Executive Summary
- Describe 5 w’s and an h – what, who, why, when, where and how much
- Describe your product or services
- Summarise key objectives, marketing strategy, financial analysis
- Describe key success factors
- Explain differentiation or uniqueness
Introduction and Background
- Introduce key products/services
- Provide background information on the organisation and people
Products or Services
- Describe your current and future organisational products or services
- Explain what differentiates your products or services from the competitors
- Describe the channels of distribution
Market Analysis and Marketing
- Conduct market analysis, segmentation and describe your market, demographics, age, income, geographical location, race, culture and similar
- Describe market needs
- Identify market trends and growth opportunities
- Analyse main competitors
- Describe the four Ps of marketing (product, price, people and promotion)
- Explain your sales strategy
- Describe your digital marketing strategy
- Identify your promotional material
- Define your brand and describe branding strategy
Strategy and operational plan
- Describe overall strategy and tactics for a three to five year period
- Explain the value proposition
- Define key milestones
- Describe strategic alliances, partnerships and stakeholders
- Develop an operational plan in a table format describing the following: smart objectives, activities, people responsible, timeframes, resources, required budget, indicators of success and monitoring mechanisms.
Financial Plan
- Describe past, current and future financial performance
- Explain start-up costs and break-even analysis
- Forecast profits and losses
- Describe key financial indicators
- Provide a realistic cash-flow projection
- Define financial controls, accountabilities and name of the auditing company
- Describe clearly what is required of investors or funders
Management, Leadership and Governance
- Provide organisational structure/organogram
- Describe ownership structure, leadership and management team
- Provide an overview of the HR plan, number of people, types of positions and salary costs
- Describe principles of sound corporate governance
Conclusion
- Summarise key business plan features, strength, benefits, uniqueness, and profits
- Write a powerful and inspiring conclusion that touches the heart and soul of the reader
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