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However, you do need to address each of these topics, even if only to show
why it's *not* important for your business.
And as you write, write as if you were already in that business... don't
write about what you do now unless it's important for what you plan to do.
Note that packaging is important. With today's technology, it is not
difficult or expensive to insert color images or accent color to make the final product
more appealing, distinguish your company, and improve content retention.
Plan to print your business plan on a good quality laser or color printer
and bind the copies in attractive covers.
While a business plan is not the place to test your fledgling graphic
design talents, using a nice text layout and effective headlines will make the document
look more professional. Do invest some time in the appearance of the finished
product. And proofread everything!
Business Plan Outline
I. Executive Summary
(maximum of 2 pages that summarizes everything in the rest of the business
plan in a compelling or persuasive way)
2. Table of Contents
(keep it simple)
3. Company Description
(what business you are in, your principal services, markets, products,
etc., the chief factors that dintinguish you and will account for your success)
4. Market Analysis and Marketing
(a) Industry (describe the industry size,
customers, etc.; target markets you will try to reach (this is a critical element of the
overall plan); regulatory requirements, impact of your business on the market, how will
the market and/or your services change over the next 3-5 years)
(b) Competition (who, how do you compare--esp. in
the eyes of customers, market share of existing competitors)
(c) Marketing activities (strategy, meaning the
image you will work toward, specialization, how you will focus on specific target markets;
pricing; sales appeals; how you will prioritize your market segments and activities)
(d) Selling activities (how you'll identify
prospective customers, how will you decide who to contact and in what order, how long will
it take to generate business)
5. Technology: Research, Development and Trends
(describe the essence of your current technology and any breakthroughs or
recent developments that may affect the science of how you do your business; describe new
technologies or approaches that may become practical in the next few years)
6. Business Operations or Manufacturing
(how will you conduct your operation, what operating advantages do you
have, if you will use subcontractors how much of the work will they do)
7. Management and Ownership
(name key personnel, how you will attract key people, what are their
skills--particularly experience--that relate to the success of the venture, what position
staffing additions do you plan and when, who will be on your Board of Directors, what is
your stock/ownership plan)
8. Organization and Personnel
(how many people will you need--by type, what compensation method will you
use <salary, stock>, show a sample organizational structure for the startup and for
later)
9. Funds Required and Their Use
(how much do you need now to open, how much over the next 3 years and when
will it be needed, how will the funds be used--tie back to your business development
goals)
10. Financial Data
(make projections of profit and loss or income statements by quarter until
the break even point, then annually after that for the first 5 years, state what
assumptions have been made and why your assumptions are good)
11. Administrative Considerations
(Name of the business should reflect the major thrust of the business or
be distinctive in some way, business plan should be printed and bound, copies of the plan
should be controlled and distribution recorded--number each copy and get a confidentiality
agreement from each person to whom you give a copy of the plan that shows the number of
the copy on it)
12. Appendices
(resumes of key managers, professional references, copies of any market
studies or articles from trade journals or local business press that support your claims
about the potential success of this type of business)
Copyright 1997 by Kaye
Vivian at kvivian@cloud9.net. All rights reserved. |
