1. Company, Organization, or Entity Descriiption
A detailed descriiption of the company including: company name, business summary, form of
ownership, industry classification, location, year established and history, primary function,
number of employees, and advisors if any. The Company Descriiption gives a background to the
history of your startup and explains what your venture will do.
2. Statement of Mission or Mantra
Statement of Mission or Mantra is a short phrase that thoroughly explains the purpose of your
new venture.
3. Executive Summary
Executive summary summarizes each section of the business plan. Executive summary is 1-2
pages. The Executive Summary goes at the beginning of your business plan but is often written
last should contain a brief summary of each of the business plan sections. Executive summaries
should be limited to two or less pages. The Executive Summary is often the most read portion of
your business plan so it’s important to write and re-write this section until it’s absolutely perfect.
Some entrepreneurs recommend that you draft the executive summary first and use this
document as a planning document to cross check what you need in order to complete the
business plan.
4. Products or Services
A clear descriiption of the product or service is given including the features and benefits along
with any possible additional products. Products and or Services describe what you plan to sell or
provide to your customers / members / supporters.
5. Market Analysis
A detailed descriiption of the industry is given including: industry demographics, stage of life
cycle, and analysis of competition. The Market Analysis includes Target Markets elaborate on
whom you plan to sell to. Competitive Analysis documents who your main competitors are in the
market place.
6. Marketing Strategy
Describes in detail the price of the product/service as well as how the product/service will be
promoted. The complete marketing mix (4Ps) is included. The Marketing Strategy explains what
unique maneuvers you will under-take to accomplish the businesses goals.
7. Operational Plan
A complete descriiption of the management structure is given along with details of the job
descriiptions and responsibilities. The Operational Plan explains what tactics you will undertake
to finance the venture and the exit strategy you plan to utilize for the initial investors to make a
profit on their investment.
8. Financials
Descriiption of where money is coming from for startup and how money will be made in the
future for the next 3 years. Financials document the forecasted sales and expenses for the first
five years of the new venture. The financials should be accompanied by a detailed assumption
log which summarizes where the numbers entered in your financial spreadsheets originally came
from. Most investors want to see your financial documents include balance sheets, cash flows,
income statements and key ratios such is when you anticipate breaking even.
9. Long-Term Goals
A complete listing of what you hope to eventually accomplish with the new venture
10. Innovation, Leadership & Planning
Business created and plans for implementation focus on leadership and innovation and are
clearly thought out. Remember to include your management / leadership / advisory team. When
possible, be sure to include the names, titles and backgrounds of the people who will lead your
venture to success. Why is your leadership going to make you successful?
