Title Page (single page) Executive Summary – Start on a new page The executive

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Title Page (single page)
Executive Summary – Start on a new page
The executive summary is your chance to highlight the important aspects of your venture. As a summary of your plan, it should be short. Fit it on one page in your paper. It should give summary highlights of the following features: mission and goals of the business, the product, the market and its potential, key aspects of the marketing plan, the management team, key elements of your operations, and financial performance.
Section 1: Business Description – Start on a New Page
Mission Statement
Business Overview Describe the business and include a summary of the current state of the venture. If you already have selected a legal structure (sole proprietorship, partnership, Subchapter S, or C corporation), then describe it and who the principal owners are. Also, provide a definition of the business—is it a manufacturer, retailer, wholesaler, service provider, or some combination?
Products and Services A general description is all that is needed in this section; you can provide more depth in the marketing plan section.
Section 2. Market Analysis
Market’s characteristics Include information on the relevant market on its size (Total Available Market (TAM) and Served Available Market (SAM)), location, history, competitiveness, and profitability as well as its general health. In particular, discuss the current trends in the market, any opportunities and threats.
Target customer’s profile, answer questions such as
Are your customers local, regional, national, and/or international?
Are your customers young, old, male, female, high income, low income, etc.?
Are there behavioral characteristics that differentiate your customers? (for instance price shoppers versus convenience shoppers)
Are there cultural considerations, social connections, or other personal factors that might shape your customer’s needs, wants, and buying behaviors? If your customers are primarily businesses, then consider the following.
Do business customers’ needs differ by industry?
Do business customers in different regions have different needs?
Who in the business is involved in the purchasing decision? What is their job function? Who influences their decisions? What is their background and knowledge with respect to your product/service?
What are a company’s buying policies and procedures, financial constraints, and timing of purchases?
The competition, Discuss
Supplier power (suppliers’ bargaining power and leverage),
New competitors (the threat of entry of new rivals),
Substitute products (the ease with which buyers can switch to alternative products and/or attempts of outsiders to win buyers over to their alternative products),
Buyer power (buyers’ bargaining power and leverage),
Industry rivalry (intensity of rivals’ jockeying for a better market position and a competitive advantage),
Government regulations (government influence through regulations and policy).
how you plan to gain an advantage over the competition to create a successful venture.
Your research will be the foundation of your Share of Market (SOM) and forecasted sales levels, and will directly influence how large your operation should be, your marketing plan, and the financing required.
Section 3. Competitor Assessment
Include a review of your specific competitors. First, define who your competitors are, and then profile them. You should assess competitors with a critical eye on their strengths and weaknesses compared to your own. When reviewing competitors, consider what they have as far as:
Market share, Relationship with customers, Advertising plan, Price, Distribution, Product/service features, Financial strength/cost position, and the length of time in business.
Section 4. Marketing Plan
Product and/or Services: For the Products and Services described in a general sense in Section 1 (business description); discuss attributes such as size, shape, color, cost, design, quality, capabilities, technological life-span, and patent protection. You may also wish to explain how it is produced, the materials required, and the type of labor needed. If you will offer a service, explain what the service is and what need it addresses for your target market. Describe how you will perform the service (whether it is on-site or via the Internet, telephone, or some other method), what makes it different, and what materials or equipment are needed. The products you offer will include aspects beyond the product itself, like packaging, product support, warranties, returns, training, and service. Discuss how these supporting features, services, and information will make your business competitive and profitable.
The price charged, Pricing strategies are based on the perceived value of your products and services, your cost of doing business, your marketing goals, and expected competitive actions. A wide range of pricing strategies is available, from simple rules of thumb to sophisticated approaches that involve carefully measuring the value delivered by your firm to your target market. Above all, demonstrate that your price will allow you to create a profit.
The distribution system. Describe how your product/service will be distributed and over what geographical area.
Promotional efforts. Promotion Promotional activities are designed to communicate the value of your products and services to your customers, ultimately leading them to purchase your product or service. The range of promotional tools available to you is very broad and maybe a combination of advertising, personal selling efforts, and general public relations activities. An effective promotional plan must focus on your target segment—what is the most effective and efficient way to get your message in front of this group? Discuss the budget and schedule.
Section 5. Operating Plan
Organization Structure: The operating portion of the plan deals specifically with the internal organizational structure, operations, and equipment you will need to operate your venture.
Ownership and Management: How the business will be owned and managed, your personnel and physical resource needs, and the legal issues you will have. A useful management tool to use is a job description for each position in the venture. A job description defines in advance what the roles of each individual will be and helps in communicating job expectations. An organizational chart of the positions required and job descriptions for the key employees will help readers understand how the business will operate.
Production Methods Outline the methods you will use to produce your product (or conduct your service), especially for a manufacturing venture. Pay particular attention to which actions will be done within your business and how you will source the inputs you require. Part of this should be estimates of your production costs. The technical feasibility of producing and distributing the product will be an important aspect of many ventures.
Facilities and Equipment Estimate what facilities and equipment you will use and where they will be located in relation to your suppliers and customers. Describe the size and usefulness of the facilities and any modifications needed to start operations and as your business grows.
Operations Describe how your business will be operated in terms of both schedule and procedures. Your schedule may be part-time or full-time, may only operate in certain seasons, may observe certain holidays, or may have extended hours at times of the year. Operationally, describe how you will manage your business. A manufacturer will want to describe how raw materials will be obtained and transformed into a finished product. A service provider will want to describe where, when, and how the service will be performed. Your operational description should also include your policies and procedures for billing and collections, contract management, inventory control, record keeping, and how you will maintain quality.
Legal Issues Intellectual Property Protection Protecting your business and its products from imitators should be a concern early in your venture, particularly if you have innovative products. Trademarks and service marks will protect your company’s marketing symbols for products and services. Patents will help protect the products you create.
Compliance Every business is subject to local, state, and federal regulations. Outline your plan for complying with relevant regulations.
Section 6. Financial Plan
Current financial status
Financing Needed If you are using the business plan to seek financing, cover the type and amount of financing planned (and its repayment terms) as well as the potential return on investment. The financial portion of your business plan will be examined closely by those interested in joining you, investing in the venture, or lending you money, so it must be thorough.
Forecasts of product demand, revenues, and expenses for new ventures will draw on the market research you conducted. Your projections are only as good as your assumptions, so make sure they are valid and realistic. Document as much as you possibly can, including how you developed your assumptions.
Financial projections for two to four years in the future, including:
Forecasted income (monthly for first two years, then by quarter or year thereafter),
Forecasted cash flows by month (monthly for first two years, then by quarter or year thereafter),
Forecasted balance sheet for all years (year-end), and
Break-even analysis.
Appendix – Start on a new page
Include any spreadsheets, supporting documents, extra figures, or tables here.
List of References – Start on a new page

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