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The Definitive Business Plan, 3rd Edition by Sir Richard Stutely

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Praise for The Definitive
Business Plan
Richard Stutelys clear, no-nonsense writing style and his mastery of the subject,
makes this a very valuable book indeed. The relation of the material to non-profit organi-
sations definitely helped me in my role at the Chamber.
MARTIN, F. BRECKNOCK, FORMER DIRECTOR, CANADIAN CHAMBER OF
COMMERCE OF THE PHILLIPPINES
Todays constant turbulence within the economic and commercial landscapes of
Europe and Asia calls to attention the importance of effective business planning. This 3rd
edition of The Definitive Business Plan provides an in-depth and clear framework for the
understanding, development, and execution of a world-class business plan. I continue to
use The Definitive Business Plan as one of the main readings for global business seminars I
teach at the university. Moreover, as a CEO & President of a boutique consulting firm, this
book remains a trusted reference for business projects. With certainty, I can state that this
dynamic book on business planning serves as a valuable asset to both business students
and professionals at large.
JOSEPH S. CABUAY, ASSISTANT PROFESSOR FOR INTERNATIONAL BUSINESS & GLOBAL
AFFAIRS, DIVISION OF INTERNATIONAL STUDIES, HANYANY UNIVERSITY, SEOUL, KOREA;
CEO & PRESIDENT, OMEGA GLOBAL BUSINESS CONSULTING LTD.  INTERNATIONAL
TRAINING & BUSINESS DEVELOPMENT SERVICES, SEOUL, KOREA; SENIOR CONSULTANT
AND SALES PARTNER, HOLDEN INTERNATIONAL LTD.  COMPETITIVE SALES STRATEGY &
POLITICAL & RELATIONSHIPS ALIGNMENT TRAINING, CHICAGO, USA
I have read tens of books on business plans and this has got to be the most thorough.
PATRICIA O’SULLIVAN, INNOVATION & ENTERPRISE LECTURER, TRINITY COLLEGE,
DUBLIN, IRELAND
Brilliant book. I wouldn’t recommend writing a plan without it.
DR WADE EDWARDS, MANAGING DIRECTOR, ATLHYDRO SOUTH AFRICA
The Definitive Business Plan is the only text I have found which offers a clear and
sensibly structured approach to business planning. I regularly recommend it to clients
and colleagues.
KIMBERLEY WILLIAMS, MANAGING DIRECTOR, WILLIAMS WROE MANAGEMENT
CONSULTANCY, UK
I have found this book incredibly useful. As a result of the business plan I wrote utilising
the book, we have gone from start up to a profitable business and still use the book!’
ADRIAN NEAVE, MANAGING DIRECTOR, GILLIAT FINANCIAL SOLUTIONS, UK
Invaluable book to clarify the business vision.
ANSAR BLAKCORI, SENIOR BUSINESS CONSULTANT, LOGICA PLC, UK
The Denitive
Business Plan
3rd edition
Richard Stutely
The fast track to intelligent planning
for executives and entrepreneurs
PEARSON EDUCATION LIMITED
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: +44(0)1279 623623
Fax: +44(0)1279 431059
Website: www.pearsoned.com/uk
First published in Great Britain in 1999
Second edition 2002
Revised second edition 2007
Third edition 2012
© Richard Stutely 1999, 2002
© Pearson Education Limited 2007, 2012
The right of Richard Stutely to be identified as author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
Pearson Education is not responsible for the content of third party internet sites.
ISBN: 978-0-273-76114-3
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book is available from the Library of Congress
All rights reserved; no part of this publication may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or
otherwise without either the prior written permission of the Publishers or a licence permitting
restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron
House, 6–10 Kirby Street, London EC1N 8TS. This book may not be lent, resold, hired out or otherwise
disposed of by way of trade in any form of binding or cover other than that in which it is published,
without the prior consent of the Publishers.
10 9 8 7 6 5 4 3 2 1
15 14 13 12 11
Typeset in 10pt Myriad by 30
Printed and bound in Great Britain by Ashford Colour Press Ltd, Gosport, Hampshire

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