Realism is desirable in all business plans.a) Executive summaryb) Management profiles (if relevant)c) Vision statementd) Mission statemente) Your proposition – company, product or servicef) Market description, analysis, segmentation, targeting and positioningg) Explanation of how the product, service or idea is differenth) Outline marketing plani) Outline sales plan and forecastj) Resourcesk) Financials (to include ROI and cash flow)l) How to make it happen The executive summary is the most important part of the document because it is likely to be read by all stakeholders.
But don’t think of it as purely a summary of your business plan.
The main focus of this section is on what you will offer the market in terms of business, product or service, technically and operationally.
You should include charts, diagrams, and images as necessary to enable the reader to understand your offering and its comparative capability.
That means you should never skip over areas of potential difficulty.
Instead, define, analyse and conclude how and why you can overcome them.SWOT may help you to distinguish between unimportant and important aspects which you need to consider.A SWOT analysis is a way of focusing on factors which may influence your success.It details what you wish to achieve – the business benefits – the why and who and when and where and how you are going to achieve them.You must be able to answer why people should buy your business, product, service, or idea, in preference to someone else’s.Ensure that the information you give is complete, that your narrative explains essential details, and that no questions are begged.You should describe your product or service in terms of what marketers call a marketing mix.Business plans may be written to explain how a business may meet its growth targets over one or more based on a cost model.Business cases comprise an argument to convince a decision maker to approve a specific course of action over another.This should be your starting point for developing your business plan.Think of your value proposition as your elevator pitch. It is about how you can deliver greater value or offer a better deal to potential customers than the current market can offer.