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Business Plan Outline - Page 3
This information was adapted from the U. S. Small Business Administration guide on preparing a business plan.
5. Marketing
  This will cover the details of your marketing plan. Include information about the total market for your product or service; emphasize your target market. Identify your customers and tell how you will make your product or service available to them. You should address the following:
 
  • Target market. Identify who your customer is and their characteristics; tell how you arrived at these results. Back up your information with the details of your method of collecting this information. Project the size of your market.
  • Competition. Analyze direct and indirect competition. Show how you can compete. Evaluate your competition in terms of location, market and business history.
  • Methods of distribution. Detail how your products or services will be made available to your customer. Use reports, statistics, etc. as back up information.
  • Advertising. How will your advertising be tailored to your target market? Include rate sheets, promotional material, time-lines, etc., for your advertising campaign.
  • Pricing. You will determine the price for your product or service through market research and costing. Tell how you arrived at your price structure and provide supporting information.
  • Product design. Discuss product design and packaging. Include any related graphics. Trademark and copyright information should be discussed here.
  • Timing of market entry. When and how are you planning to enter the market. Tell how you arrived at this decision.
  • Location. If your location is related to your target market, provide the details here.
  • Industry trends. Describe current industry trends, project how the market may change and your plans to keep up.
6. Financial documents
  These are the records you will use to show the past, present and projected finances for your company. The following are the major documents you will want to include in your business plan. The work is easier if these are done in the order presented.
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