• Table of Contents
• Executive Summary
• Business Profile
• Context: Industry and Market
• Products and Services
• Organizational Details
• Marketing and Sales Strategy
• The Financial Picture
• Appendix

Table of Contents

• It’s always nice to include a basic outline at the start
• Page numbers are a nice touch

Executive Summary

• It may be easier to write this section last
• A brief look at your company: who you are, what you do, and why (after reading this, one has a basic understanding of what the company does)
• No more than 2 pages

Business Profile

• More in-depth explanation of what you do/sell and how
• Include your mission statement describing the purpose of the business
• Background info about your company (such as what led you to start it)
• List of the key people involved. Include a bit about your own background and how your skills are uniquely suited to ensure success
• If applicable, provide information on your suppliers, vendors, and other vital connections
• Discuss where you see the company going (goals should be realistic and achievable)

Context: Industry and Market

• Description of the market for your business
• This is a great place to show your industry knowledge
• Discuss the potential for sales, and also the opportunity to capture a growing segment of the market
• Define the customer needs your business will satisfy (and how they aren’t being met now)
• Identify your target customers (this will help you with the marketing plan later)

Products and Services

• Description of your products and services
• Include pricing information
• Emphasize your competitiveness
• If you have photos and brochures, reference them and include them in an appendix

Tip: Don’t write in a vacuum. Show the plan to business mentors, friends, and relatives for feedback (and proofreading!)

Organizational Details

• Describe leadership structure with bios of key people
• Explain the management structure (a chart can help with this)
• Legal form of ownership
• Required licenses and permits
• Explain how you will make or provide your service. For example, if your business has an e-commerce site, describe how your website will work.
• Information about how sales are generated
• Opportunity to explain how you are especially qualified for this business

Marketing and Sales Strategy

• Market research about your potential customers (hopefully this will show how there is an unmet need and a great potential for sales)
• Outline your promotion plans

Tip: Your final plan should look good. Make sure it’s clearly organized and easy to read. Hire a graphic designer if necessary.

The Financial Picture

• Define your economic outlook for your business
• Include key financial statements: balance sheet, income statement, cash flow statement
• Realistic description/project of cash flow for operating expenses is essential
• Be conservative when estimating revenue projections and start-up costs
• If you are applying for a loan, include current personal financial information and last year’s tax return
• Refer to our financing section for more information

Appendix

• Include brochures and photos of products and locations
• List of business equipment
• Copies of press articles and ads
• Copies of important agreements such as leases and contracts

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