BUSINESS PLAN OUTLINE

00. Executive Summary

A. The Opportunity
Problem to solve or need to be filled
B. The Description of the Business
How the proposed business solves the problem or fills the need
C. Competitive Advantage
Description of the business model
D. The Target Market
E. The Management Team
F. Brief Summary of the Financial Projections
G. Description of What Business Needs
The amount of capital needed and what the capital will be used for, if the plan is
going to a potential investor
H. Exit Strategy for Investors (if the plan is going to investors)

1. Industry Analysis
A.
B.
C.
D.
E.
F.
G.

Industry structure
Industry trends
Industry size
Industry attractiveness (growing, mature, or in decline)
Nature of participants
Key success factors
Long term prospects

2- The Business
A. The Opportunity
Problem to solved or need to be filled
B. The Description of the Business
How the proposed business solves the problem or fills the need
Brief company history or background
Company mission and objectives
C. Products and services
D. Competitive Advantage
Description of the business model
How the business will create a sustainable competitive advantage
E. Current status and Requirements
Description of where the business stands today

 Description of what the business needs to move forward

How the business will create a sustainable competitive advantage
F. Legal status and ownership
3. Marketing Strategy
A. Target Market
Complete demographic profile
Other significant customer characteristics
B. Customers Motivation to Buy (buying behavior)
C. Competitors analysis
a. Existing Competitors
Who are they? Create a competitive profit matrix
Strengths
Weaknesses
b. Potential Competitors: Companies that might enter the market
Who are they?
Impact on your business if they enter
D. Market Size and Trends
How large is the market?
Is it growing or shrinking? How fast?
E. Market Segmentation
F. Estimate annual sales and market share

6. Market plan
G. Advertising and Promotion
Media usedreader, viewer, listener profiles
Media cists
Frequency of usage
Plans for generating publicity
H. Pricing
Cost structure
a. Fixed
b. Variable
Desired image in market
Comparison against competitors price
I. Distribution Strategy
Channels of distribution

Sales techniques and incentives

Financial Forecasts (suitable for an Appendix)

A. Capital Requirements for the Next 3 Years
Sources + Uses of funds
B. Financial Statements
Income statement
Balance sheet
Cash flow statement
C. Break-Even Analysis
D. Ratio Analysis with Comparison to Industry Standards (most applicable to existing
businesses)

7. Location and Layout

A. Location
Demographic analysis of location versus target customer profile
Lease/rental rates
Labor needs and supply
Wage rates
B. Layout
Size requirements
Layout plan (suitable for an Appendix)

8. Operations Plans
A. Method of Production or Service Delivery
B. Availability of Qualified Labor Pool
C. Business Partnerships
Types of business partnerships
Purposes of business partnerships
D. Quality Control
E. Customer Support
Customer support strategies
Customer support obligations

9. Critical Risk Factors

A. Management Risks

B.
C.
D.
E.
F.

Marketing Risks
Operating Risks
Financial Risks
Intellectual Property Infringement
Other Risks as Appropriate

10. Appendix
A. Supporting Documents
Management team and their roles & duties
Resumes of founders and key employers
Picture of product prototypes
Other documents as appropriate