BUSINESS

PLAN

Barri Mondibo

Published April 22, 2022

1. Highlights of your business idea................................................................................................................ 5
1.1 Planning and senior management....................................................................................................... 6
1.2 Market research.................................................................................................................................. 6
1.3 Marketing plan.....................................................................................................................................7
1.4 Operating plan..................................................................................................................................... 7
1.5 Financial plan....................................................................................................................................... 7
2. Planning and senior management............................................................................................................. 8
2.1 General................................................................................................................................................ 9
2.2 Business’s mission, vision and values.................................................................................................. 9
2.3 Offer.....................................................................................................................................................9
2.4 Business team.................................................................................................................................... 10
2.5 Legal structure................................................................................................................................... 10
2.6 Pre-start-up calendar......................................................................................................................... 10
2.7 Pre-start-up costs - See Figure 1 in Appendix A.................................................................................12
2.7.1 Pre-start-up costs.................................................................................................................... 12
3. Market research...................................................................................................................................... 14
3.1 Methodology and information gathering.......................................................................................... 15
3.1.1 Websites visited...................................................................................................................... 15
3.1.2 Publications read.....................................................................................................................15
3.1.3 Experts consulted....................................................................................................................15
3.1.4 List of competitors................................................................................................................... 15
3.2 Market analysis.................................................................................................................................. 15
3.3 Comparative analysis of the competition.......................................................................................... 15
3.4 Target audience analysis....................................................................................................................16
3.4.1 Market segment 1................................................................................................................... 16
3.4.2 Market segment 2................................................................................................................... 17
3.4.3 Market segment 3................................................................................................................... 18
3.5 Analysis of strengths, weaknesses, opportunities and threats (SWOT analysis)............................... 18
3.6 Industry analysis................................................................................................................................ 19
3.7 Competitive advantage......................................................................................................................19
3.8 Positioning......................................................................................................................................... 19
4. Marketing plan........................................................................................................................................ 20
 4.1 Marketing mix strategy......................................................................................................................21
4.1.1 Product strategy...................................................................................................................... 21
4.1.2 Location and distribution strategy (place)............................................................................21
4.1.3 Pricing strategy........................................................................................................................ 22
4.1.4 Communications (promotion) strategy................................................................................. 22
4.1.5 Customer service strategy..................................................................................................... 22
4.2 Finances............................................................................................................................................. 23
4.2.1 Sales forecast - See Figure 2 in Appendix A...................................................................... 23
4.2.2 Cost of selling expenses - See Figure 3 in Appendix A.................................................... 23
5. Operating plan......................................................................................................................................... 24
5.1 Operating strategy............................................................................................................................. 25
5.1.1 Operating strategy.................................................................................................................. 25
5.2 Resources needed..............................................................................................................................26
5.2.1 Information resources............................................................................................................. 27
5.2.2 Human resources.................................................................................................................... 27
5.2.3 Material resources.................................................................................................................. 27
5.3 Production process (products and services)...................................................................................... 27
5.4 Business objectives............................................................................................................................ 27
5.4.1 Year 1....................................................................................................................................... 27
5.4.2 Year 2....................................................................................................................................... 28
5.4.3 Year 3....................................................................................................................................... 28
5.5 Finances............................................................................................................................................. 29
5.5.1 Cost of sales - See Figure 4 in Appendix A........................................................................ 29
5.5.2 Operating and administrative expenses - See Figure 5 in Appendix A...........................29
5.5.3 Capital assets and sources of funds - See Figure 6 in Appendix A.................................29
5.5.4 Capital asset financing - See Figure 6 in Appendix A....................................................... 29
6. Financial plan........................................................................................................................................... 30
6.1 Financing package - Project and financing costs (Figure A) - See Figure A in Appendix A................. 31
6.2 Cash budget - See Figure C in Appendix A......................................................................................... 31
6.3 Forecasted income statement - See Figure B in Appendix A............................................................. 31
6.4 Balance sheet (what your business is worth) – See Figure D in Appendix A..................................... 31
6.5 Financial analyses and ratios – See Figure D in Appendix A.............................................................. 31
 6.6 Personal balance sheet – See Appendix A........................................................................................ 31
7. Risk analysis and alternative strategies................................................................................................... 32
7.1 Risk analysis and alternative strategies............................................................................................. 33
1. Highlights of your
business idea
1.1 Planning and senior management

Start date

Place of business

Description of your business, legal structure and

activities (products and services)

Relevant entrepreneur expertise

Description of the business opportunity

1.2 Market research

Target markets and industry

Competitive advantage and main strengths

1.3 Marketing plan

1.4 Operating plan

1.5 Financial plan

2. Planning and senior
management
2.1 General

Business name

Business start date

Entrepreneur name(s)

Business contact information

Date business plan was written or updated

Business location

2.2 Business’s mission, vision and values

2.3 Offer
2.4 Business team

Partner names

Department Partner in charge Partner achievements

Planning, senior
management and
administration

Marketing

Production

Sales

Research and
development

2.5 Legal structure

Legal structure

Rationale

2.6 Pre-start-up calendar

Latest steps

Pre-start-up calendar

Action Start date End date

Write your business plan and

consult with an advisor from a
business start-up assistance
organization.

Contact a Desjardins Business

expert to find out what financial
products and services are right for
you.

Consult with legal, financial and

other professionals.

Get Quebec and Canadian business

numbers (NEQ and BN).

Register with Revenu Québec

 GST and QST

 Payroll deduction
 Corporate income tax

Learn about taxes, licenses and

permits:

 Operating licence
 Zoning ordinances
 Building permit
 Water tax
 Business tax
 School taxes
 Property tax
 Patents

Register with Commission de la

santé et de la sécurité du travail
(CSST) and find out about labour
standards.

Choose a location based on your

location strategy.

Contact a phone and Internet

provider.

Contact a heat and electricity

supplier.

Make purchases.

Hire staff or a subcontractor.

Solicit, advertise and promote.

Attend trade shows.

Purchase or rent equipment.

2.7 Pre-start-up costs - See Figure 1 in

Appendix A

2.7.1 Pre-start-up costs

Pre-start-up costs

Names of your business partners Source of funding

Partner Partner
investment ($) investment ($)
(value of goods)

Subtotal
Total
3. Market research
3.1 Methodology and information gathering

3.1.1 Websites visited

3.1.2 Publications read

3.1.3 Experts consulted

3.1.4 List of competitors

3.2 Market analysis

Context Business opportunities Threats

Political or legal

Economic

Sociological or
demographic

Technological

Environmental

3.3 Comparative analysis of the competition

Direct competitors

Direct competitors Strengths Weaknesses

Indirect competitors

Indirect competitors Strengths Weaknesses

Main competitors

3.4 Target audience analysis

3.4.1 Market segment 1

Segment name
Segment characteristics (who?)

Buying behaviours (how and why?)

Target territory (where?)

Start (when?)

3.4.2 Market segment 2

Segment name

Segment characteristics (who?)

Buying behaviours (how and why?)

Target territory (where?)

Start (when?)

3.4.3 Market segment 3

Segment name

Segment characteristics (who?)

Buying behaviours (how and why?)

Target territory (where?)

Start (when?)

3.5 Analysis of strengths, weaknesses,

opportunities and threats (SWOT
analysis)
3.6 Industry analysis

3.7 Competitive advantage

3.8 Positioning
4. Marketing plan
4.1 Marketing mix strategy

4.1.1 Product strategy

Product strategy for market segment 1

Product strategy for market segment 2

Product strategy for market segment 3

4.1.2 Location and distribution strategy (place)

Location and distribution strategy for market segment 1

Location and distribution strategy for market segment 2

Location and distribution strategy for market segment 3

4.1.3 Pricing strategy

Pricing strategy for market segment 1

Pricing strategy for market segment 2

Pricing strategy for market segment 3

4.1.4 Communications (promotion) strategy

Communications strategy for market segment 1

Communications strategy for market segment 2

Communications strategy for market segment 3

4.1.5 Customer service strategy

Customer service strategy for market segment 1

Customer service strategy for market segment 2

Customer service strategy for market segment 3

4.2 Finances

4.2.1 Sales forecast - See Figure 2 in Appendix A

4.2.2 Cost of selling expenses - See Figure 3 in

Appendix A
5. Operating plan
5.1 Operating strategy

5.1.1 Operating strategy

Senior management

Tasks Duration Person in charge

Research and Development

Tasks Duration Person in charge

Marketing

Tasks Duration Person in charge

Sales

Tasks Duration Person in charge

Production

Tasks Duration Person in charge

Administration

Tasks Duration Person in charge

5.2 Resources needed

5.2.1 Information resources

Information resources needed for your business to run

effectively

5.2.2 Human resources

Human resources needed for your business to run

effectively

5.2.3 Material resources

Material resources needed for your business to run

effectively

5.3 Production process (products and

services)

5.4 Business objectives

5.4.1 Year 1
General goals of the marketing plan

General goals of the operating plan

General goals of the financial forecast

5.4.2 Year 2

General goals of the marketing plan

General goals of the operating plan

General goals of the financial forecast

5.4.3 Year 3

General goals of the marketing plan

General goals of the operating plan

General goals of the financial forecast

5.5 Finances

5.5.1 Cost of sales - See Figure 4 in Appendix A

5.5.2 Operating and administrative expenses - See

Figure 5 in Appendix A

5.5.3 Capital assets and sources of funds - See

Figure 6 in Appendix A

5.5.4 Capital asset financing - See Figure 6 in

Appendix A
6. Financial plan
6.1 Financing package - Project and
financing costs (Figure A) - See Figure
A in Appendix A

6.2 Cash budget - See Figure C in Appendix

A

6.3 Forecasted income statement - See

Figure B in Appendix A

6.4 Balance sheet (what your business is

worth) – See Figure D in Appendix A

6.5 Financial analyses and ratios – See

Figure D in Appendix A

6.6 Personal balance sheet – See

Appendix A
7. Risk analysis and
alternative strategies
7.1 Risk analysis and alternative strategies
Type of risk Strategic

Legal

Financial

Strategic

Operational