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Business Plan WorkbookFor StartupsDeveloped by: Alisa KirkClayton State University SBDCCompliments ofthe University of GeorgiaSmall Business Development Center
Page 2Tip:The Executive Summaryshould be written LASTand summarizes themain points of the entiredocument.It also explains the purpose of the plan.Keep it brief.Executive SummaryOpportunityWhat are you going to sell?How much money are you requesting (if applicable)?How much money are you contributing from personal funds (if applicable)?Management TeamWho are the key managers, and what are their roles in the company?Key ManagersRoles (Titles, Summary of Major Responsibilities)Target MarketSummarize:What customers will youconcentrate on?What are the definingcharacteristics of each?What is the size of thismarket in your area?How will your companymeet the needs of thesecustomers?Customer 1:Customer 2:Customer 3:
Page 3Marketing PlanSummarize how you will reach customers.Summarize how you will retain customers.TIP:CompetitionSummarize your direct competitors (companies that sell what you will sell in the same market).Indirect competitors (who sell something customers could substitute for the product/service you sell).Competitive AdvantageWhy will customers buy from you? How are you different from your competitors?Each of thesections of theExecutiveSummaryshould be nomore than oneparagraph.
Page 4Company DescriptionDescriptionTip:When was your business formed?Most smallbusinesses are soleproprietors,partnerships, LLCs,What is the legal structure of your business?Where will your business be located?or S-CorpsOwnership (include all shareholders)NameTitleExample:Phase 1: Operate outof home, employingfamily and twoemployees. Sell tolocal market.Phase 2: Add twomore employees andlook for leased spacewhen sales reacharound 100,000;add second product.Phase 3: Add servicecapacity when salesreach around 250,000, and hireadditional employees.TimelineWhat are your plans for this business, in phases or stages?% Owned
Page 5TIP:Includelocations,employees,milestones,goals, andtimeline foradding newproducts andservices.
Management TeamName:Title:Roles:Page 6Tip:This is just a sampleorganizational chart.All of these blocksmay not be filled rightName:Title:Roles:may be needed.Also,Name:Title:Roles:away, or other blocksThese roles may befilled by outsideresources andadvisors. le:Roles:them, too.You will need toinclude a resume ofeach manager in theappendix of your plan.loan, you’ll also needName:Title:Roles:plan to apply for aName:Title:Roles:If you’re using thisto attach personalfinancial statementsof each person whoof the business.Name:Title:Roles:owns more than 18%
Page 7QualificationsFor each member of your management team, describe what qualifies him/her to fill these roles?Include a short (one paragraph for each) bio of relevant skills and experience in your written plan.
Page 8OperationsDescription of Process for each Major Category of Product/Service:Directions:Product/Service:This is where youdescribe exactly howthings will work as youmake and/or sell yourproducts and deliveryour services.Manufacturing:If you’re makingproducts, describe thesteps and materialsneeded for theprocess.Reseller:If you’re sellingproducts madesomewhere else,describe the steps toobtain, receive, andsell the products.Service Provider:If you’re performing aservice, describe theservice and anymaterials and laborneeded.Attention to detailis important here.Product/Service:
Page 9Product/Service:TIP:You can addsheets to thisworkbook ifyou have moreproducts/services.Describe administrative systems:Suppliers:Systems like bookkeeping and shipping. How will you handle?Where will you get your materials, and what policies and terms will be in place for payment ?
Page 10Target Market SummaryCustomer 1:Profile:How would you labeleach target market?Demographics:Facts like age, incomelevel, type of ychographics:Lifestyle or culturalinformation.Wants:What exactly do thesecustomers want fromyour industry (and you)?Needs:What exactly does thecustomer really need?Fears:Apprehensions the customer might have aboutbuying from you.Solutions:How can you help thesecustomers solve theproblems above?Customer 2:Customer 3:
Products and ServicesProduct/Service 1:Product/Service 2:Product/Service 3:Product/Service 4:Directions:Page 11List major categories of products/services, anddescribe each. Include features and benefits.
Page 12Marketing PlanPricing StrategyTip:How will you determine what prices to charge?Optimum pricing takesinto consideration: Competitors’ prices Your costs How muchcustomers willvalue your product,compared to otherchoices.Will your price be higher than, the same as, or lower than your competitors’ prices? Explain why?:Use this chart to compare price structure ofyour 4 top products.Product/service 1Product/service 2Product/service 3Product/service 4Product/service 5Product/service 6Competitor 1Competitor 2Competitor 3
Page 13Promotion:How and where are you going to advertise your products/service?Will you use online marketing, and if so, what is your strategy?Do you have a plan for public relations and media releases? Describe it.What promotions and discounts will you offer, and what is your strategy?
Page 14Marketing Plan (continued)Place/DistributionTip:Marketing plansusually coverthe 4 P’s: Where are you going to sell your products/perform your services?How will your customers receive your products/services, and what options will you offer?ProductPricePlacePromotionDescribe the locations where your products/services will be sold.Describe the way you will use your website. What will be the primary purpose of the website?Will everything in your location plan be done simultaneously, or is your plan in phases?
Page 15CompetitionWhat research have you done on your direct and indirect competitors?What similar products/services do your competitors offer, and how will yours be different?Similar Products/ServicesCompetitor 1Competitor 2Competitor 3Competitor 4Are there enough customers in your target markets to go around?Your Differentiation
This Business Plan Workbookcovers the narrative portionof the business plan.The financial portion of thebusiness plan is covered inFinancial ProjectionWorkbook.The University of GeorgiaSmall Business DevelopmentCenter in Athens1180 E. Broad St.Chicopee ComplexAthens, GA asbdc.orgThe Georgia Small Business Development Center Network offers no-cost, confidential consulting services to small business owners. Our consultants provide assistancein many areas of business, including marketing, management, strategic planning,and financial analysis. Please contact us if you need assistance preparing financialprojections or finding financing for your business. For the SBDC near you, visitwww.georgiasbdc.org.For more information, visit us on the web atwww.georgiasbdc.org or scan the code below.Funded in part through a cooperative agreementwith the U.S. Small Business Administration. Allopinions, conclusions, or recommendations expressedare those of the author(s) and do not necessarilyreflect the views of the SBA.
This Business Plan Workbook covers the narrative portion of the business plan. The financial portion of the business plan is covered in Financial Projection Workbook. Funded in part through a cooperative
