Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
to accompany
Timothy S. Hatten
Colorado Mesa University
Business Plan Guide - 2
Suggested length
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Business Plan Guide - 3
B. Succession Plan
C. Management Philosophy
D. Business/Organizational Structure
E. Identification of Firms Assisting the Company
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Business Plan Guide - 4
I EXECUTIVE SUMMARY
For help in completing this section, check SBMEB pp. 86-87.
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Business Plan Guide - 5
Read the questions under each heading. Choose which questions will apply to your business plan. Then
write any notes, your responses to the questions, etc., in the box that follows the questions.
Mission Statement
For help in completing this section, check SBM:EB pp. 66-67 (mission statement), pp. 55-56 (corporate ethical responsibilities), and
pp. 222-223 (for capital requirements).
Company Information
For help in completing this section, check SBM:EB p. 76-78 (setting objectives) and pp. 69-75 (competitive advantage).
1. Objectives - What is it that you want to accomplish, and by when? They should be stated in such a
way that their accomplishment creates a competitive advantage.
Do you have any international aspirations?
2. What is/are your competitive advantage(s)?
3. Company history give the background of the company.
4. The management team--who are you, and who are your key people?
Market Opportunity
For help in completing this section, check SBM:EB pp. 93-95, 276-278.
Financial Data
For help in completing this section, check SBM:EB pp. 97-103, 222-226.
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Business Plan Guide - 6
What are the terms of the deal you are offering investors?
What return are you offering?
2. Tables
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Business Plan Guide - 7
It is also critical that you demonstrate to your investors that you have substantial
evidence to support your claims.
7. If you provide a service, be certain your reader understands what that service is and how it is used
by your customers.
8. Be succinct. The industry portion provides background for later portions of the plan.
Clarify market attractiveness.
Describe key success factors.
Leave elaboration for later.
Your Company
1. A history of operation. (Even for a startup, you have some history.)
The legal form of the company.
Why does your company exist?
Describe in some detail what your company does and how it satisfies customer
needs.
How did you choose the product or service you sell?
What significant successes have you had? What significant failures or losses have
you experienced?
Concentrate on the successful accomplishment of past objectives, but be honest
about the risk.
2. Highlight significant financial and operational events.
When did they happen?
Why were they significant?
3. Intangible assets.
For help in completing this section, check SBM:EB pp. 146-147.
Goodwill.
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Business Plan Guide - 8
Established name/reputation.
The Industry
1. Explain the nature of the industry.
Overview of the historical development of the industry.
Note any special events, governmental action, or economic events that have altered
the industry in the last ten years. Dont make a laundry list; note the most
important events only.
Provide industry data such as market size, growth trends, and competitive strength
of major firms in the industry.
Are there seasonal fluctuations in demand?
Address the importance and impact of strategic issues such as: ease of entry and
exit, ability to achieve economies of scale, cyclical nature of the economy or
sales cycle, etc.
What are industry trends regarding the use of technology?
How does the future look for the entire industry?
Are there any international issues? Are companies moving offshore? Are
international competitors coming into the industry?
2. Who could compete with you by offering either a competitive product or by offering a substitute for
your product?
3. What is the current state of the art in the industry?
How does your product/service reflect this current state or exceed it?
What do you need: what will you do to succeed in your chosen market?
What are the current applications of your product/service?
What are the potential applications of your product/service?
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Business Plan Guide - 9
5. While you are writing to raise capital for now, think a bit into the future.
What new applications or uses are there for your product?
6. If you provide a service, be certain your reader understands what that service is and how it is used.
Competitive Advantage(s)
For help in completing this section, check SBM:EB pp. 12-14, 296-7.
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Business Plan Guide - 10
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Business Plan Guide - 11
Markets
For help in completing this section, check SBM:EB pp. 273-281.
1. What market research have you conducted or found about your customer?
Detail either the sources of your information or how you deduced it.
2. Who are the potential buyers for your products? Describe the customer according to any of the
following or any combination:
demographics.
psychographics.
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Business Plan Guide - 12
sociologically.
geographics.
3. How many potential customers are there?
What percentage can you realistically capture?
This is critically important to the justification of the financial forecasts that will follow.
4. Why do they buy?
What is their primary purchase criterion: price, quality, availability, convenience,
or...?
Are there price tiers in the target market?
What features do they seek? What benefits do they want?
Do they have a preference as to how and where they buy? How strong is it? How
will you change it?
5. What are the potential annual purchases?
How do the customers decide to buy?
How often do they buy?
What is the buying cycle? Is there seasonality to your market?
Is demand tied to any other product/service, i.e. online music sales to MP3 player
sales?
6. What do they buy?
Price--how much will changes in price affect your customers purchases? Important
to know in advance.
Quality--will they pay more for better quality?
Image-- is brand name important?
Are customers brand loyal?
7. Describe the overall market
Does the research show a profitable market for your business, product/service?
(Remember size or lack of service to a market does not automatically imply
opportunity. No one may be serving that market for a reason.)
Location and size, in number of customers and sales dollars. Is the market
growing?
Growth rate, trends.
Provide a table of projected industry sales in this market.
Project your market share, best case, worst case, most likely case. (This is
important to your financial forecasts later.)
YE AR YE AR YEAR YEAR YEAR
20X X 20X X 20XX 2 0XX 2 0XX
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Business Plan Guide - 13
Market Trends
For help in completing this section, check SBM:EB pp. 93, 96-97, 322-327 .
Competition
For help in completing this section, check SBM:EB pp. 63, 69-75.
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Business Plan Guide - 14
Market Share
For help in completing this section, check SBM:EB p. 274-278.
1. Quantify, where possible and appropriate, i.e., amount of revenue, size of market share, etc.
2. Sales forecast
What is the nature of the sales cycle: long or short, simple or complex?
Provide, in chart form, your sales forecasts for the current year, next year, for a total
of five years out.
What is the average sale?
Forecast projections in terms of best case, worst case, most likely case.
Project sales in terms of units, revenues--gross and net.
See Appendix H1 at the end of this document for templates.
Best Case
Dollars _____ _____ _____ _____ _____
Units _____ _____ _____ _____ _____
Worst Case
Dollars _____ _____ _____ _____ _____
Units _____ _____ _____ _____ ____
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Business Plan Guide - 15
V MARKETING PLAN
For help in completing this section, check SBM:EB pp. 346-351.
Market Strategy
For help in completing this section, check SBM:EB pp.177, 296-7.
1. Briefly review your overall marketing strategy as stated in your Executive Summary.
Cost leadership.
Differentiation.
Focus.
2. What marketing tactics will you use?
Market penetration, market development, product development, market
segmentation.
Product
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Business Plan Guide - 16
1. Describe the level of product satisfaction for which you are striving. See Figure 12-1 SBM:EB p. 291
Core benefit.
Generic product.
Expected product.
Augmented product.
Potential product.
2. What type of new products will you develop?
New to the world.
New product lines.
Additions to existing lines.
Improvements, revisions, or new uses of existing products.
Repositioning.
Cost reductions.
3. Packaging.
Is this an issue for your products?
How does it affect your cost structure?
Are there environmental issues to consider?
Pricing
For help in completing this section, check SBM:EB pp. 94, 346-360.
Promotion
For help in completing this section, check SBM:EB pp. 94, 364-372.
1. How will you attract customers? What type of advertising promotion will you use?
National versus regional/local.
Print or electronic.
What promotions will be used?
Trade shows.
Direct marketing.
Public relations.
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Business Plan Guide - 17
2. Advertising plan.
What media will you use? Why?
How will you use public relations in your promotion plan?
Scheduling plans.
3. Budget.
What percentage of sales will you spend on promotion?
What budgeting method will you use? Why?
Refer to detailed budget in your appendices.
4. Consider including samples in your appendices.
advertising copy
brochures
5. How will you assess the effectiveness of your promotional efforts?
Place
For help in completing this section, check SBM:EB pp. 94-5, 319-327 (location analysis), 453-459 (wages and incentive programs).
Service Policies
For help in completing this section, check SBM:EB p. 91, 291-293.
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Business Plan Guide - 18
Production
1. What is your production process?
Do you produce, or is the product produced for you?
What are your production requirements in terms of:
a. Labor.
b. Equipment.
c. Facilities.
d. Materials.
e. Transportation/shipping.
Consider offering a flow chart.
2. How will production levels be determined?
Explain your production forecasting.
Your purchasing control processes.
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Business Plan Guide - 19
Geographic Location
For help in completing this section, check SBM:EB pp. 94, 317-342.
Facilities
1. What are your requirements of a building amount of square footage in office, production, storage,
parts inventory, specialized area?
Control systems
For help in completing this section, check SBM:EB pp. 78-79, 94, 469-70, 306-311 (inventory control).
1. What is your quality control process for quality checking suppliers deliveries?
2. What is your inventory philosophy?
How fast can your suppliers deliver?
How much inventory will you carry, and what statistical tools will you use to manage
it?
3. What is your quality control process?
For help in completing this section, check SBM:EB pp. 483-487.
Labor Force
For help in completing this section, check SBM:EB pp. 421-424 (motivating employees), pp. 249-255 (legal considerations).
Training
1. What kinds of employee training will you provide?
For help in completing this section, check SBM:EB pp. 434-442.
2. Training costs/budget.
Staffing Plan
For help in completing this section, check SBM:EB pp. 438-445 (recruiting and selection 453-460 (wages and benefits), 249-255
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Business Plan Guide - 20
(employment law).
1. Current employees.
Number, level of experience, education, and training.
Compensation and benefit plan.
Labor relations issues.
What union representation?
If nonunion, union avoidance strategy.
2. Proposed hires.
When will you add personnel?
Identify positions in order of priority.
Where will you find these employees--local, regional, etc.?
Training programs.
Compensation and benefit plan.
Labor relations issues.
EEOC issues.
a. Is diversity likely to be an issue?
b. Does ADA impact your company? If so, how are you ensuring compliance?
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Business Plan Guide - 21
Names.
Current employers and titles.
Experience.
What they bring to the company or why they are on the board.
Their individual stakes in the company.
8. The names and addresses of your:
Accountant.
Attorney.
Bank.
Insurance company.
Advertising agency.
Consultants, if any.
Other non-officers who are assisting in directing your company.
9. Succession plan; critical if this is a family-owned business or if company success rests on any one
officer.
1. Include the resumes of the officers, the key directors, and anyone with 20% or more interest in the
business in an appendix. Reference their location in this section of the plan. Provide summary
information here.
Emphasize job experience relevant to this venture.
2. Show the strength of the team and the variety of its members skills.
3. How will you retain these people?
Contracts.
Compensation plan and perks.
Ownership.
4. Identify your board of directors, providing the same information as for your key officers.
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Business Plan Guide - 22
Management Philosophy
For help in completing this section, check SBM:EB pp. 95-96; 406-409.
VIII TIMELINE
For help in completing this section, check SBM:EB p. 96.
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Business Plan Guide - 23
4. Remember, almost everyone tends to be optimistic and underestimate the amount of time it will take
to reach goals.
Key Events
1. What are the key events for your business?
2. Time/Event Chart--you can include a chart or time line here or put it in your appendices and simply
reference the key events in the body of the plan. The sample chart below appears here and in your
appendices for your convenience.
For existing companies, the chart should show three years of actual operation.
For startups, the chart should show current time and a three-year projection.
The sample in the body is only two years due to space. Produce the chart as a
separate file--landscape format--and insert into the body of the report or
appendix.
Event
Markets entered ___ ___ ___ ___ ___ ___ ___ ___
Major expenditures ___ ___ ___ ___ ___ ___ ___ ___
Media budget ___ ___ ___ ___ ___ ___ ___ ___
Key hires ___ ___ ___ ___ ___ ___ ___ ___
Production capacity ___ ___ ___ ___ ___ ___ ___ ___
Production volume ___ ___ ___ ___ ___ ___ ___ ___
Inventory highs/lows ___ ___ ___ ___ ___ ___ ___ ___
New product introductions ___ ___ ___ ___ ___ ___ ___ ___
R&D ___ ___ ___ ___ ___ ___ ___ ___
IX CRITICAL RISKS/ASSUMPTIONS
For help in completing this section, check SBM:EB p. 96.
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Business Plan Guide - 24
1. How will you deal with unmet sales forecasts? What will you do if the market responds differently
than planned?
Underdemand?
Overdemand?
2. How will you respond if competitors:
underprice you?
overcome your competitive advantage?
introduce newer/better technology?
3. What will you do if the industry takes a downturn?
4. How will you handle labor issues/problems?
Skilled labor is unavailable or insufficient to meet your needs.
Government regulation raises benefit/compensation costs.
Your workforce unionizes.
Your union workforce strikes.
5. What production/supply risks might you face? What are your contingency plans for those risks? How
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Business Plan Guide - 25
Economic Development
1. How does your proposed business positively impact your local community?
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Business Plan Guide - 26
Community Development
1. How will you be a good corporate neighbor in your local community?
Do you provide products or services needed locally?
How will you contribute directly to the community? Sponsor local events, donate
money or equipment to a local civic or community organization, give your time to
& particular cause, or . . . ?
Human Development
For help in completing this section, check SBM:EB pp.495-498(training), 499-503 (benefits).
1. What are your training and development plans for your workforce?
How does your compensation plan compare in the local economy?
Are you offering any family-friendly benefits or plans?
XI EXIT STRATEGY
For help in completing this section, check SBM:EB pp. 97, 412-414 .
Exit options:
You could sell your business to a) a financial buyer, b) a strategic buyer), c) key
employees, d) all employees via an ESOP employee stock ownership plan.
You could take your company public via an IPO initial public offering (if you meet
the difficult criteria).
You could transition the business to a family member.
You could complete a planned liquidation sell off all the pieces of your business.
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Business Plan Guide - 27
A great deal of this section will take the form of financial statements. There are some issues that must be
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Business Plan Guide - 28
dealt with in narrative. The following headings cover both narrative and numerical issues. Refer to the
appendices referenced for examples of the financial form.
Sources of Funds
Debt:
Term Loans $ __________
Refinancing of old debt $ __________
Lines of credit
Line 1 $ __________
Line 2 $ __________
Mortgage $ __________
Equity:
Investments $ __________
Uses of Funds:
Property $ __________
Inventory $ __________
Equipment (itemized)
1. $ __________
2. $ __________
Etc. $ __________
Working capital $ __________
Cash reserve $ __________
Financial Practices
For help in completing this section, check SBM:EB pp.189-192 (costing), 360-363 (credit and collection practices), 189, (accounting
method), 209-216 (tools for managing cash flow).
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Business Plan Guide - 29
Cash Budget
For help in completing this section, check SBM:EB pp. 211-213.
Cash Receipts
Cash sales
Receivable collections
Interest
Owner contributions
Other receipts
Total receipts
Minus Disbursements
Cash purchases
Payment of accounts payable
Wages and salaries
Advertising
Office costs: supplies, utilities, rent/mortgage, telephone, insurance
Legal/accounting fees/costs
Taxes and licenses
Interest payments
Loan principal payments
Dues and subscriptions
Travel
Miscellaneous disbursements
Total disbursements
Ending Cash (Beginning cash + receipts - disbursements)
Balance Sheet
For help in completing this section, check SBM:EB pp. 100, 195.
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Business Plan Guide - 30
1. This shows all your owned assets and what is owed against them, liabilities. The difference is your
net worth. Be accurate and clear.
See Fig. 4.4, page 101 and Fig. 8.3, p. 196 for examples of balance sheets.
Record your raw numbers here but refer to Appendices H5, for the form.
1. This document is your best approximation of your projected sales and expenses. Be reasonable, but
realize your performance will vary from projections.
Project three sets of numbers, low, most likely, and high, as on Fig. 4.5, p. 101.
Record your raw numbers here, but refer to Appendix H4 for the form.
Breakeven Analysis
For help in completing this section, check SBM:EB pp. 103, pp. 352-355 Figs. 14.2 & 14.3.
Financial ratios
(Choose the ones that make the most sense for your business.)
For help in completing this section, check SBM:EB pp. 200-208.
1. Financial ratios show investors both that you are a sophisticate in financial management and that
you are staying on top of your day-to-day business operations. Some ratios from which to choose:
Liquidity.
Current ratio.
Quick ratio.
Inventory to net working capital.
Implications of liquidity ratios.
Profitability.
Gross profit margin.
Return on assets.
Return on equity.
Implications of profitability ratios.
Leverage/debt.
Debt to assets.
Debt to equity.
Long-term debt to equity.
Implications of leverage ratios.
Activity.
Inventory turnover.
Fixed-asset turnover.
Average collection period.
Implications of activity ratios.
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Business Plan Guide - 31
Intangibles--Intellectual Property
For help in completing this section, check SBM:EB pp. 151-152.
APPENDICES
Suggestions for writing this section
1. An appendix provides supporting detail for statements made in the business plan.
Be sure to reference your appendices in the body of the business plan. Tell the
reader when and why to refer to the appendix.
Tab each appendix to make it easy to find.
Number the pages in the appendices. It makes reference to items much easier in
your presentation and discussions.
2. Use as many appendices as necessary to make the body of the business plan as concise as
possible, yet provide excellent documentation and explanation.
Investors want a short document to read, but they want to know that youve done
your homework.
3. Once the plan is done and the appendices completed, read it one more time before copying and
binding.
Double check the appendices references, tabs, and page numbers.
In this section, each heading has categories of information and format rather than questions. You have
already answered the appropriate questions in the body of the business plan. Now, document your plan
with easy-to-read charts, graphs, financial statements, etc. The letter in front of each section title
designates the tab this information should be behind.
Materials that could be included in appendices follow.
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Business Plan Guide - 32
Resume
For business plan, keep to one page.
1. Name and address.
2. Title.
3. Experience.
Chronology format shows duration and recentness of experience.
Responsibility format highlights skills and experience.
4. Education.
When--this might reveal your age range. It is necessary to verify your age range.
Where--in some cases your investors may recognize and value the institution.
What type.
List degrees and important professional development during career. You may need
to offer a sentence or two of explanation if the title of the program does not
reveal its content.
5. Professional.
Memberships in relevant associations.
Avoid listings that reveal gender, race, ethnicity, age, etc.
Certifications.
Awards.
Biography
Elaborates on key events. Should support the resume and flesh it out. No more them one page. Can
include personal data such as family information if relevant.
B. Advertising Samples
1. Company logo.
2. Sample brochure(s).
3. Sample print ads.
4. Media budget.
C. Organizational Chart
Shows who holds what position, reports to whom, and where specific responsibilities lie.
D. Customer Profiles
1. Benefits sought--product/service features that meet benefits.
2. Consumer or business.
3. Distribution.
By industry.
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Business Plan Guide - 33
By region.
By size.
By use/application.
4. Use patterns--industry.
5. Specific applications--individual customer.
6. Purchase patterns--Buying style: leader, late-adopter, etc.
7. Demographics/psychographics/geographics.
8. Media preferences.
9. Price sensitivity
Ideal price, price range.
10. Specific benefits sought.
11. Probability of purchase.
12. Percentage of market share.
By industry.
By customer--percentage of their business that is yours.
E. Competitor Profiles
For help in completing this section, check SBM:EB pp. 69-71.
1. List competitors either in order of importance or alphabetically if they are all relatively equal.
2. Include the following elements:
Name and location.
Key management people.
Product line description and differentiation.
Pricing strategy, pricing information.
Promotional strategy.
Distribution channels.
3. Categorize as aggressive, passive, etc., and why.
4. Why they are a competitor?
5. Their target markets.
6. SWOT analysis.
Strengths positive internal factors.
Weaknesses negative internal factors.
Opportunities - positive external factors.
Threats negative external factors.
7. Their market share.
8. Their position in the market.
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Business Plan Guide - 34
F. Product Profiles
1. Narrative description.
2. Technical description--diagrams, photographs, line art of the product.
3. Charts showing needs met by particular features.
4. Comparison/contrast with key competitive products.
Features.
Benefits for customer of each feature.
Pricing.
5. Any proprietary aspects that provide a competitive edge.
6. Differentiation from market.
Competitive advantage.
7. Positioning in the market.
8. Pricing strategy.
9. Promotion strategy.
10. Distribution strategy.
11. What target market is each product/product line directed towards?
12. New product consideration, improvements planned.
A. Site study.
1. How site was selected.
2. Why site was selected.
3. Zoning issues, if any.
4. Infrastructure.
Utilities, access, phone.
If plant--supplier access: rail lines, major highways, etc.
If retail--customer access: relationship to major roads, intersections, etc.
5. Parking.
6. Signage plan.
7. Location of competitors.
B. Store Layout.
1. Pictures or diagram--exterior.
2. Pictures or diagram--interior.
Explain the choice of layout.
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Business Plan Guide - 35
H. Financial Statements
1. Sales forecast.
2. Cash flow statement.
3. Startup costs.
4. Current and projected profit and loss statement.
5. Current and projected balance sheet.
I. Global Issues
For help in completing this section, check SBEB pp. 377-401.
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Business Plan Guide - 36
3. Direct exporting.
4. Licensing.
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part.
Business Plan Guide - 37
[Company Logo]
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part.
Business Plan Guide - 38
A Business Plan
This business plan contains proprietary information that may not be shared, copied, disclosed, or
otherwise compromised without the consent of [Company Name].
Table of Contents
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part.
Business Plan Guide - 39
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part.
Business Plan Guide - 40
Mission Statement
[Insert here]
Business Objective(s)
[Insert here]
Company Information
[Insert here]
Market Opportunity
[Insert here]
The Financials
Summary of 3 years actual, 3 years projected. [Insert your summary financial tables
here. The data is easiest to read if in table rather than narrative format.]
Summary of Financing
Current Amount Amount Needed
Debt _____________ _____________
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part.
Business Plan Guide - 41
The Industry
[Insert here]
Competitive Advantages
[Insert here]
[Frame in terms of your customers desire benefits. Consider referencing your customer profile in the
appropriate appendix as support for your competitive advantages.]
Target Markets
[Insert here]
[Reference the appropriate appendix where your customer profiles are.]
Market Trends
[Insert here]
Competition
[Insert here]
Market Share
[Insert here]
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part.
Business Plan Guide - 42
Market Strategy
[Insert here]
Product
[Insert here]
Pricing
[Insert here]
Promotion
[Insert here]
Place
[Insert here]
Service Policies
[Insert here]
Production
[Insert here]
Geographic Location
[Insert here]
Facilities
[Insert here]
Control Systems
[Insert here]
Labor Force
[Insert here]
Training
[Insert here]
Staffing Plan
[Insert here]
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part.
Business Plan Guide - 43
Succession Plan
[Insert here]
Management Philosophy
[Insert here]
Business/Organizational Structure
[Insert here]
[Include the organizational chart here or provide a narrative description and reference the appropriate
appendix.]
Key Events
[Insert here]
SECTION IX CRITICAL RISKS AND ASSUMPTIONS
Economic Development
[Insert here]
Community Development
[Insert here]
Human Development
[Insert here]
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part.
Business Plan Guide - 44
Financial Practices
[Insert here]
Cash Budget
[Insert here]
Breakeven Analysis
[Insert here]
Financial Ratios
[Insert here]
[Refer to your textbook for the formulas to calculate these ratios.]
Intangibles-Intellectual Property
[Insert here]
Appendix A
Resumes and Biographies of Key Personnel
[Insert here]
Appendix B
Advertising Samples
[Insert here]
Appendix C
Organizational Chart
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part.
Business Plan Guide - 45
Appendix D
Customer Profiles
[Insert here]
Appendix E
Competitor Profiles
[Insert here]
Appendix F
Product Profiles
[Insert here]
Appendix G
Site Study and/or Store Layout
Site Study
[Insert here]
Store Layout
[Insert here]
2016 Cengage Learn ing. All Rights Reserved. Ma y not be scanned , copied o r dup licated , or posted to a publicly ac cessib le website, in whole or in
part.