Business Plan Outline

This is an possible outline business plan of less than 20 pages and appendices. Naturally you are going to make it specific to your situation. You will adapt it according to the purpose of your plan.


  1. An Executive Summary—written last, only 1 page, compelling
  2. A 30 word sell—based on the Value Proposition (contribution, worth & importance of idea)
  3. Market: The Problem and Its Solution—who needs the product(s) and services (and how much: past and projected—nature/size of opportunity) and why 2 pp max
  4. Mission & Values—no platitudes & show possibilities, not competitive aspirations (what are your ‘untradables’) 3 paragraphs max
  5. Value Proposition—the customer problems and how the customer gets value ½ page max
  6. Business Model—how will the business make money 4 paragraphs max
  7. Scale & Schedule—how big and when (summary financials) 1 page
  8. The Products & Services to (whomever)—what they are and how do they provide value: advantages & benefits vs. existing offers 2 pp max
  9. The People—the ones who’ll make it work and why (key = lead entrepreneur), in the company and outside; the special competences (doers & advisors) 1 page max
  10. Marketing & Promotion—how’s the market to know and be converted or be dazzled ½ page max
  11. Competition/Disruption—who or what are you up against (don’t say no one!) 3/4 page max
  12. Sales Strategy & Tactics—customer acquisition efficiency & method—you can’t knock on every door ½ page max
  13. Distribution Channel—how are buyers going to get the product—keeping costs to the bare minimum 3/4 page max
  14. Production—how will the product be built and clients serviced ½ page max
  15. Development—how will the business stay ahead of the game—a one-product company is unlikely to make it 1 page max
  16. Financial Plan—capital (including sources), loan assumptions, summarized income statements, balance sheets + cash flow forecasts, and if you are trying to raise capital, a proposed exit plan (if desired) or possibilities 2 pp max
  17. Operations—who, what, where, how ½ page max
  18. Implementation Time Lines (and for goodness don’t go beyond 3 yearstops) 1 table
  19. SWOT (Strengths, Weaknesses, Opportunities, Threats)—critical risks/success factors in a 2×2 grid diagram
  20. Appendices—all the detail and data (especially financials for three years—first year monthly, thereafter quarterly: income statements, balance sheets & cash flow forecasts); a ‘subject background’ to the opportunity, sales forecast breakdowns, or technical details can be added.

Do not forget cover page with contact details (do not forget email and phone) + confidentiality/copyright (but do not ever ask for a non-disclosure agreement from a VC—you will never get one) and a Table of Contents.

It looks like an awful lot of work. It is.

However, as long as these issues are all covered, you will probably thought of everything. Yours is a special case and will prove the exception to the model I have offered. You may have a technology that needs description and the patents listing; the disruption you are going to cause may require an exposé of the present situation; you are exporting/importing and the conditions may not be obvious.

Another view, from Guy Kawsaki of Garage Technology Ventures is, “Here’s what a business plan should address: Executive Summary (1), Problem (1), Solution (1), Business Model (1), Underlying Magic (1), Marketing and Sales (1), Competition (1), Team (1), Projections (1), Status and Timeline (1), and Conclusion (1). Essentially, this is the same list of topics as a PowerPoint pitch. Those numbers in parenthesis are the ideal lengths for each section; note that they add up to eleven. As you’ll see in a few paragraphs, the ideal length of a business plan is twenty pages, so I’ve given you nine pages extra as a “fudge factor.”

Here is something even simpler good advice from a Silicon Valley venture capitalist, Draper Fisher Jurvetson:

“Your business plan should contain the following information:

  1. Investment size and structure requested
  2. Description of the product or service
  3. Brief history of the company
  4. Business and marketing strategy
  5. Analysis of the market and the competition
  6. Full resumés of key management (highlighting industry and market expertise)
  7. Current financial statements and projections

Your plan should be a working document for the company, used in long-term planning, and not simply a sales tool for fund-raising.”