John Moses has some fantastic ideas about the application of chemical products but his intention of commercializing them are hindered by his lack of clear direction for his personal and organisational needs. John realises that developing a business plan is required to help him set out his direction and financing needs. John is struggling to shift from his comfort zone as founder towards a structured organization that may be run by another company where he will lose control of the business he has founded and run for so many years. John has to make a strategic decision to foster a sustainable profitable company.
John has always enjoyed research and developing products for new technologies that are at the forefront. He knows that he has to commercialise his products so that he can sustain his organisations growth and profitability. He has performed market analysis on the products he has been developing and the cost to manufacture them .
ranges between $800,00 and $3.1 million. Johns" concern is that to get funding he will lose control of his company. As John has no exit strategy he is compelled to keep running his company the way he wants. This is why he can't decide on whether to licence, sell or form alliances to promote his technologies. As he has not prepared a marketing strategy either he is not sure of which products to introduce to the market and when. His life style business is stopping him from selecting a strategically profitable option to grow his company. .
John must write a business plan that identifies his vision, mission, goals and objectives for the future. This will also enable him to define his marketing and financing costs which will help him define the strategic option he can take with minimum loss of company control.
John should partner with a major chemical company so that he can utilise their resources, distribution channels and finance to manufacture and market his technologies to the whole world and become the leading supplier of PVB, Aerogels and Cleaning agents.