Feel free to change the outline below to suit your project and its state
of development. It can be readily expanded to become a 'full-blown' business
plan by extending the level of detail as explained in the Business
Plan Guide.
The suggested page lengths for a comprehensive plan are given in parenthesis
after each section's heading. A small, straightforward business should
work within the minimum page lengths whereas a large, complex
business seeking a substantial external investment might hit the maximum
page lengths. Note the importance of marketing and sales in terms of the
suggested number of pages for these sections. For more guidance on the
length of business plans, have a look at Insights
into Business Planning.
Avoid going into too much detail within the plan's body by placing detailed
or supplementary material in accompanying appendices.
Bear in mind that most investors, bankers etc. dislike having to read
overlong business plans just as much as entrepreneurs and managers dislike
writing the plans in the first instance!
1. Introduction (1)
Introduce the plan. Explain who wrote it, when and for what purpose.
Give contact details. See 1.
Introduction within the Business
Plan Guide for more info.
2. Summary (1-3)
Write last. Present the highlights of the plan. See 2.
Summary within the Business
Plan Guide for more info.
3. Mission, Strategies etc. (1-2)
What are the central purposes and activities of the planned business?
What are its SWOTs? What are its major objectives, key strategies and
prime goals ? See 3.
Mission, Strategies etc. within the Business
Plan Guide for more info.
4. Present Status (1-5)
Summarize achievements and performance (financial, sales, technical
etc.) to date. Introduce the stakeholders in the business. See 4.
Present Status within the Business
Plan Guide for more info.
5. Product/Service Offerings (1-3)
Keep descriptions short and confine them to broad groups. Explain briefly
what makes them special. See 5.
Product / Service Offerings within the Business
Plan Guide for more info.
6. Profiles of Target Markets (3-6)
Size, segments, trends, competition and user/customer profiles. See
6. Profiles of Targets
Markets within the Business
Plan Guide for more info.
7. Marketing Strategies, Sales Plans & Projections
(3-6)
How will the business market its products/services and sell to customers?
What sales will be achieved in its main markets? How will it deal with
competitors ? Indicate costs. See 7.
Marketing Strategies, Sales Plans & Projections within the Business
Plan Guide for more info.
8. Technology and R&D (0-2)
If relevant, explain progress, plans, resources and highlight any technological
advances. See 8. Technology
and R&D within the Business
Plan Guide for more info.
9. Operational/Manufacturing Plans (2-5)
Cover distribution & service activities and/or manufacturing. Highlight
major elements only. Indicate organization, resources, costings etc.
See 9. Operational
/ Manufacturing Plans within the Business
Plan Guide for more info.
10. Management & Administration (2-3)
Introduce the proposed management team, structure etc. Indicate administrative
arrangements and specify overhead costs. See 10.
Management & Administration within the Business
Plan Guide for more info.
11. Financial Projections (4-8)
Use simple tables to present key financial projections e.g. summary
P&L, cashflows, balance sheets and key ratios. Place the detailed
analyses in appendices. See 11.
Financial Projections within the Business
Plan Guide for more info.
For more help, download a trial version of our financial planners
- Exl-Plan (for
Excel) - and review its annual output reports and Textual Summary
Report or use our free On-line
Financial Planner to produce 'first-cut' five-year projections
for your business.
12. Funding Requirements & Proposals (0-2)
If applicable, summarize funding requirements, possible sources, likely
terms, and, for investors, the projected return on their investment.
Be realistic!! See 12.
Funding Requirements & Proposals within the Business
Plan Guide for more info.
13. Implementation (1-3)
Explain the major decision points, time scale and actions required
by management and others to progress the plan. See 13.
Implementation within the Business
Plan Guide for more info.
14. Conclusion (1)
Indicate why the business will succeed and why it should be supported.
See 14. Conclusion
within the Business Plan
Guide for more info.
Appendices
Use appendices at the very back of the plan to present important background
data and detailed plans. This will avoid disrupting the flow of the
plan or cluttering it with excessive detail. See Appendices
within the Business Plan
Guide for more info.
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