Plan
Business
Business Plan Template … for developing an effective Business Plan
1
Copyright (c) 2010 changezone.com. All rights reserved.
Business Plan Template
Title Page
[Insert Company Name or Logo]
2010 Business Strategy Plan
[Insert Completion Date]
[For external Use (Insert Name and address of business and
principal(s), Nature of business]
2
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Business Plan Template
Table of Contents
Title Page ......................................................................................................................................... 2
Executive Summary ......................................................................................................................... 4
Description of the business ............................................................................................................. 5
Strategic Plan ................................................................................................................................... 6
1-
Segmentation (Based on Market research) ..................................................................... 6
1.1
Segment identification............................................................................................... 6
1.2
Segment Analysis: ........................................................................................................ 6
2-
Competition Analysis ......................................................................................................... 8
3-
Environment analysis (Find opportunities and threats) ............................................. 9
3.1 Five Forces: (Micro environment analysis)................................................................. 9
3.2 PESTEL: (Macro environment analysis) Factors affected this segment........................ 9
4-
SWOT Analysis ................................................................................................................. 10
5-
Balanced scorecard (Business unit Strategy Map) ............................................................ 11

Strategic Theme............................................................................................................. 11

Reporting plan ............................................................................................................... 12

Risk plan......................................................................................................................... 12
Marketing Plan .............................................................................................................................. 13
Brand positioning ...................................................................................................................... 13
Marketing Mix: .......................................................................................................................... 13
Organizational and Human Resources Plan .................................................................................. 18
Operational Plan ............................................................................................................................ 19
Information and Communication Technology Plan (ICT) .............................................................. 22
Knowledge Management Plan ...................................................................................................... 25
Financial Plan ................................................................................................................................. 27
Appendix........................................................................................................................................ 30
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Business Plan Template
Executive Summary
Insert:

An overview (the concept) of the business.

What are the strategic objectives & key programs for 2010?.

What are your marketing plan

Management team and their experience

Financial figures

Generally it is summarizing every section in the business paln with the key points and
factors.
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Business Plan Template
Description of the business
1- Mission and Vision
2- Overview about products and service
3- Size of the business
4- Location of the business
5- Number of employees
6- Equipments (important for external use for fund)
5
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Business Plan Template
Strategic Plan
1- Segmentation (Based on Market research)
1.1 Segment identification
Segment Id
Description
Segment A
Over weighted
Segment B
Professional women
Segment C
Segment D
kids
Moms & wife’s
Segment E
Disables
Service/Product
Fitness programs and exercises
1.2 Segment Analysis:
 Description
Segment
Segment A
Product/service description
Segment Characteristics/description
Criteria
description
Age
Over 18
Income rate
Above 150 JD disposable income
Gender
Male and female
Occupation
Students/employees
Life style
Work from 9-5 pm
attitude
Looking for more healthy life style, and better shape
Residence and work location
West and east Amman
6
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Business Plan Template
 Segment Size, Demands and weight
o
o
o
Research shows that the number of over weighted people in Amman is
increasing due to modern life style by .03% yearly
60% of over weighted people declare their need to have special programs to
loss weight
The perceived risk to make stomach or special Surgery to reduce fat/weight
is increasing. Over weighted people is looking for exercises as an safe and
better option
See Appendix (A) for resources and research results
o
Optimistic and unoptimistic evaluation of the population of participant who
will attend our fitness club.
Over weighted
people
Population
Optimistic-5%
Unoptimistic-2%
Most likely-4.5%
30,000
1500
600
1350
demand
6000
5000
4000
3000
2000
1000
0
5184
2500
3000
3600
4320
1728 2073.6
1000 1200 1440
2006 2007 2008 2009
2010
unoptimistic starting
time
It is very important to mention resource for the analysis of fitness market
Forecasting the future demand within five years based on current level at
growth rate 20%
7
Business Plan Template
 Segment requirements (strategically important):

Weight scale (H, M, L)
This segment is looking for programs to help them: regain normal weight, improve
their fitness and to have better and normal body shape
Requirement
weight

Machines designed specially for over weighted (basic)
H

Programs designed specially for them (basic)
H

Dietitian to provide consulting (basic)
H

Effectiveness of follow up (performance)
H

Influential coach and environment (performance)
M

Supportive groups (WOW)
M

psychologist and therapy program (WOW)
M
2- Competition Analysis
(Comparison of the service(s)/product offer by each competitor, comparison criteria
based on customer needs and wants)
Fitness Club
Competitor
Us (Big Winner)
Requirements
Program design
Conventional training programs
Coach competencies
Threshold coaching skills
Diet consultation
Very good dietitian
Location
Excellent
Training programs are designed based
on scientific research
Specialized in treating over weighted
people
Our diet programs is coordinated with
training programs
Good
8
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Business Plan Template
3- Environment analysis (Find opportunities and threats)
3.1 Five Forces: (Micro environment analysis)
Bargaining power of suppliers
Low because of the number of suppliers
Bargaining power of customers
No effect
New entries
No barriers
Substitutes
Surgery operations, special drugs, other fitness gyms
Direct competition
A
3.2 PESTEL: (Macro environment analysis) Factors affected this segment
Factor (key driver)
Changes
Economical
Inflation rate
Impact
Inflation rate leads to decrease in the level of disposable income. Demand
will decrease.
Classification (threat,
opportunity)
Weight
Threat
H
Factor (key driver)
Changes
Socio cultural
Increase awareness to have more healthy life style
Impact
High Demand.
Classification (threat,
opportunity)
Weight
Opportunity
H
Factor (key driver)
Changes
Technology
Cost of developing internet website and other SW applications is decreasing
Impact
ICT applications can be used to offer programs online. Using SMS technology
to communicate with customers. Using ICT for e-promotion, etc…
Opportunity
Classification (threat,
opportunity)
Weight
H
9
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Business Plan Template
4- SWOT Analysis

Opportunities/threat (derived from environmental, competitor analysis)
ID
Opportunity/threat
Classification
Probability
Impact
1
2
Awareness is increasing for special fitness
programs to loss weight
Using technology to improve service
O
H
H
O
H
H
3
New buildings in very strategic positions
O
H
M
4
Location
T
M
M
5
Decrease in disposable income might affect demand
T
H
H
weight
Related
to ID
W/S
Payment process ( Enhance payment process to provide installments facility)
5
W1
Promotion process ( Very good promotion and marketing competencies)
1
S1
Registration online, e-CRM applications, and Forum:
2
W2
Capability Assessment
Competencies , resources, knowledge, etc.

Registration online will facilitate the process of registration

E-CRM to tide the relationship with customer, report them with their progress, new steps and future
plans, diet consultation, etc…

Forum: to build relationships with other groups , sharing successes and have encouragement
Strategy
derived
S1 – O1
intensive promotion campaign
S1-T1
provide payment by installment
W1-O1
develop applications for e-CRM, forums, e-registration
10
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Business Plan Template
5- Balanced scorecard (Business unit Strategy Map)

Strategic Theme
Theme
Perspective
Payment Method
Objective
Finance
Increase revenue
Customer
Increase customer retention
Internal processes
- Enhance payment method
(include installments facility)
Target
1000 JD
Theme Owner
Measurement
/Month
20%
/month
Target
Theme Owner
Measurement
/Month
xxxx
Initiatives
Attract new customers, and
increase retention rate from
existing customers
Encourage customers by
special offers, and payment
methods
Learning & Growth
Theme
Perspective
Promotion
Objective
Finance
Increase revenue
Customer
Increase customer retention
Internal processes
-Use new promotion channels
Learning & Growth
-Train marketing employee
about social media
promotion
Theme
Perspective
ICT applications
Objective
Finance
Increase revenue
Customer
Increase customer retention
1000 JD
20%
/month
Target
Theme Owner
Measurement
/Month
1000 JD
20%
/month
11
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xxxx
Initiatives
Attract new customers, and
increase retention rate from
existing customers
Encourage customers by
special offers, and payment
methods
xxxx
Initiatives
Attract new customers, and
increase retention rate from
existing customers
Encourage customers by
special offers, and payment
Business Plan Template
methods
Internal processes
Enhance the CRM with
customers, build forums,
ability to registration and
access file online
Learning & Growth
-Train CRM employee to use
new applications and to
follow-up forums

Reporting plan
Theme
Report
Frequency

Responsible party of
distributing report
Distribution list
notes
Risk plan
Theme
Description of risk
probability
impact
Actions
owner
12
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Business Plan Template
Marketing Plan
Brand positioning
Differentiation/ competitive advantage / unique value proposition

Focus on loss weight and shaping programs by combining machines and classes activities for
overweighed participants as individuals and in groups
Social events

Diet consulting and follow up by expert dietitian

Provide ready made healthy food, full board breakfast, lunch, and dinner

Provide good payment facilitation , paying by installments

No energy cost for transportation according to the location

Positioning Statement
[Business name] is better for [targeted segment] because [ ]
Example: (“Big Winner” fitness center is better for over weighted people because it
offers quality weight loss and shaping services with reasonable prices and payments
facilitation for participants)
Marketing Mix:
(Product, Pricing, place, promotion (communication strategy plan))
1.
Product Mix









Aerobics and other classes Training
Shaping machines
Bodybuilding
Specialized machine
Specialized techniques and exercises (for individual and groups)
Special and tailored diet program for each customer
Diet and healthy food
Video tapes and discs, books sports wear and nutrition products
Social Club
13
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Business Plan Template
Analyzing Products: (Product 1: Aerobics Training)
Physical Features
Advantages
Instructor
The mechanics of aerobic and classes, exercise require that oxygen be
brought in by the lungs, and then transferred to the blood vessels. Through
routine aerobic activity, the body becomes more efficient at processing
oxygen.

Tones muscles, Improved balance and posture

Improves psychological disposition and reduces stress levels

Strengthens heart and decreases blood pressure

Burn fats and loss calories
Ahmad A. specialized in classes and aerobic techniques,
graduated from Jordan university, 2003 won aerobic dancing
champion, he attended many dietitian workshops (see appendix
for CV)
Sauna and Jacuzzi for relaxing after the class , cafeteria for healthy
and diet meals
Services
Product 4: Social Club:

An opened cafeteria with peaceful view , nice music and
qualified catering staff provides a highly hygienic place for
social gathering with healthy and fresh food and drinks.

Provides a nice place for social gathering for gym
members.

Serves members with healthy foods and drinks which match
with their nutrition plans.

Helps members to improve socially and gain new friends
with same experiences and interests.



Healthy fresh foods and drinks.
Peaceful place to relax.
Small library with helpful materials.
Physical Features
Advantages
Services
2. Price
Because we target overweighed people, we try to design the special price and session time for
them, because they need to continue practicing for long duration 6 to 8 months to gain the
results they want.
14
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Business Plan Template




Month card: 150 / Month (shaping machines , classes and bodybuilding), dietitian
consulting and follow-up (over two installments)
4 months card : 120 Month (shaping machines , classes and bodybuilding), dietitian
consulting and follow-up (over three installments)
Silver card (6 months): 85 JD (shaping machines , classes and bodybuilding), dietitian
consulting and follow-up (over four installments)- one free healthy meal
Golden Card 1 year : 960 JD (shaping machines , classes and bodybuilding), dietitian
consulting and follow-up (over five installments), free three healthy meals
3. Place:
Our fitness center is located in Amman the capital, very close from Jordan University
campus. About the location around the campus, the idea is the following reasons:




Enough customers. There are enough clients in the school campus; there are
approximate 50,000 students in this university and the other universities around
(PSCUT and the German University) and this number is increasing 5% each year.
It gives us the chance to attract more and more customers in the future. There
are also very good citizen in this location. They can also be our customers if we
are near to them. Many professional centers are located their so we can attract
the employees. The region is green and we have very nice view, this will
encourage customers to come on daily or weekly bases
Cheaper rent. The land rent around the campus is 1/5 to 1/10 of the price in
the city center
No competition. There is no professional and specialized fitness center around
the campus now. If the students will choose a professional and specialized
fitness center to do exercise around the campus, we are the only choice for
them.
The place is very close from main transportation and main areas, big parking is
available for participants
15
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Business Plan Template
4. Promotion Mix (Marketing Communication Strategy Plan)
4.1 Marketing Program
Project
Redesign Website
Social media (face book)
Metrics & KPIs
New visitors/Month
# Web Leads
Average Time on Site
# of fans
Target
Cost
10,000/month
250/month
2.5 Minutes/Visit
JD 2500
E-mail Marketing System
Direct Mail Campaign
Leaflets and brochures
4.2 Marketing Communications Schedule (Schedule your initiatives)
Promotion campaigns
Campaign
beginning
of January
Awareness
campaign
OBJECTIVES
renewing
membership for
existing customers
build awareness
about fitness
center and its
advantages
Starting date
01/01/2010
Budget
300
Promotion mix()
Emails, face book, leaflet on
the registration office, website
Measures
No. of renewals at the
beginning of the semester
15/12/2090
250
Leaflets and sales promotions,
awareness displays
No. of new customers, No.
of calls received
4.3 Sales plan
Here are some guidelines help to make an initial sales forecast:




Customers: how many customers and potential customers are expected to buy,
and how much might they buy. Such information can be collected by: interview
with a sample of customers, and advertisement to obtain customer reaction.
Seasonal factors: sales might be high or low in certain periods of the year.
Desired income: profit margin can be predicted – depending on market
research, study for previous years, expert opinion-. This profit will be an
objective, and then sales figures can be determined to achieve this objective.
Sales projections should be believable and realistic. Useful knowledge can be
gathered by researching old company accounts, trade magazines, consultants,
etc…
16
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Business Plan Template
Sales forecast can be made for three to five years; the first two years of the sales forecast
should be made on a monthly basis.
Product /
Service
Jan
Feb
Year 2010
Mar
Apr … Dec
Jan
Year 2011
Feb
Mar Apr … Dec
Units
Price/unit
Sales
Cash inflow
17
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Business Plan Template
Organizational and Human Resources Plan
1- Legal Form of ownership
2- Identification of partners or principal shareholders, authority of principals
3- Management-team background
4- Organizational Chart, with clarification for roles , responsibilities and
Objectives for organizations’ members
18
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Business Plan Template
Operational Plan
1- Create/ improve processes (referring to SWOT and strategy map)
Business Objective
Processes
impact
weight
Increase market Share
Payment by installment
H
1
(customer level)
sub-process
M
2
Enhance Promotion process
2- Business Process analysis
Process name
Payment by installment Sub-Process of Payment process
Process Objective
 This sub process aims to include installment facility to improve payment
process
The reason to
create this
process
 To eliminate the threat of losing demand due to the decrease in
disposable income.
 To enhance our market share
The value
provided by this
process (to the
end customer)
 Installment makes the payment for our services more suitable and
Fit to strategic
position
 Its very important to our strategic position to build long-term relationship
affordable, which is an important need in the current economical situation
with Overweighed segment, pay by installment will create financial ties
with members of the segments.
Main Value chain analysis
 (where does the process fit in the value chain)
19
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Business Plan Template
Support &
management
processes
Processes
Core
Processes
HR
IT
Marketing
Accounting
Handling Payment
…..
$
register trainee and
information collection
Designing the right
program for trainee
Process
Owner

CRM manager
Process
actors(intern
al/external)




Customer
Registration officer
CRM officer
Accountant
Information
stream:
Process
triggers and
controls
Train the
trainee
according to
the program
 CRM should receive customer information from registration officer
 Payment information sent by CRM officer to accountant
 This process starts after registration officer take the registration
information needed from the customer
 The number and the amount of Installments is fixed and identified by
accounting manager
Risk
assessment
 Installments delays: (Financial agreement document should be signed
as a part of the process)
KPIs
KPI to be measured
Target
Number of customer
registered by installments
(lead)
10
Number of delayed
payments (lead)
0
Customer retention rate
(lag)
10%
500 JD
How to
measure
No. of
registrations
No. of failed
payments
No. of retained
customer
Cash flow
statement
KPI (for cash flow)
20
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How often
Monthly
Monthly
Quarterly
Monthly
Business Plan Template
3- Business Process Modeling
21
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Business Plan Template
Information and Communication Technology Plan (ICT)
4- ICT objectives
Business Objective IT application (strategic
application)
impact
weight
Increase Customer
retention
(customer level)
E-CRM
H
1
Forums
H
2
E-registration
M
3
5- Value chain analysis
HR
IT
Marketing
….
Accounting
Handling Payment
CRM
….
$
register trainee and
information collection
Designing the right
program for trainee
Train the
trainee
according to
the program
22
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Follow-up
trainee and
coaching them
$
Business Plan Template
 Operational Applications
Application
1- Registration
system
2- Customer
Financial records
3- SMS reminder
system
Accessed By
CRM,
Accounting, IT
CRM,
Accounting , IT
CRM,
IT
Status
Operating
Operating
UnderConstruction
23
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Business Plan Template
 Needed Application
Application
1- Portal
Website
2- E-CRM
3- Forums
4-Eregistartion
Accessed By
WWW
priority
1
Acquisition
Internal development
CRM,
Customer , IT
CRM,
Customer , IT
CRM,
Customer ,
accounting,
IT
2
Internal development
3
Internal development
4
Internal development
6- IT infrastructure
Component
Wireless LAN
Server
Operating System
Firewall
Data-Base
Internet service Provider
Specifications
Ex: Windows/Linux/….
Ex: Oracle/MySQL/…
System development
Use cases and SRS
24
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Business Plan Template
Knowledge Management Plan
1- Set KM objectives to be achieved, What Organization Should Know
-Objective: Increase revenue
-Objective: Increase customer
retention
-measure: revenue/month
FINANCIAL
FINANCIAL
“To succeed
financially, how
should we
appear to our
shareholders?”
-measure: customer retention
- Target: 30%
Objectives Measures
Targets
Initiatives
- Target: 5%
- Improve customer retention
- Achieve program promised
results
“To achieve our
vision, how
should we
appear to our
customers?”
CUSTOMER
CUSTOMER
Objectives Measures
TRANSFORMATION (INTERNAL BUSINESS PROCESSES)
Targets
Initiatives
Vision
Vision
&
&
Strategy
Strategy
“To satisfy our
shareholders
and customers,
what business
processes must
we excel at?”
Objectives Measures
Core Knowledge
Advanced Knowledge
Objectives Measures
Targets
Initiatives
Training program
Details
Advanced tactics to
make results
$
innovation Knowledge
Performance
production and
service delivery
Improve training
program process
Critical Processes
Initiatives
-Objective: improve training
program process
Competencies (INNOVATION AND LEARNING)
Competencies (INNOVATION AND LEARNING)
“To achieve our
vision, how will
we sustain our
ability to
change and
improve?”
Targets
Sales and
customer
support
25
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(Process, problem,
activities, events
etc..)
Training program
Artifacts
Skills
Person
responsible
Customer
Info
Program Info
Machines
Coach
Special
techniques
Training
managers
Processes linked with
Special
Techniques
Doc
2- Gap analysis (What Knowledge to be created)
By capturing and assessing available knowledge
(Process, problem,
activities, events etc..)
Training program
Process, activity, etc
Training program
Artifacts
Skills
Customer
Info
Program
Info
X
Machines
Best
Practice
X
Lessons
learned
X
Special
techniques
Person
responsible
Coach
Training
managers
Knowledge to be
created
Special Techniques
Doc
Tools (how to be
created)
Meeting sessions,
brainstorming,
Knowledge Sharing,
Authoring tools
Person responsible
Processes
Tools (how to be
shared)
Using Intranet
software, knowledge
portals, etc
Person responsible
Training managers
3- Share knowledge
Knowledge assets to
be shared
Special Techniques
Doc
Training program
26
Training managers
Processes
linked with
Business Plan Template
Financial Plan
Develop the main financial sheets, (operating Budgets, income statement, cash flow,
balance sheet, sources and application of funds).
Projected expenses and sales can be based on forecasting techniques (survey of buyers,
expert opinion, industry benchmark, personal experience, consultants, time series
“standards over years” to project sales).
1- Operating Budgets: projected operating costs (the fixed (overhead) cost that occurred
regardless the volume of sales)
Operating Budget for months/year (JD 000s)
Projected Expenses
Salaries
Rent
Advertising
Selling expenses
Insurance
Office expenses
Total expenses
January
February
March
Apr …
2- Income statement: projected net profit calculated from projected revenue minus
projected costs and expenses, usually developed after budgeting, to include the
operating expenses from the budget.
Income Statement, for months/year (JD 000s)
January
February
March
Sales (revenue)
Less: (cost of goods sold)
Gross profit
Operating expenses
Salaries
Rent
Advertising
Selling expenses
Insurance
Depreciation
Office expenses
Total expenses
Net Profit (loss)
Cost of goods sold: (variable cost to produce one unit times the number of units sold)
27
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Business Plan Template
3- Cash Flow: cash flow is not the same as profit. It results from the difference between
actual cash receipts and cash payments. Cash flows only when actual payments are
received or made.
It is: “Projected cash available calculated from projected cash accumulations minus
projected cash disbursement”
Cash Flow for months/year (JD 000s)
Receipts Sales
Disbursement
Cost of goods sold
Salaries
Rent
Advertising
Selling expenses
Insurance
Taxes
Office expenses
Total Disbursement
Cash Flow (a)
Beginning balance (b)
Ending balance
January
February
March
given
*(a-b)
*
**
**
Negative cash flow: If disbursement is greater than receipts in any time period, fund should be
borrowed or have cash in bank account to cover the higher disbursement. Begging balance: the
founders put **** JD each for working capital.
4- Balance Sheet : summarize the projected assets, liabilities, and net worth of the new
venture
Balance Sheet end of first year (JD 000s)
Assets
Current Assets
Cash
Accounts receivable
Inventory
Total Current assets
Fixed Assets
Equipment
Less depreciation
Total Fixed Assets
Total Assets
Liabilities and owners’ Equity
Current Liabilities
Accounts payable
Total liabilities
Owners’ equity
Ahmad
Maha
Retained Earnings
Total owners’ equity
Total liabilities and owners’ equity
28
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Business Plan Template
1- Sources and application of funds
Source of Fund
Personal Funds of founder
Net income(loss) from operations
Total Funds Provided
Application of funds
Purchase of equipment
Inventory
Total funds expended
Net increase in working capital
29
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Business Plan Template
Appendix
30
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