BUSINESS PLAN

DOCUMENTATION OUTLINE

GENERAL FORMAT
I. Cover Sheet
II. Table of Contents
III. List of Appendices
IV. List of Tables
V. List of Figures
VI. Acknowledgement
VII. Executive Summary – is the first part that the reader gets to read to evaluate whether he will
continue to read the study or not. It gives a bird’s eye view of all the key components of the business
feasibility study.
a. To be written last, after the Business Plan has been completed
b. Is presented first before the study.
c. Keep it short yet comprehensive, no more than one page long.

1.0 Introduction
2.0 Marketing Aspect
2.1 Product or Service
2.1.1 Describe the product or service in simple language. Identify product mix, if there are more
products to be offered.
2.1.2 Identify how it will benefit the customers and how it will be used.
2.1.3 Define how the product/service will be tested to assure that it works as planned.
2.2 Marketing Mix
2.2.1 Product/Service
2.2.1.1 Primary features
2.2.1.2 Added value compared to competitors
2.2.2 Place
2.2.2.1 Use of distribution channels
2.2.2.2 Strategic placing in the market
2.2.3 Promotion
2.2.3.1 Advertising and Promotion- Describe the decisions related to how the product will
be promoted.
2.2.3.1.1 Advertising - e.g. build general awareness/inquiries/traffic, encourage
product trial, shift awareness (e.g., change attitude), response to competitor
promotion, increase use or purchase rate, support other market decisions (e.g.,
support sales force), general corporate/product image building, etc.
2.2.3.1.2 Sales promotion - e.g., build inquires, increase product trial, encourage
repurchase, build traffic, support other promotions
 2.2.3.1.3 Personal selling - e.g., new account development, account
support/maintenance, increase product trial, encourage purchase/repurchase,
build traffic, support other promotions
2.2.3.1.4 Public relations - e.g., build general awareness/inquiries/traffic,
encourage product trial, shift awareness (e.g., change attitude), respond to
negative news/perception, image building, prepare markets for future activity
(e.g., new product)
2.2.3.2 Methods and message
2.2.3.2.1 The type and media used: e.g., ad type (e.g., television spots, Internet
banner ads, roadside billboards, direct mail, etc.), sales promotion type (e.g.,
coupons, demonstrations, etc.), selling type (e.g., sales force, call center), PR type
(e.g., press release, pitch to magazines, etc.)
2.2.3.2.2 The message conveyed.
2.2.3.3 Spending and timetables
2.2.3.3.1 Define when the advertising and promotional materials will be used.
Give a schedule or timetable to better illustrate it against its purpose or
objectives.
2.2.3.3.2 Include a brief explanation on the budget set for advertising and
promotions
2.2.4 Pricing
2.2.4.1 Describe the pricing strategy and justification.
2.3 Market Environment
2.3.1 Target Market
2.3.1.1 Define the target market(s). Differentiate its end users from customers.
2.3.1.2 Explicitly explain how the product/service will benefit itsend users and customers
(why they will buy the productor service).
2.3.2 For business-to-customer markets, include:
2.3.2.1 Explain demographic factors, such as income level, agerange, gender, educational
level.
2.3.2.2 May also include relevant psychological factors likebehavioral factors such as
frequency of product purchaseand shopping behavior
2.4 Competitors
2.4.1 Describe from the target market level, who are the direct andindirect competitors.
2.4.2 For key competitors, give their market share, resources, products and market focus, goals,
strategies, strengths and weaknesses.
2.4.3 List all key barriers to entry in the market.
2.4.4 Explain the uniqueness of the product or service to be introduced compared to those that
are available in the market.
2.5 Industry
2.5.1 Clearly give details about the industry in which the business operates. Include the size,
growth rate and demand of the industry. Then state where the business fits in.
2.6 Strengths, Weaknesses, Opportunities, Threats Analysis (SWOT)
3.0 Operations and Technical Aspect
3.1 Production and Operating Requirements
3.1.1 Describe how and where the enterprise will manufacture, source or create and deliver the
final product or service to be able to estimate costs.
3.1.2 Where do you intend to set-up the business? Specify its location, size, condition, capacity
in terms of planned production and other requirements that may affect its operations.
3.1.3 Will the intended space be owned or leased? Will renovations be required? How much
budget is allotted?
3.1.4 What are the materials and equipment needed?
3.1.5 If business will outsource production or distribute others’ materials:
3.1.5.1 Where will the supplies be coming from? Are the supplies readily available for
purchase?
3.1.5.2 What are the terms in the contract to protect the business in terms of
manufacturer’s capacity, minimum order and tooling requirements?
3.1.5.3 How will the business protect its proprietary processes and trade secrets and
quality control?
3.1.6 If business is providing a service:
3.1.7.1 How will the service be designed, delivered, measured and improved?
3.1.7.2 What stakeholders exist, who will be trading partners with the business? What will
be the terms of the contract?
3.2 Start-up Schedule
3.2.1 Draw up timetable/deadlines for the major events in the life of the business. Start from
the initial stage of the business all the way to the start-up.
3.2.2 Indicate deadlines of phases for completion.
3.2.3 Remember to include the relationship of events and to keep important dates and events,
financial requirements, and personnel requirements.

4.0 Organization & Management Aspect

4.1 Vision
4.2 Mission
4.3 Pre-Operating Period
4.3.1 Legal and Taxation Requirements
4.4 Form of Ownership
4.5 Management and Personnel
4.5.1 List of personnel, titles, qualifications, responsibilities, skills and experiences needed, cost
4.5.2 Timeline of what personnel skills are needed now, within the year, in the long term. What
are the financial implications of these?

5.0 Financial Aspect

5.1 Capital Requirements and Strategy
5.2 Financial Assumptions
 5.3 Projected Financial Statements
5.3.1 Balance Sheet
5.3.1.1 Five years and highlights
5.3.2 Income Statement
5.3.2.1 Year 1 – Monthly
5.3.2.2 Years 2 – 5 Annual
5.3.3 Project Cash Flows
5.4 Financial Analysis
5.4.1 Break-Even Analysis, if applicable
5.4.1.1 When will the business turn into a profit?
5.4.2 Payback period
5.4.3 Internal Rate of Revenue
5.4.4 Net Present Value

Appendices