STRATEGIC BUSINESS PLAN OUTLINE

This outline is from the same source as Strategic Plan Format #3 but is much more comprehensive
and one could argue it is more of a business plan than a straight forward pithy strategic plan. Either
way, if you complete this for your business you will be well on the way to a planned outcome, rather
than being an accident going somewhere to happen!
1. EXECUTIVE SUMMARY (a concise 1-2 page overview)
2. THE COMPANY
A. Mission Statement
B. Corporate Culture (Guiding Principles)
C. Historical Direction & Results
D. Management
3. SITUATIONAL (SWOT) ANALYSIS
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats
4. MARKET RESEARCH
A. Competition
B. Clients
C. Other
5. MARKETING GOALS (must be measurable)
A. Consumer Awareness
B. Market Share
C. Diversification
D. Channels of distribution (for your services & products)
E. Other
6. SERVICE (PRODUCT) DEVELOPMENT
A. Descriptions of Services & Products to be Offered
C. Pricing
D. Delivery Systems
E. Delivery Capability
F. Suppliers of Critical Elements
7. MARKETING PLAN
A. Strategies & Tactics
B. Client Segmentation
C. Positioning
 D. Advertising
E. Public Relations
F. Cross-Selling to Clients
G Test Marketing
H. Other
8. FINANCIAL PLAN
A. Revenue Sources: Capital Requirements; Sources of Funds
B. Financial Assumptions: Revenue; Expenses
C. Proforma Financial Statements
D. Financial Controls: Cash Flow Budget (monthly); Financial Statement Analysis (critical ratios);
Budget Variance Analysis; Financial Reviews and Audits
9. RISK FACTORS (see SWOT analysis) & CONTINGENCIES
A. Revenue Shortfall
B. Negative Legislation (e.g.: flat tax)
C. Economic Recession
D. Competition
E. Technology
F. Adverse Publicity
10. ASSESSMENT AND REVIEW
A. Tracking Systems
B. Break-even Analysis of Each Campaign
C. Client Satisfaction Survey
D. Associate Input (Advisory Board)
E. Market Share Analysis
F. Market Survey
11. APPENDICES:
A. Market Research Study Clients
B. Market Research Study Competition
C. Market Research Study Environment
D. Key Sources of Information

Adapted from: "Strategic Business Planning: Developing Your Business Plan" -

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