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Text File  |  1997-01-01  |  15KB  |  248 lines
  1. @249 CHAP ZZ
  2.  
  3.  
  4. >                       BUSINESS PLAN OUTLINE
  5. >
  6. >                       FOR:  @NAME                                    
  7. >                  [Delete this line and insert title, company, etc.]
  8. >
  9. >         A.  EXECUTIVE SUMMARY.
  10. >                 [This should be an overview and lead-in to the rest
  11. >                  of the business plan.  It should emphasize your
  12. >                  competence in three key areas:  marketing, technical
  13. >                  capabilities, and financial management.]
  14. >
  15. >             (1) Description of Proposed Business.
  16. >                 [Describe below your product or service.  Where
  17. >                  possible, supplement with diagrams, illustrations
  18. >                  or pictures in the final package you show to
  19. >                  prospective lenders or investors.  Insert as many
  20. >                  extra lines as needed--delete these instructions,
  21. >                  using "-" key.]
  22. >                  ____________________________________________________
  23. >                  ____________________________________________________
  24. >                  ____________________________________________________
  25. >             (2)  Marketing Approach.
  26. >                  [Provide a brief description of the market segment
  27. >                   you will be trying to reach.  Then outline the
  28. >                   channel(s) you will use to reach this market, such
  29. >                   as direct mail, retail, or wholesale distributors.]
  30. >                  ____________________________________________________
  31. >                  ____________________________________________________
  32. >             (3)  Projected Financial Performance.
  33. >                  [Give your estimated dollar amount of sales and net
  34. >                   profits that you project for each of the first 3 to
  35. >                   5 years of operating, then set forth the amount of
  36. >                   starting capital you will need.  Where cash flow is
  37. >                   negative (as is usual) in the first few years, it
  38. >                   may be helpful to show your net cash "exposure" or
  39. >                   cumulative negative cash flow for each month or
  40. >                   quarter, to show that your initial starting capital
  41. >                   will be more than sufficient to cover such maximum
  42. >                   exposure.]
  43. >                  ____________________________________________________
  44. >                  ____________________________________________________
  45. >
  46. >         B.  STATEMENT OF OBJECTIVES.
  47. >             [In this part, you need to do a selling job on the
  48. >              prospective investor, discussing the unique advantages
  49. >              your product or service has over existing products and
  50. >              services.  State both your short-term and long-term
  51. >              business objectives for the business, and describe the
  52. >              image you want to create for your product or firm.]
  53. >                  ____________________________________________________
  54. >                  ____________________________________________________
  55. >
  56. >         C.  QUALIFICATIONS OF PRINCIPALS.
  57. >             [Describe in this section your background qualifications
  58. >              to run this particular business, citing education,
  59. >              overall business experience and particularly any
  60. >              successful experience in a closely-related type of 
  61. >              business operation.  Also describe, if applicable, the
  62. >              qualifications of your partners or other co-owners who
  63. >              will be part of the management (or board of directors,
  64. >              in the case of a corporation) of the proposed business.]
  65. >                  ____________________________________________________
  66. >                  ____________________________________________________
  67. >
  68. >         D.  DESCRIPTION OF PRODUCT.
  69. >         D.  DESCRIPTION OF SERVICES TO BE OFFERED.
  70. >                 [Delete one of the above headings.]
  71. >
  72. >             [Provide a complete technical description of the product
  73. >              or service to be offered, in considerable technical
  74. >              detail, including a summary of any test data if any 
  75. >              sort of testing work has been done, or describe any 
  76. >              tests that are currently planned.  Also, show that you 
  77. >              are already anticipating the future by outlining any 
  78. >              further refinements or logical next steps for developing
  79. >              an improved or different product later (or comparable 
  80. >              plans for further innovations in a service business).  
  81. >              This is your chance to show that you really have 
  82. >              something that is a better mousetrap and is also 
  83. >              technically feasible.]
  84. >                  ____________________________________________________
  85. >                  ____________________________________________________
  86. >
  87. >         E.  BACKGROUND OF PROPOSED BUSINESS.
  88. >             [Spell out here the background conditions in the
  89. >              business in question, including how, where and when
  90. >              the product is being used, as well as where trends in
  91. >              the business or industry seem to be leading.  Also
  92. >              discuss who the main players (i.e., your competitors)
  93. >              are, or are likely to be, in the case of a fledgling
  94. >              industry.  Then explain where your business will fit in
  95. >              to this picture.  Will you be on the cutting edge of
  96. >              what is happening, or just one of the pack that is
  97. >              not in the same league as the leaders?  If the latter,
  98. >              you will need a very convincing rationale to show why
  99. >              you can garner enough business to meet your financial
  100. >              objectives, which are discussed in the next section.]
  101. >                  ____________________________________________________
  102. >                  ____________________________________________________
  103. >
  104. >         F.  MARKETING PLAN.
  105. >             [Discuss here your marketing plan or strategy.  This will
  106. >              include identifying the market segment you are seeking
  107. >              to reach, and the various means through which you intend
  108. >              to reach it, such as door-to-door sales, retail sales,
  109. >              direct mail, media advertising, selling through sales
  110. >              reps, jobbers, Amway-type multi-level distributorships,
  111. >              or whatever else you plan to do.  Mention also the
  112. >              degree of market penetration and market share you expect
  113. >              to achieve, year-by-year, for the period for which the
  114. >              business plan is making projections (say 3 to 5 years).]
  115. >                  ____________________________________________________
  116. >                  ____________________________________________________
  117. >
  118. >         G.  SALES STRATEGY AND TACTICS.
  119. >             [Discuss in this segment how you plan to go about
  120. >              creating an awareness of the product among its ultimate
  121. >              consumers, through advertising, publicity or otherwise,
  122. >              even though most of your sales may be made to middlemen
  123. >              such as wholesalers or retailers.  Cover all methods 
  124. >              you will employ, such as telemarketing, circulars, print 
  125. >              or electronic media advertising, direct mail, catalogs,
  126. >              or other means.  Here it will be useful to include
  127. >              photocopies of dummy ads, brochures or other promotional
  128. >              materials that you may have already prepared, if you
  129. >              feel they will be effective in selling your business
  130. >              plan.]
  131. >                  ____________________________________________________
  132. >                  ____________________________________________________
  133. >
  134. >         H.  ORGANIZATIONAL PLAN.
  135. >             [Here it is important to spell out in a convincing way
  136. >              your plans for structuring the organization, including
  137. >              a description of the key positi