table of contents example of business plan

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Business Plan Table of Contents

Free Problem Statement Templates

• May 10, 2024

Looking for how & why to write a business plan table of contents ? Well, a nicely written TOC is essential for guiding readers through your plan and highlighting key sections.

It also enhances the overall professionalism and readability by setting the tone for the whole plan later. Let’s explore the sample table of contents along with the pros of adding TOC to the plan.

Why include a Business Plan Table of Contents?

A table of contents serves as the outline of a business plan. It assists the reader in navigating through the document and is placed at the beginning of a business plan. This helps the reader effortlessly find and browse through the topics that interest them.

It includes all the major sections and subcategories of a business plan. The sections are arranged logically with page numbers. And it usually precedes the executive summary.

Sample Business Plan Table of Contents

Presenting the sample business plan table of contents—your perfect partner in creating a well-organized plan. It is necessary to highlight all the necessary areas of the plan.

From below, you can even use the business plan template! It is ready for you to customize according to your needs along with the TOC!

• EXECUTIVE SUMMARY
• Mission Statement
• Vision Statement
• Purpose and Values
• Problem Identification
• Problem Statement
• Industry Analysis
• Product & Service Overview
• Product & Service Specifications
• Product & Service Benefits and USPs
• Available Substitutes
• Competitive Overview
• Direct and Indirect Competitors
• SWOT Analysis
• Competitive Position
• Market Share Analysis
• Barriers to Entry
• Market Overview
• Market Size
• Market Segmentation
• Ideal Customer Profile
• Sales & Marketing Objectives
• Pricing Strategies
• Promotion Strategies
• Site Location
• Staffing and Training
• Resource Allocation
• Purchasing Process
• Production Process
• Quality Control Metrics
• Customer Service
• Key Management
• Board of Directors
• Board of Advisors
• Financial Overview
• Business Model
• Financial Projections
• Marketing and Personnel Expenses
• Funding Requirements
• Terms of Investment
• Exit Strategy

Benefits of Adding a Business Plan Table of Contents

A table of contents is an extremely important part of any formal document, let alone a business plan. It is the most commonly found aspect in every large format document, from books to magazines to business plans. Let’s see the benefits of a business plan table of contents:

1. Acts as an introduction

The table of contents is placed before all the sections of a business plan. This will help the reader get a good look at the contents before diving into the details. Primarily, it introduces the reader to your business plan. This can get readers interested and excited to read more.

2. Gives an overview of the scope

A table of contents further enables the reader to judge the scope of your business idea. To mirror the exact essence of your business plan, the table of contents should be crafted carefully.

Whether it’s an investor or another company you wish to partner with, any formal entity interested in your business skims through your table of contents. Hence, it is wise to convey exactly what you intend to.

3. Displays attention to detail

While creating a table of contents, you include not only the major sections of your business plan but also the subsections. These subsections will convey that you have paid attention to the smallest of things while drafting your business. This indirectly sends a message that you are serious about your business ventures.

4. Provides easier navigation

This is an obvious but very significant advantage of a table of contents. Incorporating it into your business plan will add a navigational aspect to your document. Regardless if it’s a physical document or an e-document, a table of contents will help the reader go to any specific section they want.

In the case of an e-document, you can include links to the pages. So the reader can go to a particular section by clicking on the page numbers.

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Build Trust in your Business with a Table of Contents

Writing a table of contents for your business plan is a subtle yet powerful way to captivate your potential investors or business partners. It is essentially a summary of the document that acts as a roadmap for your business activities.

So, whether you’re a new business seeking funding or an established business looking to refine your strategy, investing time in creating a thoughtful table of contents is a wise choice.

You can smoothen the process with the help of business planning software and get guidance for each step. So, all the very best!

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About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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4 Examples of Business Plan Table of Contents

Written by   Peter Keszegh

When crafting a lengthy business plan, it’s best to create a table of contents that can serve as the backbone for your business blueprint. This will allow you to guide readers and potential investors from beginning to end, allowing them to find what exactly they need to know about your business proposal in a convenient way.

In this article, we’ll give you some tips on how to structure your business plan table of contents and provide you with a few examples to help you get started.

What’s a business plan table of contents?

A business plan table of contents is an outline of all the relevant sections listed in your business plan. It’s more than just a simple list; it’s also the first impression you’ll be giving to potential investors , which is why it’s important to make sure your table of contents is well-written and detailed from the get-go.

The business plan table of contents will immediately show what your business is all about, and will give readers an overview of relevant subsections and other aspects of your proposal.

A roadmap to your business strategy

Your business plan table of contents is an overview of all the relevant parts of your overall business strategy . This will make it easier for readers and potential investors to identify the key elements to how you plan to run your business.

Saves time for busy readers

In today’s busy world, time is money. Don’t waste the time of potential investors by giving them a business plan that’s difficult to get through. A good business plan table of contents should save readers time and provide them a detailed outline of your proposal from the start.

Reflects your attention to detail

If you put a lot of thought into making your business plan table of contents detailed, that’s a testament to how meticulous you are as an entrepreneur and how well you handle business strategies and finances. It’s like hitting two birds with one stone!

Enhances readability and professionalism

If you have a business plan table of contents that’s easy to read and concisely written, that shows potential investors that you know your business plan inside and out , and understand your vision well enough to write it all down in simple terms. It’s a good look for professionalism!

Ultimately, a good table of contents all comes down to getting your business vision across in the most effective way possible, and leaving an impact on potential investors. This document should spell out why these investors should believe in your vision for the future.

Sections to include in your business plan

It’s important to make sure you nail down all the important details in your business plan. Here are some sections you should consider including in your own plans:

Executive summary

An executive summary is exactly that – a glimpse into what your business is all about. Here, you should state your business mission statement, what products and services you’re offering, your leadership team and its employees, and where relevant stakeholders can find you.

It’s also important to mention what your business goals are and the financing you’ll need to achieve those objectives.

Company description

This section will provide readers with a more detailed look into your business. Here, you should describe what your business does, the market needs you address, and the impact of your products or services on the existing market.

Emphasize what sets your business apart from others and explicitly mention the competitive advantages you have.This section will be dedicated to a more extensive look into your business.

Market analysis

In this section, you’ll have to show potential investors that you have a deep understanding of your market, competitors, and overall industry. Write about your target market and its demographics and needs , as well as areas for potential growth . You can use case studies and statistics to illustrate your arguments.

Organization and management

Investors need to know your business’ organizational framework , as well as who your team managers and members are. Make sure to provide biographies of relevant team members that include their current duties and responsibilities , as well as how they contribute to larger organizational goals.

Services or products

Let investors know the products you’re selling or the services you’re providing. This section should give them an idea of the life cycles of your products as well as the research and development activities your business is investing in for future products and services.

Marketing and sales

This section should discuss your business strategies in attracting customers and keeping them . Outline your marketing and sales plans and give investors an idea of what your brand messaging and advertising strategies are.

Funding request

If you’ll be needing additional funds from external financing and investments , you should also include this in your business plan. Make sure to mention how much money you’ll be needing and how you’ll be using them , and whether you plan to source them via loans, grants, or other means . Include specific timeframes as well.

Financial projections

A business plan should also include financial forecasts to show potential investors the business’ profitability. Prepare an income statement, cash flow forecasts, and a balance sheet. It’s also good to provide a break-even analysis to determine the period when your business is likely to become profitable.

The appendix is where you should include all supporting documents or materials mentioned earlier on in your business plan. These may include resumes, permits, lease agreements, legal documents, and any other relevant files.

Consider each section of your business plan as a building block that will shape your overall vision, to make it attractive and easy to understand for investors. By working on these sections, you’ll be able to create a well-prepared document that reflects the true potential of your business.

Business plan table of contents examples

A clear and concise business plan table of contents is a great tool that will help entrepreneurs from all kinds of industries.

Here are four examples:

Standard business plan table of contents

You can opt to use a standard structure for your business plan table of contents. This format is good for any industry, and gives your potential investors a simple but powerful look into what your business is all about.

Executive Summary

Business concept and vision

Financial features and requirements

Current business position and major achievements

Company Description

Business formation history and milestones

Location and facilities

Mission statement and core values

Market Analysis

Industry background

Market needs and trends

Target market and customer profile

Organization and Management

Organizational structure chart

Management team bios

Legal and ownership structure

Products or Services

Detailed description of products or services

Development status and R&D activities

Sourcing and fulfillment

Marketing and Sales Strategy

Market penetration and growth strategy

Sales strategy and forecast

Communication channels

Funding Request

Current funding requirements

Future funding requirements over five years

Proposed terms and use of funds

Financial Projections

Income statements and cash flow statements

Balance sheets

Break-even analysis

Resumes of key managers

Legal documents

Any other relevant documents

Tech startup business plan table of contents

If you’re running a tech startup or looking to create an innovative product that will disrupt the market, you may want to tailor your business plan to highlight these. This kind of table of contents will emphasize your startup’s vision, how you plan to develop your products, and your user acquisition strategies.

Startup vision and quick growth plan

Unique value proposition

Company Overview

Founding story

Technology and innovation edge

Market Validation

Proof of concept results

Customer feedback and market demand

Product Roadmap

Current product offerings

Future development pipeline

User Acquisition and Marketing

Digital marketing strategy

Partnership and network growth plans

Operational Plan

Day-to-day operational details

Supplier and partner relationships

Management Team

Founders and key team members

Advisory board

Financial Plan

Revenue model and projections

Funding history and future rounds

Technical specifications

Patent details

Any additional supporting information

Service industry business plan table of contents

If you're working in the service industry, make sure your business plan table of contents clearly outlines your daily operations and workflows, your customer engagement strategies, and quality control measures.

Service offerings and key benefits

Summary of financial objectives

Business Description

Background and development

Service delivery process

Market Analysis and Strategy

Competitive landscape

Pricing and sales strategy

Customer Engagement

Customer service approach

Loyalty and retention programs

Operational Workflow

Service fulfillment logistics

Quality control measures

Management and Staffing

Organizational chart

Hiring and training plans

Financial Overview

Cost structure and profitability analysis

Funding requirements and strategy

Client testimonials

Key contracts and agreements

Retail business plan table of contents

If you’re working in retail, it’s ideal to highlight your strategies for inventory management, customer relations, and sales. This will give potential investors a clear look into how you plan to run your retail business.

Overview of business concept

Financial features

Current market position

History and vision

Unique value proposition in the retail industry

Detailed examination of target market

Customer demographics

Overview of competitive landscape

Product Line and Services

Description of products

Inventory sourcing strategies

Additional services offered

Marketing Strategy

Advertising strategies

Customer loyalty programs

Operations Plan

Daily operations

Location details

Supplier agreements

Management and Organization

Structure of the business

Profiles of management team

Employee roles

Sales Strategy

Sales forecast

Pricing strategy

Sales channels (in-store and online)

Detailed financial projections including profit and loss

Cash flow statement

Resumes of key staff

Detailed market research

Letters of intent from suppliers

All in all, it’s good to make sure your business plan table of contents lays out all the important details your investors need to know, depending on what industry you’re in. Make sure your table of contents has everything others need to know about your business, and that it’s complete and easy to understand.

Final thoughts: Business plan table of contents

When you’re creating a detailed and well-structured business plan table of contents, you’re a step closer to realizing your business ambitions. Remember that your business plan is what’ll give you a strong case and make you look good to investors, so it’s ideal that you promote your vision in the best way possible.

Once you’ve created a solid business plan, you can ensure that you’ll be on your way to career development, business growth, and meaningful success.

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How to Write a Business Plan: Step-by-Step Guide + Examples

Noah Parsons

24 min. read

Updated May 7, 2024

Writing a business plan doesn’t have to be complicated. 

In this step-by-step guide, you’ll learn how to write a business plan that’s detailed enough to impress bankers and potential investors, while giving you the tools to start, run, and grow a successful business.

• The basics of business planning

If you’re reading this guide, then you already know why you need a business plan . 

You understand that planning helps you: 

• Raise money
• Grow strategically
• Keep your business on the right track 

As you start to write your plan, it’s useful to zoom out and remember what a business plan is .

At its core, a business plan is an overview of the products and services you sell, and the customers that you sell to. It explains your business strategy: how you’re going to build and grow your business, what your marketing strategy is, and who your competitors are.

Most business plans also include financial forecasts for the future. These set sales goals, budget for expenses, and predict profits and cash flow. 

A good business plan is much more than just a document that you write once and forget about. It’s also a guide that helps you outline and achieve your goals. 

After completing your plan, you can use it as a management tool to track your progress toward your goals. Updating and adjusting your forecasts and budgets as you go is one of the most important steps you can take to run a healthier, smarter business. 

We’ll dive into how to use your plan later in this article.

There are many different types of plans , but we’ll go over the most common type here, which includes everything you need for an investor-ready plan. However, if you’re just starting out and are looking for something simpler—I recommend starting with a one-page business plan . It’s faster and easier to create. 

It’s also the perfect place to start if you’re just figuring out your idea, or need a simple strategic plan to use inside your business.

Dig deeper : How to write a one-page business plan

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• What to include in your business plan

Executive summary

The executive summary is an overview of your business and your plans. It comes first in your plan and is ideally just one to two pages. Most people write it last because it’s a summary of the complete business plan.

Ideally, the executive summary can act as a stand-alone document that covers the highlights of your detailed plan. 

In fact, it’s common for investors to ask only for the executive summary when evaluating your business. If they like what they see in the executive summary, they’ll often follow up with a request for a complete plan, a pitch presentation , or more in-depth financial forecasts .

Your executive summary should include:

• A summary of the problem you are solving
• A description of your product or service
• An overview of your target market
• A brief description of your team
• A summary of your financials
• Your funding requirements (if you are raising money)

Dig Deeper: How to write an effective executive summary

Products and services description

This is where you describe exactly what you’re selling, and how it solves a problem for your target market. The best way to organize this part of your plan is to start by describing the problem that exists for your customers. After that, you can describe how you plan to solve that problem with your product or service. 

This is usually called a problem and solution statement .

To truly showcase the value of your products and services, you need to craft a compelling narrative around your offerings. How will your product or service transform your customers’ lives or jobs? A strong narrative will draw in your readers.

This is also the part of the business plan to discuss any competitive advantages you may have, like specific intellectual property or patents that protect your product. If you have any initial sales, contracts, or other evidence that your product or service is likely to sell, include that information as well. It will show that your idea has traction , which can help convince readers that your plan has a high chance of success.

Market analysis

Your target market is a description of the type of people that you plan to sell to. You might even have multiple target markets, depending on your business. 

A market analysis is the part of your plan where you bring together all of the information you know about your target market. Basically, it’s a thorough description of who your customers are and why they need what you’re selling. You’ll also include information about the growth of your market and your industry .

Try to be as specific as possible when you describe your market. 

Include information such as age, income level, and location—these are what’s called “demographics.” If you can, also describe your market’s interests and habits as they relate to your business—these are “psychographics.” 

Related: Target market examples

Essentially, you want to include any knowledge you have about your customers that is relevant to how your product or service is right for them. With a solid target market, it will be easier to create a sales and marketing plan that will reach your customers. That’s because you know who they are, what they like to do, and the best ways to reach them.

Next, provide any additional information you have about your market. 

What is the size of your market ? Is the market growing or shrinking? Ideally, you’ll want to demonstrate that your market is growing over time, and also explain how your business is positioned to take advantage of any expected changes in your industry.

Dig Deeper: Learn how to write a market analysis

Competitive analysis

Part of defining your business opportunity is determining what your competitive advantage is. To do this effectively, you need to know as much about your competitors as your target customers. 

Every business has some form of competition. If you don’t think you have competitors, then explore what alternatives there are in the market for your product or service. 

For example: In the early years of cars, their main competition was horses. For social media, the early competition was reading books, watching TV, and talking on the phone.

A good competitive analysis fully lays out the competitive landscape and then explains how your business is different. Maybe your products are better made, or cheaper, or your customer service is superior. Maybe your competitive advantage is your location – a wide variety of factors can ultimately give you an advantage.

Dig Deeper: How to write a competitive analysis for your business plan

Marketing and sales plan

The marketing and sales plan covers how you will position your product or service in the market, the marketing channels and messaging you will use, and your sales tactics. 

The best place to start with a marketing plan is with a positioning statement . 

This explains how your business fits into the overall market, and how you will explain the advantages of your product or service to customers. You’ll use the information from your competitive analysis to help you with your positioning. 

For example: You might position your company as the premium, most expensive but the highest quality option in the market. Or your positioning might focus on being locally owned and that shoppers support the local economy by buying your products.

Once you understand your positioning, you’ll bring this together with the information about your target market to create your marketing strategy . 

This is how you plan to communicate your message to potential customers. Depending on who your customers are and how they purchase products like yours, you might use many different strategies, from social media advertising to creating a podcast. Your marketing plan is all about how your customers discover who you are and why they should consider your products and services. 

While your marketing plan is about reaching your customers—your sales plan will describe the actual sales process once a customer has decided that they’re interested in what you have to offer. 

If your business requires salespeople and a long sales process, describe that in this section. If your customers can “self-serve” and just make purchases quickly on your website, describe that process. 

A good sales plan picks up where your marketing plan leaves off. The marketing plan brings customers in the door and the sales plan is how you close the deal.

Together, these specific plans paint a picture of how you will connect with your target audience, and how you will turn them into paying customers.

Dig deeper: What to include in your sales and marketing plan

Business operations

The operations section describes the necessary requirements for your business to run smoothly. It’s where you talk about how your business works and what day-to-day operations look like. 

Depending on how your business is structured, your operations plan may include elements of the business like:

• Supply chain management
• Manufacturing processes
• Equipment and technology
• Distribution

Some businesses distribute their products and reach their customers through large retailers like Amazon.com, Walmart, Target, and grocery store chains. 

These businesses should review how this part of their business works. The plan should discuss the logistics and costs of getting products onto store shelves and any potential hurdles the business may have to overcome.

If your business is much simpler than this, that’s OK. This section of your business plan can be either extremely short or more detailed, depending on the type of business you are building.

For businesses selling services, such as physical therapy or online software, you can use this section to describe the technology you’ll leverage, what goes into your service, and who you will partner with to deliver your services.

Dig Deeper: Learn how to write the operations chapter of your plan

Key milestones and metrics

Although it’s not required to complete your business plan, mapping out key business milestones and the metrics can be incredibly useful for measuring your success.

Good milestones clearly lay out the parameters of the task and set expectations for their execution. You’ll want to include:

• A description of each task
• The proposed due date
• Who is responsible for each task

If you have a budget, you can include projected costs to hit each milestone. You don’t need extensive project planning in this section—just list key milestones you want to hit and when you plan to hit them. This is your overall business roadmap. 

Possible milestones might be:

• Website launch date
• Store or office opening date
• First significant sales
• Break even date
• Business licenses and approvals

You should also discuss the key numbers you will track to determine your success. Some common metrics worth tracking include:

• Conversion rates
• Customer acquisition costs
• Profit per customer
• Repeat purchases

It’s perfectly fine to start with just a few metrics and grow the number you are tracking over time. You also may find that some metrics simply aren’t relevant to your business and can narrow down what you’re tracking.

Dig Deeper: How to use milestones in your business plan

Organization and management team

Investors don’t just look for great ideas—they want to find great teams. Use this chapter to describe your current team and who you need to hire . You should also provide a quick overview of your location and history if you’re already up and running.

Briefly highlight the relevant experiences of each key team member in the company. It’s important to make the case for why yours is the right team to turn an idea into a reality. 

Do they have the right industry experience and background? Have members of the team had entrepreneurial successes before? 

If you still need to hire key team members, that’s OK. Just note those gaps in this section.

Your company overview should also include a summary of your company’s current business structure . The most common business structures include:

• Sole proprietor
• Partnership

Be sure to provide an overview of how the business is owned as well. Does each business partner own an equal portion of the business? How is ownership divided? 

Potential lenders and investors will want to know the structure of the business before they will consider a loan or investment.

Dig Deeper: How to write about your company structure and team

Financial plan

Last, but certainly not least, is your financial plan chapter. 

Entrepreneurs often find this section the most daunting. But, business financials for most startups are less complicated than you think, and a business degree is certainly not required to build a solid financial forecast. 

A typical financial forecast in a business plan includes the following:

• Sales forecast : An estimate of the sales expected over a given period. You’ll break down your forecast into the key revenue streams that you expect to have.
• Expense budget : Your planned spending such as personnel costs , marketing expenses, and taxes.
• Profit & Loss : Brings together your sales and expenses and helps you calculate planned profits.
• Cash Flow : Shows how cash moves into and out of your business. It can predict how much cash you’ll have on hand at any given point in the future.
• Balance Sheet : A list of the assets, liabilities, and equity in your company. In short, it provides an overview of the financial health of your business. 

A strong business plan will include a description of assumptions about the future, and potential risks that could impact the financial plan. Including those will be especially important if you’re writing a business plan to pursue a loan or other investment.

Dig Deeper: How to create financial forecasts and budgets

This is the place for additional data, charts, or other information that supports your plan.

Including an appendix can significantly enhance the credibility of your plan by showing readers that you’ve thoroughly considered the details of your business idea, and are backing your ideas up with solid data.

Just remember that the information in the appendix is meant to be supplementary. Your business plan should stand on its own, even if the reader skips this section.

Dig Deeper : What to include in your business plan appendix

Optional: Business plan cover page

Adding a business plan cover page can make your plan, and by extension your business, seem more professional in the eyes of potential investors, lenders, and partners. It serves as the introduction to your document and provides necessary contact information for stakeholders to reference.

Your cover page should be simple and include:

• Company logo
• Business name
• Value proposition (optional)
• Business plan title
• Completion and/or update date
• Address and contact information
• Confidentiality statement

Just remember, the cover page is optional. If you decide to include it, keep it very simple and only spend a short amount of time putting it together.

Dig Deeper: How to create a business plan cover page

How to use AI to help write your business plan

Generative AI tools such as ChatGPT can speed up the business plan writing process and help you think through concepts like market segmentation and competition. These tools are especially useful for taking ideas that you provide and converting them into polished text for your business plan.

The best way to use AI for your business plan is to leverage it as a collaborator , not a replacement for human creative thinking and ingenuity. 

AI can come up with lots of ideas and act as a brainstorming partner. It’s up to you to filter through those ideas and figure out which ones are realistic enough to resonate with your customers. 

There are pros and cons of using AI to help with your business plan . So, spend some time understanding how it can be most helpful before just outsourcing the job to AI.

Learn more: 10 AI prompts you need to write a business plan

• Writing tips and strategies

To help streamline the business plan writing process, here are a few tips and key questions to answer to make sure you get the most out of your plan and avoid common mistakes .  

Determine why you are writing a business plan

Knowing why you are writing a business plan will determine your approach to your planning project. 

For example: If you are writing a business plan for yourself, or just to use inside your own business , you can probably skip the section about your team and organizational structure. 

If you’re raising money, you’ll want to spend more time explaining why you’re looking to raise the funds and exactly how you will use them.

Regardless of how you intend to use your business plan , think about why you are writing and what you’re trying to get out of the process before you begin.

Keep things concise

Probably the most important tip is to keep your business plan short and simple. There are no prizes for long business plans . The longer your plan is, the less likely people are to read it. 

So focus on trimming things down to the essentials your readers need to know. Skip the extended, wordy descriptions and instead focus on creating a plan that is easy to read —using bullets and short sentences whenever possible.

Have someone review your business plan

Writing a business plan in a vacuum is never a good idea. Sometimes it’s helpful to zoom out and check if your plan makes sense to someone else. You also want to make sure that it’s easy to read and understand.

Don’t wait until your plan is “done” to get a second look. Start sharing your plan early, and find out from readers what questions your plan leaves unanswered. This early review cycle will help you spot shortcomings in your plan and address them quickly, rather than finding out about them right before you present your plan to a lender or investor.

If you need a more detailed review, you may want to explore hiring a professional plan writer to thoroughly examine it.

Use a free business plan template and business plan examples to get started

Knowing what information to include in a business plan is sometimes not quite enough. If you’re struggling to get started or need additional guidance, it may be worth using a business plan template. 

There are plenty of great options available (we’ve rounded up our 8 favorites to streamline your search).

But, if you’re looking for a free downloadable business plan template , you can get one right now; download the template used by more than 1 million businesses. 

Or, if you just want to see what a completed business plan looks like, check out our library of over 550 free business plan examples . 

We even have a growing list of industry business planning guides with tips for what to focus on depending on your business type.

Common pitfalls and how to avoid them

It’s easy to make mistakes when you’re writing your business plan. Some entrepreneurs get sucked into the writing and research process, and don’t focus enough on actually getting their business started. 

Here are a few common mistakes and how to avoid them:

Not talking to your customers : This is one of the most common mistakes. It’s easy to assume that your product or service is something that people want. Before you invest too much in your business and too much in the planning process, make sure you talk to your prospective customers and have a good understanding of their needs.

• Overly optimistic sales and profit forecasts: By nature, entrepreneurs are optimistic about the future. But it’s good to temper that optimism a little when you’re planning, and make sure your forecasts are grounded in reality. 
• Spending too much time planning: Yes, planning is crucial. But you also need to get out and talk to customers, build prototypes of your product and figure out if there’s a market for your idea. Make sure to balance planning with building.
• Not revising the plan: Planning is useful, but nothing ever goes exactly as planned. As you learn more about what’s working and what’s not—revise your plan, your budgets, and your revenue forecast. Doing so will provide a more realistic picture of where your business is going, and what your financial needs will be moving forward.
• Not using the plan to manage your business: A good business plan is a management tool. Don’t just write it and put it on the shelf to collect dust – use it to track your progress and help you reach your goals.
• Presenting your business plan

The planning process forces you to think through every aspect of your business and answer questions that you may not have thought of. That’s the real benefit of writing a business plan – the knowledge you gain about your business that you may not have been able to discover otherwise.

With all of this knowledge, you’re well prepared to convert your business plan into a pitch presentation to present your ideas. 

A pitch presentation is a summary of your plan, just hitting the highlights and key points. It’s the best way to present your business plan to investors and team members.

Dig Deeper: Learn what key slides should be included in your pitch deck

Use your business plan to manage your business

One of the biggest benefits of planning is that it gives you a tool to manage your business better. With a revenue forecast, expense budget, and projected cash flow, you know your targets and where you are headed.

And yet, nothing ever goes exactly as planned – it’s the nature of business.

That’s where using your plan as a management tool comes in. The key to leveraging it for your business is to review it periodically and compare your forecasts and projections to your actual results.

Start by setting up a regular time to review the plan – a monthly review is a good starting point. During this review, answer questions like:

• Did you meet your sales goals?
• Is spending following your budget?
• Has anything gone differently than what you expected?

Now that you see whether you’re meeting your goals or are off track, you can make adjustments and set new targets. 

Maybe you’re exceeding your sales goals and should set new, more aggressive goals. In that case, maybe you should also explore more spending or hiring more employees. 

Or maybe expenses are rising faster than you projected. If that’s the case, you would need to look at where you can cut costs.

A plan, and a method for comparing your plan to your actual results , is the tool you need to steer your business toward success.

Learn More: How to run a regular plan review

Free business plan templates and examples

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How to write a business plan FAQ

What is a business plan?

A document that describes your business , the products and services you sell, and the customers that you sell to. It explains your business strategy, how you’re going to build and grow your business, what your marketing strategy is, and who your competitors are.

What are the benefits of a business plan?

A business plan helps you understand where you want to go with your business and what it will take to get there. It reduces your overall risk, helps you uncover your business’s potential, attracts investors, and identifies areas for growth.

Having a business plan ultimately makes you more confident as a business owner and more likely to succeed for a longer period of time.

What are the 7 steps of a business plan?

The seven steps to writing a business plan include:

• Write a brief executive summary
• Describe your products and services.
• Conduct market research and compile data into a cohesive market analysis.
• Describe your marketing and sales strategy.
• Outline your organizational structure and management team.
• Develop financial projections for sales, revenue, and cash flow.
• Add any additional documents to your appendix.

What are the 5 most common business plan mistakes?

There are plenty of mistakes that can be made when writing a business plan. However, these are the 5 most common that you should do your best to avoid:

• 1. Not taking the planning process seriously.
• Having unrealistic financial projections or incomplete financial information.
• Inconsistent information or simple mistakes.
• Failing to establish a sound business model.
• Not having a defined purpose for your business plan.

What questions should be answered in a business plan?

Writing a business plan is all about asking yourself questions about your business and being able to answer them through the planning process. You’ll likely be asking dozens and dozens of questions for each section of your plan.

However, these are the key questions you should ask and answer with your business plan:

• How will your business make money?
• Is there a need for your product or service?
• Who are your customers?
• How are you different from the competition?
• How will you reach your customers?
• How will you measure success?

How long should a business plan be?

The length of your business plan fully depends on what you intend to do with it. From the SBA and traditional lender point of view, a business plan needs to be whatever length necessary to fully explain your business. This means that you prove the viability of your business, show that you understand the market, and have a detailed strategy in place.

If you intend to use your business plan for internal management purposes, you don’t necessarily need a full 25-50 page business plan. Instead, you can start with a one-page plan to get all of the necessary information in place.

What are the different types of business plans?

While all business plans cover similar categories, the style and function fully depend on how you intend to use your plan. Here are a few common business plan types worth considering.

Traditional business plan: The tried-and-true traditional business plan is a formal document meant to be used when applying for funding or pitching to investors. This type of business plan follows the outline above and can be anywhere from 10-50 pages depending on the amount of detail included, the complexity of your business, and what you include in your appendix.

Business model canvas: The business model canvas is a one-page template designed to demystify the business planning process. It removes the need for a traditional, copy-heavy business plan, in favor of a single-page outline that can help you and outside parties better explore your business idea.

One-page business plan: This format is a simplified version of the traditional plan that focuses on the core aspects of your business. You’ll typically stick with bullet points and single sentences. It’s most useful for those exploring ideas, needing to validate their business model, or who need an internal plan to help them run and manage their business.

Lean Plan: The Lean Plan is less of a specific document type and more of a methodology. It takes the simplicity and styling of the one-page business plan and turns it into a process for you to continuously plan, test, review, refine, and take action based on performance. It’s faster, keeps your plan concise, and ensures that your plan is always up-to-date.

What’s the difference between a business plan and a strategic plan?

A business plan covers the “who” and “what” of your business. It explains what your business is doing right now and how it functions. The strategic plan explores long-term goals and explains “how” the business will get there. It encourages you to look more intently toward the future and how you will achieve your vision.

However, when approached correctly, your business plan can actually function as a strategic plan as well. If kept lean, you can define your business, outline strategic steps, and track ongoing operations all with a single plan.

Noah is the COO at Palo Alto Software, makers of the online business plan app LivePlan. He started his career at Yahoo! and then helped start the user review site Epinions.com. From there he started a software distribution business in the UK before coming to Palo Alto Software to run the marketing and product teams.

Table of Contents

• Use AI to help write your plan
• Common planning mistakes
• Manage with your business plan
• Templates and examples

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Use This Business Plan Format to Expertly Write Your Plan

Written by Dave Lavinsky

In this guide, you’ll learn how to format your business plan professionally. Business plan structure and format helps readers look beyond distracting style to the real meat of your idea.

Download our Ultimate Business Plan Template here >

How to Format Your Business Plan: The Cover Sheet

Every business plan should begin with a simple business plan cover page including the business name, your name and contact information. An easy to read table of contents should follow.

Example Business Plan Table of Contents

I: Executive Summary      a. Business Overview      b. Success Factors      c. Financial Highlights

II: Company Overview      a. Who is [Company Name]?      b. [Company Name]’s History      c. [Company Name]’s Products & Services

III: Industry Analysis      a. Industry Trends

IV: Customer Analysis      a. Customer Segmentation

V: Competitive Analysis      a. Direct & Indirect Competitors      b. Competitive Advantage

VI: Marketing Plan      a. The [Company Name] Brand      b. Promotions Strategy      c. Pricing Strategy

VII: Operations Plan      a. Functional Roles      b. Goals and Milestones

VIII: Management Team      a. Management Team Members      b. Hiring Plan

IX: Financial Plan      a. Revenue Model      b. Revenue and Cost Drivers      c. Key Assumptions & Forecasts

X: Appendix

The cover sheet should leave no question for readers to be able to identify the business plan when it is in a stack with dozens of others on their desk. The table of contents allows them to easily refer to sections within the plan. For example, after reading the executive summary, some investors with an eye for numbers may turn directly to the financial plan and statements. Proper business plan format allows readers to quickly get the information they want.

Example Business Plan Format

There are 10 business plan components or sections that every entrepreneur and business owner must include in their plan. These include:

• Executive summary
• Company overview
• Industry analysis
• Customer analysis
• Competitive analysis
• Marketing plan
• Operations plan
• Management team
• Financial plan

You should recognize these if you’ve ever worked with the best business plan template .

Formatting your business plan with charts and graphs is welcomed to break up long blocks of text. However, charts and graphs shouldn’t be used for their own sake. They must make the information easier to pass on than text would.

The business plan format that investors and lenders expect includes the following 10 sections. You can download our business plan format pdf here, to help you get started. We’ve included important notes in each section specific to business plan formatting to help you as you write your plan.

1. Start with Your Executive Summary

An executive summary gives readers a crisp overview of your business at the start of your plan. This section should not be more than two pages long and should include the following:

• What is the business about?
• Where and why did the idea of the business originate?
• Who are the owners?
• Which industry is it operating in?
• What is its core function?
• Where is it located?
• How is it going to make money?
• How much money (if any) is it already making?
• What are its financial projections?

The best format for your executive summary is paragraphs. Utilizing bullets and headings is also useful formatting within an executive summary, as it aids the reader in scanning the content on the page.

2. Company Overview Section

The company overview is the perfect place to highlight the strengths of your business. This section gives the reader additional information about your products and/or services and describes your company’s past accomplishments.

Including the below in this section will provide further clarity about your business:

• What type of business you are (e.g., C-Corporation, sole proprietor)
• When your business started
• Business’ accomplishments to date

The best formatting to use in this section is paragraphs to describe your company’s strengths and products/services. You should also include a chart that outlines your company’s achievements to date.

3. Industry or Market Analysis

The industry or market analysis gives the reader a clear understanding of your industry and the audience it serves. It includes a detailed explanation of your market size and trends.

Typically, the format of this section should be paragraphs. Feel free to include charts and graphs to best convey the information to the reader.

4. The Customer Analysis States Who Your Customers Are and What They Need

In this section of your plan, explain who your target customers are and identify their specific needs. Doing this will help you better target and attract customers.

5. Competitive Analysis

The Competitive Analysis section identifies your direct and indirect competitors. It discusses who they are and their strengths and weaknesses. It then details your areas of competitive advantages.

Whether your competitors are small or large businesses, describe them. Telling investors there are no competitors (big or small) often gives the impression that a market does not exist for your company.

With regards to formatting, use paragraphs to describe each competitor. As appropriate, adding a competitor matrix to show similarities and differences between your company and the competition can be very powerful.

6. Your Marketing Plan is a Key Section

The marketing & sales section of your business plan should outline how you plan to attract new customers and retain old ones. This section should outline the ways customers can be introduced to and engage with your offerings and describe how you will convert these prospects into paying customers.

Set marketing objectives that include the following (if applicable):

• Introducing new products
• Extending the market reach
• Exploring new markets
• Boosting sales
• Cross-selling
• Creating a long-term partnership with clients
• Increasing prices without affecting sales
• Creating a content marketing strategy

Organize your Marketing Plan into the 4 P’s – Price, Product, Promotions and Place. If you have multiple products or services, include a menu with each key item and its price.

7. The Operations Plan Format

Your Operations Plan identifies your key operational processes and milestones you expect to accomplish. Using a Gantt chart is a great way to show your expected future milestones. You can also format this section with tables that document the dates of future milestones.

8. You Need to Prove Your Management Team Can Execute

“A company is only as good as the people it keeps.” – Mary Kay Ash, American Entrepreneur and Businesswoman

The Management Team section of your business plan focuses on the people who run the business.

Who are the decision-makers, who is the product expert, who is the operations head, and who is running the entire show? A glimpse into the expertise and capabilities of your team members and how their experiences will help grow your business will boost stakeholder confidence.

To improve the formatting and best convey your management team to readers, consider adding an organizational chart that shows your team members and reporting structure.

9. Format Your Financial Plan

The goal of this section is to convince the reader that your business is stable and will be financially successful. Arm this section with past and/or forecasted cash flow statements, balance sheets, profit & loss statements, expense budgeting and sales forecasts.

If you run an operational business, include 3 years of historical data to help investors gain an understanding of how feasible your funding request is and if your business is capable of generating good returns.

Also include your funding request, if applicable, in this section. You should mention how much investment is required to take your business to the next significant milestone and how the money will be spent. You should also define if you are seeking debt or equity funding. If you are seeking debt financing like an SBA loan, ensure your financial projections include the debt and show steady repayments of both the principal and return under reasonable loan terms.

If you are seeking equity financing, you don’t need to include your valuation expectations in the business plan, but you should be aligned within your ownership team on the amount of equity you are willing to exchange before you pitch investors.

Example Financial Plan

Projected sales, gross profit & net income.

5 Year Annual Income Statement

5 year annual balance sheet, 5 year annual cash flow statement, 10. appendix.

This section includes supporting documentation of your business case. This could include renderings of a planned store location, market research reports referenced in the plan, key supplier or buyer contracts that substantiate your financial projections or historical marketing and sales data.

Formatting Your Business Plan

Overall, business plans should use simple and standard formatting. Twelve point font size in a standard font like Arial or Times New Roman is best, as well as the standard margin size of one inch on each side. Pages should be numbered, and the name of the company should appear on each page in the header or footer.

Use charts whenever possible as it makes it much easier for readers to consume the information in your plan.

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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, how often should a business plan be updated, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

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A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

• A business plan is a document describing a company's business activities and how it plans to achieve its goals.
• Startup companies use business plans to get off the ground and attract outside investors.
• For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
• There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

• Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
• Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
• Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
• Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
• Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

• Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
• Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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Simple Business Plan Templates

By Joe Weller | April 2, 2020

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In this article, we’ve compiled a variety of simple business plan templates, all of which are free to download in PDF, Word, and Excel formats.

On this page, you’ll find a one-page business plan template , a simple business plan for startups , a small-business plan template , a business plan outline , and more. We also include a business plan sample and the main components of a business plan to help get you started.

Simple Business Plan Template

Download Simple Business Plan Template

This simple business plan template lays out each element of a traditional business plan to assist you as you build your own, and it provides space to add financing information for startups seeking funding. You can use and customize this simple business plan template to fit the needs for organizations of any size.

One-Page Business Plan Template

Download One-Page Business Plan Template

Excel | Word | PDF  | Smartsheet

Use this one-page business plan to document your key ideas in an organized manner. The template can help you create a high-level view of your business plan, and it provides easy scannability for stakeholders. You can use this one-page plan as a reference to build a more detailed blueprint for your business. 

For additional single page plans, take a look at " One-Page Business Plan Templates with a Quick How-To Guide ."

Simple Fill-in-the-Blank Business Plan Template

Download Simple Fill-in-the-Blank Business Plan Template

Use this fill-in-the-blank business plan template to guide you as you build your business plan. Each section comes pre-filled with sample content, with space to add customized verbiage relevant to your product or service.

For additional free, downloadable resources, visit " Free Fill-In-the-Blank Business Plan Templates ."

Simple Business Plan for Startup

‌ Download Startup Business Plan Template — Word

This business plan template is designed with a startup business in mind and contains the essential elements needed to convey key product or service details to investors and stakeholders. Keep all your information organized with this template, which provides space to include an executive summary, a company overview, competitive analysis, a marketing strategy, financial data, and more. For additional resources, visit " Free Startup Business Plan Templates and Examples ."

Simple Small-Business Plan Template

Download Simple Small-Business Plan Template

This template walks you through each component of a small-business plan, including the company background, the introduction of the management team, market analysis, product or service offerings, a financial plan, and more. This template also comes with a built-in table of contents to keep your plan in order, and it can be customized to fit your requirements.

Lean Business Plan Template

Download Lean Business Plan Template

This lean business plan template is a stripped-down version of a traditional business plan that provides only the most essential aspects. Briefly outline your company and industry overview, along with the problem you are solving, as well as your unique value proposition, target market, and key performance metrics. There is also room to list out a timeline of key activities.

Simple Business Plan Outline Template

Download Simple Business Plan Outline Template

Word  | PDF

Use this simple business plan outline as a basis to create your own business plan. This template contains 11 sections, including a title page and a table of contents, which details what each section should cover in a traditional business plan. Simplify or expand this outline to create the foundation for a business plan that fits your business needs.

Simple Business Planning Template with Timeline

Download Simple Business Planning Template with Timeline

Excel | Smartsheet

This template doubles as a project plan and timeline to track progress as you develop your business plan. This business planning template enables you to break down your work into phases and provides room to add key tasks and dates for each activity. Easily fill in the cells according to the start and end dates to create a visual timeline, as well as to ensure your plan stays on track.

Simple Business Plan Rubric Template

Download Simple Business Plan Rubric

Excel | Word | PDF | Smartsheet

Once you complete your business plan, use this business plan rubric template to assess and score each component of your plan. This rubric helps you identify elements of your plan that meet or exceed requirements and pinpoint areas where you need to improve or further elaborate. This template is an invaluable tool to ensure your business plan clearly defines your goals, objectives, and plan of action in order to gain buy-in from potential investors, stakeholders, and partners.

Basic Business Plan Sample

Download Basic Business Plan Sample

This business plan sample serves as an example of a basic business plan that contains all the traditional components. The sample provides a model of what a business plan might look like for a fictional food truck business. Reference this sample as you develop your own business plan.

For additional resources to help support your business planning efforts, check out “ Free Strategic Planning Templates .”

Main Components of a Business Plan

The elements you include in your business plan will depend on your product or service offerings, as well as the size and needs of your business. 

Below are the components of a standard business plan and details you should include in each section:

• Company name and contact information
• Website address
• The name of the company or individual viewing the presentation
• Table of Contents
• Company background and purpose
• Mission and vision statement
• Management team introduction
• Core product and service offerings
• Target customers and segments
• Marketing plan
• Competitive analysis
• Unique value proposition
• Financial plan (and requirements, if applicable)
• Business and industry overview
• Historical timeline of your business
• Offerings and the problem they solve
• Current alternatives
• Competitive advantage
• Market size
• Target market segment(s)
• Projected volume and value of sales compared to competitors
• Differentiation from competitors
• Pricing strategy
• Marketing channels
• Promotional plan
• Distribution methods
• Legal structure of your business
• Names of founders, owners, advisors, etc.
• Management team’s roles, relevant experience, and compensation plan
• Staffing requirements and training plans
• Physical location(s) of your business
• Additional physical requirements (e.g., warehouse, specialized equipment, facilities, etc.)
• Production workflow
• Raw materials and sourcing methods
• Projected income statement
• Projected cash flow statement
• Projected balance sheet
• Break-even analysis
• Charts and graphs
• Market research and competitive analysis
• Information about your industry
• Information about your offerings
• Samples of marketing materials
• Other supporting materials

Tips for Creating a Business Plan

It’s easy to feel overwhelmed at the thought of putting together a business plan. Below, you’ll find top tips to help simplify the process as you develop your own plan. 

• Use a business plan template (you can choose from the variety above), or refer to the previous section to create a standard outline for your plan.
• Modify your outline to reflect the requirements of your specific business. If you use a standard business plan outline, remove sections that aren’t relevant to you or aren’t necessary to run your business.
• Gather all the information you currently have about your business first, and then use that information to fill out each section in your plan outline.
• Use your resources and conduct additional research to fill in the remaining gaps. (Note: It isn’t necessary to fill out your plan in order, but the executive summary needs to be completed last, as it summarizes the key points in your plan.)
• Ensure your plan clearly communicates the relationship between your marketing, sales, and financial objectives.
• Provide details in your plan that illustrate your strategic plan of action, looking forward three to five years.
• Revisit your plan regularly as strategies and objectives evolve.
• What product or service are we offering?
• Who is the product or service for?
• What problem does our product or service offering solve?
• How will we get the product or service to our target customers?
• Why is our product or service better than the alternatives?
• How can we outperform our competitors?
• What is our unique value proposition?
• When will things get done, and who is responsible for doing them?
• If you need to obtain funding, how will you use the funding?
• When are payments due, and when do payments come in?
• What is the ultimate purpose of your business?
• When do you expect to be profitable?

To identify which type of business plan you should write, and for more helpful tips, take a look at our guide to writing a simple business plan .

Benefits of Using a Business Plan Template

Creating a business plan can be very time-consuming, especially if you aren’t sure where to begin. Finding the right template for your business needs can be beneficial for a variety of reasons. 

Using a business plan template — instead of creating your plan from scratch — can benefit you in the following ways:

• Enables you to immediately write down your thoughts and ideas in an organized manner
• Provides structure to help outline your plan
• Saves time and valuable resources
• Helps ensure you don’t miss essential details

Limitations of a Business Plan Template

A business plan template can be convenient, but it has its drawbacks — especially if you use a template that doesn’t fit the specific needs of your business.

Below are some limitations of using a business plan template:

• Each business is unique and needs a business plan that reflects that. A template may not fit your needs.
• A template may restrict collaboration with other team members on different aspects of the plan’s development (sales, marketing, and accounting teams).
• Multiple files containing different versions of the plan may be stored in more than one place.
• You still have to manually create charts and graphs to add to the plan to support your strategy.
• Updates to the plan, spreadsheets, and supporting documents have to be made in multiple places (all documents may not update in real time as changes are made).

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Shoe Store Business Plan PDF Example

• May 29, 2024
• Business Plan

Creating a comprehensive business plan is crucial for launching and running a successful shoe store. This plan serves as your roadmap, detailing your vision, operational strategies, and financial plan. It helps establish your shoe store business’s identity, navigate the competitive market, and secure funding for growth.

This article not only breaks down the critical components of a shoe store business plan, but also provides an example of a business plan to help you craft your own.

Whether you’re an experienced entrepreneur or new to the retail industry, this guide, complete with a business plan example, lays the groundwork for turning your shoe store business concept into reality. Let’s dive in!

Our shoe store business plan is structured to cover all essential aspects needed for a comprehensive strategy. It outlines the store’s operations, marketing strategy , market environment, competitors, management team, and financial forecasts.

• Executive Summary : Offers an overview of your shoe store’s business concept, market analysis , management, and financial strategy.
• Store & Location : Describes the store’s design, amenities, and why its location is appealing to potential clients.
• Supply & Products : Lists the types of shoes and related products provided by your store, including pricing structure.
• Key Stats : Shares industry size , growth trends, and relevant statistics for the shoe store market.
• Key Trends : Highlights recent trends affecting the shoe sector.
• Key Competitors : Analyzes main competitors nearby and how your shoe store differs from them.
• SWOT Analysis : Strengths, weaknesses, opportunities, and threats analysis.
• Marketing Plan : Strategies for attracting and retaining customers.
• Timeline : Key milestones and objectives from start-up through the first year of operation.
• Management: Information on who manages the shoe store and their roles.
• Financial Plan: Projects the store’s 5-year financial performance, including revenue, profits, and expected expenses.

Shoe Store Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

Executive Summary

The Executive Summary introduces your shoe store’s business plan, offering a concise overview of your store and its services. It should detail your market positioning, the range of footwear and accessories you offer, its location, size, and an outline of day-to-day operations.

This section should also explore how your shoe store will integrate into the local market, including the number of direct competitors within the area, identifying who they are, along with your store’s unique selling points that differentiate it from these competitors.

Furthermore, you should include information about the management and co-founding team, detailing their roles and contributions to the store’s success. Additionally, a summary of your financial projections, including revenue and profits over the next five years, should be presented here to provide a clear picture of your store’s financial plan.

Make sure to cover here _ Business Overview _ Market Overview _ Management Team _ Financial Plan

Dive deeper into Executive Summary

Business Overview

For a Shoe Store, the Business Overview section can be concisely divided into two main slides: 

Store & Location

Briefly describe the store’s physical environment, emphasizing its design, comfort, and the overall atmosphere that welcomes customers. Mention the store’s location, highlighting its accessibility and the convenience it offers to customers, such as proximity to shopping centers or ease of parking. Explain why this location is advantageous in attracting your target clientele.

Supply & Products

Detail the range of footwear and accessories offered, from casual and formal shoes to sportswear and specialized footwear. Outline your pricing strategy , ensuring it reflects the quality of products provided and matches the market you’re targeting. Highlight any exclusive brands, seasonal collections, or limited-edition items that provide added value to your customers, encouraging repeat business and customer loyalty.

Make sure to cover here _ Store & Location _ Supply & Products

Market Overview

Industry size & growth.

In the Market Overview of your shoe store business plan, start by examining the size of the footwear industry and its growth potential. This analysis is crucial for understanding the market’s scope and identifying expansion opportunities. Highlight relevant statistics and data that demonstrate the industry’s value and projected growth rates over the next few years.

Key Market Trends

Proceed to discuss recent market trends , such as the increasing consumer interest in athleisure footwear, sustainable and ethically produced shoes, and customization options. For example, highlight the demand for footwear that caters to specific needs like orthotic support or vegan materials, alongside the rising popularity of online shopping and augmented reality (AR) try-on features.

Key Competitors

Then, consider the competitive landscape, which includes a range of stores from high-end boutiques to budget-friendly options, as well as online retail giants. Emphasize what makes your shoe store distinctive, whether it’s through exceptional customer service, a unique range of products, or specialization in certain types of footwear. This section will help articulate the demand for shoe store services, the competitive environment, and how your store is positioned to thrive within this dynamic market.

Make sure to cover here _ Industry size & growth _ Key competitors _ Key market trends

Dive deeper into Key competitors

First, conduct a SWOT analysis for the shoe store , highlighting Strengths (such as a diverse product range and prime location), Weaknesses (including high operational costs or strong competition), Opportunities (for example, increasing trends in sustainable and customized footwear), and Threats (such as economic downturns that may decrease consumer spending on non-essential items).

Marketing Plan

Next, develop a marketing strategy that outlines how to attract and retain customers through targeted advertising, promotional discounts, engaging social media presence, and community involvement.

Finally, create a detailed timeline that outlines critical milestones for the shoe store’s opening, marketing efforts, customer base growth, and expansion objectives, ensuring the business moves forward with clear direction and purpose.

Make sure to cover here _ SWOT _ Marketing Plan _ Timeline

Dive deeper into SWOT

Dive deeper into Marketing Plan

The Management section focuses on the shoe store business’s management and their direct roles in daily operations and strategic direction. This part is crucial for understanding who is responsible for making key decisions and driving the shoe store toward its financial and operational goals.

For your shoe store business plan, list the core team members, their specific responsibilities, and how their expertise supports the business.

Financial Plan

The Financial Plan section is a comprehensive analysis of your financial projections for revenue, expenses, and profitability. It lays out your shoe store business’s approach to securing funding, managing cash flow, and achieving breakeven.

This section typically includes detailed forecasts for the first 5 years of operation, highlighting expected revenue, operating costs and capital expenditures.

For your shoe store business plan, provide a snapshot of your financial statement (profit and loss, balance sheet, cash flow statement), as well as your key assumptions (e.g. number of customers and prices, expenses, etc.).

Make sure to cover here _ Profit and Loss _ Cash Flow Statement _ Balance Sheet _ Use of Funds

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Creating a successful strategic marketing plan: steps, examples, and how to write one

Table of contents

Creating a successful strategic marketing plan starts with understanding target customer demographics and key brand messaging that forms your value proposition. It involves knowing your product and determining the right price, finding the best place to sell, and deciding on promotion techniques. Some of the steps that should be followed to come up with a strategic marketing plan include:

• Carrying out market research in order to understand the needs of customers.
• Identifying the competitive advantage over competitors.
• Designing marketing activities such as advertising, outreach, and public relations campaigns with tailored messaging.

Understanding the importance of a strategic marketing plan

In order to come up with a strategic marketing plan, one is supposed to list down all the marketing activities that will be moving forward to pave a way to fulfill a business's set goals. This is central to target customer demographics. In addition to helping tailor the key brand messaging and your value proposition, it outlines the 4 Ps. Market research will help in the formulation of such a plan, and it will guide or inform all aspects of advertising and public relations campaigns. In a nutshell, a well-thought-out strategic marketing plan ensures the effective use of resources tailored to maximize outreach and customer engagement.

Defining strategic marketing plan

A strategic marketing plan is, therefore, a complete and organized approach outlining the overall marketing strategy of a company. It should have key elements that are like the value proposition, product, price, place, promotion as well as the marketing activities. Moreover, the plan has identified the target. A thoughtfully developed strategic marketing plan supports the progression from conceptual thinking to granular, detailed plans of action to accomplish the business goals.

Why your agency needs a strategic marketing plan

A strategic marketing plan is a critical need. It aligns all the marketing activities an agency has to undertake. It defines the target customer demographics and the key messaging of the brand. It also clearly defines the product, price, place, and promotion, which is consistent with the agency's value proposition. This will ensure that all advertising, outreach, and public relations campaigns are on-brand and yet, effectively used to implement customized messaging. Therefore, through this plan, agencies not only undertake better and more market research but also secure a competitive advantage in the formulation of their marketing strategy. The final product is a unified plan that allows your agency to develop successful initiatives, gain visibility and target focused business results.

Importance of project management for agency

Effective project management becomes a part of the agency's culture, leading to better overall performance. Good project management ensures regular check-ins with clients, leading to work that meets their approval and increases client satisfaction.

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Key elements of a strategic marketing plan

A strategic marketing plan is primarily a marketing strategy that is worked to identify target customer demographics. It is a strategic marketing plan, and it includes all marketing key messaging that resonates with the target audience to differentiate the product or service and communicate the USP of the same. Other than that the strategic marketing plan includes product, price, place, and promotion that are called the 4 p's of marketing. This plan also includes regular marketing that is market research, advertising, outreach, and public relations campaigns. All of these work together to gain a competitive advantage in the marketplace for the business.

Market research and analysis

A deep-seated marketing strategy has been formulated based on market research. The strategy focuses on the USP and key messaging of the brand that will entice the target audience. The key elements of this plan are the product, price, place, and promotion, also referred to as the 4 Ps of marketing. All manner of marketing activities such as advertising, outreach, public relations campaigns, and the use of customized messaging will serve to uphold the product and promote brand familiarity amongst the target audience. These strategic measures, coupled with our product's competitive advantage, must ensure successful market penetration and sustained growth.

Defining marketing goals and objectives

It is a prerequisite for any business to set out clear and workable marketing goals and objectives if the business is to survive and succeed. It can be linked with the overall company targets, including upward growth in terms of market share, product awareness, and ultimately securing a competitive advantage. One of the major goals should be to be able to communicate various key brand messaging to the target customer demographics. The strategic plan of action should incorporate effective marketing activities like outreach, advertising, and public relations campaigns. The elements that need to be taken into account for this purpose include the product, price, place, promotion, and research within the market as well. Customized messaging is developed to prove the unique value of the brand to the consumer.

Target audience identification

The primary target of the marketing plan is to be those firms that are seeking to improve their outreach initiatives and public relations campaigns. Our competitive advantage is that we are able to perform deeper market research, customized advertising, and provide personalized messaging to fall in line with a variety of key brand messaging. Additionally, we actively target the variety of target customer demographics, ensuring that our product, price, place, and promotion activities are all at the competitive advantage within the market. There are times, though, we seek to help those start-up businesses who have lost focus on marketing; thus, our first marketing activities will be targeted at those organizations. Our full range of services provides them with everything from strategizing to a competitive advantage within their individual markets.

Competitor analysis

The competitor analysis is a crucial part of our marketing strategy. By employing market research, we can understand the product, price, place, and promotion used by our competitors. This is essential for our competitive advantage as it allows us to identify their strengths and weaknesses, as well as understand their key brand messaging and value proposition.

Furthermore, understanding our competitors' marketing activities, such as their advertising initiatives, outreach, and public relations campaigns, helps us develop tailored messaging for our target customer demographics. Consequently, this knowledge allows us to solidify our positioning in the market and craft unique, compelling offerings for our customers.

Unique selling proposition (USP)

Our email series offers a foolproof marketing strategy that offers an impressive value proposition. Combined with the key brand messaging that is specifically created for your target customer demographics, our product offers a substantial rate of return. The low price our services are offered ensures that the entire range of product, price, place, and promotion is fully covered. Our marketing activities are built on a solid base of market research that aids in providing you a competitive advantage. This includes outreach and public relations campaigns that are fully coordinated with other advertising to reach your desired audience. This USP means you are still a step ahead of the others.

Budget allocation

To adequately back the marketing strategy, a careful budget has to be allocated. It must primarily be allocated to the key brand messaging to create a value proposition and focus on the target customer demographics. These are the backbone of the marketing activities and lead to a competitive advantage. Also, it has to be set aside for market research, advertising campaigns, and outreach. Finally, it must be allocated to strong public relations campaigns and personalized messaging, hence extending the reach of the product. Budget management ensures that careful attempts are made into product, price, place, and promotion in order to ensure maximum returns.

Steps to create a strategic marketing plan

To create a strategic marketing plan, starting with comprehensive market research is essential. This helps to better understand your target customer demographics, competitors, and the overall market scenario to shape your marketing strategy. The next step involves defining a value proposition and competitive advantage, which will fuel your key brand messaging and advertising.

The four p's (product, price, place, promotion) are then taken into consideration to decide on marketing activities such as outreach and public relations campaigns. Lastly, the focus should be on creating tailored messaging centered around the needs of your target market.

Conducting a swot analysis

A swot analysis can highlight our strengths, weaknesses, opportunities and threats. The strengths might arise from our unique value proposition, key brand messaging or our marketing strategy catering precisely to target customer demographics. The weaknesses could be in terms of our product, price, place or promotion strategies, requiring a review of our marketing activities.

Market research and advertising will reveal opportunities to expand our outreach and develop public relations campaigns. Threats could include competition, which can be countered by building a competitive advantage, or changes in market trends necessitating tailored messaging.

Setting measurable marketing goals

Setting measurable marketing goals is a pivotal part of marketing strategy. It adds value proposition to the product by integrating target customer demographics, key brand messaging, and competitive advantage through various marketing activities. These activities may include advertising, outreach and public relations campaigns.

A well-structured marketing goal should be influenced by market research and tailored messaging; considering the product's price and place of promotion. Clear, quantifiable goals facilitate the measurement of success and guide necessary adjustments to optimize results.

Identifying your target market

Our marketing strategy begins with identifying our target customer demographics. Through extensive market research, we've determined that our product largely appeals to working professionals aged 30-50. Our key brand messaging and tailored messaging are thus aimed at this group, promoting the product's value proposition that emphasizes the convenience and efficiency it provides.

Our competitive advantage exists in our value-oriented pricing and strategic placement. We also plan for sustained advertising and marketing activities, including public relations campaigns and broad outreach. This will further solidify our hold in the market and reach out to potential customers with our brand message.

Developing marketing strategies

Creating an effective marketing strategy begins with a clear understanding of your target customer demographics. This information provides the basis for tailored messaging that aligns with your key brand messaging and value proposition. Knowing your product’s competitive advantages allows for effective marketing activities, such as advertising or public relations campaigns.

These activities should align with the '4 p's' of marketing: product, price, place and promotion. A well-rounded strategy uses market research not only to identify opportunities for outreach but to continuously measure and improve.

Implementing the marketing plan

The implementation of the marketing strategy commences with carving out a robust value proposition and key brand messaging that align with our product offerings and target customer demographics. This is achieved by conducting comprehensive market research and understanding our competitive advantage.

We then move on to designing tailored messaging for advertising, outreach, and public relations campaigns. The 4 p's (product, price, place, promotion) are integral to this step and guide our marketing activities.

By optimizing each aspect, we ensure that our marketing plan successfully reaches our target audience while maximizing the potential for sales and customer engagement.

Monitoring and adjusting the plan

The effectiveness of the marketing strategy and outreach activities need to be regularly evaluated and adjusted accordingly, based on market research insights. Monitoring the impact of advertising and tailored messaging on our target customer demographics allows us to better understand the value proposition of our product and enhance our competitive advantage. It is equally important to analyze the four cardinal points of marketing - product, price, place, and promotion. Timely revisitation and adjustment of these elements will ensure the alignment of our key brand messaging and ultimately increase the efficiency of public relations campaigns.

Examples of successful strategic marketing plans

The secret of their success has been their value proposition and key brand messaging. They have been able to make their product stand out in a crowded space as a high-end and advanced product, meaning they can justify the high price one has to pay for it. The target market segment, of course, is customers who are passionate about aesthetics and appreciate functionality to be willing to pay for it. Furthermore, Apple's marketing, including but not limited to public relations campaigns, has placed the iPhone as an admiration product.

Nike used a brilliant marketing strategy in motivating their target demographic. From Nike's market report, it showed that its target customers valued drive and the motivation bar being set high in their athletic activities. So the branded message "Just Do It" was to inspire the customers to push beyond their potential. They encrusted the brand and competitive advantage with the help of a certain message through smart and proper promotion and outreach.

Realizing the importance of place, McDonald's localized their product across different geographies, gaining one-up in the geographically and ethnically diverse world markets. Their permanent promotions and advertisements have, in the long run, effectively cemented a leader position around the world.

Apple's product differentiation strategy

Apple's product differentiation strategy is hinged on its unique brand value proposition. The company defines its brand strategy by quality, high innovation, and perfect integration of its products. These products must define a target market segment of the high-end and career-oriented clientele who are technologically informed. The brand sustains a competitive advantage through marketing activities that include tailored messaging in advertising, elaborate public relations campaigns, and strategic outreach efforts. In the marketing mix, Apple highlights product, price, place, and promotion while stressing the need to build a premium brand.

Nike's customer-centric approach

Nike somewhat leans on an approach to Nike marketing, focusing keenly on viewers and the target customer demographic. They realize success in market research since they allow the customer to identify with their needs and preferences. The value chain is derived from products of high quality with an innovative design Nike has placed its product attributes such that a better product essentially equals a better brand. This data-driven and tailored messaging enhances competitive advantage. Nike sets the price, place, and promotion activities in line with their core beliefs in relation to the customer; this makes their marketing activities more fruitful. Nike has, through advertising and public relations campaigns, continued to build a better global brand name and audience reach.

Starbucks' branding strategy

Starbucks marketing is based on its value proposition of creating a unique 'Starbucks Experience,' a combination of product, service, and atmosphere. The key brand messaging highlights high-quality coffee, customer service, and a sense of a community connection. It targets the message to customer demographics using careful advertising and public relations. The promotion strategy includes several marketing activities like loyalty programs and offers for a particular season and type of clients. Starbucks always conducts a thorough market study related to customer preferences, which is how it derives customer loyalty.

Tools to help you write a strategic marketing plan

Implement a strategic marketing plan by developing your target customer demographics, creating a clear message about the value of your proposition, and consistently messaging your core brand drives. These are processes that can be helped by different tools. Whether it be pricing tools, market research tools, or promotional tools–coordinated marketing, be it advertising, outreach, public relations campaigns, and tools. In the end, your tools help you in adjusting your messaging to the audience and offering your product in such a way that it will meet the needs of your audience.

Google analytics for market research

Google Analytics is best placed to assist in market research, given that marketing actions have turned to a strategy that is led and driven by data. In this respect, it makes it possible to establish the demographics of the target customers so that businesses create messages that will meet the set needs. Herein, the research will also be able to be used to track the effectiveness of the advertisements as well as public relations campaigns, through the outcome in real-time. In having adequate analysis of the data, businesses are also in a position to develop their critical brand messaging, evaluate their product performance, as well as identify points of competitive advantage. In this sense, Google Analytics significantly contribute to building a broad-based marketing strategy.

Conclusion - therefore, through product, price, place, and promotion metrics, Google Analytics is without a doubt a tool necessary in market research, as they assist in the decision-making process.

Hubspot for content marketing

Having a Hubspot for content marketing would allow you to come up with a robust marketing strategy that effectively targets the customer. In its ability to create a value proposition that has deployed tailored messaging, therefore, reinforcing key brand messaging. The tool provides much-needed market research data and is ideal for decision-making concerning product, price, place, and promotion. If that is not enough, HubSpot helps develop and execute marketing activities. The aspect is in the form of advertising, outreach programs, and public relation campaigns, which all serve to give you a much-needed competitive advantage in your industry.

Semrush for competitor analysis

Semrush is an all-needed tool that you might need to conduct an effective and efficient competitor analysis. It is needed much in the fine-tuning of your marketing strategy, knowing the target customer demographic, or the possible key message of the brand. In addition, it enables firms to gauge the product pricing of the competitor, methods it employs in promotion, and place in the market. In addition, Semrush will provide a company with the possible competitor's marketing activities through advertising, public relation campaigns, and outreach programs. By doing this, Semrush helps unlock the possible competitor's value proposition and decode the enemy's competitive advantage in the marketplace as a way of manipulating the messaging to earn leverage.

Common mistakes to avoid when creating a strategic marketing plan

A strong strategic marketing plan should not forget target customer demographics; this can water down tailored messaging. This waters down your key brand messaging. Failure to do market research before executing any form of advertisement or public relations campaign. Doing the marketing or public relations campaigns you organize without market research is equivalent to wasting time and resources.

Ignoring market trends

Ignoring market trends could damage the possibility of your marketing strategy being useful, as well as any public relations campaign you organize. When companies ignore these trends, they lose their competitive advantage, and the value proposition of their product becomes seemingly irrelevant. This goes across all the areas of the 'four ps': product, price, place, and promotion. Key brand messaging will not resonate with your target customer demographics if trends are not listened to, and those messages that will be tailor-made can be outdated way too fast. Again, without up-to-date market research, marketing activities like advertising and outreach will be ineffective.

Setting unrealistic goals

Unrealistic goals in any marketing strategy or campaign bring about a feeling of disappointment and result in time and resource wastage. For example, without comprehensive market research or understanding your target customer demographics, you might fail to come up with a convincing value proposition or key brand messaging that resonates with customers. A desire, however great, to enhance your competitive edge or market reach should not lead to a product launch, pricing, promotion, or outreach strategy that is overambitious. There will be precision in the setting of appropriate milestones, resulting in results from your marketing activities and public relations campaigns.

Underestimating the importance of budgeting

This could be one error in forgetting to budget well, which could be very significant, as indeed it can change the whole marketing strategy and position of the product. Not having any budget defined makes it possible that the misallocation of such resources, critical to setting the price, outreach to promos, and the crafting of message points, will be directed to the specific marketing segment. Central to the execution of public relations campaigns, market research, and the like marketing efforts that build on the value proposition of the product is greatly captured in how proper budgeting is well executed. Careful planning and adherence to the budget line can ensure that the business maintains an over-the-edge advantage over the rest of the competitors in the industry and is sure of the value of the whole marketing campaign.

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Teal Business Plan Table of Contents

Unleash your creativity design your own engaging business plan table of contents today..

• Design style modern
• Colors dark
• Size Letter (8.5 x 11 in)
• File type PNG, PDF, PowerPoint
• Plan premium

Elevate your business proposal with our stunning Teal Business Plan Table of Contents Template! Integrating eye-catching design elements in a professional layout, this template is perfect to promote your venture and catch the attention of potential investors. But the best part? You can tailor it to your liking. Add your own blend of colors, adjust sizes to meet your needs, and choose from countless photos or icons in our free stock libraries. With Venngage, creating your ideal design becomes a simple and enjoyable task. Get the word out about your business in a striking and effective way by using this stylish template.

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