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Equipment and Services Product and Service Direct Costs 9 9 10 11 12 MARKETING 14 Four ‘P’ Analysis 14 FINANCIAL FORECAST 16 Sales Plan Start-up Financing 12-Month Financial Forecast 16 16 16 RISK 18 Commercial Risk Property and Liability Risk 18 18 ACTION PLAN Business Plan Double-click to put your business name in the footer 19 Page 2 of 19 .TABLE OF CONTENTS EXECUTIVE SUMMARY BUSINESS IDEA 3 4 What will the business do? Who will pay the business to do it? Why will they pay the business to do it? 4 4 4 MARKET RESEARCH 5 Target Market Customer Segments Industry Analysis Customer Characteristics Competition SWOT Analysis 5 5 5 6 7 8 OPERATIONS 9 Business Ownership Structure Scheduling and Human Resources Location and Transportation Furnishings.

its product(s)/service(s). and why customers will buy it/them  Overview of the target market.EXECUTIVE SUMMARY Write an executive summary. and 1 page is the normal length. customer segments and competitive situation  Overview of the industry  Overview of operations  Overview of marketing  Summary of start-up financing requirements and how they will be met  Projected sales and profit  Risk analysis  Action plan Executive Summaries are often done at the end of the business plan writing process even though it appears at the beginning of the plan. or corporation)  Description of the business. Points to include are (these can be used as subheadings within the summary):  Business name and structure (sole proprietorship. Keep it short and to the point. The Executive Summary should not exceed 2 pages. Business Plan Double-click to put your business name in the footer Page 3 of 19 . partnership.

BUSINESS IDEA What will the business do? Describe what your business will do. Who will pay the business to do it? Describe who you think your typical customer(s) is. Why will they pay the business to do it? Give reasons why your customers will pay you to do what you do. Business Plan Double-click to put your business name in the footer Page 4 of 19 .

Primary Research Describe the primary research you used to determine these findings.MARKET RESEARCH Target Market Location What is the geographic location of your target market? Who are your potential customers and how many are in this area? Secondary Research Describe the secondary research you used to determine these findings. how can you protect yourself and/or take advantage? Business Plan Double-click to put your business name in the footer Page 5 of 19 . Customer Segments Can your target market be divided into smaller groups? Describe these groups. What is the appeal of your product(s) or service(s) to them? How much are they willing to pay for your product(s) or service(s)? How much will they consume? Is there a specific segment(s) you should focus on more than others? Why? Industry Analysis What industry is your business in? Is the industry currently growing? In decline? What are the reasons and how can you either protect yourself and/or take advantage? Are there seasonal and/or other trends in this industry? If so.

Enter information for all the customer segments you’re targeting. Demographics Age Income Marital/family status Ethnicity Language(s) Gender Education Other Geographic Where do my customers live and in what type of dwelling? Other Psychographics Lifestyle descriptors Hobbies/interests related to my business Political. If a category is not applicable to the target market. provide a detailed picture of your customers. religious and/or other interest related to my business Other Cultural Interests Music preferences Reading Business Plan Double-click to put your business name in the footer Page 6 of 19 . delete the row and add rows as needed.Customer Characteristics Using the following table.

Weaknesses Threats What are some areas you need to What market conditions do you need to strengthen to succeed in the guard against now or in the future? List marketplace? List them here. Business Plan Double-click to put your business name in the footer Page 7 of 19 .preferences Food/dining preferences Entertainment choices Internet choices Clubs Other Competition Who are your competitors? What are your advantages/disadvantages compared to them? How will you compete with them? What do they charge for the products and services you will offer? SWOT Analysis Strengths Opportunities What key strengths do you have that will What market conditions are to your help you succeed in the marketplace? advantage either now or in the future? List them here. List them here. them here.

Business Structure Costs Item Startup $ $ $ Notes Totals Costs Mont hly $ $ $ Annual $ $ $ Scheduling and Human Resources In this space. When will you be open for customers? What is your annual schedule? Is your business seasonal? How will you work around other obligations. such as school and extra-curricular activities? Also discuss your human resources needs and the associated costs. discuss what business ownership structure you are choosing and why.OPERATIONS Business Ownership Structure In this space. Add rows as required. Explain the implications of your choice in terms of personal liability and how you will manage this. What benefits are you required to provide your employees? What about workplace insurance? How much of your human resource requirements will you fulfill yourself? List your human resource costs in the table below. Human Resource Costs Position Notes Hourly Wage $ Business Plan Costs Hourly Hours/ Benef month ts $ Total Double-click to put your business name in the footer Page 8 of 19 Monthl y Cost $ $ . Add rows as required. What are your registration. permit and licence requirements. and how will you obtain them? List the business structure costs in the table below. discuss what days of the week you’ll be open and what daily hours you’ll keep.

Also describe your transportation needs. Location Costs Item Notes Totals Startup $ $ $ Costs Mont hly $ $ $ Startup $ $ $ $ $ $ Costs Mont hly $ $ $ $ $ $ Annual $ $ $ Transportation Costs Item Notes Gas Vehicle Insurance Car/Truck Purchase Courier Service Delivery Contract Totals Business Plan Double-click to put your business name in the footer Page 9 of 19 Annual $ $ $ $ $ $ . List your location and transportation costs in the table below. insurance. etc. describe where your business will be located.Location and Transportation In this space. Include details on any additional storage or production space you will require. Add and delete rows as required. delivery contracts. such as vehicle purchases or rentals.

etc. computer support. describe the office furniture. Furnishings. Add and delete rows as required. Equipment and Services In this space. office supplies and utilities you will need. heating. Discuss any special equipment you may need. such as tools and production or manufacturing equipment. List your furnishings. water) Phone Internet Startup $ $ $ $ $ Costs Mont hly $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Startup $ $ $ Costs Mont hly $ $ $ Startup $ $ $ Costs Mont hly $ $ $ Totals Annual $ $ $ $ $ Equipment Costs Item Notes Totals Annual $ $ $ Professional Services Costs Item Notes Totals Business Plan Double-click to put your business name in the footer Page 10 of 19 Annual $ $ $ . Supplies and Utility Costs Item Notes Furniture Computer Printer Paper. accountants. computers. equipment and service costs in the tables below. Discuss any professional services you’ll need. supplies.Furnishings. such as lawyers. Printer Ink Office Supplies Utilities (Electricity.

describe parts. materials and bulk items directly consumed in the manufacture and/or delivery of your product(s) or service(s). Discuss any items that you need to have on-hand for the start-up of your business and how you will keep a ready supply to avoid disruptions to your operations once the business is underway. and delete the tables you do not require. List the costs of your product(s)/service(s) in the tables below.Product and Service Direct Costs In this space. Product or Service 1 Component Costs Item Cost per Item Costs Quantity per Unit of Product/Servi ce $ Totals Subtotal Startup Cost $ $ $ $ Bulk Material Costs Costs Item Notes Bulk Cost Units $ Totals Cost per Unit $ $ Startup Cost $ $ Subtotal Startup Cost $ $ $ $ Product or Service 2 Component Costs Item Cost per Item Costs Quantity per Unit of Product/Servi ce $ Totals Bulk Material Costs Costs Item Notes Bulk Cost Units $ Totals Business Plan Double-click to put your business name in the footer Cost per Unit $ $ Page 11 of 19 Startup Cost $ $ .

Product or Service 3 Component Costs Item Cost per Item Costs Quantity per Unit of Product/Servi ce $ Totals Subtotal Startup Cost $ $ $ $ Bulk Material Costs Costs Item Notes Bulk Cost Units $ Totals Business Plan Double-click to put your business name in the footer Cost per Unit $ $ Page 12 of 19 Startup Cost $ $ .

If applicable. What features are relevant to the target market? What language style best communicates these features to the target market and/or customer segments? Try writing some marketing copy – prepare a short description(s) of the product(s) or service(s) that will catch the attention of the target market and/or customer segment(s). Place In this space. Business Plan Double-click to put your business name in the footer Page 13 of 19 $ $ $ .MARKETING Four ‘P’ Analysis Product Describe the appeal of the product/service to the target market(s) and any customer segments in it. including the nature of the product/service. business hours. enter them in the Product and Service Costs section under Operations. describe where the target market (and/or any customer segments) will acquire the product or service. cost considerations. Why is it a good place? List the reasons for this choice. These could include improvements to the business location to make it a suitable sales environment. costs associated with running a Web-based business. or the costs of renting separate retail space. use the table below to list any ‘Place’ costs that were not covered earlier in the operations section. etc. ‘Place’ Costs Item Notes Totals Startup $ $ $ Costs Mont hly $ $ $ Annual Note: If you have variable distribution and/or product placement costs. such as building an e-commerce website. the ease with which customers can access the product/service.

Promotion. explain your value statement and your selections for your business name. Business Name and Slogan In the space below. Value statement Business name Business slogan Product/Service 1 name: Product/Service 2 name: Product/Service 3 name: Promotion. slogan and product/service name(s). Publicity and Promotional Events Outline your promotional strategy. Part 1: Value Statement. is it justified by extra features and/or support? List your prices in the table. What advertising are you planning and why it will be effective? What publicity will you try to generate? What promotional events are planned? How does your market research support these choices as the way to communicate with your target market and/or customer segments? Fill out the table below with the associated costs. Part 2: Advertising. What message does/do the price(s) give about the product(s)/service(s)? If the price is higher than the competition’s. Product/Service Name Business Plan Price Double-click to put your business name in the footer Page 14 of 19 . Advertising and Promotional Event Costs Item Startup $ $ $ Notes Totals Costs Mont hly $ $ $ Annual $ $ $ Price Explain your pricing strategy in this space. List theses items in the table below and add rows as required.

Enter Product/Service 1 name here Enter Product/Service 2 name here Enter Product/Service 3 name here Business Plan $ $ $ Double-click to put your business name in the footer Page 15 of 19 .

how will you deal with them? If there is only one product or service. what are their terms? 12-Month Financial Forecast Follow the steps in the Optimizer spreadsheet to enter the costing and pricing information you have gathered. explain how you developed your monthly and total annual sales figures. Discuss the total annual profit and what salary you will pay yourself from it. Enter the monthly sales projection from above. determine your breakeven point. How will start-up costs be financed? If it’s a lender. Are any monthly shortfalls being forecast? If so. Discuss your gross profit. In the final sheet of the optimizer. you will see your 12-month financial forecast. What percentage of the target market is going to be captured? Are there seasonal buying patterns that affect your projection positively or negatively? When are sales expected to increase in response to the marketing efforts and/or word-ofmouth marketing? What will the total revenue be for the first 12 months? Start-up Financing Use this space to discuss your start-up funding requirements. fixed costs and monthly profit. Business Plan Double-click to put your business name in the footer Page 16 of 19 .FINANCIAL FORECAST Sales Plan In this space. How much money is needed? Provide an overview of what it’s for.

.Financial Forecast Table Copy and paste your 12-month financial forecast from the optimizer spreadsheet into the space below.

and outline a plan to mitigate this risk by taking preventative action and/or corrective action in the event that it does occur./H igh Mitigation Plan .RISK Assess any potential risks to the business and your contingency plans to minimize the impact of these risks. Discuss practices to ensure a safe workplace. safe products and safe services. it’s better to be proactive than reactive! Commercial Risk In the table below. Will liability insurance be purchased? Has it been added to your costs? Property and Liability Risk Likeliho od Low/Med. Rate the likelihood and impact of each risk. list the casualty risks to the business./Hi Impact Low/Med. Will a portion of the profits be set aside as protection against a future revenue shortfall? CommercialLikelihood Risk Low/Med./Hi gh Impact Mitigation Plan Low/Med. Discuss any general practices to protect against commercial risk./H igh Property and Liability Risk Using the table below. and outline a plan to mitigate that risk by taking preventative action and/or corrective action if the event does occur. list the commercial risks to the business. Rate the likelihood and impact of each risk. Remember.

Long Term Where would you like the business to be in its second year? How about its fifth? How will you get it there? Business Plan Double-click to put your business name in the footer Page 19 of 19 .gh ACTION PLAN Short Term List all the short-term steps needed to get the business off the ground and going. talk about any major events that will take place after you launch. If applicable. It may help to start by imagining your launch date and working backward through all steps needed to get you there.