BUSINESS PLAN GUIDELINE/WORKSHEETS
Keep it simple – 6-8 pages, plus financial statement and attachments
1. Executive Summary – Ties key conclusions/summaries from the rest of the plan together; WILL BE COMPLETED
AFTER ALL OTHER SECTIONS! (2-page maximum)
a. Name of business and business description
b. Company information
c. Concept and strategy – description of product or service
d. Market analysis
e. Management and operations
f. Financial management
g. Financing plan
2. Company Description – Review of elements of your business – think elevator pitch
a. Nature and type of business – industry and type (retail, wholesale, service, manufacturing, etc.)
b. Marketplace needs met by the business - how products and services meet those needs
c. Specific consumers the company will or does serve
d. Competitive advantages – what’s different about your business?
3. Service or Product Line/Operations
a. Description of product/service and operational plan
b. Facilities and equipment required – include costs and location
c. Sources for any raw materials and supplies
d. Labor requirements
e. Quality control and customer service
4. Market Analysis
a. Industry description and outlook
b. Distinguishing characteristics of target market – demographics, seasonality of business, etc.
c. Size of primary target market
d. Expected market share
e. Pricing structure and gross margin targets
f. Competitive analysis
i. Identify competition
ii. Strengths and weaknesses
iii. Barriers to market entry – technology, high investment, lack of qualified employees
g. Regulatory restrictions
5. Marketing and Sales – how you will create customers (Product, price, place, promotion and plan)
a. Marketing strategy
i.
Market penetration strategy
ii.
Growth strategy
iii.
Channels of distribution – sales force, distributors, retailers
iv.
Communications strategy – CONSISTENT MESSAGING - how to reach customers – advertising,
promotions, etc.
b. Overall sales strategy
2
6.
7.
8.
9.
10.
i.
Sales force strategy
ii.
Sales activities
Organization and Management
a. Organizational structure – organizational chart
b. Ownership information – legal structure, etc.
i.
Names of owners
ii.
Percentage ownership
iii.
Forms of ownership – stock, general partner, etc.
iv.
Management profiles – provide resumes of key people
c. Outside support personnel – accountant, lawyer, insurance agent, consultants
Funding Request/Statement
a. Funding requirement – how much and from what sources?
b. Use of funds – for what?
c. Financial strategy for future – personal compensation
Implementation Plan – steps to start business or expansion
a. What needs to be done
b. In what sequence
c. By whom
d. When
Financial Statements – historical and projected (2 years)
a. Sales projections
b. Operating budget
c. Income statements
d. Balance sheet
e. Cash flow
f. Personal financial statement
Appendix
a. Credit history – personal and business – tax returns (3 years)
b. Resumes of key personnel
c. Product photos
d. Market studies
e. Marketing materials
f. Licenses, permits or patents
g. Legal documents
h. Leases/building permits/architectural drawings
i. Contracts/Quotes
j. Letters of reference
3
Executive Summary
Ties key conclusions/summaries from the rest of the plan together; will be completed after the other sections (max. 2
pages)
a.
b.
c.
d.
e.
f.
g.
Name of business and business description
Company information
Concept and strategy – description of product or service
Market analysis
Management and operations
Financial management
Financing plan
Company Description
Review of elements of your business – think elevator pitch
a.
b.
c.
d.
Nature and type of business – industry and type (retail, wholesale, service, manufacturing, etc.)
Marketplace needs met by the business - how products and services meet those needs
Specific consumers the company will or does serve
Competitive advantages – what’s different about your business?
4
Service or Product Line/Operations
a.
b.
c.
d.
e.
Description of product/service and operational plan
Facilities and equipment required – include costs and location
Sources for any raw materials and supplies
Labor requirements
Quality control and customer service
Market Analysis
a.
b.
c.
d.
e.
f.
Industry description and outlook
Distinguishing characteristics of target market – demographics, seasonality of business, etc.
Size of primary target market
Expected market share
Pricing structure and gross margin targets
Competitive analysis
iv. Identify competition
v. Strengths and weaknesses
vi. Barriers to market entry – technology, high investment, lack of qualified employees
g. Regulatory restrictions
5
Marketing and Sales
How you will create customers (Product, price, place, promotion and plan)
a. Marketing strategy
i.
Market penetration strategy
ii.
Growth strategy
iii.
Channels of distribution – sales force, distributors, retailers
iv.
Communications strategy – CONSISTENT MESSAGING - how to reach customers – advertising, promotions,
etc.
b. Overall sales strategy
i.
Sales force strategy
ii.
Sales activities
Organization and Management
a. Organizational structure – organizational chart
b. Ownership information – legal structure, etc.
i.
Names of owners
ii.
Percentage ownership
iii.
Forms of ownership – stock, general partner, etc.
iv.
Management profiles – provide resumes of key people
c. Outside support personnel – accountant, lawyer, insurance agent, consultants
6
Funding Request/Statement
a. Funding requirement – how much and from what sources?
b. Use of funds – for what?
c. Financial strategy for future – personal compensation
Implementation Plan
Steps to start business or expansion
a.
b.
c.
d.
What needs to be done
In what sequence
By whom
When
7
Financial Statements
Historical and projected (2 years)
a.
b.
c.
d.
e.
f.
Sales projections
Operating budget
Income statements
Balance sheet
Cash flow
Personal financial statement
Appendix
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
Credit history – personal and business – tax returns (3 years)
Resumes of key personnel
Product photos
Market studies
Marketing materials
Licenses, permits or patents
Legal documents
Leases/building permits/architectural drawings
Contracts/Quotes
Letters of reference