In this blog we look at the sections in a startup business plan.

A well-structured startup business plan typically includes several key chapters or sections. Each section serves a specific purpose, providing detailed insights into different aspects of the business. Here’s a breakdown of the essential sections:

1. Executive Summary:
   • Overview of the business concept, mission statement, and the basic details of the business (location, leadership, and legal structure).
   • Brief summary of each subsequent section of the plan.
2. Company Description:
   • Detailed information about the business, including its history, the nature of the business, and the needs or demands it will meet.
   • Vision, mission, and objectives of the company.
3. Market Analysis:
   • Detailed analysis of the industry, including trends, size, and growth rate.
   • Target market analysis, including demographic, geographic, and psychographic profiles of the target customer.
   • Competitive analysis, outlining major competitors and your business’s competitive advantages.
4. Products or Services:
   • A detailed description of the products or services offered.
   • Information on the product’s life cycle, intellectual property status (if applicable), and any research and development activities.
5. Marketing and Sales Strategy:
   • Marketing strategy, including how you plan to enter the market, grow your business, and distribute your products or services.
   • Sales strategy, detailing how the sales will be made and the sales process.
6. Organizational structure of the company.
   • Profiles of the management team, including their backgrounds and roles in the company.
   • Legal structure of the business (e.g., sole proprietorship, partnership, corporation).
7. Implementation Plan:
   • A timeline of key business milestones and goals.
   • Action plans for implementing your business strategy.
8. Funding Request (if applicable):
   • Detailed information on current and future funding requirements over the next five years.
   • How the funds will be used and long-term financial strategies.
9. Financial Projections:
   • Financial forecasts, including income statements, balance sheets, and cash flow statements for the next three-to-five years.
   • Break-even analysis to show when the business will be able to cover all its expenses.
10. Appendix:
    • Supporting documents or additional information, such as resumes of key employees, legal documents, product pictures, marketing materials, and detailed studies.

The Executive Summary: The most important page

An excellent executive summary is a crucial component of a business plan, as it’s often the first (and sometimes the only) page or part that investors or other stakeholders read. This should no longer than one page with excellent formatting. It should be concise, compelling, and provide a clear overview of the key aspects of the business plan. Here are the details that should be included:

1. Business Overview:
   • Company Name: Start with the name of your business.
   • Business Concept: Briefly describe what your business does. This should include the nature of your product or service.
   • Mission Statement: A concise statement that defines the core purpose of the business.
2. Market Opportunity:
   • Target Market: Identify who your customers are.
   • Market Need: Explain the problem or need in the market that your business will address.
   • Market Size: Provide data to show the potential of the market.
3. Unique Value Proposition:
   • Clearly articulate what makes your business unique and why it is different from and better than the competition.
4. Business Model:
   • Briefly describe how your business will make money. This includes your pricing strategy, sales and distribution model, and revenue streams.
5. Leadership Team:
   • Highlight the experience and qualifications of key team members, emphasizing their ability to execute the business plan.
6. Financial Summary:
   • Include high-level financial projections and past financial performance if applicable.
   • Mention any significant financial milestones already achieved.
7. Funding Requirements:
   • If you are seeking funding, specify the amount needed and how it will be used.
   • Outline the proposed terms for investment and the expected return.
8. Current Status and Milestones:
   • Briefly mention the current status of your product/service (e.g., in development, ready to launch).
   • Highlight key milestones already achieved and major milestones planned for the future.
9. Growth Strategy or Future Plans:
   • Outline your vision for scaling the business. This could include plans for market expansion, new products, or additional services.
10. Closing Statement:
    • End with a strong, persuasive statement that summarizes the opportunity and the potential for success.

Remember, the executive summary should be no more than 1-2 pages and must be able to stand alone, providing a clear and enticing snapshot of your business. It should be compelling enough to make the reader want to learn more about your business.

In a previous blog, we talked about the types of business plan. Well the type also depends on the audience. So in this blog we explore the different types of audience and what they need from a good business plan.

The Audience for a Business Plan

The audience for a business plan can vary widely depending on the purpose of the plan and the stage of the business. Here’s a list of different types of audiences that a business plan might be intended for:

1. Investors: This includes angel investors, venture capitalists, and private equity firms. They are interested in the profitability potential, growth prospects, and risk assessment of the business.
2. Banks and Financial Institutions: If you’re seeking a loan, banks will review your business plan to assess the viability and financial health of your business.
3. Potential Business Partners: Other companies or entrepreneurs who might be interested in a partnership will look at your business plan to understand the business model, market opportunity, and strategic fit.
4. Government Grant Agencies: When applying for government grants, the agency will review your business plan to ensure that the business aligns with their funding objectives and criteria.
5. Suppliers and Vendors: They might be interested in your business plan to gauge the stability and long-term viability of your business as a potential customer.
6. Key Employees or Management Team: A business plan can be used to align your team with the business’s goals and strategies and to motivate and inform key employees.
7. Potential Customers or Clients: In some cases, especially for B2B businesses, potential clients may want to review your business plan to understand the stability and direction of your company.
8. Advisors and Consultants: Business advisors, mentors, or consultants will use your business plan to provide guidance, advice, and to help refine your strategy.
9. Board of Directors: For established businesses, the board will use the business plan to guide decision-making and strategic direction.
10. Yourself (The Entrepreneur): As the business owner, the plan is a roadmap for your business and helps you to track progress, manage the business, and make informed decisions.
11. Incubators and Accelerators: If you’re applying to a startup incubator or accelerator program, they will review your business plan to evaluate your business’s potential for success.
12. Crowdfunding Platforms: When launching a crowdfunding campaign, your business plan will be important to convince potential backers of the viability and potential of your product or service.
13. Franchisees: If you are franchising your business, potential franchisees will review your business plan to understand the business model and potential profitability.
14. Legal and Regulatory Bodies: In some industries, you might need to present your business plan to regulatory bodies for approvals or licenses.

Each of these audiences will have different priorities and concerns, so it’s important to tailor your business plan accordingly. For example, investors might be more interested in financial projections and growth potential, while government agencies may focus on the social impact or compliance with regulations.

In Summary

Type of Business Plan	Audience	Key Requirements/Interests
Startup Business Plan	Investors, Banks, Partners, Incubators	Market viability, growth potential, financial projections, team capabilities
Internal Business Plan	Management Team, Key Employees, Board of Directors	Operational strategy, internal goals, departmental plans, performance metrics
Strategic Business Plan	Board of Directors, Advisors, Management Team	Long-term vision, strategic objectives, market positioning, SWOT analysis
Feasibility Business Plan	Investors, Partners, Yourself	Market demand, technical feasibility, financial viability, risk assessment
Growth/Expansion Plan	Investors, Banks, Partners, Board of Directors	Expansion strategy, market research, financial projections, resource requirements
Operations Plan	Management Team, Key Employees, Suppliers	Operational processes, supply chain management, production logistics, quality control
Financial Business Plan	Investors, Banks, Financial Institutions	Detailed budgets, revenue projections, cash flow analysis, funding requirements
Marketing Plan	Marketing Team, Potential Partners, Management Team	Marketing strategies, target market analysis, branding, promotional tactics
Lean Startup Plan	Investors, Incubators, Accelerators	Business model canvas, key partnerships, customer segments, revenue streams
One-Page Business Plan	Investors, Advisors, Potential Partners	Concise overview of business idea, market, strategy, financial summary
Social Enterprise Plan	Grant Agencies, Investors, Partners	Social/environmental mission, impact measurement, sustainability, financial model
Franchise Business Plan	Potential Franchisees, Investors	Franchise model, market analysis, financial projections, support systems
Contingency Plan	Management Team, Board of Directors, Key Employees	Risk management strategies, emergency procedures, business continuity plans

Good research before writing a business plan is extremely important. Its the foundations you are about to put your energy, time, money and social collateral into. So its important its based on some facts.

The research conducted will be the same, if you are writing a one-pager or a full startup business plan.

1. Market Research:
   • Target Market: Identify and understand your target customers. Research their demographics, preferences, buying habits, and needs. This data can be found through Government census data, industry reports, market research firms (like Nielsen or Euromonitor), and social media analytics.
   • Market Size and Trends: Assess the size of the market and current trends. This includes understanding market growth, patterns, and potential market changes. Look for Industry publications, market research databases (like Statista or IBISWorld), and trade associations.
   • Competition: Analyze your competitors, their strengths and weaknesses, market share, and strategies. Understand what they do well and where there are gaps in the market. For this Review Competitor websites, industry trade shows, customer reviews, and business directories.
2. Industry Analysis:
   • Industry Dynamics: Study the industry your startup will operate in, including its growth rate, trends, and major players. You will need to read Industry-specific publications, analyst reports, and trade associations.
   • Regulatory Environment: Understand any regulations or legal requirements specific to your industry. This is available via Government websites, legal advisories, and industry compliance guides.
   • Barriers to Entry: Identify any potential barriers to entering the market, such as high startup costs, complex technology, or strong competition. Academic journals, industry expert blogs, and market analysis reports will provide these details.
3. Product or Service Research:
   • Feasibility: Assess the feasibility of your product or service. This includes technical feasibility, market feasibility, and financial feasibility. These can be found in Technical journals, product development forums, and consultations with industry experts.
   • Unique Value Proposition: Determine what makes your product or service unique and how it solves a problem or meets a need better than existing solutions. You will need to conduct your own Customer surveys, focus groups, and gain feedback from pilot testing.
   • Development Stage: Understand where your product or service is in its development lifecycle and what is needed to bring it to market. Benchmark your Product lifecycle with case studies of similar products or services.
4. Customer Insights:
   • Customer Needs and Preferences: Gather data on what your potential customers need, want, and expect from a product or service like yours. Some of this is available via Market research surveys, social media listening tools, and direct customer feedback.
   • Customer Pain Points: Identify the problems or challenges your target customers face that your product or service can solve. Look for Online forums, customer service data, and direct customer interviews.
   • Customer Feedback: If possible, gather feedback from potential customers through surveys, focus groups, or interviews.
5. Financial Analysis:
   • Startup Costs: Calculate the initial investment required to start your business, including equipment, inventory, and operating expenses. Get Supplier quotes and industry benchmark pricing.
   • Revenue Projections: Estimate your revenue streams and project your sales for the first few years. Use Sales data from similar businesses, industry sales reports, and financial models.
   • Break-even Analysis: Determine how long it will take for your startup to become profitable.
6. Marketing and Sales Strategy Research:
   • Marketing Channels: Identify the most effective channels to reach your target market, such as social media, online advertising, email marketing, or traditional media. Search for Digital marketing analytics, industry marketing reports, and case studies.
   • Pricing Strategy: Research how to price your product or service competitively while ensuring profitability.
   • Sales Strategy: Develop a plan for how you will sell your product or service, including sales channels and sales tactics. Further information can be found in Sales strategy templates, industry sales training materials, and sales performance data from similar businesses.
7. Operational Research:
   • Supply Chain and Vendors: Identify potential suppliers, manufacturers, or distributors and research their reliability and costs. Look for Trade directories, industry expos, and supplier databases.
   • Technology Needs: Determine the technology and software needed for your operations, including any industry-specific tools. This can be found at Technology vendor websites, industry technology reports, and IT forums.
   • Location and Facilities: Research the best location for your business and the type of facilities required. Again its available through Real estate listings, local business regulations, and location analysis tools.
8. Legal and Compliance Research:
   • Business Structure: Decide on the most appropriate legal structure for your business (e.g., sole proprietorship, partnership, LLC, corporation). Can be found at Government business websites, legal advice websites, and business advisory services.
   • Intellectual Property: Investigate any patents, trademarks, or copyrights that may be necessary to protect your business idea or product. Go online to Intellectual property office websites, legal guides, and IP lawyers.
   • Licenses and Permits: Identify any licenses or permits required to operate your business legally. Normally full disclosures is provided on Local government websites, industry regulatory bodies, and business legal guides.
9. Risk Analysis:
   • Market Risks: Assess potential market risks, such as changes in customer preferences or economic downturns. Review Economic forecasts, industry news, and market volatility reports.
   • Operational Risks: Identify risks related to operations, such as supply chain disruptions or technology failures. Find Operational risk management guides, industry safety standards, and case studies.
   • Financial Risks: Consider financial risks, including cash flow challenges and funding uncertainties. These can be found on Financial advisory services and economic analysis reports.

In summary

When researching a new business idea, start with a thorough market analysis. Identify your target audience, understanding their needs, preferences, and purchasing behaviors. This involves demographic studies and examining consumer trends. Next, conduct a competitive analysis to understand your potential rivals, their strengths, weaknesses, and market positioning. This will help in carving out a unique value proposition for your business.

Industry analysis is crucial. Delve into the industry’s current state, growth potential, and emerging trends. Pay attention to regulatory landscapes, as understanding legal and compliance requirements is vital for smooth operations. Evaluate any barriers to entry, like high startup costs or technological challenges.

Financial feasibility is another critical aspect. Estimate startup costs, project revenues, and conduct a break-even analysis. This will aid in understanding the financial viability of your idea and in planning funding strategies.

Gather customer insights through surveys, interviews, or focus groups. This direct feedback is invaluable for refining your product or service. Additionally, assess the operational requirements, including supply chain logistics, technology needs, and staffing.

Finally, consider potential risks – market volatility, operational challenges, and financial uncertainties. A comprehensive risk assessment will prepare you for unforeseen challenges. Throughout this process, stay adaptable and open to pivoting your idea based on the insights you gather.

The creation of the business plan can be split into a number of steps, the first being the classic situation analysis. So we need to look at a number of factors that will influence the construction and ultimately, the presentation of the plan.

First things are first

You will need to write down in very clear and distinct sentences, three very important starting points:

Business Idea and Goals: Clearly define your business idea. What product or service are you offering? What are your short-term and long-term goals? Understanding these core objectives will guide you through the rest of the planning process.

Business Model: Decide on a business model that works best for your idea. How will you make money? This could include sales, subscriptions, advertising, franchising, etc. This should be based on an understanding of the legal and regulatory requirements for this type of business.

Management Team and Personnel: Consider who will be involved in founding, managing and operating your business. What skills and experience do they bring? How will you structure your team and what part do they play in developing the business plan?

What type of business plan do you need?

Here I list a 10 different types of business plan, the first four are for the entrepreneur, whilst the others are for the intrapreneur.

1. Startup Business Plan: This is a comprehensive plan used by new businesses to lay out their business strategy, market analysis, financial plan, and operational structure. It’s often used to secure funding from investors or banks. This will be the one we focus on.
2. Lean Startup Plan: A more streamlined version of a business plan, often used by startups. It focuses on summarizing the key points of the business idea, including key partnerships, resources, customer segments, value propositions, and revenue streams.
3. One-Page Business Plan: As the name suggests, this is a concise, one-page overview of the business. It covers the core aspects of the business but in a very brief format, often used for pitching to investors or as a foundational overview.
4. Franchise Business Plan: Used by individuals who want to buy into a franchise, this plan focuses on how the franchisee will operate the franchised business, including marketing, staffing, and financial projections.
5. Internal Business Plan: Used within an organization, this plan focuses on a specific project or department. It’s less formal and may not include detailed financial projections. It’s used for strategic planning and operational guidance, normally developed by the intrapreneur.
6. Feasibility Business Plan: Before launching a new product, service, or business, a feasibility plan is used to evaluate the viability of the idea. It assesses market demand, competition, and economic viability.
7. Strategic Business Plan: This plan outlines the long-term vision and direction of an established company. It includes high-level objectives, mission statement, company values, SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), and long-term goals.
8. Growth or Expansion Business Plan: For businesses looking to expand, this plan outlines the strategy for growth. It includes market research, expansion strategies, new product development, and financial projections.
9. Operations Business Plan: This plan is focused on the internal operations of a business. It details the logistics, technology, and processes that the business will use to operate efficiently.
10. Contingency Business Plan: This plan is developed to prepare for unforeseen events or crises. It outlines strategies for handling emergencies, disruptions, or unexpected market changes.

So once we know what type of business plan we are aiming to write, we must then start to look at the resources available for this venture.

Evaluating your Available Resources

Here, I broadly like to start with the five main types of resources: natural resources, human resources, financial resources, physical resources, and informational resources. This tends to get us off to a good start.

1. Human Resources:
   • Management Team: Detail the key members of your management team, their roles, experiences, and skills.
   • Staffing Plan: Outline your plans for hiring, including the number of employees, their roles, and the timeline for recruitment.
   • Training and Development: Describe any training programs or professional development opportunities for your staff.
2. Financial Resources:
   • Startup Capital: Estimate the initial capital required to start the business, including costs for equipment, inventory, and initial operating expenses.
   • Funding Sources: Identify potential sources of funding, such as loans, investor capital, grants, or personal savings.
   • Financial Projections: Include detailed financial forecasts, such as income statements, cash flow statements, and balance sheets.
3. Physical Resources:
   • Location and Facilities: Describe the physical location of your business, including office space, manufacturing facilities, or retail space.
   • Equipment and Technology: List the necessary equipment, machinery, and technology required for your operations.
   • Inventory: If applicable, detail the types of inventory you will hold, suppliers, and inventory management systems.
4. Intellectual Resources:
   • Patents and Trademarks: List any intellectual property that the business owns or needs, such as patents, trademarks, copyrights, or trade secrets.
   • Research and Development: Outline any ongoing or planned R&D activities to improve products or services.
5. Partnerships and Collaborations:
   • Strategic Partnerships: Identify potential or existing partnerships that are crucial to the business.
   • Collaborations: Mention any collaborations with other businesses, institutions, or organizations.

So now we should have a team who can help you create the right type of business plan you need for your startup, now we need to conduct some research, which is done in the next blog.