Outline of a Business Plan

One of the most common questions about business plans is, “What should my business plan include?” Future business owners also want to know where to start, and how they’ll know when their plan is finished. The outline of a business plan below will answer these questions.

Business Plan Outline

Cover Page

Table of Contents

Section 1: Introduction and Overview

• Introduction, or Elevator Pitch
• Objective (purpose for submitting the plan)
• Statement of Confidence
• Business Structure

Section 2: Products and Services

• Description
• Problem Solved or Unmet Need Filled
• Unique Selling Proposition
• Other Differentiators

Section 3: The Market

• Description of the Market
  • Growth Rates and Key Trends
  • Target Market (Including Location, if Retail)
  • Size of Target Market
• Competition
  • Direct Competitors
  • Indirect Competitors

Section 4: SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)

• Internal Strengths
• Internal Weaknesses
• Outside Opportunities
• Outside Threats

Section 5: Sales and Marketing Plan

• Unique Selling Proposition (summarized and repeated)
• Marketing Budget
• How Customers Will Find Out About Your Business
• Who Will Sell
• Pricing
• Sales Forecast / How Fast Will the Sales Come
• Evidence to Support these Projections

Section 6: Management Team

• Founders and Key Employees
• Board Members
• Professional Advisors
• Hiring Plan

Section 7: Go-To-Market Plan

• Current Capabilities
• Prioritized Immediate Opportunities
• Go to Market Goals
  • Timing
  • Expected Results

Section 8: Operating Plan

• Headcount
• Facilities and Equipment to Meet Sales Projections
• Critical Requirements
• Confirmation that the Operating Plan Supports Go to Market Plan

Section 9: Financial Projections

• Assumptions
• Income Statement
• Balance Sheet
• Cash Flow

Section 10: Capitalization and Use of Funds

• Financial Needs
• Structure (Debt, Equity)
• Startup Expenses
• Use of Funds

Section 11: Exit Strategy or Payback Analysis

• How a Loan will be Repaid
• How Equity Investors will Recover Their Investment

Section 12: Notices and Disclaimers

• Confidentiality
• Forward-Looking Statements
• Not an Offer to Sell or a Solicitation for Securities