BUSINESS PLAN OUTLINE

March 2009

I. Suggested Business Plan Format

A. Executive Summary (not to exceed two pages) (#1 Report)

1. Company name, address, and phone number
2. Name(s), addresses, and phone number(s) of all key people
3. Brief description of the business, its products and services, and the
customer problems they solve
4. Brief overview of the market for your products and services
5. Brief overview of the strategies that will make your firm a success
6. Brief description of the managerial and technical experience of key people
7. Brief statement of the financial request and how the money will be used
8. Charts or tables showing highlights of financial forecasts

A. Vision and Mission statement (#1 Report)

9. Entrepreneur’s vision for the company
10. What business are we in?”
11. Values and principles on which the business stands
12. What makes the business unique? What is the source of its competitive
advantage?

B. Company History (for existing businesses only) (#1 Report)

1. Company founding
2. Financial and operational highlights
3. Significant achievements

C. Business and Industry Profile (#1 Report)

1. Stage of growth (start-up, growth, maturity)
2. Company goals and objectives
a) Operational
b) Financial
c) Other
3. Industry Analysis
a) Industry background and overview
b) Significant trends
c) Growth rate
d) Key success factors in the industry
e) Outlook for the future

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D. Business Strategy (#2 Report)
1. Desired image and position in market
2. SWOT analysis
a) Strengths
b) Weaknesses
c) Opportunities
d) Threats
3. Competitive Strategy
a) Cost leadership
b) Differentiation
c) Focus

B. Company Products and Services (#2 Report)

4. Description
Product or service feature Customer benefits
a) Warranties and guarantees
b) Uniqueness
5. Patent or trademark protection
6. Description of production process (if applicable)
a) Raw materials
b) Costs
c) Key suppliers
7. Future product or service offerings

E. Marketing Strategy (#2 Report)

1. Target market
a) Complete demographic profile
b) Other significant customer characteristics
2. Customers’ motivation to buy
3. Market size and trends
a) How large is the market?
b) Is it growing or shrinking? How fast?
4. Advertising and promotion
a) Media used – reader, viewer, listener profiles
b) Media costs
c) Frequency of usage
d) Plans for generating publicity
5. Pricing
a) Cost structure
(1) Fixed
(2) Variable
b) Desired image in market
c) Comparison against competitors’ prices
6. Distribution strategy
a) Channels of distribution used
b) Sales techniques and incentives

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F. Location and Layout (#3 Report)
1. Location
a) Demographic analysis of location vs. target customer profile
b) Traffic count
c) Lease/Rental rates
d) Labor needs and supply
e) Wage rates
2. Layout
a) Size requirements
b) Americans with Disabilities compliance
c) Ergonomic issues
d) Layout plan

G. Competitor Analysis (#3 Report)

1. Existing competitors
a) Who are they? Create a competitive profile matrix.
b) Strengths
c) Weaknesses
2. Potential competitors: Companies that might enter the market
a) Who are they?
b) Impact on your business if they enter

H. Description of management team (#3 Report)

1. Key managers and employees
a) Their backgrounds
b) Experience, skills, and know-how they bring to the company
2. Resumes of key managers and employees

I. Plan of Operation (#3 Report)

1. Form of ownership chosen and reasoning
2. Company structure (organization chart)
3. Decision making authority
4. Compensation and benefits packages

J. Financial Forecasts (#4 Report)

1. Financial statements
a) Income statement
b) Balance sheet
c) Cash flow statement
2. Break-even analysis
3. Ratio analysis with comparison to industry standards (most applicable to
existing businesses)

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K. Loan or Investment Proposal (#4 Report)
1. Amount requested
2. Purpose and uses of funds
3. Repayment or “cash out” schedule (exit strategy)
4. Timetable for implementing plan and launching the business