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BUT AT A
POINT IN TIME
Business Plan Can Help You To
• Attract finance
• Clarify and share vision with
Employees/Management Team and Customers
• Execute – Set & Review Targets
Use a Template – Business Cube
I. Executive Summary
II. Main Text
III. Schedules including
IV. Detailed Appendices
Another Business Plan Template
• Executive Summary [2 pages]
• Promoters and other information 
• The Proposal 
• Background Information 
• The Product / Service [1-2]
• Market Opportunity 
• Marketing Strategy & Sales [1-2]
• Management Team 
• Operations 
• Strategy for future growth 
• Financing 
• Action Plan [1-2]
• Appendices [5-10+]
• Overview of the Business
• Realise why you have such enthusiasm
• Share the vision
• Outline the Financial returns
• Be clear, concise and make the rest of
the plan appear interesting from here!
PROMOTERS AND OTHER
• Name/Legal Status of the business
• Name of directors / Shareholders/Proprietor
• Details of Company Secretary
• Registered Office / Trading Address
• Contact Details
• Accountants and Financial Advisers
• Solicitors and Legal Advisers
• Structure of Document
• Structure the document correctly and number
each page, section and paragraph
• Use CONTENTS creator in Word
• May need an appendix called Jargon Buster
• What is primary purpose of the Plan?
• Raise additional funding, finance working capital,
purchase of equipment, fund a promotions
• And what do they get in return?
• Outline early what the purpose/objective is to
allow the reader to be clear as they read through
• History of the business
• Key Personnel
• Financial History
• Present Financing arrangements
• The reader will want to understand how you
got to this point and how it was funded
THE PRODUCT/ SERVICE
What it is and what it does!
• Benefits to the Customer
– The Business Case
• Use pictures to illustrate
• Address Intellectual Property
• Identify the key points about the product, what sets
it out from the competition and why this business is
going to be successful
• specific market/demand
opportunities the business is
seeking to exploit
• the size of the Target
Assessable Market (TAM)
– Number and value of potential
customers that your business
can address given current
business model (route to
markets) and resources
• the segment of the market to
• Typical customer buying
behaviour and key
• key/relevant external
factors influencing market
demand (e.g. social,
economic, legislative and
• This section should enable the potential investor to
understand the key demand drivers and potential for
growth of your business.
– Profile & The Problem to be Solved
• Marketing Communications Plan
– Branding & Promotion
– Routes to Market/ Partners
• Sales Plan
• This section should demonstrate domain knowledge and that
you have a plan of action (and know the costs involved).
• Brief CV’s of senior management
• Details of non-executive team
• Qualifications / Skillsets
• Present Organisation Chart
• How to fill gaps – the non-traditional
Dependent on type of business being
• Sourcing materials
• Health & Safety
• Outline your assumptions
• Your Business Model
• Present key financial figures (graphs are great)
– Revenues (# Customers & Average Value)
– Resulting Profits
• Plus details of Initial or New Investment required
– Cash flow to cover operating costs until profit is achieved
– Capital expenditure
• Be Realistic!
• Do not overvalue the business !
Sources of Finance
If business needs an initial injection of capital:
• Personal Savings
• Family & Friends
• Financial Institutions
– Loans, overdrafts, lines of credit
– Hire Purchase
• Enterprise Agencies
Financial Projections is First Appendix
• Profit and loss, balance sheet and cash flow
– Cashflow Year One, broken down by month or quarterly
– Annual for year 2 and 3
• Accompanied by notes on how figures were
• BANK – personal financial situation and history (they
will do a full credit check).
• Both shape and tell the story of the business ..
and need to solidify the credibility of the
• To create clear revenue targets is first task.
• Then work out direct costs (Cost of Sales)
• And detail all other expenditure (must be
logical in terms of scale and growth)
Projections based on
• What is reasonable as most likely to occur, your
best guess based on research
• Using a bottom up approach utilising
• Market feedback, knowledge of the industry and
general economic trends.
• Being a Projection of the future as a Snapshot in
• An estimate of how a proposed financial package
will change the future events in the company.
Projections will be reviewed
Credibility of the financial model
• Are costs logical
• Are Ratios (gross margin, profit margin etc etc)
appropriate for industry
• Are assumptions relating to turnover (sales, routes to
market and internationalisation) robust
• Is the funding available?
• Does the overall proposal fit the portfolio
• Concrete Actions
• Four Key Areas
Schedules & Appendices
• Financial Projections
• SWOT Analysis
• Market Research Summary
• CV’s of Major Promoters
HOW TO WRITE YOUR BUSINESS
Presentation + Message = Meet Objectives
Preparing your Business Plan
• Learn how your business works
– Business Model … product, market, route to
market, customers, and pricing
• Develop Financial Projections
– How much money is needed?
– Formulate your assumptions – bottom up
• Write the Document
This is what I do
10 Critical questions for a Startup or
1. Who are you?
2. What is the new product
3. Who will buy your product?
4. Why will they buy your product?
5. What price will your customers pay?
6. How many will they buy at this price?
7. How many can you make?
8. How much does a unit of product cost to make?
9. How much investment do you need?
10.Why are you writing this plan?
Brainstorm & use a presentation
Prepare a business plan presentation with circa ten slides
which summarises key issues for your business:
2. Solution (product/service offering)
3. Unique Selling Point
6. Marketing communication
7. Business model
8. Financials – set up investment and projections
9. Promoter & Team
10. Action Plan
Or a mindmap
What not to do -
• Mistake length for substance
• Be unrealistic in expectations
• Leave unanswered questions
• Not identify the critical items amid the detail
– e.g. Business Model ... How you make money
• Use a Business Plan Template
• Use the plan to emphasise your UVP Unique
• Goals Setting Makes Business Planning Real
– Don’t let your business plan gather dust
• Professional presentation of the business plan
• Get your plan reviewed by a Business Plan
Expert (i.e. Me!)
Some final thoughts