Writing a business plan that people actually read

A business plan is a tool for thinking clearly — and for convincing partners, landlords or investors.

The seven sections

1. 1Summary — one page: the problem, your solution, the market and what you need.
2. 2The customer — who buys, why, and how many of them there are.
3. 3The offer — your product or service and what sets it apart.
4. 4Competition — who else serves this customer and how you'll win.
5. 5Operations — location, suppliers, staff and licences.
6. 6Marketing and sales — how customers will find you and buy.
7. 7Financials — revenue forecast, costs, break-even point and cash needs for at least 12 months.

The numbers people check

• Realistic sales assumptions, explained.
• When you reach break-even.
• How much cash you need before you get there — plus a buffer.

Keep it short

Ten to fifteen pages is enough. Put detailed tables in an appendix.

A feasibility study goes deeper on the market and the numbers; we prepare both.