For more information contact:
James W. Wolfson, PhD.,MBA, CPA
610 Philadelphia Avenue
Chambersburg, Pennsylvania 17201
Tel (717)(263-0531) FAX (717)709-1143
Email: wolfson.james@gmail.com
Section 1 - Overview and Plan Objectives
Objectives of Business Plan/ Current Situation Analysis
What the business wants (in terms of time goals, profit goals, and
required financing)
Brief Description of Business Opportunities (including client/customer
needs to be served)
Obstacles to be overcome
How client/customer needs are to be served by the business
Brief Description of Business Resources (all, including human, financial,
and intangible)
(Most important financial questions: where is the seed money? Then, where
is the collateral?)
This section consists of a paragraph summary from each succeeding topic
Section 2 – Experience and Capabilities
Principals
Current Business
Related Past Businesses
Work Force
Business Assets
Section 3 – Marketing Plan and Forecast
Statement of Marketing Objectives
Market Research (must demonstrate need for proposed services)
Description of Opportunity in the Marketplace, including building the case
for why people
will say, "I would be
an absolute fool to do business with anyone but you, regardless of price."
Analysis of Competitive Environment – Exactly how is this business better?
Must be seen through
the eyes of the potential client/consumer
Develop Marketing Strategy In Terms of Major Variables
Product
Price
Distribution
Advertising
Personal Selling
(The focus of this section is strategy, but your spirit matters, too. The
client must have the burning desire to make all his communications come
alive, reach out and grab prospects and make them want to listen to the
message.)
Sales Forecast
Resources Forecast
Operating Budget
Contingency Plan and Budget Ramifications
Financing Requirements
(These are mechanical variables that must reflect the marketing strategy
and some realistic assumptions about its role in the marketplace. You really
need to make your case here.)
Section 4 - Development Plan ( Execution of Marketing Strategy)
Expected Growth of Demand and How It Will Be Met
Detail of Expenditures
New Facility
New Personnel
New Product Line
New Anything Else
Advertising and Promotion
(This expenditure provides the means for the marketplace to buy the
product or service. It must involve a systematic process that continuously
nurtures prospects and gives them enough information on a consistent basis
so that, when they finally become ready, they instantly, automatically
choose your product or service.)
Other Expenditures to Execute Marketing Strategy
(This section must be based on realistic projections about marketing the
product and the acquisition of the resources that will make it possible.)
Section 5 - Pro Forma Financial Statements/Notes
Create the Action Plan
All Relevant Past or Ancillary Financial Statements and Tax Returns
Pro Forma Projections (Income Statements and Cash Flow) For at Least 3
Years
Detailed Notes to Support Each Statement Item (from Action Plan)
Sensitivity Analysis on all Critical Input Factors (sales, costs, expenses,
interest rates, debt characteristics, equity characteristics)
Section 6 - Valuation of Business Assets
Appraised Values of Tangible Assets
Evidence of Contracts and Covenants
Section 7 - Appendices
Narrative Appraisals
Statistical Analyses
Detailed Market Studies
Ancillary Information (Media Articles, References)
The final step is to match your needs to the appropriate financing source.
Writing a business plan is valuable in its own right, but the usual objective is
to obtain financing.
