BUSINESS PLAN

Company name:

Date:

Entrepreneur:

Version:

•

In this section you provide a summary of the business plan.

This section is usually the first in your business plan but can

only be finalized when the other sections have been filled in.

•

Make sure to pay attention to the following questions: Where

is your company located and why your business idea will be

successful. Address the 

what

, 

why

 and 

how

 questions of your

business.

•

Questions to answer:

–

What does your business do?

–

What market need does your business solve?

–

What are the main reasons why your business will be successful?

management summary

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management summary

Location and legal form

•

The company profile should provide a high-level overview of

the different aspects of your business.

•

Questions to answer:

–

Where is your company located?

–

What is your company’s legal form?

company profile

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Location and legal form

company profile

Mission, vision and past achievements

•

The company profile should provide a high-level overview of

the different aspects of your business.

•

Questions to answer:

–

What goals is your company trying to achieve?

–

What is your vision and mission statement?

–

What successes has your company already achieved?

company profile

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Mission, vision and past achievements

company profile

Customer analysis

•

The customer analysis describes your target customers and

the needs you fulfill

•

Questions to answer:

–

Who are your target customers?

–

What are the key needs you want to fulfill for them?

market analysis

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Customer analysis

market analysis

Industry analysis

•

The industry analysis considers the market in which you

compete and market trends

•

Questions to answer:

–

In what markets do you compete?

–

What are the key market trends and how does that effect your

business?

–

How large is your relevant market?

market analysis

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Industry analysis

market analysis

Competitive analysis

•

The competitive analysis shows who your competitors are and

what your competitive advantage is

•

Questions to answer:

–

What qualifications make your business uniquely qualified to succeed?

–

Who are your competitors? What are their strengths and weaknesses?

–

What are your (sustainable) competitive advantages?

market analysis

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Competitive analysis

market analysis

Products and benefits

•

Include information about the specific benefits of your

product or service. Also give details about intellectual

property if that applies.

•

Questions to answer:

–

What are your products and/or services?

–

Which specific advantages does your product or service have?

–

What intellectual property do you own?

products

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Products and benefits

products

Branding and marketing

•

Here you describe your brand and your marketing plan. Also

pay attention to how you plan to distribute the product or

service, i.e. where and how you will sell your products and

services to customers.

•

Questions to answer:

–

What is your desired brand positioning?

–

How do you plan to market your company’s products and/or services?

–

How and where will you sell your products and/or services?

marketing

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marketing

Branding and marketing

Operations

•

With operations you describe your key operational processes

that your business needs to do to realise your product or

service

•

Questions to answer:

–

What are the key operational processes that your organization needs

to accomplish on a daily basis to be successful?

operations

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Operations

operations

Planning

•

Here you can write the business milestones that need to be

accomplished over the next 1-3 years.

•

Questions to answer:

–

What milestones will you want to accomplish in the next year?

–

What milestones do you need do accomplish in the next three years in

order to be successful?

planning

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Planning

planning

Management and staff

•

Describe the members of your management team and key

staff. What are their roles and why they are qualified to

execute the business plan? 

If you have a board of directors,

you can also include some information about them.

•

Questions to answer:

–

Who are the key members of your management team?

–

Are there any vacancies?

–

Do you have a Board? If so, who is it comprised of?

management & staff

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Management and staff

management & staff

Revenue model

•

Describe your revenue model, i.e. how you will generate

revenues.

•

Questions to answer:

–

What are your most important variable costs?

–

What are your fixed costs?

–

In what ways do you generate revenues?

finances

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Revenue model

finances

Costs and benefits

•

Based on your revenue and cost estimations you can provide

cost & benefit projections for the next 1-3 years. Be sure to

also include the underlying assumptions.

•

Questions to answer:

–

What are your topline 3 year financial projections?

–

What key assumptions govern these financial projections?

finances

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Costs and benefits

finances

Required funding

•

If you are seeking funding for your business. For example from

Investors, business angels, subsidies, etc. Use this section to

outline your requirements

•

Questions to answer:

–

How much money do you need to start and/or run your business?

–

What are the primary uses of these funds?

finances

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Required funding

finances

Appendix

The appendix is used to support the rest of the business plan. It may contain

detailed information on customers and technology or on product

specifications. Also financial detailed financial information like income

statements, balance sheets and cash flow statements may be added.

appendix

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