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What is a business plan? Definition, Purpose, and Types

In the world of business, a well-thought-out plan is often the key to success. This plan, known as a business plan, is a comprehensive document that outlines a company’s goals, strategies , and financial projections. Whether you’re starting a new business or looking to expand an existing one, a business plan is an essential tool.

As a business plan writer and consultant , I’ve crafted over 15,000 plans for a diverse range of businesses. In this article, I’ll be sharing my wealth of experience about what a business plan is, its purpose, and the step-by-step process of creating one. By the end, you’ll have a thorough understanding of how to develop a robust business plan that can drive your business to success.

What is a business plan?

A business plan is a roadmap for your business. It outlines your goals, strategies, and how you plan to achieve them. It’s a living document that you can update as your business grows and changes.

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Purposes of a Business Plan

These are the following purpose of business plan:

• Attract investors and lenders: If you’re seeking funding for your business , a business plan is a must-have. Investors and lenders want to see that you have a clear plan for how you’ll use their money to grow your business and generate revenue.
• Get organized and stay on track: Writing a business plan forces you to think through all aspects of your business, from your target market to your marketing strategy. This can help you identify any potential challenges and opportunities early on, so you can develop a plan to address them.
• Make better decisions: A business plan can help you make better decisions about your business by providing you with a framework to evaluate different options. For example, if you’re considering launching a new product, your business plan can help you assess the potential market demand, costs, and profitability.

What are the essential components of a business plan?

Executive summary

The executive summary is the most important part of your business plan, even though it’s the last one you’ll write. It’s the first section that potential investors or lenders will read, and it may be the only one they read. The executive summary sets the stage for the rest of the document by introducing your company’s mission or vision statement, value proposition, and long-term goals.

Business description or overview

The business description section of your business plan should introduce your business to the reader in a compelling and concise way. It should include your business name, years in operation, key offerings, positioning statement, and core values (if applicable). You may also want to include a short history of your company.

Product and price

In this section, the company should describe its products or services , including pricing, product lifespan, and unique benefits to the consumer. Other relevant information could include production and manufacturing processes, patents, and proprietary technology.

Competitive analysis

Every industry has competitors, even if your business is the first of its kind or has the majority of the market share. In the competitive analysis section of your business plan, you’ll objectively assess the industry landscape to understand your business’s competitive position. A SWOT analysis is a structured way to organize this section.

Target market

Your target market section explains the core customers of your business and why they are your ideal customers. It should include demographic, psychographic, behavioral, and geographic information about your target market.

Marketing plan

Marketing plan describes how the company will attract and retain customers, including any planned advertising and marketing campaigns . It also describes how the company will distribute its products or services to consumers.

After outlining your goals, validating your business opportunity, and assessing the industry landscape, the team section of your business plan identifies who will be responsible for achieving your goals. Even if you don’t have your full team in place yet, investors will be impressed by your clear understanding of the roles that need to be filled.

Financial plan

In the financial plan section,established businesses should provide financial statements , balance sheets , and other financial data. New businesses should provide financial targets and estimates for the first few years, and may also request funding.

Funding requirements

Since one goal of a business plan is to secure funding from investors , you should include the amount of funding you need, why you need it, and how long you need it for.

• Tip: Use bullet points and numbered lists to make your plan easy to read and scannable.

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Types of business plan.

Business plans can come in many different formats, but they are often divided into two main types: traditional and lean startup. The U.S. Small Business Administration (SBA) says that the traditional business plan is the more common of the two.

Lean startup business plans

Lean startup business plans are short (as short as one page) and focus on the most important elements. They are easy to create, but companies may need to provide more information if requested by investors or lenders.

Traditional business plans

Traditional business plans are longer and more detailed than lean startup business plans, which makes them more time-consuming to create but more persuasive to potential investors. Lean startup business plans are shorter and less detailed, but companies should be prepared to provide more information if requested.

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How often should a business plan be reviewed and revised?

A business plan should be reviewed and revised at least annually, or more often if the business is experiencing significant changes. This is because the business landscape is constantly changing, and your business plan needs to reflect those changes in order to remain relevant and effective.

Here are some specific situations in which you should review and revise your business plan:

• You have launched a new product or service line.
• You have entered a new market.
• You have experienced significant changes in your customer base or competitive landscape.
• You have made changes to your management team or organizational structure.
• You have raised new funding.

What are the key elements of a lean startup business plan?

A lean startup business plan is a short and simple way for a company to explain its business, especially if it is new and does not have a lot of information yet. It can include sections on the company’s value proposition, major activities and advantages, resources, partnerships, customer segments, and revenue sources.

What are some of the reasons why business plans don't succeed?

• Unrealistic assumptions: Business plans are often based on assumptions about the market, the competition, and the company’s own capabilities. If these assumptions are unrealistic, the plan is doomed to fail.
• Lack of focus: A good business plan should be focused on a specific goal and how the company will achieve it. If the plan is too broad or tries to do too much, it is unlikely to be successful.
• Poor execution: Even the best business plan is useless if it is not executed properly. This means having the right team in place, the necessary resources, and the ability to adapt to changing circumstances.
• Unforeseen challenges:  Every business faces challenges that could not be predicted or planned for. These challenges can be anything from a natural disaster to a new competitor to a change in government regulations.

What are the benefits of having a business plan?

• It helps you to clarify your business goals and strategies.
• It can help you to attract investors and lenders.
• It can serve as a roadmap for your business as it grows and changes.
• It can help you to make better business decisions.

How to write a business plan?

There are many different ways to write a business plan, but most follow the same basic structure. Here is a step-by-step guide:

• Executive summary.
• Company description.
• Management and organization description.
• Financial projections.

How to write a business plan step by step?

Start with an executive summary, then describe your business, analyze the market, outline your products or services, detail your marketing and sales strategies, introduce your team, and provide financial projections.

Why do I need a business plan for my startup?

A business plan helps define your startup’s direction, attract investors, secure funding, and make informed decisions crucial for success.

What are the key components of a business plan?

Key components include an executive summary, business description, market analysis, products or services, marketing and sales strategy, management and team, financial projections, and funding requirements.

Can a business plan help secure funding for my business?

Yes, a well-crafted business plan demonstrates your business’s viability, the use of investment, and potential returns, making it a valuable tool for attracting investors and lenders.

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The Importance of a Business Plan

What are the benefits of a business plan, why is it important for entrepreneurs to develop financial plans for their companies.

• How do I Write an Executive Summary for a Start Up Business?
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If you are preparing to start your own business, you should first write a business plan. A good business plan acts as a dynamic blueprint for running and expanding your business, according to Inc.com. To write a business plan you can use, however, it is necessary for you to understand the main purposes of one.

Maintaining Business Focus

A business plan contains all of your product information, manpower and financial estimates and your plans for the future. As you look to grow your business, you should refer to your business plan, according to the Small Business Administration. When you decide to make changes to your business, those changes should be reflected in your business plan. When you make updates to your business plan, you get to see how your proposed changes will affect your entire business.

Your business plan reminds you of why you started your business in the first place, what your original goals were and how business changes will affect your original vision.

Securing Outside Financing

As you start your business, and even as your business moves along, you will constantly need to concern yourself with financing your business. Financing concerns begin with the start-up costs and then continue with business expansion and new product development. When you look for outside financing, one of the first things the investor will want to see is your business plan, according to Inc.com.

Private investors, banks or any other lending institution will want to see how you plan on running your business, what your expense and revenue projections are and whether or not your plans for the future are attainable with the business you have created. All of this can be answered by a well-written and thorough business plan.

Fueling Ambitions and Mapping Growth

Starting your own business can seem like a daunting task if you have never done it before. When you break down your business into a business plan, it can motivate you because it presents the business in an organized fashion, according to the University of Colorado. When you spend the time to outline your business in detail, you begin to understand what it will take to get your dream off the ground. Following a business plan can help you to map out the growth of your company and give you confidence when you need it.

Enlightening Executive Talent

As your business grows, you will need to consider adding executives to your team that can help move your company in the right direction. A business plan will help executive talent see your business vision and determine whether or not your company is a worthwhile investment of time and resources.

• Inc.: How to Write a Great Business Plan
• Entrepreneur: How to Find the Purpose of Your Business Plan
• University of Central Arkansas: Small Business Advancement National Center

George N. Root III began writing professionally in 1985. His publishing credits include a weekly column in the "Lockport Union Sun and Journal" along with the "Spectrum," the "Niagara Falls Gazette," "Tonawanda News," "Watertown Daily News" and the "Buffalo News." Root has a Bachelor of Arts in English from the State University of New York, Buffalo.

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What is a Business Plan? Definition, Tips, and Templates

Published: June 28, 2024

Years ago, I had an idea to launch a line of region-specific board games. I knew there was a market for games that celebrated local culture and heritage. I was so excited about the concept and couldn't wait to get started.

But my idea never took off. Why? Because I didn‘t have a plan. I lacked direction, missed opportunities, and ultimately, the venture never got off the ground.

And that’s exactly why a business plan is important. It cements your vision, gives you clarity, and outlines your next step.

In this post, I‘ll explain what a business plan is, the reasons why you’d need one, identify different types of business plans, and what you should include in yours.

Table of Contents

What is a business plan?

What is a business plan used for.

• Business Plan Template [Download Now]

Purposes of a Business Plan

What does a business plan need to include, types of business plans.

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A business plan is a comprehensive document that outlines a company's goals, strategies, and financial projections. It provides a detailed description of the business, including its products or services, target market, competitive landscape, and marketing and sales strategies. The plan also includes a financial section that forecasts revenue, expenses, and cash flow, as well as a funding request if the business is seeking investment.

The business plan is an undeniably critical component to getting any company off the ground. It's key to securing financing, documenting your business model, outlining your financial projections, and turning that nugget of a business idea into a reality.

The purpose of a business plan is three-fold: It summarizes the organization’s strategy in order to execute it long term, secures financing from investors, and helps forecast future business demands.

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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

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A business plan is a document that outlines a company's goals and the strategies to achieve them. It's valuable for both startups and established companies. For startups, a well-crafted business plan is crucial for attracting potential lenders and investors. Established businesses use business plans to stay on track and aligned with their growth objectives. This article will explain the key components of an effective business plan and guidance on how to write one.

Key Takeaways

• A business plan is a document detailing a company's business activities and strategies for achieving its goals.
• Startup companies use business plans to launch their venture and to attract outside investors.
• For established companies, a business plan helps keep the executive team focused on short- and long-term objectives.
• There's no single required format for a business plan, but certain key elements are essential for most companies.

Investopedia / Ryan Oakley

Any new business should have a business plan in place before beginning operations. Banks and venture capital firms often want to see a business plan before considering making a loan or providing capital to new businesses.

Even if a company doesn't need additional funding, having a business plan helps it stay focused on its goals. Research from the University of Oregon shows that businesses with a plan are significantly more likely to secure funding than those without one. Moreover, companies with a business plan grow 30% faster than those that don't plan. According to a Harvard Business Review article, entrepreneurs who write formal plans are 16% more likely to achieve viability than those who don't.

A business plan should ideally be reviewed and updated periodically to reflect achieved goals or changes in direction. An established business moving in a new direction might even create an entirely new plan.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. It allows for careful consideration of ideas before significant investment, highlights potential obstacles to success, and provides a tool for seeking objective feedback from trusted outsiders. A business plan may also help ensure that a company’s executive team remains aligned on strategic action items and priorities.

While business plans vary widely, even among competitors in the same industry, they often share basic elements detailed below.

A well-crafted business plan is essential for attracting investors and guiding a company's strategic growth. It should address market needs and investor requirements and provide clear financial projections.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, gathering the basic information into a 15- to 25-page document is best. Any additional crucial elements, such as patent applications, can be referenced in the main document and included as appendices.

Common elements in many business plans include:

• Executive summary : This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
• Products and services : Describe the products and services the company offers or plans to introduce. Include details on pricing, product lifespan, and unique consumer benefits. Mention production and manufacturing processes, relevant patents , proprietary technology , and research and development (R&D) information.
• Market analysis : Explain the current state of the industry and the competition. Detail where the company fits in, the types of customers it plans to target, and how it plans to capture market share from competitors.
• Marketing strategy : Outline the company's plans to attract and retain customers, including anticipated advertising and marketing campaigns. Describe the distribution channels that will be used to deliver products or services to consumers.
• Financial plans and projections : Established businesses should include financial statements, balance sheets, and other relevant financial information. New businesses should provide financial targets and estimates for the first few years. This section may also include any funding requests.

Investors want to see a clear exit strategy, expected returns, and a timeline for cashing out. It's likely a good idea to provide five-year profitability forecasts and realistic financial estimates.

2 Types of Business Plans

Business plans can vary in format, often categorized into traditional and lean startup plans. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

• Traditional business plans : These are detailed and lengthy, requiring more effort to create but offering comprehensive information that can be persuasive to potential investors.
• Lean startup business plans : These are concise, sometimes just one page, and focus on key elements. While they save time, companies should be ready to provide additional details if requested by investors or lenders.

Why Do Business Plans Fail?

A business plan isn't a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections. Markets and the economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All this calls for building flexibility into your plan, so you can pivot to a new course if needed.

How Often Should a Business Plan Be Updated?

How frequently a business plan needs to be revised will depend on its nature. Updating your business plan is crucial due to changes in external factors (market trends, competition, and regulations) and internal developments (like employee growth and new products). While a well-established business might want to review its plan once a year and make changes if necessary, a new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is ideal for quickly explaining a business, especially for new companies that don't have much information yet. Key sections may include a value proposition , major activities and advantages, resources (staff, intellectual property, and capital), partnerships, customer segments, and revenue sources.

A well-crafted business plan is crucial for any company, whether it's a startup looking for investment or an established business wanting to stay on course. It outlines goals and strategies, boosting a company's chances of securing funding and achieving growth.

As your business and the market change, update your business plan regularly. This keeps it relevant and aligned with your current goals and conditions. Think of your business plan as a living document that evolves with your company, not something carved in stone.

University of Oregon Department of Economics. " Evaluation of the Effectiveness of Business Planning Using Palo Alto's Business Plan Pro ." Eason Ding & Tim Hursey.

Bplans. " Do You Need a Business Plan? Scientific Research Says Yes ."

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

Harvard Business Review. " How to Write a Winning Business Plan ."

U.S. Small Business Administration. " Write Your Business Plan ."

SCORE. " When and Why Should You Review Your Business Plan? "

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How to make a business plan

Table of Contents

How to make a good business plan: step-by-step guide.

A business plan is a strategic roadmap used to navigate the challenging journey of entrepreneurship. It's the foundation upon which you build a successful business.

A well-crafted business plan can help you define your vision, clarify your goals, and identify potential problems before they arise.

But where do you start? How do you create a business plan that sets you up for success?

This article will explore the step-by-step process of creating a comprehensive business plan.

What is a business plan?

A business plan is a formal document that outlines a business's objectives, strategies, and operational procedures. It typically includes the following information about a company:

Products or services

Target market

Competitors

Marketing and sales strategies

Financial plan

Management team

A business plan serves as a roadmap for a company's success and provides a blueprint for its growth and development. It helps entrepreneurs and business owners organize their ideas, evaluate the feasibility, and identify potential challenges and opportunities.

As well as serving as a guide for business owners, a business plan can attract investors and secure funding. It demonstrates the company's understanding of the market, its ability to generate revenue and profits, and its strategy for managing risks and achieving success.

Business plan vs. business model canvas

A business plan may seem similar to a business model canvas, but each document serves a different purpose.

A business model canvas is a high-level overview that helps entrepreneurs and business owners quickly test and iterate their ideas. It is often a one-page document that briefly outlines the following:

Key partnerships

Key activities

Key propositions

Customer relationships

Customer segments

Key resources

Cost structure

Revenue streams

On the other hand, a Business Plan Template provides a more in-depth analysis of a company's strategy and operations. It is typically a lengthy document and requires significant time and effort to develop.

A business model shouldn’t replace a business plan, and vice versa. Business owners should lay the foundations and visually capture the most important information with a Business Model Canvas Template . Because this is a fast and efficient way to communicate a business idea, a business model canvas is a good starting point before developing a more comprehensive business plan.

A business plan can aim to secure funding from investors or lenders, while a business model canvas communicates a business idea to potential customers or partners.

Why is a business plan important?

A business plan is crucial for any entrepreneur or business owner wanting to increase their chances of success.

Here are some of the many benefits of having a thorough business plan.

Helps to define the business goals and objectives

A business plan encourages you to think critically about your goals and objectives. Doing so lets you clearly understand what you want to achieve and how you plan to get there.

A well-defined set of goals, objectives, and key results also provides a sense of direction and purpose, which helps keep business owners focused and motivated.

Guides decision-making

A business plan requires you to consider different scenarios and potential problems that may arise in your business. This awareness allows you to devise strategies to deal with these issues and avoid pitfalls.

With a clear plan, entrepreneurs can make informed decisions aligning with their overall business goals and objectives. This helps reduce the risk of making costly mistakes and ensures they make decisions with long-term success in mind.

Attracts investors and secures funding

Investors and lenders often require a business plan before considering investing in your business. A document that outlines the company's goals, objectives, and financial forecasts can help instill confidence in potential investors and lenders.

A well-written business plan demonstrates that you have thoroughly thought through your business idea and have a solid plan for success.

Identifies potential challenges and risks

A business plan requires entrepreneurs to consider potential challenges and risks that could impact their business. For example:

Is there enough demand for my product or service?

Will I have enough capital to start my business?

Is the market oversaturated with too many competitors?

What will happen if my marketing strategy is ineffective?

By identifying these potential challenges, entrepreneurs can develop strategies to mitigate risks and overcome challenges. This can reduce the likelihood of costly mistakes and ensure the business is well-positioned to take on any challenges.

Provides a basis for measuring success

A business plan serves as a framework for measuring success by providing clear goals and financial projections . Entrepreneurs can regularly refer to the original business plan as a benchmark to measure progress. By comparing the current business position to initial forecasts, business owners can answer questions such as:

Are we where we want to be at this point?

Did we achieve our goals?

If not, why not, and what do we need to do?

After assessing whether the business is meeting its objectives or falling short, business owners can adjust their strategies as needed.

How to make a business plan step by step

The steps below will guide you through the process of creating a business plan and what key components you need to include.

1. Create an executive summary

Start with a brief overview of your entire plan. The executive summary should cover your business plan's main points and key takeaways.

Keep your executive summary concise and clear with the Executive Summary Template . The simple design helps readers understand the crux of your business plan without reading the entire document.

2. Write your company description

Provide a detailed explanation of your company. Include information on what your company does, the mission statement, and your vision for the future.

Provide additional background information on the history of your company, the founders, and any notable achievements or milestones.

3. Conduct a market analysis

Conduct an in-depth analysis of your industry, competitors, and target market. This is best done with a SWOT analysis to identify your strengths, weaknesses, opportunities, and threats. Next, identify your target market's needs, demographics, and behaviors.

Use the Competitive Analysis Template to brainstorm answers to simple questions like:

What does the current market look like?

Who are your competitors?

What are they offering?

What will give you a competitive advantage?

Who is your target market?

What are they looking for and why?

How will your product or service satisfy a need?

These questions should give you valuable insights into the current market and where your business stands.

4. Describe your products and services

Provide detailed information about your products and services. This includes pricing information, product features, and any unique selling points.

Use the Product/Market Fit Template to explain how your products meet the needs of your target market. Describe what sets them apart from the competition.

5. Design a marketing and sales strategy

Outline how you plan to promote and sell your products. Your marketing strategy and sales strategy should include information about your:

Pricing strategy

Advertising and promotional tactics

Sales channels

The Go to Market Strategy Template is a great way to visually map how you plan to launch your product or service in a new or existing market.

6. Determine budget and financial projections

Document detailed information on your business’ finances. Describe the current financial position of the company and how you expect the finances to play out.

Some details to include in this section are:

Startup costs

Revenue projections

Profit and loss statement

Funding you have received or plan to receive

Strategy for raising funds

7. Set the organization and management structure

Define how your company is structured and who will be responsible for each aspect of the business. Use the Business Organizational Chart Template to visually map the company’s teams, roles, and hierarchy.

As well as the organization and management structure, discuss the legal structure of your business. Clarify whether your business is a corporation, partnership, sole proprietorship, or LLC.

8. Make an action plan

At this point in your business plan, you’ve described what you’re aiming for. But how are you going to get there? The Action Plan Template describes the following steps to move your business plan forward. Outline the next steps you plan to take to bring your business plan to fruition.

Types of business plans

Several types of business plans cater to different purposes and stages of a company's lifecycle. Here are some of the most common types of business plans.

Startup business plan

A startup business plan is typically an entrepreneur's first business plan. This document helps entrepreneurs articulate their business idea when starting a new business.

Not sure how to make a business plan for a startup? It’s pretty similar to a regular business plan, except the primary purpose of a startup business plan is to convince investors to provide funding for the business. A startup business plan also outlines the potential target market, product/service offering, marketing plan, and financial projections.

Strategic business plan

A strategic business plan is a long-term plan that outlines a company's overall strategy, objectives, and tactics. This type of strategic plan focuses on the big picture and helps business owners set goals and priorities and measure progress.

The primary purpose of a strategic business plan is to provide direction and guidance to the company's management team and stakeholders. The plan typically covers a period of three to five years.

Operational business plan

An operational business plan is a detailed document that outlines the day-to-day operations of a business. It focuses on the specific activities and processes required to run the business, such as:

Organizational structure

Staffing plan

Production plan

Quality control

Inventory management

Supply chain

The primary purpose of an operational business plan is to ensure that the business runs efficiently and effectively. It helps business owners manage their resources, track their performance, and identify areas for improvement.

Growth-business plan

A growth-business plan is a strategic plan that outlines how a company plans to expand its business. It helps business owners identify new market opportunities and increase revenue and profitability. The primary purpose of a growth-business plan is to provide a roadmap for the company's expansion and growth.

The 3 Horizons of Growth Template is a great tool to identify new areas of growth. This framework categorizes growth opportunities into three categories: Horizon 1 (core business), Horizon 2 (emerging business), and Horizon 3 (potential business).

One-page business plan

A one-page business plan is a condensed version of a full business plan that focuses on the most critical aspects of a business. It’s a great tool for entrepreneurs who want to quickly communicate their business idea to potential investors, partners, or employees.

A one-page business plan typically includes sections such as business concept, value proposition, revenue streams, and cost structure.

Best practices for how to make a good business plan

Here are some additional tips for creating a business plan:

Use a template

A template can help you organize your thoughts and effectively communicate your business ideas and strategies. Starting with a template can also save you time and effort when formatting your plan.

Miro’s extensive library of customizable templates includes all the necessary sections for a comprehensive business plan. With our templates, you can confidently present your business plans to stakeholders and investors.

Be practical

Avoid overestimating revenue projections or underestimating expenses. Your business plan should be grounded in practical realities like your budget, resources, and capabilities.

Be specific

Provide as much detail as possible in your business plan. A specific plan is easier to execute because it provides clear guidance on what needs to be done and how. Without specific details, your plan may be too broad or vague, making it difficult to know where to start or how to measure success.

Be thorough with your research

Conduct thorough research to fully understand the market, your competitors, and your target audience . By conducting thorough research, you can identify potential risks and challenges your business may face and develop strategies to mitigate them.

Get input from others

It can be easy to become overly focused on your vision and ideas, leading to tunnel vision and a lack of objectivity. By seeking input from others, you can identify potential opportunities you may have overlooked.

Review and revise regularly

A business plan is a living document. You should update it regularly to reflect market, industry, and business changes. Set aside time for regular reviews and revisions to ensure your plan remains relevant and effective.

Create a winning business plan to chart your path to success

Starting or growing a business can be challenging, but it doesn't have to be. Whether you're a seasoned entrepreneur or just starting, a well-written business plan can make or break your business’ success.

The purpose of a business plan is more than just to secure funding and attract investors. It also serves as a roadmap for achieving your business goals and realizing your vision. With the right mindset, tools, and strategies, you can develop a visually appealing, persuasive business plan.

Ready to make an effective business plan that works for you? Check out our library of ready-made strategy and planning templates and chart your path to success.

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12 Key Elements of a Business Plan (Top Components Explained)

Starting and running a successful business requires proper planning and execution of effective business tactics and strategies .

You need to prepare many essential business documents when starting a business for maximum success; the business plan is one such document.

When creating a business, you want to achieve business objectives and financial goals like productivity, profitability, and business growth. You need an effective business plan to help you get to your desired business destination.

Even if you are already running a business, the proper understanding and review of the key elements of a business plan help you navigate potential crises and obstacles.

This article will teach you why the business document is at the core of any successful business and its key elements you can not avoid.

Let’s get started.

Why Are Business Plans Important?

Business plans are practical steps or guidelines that usually outline what companies need to do to reach their goals. They are essential documents for any business wanting to grow and thrive in a highly-competitive business environment .

1. Proves Your Business Viability

A business plan gives companies an idea of how viable they are and what actions they need to take to grow and reach their financial targets. With a well-written and clearly defined business plan, your business is better positioned to meet its goals.

2. Guides You Throughout the Business Cycle

A business plan is not just important at the start of a business. As a business owner, you must draw up a business plan to remain relevant throughout the business cycle .

During the starting phase of your business, a business plan helps bring your ideas into reality. A solid business plan can secure funding from lenders and investors.

After successfully setting up your business, the next phase is management. Your business plan still has a role to play in this phase, as it assists in communicating your business vision to employees and external partners.

Essentially, your business plan needs to be flexible enough to adapt to changes in the needs of your business.

3. Helps You Make Better Business Decisions

As a business owner, you are involved in an endless decision-making cycle. Your business plan helps you find answers to your most crucial business decisions.

A robust business plan helps you settle your major business components before you launch your product, such as your marketing and sales strategy and competitive advantage.

4. Eliminates Big Mistakes

Many small businesses fail within their first five years for several reasons: lack of financing, stiff competition, low market need, inadequate teams, and inefficient pricing strategy.

Creating an effective plan helps you eliminate these big mistakes that lead to businesses' decline. Every business plan element is crucial for helping you avoid potential mistakes before they happen.

5. Secures Financing and Attracts Top Talents

Having an effective plan increases your chances of securing business loans. One of the essential requirements many lenders ask for to grant your loan request is your business plan.

A business plan helps investors feel confident that your business can attract a significant return on investments ( ROI ).

You can attract and retain top-quality talents with a clear business plan. It inspires your employees and keeps them aligned to achieve your strategic business goals.

Key Elements of Business Plan

Starting and running a successful business requires well-laid actions and supporting documents that better position a company to achieve its business goals and maximize success.

A business plan is a written document with relevant information detailing business objectives and how it intends to achieve its goals.

With an effective business plan, investors, lenders, and potential partners understand your organizational structure and goals, usually around profitability, productivity, and growth.

Every successful business plan is made up of key components that help solidify the efficacy of the business plan in delivering on what it was created to do.

Here are some of the components of an effective business plan.

1. Executive Summary

One of the key elements of a business plan is the executive summary. Write the executive summary as part of the concluding topics in the business plan. Creating an executive summary with all the facts and information available is easier.

In the overall business plan document, the executive summary should be at the forefront of the business plan. It helps set the tone for readers on what to expect from the business plan.

A well-written executive summary includes all vital information about the organization's operations, making it easy for a reader to understand.

The key points that need to be acted upon are highlighted in the executive summary. They should be well spelled out to make decisions easy for the management team.

A good and compelling executive summary points out a company's mission statement and a brief description of its products and services.

An executive summary summarizes a business's expected value proposition to distinct customer segments. It highlights the other key elements to be discussed during the rest of the business plan.

Including your prior experiences as an entrepreneur is a good idea in drawing up an executive summary for your business. A brief but detailed explanation of why you decided to start the business in the first place is essential.

Adding your company's mission statement in your executive summary cannot be overemphasized. It creates a culture that defines how employees and all individuals associated with your company abide when carrying out its related processes and operations.

Your executive summary should be brief and detailed to catch readers' attention and encourage them to learn more about your company.

Components of an Executive Summary

Here are some of the information that makes up an executive summary:

• The name and location of your company
• Products and services offered by your company
• Mission and vision statements
• Success factors of your business plan

2. Business Description

Your business description needs to be exciting and captivating as it is the formal introduction a reader gets about your company.

What your company aims to provide, its products and services, goals and objectives, target audience , and potential customers it plans to serve need to be highlighted in your business description.

A company description helps point out notable qualities that make your company stand out from other businesses in the industry. It details its unique strengths and the competitive advantages that give it an edge to succeed over its direct and indirect competitors.

Spell out how your business aims to deliver on the particular needs and wants of identified customers in your company description, as well as the particular industry and target market of the particular focus of the company.

Include trends and significant competitors within your particular industry in your company description. Your business description should contain what sets your company apart from other businesses and provides it with the needed competitive advantage.

In essence, if there is any area in your business plan where you need to brag about your business, your company description provides that unique opportunity as readers look to get a high-level overview.

Components of a Business Description

Your business description needs to contain these categories of information.

• Business location
• The legal structure of your business
• Summary of your business’s short and long-term goals

3. Market Analysis

The market analysis section should be solely based on analytical research as it details trends particular to the market you want to penetrate.

Graphs, spreadsheets, and histograms are handy data and statistical tools you need to utilize in your market analysis. They make it easy to understand the relationship between your current ideas and the future goals you have for the business.

All details about the target customers you plan to sell products or services should be in the market analysis section. It helps readers with a helpful overview of the market.

In your market analysis, you provide the needed data and statistics about industry and market share, the identified strengths in your company description, and compare them against other businesses in the same industry.

The market analysis section aims to define your target audience and estimate how your product or service would fare with these identified audiences.

Market analysis helps visualize a target market by researching and identifying the primary target audience of your company and detailing steps and plans based on your audience location.

Obtaining this information through market research is essential as it helps shape how your business achieves its short-term and long-term goals.

Market Analysis Factors

Here are some of the factors to be included in your market analysis.

• The geographical location of your target market
• Needs of your target market and how your products and services can meet those needs
• Demographics of your target audience

Components of the Market Analysis Section

Here is some of the information to be included in your market analysis.

• Industry description and statistics
• Demographics and profile of target customers
• Marketing data for your products and services
• Detailed evaluation of your competitors

4. Marketing Plan

A marketing plan defines how your business aims to reach its target customers, generate sales leads, and, ultimately, make sales.

Promotion is at the center of any successful marketing plan. It is a series of steps to pitch a product or service to a larger audience to generate engagement. Note that the marketing strategy for a business should not be stagnant and must evolve depending on its outcome.

Include the budgetary requirement for successfully implementing your marketing plan in this section to make it easy for readers to measure your marketing plan's impact in terms of numbers.

The information to include in your marketing plan includes marketing and promotion strategies, pricing plans and strategies , and sales proposals. You need to include how you intend to get customers to return and make repeat purchases in your business plan.

5. Sales Strategy

Sales strategy defines how you intend to get your product or service to your target customers and works hand in hand with your business marketing strategy.

Your sales strategy approach should not be complex. Break it down into simple and understandable steps to promote your product or service to target customers.

Apart from the steps to promote your product or service, define the budget you need to implement your sales strategies and the number of sales reps needed to help the business assist in direct sales.

Your sales strategy should be specific on what you need and how you intend to deliver on your sales targets, where numbers are reflected to make it easier for readers to understand and relate better.

6. Competitive Analysis

Providing transparent and honest information, even with direct and indirect competitors, defines a good business plan. Provide the reader with a clear picture of your rank against major competitors.

Identifying your competitors' weaknesses and strengths is useful in drawing up a market analysis. It is one information investors look out for when assessing business plans.

The competitive analysis section clearly defines the notable differences between your company and your competitors as measured against their strengths and weaknesses.

This section should define the following:

• Your competitors' identified advantages in the market
• How do you plan to set up your company to challenge your competitors’ advantage and gain grounds from them?
• The standout qualities that distinguish you from other companies
• Potential bottlenecks you have identified that have plagued competitors in the same industry and how you intend to overcome these bottlenecks

In your business plan, you need to prove your industry knowledge to anyone who reads your business plan. The competitive analysis section is designed for that purpose.

7. Management and Organization

Management and organization are key components of a business plan. They define its structure and how it is positioned to run.

Whether you intend to run a sole proprietorship, general or limited partnership, or corporation, the legal structure of your business needs to be clearly defined in your business plan.

Use an organizational chart that illustrates the hierarchy of operations of your company and spells out separate departments and their roles and functions in this business plan section.

The management and organization section includes profiles of advisors, board of directors, and executive team members and their roles and responsibilities in guaranteeing the company's success.

Apparent factors that influence your company's corporate culture, such as human resources requirements and legal structure, should be well defined in the management and organization section.

Defining the business's chain of command if you are not a sole proprietor is necessary. It leaves room for little or no confusion about who is in charge or responsible during business operations.

This section provides relevant information on how the management team intends to help employees maximize their strengths and address their identified weaknesses to help all quarters improve for the business's success.

8. Products and Services

This business plan section describes what a company has to offer regarding products and services to the maximum benefit and satisfaction of its target market.

Boldly spell out pending patents or copyright products and intellectual property in this section alongside costs, expected sales revenue, research and development, and competitors' advantage as an overview.

At this stage of your business plan, the reader needs to know what your business plans to produce and sell and the benefits these products offer in meeting customers' needs.

The supply network of your business product, production costs, and how you intend to sell the products are crucial components of the products and services section.

Investors are always keen on this information to help them reach a balanced assessment of if investing in your business is risky or offer benefits to them.

You need to create a link in this section on how your products or services are designed to meet the market's needs and how you intend to keep those customers and carve out a market share for your company.

Repeat purchases are the backing that a successful business relies on and measure how much customers are into what your company is offering.

This section is more like an expansion of the executive summary section. You need to analyze each product or service under the business.

9. Operating Plan

An operations plan describes how you plan to carry out your business operations and processes.

The operating plan for your business should include:

• Information about how your company plans to carry out its operations.
• The base location from which your company intends to operate.
• The number of employees to be utilized and other information about your company's operations.
• Key business processes.

This section should highlight how your organization is set up to run. You can also introduce your company's management team in this section, alongside their skills, roles, and responsibilities in the company.

The best way to introduce the company team is by drawing up an organizational chart that effectively maps out an organization's rank and chain of command.

What should be spelled out to readers when they come across this business plan section is how the business plans to operate day-in and day-out successfully.

10. Financial Projections and Assumptions

Bringing your great business ideas into reality is why business plans are important. They help create a sustainable and viable business.

The financial section of your business plan offers significant value. A business uses a financial plan to solve all its financial concerns, which usually involves startup costs, labor expenses, financial projections, and funding and investor pitches.

All key assumptions about the business finances need to be listed alongside the business financial projection, and changes to be made on the assumptions side until it balances with the projection for the business.

The financial plan should also include how the business plans to generate income and the capital expenditure budgets that tend to eat into the budget to arrive at an accurate cash flow projection for the business.

Base your financial goals and expectations on extensive market research backed with relevant financial statements for the relevant period.

Examples of financial statements you can include in the financial projections and assumptions section of your business plan include:

• Projected income statements
• Cash flow statements
• Balance sheets
• Income statements

Revealing the financial goals and potentials of the business is what the financial projection and assumption section of your business plan is all about. It needs to be purely based on facts that can be measurable and attainable.

11. Request For Funding

The request for funding section focuses on the amount of money needed to set up your business and underlying plans for raising the money required. This section includes plans for utilizing the funds for your business's operational and manufacturing processes.

When seeking funding, a reasonable timeline is required alongside it. If the need arises for additional funding to complete other business-related projects, you are not left scampering and desperate for funds.

If you do not have the funds to start up your business, then you should devote a whole section of your business plan to explaining the amount of money you need and how you plan to utilize every penny of the funds. You need to explain it in detail for a future funding request.

When an investor picks up your business plan to analyze it, with all your plans for the funds well spelled out, they are motivated to invest as they have gotten a backing guarantee from your funding request section.

Include timelines and plans for how you intend to repay the loans received in your funding request section. This addition keeps investors assured that they could recoup their investment in the business.

12. Exhibits and Appendices

Exhibits and appendices comprise the final section of your business plan and contain all supporting documents for other sections of the business plan.

Some of the documents that comprise the exhibits and appendices section includes:

• Legal documents
• Licenses and permits
• Credit histories
• Customer lists

The choice of what additional document to include in your business plan to support your statements depends mainly on the intended audience of your business plan. Hence, it is better to play it safe and not leave anything out when drawing up the appendix and exhibit section.

Supporting documentation is particularly helpful when you need funding or support for your business. This section provides investors with a clearer understanding of the research that backs the claims made in your business plan.

There are key points to include in the appendix and exhibits section of your business plan.

• The management team and other stakeholders resume
• Marketing research
• Permits and relevant legal documents
• Financial documents

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Martin luenendonk.

Martin loves entrepreneurship and has helped dozens of entrepreneurs by validating the business idea, finding scalable customer acquisition channels, and building a data-driven organization. During his time working in investment banking, tech startups, and industry-leading companies he gained extensive knowledge in using different software tools to optimize business processes.

This insights and his love for researching SaaS products enables him to provide in-depth, fact-based software reviews to enable software buyers make better decisions.

7 Key Components of a Precise Business Plan (2024)

Learn the art of entrepreneurship with a business plan. Dive into executive summaries, discover templates, and understand what to include for a strategic edge.

Hadar Peretz

7 minute read

Short answer

What is a Business Plan?

A business plan is a strategic document outlining a company's vision, objectives, market analysis, marketing and sales strategies, organizational structure, and financial projections to guide its growth.

Innovation in Planning: The Untold Ingredient to Business Success

In the turbulent landscape of entrepreneurship, where over 20% of small ventures falter in their early days , this blog post sheds light on the importance of a well-structured business plan.

It delves into the specifics of an executive summary, steps, what to include, and innovation in business planning , guiding businesses to thrive rather than become failure statistics.

3 Main Purposes of a Business Plan

Embarking on the entrepreneurial journey without a business plan is like sailing in turbulent waters without a map.

A business plan serves three pivotal roles that steer the helm of a startup toward the shores of success.

1) Navigation Tool: Direction for Your Business

A business plan is your business’s North Star, providing direction and ensuring you stay on course amidst the storm of uncertainties.

Let’s take the example of “Bean There Coffee Shop,” a start-up that envisioned being a community hub. Their business plan outlined their mission, target market, competition analysis, and financial forecasts.

This helped them navigate the competition and establish a loyal customer base by providing a cozy ambiance that encouraged customer interaction.

2) Attraction for Investments: Encouraging Potential Investors

Your business plan is your passport to the realm of investors. Bean There Coffee Shop required a modern interior to reflect its brand's personality.

The detailed business plan showcased their unique selling proposition to investors, who were enticed by the predicted ROI and agreed to fund the renovations.

3) Measurement of Success: Evaluating Progress and Growth

A business plan sets a baseline to measure progress. Bean There Coffee Shop sets quarterly targets for customer retention and revenue in its business plan.

By comparing actual performance with the plan, they gauged their success and identified areas for improvement.

6 Key Elements of a Business Plan

Drafting a business plan might seem daunting initially, but breaking it down into core components makes it manageable and effective.

It’s about telling your business’s story in a compelling way to garner support and guide your actions.

1) Executive Summary

The executive summary is your business narrative condensed into a snapshot. For instance, the executive summary of Bean There Coffee Shop encapsulated its vision, mission, the experience it aimed to provide, and financial aspirations succinctly, giving readers an essence of what to expect in the subsequent sections.

For more information on executive summary design, delve into the design aspects of an executive summary. To glean insights on crafting a compelling and visually appealing executive summary for your startup venture.

2) Company Description

Delve into the what and why of your business. Bean There Coffee Shop described its longing to foster community interactions, reflecting its ethos in its service and interior design , resonating with the locals and creating a clientele.

3) Market Analysis

Understanding your market landscape is crucial. Analyze your competitors, the preferences of your target audience, and market trends.

For Bean There Coffee Shop, studying coffee consumption trends and identifying a locale lacking a community-centric cafe was a game-changer.

4) Organization and Management

Outline your business structure and team. Investors want to know who steers the ship.

At Bean There Coffee Shop, the experienced baristas and a seasoned manager showcased a competent team, instilling confidence in potential investors.

5) Product Line

Describe your offerings. Bean There Coffee Shop highlighted its organic coffee and locally sourced pastries, striking a chord with environmentally conscious consumers.

6) Marketing and Sales

How you plan to lure customers and keep them coming back is vital. Bean There Coffee Shop’s loyalty programs and community events were a hit, creating a buzz and building a loyal customer base.

What is a Business Plan in Entrepreneurship?

In the realm of entrepreneurship, a business plan goes beyond being just a document—it is a vibrant testament to your business vision and the roadmap illustrating how you aim to overcome challenges and achieve your objectives.

It's like the script of your entrepreneurial saga waiting to unfold.

A Framework for Strategy

A business plan embodies the strategy and operations of your entrepreneurial endeavor. Here's a simplified breakdown of what it may encompass:

Market Analysis: A thorough exploration of the market including size, demographics, and consumer behaviors.

Competitor Analysis: A detailed examination of competitors, their strengths, weaknesses, and market position.

Marketing Strategy: Tactics and channels you plan to use to promote your business.

Financial Projections: Anticipated income, expenses, and profitability over a certain period.

Risk Management

Venturing into entrepreneurship is akin to navigating turbulent waters, where risks are inevitable. A business plan aids in:

Identifying Potential Risks: Whether it's market fluctuation or operational challenges, a business plan helps in foreseeing possible hurdles.

Devising Contingency Plans: Strategies to mitigate identified risks, ensuring the business stays on the right track.

For instance, a cafe's business plan might highlight the risk of decreased foot traffic during winter months and propose hosting indoor events or offering seasonal promotions to maintain revenue.

Communication with Stakeholders

A business plan serves as a conduit between entrepreneurs and stakeholders, articulating the business vision, goals, and strategies.

When seeking investments for expansion, a well-drafted business plan can effectively communicate the growth potential and return on investment to investors, facilitating the funding process.

7 Steps of a Business Plan

Creating a business plan is a blend of art and science, distilled into seven systematic steps to ensure your entrepreneurial venture is on a trajectory toward success.

1) Research, Research, and Research

Before you set pen to paper, immerse yourself in thorough research about your industry, market, and competition. This step lays the groundwork for informed decision-making as you progress through subsequent stages of business planning.

Industry Insights: Delve into current industry trends, challenges, and opportunities to gain a comprehensive understanding.

Market Dynamics: Explore market demographics, customer preferences, and purchasing behaviors to tailor your business approach.

Competitor Analysis: Assess the strengths, weaknesses, and market positioning of competitors to identify your business’s unique selling proposition.

2) Defining Your Business Objectives

Having clear objectives is crucial. Whether it's capturing market share, hitting revenue targets, or achieving expansion goals, defining these objectives paves the way for a focused strategy.

Establishing well-defined objectives also serves as a yardstick for measuring your business’s performance over time.

3) Company Description

Articulate the ethos, offerings, and unique value proposition of your business.

Providing a compelling company description helps stakeholders, including potential investors and employees, to grasp your business's mission and the problems it aims to solve

4) Market Analysis

Delve into market trends, customer behavior, and competition analysis to tailor your strategies.

A robust market analysis provides the data necessary to target your audience effectively and position your business for success in a competitive landscape.

5) Organization and Management

Detail your organizational structure, key team members, and their expertise.

Illustrating a solid organizational structure demonstrates your business’s capacity to execute its strategies and achieve its objectives.

6) Service or Product Line

Describe your products or services, highlighting the benefits to customers. Detailing the attributes and advantages of your offerings allows stakeholders to understand the value your business brings to the market.

7. Marketing and Sales

Illustrate your marketing and sales strategy to attract and retain customers.

Outlining clear strategies for marketing and sales is crucial for driving business growth and achieving your financial objectives.

Market Positioning: Define how your products or services will be positioned in the market and how you intend to differentiate your offerings from competitors.

Promotional Strategies: Outline the various promotional tactics you will employ, such as social media marketing, search engine optimization, and paid advertising.

Sales Process: Describe the steps of your sales process from lead generation to closing sales, and identify the metrics you will use to measure sales effectiveness.

Customer Retention: Highlight the strategies for customer retention such as loyalty programs, excellent customer service (through call centers and customer relationship management software), and regular engagement to keep customers coming back.

Pricing Strategy: Determine the pricing strategy that will be most effective for your market, considering factors like cost, competition, and perceived value.

Time to Master Your Business Pitch

Now that you have a robust business plan, it’s time to translate it into a compelling business pitch.

The mastery of your pitch lies in knowing your audience, presenting data compellingly, and choosing the right format for resonance.

Understanding Audience Expectations

Understanding your audience is pivotal. Tailoring your pitch to meet the expectations of investors, potential partners, or customers enhances its effectiveness significantly.

Here’s our CEO, Itai Amoza, discussing the key elements that make a presentation engaging:

Emphasizing Data Visualization for a Better Appeal

Visual presentation of data, through graphs or charts, can make complex information easily digestible.

Using the right data visualization tools can effectively narrate the story of your venture compellingly.

PDF (conservative) vs. Interactive

Choosing between a traditional PDF or interactive presentations like those on Storydoc or PowerPoint can significantly impact the engagement level of your audience.

Interactive formats allow for dynamic presentations with embedded videos and other multimedia elements making your pitch more engaging and memorable.

Consider Business Plan One-pager

Creating a one-page business plan rather than a multi-page business plan involves summarizing your business's essential aspects concisely.

This includes your value proposition, company overview, market analysis, the problem and solution, marketing strategy, financial projections, and a call to action for potential investors or partners.

Ready to Narrate Your Story? Begin with This Business Plan Template

Ah, the exhilarating journey of a startup. It's like crafting a story, with characters, plots, and a dash of suspense on what the next chapter brings.

Now, before you get swept away in this narrative, remember, that every good story needs a structured outline, and in the startup world, that outline is your business plan.

Pick a business plan one-pager template:

Create story from scratch

I am a Marketing Specialist at Storydoc, I research, analyze and write on our core topics of business presentations, sales, and fundraising. I love talking to clients about their successes and failures so I can get a rounded understanding of their world.

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How To Write a Business Plan in 9 Steps (2024)

Business plans aren’t just for entrepreneurs who need to secure funding—they can help you plan and evaluate new ideas or growth plans, too. Find out how to write a business plan and get the most out of the process in this comprehensive guide.

A great business plan can help you clarify your strategy, identify potential roadblocks, determine necessary resources, and evaluate the viability of your idea and growth plan before you start a business .

Not every successful business launches with a formal business plan, but many founders find value in taking time to step back, research their idea and the market they’re looking to enter, and understand the scope and the strategy behind their tactics. That’s where writing a business plan comes in.

Learn how to write a business plan with a step-by-step guide, get tips for getting the most of your plan, and see real business plan examples to inspire you.

What is a business plan?

A business plan is a strategic document that outlines a company's goals, strategies for achieving them, and the time frame for their achievement. It covers aspects like market analysis , financial projections, and organizational structure, serving as a roadmap for business growth and a tool to secure funding.

Often, financial institutions and investors need to see a business plan before funding any project. Even if you don’t plan to seek outside funding, a well-crafted plan becomes the guidance for your business as it scales.

How to write a business plan in 9 steps

• Draft an executive summary.
• Write a company description.
• Perform a market analysis.
• Outline the management and organization.
• List your products and services.
• Perform customer segmentation.
• Define a marketing plan.
• Provide a logistics and operations plan.
• Make a financial plan.

Few things are more intimidating than a blank page. Starting your business plan with a structured outline and key elements for what you’ll include in each section is the best first step you can take.

Since an outline is such an important step in the process of writing a business plan, we’ve put together a high-level overview to get you started (and avoid the terror of facing a blank page).

Once you have your business plan template in place, it’s time to fill it in. We’ve broken it down by section to help you build your plan step by step.

1. Draft an executive summary.

A good executive summary is one of the most crucial sections of your plan—it’s also the last section you should write.

The executive summary distills everything that follows and gives time-crunched reviewers (e.g., potential investors and lenders) a high-level overview of your business that persuades them to read further.

Again, it’s a summary, so highlight the key points you’ve uncovered while writing your plan. If you’re writing for your own planning purposes, you can skip the summary altogether—although you might want to give it a try anyway, just for practice.

An executive summary shouldn’t exceed one page. Admittedly, that space constraint can make squeezing in all of the salient information a bit stressful—but it’s not impossible. Your business plan’s executive summary should include:

• Business concept. What does your business do?
• Business goals and vision. What does your business want to do?
• Product description and differentiation. What do you sell, and why is it different?
• Target market. Who do you sell to?
• Marketing strategy. How do you plan on reaching your customers?
• Current financial state. What do you currently earn in revenue?
• Projected financial state. What do you foresee earning in revenue?
• The ask. How much money are you asking for?
• The team. Who’s involved in the business?

2. Write a company description.

This section of your business plan should answer two fundamental questions: who are you, and what do you plan to do? 

Answering these questions with a company description provides an introduction to why you’re in business, why you’re different, what you have going for you, and why you’re a good investment. 

For example, clean makeup brand Saie shares a letter from its founder on the company’s mission and why it exists.

Clarifying these details is still a useful exercise, even if you’re the only person who’s going to see them. It’s an opportunity to put to paper some of the more intangible facets of your business, like your principles, ideals, and cultural philosophies.

Here are some of the components you should include in your company description:

• Your business structure (Are you a sole proprietorship, general partnership, limited partnership, or incorporated company?)
• Your business model
• Your industry
• Your business’s vision, mission, and value proposition
• Background information on your business or its history
• Business objectives, both short and long term
• Your team, including key personnel and their salaries

Brand values and goals

To define your brand values , think about all the people your company is accountable to, including owners, employees, suppliers, customers, and investors. Now consider how you’d like to conduct business with each of them. As you make a list, your core values should start to emerge.

Your company description should also include both short- and long-term goals. Short-term goals, generally, should be achievable within the next year, while one to five years is a good window for long-term goals. Make sure your goal setting includes SMART goals : specific, measurable, attainable, realistic, and time-bound.

Vision and mission statements

Once you know your values, you can write a mission statement . Your statement should explain, in a convincing manner, why your business exists, and should be no longer than a single sentence.

Next, craft your vision statement : What impact do you envision your business having on the world once you’ve achieved your vision? Phrase this impact as an assertion—begin the statement with “We will” and you’ll be off to a great start. Your vision statement, unlike your mission statement, can be longer than a single sentence, but try to keep it to three at most. The best vision statements are concise.

3. Perform a market analysis.

No matter what type of business you start, it’s no exaggeration to say your market can make or break it. Choose the right market for your products—one with plenty of customers who understand and need your product—and you’ll have a head start on success. If you choose the wrong market, or the right market at the wrong time, you may find yourself struggling for each sale.

Market analysis is a key section of your business plan, whether or not you ever intend for anyone else to read it.

This is why market research and analysis is a key section of your business plan, whether or not you ever intend for anyone else to read it. It should include an overview of how big you estimate the market is for your products, an analysis of your business’s position in the market, and an overview of the competitive landscape. Thorough research supporting your conclusions is important both to persuade investors and to validate your own assumptions as you work through your plan.

Here is an example to illustrate how to approach this section:

How big is your potential market?

The potential market is an estimate of how many people need your product. While it’s exciting to imagine sky-high sales figures, you’ll want to use as much relevant independent data as possible to validate your estimated potential market.

Since this can be a daunting process, here are some general tips to help you begin your research:

• Understand your ideal customer profile. Look for government data about the size of your target market , learn where they live, what social channels they use, and their shopping habits.
• Research relevant industry trends and trajectory. Explore consumer trends and product trends in your industry by looking at Google Trends, trade publications, and influencers in the space.
• Make informed guesses. You’ll never have perfect, complete information about your total addressable market. Your goal is to base your estimates on as many verifiable data points as necessary.

Some sources to consult for market data include government statistics offices, industry associations, academic research, and respected news outlets covering your industry.

Read more: What is a Marketing Analysis? 3 Steps Every Business Should Follow

SWOT analysis

A SWOT analysis looks at your strengths, weaknesses, opportunities, and threats. What are the best things about your company? What are you not so good at? What market or industry shifts can you take advantage of and turn into opportunities? Are there external factors threatening your ability to succeed?

SWOT is often depicted in a grid or visual way. With this visual presentation, your reader can quickly see the factors that may impact your business and determine your competitive advantage in the market.

Competitive analysis

There are three overarching factors you can use to differentiate your business in the face of competition:

• Cost leadership. You have the capacity to maximize profits by offering lower prices than the majority of your competitors. Examples include companies like Mejuri and Endy .
• Differentiation. Your product or service offers something distinct from the current cost leaders in your industry and banks on standing out based on your uniqueness. Think of companies like Knix and QALO .
• Segmentation. You focus on a very specific, or niche, target market, and aim to build traction with a smaller audience before moving on to a broader market. Companies like TomboyX and Heyday Footwear are great examples of this strategy.

To understand which is the best fit, you’ll need to understand your business as well as the competitive landscape.

You’ll always have competition in the market, even with an innovative product, so it’s important to include a competitive overview in your business plan. If you’re entering an established market, include a list of a few companies you consider direct competitors and explain how you plan to differentiate your products and business from theirs.

For example, if you’re selling jewelry , your competitive differentiation could be that, unlike many high-end competitors, you donate a percentage of your profits to a notable charity or pass savings on to your customers.

If you’re entering a market where you can’t easily identify direct competitors, consider your indirect competitors—companies offering products that are substitutes for yours. For example, if you’re selling an innovative new piece of kitchen equipment, it’s too easy to say that because your product is new, you have no competition. Consider what your potential customers are doing to solve the same problems.

4. Outline the management and organization.

If you have a management team, use an organizational chart to show your company’s internal structure, including the roles, responsibilities, and relationships between people in your chart. Communicate how each person will contribute to the success of your startup.

5. List your products and services.

Your products or services will feature prominently in most areas of your business plan, but it’s important to provide a section that outlines key details about them for interested readers.

If you sell many items, you can include more general information on each of your product lines. If you only sell a few, provide additional information on each. For example, bag shop BAGGU sells a large selection of different types of bags, in addition to home goods and other accessories. Its business plan would list out those categories and key details about the products within each.

Describe new products you’ll launch in the near future and any intellectual property you own. Express how they’ll improve profitability. It’s also important to note where products are coming from—handmade crafts are sourced differently than trending products for a dropshipping business, for instance.

6. Perform customer segmentation.

To give a holistic overview of your ideal customer, describe a number of general and specific demographic characteristics. Customer segmentation often includes:

• Where they live.
• Their age range.
• Their level of education.
• Some common behavior patterns.
• How they spend their free time.
• Where they work.
• What technology they use.
• How much they earn.
• Where they’re commonly employed.
• Their values, beliefs, or opinions.

This information will vary based on what you’re selling, but you should be specific enough that it’s unquestionably clear who you’re trying to reach—and more importantly, why you’ve made the choices you have based on who your customers are and what they value.

For example, a college student has different interests, shopping habits, and pricing sensitivity than a 50-year-old executive at a Fortune 500 company. Your business plan and decisions would look very different based on which one was your ideal customer.

Put your customer data to work with Shopify’s customer segmentation

Shopify’s built-in segmentation tools help you discover insights about your customers, build segments as targeted as your marketing plans with filters based on your customers’ demographic and behavioral data, and drive sales with timely and personalized emails.

7. Define a marketing plan.

If you’re planning to invest heavily in Instagram marketing or TikTok ads , for example, it might make sense to include whether Instagram and TikTok are a leading platform for your audience—if it’s not, that might be a sign to rethink your marketing plan.

Market your business with Shopify’s customer marketing tools

Shopify has everything you need to capture more leads, send email campaigns, automate key marketing moments, segment your customers, and analyze your results. Plus, it’s all free for your first 10,000 emails sent per month.

Most marketing plans include information on four key subjects. How much detail you present on each will depend on both your business and your plan’s audience.

• Price:  How much do your products cost, and why have you made that decision?
• Product:  What are you selling and how do you differentiate it in the market?
• Promotion:  How will you get your products in front of your ideal customer?
• Place:  Where will you sell your products? On what channels and in which markets?

Promotion may be the bulk of your plan since you can more readily dive into tactical details, but the other three areas should be covered at least briefly—each is an important strategic lever in your marketing mix.

Here is an example of a marketing plan for a new business:

8. Provide a logistics and operations plan.

Logistics and operations are the workflows you’ll implement to make your business idea a reality. If you’re writing a business plan for your own planning purposes, this is still an important section to consider, even though you might not need to include the same level of detail as if you were seeking investment.

Cover all parts of your planned operations, including:

• Suppliers . Where do you get the raw materials you need for production, or where are your products produced?
• Production . Will you make, manufacture, wholesale , or dropship your products? How long does it take to produce your products and get them shipped to you? How will you handle a busy season or an unexpected spike in demand?
• Facilities . Where will you and any team members work? Do you plan to have a physical retail space? If yes, where?
• Equipment . What tools and technology do you require to be up and running? This includes everything from computers to lightbulbs and everything in between.
• Shipping and fulfillment. Will you be handling all the fulfillment tasks in-house, or will you use a third-party fulfillment partner?
• Inventory . How much will you keep on hand, and where will it be stored? How will you ship it to partners if required, and how will you approach inventory management ?

This section should signal to your reader that you’ve got a solid understanding of your supply chain and strong contingency plans in place to cover potential uncertainty. If your reader is you, it should give you a basis to make other important decisions, like how to price your products to cover your estimated costs, and at what point you plan to break even on your initial spending.

9. Make a financial plan.

The level of detail required in your financial plan will depend on your audience and goals, but typically you’ll want to include three major views of your financials: an income statement, a balance sheet, and a cash-flow statement. It also may be appropriate to include financial data and projections.

Here’s a spreadsheet template that includes everything you’ll need to create an income statement, balance sheet, and cash-flow statement, including some sample numbers. You can edit it to reflect projections if needed.

Let’s review the types of financial statements you’ll need.

Income statements

Your income statement is designed to give readers a look at your revenue sources and expenses over a given time period. With those two pieces of information, they can see the all-important bottom line or the profit or loss your business experienced during that time. If you haven’t launched your business yet, you can project future milestones of the same information.

Balance sheets

Your balance sheet offers a look at how much equity you have in your business. On one side, you list all your business assets (what you own), and on the other side, all your liabilities (what you owe). This provides a snapshot of your business’s shareholder equity, which is calculated as:

Assets - Liabilities = Equity

Cash flow statements

Your cash flow statement is similar to your income statement, with one important difference: it takes into account when revenues are collected and when expenses are paid.

When the cash you have coming in is greater than the cash you have going out, your cash flow is positive. When the opposite scenario is true, your cash flow is negative. Ideally, your cash flow statement will help you see when cash is low, when you might have a surplus, and where you might need to have a contingency plan to access funding to keep your business solvent .

It can be especially helpful to forecast your cash-flow statement to identify gaps or negative cash flow and adjust operations as required.

📚 Read more: What Is Cash Flow Management: Template and Examples

Why write a business plan?

Investors rely on business plans to evaluate the feasibility of a business before funding it, which is why business plans are commonly associated with getting a loan. 

Business plans also help owners identify areas of weakness before launching, potentially avoiding costly mistakes down the road. “Laying out a business plan helped us identify the ‘unknowns’ and made it easier to spot the gaps where we’d need help or, at the very least, to skill up ourselves,” says Jordan Barnett, owner of Kapow Meggings .

There are several other compelling reasons to consider writing a business plan, including:

• Strategic planning. Writing out your plan is an invaluable exercise for clarifying your ideas and can help you understand the scope of your business, as well as the amount of time, money, and resources you’ll need to get started.
• Evaluating ideas. If you’ve got multiple ideas in mind, a rough business plan for each can help you focus your time and energy on the ones with the highest chance of success.
• Research. To write a business plan, you’ll need to research your ideal customer and your competitors—information that will help you make more strategic decisions.
• Recruiting. Your business plan is one of the easiest ways to communicate your vision to potential new hires and can help build their confidence in the venture, especially if you’re in the early stages of growth.
• Partnerships. If you plan to collaborate with other brands , having a clear overview of your vision, your audience, and your business strategy will make it much easier for them to identify if your business is a good fit for theirs.
• Competitions. There are many business plan competitions offering prizes such as mentorships, grants, or investment capital. 

If you’re looking for a structured way to lay out your thoughts and ideas, and to share those ideas with people who can have a big impact on your success, a business plan is an excellent starting point.

Business plan types

Business plan types can span from one page to multiple pages with detailed graphs and reports. There’s no one way to create a business plan. The goal is to convey the most important information about your company for readers.

Common business plans we see include, but are not limited to, the following types:

Traditional business plans

These are the most common business plans. Traditional business plans take longer to write and can be dozens of pages long. Venture capitalist firms and lenders ask for this plan. Traditional business plans may not be necessary if you don’t plan to seek outside funding. That’s where the next type comes in.

Lean business plans

A lean business plan is a shorter version of a traditional business plan. It follows the same format, but only includes the most important information. Businesses use lean business plans to onboard new hires or modify existing plans for a specific target market.

Nonprofit business plans

A nonprofit business plan is for any entity that operates for public or social benefit. It covers everything you’ll find in a traditional business plan, plus a section describing the impact the company plans to make. For example, a speaker and headphone brand that aims to help people with hearing disabilities. Donors often request this plan.

📚 Read more: The Road to Success: Business Plan Examples to Inspire Your Own .

7 tips for creating a small business plan

There are a few best practices when it comes to writing a business plan. While your plan will be unique to your business and goals, keep these tips in mind as you write.

1. Know your audience.

When you know who will be reading your plan—even if you’re just writing it for yourself to clarify your ideas—you can tailor the language and level of detail to them. This can also help you make sure you’re including the most relevant information and figure out when to omit sections that aren’t as impactful.

2. Have a clear goal.

When creating a business plan, you’ll need to put in more work and deliver a more thorough plan if your goal is to secure funding for your business versus working through a plan for yourself or even your team.

3. Invest time in research.

Sections of your business plan will primarily be informed by your ideas and vision, but some of the most crucial information you’ll need requires research from independent sources. This is where you can invest time in understanding who you’re selling to, whether there’s demand for your products, and who else is selling similar products or services.

4. Keep it short and to the point.

No matter who you’re writing for, your business plan should be short and readable—generally no longer than 15 to 20 pages. If you do have additional documents you think may be valuable to your audience and your goals, consider adding them as appendices.

5. Keep the tone, style, and voice consistent.

This is best managed by having a single person write the plan or by allowing time for the plan to be properly edited before distributing it.

6. Use a business plan template.

You can also use a free business plan template to provide a skeleton for writing a plan. These often guide you through each section from financial projects to market research to mission statement ensuring you don’t miss a step.

7. Try business plan software.

Writing a business plan isn’t the easiest task for business owners. But it’s important for anyone starting or expanding a business. Fortunately, there are tools to help with everything from planning, drafting, creating graphics, syncing financial data, and more. Business plan software also has business plan templates and tutorials to help you finish a comprehensive plan in hours, rather than days.

A few curated picks include:

• LivePlan : the most affordable option with samples and templates
• Bizplan : tailored for startups seeking investment
• Go Small Biz : budget-friendly option with industry-specific templates

📚 Read more: 6 Best Business Plan Software to Help Write Your Future

Common mistakes when writing a business plan

Other articles on business plans would never tell you what we’re about to tell you: Your business plan can fail. The last thing you want is for time and effort to go down the drain. Avoid these common mistakes:

• Bad business idea. Sometimes your idea may be too risky for potential investors, too expensive to run, or there’s no market. Aim for small business ideas that require low startup costs.
• No exit strategy. If you don’t show an exit strategy, or a plan for investors to leave the business with maximum profits, you’ll have little luck finding capital.
• Unbalanced teams. A great product is the cost of entry to starting a business. But an incredible team will take it to the top. Unfortunately, many business owners overlook a balanced team. They focus on potential profits, without worrying about how it will be done. 
• Missing financial projections. Don’t leave out your balance sheet, cash flow statements, P&L statements, and income statements. Include your break-even analysis and return-on-investment calculations in your financial projections to create a successful business plan.
• Spelling and grammar errors. All the best organizations have an editor review their documents. If someone spots typos while reading your business plan, how can they believe you’ll run a successful company?

Prepare your business plan today

Whether you’re working on starting a new online business idea , building a retail storefront, growing your established business, or purchasing an existing business , you now understand how to write a business plan that suits your business’s goals and needs.

Feature illustration by Rachel Tunstall

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Business plan FAQ

How do i write a business plan.

Learning how to write a business plan is simple if you use a business plan template or business plan software. Typically, a traditional business plan for every new business should have the following components :

• Executive summary
• Company description, including value proposition
• Market analysis and competitive analysis
• Management and organization
• Products and services
• Customer segmentation
• Marketing plan
• Logistics and operations
• Financial plan and financial projections

What is a good business plan?

A good business plan starts with a strong executive summary. It also adequately outlines idea feasibility, target market insights, and the competitive landscape. A business plan template can help businesses be sure to follow the typical format of traditional business plans which include financial projections, details about the management team, and other key elements that venture capital firms and potential investors want to see.

What are the 3 main purposes of a business plan?

The three main purposes of a business plan are: 

• To clarify your plans for growth
• To understand your financial needs
• To attract funding from investors or secure a business loan

What are the different types of business plans?

The types of business plans include startup, refocusing, internal, annual, strategic, feasibility, operations, growth, and scenario-based. Each type of business plan has a different purpose. Business plan formats include traditional, lean, and nonprofit. Find a business plan template for the type of plan you want to write.

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Do you REALLY need a business plan?

The top three questions that I get asked most frequently as a professional business plan writer will probably not surprise you:

• What is the purpose of a business plan – why is it really required?
• How is it going to benefit my business if I write a business plan?
• Is a business plan really that important – how can I actually use it?

Keep reading to get my take on what the most essential advantages of preparing a business plan are—and why you may (not) need to prepare one.

The importance, purpose and benefit of a business plan is in that it enables you to validate a business idea, secure funding, set strategic goals – and then take organized action on those goals by making decisions, managing resources, risk and change, while effectively communicating with stakeholders.

Let’s take a closer look at how each of the important business planning benefits can catapult your business forward:

1. Validate Your Business Idea

The process of writing your business plan will force you to ask the difficult questions about the major components of your business, including:

• External: industry, target market of prospective customers, competitive landscape
• Internal: business model, unique selling proposition, operations, marketing, finance

Business planning connects the dots to draw a big picture of the entire business.

And imagine how much time and money you would save if working through a business plan revealed that your business idea is untenable. You would be surprised how often that happens – an idea that once sounded so very promising may easily fall apart after you actually write down all the facts, details and numbers.

While you may be tempted to jump directly into start-up mode, writing a business plan is an essential first step to check the feasibility of a business before investing too much time and money into it. Business plans help to confirm that the idea you are so passionate and convinced about is solid from business point of view.

Take the time to do the necessary research and work through a proper business plan. The more you know, the higher the likelihood that your business will succeed.

2. Set and Track Goals

Successful businesses are dynamic and continuously evolve. And so are good business plans that allow you to:

• Priorities: Regularly set goals, targets (e.g., sales revenues reached), milestones (e.g. number of employees hired), performance indicators and metrics for short, mid and long term
• Accountability: Track your progress toward goals and benchmarks
• Course-correction: make changes to your business as you learn more about your market and what works and what does not
• Mission: Refer to a clear set of values to help steer your business through any times of trouble

Essentially, business plan is a blueprint and an important strategic tool that keeps you focused, motivated and accountable to keep your business on track. When used properly and consulted regularly, it can help you measure and manage what you are working so hard to create – your long-term vision.

As humans, we work better when we have clear goals we can work towards. The everyday business hustle makes it challenging to keep an eye on the strategic priorities. The business planning process serves as a useful reminder.

3. Take Action

A business plan is also a plan of action . At its core, your plan identifies where you are now, where you want your business to go, and how you will get there.

Planning out exactly how you are going to turn your vision into a successful business is perhaps the most important step between an idea and reality. Success comes not only from having a vision but working towards that vision in a systematic and organized way.

A good business plan clearly outlines specific steps necessary to turn the business objectives into reality. Think of it as a roadmap to success. The strategy and tactics need to be in alignment to make sure that your day-to-day activities lead to the achievement of your business goals.

4. Manage Resources

A business plan also provides insight on how resources required for achieving your business goals will be structured and allocated according to their strategic priority. For example:

Large Spending Decisions

• Assets: When and in what amount will the business commit resources to buy/lease new assets, such as computers or vehicles.
• Human Resources: Objectives for hiring new employees, including not only their pay but how they will help the business grow and flourish.
• Business Space: Information on costs of renting/buying space for offices, retail, manufacturing or other operations, for example when expanding to a new location.

Cash Flow It is essential that a business carefully plans and manages cash flows to ensure that there are optimal levels of cash in the bank at all times and avoid situations where the business could run out of cash and could not afford to pay its bills.

Revenues v. Expenses In addition, your business plan will compare your revenue forecasts to the budgeted costs to make sure that your financials are healthy and the business is set up for success.

5. Make Decisions

Whether you are starting a small business or expanding an existing one, a business plan is an important tool to help guide your decisions:

Sound decisions Gathering information for the business plan boosts your knowledge across many important areas of the business:

• Industry, market, customers and competitors
• Financial projections (e.g., revenue, expenses, assets, cash flow)
• Operations, technology and logistics
• Human resources (management and staff)
• Creating value for your customer through products and services

Decision-making skills The business planning process involves thorough research and critical thinking about many intertwined and complex business issues. As a result, it solidifies the decision-making skills of the business owner and builds a solid foundation for strategic planning , prioritization and sound decision making in your business. The more you understand, the better your decisions will be.

Planning Thorough planning allows you to determine the answer to some of the most critical business decisions ahead of time , prepare for anticipate problems before they arise, and ensure that any tactical solutions are in line with the overall strategy and goals.

If you do not take time to plan, you risk becoming overwhelmed by countless options and conflicting directions because you are not unclear about the mission , vision and strategy for your business.

6. Manage Risk

Some level of uncertainty is inherent in every business, but there is a lot you can do to reduce and manage the risk, starting with a business plan to uncover your weak spots.

You will need to take a realistic and pragmatic look at the hard facts and identify:

• Major risks , challenges and obstacles that you can expect on the way – so you can prepare to deal with them.
• Weaknesses in your business idea, business model and strategy – so you can fix them.
• Critical mistakes before they arise – so you can avoid them.

Essentially, the business plan is your safety net . Naturally, business plan cannot entirely eliminate risk, but it can significantly reduce it and prepare you for any challenges you may encounter.

7. Communicate Internally

Attract talent For a business to succeed, attracting talented workers and partners is of vital importance.

A business plan can be used as a communication tool to attract the right talent at all levels, from skilled staff to executive management, to work for your business by explaining the direction and growth potential of the business in a presentable format.

Align performance Sharing your business plan with all team members helps to ensure that everyone is on the same page when it comes to the long-term vision and strategy.

You need their buy-in from the beginning, because aligning your team with your priorities will increase the efficiency of your business as everyone is working towards a common goal .

If everyone on your team understands that their piece of work matters and how it fits into the big picture, they are more invested in achieving the objectives of the business.

It also makes it easier to track and communicate on your progress.

Share and explain business objectives with your management team, employees and new hires. Make selected portions of your business plan part of your new employee training.

8. Communicate Externally

Alliances If you are interested in partnerships or joint ventures, you may share selected sections of your plan with the potential business partners in order to develop new alliances.

Suppliers A business plan can play a part in attracting reliable suppliers and getting approved for business credit from suppliers. Suppliers who feel confident that your business will succeed (e.g., sales projections) will be much more likely to extend credit.

In addition, suppliers may want to ensure their products are being represented in the right way .

Professional Services Having a business plan in place allows you to easily share relevant sections with those you rely on to support the organization, including attorneys, accountants, and other professional consultants as needed, to make sure that everyone is on the same page.

Advisors Share the plan with experts and professionals who are in a position to give you valuable advice.

Landlord Some landlords and property managers require businesses to submit a business plan to be considered for a lease to prove that your business will have sufficient cash flows to pay the rent.

Customers The business plan may also function as a prospectus for potential customers, especially when it comes to large corporate accounts and exclusive customer relationships.

9. Secure Funding

If you intend to seek outside financing for your business, you are likely going to need a business plan.

Whether you are seeking debt financing (e.g. loan or credit line) from a lender (e.g., bank or financial institution) or equity capital financing from investors (e.g., venture or angel capital), a business plan can make the difference between whether or not – and how much – someone decides to invest.

Investors and financiers are always looking at the risk of default and the earning potential based on facts and figures. Understandably, anyone who is interested in supporting your business will want to check that you know what you are doing, that their money is in good hands, and that the venture is viable in the long run.

Business plans tend to be the most effective ways of proving that. A presentation may pique their interest , but they will most probably request a well-written document they can study in detail before they will be prepared to make any financial commitment.

That is why a business plan can often be the single most important document you can present to potential investors/financiers that will provide the structure and confidence that they need to make decisions about funding and supporting your company.

Be prepared to have your business plan scrutinized . Investors and financiers will conduct extensive checks and analyses to be certain that what is written in your business plan faithful representation of the truth.

10. Grow and Change

It is a very common misconception that a business plan is a static document that a new business prepares once in the start-up phase and then happily forgets about.

But businesses are not static. And neither are business plans. The business plan for any business will change over time as the company evolves and expands .

In the growth phase, an updated business plan is particularly useful for:

Raising additional capital for expansion

• Seeking financing for new assets , such as equipment or property
• Securing financing to support steady cash flows (e.g., seasonality, market downturns, timing of sale/purchase invoices)
• Forecasting to allocate resources according to strategic priority and operational needs
• Valuation (e.g., mergers & acquisitions, tax issues, transactions related to divorce, inheritance, estate planning)

Keeping the business plan updated gives established businesses better chance of getting the money they need to grow or even keep operating.

Business plan is also an excellent tool for planning an exit as it would include the strategy and timelines for a transfer to new ownership or dissolution of the company.

Also, if you ever make the decision to sell your business or position yourself for a merger or an acquisition , a strong business plan in hand is going to help you to maximize the business valuation.

Valuation is the process of establishing the worth of a business by a valuation expert who will draw on professional experience as well as a business plan that will outline what you have, what it’s worth now and how much will it likely produce in the future.

Your business is likely to be worth more to a buyer if they clearly understand your business model, your market, your assets and your overall potential to grow and scale .

Related Questions

Business plan purpose: what is the purpose of a business plan.

The purpose of a business plan is to articulate a strategy for starting a new business or growing an existing one by identifying where the business is going and how it will get there to test the viability of a business idea and maximize the chances of securing funding and achieving business goals and success.

Business Plan Benefits: What are the benefits of a business plan?

A business plan benefits businesses by serving as a strategic tool outlining the steps and resources required to achieve goals and make business ideas succeed, as well as a communication tool allowing businesses to articulate their strategy to stakeholders that support the business.

Business Plan Importance: Why is business plan important?

The importance of a business plan lies in it being a roadmap that guides the decisions of a business on the road to success, providing clarity on all aspects of its operations. This blueprint outlines the goals of the business and what exactly is needed to achieve them through effective management.

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How to Write a Business Plan

Last Updated: August 8, 2024, 7:52 am by TRUiC Team

Writing a business plan can be an intimidating endeavor. Whether you’ve decided to start a business , or you already have a business and need to write a business plan to apply for a loan or to pitch to investors , we cover the process in-depth.

Recommended: Our business plan generator walks you through topics like marketing and financial projections so that your business is prepared to succeed.

What Is a Business Plan?

The  traditional business plan is typically a 20 to 40-page formal document  that describes what your business does, what your objectives are, and how you plan to achieve them.

It lays out your plans for operating, marketing, and managing your business, along with your goals and financial projections.

There are many different types of business plans, depending on the stage of your venture and the purpose of your business plan. In the earliest stages of your business idea, you may want to start small with a  three-sentence business plan , or perhaps by sketching out a  lean canvas  or  business model canvas .

Once your  business idea  has been developed, you’ll be ready to begin  writing your business plan .

Why Do You Need a Business Plan?

Writing a business plan requires you to think through all of the key elements of your business. This gives you insights into the challenges you’ll face and the strengths you bring.

A business plan is also often requested by lenders or investors when you are ready to seek financing.

While many companies do not need a formal business plan unless they are planning on  seeking investors  or  applying for a business loan , writing a business plan has extensive benefits.

The process of writing your business plan allows you to take an in-depth look at your  industry ,  market , and  competitive position . It helps you  set goals , determine your  keys to success , and  plan your strategies . It also allows you to explore your  financial projections  and manage cash. So, even if you do not need a formal business plan, the process of planning may still reap huge rewards.

Your Audience

You need to  think carefully about who is going to read  your business plan.

Although you might begin writing a business plan only to convince yourself, there are a number of stakeholders who may end up reading your business plan.

Your plan might be read by your:

• Partners or potential partners
• Board of directors
• Senior management team
• Current employees
• Employment candidates

Outside the organization , the following stakeholders may want to read your business plan before they decide to do business with you:

• Distributors
• And independent contractors

Think about your primary audience when you are writing your business plan. What are the aspects that are most important to them? This is where you will want to put the majority of your focus.

For example,  lenders will be most interested in your financial projections  — your cash flow statement and balance sheet.

Investors might be most interested in your business model, the uniqueness of your product or service, and your competitive advantage.

Partners, your senior management team, and current employees  might be most interested in your strategic plans- your vision, your operational plan, and your organizational plan.

Find Sample Business Plans in Your Industry

One great resource you should check out before sitting down to write your business plan are  sample business plans  in your industry.

Not only will you have the  opportunity to gain insights  on your industry and your competitors, you also might be able to find troves of industry and market research that will make conducting your own analysis of the industry and market much easier.

To find example business plans in your industry,  try searching the web for  “ your industry  business plan example.”

Writing Your Business Plan

Once you have spent some time looking at sample business plans in your industry, it is now time to  start writing your business plan . An easy place to begin is by outlining the major sections you will need in your plan.

What you need to include in your business plan will depend on the type of business you are creating, your business model, and who your intended audience is.

Common business plan sections include:

• Executive Summary —  a high-level overview of your business or business idea
• Venture Overview —  a description of your company, vision, mission, and goals
• Product or Service Description —  a detailed description of your product or service
• Industry and Market Analysis —  an analysis of the industry and market you compete in
• Marketing Plan —  your overall strategy and specific plans to capture market share
• Organizational Plan —  the legal form of the business and the key players
• Operational Plan —  how you will operate the business and your key resources
• Goals, Milestones, and Risks —  short and long-term goals, milestones, and risks
• Financial Statements —  Financial statements or the projected financials of your business

Not every type of venture will require every one of these sections  to be included in their business plans. However, most business plans will at least include an executive summary, venture overview, a description of the products and services, and some form of financial projections.

Executive Summary

As suggested in its name, an  executive summary is a summary of the key points in your business plan . This is your first chance to convey to readers the what, why, who, and how of your business or business idea.

Although there is no set structure for an executive summary,  a good executive summary should summarize :

• The problem you are solving
• Your solution
• Your target market
• Any competitive advantages
• The team you’ll build
• Goals and objectives
• An overview of your financials or financial forecast

If you are writing your  business plan for the purpose of acquiring funding , you will also need to discuss the amount of funding required, the purpose of the funds, as well as how your investors will get paid back.

The executive summary should be clear and concise . Ideally, this section should be one to two pages and typically follows either a synopsis or story approach, depending on the intended audience.

In the synopsis approach, you would provide a brief summary of each of the key sections of your business plan. In the story approach, your executive summary reads like a narrative, allowing you to tell the “story” of your business or idea.

With either approach to writing the executive summary, the information you want to convey remains the same. The executive summary needs to provide an overall picture of your current business or business idea.

The executive summary should include:

• A brief description of you and your venture,
• The problem your product or service is solving,
• Some information on your target market, including size, potential, & competition, and
• The solution you are offering.

The executive summary should also include:

• A statement of where you are now,
• A statement of your objectives and future plans,
• A list of what you see as keys to your success, and (if you are seeking investors)
• Any relevant financial information such as start-up costs, funding required, and how you will use investor funding.

Although the executive summary is the first section in the business plan, because it is a summary of the rest of your business plan, it is often written last.

Venture Overview

The venture overview is a top-level depiction of your company.

It contains the:

Description of the Venture

• Vision Statement
• Mission Statement
• Goals & Objectives
• Keys to Your Success

The first part of your venture overview is a description of your venture.

The description of your venture should include what you do (a brief description of your products or services), the value you provide to customers, your current operating status or a brief history of the venture, and a short description of the industry or niche in which you compete.

How to Write a Vision Statement

After describing your venture, a vision statement is a very simple, 5 to 10 word sentence or tagline that expresses the fundamental goals of your firm. Good vision statements reflect your company’s long term passion and purpose, often in a way that evokes emotion.

Take a look at the vision statements below for some inspiration:

Disney —  To make people happy. Oxfam —  A world without poverty. Stanford —  To become the Harvard of the West. Marriott —  To be the #1 hospitality company in the world. Microsoft —  A computer on every desk and in every home; all running Microsoft software.

How to Write a Mission Statement

After having crafted your vision statement, you should also create a mission statement. A mission statement explains your company's goals in terms of what you do for your customers. A good mission statement should tell your reader what your company does, who you do it for, and why you do what you do.

Check out these excellent examples of compelling mission statements:

Patagonia —  “Our Reason For Being: Build the best products, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Trader Joes —  “Our mission is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required to make informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.”

Facebook —  "Founded in 2004, Facebook's mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them."

Goals and Objectives

In this section of the business plan, break down your most important short-term and long-term goals and objectives.

Aim for five to seven of your most important short and long term goals.

This subsection of your venture description should be kept short. You will come back to your goals at the end of your business plan.

However, your key short-term and long-term goals should be highlighted early on in your business plan as well. The rest of your business plan will act as evidence of how you plan on achieving your goals.

Keys to Success

Your keys to success are your insights into what it takes to be successful in your industry, market, or niche.

Your keys to success can include several of the most important milestones that you will need to accomplish in order to achieve your goals.

These may include providing high quality products and services, your ability to attract customers or users and gain market share, or even your ability to develop the technology to deliver your products or services.

Your keys to success may also include the major milestones that you will need to reach along the way in order to achieve your vision. You will come back to your milestones and objectives at the end of your business plan.

Product or Service Description

The product or service description section is where you will go into detail in describing your products or services.

Not only will you describe your product in more detail, you should also discuss the uniqueness of your product, and what gives you an advantage over your competitors.

These are the three main parts of the Product (or Service) Description:

Description of Products or Services

Uniqueness of product, competitive advantage.

In this subsection of your business plan, describe the products or services you will provide, why they are a fit in the market, and how you will compete with similar products and services.

Begin by clearly describing the products or services you will provide. Make sure to explain the features and characteristics of your products and services. Your product or service description does not have to be highly technical. Rather, in addition to describing the features, focus on highlighting the advantages and benefits associated with your products or services.

Also, let your reader know why your product or service is needed. How does your product or service differ from those offered by your competitors? How does it better fill your customers wants and needs?

This is where you tell your reader why your solution is unique. Is it different from everything else out there? How is it different? Why would potential users choose your product or service over your competitors? In order to stand out, you need to distinguish yourself in some way.

To describe your product or service’s uniqueness, you may want to come up with a unique value proposition (or unique selling point). A value proposition is a short description of what you do, who you do it for, and how this benefits them.

A value proposition is similar to a mission statement. However, it differs in that a mission statement is written from the perspective of the company, while a value proposition is written from the perspective of the customer.

Your value proposition should be the center of your customer messaging. It should be front and center on your website, in your marketing materials, and in your advertising.

Here a few examples of great value propositions:

Dollar Shave Club —  A Great Shave for a Few Bucks a Month. No Commitment. No Fees. No B.S.

Unbounce —  Build, Publish, & A/B Test Landing Pages Without IT

Freshbooks —  Small Business Accounting Software Built for You, the Non-Accountant

Skype —  Skype Keeps the World Talking, for Free. Share, Message, and Call - Now with Group Video on Mobile and Tablet Too.

What makes you better than competitors?

Does your  competitive advantage  come from superior products and services, customer service, technical support, logistics, price? What are the factors that give you an advantage over your competitors?

Clearly defining your competitive advantage is important.

Your competitive advantage is not just some abstract concept. It is at the core of how you deliver value to your customers. Your competitive advantage lays the foundation for your business model and should be a key component of your strategic plans.

Common areas where businesses find competitive advantages include:

• Intellectual Property
• Resources/Capital
• Economies of Scale
• Knowledge/Experience
• Connections and Network
• Customer Service
• Technical Support
• Customization
• Brand Recognition/Loyalty

Industry and Market Analyses

The  industry and market analysis  is the “big picture” view of your industry and market.

Conducting an industry and market analysis is going to take a good deal of research. You will likely need to research your industry, your competitors, and your customers. But do not rush through this section of your business plan.

A good understanding of your industry and market is critical to your success. By understanding the forces at play within your industry, you will be better able to find additional ways to create value that will allow you to succeed in the current and anticipated competitive environment.

Conducting an industry and market analysis can be intimidating, especially if you do not know what to look for or how to find the information you need. In the next section, we will discuss what should be included in your industry analysis. Then, we will tell you where to begin looking.

Industry Analysis

The industry analysis is a big picture analysis of the industry you will compete in. What does your overall industry look like today? There are a number of insights that will help you assess the attractiveness of your idea and form a big picture view of the industry and segment you are considering competing in.

Key insights to be alert for include:

• The dominant economic features of the industry
• The industry’s driving forces
• The industry’s competitive environment
• The competitive position of major players and key competitors
• Key industry success factors

To arrive at meaningful insights from your industry analysis, try to find answers to the following questions:

• What primary products or services are provided by your industry?
• What is the size and trajectory of the industry?
• What was the annual growth rate of the industry over the past year? Three years? Five years? Ten years?
• What is the forecasted annual growth rate over the next three years? Five years? Ten years?
• What is the average profitability of firms in your industry?
• What trends are affecting your industry?
• Who are the major customer segments served by your industry?
• Who are the major players in your industry?
• Who will be your key competitors in your industry?
• What key factors determine success or failure?

Industry Research

Now that you have a better idea of what to look for, you will need to know where to begin your search. There are a number of great free resources to begin looking for industry research. However, the first step is to determine the industry you are in.

While by this point, you should have some idea of the industry you are in, it is not always so clear. You could try an internet search to see what information you can find on your industry, but you will also want to find the NAICS code. You can do a  NAICS Code Lookup  and find the  NAICS Code for LLC  that matches your industry.

Here, you use the NAICS identification tool to drill-down through a list of industries to find the appropriate NAICS code for your business.

Once you know your industry, you can begin collecting more information about the industry trends and trajectory.

www.Bizstats.com  provides free industry statistics including industry averages for income statement revenues and expenses, balance sheets, and key financial ratios. This is very helpful in making financial forecasts and setting benchmarks.

The US Census Bureau also provides several tools to help you conduct industry research:

• The  Economic Census  provides information on employer businesses, including data sorted by industry, state, region, and more.
• Statistics of US Businesses (SUSB)  provides additional data on US businesses by enterprise size and industry. Both of these tools may help in conducting your industry analysis.

Target Market Analysis

Once you have a better understanding of the industry, you can begin to narrow down to your target market. In this section of the business plan you describe who your target market is and what you know about them.

What is a target market?  Your target market is the specific group of customers to whom your product is intended. And no, it is not everyone. Although many new venture founders would like to sell their product or service to everyone, you should focus your efforts on your most likely customers.

Narrowing your target market requires understanding the three types of markets for your products or services. Your venture’s market can be narrowed down into three categories, the TAM, the SAM, and the SOM.

The  total available market (TAM)  is the total market for your products and services. Everyone in the universe who might be your customer.

The  serviceable available market (SAM)  is the subset of the total market that you can actually reach. Although anyone in your universe might be your customer, you are limited in your ability to reach them all.

The  share of market (SOM)  is the subset of the serviceable available market that you will actually reach. These are your most likely customers. Your target market.

Target markets can be segmented in many different ways. The idea is to narrow down to your most likely customers. This is where your focus should be.

Ways you can segment the market include:

• Demographic  (e.g., age, gender, family size, education, income)
• Geographic  (e.g., country, state, region, city, neighborhood)
• Psychographic  (e.g., benefits sought, personality, social class, lifestyle)
• Behavioral  (e.g., benefits sought, usage, attitude, loyalty)

Once you understand who your target market segments are, you will be able to start determining how you can reach them. To do this, consider:

• Where does your target market get information to make purchasing decisions?
• What is it they are looking for when considering buying this product/service?
• What will your target market pay attention to?

Market Research

To determine your target market and conduct a market analysis, you will most likely have to do market research.

Market research is the collection, analysis, and interpretation of data related to your target market and target customer to support strategic decision making.

There are  two types of market research : secondary market research, and primary market research.

Secondary market research  is the collection, analysis, and interpretation of data that has already been collected for other purposes. Secondary market research may include the collection of data from a number of sources such as the U.S. Census Bureau, consumer agencies, and for-profit organizations.

Primary market research  is the collection of new information to gain a further understanding of the problem at hand. Primary market research involves you collecting the data or hiring a market research firm to collect data for you. This is you going out and actually collecting the opinions of your potential customers.

Common methods of primary market research include  customer observation, focus groups, customer surveys, and customer interviews .

Because  primary market research typically takes more time  to complete and may incur  significant costs , secondary market research is often conducted before conducting primary market research. This allows you to gather enough insights that you can narrow your primary market research to those more likely to be your customers.

To begin conducting secondary market research, consider these sources:

Think with Google  provides a number of free tools and resources to help you find and understand your target market. From tools like Find My Audience and an Insights Library to a wealth of information on customer trends and the consumer journey, Think with Google is a valuable tool in conducting your market analysis.

City Town Info  provides free statistics on people and places, colleges and universities, and jobs and careers. You can search for data on more than 20,000 U.S. communities at the city and state levels.

Google Trends  is another useful tool for conducting market research. Google Trends allows you to explore what people are searching on the internet. You can examine trending topics, see trends by year, or search your own topic to discover interest over time, by region, or by related queries.

Social Mention  allows you to conduct a real-time social media search for topics across more than 100 social media platforms. Social Mention provides you with information on the sentiment behind topic mentions, top keywords, top hashtags, and the social media platforms where these topics are being discussed.

Needless to say, there are several other great sources for both industry and market research. The key is to get creative to find the data and information to both guide your strategy as well as justify your business opportunity.

Competitive Analysis

Once you understand your industry and market, you should also include an analysis of your major competitors.

Your competitors may include anyone offering alternatives to your solution that people are using now to solve the same problem.

You will want to understand and  explain who your competitors are along with their market share , price, major competitive advantages and disadvantages, and what makes your product unique from theirs.

Start by identifying the major competitors within your industry. You should focus on your closest competitors. Those that compete with you directly.

Next, for each competitor, describe their strategies, their strengths, and their weaknesses. In doing so, try to answer the following questions:

• What are their primary products and or services?
• Who are their target customers?
• What differentiates your product or service from theirs?
• What is their pricing strategy?
• What is their marketing strategy?
• What is their main message or value proposition?
• What are their strengths and weaknesses?
• What are their competitive advantages?

You should complete a competitive analysis for your top three to five competitors. Doing so will allow you to gain a much better perspective on the competitive landscape and may provide insight into how you can distinguish yourself from your competitors and even how you can take advantage of areas where your competitors fall short.

Marketing Plan

The  marketing plan  depicts the overall strategy your venture pursues to capture market share.

The marketing plan describes all aspects of marketing for your venture, including the  product, price, place, and promotion . This includes a big picture view of your marketing strategy, your planned marketing mix, as well as your pricing strategy, sales strategy, and advertising strategy.

The marketing plan should be well informed by your industry and market analysis. By now, you have a plethora of knowledge about who your  target customer  is, the problem and pain points that you are alleviating for them, and how your competitors are positioned. All of this knowledge allows you to hone your marketing plan to reach your target market with the right message in the channels they turn to for information.

Marketing Strategy

The first section of your marketing plan is your marketing strategy. Your marketing strategy refers to your overall strategy of how you will market your product. How will you get your message out to your potential customers?

Your marketing strategy should consider the four essential elements of marketing:

The 4 Ps of Marketing:

The product is everything the customer gets, whether it be a physical product, a service, or an experience.

It is what you deliver. This includes the product or service itself, along with its branding, packaging, labeling, and even benefits.

The price is what you charge. What the customer gives you. Your business plan should discuss your pricing strategy and where this fits in your marketing mix.

Are you competing on price and thus offer low pricing? Or are you focusing on value at a medium price point? Or maybe you are positioned as a luxury label or item, and compete at a high price point? Why did you choose this strategy? Does it fit with your target market and within your marketing mix?

Location refers to where your customers find you, or where you find them.

While much of today’s marketing is done online, location is still as important as ever. Once you understand the place, you will have a much better idea on how to deploy your marketing mix. Where do your ideal customers get their information? Where do they shop? What forms of social media do they use?

Promotion is how you tell customers about your products and services.

Simply put, promotion is how you raise awareness of your products, services, or brand. Promotion strategies may include public relations, content creation and curation, marketing, and advertising.

But, keep in mind, your promotional strategies should be focused on one thing: your target customer and the strategies and messaging that works for them.

Your Marketing Mix

Your marketing mix is how you allocate resources to the marketing channels that you plan to pursue. In this section of your marketing plan, you will describe the marketing messaging and channels that you plan to use, and why these are appropriate for your target market.

Inbound Marketing

Inbound marketing, or content marketing, is a form of marketing designed to draw traffic to your website by providing valuable content to your target market. This is often achieved by posting useful web content, content, videos, and blogs.

The idea behind inbound marketing is pretty simple- by providing knowledge and information on your products, services, and other information that is valuable to your customers, you generate more leads and, hopefully, more sales.

Social Media Marketing

With over 3.5 billion people around the world using social media, social media marketing is another powerful tool to reach potential customers.

Social media marketing has many advantages, including allowing you to get your message in front of your specified target audience at little to no cost.

Although there is an overabundance of social media channels to choose from. Focus on the ones that your target market uses to get their information.

For instance, if your target market is middle age or older people, you may want to focus on platforms that are more popular with these demographics such as Facebook, Twitter, and Pinterest. However, if your target market is teen agers and young adults, you are more likely to find them on platforms such as Instagram and TikTok.

The Power of Video Marketing

Do not forget to discuss the use of video marketing in your marketing mix.

In both inbound and social media marketing, video has begun to play an increasingly important role. Video marketing can be employed in inbound marketing, email marketing, and social media marketing to serve a variety of purposes. The most common uses of video marketing include explainer videos, presentation videos, testimonial videos, sales videos, and video ads.

Not only can video marketing be used in a variety of methods and contexts, it is a highly consumed type of advertising. In fact, in 2020, 96% of consumers watched an explainer video to find out more about a product or service. Video works. And marketers believe this too. 92% of marketers who utilize video marketing say that it is a key part of their marketing strategy.

Email Marketing

Depending on the type of venture your company is, email marketing may also be an important element in your marketing mix. A good email marketing strategy balances gaining new customers with keeping your existing customers engaged with your company.

Although you do not want to overdo it, and a lot of email marketing seems “spammy”, email marketing can be very effective in the right form. Welcome notes, confirmation emails, informational emails, newsletters, digital magazines, promotional emails, and seasonal and birthday campaigns are just a few of the many types of email marketing.

Referral Marketing

Another common type of marketing in a company's marketing mix is referral or recommendation marketing. Referral or recommendation marketing can take many forms. Referral marketing might include good old organic word-of-mouth marketing wherein you ask customers for referrals, or even a formal system for rewarding customers who refer new clients.

Pricing Strategy

The Marketing Plan section of the business plan should also describe your pricing strategy. How are you going to price your products and services?

There are a number of ways you can approach pricing:

Markup Pricing —  Markup pricing is pricing based on your costs, plus a predetermined markup. The amount you mark up your product or service is usually expressed as a percentage, known as the gross margin. Markup pricing is most often found in high volume manufacturing industries where manufacturers must cover the cost of the products they are making.

Competitive Pricing —  Competitive pricing is pricing based on your competitors prices for similar products or services. Competitive pricing is most often seen in products or services where there are numerous competitors or substitutes.

Value Pricing —  Value pricing is pricing based on the value or perceived value that you deliver to your customers. In value-based pricing, you set the prices of your products and services in line with what the customer believes your product or service is worth. Value-based pricing is most often seen in higher value products and services, those that cater to self-image, or those that are niche or unique.

Penetration Pricing —  Penetration pricing is setting a low initial price, and then raising it as demand increases. Penetration pricing is designed to capture market share. It is a strategy often used by a new business or in launching new products and services. The idea is to set the price low enough to draw customers from your competition.

Price skimming —  Price skimming pricing is setting a high initial price and then reducing this price as the market evolves. Price skimming is most often used on new or trendy products and services. As initial demand slows and alternatives or competitors emerge, the high initial pricing must then be lowered to stay competitive in the market.

Sales Strategy

A  sales strategy  is how you plan on selling your products or services to your target market. This includes your sales channels (where will your product or service be available for sale) as well as how you will sell your product or service.

Your sales strategy depends on your business model and the nature of your business. If your business involves retailing, food services, or personal services where your customers come to you to make a purchase, your sales strategy may be quite simple (or even unnecessary to income). However, if your business involves personal selling, you may need a more thought-out sales strategy.

Some questions to ask to determine and document your sales strategy in your business plan:

• Will your products or services be available on your website?
• On a third-party website?
• In retail locations?
• In your own stores?
• In other retail stores?
• Directly to consumers? (Business to Consumer or B2C)
• To businesses? (Business to Business or B2B)
• Cold calling?
• Networking?
• Inside salespeople?
• Outside sales representatives?
• Sales through strategic partners?

Advertising Strategy

An advertising strategy is how you plan to use sponsored, non-personal messaging to reach and inform potential customers of your product, service, or brand.

Your advertising plan should describe the mediums you are going to advertise in , who you are targeting advertising in these mediums, your advertising message(s), and your advertising budget. A good advertising plan is also measurable, so be sure to consider how you are going to measure the effect of your advertising strategy to see if it is working.

Advertising Mediums

The most common advertising mediums typically fall into the categories of traditional advertising and digital advertising.

Traditional advertising  includes print advertising such as newspapers, magazines, flyers, direct mail, and even billboards, as well as radio and tv advertising.

Digital advertising  includes email advertising, search engine advertising, website advertising, social media advertising, influencer advertising, among many, many more.

The secret to finding the right advertising strategy and advertising mediums for your business is knowing where to find your most likely customers. Where is your target market, and where do they go to get their information?

Organizational Plan

The organizational (or management) plan describes:

• The legal form of the business
• Its organizational structure
• The background and roles of the leadership team
• Key personnel that are already in place or you will need to fill.

Organizational Type and Structure

The first part of your organizational plan describes your  organizational type and structure . Who owns your company? And what is its legal business structure?

There are four primary types of organizational structures:

Sole Proprietorships

Partnerships.

• Limited Liability Companies (LLCs)

Corporations

Sole Proprietorships and Partnerships are  informal business structures , while LLCs and Corporations are more  formal business structures .

The best type of structure for your business will depend on your business’s particular characteristics and needs. A partnership structure may be the best choice for some businesses, while an LLC or a corporation might work better for others.

Sole proprietorships  are an informal type of business structure. While many businesses start out as sole proprietorships because they are an informal business structure the owner is liable for 100% of the business's liabilities and risks. Thus sole proprietorships are typically not the preferred ownership structure for small businesses.

Similar to a sole proprietorship, a  partnership  is also an informal type of business structure. While a sole proprietorship involves only one owner, a partnership is a business structure with two or more partners where there is still no legal distinction between the owners of a partnership and their business.

An  LLC  is a formal business structure that distinguishes the owners from the business itself.

LLCs offer the personal liability protection of a corporation with the pass-through taxation of a sole proprietorship or partnership.

It is the simplest way of structuring your business to protect your personal assets in the event your business is sued.

LLCs can be owned by one or more people, who are known as LLC “members.” An LLC with one owner is known as a single-member LLC, and an LLC with more than one owner is a multi-member LLC.

LLCs require operating agreements . Operating agreements are legal documents that outline the ownership and member duties of your LLC. This agreement allows you to set out the financial and working relations among business owners ("members") and between members and managers.

Recommended:  Learn  how to form an LLC  in your state using our free guides.

A  corporation  is a legal business entity that is owned by shareholders, run by a board of directors, and created through registration with the state.

Corporations offer limited liability and tax benefits but are required to follow more complex operating procedures than their counterpart, the limited liability company (LLC).

Ownership and Executive Team

Now it’s time to sell the single most important element in your business plan. You!

This subsection of your business plan tells readers who is in your  ownership and executive team  and outlines the accomplishments of your team.

You should include a  short profile on each member  of your ownership and executive team that will play a role in company decision making.

Who is on your ownership and executive team? What roles will each perform? What knowledge, experience, and accomplishments do you and your team bring to the table? What roles do you still need to fill, and how and when do you plan on filling them?

It is well known that many investors consider the experience and ability of the ownership and management team to be just as important as the idea itself. Do not pass over this opportunity to highlight how your knowledge, experience, and accomplishments set you up to succeed.

Also, remember that when you are writing your descriptions of your ownership team, talk about your accomplishments- as opposed to experience. Accomplishments signify that you have a track record and can get things done.

Key Personnel

This section of the business plan highlights the  key personnel associated with the business . This may include members of the management team outside of the owners and executive management, the board of directors, and any outside advisors.

Here, include profiles on each key figure associated with your company, focusing on their accomplishments and the knowledge and skill they bring to the business.

Operational Plan

The  operational plan  describes how you will operate. The processes, strategies, and resources that you will use to operate your business on a daily basis.

This includes descriptions of production (if you produce a product) or the process you will use to carry out your service. The operational plan may also include, as necessary, descriptions of your logistics and supply chain, physical resources and needs, human resources and needs, technological resources and needs, and timetables for carrying out your plan.

Production Plan or Service Description

The  production plan or service description  explains how you are going to make and deliver your product(s) or provide your service(s). Although the production plans for products and services may look slightly different, both describe how your company will operate in the day-to-day.

If you are making a product , the production plan is where you will describe the process for making the product. What are your methods of production? What are the steps in your processes? How will you ensure quality? Maintain inventory? Handle Logistics?

If you are providing a service , the production plan is where you can describe the process you go through providing that service. What are your service methods? What will your sales and customer service look like? What is the customer experience like?

Most importantly, which of these might give you an advantage over your competitors? If you have any superior methods, processes, or other advantages, make sure to highlight them in your production plan or service description.

Logistics and Supply Chain

This section of the business plan describes your logistics and where you fall within the supply chain in your industry.

If you produce a product , you should discuss how you source materials, where your materials come from, and who your suppliers are. You will also need to discuss how you handle inventory, how you warehouse, and how you distribute your product(s).

If you are a service business , you may still have to discuss how you source materials used in your service, who your suppliers are, and how you handle inventory.

Physical Resources

In this section of the operational plan, you  describe the physical resources  that you have and the physical resources that you need to acquire. Think through everything you might need. This will become important when it is time to make financial projections.

• What facilities, machinery, equipment, and supplies do you require?
• Do you require raw materials?
• Who will be your primary suppliers?
• Secondary suppliers?
• Do you have back up suppliers and contingency plans if you cannot acquire raw materials?

Technological Resources

You should discuss the technological resources that you are developing, have, or need to create or acquire.  Technological resources may include  any software, applications, or websites that you have or will need to create, outsource, or purchase.

• What hardware or machinery will you require?
• What software or applications will you require?
• Can you purchase the software and applications you need?
• Are the software and applications you will need off-the-shelf or specialty?
• Will you have to create the software and applications you need?
• Do you need a website?
• Will you create and maintain your website inside the company or have it created and maintained by someone else?

Human Resources

Here, you describe the people that are a part of your team, and the human resources that you need to add to your team, hire, or outsource. Since you have already described the ownership and management team as well as key personnel, this section is more focused on production level workers and lower management.

• How much staffing will you need?
• What skills will your staff require?
• What will your staffing typically look like?
• How will you recruit, train, and retain employees?

Goals, Milestone, and Risk

The  goals, milestones, and risks section  of your business plan is the place to outline your goals, set key milestones, and explore and explain your preparation for the risks you will face.

Goals lay the foundation  of where you intend to take your company and how you are going to get there. It is important to ascertain the short and long-term goals for your company.

Your goals should be connected to your mission and vision, your business model, and your strategic plans. They should also reflect your ambition to move the company forward and are often reflected in  key performance indicators (KPIs) , such as numbers of users and customers, revenues, expenses, retention, satisfaction, and other indicators of performance.

Here are some questions to help you develop the goals for your company:

• When do you expect to break even?
• What do you expect your revenue to be in one year? Three years? Five years?
• What market share do you expect to capture in the next year? Three years? Five years?
• Where do you plan to expand from here?
• What KPIs do you need to achieve or improve?
• When do you expect to implement major objectives?
• What level of customer satisfaction do you hope to achieve?

When developing your goals, in addition to defining what your goals are, you also need to consider the  how , the  when , and the  who . First, consider  how  your goals will get accomplished? What actions need to be taken to achieve your goals? What milestones do you need to accomplish along the way?

Your  goals should also include your plan on  when  you plan on attaining each goal . Not only will your readers be curious about when you plan to achieve your goals, due dates and deadlines make for really powerful motivators.

Finally, you should also determine  who  is going to be responsible for working toward each goal. In a sole-proprietorship or startup it may be you, the business owner, or your founding team. However, as your organization grows, it will become more and more important to define who is responsible for pushing toward and achieving each goal.

SMART Goals

Your goals should be SMART:  S pecific,  M easurable,  A ttainable,  R ealistic, and  T imely.

• Specific —  Your goals should be clear and specific. They should be narrow enough that you can determine the appropriate steps to attain them. In addition to  what , in planning your goals, do not forget to be specific about  how ,  when , and  who . How will your goals be attained? When do you anticipate achieving them? Who is going to be responsible?
• Measurable —  Your goals should be measurable. There should be some objective metric or performance indicator by which you can tell if you have met your goals? How are you going to measure your goals? What metrics or performance indicators will you use? How will you know if you achieve your goals?
• Attainable —  Your goals must also be realistic and attainable. For a goal to be attainable you must be able to achieve it. Do not be afraid to push yourself, but setting unrealistic goals will cast doubt on your entire business plan. Ask yourself, can your goals be accomplished? By you? What will it take to attain them?
• Relevant —  Your goals also need to be relevant. To be relevant, they should contribute to the mission, vision, and success of your venture. Do your goals align with your company’s values? Are they within the scope of and aligned with your operational plan? Your marketing plan? Are they within the budget?
• Timely —  Your goals should also be timely and time-bound. Their process and progress should be clearly defined and they should have a starting and ending date. Without a timeframe, there is no sense of urgency, or motivation to get started. Make your goals time-bound. How long do you expect it to take? When do you plan on getting started? When do you anticipate achieving each goal?

Milestones are important events in your venture’s growth  that mark significant change or stage of development.

Creating a list of milestones can act as a checklist of what you need to accomplish for your venture to reach its goals. They tell the story of how you are going to get from where you are to where you are going.

Milestones might include major events and accomplishments, such as:

• Forming an LLC
• Writing a Business Plan
• Securing Seed Capital
• Develop a Prototype
• Begin Production
• First Major Sale
• Reach 10,000 Downloads
• Achieve 1,000 Paying Customers

It is alright to list a few milestones that you have already completed. Or to leave them in your business plan once you complete them. Accomplished milestones show that you are making traction.

Milestones act as a signal to potential investors and other stakeholders what to expect from your venture and when to expect it. They also signal whether the venture is progressing and growing as expected.

Implementation Timeline

The  implementation timeline is where you describe where your company is in its lifespan . You should set a timeline to reach your goals and milestones. This should include a short-term timeframe as well as where you anticipate being in the long term.

This section of the business plan should not be long. A simple chart will do. You can find several free timeline templates online to plug in your milestones and the time frame you expect to achieve them.

You will also want to include a section in your business plan showing that you understand the  critical risks that your business may be subject to . The risks you will face in your business include both internal and external risks. These are any areas that expose your venture to any kind of loss- assets, customers, sales, profits, and reputation, among others.

By exploring your assumptions and identifying possible risks in those assumptions, you can show that you have assessed and are prepared to handle risks and threats that may arise. There are several tools available to analyze business risks, including  SWOT Analysis and contingency planning .

SWOT Analysis

You may want to conduct a SWOT analysis or even include it in your business plan. A SWOT analysis is an analysis of your strengths, weaknesses, opportunities, and threats.

A SWOT analysis can help you understand your industry and market, your venture, and the strategies that you should pursue.

To conduct a SWOT analysis, you will need to assess factors both inside and outside your venture.

Here is how to conduct your own:

• What does your company do well?
• What are your company’s advantages?
• What do you do better than your competitors?
• What unique or low-cost assets do you have access to?
• What does your company not do well?
• What are your company’s disadvantages?
• What do your competitors do better than you?
• What needs to be improved?
• Where can you improve?
• Where can you grow?
• How can you turn your strengths into opportunities?
• How can you turn your weaknesses into opportunities?
• Do the trends of the industry or market represent a threat?
• Is the number of competitors growing?
• Do changes in technology or regulation threaten your success?
• Do your weaknesses represent a threat?

Contingency Plans

After assessing your risks and your SWOT analysis, you should address any major threats or risks that your venture faces with contingency plans.

Contingency plans are plans to help mitigate these risks by establishing a plan of action should an adverse event happen.

Contingency plans show that you understand the threats and risks to your venture, and you have a plan in place to lessen the damage should these risks emerge. There are various ways to prepare for adverse events. One is through planning- identifying alternatives and determining the best course of action. Another is business insurance.

Business Insurance

Business insurance  protects against risk from several sources. The type of business insurance you will need varies greatly depending on the nature of your business.

While there are standard types of coverage like  general liability insurance ,  professional liability insurance ,  workers’ compensation ,  insurance for commercial property  and  commercial auto insurance , there are also insurance policies that cover specific business activities and specialized equipment.

You can bundle most of these into what is called a  Business Owner’s Policy (BOP)  by a trusted insurance provider to get you started doing business.

Financial Statements

Your  financial statements should include detailed projections of your income statement , cash flow statement, and balance sheet for the first year. You should also provide quarterly projections for the first three (or preferably five) years as well.

You also will likely need to include some sort of financial statement in your business plan. If you are a new venture, you will supply  pro forma  financial statements.  Pro forma  financial statements are simply financial projections.

Financial statements  can help you to evaluate the cash needs of your venture, determine whether your venture is feasible and desirable, compare your expected returns with the alternatives, identify milestones and benchmarks, and demonstrate the value of your venture to investors.

Financial Assumptions

Before you begin completing your financial statements, you should first sit down and  list the assumptions you will rely on to project your financial statements .

These should include projections concerning your:

• Initial revenue level per month
• Your growth and factors affecting growth
• Your inventory and inventory turnover
• And your operating expenses.

One of the  biggest mistakes new ventures make is in making unrealistic assumptions .

Remember, revenue assumptions are key assumptions in determining whether your business will be viable. However, many entrepreneurs are overly optimistic about their revenue assumptions and tend to underestimate their expenses.

In order to make more accurate financial assumptions, back up your assumptions with data whenever possible. To find data to back up your assumptions, look for things like industry averages, market trends, and comparisons with similar ventures. You should already have a substantial amount of this data from your industry and market research.

Pro Forma  Income Statements

The   income statement , also known as the  profit and loss statement , is a statement that shows the projections of your venture’s income and expenses over a fiscal year. On the income statement, you will detail your revenue and sources of revenue based on the assumptions you have made. You will also detail your anticipated expenses and use these to estimate your net income.

The typical income statement includes:

• Revenue —  the total amount of sales, or revenue, projected to be brought in by your business.
• Cost of Goods Sold —  the total direct cost of producing your product or delivering your service.
• Gross Margin —  the difference between revenue and cost of goods sold.
• Operating Expenses —  this section of your income statement details all of the expenses associated with operating your business. Common operating expenses might include rent, utilities, office
• expenses, salary expenses, and marketing and advertising expenses, among others.
• Total Operating Expenses —  the total of your operating expenses, excluding interest, depreciation, and taxes.
• Operating Income —  the difference between your gross margin and operating expenses.
• Interest, Depreciation, and Taxes —  this section of your income statement lists your non-operating expenses- expenses such as interest, depreciation, amortization, and taxes.
• Net Profit —  the total of how much you actually made. This is calculated by subtracting interest, depreciation, and taxes from your operating income.

Pro Forma  Cash Flow Statements

The  cash flow statement  is a financial statement that shows when and where cash (and cash equivalents) flow in and out of your venture. This tells you how much cash you will have on hand at any single point in time.

• Cash from Operating —  Cash flowing into and out of your venture from operating, beginning with “cash on hand.” Cash flowing  into  your venture from operating includes cash from sales, payments from credit sales, investment income, and any other types of cash income related to operations. Cash flowing  out of  your venture from operations, your expenses, includes costs of raw goods, materials, inventory, salary expenses, office expenses, marketing and advertising expenses, rent, interest, taxes, insurance, or any other expenses that are paid by the venture.
• Capital Cash Flow —  Cash flow, in or out of the venture, for capital assets such as the purchase or sale of fixed assets.
• Cash from Financing —  Cash flow from financing includes cash flowing in or out of your venture relating to venture financing activities. Inflows of cash from financing include the investments by founders or owners, any loans taken out during the period, or the issuance of any equity. The outflow of cash from financing may include the payment of the principal of any loans, along with the repurchase of any outstanding equity.

Pro Forma  Balance Sheet

The  balance sheet  is a financial statement that balances a venture's finances at a specific point in time. It describes how much the company is worth. The balance sheet uses  the  accounting equation:  assets = liabilities + equity . In fact, these are the main components of the balance sheet:

• Assets —  Resources that hold economic value. A business's assets include current assets and fixed assets.  Current assets  are resources that can be accessed in the short term. These include cash, accounts receivable, inventory, and other currently available resources.  Fixed assets  are resources that are intended for long-term use but hold economic value. These include land and buildings, machinery and equipment, furniture and fixtures, vehicles, and other fixed resources.
• Liabilities —  What the business owes. Like assets, a business’s liabilities are also current liabilities and long-term liabilities.  Current liabilities  are liabilities that are due within 12 months. Current liabilities include accounts payable, loans, and taxes.  Long-term liabilities  are liabilities that are due after one year. These include long-term loans, notes, and other long-term debts.
• Equity —  What the owners or shareholders own. Equity is also composed of two parts: Capital and Retained Earnings.  Retained earnings  is the amount of profit that has been retained by the company over the life of the venture.  Capital earnings , then, is what’s left. It is what has been invested. For new ventures, this may be the founder’s or early investors’ initial investments. For larger corporations, this would be the value of their shares of stock.

Break-Even Analysis

The  break-even analysis  shows you how much you have to sell before you break even. The break-even analysis uses fixed and variable costs in order to determine the sales volume you have to attain to reach a break-even point. This is the point where your sales volume covers both your fixed costs and your variable costs.

The  break-even point  is most often expressed as a number of units. You can calculate the break-even point by dividing fixed cost by the average profit per unit (average price per unit minus the variable cost).

Break-Even Point = Fixed Costs/ Profit Per Unit (Avg. Price - Avg. Variable Costs)

You can also calculate the break-even point in terms of $ of sales. To calculate the break-even point in $ of sales, you can divide total fixed costs for the period by the contribution margin ratio (net sales minus total variable cost / net sales).

Break-Even Point ($ of Sales) = Fixed Costs / Contribution Margin Ratio Contribution Margin Ratio = (Net Sales - Total Variable Cost) / Net Sales

Startup/Funds Required

If you are writing your business plan for the purpose of seeking funding, you should conclude your business plan by describing the investment opportunity.

With your financial projections in place, you will now be able to determine the amount of startup capital or investment you require.

This is because the funding you need is highly dependent on your profit and loss, cash flow, and break-even point. With well-researched assumptions and the evidence to back them up, you are ready to make the case that your business is worth the investment and will be able to pay it back or reward investors in the future.

In this section of the business plan, you will need to explain the amount of funding you are requesting as well as describe what those funds will be used for. The startup funding request will need to cover all expenses (maybe even your own personal expenses) at least until you reach your break-even point.

Business Plan Appendices (Optional)

If you have additional evidence to support your business idea, your business model, or your ability to achieve your goals and meet your financial objectives, you may want to consider including it as an appendix to your business plan.

Additional / Optional Evidence

Owners’ Resumes —  One thing you may want to consider including in your business plan is the resume for each owner. Investors often invest as much in the startup team as they do in the idea itself. Illustrations of Product —  Another helpful appendix is pictures or illustrations of your product. These are especially helpful for new products or those which are difficult to depict with words. Storyboard of Customer Experience —  If your business is a service business, you could also consider including a storyboard depicting your customer’s experience. Customer Survey Results —  You can also include any market research that you have conducted in an appendix. Showing that you have solicited feedback from real customers or potential customers provides further credence to your venture and venture idea.

Develop Your Business Idea

Before writing your business plan, it is important to take some time to develop your  business idea .

If you are starting a new company, there are likely many details of the venture that have not been fully worked through. If you already have an existing venture, the following tools can also be useful in evaluating your business model:

• A three-sentence business plan

The Lean Canvas

The business model canvas, three-sentence business plan.

An easy place to start is with a  three-sentence business plan . The three-sentence business plan is easy to construct, and consists of three parts:

• your product or service
• your market and marketing
• your revenue model.

Your Product or Service

The first sentence of your business plan clearly yet simply states your business's primary product or service. This includes the what and the where.

Example:  “CoffeeMe is an upscale bakery and coffee shop specializing in imported coffees and international delicacies that will be located in downtown Atlanta.”

Your Market(ing)

The second sentence of your three-sentence business plan describes who your target market is and how you will promote to them.

Example:  “CoffeeMe’s target market is urban professionals living and working in downtown Atlanta, marketed and promoted through traditional advertising, company partnerships, and social media.”

Your Revenue Model

The third sentence of your three-sentence business plan explains your revenue model. How will you make money?

Example:  “CoffeeMe’s revenue model includes one-time retail sales as well as a unique subscription model featuring all-you-can-drink coffee for subscribers.”

Put it all together, and you have your three-sentence business plan:

Example:  “CoffeeMe is an upscale bakery and coffee shop specializing in imported coffees and international delicacies that will be located in downtown Atlanta. CoffeeMe’s target market is urban professionals living and working in downtown Atlanta, marketed and promoted through traditional advertising, company partnerships, and social media. Our revenue model includes one-time retail sales as well as a unique subscription model featuring all-you-can-drink coffee for subscribers.”

Another useful tool for developing your business idea is the  Lean Canvas . The Lean Canvas takes a problem-solution approach to helping you plan your business, focusing on the problems you are solving for your customers.

The Lean Canvas helps you describe and visualize your problem, solution, customers, value proposition, key performance indicators, and competitive advantage.

The steps to complete the Lean Canvas are:

• Define your target customers or users
• List the problems you are solving for them and how they are currently solving those problems today
• Describe your solution
• Explain your unique value proposition
• Describe your revenue streams
• Depict how you will reach customers
• Define the key metrics that will tell if you are doing well
• Detail your cost structure
• Explain your unfair advantage

The Lean Canvas, created by Ash Maurya, and licensed under Creative Commons Attribution-Share Alike 3.0 Unported License:  https://leanstack.com/lean-canvas

The  Business Model Canvas  helps you describe and visualize the key aspects of your venture including your customers, value proposition, infrastructure, and revenue and cost models.

If you have already completed a Lean Canvas, you will already have several of the central parts of the Business Model Canvas complete.

The steps to complete the Business Model Canvas are:

• Explain your value proposition
• Describe how you interact with customers
• List the key activities that you will need to do to deliver on your value proposition
• List the key assets that you will need to deliver on your value proposition
• Describe the key partnerships that you will need to put in place to deliver on your value proposition

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The importance of a business plan

Business plans are like road maps: it’s possible to travel without one, but that will only increase the odds of getting lost along the way.

Owners with a business plan see growth 30% faster than those without one, and 71% of the fast-growing companies have business plans . Before we get into the thick of it, let’s define and go over what a business plan actually is.

What is a business plan?

A business plan is a 15-20 page document that outlines how you will achieve your business objectives and includes information about your product, marketing strategies, and finances. You should create one when you’re starting a new business and keep updating it as your business grows.

Rather than putting yourself in a position where you may have to stop and ask for directions or even circle back and start over, small business owners often use business plans to help guide them. That’s because they help them see the bigger picture, plan ahead, make important decisions, and improve the overall likelihood of success. ‍

Why is a business plan important?

A well-written business plan is an important tool because it gives entrepreneurs and small business owners, as well as their employees, the ability to lay out their goals and track their progress as their business begins to grow. Business planning should be the first thing done when starting a new business. Business plans are also important for attracting investors so they can determine if your business is on the right path and worth putting money into.

Business plans typically include detailed information that can help improve your business’s chances of success, like:

• A market analysis : gathering information about factors and conditions that affect your industry
• Competitive analysis : evaluating the strengths and weaknesses of your competitors
• Customer segmentation : divide your customers into different groups based on specific characteristics to improve your marketing
• Marketing: using your research to advertise your business
• Logistics and operations plans : planning and executing the most efficient production process
• Cash flow projection : being prepared for how much money is going into and out of your business
• An overall path to long-term growth

What is the purpose of a business plan?

A business plan is like a map for small business owners, showing them where to go and how to get there. Its main purposes are to help you avoid risks, keep everyone on the same page, plan finances, check if your business idea is good, make operations smoother, and adapt to changes. It's a way for small business owners to plan, communicate, and stay on track toward their goals.

10 reasons why you need a business plan

I know what you’re thinking: “Do I really need a business plan? It sounds like a lot of work, plus I heard they’re outdated and I like figuring things out as I go...”.

The answer is: yes, you really do need a business plan! As entrepreneur Kevin J. Donaldson said, “Going into business without a business plan is like going on a mountain trek without a map or GPS support—you’ll eventually get lost and starve! Though it may sound tedious and time-consuming, business plans are critical to starting your business and setting yourself up for success.

To outline the importance of business plans and make the process sound less daunting, here are 10 reasons why you need one for your small business.

1. To help you with critical decisions

The primary importance of a business plan is that they help you make better decisions. Entrepreneurship is often an endless exercise in decision making and crisis management. Sitting down and considering all the ramifications of any given decision is a luxury that small businesses can’t always afford. That’s where a business plan comes in.

Building a business plan allows you to determine the answer to some of the most critical business decisions ahead of time.

Creating a robust business plan is a forcing function—you have to sit down and think about major components of your business before you get started, like your marketing strategy and what products you’ll sell. You answer many tough questions before they arise. And thinking deeply about your core strategies can also help you understand how those decisions will impact your broader strategy.

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2. To iron out the kinks

Putting together a business plan requires entrepreneurs to ask themselves a lot of hard questions and take the time to come up with well-researched and insightful answers. Even if the document itself were to disappear as soon as it’s completed, the practice of writing it helps to articulate your vision in realistic terms and better determine if there are any gaps in your strategy.

3. To avoid the big mistakes

Only about half of small businesses are still around to celebrate their fifth birthday . While there are many reasons why small businesses fail, many of the most common are purposefully addressed in business plans.

According to data from CB Insights , some of the most common reasons businesses fail include:

• No market need : No one wants what you’re selling.
• Lack of capital : Cash flow issues or businesses simply run out of money.
• Inadequate team : This underscores the importance of hiring the right people to help you run your business.
• Stiff competition : It’s tough to generate a steady profit when you have a lot of competitors in your space.
• Pricing : Some entrepreneurs price their products or services too high or too low—both scenarios can be a recipe for disaster.

The exercise of creating a business plan can help you avoid these major mistakes. Whether it’s cash flow forecasts or a product-market fit analysis , every piece of a business plan can help spot some of those potentially critical mistakes before they arise. For example, don’t be afraid to scrap an idea you really loved if it turns out there’s no market need. Be honest with yourself!

Get a jumpstart on your business plan by creating your own cash flow projection .

4. To prove the viability of the business

Many businesses are created out of passion, and while passion can be a great motivator, it’s not a great proof point.

Planning out exactly how you’re going to turn that vision into a successful business is perhaps the most important step between concept and reality. Business plans can help you confirm that your grand idea makes sound business sense.

A critical component of your business plan is the market research section. Market research can offer deep insight into your customers, your competitors, and your chosen industry. Not only can it enlighten entrepreneurs who are starting up a new business, but it can also better inform existing businesses on activities like marketing, advertising, and releasing new products or services.

Want to prove there’s a market gap? Here’s how you can get started with market research.

5. To set better objectives and benchmarks

Without a business plan, objectives often become arbitrary, without much rhyme or reason behind them. Having a business plan can help make those benchmarks more intentional and consequential. They can also help keep you accountable to your long-term vision and strategy, and gain insights into how your strategy is (or isn’t) coming together over time.

6. To communicate objectives and benchmarks

Whether you’re managing a team of 100 or a team of two, you can’t always be there to make every decision yourself. Think of the business plan like a substitute teacher, ready to answer questions any time there’s an absence. Let your staff know that when in doubt, they can always consult the business plan to understand the next steps in the event that they can’t get an answer from you directly.

Sharing your business plan with team members also helps ensure that all members are aligned with what you’re doing, why, and share the same understanding of long-term objectives.

7. To provide a guide for service providers

Small businesses typically employ contractors , freelancers, and other professionals to help them with tasks like accounting , marketing, legal assistance, and as consultants. Having a business plan in place allows you to easily share relevant sections with those you rely on to support the organization, while ensuring everyone is on the same page.

8. To secure financing

Did you know you’re 2.5x more likely to get funded if you have a business plan?If you’re planning on pitching to venture capitalists, borrowing from a bank, or are considering selling your company in the future, you’re likely going to need a business plan. After all, anyone that’s interested in putting money into your company is going to want to know it’s in good hands and that it’s viable in the long run. Business plans are the most effective ways of proving that and are typically a requirement for anyone seeking outside financing.

Learn what you need to get a small business loan.

9. To better understand the broader landscape

No business is an island, and while you might have a strong handle on everything happening under your own roof, it’s equally important to understand the market terrain as well. Writing a business plan can go a long way in helping you better understand your competition and the market you’re operating in more broadly, illuminate consumer trends and preferences, potential disruptions and other insights that aren’t always plainly visible.

10. To reduce risk

Entrepreneurship is a risky business, but that risk becomes significantly more manageable once tested against a well-crafted business plan. Drawing up revenue and expense projections, devising logistics and operational plans, and understanding the market and competitive landscape can all help reduce the risk factor from an inherently precarious way to make a living. Having a business plan allows you to leave less up to chance, make better decisions, and enjoy the clearest possible view of the future of your company.

Business plan FAQs

How does having a business plan help small business owners make better decisions.

Having a business plan supports small business owners in making smarter decisions by providing a structured framework to assess all parts of their businesses. It helps you foresee potential challenges, identify opportunities, and set clear objectives. Business plans help you make decisions across the board, including market strategies, financial management, resource allocation, and growth planning.

What industry-specific issues can business plans help tackle?

Business plans can address industry-specific challenges like regulatory compliance, technological advancements, market trends, and competitive landscape. For instance, in highly regulated industries like healthcare or finance, a comprehensive business plan can outline compliance measures and risk management strategies.

How can small business owners use their business plans to pitch investors or apply for loans?

In addition to attracting investors and securing financing, small business owners can leverage their business plans during pitches or loan applications by focusing on key elements that resonate with potential stakeholders. This includes highlighting market analysis, competitive advantages, revenue projections, and scalability plans. Presenting a well-researched and data-driven business plan demonstrates credibility and makes investors or lenders feel confident about your business’s potential health and growth.

Understanding the importance of a business plan

Now that you have a solid grasp on the “why” behind business plans, you can confidently move forward with creating your own.

Remember that a business plan will grow and evolve along with your business, so it’s an important part of your whole journey—not just the beginning.

Related Posts

Now that you’ve read up on the purpose of a business plan, check out our guide to help you get started.

The information and tips shared on this blog are meant to be used as learning and personal development tools as you launch, run and grow your business. While a good place to start, these articles should not take the place of personalized advice from professionals. As our lawyers would say: “All content on Wave’s blog is intended for informational purposes only. It should not be considered legal or financial advice.” Additionally, Wave is the legal copyright holder of all materials on the blog, and others cannot re-use or publish it without our written consent.

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Understanding the purpose of a business plan.

The Purpose of a Business Plan

People who set up and manage their businesses often have many different goals they want to achieve. They may range from embedding well-being into the workplace to distributing environmentally-friendly products. Whatever the goals are, they all need to be featured in the business plan. In this article, we’ll discuss about the purpose of a business plan , what a business plan is and why it’s so important for your success.

The Purpose of a Business Plans – The Basics

A business plan is a written document that outlines the company’s goals and strategies, and the steps needed to reach them. There are several components that should be included:

• Executive Summary: This is a brief overview of your business, its products or services, and the business plan itself.
• Business Description: This section describes what you do in general terms and how it relates to the business plan.
• Marketing Plan: This section outlines your plans for marketing your business through advertising, promotions, word of mouth referrals and so on.
• Operations Plan: This is a description of how your business operates daily. The plan also includes any major equipment purchases or legally required business licenses/permits.
• Financial Plan: This relates to how much money you need to start up and run your business, who will provide the funding (investors) or what type of loan program(s) would be most suitable. It also discusses timescales for when the company becomes financially independent from needing loans/investors.
• Management Structure: This outlines the management team members’ roles within their respective departments (along with any managerial training/experience).
• Implementation Plan: This section provides a timeline for when each goal in the business plan should be accomplished.

It Helps You Stay Organized And Goal-Focused

If you’re just starting out, it’s important to put together a solid business plan before you launch your company. You can consult Gordon Simmons , one of the well-known expert in banking and finance. By taking the time to sit down and map out your goals, you can ensure that your business stays on track. Not only will this document outline your business’s mission, goals, and strategies. It will also provide information about your target market and how you intend to compete in the industry. A good business plan should be clear, concise, and easy to understand. 

As always, consult with a legal professional before finalizing any contracts or agreements. The best course of action is to secure professional help from day one. If you go online there are business plan writers who are qualified and experienced, and who can provide free consultations. You can discover why not to write your own business plan, and gain help with things like market research, financial research, strategy and financial modeling.

It Can Help You Make Better Decisions

At its core, business planning is about decision-making. A business plan is like a map that provides direction on where you want to go and how you are going to get there. It can provide the foundation for your business decisions in both the short and long term.

For example, if one of your products isn’t selling well then maybe it’s time to adjust production or completely stop producing it. If a business has been successful in meeting its goals over several years then maybe an expansion should be considered.

the Purpose of a Business Plan

It Can Be Used As A Tool For Measurement

A business plan is a great way to track progress and ensure success. You begin by creating achievable goals and including specific milestones and timescales in the business plan. By setting realistic objectives, you can use your business plan as a yardstick for measurement. This will help you stay on course and make necessary adjustments along the way.

The beauty of business plans is that they are not static documents; they can be amended and revised as often as required. A business plan should be revisited and updated regularly in order to reflect changes in the market, your company, and your goals. Failing to do so could result in stagnation or worse – failure.

It Can Help Attract Investors, Partners Or Lenders

Investors are people who hope to make a profit by putting money into other peoples’ businesses. They want to see potential returns of at least 15 percent per year over five years (or more). Partners want to know what they’re getting into before they commit their time, money and risk to the venture. They will use your business plan as a tool in deciding whether or not to invest or participate with you in developing the company further.

Lenders (such as banks and credit unions) want reassurance that they’ll get their money back if they lend you funds. The loan amount will be based on your ability to repay and how much collateral you can put up. Your lender may also require investors with a stake in your company before approving a loan request. In addition, they look for solid management skills, financial projections, minimum debt levels and adequate cash flow each month so that their loan can be repaid.

It’s A Legal Requirement For Most Loans And Grants

Loans and grants are lent money or financial assistance that is given to businesses. The loans can be from a bank, credit union, private lender or other business. Grants might come from the government, a charity or a non-profit organization. In these cases, you must follow the specific guidelines set by the loan officer and/or grant administrator in order to qualify for funding assistance through their program(s). It is necessary by law for you to have a business plan created in order to apply for loans and/or grants through these programs. Without one, you will not even be considered because they need something tangible (the plan) before they can make any further decisions.

As you can see, every element of a business feeds into the business plan. In turn, every aspect has to be regularly measured and reviewed to ensure business success. Once the document is up and running it can also be used as a means to attract and secure financial investment and assistance. This adds up to a powerful case for creating your own business plan, as a vital investment in your company’s future.

Founder Dinis Guarda

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A business plan is used to help manage an organisation by stating ambitions, how they will be achieved, and exactly when. The plan will also help summarise what the business is about, why it exists, and where it will get to.

Your business plan will serve as a key point of reference for investors, partners, employees and management to gauge progress against objectives.

Provide a road map

A detailed plan will help you as the owner and founder to manage your business effectively. Writing down and illustrating both your ideas and tactics will establish a path and course of action, akin to a road map. This will give you something concrete by which to monitor and assess the progress you make.

It may seem like an odd suggestion but you should look to work with your accountant on this task even at an early stage. Why? Well, a quality professional advisor will have helped many early stage businesses. Given how close a good accountant is to the operations and strategic direction of a company, they’ll be able to draw upon their experience of what’s worked and what hasn’t with other clients. 

This means they’ll be well placed to help you test your assumptions. Remember you want your business concept to be as well thought through as possible. Having a fresh set of eyes reviewing your ideas from a different perspective could make all the difference as to the viability of your business model . An accountant will know what success looks like along with what’s required and when to achieve it.

In charting a potential course of action you may find your business is faced with multiple different potential paths. It would therefore be wise to plot the most likely scenarios and strategies for these different circumstances. If, for example, your business is heavily reliant upon exporting then you may need to consider potential global and political events. How would that impact on currencies in your chosen markets in the near future?

What does a 10% currency appreciation or depreciation mean for sales, revenues, profits and cashflow? Working through this with your accountant will ensure you can ascertain the impact of such events from a financial perspective. You’ll then be able to craft solutions accordingly to deal with such events.

Developing a clear plan and strategy will focus your mind. What resources will you need and when to achieve each of your goals? This provides you with clarity as to how much needs to be invested at each stage of the business lifecycle . You'll then know when you're going to need cash injections based on likely cashflow.

Understand what to focus on

As an entrepreneur, where should your efforts and concentrations be centred on? It’s a common issue. The early days of starting out can be very chaotic. There’s so much to set up, think about, implement and develop. It’s an emotional roller coaster of mass excitement and sharp shots of anxiety. Amid all this and with an ever mounting in-tray of to do’s, you can fast lose track of what’s important.

When writing a business plan you’re defining exactly what your organisation is today and then intends to become tomorrow. This coherence concerning the purpose of your business and direction in which you’re heading is invaluable. Doing this means you’ll understand what needs to be implemented to move forward.

As an example, your plan should describe your ideal customer and include their needs and wants. Then you’d expand on this as to how your products or services address their requirements. How are you going to market to these potential customers? How will you get your name out there? What approach will you adopt to make sales and generate revenue?

These are vital matters to address early on. Growth primarily comes through new customers and achieving repeat custom. This then determines your progress towards profitability. By mapping this all out on paper you’re giving yourself yardsticks to work towards. This means all tasks that you as the entrepreneur should focus on should be geared towards achieving your next goal. In a nutshell that’s where your focus should be.

Projections and the need for an accountant

Raise finance.

The likelihood is to support your growth will require an injection of funding. That's unless you have an extremely cash generative business model. More often than not you probably won’t have enough customers and thus free cash flow to finance the next opportunity. You'll have a working capital requirement and thus need investment beyond the reach of your business.

You’ll likely have to approach potential sources of finance and they’ll want to assess the your income statements/profit and loss statements, and business plan. If you’re still at concept stage, or haven’t begun making sales, then their decision will rest solely on the strength of you and your business plan.

The statements help prospective lenders and investors understand the history of the organisation to date. The business plan provides them with a view of your future direction. They’ll look for many things in your plan. Ultimately their interest will focus on whether the expansion or development of your business will generate sufficient cash to both operate effectively while also fulfilling debt obligations.

This means you’re going to need to detail both profit and cashflow projections. Good forecasting and planning is seen as a way of understanding income and expenditure. This is particularly useful as a means to prevent payment issues over things like suppliers and staff wages. Many businesses close when such issues arise.

The likelihood is unless you’ve done this before, and know what you’re doing, then you’re going to need the help of an accountant. They’ll work with you to model the probable amount of cash in the business over time. This will then act as evidence to potential investors and financiers. They'll see if sufficient money will be generated by the activities of the business, to both fund future growth, while meeting financial commitments.

Manage your business effectively

The usefulness of a cashflow forecast doesn’t end there though. Managing your cash position , as you may have already gathered, is fundamental to the long term future of your business. There’s a common quote that “most businesses fail because they run out of money”. This means they’re no longer able to pay their debts when they’re due.

You should reference your cashflow projections in your business plan regularly. When you invest in your business, there will be significant out flows of money before any cash comes in. The timing of your investments thus needs to be considered against your projections and statements. Consider trading patterns, seasonal variations and the likely impact on cash flows.

If, for example, you sell through a credit extension then you’re going to receive payment in the future. That means after the goods or services have changed hands. The likelihood then is you’ll have to make payments in relation to the usual operations of your business before that income comes in from your customer.

So you can then see how poor cash management creates real issues. Make sure you work with your accountant, in the creation of your business plan and monitoring performance in relation to it. The documentation of well thought through ideas, combined with a shrewd strategy, and carefully planned projections will markedly improve your chances of long term survival and growth.

This post was created on 03/11/2016 and updated on 24/02/2022.

Please be aware that information provided by this blog is subject to regular legal and regulatory change. We recommend that you do not take any information held within our website or guides (eBooks) as a definitive guide to the law on the relevant matter being discussed. We suggest your course of action should be to seek legal or professional advice where necessary rather than relying on the content supplied by the author(s) of this blog.

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What are the 12 Components of a Business Plan You Need to Know

Crafting a business plan is a crucial step for any entrepreneur aiming to start or grow a business. This foundational document not only sets the vision and direction for the venture but also provides a structured approach to achieving objectives. A well-thought-out business plan encompasses various elements that collectively form a comprehensive strategy. By understanding and implementing these key components, business owners can ensure they are well-prepared to navigate challenges and seize opportunities as they arise. Moreover, this plan acts as a bridge, communicating your business potential to investors and other stakeholders effectively.

The intricacies of what are the 12 components of a business plan stretch far beyond mere bullet points; each segment serves a distinct purpose in the framework of your business strategy. These components range from the Executive Summary, that encapsulates the essence of the plan, to financial projections that detail the anticipated economic performance. Attention to each part ensures clarity and thoroughness, thereby enhancing the credibility of the business plan. Emphasizing these components helps in identifying any gaps or weaknesses early, enabling proactive adjustments to strengthen the overall business strategy.

Understanding the 12 Components of a Business Plan

Creating a successful business requires a well-structured plan that serves as a roadmap for growth and accountability. The blueprint for this endeavor is composed of 12 essential components, each playing a critical role in guiding a venture towards its goals. By understanding these components, aspiring entrepreneurs can articulate their vision clearly and attract potential investors and partners.

1. Executive Summary

The executive summary is often considered the heart of the business plan. This section condenses the entire plan into a brief overview, providing a concise summary of the objectives and key elements of the venture. It should capture attention and compel the reader to explore further.

2. Company Description

A detailed company description follows the executive summary. This section outlines the business’s history, mission statement, vision, and objectives. When detailing your company, emphasize what sets it apart from competitors and its unique value proposition.

3. Market Analysis

Understanding your market is crucial. A comprehensive market analysis includes research on industry trends, target demographics, and competitive landscape. This data helps in identifying potential customer segments and validates the need for your service or product.

4. Organization and Management

In this component, you present the organizational structure of your business. Clarify who is responsible for what, outlining the management team, their qualifications, and roles within the organization. A clear organizational chart can enhance understanding.

5. Service or Product Line

This section delves into the products or services your business will offer. Describe their benefits, lifecycle, and potential for growth. It’s essential to show how your offerings address specific customer needs and what differentiates them from others in the market.

6. Marketing and Sales Strategy

The marketing and sales strategy outlines how you plan to attract and retain customers. Discuss your branding approach, marketing channels, and sales techniques. Highlight any anticipated challenges and how you intend to overcome them to create a sustainable customer base.

7. Funding Request

If you’re seeking funding, this element is vital. Clearly indicate how much money you need, the purpose of the funds, and the type of funding you are seeking—be it equity, loans , or grants. Make sure to present a well-reasoned case for your request based on solid financial projections.

8. Financial Projections

Financial projections provide an outlook on the expected revenue and expenses over a specific period, often spanning three to five years. Include income statements, cash flow statements, and balance sheets. These documents help reinforce the viability of your business plan to investors.

9. Appendix

The appendix serves as a supplementary section for additional information that enhances your business plan. Include resumes, legal agreements, product images, or any market research data here. This allows readers to delve deeper into specifics if they choose to.

10. Implementation Plan

Your implementation plan outlines actionable steps required to launch and operate your business effectively. It should present a timeline of critical milestones and measurable objectives to track progress, ensuring that the venture remains on course.

11. Exit Strategy

An exit strategy details your plan for the future, whether you intend to sell the business, pass it on to heirs, or close it down. Addressing this component shows potential investors that you have considered long-term sustainability and potential returns on their investment.

12. Risk Assessment

Every business faces risks, and a thoughtful risk assessment identifies potential challenges and their possible impact. Address market fluctuations, competition, and operational risks, and articulate your plans to mitigate these issues. This demonstrates proactive management techniques to investors.

When composing a business plan, integrating these 12 components ensures a comprehensive, detailed, and compelling document. Each section serves a purpose, contributing to the overall narrative of your business and reinforcing your vision. By carefully addressing these elements, entrepreneurs can pave the way for their business’s success and secure the necessary support to fulfill their aspirations.

The Importance of Market Analysis in Business Planning

Effective business planning hinges on numerous crucial factors, but few are as vital as understanding the market landscape. A detailed market analysis empowers entrepreneurs to make informed decisions, mitigate risks, and seize opportunities that may not be immediately apparent. This detailed approach helps ensure that businesses are not only prepared to enter the market but are also strategically aligned with consumer needs and industry trends.

One of the core reasons for conducting a market analysis lies in identifying and understanding target demographics. By gathering demographic data, businesses can delineate their potential customer base, paying attention to factors such as age, gender, income level, and lifestyle. This information is pivotal in shaping marketing strategies and product development.

Analyzing Market Trends

Market analysis also includes scrutinizing current trends and forecasting future developments. Understanding these trends provides a roadmap for businesses, allowing them to adapt their offerings promptly. Consideration of elements such as:

• Consumer behavior
• Technological advancements
• Economic indicators
• Regulatory changes

These factors play a considerable role in shaping market dynamics and influencing business strategies.

Competitive Analysis

Another essential component of market analysis is competitive assessment. Gaining insight into competitors helps businesses ascertain their strengths and weaknesses relative to the market. This competitive analysis involves examining:

• Market share of competitors
• Their pricing strategies
• Their marketing approaches
• Their product or service offerings

By understanding where they stand in comparison to competitors, businesses can position themselves more effectively and discover gaps in the market that they can exploit.

Identifying Opportunities and Risks

Through thorough market analysis, businesses can identify both opportunities and risks. Opportunities might arise from underserved customer needs or niche markets that have not been fully capitalized. Conversely, understanding risks involves being aware of potential challenges that could hinder growth, such as economic downturns, increasing competition, or shifting regulations. Businesses can formulate strategies to mitigate these risks, ensuring their plans are resilient and adaptable.

Setting Realistic Goals

Furthermore, a well-rounded market analysis helps in setting realistic and measurable objectives. Knowledge of market conditions allows businesses to create goals that are attainable based on empirical evidence instead of mere speculation. This data-driven approach ensures that targets are both challenging yet achievable, fostering a culture of accountability and success.

Tailoring Marketing Strategies

With insights gleaned from market analysis, businesses can tailor their marketing strategies to engage effectively with their target audience. This can include selecting the most effective channels for advertising, such as social media, email campaigns, or traditional media. A clear understanding of customer preferences informs the creation of marketing messages that resonate with potential customers, ultimately boosting conversion rates.

Enhancing Product Development

Market analysis also informs product development. By understanding customer needs and preferences, businesses can design products or services that directly cater to market demands. This alignment between product offerings and consumer expectations increases the likelihood of successful market entry and customer satisfaction.

In addition to driving product innovation, a comprehensive market analysis allows businesses to assess pricing strategies accurately. Understanding the perceived value of offerings in the context of competition helps in setting competitive yet profitable pricing structures. This analysis ultimately supports sustainable revenue growth.

Incorporating market analysis into business planning promotes an agile approach. In a rapidly changing business environment, having a finger on the pulse of the market allows companies to pivot quickly when necessary, adapting their strategies to align with evolving trends and consumer preferences. This flexibility is crucial for long-term viability and success.

The importance of market analysis in business planning cannot be overstated. It is a multi-faceted tool that aids in understanding the market landscape, identifying opportunities, minimizing risks, setting realistic goals, and ultimately driving successful business outcomes. By prioritizing a thorough market analysis, businesses can create robust strategies that pave the way for sustained growth and success.

Crafting an Effective Executive Summary

Creating an effective executive summary is a crucial part of any business plan. This section serves as the first impression for your readers, often determining whether they will engage with the rest of your document. A concise and compelling executive summary not only encapsulates key elements of your business plan but also highlights the unique aspects that set your business apart from the competition.

To craft a narrative that is engaging and informative, consider the following components to include:

• Business Overview: Start with a brief description of your business. Clearly state what your company does, the products or services offered, and your target market. This sets the stage for the rest of the summary.
• Mission Statement: Include your mission statement to communicate your core purpose. This should convey the essence of your business and what you aim to achieve in the long term.
• Market Opportunity: Describe the market needs your business addresses. Present any data or insights that demonstrate a clear opportunity for growth, indicating why your business is well-positioned to succeed.
• Business Model: Explain how your business plans to make money. Clearly outline the revenue streams, pricing strategies, and any unique selling propositions that differentiate you from competitors.
• Target Audience: Detail your target audience. Understanding your ideal customer is vital for tailoring your services and marketing strategies effectively.
• Competitive Advantage: Discuss how your business stands out in the marketplace. Highlight any unique skills, technologies, or intellectual property that provides an edge over competitors.
• Financial Projections: Provide an overview of expected revenue and profitability. Use clear, concise figures instead of jargon to make the information easily digestible.
• Funding Requirements: If applicable, outline your funding needs. Specify how much money you are looking to raise, how it will be used, and the expected outcomes from these investments.
• Milestones and Objectives: List critical milestones across the timeline of your business. It could include product launches, partnership agreements, or sales targets that mark your path to success.
• Management Team: Introduce key members of your team. Highlight their experience, qualifications, and roles within the company, demonstrating that you have the right people in place to execute your plan.
• Call to Action: End with a compelling call to action. Encourage readers to take the next step, whether it’s to schedule a meeting or to delve deeper into the complete business plan.

As you compile these elements into your summary, remember to keep it focused and to the point. Ideally, the executive summary should be no longer than one to two pages. Strive for clarity and engage the reader immediately; your writing should possess a natural flow.

When drafting, use active voice to convey confidence and directness. Phrases like “We provide innovative solutions” rather than “Innovative solutions are provided by us” create a stronger sense of ownership and commitment. Furthermore, breaking up lengthy sentences will help maintain the reader’s attention. Short, impactful sentences mirror how people communicate in conversations.

Another essential factor is the tone. Although it’s crucial to maintain a professional demeanor, you should also express enthusiasm for your business. Show potential investors or stakeholders why they should be excited about your company.

Visual elements can also enhance engagement. bullet points, bolding essential terms, or including charts can help your executive summary stand out. Visuals break down complex information, making it more accessible for the reader.

Before finalizing your executive summary, solicit feedback. Share it with colleagues or mentors to get their perspective. A fresh set of eyes can identify areas that might be unclear or unconvincing. Consider their feedback seriously and make revisions accordingly.

Crafting an effective executive summary requires careful thought and consideration. By focusing on the key components outlined, maintaining a clear and engaging style, and utilizing feedback, you can create a summary that captivates and informs your audience. Remember, this is your chance to make a remarkable first impression—so invest the time needed to make it outstanding.

Financial Projections: Building a Sustainable Budget

Building a sustainable budget requires careful planning and financial projections serve as the backbone of that process. Without clear projections, businesses can find themselves floundering as they navigate financial challenges. Understanding how to create reliable financial projections can help businesses not only survive but thrive in competitive environments. Here’s an insightful breakdown of how to approach this important aspect of business planning.

Understanding Financial Projections

Financial projections are essentially estimates of future income and expenses. They help business owners regulate their budgets, make informed decisions, and allocate resources efficiently. These projections typically cover a specific period, often three to five years, and consist of several key components that provide a roadmap for businesses.

The 12 Key Components for Effective Financial Projections

To create a robust financial projection, consider including the following components:

• Sales Forecast: Estimate the expected revenue based on past performance, market trends, and sales strategies. Use data analytics to support your forecasts.
• Expense Forecast: Outline operational costs, including both fixed and variable expenses. Understanding where your money will go is crucial for financial health.
• Cash Flow Projections: Analyze incoming and outgoing cash to anticipate liquidity needs and maintain solvency. This will reveal how much cash is available at any given time.
• Profit and Loss Statement: This projected income statement details expected revenues, costs, and profits over time, providing insights into overall profitability.
• Balance Sheet Forecast: Include projections about the assets, liabilities, and equity of the business to understand its financial position at various points in the future.
• Break-even Analysis: Determine the level of sales needed to cover costs, indicating when the business will start generating profits.
• Sensitivity Analysis: Analyze how changes in key assumptions, like sales volume or cost increases, can impact financial outcomes.
• Funding Requirements: Identify how much capital the business needs, when it will be needed, and possible sources to secure that funding.
• Investment and Capital Expenditure Projections: Outline anticipated investments in long-term assets and how they align with expected revenue growth.
• Assumptions and Methodologies: Clearly state the assumptions behind each projection, including market conditions and business strategies.
• Key Performance Indicators (KPIs): Establish metrics to measure financial health and performance against projections.
• Scenario Planning: Prepare for varying outcomes by developing best-case, worst-case, and expected-case scenarios to ensure flexibility.

Creating the Budget

Once you have gathered all necessary projections, you can start creating a sustainable budget. This involves allocating funds based on your forecasts while regularly revisiting your projections. You might find the following strategies helpful:

• Prioritize Expenses: Categorize essential and non-essential expenses to focus spending on what drives your business forward.
• Incorporate Flexibility: Allow a buffer in your budget for unpredicted costs or changes in market conditions.
• Regular Reviews: Schedule monthly or quarterly reviews of your budget against actual performance to adjust your plans as necessary.
• Use Software Tools: Implement budgeting software to help streamline the planning process and maintain organization.

The Importance of Accurate Data

In crafting financial projections, the quality of your data is key. Utilize reliable sources and incorporate historical data for accuracy. Always validate your numbers through alternative methods, like industry benchmarking. This not only improves the reliability of your projections but also instills trust among stakeholders.

Engaging Professionals

If you’re feeling overwhelmed, don’t hesitate to seek professional assistance. Financial consultants can provide expert insights, ensuring that your projections are realistic and aligned with industry standards. They can help identify potential pitfalls before they become issues, ultimately supporting a sustainable financial future.

By understanding and implementing these components, you create a comprehensive framework for financial projections and budgeting. Doing so helps position your business for sustainable growth and operational stability. Remember, the most effective budgets evolve over time, reflecting the changing dynamics of the market and your business’s unique circumstances.

Target Audience: Defining Your Market Segment

Identifying your target audience is a critical step when launching any business or service. Understanding who will buy your product or use your service allows you to shape your marketing strategies effectively. You can optimize your efforts and resources by tailoring your message to the right individuals or groups.

First, begin with demographic information. This is the basic data that encompasses age, gender, income level, marital status, and education. Gathering this info gives you a foundational understanding of who your audience is. For instance, a luxury spa might target affluent women aged 30-50, while a budget gym could focus on young adults in their 20s. The clearer you define your demographics, the more effectively you can tailor your approach.

Next, delve into psychographics, which offer insights into the values, interests, and lifestyles of your potential customers. These factors go beyond basic demographics and reveal what truly motivates your audience. For example, a company selling eco-friendly products may appeal to consumers who value sustainability and are environmentally conscious. Understanding psychographics allows you to create messages that speak directly to the needs and desires of your audience.

Another valuable aspect to consider is geographic segmentation. The location of your audience can significantly impact their purchasing behavior. A business operating in an urban area may adopt a different strategy than one in a rural setting. For instance, a coffee shop in a city might need to focus on convenience and quick service, while a shop in a quieter town can offer a more relaxed environment. Tailoring your approach based on where your audience lives can enhance engagement and drive sales.

Behavioral segmentation is also crucial. This considers how customers interact with your brand, including purchasing habits, brand loyalty, and usage frequency. By analyzing these behaviors, you can generate insights into how to market your product or service effectively. For example, if consumers frequently purchase a specific item, consider promoting it more prominently in your marketing campaigns to foster loyalty.

To help clarify these concepts, here’s a formatted list that encapsulates key steps for defining your target audience:

• Conduct Market Research: Use surveys, interviews, and focus groups to gather insights directly from potential customers.
• Analyze Existing Customers: Look at your current customer base to identify shared characteristics and preferences.
• Utilize Data Analytics: Make use of web analytics and social media insights to track user behavior and preferences.
• Develop Customer Personas: Create fictional profiles that represent segments of your audience to guide marketing strategies.
• Test and Adapt: Regularly revisit your audience definition as markets and consumer preferences can change.

Also, don’t underestimate the power of competition analysis. Examining who your competitors are targeting can reveal valuable insights. If a competitor targets a similar market segment but offers a slightly different product, you may find an opportunity to differentiate yourself further and capture a unique niche.

As you define your market segment, remember that reaching your target audience effectively involves utilizing the right channels. Whether through social media, email marketing, or traditional advertising, understanding where your audience spends their time helps guide your strategy. Using channels that align with your audience’s preferences boosts engagement and conversion rates.

In addition, it’s essential to stay flexible. As customer preferences and market dynamics change, so should your approach. Regularly collecting feedback allows you to refine your audience definition and marketing strategies continuously. Whether it’s adjusting messaging, changing visuals, or trying new platforms, adaptability can set you apart from rigid competitors.

Defining your target audience is not just about identifying who might buy your product. It’s about understanding them on a deeper level—demographics, psychographics, geographical location, behaviors, and preferences all intertwine to create a picture of your ideal customer. By investing the time and resources to accurately define and continuously adapt your market segment, you position your business for success.

Operational Plan: Structuring Your Business for Success

Building a successful business requires more than just a great idea; it demands a well-structured operational plan that lays out the pathway to achieving your goals. An effective operational plan details the processes, resources, and strategies you’ll employ to ensure your business runs smoothly. It’s a crucial element that aligns your operational activities with your overall strategy. Here’s how you can structure your operational plan to set your business up for success.

Define Your Business Objectives

The first step in creating an operational plan is to define your business objectives clearly. What do you want to achieve in the short and long term? Having concrete objectives will guide every aspect of your operational strategy. Consider using the SMART criteria—Specific, Measurable, Achievable, Relevant, and Time-bound—to formulate your goals.

Identify Key Functional Areas

Your operational plan will span several key functional areas of your business. These typically include:

• Production or Service Delivery
• Marketing and Sales
• Customer Support
• Human Resources
• Finance and Accounting

Identifying these areas helps in allocating resources more effectively and facilitates streamlined operations.

Detail Your Processes

Creating a detailed outline of your business processes is essential. This includes how products will be created or how services will be delivered. Break down your processes into specific steps:

• Input: What materials, resources, or data do you need?
• Activity: What actions will be taken using these inputs?
• Output: What will the final product or service look like?

Having a clear picture of these processes helps to minimize errors and enhance efficiency.

Establish Performance Metrics

To gauge the success of your operational strategies, you need to establish key performance indicators (KPIs). These are measurable values that help you track progress toward your objectives. Consider metrics like:

• Customer satisfaction scores
• Operational costs
• Production times
• Employee turnover rates

Choosing relevant KPIs allows you to make data-driven decisions and adjust strategies as needed.

Resource Allocation

Effective resource allocation is crucial in an operational plan. Identify what resources you need to achieve your objectives, including:

• Financial Investments
• Materials and Supplies

Ensuring that resources are appropriately allocated will minimize waste and maximize outputs.

Create a Timeline

Alongside your budget and resources, create a timeline for implementation. Outline when specific tasks will be completed and who will be responsible for them. This timeline provides accountability, ensuring tasks are completed on schedule.

Risk Management Strategy

Every operational plan must include a risk management component. Identify potential risks that could disrupt operations and create contingency plans to address them. This could involve:

• Insurance covering potential losses
• Backup suppliers for key materials
• Strategies to handle personnel shortages

A strong risk management strategy can save your business from unexpected setbacks.

Regular Review and Updates

Your operational plan should be a living document. Make it a habit to review your operational outcomes regularly. Are your objectives being met? Are adjustments needed in processes, resource allocation, or timelines? Regular updates can ensure your operational plan remains aligned with your business goals.

By following these steps, you can construct an operational plan that not only guides your daily operations but also serves as a compass that points your business toward sustained success. Keep your focus on clear objectives, efficient processes, and strategic planning to turn your vision into reality.

Measuring Success: Key Performance Indicators in Business Plans

In the world of business, the quest for success is often defined by measurable outcomes. Key Performance Indicators (KPIs) serve as critical tools in a business plan, guiding both strategists and stakeholders toward objectives that lead to growth and profitability. By clearly determining what success looks like, companies can effectively track performance and make informed decisions.

KPIs are quantifiable metrics that help businesses assess their progress in achieving specific goals. These indicators can vary widely depending on the industry and the specific aspirations of a business. However, a few essential KPIs consistently stand out as vital components across various sectors.

Defining Financial KPIs

Financial performance is paramount for any business. Key financial KPIs often include:

• Revenue Growth Rate: Measures the increase in a company’s sales over a specified period, indicating market demand.
• Net Profit Margin: This figure shows what percentage of revenue remains after expenses, reflecting overall profitability.
• Operating Cash Flow: A gauge of cash generated from operational activities, providing insight into liquidity and financial health.

Understanding Customer-Centric KPIs

Monitoring customer engagement and satisfaction is crucial for sustainable growth. Consider these essential customer KPIs:

• Customer Retention Rate: Represents the percentage of customers retained over a given period, demonstrating loyalty and satisfaction.
• Net Promoter Score (NPS): Measures customer willingness to recommend a business, indicating overall satisfaction.
• Customer Acquisition Cost (CAC): This metric calculates the cost involved in gaining a new customer, critical for evaluating marketing efficiency.

Operational Efficiency Indicators

To determine how effectively resources are utilized, businesses can leverage operational KPIs. Key metrics include:

• Inventory Turnover: The frequency at which inventory is sold and replaced, indicating efficiency in inventory management.
• Employee Productivity: This can be measured through output per employee or revenue per employee, highlighting workforce effectiveness.
• Service Level Agreement (SLA) Compliance: For service-oriented businesses, tracking the adherence to predefined service standards is essential.

Setting Targets and Benchmarks

Establishing clear targets for each KPI is crucial. Each metric should align with the overall business objectives while considering industry standards. For instance, a startup might aim for a high customer acquisition rate in the early stages, while an established company may focus on enhancing profit margins through operational efficiencies.

Benchmarking your KPIs against competitors or industry standards can help contextualize performance. Understanding where a business stands in relation to its peers can provide valuable insights for improvement.

Regular Monitoring and Analysis

Success in business is not static; it requires continuous assessment and adjustment. Regularly reviewing KPIs allows businesses to adapt their strategies in real-time. For example, if customer acquisition costs are climbing, a company might need to revise its marketing strategy or explore different channels.

Furthermore, incorporating data analytics tools can facilitate deeper insights into KPI trends. Visual representations through dashboards can make complex data more intuitive, enabling quick adjustments and informed decision-making.

The Impact on Strategic Planning

Integrating KPIs into the business planning process solidifies their importance across all organizational levels. From executive to operational roles, every stakeholder can align their efforts toward common objectives. This fosters accountability and drives a performance-oriented culture within the organization.

Ultimately, the use of KPIs in business plans isn’t just about numbers; it’s about creating a narrative around performance and progress. It helps businesses identify strengths and weaknesses, make informed decisions, and ensure long-term success. By focusing on the right indicators, organizations can sustain growth, adapt to market changes, and enhance overall stakeholder satisfaction.

Understanding and measuring success through KPIs is fundamental to any business strategy. By continually evaluating performance against clear metrics, companies can navigate the complexities of the market and achieve their desired outcomes.

Creating a thorough business plan is undeniably a crucial step for any entrepreneur. Each of the 12 components serves as a building block that supports the overall structure of your business strategy. They collectively provide a roadmap, guiding you through the intricate process of establishing and growing your business. By understanding each component, you can ensure that your business plan is not only detailed but also functional and aligned with your goals.

Market analysis stands out as a fundamental aspect of successful business planning. It allows you to gain insights into your competitors and understand the dynamics within your industry. A well-researched market analysis equips you with data that aids in making informed decisions, helping you adapt to market trends and consumer demands. By identifying potential opportunities and risks, you can position your business strategically for success.

The executive summary, often the first section potential investors or partners will read, encapsulates the key highlights of your entire business plan. Crafting an effective summary requires not just a brief overview of your business, but also a compelling narrative that grabs attention. It should effectively communicate your mission, vision, and values while summarizing your financial projections and market analysis. A strong executive summary can set the tone for the rest of the plan, making it imperative to take time perfecting this element.

Financial projections are essential for building a sustainable business budget. They provide a realistic outlook on your anticipated income, expenses, and profit margins over a specified time. Investors and stakeholders often look for solid financial plans that indicate growth potential and profitability. By meticulously forecasting your finances, you create trust in your business acumen while also highlighting your understanding of cash flow management, break-even analysis, and how to handle financial contingencies.

Defining your target audience is another critical component that amplifies your business strategy. By identifying specific market segments, you can tailor your products or services to meet their unique needs and preferences. Understanding who your customers are allows for more effective marketing efforts and better product development. A targeted approach helps in maximizing customer satisfaction and loyalty, which in turn will reflect positively on your bottom line.

The operational plan is the skeleton of your business strategy, showcasing how all the pieces work together. This is where you detail the day-to-day operations, management structure, and the logistics that drive your business forward. An effective operational plan not just outlines what needs to be done but also who will be responsible for each task. This clarity is vital for fostering accountability and ensuring that everyone in your team is aligned towards common objectives.

Measuring success is an ongoing endeavor, and establishing key performance indicators (KPIs) reflects your organization’s commitment to continuous improvement. These metrics allow you to gauge performance across various aspects of your business, aligning them with your strategic goals. Whether it’s sales growth, customer retention rates, or market reach, having specific KPIs set in advance offers a benchmark against which you can measure success, adapt strategies, and make informed decisions.

Each component of your business plan intricately weaves into the others, creating a cohesive strategy that supports long-term objectives. They enable you to stay organized, focused, and adaptable in an ever-changing landscape. The journey of entrepreneurship is filled with challenges and uncertainties, but a detailed business plan rooted in the 12 components can instill confidence in your path forward.

By investing the time and resources into building a comprehensive business plan, you are laying the groundwork for sustainable growth and success. Ultimately, the clarity and direction provided by these carefully devised sections can serve as a catalyst for your business, attracting investment and fostering stakeholder interest. Moving forward, remember that writing a business plan isn’t merely a checkbox activity; it’s an ongoing process that should evolve as your business grows. Engage with your classmates, mentors, and peers, and continually refine your business plan to ensure it remains relevant and strategically sound in navigating your entrepreneurial journey.

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Nine reasons why you need a business plan

Building a great business plan helps you plan, strategize and succeed. Presented by Chase for Business .

Making the decision to create a new business is an exciting yet stressful experience. Starting a business involves many tasks and obstacles, so it’s important to focus before you take action. A solid business plan can provide direction, help you attract investors and ensure you maintain momentum.

No matter what industry you plan on going into, a business plan is the first step for any successful enterprise. Building your business plan helps you figure out where you want your business to go and identify the necessary steps to get you there. This is a key document for your company to both guide your actions and track your progress.

What is the purpose of a business plan?

Think of a business plan like a roadmap. It enables you to solve problems and make key business decisions, such as marketing and competitive analysis, customer and market analysis and logistics and operations plans.

It can also help you organize your thoughts and goals, as well as give you a better idea of how your company will work. Good planning is often the difference between success and failure.

Here are nine reasons your company needs a business plan.

1. Prove your idea is viable

Through the process of writing a business plan, you can assess whether your company will be successful. Understanding market dynamics, as well as competitors, will help determine if your idea is viable.

This is also the time to develop financial projections for your business plan, like estimated startup costs, a profit and loss forecast, a break-even analysis and a cash flow statement . By taking time to investigate the viability of your idea, you can build goals and strategies to support your path to success.

A proper business plan proves to all interested parties—including potential investors, customers, employees, partners and most importantly yourself — that you are serious about your business.

2. Set important goals

As a business owner, the bulk of your time will mostly likely be spent managing day-to-day tasks. As a result, it might be hard to find time after you launch your business to set goals and milestones. Writing a business plan allows you to lay out significant goals for yourself ahead of time for three or even five years down the road. Create both short- and long-term business goals. 

3. Reduce potential risks

Prevent your business from falling victim to unexpected dangers by researching before you break ground. A business plan opens your eyes to potential risks that your business could face. Don’t be afraid to ask yourself the hard questions that may need research and analysis to answer. This is also good practice in how your business would actually manage issues when they arise. Incorporate a contingency plan that identifies risks and how you would respond to them effectively.

The most common reasons businesses fail include:

• Lack of capital
• Lack of market impact or need
• Unresearched pricing (too high or low)
• Explosive growth that drains all your capital
• Stiff competition

Lack of capital is the most prevalent reason why businesses fail. To best alleviate this problem, take time to determine how your business will generate revenue. Build a comprehensive model to help mitigate future risks and long-term pain points. This can be turned into a tool to manage growth and expansion.

4. Secure investments

Whether you’re planning to apply for an SBA loan , build a relationship with angel investors or seek venture capital funding, you need more than just an elevator pitch to get funding. All credible investors will want to review your business plan. Although investors will focus on the financial aspects of the plan, they will also want to see if you’ve spent time researching your industry, developed a viable product or service and created a strong marketing strategy.

While building your business plan, think about how much raised capital you need to get your idea off the ground. Determine exactly how much funding you’ll need and what you will use it for. This is essential for raising and employing capital.

5. Allot resources and plan purchases

You will have many investments to make at the launch of your business, such as product and services development, new technology, hiring, operations, sales and marketing. Resource planning is an important part of your business plan. It gives you an idea of how much you’ll need to spend on resources and it ensures your business will manage those resources effectively.  

A business plan provides clarity about necessary assets and investment for each item. A good business plan can also determine when it is feasible to expand to a larger store or workspace.

In your plan, include research on new products and services, where you can buy reliable equipment and what technologies you may need. Allocate capital and plan how you’ll fund major purchases, such as with a Chase small business checking account or business credit card .

6. Build your team

From seasoned executives to skilled labor, a compelling business plan can help you attract top-tier talent, ideally inspiring management and employees long after hiring. Business plans include an overview of your executive team as well as the different roles you need filled immediately and further down the line.

Small businesses often employ specialized consultants, contractors and freelancers for individual tasks such as marketing, accounting and legal assistance. Sharing a business plan helps the larger team work collectively in the same direction. 

This will also come into play when you begin working with any new partners. As a new business, a potential partner may ask to see your business plan. Building partnerships takes time and money, and with a solid business plan you have the opportunity to attract and work with the type of partners your new business needs.

7. Share your vision 

When you start a business, it's easy to assume you'll be available to guide your team. A business plan helps your team and investors understand your vision for the company. Your plan will outline your goals and can help your team make decisions or take action on your behalf. Share your business plan with employees to align your full staff toward a collective goal or objective for the company.  Consider employee and stakeholder ownership as a compelling and motivating force. 

8. Develop a marketing strategy

A marketing strategy details how you will reach your customers and build brand awareness. The clearer your brand positioning is to investors, customers, partners and employees, the more successful your business will be.

Important questions to consider as you build your marketing strategy include:

• What industry segments are we pursuing?
• What is the value proposition of the products or services we plan to offer?
• Who are our customers?
• How will we retain our customers and keep them engaged with our products or services and marketing?
• What is our advertising budget?
• What price will we charge?
• What is the overall look and feel of our brand? What are our brand guidelines?
• Will we need to hire marketing experts to help us create our brand?
• Who are our competitors? What marketing strategies have worked (or not worked) for them?

With a thoughtful marketing strategy integrated into your business plan, your company goals are significantly more in reach.

9. Focus your energy

Your business plan determines which areas of your business to focus on while also avoiding possible distractions. It provides a roadmap for critical tradeoffs and resource allocation.

As a business owner, you will feel the urge to solve all of your internal and customers’ problems, but it is important to maintain focus. Keep your priorities at the top of your mind as you set off to build your company.

As a small business owner, writing a business plan should be one of your first priorities. Read our checklist for starting a business, and learn how to take your business from a plan to reality. When you’re ready to get started, talk with a Chase business banker to open a Chase business checking or savings account today.

For Informational/Educational Purposes Only: The views expressed in this article may differ from other employees and departments of JPMorgan Chase & Co. Views and strategies described may not be appropriate for everyone and are not intended as specific advice/recommendation for any individual. You should carefully consider your needs and objectives before making any decisions and consult the appropriate professional(s). Outlooks and past performance are not guarantees of future results.

JPMorgan Chase Bank, N.A. Member FDIC. Equal Opportunity Lender, ©2023 JPMorgan Chase & Co

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Business planning

Purposes of business plans.

In simple terms, a business plan is a guide that details what the business wants to achieve and how it is going to do this [1] . Business plans are developed for both internal and external purposes. Internally, entrepreneurs develop business plans to help put the pieces of their business together. The most common external purpose for a business plan is to raise capital.

Internal Purposes

The business plan is the road map for the development of the business because it:

• Defines the vision for the company
• Establishes the company’s strategy
• Describes how the strategy will be implemented
• Provides a framework for analysis of key issues
• Provides a plan for the development of the business
• Is a measurement and control tool
• Helps the entrepreneur to be realistic and to put theories to the test

External Purposes

The business plan is often the main method of describing a company to external audiences, such as potential sources for financing, and key personnel being recruited. It should assist outside parties to understand the current status of the company, its opportunities, and its needs for resources such as capital and personnel. It also provides the most complete source of information for valuation of the business. [2]

In the list above, one purpose is to ‘help the entrepreneur to be realistic and to put theories to the test’.

• Why do you think it is sometimes difficult for an entrepreneur to be realistic about putting their business idea into action?
• How do you think writing a business plan would help with this?

Post your thoughts in the discussion forum and comment on what others have said as appropriate.

• ↑ http://articles.bplans.com/what-is-a-business-plan/
• ↑ Reproduced from Chapter 5 – Business Planning, in Entrepreneurship and Innovation Toolkit, Lee A. Swanson, University of Saskatchewan, 2017, shared under Creative Commons Attribution-ShareAlike 4.0 International License

Purpose of Business Plan Sample: Everything You Need To Know

The purpose of a business plan sample is to give entrepreneurs a model to follow when they create a blueprint for their business. 3 min read updated on September 19, 2022

The purpose of a business plan sample is to give entrepreneurs a model to follow when they create a blueprint for their business. A good business plan will guide you through each step of starting and growing your business, providing a framework for each decision you make as a business owner.

Why Create a Business Plan?

The plan should define both the goals of your company and the steps you'll need to take to realize these goals. It can be used to express these goals to potential partners, vendors, stakeholders, and employees. It also provides guidelines on allocating business resources.

Your leadership team can refer to the plan to monitor success in achieving your business objectives, ensuring that you effectively manage your priorities to meet important benchmarks. Adopting a regular planning cycle with ongoing meetings can help keep the business plan current and relevant.

Before funding your venture, investors will want to review your business plan and ensure you are effectively meeting its targets.

What Does a Business Plan Include?

Your business plan should be as specific as possible with measurable and trackable milestones and expectations. Spell out each person's roles and responsibilities. This will help you identify potential problems and solve them as soon as possible as well as take a view toward your long-term goals when you make everyday business decisions.

The plan should include:

• Goals and a timetable for reaching them
• Information about your target market
• Details about your main business strategies, including targets and dates
• Financial information including the need for capital investment and how these funds will be raised, how loans will be repaid, how profits will be invested, the budget for spending, a sales forecast , and details about cash flow
• Market research about customer need and a plan for meeting those needs
• Plans to address potential obstacles and market changes that impact the business strategy
• Operational information including facilities, equipment, and suppliers
• The timing and circumstances of your eventual departure from managing the business, such as details about family succession

The initial plan can focus on the first one to two years with an eye to the entire lifespan of the business, and you can update as needed as your business grows. All benchmarks should focus on those first 12 to 24 months so you have measurable goals to attain.

How Often Should a Business Plan Be Updated?

Your business plan should be reviewed frequently to make sure it is on track. This helps you meet objectives and identifies pain points to be corrected. Consider a three to six-month review and update cycle for your business plan.

Having a regular review will help inform conversations with potential investors and lenders. It also shows supplies, customers, and employees your commitment to the business.

When you meet with banks and investors, they will want to see a plan that includes at least three years of your business's financial and trading history and details about your executive and management team's skills and qualifications.

What Questions Can Help Me Get Started on My Business Plan?

If you're stuck, brainstorm answers to the following questions:

• What is the level of my commitment to success in this business?
• How many employees will I eventually have?
• What will be my annual revenue next year? In five years?
• How much of the market share can I attain over the next five years?
• Will I appeal to a broad or niche audience?
• What are my plans for geographic expansion?
• How will I delegate tasks to others?
• Am I willing to work with partners and investors?
• Do I plan to remain privately owned or do I want to go public or be acquired by a larger company?

How Will I Finance My Business?

Before you write a business plan, learn more about different types of available financing. You should also think about how involved you would want a potential investor to be.

• Venture capitalists often want to have input and control and may want to sit on the board of directors.
• Some angel investors are very involved in business operations while others are not.
• Banks remain uninvolved in the business as long as you adhere to the terms of your loan.

If you need help with writing a business plan, you can post your legal need on UpCounsel's marketplace. UpCounsel accepts only the top five percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.

Hire the top business lawyers and save up to 60% on legal fees

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More From Forbes

The different types of business plans.

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When most of us think of business plans, we think of the starting-a-business kind: about 40 pages of detailed descriptions of every corner of a business — past, present and future — often with a funding request. But that’s just one type of business plan. This critical business tool comes in a wide variety of styles, with different formats and content needs, designed to address various goals and stages of business development. To find the right plan for your business goal -- startup, expansion, new product, self-assessment — you first need to understand the potential benefits and applications of each type.

Here, I’d like to share a clear breakdown of common types of business plans and their unique traits and benefits. While not every expert defines each plan the same way, the general approaches tend to hold true across the board. If you’re asked to provide a certain type of business plan, it’s always best to clarify the precise requirements and expectations of your audience.

To understand the range of business-plan models, it’s helpful to start with some business-plan terms:

Internal Versus External

A business plan can be internal or external. The trait refers to the plan’s audience: An internal plan is just for people inside your business, and typically a specific subset of people inside your business, such as the marketing or HR department. Internal plans require less information on company background and may call for a narrower financial view. They’re sometimes more casual in tone than external plans.

An external plan is for people outside your business, too; a business plan that includes a funding request is likely going to be external. An external plan includes full background information on the entire business and full financials and may contain greater detail overall.

Lean Versus Standard

You can also categorize business plans by scope — how deep they go into the subject matter. A lean business plan provides the highlights (maybe 10 pages total), while a standard business plan provides the whole picture (maybe 40 pages total). The trait is often linked to the audience: Most external plans fall into the standard realm, while internal plans can be lean or standard, depending on a company’s needs.

Lean plans can help you track your progress. They forego background and detailed descriptions, instead focusing on deadlines, budgeting, cash flow, strategy and tactics for implementing strategy and achieving goals. Standard plans provide a comprehensive view of a company and can help you score funding, flesh out strategy details and prepare for the unknown.

Types Of Business Plans

Business plans vary in format and content depending on their purposes. In my experience, some of the more common types of plans include:

Startup Plan

• Audience: External

• Depth: Standard

• Purpose: Development of a blueprint for building a successful business, secure funding

The startup plan’s purpose is to lay out the steps and details of getting a new venture up and running and provide a framework for the successful future of your business; often, its purpose is also to secure funding from outside sources. Startup plans include detailed, comprehensive information related to topics like business background, product or service, market and industry analyses, management bios and responsibilities, full financial details and analysis.

Feasibility Plan

• Audience: Generally internal

• Depth: Generally lean

• Purpose: Explore the viability of offering a new product or service

Sometimes called a “feasibility study,” the feasibility plan is less a business plan than a decision-making plan. You would create a feasibility plan if you’re thinking about growing, offering a new product or tapping into a new market; it helps you find out the likelihood of success so you know whether to move forward. A feasibility plan leaves out high-level concerns like strategy, focusing instead on assessment approach; the plan includes content specific to the proposed growth, including target demographics, market analyses and capital needs, along with objective standards for assessing feasibility.

Feasibility studies are typically internal, but not always. If a feasibility study is part of a funding request for the new product or service, you’ll have to include more of the standard elements, like company background and full financial data, in addition to the product-/service-specific topics.

Growth Plan

• Audience: Internal or external

• Depth: Lean or standard

• Purpose: Create a framework for proposed growth/expansion

The growth plan is like a startup plan for a new segment of your business. Whether internal or external, lean or standard, this tool goes into comprehensive detail on the specific growth at hand, including descriptions of the new venture, financial projections, capital needs, budget analyses and milestones. An external growth plan will need the usual descriptions of business, background, product, market and management along with a broader financial view.

One-Page Plan

• Depth: Lean

• Purpose: Give a brief overview of your company and prospects

If the lean plan provides the highlights from the standard plan, then the one-page plan provides the highlights from the lean plan. Also called a “business pitch,” the one-page plan is a snapshot of your business. It’s what you hand to potential vendors, partners and investors who aren’t ready to read the book version of your company, product, strategy and outlook. Content includes brief, powerful descriptions of your company, product/service, market, timeline and sales projections.

Customizing Your Approach

The business plans I’ve listed here can cover most small-business situations; however, the variations are endless, especially with new business-plan viewing and presentation modes like PowerPoint and mobile download. Picking the right business plan for your needs comes down to knowing what you want to achieve for your business and how you want to achieve it. If you choose the right type of plan and put the time into refining it, your business plan can take you well along the path to meeting your goal.

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20 Reasons Why You Need a Business Plan in 2024

Written by Dave Lavinsky

What is a Business Plan?

A business plan is a document that details your business concept and strategy for growth. It provides details about your company, a competitive analysis, a market analysis, a marketing strategy to reach potential customers, and a financial plan so that you make the best possible decisions to start or grow your company. A good business plan will help you take your business idea and turn it into a tangible action plan for success.

What is the Purpose of a Business Plan?

A business plan serves as an essential tool for guiding a company’s direction and decision-making processes. Its core purpose is to provide a detailed roadmap that communicates the company’s mission and vision, long-term objectives, and tailored strategies intended to steer the business towards success. This living document plays a pivotal role in streamlining operations, achieving goals, and setting a foundation for sustained growth. The purposes of a business plan include:

• Creating an Effective Growth Strategy : It outlines a comprehensive plan that identifies clear steps and strategies for expanding the market presence and ideal customer base for the business.
• Determining Future Financial Needs : By creating financial projections, a business plan helps in understanding the capital requirements to fuel growth initiatives and sustain operations.
• Attracting Investors and Lenders : A well-crafted business plan is instrumental in drawing attention from potential investors, including angel investors and venture capitalists, by showcasing the growth potential and profitability prospects of the business.

By leveraging a business plan template , entrepreneurs can significantly enhance their ability to communicate their vision, attract necessary funding, and ensure that all stakeholders are aligned with the company’s strategic direction.

20 Reasons Why You Need a Business Plan

There are countless reasons why having a well-crafted business plan is essential to the success of any company. Here are top 20 reasons why a business plan is important:

1. To Prove That You’re Serious About Your Business

A formal business plan is necessary to show all interested parties — employees, investors, partners and yourself — that you are committed to building the business. Creating your plan forces you to think through and select the strategies that will propel your growth.

2. To Establish Business Milestones

The business plan should clearly lay out the long-term milestones that are most important to the success of your business. To paraphrase Guy Kawasaki, a milestone is something significant enough to come home and tell your spouse about (without boring him or her to death). Would you tell your spouse that you tweaked the company brochure? Probably not. But you’d certainly share the news that you launched your new website or reached $1M in annual revenues.

3. To Better Understand Your Competition

Creating the business plan forces you to analyze the competition. All companies have competition in the form of either direct or indirect competitors, and it is critical to understand your company’s competitive advantages or unique value proposition. And if you don’t currently have competitive advantages, to figure out what you must do to gain them.

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4. To Better Understand Your Customer

Why do they buy when they buy? Why don’t they when they don’t? An in-depth customer analysis is essential to a great business plan and to a successful business. Understanding your customers will not only allow you to create better products and services for them, but will allow you to more cost-effectively reach them via advertising and promotions.

5. To Enunciate Previously Unstated Assumptions

The process of actually writing a business plan helps to bring previously “hidden” assumptions to the foreground. By writing them down and assessing them, you can test them and analyze their validity. For example, you might have assumed that local retailers would carry your product; in your business plan, you could assess the results of the scenario in which this didn’t occur.

6. To Assess the Feasibility of Your Venture

How good is this opportunity? The business plan process involves researching your target market, as well as the competitive landscape, and serves as a feasibility study for the success of your venture. In some cases, the result of your business planning will be to table the venture. And it might be to go forward with a different venture that may have a better chance of long-term success.

7. To Document Your Revenue Model

How exactly will your business make money? This is a critical question to answer in writing, for yourself and your investors. Documenting the revenue model helps to address challenges and assumptions associated with the model. And upon reading your plan, others may suggest additional revenue streams to consider.

8. To Determine Your Financial Needs

Does your business need to raise funds? How much? One of the purposes of a business plan is to help you to determine exactly how much capital you need and what you will use it for. This process is essential for raising capital for business and for effectively employing the capital. It will also enable you to plan ahead, particularly if you need to raise additional funding in the future.

9. To Attract Investors

A formal business plan is the basis for financing proposals. The business plan answers investors’ questions such as: Is there a need for this product/service? What are the financial projections? What is the company’s exit strategy? While investors will generally want to meet you in person before writing you a check, in nearly all cases, they will also thoroughly review your business plan.

10. To Reduce the Risk of Pursuing the Wrong Opportunity

The process of creating the business plan helps to minimize opportunity costs. Writing the business plan helps you assess the attractiveness of this particular opportunity, versus other opportunities. So you make the best decisions.

11. To Force You to Conduct Market Research and Really Know Your Market

What are the most important trends in your industry? What are the greatest threats to your industry? Is the market growing or shrinking? What is the size of the target audience for your product/service? Creating the business plan will help you to gain a wider, deeper, and more nuanced understanding of your marketplace. And it will allow you to use this knowledge to make decisions to improve your company’s success.

12. To Attract Employees and a Management Team

To attract and retain top quality talent, a business plan is necessary. The business plan inspires employees and management that your great idea is sound and that the business is poised to achieve its strategic goals. Importantly, as you grow your company, your employees and not you will do most of the work. So getting them aligned and motivated will be key to your success.

13. To Plot Your Course and Focus Your Efforts

The business plan provides a roadmap from which to operate, and to look to for direction in times of doubt. Without a business plan, you may shift your short-term strategies constantly without a view to your long-term milestones. You wouldn’t go on a long driving trip without a map; think of your business plan as your map.

14. To Attract Partners

Partners also want to see a business plan, in order to determine whether it is worth partnering with your business. Establishing partnerships often requires time and capital, and companies will be more likely to partner with your venture if they can read a detailed information about your company.

15. To Position Your Brand

Creating the business plan helps to define your company’s role in the marketplace. This definition allows you to succinctly describe the business and position the brand to customers, investors, and partners. With the industry, customer and competitive insight you gain during the business planning process, you can best determine how to position your brand.

16. To Judge the Success of Your Business

A formal business plan allows you to compare actual operational results versus the business plan itself. In this way, it allows you to clearly see whether you have achieved your strategic, financing, and operational goals (and why you have or have not).

17. To Reposition Your Business to Deal with Changing Conditions

For example, during difficult economic conditions, if your current sales and operational models aren’t working, you can rewrite your business plan to define, try, and validate new business ideas and strategies.

18. To Document Your Marketing Plan

How are you going to reach your customers? How will you retain them? What is your advertising budget? What price will you charge? A well-documented marketing plan is essential to the growth of a business. And the marketing strategies and tactics you use will evolve each year, so revisiting your marketing plan at least annually is critical.

19. To Understand and Forecast Your Company’s Staffing Needs

After completing your business plan, you will not be surprised when you are suddenly short-handed. Rather, your business plan provides a roadmap for your staffing needs, and thus helps to ensure smoother expansion. Importantly your plan can not only help you understand your staffing needs, but ensure your timing is right as it is time consuming to recruit and train great employees.

20. To Uncover New Opportunities

Through the process of brainstorming, white-boarding and creative interviewing, you will likely see your business in a different light. As a result, you will often come up with new ideas for marketing your product/service and running your business. It’s coming up with these ideas and executing on them which is often the difference between a business that fails or just survives and one that thrives.

Make Your Business Planning Count

One of the most common reasons businesses fail is the lack of a clear, strategic plan that addresses key components of running a business. Business plans help in identifying and navigating the challenges that can derail a business’s success, including poor market analysis, inadequate financial planning, and an unclear business model. By taking the time to write a business plan, entrepreneurs can clarify their business strategy, identify potential obstacles before they arise, and establish company goals that will set you up for success.

About Growthink Since 1999, Growthink’s business plan experts have assisted thousands of clients in launching and growing their businesses, and raising more than $2.5 billion in growth financing.

Need help with your business plan? 

• Speak with a professional business plan consultant from our team.
• Use our simple business plan template .
• Check out our business plan examples .
• Or, if you’re creating your own PPM, you can save time and money with Growthink’s private placement memorandum template .
• Learn more about us via our Growthink Business Plan Review page

The World’s #1 Business Plan Template

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Why do you need a business plan? Here are the reasons

Every year, thousands of new businesses see the light of the day across the world. However, only a tiny percentage of them survive in the long run. Talking about the United States, according to the Bureau of Labour Statistics, about 20% of small businesses fail in their first year, and about 50% in their fifth year.

Research from the University of Tennessee found that 44% of businesses fail within the first three years. Among those that operate within specific sectors, like information (mostly tech firms), 63% shut shop within three years. Why so? Most studies mention “lack of business planning” as one of the reasons.

“Running a business without a plan is like riding a motorcycle up a craggy cliff blindfolded. Yet, way too many firms (a whopping 67%) don’t have a formal business plan in place. It doesn’t matter if you’re a start-up with a great idea or a business with an excellent product. You can only go so far without a roadmap, or a business plan. Only, a business plan is so much more than just a roadmap. A solid plan allows a business to weather market challenges and pivots quickly in the face of crisis, like the one global businesses are struggling with right now, in the post-pandemic world,” said Simplilearn.

What Business Plan Is All About?

A business plan is a document in writing that outlines the goals, objectives, and purpose of a venture while laying out the blueprint for its daily operations and key functions such as marketing, finance, and expansion.

A good business plan, for example, can be a game-changer for start-ups that are looking to raise funds to grow and scale. It convinces prospective investors that the venture will be profitable and provides a realistic outlook on how much profit is on the cards and by when it will be attained.

When it comes to well-established companies and large conglomerates, they also need to tweak their business plans to adapt to new operational environments and unpredictable market changes. A detailed business plan offers a birds-eye view of the entire framework of an establishment; it has several benefits that make it an important part of any organisation.

An effective business plan offers a significant competitive edge like setting realistic objectives and assigning stipulated time for those goals to be met, thereby ensuring long-term profitability. It also lets a company set benchmarks and Key Performance Indicators (KPIs) necessary to reach its goals.

A good business plan also helps to effectively organise and allocate the company’s resources, providing an understanding of the result (including financial impacts) of actions like opening new offices, recruiting staff, production change, and so on.

Though business plans vary from company to company, the blueprints of successful companies often serve as an excellent guide for start-ups and new entrepreneurs . The same roadmap also helps existing firms to market, advertise, and promote new products and services in the market. A well-thought-out business plan provides an organisation with the ability to anticipate the curveballs that the future could throw at them, thereby preparing answers and solutions well in advance.

Why You Need to Craft Business Plans?

Doing a little homework now and crafting a business plan will make your life much easier and save you tons of time later on. Here are five good reasons why every entrepreneur needs a business plan:

Need Of Thinking Through The Aspects

As entrepreneurs, we need to focus on the excitement of doing something new. For start-ups, for example, it’s all about setting the nuts and bolts together, such as setting up an accounting system or dealing with employee law.

“To write a good business plan, you have to think about how you’ll handle every aspect of your business—marketing, managing, financing, and more. You’re forced to focus on the very areas you’re tempted to skim over (which are usually the places where you need to really drill down). When your business plan is done, you’ll have a blueprint for success,” says Rieva Lesonsky, who creates content focusing on small business and entrepreneurship.

Entrepreneurship is often an endless exercise in decision-making and crisis management. Sitting down and considering all the ramifications of any given decision is a luxury that small businesses (even start-ups), especially, can’t always afford. That’s where a business plan becomes crucial.

Spotting Problems Ahead Of Time

“Would you rather uncover problems with your business concept during the planning stage—or wait until you’ve already spent money on a location, inventory, or employees? By identifying possible obstacles, your business plan will help you plan how to avoid them,” Lesonsky comments.

There are many reasons why small businesses fail, According to data from CB Insights, some of the most common reasons businesses fail include: lack of market need of the product you are trying to sell, lack of capital, inadequate team (maybe the right people haven’t been hired for the job), stiff market competition (posing a challenge towards steady profit flow) and pricing (pricing products/services too high or too low).

“The exercise of creating a business plan can help you avoid these major mistakes. Whether its cash flow forecasts or a product-market fit analysis, every piece of a business plan can help spot some of those potentially critical mistakes before they arise,” says Jared Lindzon, public speaker and Fast Company contributor.

Helps To Become Good Communicator

An entrepreneur needs to look out for business partners, vendors, or even first employees. It can be hard to convince people of the merits of a business that doesn’t yet exist. A business plan can, if communicated well, show people what you’re planning to do so they will have a better idea of whether they want to be involved.

“Planning out exactly how you’re going to turn that vision into a successful business is perhaps the most important step between concept and reality. Business plans can help you confirm that your grand idea makes sound business sense,” Lindzon said.

Whether an entrepreneur is managing a team of 100 or a team of two, he/she can’t always be there to make every decision yourself. Think of the business plan like a substitute teacher, ready to answer questions any time there’s an absence. Let your staff know that when in doubt, they can always consult the business plan to understand the next steps if they can’t get an answer from you directly.

Sharing your business plan with team members also helps ensure that all members are aligned with what you’re doing, why, and share the same understanding of long-term objectives.

To Prove The Business’ Viability

Many businesses are created out of passion, and from there onwards, they get guided by reasoning. All entrepreneurs come with visions, but they need to sell those visions, prove them viable and convince the investors that they are pumping their money into the right places.

“Planning out exactly how you’re going to turn that vision into a successful business is perhaps the most important step between concept and reality. Business plans can help you confirm that your grand idea makes sound business sense,” explains Lindzon.

Take market research for example. It is a critical component of any business plan, which helps entrepreneurs to have deep insight into their customers, competitors, and the chosen industry. Not only can it enlighten the founders starting up a new business, but can also better inform existing businesses on activities like marketing, advertising, and releasing new products/services.

Entrepreneurship is a risky business, but the risk becomes significantly more manageable once tested against a well-crafted business plan. Drawing up revenue and expense projections, devising logistics and operational plans, and understanding the market and competitive landscape can all be game changers for a company’s prospects.

To Secure Financing

“Did you know you’re 2.5x more likely to get funded if you have a business plan? If you’re planning on pitching to venture capitalists, borrowing from a bank, or considering selling your company in the future, you’re likely going to need a business plan. After all, anyone who’s interested in putting money into your company is going to want to know it’s in good hands and that it’s viable in the long run. Business plans are the most effective ways of proving that and are typically a requirement for anyone seeking outside financing,” Lindzon summed up things beautifully through these words.

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4 Steps to Building a Purpose-Driven Business Learn how to build a purpose-driven business that thrives by focusing on sustainability, community and impactful values.

By Chris Bowman Edited by Chelsea Brown Aug 20, 2024

Key Takeaways

• Building a business with purpose has become a necessity, as the world is increasingly focused on sustainability and social responsibility.
• Having a mission-driven business can significantly impact your success, with 70% of consumers choosing to back brands that support causes, even when facing tighter budgets.
• There are four practical steps entrepreneurs can take to build a purpose-driven business.

Opinions expressed by Entrepreneur contributors are their own.

In a world increasingly focused on sustainability and social responsibility, building a business with purpose has become a necessity. A purpose-driven business creates a nurturing environment for its stakeholders, which reminds me of some of the underlying principles of running a successful chicken coop and my experience building Chicken Coop Company. Here, we'll explore the lessons we can learn about infusing a business with a strong sense of purpose.

Make no mistake: Having a mission-driven business can significantly impact your success. Even when facing tighter budgets, 70% of consumers , which marks an 11% increase from 2022, consciously choose to back brands that donate money or supplies to causes that are important to them. Italian shoppers are especially enthusiastic, with 84% prioritizing these mission-driven brands.

To ensure your business operations reflect your values, start by clearly defining your mission and values . Integrate these values into every aspect of your business, from product development to customer service. Just as a chicken coop must have all its components working harmoniously to create a safe haven, your business should have its operations seamlessly aligned with its values.

Related: 3 Ways to Become a Purpose-Driven Company

Conduct regular assessments to ensure your practices line up with your values. This might involve auditing your supply chain for sustainability or implementing employee training programs focused on your mission. Also, communicating your mission effectively is crucial for attracting and retaining customers. Transparency and authenticity are key. Share your story and the impact of your mission through various channels, such as social media, your website and marketing campaigns.

This is a great time to make sure your company "voice" is aligned with your purpose-driven mission. For example, if you were reading your website, emails, SMS or other communications, would you clearly be able to hear, perceive and understand the purpose you're trying to communicate? If not, now's the time to put the right words, graphics, gifs and videos together to communicate the benefits of your product or service to the customer and do so on the foundation of your mission-driven purpose.

Taking lessons from the chicken coop, let's explore practical steps to build a purpose-driven business.

1. Define your mission and values

A clear mission and set of values act as a compass for your business decisions and help attract like-minded customers and employees. Whole Foods Market's mission of " Whole Foods, Whole People, Whole Planet " guides their focus on natural and organic products, employee welfare and environmental sustainability. This clear mission has helped them build a strong brand and loyal customer base, even when they are the more expensive option. Just as chickens thrive in an environment designed for their needs, employees and customers are drawn to businesses that reflect their values.

Adding to this, it's crucial for businesses to regularly revisit their mission and values, ensuring they remain relevant as the market evolves. This ongoing alignment not only builds internal coherence but also enhances the external perception of the brand as genuinely committed to its foundational principles.

Related: 4 Essentials for Making Your Company Mission Thrive

2. Integrate your values

Integrating values into business practices ensures consistency and builds trust with stakeholders. Dr. Bronner's, the organic soap company, integrates its values by committing to fair trade , organic ingredients and ethical sourcing. They also cap executive salaries and donate a significant portion of their profits to social causes. This commitment has earned them a loyal following and industry respect. Like a well-constructed chicken coop that provides consistent shelter and food, businesses that integrate their values create a reliable and trustworthy environment for their stakeholders.

Companies should consider establishing partnerships and collaborations that reinforce their values . For example, partnering with non-profits that align with a business's mission can enhance credibility and extend its impact beyond direct customers. A great example of this would be a vitamin company aligning with Vitamin Angels to give free vitamins to those who are malnourished.

3. Be transparent

Transparency fosters trust and loyalty among customers and stakeholders. Everlane, a clothing company, practices " radical transparency " by sharing the true cost of its products, detailing the manufacturing process and providing transparent pricing. This approach has resonated with consumers and set them apart in the fashion industry. Transparency in your business, like a clear, clean and open chicken coop, helps build trust and loyalty among those who depend on it.

According to a recent survey by Sprout Social , 86% of Americans believe transparency from businesses is more important than ever before. The same survey found that 73% of consumers are willing to pay more for products that offer complete transparency. Buffer, a social media management platform, practices transparency by openly sharing company financials, salaries and business metrics on its public blog. This transparency builds trust and aligns with their value of openness.

Related: 5 Examples of Companies Succeeding Through Transparency

4. Engage your community

Building a community around your business can increase customer loyalty and advocacy. The Honest Company focuses on community engagement through social media, customer feedback and educational content about healthy living. Their approach has helped them build a strong, engaged community of parents who advocate for the brand. Just as a coop is a community for chickens, developing a community around your business creates a supportive and loyal customer base.

To that end, consider hosting community events and workshops that promote your products or services while providing value and enrichment to your audience, thereby strengthening the bonds within your business's community.

Entrepreneur Leadership Network® Contributor

Co-owner of Chicken Coop Company

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Your chance of acceptance, your chancing factors, extracurriculars, starting a non-profit as a high-schooler - any tips.

Hey folks, I have an idea for a non-profit that I really want to start. What goes into starting a nonprofit as a high-schooler? What are some legal hurdles, steps to start it, and how could this impact my college applications (in a good or bad way)? Any advice is appreciated!

Sure, I'd be glad to share some insight!

On legal hurdles and steps to start:

The first important step in creating a non-profit is having a clear mission and vision for your organization. It should clearly focus on a problem that you aim to solve and how you intend to approach it. Once you have that, you can move towards the formal process.

1. Draft a Business Plan: This should outline your non-profit's mission, the problem you're solving, your solutions, who benefits from your work, and how you plan on funding your non-profit.

2. Establish a Board of Directors: Almost all states require that a non-profit organization have a board of directors in place.

3. File Articles of Incorporation: This will officially establish your non-profit. You often need to have your board in place before filing this document.

4. Get an Employer Identification Number (EIN): This can be obtained on the IRS website and is needed for tax purposes.

5. File for501(c)(3) Status: This establishes your organization as a tax-exempt organization. It can be a complicated process and may require legal assistance.

6. Register Your Non-Profit with Your State: This process varies by state but generally involves some kind of registration or reporting to the State's Attorney General's office.

On impact on college applications:

Starting a non-profit can have both positive and negative impacts on your college applications. On the positive side, it shows initiative, leadership, and community involvement—all things colleges value. It can also tie into your personal statement, providing a narrative of your passion and dedication.

On the negative side, consider the time commitment. Running a non-profit requires a significant amount of time and energy. If it detracts from your academic performance, extracurriculars, or personal life, colleges could view it less favorably.

Also, keep in mind that colleges are looking for authenticity. If it appears that the non-profit was started solely as a way to boost your resumé for college applications, this can be viewed negatively. Make sure to demonstrate your genuine passion for your cause.

Running a non-profit as a high schooler is a huge commitment, but it can be incredibly rewarding and a fantastic learning experience. Keep your focus on the impact you hope to make, and best of luck with your endeavor!

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CollegeVine’s Q&A seeks to offer informed perspectives on commonly asked admissions questions. Every answer is refined and validated by our team of admissions experts to ensure it resonates with trusted knowledge in the field.

Structuring Employee Stock Option Plans

Structuring employee stock option plans (ESOPs) requires a meticulous approach to align compensation strategies with business objectives, motivate employees, and drive performance. Effective ESOP design involves understanding the types and purposes of options, defining eligibility and participation criteria, and determining vesting periods and schedules. Careful setting of exercise prices and terms is also critical. To confirm success, companies must manage plan administration and compliance, measure and report performance, and avoid common design and implementation pitfalls. By traversing these complexities, organizations can create a tailored ESOP that supports their unique goals and objectives, and discover how to optimize their plan's potential.

Table of Contents

Understanding ESOP Types and Purposes

Employee Stock Option Plans (ESOPs) can be broadly classified into two primary categories: incentive stock options (ISOs) and non-qualified stock options (NSOs), each serving distinct purposes in aligning employee interests with those of the organization. ISOs, which are limited to $100,000 in value per year, provide tax benefits to employees and are typically reserved for top executives. NSOs, on the other hand, are more flexible and can be granted to a broader range of employees. Both types of ESOPs offer valuable benefits, including increased employee motivation, retention, and productivity. By granting employees a stake in the company's success, ESOPs align their interests with those of the organization, driving business growth and enhancing corporate strategy. Effective ESOP design can also foster a culture of ownership and accountability, leading to improved overall performance. By understanding the purposes and benefits of each ESOP type, organizations can develop a tailored corporate strategy that leverages the unique advantages of these plans to achieve their goals.

Defining Eligibility and Participation

As organizations establish their ESOPs, a critical step in the implementation process is defining eligibility and participation criteria to guarantee that the plan is aligned with the company's strategic objectives and rewards the desired employee behaviors. This involves identifying the specific employee classes that will be eligible to participate in the plan, such as full-time, part-time, or executive employees. The organization must also determine the job tenure requirements, specifying the minimum length of service required for employees to participate in the plan. This could include a probationary period, during which new employees are not eligible to participate, or a minimum service requirement, such as one year of continuous employment. By establishing clear eligibility and participation criteria, organizations can confirm that their ESOP is targeted towards the employees who will drive business growth and success. This, in turn, can help to enhance employee motivation, retention, and overall organizational performance.

Determining Vesting Period and Schedule

When designing an Employee Stock Option Plan, determining the vesting period and schedule is a critical component. This involves establishing the length of the vesting period, which can vary from a few months to several years, as well as the type of vesting schedule to be used, such as cliff vesting or gradient vesting. These decisions have significant implications for the plan's overall effectiveness and must be carefully considered to guarantee alignment with the organization's goals and objectives.

Vesting Period Length

Determining the vesting period length is a critical aspect of designing an employee stock option plan, as it directly influences the alignment of employee incentives with the company's long-term goals. The vesting period length affects the timing and duration of employee ownership, which in turn impacts motivation, retention, and overall performance. Effective vesting strategies involve period optimization, balancing short-term motivation with long-term goal alignment. A shorter vesting period may incentivize employees to focus on short-term results, while a longer period may encourage a more sustained effort towards long-term objectives.

When determining the vesting period length, companies should consider factors such as employee tenure, performance metrics, and industry standards. A thorough analysis of these factors enables companies to tailor their vesting period to their specific needs and goals. By adopting a data-driven approach to vesting period optimization, companies can create a more efficient and effective employee stock option plan that drives desired outcomes and supports business success.

Vesting Schedule Types

Companies can choose from various vesting schedule types to tailor their employee stock option plan to specific business objectives and employee needs, each with its own implications for the vesting period and overall plan effectiveness. A key consideration is the vesting schedule type, which determines the rate at which options become exercisable. One common approach is the linear vesting schedule, where options vest at a constant rate over the vesting period. Another option is the accelerated vesting schedule, which allows employees to vest options more quickly, often in response to specific performance milestones or events. Flexible schedules can also be designed to accommodate different employee groups or roles, allowing for more nuanced and targeted incentives. The choice of vesting schedule type will impact the overall effectiveness of the employee stock option plan, influencing employee motivation, retention, and ultimately, business performance. By carefully selecting a vesting schedule type, companies can create a more tailored and effective incentive plan that aligns with their unique business needs and objectives.

Cliff and Gradient

A cliff vesting schedule, where all options vest at once after a specified period, provides a distinct alternative to gradual vesting, allowing businesses to concentrate employee incentives and align them with specific milestones or performance targets. This vesting strategy enables companies to tie option vesting to critical events, such as product launches or IPOs, thereby motivating employees to work towards these objectives. In contrast, a gradient vesting schedule involves gradual vesting of options over a specified period, typically monthly or quarterly. This approach allows for continuous employee motivation and retention, as employees receive a steady stream of vested options.

When designing an employee stock option plan, companies must carefully consider their vesting strategies, including cliff and gradient schedules. The chosen vesting schedule will impact equity allocation, as it determines when and how many options are available for exercise. A well-structured vesting schedule can help companies achieve their goals, whether it's driving performance, retaining talent, or aligning employee incentives with business objectives. By understanding the implications of cliff and gradient vesting, businesses can create effective employee stock option plans that support their overall compensation and talent management strategies.

Setting Exercise Prices and Terms

Exercise prices and terms are critical components of employee stock option plans, as they directly impact the value and attractiveness of the options to employees. The exercise price, also known as the strike price, is the predetermined price at which an option holder can purchase the underlying shares. It is vital to set the exercise price at a level that is fair and reasonable, typically based on the Fair Market Value (FMV) of the company's shares on the grant date. This guarantees that the options are not unduly beneficial or detrimental to employees.

The terms of the option, including the exercise period, vesting schedule, and expiration date, also play a key role in determining the plan's effectiveness. The exercise period, for instance, defines the timeframe during which the option holder can exercise their options. A longer exercise period can provide employees with greater flexibility, but may also increase the plan's costs. By carefully setting exercise prices and terms, companies can create an employee stock option plan that aligns with their compensation strategy and objectives, while also meeting compliance with relevant regulations and accounting standards.

Managing Plan Administration and Compliance

Effective management of employee stock option plans requires meticulous attention to plan administration and compliance. This involves ensuring that plan documents are accurately maintained and up-to-date, as well as identifying and mitigating compliance risks that could lead to legal or financial repercussions. By prioritizing these critical aspects, companies can minimize potential liabilities and optimize the benefits of their employee stock option plans.

Plan Document Maintenance

Plan documents, including the employee stock option plan document and related agreements, must be regularly reviewed and updated to guarantee compliance with relevant laws, regulations, and accounting standards. This document review process involves a thorough examination of the plan's terms and provisions to ensure they align with current regulatory requirements and industry best practices.

Regulatory updates, such as changes to tax laws or securities regulations, may necessitate revisions to the plan document. It is essential to stay abreast of these updates and incorporate them into the plan document to avoid non-compliance. Furthermore, the plan document should be reviewed for consistency with the company's overall compensation strategy and employee agreements. Any changes or updates to the plan document must be properly approved and executed to maintain the plan's validity. By regularly reviewing and updating the plan document, companies can ensure that their employee stock option plan remains compliant and effective in achieving its intended objectives.

Compliance Risk Management

To mitigate the risk of non-compliance, companies must implement a robust compliance risk management framework that oversees and controls the administration of their employee stock option plans. This framework should be designed to identify, assess, and mitigate potential compliance risks, ensuring that the plan is administered in accordance with relevant laws and regulations.

Effective compliance risk management involves regular monitoring and review of plan administration, including record-keeping, reporting, and disclosure requirements. Companies should also establish procedures for handling regulatory audits and inquiries, and ensure that employees responsible for plan administration are adequately trained and equipped to manage compliance risks.

Failure to comply with regulatory requirements can result in financial penalties, damage to the company's reputation, and legal action. Therefore, it is essential that companies prioritize compliance risk management and allocate sufficient resources to ensure that their employee stock option plans are administered in a compliant manner. By doing so, companies can minimize the risk of non-compliance and ensure that their employee stock option plans achieve their intended purpose of motivating and rewarding employees.

Measuring and Reporting Plan Performance

Performance metrics serve as a crucial gauge for evaluating the success of employee stock option plans, enabling organizations to refine their strategies and make informed decisions. To measure plan performance, organizations must establish a set of key performance indicators (KPIs) that provide insights into plan effectiveness.

Some critical performance metrics to track include:

• Grant metrics : Number of option grants, grant date fair value, and total expense recognized
• Participant metrics : Number of participants, option holdings, and vesting schedules
• Financial metrics : Total compensation expense, earnings per share (EPS) impact, and cash flow implications
• Plan utilization metrics : Option exercise rates, stock option overhang, and dilution rates

Avoiding Common Design and Implementation Pitfalls

Employee stock option plans are often undermined by design and implementation flaws that can be avoided with careful deliberation of potential pitfalls during the plan development process. One common pitfall is the perpetuation of ESOP misconceptions, such as the assumption that options are only beneficial for senior executives or that they are too complex to administer. In reality, ESOPs can be an effective retention tool for employees at all levels, and with the right technology, administration can be streamlined.

Another pitfall is plan oversights, such as failing to account for the impact of vesting schedules on employee behavior or neglecting to establish clear communication protocols. These oversights can lead to confusion, dissatisfaction, and ultimately, a lack of engagement among plan participants. To avoid these pitfalls, it is crucial to conduct thorough needs assessments, engage in robust plan design, and establish clear implementation protocols. By doing so, organizations can create ESOPs that align with their strategic objectives and drive desired employee behaviors. By being aware of these potential pitfalls, organizations can avoid common design and implementation flaws and create effective ESOPs that drive business success.

Frequently Asked Questions

Can esops be used in conjunction with other employee benefit plans?.

Yes, ESOPs can be integrated with other employee benefit plans to create a holistic compensation strategy, achieving plan integration and benefit synergy, thereby enhancing overall employee value proposition and organizational performance.

How Do ESOPS Impact Employees' Taxable Income and Benefits?

Employee stock options can substantially impact taxable income and benefits, necessitating careful financial planning to minimize tax implications, as exercised options are considered ordinary income, and may trigger alternative minimum tax or affect other benefits like Social Security.

Can ESOPS Be Offered to Non-Employee Directors or Consultants?

In general, director eligibility for stock options varies by jurisdiction, while consultant benefits are typically excluded from tax-advantaged plans; however, customized arrangements can be designed to extend stock option benefits to non-employee directors and consultants.

What Happens to Unvested Options Upon Employee Termination?

Upon employee termination, unvested options typically lapse, unless termination clauses specify otherwise. In cases of job abandonment, companies may accelerate vesting or extend exercise periods, but this varies depending on the plan's terms and local labor laws.

Are ESOPS Subject to ERISA or Other Regulations?

ESOPs are generally subject to ERISA, which imposes strict fiduciary duties, disclosure, and reporting requirements, posing significant compliance risks if not navigated within the regulatory framework, ensuring adherence to tax and labor laws.

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