Company Name
Business Plan
Prepared By:
Name
Name
Name
Date
Table of Contents
EXECUTIVE SUMMARY .......................................................................................................................... 4
BUSINESS OPPORTUNITY (IN 1-2 PARAGRAPHS) ........................................................................... 5
PRODUCT/SERVICE DESCRIPTION ..................................................................................................... 5
INDUSTRY ANALYSIS .............................................................................................................................. 5
DEFINITION OF INDUSTRY (SIC, NAICS) ................................................................................................... 5
SIZE ($) ...................................................................................................................................................... 5
MATURITY OF INDUSTRY ............................................................................................................................ 5
INDUSTRY TRENDS ..................................................................................................................................... 5
STRUCTURE OF INDUSTRY .......................................................................................................................... 5
MARKET ANALYSIS ................................................................................................................................. 6
MARKET SIZE AND MARKET OPPORTUNITY ............................................................................................... 6
REGIONAL CHARACTERISTICS OF THE MARKET ......................................................................................... 6
SPECIAL CHARACTERISTICS OF THE MARKET ............................................................................................. 6
ADVERTISING AND PROMOTION METHODS................................................................................................. 6
SEASONALITY ............................................................................................................................................. 6
SOCIAL AND DEMOGRAPHIC ENVIRONMENTAL FACTORS........................................................................... 6
CONSUMER BEHAVIOR ................................................................................................................................ 6
COMPETITOR ANALYSIS ....................................................................................................................... 6
DEFINITION OF COMPETITION ..................................................................................................................... 6
OVERVIEW OF STATE OF COMPETITION ....................................................................................................... 6
DIRECT COMPETITION ................................................................................................................................ 6
INDIRECT COMPETITORS ............................................................................................................................. 6
COMPETITOR MATRIX ................................................................................................................................. 6
COMPETITIVE ADVANTAGES ...................................................................................................................... 6
MARKETING PLAN ................................................................................................................................... 7
DEFINITION OF TARGET MARKET ................................................................................................................ 7
PRICING OF PRODUCT/SERVICE ................................................................................................................... 7
MARKETING STRATEGIES ........................................................................................................................... 7
SALES STRATEGIES ..................................................................................................................................... 7
DISTRIBUTION ............................................................................................................................................ 7
STRATEGIC PARTNERSHIPS ......................................................................................................................... 7
OPERATIONS PLAN .................................................................................................................................. 7
LOCATION/FACILITY ................................................................................................................................... 7
SUPPLIERS .................................................................................................................................................. 7
INVENTORY ................................................................................................................................................ 7
MANUFACTURING / OUTSOURCING (IF EITHER) ........................................................................................... 7
BACK OFFICE OPERATIONS ......................................................................................................................... 7
DISTRIBUTION ............................................................................................................................................ 7
MANAGEMENT AND ORGANIZATION ............................................................................................... 8
FORM OF BUSINESS/ENTITY ........................................................................................................................ 8
MANAGEMENT / OWNER STRUCTURE ......................................................................................................... 8
ORGANIZATIONAL CHART BY FUNCTION .................................................................................................... 8
LEGAL ASPECTS OF MANAGEMENT/OWNER STRUCTURE............................................................................. 8
STAFFING MODEL ....................................................................................................................................... 8
MANAGEMENT BIOS (IN APPENDICES) ........................................................................................................ 8
FINANCIAL PROJECTIONS .................................................................................................................... 8
SALES PROJECTIONS ................................................................................................................................... 8
BREAKDOWN OF START-UP CAPITAL REQUIREMENTS (ONE-TIME COST) ..................................................... 8
BREAKDOWN OF ONGOING OPERATIONAL COSTS AND EXPENSES................................................................ 8
BREAKDOWN OF FUNDING NEEDS ............................................................................................................... 8
THREE YEAR PRO FORMA STATEMENTS ...................................................................................................... 8
BREAKEVEN ANALYSIS .............................................................................................................................. 8
Company Name Business Plan
EXECUTIVE SUMMARY
4
Company Name Business Plan
BUSINESS OPPORTUNITY (IN 1-2 PARAGRAPHS)




Market Opportunity
Business Idea
Overview of Products and Services
Business Financing
PRODUCT/SERVICE DESCRIPTION
 What is the product (description, features, etc)
 What problem does it solve
 Competitive advantages of the product
INDUSTRY ANALYSIS
Definition of Industry (SIC, NAICS)
Size ($)
Maturity of Industry
Industry Trends
 Growth, decline, mergers, consolidations, fragmentation,
increased/decreased competition, regulations, etc.
Structure of Industry
 Major players (manufacturers, distributors, partners, strategic
alliances, etc)
 Level of competition
 Fragmentation/consolidation
Conclusion: Relevance of all of these findings to the business: are these positive or
negative facts/trends for the business this plan is written for?
5
Company Name Business Plan
MARKET ANALYSIS
Market Size and Market Opportunity
Regional Characteristics of the Market
Special Characteristics of the Market
Advertising and Promotion Methods
Seasonality
Social and Demographic Environmental Factors
Consumer behavior
Conclusion: Relevance of all of this to the business: are these positive or negative
facts/trends for the business this plan is written for?
COMPETITOR ANALYSIS
Definition of competition
 How do you define direct vs indirect competition for the business?
Overview of state of competition
 High level of competition vs minimal competition
 few large players vs. several small players
 what’s the field of competition---price, quality, service???
Direct Competition
 National / International competitors
 Regional Competitors
 Local Competitors
Indirect competitors
Competitor matrix
 By product, by price, by service, other important dimensions
Competitive Advantages
 of the Company
 of the Product/Service
Conclusion: Relevance of all of this to the business: are these positive or negative
facts/trends for the business this plan is written for?
6
Company Name Business Plan
MARKETING PLAN
Definition of Target market
 What segment/portion of the total market defined in the market
section?
Pricing of product/service
 What is the price?
 What price strategy is used (value based pricing, cost-based pricing, in
par/above or below competition??)
Marketing Strategies
 Marketing Goals
 Marketing Action Plan and Timeline
o (advertising, promotions, public relations)
 Marketing Budgets
Sales Strategies
 Sales Goals
 Sales Action Plan and Timeline
Distribution
 Distribution Channels
 Distribution Costs
Strategic Partnerships
OPERATIONS PLAN
Location/facility
Suppliers
Inventory
Manufacturing / outsourcing (if either)
Back office operations
 admin, accounting, tech support, customer service
Distribution
7
Company Name Business Plan
MANAGEMENT AND ORGANIZATION
Form of business/entity
Management / Owner structure
Organizational Chart by function
Legal Aspects of management/owner structure
Staffing model
Management Bios (in appendices)
FINANCIAL PROJECTIONS
Sales Projections
Breakdown of start-up capital requirements (one-time cost)
Breakdown of ongoing operational costs and expenses
Breakdown of funding needs

Personal money

Bank loan

Equity investment (individual or institutional)
Three year pro forma statements
 Balance Sheet, Income Statement, Cash Flow Statement
 Notes to financials (notes and assumptions)
Breakeven Analysis
8