NAME of company
(Logo if available)
(Slogan if available)
Business Plan
Date
Directions: Use charts provided. Replace all BLUE copy in italics with your own comments relevant to
your company and your analysis
Prepared by:
Name(s)
Email Address
1
Name of Company
Executive Summary
Business Concept
Insert an abbreviation of your new business concept here. Two or three sentences which state: Who will
buy, why they will buy (what is the customer benefit) and how is this product/service differentiated from
competition
Organization Plan
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Identify the legal structure of the organization and why chosen
Key manager roles and who will fill them (if known); otherwise identify key characteristics you
want in those individuals
Summary of proprietary position (patent, first mover, single source, other)
Marketing Plan
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Key demographic and psychographic definitions of end users (if B2C); buyer and influencers (if B2B)
Channels of distribution (how will product service reach buyers/end users)
Primary market strategy (vehicles to generate awareness, trial and usage of product/service)
Budget (both $ and % of sales, initially and ongoing)
Financial Plan
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Sales estimates for Years I and V (in $)
Net Profits in Years I and V (in $)
Gross Profit Margin (% of sales) in ongoing year
Year when Breakeven is achieved
Cash needed (assume 1.25 * total of startup expenses)
Source and uses of cash needed
ROI %
2
Name of Company
Product/Service Concept
Insert your complete new business concept here.
Social Benefit of Product/Service
Every venture must provide a return to its stakeholders (owners, investors, employees, suppliers). But it
must also produce a value to society.
How will your new venture benefit society? Include specifically who will benefit, why that group and how
this will make a difference in their lives.
Addressable Market

Identify the industry, size and trends in which you will compete, relevant to your
marketing/geographic area. Use charts like those below. Cite source and date of data.
Total Addressable Market
(in $)
Number of consumers
in TAM (000’s)
Number of customer who will buy my
new product/service (000)’s
Via your own secondary research, build your
own chart exemplifying trends in your industry.

Identify what, if any, barriers to entry exist and you plan to address them.
Barrier to Entry
Plan to Address
3
Name of Company
Competitive Analysis
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Identify primary direct competitors.
Research (from customer interviews) key drivers of customer purchase decisions (purchase
reasons in below chart are examples only, find relevant purchase motivators for your category).
Rate (from customer interviews and self-analysis) perceived performance of your offering (as
described in concept) vs. key competition, on 5 point rating scale (5 high, 1 low) on the drivers of
customer purchase decisions
Provide conclusions of your assessment (competitive strengths you’ve identified in this analysis
which you’ll use in your marketing positioning for your new business).
Competitive Evaluation Model
Your
Offering/Key
Competitors
Your New
Venture
Competitor A
Competitor B
Competitor C
Competitor D
Totals
Primary Reasons for Customers to Purchase Products/Services in this Industry
(you choose the purchase drivers relevant to your competitive space)
Reputation
Variety
Location
Uniqueness
Customer
Total Scores
Service
*a
*b
*c
*will be used as input in Pricing Model
Business Model Canvas
Use the canvas provided at the link on page 5 to identify your hypotheses (guesses) for each component.
Conduct customer and secondary research to confirm, reject your hypotheses. Keep refining until you
have developed a business model which you believe maximizes the likelihood of new venture success.
Insert a one or two word summary of your approach in each of the nine canvas segments. Show your
original hypotheses (guesses) and each pivot (change) you make based on your interviews with potential
customers, using a strikethrough to show the evolution of your input based on your progressive customer
discovery learning. Use the page following the canvas page to more fully explain your evolved thinking.
4
Name of Company
Business Model Canvas (continued):
Click on this link to open writable Business Model Canvas template:
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Business Model
Template.docx
Value Proposition
o Identify the overall deliverable of your product/service (pain: what primary customer problem is
the product/service solving; gain: how is the product/service solving that problem)
Customer Segment
o Buyer/user target defined; identify if more than one segment target is required (ie: multi-sided)
Customer Relationship
o Determine how your product/service will interact with its customers and/or users before and
after the sale
Channels
o Identify how will you reach your buyers and/or users to generate awareness, interest and deliver
sales
Revenues
o Identify pricing strategy and sources of revenue (ie: asset sale, subscription, licensing, leasing,
brokerage, advertising, other) and how will scalability be achieved
Key Activities
o Identify what is required to insure optimal delivery of the Value Proposition
Key Resources
o Identify how those activities will be provided
Key Partners
o Determine your core competencies and the partner outsource for those you don’t have
internally
Costs
o Identify the most important costs in the business model (which are fixed vs. variable;
which are cost vs. value driven)
Marketing Plan

Target Market (this should be an expansion of the customer segment section of the business model canvas)
What problem are you
Geographic, demographic,
Quantify segment size,
solving for this target?
behavioral, psychographic
growth rate, value
descriptors
Primary
Secondary

Your positioning statement (the single-minded message that you want your users/buyers to know
about your product/service, based on the unique benefit/feature you provide):
________________________________________________________________________________________________________________
________________________________________________________________________________________________________________
_________________________________________________________________________
5
Name of Company
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Marketing Plan (continued):
Marketing Objectives, Strategies & Tactics (complete chart below)

Plan should reflect:
o The behavior of your users/buyers. Select the marketing tool / medium (ie: internet,
print, radio, TV) that is the most efficient delivery vehicle to reach your target audience
o Your communication message needs (visualization, long explanations, reminders)
o Your budget: in year 1 and 2 marketing budget should = at least 7%-10% of sales; out
years at least 5% of sales
o Remember, social media is not free: websites cost $3K to $100K to design, $1K$5K/month to maintain; web ads cost $2 to $7 for each 1000 impressions; social media
requires someone or agency to supervise and respond to tweets/placements
Objective 1
Strategy 1
Tactic 1
Should be specific,
measurable and time
bound
Longer term approach to
achieve the objective and
unifies the tactics
Activities used to
execute the strategy
Strategy 2
Objective 2
Strategy 1
Strategy 2
Objective 3
Strategy 1
Strategy 2
Cost
Metric
Tactic 2
Cost
Metric
Tactic 1
Cost
Metric
Tactic 2
Cost
Metric
Tactic 1
Cost
Metric
Tactic 2
Cost
Metric
Tactic 1
Cost
Metric
Tactic 2
Cost
Metric
Tactic 1
Cost
Metric
Tactic 2
Cost
Metric
Tactic 1
Cost
Metric
Tactic 2
Cost
Metric
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Name of Company
Marketing Plan (continued):

Pricing:
Pricing your new venture’s product/service will depend on several factors (degree of competitive pressure,
variability of supply and demand, costs and breakeven goals) and strategies (skimming, penetration) all of which
should be integrated into your price point selection. The following relative product performance chart can help
guide you and identify your pricing approach.
Example
(calculation)
Your
New Venture
Scores from
Competitive
Evaluation
You Comp Comp
A
Avg
20
15
10
(a)
(b)
(c)
Superiority/Inferiority vs
Comp A or Comp Average
(you/comp)
Comp
Comp
A
Avg
1.33
2.00
(20/15)
(20/10)
Current Pricing
Comp
A
$150
Suggested Average
Pricing for Your New
Venture
Comp
Avg
$125
$200-$250
($150*1.33 or $125*2.00)
Financial Plan
Prior to taking ENTR 302 use these guidelines: Cost of Goods for a product should ideally not exceed 40% of
Sales. Most business only achieve breakeven in Year 1 (profits=$0). So to calculate Year 1 sales using the
bottom up method: sales = Expenses + .4(Sales) and profits will be $0 in year 1. For calculating sales in years
2-5 use the3,2,1,1 multiplier projection approach (ie: Yr2=Yr1*3; Yr3=Yr2*2; Yr4=Yr3*1.5; Yr5=Yr4*1). This
will produce a normal sales curve where sales increases at a declining rate. Input Pre-Launch expenses from
your Start Up Expenditures form. After completing ENTR 302 update these numbers with the forecasts from
your financial model.
Pre-Launch
Year I
Year II
Year III
Year IV
Year V
Sales
Cost of Goods/Services
Gross Profit Margin
GM % (GM/Sales)
Expenses
Net Profit
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Name of Company
Calculate your company’s cash flows using both your Income Statement (P&L) and Balance Sheet. For the
first year you will use the Start-Up Expense Schedule you created. Your beginning cash position for each
year is equal to the Net Cash Flow of the prior year. Your cash flow calculation shows the net of all inflow
and outflows of cash for any given year to evidence your business’ ability to meet its obligations.
Cash Position
Pre-Launch
A
Beginning Cash Position
B
Revenue
C
Expenses
D
Year I
Start-Up Cash
from Capital
Structure
N/A
H From Previous
Year
Expenses from
P&L (including
Depreciation,
taxes and interest)
Depreciation Expense
Start-Up
Expenses
(including
inventory, PP&E,
etc.)
N/A
E
Repayment of Principal
N/A
F
Change in Net Working
Capital
N/A
G
Capital Expenditures
N/A
H
Net Cash Flow
A-C
Year II
Year III
Year IV
Year V
Revenues from
P&L
Add back
Depreciation
expense from P&L
From Loan
Amortization
Schedule
Change in NWC
(calculated from
Balance Sheet)
Any $ in or out on
PP&E (CapEx)
A+B-C+D-E-F-G
8
Name of Company
Identify from where you will source the capital you need (TFN) to start your business, how much you will
obtain from each source (Capital Structure chart) and then what use (TFU) you will make of the capital
raised (Uses chart). The Sources and Use listed in the charts are only examples, change them or add to
them if needed to make them relevant to your business.
Capital Structure (TFN)
Source
Dollars ($)
% of Total
$
$
$
$
%
%
%
%
Personal, Family, Friends
Debt
Equity
Total Funds Needed (TFN)
Uses (TFU)
Marketing
R&D
Personnel
Total Funds Used (TFU)
(TFU must =TFN)
$
$
$
$
Provide the shareholders’ Return On Investment (Year V profits * 3/Amount of Equity Investment):____ROI%
Reasons for Investment
Provide at least three compelling reasons why someone should invest in this new venture:
1)___________________________________________________________________________________
2)___________________________________________________________________________________
3)___________________________________________________________________________________
9
Name of Company
Appendix
Milestones/Next Steps:
What are you going to do next to commercialize your venture? Provide timetable for key next steps, in
following chart:
Activity:
Date:
Start-Up Expenditures and Expenses
Item
Amount
Capital Expenditures:
Equipment
Computer Equipment
Other Equipment (specify)
Furniture and Fixtures
Leasehold Improvements to Rental Space
Vehicles
Buildings
Other Expenditures (of significant cost)
Sub Total Capita; Expenditures
Pre-Opening/Pre-Launch Expenses:
Salaries and Wages
Payroll Taxes (assume 10% of wages)
Benefits (assume 25% of wages)
Insurance Premiums
Beginning Inventory
Legal and Accounting Fees
Rent Deposits
Utility Deposits
Supplies
Pre-Launch Advertising & Promotion
Licenses
Working Capital (Cash on Hand)
Other Start-Up Expenses
Total Start-Up Expenses
Total Start-Up Expenditures and Expenses
FYI: Capital Expenditures are differentiated from Expenses on the Start-Up Schedule so that their value can be capitalized or depreciated over time
10
Income Statement
Item
Pre
Launch
Year I
Year II
Year III
Year IV
Year V
Net Sales
Cost of Goods Sold
Gross Margin ($)
Gross Margin (%)
Operating Expenses:
Advertising
Promotion
Other Marketing
Bad Debt Expense
Bank Charges (if credit sale)
Depreciation Expense
Dues/ Subscriptions
Insurance
Licenses/Fees
Meals/Entertainment
Miscellaneous
Office Supplies
Contract Labor
Payroll Expenses
Salaries & Wages
Payroll Taxes (10% of wages)
Benefits (assume 25% of
wages)
Professional Fees
Property Taxes
Rent
Repairs/Maintenance
Shipping/Delivery
Telephone
Training/Development
Travel
Utilities
Vehicle
Other Expenses
Other Expenses
Total Operating Expenses
Operating Income (EBIT)
Interest Expense (from new
venture start up debt on Loan
Amortization schedule)
Income Before Taxes
Taxes (if C Corp only; no taxes to
firm if LLC, partnership, other)
Net Income
Note: Expenses are for example only, you may not have all of these or you may have others: just use relevant expenses.
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