Writing a Successful Business Plan

Writing a Successful Business Plan

Stephen Lawrence and Frank Moyes

Deming Center for Entrepreneurship Leeds School of Business University of Colorado at Boulder

Copyright © 2009 by the Regents of the University of Colorado

Table of Contents 

Purpose of a Business Plan Executive Summary Company Overview Introduction Vision Mission Statement Business Model Value Proposition Competitive Advantage Product or Service Plan Features Product or Service Strategy Benefits Proprietary Rights Stage of Development Market and Industry Analysis Market Analysis Industry Analysis Opportunity Marketing Plan Customer Research Target Customer Strategy Channel Strategy Positioning Branding Strategy Pricing Strategy Internet Strategy Communication Strategy Sales Strategy Revenue Model Operations Plan Introduction Operations Strategy Scope of Operations Research, Development and Engineering Costs and Expenditures 3 5 6 6 6 6 6 7 7 8 8 9 9 10 11 12 12 14 16 17 17 18 20 20 20 21 22 22 23 23 25 26 26 26 27 28

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Writing a Successful Business Plan Copyright © 2009 by The Regents of the University of Colorado

Development Plan Development Strategy Management Team Corporate Social Responsibility Boards Competitive Advantage Sustainable Competitive Advantage Risks Financial Plan Key Drivers Financial Summary Financial Projections Funding Funding Requirements Funding Strategies Sources and Uses of Funds Offering Appendices Plan Length

30 30 31 31 32 33 33 35 36 36 37 38 40 40 41 43 43 45 46

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Writing a Successful Business Plan Copyright © 2009 by The Regents of the University of Colorado

Purpose of a Business Plan

A business plan describes the venture that you will create to exploit a concept. You are telling a story about your creation that will convince readers of the viability of your venture.

Who Should Write?

Anyone who wants to start an entrepreneurial venture. It doesn’t matter if the venture is high or low tech, high or low growth, nonprofit...