structure of a business plan. executive summary this gives an overall view of the business and its...

Structure of a Business Plan

Executive Summary

• This gives an overall view of the business and its potential. It summarises the entire business plan in one page or less.

Company description

• Aims and objectives of the business• What the business is proposing to do• Where it will be located• Product or service being offered

Organisation and management structure

• Details of owners and management: qualifications, work experience and current status, and all staffing requirements

Market research and analysis

• Target market selection and customer profile• Primary and secondary research• Market positioning, size and share• Nature of competition• Unique selling point

Marketing plan and strategy

• Marketing mix: product, price, place, promotion

• Sales plan• Distribution and promotion strategy• Pricing strategy

Production and Operations

• Required capacity and quality issues• Level of capital expenditure required• Production plan and costings• Description of plant and equipment needed• Labour force and training requirements• Suppliers and sourcing of materials

Venture Team

• Outline of prospective shareholders• The management team• Nature of responsibilities and organisation

structure• List of external bodies used, such as

accountants, solicitors, consultants etc

Financial plan

• Details of the financial investment required to set up the business.

• Borrowing requirements, shareholder funds, grants etc

Appendices

• Profit and loss and balance sheet projections• Sales and cash flow projections• Details of workings and calculations (e.g.

results of market research undertaken)• Costings and pricing for the product or service• Any other relevant and detailed information.