f possible prices as this will allow a range of scenarios to be developed at the financial planning stage. However, price is not the only way to differentiate a new service from the competition. The overall service bundle can be an important differentiator in the eyes of the subscriber, SO it is important to consider creative ways to add distinctive value through additional services that can be delivered at low cost to the service provider. Examples may be web hosting, anti-spam or anti-virus screening or VoIP services. In considering these aspects of the marketing plan it is important to understand; What subscriber needs does the service fulfil and what related needs might be fulfilled? What is unique about the service being offering? Bundled services? Lowest cost? What is the intended subscriber view of the service? Low cost? Premium service? How do competitors position themselves in relation to these service and price aspects? The final aspect of the marketing plan is advertising - what approaches will be used and what will the cost of advertising be, again as input to the financial plan. Management and Operations Plan The management plan will set out how the venture will be managed; who will form the management team, what are their specific qualifications, skills and relevant experience. An assessment of the strengths and weaknesses of those involved in setting up the venture is important here; What specific expertise and qualifications do they bring to the venture? Where will the technical, business and operational skills needed to run the venture come from? Recognising areas where skills need to be supplemented, is a good starting point for selecting partners and staff. The operations plan will either be included here or as a separate section. This will cover the additional personnel requirements in the Chapter Thirteen operating phase, as well as outline operating procedures that will need to be developed later. Other issues such as business insurance can also be addressed in this section of the plan. Fina