Making an Effective Business Plan Presentation

Many business plans are not only written, they are also presented. For example, if an investment
decision has to be made by a bank loan committee or consortium of venture capitalists, it is more
efficient to ask the business owner to make a presentation to the group, rather than have each member
read the plan. Presentations also allow an opportunity for interactive questions and answers and for the
investors to "size up" the person to whom they are loaning money. This last point is not an
inconsequential consideration for both the investor and business owner.

We cannot, in this lesson, make you a great presenter. That takes knowledge of the subject, confidence,
and experience. However this lesson does start you on the path to being a better presenter.

If a presentation is required as part of your course assignment, your instructor will give you some
guidance about length of presentation, proper format, target audience, and so on. As emphasized below,
this is critical information for making an effective presentation.

The lesson outline is:

Fundamentals of Presenting
Suggestions to Make a GREAT Presentation
--Content suggestions
--Presentation suggestions
Additional Resources for Preparing and Delivering an Effective Presentation

Fundamentals of Presenting

Making an effective presentation isn't that difficult. The process begins with a few fundamentals.

Know your target audience: As you did for the business plan itself, prepare your presentation with the
information needs, expectations, attitudes, and knowledge levels of your intended audience in mind.
Think about questions such as:

• Who are they (professional positions, ages, backgrounds, roles in this meeting)?
• What do they already know (knowledge of your industry, knowledge of technical terms, have
they read the plan already)?
• What's in it for them (expected benefits, learning outcomes, decisions to be made)?

For example, assume the target audience for your business plan presentation is a bank loan committee.
In this context, the presentation should give the committee an overview of your plans and expectations,
knowing that the detail is in the business plan. The focus should not be on just marketing or just
financials, and certainly not on what the Web site will look like. Instead the presentation should present
an overview of the business, sell the business idea, and conclude with financials and your specific
request for funds.

Timing counts: Your course instructor will determine how long the presentation should be, including
sufficient time for questions and answers. In a "real" presentation this counts too. Clarify in advance
how much time you will have and be sure to leave time for questions and still conclude on time.

How many presenters?: You may have completed this business plan as a group. So does everyone
present? Or just one person? In your in-class presentation as well as a formal business presentation a lot
of considerations impact on this decision. If it is a short presentation, one person making the
presentation is probably the best choice. Any presentation over 15 minutes long should probably have
more than one presenter, perhaps 10-15 minutes per presenter. Why? Because it is unlikely that all
expertise is invested in just one person, a presentation is more interesting to the listeners when there is
a change in presenters, and multiple presenters shows there is a depth of knowledge about the business
that is distributed in the group.
A useful presentation hint is that when it is time for questions, all members of the group stand up and
be prepared to answer questions in their area. This reinforces that this was a group effort and avoids
putting the final speaker on the spot if a question is asked that he/she cannot answer.

Print your presentation: Always have paper copies of your presentation available for your audience,
printed either three or six slides per page. Whether to distribute these copies before or after the
presentation is a presenter's decision, but most listeners prefer to have the copies in advance so they can
follow along more easily and take notes. However, the members of the audience sometimes focus on
the handouts and don't pay close attention to what the speaker is saying. Also, if there are big surprises
in the presentation, they can be spoiled by listeners who read ahead. However, because most listeners
prefer copies in advance that is usually the best decision.

Suggestions to Make a GREAT Presentation

Many students enrolled in an e-business course will already have had a course in business
communications and/or other opportunities to become an experienced presenter. However, just in case,
here are some suggestions or reminders how to make a great presentation:

Content suggestions: The following suggestions are offered to improve the content of the presentation,
or what you say.

• First tell them what you are going to tell them, then tell them, finally tell them what you told
them. These three make up the introduction, body, and conclusion of any great presentation.
• start with a title slide that includes the title of the presentation, who the presentation is for (the
audience), who is presenting (you), and the date.
• the next slide is an overview or agenda (i.e., "tell them what you are going to tell them");
introduce the presenters at the same time
• advise the audience whether questions should be asked during the presentation or at the end
• if appropriate, start with a powerful presentation opener — a startling statistic, a poem, a
dramatic quotation, a confession, a surprising entry, meaningful humor, etc.
• in the presentation, consider the expertise of your audience (e.g., explain technical terms if
necessary, avoid TLAs (three letter acronyms))
• use graphics, but make sure they are appropriate graphics and do not distract from the
presentation or the content (e.g., avoid animation graphics which attract the audience's
attention to the graphic and away from you)
• use humor, but make absolutely sure it is appropriate humor
• at the end, summarize the highpoints (i.e., "tell them what you told them")
• during question time, repeat questions from soft-spoken people or people in the front of the
room so the audience know what is the question before you give the answer
• if you aren't sure of an answer to a question, don't be afraid to say "I don't know" and, if
appropriate, promise to get back to them with an answer
• finish on time (if necessary, ask for "last question please")
• thank the audience for their time and attention

Presentation suggestions: The following suggestions are made to improve the presentation of the
presentation, or how you say it.

• use large fonts, 22 point is minimum size for text; a title should be 32 point or larger
• use a sans serif font such as Helvetica or Arial for normal text; use a serif font such as Times
Roman or Book Antiqua in titles to show good contrast
• for emphasis, use bold, italic or all caps, but never more than one at the same time
• use no more than 36 words per slide
• use bullet points as "talking points" and avoid paragraphs
• try to use 3-6 points per slide
• be consistent and correct in capitalization
 • as with any writing, use proper grammar, phrases or sentences must make sense, no
misspelled words
• avoid bright colors; consider using light colors (e.g., white, yellow) on a dark background
(e.g., dark blue)
• don't use primary colors (red, green, blue) together (e.g., red text on blue background)
• when finished preparing the presentation, save two copies of the file (current version + earlier
version) to two disks (working + backup) that are carried separately to the presentation
• leave as much room light on as possible (people fall asleep in the dark)
• don't read your material from the slide
• don't read from notes (having notes is okay, just don't read from them)
• don't talk to the screen, talk to the audience with only occasional glances at the screen
• don't use stick pointers (they focus your attention on the screen and can make you look like
Zorro)
• use a laser pointer selectively, and put it down when it isn't being used
• establish eye contact with areas of your audience on a regular basis
• if appropriate and as time permits, involve the audience in the presentation (e.g., ask them a
question, conduct an interactive exercise, conduct a lottery to give away a product sample)
• move around to keep the audience's attention, but don't move too fast or too far
• dress appropriately, to meet the audience's expectations, and slightly more formal than them
• don't hold objects in your hands, but do use your hands and arms for gestures; do not put your
hands in your pockets
• take clues from your audience (watch for "eyes glazed over" or "eyes shut") and take action to
correct
• if the presentation is longer than 45 minutes, give your audience a stretch break
• conclude on time

Finally, the most important three things to know about making a GREAT presentation are: practice,
practice, and practice!

(The presentation suggestions in this lesson are (c) Dennis Viehland, 2003.)

Assignment 20: Following guidance from your instructor about length, scope, target audience, etc,
prepare a professional presentation of your business plan following the instructions provided
above.Follow the guidance provided by your instructor to submit or present this PowerPoint
presentation.

Additional Resources for Preparing and Delivering an Effective Presentation

The Presentations Magazine Web site contains original and reprinted articles in the areas of
presentation creation, delivery, and technology. Most articles tend to cover specific issues and be for
more advanced and professional presenters (i.e., not much general information here).

Jeff Radal’s Effective Presentations page delivers on-line tutorials on (a) oral presentations, (b) visual
aids for presentations, and (c) effective poster presentations, but with slow and awkward navigation.

The Virtual Presentation Assistant is a similar tutorial from the University of Kansas Department of
Communication Studies.

Presenters University offers short articles ("courses") about making presentations, a bulletin board for
asking questions ("ask the professor"), and PowerPoint templates ("multimedia downloads").

Other collections of PowerPoint templates that can add unique and highly relevant backgrounds to a
presentation include powerpointbackgrounds.com, PixelMill, and The Presentation Business.
Small, concise books such as Presentation Skills For Managers focus on presentation techniques and
are best for beginner presenters. Longer, in-depth books such as Knockout Presentations: How to
Deliver Your Message with Power, Punch, and Pizzazz cover a wider range of presentation skills in
including presentations, public speaking, and audience participation and control. Rather than
recommend any of the dozens of how-to-make-a-presentation books out there, we recommend you visit
your university library or local bookstore to find a book that suits your needs.

Other small articles that offer advice to novice presenters include:

Designing Presentation Visuals
Making Effective Oral Presentations
10 Tips for Designing Effective Visual Presentations

Navigation Guide for the e-Business Plan Tutorial

Introduction to the E-Business Plan Tutorial
--Top Ten Resources for Writing an e-Business Plan
Fundamentals of e-Business Planning
Writing a "Read Right" Plan
Executive Summary
Business Description
--Mission Statement
--Business Goals
--Project Objectives
Market Analysis
Competitor Analysis
Operations
Financial Statements
Making an Effective Business Plan Presentation
Appendix: e-Business Plan Tutorial Assignments