EXAMPLE BUSINESS PLAN LAYOUT

Cover Sheet

* Company Name
* Presented To 
* Date
* Copy number


Table of Contents

* List key sections of business plan


Executive Summary

* The Company Overview
* Mission Statement
* Statement of Funding 
* Statement of Purpose 


Description of Business

* Company Ownership
* Description of Product/Service (overview)  What are you going to sell?
* Company Location and Facilities
* Licenses/Permits/Regulations
* Overview of key items
* Insurance
* Overview of most pertinent concepts
* Start-up Costs
* Listing of key purchases necessary to execute business plan


Market Analysis
(External factors impacting marketing)

* Target Market and Demographics
o Description of Customers
o Market Segments
o Unmet needs & how you fill them
o Key trends

* Quantify Market Potential
o Number of customers
o Number of units
o Trends in consumption
o Future projections

* Competitive Analysis
o List of Competitors 
o Positioning Analysis
o Pricing Analysis (overview, detail could be put in appendix)
o SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)


Marketing Strategy and Implementation 
(Internal marketing activities)

* Marketing Plan
o Product / service offering
o Pricing strategies
o Marketing communications
o Promotional strategies
o Service excellence 
o Guarantees / warranties / returns 
o SWOT analysis
o Sales forecast
o Marketing research

* Competitive Edge
o Why will the customer select your company vs. other options? (including doing nothing)
o What is the compelling reason you are giving the customer to purchase your product?

* Distribution and Sales
o Key sales opportunities
o List distribution channels
o List major distribution partners
o List communication strategies
o Define sales / distribution 

* Strategic Alliances
o Key relationships 


Operations Plan 
(How will we produce what it is we sell)

* Manufacturing Plan
o Manufacturing Facilities
o Key Developments

* Research & Development
o Key projects
o Strategies to keep ahead of competition

* Purchasing Plan
o Key vendors
o Purchasing strategies

* Warehousing / Shipping Operations
* Key Capital Expenditures
* Equipment


Human Resources

* Management Summary
o List specific managerial skills
o Answer question “why are you qualified to run this business?”

* Organizational Structure
o Organizational Chart
o Job description summaries for key positions

* Personnel Plan
o How many people and what is the timing?
o Describe return on investment analysis pertaining to people
o Benefits and Other Associated Employee Costs
o Recruiting and selection processes


Financial Plan

* List Key Assumptions (support your financial projections)
* Break-even Analysis
* Historical Financial Statements (current, 3-5 years if available)
* Projected Profit and Loss (monthly for next year, yearly thereafter for 2-5 more years)
* Projected Cash Flow (along with projected financing requirements)
* Projected Balance Sheet
* Pertinent Business Ratios


Appendix

* List key items not included in business plan
* Management resumes
* Owner’s Personal Financial Statement
* Manufacturing details – key products
* Customer contracts
* Vendor contracts
* Sales literature
* Key consultants / advisory board
* Customer letters
* Results from marketing research 

Note: Not every business plan will have every one of these items. And some plans may require items that are not included in this list. Business plans follow a general order, but are written for a specific business and for various purposes. Be sure the business plan you write serves the purposes that you intend for it.