8

The Importance of a Business Plan

Developing a business plan is the first step to a successful business. This guide will provide an outline in
organizing your effort to gather and evaluate information about your business. As you gather information,
you can begin the process of writing your business plan. By planning your business needs, you will develop
an essential part of the business - its strategy.

Effectively completed, your business plan must identify the strengths, weaknesses, opportunities, and threats
that may affect your business and the strategy you will use to succeed.

Business Plan Outline

The following is a suggested outline of the material that should be included in your business plan. Although
all parts are necessary for the business plan to be complete, this guide will only focus on the detailed portions
of the plan. Every business plan is unique, as is every business. This guide was designed with a general
purpose in mind; therefore, some things may not apply to your business. Consult your counselor if you have
any questions on what to include.

Cover Page:
The cover page is the first impression of your business plan. It should include the name of the company,
company address, company phone number, owners and their addresses/phone numbers, and the date of the
plan. Incorporate the company logo, if there is one

Table of Contents: (Optional)

Executive Summary:
This portion should be brief; usually one or two paragraphs, and should state your present situation and the
goals for your business. For example, describe your idea, how much money you need, what you need it for,
how much money you will bring (or have put) into the business, and a brief schedule of your goals. Since
you won’t know some of these facts until you complete your business plan, write this section last.

Business:
The business portion of the business plan provides an overview of your planned business operation. You
should briefly describe your product/service and how you will maintain a sustainable competitive advantage.

Management:
The management plan of your business outlines the organizational structure that defines the lines of authority
and the responsibilities of the key players.

Market:
The marketing plan includes information on the total market with an emphasis on your target market and
how you plan to make your product/service available.

Money:
The money section of your business plan will show past, current and projected financial activity. Documents
that should be included are the sources and uses of funds statement, three-year income projection and cash
flow projection, notes and critical assumptions for the projections, and a break-even analysis.

Exhibits:
Include documents needed to substantiate what has been presented in the body of the plan. Examples would
include resumes, purchase agreements, bids, contracts, etc.

9

The Business

Describe Your Business
Include detailed information about the overall industry and how your business
will maintain a sustainable competitive advantage. Tell about your history,
present status and future projections. Project a sense of what you expect to
accomplish in the first years.



Describe your Product(s) Outline your product or service in terms of marketability. Describe the purpose
of your product, the need it satisfies and what makes your product unique. List
future products or services you plan to provide.



If manufacturing, tell all about the manufacturing process. Give a detailed
description of your products from raw materials to finished items. Also describe
product development and research efforts. Describe the stage of development,
formal testing and alternative uses for your product. Include your quality
assurance procedures. Identify your primary suppliers and alter suppliers.



Proprietary Information
Describe any specific knowledge or technology that you have and your
competitors do not. Describe any efforts taken to obtain patents, copyright
trademark or name registration.



Regulations
Describe any regulations that affect the sale and use of your product.
Remember to check on the local, state and federal levels. Identify the agencies
that must regulate your business and the potential positive or negative impact.



Facility and Equipment
Describe the building, its location and the equipment needs for your business
and how you determined this need. Also, describe how long the facility will
meet your needs and the actions you plan to take at that point.



If manufacturing, what is the maximum production capacity of the facility and
equipment and your expected level of production.



Operational Needs
Describe your transportation and utility needs and any associated costs.



Barriers
Describe the most significant barriers you expect while launching and operating
your business. Explain how you expect to overcome these problems.


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Management

Ownership Composition
Define the form of the business organization (i.e. sole
proprietorship, partnerships, corporation,
limited
liability
company). Specify who the owners of your business are and
what percentage they own. Also, describe members of your board
of advisors.


Management
Describe who is behind the business. For each owner, tell about
his or her responsibilities and abilities. Indicate the level of
knowledge and formal training in the industry. Support with
resumes. Also, indicate who manages the business on a day-to-
day basis, who is responsible for long-range planning and who
initiates changes. Indicate how this person monitors industry
trends. Be sure to indicate who has primary operational,
marketing
and
accounting
responsibilities
and
their
qualifications to do so.


Personnel
Indicate the number of employees and briefly define their
positions. Describe who will be doing the work, why they are
qualified, the responsibilities of each position, and the wages and
benefits.


Security
Address in terms of inventory control, theft of information and
employee screening.


Consultants
List professionals that will provide services to your business.
These include accountants, lawyers and consultants, such as the
SBDC or SCORE. It is easy to underestimate the need for a team
of professionals that can provide you insight to management
issues you don’t have time to learn. Knowledge of taxes, record
keeping and legal issues can make or break a business. If you
can’t afford a professional, you may need to reconsider the
feasibility of your venture.



Consider including the following documentation of your Management Plan in the Exhibits:



Personnel Resumes
Should be limited to one page and include work history,
educational background, professional affiliations, honors and
special skills.

Legal Documents
All legal papers pertaining to your legal structure, proprietary
rights, insurance, titles, etc.
Schedule
Prepare a schedule of employee staffing. Determine the
number of hours the business will be open and indicate the
level of staffing during the schedule period. These numbers
should correspond with your estimates of payroll expenses on
your projected financial statements. (See the Money section of
this guide

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Marketing


Product/Service
When you think about a product, you usually think of something
tangible that has to be designed, manufactured, and packaged.
That applies if you are manufacturing a product. But what if
your business is retail, wholesale, construction, or even service?
The idea of a product applies, and is an essential ingredient in
any good marketing plan, for nearly every type of business. In
the retail and wholesale trades, your product consists of two or
three basic parts.



First, the actual products on your shelves need to be selected.
What will be the product mix of the items you select? For
example, if you sell primarily impulse items but you carry a core
of items to keep people coming back, describe your strategy.



The second area is service in retail and wholesale. Have you
been in a store where finding someone to help you is like trying
to find an ice cube in the Sahara desert? Or, one where you’re
pampered? What will your service be like, and how does it
make sense in the overall business strategy?



What about overall atmosphere or theme? This is a third area of
concern. What will your customer “take away” from his or her
experience with you? Too many times businesses, both large and
small, forget to pay attention to how a customer will feel after
they’re done doing business with you. That is why the idea of
“what the customer takes away from the experience” is critical
to Service businesses. In fact, in many service businesses, what
the customer remembers from the experience is the only
“tangible” product. Their washing machine may work, or their
taxes may be done, but if the customer goes away with a bad
impression, will that customer likely ever come back?



Whatever your line of business, describe “what��� you will offer to
bring customers in the door the first time, and then keep them
coming back.



Target Market
Describe your market niche. Identify who your customers will
be and describe their characteristics. Business markets might be
classified by industry, company size, location, or product
use/application. Consumer (household) markets might be
segmented by demographics, (age, gender), geographic location,
economic status, lifestyle, product application or benefits sought.



Estimate the approximate size and growth potential of the target
market(s) using population figures, sales tax info, industry
information, etc. Estimate how much of the total market you
will capture.


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Marketing con’t

Competition
Evaluate indirect (products/services that can be substituted for
yours) and direct competition in terms of location, market and
business history. Describe how you will differentiate your
business from competitors with regard to Product (features and
performance), Service (delivery and installation), Personnel
(expertise and courtesy), and Image (atmosphere and events).



Explain why customers will leave your competition and switch to
your business. Also, describe what you will offer that your
competitor can’t easily copy and what you will do to combat
competitive reactions.


Market Entry
Tell when you plan to enter the market and how you arrived at
your decision.


Location
If your choice of location is related to a target market, cover it in
this section of your business plan. If necessary describe traffic
count and flow, income and demographic characteristics of the
surrounding area.


Industry Trends
Give current trends; project how the market may change and
what you plan to do to keep up. Define the life cycle stage of the
industry (introduction, growth, maturity or decline) and give
support. Also, describe new technologies being introduced and
changes in production methods, operations or sales.


Methods of Distribution
Tell about the manner in which products and services will be
made available to the customer. Back up decisions with
statistical reports or rate sheets.


Promotion
How will your promotional activities (such as advertising,
personal selling or publicity) be tailored to your target market?
Include rate sheets, promotional material and time lines for your
promotional campaign.


Pricing
Pricing is determined as a result of market research and the cost
of your product or service. Explain your pricing strategy and
defend it with material from your research. Factors that may
affect your pricing strategy includes your goals, costs,
competition and regulatory issues.

13

Money

Financial Documentation
With the exception of high-tech industries that require long
periods of research, start-up companies must expect to generate
income in a short period of time. The Money section of your
business plan should include historical financial statements,
financial projections, and a description of the start-up costs. The
following are major documents you will want to include in your
business plan.

Summary of Financial Need Outline total financial need and why you are applying for a loan.
Describe the total estimated cost of the project, including the need
for working capital. Describe the equity invested into the project.
Equity is funding invested into the business that is not repaid on a
set schedule; it is typically money the owner or investors contribute
to the project.


3-Year Income Projection*
The income statement shows your business financial activity over a
period of time. It is a moving picture showing what has happened
in your business and is an excellent tool for assessing your business.
The income projections should show monthly projections for your
company for the next three years. Projections should be based on
economic and industry trends and should be supported by the
market analysis.


Statement of Cash Flow*
This document projects what your business plan means in terms of
dollars. It shows cash inflow and outflow over a three-year period
and is used for internal planning. Cash flow statements show both
how much and when cash flow must flow in and our of your
business

Balance Sheet*
The Balance Sheet shows the condition of the business as of a fixed
date. It is a picture of your firm’s financial condition at a particular
moment and will show whether your financial position is strong or
weak. It is usually done at the close of an accounting period and
contains assets, liabilities and net worth.

Break-even Analysis*
The break-even point is where a company’s operating expenses
exactly match the sales or service volume. It can be expressed in
total dollars or revenue exactly offset by total expenses or total units
of production (cost of which exactly equals the income derived
from their sales).

Personal Financial
Statement
A statement of personal assets, liabilities and net worth. (Each
lender typically can provide you with a form for this.)

Tax Returns
Lenders will typically request copies of your last three personal and
business (if applicable) tax returns.

Credit Reports
Business and personal from suppliers or wholesalers, credit bureaus
and banks. Note: Check your credit report at the local credit
bureau to correct any errors before submitting your business plan
to a funding source.

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Copies of Leases
Include agreements currently in force between your company and a
leasing agency.
Contracts
Include all business contracts, both completed and currently in
force.



(The SBDC office can assist you with these four financial documents, once you have estimated the projected
monthly revenue, expenses and costs involved in your project. If you would like assistance in preparing these
items, please follow the guidelines on the next page.)



Instructions for Preparing Projected Financial Statements

After determining your start-up costs and researching the target market, marketing strategies, competition,
industry trends and barriers to entry, you are ready to prepare your financial projections. This task is not as
impossible as it seems. Remember, projections are estimates needed to start the process of studying the
venture’s feasibility. They depend largely upon the quality of the research mentioned above. The SBDC staff
will help you interpret that research, but in the end, it is up to you to decide what you feel are realistic
figures. Use the blank Pro Forma Income Statement worksheets located on the back of this Business Planning
Guide. Once you have the basic revenue and expense figures entered into the worksheet, the SBDC
consultant can put them into a computerized spreadsheet and help you analyze the financial feasibility of
your venture.


Follow the instructions below carefully:

1. First enter your monthly fixed Expenses like salaries (including your own), wages, rent, utilities, etc., and
variable costs such as inventory (in Cost of Goods Sold line). Then enter your estimated monthly revenue
(sales). Revenue includes all sales, whether or not they are collected immediately. Cash not collected
immediately becomes accounts receivable (customer credit). See Instruction #4 for more details. If you are
selling more than one product or service, break them into several major categories. For example, for a
convenience store, enter average monthly sales of gas, groceries and souvenirs separately. Make sure the
corresponding Cost of Goods for each revenue category is entered as well. If you need more than the three
revenue categories on the worksheet, use separate sheets of paper.

NOTE: Expense categories listed on the worksheet are the most common. Replace them with categories that
are applicable to your business as needed. Enter your estimates one item at a time working from left to right
on the worksheet. If an item is a function of something else (for example, Cost of Goods = 40% of Revenue),
it is sufficient to enter that percentage on the worksheet and explain this in the Pro Forma Notes (see below).


2. Develop a set of “Notes and Critical Assumptions to the Pro Forma Financial Statements”. This is simply a
page that starts with “1. Revenue:” and explains your logic for the numbers you are using. Notes are a
valuable tool to help you organize your thoughts. Some items, such as Revenue, may require quite a bit of
explanation, while others, such as Insurance, may only require a statement such as “14. Insurance: Coverage
of XXX and YYY and ZZZ, based on a quote from So and So Insurance Agency.” Not only will these “Notes”
make your forecasting more organized, and hopefully easier, they are essential for a reader to understand
what you’re doing.



15

3. Remember “Cost of Goods Sold” is the direct cost of merchandise or services that are sold, not what you
purchase for inventory (what goes out the door, not what comes in). During certain times of the year, you
may anticipate needing more inventory than normal. For example, the owner of a souvenir shop must plan
ahead for summer tourists. Consider national and local holidays/events to help plan your inventory needs
through the year. Contact suppliers now to learn how long it takes to receive your inventory. If you will
purchase large lots of inventory to stock up or take advantage of volume discounts, enter those costs in the
appropriate month in the Seasonal Inventory Purchases line (lower portion of the worksheet).

4. Will you offer credit? In today’s marketplace, it is not normally necessary for a business to take the place
of the local bank in offering credit to customers. If you must, how will you determine credit worthiness, what
terms will you offer, and when do you expect to collect the balance of the accounts? Provide a breakdown of
the timing of your accounts receivable collections –
______ % of accounts collected in cash or credit cards (on average)
______ % of accounts collected in 0-30 days
______ % of accounts collected in 31-60 days
______ % of accounts collected in 61-90 days
______ % of accounts collected in 90+ days


5. Develop a “Sources and Uses of Funds” Statement. (Form on next page 15.) This should list, on the top
half, where all funds and/or assets for your project will come from, including all equity (cash “down
payment” or other assets you will contribute) and debt (loans) proposed. On the bottom half, list the “uses”
of funds, or what you will use the money for. (If you are contributing non-cash assets as equity, be sure to
also show these assets in the “uses” section.) The two section totals (sources and uses) should be equal (i.e.,
don’t show more uses than you have sources).

Land – Based on proposed purchase price or current assessed or appraised value for the property.

Building – If existing building, use current fair market value of building or proposed purchase price. If
construction a new building, describe the costs associated with engineering, architect fees, surveys, blue
prints, drainage, water, sewer, electrical, HVAC, site preparation, etc. Also include appraisal fees, permit fees,
and Phase I, II, and III environmental studies. Get written bids!

Renovations – Describe any costs associated with building or site renovations. Get written bids!

Equipment and Machinery – Describe the acquisition of any equipment or machinery. This includes office
equipment.

Furniture and Fixtures – Describe any items that will be purchased such as chairs, lights, etc.

Intangible Assets – This expense represents any franchise or trade name agreements or goodwill.

Inventory – To stock your shelves or for use in your production process.

Working Capital – Cash required to pay the bills until the business is up and supporting itself.


6. Explanation of Expense Categories on Projected Income Statement

Owner’s Salary – Compensation for owners.

Employee Wages – Your hourly wage(s) times the number of employees times the number of hours of month
they will be working plus monthly salaries for employees.

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Payroll Taxes – Employer’s share of employment taxes. Ordinarily, includes 7.65% for Social Security and
Medicare, .8% for Federal unemployment and 1.9% for state unemployment, which totals to 10.35% of
wages.

Worker’s Comp –Insurance based on wage classification and amount of payroll projected. Get estimate from
commercial insurance agent.

Bad Debts – May be based on a percentage of your total sales. Will vary by industry and credit policy.

Outside Services – Fees for cleaning, snow removal, lawn care, errand services, etc.

Supplies – Shop supplies, cleaning supplies or other supplies used in the business. Do not include inventory
purchases in this line.

Maintenance – Repairs or upkeep of your building or equipment.

Advertising/Promotion – Costs related to printing materials, advertising, direct mail, trade show exhibits, or
other marketing activities.

Office Expense – Offices supplies and postage that will be used up within a year.

Car/Travel – To reimburse employees for work-related travel in their own vehicles, gas and maintenance of
company vehicles, or travel and meal costs for attending trade shows, visiting customers, etc.

Accounting & Legal – Fees for accounting or legal services, including tax return preparation.

Rent - Rent or lease payment made for business space.

Telephone – Local phone service, long distance, cellular, paging and Internet services.

Utilities – Includes gas, electricity, water, sewer, and garbage collection fees.

Insurance – Can include cost of liability, health, fire, flood and worker's compensation insurance. Please
reflect how you will pay – monthly, quarterly, annually, etc.

Equipment Lease – Lease payments on equipment used in the business.

Taxes (RE) – Real estate taxes on business property, generally paid in April and October. Call your county
assessor to get an estimate of real estate taxes.

Merchant Account Fees - Fees charged to a retailer who accepts credit cards.

Miscellaneous – Other small expenses including Chamber of Commerce or professional organization dues,
licensing fees, or subscriptions to business-related publications. May also include an amount as a cushion for
unexpected expenses and one time start up costs.

We can add or delete categories as necessary on our spreadsheet.

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Land
$
Building
$
Renovations
$
Equipment
$
Furniture & Fixtures
$
Computers & Office Equipment
$
Vehicles & Trailers
$
Signage
$
Other: __________________________________
$
Total Long-Term Assets
$
Franchise Fees
$
Legal & Accounting Startup (including LLC/S-Corp formation if applicable)
$
Pre-Opening Costs (training, rent during buildout, Grand Opening Advertising, etc) $
Goodwill/Blue Sky (if purchasing existing business)
$
Other: __________________________________
$
Total Intangible Assets
$
Inventory
$
Operating Cash (Working Capital)
$
Lease & Utility Deposits
$
Supplies
$
Other: __________________________________
$
Total Short-Term Assets
$
Total Uses of Funds (total of Long-Term, Intangible and Short-Term Assets above)$
Cash
$
Other Equity (if you own any of the above assets already, what is their fair value)
$
Total Equity Injection
$
Business Loan
$
State/Local Economic Development Loan
$
Other: _______________________
$
Total Debt
$
Total Sources of Funds (must match Total Uses of Funds dollar amount above) $
Equity Injection
Debt (borrowed money)
Sources of Funds
Sources and Uses of Funds Statement
Uses of Funds
Long-Term Assets
Intangible Assets
Short-Term Assets


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Client Name:
Year 1 2 3
Financial Statement:
(circle one)
Date Prepared:
Scenario Designation:
Month 0
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
REVENUE
(Pre-Startup Mo)
#1_________________
#2_________________
#3_________________
Total Revenue
COST OF GOODS SOLD
#1_________________
#2_________________
#3_________________
Total COGS
EXPENSES
Owners Salary
Employee Wages
Payroll Taxes
Workers Comp
Bad Debts
Outside Service
Supplies
Maintenance
Adv/Promotion
Office Expenses
Car/Travel
Acct & Legal
Rent
Telephone
Utilities
Insurance
Equipment Lease
Taxes (RE)
Miscellaneous
Debt Service
Seasonal Inventory Purchases
Use this template to make monthly estimates of revenue and expenses. Copy this form and complete for a 3-year period. Then provide to SBDC to input into a financial spreadsheet
Please reference the instructions for Preparing Projected Financial Statements on the previous page.
Include detailed notes describing how you arrived at the above numbers (i.e. - 2 employees at $8/hr. working 40 hrs. a week = $640/week for 4 weeks = $2560/mo. wage expense).
Best Case, Most Likely, or Worst Case (please circle one)
Pro Forma Income Statement
Month 1 is the month you plan to open your doors. Please Indicate the actual month here___________________
*For explanation of expense categories, see instructions on previous page.
(can be calculated by SBDC based on projected loan package)


NOTES