XYZ Startup

email@id.com

Business Plan
FY 2020-21
EXECUTIVE SUMMARY

Description of the Business

Start with short explanation of the industry. When describing the industry, discuss what's going on now as well as the outlook for
the future. Base your observations on reliable data and be sure to footnote and cite your sources of information when necessary.
Remember that investors want to know hard facts - they won't risk money on assumptions or conjecture.
EXECUTIVE SUMMARY

Description of the Product/ Service

When you describe your product or service, make sure your reader has a clear idea of what you're talking about. Explain how
people use your product or service and talk about what makes your product or service different from others available in the market.
Be specific about what sets your business apart from those of your competitors.
PROBLEM •
•
Problem 1
Problem 2
What is the current problem that you are going to solve? • Problem 3
• Problem 4

• Solution 1
CURRENT SOLUTION • Solution 2
• Solution 3
Mention the solution currently available in the market
• Solution 4

YOUR SOLUTION •
•
Reason 1
Reason 2
How is your solution better than what is currently available in the • Reason 3
market. • Reason 4
Problem
What problems are people facing?
List their top 3 frustrations.
Solution Unique Value
How will you solve these Proposition
problems? Write down a solution
How will you turn an unaware
for each problem.
visitor into an interested customer?
Create a clear and compelling one-
liner message you want to send
across.
Unfair Advantage
What separates you from
competitors? What makes
you ahead of the pack?
Customer
Segments
Create 3 to 4 personas of the people
you can help. Visualize these people
who will turn to you for solutions.

Existing High Level Concept Early Adopters

Key Metrics Channels
Alternatives How does your product or service What are the specific characteristics
How will you measure the success fit into the grand scheme of things? How will you reach your target of your early adopters?
How are these problems solved
of your product or service? List the consumers? Direct marketing,
today? This can be a direct
key metrics. social media, ads, partnerships —
competitor to what you are offering
identify the effective ways to reach
or the existing ways people are
them.
employing
to address their problems.

Cost Structure Revenue Streams

What are the fixed and variable costs to launch your product or service? Consider the cost at each What money sources will grow your money? How will you generate income?
stage from setting up a website, hiring employees, production, marketing, and bringing them to Show a pricing model of your product or service and include other revenue
consumers. sources, such as sales and subscription fees.
MARKET ANALYSIS

Start your market analysis by defining the market in terms of size, Next, determine how often your product or service will
be purchased by your target market. Then figure out the potential annual purchase. Then figure out what percentage of
this annual sum you either have or can attain.

Explain how your target market has been growing or shrinking in recent years. Research is key here, obviously. A
growing market is encouraging, since it suggests stronger demand for your solution in the years to come. That said, you
can still be successful in a weak or contracting market. It’s just important to acknowledge that you are swimming against
the tide.
 Apply the two ways to size the market - top down or bottom up.
Size the Market Some sizing jargons are TAM, SAM, and SOM.

1.9 Billion 53 M 10.6M

Total Available Serviceable Available Serviceable Obtainable

Market (TAM) Market (SAM) Market (SOM)
COMPETITIVE ANALYSIS Strengths Weaknesses
What advantages does your What areas can you
SWOT Analysis company have? What do improve on? What does
you do better than anyone your company lack? What
else? What are your unique things do your competitors
selling points? do better than you?

Opportunitie Threats
s
What changes in What are the obstacles to
technology, policies, and your company’s growth?
social patterns Who are your competitors?
A SWOT analysis maps out your company’s path can be a growth What changing factors can
towards your goals by identifying strengths and opportunity for the threaten your company's
weaknesses (internal attributes) and opportunities and company? position?
threats (external conditions).
MARKETING FUNNEL

Stages of the Customer Journey

A Marketing Funnel maps your company’s marketing activities at each stage of the customer journey. It starts with
making your target audience aware of your solution, then guiding them through an evaluation process and finally
leading them to make a purchase. The goal is to create a system, which is measurable at every level of the journey.
TOFU (Top of the Funnel) •
•
Social media post and ads
Email marketing
Activities that facilitate awareness • Promotional video
Make your target audience aware of the problem you’re addressing • Press Release
and how you’re solving it

MOFU (Middle of the Funnel) •

•
Discounts
Exclusive offers
Activities that facilitate evaluation • Free trial
Convert those who are aware into leads • Event

BOFU (Bottom of the Funnel) •

•
Demo
Feedback
Activities that facilitate conversion • Success stories
Guide the leadsin making an informed purchase decision • Comparison sheets
VISION, MISSION AND VALUES
Vision
Vision is what success looks
like for your company. It is
what your company aspires
to be in the future. It is how
the world will look like once
you've accomplished your
mission.
Mission Values
Mission is the reason why These are the guiding
your company exists. It is principles that will influence
the visible and tangible your actions to fulfill your
effect you want your company's mission and
company to create for your vision.
customers and the world.
TEAM

YOU Person with Person with

About Complimentary Complimentary
Skill 1 Skill 2
About About
 40

30

20

10

0
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 Item 7

Income
Statement Project your potential Revenue & Cost for next 1 yr
Thank you!
XYZ Startup

Business Plan
FY 2020-21