# data[].attributes.body
1. Introduction - what the opportunity is.

Rationale - based on stage one, key insights

Aims & Objectives - for the whole report

2.     Key insight reflection – what does the business reflect in relation to the

2.2.The problem – what insight didn’t you get from

2.3.Opportunity platforms

2.4.Testing concepts

2.5.Consumer feedback

2.6.Expert feedback as well as consumer feedback

3.     Business overview

3.2.The golden circle model – what, how and why is your business needed

3.3.The business model canvas

4.     Branding – brand overview speaking as the brand

4.2.Brand story – adding personality

4.3. Brand DNA / Values / Essene / Tone of voice/ Personality

4.4.Brand prism – physique, reflection, self-image, personality

4.5.Brand guidelines / Alternative logo

4.6.Colours/ voice

5.     Market health

5.2.Market drivers – pestle etc.

5.3.Macro trends

5.4.Micro environment / trends

5.5.Competitor analysis/ primary and secondary

5.6.Competitor onion

5.7.Market positioning

5.8.Competitor case study – see what they’re doing well and what your business could do differently

5.9.TOWS analysis

5.10        . Porters five forces

5.11        Market readiness – there is a gap for your business

6.     Consumer

6.2.Segmentation

6.3.VALS framework – consumer personality

6.4.Consumer profiles

6.5.Value proposition

6.6.Benefit ladder – emotional and functional benefits, consumers, feature

7.      Three year strategy

7.2.Marketing mix

8.     Communication

8.2.Looked at each platform, collaborations, pop ups etc. Mock ups really help

8.3.Brand launch

8.4.Including – hashtag, what, the look, activity etc.

8.5.Communication time plan – to see the activity of each month

8.6.Year two and three overview

9.     Finances

10.  Objective review of the report – making sure you’ve met the objectives

11.  Conclusion

# data[].attributes.body
Introduction

Rationale

Aims

Objectives

Methodology

Business overview

Market health

Market analysis

Consumer

3 year strategy

Comms plan

Finances

Conclusion

KPI

Risk assessment

# data[].attributes.body
Introduction
Aims and Objectives
Rationale
Methodology
Concept Testing...
Links to Key insights from stage 1
Business Plan/Overview
The need for my business
The opportunity it has
USP
Whats on offer
Value
Branding - Story, mission/vision, Logo etc
Market Analysis/ Overview
Market Readiness
Competition
Positioning
The Consumer - Profiles
List of who I want as clients (3 year plan)
Consumer Journey
Marketing strategy
Communication Plan
(With Goals/Objectives)
3 year plan
Financials
Funding
Key Start Up Costs

Conclusion

# data[].attributes.body
introduction - rationale aims and objectives, methodology
opportunity - insights, markets, the problem, trends
business idea - idea generation, concept testing, business concept
business overview
market analysis
consumer segmentation, consumer adoption
marketing plan - 3 year
communication strategy
finance
risk assessment
future growth
conclusions

# data[].attributes.body
Introduction - Rationale, Aims and objectives, Methodology.

Key insight reflection from stage 1
The problem and opportunity.
Concept testing

Business overview -
Story , DNA, Prism, brand guidelines.

Market analysis -
Market health
Competitor analysis
Porters 5 forces

Consumers -
consumer overview
b2b consumer profile -
What type of business would be interested in my concept
b2c consumer What type of business would be interested in my concept
Profiles
Values proposition

Marketing and communication
Marketing objectvies
3 year strategy
Marketing mix
Comms objectives
- what are my comms
Timeline for year 1
overview of 2 and 3

Finance
Raising capital
Financial objectives
Profit and lost
How will the business generate revenue and when will it be profitable?
MArigns

Operations
KPIS - focus on strategic and operational improvement.
Risk assessment
and conclusions

# data[].attributes.body
Introduction:
(Rationale
Aims
Objectives)

Methodolgy

the problem

The opportunity
(insights, idea generation, evolution, concept testing)

Brand development
(brand story)

Consumer segmentation
consumer segmetation/ profiles. adoption

Market Analysis
(market health etc)

Marketing plan
(year 1-3)

Comms plan

Finance

the future

Evaluation/ business logistics
(risk assessment, KPI, conclusion)

References etc..