them into numbers in a financial plan. To get banks, investors and other financial backers to say “yes” you need to:

  • Show a compelling financial plan which converts all the decisions you made in your business plan about your strategy, your operations, your people and your marketing into the numbers banks, investors and other financial backers need to see before they sign off your proposal and give you the cash you need. By now, they should be absolutely convinced you have found an amazing opportunity and have everything in place to deliver on it, so this ought to be a formality, relatively speaking, but an important part of the process nonetheless.
  • Highlight where the risks are in your plan, the potential consequences to your cash flow and bottom line if things went off-course, and the measures you have in place to minimise – and ideally offset entirely – any impact on your financial performance. Putting your financial backers at ease that you can handle any problems which come along is how you give them the confidence to support you.
  • Finally, you need to show your bank, investors and financial backers an overwhelming body of evidence to back up everything you said in your business plan. This section needs to be approached with the mindset of a DA preparing their evidence in a murder trial on a TV detective drama. The more you can prove, the less your financial backers need to take on trust, and the more likely it is your plan will get the financial backing you need on attractive terms.

How it works

Your Custom Coaching Package consists of 12 separate 90-minute sessions, which can be tailored to fit your own timescale. The maximum duration is 12 weeks, but it can be delivered in a matter of days if your deadline is more urgent.

The Custom Coaching Package comes at a significantly lower investment than if you booked all 12 sessions as individual one-off sessions. If you booked the 12 sessions individually, that would come to £4,740. So you lock in valuable savings of 36% when you invest in the Custom Coaching Package for just £3,000.

All our Custom Coaching Package sessions are virtual, so there are no extras, no travel costs or accommodation costs to add. Your investment of just £3,000 is all-inclusive.

For that, you get 1:1 step-by-step help, support and guidance through each stage of the business planning process. I’ll make sure you don’t miss any opportunities and I’ll help you spot potential trouble-spots long before you need to present your business plan to a bank, investor or other financial backer.

At the end of the programme, you’ll have business plan which gets your backers excited about the opportunities for your business, gives them total confidence your business can generate the revenues it needs to survive and thrive, and reassures them there’s a robust plan to hit the numbers even problems come your way.

Do that…and add in an overwhelming body of evidence to show they can trust you to deliver what you say you’ll deliver…and you make it easy for banks, investors and other financial backers to say “yes”.

How to make it happen

Acceptance on the Custom Coaching Programme is strictly by way of application and interview.

The level of support you get on the programme means I can only work with a limited number of businesses at any one time, so I want to be clear that you’re serious about the programme and will do the work it takes to get the results. I also want to get clear about your business and your goals to make sure I can deliver value.

Please note I choose not to work with businesses involved in tobacco, vaping or gambling.

So, if you want join our Custom Coaching Programme and benefit from 1:1 step-by-step help, support and guidance to build a robust, compelling, evidence-based business plan that unlocks the financial support you need to launch a new business or take an existing business through a major expansion phase, just fill in the form below and I’ll be in touch right away.

I look forward to working with you.


Alastair Thomson
Author: “How To Build A Better Business Plan”

PS: Remember places are limited. To secure your place on the Custom Coaching Programme, just fill in this form today…don’t miss out!

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