Business Development (eBook)

Andreas Kohne works as Business Development and Sales Manager at the Dortmund-based company Materna TMT in Germany. He previously worked in the areas of Business and Corporate Development as well as the assistant to the management of the parent company in Dortmund. He has a doctorate in Computer Science from the TU Dortmund and writes reference books in the areas of IT and business.

Preface 5
Contents 7
List of Figures 9
1 Introduction 10
1.1 Business Development 13
1.2 Business Change Goals 18
1.3 Change Management 18
1.4 Stakeholders 21
1.5 Lean Startup Mentality 22
1.6 Corporate Culture 23
References 25
2 Business Development 26
2.1 Role 26
2.2 Role Profile 28
2.3 Organizational Unit 29
2.4 Process 31
2.4.1 Idea Phase 33
2.4.2 Project Plan 43
2.4.3 Business Model 43
2.4.4 Business Plan 46
2.4.5 Prototype 48
2.4.6 Development Phase 49
2.4.7 Testing Phase 50
2.4.8 Realization Phase 52
2.4.9 Communication and Internal Marketing 53
2.4.10 Documentation 56
2.4.11 Lessons Learned 57
2.4.12 Continuous Improvement 57
References 59
3 Portfolio 60
3.1 Portfolio Structure 60
3.2 Portfolio Life Cycle 63
3.3 Portfolio Management 67
References 70
4 Resources 71
4.1 Skills 71
4.2 Budget 72
4.3 Internal Resources 74
4.4 External Resources 75
4.5 Mergers and Acquisitions 78
4.6 Controlling 80
References 81
5 Target Market 83
5.1 Market Observation 83
5.2 Market Segmentation 85
5.3 Risk Analysis 86
5.3.1 SWOT Analysis 87
5.3.2 STEP Analysis 88
5.4 Internationalization 90
References 92
6 Market Cultivation Strategy 93
6.1 Pricing 93
6.2 Sales Concept 96
6.3 Partner Concept 97
6.4 Marketing Concept 98
6.5 Sales Enablement 102
References 104
7 Case Study 105
7.1 Starting Situation 105
7.2 Business Development Process 107
7.3 Result 110
8 In Six Steps to Business Development 112
Index 115