Business plan

Page written by AI. Reviewed internally on May 16, 2024.


A business plan is a document that outlines a company’s goals, objectives, strategies, and operational plans. It serves as a roadmap for the business, providing a detailed overview of how the company intends to achieve its mission and vision.

What is a business plan?

A well-structured business plan is crucial for attracting investors and ensuring that the business is on track to achieve its goals.

Here are the key components in business plan:

  1. Executive summary: This is a concise overview of the entire business plan and summarises the key elements of the business. 
  2. Company description: This section provides a thorough overview of the business, covering its history, mission, vision, legal structure, location, and significant achievements.
  3. Products or services: In this part, the business describes its offerings, including specifics about the products or services, their features, advantages, and how they meet the needs of the target market
  4. Market analysis: This involves an in-depth examination of the industry and market in which the business operates. It includes information on market trends, customer demographics, and competitor analysis.
  5. Marketing and sales strategy: This section outlines the company’s approach to reaching and attracting customers. It covers marketing activities, advertising strategies, pricing strategies, and sales tactics.
  6. Organisational structure and management: This outlines the company’s structure, including key roles, responsibilities, and qualifications of personnel. It also covers the board of directors, advisors, and external consultants.
  7. Product development and operations: This section discusses how the company plans to design, develop, and produce its products or deliver its services. 
  8. Financial plan and projections: This section encompasses financial statements, funding needs, budgeting, revenue forecasts, and break-even analysis.
  9. Funding and investment: If the business is seeking external funding, this section outlines the amount of capital required, the purpose of the funds, and how they will be utilised. 
  10. Risk assessment and mitigation: This part identifies potential risks and challenges the business may face and outlines strategies for mitigating them. 
  11. Implementation plan and timeline: This section provides a detailed timeline for executing the strategies outlined in the business plan, including milestones and deadlines.

A business plan should include methods for tracking progress and measuring performance against the goals and objectives outlined in the plan. This ensures accountability and allows for adjustments.

Example of a business plan

Here’s a simplified example for a fictional coffee shop named “Beans & Brews”:

Executive summary:

  • Beans & Brews is a specialty coffee shop located in the heart of the city. Our mission is to provide high-quality, ethically sourced coffee in a cozy and inviting environment. The executive summary briefly outlines the business concept, vision, and goals.

Business description:

  • Beans & Brews offers a wide range of premium coffee beverages, including espresso-based drinks, single-origin pour-over coffees, and specialty teas. Our coffee is sourced from sustainable and fair-trade suppliers, and we prioritise creating a welcoming atmosphere for customers.

Market analysis:

  • We conducted market research to identify the target market, customer preferences, and competitors in the local coffee industry. The analysis indicates a growing demand for premium coffee experiences, and Beans & Brews aims to capture a significant market share.

Organisational structure:

  • The business plan outlines the organisational structure of Beans & Brews, including key personnel responsible for operations, marketing, and customer service. Roles and responsibilities are clearly defined to ensure efficient business operations.

Products and services:

  • Beans & Brews offers a diverse menu of coffee beverages, teas, and light snacks. Our focus is on providing a unique and memorable coffee experience, and we plan to introduce seasonal specials to keep the menu fresh and exciting for our customers.

Marketing and sales strategy:

  • The plan details the marketing and sales approach, including social media campaigns, loyalty programs, and partnerships with local businesses. We aim to build a strong brand presence and attract customers through a combination of online and offline channels.

Financial projections:

  • The financial section includes sales forecasts, budgeting, and profit projections for the first three years of operation. We have outlined startup costs, expected revenue, and expenses to provide a clear picture of the financial viability of Beans & Brews.

Funding request:

  • If Beans & Brews is seeking external funding, this section outlines the amount required, the purpose of the funds, and the proposed terms. This could include loans, investments, or other financing options.
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