During Module 1, the Introduction to the playbook, you will:

• Learn about the playbook’s purpose and structure

• Review key activities

• Review the outputs you will produce with the playbook

• Learn about Ver de Verdad, the enterprise originator, that’s the basis of the playbook

During Module 2 you will: 

• Review required conditions to start an optical business

• Understand regulatory and other local conditions required

• Learn how VDV understood its competitive context and positioned itself to succeed

• Describe the challenge that your enterprise addresses and the solution it offers

• Define your value proposition and identify your most important impact metrics

During Module 3 you will: 

• Review a diagram depicting Ver de Verdad’s value chain

• Explore value chain dynamics

• Visually represent your enterprise’s value chain in a diagram

• Think about risks you may be introducing by deviating from Ver de Verdad’s approach

During Module 4 you will: 

• Review Ver de Verdad’s customer segmentation and marketing strategies

• Define and segment your target market 

• Define your primary customers and develop a simple customer pitch

• Determine how you will reach your customers and maintain relationships 

During Module 5 you will: 

• Understand the importance of VDV stores and what makes them succeed

• Learn about the three types of VDV stores

• Review VDV store dynamics: branding, site selection, opening sequence, performance goals, & key roles stores play

• Identify potential sites

During Module 6 you will: 

• Understand who your sales agents are

• Determine your step-by-step sales process, informed by that of VDV

• Determine how you will build your sales network

During Module 7 you will: 

• Learn about the products VDV offers, and determine initial levels for your first stores

• Learn about VDV's suppliers, and identify promising local suppliers for your stores

• Explore key concepts and pitfalls in inventory management

• With input from suppliers, fill an Excel template with your initial products--prices, margins, and inventory cycles

During Module 8 you will: 

• See the breadth and depth of VDV’s performance measurement, and determine your top metrics

• Understand the cycle by which VDV identifies and solves problems using metrics, and begin a weekly review to assess performance against your top metrics

• Understand how VDV uses software systems to support measurement and management

• Benchmark local retailers to determine financial performance targets, after reviewing VDV’s

During Module 9 you will: 

• Describe the sophistication and vigilance required to lead an optical enterprise

• Learn about VDV’s initial team composition and how it’s changed as VDV has grown

• Define personnel requirements of your enterprise now and over the coming 1-3 years

• Where can you find qualified optometrists and salespeople to work in your stores? Explore your local market

During Module 10 you will learn: 

• Focus on unit economics, the cornerstone of profitability for a multi-unit network of optical shops

• Consider the financial dynamics of scaling and supporting a network of profitable optical shops

• Learn how to inform key business decisions using a numerical What-If analysis tool we provide that incorporates elements from all other playbook modules

• Create a What-If financial model using your own estimates. Examine the funding required to get started in the first 2 years

During Module 11 you will: 

• Explore different types of funding available to optical enterprises

• Learn how to convert your capital requirements into a well-structured funding request

• Determine what modes of financing are most appropriate for your enterprise and identify potential funders

• Dig into potential funding sources, one by one. Then begin meeting potential funders, refining your funding pipeline along the way

During Module 12 you will: 

• Collect all your module outputs in one place – they are the basis of your business plan

• Mine your collection of Road Map Outputs to assemble a 6-month execution plan called My Road Map– your initial activities to get things moving and build your enterprise

• Learn about administrative actions to take as you launch your business, along with recommendations on types of support to seek along the way

• Prepare to present your enterprise business plan and funding request