A proven approach for entrepreneurs only
Outline for a
Business Plan

Stein Bjørnstad 2002
Modified – based on a freely available template from Ernst & Young.

Executive Summary

The Executive Summary should not be a mere listing of topics contained in the body of your business plan but should emphasize the key issues presented.
A critical point that must be communicated in the Executive Summary is your company’s distinctive competence—the factors that will make your business successful in a competitive market.

1. The Purpose of the Plan 1. Attract investors 2. Document an operational plan for controlling the business
2. Market Analysis 1. The characteristics of your target market (demographic, geographic, etc.) 2. The products or services you will offer to satisfy those needs
3. The Company 1. The needs your company will satisfy 2. The products or services you will offer to satisfy those needs
4. Marketing and Sales Activities 1. Marketing strategy 2. Sales strategy 3. Keys to success in your competitive environment
5. Product or Service Research and Development 1. Major milestones 2. Ongoing efforts
6. Organization and Personnel 1. Key managers and owners 2. Key operations employees
7. Financial Data 1. Funds required and their use 2. Historical financial summary 3. Prospective financial summary (including a brief justification for prospective sales levels)

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Market Analysis

The Market Analysis section should reflect your knowledge of your industry, and present high-lights and analysis of your market research. Detailed market research studies, however, should be presented as appendices to your plan.

Industry Description and Outlook

1. Description of your primary industry
2. Size of the industry 1. Historically 2. Currently