I will continue from my last article about HOW TO WRITE A PERFECT BUSINESS PLAN.

To handle the allocation of credit, you must motivate them to do. We must appeal to their feelings and senses: our system of symbols (= presentation, business plan) should be aesthetically pleasing, powerful, persuasive, seductive, and resonant, fascinating, interesting. All these are irrational (or at least non-cognitive) reactions.

We must rely on their knowledge. Our system of symbols, rational, logical, hierarchical, not far away, true, consistent, both internally and external. All this should lead to the reasoning engine: hand to check the signs given to us not to move.

The problem is not to go, not even going to get credit.
The question is how to communicate (= to manipulate symbols), to motivate.

Using the theory of symbol manipulation, we can distinguish three types of donors:

(1) Those who engage in non-quantifiable symbols. World Bank, for its part in the assessment of business proposals, to which criteria can not be quantified (how we contribute to regional stability and strengthen democracy and to quantify improvements in human rights records?).

(2) Those who deal with semi-quantifiable symbols. Organizations such as EBRD and IFC employ sound – quantitative – business and financial criteria in making their decisions. But they were enough business sense, they would probably be much investment they make, and geographic regions of the world it creates.

(3) And there are people who only deal with traditional funding agencies measurable variables. Most of us get through these financial institutions: commercial banks, private companies, etc.

What financial institutions, we must not forget:
We are dealing with people who are mainly affected by manipulation of symbolic systems. Based on the above rules would guarantee success in obtaining funding. Making the right decision at national level – a country that has catapulted into the 21st century without a visit into the twentieth century.

Different types of symbols. Money investors, banks and financial institutions a kind of symbol.
A successful business plan (= a successful manipulation of symbols) is what brings ago to receive credit (money, another type of symbol). What are the rules for manipulating symbols? In our example, what are the characteristics of a successful business plan?

(1) Is in close contact with reality. System, a symbol of reality in a way isomorphic. We should be able to identify minute we actually see the symbols. If we answer a business plan with skepticism (“It’s too good to be true” or “unrealistic assumptions”) – if this condition is not satisfied and the business plan is a failure.

(2) What former rearranges data on new home, new habits?
Manipulation of symbols, people contribute to the field of knowledge (as a doctoral thesis should be).When faced with a business plan, for example, we must answer with a bit of fear and fascination (“That’s true – I believe” or “(organized) in this way is useful).

(3) That all symbols are internally consistent. The application of external consistency (compatibility with the real world, realistic representation system) is explained above. Is another: all symbols must live together in peace, the system must conform.
Sample business plan:
Comments like: “This event / problem / challenge or conflict with other projection” indicates a lack of internal consistency and the inability of some of the money (= to manipulate symbols to get it).

(4) Another condition is transparent all information should be available at a time. When the system is opaque symbol – missing or, worse, hidden – operation failed. In our example, if an applicant refuses to undress, exposing her most private areas, weaknesses and strengths – is unlikely to obtain funding. Accounts in Macedonia – gradually revised – is an excellent example of concealment of the place of exposure where clause should have prevailed.

(5) The requirement of universality fifth. Symbol systems are a kind of language. Language must be understood by all – a unique way. A common terminology, a dictionary must be available both manipulator and manipulated. Clear signs of a business plan not to comment to handle, “Why use this method of calculating odd”, “Why could not cover the cost of financing to calculate” and even “What this term which means, by using it?

(6) A system of symbols to be expanded. It can not be excluded from certain symbols. We can not ignore the existence of competing meanings, double meanings, and ambiguity. It must engulf all possible interpretations and absolutely all the symbols available for the system.
But back to business:
A business plan should include all available data – and all known techniques for treating them. We can not be a hierarchy of preferences and priorities – but all options must be present and then make a choice while giving reasonable grounds to do so.

(7) Should be the symbol links to other relevant symbol systems. These links can be both formal and informal (implied by spiritual association or by an explicit reference or incorporation).
To return to business:
It is necessary to develop a business plan that ignores the macroeconomic and geopolitical context of marketing. The area is safe for investment?
What are the laws and regulations on how they are subject to change? What is the competition and how it can be neutralized or co – opted? These are all external variables, external symbol systems. Some of them are closely and formally linked to business results to an (laws, customs, taxes, for example). Some are informally linked to it: substitute products, new technologies, environmental and ethical considerations. The business plan assumes an echo in the mind of the reader and to provoke reactions: “How true!”.

(8) Symbol, in a clear hierarchy. There are – and were – the effort to find and use symbols of non-hierarchical systems. They all failed and led to a house, or informal, in hierarchy. The term ‘professional’ of utility functions. “There is no theoretical application. Utility functions require most of the investment decision complex modern financial markets. Author business plan should clearly indicate what he wants and what he wants most, which is a prerequisite, and would be nice to have. It must detail their preferences and priorities, needs and requirements. If he gives equal weight to all parts of the business, his message will confuse those trying to decode and will reject the request.

(9) Symbol should be regarded as a target (useful) to obtain, must clearly and attempt to be successful. Should therefore direct understandable, clear and should contain a list of requirements and desires (biased as I).When a computer is facing a small number of tasks simultaneously – the priorities and resources strictly according to the priority list. A computer is the physical embodiment of a system of symbols – and such a bank to distribute money. The same principles apply to humans. All natural (and most human) systems are targeted.

(10) Last – but not least – requirement is that the scheme should be linked with people symbol. Not much point in having a computer without a screen, or a bank without clients, or a business plan without someone to attack. We always – handling of symbolic systems – taking into account end-user “and be” user friendly “for him there is no such thing as a bank, company, or even one country .. At the end of the line, there its people like you and me.

I will continue about writing your business plan in the next article.