Professional Development Program
Business Plan
Presented by:
Joe Molina
1
BUSINESS PLAN
PROCESS
Mission and Vision
Statement
1 Year Goals
Organizational
Component
Company description
Structure , Operations and
Management
PRODUCT
COMPETITION
Business Plan
Marketing Plan
Components
CUSTOMER
PROMOTION
DISTRIBUTION
Start up Cost – one Time
Financial
Projections
Projections – 1 Year
Projections – 3 Years
Reasons for Writing a Plan
 To serve as the guide
 Lenders and investors
 A business plan is the key to Knowing
where your Business Stands at all times
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Lenders & Investors
What is the Difference?
What are they looking for?
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What You Need to Know
Before You Write Your Plan
-- GOALS

Where Are You Headed?

When Do You Want to Get There?

What it will take
– Time line
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The Planning Process
What are the parts of a Business Plan?

Cover Sheet

Table of Contents

Executive Summary
Part 1: Organizational Plan
 Part 2: Marketing Plan
 Part 3: Financial Documents


Part 4: Supporting Documents
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Part I: Organizational Plan

Summary Description of the Business

Products and/or Services

Intellectual Property

Location

Legal Structure

Management and Personnel
 Insurance Considerations
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Part II: Marketing Plan
What is the Process?
 Overview & Goals of Your Marketing Strategy
 Market Analysis: Target, Competition, Trends
 Marketing Strategy: (Advertising and Promotion)
 Customer Service and Sales
 Implementation of Strategy: In-house/Outsourced
 Assessment | ROI |Effectiveness
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The “KEY WORD” Approach

Who

When

How

Where

How much

What

Unique

Why

Benefit to Customer
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
Marketing, sales, advertising, public relations
and promotions work together to enhance your
image and impact.

So think about the big picture first –

Before you start paying for ad space or running
events……….
Your Marketing Goals
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
WHO do you want to appeal to?

WHAT are you trying to sell?

WHERE is your market?

WHEN are your potential customers
likely to buy?

HOW can you reach them?
Basic Marketing Questions
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
WHO………….Market and Competition

WHAT………..Quantity & Price

WHERE………Location

WHEN………..Days, seasons

HOW………….Cash, credit, accounts
Marketing Questions….
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Marketing Must
2. Know Your Niche

Define your customers.

Describe demographics
/psychographics.
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Marketing Must
3. Create Your Pitch.

Describe your product as benefits.

Make it come alive.

Appeal to individual needs?wants?.
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Marketing Must
4. Price for Profit

Know what your competition is charging
all the time.

Include all your expenses to cover your
true costs (not only cost of goods).

Don’t forget that your price must cover
your cost + your profit.
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
Customer Alliances
Concentrate on customers and quality

Corporate Alliances
Build links to large corporations

Flexibility
Respond quickly to changing market needs

Geek Speak
Use Internet resources
Strategies for Success
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Part III: Financial Documents
The “Quantitative” Part of Your Plan


Sources & Use of Funds
Tax Documents

Pro forma Financial Statements

Historical Financial Statements

Financial Statement Analysis
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Sources & Uses of Funds
How Much money do you need?
How will you spend it?

Summary of Financial Needs

Use of Loan Fund Dispersal
Statement
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Part IV: Supporting Documents
Records that support statements & decisions made in the
organizational, marketing, & financial plans.
 Personal Resumes
 Owners’ Financial Statements
 Credit Reports
 Reference Letters
 Location Analysis
 Legal Documents (Leases, Contracts, Agreements,
etc.
 Sources of Demographics and Psychographics
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So, that’s it 
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