Professional Documents
Culture Documents
NAME OF ORGANIZATION
Logo
Contacts
City: ___________ State____ Zip _____ City: __________ State____ Zip _____
DATE:
Confidentiality/non-disclosure language
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Table of Contents (can be placed before or after the Executive Summary)
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1.0 Executive Summary
A. Name
B. Business idea
E. Marketing and sales strategy (How the business idea will satisfy a customer need)
A. Mission statement
B. Vision statement
A. Industry
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D. Strategic advantage
rationale for it
I. Geographic reach
and behavioral)
Geographic characteristics are based on the location(s) where your target customer can be reached. Are
they in the urban areas or do they reside in the rural areas? Are they in Montana or New York? Correctly
deciding whether to run an advertisement in the New York Times or the Los Angeles Times, will save you
money, and help you generate more effective marketing results. Try to identify your customer based on the
following geographic characteristics:
• Country / Region
• State
• City / Town
• Size of Population
• Climate
• Population Density
Psychographic characteristics, though less tangible, are still important to identify and understand. These
traits have more to do with a person's psychological characteristics such as attitudes, beliefs, hopes, fears,
prejudices, needs or desires, and are highly dependent on your customers' self-image and their perceptions of
your industry or product. Psychographic traits include such things as:
• Social Class
• Lifestyle
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• Leader / Follower
• Extrovert / Introvert
• Independent / Dependent
• Conservative / Liberal
• Traditional / Experimental
Consumer / Behavioral characteristics are those relating to the purchasing and usage traits of your
customers. Do they use similar products such as yours, and how often do they use them? What are the
benefits people desire in your service, and how does this translate into sales? Consider these consumer /
behavioral traits for your target customer:
• Usage Ratio
• Benefits Sought
• Method of Usage
• Frequency of Usage
• Frequency of Purchase
NAICS codes)
B. Factors that influence the demand for its product or service and why
Demand inelasticity with regard to price means that the quantity demanded of a product or
service varies little even as the price varies greatly. This may happen, for example, when the
product or service is relatively essential, when there are few if any substitutes or
compared to the income of the consumer. Technology can also affect the amount demanded.
It is also necessary to define the use of the product. For example, electricity as a product is
used for heating homes, air conditioning, watching television, and running a computer. Though
the product is physically the same (flow of electrons) for all purposes, the demand is not
similarly elastic for all uses. Electricity used for heating in a cold climate may be rather
essential, but there are usually alternatives such as oil, propane, wood, gas, etc. It requires
large quantities of electricity for this task, so it is often a large part of the household budget,
and there are technological options (heat pumps vs. resistance baseboard heat) and readily
available complements (insulation and storm windows), for example. The quantity of electricity
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demanded for heating, therefore should be rather elastic over the long run. Televisions and
computers use relatively a lot less electricity, there is no substitute, the cost is not great
relative to the typical household's income, so the quantity demanded of electricity for these
C. Factors that influence the supply for its product or service and why
businesses)
purchases, trends)
Strengths Weaknesses
Opportunities Threats
C. Presence of customers for the business in other countries and plans to reach them
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4.3 Competitive Analysis
B. Competitive advantage
Company
Turnaround
Specialization
Personalization
Total 1.0 xxxxx xxxxx xxxxx xxxxx
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D. International competitors and anticipated method of addressing competition
The Offer
Target Market
Production and Delivery Capability
F. Tactics to carry out the strategy
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Tactical Question Issues Solutions
B. Positioning statement
5.1 Products/Services
A. Products/services to be sold
The products and services that we’ve sold are the computer accessories and we are able to s
decline)
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D. Features and benefits of the product/service
5.2 Pricing
B. Discount structure
5.3 Promotion
A. Promotion Plan
specialties
Banner ads
Billboards
Blogs
Broadcast media
Brochures
Business cards
Catalog
Direct mail
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Directories
Flyers
Networking
Newsletters
Online store
Print media
Promo items
Public speaking
Sales calls
Samples
Signs
Special events
Sponsorships
Telemarketing
Toll free #
Website
B. Refer to examples of marketing materials in the appendices
C. Business slogan
E. Advertising plan
publications or
broadcast channels)
F. Publicity plan
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G. Outrageous customer service plan
H. Sales pitch
5.4 Place
A. Where intend to sell product and the advantages and disadvantages of the location(s).
A. Organizational chart
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General Management
rationale
• Always on time
• Complete uniform
• Approachable
E. Workplace environment
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F. Corporate governance plan
and institutions affecting the way a corporation (or company) is directed, administered
many stakeholders involved and the goals for which the corporation is governed.
G. Advisors - If there is a board of advisors, list each member and describe his/her
6.4 Facilities
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6.5 Inventory, Production, & Quality Assurance
A. Supply Chain
Product/Part Source
B. Manufacturing process
adopted
F. Lead times
H. Insurance coverage
I. Methods for compliance with federal, state, and local tax laws
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J. Laws impacting the business
A. Capital requirements
B. Use of capital
Capital Needed?
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Professional Fees – Other
Rent
Research and Development
Travel
Utilities
Web Fees
Other
Total Start-Up Expenses
Start-Up Assets
Cash Balance for Starting Date
Equipment
Furniture & Fixtures
Leasehold Improvements
Machinery
Rent Deposit
Signage
Utility Deposit
Other
Total Start-Up Assets
Equipment
Other Costs
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Start-Up Investment—TOTAL $
Cash Reserve $
D. Sources of financing
TOTAL START-UP
INVESTMENT $
E. Payback period
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Cash in from Operations (+)
[Sales]
Cash out from Operations (-)
Expenses, Taxes]
Cash in from Investing [Equity (+)
Infusions, Earnings on
Investments]
Cash out from Investing (-)
[Equipment Purchases,
Repaying Investors]
Cash in from Financing (+)
[Loans]
Cash out for Financing (-) ____ ____ ____ ____ ____ ____ _____
[Repayment of Debt] _ _ _ _ _
Ending Cash Balance (=)
Period]
C. Burn rate
As of (Month/Day)
$_____
$_____
$_____
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Accounts Receivable
Inventory
Capital Equipment
Other Assets
Total Assets $ $ $ $ $ $ $
Liabilities
Short-Term Liabilities
Long-Term Liabilities
Total Liabilities $ $ $ $ $ $ $
Owner’s Equity $ $ $ $ $ $ $
Total Liabilities & $ $ $ $ $ $ $
Owner’s Equity
B. Chart showing current assets, long-term assets, current liabilities, and long-term
liabilities
_ _ _ _
Gross Profit (=)
_ _ _ _ _ _
Net Income Before Taxes
Taxes
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_____ _____ _____ _____ _____ _____ ______
_ _ _ _ _ _
Net Income
B. Bar chart showing your Gross Revenues, Gross Profit, and Net Income.
Data*
Current
Quick
Debt
Debt to equity
Times interest
earned
Ave. inventory
turnover
Receivable
turnover
Ave. collection
period
Payables
turnover
Ave. payable
period
Total assets
turnover
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Net sales to
working capital
Net profit to
sales
Net profit to
equity
* (identify the source here)
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Employee buyout
Merger/acquisition
Liquidation
Stock buyback
8.3 Milestones
Note: This chart should be as detailed as is useful in the business plan. It may cover periods as
Appendices
2. Position descriptions for any vital start-up positions that are not yet filled
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Sample Promotional Materials
Product Illustrations/Diagrams
3. Significant contracts
support, direct
service)
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5. Method of achieving desired changes and unit of change (per person, animal,
house, etc.)
7. Measurement of change
Organization
(profile or
name)
Individual
Foundation
Corporation
Charitable
Organization
Religious Group
Federal
Government
State
Government
Local
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Government
Other