IDIOTS GUIDE TO WRITING A BUSINESS PLAN: BASED ON OUTLINE Executive Summary

The executive summary is the abstract of the business plan. It summarizes the content and purpose of your finished plan, covering all of the key points.

Your Company (introductory overview - who, what, where it is and why it is unique) Market Opportunity (opportunities your company is positioned to take advantage of) Capital Requirements, Breakdown of Uses of Funds NOT NECESSARY Management (who they are and strengths each one brings to the company) SWOT ANALYSIS Financial Projections (summary of Income Statement Projections for next 3 years)

Business Brief
Greater details about the project/product/service. Why business was formed? Where is the beef? How is it going to improve the customers/users life? What is so unique about the project?

Involved Parties/Associated Companies

Who is the brains behind the idea? What is their experience in the sector/market/etc. Who is involved in the project that gives it credibility? Scientists? Universities? Consultants? Strategic relationships?

The Mission
Traditional Mission Statement: short and long term

Setting up the NEWCO: In phases

YEAR ONE: Phase 1 -Start-up activities: designing and perfecting product, finding production facility, first marketing activities including research and analysis Phase 2 What it takes to get product to market? Certifications? Manufacturing processes

 Phase 3 Sales strategies. How is the product going to be sold? Through which channels (online, via sales force, strategic partnerships) YEAR TWO: Product is designed and production is ready to start. At this point, what is to be done to consolidate the sales and distribution Channels. What are the marketing activities to be used to promote the product? Strategic partnerships with existing channels? How can the current market be expanded or can the product be placed in other markets? YEAR THREE: see year two and expand on it

Branding
The name: What sensations should the name give off? What name best reflects the product? The name must be easily pronounced, recognized and understood. English better, play on words not always the best. Logo development: Done via marketing company or in-house? What image best represents product, service, newco. Does the logo incorporate the name or is a single image the best way to portray the product? Message or pitch (ie payoff) What are we trying to say with the product? You cant live without this because it makes your complicated life easier!

Market Analysis

Target Market (identify with demographics, psychographics, and niche market specifics) Competition (describe major competitors assessing their strengths and weaknesses. Market Trends (identify industry trends and customer trends)

Marketing Strategy

Packaging (quality considerations and packaging) Pricing (price strategy) Positioning (competitive positioning, pricing positioning) Detailed Sales Strategies (direct sales, direct mail, email, affiliate, reciprocal, and viral marketing). Who is going to do the sales and set up the sales network? Marketing company or in-house sales force?

Promotional Activities

Long term advertising Strategies (traditional, web/new media, long-term sponsorships) Long term Public Relations strategies (online presence, events, press releases, interviews) Long term Networking (memberships and leadership positions)

Investments
Business start-up activities costs prototype creation and renderings, company naming and logo creation, personnel costs Production costs costs to purchase machinery and facilities or costs to pay an existing company to produce the product for you (licensing) Marketing, Sales and Promotion costs all related to product launch such as sales materials, training materials, promotional materials Consultants (if necessary)

Revenues
Forecasts for Years 1, 2 and 3. Forecasts are based upon expected or potential sales and derive from market research. Assumptions A list of assumptions you made to arrive at your forecasts. Ex, you believe you can capture 1% of total market in year 1, 5% in year two, 20% yr. 3 etc. based on XXXXX Breakdown of Revenues - by sector, market, distribution channel, sales venue, etc.

Financial Projections
Profit and Loss, Cash Flows, Financial TrendsYear 1 Profit and Loss, Cash Flows, Financial TrendsYear 2 Profit and Loss, Cash Flows and Financial Trends Year 3 Monthly Revenue Trends-24 months

Estimated project costs

Breakdown of Project Costs (by year, by cost center) Breakdown of Cost of Sales, Salaries and Wages Assumptions - Other Costs