BUSINESSPLANTEMPLATEBUSINESSPLAN[MyCompany]123MainStreetAnytown,USA10000123-4567[YourName][DATE]TABLEOFCONTENTSTOC\t"Heading1,1"ExecutiveSummaryPAGEREF_Toc6\h1ManagementPAGEREF_Toc7\h1[Company]HistoryPAGEREF_Toc8\h1[Product/Service]DescriptionPAGEREF_Toc9\h1ObjectivesPAGEREF_Toc0\h1CompetitorsPAGEREF_Toc1\h1CompetitiveAdvantagesPAGEREF_Toc2\h1InnovationPAGEREF_Toc3\h1PricingPAGEREF_Toc4\h1SpecificMarketsPAGEREF_Toc5\h1GrowthStrategyPAGEREF_Toc6\h1MarketSizeandSharePAGEREF_Toc7\h1TargetingNewMarketsPAGEREF_Toc8\h1LocationPAGEREF_Toc9\h1ManufacturingPlanPAGEREF_Toc0\h1Research&DevelopmentPAGEREF_Toc1\h1HistoricalFinancialDataPAGEREF_Toc2\h1ProformaFinancialDataPAGEREF_Toc3\h1ProformaBalanceSheetPAGEREF_Toc4\h1CostControlPAGEREF_Toc5\h1EffectsofLoanorInvestmentPAGEREF_Toc6\h1AttachmentsPAGEREF_Toc7\h1ExecutiveSummary[MyCompany]wasformedasa[proprietorship,partnership,corporation]in[Month,Year]in[City,State],by[JohnDoe]inresponsetothefollowingmarketconditions:[Startup,growth]opportunitiesexistin[Product/Service].Theneedforuseofefficientdistributionandfinancialmethodsintheseoverlookedmarkets.[I/We]haveseveralcustomerswhoarewillingtoplacelarge[orders,contracts]withinthenextthreemonths.Severalotherprospective[customers/clients]haveexpressedseriousinterestindoingbusinesswithinsixmonths.[I/We]previouslyownedacompanythatwasactiveinthewidgetmarkets.OverthepastfewyearsIspentmuchtimestudyingwaystoimproveoverallperformanceandincreaseprofits.Thisplanisaresultofthatstudy.Thebasiccomponentsofthisplanare:
CompetitivepricingExpandthemarketsIncreasedadvertisingLowerourunitcosts,Therebyachievinghigherprofits.SigncontractsIncreasedadvertisingIncreaseofficestaffTothisend,[I/we]needinvestmentfromprivateindividualsand/orcompanies.Atotalof$XXXisbeingraisedwhichwillbeusedtofinanceworkingcapital,plantandequipment.Thecompanywillbeincorporatedandcommonstockissuedtoinvestors.Thecompanywillberunasa[proprietorship,partnership,corporation].FinancialGoalsYear1Year2Year3Sales$1,000,000$1,400,000$1,600,000NetIncome$25,000$250,000$375,000Earningspershare.01.12.14Management[Name][Title][Experience]Salesgrowthfromzeroto$1,000,000infiveyears.Ledmarketinmarketshare-30%.Formulatedadvertisingbudgets&campaigns.Pioneerednewdistributionchannels.Establishednationalsalesforce.Establishednationalrepair&servicecenters.Broughtnewandinnovativeproductstothemarket.Designedpoint-of-purchasematerials.[Education}UniversityofBostonBoston,MA.-ComputerSciencesShortBiographiesPresidentJohnQ.Doe,ChiefExecutiveOfficer,andDirectorsinceFebruary1988andPresidentsinceJanuary1990.Mr.DoewasthefounderandChiefExecutiveOfficeroftheoriginaloperatingcompanyknownasRandomExcess,Inc.Hehashadexperienceinthewidgetfieldwithhisownfirm,JohnDoeCo.,ofOshkosh(Wisconsin),from1980to1987.ThisfirmwassoldtoFatCatWidgets,Inc.in1987.Mr.DoehasheldasalespositionwithUSWestInc.sincethen.Mr.DoegraduatedfromtheUniversityofColoradoin1981withabachelor’sdegreeinphilosophy.Mr.DoeisemployedbytheCompanyonafull-timebasis.ChiefFinancialOfficerRichardRoe,CPA,ChiefFinancialOfficer,TreasurerandDirector.Mr.RoejoinedRandomExcess,Inc.inDecember1988asacorporatecontrollerandwasnamedChiefFinancialOfficerinJuly1989.Mr.RoewasappointedTreasurerandaDirectorinJuly1990.HeservedascorporatecontrollerofXYZLumberCompanyfromAugust1981toDecember1988.Mr.RoegraduatedfromMetropolitanStateCollegeinDenver,Coloradoin1976withabachelor’sdegreeinaccounting.Since1979hehasbeenlicensedasaCertifiedPublicAccountantintheStateofColoradoandisamemberoftheAmericanInstituteofCertifiedPublicAccountants.Mr.RoeisemployedbytheCompanyonafull-timebasis.VicePresidentJoeDokes,Secretary,ExecutiveVicePresidentandDirector.Mr.Dokessupervisesthecompany’ssalesandimplementationstoitslargestcorporatecustomers,includingUSWest,GreatWestLifeInsurance,etc.Mr.DokeshasservedasSecretaryandaDirectorsinceFebruary1988,VicePresidentofOperationsfromFebruary1988toDecember1988,PresidentoftheCompanyfromDecember1988toJanuary1990andVicePresidentofContractSalessinceJanuary1990.Hehasbeeninvolvedsince1986withtheprivatecompanyoriginallyformedasRandomExcess,Inc.,wherehisdutiesincludedmanagingthepurchasingandsalesdepartment.FromNovember1984toMay1986hemanagedthesalesdepartmentatIntegratedManagementSystems,Inc.FromJune1983toOctober1984hewasabuyerforAdamsCounty,Colorado,SchoolDistrict50.Mr.DokesattendedOklahomaStateUniversityin1980and1981andTrinidadStateCollegeinTrinidad,Coloradoin1981and1982.Hedidnotreceiveadegreefromeitheruniversity.Mr.DokesisemployedbytheCompanyonafull-timebasis.VicePresidentSallySeaughVicePresidentofMarketing.Ms.SeaughhasbeentheCompany’sVicePresidentofMarketingsinceNovember1988.FromSeptember1986toOctober1988shewasinvolvedinbusinessdevelopmentandmarketingforUnitedBankofAurora(Colorado).FromFebruary1980toAugust1986shewasself-employedasanindependentoilandgaslandman.Ms.SeaughgraduatedfromtheUniversityofDenverin1974withabachelor’sdegreeinEducation.SheisemployedbytheCompanyonafull-timebasis.ResponsibilitiesJohnQ.Doe,ChiefExecutiveOfficer-Responsibleforentireoperation.Overseesmanagementfunctionandallotherexecutives.Salary-$60,000.RichardRoe,CPA,ChiefFinancialOfficer-Responsibleforfinancialoperations,accountspayable,accountsreceivable,interactionwithauditors,investorrelations.Salary-$40,000JoeDokes,ExecutiveVicePresident-Responsibleprimarilyforsalesandsalessupport.Salary-$35,000SallySeaughVicePresidentofMarketing.Responsibleformarketing,humanresourcesandtraining.Salary-$30,000.TotalExecutiveCompensation$165,000.[ThisPageisforanOrganizationChart,ifapplicable.][Company]HistoryIn[Month,Year][I/we]formeda[Product/Service]companythatmanufacturedstart-of-the-artcomplexwidgetry.Thiscompanywaslocatedin[City,State].[I/we]formedthiscompanyasa[proprietorship,partnership,corporation].Othersinvolvedinthisbusinesswere:[names].Themaingoalofthiscompanywasto[explain].Financingwasarrangedthrough[homeequityloans,savings,venturecapital,friendsandfamily,etc.][Explainterms,ratesandabilitytorepay.]Thisventurewasverysuccessfulingeneratingandincreasingsales,butwasnoteffectiveinachievingprofitability.Themainreasonforthiswastheamountofactualoverheadexperienced.Thisoverheadwasnotinitiallyanticipatedbymeatthebeginningofthatventure.Itemsincludingcreditchecking,warrantyprogrammanagement,extensivetravel,maintainingwarehousestockandthemanagementandexpenseofanationalsalesforcewereexpensesnotoriginallyforecastorexpected.Withthislevelofoverhead,itwasmathematicallyimpossibletoachieveprofitability.or:Thisventurewasverysuccessfulingeneratingandincreasingsales,aswellaseffectiveinachievingprofitability.Thiswasduetothefollowingreasons:[Reason1}[Reason2][Reason3]OR:[MyCompany]wasrecentlyconceivedandisstillinthebeginningstages.Tothispointthefollowinghasbeenaccomplished:Ateamconsistingof[listnamesandprimaryresponsibility.JohnDoe-Marketing)hasbeenformed.Aprospective[customer/client]listhasbeendrawnup.StrategymeetingsarebeingheldeveryMonday,WednesdayandFridayevenings.Thisbusinessplanhasbeendrawnup.[Nowlinkthepasttothefuture-whyaformercompanywillleadintothisoneorhowyourpresentcompanyandhistorywillleadintoanyfutureplans.Ashortparagraphshouldsuffice.]Wearenowabletoadequatelyaddressthemarketswehavetargeted.Wehaveadjustedourstaff,redirectedouradvertisingandsalesforce,andhaveaddedtheproductsnecessarytomeettheneedsandexpectationsofourcustomers.[Product/Service]Description[MyCompany]intendstooffer[product/service].This[product/service]offersourcustomersthebestpossiblesolutionasit:OffersthelowestpriceonthemarketIsthemosttechnicallyadvancedOffersmoreusefulfeaturesSavesthemtimeandmoneyOffersourusersbettervalueperdollarspentProvidesanalternativewaytoachieveasimilartask.Providesaservicewhichisnotpresentlyavailableinthisarea.IsstrengthenedbyateamwithcombinedexperienceofXXyears.SavesthemtimeandmoneyProvidesanalternative,costeffectivewayforthemtorealizeasimilargoal.Wehavea[copyright,servicemark,trademark]or[exclusiveagency,marketingrights]forthis[product/service].ThisagencywilllastuntilXXXatwhichtimeitmaybeextendedforXXyearsorterminated.ThisagencyagreementiscancelableuponXXdayswrittennotice.The[product/service]hasausefullifeofXXyears.Todistributethisproductsothatitremainsusableforourcustomers,wemustusethefollowingmethodsofstorageandtransportation:OvernightdeliveryColdstorageIncorporatepreservativesShipmentwithintwoweekstodistributors.Speciallypaddedboxcars.Eventhoughthetechnologyusedtocreatethisproductisnew,weexpectthatotherswillbeabletosubstantiallyreproduceourpatentedresultswithinXXyears.Toremainontheleadingedgeofthisproduct,wewillneedtodevoteapproximatelyXX%ofrevenuestowardresearchanddevelopment.Alsoduetothefastchangingnatureofthisindustry,wewillneedtoretrofitthesemachineswithinXXyearsatcustomerexpense.Ourmanufacturingplanhasconsideredthis.[Ifgeneralservicetobeofferedisnotobvious,suchascarpetcleaning,salesrep,lawncare,consulting,etc.explainwhatserviceis.Thengiveadetaileddescriptionofyourparticularserviceanditsuniqueness.]ShortExamples:1.Ourcarpetcleaningmachineryisstate-of-the-art.2.Ourconsultingpracticewilladdressthesespecializedareas:[list]3.Wewillonlyrepthesespecificproductlines.[list]Eventhoughatthistimeourexpertiseisuniqueinthemarketplace,weexpectadvancestobemadeandcompetitorstoariseandoffersimilarservices.Wewillmeetthischallengeby:Hiringstaffspecializedinthesenewareas.Increaseourcontinuingeducationandtrainingexpense.Addingcomplementarylines.Makeregularinvestmentsinnewequipment.ObjectivesLongTerm[MyCompany]believesverystronglyintechnical,financial,businessandmoralexcellence.Tosecureastablefutureforallthoseconnectedwith[MyCompany]wehavesetthefollowinglongtermgoals:Presentmarketisestimatedat$XXX.OurgoalformarketshareisXX%.Wewanttobeconsideredbyourpeerstobethemarketleaderinsalesasevidencedby:TradeindustryawardsHighendofscaleinfinancialratiosMajormarketshareTechnicalexcellence(awards,honors,etc.)Communityinvolvement(Rotary,UnitedWay,etc.)ShortTermMarketsharegoals-FirstYearXX%SecondYearXX%ThirdYearXX%FourthYearXX%[Decrease,Maintain]coststhroughacquisitionofnewplantandequipment.Increaseproductivitybyinvestinginemployeetrainingandeducation.Budgetforcompletecomputertrainingforappropriateapplications.Setup,Maintain]employeebenefitprogramforcontinuingcollegeeducation.Budgetfornecessaryseminarsand/orcontinuingjob-specificeducation.Maintainstate-of-the-artaccountingsystemforcarefultracking.Monthlyreportsonfinancialstatusvis-a-vistheindustry.Aggressiverecruitmentofthebesttechnicalstaffintheindustry.Supportcompanyinvolvementinvariouslocalandnationalcharityevents.CompetitorsNameAddressCity,StateStrengths:Location-nextdoortosupplierfactory,onmajorartery,closetoterminal,etc.Pricing-Lowcostproducer,knownforaggressivepricingpolicy.Delivery-shipsovernighttoanywhereintheworld.Management-EveryonehasanMBAfromHarvard.WeaknessesService-takesmorethan3monthstoreceivespareparts.Dedication-Ifit’ssunny,they’reonthegolfcourseorskislope.Machinery-Slowlyapproachingobsolescenceunlessreplacedwithinsixmonths.Overhead-Spendlavishlyoncorporatediningroom,limousinesandchampagne.CompetitiveAdvantagesThedistinctivecompetitiveadvantageswhich[MyCompany]bringstothismarketare:Experienceinthismarket.[I/we]haveXXXyearsofhands-onexperienceinthisindustry.Sophisticationinfinanceanddistribution.Thisresultsinmybeingthelowcostsupplierinthesepricesensitivemarkets.Thephilosophyof[MyCompany]istopricenotjustaccordingtoourcosts,butalsoaccordingtowhatthemarketwillpay.OurtargetedminimumgrossprofitmarginforacategorymustbeXX%.Bypricingtothemarket,[I/we]willachievehighersalesandthereforeincreasemybuyingpower.Astheamountsofmypurchasesincrease,myperunitcostsofshippingdecreaseand[I/we]willachievehigherdiscountlevelsfrommysuppliers.Throughtheseeconomiesofscale,manyitemscurrentlyonthemarketcanbesoldwithlowerprices,yetahighernetprofit.Productpricingwillincludearangeofquantitydiscountsaswellasanearlypaymentdiscount.Ratherthanbeingstrictlyregional,[I/we]willexpandintothenationalmarket.Tocontrolforeignexchangerisks,[I/we]willmonitorthemarketsandhedgeaccordingly.[I/we]willalsouseoverseasbankaccounts.Withthosecompanieswithwhich[I/we]haveestablishedarelationshiporareknowntobefinanciallysecure,[I/we]willworkonapre-paybasis.Thisallowsmegreaterdiscounts.AlevelandpolicyofCapitalizationthatwillallowmetofullyaddresstherespectivemarketswithcomprehensivemarketingandcustomerserviceplans.Bykeepingmyoverheadlow,[I/we]willbeabletofunnelmyprofitsbackintooperationsthusavoidinghighdebtratiosorlostsalesopportunities.Aquarterlydirectmailcampaigndirectedatbothcurrentcustomersandprospectivenewcustomersconsistingofaninformativenewsletter.Atoll-freenational800numberwillbeusedforcustomerordersandinquiries.[I/we]willprintcompletefour-colorcatalogsonayearlybasis.Pricelistswillbeupdatedasneeded.[I/we]intendtobeaggressiveintrademagazineadvertising.Considerationwillalsobegiventoattendingtradeshowsaroundthecountry.Withthislevelofcapitalization,shouldanunexpecteddownturnoccur,[I/we]willbeabletocontinueoperationsonapositivescale.Innovation.[I/we]haveahistoryofinnovativeideas.[Listyourmostmeaningfulideasandanynewideasyouhaveforthefuture.]Thedistinctivecompetitiveadvantageswhich[MyCompany]bringstothismarketare:Experienceinthismarket.[I/we]haveXXyearsofhandsonexperienceinthisindustry.Sophisticationinmanagementandfinance.Weareabletorunanefficientandleanstructure,yetstillprovidequalityservicetoourclientsandcustomers.Becauseofthenatureofthisindustry,wewillbeabletorentofficespaceinmoremoderatelypricedbuildings.Asauniqueservicecompany,wewillbeabletokeepourmarginshigh,allowingustoprovideinternalfinancingforgrowthpossibilities.AlevelandpolicyofCapitalizationthatwillallow[me/us]tofullyaddresstherespectivemarketswithcomprehensivemarketingandcustomerserviceplans.Bykeepingmyoverheadlow,[I/we]willbeabletofunnelmyprofitsbackintooperationsthusavoidinghighdebtratiosorlostsalesopportunities.Ourinitialmarketingcampaignwillallowustobookasufficientamountofbusinesssothatwecanimplementourtelephonecustomerservicesupportprogram.Innovation[I/we]haveahistoryofinnovativeideas.[Listyourmostmeaningfulideasandanynewideasyouhaveforthefuture.]SummaryThrough[my,our]leadership,[I,we]willbeabletoreduceoverheadasapercentageofsalestherebyincreasingtheamountofprofittoberetainedinthebusiness.Becauseofourpricingpolicy,morepeoplewillpurchaseourmerchandisethusincreasingthesizeofthemarketandwewillbeincreasingourmarketshare.What[MyCompany]proposestousearejustgoodsolidbusinesssense,economiesofscale,andtheuseofefficientfinancialtechniques.Thiswillallowusthefollowingoptions:increaseserviceincreaseadvertisingreducepricesincreaseprofitsincreaseselectionThrough[my,our]leadership,[I,we]willbeabletoreduceoverheadasapercentageofsalestherebyncreasingtheamountofprofittoberetainedinthebusiness.What[MyCompany]proposestousearejustgoodsolidbusinesssense,economiesofscale,andtheuseofefficientfinancialtechniques.Thiswillallowusthefollowingoptions:increasecustomerserviceincreaseadvertisingexpendituresincreaseprofitsincreaseselectionofservicesofferedThisplanwillgiveustremendousflexibilitytouseanyoftheseoptionsoramixofthemtoeffectivelyattackourtargetmarketsandmeetourlongtermgoals.Thiscombinationofexperience,sophistication,capitalizationandinnovationwillassist[MyCompany]asitstrivestoreachitssales,profitandreturnobjectives.PricingBefore[I/we]setthepriceformycomplexwidgets,[I/we]determinedonaunitbasiswhatmycostsweregoingtobe.[I/we]thendeterminedwhatthemarketpricewasforthenormalwidget.Atthispriceitwasdeterminedthatforallbutthelowestsalesprojections,thisproductwouldturnaprofitatthisprice.However,sinceourcomplexwidgetsofferadditionalfeatures,wefeltthatwecouldpriceitapproximately50%abovesimplewidgets.Totestthisprice,wecalledadatabaseof50largeusersofsimplewidgets.Wefirstquestionedthemaboutthedesirabilityofourextrafeaturesandthenaskedthemdirectlyifthispricewouldbeacceptableifsuchaproductwereavailable.Wefoundthat75%ofthosepolledwouldbeinterestedinthisproduct.Ofthis75%,wereceived10firmordersrepresentingapproximately30%ofthisgroup.OR:Wehavedeterminedthatthemarketpriceis$XXperunit.ThiswillequalamarginofXX%.OR:Ourunitcosthasbeenfiguredat$XX.WeneedamarginofXX%topayouroverheadandearnasufficientprofit.Therefore,oursellingpricewillbe$XX.Before[I/we]setthepriceforour[service],[I/we]forecastwhatourfixedmonthlycostsweregoingtobe.[I/we]thendeterminedwhatthemarketrateforcomparableserviceswere.Atthisrateitwasdeterminedthatforallbutthelowestbillingprojections,this[Service]wouldturnaprofitatthisrate.[Optional,ifapplicable]However,sinceourserviceisuniqueanddemandsahigherlevelofexpertise,wefeltthatweshouldbillaboveothercomparablerates.SpecificMarketsMarket#1GeneralHistoryThefirstwidgetwasintroducedintothemarketin1036.Widgetsremainedmuchastheoriginalproductionuntilwellintothe20thcenturywhencomputermodelingshowedthattherecouldbesomeenhancementsmadetothebasicwidget.Themarketforwidgetshasbeengenerallysteadywithmarketgrowthcloselyfollowingthetypicalpopulationgrowth.Atthistimethereareapproximately1,500companiesworldwidemakingcomparablesimplewidgets.Lawncarecompanieshaveenjoyedaperiodofsteadygrowthoverthepasttwentyyears.Thisdemandisduetomanyfactors,nottheleastofwhichistheadvanceoflawncaretechnology.Inourproposedmarketingarea,thereare25lawncareservices.EntryStrategyOurwidgethasbeendesignedbythelatestincomputeraideddesign.Weareabletomanufactureourcomplexwidgetsoncomputerdrivenassemblylinesusingthelatestinroboticsmanufacturing.Thisgivesusatremendouspriceadvantage.Weintendtomarketourcomplexwidgetthroughallthenormalchannelsavailabletosimplewidgets.Theseincluderetail,wholesale,andOEM.Topenetratethismarketefficientlyandswiftly,weintendtoinitiallyusecommissionsalesrepresentativesstrategicallylocatedthroughouttheUSA.WealsowillstartanationaladvertisingcampaigntargetingtheenduserinvariousnationalpublicationsandonnationalTVcommercials.Oursalesrepresentativeswillbechosenbasedontheirownexperienceinthemarketplace.Itisourintentiontohirethebestandthebrightestamongthosecurrentlyavailable.Ourmarketingtestsincludedmanyoftherepsweinitiallywouldliketohire.Overthepastfewyears,wehavenoticedanincreaseindemandforfulllawncareservices-notjustgrasscuttingandsnowremoval.Ourcomputerizedofficeallowsustotrackourclientsneedsandschedulehousecallsononehoursnotice.Weintendtoattackthismarketveryaggressivelythroughtheuseof:1.Apoolof10telemarketers.2.House-to-housevisitstoneighborsofpresentclients.3.Advertisementsinupscalemagazines.4.Radioadvertisementsonweekends.5.Salescallsonrealestatemanagementcompanies.Asweareofferingauniqueservice,informingthepublicofourcapabilitiesisofutmostimportance.GrowthStrategyAfterhavingsuccessfullyintroducedthecomplexwidgetintotheAmericanmarket,ourexpansionwillbeintwoseparateareas:increasingsalesintheUSAandenteringvariousforeignmarkets.Afterwehavereachedourfirstyearsalesgoals,weintendtoofferoursalesrepstheopportunitytosellourproductsexclusivelybyjoiningourcompany.Weexpectthatasmallpercentagewilldesiretoremainindependentandthesewillhavetobereplacedwithourownsalesforce.Weintendtodevelopfurthersalesrepsfromwithinbyhiringandtrainingtheminourownsalesmethods.Wewillincreasenationaladvertisingandbegintargetingsmalleraccountsandspecialtyoutlets.Additionally,wewillconductinhouseseminarsforvariousOEM’sdemonstratinghowtheinclusionofcomplexwidgetryintotheirownproductswillincreasethevalueoftheirproducts.Afterhavingsuccessfullycompletedthisentryphaseintothismarketinthegeographicalarewehavechosen,wewillthenexpandourmarketbydoingthefollowing:1.Expandtelemarketingpoolto20.2.Increasenumberofdirectsalesreps.3.Expandintoneighboringcities.MarketSizeandShareTheAmericanmarketfor[product/service]isestimatedat$8BillionannualsalesbasedondatafurnishedbyXYZSurvey.WeestimatethatwecanachieveXX%marketsharewithinXXyears.Marketingdataforothermarketsisintheprocessofcollection.OtherMarketsUsethesameformatforadditionalmarkets.TargetingNewMarketsTocontinueourgrowth,wewillbeusingthefollowingmethodstoexpandourmarketsandtoincreaseournewareasofdoingbusiness:Cus
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