Business Plan

• What is a Business Plan?

o Why prepare a business plan?
o What to avoid in your business plan
• Business Plan Format
o Vision statement
o The people
o Business profile
o Economic assessment
• Six Steps to a Great Business Plan
o Basic business concept
o Feasibility and specifics
o Focus and refine concept
o Outline the specifics of your business
o Put your plan into a compelling form
o Review sample plans
• Does Your Plan Include the Following Necessary Factors
o A sound business concept
o Understanding your market
o Healthy, growing and stable industry
o Capable management
o Able financial control
o Consistent business focus
o Mindset to anticipate change
o Plans for online business

What Is A Business Plan?

The primary value of your business plan will be to create a written outline that evaluates all
aspects of the economic viability of your business venture including a description and analysis of
your business prospects.

Since the My Own Business, Inc. course is broken down into 14 of the most important topics to
consider in starting or operating a business, your business plan can easily be organized into this
same format. Included in this session, and in each of the following sessions, there is one-page
business plan template, which you can fill in and print. (Session 2 contains templates for both
Sessions 1 and 2.) When you put these all together, you will have completed your personalized,
overall plan.

Why Prepare A Business Plan?

Your business plan is going to be useful in a number of ways

• First and foremost, it will define and focus your objective using appropriate information
and analysis.
• You can use it as a selling tool in dealing with important relationships including your
lenders, investors and banks.
 • Your business plan can uncover omissions and/or weaknesses in your planning process.
• You can use the plan to solicit opinions and advice from people, including those in your
intended field of business, who will freely give you invaluable advice. Too often,
entrepreneurs forge ahead ("My Way!") without the benefit of input from experts who
could save them a great deal of wear and tear. "My Way" is a great song, but in practice
can result in unnecessary hardships.

What to Avoid in Your Business Plan

Place some reasonable limits on long-term, future projections. (Long-term means over one year.)
Better to stick with short-term objectives and modify the plan as your business progresses. Too
often, long-range planning becomes meaningless because the reality of your business can be
different from your initial concept.

Avoid optimism. In fact, to offset optimism, be extremely conservative in predicting capital

requirements, timelines, sales and profits. Few business plans correctly anticipate how much
money and time will be required.

Do not ignore spelling out what your strategies will be in the event of business adversities.

Use simple language in explaining the issues. Make it easy to read and understand.

Don't depend entirely on the uniqueness of your business or even a patented invention. Success
comes to those who start businesses with great economics and not necessarily great inventions.

Business Plan Format

The Business Plan format is a systematic assessment of all the factors critical to your business
purpose and goals.

Here are some suggested topics you can tailor into your plan:

• A Vision Statement: This will be a concise outline of your business purpose and goals.
• The People: By far, the most important ingredient for your success will be yourself.
Focus on how your prior experiences will be applicable to your new business. Prepare a
résumé of yourself and one for each person who will be involved with you in starting the
business. Be factual and avoid hype. This part of your Business Plan will be read very
carefully by those with whom you will be having relationships, including lenders, investors
and vendors. Templates for preparing résumés are available in your library, Kinko's,
bookstores and the Internet under "résumés."

However, you cannot be someone who you are not. If you lack the ability to perform a key
function, include this in your business plan. For example, if you lack the ability to train staff,
include an explanation how you will compensate for this deficiency. You could add a partner to
your plan (discussed in Section 4) or plan to hire key people who will provide skills you don't
have. Include biographies of all your intended management.

• Your Business Profile: Define and describe your intended business and exactly how
you plan to go about it. Try to stay focused on the specialized market you intend to serve.
• Economic Assessment: Provide a complete assessment of the economic environment
in which your business will become a part. Explain how your business will be appropriate
for the regulatory agencies and demographics with which you will be dealing. If
 appropriate, provide demographic studies and traffic flow data normally available from
local planning departments.
• Cash flow assessment: Include a one-year cash flow that will incorporate your capital
requirements (covered in Session 8). Include your assessment of what could go wrong
and how you would plan to handle problems.
• Include your marketing plan and expansion plans.
• Refer to helpful government Web sites such as the Small Business Administration. See
"Resources" on the home page of this Web site.

Six Steps To A Great Business Plan

Start-up entrepreneurs often have difficulty writing out business plans. This discipline is going to
help you in many ways so don't skip this planning tool! To make it easier, here are six steps
that will produce a worthwhile plan:

1. Write out your basic business concept.

2. Gather all the data you can on the feasibility and the specifics of your business
concept.
3. Focus and refine your concept based on the data you have compiled.
4. Outline the specifics of your business. Using a "what, where, why, how" approach
might be useful.
5. Put your plan into a compelling form so that it will not only give you insights and focus
but, at the same time, will become a valuable tool in dealing with business relationships
that will be very important to you.
6. Review the sample plans we furnish and download the blank format to a MS Word
document. Fill this in as you progress though the course.

Does Your Plan Include the Following Necessary Factors

• A Sound Business Concept: The single most common mistake made by entrepreneurs
is not selecting the right business initially. The best way to learn about your prospective
business is to work for someone else in that business before beginning your own. There
can be a huge gap between your concept of a fine business and reality.
• Understanding of Your Market: A good way to test your understanding is to test market
your product or service before your start. You think you have a great kite that will capture
the imagination of kite fliers throughout the world? Then craft some of them and try
selling them first.
• A Healthy, Growing and Stable Industry: Remember that some of the great inventions
of all time, like airplanes and cars, did not result in economic benefit for many of those
who tried to exploit these great advances. For example, the cumulative earnings of all
airlines since Wilber Wright flew that first plane are less than zero. (Airline losses have
been greater than their profits.) Success comes to those who find businesses with great
economics and not necessarily great inventions or advances to mankind.
• Capable Management: Look for people you like and admire, who have good ethical
values, have complementary skills and are smarter than you. Plan to hire people who
have the skills that you lack. Define your unique ability and seek out others who turn your
weaknesses into strengths.
• Able Financial Control: You will learn later the importance of becoming qualified in
accounting, computer software and cash flow management. Most entrepreneurs do not
come from accounting backgrounds and must go back to school to learn these skills.
Would you bet your savings in a game where you don't know how to keep score? People
mistakenly do it in business all the time.
 • A Consistent Business Focus: As a rule, people who specialize in a product or service
will do better than people who do not specialize. Focus your efforts on something that
you can do so well that you will not be competing solely on the basis of price.
• A Mindset to Anticipate Change: Don't commit yourself too early. Your first plan should
be written in pencil, not in ink. Keep a fluid mindset and be aggressive in making
revisions as warranted by changing circumstances and expanding knowledge.

Include Plans for Conducting Business Online: According to the January 2005
Trend/Forecasting Report of The Dilenschneider Group, in the U.S. alone, the 2004
holiday season online shopping jumped by more than 25% from 2003. (In 2005 it jumped
another 25%!) Consumer and business-to-business online sales are set to expand
exponentially in the coming decade, and small retailers can reach an ever-increasing pool
of customers. Be sure to see the how-to details in the following Session 10, E-commerce.
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