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Business Plan Outline

– The business plan outline below follows the textbook topics as much as possible and a grading point system has beenadded.See textbook for more specific information.

-Elements of a Business Plan –Chapter 5.

– Example of Excellent Business Plan – The Daily Perc Business Plan, Appendix.

 

I.Title Page with student name and course number.(5 pts. for Title Page, Table of Contents/Outline and Executive Summary)

Table of Contents/Outline using the outline following.

Executive Summary (not to exceed two pages)

  1. Company name, address, and phone number
  2. Name(s), addresses, and phone number(s) of all key people
  3. Brief description of the business, its products and services, and the customer problems they solve
  4. Brief overview of the market for your products and services
  5. Brief overview of the strategies that will make your firm a success

 

  1. Vision and Mission statement (5 pts.)
  2. Entrepreneur’s vision for the company
  3. “What business are we in?”
  4. Values and principles on which the business stands
  5. What makes the business unique? What is the source of its competitive advantage?

 

III. Business and Industry Profile (5 pts.)

  1. Industry Analysis
  2. Industry background and overview
  3. Significant trends
  4. Growth rate
  5. Key success factors in the industry
  6. Outlook for the future
  7. Stage of growth (start-up, growth, maturity)
  8. Company goals and objectives
  9. Operational
  10. Financial
  11. Other

 

  1. Business Strategy (10 pts.)
  2. Desired image and position in market
  3. SWOT analysis
  4. Strengths
  5. Weaknesses
  6. Opportunities
  7. Threats
  8. Competitive strategy
  9. Cost-leadership
  10. Differentiation
  11. Focus

 

  1. Company Products and Services (5 pts.)
  2. Description
  3. Product or service features
  4. Customer benefits
  5. Warranties and guarantees
  6. Unique Selling Proposition (USP)
  7. Patent or trademark protection
  8. Description of production process (if applicable)
  9. Raw materials
  10. Costs
  11. Key suppliers
  12. Future product or service offerings

 

  1. Marketing Strategy (20 pts.)
  2. Target market
  3. Complete demographic profile
  4. Other significant customer characteristics
  5. Customers’ motivation to buy
  6. Market size and trends
  7. How large is the market?
  8. Is it growing or shrinking? How fast?
  9. Advertising and promotion
  10. Media used— reader, viewer, listener profiles
  11. Media costs
  12. Frequency of usage
  13. Plans for generating publicity
  14. Pricing
  15. Cost structure
  16. Fixed
  17. Variable
  18. Desired image in market
  19. Comparison against competitors’ prices
  20. Distribution strategy
  21. Channels of distribution used
  22. Sales techniques and incentives

 

VII. Location and Layout (10 pts.)

  1. Location
  2. Demographic analysis of location vs. target customer profile
  3. Traffic count
  4. Lease/ Rental rates
  5. Labor needs and supply
  6. Wage rates
  7. Layout (If virtual business, use home of office location)
  8. Size requirements
  9. Americans with Disabilities compliance
  10. Ergonomic issues
  11. Layout plan (suitable for an appendix)

 

VIII. Competitor Analysis (10 pts.)

  1. Existing competitors
  2. Who are they? Create a competitive profile matrix.
  3. Strengths
  4. Weaknesses
  5. Potential competitors: Companies that might enter the market
  6. Who are they?
  7. Impact on your business if they enter
  8. Plan of Operation (5 pts.)
  9. Form of ownership chosen and reasoning
  10. Company structure (organization chart)
  11. Decision making authority
  12. Compensation and benefits packages
  14. Financial Forecasts (20 pts.)
  15. Financial statements
  16. Income statement
  17. Balance sheet
  18. Cash flow statement
  19. Break- even analysis
  20. Ratio analysis with comparison to industry standards (most applicable to existing businesses)
  21. Reflection Section (5 pts.) Write a small section (4-5 paragraphs) with three parts.
  22. What you learned and/or found new and interesting about the topic i.e.
  23. What you learned about the process (doing) the project.
  24. How you can use the information learned in A and B to enhance your professional and personal life.

Do not just put in facts you learned about the topic, but how knowing these facts will make you a better professional and/or better person.

Source:Essentials of Entrepreneurship and Small Business Management, 9th. Ed.,  N. Scarborough and J. Cornwall, Pearson Education Publishing, 2019.

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