Business Plan Table of Contents

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Business Plan

A business plan is a document that clearly communicates what your company does, identifies your goals, and shows potential investors how you plan on being successful. It will act as a road map, giving you an idea about what audience to target and how to go about doing it. Creating a business plan also gives your business focus so you can put all the puzzle pieces together and create a strategy and plan for how the company is going to succeed.

Definition

A Table of Contents will act as an organized outline and navigational system for your business plan. It should be placed at the very beginning of the business plan so that your readers may quickly identify which sections apply to their specific interests and easily access them. The Table of Contents should clearly state all the major sections of the business plan, as well as subcategories under each major section. The Table of Contents usually precedes the Executive Summary.

Sample

EXECUTIVE SUMMARY……………………………………….. 4

MISSION & VISION ……………………………………………. 7
• Mission Statement ………………………………………… 7
• Core Purpose ……………………………………………….. 7
• Core Values …………………………………………………. 7

PRODUCT & SERVICE DESCRIPTION …………………….. 8
• Overview of Products & Services ……………………… 8
• Problems, Causes, Solutions & Benefits …………… 10
• Product & Service Advantages ……………………….. 10

INDUSTRY ANALYSIS ………………………………………. 11
• Industry Overview ……………………………………….. 11
• SaaS and CRM Industry Size and Trends ………….. 12

COMPETITIVE ANALYSIS ………………………………….. 14
• Competitive Overview ………………………………….. 14
• Direct Competitors ………………………………………. 15
• Indirect Competitors ……………………………………. 16
• Competitive Advantages ………………………………. 18
• Market Share Analysis ………………………………….. 19
• Barriers to Entry ………………………………………….. 19

MARKET ANALYSIS ………………………………………….. 21
• Addressable Market ……………………………………… 21
• B2B Market Segmentation ……………………………… 22
• Ideal Customer Profile ………………………………….. 23

SALES & MARKETING PLAN ………………………………. 24
• Sales & Marketing Goals ……………………………….. 24
• SWOT ………………………………………………………… 26
• Pricing Strategy …………………………………………… 26
• Branding ……………………………………………………. 27
• Marketing Strategies ……………………………………. 28

OPERATIONS PLAN …………………………………………. 29
• Location …………………………………………………….. 29
• Staffing and Training …………………………………… 29
• Personnel Plan ……………………………………………. 29
• Customer Service ………………………………………… 30
• Purchasing Procedures …………………………………. 30
• Quality Control Measures ……………………………… 30
• Organizational Chart ……………………………………. 31

MANAGEMENT TEAM ………………………………………. 32
• Key Management …………………………………………. 32
• Board of Directors & Board of Advisors ……………. 32

FINANCIAL PLAN …………………………………………….. 33
• Financial Summary ……………………………………….. 33
• Marketing and Personnel Expenses …………………. 35
• Projected Profit and Loss ………………………………. 37
• Projected Cash Flow …………………………………….. 38
• Projected Balance Sheet ………………………………… 39
• Current Ownership Summary …………………………. 40
• Funding Request & Terms of Investment …………. 40
• Exit Strategy ……………………………………………….. 42

APPENDICES ………………………………………………….. 44
• Product Comparison …………………………………….. 44

To see what goes into the Table of Contents, read our blog at The Startup Garage [1]