GENERAL GUIDELINES OF A BUSINESS PLAN

1. Executive Summary
It is a summary of the entire plan and should include highlights from each section of the document. It is aimed at
explaining the basics of the business in a way to inform and interest the reader.
Be concise; It should provide a brief answer to the core questions related to the business’ what? where? to whom? Why;
Do not overemphasize any information, be precise and to the point.
2. Business Summary
2.1 Company Summary
- May include vision, mission, values, guiding principles, entrepreneurial culture
- Type of business and sector
- Any relevant company history and what you foresee for the future development
2.2 Management Summary
- May include business legal structure, organizational chart
- Personnel plan, i.e. hiring plan and training plan and its related costs
2.3 Products and Services
2.3.1 Product/Service Description
- What makes the product/service different, i.e. Unique Selling Point (USP) or competitive advantage
- Benefits it offers
- Why customer would buy/avail it from you instead of the competitors
2.3.2 Production/Operation
- technology in use; sourcing (tools/equipment/ingredients/items) as well as procurement process;
production/operation capacity
3. Market Analysis Summary
3.1 Industry Background
- Overview of the industry and the macroeconomic framework. Consider past and current situation, together with
future trends, and outline which are the most relevant variables to consider. May include possible barriers to
enter the market.
3.2 Market Analysis
- Answer the questions: who is your market? how do the customers/guests receive the products/services? what
is the position of your competitor?
3.2.1 Demand Point of View
- Define your market segment
- Customer/guest decision criteria
- Changes that occurred in the demand of the products/services
- Competitor’s performance analysis (to include market share)
3.2.2 Supply Point of View
- Situation of the relevant market (supply size, producers, types of products offered, brand names, market
share, how these target customers be interested in your offer, etc.)
- Current supply competitors (profile, followed strategy, etc.)
- Potential supply competitors
- Distribution and marketing channels (existing channels; past and future evolution)
3.2.3 Legal Framework
- Consider those regulations and legislations that may affect the business
 3.3 SWOT Analysis
Strengths: internal factors that are helpful to achieve the objectives
Weaknesses: internal factors that are harmful to achieve the objectives
Opportunities: external factors (beyond company’s control) that are helpful to achieve the objectives
Threats: external factors (beyond company’s control) that are harmful to achieve the objectives

4. Strategy and Implementation Strategy

4.1 Evaluating the Value of your Supply
- Provide an estimation of the overall value of what the business is offering to the market
4.2 Setting the Objectives
- Where do you want to go?
- Objectives have to be precise (quantifiable if possible), realistic and coherent. Objectives may be broken down
by intermediate objectives, i.e. milestones
4.3 Elaborating the Strategy – Marketing Mix
4.3.1 Product
- Product portfolio
- Product differentiation
- Packaging
- Development of related services
4.3.2 Price
- Price setting in relation to its identified costs
4.3.3 Place
- Distribution channels: How will you reach your customers? Which partners will be needed in your
distribution channels?
4.3.4 Promotion
- Sales promotion: How will you promote your products or services and attract (new) customers? What will
be your sale process methods?