[Company Name]
Business Plan
Mission Statement
A clear statement of your company’s long-
term mission. Try to use words that will help
direct the growth of your company, but be as
concise as possible.
The Management Team
List CEO and key management by name
Include previous accomplishments to show
these are people with a record of success
Summarize number of years of experience in
this field
Goals & Objectives
One - Five-year goals
– State specific measurable objectives
– State market share objectives for various
service/product lines
– State revenue/profitability objectives
Products/Services and Market
Opportunities
Existing products and market penetration
New products/services and targeted market
penetration
Expansion plan for existing products and
services (New industry, region, territories etc)
Rollout planned for new division
Campaigns targeting new markets
Business Concept
Summarize key technology, concept
innovation or strategy on which your
business is based
Market Summary
Market: past, present, & future
– Review those changes in market share, leadership, players, market
shifts, costs, pricing, or competition that provide the opportunity for
your product / company’s success.
Mass Market/
Followers
Early Adopters/ End of Life
Number Pioneers
of
customers
Time
SWOT Analysis
Internal strength and weaknesses of the
organization
External threats, Opportunities & Challenges:
– State consumer problems, and define nature of
product/service opportunities created by those
problems.
– Regulatory requirements
– etc
Packaging & Fulfillment
Product packaging
– Discuss form-factor, pricing, look, strategy
– Discuss fulfillment issues for items not shipped
directly with product
COGs
– Summarize Cost of Goods and high-level Bill of
Materials
Positioning
Positioning of product or service
– Statement that distinctly defines the product in its
market and against its competition over time
Consumer promise
– Statement summarizing the benefit of the product
or service to the consumer
Competition
Summarize competition
Outline your company’s
competitive advantage
The competitive landscape
– Provide an overview of A B
Price
product competitors, their
strengths and weaknesses
– Position each competitor’s
D
product against new C
product
Performance
Resource Requirements
Technology requirements
Personnel requirements
Resource requirements
– Financial, distribution, promotion, etc.
External requirements
– Products/services/technology required to be
purchased outside company
Risks & Rewards
Risks
– Summarize risks of proposed project
Addressing risk
– Summarize how risks will be addressed
Rewards
– Estimate expected pay-off, particularly if seeking
funding
Key Issues
Near term
– Isolate key decisions and issues that need
immediate or near-term resolution
Long term
– Isolate issues needing long-term resolution
– State consequences of decision postponement
If you are seeking funding, state specifics
Stakeholder Management &
Communication Strategies
List out the Key Stakeholders and identify their interest
and influence
Prepare a management strategy for each stakeholder and
indicate the required resources to achieve positive
engagement and effective management on a continuous
basis over the project/business life cycle
Put mechanism in place to track and monitor changes in
the stakeholder landscape, interest and influence polarity
(+/-) and levels ie continued relevance & importance to
success
Messaging by audience
Target consumer demographics
Launch Strategies
Launch plan
– If product is being announced
Promotion budget
– Supply back up material with detailed budget
information for review
Phase 1
Phase 2
Phase 3
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Public Relations
Strategy & execution
– PR strategies
– PR plan highlights
– Have backup PR plan including editorial
calendars, speaking engagements, conference
schedules, etc.
Advertising
Strategy & execution
– Overview of strategy
– Overview of media & timing
– Overview of ad spending
Other Promotion
Direct marketing
– Overview of strategy, vehicles & timing
– Overview of response targets, goals & budget
Third-party marketing
– Co-marketing arrangements with other companies
Marketing programs
– Other promotional programs
Pricing
Pricing
– Summarize specific pricing or pricing strategies
– Compare to similar products
Policies
– Summarize policy relevant to understanding key
pricing issues
Distribution
Distribution strategy
Channels of distribution
– Summarize channels of distribution
Distribution by channel
– Show plan of what percent share of distribution
will be contributed by each channel -- a pie chart
might be helpful
Vertical Markets/Segments
Vertical market opportunities
– Discuss specific market segment opportunities
– Address distribution strategies for those markets
or segments
– Address use of third-party partner role in
distribution to vertical markets
Success Metrics
First year goals
Additional year goals
Measures of success/failure
Requirements for success
Schedule
18-month schedule highlights
Timing
– Isolate timing dependencies critical to success
Task 1
Task 2
Milestone
Task 3
Task 4
Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
Financial Plan
High-level financial plan that defines financial model,
pricing assumptions, and reviews yearly expected
sales and profits for the next three years.
Statement of Projected Income & Expenditure
(Monthly for Year 1and Yearly for the first 5 years of
Operation). Do same for Cashflow Plan
Use several slides to cover this material
appropriately.
