Business Plan Template - Guide
This business plan is a generic template suitable for all types of businesses. However, you
should modify it to suit your particular business.
Work through the sections in any order, except for the Executive Summary which should be
completed last. Amend/delete any sections where necessary.
It is quite common to spend weeks completing a business plan. It will be time well spent,
since thinking carefully about your business now, will hopefully prevent costly, perhaps
disastrous mistakes in future.
Make sure you keep detailed notes on your sources of information including financial data.
Amend the Business Plan Contents page numbers at the start, to match your finalised
document
www.Easyspace.com/StartUp
© Copyright Easyspace Ltd 2013. All Rights Reserved.
Page 1 of 29
Business Plan
Business Name
Name(s) of business owners/partners
Address Line 1
Address Line 2
City,
Post Code
Telephone
E-Mail
Document Version:
Date:
Completed by:
Page 2 of 29
Business Plan Contents
Executive Summary ................................................................................................................................ 5
Executive Summary............................................................................................................................. 5
Business Details................................................................................................................................... 6
Key Personnel ..................................................................................................................................... 7
Objectives ............................................................................................................................................... 8
General Company Description ............................................................................................................ 8
Products/Services ............................................................................................................................... 9
Business Goals................................................................................................................................... 10
Business Objectives........................................................................................................................... 10
Legal .................................................................................................................................................. 11
Market Analysis Summary ................................................................................................................... 12
Target Market ................................................................................................................................... 12
Competitors ...................................................................................................................................... 13
Market Risks ...................................................................................................................................... 15
Marketing and Implementation Summary .......................................................................................... 16
Marketing Mix ................................................................................................................................... 16
Branding strategy .............................................................................................................................. 17
Distribution strategy ......................................................................................................................... 17
Promotional strategy ........................................................................................................................ 18
Sales Strategy .................................................................................................................................... 19
Sales Forecast.................................................................................................................................... 19
Web Plan Summary .............................................................................................................................. 20
Website Marketing Strategy ............................................................................................................. 20
Development Requirements ............................................................................................................. 20
Management & Organisation .............................................................................................................. 21
Management..................................................................................................................................... 21
Page 3 of 29
Professional and Advisory Suport ..................................................................................................... 21
Employees ......................................................................................................................................... 21
Financial Plan ........................................................................................................................................ 22
Start Up Expenses ............................................................................................................................. 22
Sourcing of Finance ........................................................................................................................... 23
Profit & Loss Forecast ....................................................................................................................... 24
Cashflow Forecast ............................................................................................................................. 25
Managing Financial Risk .................................................................................................................... 26
Appendix............................................................................................................................................... 27
Page 4 of 29
Executive Summary
Executive Summary
Write this page last.
Keep it no longer than two pages in length
Explain the fundamentals of the proposed business – products/service? Customers? Owners? Future
business expectations?
If applying for a loan or investment then state clearly the amount you are looking for and how you
will use it, mentioning how it will help achieve profits to ensure repayment.
Keep it professional and concise, but be enthusiastic
Page 5 of 29
Business Details
Company Name:
Address:
Telephone Number:
Legal Status:
The business will: (provide brief description of what the business will do)
Page 6 of 29
Key Personnel
Details of owner(s)
Name
Position / main
responsibility
Previous
Employment
Key Skills
Experience /
Training
Qualifications
Previous Salary
Other Key Personnel (including shareholders)
Name
Position / main
responsibility
Previous
Employment
Key Skills
Experience /
Training
Qualifications
Previous Salary
Page 7 of 29
Objectives
General Company Description
Briefly summarise what the business will do? What business sector will you operate in?
Describe the industry / business sector – is it a growing market?
What factors will make your business succeed. Describe your background, relevant experience and
strength you will bring to the business.
Mission Statement: In 30 words or less explain the reason for the business existing and its guiding
principles
Page 8 of 29
Products / Services
Provide details on your products / services
Provide specifics on how you products / services will offer competitive advantages
What will the prices be for your products/services?
Keep any photos, technical specifications, sales brochures in the Appendix.
Page 9 of 29
Business Goals
Goals are where you want your business to be e.g. a goal could be to have a successful business that
creates marketing leading technology
Where do you hope the business will be in 3-5 years?
Business Objectives
Objectives are markers along the way to achieving your goals e.g. annual sales targets, or trading
breakeven after 1 year or turnover of £150,000 after 1 year, etc
Page 10 of 29
Legal
Mention the legal form of ownership for your business and why you have chosen this form e.g.
limited company, partnership, sole proprietor, etc?
Mention licences and regulations specific to your business and how you plan on complying with
these legal obligations
Page 11 of 29
Market Analysis Summary
Target Market
Who will your customers be? Age, gender, income bracket, etc?
Where are your potential customers? Location, etc?
For business customers factor in customer industry, location, size of firm, etc?
What is the size of your market?
Trends in your chosen market? Growth potential?
Your market research should include statistics, numbers and sources.
Page 12 of 29
Competitors
Lists your main competitors: name, size, strength, weaknesses
How can you compete successfully against them e.g. can you improve upon their service &/or
prices?
Use the Competitive Analysis table on the following page to compare your business with your three
most important competitors.
In the Me column be honest and state how you will compare in your customers minds. Then decide
if this factor is a strength or a weakness for your business.
Under each competitor in a couple of words state how you compare e.g. much better, worse,
inferior, most popular, etc
In the final column on a scale of 1 to 5 estimate how important you think customers will rate each
factor. 1 = very important; 5 = not very important
Page 13 of 29
Competitive Analysis:
FACTOR
Me
Strength
Weakness
Competitor
A
Competitor
B
Competitor
C
Importance
to
Customer
Products
Price
Quality
Selection
Service
Reliability
Stability
Expertise
Reputation
Location
Appearance
Sales Method
Credit Policies
Advertising
Image
Page 14 of 29
Market Risks
What potential risks are there in your market? E.g. change in technology, change in government
legislations, etc?
What will you do to minimise the threat of these potential risks?
Page 15 of 29
Marketing and Implementation Summary
Marketing Mix
4 P’s - product, place, pricing, promotion - Sell the benefits of your product/service
e.g. Products/services: describe features and benefits for customers. Will you provide after-sale
services i.e. warranty, support, etc?
Where will you sell your products/services: e.g. online, offline? Specific location?
What will your prices be?
How important a factor will price be to your customers?
Why did you choose these prices?
How do your prices compare with the competition?
If your prices are different from the competition, then explain why
What refund, credit policies, etc will you offer?
Briefly describe how you plan on promoting your business
What will your budget be for promotion activities – before you start your business and on-going
promotions?
Page 16 of 29
Branding Strategy
A brand is the "name, term, design, symbol, or any other feature that identifies one seller's product
distinct from those of other sellers. It will help differentiate your business from your competitors.
How will you create an effective brand strategy that will help your company get noticed in a
competitive market? How will you develop, maintain and protect your brand.
Distribution Strategy
How will you sell your products/services: retail, direct (mail order, web, catalogue), wholesale, your
own sales staff, telesales, agents, affiliates, etc??
Page 17 of 29
Promotional Strategy
Provide more in-depth information of how & where you will promote your business
products/services
e.g. who will you advertise with? How often? Will you send out promotional material, brochures,
etc?
Page 18 of 29
Sales Strategy
Provide more in-depth information of how you will sell your business products/services. Which sales
channels will you use? How will you set them up? How will you monitor, manage and develop them?
How will you acquire and maintain customers?
Sales Forecast
Now that you have explained how you will promote, distribute, etc your products/services it’s time
to provide some numbers to your business plan.
Page 19 of 29
Web Plan Summary
Website Marketing Strategy
How do you plan in creating a website which conveys a specific image/message to potential clients
How will you generate new sales/leads via your website? Advertising? SEO?
How will you communicate via your website e.g. create a blog, build an email list, email marketing?
How will you make money from your website?
Development Requirements
Details of :





Domain name (web address) you will/have registered for your business
Web Hosting – who will you have this with?
Web Design – who will design your website?
Technical Support – who will provide technical support should you need to fix any faults or
add new features or content to your website?
Manage / promote website – Who will look after the website on a daily basis?
Page 20 of 29
Management & Organisation
Management
Who will manage the business day to day? What relevant experience do they have?
Are there emergency plans in place in case they are unable or unwilling to continue in their position?
If you will have more the 10 members of staff then add an organisational chart displaying
management hierarchy and who is responsible for key business areas.
Professional and Advisory Support
List board of directors, accountants, insurance contact, banker, consultants, mentors, key advisors,
lawyer
Employees
List staff/roles
Position
Total Cost
Experience
Skills / Qualifications
£
£
£
£
Page 21 of 29
Financial Plan
Start Up Expenses
Even before your business starts operating you are likely to have many startup expenses. To ensure
that you have sufficient capital from the start, it’s important that you estimate as accurately as
possible what these will be.
Explain how you arrived at these estimate amounts – provide figures and sources
Provide a summary of your expected startup expenses, and if required include a spreadsheet in
appendix with further breakdown details
Expense
£
Equipment
Tools
Vehicles
Professional Fees
Insurance
Rent / deposit
Stationary
Website
Marketing
Consumables
Licences
Training
Association fees
Wages/recruitment
Security / Health & Safety equipment
Market research
Other (please specify)
Total £
You can download the Easyspace StartUp Advice Spreadsheets in Microsoft Excel format
Page 22 of 29
Sourcing of Finance
How will you fund your business?
Will you be using your personal savings? Loan from the bank? Investors? Government funding i.e.
grants, etc?
Provide exact amounts and details of parties involved.
Do you already have funds in place?
If not, then when do you expect the funds to be available?
Page 23 of 29
Profit & Loss Forecast
Year 1
(£)
0
Year 2
(£)
0
Year 3
(£)
0
Less variable costs
Gross profit (sales less variable costs) =
0
0
0
0
0
0
Calculate your gross profit margin % (gross profit
divided by total sales x 100) (A)
0
0
0
0
0
0
0
0
0
0
0
Year 1
(£)
0
0
0
0
0
0
0
0
0
0
0
Year 2
(£)
0
0
0
0
0
0
0
0
0
0
0
Year 3
(£)
0
0
0
0
0
0
0
0
Year 1
(£)
0
0
0
0
0
Year 2
(£)
0
0
0
0
0
Year 3
(£)
0
0
0
Calculate your gross profit margin % (gross profit
divided by total sales x 100) (A)
0
0
0
Salaries/wages (survival income + any staff
Premises (including rent, rates, utilities)
0
0
0
0
0
0
Break even (B) divided by (A)
0
0
0
Total expected sales
Salaries/wages (survival income + any staff
Premises (including rent, rates, utilities)
Telephone and broadband
Printing, post and stationery
Advertising and promotion
Bank charges
Professional fees
Insurances
Total expected sales
Less variable costs
Gross profit (sales less variable costs) =
Calculate your gross profit margin % (gross profit
divided by total sales x 100) (A)
Salaries/wages (survival income + any staff
Premises (including rent, rates, utilities)
Total expected sales
Less variable costs
Gross profit (sales less variable costs) =
You can download the Easyspace StartUp Advice Spreadsheets in Microsoft Excel format
Page 24 of 29
Cashflow Forecast
Start-up 0
Forecast Actual
INCOME
Cash from sales (incl. VAT)
Cash received from debtors
Capital/loans received
Other (please specify)
TOTAL £
EXPENDITURE
Wages to staff (incl. PAYE & NI)
Premises (rent, rates & utilities)
Telephone & Broadband
Printing, post & stationery
Advertising & promotion
Bank charges
Professional fees
Insurances
Bank/HP
Equipment & vehicle leasing
Payments relating to variable costs
Capital Expenditure
Other Payments
VAT
Owner's wages/salary
Owner's National Insurance
Loan repayments (incl. interest)
Stock
Consumables
Other (please specify)
Other
Other
TOTAL £
Income less expenditure
Opening bank balance
Closing bank balance
1
Forecast Actual
2
Forecast Actual
3
Forecast Actual
4
Forecast Actual
5
Forecast Actual
6
Forecast Actual
TOTAL
Forecast Actual
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
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0
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0
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0
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0
0
0
0
0
0
0
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0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
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0
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0
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0
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0
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0
0
0
0
0
0
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0
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0
0
0
You can download the Easyspace StartUp Advice Spreadsheets in Microsoft Excel format
Page 25 of 29
Managing Financial Risk
Potential risks could be:


Sales are less than forecasted
Funding loan is not approved
What will you do if this happens?
1. List the potential risks for your business and how it will affect you financial forecasts
2. What will you do to minimise the impact should they occur?
Page 26 of 29
Appendix
If relevant, include here details such as:










Copies of leases and contracts
Advertising materials
Brochures
Detailed lists of equipment owned or planning to purchase
Letters from future customers
Market research studies
Maps and photos of locations
Blueprints and plans
Industry studies
Surveys and market trends
Page 27 of 29
Microsoft Word Tip
If you’re using Microsoft Word and you want to paste in your financial spreadsheet figures e.g.
cahflow forecast, etc, then some of them will display better if you have the page in a “landscape”
format as opposed to the rest of the document which should be in “portrait” page layout.
Below explains how you can change the page layout just for a specific page, rather than the whole
document:
Go to the last page you want to keep vertical (Portrait) then select:
Page Layout | Breaks | Next Page
Now click anywhere in the page where you want to have the horizontal page (Landscape) and go to:
Page Layout | Orientation and select Landscape
Do the same steps for the following page, the one after the landscaped one, but this time choose
Portrait. Only do this if you want to restore the Portrait orientation back to normal.
Page 28 of 29
Lastly, in Miscrosoft Word make sure you update the page numbers listed in the Business Plan
Contents section near the start of the document.
Page 29 of 29