I believe that reading sample business plans is essential when writing your own.
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Startup business plans are for proposing new business ideas. If you’re planning to start a small business, preparing a business plan is crucial. The plan should include all the major factors of your business.
You can check out this guide for more detailed business plan inspiration.
Feasibility business plans focus on that business's product or service. Feasibility plans are sometimes added to startup business plans. They can also be a new business plan for an already thriving organization.
You can use internal business plans to share goals, strategies, or performance updates with stakeholders. In my opinion, internal business plans are useful for alignment and building support for ambitious goals.
A strategic business plan is another business plan that's often shared internally. This plan covers long-term business objectives that might not have been included in the startup business plan.
When a business is moving forward with an acquisition or repositioning, it may need extra structure and support. These types of business plans expand on a company's acquisition or repositioning strategy.
Growth sometimes just happens as a business continues operations. But more often, a business needs to create a structure with specific targets to meet set goals for expansion. This business plan type can help a business focus on short-term growth goals and align resources with those goals.
I’m going to focus on a startup business plan that needs to be detailed and research-backed as well as compelling enough to convince investors to offer funding. In my experience, the most comprehensive and convincing business plans contain the following sections.
This all-important introduction to your business plan sets the tone and includes the company description as well as what you will be exchanging for money — whether that’s product lines, services, or product-service hybrids.
Information about gaps in your industry’s market and how you plan to fill them, focused on demand and potential for growth.
An overview of your competitors that includes consideration of their strengths and how you’ll manage them, their weaknesses and how you’ll capitalize on them, and how you can differentiate your offerings in the industry.
Descriptions of your ideal customers, their various problems that you can solve, and your customer acquisition strategy.
This section details how you will market your brand to achieve specific goals, the channels and tactics you’ll utilize to reach those goals, and the metrics you’ll be using to measure your progress.
This is where you’ll use plain language to emphasize the value of your product/service, how it solves the problems of your target audiences, and how you’ll scale up over time.
This section describes your pricing strategy and plans for building revenue streams that fit your audiences while achieving your business goals.
This is the final section, communicating with investors that your business idea is worth investing in via profit/loss statements, cash flow statements, and balance sheets to prove viability.
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Here, you‘ll discuss how you’ll acquire new customers with your marketing strategy. I think it’s helpful to have a marketing plan built out in advance to make this part of your business plan easier. I’d suggest including these details:
This business plan example includes the marketing strategy for the town of Gawler. In my opinion, it works because it offers a comprehensive picture of how they plan to use digital marketing to promote the community.
At some point in your business plan, you‘ll need to review the key features and benefits of your products and/or services.
Laying these out can give readers an idea of how you’re positioning yourself in the market and the messaging you're likely to use. It can even help potential investors gain better insight into your business model.
In my opinion, the example below does a great job outlining products and services for this business, along with why these qualities will attract the audience.
Products and Services
The ArtSphere is expanding its offerings. Our primary focus is now on offering art instruction classes. We will tailor our classes according to market segment and time of day, providing instructional opportunities during the morning and mid-day, after-school sessions, and evening classes.
We will have a wide range of art supplies available to complement student sessions as well as for sale to the general public.
Additionally, the owners will continue to show and sell their own work in the Gallery, as well as produce commission portraits and other work.
This is where you'll discuss your cost structure and various revenue streams. Your pricing strategy must be solid enough to turn a profit while staying competitive in the industry. For this reason, here’s what I’d might outline in this section:
I like how this business plan example begins with an overview of the business revenue model, then shows proposed pricing for key products.
Financial Overview
Revenue Model
Plum generates revenue through the sale of our Plum hardware products, including Plum Lightpad Dimmer, Plum Smart Plug, and Plum Duplex Outlet.
All Plum hardware products are strategically priced at a level that places them significantly below competing products [which retail for an average of $200 or higher] making Plum an accessible home automation option for a broader range of consumer budgets.
Plum Lightpad Dimmer: COGS: $21Wholesale $39Retail: $79
Plum Smart Plug: COGS: $24Wholesale: $43Retail: $84
To me, this section is particularly informative for investors and leadership teams to figure out funding strategies, investment opportunities, and more. While some business plans might include more or less information, according to Forbes you'll want to include three main details:
This balance sheet is a great example of the level of detail you’ll need to include in the financials section of your business plan.
Assets
Current Assets
1010 Checking 583,961
1020 Savings 224,600
Total Cash - 898,402
1100 Accounts Receivable - 3,593,607
1200 Work in Process - 589,791
1300 Other Current Assets
1310 Prepaid Rent 164,593
1320 Prepaid Liability Insurance 109,728
Total Other Current Assets - 274,321
Total Current Assets - 5,356,121
Now that you know what‘s included and how to format a business plan, let’s review some of my favorite templates.
The business plan linked above was created here at HubSpot and is perfect for businesses of any size — no matter how many strategies we still have to develop.
Fields such as Company Description, Required Funding, and Implementation Timeline give this one-page business plan a framework for how to build your brand and what tasks to keep track of as you grow.
Then, as the business matures, you can expand on your original business plan with a new iteration of the above document.
This one-page business plan is a fantastic choice for the new business owner who doesn’t have the time or resources to draft a full-blown business plan. It includes all the essential sections in an accessible, bullet-point-friendly format. That way, you can get the broad strokes down before honing in on the details.
We also created a business plan template for entrepreneurs.
The template is designed as a guide and checklist for starting your own business. You’ll learn what to include in each section of your business plan and how to do it.
There’s also a list for you to check off when you finish each section of your business plan.
Strong game plans help coaches win games and help businesses rocket to the top of their industries. So if you dedicate the time and effort required to write a workable and convincing business plan, you’ll boost your chances of success and even dominance in your market.
This business plan kit is essential for the budding entrepreneur who needs a more extensive document to share with investors and other stakeholders.
It not only includes sections for your executive summary, product line, market analysis, marketing plan, and sales plan, but it also offers hands-on guidance for filling out those sections.
This free template from LiveFlow aims to make it easy for businesses to create a financial plan and track their progress on a monthly basis.
The P&L Budget versus Actual format allows users to track their revenue, cost of sales, operating expenses, operating profit margin, net profit, and more.
The summary dashboard aggregates all of the data put into the financial plan sheet and will automatically update when changes are made.
Instead of wasting hours manually importing your data to your spreadsheet, LiveFlow can also help you to automatically connect your accounting and banking data directly to your spreadsheet, so your numbers are always up-to-date.
With the dashboard, you can view your runway, cash balance, burn rate, gross margins, and other metrics. Having a simple way to track everything in one place will make it easier to complete the financials section of your business plan.
The essential document for starting a business -- custom built for your needs.
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I’ve compiled some completed business plan samples to help you get an idea of how to customize a plan for your business.
I chose different types of business plan ideas to expand your imagination. Some are extensive, while others are fairly simple.
Let’s take a look.
One of the major business expenses is marketing. How you handle your marketing reflects your company’s revenue.
I included this business plan to show you how you can ensure your marketing team is aligned with your overall business plan to get results. The plan also shows you how to track even the smallest metrics of your campaigns, like ROI and payback periods instead of just focusing on big metrics like gross and revenue.
Fintech startup, LiveFlow, allows users to sync real-time data from its accounting services, payment platforms, and banks into custom reports. This eliminates the task of pulling reports together manually, saving teams time and helping automate workflows.
“Using this framework over a traditional marketing plan will help you set a profitable marketing strategy taking things like CAC, LTV, Payback period, and P&L into consideration,” explains LiveFlow co-founder, Lasse Kalkar.
When it came to including marketing strategy in its business plan, LiveFlow created a separate marketing profit and loss statement (P&L) to track how well the company was doing with its marketing initiatives.
This is a great approach, allowing businesses to focus on where their marketing dollars are making the most impact. Having this information handy will enable you to build out your business plan’s marketing section with confidence. LiveFlow has shared the template here. You can test it for yourself.
Brooklyn Business owner and Pilates instructor, Tara Kashyap, saw a need in her community for a Pilates, tissue, and bodywork studio. In response, she opened Lula Body in Crown Heights.
Pictured above is a hypothetical pricing and revenue statement based on Lula Body’s business plan. As you can see, Kashyap breaks down the cost of classes, start-up expenses, monthly expenses, and her monthly sales projection.
Everything from equipment costs to loan interest is included in the expenses to give the most accurate picture of operating costs and revenue.
If you’re seeking outside funding for your business, you’ll want to make sure this section of your business plan is as thorough as possible.
This is a good business plan example for service-based businesses such as gyms, boxing classes, dancing studios, etc. For starters, the plan shows how to budget for the business loan and what to focus on buying first.
Everything is well presented, including what to charge the customers in different scenarios and the expected revenue. This is a good foundation from which business performance can be evaluated with time.
Sometimes all you need is a solid mission statement and core values to guide you on how to go about everything. You do this by creating a business plan revolving around how to fulfill your statement best.
For example, Patagonia is an eco-friendly company, so their plan discusses how to make the best environmentally friendly products without causing harm.
A good mission statement should not only resonate with consumers but should also serve as a core value compass for employees as well.
Patagonia has one of the most compelling mission statements I’ve seen:
“Together, let’s prioritize purpose over profit and protect this wondrous planet, our only home.”
It reels you in from the start, and the environmentally friendly theme continues throughout the rest of the statement.
This mission goes on to explain that they are out to “Build the best product, cause no unnecessary harm, and use business to protect nature.”
Their mission statement is compelling and detailed, with each section outlining how they will accomplish their goal.
This executive summary for a smart home device startup is part of a business plan created by students at Mount Royal University.
While it lacks some of the sleek visuals of the templates above, its executive summary does a great job of demonstrating how invested they are in the business.
Right away, they mention they’ve invested $200,000 into the company already, which shows investors they have skin in the game and aren’t just looking for someone else to foot the bill.
This is the kind of business plan you need when applying for business funds. It clearly illustrates the expected future of the company and how the business has been coming along over the years.
This fictional business plan for an art supply store includes everything one might need in a business plan: an executive summary, a company summary, a list of services, a market analysis summary, and more.
One of its most notable sections is its market analysis summary, which includes an overview of the population growth in the business’ target geographical area, as well as a breakdown of the types of potential customers they expect to welcome at the store.
This sort of granular insight is essential for understanding and communicating your business’s growth potential. Plus, it lays a strong foundation for creating relevant and useful buyer personas.
It’s essential to keep this information up-to-date as your market and target buyer changes. For that reason, you should carry out market research as often as possible to ensure that you’re targeting the correct audience and sharing accurate information with your investors.
Due to its comprehensiveness, it’s an excellent example to follow if you’re opening a brick-and-mortar store and need to get external funding to start your business.
The essential document for starting a business -- custom built for your needs.
