Business Plan Outline
There are many variations in the format that can be used when writing a business plan. The tabs in this
binder outline a common format used in the Self-Employment Benefit program. If you follow this
particular outline thoroughly, without skipping any of the listed sections, you will have a complete and
comprehensive business plan.
Your business advisor is here to help answer any questions you may have with your business. They
can assist you in the development of your business plan. They can provide additional resources,
support, and guidance. Schedule a meeting today!
Title Page
Your plan should begin a title page that includes the following information:
 Company name and address, your name and contact information
 Date of submission
 Confidentiality Statement
Example of Confidentiality Statement
Example # 1:
“This document is subject to a confidentiality agreement between the Small Business Centre and SEB
Client Enterprises. Any disclosures, dissemination, distribution or copying of this document without the
express and written consent of SEB Client Enterprises is prohibited.”
Example # 2:
The information provided by ABC Company in this business plan is unique to this business and
confidential; therefore, anyone reading this plan agrees not to disclose any of the information in this
business plan without the express written permission of ABC Company.
Points to Remember:
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Your business plan is a reflection of your business; be professional, remember branding
Type your plan using a standard font e.g. “Times New Roman” (minimum 10 pt font)
It should be on 8 ½”X 11” white paper
It should be neatly organized with divided and labeled sections
Submit 2 copies of your completed business plan
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Table of Contents
Remember to list the corresponding page numbers of all sections. Make sure to include a list of
appendices.
Section 1: Executive Summary
Section 2: Company Overview
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Personal Bio
Management Team & Support
Business Structure
Mission and Vision
Section 3: Environmental Analysis
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Industry Analysis
Customer Analysis
Competitor Analysis
Strength Weaknesses Opportunities and Threats (SWOT) Analysis
Section 4: Marketing Strategy
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Target Market Profile
Positioning Statement
Marketing Mix: 4P’s (Product, Price, Place, Promotion)
FAB Chart (Features, Advantages, Benefits)
Promotional Plan – Objectives, Goals & Activities
Business Branding
Section 5: Operations
 Human Resources
 Location
 Sales Process
 Production Process
 Suppliers
 Legal Considerations
 Office Systems
 Operations Checklist / Operations Implementation Plan
Section 6: Financials
 Cash Flow Tool
 Contingency Plan
Section 7: Appendices
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SEB Program – June 2010 - Business Plan Outline
Section 1 – Executive Summary
A well-written Executive Summary should give an overview of what is to follow in the business plan. It
should intrigue the reader and create a desire to continue reading your plan. You will include
such things as the nature of your business, general location, financing required, the market share you
plan to attain, and other general, but important, points about your business. Because it summarizes
your plan it should be completed LAST and be no longer than two pages.
Checklist:
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I have included a summary of all major sections of the business plan.
All debt and equity financing has been addressed.
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Section 2 – Company Overview
Personal Bio
This section provides the reader with background about you - the business owner. You will include
such things as your experience in this field, any relevant education, and why you are interested in
starting this business. The introduction will allow the reader to gain a more thorough understanding
of the person behind the business. You should refer to your business resume in this section, telling
the reader it is attached as an appendix item.
Management Team Profile & Support
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I have described other members of the management team and provided a brief profile
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I have included a listing of Business Management Supports such as:
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Lawyer
Accountant
Bookkeeper
Insurance Agent
Bank / Banker
Mentor
Advisor / Advisory Team
Technology Support / Advisor
Business Structure
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I have explained the rationale for choosing my business structure; Sole Proprietor, Partnership
or Incorporation.
Mission Statement
Your mission statement focuses on the fundamental focus and purpose of your business.
It
answers the question – “why do we exist?” Mission statements are usually no longer than three
sentences. Well crafted mission statements are often 1 sentence in length.
Vision Statement
The vision statement is based in the future. It identifies where the organization would like to go and
what they wish to be. The vision statement provides inspiration, direction and motivation.
Checklist:
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I explained clearly what my business is or does.
I have introduced the skills, knowledge and experience being brought to the business.
I have referred to my business resume.
I have developed a concise Mission Statement.
I have developed an inspiring Vision Statement.
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Section 3 - Environmental Analysis
Industry Analysis
This section describes the larger context within which you are working. An analysis will describe
the state of your industry as well as the current trends, changes and opportunities. How healthy is
the industry? Is the industry growing? Is it declining? State any trends or movements in your
industry that may influence business. Trends can be identified using a PESTE Analysis (Political,
Economic, Sociological, Technological and Environmental). Some examples of these trends
include an aging population, increasing government regulations in specific industries, economic
recession, and new technology, to name just a few. If you have supporting documents they must be
put into the appendix with the important information highlighted.
Customer Analysis
This section describes the local context within which you are working and will describe the size of
the market, the health of the industry within the local London-Middlesex market, and trends within
your market segment.
Some examples include: the number of potential customers, the
demographics of the region, the trends in the region, etc.
Remember to include what you learned from your customer survey and its findings.
Competitor Analysis
List 10 competitors and provide an in-depth analysis of 4 competitors. (Remember your BCP – be
sure to use this info but also update the info.) Competitors include anyone who offers a similar
product or service, or one that can be used instead of yours, or in-direct competitors. The product /
service may not be identical, but it provides the consumer with the same or similar key benefits. Do
not forget to include “Do-It-Yourselfer” competitors.
Strengths Weaknesses Opportunities and Threats Analysis (SWOT)
Complete a SWOT analysis of you and your business. Identify the key strengths and key success
factors of you and your business. Identify your own weaknesses, the weak areas of your business,
and the key risk areas in your business. By identifying these weaknesses, you can identify
strategies that reduce or eliminate these threats or risks.
Typical Risks-Examples:
Inside the venture
 Important team member leaves venture
 Slow prototype development delays market entry
 Not finding a suitable location can delay startup
 Limited access to capital
 Venture is subject to bank approval
Outside the venture
 Competitors respond aggressively
 Competitive advantage is eroded
 Strategic partner cannot be found
 No agreement with suppliers can be reached
 Industry downturn limiting customer spending
SEB Program – June 2010 - Business Plan Outline
Section 3 - Environmental Analysis continued
Provide the reader with your conclusions. You should identify how you are applying this
knowledge specifically to your business strategies.
Simply described, this section should describe “what does this mean for my business”. These
business strategies are based in the SWOT analysis. Some examples:
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Participation in a specific trade show might be necessary and vital to your business
Specific marketing tools and venues could be identified as the best tactics to utilize
A strategic alliance with related businesses could be a way to “get known” in the industry
Insurance on business owner(s) or partners could be seen as a way to mitigate risk of getting
sick, injured and therefore unable to generate revenue
Checklist:
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I have fully described the industry I operate within
I have fully described my marketplace
I have identified associations and memberships I will belong to so as to keep informed regarding
trends in my industry
I have identified trends, global changes, or issues that may impact my industry:
 Political Issues or Trends
 Economic Trends
 Sociological Trends
 Technological Impact
 Environmental Issues, Trends or Impact
I have listed at Least 10 of my Competitors.
I have completed a thorough SWOT Analysis of 4 competitors (update BCP information)
I have summarized my conclusions based on my personal SWOT analysis and have identified
key strategic goals. I have identified opportunities within the industry and marketplace. I have
identified key risks within the industry and identified strategies to address these threats
I have identified my competitive advantage(s).
I have identified my value proposition / unique selling features
SEB Program – June 2010 - Business Plan Outline
Section 4 – Marketing Strategy
Your marketing strategy is one of the most important areas of your business plan. This section
outlines where your product/service fits in the marketplace (referred to as market positioning). For
example, do you want to be recognized as a lower quality, inexpensive alternative? Do you want to
sell larger quantities and maintain lower margins? Or do you want to cater to the more affluent
individuals with higher priced, higher “image” goods?
The main components of your marketing strategy include:
1. Target market profile
2. Positioning Statement
3. Marketing Mix: The 4 P’s – Product, Price, Place, Promotion
4. F.A.B Chart (Features, Advantages and Benefits)
5. Promotional Plan - Objectives, Goals & Activities
6. Business Branding
Target Market Profile
First you must realize that “everybody” is NOT your customer! This section should define the very
specific groups you will be targeting in your marketing efforts (neighborhoods, ages, income level, size
of the market, life style, etc.). Remember to use your research findings.
Positioning Statement
The Positioning statement. Should illustrate how you want your target customer to view your product,
service or organization. The statement defines the benefit of your product, service or company to your
target customer, and states how you are different from your competitor. Every decision you make
regarding your product, brand, service, company, etc. should support your positioning statement.
The following is an example of a positioning statement that successfully delivers the message to its target
audience.
“To Frequent Flyer Business Executive (Target audience) FlyRight (Product/Company name) is the one
jet lag remedy (category) that allows you to stay healthy through the flight and arrive at your destination
feeling as invigorated as when you left so you can get right to work (key benefit) unlike sleeping pills and
caffeinated drinks that provide temporary relief, but take huge toll on productivity later on
(differentiator/competitive advantage). By: Mike Gospe, The Marketing High Ground.
Marketing Mix: The 4 P’s – Product, Price, Place, Promotion
The “Product” section should describe your product / service in detail. What makes your product /
service different and unique? It includes the strategy you used in establishing your product mix (the
products/services you carry). Incorporate your research findings.
SEB Program – June 2010 - Business Plan Outline
The “Price” section describes your pricing and the strategy used in establishing your pricing. What
pricing strategies are you using? How does your pricing compare to your competitors? Your price
does not necessarily have to be lower than your competitors for you to be successful.
The “Place” section (distribution channels) describes where your customers are going to be able to
purchase your products or services. How are your customers going to access you, your products /
services? Are you going to them, or do they come to your premises? Do your customers make
appointments, or do they just drop in? Are you home-based?
The “Promotion” section
This section provides an overview of how you will be promoting your
business. This section will briefly outline the marketing strategies, tactics and tools which you will use to
promote your business. The details of various campaigns can be described more fully in the marketing
implementation plan.
F.A.B Chart (Features, Advantages and Benefits)
The FAB Chart is not only a summary of your product and service offerings, but a description of why
your customer would purchase from you. The benefit statements can be helpful when developing your
marketing messages and your marketing peripherals. Features are specific characteristics of your
product or service (Facts can also be used to describe your organization and your qualifications). The
Advantages describe what the product does for the customer and the Benefits explain how it will help
the customer.
For example: Our company provides 24/7 customer service (Feature), which means you will be able to
speak to anyone the minute you have a problem (Advantage) giving you peace of mind that you and
your loved ones will be taken care of immediately (Benefit).
Promotional Plan –Objectives, Goals & Activities
Be Specific ! – it is not enough to say your marketing plan is to generate word of mouth. The marketing
plan is a summary of how you are reaching your target customer. It is also linked to timelines.
This section should reflect your marketing goals and how you are going to achieve these goals. Many of
these goals will be tied to a timeline as well. All new businesses need to create awareness in order to
start generating business. How do you plan to start this word of mouth? How are you creating a “splash”
or enter the market? What specific actions are you undertaking? What marketing tools will you use to
accomplish these goals? Please use the Marketing Campaign sheets provided.
For example: Consider an exterior house painting business. In order to initially create word of mouth, I
am going to use “door knockers” to hang on neighbouring properties in order to increase the awareness
of my business and the work that I have done”. Describing the tool along with why and how you are
using these tools will help you to develop a solid strategy.
SEB Program – June 2010 - Business Plan Outline
Examples of marketing goals for new businesses might include a) creating awareness b) generating
sales leads and c) obtaining referrals.
Business Branding
Branding your business is an essential part of marketing and promoting your business. Describe how
you will brand your business and create a brand identity.
Checklist:
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I have identified my Target Market
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I have identified all short-term goals/objectives – First 3 months
I have described the buying habits / purchasing process of my customers.
I have identified the geographic area that my target market is in.
I have included relevant customer surveys and market research findings.
I have described my pricing strategy and I have compared my pricing with my competitors.
I have identified the Features, Advantages & Benefits in a FAB chart.
My marketing goals, actions and promotional activities (campaigns) have been clearly described
(S.M.A.R.T. goals).
I have identified all medium-term goals/objectives – Four months to 1 yr.
I have identified all long-term goals/objectives – 1, 3 & 5 years (Paragraph each)
I have included copies of my marketing materials in the Appendix
SEB Program – June 2010 - Business Plan Outline
Section 5 - Operations
Checklist:
Human Resources
 I have described my staffing needs and plans to hire
 I have listed any employment agencies and contacts that can assist me in staffing
 I have included a job description for each position in my business.
 I have provided an organization chart
Location
 I have identified my location and any related costs
 I have provided a map of the physical location and described my location strategy
 I have provided a floor plan of the facilities, and scheduled hours.
Sales Process
A Sales Process describes the steps from promotion to closing the deal, including follow up.
Planning what these steps are helps in setting Sales goals such as how many cold calls/day?
How many marketing letters per day? How will you follow-up with these prospects? How will you
handle objections? How do you plan on following up with clients to ensure repeat business?
 I have mapped out or described my sales process (verbal description, a chart, or drawing)
 I have included documents such as a list of questions I will ask the customer during a
sales call, a customer relationship management form, a list of possible objections and
my responses, etc. in the Appendix
Production Process
Each business will have its own flow of information and goods. Sketching out this process out often
helps you plan the day to day operations of your business and will assist you in determining if you
have all the proper tools, equipment, staffing and processes in place to successfully deliver your
product / service.
 I have mapped out or described my production process
 I have included documents such as customer information tracking sheets, quotes,
confidentiality agreements in the Appendix.
SEB Program – June 2010 - Business Plan Outline
Section 5 - Operations continued
Suppliers
 I have identified all potential suppliers with contact information and price lists.
Legal Considerations
 I have drafted all applicable legal contracts, either for customers or sub-contractors.
 I have all the required licenses, permits, training to operate my business.
 I have obtained proper insurance – liability, business, WSIB, Errors & Omissions.
 I have included my privacy statement
 I have drafted my code of ethics
Office Systems
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how I am going to track important customer information (be sure to
include any Customer Relationship Management software)
I have included a “backup” plan – computer, staffing, illness etc
I have described my bookkeeping system and how I will keep track of revenue expenses.
Operations Implementation Plan
This section describes the most important activities and milestones for the development of the
business and what the goals for the company are.
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I have included an operations checklist
I have identified all short-term goals/objectives – First 3 months
I have identified all medium-term goals/objectives – 3 months to 1 yr.
I have identified all long-term goals/objectives – 1, 3 & 5 years (Paragraph each)
SEB Program – June 2010 - Business Plan Outline
Section 6 - Financial Plan
Your financial plan is a key component of your plan. The financial plan is an overview of your
business and gives the reader an insight to your business and its economic viability. A financial
plan is a critical piece of information that you will need when looking for financing, so don’t
overlook its importance.
Start-Up Costs - Project exactly what you will need to begin this venture as far as equipment,
cash, inventory, supplies, etc. Be specific; a list describing the tools and equipment required may
be included with your financials. Calculate the economic value of what you are contributing to
your business. This is known as your contributed equity. State how you much you will need in
financing and how you intend to obtain the financing (banks, investors, personal investments,
PLC)
A Projected cash flow should also be done for your breakeven scenario. A cash flow basically
shows all of your “cash in” from operations minus all of your “cash out” from expenses, wages,
loan payments, etc. For SEB purposes, use the Cash Flow Tool to compute the “Expected
Outcome”
Your projected income statement shows your sales minus your “cost of goods sold” (if
applicable), less expenses. It also takes depreciation, interest, and taxes into consideration. Its
ultimate goal is to determine when you will be “in the black”. For SEB purposes, use the income
statement included in the Cash Flow Tool. If applying for bank financing, please do not use the
Income statement provided as it does not accurately portray the financial situation.
The balance sheet identifies total assets minus liabilities to determine the owner’s equity. An
opening balance sheet is a statement of your business financial health at this point in time (right
before you open). A variety of ratios can then be completed to see how your situation compares
to that of your industry. The balance sheet will be more important for business that have larger
capital investments in inventory and equipment such as manufacturing and retail businesses. A
balance sheet is not required at this time for SEB purposes, however a bank may require you to
provide one.
SEB Program – June 2010 - Business Plan Outline
Section 6 - Financial Plan continued
Assumptions – In order to make any projections you need to make assumptions. Make a list of
assumptions to be made regarding your financial statements so that the reader can understand your
thought process. Example: loan payments are based on a $10,000 principle amortized over 5 years
at a 10% interest rate. Stating these assumptions will make your information clearer to the reader.
State the type of accounting system to be used, by whom, and how frequently it will be updated
(e.g. every day by my bookkeeper, once a week by myself, etc.)
Contingency Plan - If sales are below projections what will you do? What is your alternate plan?
Check List:
Cash Flow Tool
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I have listed all of my Start-up costs.
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I have listed all my key assumptions made in the financial statements
I have completed a thorough Sales Activity Chart.
I have included pricing and costing worksheets (COGS worksheets)
I have completed a Cash Flow Statement for my first year.
I have completed Pro Forma Income Statement for my first year.
I have completed a Marketing Activity Chart
Other
I have included a contingency plan
SEB Program – June 2010 - Business Plan Outline
Section 7 – Appendix
Below please see a list of items that you might consider adding in your appendix
 I have included my business resume, brief biography or web bio.
 I have included a Location diagram.
 I have included sample invoices, business cards, stationary or any other
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business related material.
I have included a draft of my website
I have included any relevant contracts or draft documentation.
I have included a copy of my privacy policy regarding any documentation
relevant to the “Privacy Act” (Must be put in place when collecting any type of
personal information = consent)
I have included process flow diagrams – sales process, information flow, billing
and accounting process
I have included relevant supplier lists
I have included relevant potential customer lists
I have included a price list
All relevant appendices are included to reinforce business plan.
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