business plan model.docx
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business plan model.docx
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businessplanmodel
BusinessPlanforaStartupBusiness
Thebusinessplanconsistsofanarrativeandseveralfinancialworksheets.Thenarrativetemplateisthebodyofthebusinessplan.Itcontainsmorethan150questionsdividedintoseveralsections.Workthroughthesectionsinanyorderthatyoulike,exceptfortheExecutiveSummary,whichshouldbedonelast.Skipanyquestionsthatdonotapplytoyourtypeofbusiness.Whenyouarefinishedwritingyourfirstdraft,you’llhaveacollectionofsmallessaysonthevarioustopicsofthebusinessplan.Thenyou’llwanttoeditthemintoasmooth-flowingnarrative.
Therealvalueofcreatingabusinessplanisnotinhavingthefinishedproductinhand;rather,thevalueliesintheprocessofresearchingandthinkingaboutyourbusinessinasystematicway.Theactofplanninghelpsyoutothinkthingsthroughthoroughly,studyandresearchifyouarenotsureofthefacts,andlookatyourideascritically.Ittakestimenow,butavoidscostly,perhapsdisastrous,mistakeslater.
Thisbusinessplanisagenericmodelsuitableforalltypesofbusinesses.However,youshouldmodifyittosuityourparticularcircumstances.Beforeyoubegin,reviewthesectiontitledRefiningthePlan,foundattheend.Itsuggestsemphasizingcertainareasdependinguponyourtypeofbusiness(manufacturing,retail,service,etc.).Italsohastipsforfine-tuningyourplantomakeaneffectivepresentationtoinvestorsorbankers.Ifthisiswhyyou’recreatingyourplan,payparticularattentiontoyourwritingstyle.Youwillbejudgedbythequalityandappearanceofyourworkaswellasbyyourideas.
Ittypicallytakesseveralweekstocompleteagoodplan.Mostofthattimeisspentinresearchandre-thinkingyourideasandassumptions.Butthen,that’sthevalueoftheprocess.Somaketimetodothejobproperly.Thosewhodoneverregrettheeffort.Andfinally,besuretokeepdetailednotesonyoursourcesofinformationandontheassumptionsunderlyingyourfinancialdata.
Ifyouneedassistancewithyourbusinessplan,contacttheSCOREofficeinyourareatosetupabusinesscounselingappointmentwithaSCOREvolunteerorsendyourplanforreviewtoaSCOREcounseloratwww.score.org.Call1-800-634-0245togetthecontactinformationfortheSCOREofficeclosesttoyou.
BusinessPlan
OWNERS
YourBusinessName
AddressLine1
AddressLine2
City,STZIPCode
Telephone
Fax
I.TableofContents
I.TableofContents3
II.ExecutiveSummary4
III.GeneralCompanyDescription5
IV.ProductsandServices6
V.MarketingPlan7
VI.OperationalPlan16
VII.ManagementandOrganization21
VIII.PersonalFinancialStatement22
IX.StartupExpensesandCapitalization23
X.FinancialPlan24
XI.Appendices27
XII.RefiningthePlan28
II.ExecutiveSummary
Writethissectionlast.
Wesuggestthatyoumakeittwopagesorfewer.
Includeeverythingthatyouwouldcoverinafive-minuteinterview.
Explainthefundamentalsoftheproposedbusiness:
Whatwillyourproductbe?
Whowillyourcustomersbe?
Whoaretheowners?
Whatdoyouthinkthefutureholdsforyourbusinessandyourindustry?
Makeitenthusiastic,professional,complete,andconcise.
Ifapplyingforaloan,stateclearlyhowmuchyouwant,preciselyhowyouaregoingtouseit,andhowthemoneywillmakeyourbusinessmoreprofitable,therebyensuringrepayment.
III.GeneralCompanyDescription
Whatbusinesswillyoubein?
Whatwillyoudo?
MissionStatement:
Manycompanieshaveabriefmissionstatement,usuallyin30wordsorfewer,explainingtheirreasonforbeingandtheirguidingprinciples.Ifyouwanttodraftamissionstatement,thisisagoodplacetoputitintheplan,followedby:
CompanyGoalsandObjectives:
Goalsaredestinations—whereyouwantyourbusinesstobe.Objectivesareprogressmarkersalongthewaytogoalachievement.Forexample,agoalmightbetohaveahealthy,successfulcompanythatisaleaderincustomerserviceandthathasaloyalcustomerfollowing.Objectivesmightbeannualsalestargetsandsomespecificmeasuresofcustomersatisfaction.
BusinessPhilosophy:
Whatisimportanttoyouinbusiness?
Towhomwillyoumarketyourproducts?
(Stateitbrieflyhere—youwilldoamorethoroughexplanationintheMarketingPlansection).
Describeyourindustry.Isitagrowthindustry?
Whatchangesdoyouforeseeintheindustry,shorttermandlongterm?
Howwillyourcompanybepoisedtotakeadvantageofthem?
Describeyourmostimportantcompanystrengthsandcorecompetencies.Whatfactorswillmakethecompanysucceed?
Whatdoyouthinkyourmajorcompetitivestrengthswillbe?
Whatbackgroundexperience,skills,andstrengthsdoyoupersonallybringtothisnewventure?
Legalformofownership:
Soleproprietor,Partnership,Corporation,Limitedliabilitycorporation(LLC)?
Whyhaveyouselectedthisform?
IV.ProductsandServices
Describeindepthyourproductsorservices(technicalspecifications,drawings,photos,salesbrochures,andotherbulkyitemsbelonginAppendices).
Whatfactorswillgiveyoucompetitiveadvantagesordisadvantages?
Examplesincludelevelofqualityoruniqueorproprietaryfeatures.
Whatarethepricing,fee,orleasingstructuresofyourproductsorservices?
V.MarketingPlan
Marketresearch-Why?
Nomatterhowgoodyourproductandyourservice,theventurecannotsucceedwithouteffectivemarketing.Andthisbeginswithcareful,systematicresearch.Itisverydangeroustoassumethatyoualreadyknowaboutyourintendedmarket.Youneedtodomarketresearchtomakesureyou’reontrack.Usethebusinessplanningprocessasyouropportunitytouncoverdataandtoquestionyourmarketingefforts.Yourtimewillbewellspent.
Marketresearch-How?
Therearetwokindsofmarketresearch:
primaryandsecondary.
Secondaryresearchmeansusingpublishedinformationsuchasindustryprofiles,tradejournals,newspapers,magazines,censusdata,anddemographicprofiles.Thistypeofinformationisavailableinpubliclibraries,industryassociations,chambersofcommerce,fromvendorswhoselltoyourindustry,andfromgovernmentagencies.
Startwithyourlocallibrary.Mostlibrariansarepleasedtoguideyouthroughtheirbusinessdatacollection.Youwillbeamazedatwhatisthere.Therearemoreonlinesourcesthanyoucouldpossiblyuse.Yourchamberofcommercehasgoodinformationonthelocalarea.Tradeassociationsandtradepublicationsoftenhaveexcellentindustry-specificdata.
Primaryresearchmeansgatheringyourowndata.Forexample,youcoulddoyourowntrafficcountataproposedlocation,usetheyellowpagestoidentifycompetitors,anddosurveysorfocus-groupinterviewstolearnaboutconsumerpreferences.Professionalmarketresearchcanbeverycostly,buttherearemanybooksthatshowsmallbusinessownershowtodoeffectiveresearchthemselves.
Inyourmarketingplan,beasspecificaspossible;givestatistics,numbers,andsources.Themarketingplanwillbethebasis,lateron,oftheall-importantsalesprojection.
Economics
Factsaboutyourindustry:
∙Whatisthetotalsizeofyourmarket?
∙Whatpercentshareofthemarketwillyouhave?
(Thisisimportantonlyifyouthinkyouwillbeamajorfactorinthemarket.)
∙Currentdemandintargetmarket.
∙Trendsintargetmarket—growthtrends,trendsinconsumerpreferences,andtrendsinproductdevelopment.
∙Growthpotentialandopportunityforabusinessofyoursize.
∙Whatbarrierstoentrydoyoufaceinenteringthismarketwithyournewcompany?
Sometypicalbarriersare:
Highcapitalcosts
Highproductioncosts
Highmarketingcosts
Consumeracceptanceandbrandrecognition
Trainingandskills
Uniquetechnologyandpatents
Unions
Shippingcosts
Tariffbarriersandquotas
∙Andofcourse,howwillyouovercomethebarriers?
∙Howcouldthefollowingaffectyourcompany?
Changeintechnology
Changeingovernmentregulations
Changeintheeconomy
Changeinyourindustry
Product
IntheProductsandServicessection,youdescribedyourproductsandservicesasyouseethem.Nowdescribethemfromyourcustomers’pointofview.
FeaturesandBenefits
Listallofyourmajorproductsorservices.
Foreachproductorservice:
∙Describethemostimportantfeatures.Whatisspecialaboutit?
∙Describethebenefits.Thatis,whatwilltheproductdoforthecustomer?
Notethedifferencebetweenfeaturesandbenefits,andthinkaboutthem.Forexample,ahousethatgivesshelterandlastsalongtimeismadewithcertainmaterialsandtoacertaindesign;thoseareitsfeatures.Itsbenefitsincludeprideofownership,financialsecurity,providingforthefamily,andinclusioninaneighborhood.Youbuildfeaturesintoyourproductsothatyoucansellthebenefits.
Whatafter-saleserviceswillyougive?
Someexamplesaredelivery,warranty,servicecontracts,support,follow-up,andrefundpolicy.
Customers
Identifyyourtargetedcustomers,theircharacteristics,andtheirgeographiclocations,otherwiseknownastheirdemographics.
Thedescriptionwillbecompletelydifferentdependingonwhetheryouplantoselltootherbusinessesordirectlytoconsumers.Ifyousellaconsumerproduct,butsellitthroughachannelofdistributors,wholesalers,andretailers,youmustcarefullyanalyzeboththeendconsumerandthemiddlemanbusinessestowhichyousell.
Youmayhavemorethanonecustomergroup.Identifythemostimportantgroups.Then,foreachcustomergroup,constructwhatiscalledademographicprofile:
∙Age
∙Gender
∙Location
∙Incomelevel
∙Socialclassandoccupation
∙Education
∙Other(specifictoyourindustry)
∙Other(specifictoyourindustry)
Forbusinesscustomers,thedemographicfactorsmight
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