Our Business Plan


Key components for business plan

Executive Summary:

Summarizes the most important information within the pages of your business plan – the people, the idea, the market, the competition, the strategy – typically no more than two pages long, the executive summary is usually written last. It takes discipline to keep the summary short, but it’s a must.

Business Description:

Details the mission, goals, value proposition, business model, and key assets. After someone reads this section of the plan, they should be able to “get” what you’re offering with total clarity!

Market Analysis:

Dives into the needs and wants of potential customers in the market, as well as your competition and the percentage of the market you expect to reach. Be sure to include any pertinent market research and competitive analysis you’ve done – and cite your sources.

Marketing and Distribution:

Discusses your strategy and timeline for achieving your marketing goals and defines how you get what you offer into customers’ hands. Be sure to include any new or novel ideas you have for marketing and distributing your product.

Green tip


It does seem a bit strange that in the “digital age” we still consume enormous amounts of mashed up, bleached tree pulp, most of which gets used once or twice and then tossed or recycled  The greenest paper is no paper at all, so keep things digital and dematerialized whenever possible. The more you do online, the less you need paper.

Keep files on computers instead of in file cabinets (this also makes it easier to make offsite backup copies or take them with you when you move to a new office). Review documents onscreen rather than printing them out. Send emails instead of paper letters. New software like Greenprint helps eliminate blank pages from documents before printing and can also convert to PDF for paperless document sharing. .


Describes the management team(existing or future) and any other key personnel that will be instrumental to the business’ success. Includes each team member’s role and responsibilities, as well as any background information that illustrates why they are highly qualified for their role.

Exit Strategy:

Puts into words what you see as the ultimate mistory of companies, especially as it may affect those who finance your new business, as well as other equity holders in the startup.


The Financials section should map out your first few years of business and contain:

  • Written narrative of key business assumptions
  • Income statement
  • Balance sheet
  • Statement of cash flow
  • Cash management report

We’ve developed an important tool to help you forecast and manage the financial side of your startup business – a cash management report. It looks at how cash moves in and out of your business on a monthly basis. By preparing a cash management report before the launch of your business, you’ll be able to determine if you’ll need to raise outside capital, when you’ll need it, and how much will be required.

 Writing your Business Plan

Your business plan should be concise and neatly formatted. We suggest a Microsoft Word document for the bulk of the business plan, with financial documents as attached or embedded spreadsheets created in Microsoft Excel. Avoid fancy graphics, flowery language or photos. The easier you make it to read for a potential investor or partner, the better.

If you are the type of person who works better with templates and wizards, there are many business planning software packages available that cost around $100, as well as a few free online business plan templates.

The advantage to using business planning software is that it offers a step-by-step approach to the process and can include sample business plans for specific types of businesses to help you outline some of the unique requirements or expenses associated with that particular business. It also formats your business plan for you.

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