Business Plan Outline Template
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3BUSINESS PLAN OUTLINE
I.
Executive Summary
The purpose of the executive summary is to convince the funding source to read
the whole Plan. It should be a two-page overview, which highlights strengths and
objectives of the Plan (i.e., return on investment, sales, profit, market share, jobs created,
community benefits, etc.). Include a brief description of the business and its industry, as
well as an explanation of the market opportunity.
II.
Company Background
Name, nature of business, history, affiliates, stage of development, unique
features of products or services, any proprietary position (patents experience).
III.
Product or Service Description
Definition of product or service to be sold.
Product viability
Technology
IV.
Market Analysis and Marketing Strategy
Provide an in-depth analysis of the market for the product and services to be sold.
Include the following:
A.
Market Profile
1.
Competition and industry information
2.
Trade/Service Area (include map)
3.
Customer profile (describe the actual and potential purchasers of
the product or service by market segment)
4.
Market Size (estimate the size of the total current market for the
product or service)
5.
Quantify the size of each market segment in relevant terms (dollars
spent, units used, number of people, percent of income, etc.)
B.
Market Plan
Provide a detailed description of how the business will obtain its
estimated market share and achieve its sales objectives. Discuss
your overall marketing strategies and plans for:
1.
Pricing
2.
Promotion
3.
Distribution channels
4.
Marketing review, monitoring or evaluation
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