Public Health Business Planning: A Practical Guide

Public Health Business Planning: A Practical Guide

by Stephen N. Orton, Anne J. Menkens, Pamela Santos
     
 

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ISBN-10: 0763746215

ISBN-13: 9780763746216

Pub. Date: 06/30/2008

Publisher: Jones & Bartlett Learning

In Today's Turbulent And Financially Stressful Times, Public Health Managers Need Business Planning Skills. They Need To Become “Civic Entrepreneurs,” Who Can Creatively Finance And Manage Needed Programs Using Business School Savvy.

Public Health Business Planning: A Practical Guide Is Based On The Curriculum Of The Highly Successful Management

Overview

In Today's Turbulent And Financially Stressful Times, Public Health Managers Need Business Planning Skills. They Need To Become “Civic Entrepreneurs,” Who Can Creatively Finance And Manage Needed Programs Using Business School Savvy.

Public Health Business Planning: A Practical Guide Is Based On The Curriculum Of The Highly Successful Management Academy For Public Health, Offered By The Kenan-Flagler Business School And The School Of Public Health At The University Of North Carolina At Chapel Hill. A Lewin Group Evaluation Showed That Teams Of Management Academy Graduates Have Generated Millions Of Dollars In Revenue For Local Agencies Through Implementing Business Plans.

This Book Teaches What It Means To Use Entrepreneurial Strategies For Social Good, And Key Business Planning Skills Such As:

Assessment And Strategic Planning Program Planning, Implementation, And Evaluation Financial Planning And Budgeting Market Research And Social Marketing Strategies For Getting Funded Including Business Writing And Speaking Project Management And Business Plan Execution Strategies

Product Details

ISBN-13:
9780763746216
Publisher:
Jones & Bartlett Learning
Publication date:
06/30/2008
Edition description:
1E
Pages:
174
Product dimensions:
6.10(w) x 8.90(h) x 0.40(d)

Table of Contents

Acknowledgments xi

About the Authors xv

Prefaces xvii

Preface I xviii

Preface II xviii

Preface III xix

Using This Book xxi

Chapter 1 Introduction 1

Why a Business Planning Book? 1

Who Should Read This Book? 2

Why Business Planning? 3

Why Now? 4

What Is a Public Health Business Plan? 6

What Can You Expect from Public Health Business Planning? 8

Trust the Process 9

How Do We Know What Works-Or Doesn't? 10

What We're Not Doing in This Book 12

Chapter 2 Defining Public Health Entrepreneurial Business Planning 15

The Civic Entrepreneur 15

Entrepreneurs Find Out What's Needed 16

Entrepreneurs Brainstorm 17

Entrepreneurs Analyze 18

Entrepreneurs Build Teams 19

Entrepreneurs Are Hardworking and Flexible 21

Entrepreneurs Find the Money 21

Entrepreneurs Start It Up 22

Entrepreneurs Keep It Going 23

Entrepreneurs Keep Tabs 25

Entrepreneurs Get It Down on Paper 26

Chapter 3 The Parts of a Public Health Business Plan 27

Business Plan Outline 27

Executive Summary 29

Definition of Plan 29

Industry Analysis 30

Demonstration of Need and Target Market 31

Competitors/Partners 31

Marketing Strategy 32

Project Operations and Management 33

Implementation Plan and Timeline 33

Risks and Exit Plan 33

Financials 34

Briefly, On Style 35

Chapter 4 Definition of Plan 39

Clarity and Specificity 40

What Goes into the Definition of Plan? 40

Organizing the Definition of Plan Section 42

What Can Go Wrong? 42

Building Your Definition of Plan 43

Chapter 5 Industry Analysis 45

Looking at the Big Picture 45

Key Industry Success Factors 46

How to Conduct Industry Analysis 48

What Can Go Wrong? 49

Building Your IndustryAnalysis Section 49

Chapter 6 Demonstration of Need and Target Market 51

Business Planning versus Strategic Planning 52

Using Assessment for Business Planning 53

Using the Data 54

The Environment 56

What Can Go Wrong? 57

What to Do with It All 57

Building Your Demonstration of Need and Target Market Section(s) 58

Chapter 7 Competitors and Partners 59

What Does "Competition" Mean in Public Health? 59

Competitors Can Become Partners 62

Barriers to Entry 62

Identifying Competitors and Partners 63

Thinking Strategically About Partners 65

Why Partnerships Matter 66

What Can Go Wrong? 69

Building Your Partners/Competitors Section 70

Chapter 8 Marketing 73

Why a Marketing Section? 73

The Four P's 74

How Will You Reach Your Customers? 76

Selling Ideas with Social Marketing 77

Focusing Your Message 77

Social Marketing and the Four P's 78

Know Your Competition 79

Other Ways to Understand Behavior Change 80

What Can Go Wrong? 81

Building Your Marketing Section 82

Chapter 9 Project Operations 83

General Organizational Overview 84

Human Resources 84

HR and Organizational Culture 85

Space 87

Daily Operations 88

Partner Roles and Logistics 89

Implementation Plan and Timeline 90

Evaluation and Quality Improvement 91

What Can Go Wrong? 91

Plan to Continue Planning 93

Building Your Operations Section 94

Chapter 10 Evaluation 97

Why Evaluate? 98

A Word About Outcomes 101

Getting Professional Evaluation Assistance 106

What Can Go Wrong? 107

Building an Evaluation Plan 107

Chapter 11 Risks, Exit Plan, and Sustainability 109

Exiting 109

Risks 111

Planning for the Accidental Exit 112

Specific Risks to Consider 113

Planning the Intentional Exit 115

Playing to Your Strengths 116

What This Means 117

What Can Go Wrong? 118

Plan to Keep on Planning 118

Building Your Risks and Exit Plan Section 119

Chapter 12 Financial Planning 121

Financial Sustainability 121

Revenue Generation 123

Revenue versus Profit 123

Financial Assumptions 124

Operations Budget 126

In-kind Donations 126

Start-up Financing 127

Break-even Analysis 127

Models 130

What Can Go Wrong? 134

Do It Anyway 136

Building Your Financials Section 137

Chapter 13 The Feasibility Plan 139

Who Is the Feasibility Plan For? 141

What Can Go Wrong? 141

What Next? 142

Chapter 14 Sustaining Success in South Carolina: One Team's Experience 143

The Definition of Plan 144

Industry Analysis 145

Target Market 147

Competition 148

Marketing Strategy 148

Project Operations and Management 149

Implementation Plan and Timeline 150

Risks and Exit Plan 151

Financials 151

Results 153

Implementing the Plan 154

Discussion 155

Chapter 15 Creating Your Public Health Business Plan 157

The Value of "Failure" 158

What Can Go Right in Public Health Business Planning? 158

It's Your Turn 161

Afterword 163

Index 165

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