Planning for Success: The Strategic Value of Business Planning
10 March 2025Interview with Laura Toschi, Academic Director of the Open Program in Business Planning
In an era of economic volatility and continuous market transformation, the ability to plan strategically is an essential asset for anyone managing or looking to launch a business venture. A business plan goes beyond being a mere document; it becomes a roadmap capable of transforming innovative visions into economically sustainable projects.
The Open Program in Business Planning at Bologna Business School meets this educational need by offering a program that integrates analytical market methodologies with financial expertise and innovative approaches to business modeling. We interviewed Laura Toschi, Associate Professor in Entrepreneurship and Innovation Management and Academic Director of the program, to explore the philosophy and objectives behind this initiative.
What are the main objectives of the Open Program in Business Planning?
The Open Program in Business Planning aims to provide participants with the strategic and operational skills needed to develop a solid and effective business plan. The program guides participants through the different phases of business planning, from defining the entrepreneurial idea to designing a growth strategy. This includes market and competitive analysis, financial structure, and business model sustainability.
Additionally, the program fosters an entrepreneurial mindset focused on innovation and scalability.
Who is this program for, and what skills can participants acquire?
The program is designed for entrepreneurs, aspiring startup founders, managers, consultants, and professionals who want to gain practical tools for strategic and financial business planning.
Participants will acquire key competencies such as:
- Market analysis and business opportunity evaluation
- Strategic positioning
- Business model structuring and validation
- Financial planning and economic-financial projections
- Funding and fundraising strategies
- Effective business plan communication to investors
What are the key elements of an effective business plan?
An effective business plan should be clear, realistic, and well-structured. It must demonstrate the feasibility of the proposed project, the capability of the team to execute it successfully, and emphasize growth opportunities.
Beyond being a tool to attract external stakeholders—such as investors, partners, or key business development figures—the business plan should serve as a compass that guides the entrepreneurial team toward its goals and business success.
Key elements include:
- Executive Summary – A compelling overview of the business project
- Market Analysis – Evaluation of the industry, competitors, and target audience
- Business Model – How the company creates value and generates revenue
- Operational Plan – Implementation strategy and required resources
- Financial Plan – Economic forecasts, cash flow, and funding needs
- Growth and Scaling Strategy – How to develop the business in the medium-to-long term
How can this program support both startups and established companies?
The program provides highly versatile tools that can be applied across different business contexts.
- Startups operate in highly uncertain environments and need to define operational actions that help reduce uncertainty and build a solid growth foundation. The program helps them turn an innovative idea into a concrete project, providing the tools to attract the necessary resources.
- Established companies face challenges related to competitiveness, innovation, and digital transformation. For them, business planning is crucial for launching new products, entering new markets, or restructuring business models.
Additionally, the program offers both startups and established businesses access to a network of experts, mentors, and investors, creating opportunities for growth and strategic partnerships.
How is the role of business planning evolving in today’s landscape?
In today’s rapidly evolving and uncertain market environment, business planning is no longer a static document, as it often risked becoming in the past. Instead, it must be a dynamic process.
More and more companies are adopting lean and agile approaches, using tools like the Lean Canvas or Business Model Canvas to iterate strategies quickly. Additionally, the growing use of data and artificial intelligence is revolutionizing how businesses forecast and evaluate opportunities.
Our program adapts to these changes by integrating innovative methodologies and tools suited to today’s transformations.
