Thursday 26 January 2012

Business Plan Layout

I have been looking at various ways to present a business plan and what pieces of information need to be included.

EXAMPLE 1


  1. Executive Summary: Write this last. It’s just a page or two of highlights.
  2. Company Description: Legal establishment, history, start-up plans, etc.
  3. Product or Service: Describe what you’re selling. Focus on customer benefits.
  4. Market Analysis: You need to know your market, customer needs, where they are, how to reach them, etc.
  5. Strategy and Implementation: Be specific. Include management responsibilities with dates and budgets. Make sure you can track results.
  6. Web Plan Summary: For e-commerce, include discussion of website, development costs, operations, sales and marketing strategies.
  7. Management Team: Describe the organisation and the key management team members.
  8. Financial Analysis: Make sure to include at the very least your projected Profit and Loss andCash Flow tables.


EXAMPLE 2

Expanded business plan outline

Here’s an expanded full business plan outline, with details you might want to include in your own business plan.
1.0 Executive Summary
1.1 Objectives
1.2 Mission
1.3 Keys to Success
2.0 Company Summary
2.1 Company Ownership
2.2 Company History (for ongoing companies) or Start-up Plan (for new companies)
2.3 Company Locations and Facilities
3.0 Products and Services
3.1 Product and Service Description
3.2 Competitive Comparison
3.3 Sales Literature
3.4 Sourcing and Fulfillment
3.5 Technology
3.6 Future Products and Services
4.0 Market Analysis Summary
4.1 Market Segmentation
4.2 Target Market Segment Strategy
4.2.1 Market Needs
4.2.2 Market Trends
4.2.3 Market Growth
4.3 Industry Analysis
4.3.1 Industry Participants
4.3.2 Distribution Patterns
4.3.3 Competition and Buying Patterns
4.3.4 Main Competitors
5.0 Strategy and Implementation Summary
5.1 Strategy Pyramids
5.2 Value Proposition
5.3 Competitive Edge
5.4 Marketing Strategy
5.4.1 Positioning Statements
5.4.2 Pricing Strategy
5.4.3 Promotion Strategy
5.4.4 Distribution Patterns
5.4.5 Marketing Programs
5.5 Sales Strategy
5.5.1 Sales Forecast
5.5.2 Sales Programs
5.6 Strategic Alliances
5.7 Milestones
6.0 Web Plan Summary
6.1 Website Marketing Strategy
6.2 Development Requirements
7.0 Management Summary
7.1 Organizational Structure
7.2 Management Team
7.3 Management Team Gaps
7.4 Personnel Plan
8.0 Financial Plan
8.1 Important Assumptions
8.2 Key Financial Indicators
8.3 Break-even Analysis
8.4 Projected Profit and Loss
8.5 Projected Cash Flow
8.6 Projected Balance Sheet
8.7 Business Ratios
8.8 Long-term Plan


EXAMPLE 3

While appearing first, this section of the business plan is written last. It summarizes the key elements of the entire business plan. (Executive Summary Example)
An overview of the industry sector that your business will be a part of, including industry trends, major players in the industry, and estimated industry sales. This section of the business plan will also include a summary of your business's place within the industry. (Business Plan Example: Industry Section)
An examination of the primary target market for your product or service, including geographic location, demographics, your target market's needs and how these needs are being met currently.
An investigation of your direct and indirect competitors, with an assessment of their competitive advantage and an analysis of how you will overcome any entry barriers to your chosen market.
A detailed explanation of your sales strategy, pricing plan, proposed advertising and promotion activities, and product or service's benefits.
An outline of your business's legal structure and management resources, including your internal management team, external management resources, and human resources needs.
A description of your business's physical location, facilities and equipment, kinds of employees needed, inventory requirements and suppliers, and any other applicable operating details, such as a description of the manufacturing process.
A description of your funding requirements, your detailed financial statements, and a financial statement analysis.


EXAMPLE 4


1.The nature of your business
1. Business name
2. Business activity
What do you do?
3. Mission statement
Please insert your mission or value statement here
4. Business objectives
· What are you plans to achieve your sales target in the first 12 months?
· What new products or services will you introduce in the following two years to grow your business?
· What is your long term / 5 year goal?
5. The people in the business
· How many people are employed?
· What are their roles?
6. What is the structure of your business?
· Describe the organisation – draw a diagram if appropriate
7. What is the legal status of your business?
· Is it Limited Company or partnership, social enterprise, cooperative or are you a sole trader?
· Why have you chosen this status – what are the advantages

2. Resources
1. Products or services
· Describe the range of goods/services you are selling
Say what percent of turnover each will provide ( e.g. boutique – 20% clothing, 60% jewellery, 20% hats)
2. What resources do you require?
· What equipment do you need (e.g. office equipment and furniture, display and lighting for a shop, studio equipment, company car / van)
· How much will these cost ? ( to the nearest £3,000 )
3. How much stock do you need any stock to start your business?
(e.g. clothes for a boutique, food for a café, books for a book shop)
· How much will your sales stock cost ? (to the nearest £3,000)

3. Prices
1. How have you worked out your prices?
· State what your pricing strategy is
2. How do your prices compare with your competitors?
· Name 3 competitors and give evidence of their prices
4. Customers
1. What evidence do you have that anyone will buy your product / service?
· Is it a popular product / service currently provided by lots of others
· Is your idea completely new?
· Is there increasing demand for your product / service?
2. Who are these people?
· Use segmentation to describe your typical consumer
· If yours is B2B – describe the market sector (e.g. retail, food, leisure, SMEs, local bands, entertainment industry)
3. Where are they?
· It may help to include diagrams or maps
4. How many are there of them?
· This must be described in numbers form. (e.g. population, tourist visitor numbers, number of local bands, number of retail outlets)
5. Why would they buy from you rather than anyone else?
· Provide a SWOT analysis to show that you have analysed your strengths and weaknesses in comparison to your potential competitors
6. How much will the average customer spend with you?
How often will they spend that amount with you?
Will your sales fluctuate due to external forces ( e.g. seasons or cultural / sporting events)

5. How will you promote your business?
1. How will you advertise your products / services?
(advertising is not compulsory)
2. What other marketing methods would be effective for you?
Personal Selling
Promotions
Public relations
Direct Marketing (Targeted marketing)
Internet

6. Total set up costs
1. Legal costs
What legal costs might you incur in setting up your business, on protecting your intellectual property, registering with Companies House ( if appropriate) or using a solicitor to look at your contracts?
2. Resources
How much Capital expenditure in the first year?
How much will you spend on materials and goods for sale for the first 6 months ( Direct Costs)
How much will be spent on bills and overheads for the first 6 months (Indirect costs)
3. Marketing
Cost of promoting your business for the first year
4. How will you finance the business start up?
Name a suitable source for the kind of funding you need.
If it’s a grant – give evidence that your are eligible. You are NOT eligible for Prince’s Trust

7. How will you monitor your progress>
1. Financial control
· What systems will you use to monitor finances?
· What methods will you use to monitor your position in the market?


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