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My Business Plan

Executive Summary and Cover Letter
Summaries that “grab” the lender's or investor’s attention in demonstrating that your management team has the experience and vision to capture the #1 or #2 market position in a highly profitable, defensible market niche.

Product/Service
High-level description of the product.

Market
Demonstrates the case that there is a untapped or underserved market segment, analyzing demographics, psychographics, and competition.

Your Capital spending plan
Details the allocation of your working capital, asset improvement, and expansion planning.

Competitive Advantage
The company’s defensible advantage that will allow it to rapidly enter the market, become and remain the #1 or #2 company in the niche. Examples include exclusive licenses/territories, geographic position, first-mover advantage, preferred distribution opportunities, marketing alliances, proprietary process or code.

Management team
Description of the management team’s background and organization designed to prove that this team is capable of entering the market, reach #1 or #2, and staying there, with the marketing and financial skills necessary to offer competitive prices that yield strong margins.

Five-Year Financial Projections
Income statements; Balance sheets; Cash flow statements; Working capital analysis; Revenue, cost of revenue and overhead analysis, Assumptions and risks.

About Business Plans

What five questions do investors ask themselves when reading your business plan?

1. Do I believe there is a market for this product or service?

2. Do I believe that this team understands and can access the resources it will need to get into... and stay... in this business?

3. Do I believe this company and team can become and remain the #1 or #2 competitor in this business sector?

4. Does the cash flow produced by this business justify the risk?

5. How much time will I need to devote to this investment?

What are the three most important parts of a business plan?

1. Powerful Executive Summary and cover letter.
Every plan has just a few seconds to intrigue or excite the reader. Within three paragraphs, most investors know whether they are prepared to consider this opportunity. A powerful cover letter and executive summary must make a dramatic case for the product or service, and quickly.

2. Competitive analysis.
Most plans do not anticipate the powerful tools that competitors have to undercut good ideas by copying services or lowering prices. A good plan shows not only a good product or service, but also the difficulties that competition will have in responding to this threat to their business model or profit streams. A plan must show not only how the company plans to reach profitability, but reach #1 or #2 position in its business segment. An outstanding business plan not only makes the case that there is a market for the product/service, but that this company and only this company is in position to capture and dominate this market.

3. Management team summary.
Most plans have good teams with strong backgrounds; a plan must not only show their outstanding track records, but the evidence of their outstanding future together in executing this concept.