Reading #2--Guideline for the written business plan
Section Topic Focus Pages
Cover Page Company name 1
Executive Purpose of the business What are the fundamentals of your business and why 2
Summary should anyone pay attention?
Identify the business opportunity
Must grab the reader’s attention and include everything
• Identify the industrial sector that you would cover in a five minute presentation
• Sector’s market size & growth potential
• Customer needs
• Failing of competitors
• Competitive positioning
Summary of funding needed
Business Concept/ Value proposition What are you selling? Describe exactly what your 2
product is and for what purpose it was designed.
Product Keys to success
Discuss how it works, special features, resulting
Description economic, social, or environmental benefits. Why is your product different or better?
Stress Value Proposition: describe what unique benefit
you will provide to a particular set of customers and thus
Market Analysis Identify industrial sector How many potential customers are there? What 3
State size of the sector percentage do you initially plan to target? How did you
derive this figure?
State past and potential growth rates of How would you describe your customer?
What trends in society support the likelihood of your
Target market size, customer needs,
customer preferences success? What survey data reinforces your idea?
Who are you competing against? Why are you better?